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Showing posts from March 11, 2020
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MarTech Minute: Jivox partners with Criteo, Outbrain’s new reporting options

Our MarTech Minute briefs first appear in the MarTech Today daily newsletter. Click here to subscribe so that you can start your day “in the know” for all things martech-related.PARTNERS IN PERSONALIZATION: The digital martech platform Jivox has partnered with the ad tech company Criteo to deliver a new creative solution for programmatic advertisers. Jivox’s technology, which can analyze a combination of data triggers for things like the weather, time of day, season, holidays, etc. to build multiple iterations of ad creative, will be integrated into Criteo’s platform for a more personalized ad delivery experience. Why we care: A recent report from Jivox found that personalization lifts ad engagement 4.3-times industry standards. By leveraging data triggers to automatically build personalized creative, advertisers could save on ad production costs, while boosting overall ROI. Source: JivoxDATA CONNECTIONS: Outbrain, a native advertising solution, announced on Tuesday a new integration …

Five social media trends that are shaping 2020

Every year the social media marketing community turns into fortune tellers — we collectively try to predict what trends, features, and innovations will take place in the upcoming year. Of course, trying to predict social media trends is much more trustworthy than fortune-telling even if you’re usingastrology as a frameworkfor that. Most social media predictions stand on the existing trends and research, which makes them highly likely to actually be accurate. It’s a common truth that social media platforms are constantly changing, they come up with new features, change algorithms, review their respective policies, and it all affects the way we do marketing on social. But it’s not like these changes come out of nowhere — they are all the results of social media company’s vision and business model or external circumstances. To identify trends that will dominate social media this year we need to consider all of these internal and external circumstances. And that’s exactly what I did to ma…

Most site content (69%) not seen by customers and prospects, study finds

A new benchmarking report (registration req’d) from Contentsquare contains a number of valuable metrics and datapoints, and one that is especially striking. On average, the report finds, 69% of all web content is not seen by consumers.The report is based on an analysis of “12 months of Contentsquare data from 400 global websites in 9 different verticals.”Organic/free sources drive majority of visits. Across the nine verticals studied, earned or “free” traffic represents 65% of all site visits. The report attributes this to “brand familiarity, repeat visits for regular purchases, and good brand awareness.” Financial services had the most organic or free traffic (80%), while travel saw the most paid visits (49%). Within travel there are probably some sites that see much more direct traffic, while others need to rely more heavily on ads.For comparison, a 2019 study from BrightEdge found that 53% of site visits were driven by organic search. However, Contentsquare was looking at all sourc…

Coronavirus disrupts search, digital ad budgets

Analysts expect Google and Facebook will experience ad revenue declines in travel and other industries most affected by global efforts to slow the spread of coronavirus. On the ground, marketers and media buyers have been re-evaluating their near-term advertising strategies.Loop Capital Markets analyst Rob Sanderson expects Google will see a 15% year-over-year decline in travel ad revenue in the first quarter and a 20% drop in the second quarter due to the coronavirus outbreak.Last week, Needham analysts Laura Martin and Dan Medina said there is evidence of lower spending in travel, retail, consumer packaged goods and entertainment, which together, they estimate, represent 30% to 45% of Facebook’s total revenue.Media buyers we heard from Wednesday shared a range of scenarios, with some not seeing any changes yet, to others making dramatic adjustments to near-term budgets. Some are even raising digital budgets.Supply chain and demand concernsSupply chain impact on inventory is starting…

Improve your SEO with new technical training at SMX Advanced

As algorithm updates continue to make old-school optimization less impactful, and CMS plugins and SEO platforms handle an increasing number of technical aspects, more and more SEOs need to learn about the technical aspects of optimization.At the same time, developers continue to build innovative apps and interactive experiences, creating a need for them to know how to do their jobs in ways that doesn’t negatively impact SEO (or, indeed, in ways that can help enhance it).Whether you’re an SEO eager to expand your technical horizons or a developer craving a deeper understanding of SEO, SMX Advanced has all-new, tactic-rich training designed specifically for you.Join us June 8-10 in Seattle for the elite SEO and SEM insights SMX Advanced is known for, plus a new SEO for Developers track, all programmed by the Search Engine Land experts.The SEO for Developers track delivers two full days of highly-technical sessions — many in live-coding format — focused on using code libraries and archit…

Why hyper-personalization demands a fair value exchange

Retailers today face an interesting challenge, and competitive opportunity brought on by the growing customer demand for personalized products, recommendations and experiences. To successfully achieve this personalization, the delivery process for brands involves a necessary exchange, one that can be notably problematic if not handled properly.Many consumers are prepared to take part in this exchange – relinquishing their personal information in order to receive desired commodities (tangible or intangible.) But brands must also take responsibility for negotiating this as a “fair value exchange,” by gaining trust and maintaining customer security, in order to be successful.How generation plays inAs customer experience professionals studying this increase in demand for hyper-personalization closely, it is clear to us that there is a generational factor at play. A recent Gongos survey of participants across the millennial, Gen X and baby boomer generations found that over half of millenn…

Building top-funnel content to influence bottom-funnel pages (with real example)

Wouldn’t it be great if every page on your site led directly to a sale or conversion? Or if all it took to convince someone to purchase from you was to have them land on your website? Or if money grew on trees?We all know these scenarios are ridiculous…but I still see site owners and marketers focusing solely on converting pages.Every page has a unique purpose and not all pages should be converting pages. Some examples of other goals your pages might serve include:Presenting key employees and leadersDefining your brand, culture and beliefsExplaining your company’s unique systems and processesAttracting large, top-funnel audiences through organic searchInforming and educating your audience about an important topic in your nicheEtc.For the most part, pages that serve these goals won’t be the pages where your audience converts. However, these pages all support the overarching goal of increasing conversions.Similarly, not all pages are equally link-worthy…and they don’t all need to be.Lin…