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Showing posts from March 11, 2019
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Report: 65 million US smart speaker owners, smart displays quickly gaining traction

Two recent reports agree that there are about 65 million smart speaker owners in the United States, with more than 130 million actual devices in use. The two reports come from Voicebot.ai and Edison Research and both extrapolate from survey data.Voicebot says that the average number of smart speakers per user grew from 1.8 in 2018 to 2 in 2019. Edison found roughly the same thing.Room for growth. Edison says that smart speaker ownership has reached only 23 percent of the U.S. population over the age of 12. However awareness is much higher: 223 million according to the estimate. And while adoption is reportedly slowing, the gap between awareness and ownership suggests there’s quite a bit of room for growth in the market.Source: Edison Research (2019)Smart display adoption growing. But while smart speaker growth may be slowing, smart display growth is accelerating. In 2017, less than 3 percent of smart speakers had a display. But by the end of last year, smart displays constituted 13.2 …

Martech can deliver personalized consumer experiences, but humans are still required

In the ever-evolving age of digital marketing, marketers are competing against many things: time constraints, a noisy marketplace, endless channels and formats for content, just to name a few. But the most challenging is delivering contextually-relevant content. Brand marketers are beginning to see help come from artificial intelligence. The talk of AI and martech isn’t new, but real use cases are now becoming a reality. Specifically, AI lends itself well to analytics and predictive data that marketers are now using to deliver what people care about most at any given moment. By taking into account all of the detailed data points across every digital channel over the lifetime of a brand-and-customer relationship, marketing is becoming increasingly relevant and personalized.Data is the fuel for AIAI has proven most useful in analyzing data and putting meaningful optimizations to work in real-time. It has the potential to greatly collapse the time-to-market for optimization as compared t…

A primer to forecasting the value of SEO

If there’s one thing that’s universally accepted, it’s that the results of SEO are unpredictable.However, as more investment is made into the channel, we’re being put under increasing pressure to be performance-driven (and show the value we can drive “up front”) in the same way, our paid counterparts have been for some time.Invariably, this means setting targets and being held accountable for whether we hit them or not. But this shouldn’t be an issue and in fact, I believe it’s completely possible, with the right caveats and education, for SEO to become a results-led channel. And ultimately, if we’re going to continue to grow in popularity (and see further investment), we need to be.Measure the right thingsFor a long time, SEOs have talked about “improving keyword rankings”, with the coveted number one spot on a high traffic term, being the primary focus for many marketers. In 2019, however, this approach is myopic. I’m not ruling out rankings entirely, they still have value, but prom…

Twitter hires Google exec to head US agency development

Doug Brodman. Image: Twitter Twitter has hired Doug Brodman as its U.S. agency development director. Brodman comes to Twitter from Google where he spent the last five years on Google’s U.S. agency team.Why you should careIn his new role, Brodman will lead the team that works with the big holding companies and their agencies to create programming, content and media solutions on the platform. He will report to Twitter’s head of global agency development Stephanie Prager, who has been promoted from the U.S. role.“Doug has delivered on impactful projects that have moved the industry forward, and we’re thrilled to have his agency expertise and passion for advertising on the team,” said Prager, “As we continue to showcase how Twitter is a key asset for brands launching something new or connecting with what’s happening, we look forward to his fresh perspective.”Brodman joins Twitter after five years at Google, developing deals and partnerships between the largest U.S. media agencies and Fortu…

How can brands use SEO to capture new users and markets?

The tale of the online giants can largely be put into two boxes. The first box is the Amazons of the world — you create a landing page, the landing page ranks and you control a new sector of the market.The second box is the online giants that don’t need SEO. This latter box is based more so on success than failure however with questions such as “well, what more could we do?” or “where’s the value in it?” the second being a particular point for brands with big budgets for their Google Ads campaigns.Now, while these points aren’t without merit if you run the world’s biggest shampoo brand and you rank number one for the word shampoo you might wonder where else you can go.Well, with effective CRO, SEO research, market share analysis, and technical optimization, the answer is just about anywhere.Large scale websites onlineQuite simply the scale of data available online provides bigger brands, particularly in the ecommerce industry, with so many numbers that it can at times be difficult to …

In-store apps are now rated like products, Forrester report finds

For physical retailers, an omnichannel strategy often includes a mobile app that can be used in-store.But how good are those apps? Research firm Forrester tested them out, and, out of nine major retailers, found that four were tops.The new study, “The Forrester Retail Wave: US Mobile apps, Q1 2019” (available only to Forrester clients), complements the firm’s 2017 report that evaluated retail mobile websites.Melding physical and digital. Apps have become not only essential to retailers’ omnichannel strategies, the report points out, but they now occupy a position that is more unique than desktop or mobile websites.It notes that “retail mobile apps must now meld the physical and digital worlds for customers — not simply bridge them,” and it must offer a top-notch user experience because it is used by the brand’s customers.A poor user experience can keep these already engaged customers from making purchases, the report says, and “drives them into competitors’ hands.”Four retailers score…

B2B marketers should quit treating millennials like previous generations

In recent years, business-to-consumer marketers have been rightly obsessed with millennials because they are increasingly becoming household decision-makers. At the same time, they are becoming decision-makers for corporations and small businesses as well. In fact, 73 percent of millennials who work in business are involved in the technology-purchasing process for their companies.It’s time for B2B players to wake up to that reality and start appealing to this generation in a new way. Millennials, who are between 22 and 37 years old, have different mindsets and different media consumption patterns than Generation X or Baby Boomers. What’s particularly important to know: 84 percent of millennials simply don’t trust traditional advertising.Digital media – particularly social media and video – is a great way to reach them. With that in mind, here are three ways B2B brands can gain new customers from millennial decision-makers.Lean into video and valuesThese young adults are visually minde…