With Twitter COO Adam Bain stepping down, CFO Anthony Noto will take over as the company's revenue boss.
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Wednesday, November 9, 2016
Marketing Day: Pinterest news, YouTube’s top 10 ads & Facebook Audience Network
Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.
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Pinterest adds measurement, data vendors to its Marketing Partners program
Pinterest has given its 'Good Housekeeping Seal of Approval' to several companies that can now track ads' performance and target ads using brands' own data.
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http://marketingland.com/pinterest-adds-measurement-data-vendors-marketing-partners-program-197744
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http://marketingland.com/pinterest-adds-measurement-data-vendors-marketing-partners-program-197744
Tackling the martech integration challenge
With myriad solutions available today, integrating your marketing technology tools can be a daunting task. Columnist Mary Wallace offers four ways to make it easier.
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9 hard truths about links
Link building is difficult, and columnist Julie Joyce reminds us that there are no risk-free, fool-proof tactics within this discipline.
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Top 10 YouTube ads in October: Google & Microsoft take the lead, but overall video views are down
Total video views for the top ten ads dropped significantly in October - bringing in a combined 47.6 million last month compared to 75.1 million in September.
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Email as a service: Bridging the gap between digital marketing and brick-and-mortar experiences
Contributor Jason Warnock explains how email as a service can connect your email marketing with in-store customer experiences and offers tips on how to include it in your own marketing emails.
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http://marketingland.com/email-service-bridging-gap-digital-marketing-brick-mortar-experiences-197509
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http://marketingland.com/email-service-bridging-gap-digital-marketing-brick-mortar-experiences-197509
Now feel this: Immersion launches first Haptic Ad Service
The new offering provides self-service tools so advertisers can add engine rumble, footsteps, thunder shaking and more to mobile video ads.
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The 4 principles of great content (or stop dumping garbage on the internet)
Don't focus on quantity over quality. Columnist Benjamin Spiegel explains how to ensure you're not just churning out junk, but instead creating meaningful content for consumers.
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As Facebook Audience Network broadens, what does it mean for your campaigns?
Columnist Andrew Waber says the expansion of Audience Network and recent developments are making it a major challenger to traditional programmatic inventory sources.
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Are you optimizing your off-site content?
In our last post, we looked at how to measure the true performance of your content, both on-site and off-site, through the tracking of engagement. Today, we want to discuss how to improve the discoverability of your off-site content in search, so it can be found in the first place. When marketers think of […]
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http://marketingland.com/optimizing-off-site-content-197164
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http://marketingland.com/optimizing-off-site-content-197164
Tuesday, November 8, 2016
Marketing Day: Snapchat copies Instagram, Facebook Messenger ads & more
Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.
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http://marketingland.com/marketing-day-snapchat-copies-instagram-facebook-messenger-ads-197653
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Snapchat copies two of Instagram’s features, adds World Lenses
Snapchat adds ways to rewind and share Stories and rolls out World Lenses to augment the reality around you.
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http://marketingland.com/snapchat-copies-two-instagrams-features-adds-world-lenses-197641
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Gartner Digital Marketing and Advertising Hype Cycle 2016
When new technologies make bold promises, how do you discern the hype from what’s commercially viable? And when will such claims pay off, if at all? Gartner Hype Cycles provide a graphic representation of the maturity and adoption of technologies and applications, and how they are potentially relevant to solving real business problems and exploiting […]
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http://marketingland.com/2016-gartner-hype-cycle-digital-marketing-advertising-197626
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Why is free money that can be used on local search marketing being left on the table?
Up to $35 billion of co-op funds go unused every year. Wesley Young of the LSA takes a look at trends in the use of co-op funds, challenges and threats arising from digital media and opportunities to make co-op work for you.
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http://marketingland.com/free-money-can-used-local-search-marketing-left-table-197447
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How social ads’ location targeting can side-step electioneering laws
Ads on Facebook, Instagram, Twitter and especially Snapchat can be pinpointed to people within polling places' no-signs zones.
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Ads in Facebook Messenger are officially here
Facebook Messenger rolls out sponsored messages and other new ways for brands to strike up conversations with people.
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http://marketingland.com/ads-facebook-messenger-officially-197619
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Holiday optimization tips for remaining competitive in the SERP
Columnist Lydia Jorden discusses ways to stay competitive in local search during the holidays, when competition for positioning gets particularly intense.
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Google introduces Android Auto ‘phone-screen experience’ to expand market
Initiative seeks to make Android Auto experience accessible on the handset, to those without compatible in-dash displays.
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10 ways to “science the s**t” out of marketing
You've got tons of data, but what value are you really getting from it? Columnist David Booth explains the multitude of ways data science can help your business beat the competition.
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IBM buys Fluid’s Expert Personal Shopper for Watson
This latest acquisition by Big Blue’s digital agency gives Watson a platform to become an expert recommender for clothes, insurance, travel, and other products/services.
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http://marketingland.com/ibm-buys-fluids-expert-personal-shopper-watson-197474
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The FTC isn’t going to save influencer marketing from itself, but the industry could
Contributor Chuck Moran believes marketers need to look beyond FTC efforts and set a standard to ensure transparency in influencer marketing.
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The insider’s guide to choosing a programmatic buying platform
Success in programmatic starts with finding the right buying solution. Contributor and Googler Brad Bender shares the four questions you should ask when choosing a programmatic buying platform.
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Monday, November 7, 2016
Report: Nearly 90 percent of airports deploying proximity sensors, beacons
Beacons have been dismissed by some as having had their moment. Despite a large number of retail-related announcements, relatively few consumers (to their knowledge) have experienced proximity based marketing or in-store notifications from beacons. Despite the slower adoption and failure to live up to the hype cycle, beacons and the broader category of “proximity sensors” […]
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http://marketingland.com/report-nearly-90-percent-airports-deploying-proximity-sensors-beacons-197511
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http://marketingland.com/report-nearly-90-percent-airports-deploying-proximity-sensors-beacons-197511
Marketing Day: An account-based marketing quiz, new Adobe tools & Arby’s CMO
Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.
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Successful SEO programs require content that supports the entire buy cycle
Columnist Joe Goers argues that many websites are focusing too much on the bottom of the funnel -- to the detriment of their SEO success.
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Quiz: Are you ready to adopt Account-Based Marketing?
Test your knowledge of Account-Based Marketing with this quiz contributed by Victoria Godfrey.
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Report: Amazon, HBO Now, Live.com only apps common to top app-install platforms
The top 20 advertisers on Facebook, Instagram, Google and Pinterest are quite distinct.
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[Reminder] Live Webcast — It’s not too late! Maximize your Google Shopping in time for the holidays
Whether you’re a beginner or a paid search pro, it’s not too late to improve your Google Shopping campaigns in time for the holidays. Join us for this November 10 webcast and learn how to optimize for search success with Google Shopping ads. Our expert panel will discuss: how to create “quick wins” in your […]
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Why the email list takes second place to the phone book
Columnist Andrew Osmak discusses why phone numbers are gaining importance for marketers as a reliable identifier to gather data, track consumer behavior and attract leads.
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Turning content pages into lead generators
Is your content turning your visitors into subscribers? Columnist Brian Massey walks you through key strategies you can try on your content landing pages to get your visitors to take action.
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[Podcast] Marketing Land Live #34: Google Home vs. Amazon Echo with USA Today’s Jefferson Graham
Is Google Home really a "fail" on its first day being available to the public? We're joined this week by special guest Jefferson Graham of USA Today for a spirited discussion on the competition between the new Google Home device and its predecessor, Amazon Echo.
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http://marketingland.com/podcast-marketing-land-live-34-google-home-vs-amazon-echo-usa-todays-jefferson-graham-197357
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Not to be out-Einsteined, Adobe launches its Sensei layer of AI services throughout its clouds
The new framework distributes existing intelligent services across the company’s Marketing, Creative and Document Clouds and adds a variety of new ones.
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A great American underdog makes a comeback: CMO transforms Arby’s into a QSR leader
Rob Lynch, chief marketing officer of Arby’s, tells contributors Erica Seidel and Nadine Dietz how a willingness to take risks has fired up this once-outdated brand.
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http://marketingland.com/great-american-underdog-makes-comeback-cmo-rob-lynch-transforms-arbys-organization-qsr-leader-196222
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Can company structure spawn cannibalization? Most definitely.
With so many business structure possibilities, it can be particularly complicated to consolidate content across departments, especially if it’s created in isolation. Internal structure can therefore dictate content efficiency, and decentralized structures can, in turn, spawn duplicate, overlapping or conflicting content. What is cannibalization? Cannibalization is a term coined by the digital community to refer […]
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http://marketingland.com/can-company-structure-spawn-cannibalization-definitely-196902
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Sunday, November 6, 2016
Study says only 8 percent of shoppers using retailer apps, should they give up?
No: they need a diversified strategy that includes third party distribution, mobile wallets and a renewed focus on the usability of their apps and sites.
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Friday, November 4, 2016
Study shows Google’s Possum update changed 64% of local SERPs
How significantly did the Possum update impact local search results in Google? Columnist Joy Hawkins shares data and insights from a study she did with BrightLocal, which compared local results before and after the update.
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Expanded text ads that kick butt
Wondering how to write great ads that convert in the age of expanded text ads? Columnist Mona Elesseily shares her tips and observations.
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comScore sunsets its Compete PRO service and recommends SimilarWeb to its clients
comScore customers will receive a discount from SimilarWeb for a short while, but the two companies will not integrate their services.
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Marketing Day: Twitter stripping ads on iOS, Facebook takes ad network to TV & more
Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.
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A successful SEO program starts with the right budget
In order to maintain dominance in the search engines, and content marketing in general, businesses must be able to understand the balance of costs, quality and outcomes to rank for valuable keywords. This white paper from Rowe Digital goes deep into the three key components of a good SEO program that impacts the pricing for […]
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SEE: How Twitter is stripping ads & engagement options off publisher content
The use of Safari Reader is causing those in a test group to see pages without advertising, email sign-up boxes, social sharing options and in some cases, any content at all.
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http://marketingland.com/twitter-stripping-ads-197270
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Facebook will try selling ads on TV screens next week
Facebook's ad network's expansion to digital TV is a minor test with major implications.
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http://marketingland.com/facebook-will-try-selling-ads-tv-screens-next-week-197269
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Authentic storytelling: 5 rules for the new frontier of marketing
Contributor Peter Minnium explains why brands need to market with authenticity to win consumers' trust and outlines five steps to help you craft and curate more authentic stories.
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Urban Airship now sends its notifications to any device, not just smartphones or tablets
The updated mobile marketing platform can create and transmit actionable messages to connected TVs or cars, smart appliances, point-of-sale displays, or intelligent agents.
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3 techniques to boost holiday CLV with advanced segmentation
The holidays are a great time to capture new customers, but the competition can be tough. Columnist Jordan Elkind offers three segmentation strategies to help you communicate your holiday message the right way.
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Thursday, November 3, 2016
Marketing Day: Expanded text ads, Google Home & Facebook’s Q3 earnings
Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.
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5 ingredients for writing the perfect expanded text ad
Want to succeed with expanded text ads? Columnist Frederick Vallaeys reports on findings from an Optmyzr study of 1.2 million ads to see what characteristics the best-performing ads had in common.
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Election 2016: Donald Trump and Hillary Clinton are failing at mobile
Columnist Josh Todd reflects on how the US presidential candidates could do a better job of utilizing mobile technology to engage their respective bases.
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Choosing the right local marketing automation software for your business
Managing online citations, claimed and unclaimed listings, landing pages, reviews and ratings and data feeds for hundreds or thousands of locations has become time-consuming and costly for enterprise brands. Automating these processes can improve search rankings, increase productivity and lower CPCs due to better SEO. Marketing Land’s all new “Enterprise Local Marketing Automation Platforms” examines […]
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Uncover hidden potential in your paid search and shopping campaigns
In this helpful how-to piece, columnist Andreas Reiffen explains how to find anomalies in your paid search campaigns and address them for improved performance.
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Should you be using LinkedIn Ads?
Contributor AJ Wilcox discusses what kinds of businesses should be advertising on LinkedIn and those that should probably avoid the platform altogether.
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Report: More marketers are becoming early adopters of marketing tech, although half can’t keep up with the changes
The second annual ‘State of Marketing Technology’ report from ad agency Walker Sands show that marketers are adapting to the never-ending choice of tools.
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Mastering the email ecosystem for effective marketing
From creating a campaign to understanding spam laws, columnist Scott Heimes explains why you need to think about all the parts of the email marketing campaign life cycle.
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How to make Google Home & Amazon Echo talk to each other in an infinite loop
They might be rivals, but these home assistants are happy to talk to each other... and keep talking and talking and talking.
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Google Home’s arrival ushers in the era of the virtual assistant
It won't really matter if you own Google Home or Amazon Echo; the point is that you will own one of them.
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Wednesday, November 2, 2016
Facebook’s Q3 2016 earnings call: ad load issues, ad-blocker blocking, a video-only feed
What advertisers should know from Facebook’s Q3 2016 earnings call.
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Facebook’s Q3 2016 earnings report in 7 charts
The numbers that matter from Facebook's latest quarterly earnings report and what they say about the social network's ad business.
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Marketing Day: The MarTech landscape, OTA’s email audit & account-based marketing
Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.
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MarTech Landscape: What is a Customer Data Platform?
This recently-named category seeks to define the marketer’s Holy Grail: a unified view of the customer.
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Google creates its own antitrust woes with poor communication over search listings
Have an issue with your listings in Google? Getting an official answer might be tough. And when that happens to a Google competitor, as it did with ProtonMail, it could come back to harm Google's defense from antitrust charges.
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8 ways SEO has changed in the past 10 years
How has the search landscape changed over the last decade? Columnist Jayson DeMers explores the biggest shake-ups over the last 10 years and their impact on search engine optimization (SEO).
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Searching for and winning the marketing moments that matter
Columnist Jim Yu discusses the impact of digital on the customer journey and what marketers need to do to stay competitive and convert customers in the moments that matter.
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Content-specific chat prompts: Unlocking the power of conversation
Columnist Jacob Baadsgard explains how live chat technology can be deployed in a more personalized way to turn your content into conversations, leads and sales.
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SMX East 2016: Satisfying The Need For Speed
Columnist Eric Enge recaps a session at SMX East on the impact of page speed on SEO, presented by former Google Search Quality team member Fili Wiese.
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Study finds e-retailers are making it more difficult to unsubscribe from emails
According to the Online Trust Alliance, fewer online retailers are using "clear and conspicuous" unsubscribe links in marketing emails.
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5 ways to use personalized video in your next marketing campaign
How can you make personalized video work for you? Columnist Michael Litt outlines his favorite ways to use personalized video to win the attention of prospects and customers.
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7 Google Analytics reports that demystify your B2B audience
Looking to gain a deeper understanding of your website visitors? Contributor Stela Yordanova lays out her favorite Google Analytics reports to help B2B marketers analyze and know their audience.
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http://marketingland.com/seven-google-analytics-reports-demystify-b2b-audience-194931
On a global basis, mobile internet usage surpassed the desktop in October
A separate forecast predicts nearly 80 percent of internet usage will be mobile by 2018, as well as 60 percent of digital ad spend.
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http://marketingland.com/global-basis-mobile-internet-usage-surpassed-desktop-october-196937
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http://marketingland.com/global-basis-mobile-internet-usage-surpassed-desktop-october-196937
Tuesday, November 1, 2016
Grow your business with account-based marketing
Account-based marketing (ABM) has become a popular term among business-to-business (B2B) marketers. The goal of ABM campaigns is quite simple: understand, identify, and target ideal customers with personalized messaging. This guide from AdRoll covers: how to define your target accounts; using ABM to attract customers that will grow your business; how to measure the success […]
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http://marketingland.com/grow-business-account-based-marketing-196915
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http://marketingland.com/grow-business-account-based-marketing-196915
Marketing Day: Amazon opens Black Friday store, IAB mobile report & new Twitter tool
Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.
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http://marketingland.com/marketing-day-amazon-opens-black-friday-store-iab-mobile-report-new-twitter-tool-196911
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http://marketingland.com/marketing-day-amazon-opens-black-friday-store-iab-mobile-report-new-twitter-tool-196911
SMX West is back in 2017 — Registration is now open!
Search Engine Land’s SMX West is returning to Silicon Valley in 2017! SMX West is the ultimate search marketing conference experience for hard-core SEOs and SEMs: actionable tactics, speakers from renowned brands and digital agencies, networking and top-notch amenities. SMX West will be held at the San Jose McEnery Convention Center, March 21–23, 2017. I’ve […]
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http://marketingland.com/smx-west-back-2017-registration-now-open-196879
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http://marketingland.com/smx-west-back-2017-registration-now-open-196879
At Amazon.com, Black Friday began today
Amazon opens its Black Friday store with new gift guides, special discounts for Prime members and expanded voice shopping.
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http://marketingland.com/amazon-com-black-friday-began-today-196877
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http://marketingland.com/amazon-com-black-friday-began-today-196877
Why all search ads seem the same (and what you can do about it)
Want to create search ads that stand out from the crowd? Columnist Pauline Jakober explains how a thorough examination of your business and its customers can help you create original and engaging ads.
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http://marketingland.com/search-ads-seem-can-196707
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http://marketingland.com/search-ads-seem-can-196707
When going HTTPS, don’t forget about local citations!
Columnist Andrew Shotland shares some common problems that occur during site migrations to HTTPS and explains the importance of updating your citations.
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http://marketingland.com/going-https-dont-forget-local-citations-196682
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http://marketingland.com/going-https-dont-forget-local-citations-196682
So you have the data. Now what?
It's not just about having loads of data; you need to be able to use it. Columnist Jose Cebrian explains why you need to build a solid foundation, shift your focus from the channel to the audience and choose the right technology.
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http://marketingland.com/so-you-have-the-data-now-what-196678
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http://marketingland.com/so-you-have-the-data-now-what-196678
IAB: Mobile made up nearly half of $32.7 billion record internet revenues in first half of 2016
Mobile growth seen in all ad formats to account for 47 percent of all digital ad revenues between January to June 2016.
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http://marketingland.com/iab-mobile-half-internet-revenues-first-half-2016-196827
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http://marketingland.com/iab-mobile-half-internet-revenues-first-half-2016-196827
Opinion: Google is biased toward reputation-damaging content
Why does reputation-damaging content seem to appear so quickly in Google’s search results? Columnist Chris Silver Smith outlines his theory on why Google's algorithm can give negative content greater ranking ability than it deserves.
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http://marketingland.com/google-biased-toward-reputation-damaging-content-196029
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http://marketingland.com/google-biased-toward-reputation-damaging-content-196029
Twitter will automate brands’ customer service DMs with welcome messages, quick replies
Twitter's new welcome messages and quick replies help brands automate their direct message conversations with customers.
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http://marketingland.com/twitter-will-automate-brands-customer-service-dms-welcome-messages-quick-replies-196765
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http://marketingland.com/twitter-will-automate-brands-customer-service-dms-welcome-messages-quick-replies-196765
Pinterest pulls ads from Instapaper’s site, makes premium service free
Pinterest is removing two revenue streams from Instapaper, the read-it-later service it bought in August 2016.
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http://marketingland.com/pinterest-pulls-ads-instapapers-site-makes-premium-service-free-196742
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http://marketingland.com/pinterest-pulls-ads-instapapers-site-makes-premium-service-free-196742
Is the FCC ruling on consumer data a sign of the coming Stone Age — or the Modern Age?
The FCC’s recent decision, the coming GDPR in Europe, and Apple’s Limit Ad Tracking update appear to portend the day when consumers completely control their own data.
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http://marketingland.com/fcc-ruling-consumer-data-sign-coming-stone-age-modern-age-196750
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http://marketingland.com/fcc-ruling-consumer-data-sign-coming-stone-age-modern-age-196750
Survey: Amazon tops SMB “trust index,” Yelp ranks at the bottom
Survey data reflect "hundreds of thousands" of small businesses net promoter scores for service providers.
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http://marketingland.com/survey-amazon-tops-smb-trust-index-yelp-ranks-bottom-196798
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http://marketingland.com/survey-amazon-tops-smb-trust-index-yelp-ranks-bottom-196798
Instagram tests shopping outside of ads with 20 retailers in the U.S.
In a U.S.-only test with 20 retailers, Instagram users will be able to buy products through organic photos without leaving the Facebook-owned app.
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http://marketingland.com/instagram-tests-shopping-outside-ads-20-retailers-u-s-196761
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http://marketingland.com/instagram-tests-shopping-outside-ads-20-retailers-u-s-196761
The hierarchy of subscriber needs: Key success & failure metrics
The only way to keep your email subscribers on board is to meet or exceed their expectations. Columnist Chad White discusses how to use success and failure metrics to measure and meet these demands.
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http://marketingland.com/hierarchy-subscriber-needs-key-success-failure-metrics-196483
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http://marketingland.com/hierarchy-subscriber-needs-key-success-failure-metrics-196483
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