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Showing posts from September 20, 2017
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Thinking about an SEO platform? We compare 13 leading vendors

SEO software comes in many shapes and sizes, from rank-checking tools and keyword research toolsets to full-service solutions that manage keywords, links, competitive intelligence, international rankings, social signal integration and workflow rights and roles.How do you decide which one is right for your organization?MarTech Today’s “Enterprise SEO Platforms: A Marketer’s Guide” examines the market for SEO platforms and the considerations involved in implementing this software into your business.This 42-page report includes profiles of 13 leading SEO tools vendors, pricing information, capabilities comparisons and recommended steps for evaluating and purchasing.Visit Digital Marketing Depot to download “Enterprise SEO Platforms: A Marketer’s Guide.”

via Marketing Land

Body Shop and Urban Airship turn mobile wallets into brand and social engagement tool

Mobile wallets remain underappreciated and underutilized by retailers. Mobile wallet passes are more lightweight than full-blown retail apps, are more likely to be downloaded and can deliver some of the same marketing functionality, such as location-based notifications.Now, The Body Shop and Urban Airship, which offers a mobile wallet marketing solution, have further expanded the use cases for mobile wallets with a very creative promotion to raise awareness of the beauty retailer’s campaign against animal testing using a mobile wallet pass. The campaign seeks to end cosmetics testing on animals globally.The pass shows signature counts for The Body Shop’s Forever Against Animal Testing petition, which will ultimately be presented to the UN. Signatures are being collected online and in The Body Shop stores, and there’s a multichannel campaign to promote the petition.What’s interesting here is that The Body Shop is using the mobile wallet pass to raise awareness of a social cause closely…

Microsoft is newest member of Coalition for Better Ads

Microsoft has joined the ranks of the Coalition for Better Ads, the group of media companies, industry groups and brands that formed last September to address the reasons consumers are increasingly deploying ad blockers. The group is tasked with setting new standards and developing technology to improve ad experiences.In an announcement Wednesday, Rik van der Kooi, CVP Microsoft Search Advertising, said, “Through our advertising platforms, and our multitude of consumer services, we believe we can make an important contribution to improving and safeguarding advertising standards on the web.”“Microsoft is committed to working with our industry partners and the Coalition for Better Ads to continue the development and implementation of standards that will have a positive impact on consumers and the entire online advertising community,” said van der Kooi.Microsoft’s ad universe includes search advertising on Bing, LinkedIn advertising and display advertising across its properties, includin…

Common PPC keyword mistakes (Understanding broad match vs. phrase match vs. exact match)

Google AdWords offers three major keyword match types – broad match, phrase match, and exact match.It’s safe to say that if not you don’t know how to use each correctly, you could be wasting your PPC budget.Choosing the right keyword match types can help you target your ads better so you get higher-quality traffic to your site. Match types are simple to understand, so it’s important to take time to learn about them before you do anything else with your PPC campaigns.What are match types for PPC advertising?The first question is easy: What does match type mean? In short, the match type you choose for each keyword specifies which searches Google can show your ad. Your match type determines whether a wide audience will see your ads or whether your ads will only show for a few highly targeted searchers.Your first step is to create a keyword to track by navigating to the “keywords” tab and clicking the red “+Keywords” button, as shown below:After clicking the red button you will be taken t…

Snapchat adds 14 ‘Creative Partners’ to help brands produce Snap Ads, post-swipe experiences

Snapchat is tripling the number of companies it has certified as official “Creative Partners.”After introducing its Creative Partner program in January 2017 with seven companies validated as Snapchat ad-creation specialists, Snapchat has added 14 more firms to the list. The expansion, announced Wednesday, also broadens the scope of the program’s capabilities to better serve direct-response advertisers.Originally, the program centered on companies like Celtra, Percolate and VidMob that provide tools to help brands produce vertical video Snap Ads that appear between people’s Stories, within Snapchat’s Shows and Live Stories and on publishers’ Discover channels. But over the past year, Snapchat has been trying to augment those so-called “Top Snaps” with content that appears after people swipe up on an ad, such as shoppable microsites, interactive games and 360-degree videos built on Snap Ads’ Web View attachment option. In response to this push, the Creative Partner program now includes …

3 behavioral stats for retailers to supercharge your holiday strategy

What’s different about the holidays this year? If you’re a marketer, you need to know how your target consumers have changed their needs, wants and shopping habits before you can truly craft your best seasonal strategy. You also had better keep an eye on what your competitors are doing differently.At the company I work for, Salsify, we analyze aggregate retail search activity, and we’ve discovered it grows more widely distributed during the shopping period leading up to the holidays. We’ve recently conducted research (registration required) on the keywords that shoppers use around the holidays and we’ve identified important opportunities for brands to expand their keyword lists. Leading brands are also dramatically boosting the pace of their product content updates to capitalize on the opportunity throughout the season to win market share.Let’s run through the top three takeaways from our study:1. The 2016 holiday season drove a 30 percent increase in the number of top retail search t…

Salesforce launches 3 new Einstein-powered enhancements for Sales Cloud

Salesforce’s Einstein mascot Salesforce is making its Einstein layer of artificial intelligence earn his keep, according to this week’s announcement of enhanced capabilities for the company’s Sales Cloud.Three new features are now available: Einstein Forecasting, Einstein Opportunity Scoring and Einstein Email Insights. For a theoretical physicist, Einstein sure seems to know a lot about sales.Einstein Forecasting uses data mining and machine learning on historical data, seasonal factors and team behaviors to forecast sales for teams and managers, up to the level of CMO.[Read the full article on MarTech Today.]

via Marketing Land

RevJet launches a ‘creative operating system’ with point solutions as installable apps

In 2015, RevJet launched its Creative Side Platform (CSP) for creating and testing online ad variations at scale.This week, the San Carlos, California-based company launched another approach that it says took a decade of development. Called Orora, it is what RevJet describes as the “first Operating System and App Ecosystem purpose-built to power every marketing creative use case.”While the CSP is still available to existing customers, its functions — and its role as the company’s main product — are now available as Orora and its AppXchange.Although CEO Mitchell Weisman compares Orora to the launch of the iPhone’s iOS and its app ecosystem, RevJet’s product is not literally an operating system, which is generally considered to be the software that governs a physical device’s basic functions and peripherals.Rather, Orora is a browser-accessed cloud-based desktop and mobile platform of back-end systems that include a dynamic content delivery engine, an audience targeting engine, optimiza…

Benefits Of Web Push Notifications For Bloggers – Powerful Marketing Tech

Ting! You’ve got one new notification!How many times in a day do you see such notifications on your mobile phone or your desktop browser?Those who use apps like Facebook and WhatsApp are already accustomed to these kinds of messages. Most mobile phone apps have some kind of messaging system like this.These are called push notifications.This technology has been used by large enterprises and Fortune 500 companies for many years now, and this simple, little thing has contributed a lot to the growth of these businesses.Thanks to a growing number of startups, this technology is now available for bloggers and small business owners to use for their blogs and websites.If you are not using push notifications on your website/blog, then you are missing out on a lot.How do web push notifications work?Web push notifications enable you to send clickable messages to your subscribers’ browsers (they support both desktop and mobile). They work on an opt-in/opt-out basis so users can click to subscribe…

Marketing technology needs its own department & budget to be effective, says LogMeIn’s head of martech

Earlier this year, when LogMeIn was going through a merger and reorganization, the company had to determine how the role of its director of marketing technology and operations would fit into the company’s overall leadership structure.“The topic of conversation came up about where my role and where the team should live — should it live within our IT organization, or should it live within the marketing organization? And how should ownership be set up?” says LogMeIn Director of Marketing Technology and Operations Justin Sharaf.Before leading LogMeIn’s marketing technology team, Sharaf had served as director of customer and corporate marketing. In his current role, he is now focused on managing the company’s marketing technology.“I’m responsible for our marketing technology stack and support and enablement — it all lands within my budget,” says Sharaf. “But my team doesn’t actually use a lot of the technology.”As the director of this company’s martech stack, Sharaf says he has been think…

Report: Amazon readying launch of Alexa-powered smart glasses

According to a report in Financial Times, Amazon is working on “smart glasses” powered by its intelligent agent, Alexa. The report says that the glasses would look “like a regular pair of spectacles” and would require a mobile phone connection to operate.The glasses could be unveiled before the end of the year. Apple is also rumored to be working on smart glasses, but with an emphasis on augmented reality experiences. However, any product launch from the iPhone maker is said to be “a ways off.”Asked for comment, Amazon declined to confirm or deny the report.Babak Parviz, one of the engineers who created the unsuccessful Google Glass headset, is a VP at Amazon and reportedly has been “closely involved” with the Amazon smart glasses project.Google Glass failed because it was awkward looking, too costly and socially controversial. People were concerned about privacy and being filmed without their knowledge by those wearing Google Glass headsets. Apparently, the Amazon glasses won’t have …

How to create a kickass link-building strategy for local SEO

Link-building is a tried and tested SEO tactic, and although there are a number of dubious ways to go about it, at base developing a strong link-building strategy is a smart and very necessary way to get your site ranked above your competitors.This is particularly true of local SEO, where a few savvy tactics for building links and relationships with other local businesses can give you a huge visibility boost in local search.According to the 2017 Local Search Ranking Factors, inbound links are the most important ranking signal.But if you’ve run through all the usual methods of getting inbound links, what can you do to give your site – or your client’s site – a leg up in search?At Brighton SEO last Friday, master of local SEO Greg Grifford shared some “righteous” tips for a kickass link-building strategy, in his signature flurry of slides and movie references – this time to 80s movies.How link-building differs in local SEOWith local small businesses, said Gifford, you have to think abou…

Marketing Day: Pinterest’s branded-content program, 5 futuristic ad channels & more

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:Facebook’s removal of 4 ad targeting options does not apply to existing campaigns
Sep 19, 2017 by Tim Peterson
The disabling of ads targeted based on people’s employers, schools, fields of study and job titles only applies to new campaigns.5 easy-to-miss SEO mistakes blogs make
Sep 19, 2017 by Kristopher Jones
Is your content great, but not ranking? Columnist Kristopher Jones shares some of the more common SEO errors bloggers and content marketers make.Martech enablement series: Part 7 — Insights, intelligence and integration
Sep 19, 2017 by Peter Ladka
In Part 7 of a nine-part series, contributor Peter Ladka digs into the systems that make up the “dashboards” of your martech stack to bring martech enablement insights to your team.Pinterest opens self-serve version of Pin Collective branded-content program
Sep 19, 2017 by Tim Peterson
Through a…

Facebook’s removal of 4 ad targeting options does not apply to existing campaigns

Last week, Facebook removed four ad-targeting options after a ProPublica report found that the fields could be used to target ads to people who filled in “Jew hater” as their educational field of study and “NaziParty” as their employer.“To help ensure that targeting is not used for discriminatory purposes, we are removing these self-reported targeting fields until we have the right processes in place to help prevent this issue,” the company wrote in a blog post published last week. The four targeting options in question are people’s school, employer, field of study and job title, which Facebook’s algorithm populated by crawling the text people had submitted as entries on their Facebook profiles.However, the removal only applies to new campaigns. Existing campaigns that use school, employer, field of study or job titles as targeting options are not affected, according to a Facebook spokesperson. The terms cited in the report were not found in any targeting fields of existing campaigns,…

5 easy-to-miss SEO mistakes blogs make

The digital marketing landscape has evolved significantly over the last two decades. And between Google’s ever-changing algorithm and the deluge of misinformation floating through the digital marketing sphere, it’s easy to lose sight of basic practices we should be employing in our own SEO and content marketing strategies.With every new algorithm update and technological shift in search, we become obsessed with how the field of SEO will enter a wholly new paradigm, and we shift our focus to reflect this. Yet as much as the medium may change, the core principles remain the same — and it’s time to get back to the basics.We all understand the secrets and best practices of SEO, so why do we often fail to leverage these tactics? Let’s explore five common blogging mistakes you may be making right now.Unoptimized keyword structureDespite the rise of semantic search and machine learning technology, keyword research should still take precedence when modeling an internal content marketing campa…

Martech enablement series: Part 7 — Insights, intelligence and integration

Welcome to Part 7 of: “A Nine Part Practical Guide to Martech Enablement.” This is a progressive guide, with each part building on the previous sections and focused on outlining a process to build a data-driven, technology-driven marketing organization within your company. Below is a list of the previous articles for your reference:Part 1: What is Martech Enablement?Part 2: The Race Team AnalogyPart 3: The Team MembersPart 4: Building the TeamPart 5: The Team StrategyPart 6: Building the CarIn these previous parts, we looked at how your martech team is parallel to an automobile race team. We spent time investigating how a race team constructs their team and then builds a strategy for winning their individual races and the overall race series. We then looked at how this is also a successful approach to constructing and strategizing for a martech team, identifying this process as “martech enablement.”As we discussed in Part 1 of this guide, martech enablement is ultimately about obtaini…