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Showing posts from November 1, 2019

Stop struggling to sell SEO services

At its core, SEO is a solution sale. You’re not just promoting an existing product; instead, you’re actively trying to remedy those pain points with the product itself. Ensuring clients know the value of SEO is key to closing a sale.This guide from Boostability outlines three reasons why a client might be hesitant to commit to an SEO campaign and what you can do to assuage those worries. Using the strategies outlined in this guide can help you close the sale with clients of all sizes and from a wide variety of industries.Learn more. Visit Digital Marketing Depot to download “Why You Struggle to Sell SEO.”The post Stop struggling to sell SEO services appeared first on Marketing Land.

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Lytics launches Salesforce Marketing Cloud integration for customer journeys

Customer data platform (CDP) Lytics announced updates to its platform that will allow users to integrate customer journey execution with Salesforce Marketing Cloud (SFMC). Lytics’ campaign orchestration capabilities can now be used across a number of marketing technologies, including Facebook and SendGrid – in addition to the new SFMC integration.The integration between Lytics’ CDP and SFMC is expected to allow marketers to import existing campaigns to build new experiences within the Orchestrate Journey canvas. The insights delivered from Lytics can then be used to inform more targeted campaigns and be sent to SFMC for delivery.Why we should careDelivering personalized, one-to-one marketing at scale is something we strive for as marketers. Our disparate martech environments tend to complicate this, and customer data platforms seek to address these complications by providing users with a single view of their customer data from the different tools they use. Marrying this data into a si…

Social Shorts: Twitter bans political ads, Facebook’s Preventive Health tool, new CMO at Tommy Hilfiger

This collection of social media marketing and new hire announcements is a compilation of the past week’s briefs from our daily Marketing Land newsletter.Click here to subscribeand get more news like this delivered to your inbox every morning.Twitter reports an uptick in data requests. Between January and June of 2019, Twitter received 7,300 demands for user data, with the majority of requests coming from U.S. government agencies (2,120 demands for 4,150 accounts), reports TechCrunch. Requests for data was up 6% compared to the same time period last year, according to the company’s latest transparency report. “Twitter said it removed 124,339 accounts for impersonation, and 115,861 accounts for promoting terrorism, a decline of 30% on the previous reporting period,” writes TechCruch. Twitter has also added impersonation data and insight to the report, offering up numbers on actions taken against accounts posing as another person, brand or organization. During the first half of the year,…

Facebook ad impressions rise, driven by News Feed, Instagram Stories and Feed ads

Facebook this week reported a 37% increase in ad impressions compared to this time last year and 6% decline in ad costs. The growth in ad impressions were driven primarily by Facebook News Feed Ads, Instagram Stories Ads and Instagram Feed Ads, said Facebook CFO David Wehner during the company’s third quarter earnings call.“The year-over-year decline in average price per ad was primarily driven by the ongoing mix shift towards geographies and Stories Ads which monetize at lower rates,” said Wehner.Wehner also confirmed, during the Q&A section of the call, that certain ad optimization efforts resulted in an increase in ad load on Instagram.“On the Q4 outlook, we are lapping a few different product optimizations we’ve made. A couple of those that I would cite is optimizations in how the ad auction operates, which can have an impact, and also, an increase in ad load on IG [Instagram] Feed and Stories,” said Wehner.Ad revenue up 28% year-over-year. Facebook reported another strong qua…

Neura converts mobile-location data into time and consumer attention

Location data has come a long way. From the early days of radius targeting, which is still happening, mobile-location and location history are now being used for sophisticated AI-driven personalization and customer engagement, increasingly without any reference to location at all.Neura, which describes itself as “a leader in real-world customer intelligence,” announced it’s available as an app for Salesforce Marketing Cloud. I spoke with Amit Hammer, CEO of Neura, about the practical mechanics of what the company announced.Converting location into consumer attention. Neura promises brand marketers that they will be able to use its Salesforce app to create customized audience segments and then market to them when they’re most receptive (via app notification, email or text) based on real-world activities and movement patterns. Neura’s data can also be combined with other insights in Salesforce to launch fully automated, personalized campaigns from within Marketing Cloud.This sounds like…

Help us chart Amazon’s growth as an advertising platform

As digital commerce continues to grow, product marketers are increasingly including marketplace platforms in their advertising mix. But just how much are they spending there?Last year, Marketing Land’s inaugural Amazon Advertising Forecast found that 80% of respondents advertising on platforms that support digital commerce campaigns planned to increase spending in 2019. And nearly half said they planned to increase spending on Amazon by more than 25%. The survey also found that about two-thirds of advertisers are selling on other marketplaces including Walmart/Jet, eBay and Shopify.We’d like to see how that’s changed in the past year.Please click here to answer this year’s survey, it will only take 10 minutes and you’ll be entered into a drawing for a free ticket to any SMX West event in the next two years.The results will be presented at SMX West 2020 in our digital commerce marketing track.
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Why website security affects SEO rankings (and what you can do about it)

A few years ago I started a website and to my delight, the SEO efforts I was making to grow it were yielding results. However, one day I checked my rankings, and got the shock of my life. It had fallen, and badly.I was doing my SEO right and I felt that was enough, but I didn’t know there was more. I hadn’t paid attention to my website security, and I didn’t even know that it mattered when it comes to Google and its ranking factors. Also, there were other security concerns I wasn’t paying attention to. As far as I was concerned back then, it didn’t matter since I had good content.Obviously I was wrong, and I now know that if you really want to rank higher and increasing your site’s search traffic, then you need to understand that there is more to it than just building links and churning out more content. Understanding Google’s algorithm and it’s ranking factors are crucial.Currently, Google has over 200 ranking factors they consider when they want to determine where to rank a site. An…