Wednesday, November 9, 2016

Twitter’s top biz exec Adam Bain is leaving

With Twitter COO Adam Bain stepping down, CFO Anthony Noto will take over as the company's revenue boss.

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http://marketingland.com/twitters-top-biz-exec-adam-bain-leaving-197783

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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http://marketingland.com/marketing-day-pinterest-news-youtubes-top-10-ads-facebook-audience-network-197773

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

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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http://marketingland.com/tackling-martech-integration-challenge-197549

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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http://marketingland.com/9-hard-truths-links-197571

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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http://marketingland.com/top-10-youtube-ads-october-google-microsoft-take-lead-overall-video-views-197688

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

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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http://marketingland.com/now-feel-immersion-launches-first-haptic-ad-service-197637

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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http://marketingland.com/4-principles-great-content-stop-dumping-garbage-internet-195800

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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http://marketingland.com/facebooks-audience-network-expands-mean-campaigns-197041

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

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

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

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

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

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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http://marketingland.com/social-ads-location-targeting-can-side-step-electioneering-laws-197588

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

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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http://marketingland.com/holiday-optimization-tips-remaining-competitive-serp-197412

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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http://marketingland.com/google-introduces-android-auto-phone-screen-experience-expand-market-197587

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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http://marketingland.com/10-ways-science-st-marketing-197444

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

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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http://marketingland.com/ftc-isnt-going-save-influencer-marketing-industry-196129

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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http://marketingland.com/insiders-guide-choosing-programmatic-buying-platform-197434

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

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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http://marketingland.com/marketing-day-account-based-marketing-quiz-new-adobe-tools-arbys-cmo-197512

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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http://marketingland.com/successful-seo-programs-require-content-supports-entire-buy-cycle-197262

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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http://marketingland.com/quiz-ready-adopt-account-based-marketing-197256

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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http://marketingland.com/report-amazon-hbo-now-live-com-apps-common-top-app-install-platforms-197450

[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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http://marketingland.com/reminder-live-webcast-not-late-maximize-google-shopping-time-holidays-197479

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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http://marketingland.com/email-list-takes-second-place-phone-book-196389

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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http://marketingland.com/turning-content-pages-lead-generators-197084

[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

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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http://marketingland.com/not-einsteind-adobe-launches-sensei-layer-ai-services-throughout-clouds-197273

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

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

Sunday, November 6, 2016

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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http://marketingland.com/study-shows-googles-possum-update-changed-64-local-serps-197155

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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http://marketingland.com/expanded-text-ads-kick-butt-197166

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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http://marketingland.com/comscore-sunsets-compete-pro-service-recommends-similarweb-clients-197339

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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http://marketingland.com/marketing-day-twitter-stripping-ads-ios-facebook-takes-ad-network-tv-197333

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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http://marketingland.com/successful-seo-program-starts-right-budget-197309

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

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

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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http://marketingland.com/authentic-storytelling-5-rules-new-frontier-marketing-196764

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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http://marketingland.com/urban-airship-now-sends-notifications-device-not-just-smartphones-tablets-197187

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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http://marketingland.com/3-techniques-boost-holiday-clv-advanced-segmentation-195924

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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http://marketingland.com/marketing-day-expanded-text-ads-google-home-facebooks-q3-earnings-197209

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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http://marketingland.com/5-ingredients-writing-perfect-expanded-text-ad-196984

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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http://marketingland.com/election-2016-donald-trump-hillary-clinton-failing-mobile-196968

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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http://marketingland.com/choosing-right-local-marketing-automation-software-business-197170

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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http://marketingland.com/uncover-hidden-potential-paid-search-shopping-campaigns-196976

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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http://marketingland.com/using-linkedin-ads-196365

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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http://marketingland.com/report-marketers-becoming-early-adopters-marketing-tech-although-half-cant-keep-changes-197032

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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http://marketingland.com/mastering-email-ecosystem-effective-marketing-196291

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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http://marketingland.com/amazon-echo-google-home-infinite-loop-197104

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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http://marketingland.com/google-homes-arrival-ushers-era-virtual-assistant-197101

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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http://marketingland.com/facebooks-q3-2016-earnings-call-ad-load-issues-ad-blocker-blocking-video-feed-197049

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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http://marketingland.com/facebooks-q3-2016-earnings-report-7-charts-196933

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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http://marketingland.com/marketing-day-martech-landscape-otas-email-audit-account-based-marketing-197034

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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http://marketingland.com/martech-landscape-customer-data-platform-196923

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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http://marketingland.com/google-communication-196893

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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http://marketingland.com/8-ways-seo-changed-past-10-years-196872

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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http://marketingland.com/searching-winning-marketing-moments-matter-196809

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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http://marketingland.com/content-specific-chat-prompts-unlocking-power-conversation-196854

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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http://marketingland.com/smx-east-2016-satisfying-need-speed-196813

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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http://marketingland.com/study-finds-e-retailers-making-difficult-unsubscribe-emails-196963

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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http://marketingland.com/5-ways-use-personalized-video-next-marketing-campaign-193064

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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