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Showing posts from May 21, 2019
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Dialpad announces AI-driven solution for call analytics

Voice intelligence software platform Dialpad announced the launch of its new, AI-based product for measuring outbound sales calls. The platform, called DialPad Sell, uses Dial Pad’s Voice Intelligence (Vi™) to transcribe calls, analyze conversations and measures customer sentiment.Dialpad Sell has CRM-agnostic integration capabilities that will allow digital marketers to analyze call outcomes holistically (and individually) to gain and a better understanding of the effectiveness of their campaigns directly from their CRM.“Diapad Sell is the perfect solution for sales teams who are looking to simplify their tech stack, close more deals and build better customer relationships,” said Craig Walker, CEO of Dialpad. “It reduces inefficiencies that come with juggling multiple standalone tools, helps reps reach peak productivity faster and allows them to drive smarter, more strategic conversations throughout the entire sales cycle.”Why we should care.Partnering with sales to understand what h…

Five ways blockchain will impact search marketing

Few technologies promise to have an impact on the marketplace as tremendous as the blockchain technology. Though many professionals in the search marketing industry are still entirely unfamiliar with it. Blockchain’s disruptive nature is changing the nature of digital advertising regardless of whether some professionals hear about it or not, however, meaning it’s imperative to catch up on how this technology is changing the industry if you want to remain competitive.Here are five of the major ways that blockchain will impact search marketing, and how advertising professionals are already beginning to master this interesting technology as it takes over.1. Blockchain will make ads trustworthyConsumers hate advertisements for a number of reasons, but by and large the most common is that they simply think advertising technology is untrustworthy. Nobody likes feeling as if they are being surveilled 24/7, and few people trust digital advertisements that appear on their screen enough to clic…

MoPub gives publishers impression-level revenue data, links with attribution platformss

MoPub, the Twitter-owned mobile ad exchange, announced Tuesday it is making impression-level revenue data available to publishers and has partnered with seven third-party attribution platforms to deliver the data. The platforms include Adjust, Appsflyer, Branch, Kochava, Singular, SOOMLA and Tenjin.The impression-level revenue data will be delivered in real-time once an ad impression is triggered and will include a variety of data fields, such as the demand source, ad placement, currency and country information.Why we should careThis granular data will give mobile app publishers deeper insight into user acquisition campaign performance. MoPub said publishers will have the flexibility to process the data themselves, or send it through one of the seven third-party platform  partners that has access to the data via an integration with MoPub (versus having to create a new API).“We are extremely excited about the level of granularity and precision the impression-level revenue data from MoP…

The new realities of local search

The concept of “local search” has always been somewhat ambiguous in terms of how it’s defined, how it functions and who uses it. Broadly speaking, local search helps users locate nearby services or retailers based on physical location. Over the years, local search has improved with the widespread adoption of mobile devices and the ever-increasing accuracy of geolocation services.But the lines have always been blurred. For example, does the local branch or store of a national or international corporation count as a “local” provider? And now, with the advent of one-day or even same-day delivery by giants like Amazon or WalMart, is “local” even a meaningful differentiator at all?These and other issues are the subject of The Evolving Landscape Of Local Search panel, taking place at SMX Advanced on Wednesday, June 5 in Seattle. In this session, you’ll learn that traditional SEO techniques are still integral for reaching locally targeted audiences, but other factors are now also playing a s…

Millennials hail cord-cutting, but still indulge in linear TV outside the home

We know by now that younger generations are abandoning traditional TV, opening their wallets instead to over-the-top (OTT) streaming services without a second thought. But a recent report from Nielsen reveals that millennials do indeed partake in their share of entertainment-based linear TV – it just happens to occur outside their living rooms.And what’s more: linear TV ads served out-of-home are shown to narrow the gap between passive observation and actionable engagement.Women and millennials driving OOH TV. The average age for OOH entertainment viewership is 37 years old, with females accounting for 55% of the audience, according to the report. Moreover, viewers reported an average income of $55,000, and at least 42% said they have a college or graduate degree.In addition to viewers leaning toward the millennial demographic, more than one-third of respondents across adults surveyed reported watching OOH entertainment programming several times a week.If you air it, they will come. F…

Smart speakers, smartphone shipments heading in opposite directions

According to analyst firm Canalys, global smart speaker shipments grew 131% year over year. China is now the fastest-growing smart speaker market in the world, overtaking the U.S. in the first quarter of 2019. Smartphone growth by comparison, declined by 18% in the North American market.Amazon grows its overall lead, China accelerates. Amazon remained the smart speaker leader with 22% of global first-quarter shipments, while Google was second with 17%. What’s significant however is the growth gap between Amazon and Google. The former saw 85% annual shipments growth; Google saw only 7 percent growth. Google Home had lead Amazon in the first quarter of 2018. That trend was more than reversed in the first quarter of 2019, according to Canalys estimates.Following Amazon and Google were the Chinese device makers, which collectively saw massive growth and helped push smart speaker shipments in that country to 51% of the global total, according to Canalys.Smartphone shipments in ‘freefall.’

Reimagining the marketing funnel for the disrupted customer experience

Marketing funnels can help to convert your visitors into customers.However, this hardly ever happens. I have seen so many projects where the company didn’t take into account an ever-changing marketing funnel and failed to convert more visitors.Lots of conversion rate “experts” also advise setting up funnels, analyzing the dropouts and working out a solution to reduce them. This is what would bring, in theory, more conversions.In reality, it’s not that simple.Most of the time, using off-the-shelf analytics solutions for analyzing funnels can bring you some useful insights. Google Analytics, one of the most popular analytics tools, provides the funnel and it’s showing how visitors move from point A to point Z in your website.But the real value comes from customizing the tool to meet a new, disrupted customer experience.What’s the problem with our marketing funnelIf we look at the history of the marketing funnel, we see that it was invented in 1898 and hasn’t changed since then.You can n…

How to check why PPC performance changed

There are lots of moving pieces in PPC campaigns and that can make it challenging to pinpoint the cause when performance changes. An investigation into the cause of the change can either be top-down or bottom-up. Here we’ll cover both ways to investigate the root cause and we’ll also share tools that make this process faster.The difficulty with investigating PPC performance changesWhat makes it so hard to know why results in PPC change is that all ads run through an auction every time a search happens and every auction has different parameters — like where the searcher is located, what time it is, what else they’ve been researching, and much more. Every time the advertiser makes a change to settings, it changes how they participate in the auction and that can lead to different outcomes for the main KPIs. A few examples:The advertiser changes their bid and this causes a change in performance because their ad is now shown for a different set of queries.The advertiser enables a new ad ty…

You’re about to miss SMX Advanced. Get your ticket now!

Search marketing is more complex, difficult, and expensive than ever before. Advanced marketers like you know that what works today may not work tomorrow.While others wait and worry, you take action towards continued success.Attending SMX® Advanced, June 3-5 in Seattle, is a big step in the right direction.Join us in two weeks for tactic-rich SEO and SEM sessions, in-depth keynotes with Google and Microsoft Advertising, new ways to interact with and learn from expert speakers, and game-changing networking including the 2019 Search Engine Land Awards.Here’s what’s in store…40+ expert-led sessions covering SEO success factors, marketplace ads, mobile-first & AMP, schema, cross-channel attribution, voice search, and more. See the complete agenda.30+ market-defining vendors ready to demo their time-saving solutions in the Expo Hall. Swing by the Solutions Track for first-hand insights from sponsors Google, Adobe, Microsoft Advertising, Quora, Bruce Clay Inc., Purelinq, and BrightEdge.…