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Showing posts from May 8, 2019
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Adobe is touting a future where experience reigns and B2E is all you need

As digital marketers, we make tons of decisions every day. We carefully identify targets to develop segments. We match products to prospects and decide which channels and platforms to use to reach them. We are continually adapting to support dynamic business goals and increasingly investing in martech to execute. We focus on driving value by building customer journeys to foster relationships. However, our interactions in those relationships — from channel strategy to messaging — can be very different depending on how we define them.But the very definition of our channels might be changing too. Just ask Steve Lucas, former Marketo CEO and current Adobe senior vice president of digital experience. While marketing sectors have so far neatly organized under either B2B or B2C, Lucas says Adobe is embracing a new channel strategy dubbed B2E, or business to everyone.“It’s really business-to-everyone”“We often have a divergence in terms of how we approach marketing from B2B and B2C,” Lucas to…

WordPress version 5.2 delivers more security features, tools to fix ‘fatal’ website errors

WordPress announced Tuesday the latest version is now available for download and includes several security updates.“There are even more robust tools for identifying and fixing configuration issues and fatal errors,” wrote WordPress co-founder Matt Mullenweg on the company’s blog, “Whether you are a developer helping clients or you manage your site solo, these tools can help get you the right information when you need it.”Any websites running an old version of PHP (5.6.20 or earlier) will need to update their PHP before installing the new 5.2 version of WordPress.New safety features. WordPress 5.2 (named “Jaco” in honor of jazz bassist Jaco Pastorius) includes updated Site Health features with the addition of two new pages designed to debug common configuration issues and a space for developers to add “debugging” information for website managers.The PHP error protection built for administrators lets site owners safely fix and manage fatal errors without developer resources.“It features…

Google bans adverts for anti-censorship sites in China

Google has sported a rocky relationship with China for more than 10 years. While the company’s on again, off again approach to the Internet’s largest ‘untapped’ market has always been tempestuous, recent developments suggest the tech giant may be yielding to its own growth imperative and bending to the government’s demands once more.For more than a year, the debate has raged over accusations that the Chinese military is capitalizing on Google’s research and business activities in China. General Joseph Dunford, chairman of the US Joint Chiefs of Staff, told a Senate committee in March that Google’s work in China indirectly benefits the Chinese military, an accusation soon echoed by President Donald Trump.Anxiety surrounding Google’s international and institutional affairs is nothing new. Last year, the company faced huge criticism after word leaked that it was building artificial intelligence (AI) tools to analyze drone footage for the Pentagon’s ‘Project Maven’. Executives experienced…

Who’s Minding the Digital Store? How to align teams when technology is in charge

As technology takes center stage in digital commerce, retailers and brands are trying to rebalance their internal organizations so that the technology, marketing and merchandising teams have an equal share in driving business results.Learn from our e-commerce experts Alex Shiferman, VP of Technology at Nuts.com, and Jeffrey Liss, Director in the Connected Commerce practice at KPMG US. Alex will share how the company went from “Mom and Pop” to multimillion-dollar online retailer by modernizing not just its technology, but the entire organization.Register today for “Who’s Minding the Digital Store? How to align teams when technology is in charge,” produced by Digital Marketing Depot and sponsored by Commercetools.The post Who’s Minding the Digital Store? How to align teams when technology is in charge appeared first on Marketing Land.

via Marketing Land

Google App campaigns to get YouTube inventory, tROAS bidding

A new bidding option and YouTube inventory were among the announcements for app marketers running Google App campaign (formerly Universal App Campaigns). Google announced the updates  at its I/O developer conference Wednesday.Target ROAS bidding. With Google’s target return on ad spend (tROAS) automated bidding, the algorithm will automatically adjust bids higher to serve ads deemed likely to spend more on in-app actions after they install your app. “If you’re looking for users who will spend twice as much as they cost to acquire, you can set that multiplier for your tROAS bid, and it will find you the right users accordingly.”tROAS bidding will be available next month for Google App campaigns on iOS and Android.YouTube inventory. App ad inventory is opening up on the YouTube homepage feed and on in-stream video for advertisers that have at least one landscape image and one video asset in their campaigns.Other news. App campaigns will support multiple ad groups that can include differ…

Social Snap Review: Best Alternatives to Social Warfare Plugin

If you want to get more traffic from social media, you need to make it easy for visitors to share your content. That’s why there are so many popular WordPress social media sharing plugins. In my Social Snap review, I’ll give you a hands-on look at a new’ish entrant to this plugin space that helps […]Social Snap Review: Best Alternatives to Social Warfare Plugin is a post from ShoutMeLoud - Shouters Who Inspires

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A transparency tool for Facebook advertisers is what marketers want most

Facebook has spent well over a year addressing user safety and data security concerns. Since 2017 it has more than doubled its security team, announced new content review policies, instituted a new app evaluation process and took a number of other steps to improve the integrity of its platform.But these efforts have not only been focused on the user side. Advertisers have also been impacted by Facebook’s move to secure its platform. Last year’s actions include major shifts like the removal of third-party ad targeting data. The company is also making efforts to create a safer environment for advertisers. As recently as last month, Facebook introduced new ad inventory filters, giving advertisers more control over the content their ads are attached to.But, the one thing advertisers still are waiting to see from Facebook is a tool that could provide greater ad transparency and more accountability in terms of measurement.Facebook teases the possibility of a transparency toolIn January, Fac…

Here’s how to identify and define your brand to engage customers

What is your brand? Ask most business owners or marketers that question, and they’ll usually start talking about their logo, catchphrases or even their color scheme. Particularly savvy businesspeople might even describe their market niche and competitive advantage.But, while all of those points are important parts of how your business represents itself to the public, they aren’t your brand.Take Apple, for example. If I asked you what Apple’s brand is, you might be tempted to say “an apple with a bite out of it,” but Apple’s brand is much deeper than that. Apple’s brand isn’t about fruit or even technology – it’s about making people feel cool, connected and cutting-edge.So, when it comes to branding your business, you can’t just stop at creating a logo. Your brand isn’t about what you do or how you showcase your products – it’s about who your business is and how you interact with and affect your customers.If you truly know what your brand is, marketing and sales are easy. But, if you d…

Google’s Chrome will change cross-site cookie handling, ‘aggressively’ tackle fingerprinting

As expected, Google announced coming changes to the way its Chrome browser handles cookies and addresses fingerprinting on Tuesday at its annual I/O developer conference. New tools in Chrome will allow users to block or clear third-party cookies more easily, Google said. The company also announced a browser extension that will show more information about parties involved in ad transactions and tracking.Chrome’s new cookie handling. Google said “blunt approaches” to cookie blocking haven’t been effective for users because they treat all cookies alike — from first-party cookies used to keep users signed-in to sites to third-party cookies used for tracking — so it’s changing how cookies work in Chrome.From a security standpoint, Google said this change will also help protect cookies from cross-site injection and data disclosure attacks by default. Eventually, Google said, Chrome will limit cross-site cookies to HTTPS connections.In the coming months, developers will be required to specif…

Google Nest Hub Max: A new weapon in the smart home battle against Alexa

As expected, Google introduced a new 10-inch screen smart display at Google I/O. Google smart displays and speakers have now been rebranded under the Nest moniker. The rationale involves bringing the Google Home and Nest smart-home products together in the same group under the same brand, which makes complete sense.Cool hardware, clumsy branding. All Google Home products will now all carry the Nest label. But this particular product is awkwardly branded as Nest Hub Max. Putting that aside, it’s a new flagship smart display that could help it make further gains on chief rival Amazon. There’s evidence that Google Home Hub has outsold the Echo Show, though Amazon dominates the smart speaker market.By comparison, Apple and Microsoft are bit players in the smart speaker market. Facebook’s Portal smart displays are nicely designed but not on the sales radar. And Nest Hub Max could keep Portal at the margins. Indeed, Nest Hub Max takes its cue from Portal in some ways.Like Portal+ it offers …

App Actions expands with four new categories

App Actions, first previewed at last year’s Google I/O, is expanding with built-in intents for four new App Action categories: health and fitness, finance and banking, food ordering and ridesharing. These new intents are aimed at enabling developers to integrate their apps with Google Assistant.Here’s an example of it in action:Users can execute a task within an app by vocalizing the command through Assistant. For example, tracking a run by saying “Hey Google, start my run with Nike Run Club.” Supported actions. Although developers can begin integrating the new actions immediately, Google says it will deploy them to Assistant users on Android over the next few months. Here are a few of the actions you can start integrating:Send money, pay bills and show an account overview.Book a ride, contact the driver and check a ride status.Order food and check the status of an order.Start, stop and log an exercise.Record food and drink intake and answer nutritional questions.Here’s the full list o…

What defines high-quality links in 2019 and how to get them?

Links are a way for users to get relevant information on the internet. They are also a ranking factor for your pages. Of the 200+ ranking factors, Google is known to use, links share the top three spots with content and RankBrain.However, having links is not enough. Their quality matters. Google takes into account not only the number of backlinks a web page has but their quality as well. Sadly, some SEOs, in the rush to make their sites appear popular to search engine crawlers, invest in low-quality links. High-quality link building, however, is the only way to get desirable results.Chasing the quickest and cheapest results, some SEOs resort to the wrong methods of generating backlinks. These are often blackhat techniques that could lead to Google penalties and destroyed reputations. What’s surprising is that even SEO agencies employ poor link-building techniques. A 2018 study conducted by Assertive Media of 230 UK link-building agencies found that nine out 10 used unscrupulous techni…

IAB: U.S. digital ad revenues top $100 billion for first time, reaching $107.5 billion in 2018

U.S. digital ad revenues topped $100 billion for the first time last year, reaching at $107.5 billion in 2018, a growth rate of 22% from $88.3 billion in 2017, according to the IAB’s annual Internet Advertising Revenue Report released Tuesday.Trends driving growthDigital ad giants. Large-scale ad companies are steering a large bulk of the growth, given their access to more sophisticated data and purchasing lifecycles, bolstered by Artificial intelligence (AI) and robust e-commerce technology. Trends show that smaller businesses are riding the coattails of larger ad enterprises, forming strategic partnerships that provide access to insights, influence and increased inventory access.Storytelling. With consumers increasingly turning to social media to inform their purchase behavior, advertisers are capitalizing on the trend in an attempt to turn engagements into conversations. Beyond traditional social formats, brands are leveraging vertical stories to pivot their value narrative with co…

Video ad spend soaring in 2019, favoring original content, programmatic buys

Digital video ad spend continues to climb, with U.S. investment in video ads expected to reach $18 million in 2019, up from $14.2 in 2018, according to a new report from the Interactive Advertising Bureau (IAB). Research indicated that more than half of digital video ad spend will be driven by video ads featuring original content. And what’s more: eMarketer anticipates programmatic video ad spend to reach $29.24 billion this year, accounting for 49.2% of all US programmatic digital display ad spending.Original digital video. Annual spend on original video ads is expected to grow 31% from 2018, gaining share over other types of video spend. When surveyed, respondents indicated that content quality is the dominant factor considered when allocating video ad budgets – but it’s also the biggest hurdle impeding spend increases.The core benefit of advertising with original video content, according to the report, is the ability to serve up custom creative in the form of high-impact branding a…

The latest WiFi-marketing tactic? Chatbot-enabled surveys on WiFi sign-on pages

Wifi-marketing can be an effective practice for brands with physical locations, and it might be getting smarter. Bespoke, a Japanese artificial intelligence developer, announced Tuesday that the company has launched its AI-enabled WiFi chatbot in the United States. Bespoke’s technology is generally used by brands in the travel and hospitality industries.Why we should careDigital marketers use all kinds of tactics to engage with customers; WiFi engagement platforms like Aislelabs can be used to develop personalized experiences and deliver updates to visitors. For brands more interested in strictly collecting WiFi data, platforms like Gazelle offer solutions to deliver WiFi to customers and data to the marketers. And considering most places have WiFi, it’s an accessible means for engagement for both consumers and digital marketers.Location-based marketing is hot right now. Artificial intelligence is heavily influencing the martech landscape. Combining the two could have a lasting effect…