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Showing posts from March 12, 2019

Facebook to replace relevance score with 3 new metrics in April

Facebook to remove relevance score for ads starting April 30. Facebook announced Wednesday it is replacing its ad relevance score with three new “more granular” metrics. It will also be removing six additional ad metrics, replacing them with what it calls “more actionable” measurements.Goodbye relevance score. Facebook’s relevance score offered advertisers insight into how relevant an ad may be to the audience it targeted. The relevance score was reported as single metric, but starting Wednesday, Facebook will begin rolling out three new metrics to replace the relevance score. The single score will no longer be available after April 30.Three new relevancy metrics. The new metrics are quality ranking, engagement rate ranking and conversion rate ranking.The quality ranking metric will measure an ad’s perceived quality compared to ads competing for the same target audience.The engagement rate metric will work the same way, showing an ad’s expected engagement rate compared to ads competing…

WordPress plugin to win back cart abandoners leaves sites open to attack

A vulnerability in a WordPress plugin has left e-commerce sites vulnerable, according to a report Monday from Defiant, makers of a WordPress firewall plugin.What caused the vulnerability? The report says hackers are targeting the Abandon Cart Lite for WooCommerce plugin, which is currently installed on more than 20,000 sites. The plugin aims to help sites using WooCommere win back users who abandoned their carts by sending them automated email notifications. The attackers are taking advantage of a stored cross-site scripting (XSS) flaw in the plugin.How does it work? To infect and take over the sites, hackers added items to a cart, entered fake contact information in the checkout fields and injected malicious JavaScript with a link in the “billing last name” field before abandoning the cart. The JavaScript then executes once an administrator logs in to view the list of abandoned carts in their WordPress dashboard.The code enables two back doors to the site. One lets the hacker …

Content pollution is real. Are you part of the problem?

In the ebb and flow of content marketing trend analyses comes the return of the “content fatigue” narrative. We’re told content marketing doesn’t work as well as it used to, that it’s redundant and that there’s too much of it.But as long as we have the Internet, content is going to be the playing field for our sport. We need to focus on making better content. Not less, not more—just better.In this issue of Agency Perspectives from Sharpspring, you’ll learn:How to develop content your target audience actually wantsTips on sharing and distributing content across relevant channelsHow to use marketing automation to optimize your contentVisit Digital Marketing Depot to download “Mission Possible: Quality Content Marketing.”The post Content pollution is real. Are you part of the problem? appeared first on Marketing Land.

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Persado shares word-choice lessons from its AI-authoring platform

New York City-based Persado, which claims up to 30x return on investment from marketing messages written by its AI-powered Message Machine, is out with a white paper that shares some of its lessons learned.From January 2016 through last month, the company ran experiments to determine the most effective emotional words, descriptions and call-to-actions in the industries of retail/eCommerce, technology and financial service. The sample employed for “The Write Stuff: How CMOs Can Use AI to Develop Data-Driven Marketing Creative” [free, registration required] covered more than 300 million message permutations across 2.4 billion impressions, through the channels of web, email, social, SMS, direct mail and push notifications.Evoking gratitude. To some extent, the results add statistical backing to common marketing rules-of-thumb. For instance, the white paper points out, emotional appeal is responsible for about 60 percent of a message’s success in email subject lines, while calls-to-action…

Eight tips to getting your videos ranked on YouTube in 2019

Look around you, people are either watching vlogs and video interviews or enjoying branded video content and live stream recordings. This goes to imply that video marketing is at its peak as people are engaging with video content more than ever before.Talking about video marketing, one cannot help but mention YouTube, the platform synonymous with it. Being a video marketer, YouTube SEO needs to be at the top of your priority list.You might be uploading stellar videos on a daily basis, but nothing matters if your videos don’t manage to get seen. After all, with 400 hours of video content being uploaded every minute, how do you ensure yours stands out and attracts viewers?Don’t let your YouTube marketing efforts go waste. Here are eight effective ways to ensure your videos get ranked highly on YouTube and attract views.1. Use relevant keywordsBe it Google or YouTube SEO, the first and foremost step is conducting keyword research. Start with making a list of potential keywords related to…

ICDSoft Review: What Broke the Ice for Me? [2019 Edition]

When it comes to hosting a blog, there are a lot of big-name companies that everyone knows. However, while those companies have the brand name recognition, they’re by no means the only quality options to host your blog. In my ICDSoft review, I’ll give you a hands-on look at one of those other options. ICDSoft […]ICDSoft Review: What Broke the Ice for Me? [2019 Edition] is a post from ShoutMeLoud - Shouters Who Inspires

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Get your email marketing program back on track by reviewing the basics

I spent some quality time recently with both clients and email marketers over the last few months, and it was great to get in touch with people who are pushing the limits on email.We talked about what’s new and exciting, all the advanced strategies and tactics, that marketers are using successfully today, like artificial intelligence versus machine learning and all that buzzworthy stuff, blah, blah, blah.But they also wanted to review the basics of good email marketing. Not because they didn’t know about them but because they wanted to be sure their email communications covered emerging trends, and they had enough lead time so that if they need to make changes, they could do so before their rush seasons (summer for the travel season, Christmas/holiday, etc.).This was a smart approach. I preach about it all the time because a review of the basics is essential for any company.There’s no such thing as “set and forget.” Once you launch a program, and it’s running, you might think that’s g…

The 30-60-90 day plan for ABM

When it comes to developing an Account-Based Marketing strategy, the first thing to remember is that while the “M” stands for Marketing, ABM is a business strategy. This means that the most important thing marketers can do when implementing ABM as a go-to-market strategy is to engage and coordinate with sales. It’s critical to develop your strategy and agree on the business objectives before you even start thinking about the technology that will help you.The biggest mistake I see companies make when implementing ABM is when they try to boil the ocean and execute a huge change management initiative across the whole organization. Starting small, or being very specific in defining what you’re trying to do, can help you get some early wins and expand the program over time. That is often the better path to success than trying to implement ABM across all channels and across the funnel all at once.So, where do you start? Breaking it down into a 30-60-90 day plan to pilot ABM will help guide …

Making the leap from automatic….to intelligent marketing automation

Marketing automation has become the lynchpin of successful marketing campaign management, yet many brands struggle to fully maximize their marketing automation ROI. We settle for automating manual tasks — like lead management, email campaign development and landing page creation –because we’re too busy to learn what marketing automation can really do for campaign effectiveness.The time has come to move from simply running campaigns automatically to running them intelligently. For more about marketing stacks, watch the on-demand webinar MarTech Madness: How to evaluate your marketing stack.Thanks to artificial intelligence (AI), a new breed of marketing automation solutions can “mimic” human intelligence and recommend marketing actions. The AI-fueled outcomes include predictive lead scoring and product recommendations, account-based marketing (ABM) and social media campaign integration for B2B brands, as well as highly personalized B2C website experiences that analyze content consumpti…

What are the job responsibilities of marketing technology management?

Thank you to everyone who participated in our 2019 Martech Salary Survey. We’re analyzing the compensation data now, and we’ll release the full results at the MarTech conference in San Jose in just a few weeks. (There’s still time left to snag a ticket — it’s a packed agenda you won’t want to miss.)But as an advance look, I want to share with you the data we collected about marketing technology and operations roles and responsibilities. (Click on the graphic above for a full-screen — i.e., readable — view of the chart.) Having run this survey two years in a row — here’s the data from last year — we can see how these roles are evolving longitudinally over time.For our analysis, we filtered the data down to only those respondents who reported their role as primarily marketing technology, marketing operations, or combined marketing operations and technology management. We excluded respondents who identified as a “digital” role instead — even though many have martech responsibilities — to…

Marketing automation for SEO: Five time-saving strategies

There are many resources out there for digital marketers to help speed up recurring tasks, leaving more time to focus on more strategic initiatives to help grow and expand accounts.A few of the resources and tools that are out there are scripts, Excel tools and functions, automated rules, automated bid rules, and smart bidding. Each one of these resources can be powerful tools if used in the correct way. We will walk through their benefits and some examples below.ScriptsGoogle Scripts are JavaScript codes that can be used to help control and make adjustments to your campaign performance.They can also be used to pull data to help with daily help checks or reporting that you may look at daily or weekly. You don’t have to be a developer to use scripts, although if you were looking to write them from scratch, some background in JavaScript would help.There are a bunch of blogs and resources out there that already contain written scripts that can help solve some of your problems. Some scrip…

Book your SMX Advanced pass by Saturday for up to $900 in savings

Expert search marketers like you are attending SMX® Advanced June 3-5 in Seattle for actionable SEO and SEM tactics needed for continued success. Register by this Saturday, March 16 to save up to $900 off on-site rates! Check out everything in store…The post Book your SMX Advanced pass by Saturday for up to $900 in savings appeared first on Marketing Land.

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