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Showing posts from December 11, 2019
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Acquia picks up CDP-startup AgilOne

It’s been a busy year for Boston-based digital experience platform Acquia. Following a majority investment by Vista Equity Partners in September, the company has announced its third acquisition of 2019 with the purchase of customer data platform AgilOne.The CDP space has seen a lot of activity this year with global powerhouses like Adobe and Salesforce investing heavily in the technology. Bringing AgilOne’s capabilities to Acquia’s Open Digital Experience platform could help bolster the company’s offering by differentiating itself from the bigger vendors.Acquia also acquired Mautic and Cohesion earlier this year and plans to add AgilOne’s machine learning capabilities to its Open Digital Experience Platform.Why we careAgilOne’s CDP pulls together data from online and offline technology platforms to build a single system of record, allowing brands to build better customer relationships and increase customer lifetime value. Its machine learning capabilities unify and cleanse customer da…

The UK election and SEO games: Search, scandal, and big promises

The UK goes to the polls this week and the governing Conservatives have already made headlines for their online activities. Luke Richards dives into the political battleground that is the Google SERPs – and provides his analysis of the manifesto promises relevant to the digital business community.As the UK heads towards its third general election in four years, the two main parties – Conservatives and Labour – both seem to agree that investment in digital technologies is crucial to tackling challenges within the economy, the environment, and the country’s working relationship with the rest of the world after Brexit.Both parties have also invested a significant amount of their marketing budgets in their digital campaigns.These past few weeks we’ve seen examples of good and downright poor practice when it comes to search engine marketing. We’ve seen varying success in search visibility, online sentiment, and traffic. And the content of the manifestos themselves – for a digital/tech busi…

9 Questions with SEL Awards Judge Chris Sherman

Last week I sat down with Search Engine Land’s Founding Editor Chris Sherman to pick his brain a bit on what it’s like to judge the Search Engine Land Awards, what he and his team of judges look for, what has knocked their socks off in the past, and yes, even what makes them cringe.Interested in checking out the 2020 Awards? We’re officially open for submissions. Check them out.KJ: Alright, Chris, lets hit a few of the basic questions first — give me your super-quick background of your current work in the search industry and how long you’ve been a judge for the Search Engine Land Awards.CS: I started as the about.com web search guy in 1997, and then Danny Sullivan and I started Search Engine Strategies and, from there, Third Door Media, and that’s kind of it in a nutshell. I’ve been a Search Engine Land Awards judge since we started in 2015.KJ: You’ve been judging the Search Engine Land Awards for five years and you’ve seen probably hundreds of applications at this point — what makes …

Machine learning for next-best offers

We all have our habits and routines. Some enjoy jogging first thing in the morning, while others would rather stay up late watching their favorite show.As discouraging as it may seem, our daily lives are full of repetitions. Most people take the same route every day when they commute, drink the same coffee on their way to work, and then greet the same friendly or not-so-friendly face at the reception desk.Similarly, when it comes to shopping habits, some have their dedicated shopping day and a list of recurring items they buy every time. Others go with the flow, look for the best deals whenever they find some time to shop, not even looking at the brands or what they chose in the past.So why not train a machine learning model to predict the next purchase a given customer will make and estimate when this transaction will take place?Machine learning strikes againThere are two approaches to the challenge of creating a next-best offer recommendation based on the customer’s purchase history…

How the ‘Peloton Woman’ in Aviation Gin’s ad will be a case study on marketing genius for years to come

It’s the holiday ad that caught fire for all the wrong reasons: A young, seemingly fit woman is gifted a Peloton stationary bike (presumably by her husband) and proceeds to vlog her fitness journey over the course of a year.The ad, produced by creative agency Mekanism, went viral almost immediately, sparking criticism about Peloton’s unhealthy depictions of body image and marriage – not to mention the “Peloton Woman’s” concerning expressions (which some have quipped resembles a face of fear). Naturally, Twitter users couldn’t contain themselves, dragging the cringe-worthy campaign with labels like sexist, elitist, and entirely unrealistic.Soon after the spot aired, actor and liquor brand owner Ryan Reynolds cashed in on the drama – and marketers everywhere scrambled to pick their jaws up off the floor. The ad spot for Ryan Reynold’s liquor brand, Aviation Gin, cast the same actress from the Peloton ad — in a sequel that tells the story of where the Peloton Woman is now. Spoiler: She’s…

Pinterest Trends gives marketers a view of the top U.S. searches on the platform

Pinterest Trends, a new tool that will provide an overview of the top U.S. search terms over the past 12 months along with data on when those search terms peaked, has begun rolling out, the company announced on Tuesday. Why we careGoogle Trends has long been a resource marketers have relied on to gauge trends and seasonal interest in topics. Pinterest Trends will offer another set of keyword trend data, specifically around the categories it caters to such as food, home and fashion. More insight into search queries and trends can give brands a better understanding of the content and campaigns that may perform well on (and off) Pinterest.Marketers can also use Pinterest Trends to verify assumptions regarding emerging trends and expand and refine keyword research and targeting with auto-complete suggestions. Tastemade and Albertsons are among the brands with early access. Pinterest said the two brands have created successful boards and campaigns on the platform based on the insights.More …

Save Up To $700 Off Actionable Search Marketing Tactics

Make 2020 the year you achieve your traffic, ranking, and revenue goals: Attend Search Marketing Expo – SMX West – February 19-20 in San Jose for actionable tactics from industry experts.Register by next Saturday, December 21 to save up to $700 off on-site rates! Here’s what you’ll get:Unbiased content you can trust, all programmed by the experts at Search Engine Land, the industry publication of recordA training experience that fits your needs… the agenda is organized into three lanes with no limits… choose from up to six concurrent sessions on SEO, SEM, and digital commerce marketing(new!)Access to an engaging community of marketers who love talking shop, trading ideas, and sharing new ways to overcome workplace challengesTime-saving solutions from market-defining vendors and in-depth demos that inform and empowerAmenities that keep you productive on-the-go, including hot lunches, free WiFi, delicious refreshments, and moreDon’t wait. Choose your ideal pass and register by Saturday,…

Yahoo Shopping aims to stand out in commerce discovery with Rakuten cashback rewards

Rakuten and Verizon Media have partnered to deliver commerce experiences for Rakuten merchants and Yahoo users this holiday season. The offering is a differntiator for Yahoo Shopping.Rakuten runs a cashback and coupon site with more than 3,500 merchants that used to be known as eBates. With the new partnership, Verizon Media is offering Yahoo Shopping and Yahoo Mail users access to exclusive cashback rewards from more than 50 online retailers through Rakuten, including Nordstrom Rack, Nike, Disney and Bed Bath & Beyond.Why we should careVerizon Media, which owns the Yahoo properties as well as publications HuffPost, TechCrunch and others, is focusing its monetization efforts on digital commerce.The new Yahoo Shopping launched this fall. It features price comparisons, a promotions calendar, trending deals and now cashback offers. Yahoo Mail web and app users will see promotions that take them to a “Rakuten-powered shopping experience.”Check out the Digital Commerce Marketing track …

Pro Tip: Why you should stop using last-click attribution in Google Ads

When was the last time you searched for something, clicked an ad and purchased immediately?Probably never. That’s why it’s time for marketers to stop using last-click attribution for measuring success in Google Ads.Often, people are searching on multiple devices and do extensive browsing and research before making a purchase. Understanding the impact that higher-funnel keywords have on conversions can help better utilize spend, cut out waste and inform other digital marketing channels such as SEO and social media.As Google continues to push automated bidding strategies like maximize conversions, maximize conversion value and target ROAS (just to name a few), using non-last click (NLC) attribution becomes even more important.These algorithms are designed to optimize ad spend based on specific criteria, but if they’re only seeing a small slice of the pie, you could be missing out on valuable traffic and giving too much credit to lower-funnel searches, like brand terms.The Model Comparis…