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Showing posts from May 13, 2019
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Train with Google and Microsoft, only at SMX Advanced

For over a decade, SMX® Advanced has proudly delivered an elite, unbiased, vendor-agnostic editorial program to thousands of search marketers from around the world.But we also know how important it is to learn first-hand from the search engines you trust with your rankings and advertising dollars.That’s why we’re thrilled to invite you to Seattle, June 3-5, to train directly with Google and Microsoft. Only SMX Advanced brings these two powerhouses together in one place. Check out what’s in store:Exclusive Keynotes & SessionsThe SEM track will kick off with an in-depth keynote conversation about the future of search marketing and advice for staying competitive in an increasingly automated landscape — featuring Search Engine Land’s editor-in-chief, Ginny Marvin, Nic Darveau-Garneau, Chief Search Evangelist for Google, Vaishali De, Partner Group Program Manager for Microsoft Advertising Engineering, and Lynne Kjolso, VP, Global Search Sales & Support for Microsoft Search Advertis…

Mailchimp set to launch full-service marketing platform

Mailchimp is evolving. In an announcement on Monday, the email service provider revealed the launch of their first full-service marketing platform, adding a variety of features designed to benefit their SMB customers. Known for its affordable (or free) email marketing service, Mailchimp is also launching tiered pricing for the new platform.“For more than two years, we’ve been adding new features like landing pages, Facebook ads, Google remarketing ads, postcards, social posting, and our marketing CRM tools that have become the heart of the Mailchimp platform,” said Ben Chestnut, chief executive officer and co-founder of Mailchimp, in a statement. “This week we’re bringing it all together with a deeply integrated app experience for users.”Why we should careMailchimp primarily serves small businesses: according to Mailchimp, over 90 percent of customers have fewer than 100 employees. For SMBs with smaller marketing teams, a competitively priced one-stop-shop for marketing and CRM would …

Local SEO for enterprises: Optimizing for the Local 3-Pack

Fifteen years ago, if a customer needed a hammer, they’d probably get out a phone book, look up “Hardware Store,” choose the hardware store closest to their house, drive there, go inside, and ask the clerk “Do you sell hammers?” If they happened to be out of hammers, the clerk might draw the customer a map to the next closest hardware store and the process would start all over again.Now that most of us are walking around with tiny computers in our pockets, much preliminary research is taken care of in a matter of seconds via mobile search. If a customer needs a hammer, they simply google “Hardware Store,” and three nearby results pop up instantly.Chances are, that customer will then be done searching. Any stores that don’t pop up will not get their business. Securing one of those top three spots in a Google search is an essential part of nailing local SEO.This is especially significant for enterprise brands to be able to compete at the local level.With hundreds or thousands of locatio…

Google’s new Bumper Machine whips up 6-second bumper ads from longer videos

Google has launched a Bumper Machine tool to help video advertisers create six-second bumper ads from existing video ads that run 90-seconds or less. Powered by machine learning, the tool will identify well-structured moments in a longer video, and convert those moments into multiple six-second video ads.The process takes only a matter of minutes, and video advertisers can adjust the creative before saving the new bumper ads.Why we should careYouTube’s six-second unskippable bumper ads have proven to be successful in terms of brand awareness and ad recall. As early as 2017, YouTube reported that 70% of the 122 bumper campaigns it analyzed drove a significant lift in brand awareness, and nine out of ten of the campaigns drove ad recall, with an average lift of more than 30%.For advertisers with limited resources, the Bumper Machine will save time and effort by taking their longer video assets and delivering multiple bumper ads.“Bumper Machine enabled greater flexibility by allowing Gru…

Top 5 Tips for Choosing Your Fiber Optic Supplier

In any project or endeavor, you want to have the right partners and suppliers. If you need to set up a high-speed network over a long distance, you’re going to need fiber optic cables.Unless you manufacture them yourself, you need to find a reliable supplier who produces a good product that you can count on as you get your work done. These cables are the foundation of your network, after all.So how do you find a fiber optic cable supplier that you can count on? A quick search will give you all sorts of potential suppliers, complete with their own price ranges, but how much it costs isn’t always indicative of the quality of what you’re getting. With that in mind, let’s take a look at what you need to remember to choose the right cable supplier.1. Quality is KingYour first qualifier is clearly the quality of the product. Price doesn’t always mean quality, but it is true that low-cost cables tend to be low-quality as well. We recommend checking reviews on the products, learn what other p…

Privacy, a year later: How the GDPR has affected AI-powered marketing

It’s been almost a year since the EU’s General Data Protection Regulation (GDPR) went into effect. The goal of the regulation? To help EU citizens control their personal data and how it’s collected, shared and used. But the sweeping nature of the GDPR means that it’s not just EU-based websites and technologies that fall under its remit, but any that might potentially be accessed by an EU citizen.The GDPR’s roll-out represented a major change for tech companies, data brokers and marketers, who had previously had free rein over the data that they collect. They’d never before had to disclose what data they were storing, what they were using it for, or why they wanted it.But as any modern-day marketer knows, data is crucial for doing business. Sufficient user data gives us the insights we need to target our campaigns, optimize our sales funnels and respond both reactively and proactively to customer needs. There’s a reason that modern-day marketing is built on the intersection of data and…

Here’s why truth in brand storytelling matters

As urban millennials and self-proclaimed nature geeks, we look for brands that reflect who we are. Where we’ve been. What we care about.Brands are catching on — particularly when it comes to environmental responsibility. From Nature Valley granola bars to Seventh Generation cleaning products, corporations are leaning into our generation’s collective call for corporate sustainability.But as scholars and critics have noted, there’s more to being a sustainable brand than adding a recycling symbol to your packaging. We’ve noticed two brands that go beyond greenwashing — with very different approaches.In April 2019, Everlane, a clothing brand known for its approach of “radical transparency,” teamed up with TheNew York Times to launch a microsite about fact-based climate reporting. The site offers a series of simple climate talking points linked to the New York Times reporting. Then, it asks the reader to purchase a New York Times-branded Everlane sweatshirt. Proceeds from the clothes suppo…