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Showing posts from March 26, 2020
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Soapbox: Digital assets should be the primary driver of brand consolidation strategy

When two or more companies consolidate, merge or become acquired, it’s a business decision. But, after that decision is made, how the merger or acquisition is handled from a marketing standpoint should be determined by the digital content of each company, not from non-marketing C-suite executives with opinions based on guesses, not data. The penalties for ignoring digital content – company websites, social accounts, content pieces and technology, among other things – can be disastrous.When it comes time to develop a brand consolidation strategy, the companies’ websites should be the first digital component to be analyzed. After all, long-term SEO value likely took years to achieve, and it doesn’t always make sense to immediately scrap existing websites in favor of one, single brand website. Sometimes simple redirects can work to retain value from an old website, but not always.In some industries, a company’s social media accounts may be the most valuable digital asset. If attempting t…

Comprehensive guide to exact match domains in 2020

Exact match domains (EMDs) are domain names that incorporate the exact keywords that you are trying to rank for in Google’s SERPs.Examples of exact match domains include:carinsurance.combuygroceries.comdogfood.comIn some industries, people will call their company’s name after the product that they offer, for example, Window Cleaners London.But in the competitive world of SEO, EMDs are commonly bought by webmasters to gain a quick advantage when it comes to ranking on search engines.Other studies have shown that having an EMD can help clicks with PPC, given that it targets a particular search enquiry.The history of exact match domainsLooking back at the evolution of SEO over the past 20 years, having an exact match domain was originally a sure-fire way to rank top of Google.Even dating back 10 years ago, many SEO practitioners benefitted from just buying an exact match domain, adding a bit of content and getting links from directories and this was enough to secure a page one position.A…

The new contextual ad targeting works, study says

What’s old is new again. Contextual advertising has come back on marketers’ radar as data privacy regulations (GDPR and CCPA) and browser crackdowns on cookies greatly limit how data and tracking can be used for targeting digital advertising.A new study aims to demonstrate how far contextual advertising has evolved in the age of machine learning and natural language processing (NLP) as an effective ad targeting method.Methodology. The study was designed by GumGum, a contextual advertising company that uses computer vision and NLP to analyze the text, images and videos that appear on a web page (yes, it has skin in this game) and conducted by neuroanalytics company SPARK Neuro.Researchers used biometric sensors to monitor the participants’ brain activity, gauge their emotions and reactions, evaluate attention, and measure their skin response to stimuli as they were asked to read six articles on different topics. The small test involved 60 participants from the U.S., U.K. and Japan.Each…

Canceling the MarTech Conference scheduled for next month and sharing our updated plans ahead

Hey, I hope you’re doing okay. A crazy and surreal time we’re in.The photo above is my new “office” in the basement of my house. Yeah, I’ve got a green screen set up. I’d like to claim it’s to support seamless virtual backgrounds in the continuous stream of video meetings that now occupy my day.But truthfully, it’s mostly just to hide the massive piles of clutter that our basement gravitationally accumulates. My wife bumped me out of our home office that’s above ground, with a nicer view and fewer heaps of random stuff, to make it her new work-from-home command center. My daughter, whose school is closed for at least a couple more weeks, has taken over the rest of the house. It’s not a big house.So the basement has become my refuge.I’m not complaining though. I’m thankful that we’ve been able to adapt to working from home with relative ease. So many people are in worse circumstances, with family members who’ve fallen ill, parents struggling with childcare, people with jobs who can’t wo…

Social platforms cut streaming quality as ‘social distancing’ wages on

Internet traffic is up, CPMs are down, and media platforms are pivoting to adapt to the ongoing COVID-19 crisis. Media giants across the globe are hurriedly making adjustments to keep their platforms stable and functioning during the massive surge in traffic. As a result, major platforms in the EU – Facebook, Netflix, Disney+, among others – are reducing video bitrates or defaulting to lower qualities to make way for the influx.The push to downgrade streaming quality has been primarily focused in Europe with regulatory mandates to reduce network strain. But the U.S. might not be far behind – and advertisers will likely feel the impact.Facebook & Instagram. Facebook recently announced it would be temporarily downgrading video streaming quality on its platform and on Instagram for users in the EU. A spokesperson from Facebook told Reuters that the move will help “alleviate any potential network congestion.” Marketing Land has not yet received comment from Facebook, so it’s still unc…

Google Podcasts gets a redesign and iOS rollout

The Google Podcast app is now available for iOS devices, and the web version of the app now supports subscriptions, the company announced Wednesday.Google has also reorganized the app with a tabbed user interface that includes an Explore section where users are shown new show and episode recommendations related to their interests.Google Podcasts’ new tabbed user interface. Source: Google. Why we carePodcast discovery has been a challenge for content creators with most podcast apps showing only what’s available through that particular service. Google’s aim is to provide a comprehensive resource for podcast discovery, including paid content, and library management.The addition of subscriptions to its web app lets users more easily switch between listening on their desktops and their mobile devices, something that iTunes and Spotify users have been able to do for a long time.As Google’s podcast platform continues to expand, it’ll become even more important for publishers to manage their p…