Skip to main content

Posts

Showing posts from March 15, 2019
Instapage

What martech challenges are keeping you up at night?

Ask a digital marketer what their biggest challenges are tied to marketing technology, and it may change given the time of day (or your last conference call). But we’re asking you to help us compile the mother of all lists.The survey below should take just a few minutes. Just list the big challenges you face, and we’ll come back later to share the full list of what you and your peers had to say.Loading…This story first appeared on MarTech Today. For more on marketing technology, click here.https://ift.tt/2W3ItsiThe post What martech challenges are keeping you up at night? appeared first on Marketing Land.

via Marketing Land

How to pick the best website audit tool for your digital agency

There is certainly a big pool of choices for agencies to choose from when it comes to picking a website audit tool.There are standalone tools and those that come as part of a package. Some audit tools go through all pages of a website while others just give an overview of a specific page. And there are some tools that claim to be developed specifically for agencies but in reality can’t cope with the requirements that are very important to digital agencies and digital commerce services.In this article, we are going to dive deep into what exactly agencies need when it comes to website audits and what to look for when choosing the tool for this task.The audit has to scan deeply and provide a detailed reportLet’s start with reviewing the capabilities of website audit tools in terms of how deeply and completely they audit websites. Google ranks pages, not entire sites. So, logically, a website audit has to analyze each page separately. But it’s only at a glance, so to speak, because Google…

Back to Basics: How every marketer can tame the analytics beast

For most marketers, analytics exists in a magic Pandora’s box, encompassing everything from CPCs to CTRs, from algorithms to artificial intelligence, from machine learning to quantum computing — with a bit of blockchain sprinkled in for good measure.Buzzwords aside, the barriers to incorporating analytics into your life aren’t as high as analytics behemoths may make it seem. To the contrary, once you clarify a few misconceptions, you can make this seemingly enigmatic field not only relevant but also remarkably useful.You don’t need an ExcaliburCost is an often-cited obstacle to starting a data journey. Despite the shiny advertisements, you may see for Adobe’s Marketing Cloud (which costs upwards of $100,000 a year) and the dozens of LinkedIn messages you get from martech salespeople; you don’t need Fortune 500 money to take a stab at unlocking analytics. Google Analytics, Google Search Trends, Hotjar and HubSpot are just a few examples of industry-standard platforms that can dramatica…

Digital out-of-home advertising is fracturing into many channels

Digital out-of-home advertising is evolving so far beyond just being video billboards that, like mobile, the channel category may soon split into multiple channels.‘A canvas’ for a new generationFor Gregg Witt, chief strategy officer at youth-oriented marketing agency Engage Youth, outdoor digital screens can be seen as an extension of social media.There is “so much noise in [conventional] social,” he said. But, when curated Instagram posts are displayed on a digital screen outside a concert or some other event, it becomes “a canvas, an opportunity for the new generation to be part of the experience.”This also elevates the status of any event-goer whose Instagram post gets selected and shown, he said. In multi-channel campaigns, Witt said he considers DOOH to be most effective at the top of the funnel, generating awareness of a product — not unlike broadcast TV ads. Outdoor ad firm OUTFRONT Media says that DOOH introduces a brand, and an accompanying social campaign can offer “a perso…

3 ways consumer shopping is changing in 2019

One year ago, I wrote how survey data showed that consumer preferences around more images, receptiveness to personalization, and trust in retailers presented unique challenges and opportunities for brands to succeed. After conducting a similar survey one year later, the desires of consumers around the online shopping experience have grown once again, and noticeably so. For brands, the battle to capture consumer purchases online, and outflank competitors, has risen in intensity and requires more active management of their product pages across retail channels.Below are aspects what digital shelf brands need to address to seize market share in 2019. The data is based on a January 2019 survey of over 1,000 U.S. consumers who bought something online at least once in 2018.1. Consumers now want 5-8 images, 2-5 videosJust three short years ago, the average consumer was looking for three images per product when shopping online. Now, that number has doubled, along with shoppers expecting multip…

Big changes at Facebook: Chief product officer Chris Cox, WhatsApp VP Chris Daniels leave company

Facebook CEO Mark Zuckerberg announced on Thursday that the company’s chief product officer Chris Cox is leaving. Also leaving is WhatsApp VP Chris Daniels. With these executive departures, Will Cathcart, who previously led the Facebook app will now oversee WhatsApp, and Fidji Simo will move from her role overseeing Facebook’s video product to lead the Facebook app.Why you should careThe departure of two top-level executives at Facebook further underscores the company is undergoing major, tumultuous changes in the wake of two straight years of numerous privacy, data, measurement and disinformation scandals. Whether the executive departures are connected to Facebook’s decision shift focus from public sharing to messaging as it works to connect the back ends of its messaging services is unknown.In the announcement, Zuckerberg said Cox, who has been with Facebook since 2005, had discussed his exit with Zuckerberg for a few years now.“He [Cox] is one of the most talented people I know and…

How to speed up SEO analysis: API advantages for SEO experts

Who can argue that building an SEO strategy is not a time-consuming thing? Keyword research, niche analysis, technical audit, link building — all these tasks are just a small part of an SEO’s daily routine.Willing to automate search engine optimization processes, experts use special tools and software. But it’s not always sufficient when analyzing the resultsOf course, solving some basic issues for a small website isn’t that difficult with quality SEO tools. On the other hand, if you work with several sites and analyze lots of data, you’ll need to find ways of saving your time. At this point, people may look into implementing other methods into their working process. Here usually come various SEO extensions and plugins. They are very convenient as you can activate them in one click right from the page you’re analyzing.However, extensions often have even fewer features than the SEO tool itself. If taking a closer look at the issue, there’s one more decision to be found. I’m talking abo…

IAB Tech Lab releases final version of app-ads.txt to fight mobile app fraud

IAB Tech Lab’s has released the final version of its app-ads.txt (Authorized Sellers for Apps) specifications. An extension of IAB Tech Lab’s ads.txt file, the app-ads.txt support apps distributed through mobile and OTT app stores.Why you should careThe app-ads.txt enables apps to take advantage of ads.txt protocol by linking their app store listings to their websites. The text file lists authorized digital sellers from programmatic open exchanges, providing more transparency around programmatic ad buying to fight ad fraud.Publishing authorizations in an app-ads.txt file on their domains allows developers to manage and independently control their authorizations. “Using a developer domain creates a universal namespace, which may help identify and block instances of unauthorized developer impersonation,” the specs say.IAB Tech Lab, along with the OpenRTB group that worked on the project, said no changes had been made since opening a beta of the specifications to public comments on Novem…