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Showing posts from December 18, 2019
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DAA begins ‘onboarding’ publishers seeking to use its CCPA opt-out tools

The Digital Advertising Alliance (DAA) is now rolling out “onboarding” for companies seeking to use its California Consumer Privacy Act (CCPA) opt-out tools. The DAA previously announced the initiative last month; it will “go live” on January 1, 2020 when CCPA formally takes effect.Ad choices redux. Modeled on the long-standing ad choices icon and approach, the DAA opt-out tools will enable consumers to block the sale or transfer of their personal data “across all of the DAA participating companies integrated into the new tools, from a single website or app.” There will also be a parallel system for mobile apps and in-app advertising.While the DAA initiative won’t cover the entire universe of publisher sites and platforms, DAA members include the IAB, American Association of Advertising Agencies, American Advertising Federation, Association of National Advertisers, Better Business Bureaus National Programs and the Network Advertising Initiative. That coalition of organizations suggest…

Facebook rolls out updates to its App Dashboard, giving developers more control over app permissions

Facebook’s app permissions dashboard.Facebook on Tuesday announced new tools in the App Dashboard to help streamline the app review process for developers. The updates will enable app developers to only request the necessary permissions for apps.The new tools will also help Facebook better understand how developers are using and accessing its platform, the company said. With the updates, developers are able to request access to only the required permissions and information from the platform. These updates include:More clarity around permissions. In the app review process, Facebook has made it easier for developers to understand which permissions they need with a new tool that sees beyond API calls and commonly used endpoints.Remove unwanted permissions. Currently, Facebook notifies developers with messages about the permissions requested, along with the action needed by the developer. With the new feature, developers are able to remove permission access from the dashboard and will no …

Product ownership is the keystone to martech management

I’ve written about the importance of product adoption. Getting a return on something that no one regularly uses is pretty tough. Adoption isn’t the only important factor related to products; ownership is as well.A common factor among successful martech stack components is clear and dedicated ownership. Ownership doesn’t necessarily mean the product owner is in senior management or is paying for it out of their own budget. Depending on the component, there is a wide variety of potential owners. For instance, an SEO tool that costs $100 a month may have a junior staffer as its owner while a CDP or CRM that costs several hundred thousand dollars a year (or more) is likely “owned” by someone with more authority and influence on the senior leadership team.Project management and change management are two key frameworks that can help define product ownership, and while they’re closely related, they address different facets of an organization.The implementation of Scrum project management in …

Which MarTech workshop will you choose?

Senior-level marketers like you will attend MarTech next April for actionable tactics and proven strategies that solve pressing marketing technology and operations challenges. Two intense days of expert-led sessions, illuminating keynotes, and networking with a thriving community of like-minded professionals… what more could you want?What’s that? You want more? The MarTech workshops were designed for overachievers like you.These immersive, half-day training seminars — led by recognized industry experts — dive deep into specific aspects of modern marketing and deliver practical insights you can implement immediately. Here’s a look at some of the workshops coming to San Jose, Wednesday, April 15 and the experts who will lead them:The Right Way to Buy Marketing Technology, with Tony ByrneUsing CDP to Make the Most of Your Customer Data, with David RaabAgile Marketing Advantage, with Andrea FryrearCreating Connected Experiences, with Jeff CramA Marketer’s Guide To Attribution Analysis, wi…

Top platforms marketers can use for infographics

Infographics have become a powerful part of many marketing campaigns in recent years, and rightfully so. They can increase brand awareness, establish a brand’s authority in their niche and, according to HubSpot, can increase web traffic by up to 12%.Marketers report that original graphics, like infographics, receive the highest engagement out of any type of visuals. There are even more compelling reasons to use infographics to communicate information: When people hear information, they’re likely to only recall 10% of it three days later. When that information is paired with a relevant image (such as an infographic), people will recall 65% of it three days later.If you want to make an infographic without hiring a graphic designer, use one of the following simple-to-use infographic generators.1. VenngageVenngage is an infographic creator that helps you produce a beautiful infographic in only three steps. All you need to do is choose a template, add original images (or images from their …

Email marketers: Keep growing, but also take the time to teach others

It has been a heck of a year for email marketers – not just professionally but for the industry at large. I’ve worked with an amazing collection of clients from disparate industries, from a direct-mail firm to a massive health care business to start-ups and established businesses.They all have one thing in common: a continuing, constant yearning to get better at email for their companies and their customers. This gives me hope for 2020, not just in the email space but in our professions as marketers.I’m closing the books on the year with two thoughts.1. Thank you for being a marketer!This year, I’ve spoken with hundreds of marketers across the United States. What continues to impress me is that we are a dedicated, driven and insightful group of people. Whether you’re in email or social media, direct marketing or programmatic, a trainee or the CMO, pat yourself or a fellow marketer on the back for the life direction you chose.It’s not easy being a marketer. We’re all dedicated to advan…

Why are you making PPC budgets so difficult?

Setting a budget for your PPC campaigns is not easy. Too little and you’re selling yourself short. Too much and you’re literally throwing money away. Most tend to err on the side of caution here, with 40% of brands and agencies saying that their PPC budget is lower than it should be. To make things worse, there’s no golden figure or right answer that comes to setting your budget. It’s all down to you.On average, SMEs spend between $108,000 and $120,000 a year on PPC. But there’s absolutely no way of knowing if you should align with those averages or not until you’re there. However, though PPC budgeting is no easy task it’s not that difficult either. All you have to do is take a step back, relax and stop making it so complicated. Let’s walk you through it. Go back to basicsIf you already have the total budget that you want to spend on your advertising, you’re in luck. All you need to get your ballpark figure is a little bit of quick math. “Total budget / Campaign duration” So, if you w…

The beginner’s guide to semantic search: Examples and tools

Ever since Google’s Hummingbird, the term “semantic search” has been thrown around a lot. Yet, the concept is often misunderstood. What is semantic search and how it helps SEO efforts?When people speak to each other, they understand more than just words. They understand the context, non-verbal cues  (facial expressions, nuances of the voice, etc.) and so much more.It comes naturally, so we don’t really appreciate how difficult it is to explain what is being communicated without the help of all “beyond-words” signals.Factors that make the lives of both Google and SEO so difficultGoogle is trying (and often struggling) to understand what it is that their users want (without actually seeing or hearing them)SEOs are trying to reverse-engineer what it is that Google managed to understand from their users’ queries and how to build pages that meet those mysterious criteria. As Google’s algorithm is getting more mature, it is becoming even more difficult to decode what it is Google needs, or …

MissingLettr Review – Automatic AI-Supported Social Media Post Creation

Missinglettr:  An interesting name and perhaps the name really does not convey how this clever AI-based social media tool could save you hundreds of hours of work.  I’m pretty sure many of you may have never heard of Missinglettr and let me do the honor of presenting you with this cutting edge social media tool. […]MissingLettr Review – Automatic AI-Supported Social Media Post Creation is a post from ShoutMeLoud - Shouters Who Inspires

from ShoutMeLoud

The secret formula for determining a marketing budget

Determining a marketing budget can be frustrating. Are you investing enough? Are your marketing dollars being applied in the most efficient way? How do you know if what you’re doing is working?Lou Covey, principal of Footwasher Media Agency, has decades of experience helping clients hit that marketing budget “sweet spot.” In this Agency Perspective from SharpSpring, he shares two simple equations that can take a lot of the guesswork out of the budgeting process. Get it now to learn:How to use these equations for your own marketing efforts.Why it’s important to factor in more than just expenditures.How much you should be spending to ensure steady growth.Visit Digital Marketing Depot to download “The Secret Formula for a Marketing Budget.”The post The secret formula for determining a marketing budget appeared first on Marketing Land.

via Marketing Land

3 local commerce trends to make a big impact in 2020

As the year winds down, it’s time to look at what’s in store for the local business landscape in the coming year. The good news is the benefits of enterprise-grade technology are becoming more accessible to this business segment. We see this shift taking hold in 2020, along with a stronger confluence of complementary solutions coming together to meet comprehensive SMB needs. The following are three top local commerce trends that our Local Search Association analysts predict will take center stage in 2020.Shifting into BIY technology: The concept of buy-it-yourself (BIY) SaaS technology is empowering small and local businesses to purchase technologies that are designed to meet their holistic needs in a self-service delivery model. Whether delivering martech, adtech, fintech or other key operational services, in 2020 we expect to see more SaaS solutions offering a BIY approach for small businesses for improved customer retention and satisfaction as well as higher average order values.
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Is it time to say good-bye to the CMO role or just give it a new acronym?

The chief marketing officer role has had quite a ride this year, with many brands falling in — and out — of love with the C-level marketing position in 2019. Coca-Cola announced this week it was promoting Manolo Arroyo, president of the Asia Pacific Group, to chief marketing officer after not having a CMO since 2017. Unilever, a company whose former CMO Keith Weed helped lead the fight for a more transparent advertising ecosystem, elevated Conny Braams from EVP of Unilever Middle Europe to chief marketing officer and chief digital officer in March. The company had left the position unfilled following Weed’s departure in December 2018.Still, other major brands have moved away from the CMO role this year. In July, after McDonald’s CMO Silvia Lagnado exited the company, the brand named two SVP-level roles: an SVP of global marketing and an SVP of marketing technology, but no C-level marketing position. Lyft lost its CMO in May and has not replaced the role since. (In fact, if you search …

Lies and bias on the rise in marketing and public relations

According to this year’s Relevance Report 2020 from the USC Annenberg Center for Public Relations, half-truths and lies are more noteworthy (and acceptable) than ever.The report features 17 of the 30 essays that deal with or in deceit, aided and abetted by the advancement of technology and social media in the post-truth age.Erasing the line between paid and earned mediaThe rate at which influencer marketers are ignoring disclosure guidelines set by the FTC is alarming.The FTC’s “Dot Com Disclosure Requirements” [PDF] are designed to help the public understand whether or not someone endorsing a product online was compensated.But ignorance does not appear to be the cause of these violations.“According to a study conducted by the influencer marketing agency Mediakix, only about 7% of endorsements on social media from the top 50 celebrity influencers comply with FTC’s guidelines of appropriate disclosure verbiage,” writes Cathy Park, a second-year strategic public relations graduate stude…