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Showing posts from October 29, 2019
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Build a sound foundation to scale your Facebook campaigns

With SMX East right around the corner, it’s a great time to start the conversation that will shape my talk in November – How to Structure Your Facebook Campaigns for Success. This can surely seem a daunting undertaking. There are so many levers to potentially pull, and so much information available on the topic that it can at times be overwhelming for even the most seasoned digital marketer. However, if you’re able to keep these two things in mind, you’ll be well on your way to establishing a sound foundation to scale your social program.The first step is to simplify your account structure where possible. We all remember not too long ago when the typical Facebook account looked like this: Multiple campaigns, dozens of ad sets, with you, the advertiser, struggling to identify the little pockets of performance to scale efficiency. Today, most publishers are recommending a more simplified approach, with Facebook (and Google) taking the lead for that recommendation. At my company, 3Q Digi…

Shorter holiday season won’t dampen e-commerce sales with revenue expected to surpass $143 billion

With a head start on this year’s shorter-than-usual holiday season, e-commerce sales should remain robust, according to Adobe’s predictions. The company expects online holiday revenue to reach $143.8 billion this year, a 14.1% increase over last year.That growth estimate is below the 16.5% year-over-year increase in e-commerce sales that Adobe reported last year, when the shopping season was as long as possible.“Holiday 2019 is the shortest possible, with only 22 days between Cyber Monday and Christmas,” reports Adobe, “This leaves almost $1 billion in revenue behind. However, retailers are able to make that up by starting sales earlier this year. Thanksgiving will grow at 20%.”Adobe says that every day during November and December will see more than $1 billion in online holiday sales. The report is based on aggregate data from more than one trillion visits to U.S.-based retail websites.What to expect Cyber Week. The 20% lift in e-commerce sales expected on Thanksgiving will account f…

Shopify reports 45% revenue growth, more than one million merchants on the platform in Q3

E-commerce provider Shopify reported revenue growth of 45% to $390.6 million, driven largely by its subscription and merchant solutions for the third quarter of the year. Last year’s third-quarter revenue reached $270.1 million.The company also reportedly surpassed one million merchants on its platform. Growth was driven in part by international expansion, said Shopify CFO Amy Shapero.As global adoption of the e-commerce platform grows, the company continues to invest in making marketing technologies more accessible — and affordable — to its merchants, many of which compete with Amazon.Why we should careEarlier this year, Shopify launched a machine learning-powered network for US-based merchants to help with inventory allocation and streamlining deliveries. In September, the company acquired robotics and warehouse provider 6 River Systems Inc. to help grow its Shopify Distribution Network.While Shopify it continues to build out and invest in the operational aspect of the network, the …

You’re about to miss Search Marketing Expo

Join us in two weeks at Search Marketing Expo — SMX East — November 13-14 in NYC, for 100+ tactic-rich search marketing sessions, two new tracks devoted to agency operations and local search marketing for multi-location brands, empowering keynotes with Rand Fishkin, Google, and Microsoft Advertising, intimate training with industry experts, and invaluable networking that plugs you into a thriving community of engaging marketers.Here’s a look at what’s in store…A firehose of content, featuring 100+ search marketing sessions. Plus you’ll be the first to see the brand-new Periodic Tables of PPC.2 new tracks designed exclusively for agency and multi-location brand marketers.30+ market-defining vendors ready to demo solutions and products that will drive ROI and make you a more efficient marketer.Full-day training with Google and Microsoft Ads.Intimate networking events that connect you with the search marketing community.Interactive clinics that address your specific, case-by-case questio…

The evolution of Google’s rel “no follow”

Google updated the no-follow attribute on Tuesday 10th September 2019 regarding which they say it aims to help fight comment spam. The Nofollow attribute has remained unchanged for 15 years, but Google has had to make this change as the web evolves.Google also announced two new link attributes to help website owners and webmasters clearly call out what type for link is being used,rel=”sponsored”: Use the sponsored attribute to identify links on your site that were created as part of advertisements, sponsorships or other compensation agreements.rel=”ugc”: UGC stands for User Generated Content, and the ugc attribute value is recommended for links within user-generated content, such as comments and forum posts.rel=”nofollow”: Use this attribute for cases where you want to link to a page but don’t want to imply any type of endorsement, including passing along ranking credit to another page.March 1st, 2020 changesUp until the 1st of March 2020, all of the link attributes will serve as a hi…

42% of shoppers will buy most (or all) of their holiday gifts on Amazon, survey finds

About 42% of holiday shoppers will buy most or all their gift purchases on Amazon this year, according to a global survey of 4,500 shoppers in the U.S., U.K. and several other countries. During holiday shopping, 32% of consumers will start on Amazon, followed by Google (18%) according to the survey.That stands in contrast to the rest of the year “when Google is the first stop whether they have a product in mind or not, although Amazon is a close second.” The Episerver survey was fielded earlier this year.Nearly half won’t buy on Amazon. While those stats may sound daunting for Amazon’s competitors (not named Google), the “half-full” narrative is that 47% of people “will buy few or none” of their gifts on Amazon. Episerver also argues that it is very possible to compete with Amazon and offers a number of specific recommendations in its “Holiday Online Shopping Trends 2019” report.The company further explains that not all shopping categories are equal in terms of consumer patterns and p…

SparkPost’s acquires eDataSource, adding inbox insights to its email platform

Email marketing platform SparkPost has announced plans to purchase reputation management, email deliverability and analytics provider eDataSource.The acquisition is expected to provide SparkPost and eDataSource customers the combined abilities to create, send and measure email performance and inbox placement analytics. The announcement also included plans to launch new capabilities, including automatic seeding and real-time blacklist alerting.Why we should careReaching the managed inbox continues to pose challenges for marketers. Deliverability is becoming increasingly complex, and email marketers often feel the negative impacts on their email marketing efforts every day. Many email service providers (ESPs) can give users insight into email performance based on metrics, but marketers often turn to third-party deliverability solutions to enhance placement and deliverability insights, and the upcoming merger seeks to address these challenges for its customers.Integrating deliverability …

Transformation of Search Summit 2019: Highlight reel

On Friday we held the Transformation of Search Summit 2019 here in New York City. Huge thank you to all of our speakers, attendees, and sponsors who made the day a success!In this article we’ve compiled some key quotes, stats, and otherwise tweetable highlights from the event.Keynote: The transformation of searchFirst we heard from Carolyn Shelby, SEO Manager, Audience Development at the Walt Disney Company / ESPN.One of the key quotes from her session was “The trick is to understand the psychology of people. Get in front of the consumer. That’s where search engines are going. What is the least amount of thinking that I can make a consumer do? How can I get them what they want the fastest?”"The trick is to understand the psychology of people. Get in front of the consumer. That’s where search engines are going. What is the least amount of thinking that I can make a consumer do? How can I get them what they want the fastest?"@cshel at #TSS2019— Search Engine Watch (@sewatch) O…

How marketers confront the obstacles of digital customer engagement

IDG Connect and Siteimprove conducted a survey of over 100 marketers worldwide, working at companies with at least 1,000 employees in various industries, and discovered a mixed picture: while modern marketers are committed to digital tools, many admit to having sub-optimal online presences where budgets, team structures, infrastructure, and content quality and freshness are questionable.The results point to a desire for marketers to optimize the customer experience across every touchpoint. That aim is commendable but, as the research makes clear, there are serious obstacles along the way.Read this report and to learn more about the latest research on digital customer journeys and marketing optimizations. Visit Digital Marketing Depot to download “Digital Insights 2019: How marketers confront the obstacles of digital customer engagement,” from Siteimprove.The post How marketers confront the obstacles of digital customer engagement appeared first on Marketing Land.

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Squarespace gets into social content creation with Unfold acquisition

The web development platform Squarespace has acquired Unfold, an app used to create Story content on Instagram, Facebook and Snapchat. The company did not release any financial details for the deal, but confirmed Unfold’s founders, Alfonso Cobo and Andy McCune, are joining the Squarespace team.“Unfold and Squarespace share the same DNA and vision for empowering creators,” said Cobo and McCune in a statement on Squarespace’s website, “Together, we’ll continue to rethink how people share stories to connect and inspire.”Why we should careFor SMBs and marketers without the design resources of a major brand, having a tool like Unfold to create Stories across Instagram, Facebook and Snapchat can help elevate their social content at a relatively small costs.This is Squarespace’s second acquisition this year. The company bought Acuity Software in April, an online appointment and booking tool for businesses. Squarespace had previously integrated Acuity’s capabilities into its development platf…

MarTech Overtime: Building a new martech team from scratch

Last month at MarTech East, I was practically tickled pink to be able to present “From Wild West to Business Best: Tales of a New MarTech Team.” This presentation walked through how SAP Concur built a martech team from the ground up in one year. It was so exciting to be able to share it because I lived it. I experienced firsthand the struggles that our team felt in the absence of a martech team and I was in the trenches as we worked to build a new team, new processes and new relationships. Sharing it at MarTech East, I learned that our story resonated with many of our audience members. We are a small team trying to do great things for the business, like so many others out there. We wanted to share our story to help provide some inspiration and guidance for other teams trying to tackle the same challenges. We focused on how to set up our team’s vision and charter, how we defined the roles and responsibilities and created a MarTech Council. We shared our comprehensive marketing technolo…