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Showing posts from November 21, 2019
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Twitter testing tweet scheduling on the web

Twitter is experimenting with a feature that lets users schedule Tweets natively on Twitter.com. The company has not confirmed how widespread the test is at this point.Tweet scheduling from Twitter’s TweetDeck is coming to Twitter.com.The test was confirmed by Twitter’s standalone app TweetDeck, which enables users to manage, sort, and schedule tweets across various Twitter accounts.Tweet scheduling on https://t.co/8FModRv1sl? Yes please! Starting today, we’re experimenting with bringing one of @TweetDeck’s handiest time-saving features into Twitter. Tell us what you think if you’re part of the experiment. pic.twitter.com/4pI9xrbPEP — TweetDeck (@TweetDeck) November 20, 2019Why we should care. The vast majority of Twitter users do not use TweetDeck or another third-party tool to manage their activities. Having scheduling capabilities available on Twitter.com will make it easier for more marketers, influencers and social media managers to write and schedule tweets from their desks or e…

iPost adds Magento integration to connect customer data for more personalized email marketing

Enterprise email and marketing automation provider iPost has announced a new integration with Adobe’s Magento commerce cloud. The integration will pass customer data stored in Magento to the iPost platform to help marketers create and deliver personalized messages and cross-channel campaigns.Transactional emails from Magento can also now be sent through the iPost platform. The integration will provide accessibility to Magento data in iPost including customers, orders, emails and forms. Magento data can also be applied to iPost’s automation engine that makes adjustments to individual customer journeys based on their past-purchase behavior and transactions.Why we should careEmail is one of the most popular channels preferred by consumers. Integrating Magento’s robust customer data into iPost’s email marketing and automation platform could allow marketers to experiment with — and optimize — different features like transactional behavior and personalization to create more engaging content…

Google Ads intros ‘restricted data processing’ capability for CCPA compliance

Google will offer restricted data processing to enable businesses to comply with the California Consumer Privacy Act (CCPA), the company announced Wednesday. With restricted data processing enabled, Google will act as an affected business’ (advertiser, publisher or partner) data processing service provider. Here we’ll look at what this means for advertisers.Restricted data processing, Google explained, will “restrict how it uses certain unique identifiers, and other data processed in the provision of services to you, to only undertake certain business purposes.”What is the CCPA? Similar to the EU’s General Data Regulation Protection (GDPR), the CCPA provides several data privacy protections for California state residents. It is set to go into effect on January 1, 2020. Affected businesses must give California residents the ability to opt-out of the sale of their personal data on their website homepages. CCPA applies to businesses that, in part, meet one of the following criteria: Have…

Pause out of stock products with this Google Ads Script

Black Friday and the busy festive season is rapidly approaching, it’s a boom time for retailers, but with the fast-moving environment, products rapidly go out stock, often with ads still running resulting in wasted budget.With large inventories, it’s almost impossible to keep on top of pausing ads to out of stock products manually. We hated seeing retailers wasting paid media budget, so our team of developers built this Google Ads script that runs hourly and automatically paused ads that are pointing towards products that are out of stock on Shopify.How does the script work?The logic behind the script is quite simple. It follows the URLs of all active ads to the landing page and searches the landing page for a certain string of text, for example: “out of stock.” If the product is out of stock then the ads are paused and the ads should then be labeled with “Paused – Out of Stock.” The script also auto-enables ads that are back in stock. It reviews all ads that are labeled “Paused – Out…

Meet the MarTech keynote speakers

Exciting news, marketer: Nancy Duarte and Brian Solis are keynoting MarTech! Next April 15-17 in San Jose, they will tackle two of the biggest challenges in marketing…Challenge #1: Data DelugeWe marketers have access to more data than ever before. That’s swell… if you can derive value from it. Nancy’s keynote, Make Data Stick through Duarte DataStory™, delivers a framework for making sense of limitless data, and actionable tactics for using data to tell compelling, humanizing stories to your teams, stakeholders, and customers.Challenge #2: Digital NoiseDelivering consistently terrific customer experiences across digital channels is the Holy Grail of martech. But all those touchpoints create a ton of clutter. Brian’s keynote, The Distracted Customer: How to Connect the Dots Between Martech, Marketing Operations, and Customer Distractions to Deliver Clarity and Value, provides the insights that will help your organization break through the noise to serve customers in meaningful and genu…

Optimizing for position zero: The future of voice search

It’s still early days in the world of voice search, and yet already this new type of device and search engine use is – according to comScore – expected to account for up to 50 percent of the global search market next year. That’s a major shift in consumer behavior in only a few short years.Digital assistants are becoming increasingly prominent in our homes and on mobile devices, and their ubiquity will only increase.But where exactly is the brand play in voice search? How developed is the opportunity, and what specific strategies do brands need to apply to benefit from this trend? Let’s take a look at the current state of affairs and, more importantly, where things will go in the next few years.The current focus on position zeroWhen you hear marketers talk about voice search today, you probably hear a lot of talk about Position Zero, also known as the featured snippet. This is the content that Google offers in the top search results position in hopes of directly answering a search que…

Gifter CX: How to make a play for gift givers this holiday shopping season

It’s not uncommon to see brands dedicate 365 days of their customer experience strategies to their buyers’ consumer behavior. But to sustain impactful CX in our competitive digital age, brands this holiday season should be thinking about another type of consumer: the gifter.Making a play for gift-giversThere have been some brands in the past (as well as current) holiday shopping seasons who have put the suggestive power in their customers’ hands to enable their gifters’ shopping.Walmart and Target, for example, hold fast to the tried-and-true circulars aimed at the pre-media children of the household. For me, this is very nostalgic of the Toys “R” Us Big Book, and yet still strategic for the modern child with the absence of broadcast media to push content into the household through a mailer and let them engage… and ultimately ask.Even Amazon got on-board with this strategy for the 2019 Holiday Season and nailed it. Complete with stickers, a fill-in and tear-out wish list, scan tags di…

GroundTruth offers automated store ‘visit optimization’ tool for self-service platform

Location intelligence provider GroundTruth announced that its self-service advertising platform will offer an automated visit-optimization capability. That means bidding is optimized for campaigns and creatives that drive physical store visits.It will become available in January 2020.Range of location-related targeting options. The company’s self-service Ads Manager offers a range of location-based targeting options including audience targeting, location and weather-based targeting. Audience targeting is based on profiles generated from offline behaviors (e.g., airport or gym visitation) but can also be combined with other data sets.GroundTruth also has a “cost per visit” (CPV) model that only charges advertisers when an offline visit occurs. The company said in 2017, shortly after its launch, that 80% of the brands were responding positively to its CPV model. (It hasn’t offered any data since that time.)SMB advertiser base tripled. Interestingly, the company explained that a substant…

Stop managing your PPC campaigns the difficult way

We recently wrote about how PPC managers are making keywordresearch a lot harder than it should be. If you’re seeing a pattern here, well done.  It’s all about overcomplication. Overcomplication is a frustratingly irritating problem because you’re not doing anything wrong per se. The job will still get done, it just takes a lot more time and effort necessary to reach the finish line. Let’s say you’re decorating and the goal is to repaint a room a rather gorgeous shade of teal. Now, rather than use a regular roller, you decide to use fine art paintbrushes. It would be a lot more hard work and take days longer than it should. And for what? A patchier finish? What a pointless waste of time. That’s ultimately what you’re doing with your PPC campaigns when you manage them the hard way. Here are three ways you might be falling into the dreaded world of overcomplication… 1. Using the wrong metrics PPC management is nothing without data. Oh, that sweet glorious data. No more guesswork and bli…

TripAdvisor launches self-service ad platform for SMBs

TripAdvisor has launched a new self-service ad product: Media Manager. The tool is designed for small and medium businesses and agencies and is available globally to marketers on TripAdvisor’s platform.Simple ad creation and targeting. While the formats are graphical and include retargeting, the customer intent profile is more aligned with search marketing. It’s designed to reach high-intent, in-market travel customers or those doing research on particular travel destinations.The ad creation process is fairly simple. Marketers name their campaigns, select whether they want the ads to appear on desktop or mobile and select an audience targeting option.Marketers then set a budget, a start and end date for the campaign and a geographic targeting option. TripAdvisor says, “the less granular the destination,” the lower the CPM. The audience targeting options also include behavioral targeting and destination retargeting.Users can upload their own creative or use a wizard to build creative o…

Commerce marketers: Take our Amazon Advertising survey, enter to win an SMX All-Access Pass

If you’re an e-commerce marketer, we want to hear from you. Marketplace platforms like Amazon, eBay and Walmart/Jet are building their ad businesses, giving product advertisers a chance to target active shoppers as they make their purchase decisions. We’d like to quantify the impact of this shift by asking you (and your peers) a few questions about your or your clients’ spend on these platforms.For just 10 minutes of your time, you can opt-in a drawing to win an All-Access Pass to any Search Marketing Expo (SMX) event taking place in the U.S. over the next two years. We’ll also send you the results and will be sharing our analyses at SMX West 2020 in our digital commerce marketing track.Please click here to complete the brief Amazon Advertising survey!The post Commerce marketers: Take our Amazon Advertising survey, enter to win an SMX All-Access Pass appeared first on Marketing Land.

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Get More Value Out of Your First-Party Data

First-party data is your most important advantage in today’s highly regulated marketing environment. And customer conversations have become your ultimate first-party data source. In fact, for marketers who work in industries that rely on phone calls to close sales, they’ve become a holy grail.But extracting value from first party data hasn’t been easy — until now. Artificial intelligence (AI) is now delivering smarter customer insights, resulting in more effective search, social and display ad campaigns. Join our data analytics experts as they show you how to use AI to analyze customer conversations, and scale those insights to boost conversion rates, optimize buying experiences and drive more revenue-generating calls. You’ll learn how to comb through the conversations you’re already having with your customers and discover more of what they are trying to tell you. Register today for “Get More Value Out of Your First-Party Data: Using AI to Connect the Online-to-Offline Buying Experien…

Episerver boosts dynamic content personalization with Idio acquisition

The digital experience platform Episerver has acquired Idio, a content intelligence and predictive analytics solution that helps companies deliver personalized content experiences. The acquisition will elevate Episerver’s existing predictive analytics capabilities with technology that determines the “next best step” in the customer journey, according to Episerver Chairman and acting CEO Adam Berger.While Episerver already had a predictive analytics component as part of its platform, Idio’s ability to automatically index, analyze and categorize unstructured content data into a “structured content hub” gives Episerver access to more sophisticated personalization capabilities.Berger called the acquisition part of Episerver’s roadmap for acceleration in the U.S.Why we should careMore marketing and customer experience teams are taking a step back to focus on the full customer journey. By leveraging Idio’s predictive analytics technology — built to predict which content will best serve the …