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Showing posts from February 19, 2020
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Introducing the Periodic Table of Digital Commerce Marketing

If you’re a retailer or manufacturer of goods sold online, you may be overwhelmed by the new digital marketing opportunities popping up nearly every day.Whether it’s new Google Shopping campaign options, shoppable posts on social media, or advertising opportunities on Amazon or Walmart, there have never been more ways to market products online. And, of course, each option has its variations, its pros and cons and its emerging best practices.Today at our SMX West conference in San Jose, Marketing Land editor-in-chief Ginny Marvin unveils a new resource to help you get a handle on this rapidly-growing space — the Periodic Table of Digital Commerce Marketing.In the same way our other periodic tables make sense of SEO, paid search and email deliverability and optimization, this fantastic resource pulls together and organizes an astonishing amount of information. Plus, it’s darned good looking and makes for handsome wall decor.Download your copy today!The post Introducing the Periodic Tabl…

Are Twitter Stories coming? The company buys Stories app developer Chroma Labs

Twitter has acquired Chroma Labs, the company behind the Chroma Stories app — a short-form video and photo creation tool that offers Stories templates and filters for creating Stories on various social sites.Twitter confirmed the Chroma Labs team will join Twitter’s product, design, and engineering teams. “Their expertise in creative tools that help people connect and share completely align with our work to serve the public conversation,” said Twitter VP of Design and Research Dantly Davis in a Tweet.Why we careStories have been around for some time on Instagram, Facebook, and even YouTube, after Snapchat first brought them to life. Initially, Stories content was a big draw for younger users, but that’s no longer the case as Stories have gained broad appeal across platforms like Instagram and Facebook, and become a key advertising unit. Twitter is the one major social platform that lacked any similar ephemeral, storytelling feature — but that is likely to change now that the company h…

How to Scrape Reddit with Google Scripts

Reddit offers a fairly extensive API that any developer can use to easily pull data from subreddits. You can fetch posts, user comments, image thumbnails, votes and most other attributes that are attached to a post on Reddit.The only downside with the Reddit API is that it will not provide any historical data and your requests are capped to the 1000 most recent posts published on a subreddit. So, for instance, if your project requires you to scrape all mentions of your brand ever made on Reddit, the official API will be of little help.You have tools like wget that can quickly download entire websites for offline use but they are mostly useless for scraping Reddit data since the site doesn’t use page numbers and content of pages is constantly changing. A post can be listed on the first page of a subreddit but it could be pushed to the third page the next second as other posts are voted to the top.Download Reddit Data with Google ScriptsWhile there exist quite a Node.js and Python libra…

How encryption can enhance your SEO ranking

Two of the biggest continuum any business faces are how to rank high and how to maintain the ranking. Incidentally for both, you are indirectly dependent on search engines and hackers. However, the question is, for how long do you want to continue being dependent? On one hand, you have both on-page technical best practices and off-page methods to enhance your ranking, while you can use encryption to fight cybercriminals.Search engine optimization (SEO)SEO for all intents and purposes shouldn’t be about only performing on-page technical best practices. You also need to come up with out-of-the-box ideas that will enhance your website’s visibilities.In as much as social media is a means of communication, it shouldn’t ordinarily improve organic search rankings. But be as it may, you need social media platforms to share your content since your website alone cannot give you the required reach.You need social media platforms to boost traffic to your site as well as to enhance the profile. Wh…

Marketers are spending more on data management platforms than operational tech

Marketers are investing more of their budgets in databases and analytics management technology platforms than operational tech solutions like campaign and decision management tools, according to Merkle’s Q1 2020 Customer Engagement report, released Tuesday.The survey, which polled 400 U.S. and UK based marketers, found that 29% said they spend more on management tech than operational tech, with another 29% reporting they invest only in management technology solutions versus spending on both.Less than a quarter of marketers balance their spend. Only 24% of the survey participants report spending “about the same” on both management and operational technology. The findings show marketers are more likely to focus on data management tools compared to solutions used for campaign activation — highlighting a potential disconnect between collecting and managing customer data and having the necessary martech to plug the data into campaign efforts.High adoption rates for CDPs. Seventy-five perce…

Vast majority of Amazon advertisers plan to spend more on ads again this year

SAN JOSE – Eighty-one percent of current Amazon advertisers plan to increase their ad spend on the platform in the coming year, according to a Marketing Land survey of digital advertisers released Wednesday.Of those planning to increase their Amazon ad budgets, 41% said they plan to spend as much as 25% more than the previous six to 12 months; 22% plan increases of 25 to 50%; and 10% expect Amazon budgets to increase by 50% or more.These growth expectations are in line with the trends we saw forming in our last survey of Amazon advertisers in 2018. Amazon’s ad business grew 40% year-over-year in 2019, to roughly $14 billion, but it is still very early days for the platform. (For some perspective, Google raked in $135 billion in ad revenue last year, but its growth has slowed.)Highlights from the survey, representing responses from the 155 marketers who said they’re currently running Amazon ad campaigns, were presented at SMX West on Wednesday morning.Incremental budget increases. More…

Soapbox: The 80/20 rule is a fallacy, customer-driven product innovation drives revenue

As many companies focus on improving customer retention and churn rates in response to private equity valuation demands, the issue of churn, in particular, has become front and center for many SaaS solution companies serving the local and small business industries. Many business leaders subscribe to the old adage that it costs more to win a new customer than to retain an existing one, also known as the “80/20” rule – stating that 20 percent of your customers represent 80 percent of your sales. This is actually a fallacy and usually leads to higher churn rates due to misaligned customers who will likely jump ship after a short time.Whether providing technology or services to local businesses, it’s difficult to drive a profit margin if you’re chasing the back of the cart. Instead, companies should focus their energy, resources and investments into delivering high-value products or services that solve the real-world pain points of their target customers. Rather than bleeding themselves d…

Jumpshot redux: Hitwise is shutting down

Hitwise is shutting down, after more than 20 years in operation. The company provided only a vague statement on its website, citing “events outside of our control.” Hitwise also called it an “unexpected turn of events.”I’ve reached out to company representatives to see if they’ll offer any comment beyond the statement posted on the website. There’s some unconfirmed speculation that Hitwise, which collects consumer data from numerous sources, might be winding down for reasons that also caused Jumpshot to recently discontinue operations.Like Jumpshot — or not? Jumpshot, a subsidiary of security software company Avast, was accused of “secretly harvesting” users’ browsing behavior, packaging it and reselling without their full knowledge. So far, there’s no evidence that a similar problem exists for Hitwise. But in the absence of other information, that’s what some people are suggesting — and not an unreasonable line of speculation.Hitwise was an early website analytics provider, competing…