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Showing posts from November 5, 2019
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7 ways to use SEO and PPC together

While earned, owned, and paid media are all important to digital strategy, PPC and SEO touch all levels of the digital marketing trifecta. Paid media is the best way to promote your brand and message to your target audience. Good SEO and content strategies are the most controllable elements of your digital marketing strategy.In this eBook, BrandVerity explores seven ways you can use these two powerful channels together to drive more successful results for your business, increase visibility for your brand, and control your brand story. You’ll learn:Specific tips and tactics to better coordinate your PPC and SEO efforts.How to successfully share keyword data across both channels to improve performance.Why you need to prioritize Quality Score.The perils of underestimating the value of SEO.Why providing a cohesive message will help promote brand loyalty.Visit Digital Marketing Depot to download “7 Unexpected PPC + SEO Strategies for Growth Marketing,” from BrandVerity.The post 7 ways to u…

Seismic buys Percolate, expands content planning tools

Sales enablement and content management platform Seismic has acquired Percolate, a campaign planning and orchestration solution for content marketing. The acquisition will expand Seismic’s offerings, giving clients access to content marketing implementation and planning tools across various channels, including email and social. Financial terms of the deal were not disclosed.Why we should careBy bringing Percolate’s content capabilities into the fold, Seismic is building out its platform to go beyond sales enablement. The platform already offered content asset management capabilities prior to the acquistion, but now Seismic will be able to deliver more sophisticated tools that help streamline content planning, creation and distribution processes — giving sales teams a more robust tool for nurturing and managing leads.More on the newsPercolate’s CEO Randy Wootton said that by combining with Seismic, Percolate would be able to, “Provide even more capability to our customer base and more …

Shopify to roll out Shopify Email to merchants

Canadian e-commerce platform Shopify has announced the launch of its newest marketing app extension, Shopify Email. Shopify Email will allow Shopify merchants to create, execute and monitor email marketing campaigns natively within the platform. The new capabilities are expected to be generally available to Shopify merchants beginning in early 2020.In 2018, Shopify launched Shopify Marketing as an all-in-one marketing solution for merchants on the platform. Shopify Email marks the platform’s next step towards making marketing tools more accessible to sellers. Emails can be sent from the merchant’s domain name, and require little technical setup.Why we should careThe value of email for SMBs and should not be overlooked. As one of the highest-converting marketing channels, email is critical for establishing trust with customers. Adding email capabilities to its platform will enable Shopify merchants to manage their communications with their customers alongside their inventory, creating …

How to create an SEO strategy for website redesign and migration

A new guide, Best Practices for Website Redesign & Migration, outlines detailed best practices for implementing search engine optimization (SEO) for a website redesign. It includes a list of comprehensive tips aimed at educating website owners about common redesign obstacles, website structure as it relates to SEO, preserving domain and URL equity, keyword research, and more.This post summarizes some key SEO migration elements listed in the guide, with an emphasis on helping organizations avoid costly errors related to a website redesign and domain or platform migration.Content produced in collaboration withInvestis Digital.Common SEO obstacles in website redesign and migrationA proliferation of web design platforms and tools have made it easier than ever for businesses to complete a website redesign in record time. However, many of these platforms aren’t fully compatible with older computers, slower connection speeds, and present obstacles for search engine spiders.The Investis D…

Why machine learning means proactive loyalty fraud prevention

Loyalty fraud is on the rise again and, while account takeovers seem to be the most common type of fraud reported, this type of theft is only the tip of the iceberg; program rules violation, unauthorized redemptions, privilege escalations, flawed integrations and data breaches are also on the rise.To complicate matters, the increasing complexity of loyalty programs makes it even harder for companies to defend themselves against fraudsters.A typical project for a loyalty platform implementation involves dozens of integrations with other systems, partners, point transfers, reversals, conversions and so on. The more complex the implementation, the higher the probability that there will be loopholes that can be exploited.Under attackBelieve it or not, the chances are good that there is a teenager out there who, at this very moment, is doing something to try to take advantage of open vulnerabilities that they found in your loyalty program. Statistically speaking, no matter what your report…

TikTok’s new SDK enables video uploads from other apps, services

TikTok released its first-ever software-development kit (SDK) on Monday, which will allow users to upload video content to the TikTok platform through third-party apps.Aptly titled the “Share to TikTok” SDK, it’s the first kit TikTok has introduced in its TikTok for Developers program. The SDK includes new tools to help third-party apps and developers integrate with TikTok, allowing users to simply “Share to TikTok” from the editing panel of their favorite apps.Additionally, TikTok named Adobe Premiere Rush as an initial integration partner, giving users the ability to edit using Adobe’s rich features and share instantly to TikTok. Premiere Rush allows users to capture videos and edit content on any device using a range of tools and effects, such as speed changes, aspect ratio editing, advanced color and audio control, transitions, and more.Why we should careThe SDK provides developers and third-party apps with the ability to diversify content channels based on the users’ preferences,…

Implementing agile marketing experiments lead to leadership buy-in

Too often companies approach agile marketing as a new process for the team, but in reality, there are often substantial organizational changes that need to be made. The companies that do well implementing agile marketing have both elements in play: real agile experimentation on the ground with teams and leadership buy-in.Learning from the ground upAgile marketing is all about learning from experimentation, so what better way to experiment than with the team actually doing the marketing execution work.The best way to prove a new method of working is to test it and learn from on-the-ground success stories, as well as failures. This grassroots approach can work really well, especially in smaller companies that may already be agile-minded.Here are a few small experiments that you can try with minimal disruption:1. Start a daily standup meeting with the entire teamThis is a really low-cost, high-yield way to improve communication and collaboration. It’s a minimal time investment with a lot…

Facebook rolls out new corporate logo that will appear with all of its brands

Facebook introduced a new corporate logo Monday that will soon appear across its products.The plain all-caps logo has been “designed for clarity” to help differentiate the corporate entity from the social networking app, Facebook CMO Antonio Lucio said. Facebook the brand will still be indicated by its familiar blue and white lower-case “f” and “facebook”.The corporate logo also will be added to Facebook-owned services and platforms, including Messenger, Instagram, WhatsApp, Oculus, Workplace, Portal, and Calibra. Facebook first announced the branding plan in August.Why we should care. While marketers understand the full breadth of Facebook’s portfolio, surveys indicate that many consumers do not know that Facebook owns Instagram or WhatsApp, for example. With Facebook’s less-than-sparkling reputation, it’s an interesting choice to make the connection clearer to consumers. The company isn’t shying away from its dominance, though, even with (or in spite of) mounting antitrust scrutiny.…

Tell your brand’s story through video ad sequencing

Creating a progression of short videos with a carefully targeted campaign on YouTube can set up your brand’s success on the platform.Every brand has a story to tell. But with the average attention span of adults being eight seconds (according to a study by Microsoft), how do you capture that user in the right moment with the right message?Effective content marketing has become crucial because of this staggering statistic. As digital advances, content marketing tactics now encapsulate display and video strategies in order to keep a user engaged.What is YouTube ad sequencing?YouTube ad sequencing campaigns made its debut in the second half of 2018. However, I am convinced that not enough brands are taking advantage of this tactic.Video ad sequencing is being able to show users a series of videos in a specific order that you define. The best uses for this type of campaign include:Building interestReinforce messagingCreate a unifying theme for your brandWhat goes into a video sequencing c…