Marketing Land - Posts from July 2015

  • Yahoo Reports $1.24 Billion In Revenue For Q2 2015, Up 15% YoY

    Yahoo announced $1.24 billion in revenue for its Q2 2015 earnings report today, up 15 percent year-over-year. While the company posted a net loss of $22 million, CEO Marissa Mayer said she was “extremely pleased” with Yahoo’s Q2 earnings, noting the company had achieved its most substantial revenue growth in nearly nine years, and most substantial display business growth since 2010.

    Amy Gesenhues/ Marketing Land- 24 readers -
  • Study: In-app Ad Fraud Could Near $1 Billion Globally In 2015

    Ad fraud has come to mobile apps in a big way, according to a new study on “mobile device hijacking” by ad fraud detection firm Forensiq. Forensiq says its fraud detection platform identified over 5,000 mobile applications committing ad fraud while monitoring for irregular impression traffic patterns on various RTB ad exchanges.

    Ginny Marvin/ Marketing Land- 21 readers -
  • Report Pegs “Click-To-Call Commerce” At More Than $1 Trillion Annually

    A new report from Marchex, based on an analysis of millions of calls and using ad-spending data from Google and call growth projections from BIA/Kelsey, argues that mobile “click-to-call commerce” is worth more than $1 trillion today. Previously Marchex estimated that advertisers spend roughly $4 billion annually on paid-search-based click-to-call advertising.

    Greg Sterling/ Marketing Land- 20 readers -
  • 10 Questions To Guide Your Marketing Technology Strategy

    Marketers are increasingly reliant on technology solutions to plan, create, manage, automate and monitor campaigns. A strong marketing technology foundation in your business can help optimize productivity, maximize ROI and create competitive advantages. But choosing the right products and partners from an ever-growing matrix can be daunting for even the most seasoned marketing technologists.

    Marketing Land- 33 readers -
  • Report: Half Top 100 Digital Properties’ Audiences Are Now Mobile-Only

    The gap between mobile devices and the PC is growing. Last week Gartner and IDC reported that Q2 PC sales were down between 9.5 and 11.8 percent year over year. By contrast smartphone penetration and mobile time with media are going in the opposite direction, creating a significant disparity between the two media platforms — especially among younger users.

    Greg Sterling/ Marketing Land- 36 readers -
  • Email Marketing Platform Mailjet Raises $11 Million Series B Financing

    Mailjet, an email marketing platform founded in 2010, has announced an $11 million Series B funding round that the company will use to expand its operations in North America, Southern Europe and the Nordic states, and to expand its lineup of marketing and transactional email tools. The company has also announced a series of performance milestones: 32,000 active customers in ...

    Marketing Landin EMail- 19 readers -
  • 12 Ways To Mine Your Own Mind For Content Ideas

    Ever feel like you’ve said everything there is to say about your area of expertise? I’ve been in the web marketing industry since 1998 and have written thousands of blog posts, countless tweets, multiple ebooks and even published a full length book on web marketing. After all that, I am often amazed that I have anything left to say on the topic! And, quite frankly, sometimes I don’t.

    Stoney Degeyter/ Marketing Landin Content- 30 readers -
  • 6 Huge Marketing Pivots You Might Have To Make In The Next 12 Months

    At the beginning of each new year, you see a bunch of articles on marketing “trends” for the upcoming year — things that are supposedly changing that you have to know about. These articles are important, which is why I’ve written a few myself. Even though they’re significant, we shouldn’t wait until January 1 to assess and respond to shifts in the marketing landscape.

    Neil Patel/ Marketing Land- 33 readers -
  • 3 Ways To Maximize Data And Increase Engagement Across Email Communications

    With Web-based communications infiltrating all aspects of life, email has become one of the best ways for businesses to communicate with their users. Knowing how to best communicate and market goods and services to customers via email is key to business success and expansion. No matter what type of marketing email you’re sending — whether it be newsletters, promotions, coupo ...

    Marketing Landin EMail- 18 readers -
  • The Difference Between Content And Content Marketing

    Increasingly, brands are making room for executive content roles within their organizational structure. I’ve been studying content roles in the enterprise for some time now, and realize there’s an issue that’s not yet been addressed. What’s the difference between content and content marketing? There’s a much-vaunted, but rarely-seen-in-the-wild title of chief content officer.

    Rebecca Lieb/ Marketing Landin Content- 39 readers -
  • The Secret To Driving Revenues: Make It Easy For Them To Buy

    Consumers are time poor and use a vast variety of devices, and today, marketers have mere seconds to grab their attention. It is a world of glimpses and instant gratification, and getting customers to engage is harder than it has ever been. But why are we trying to get them to engage? To get them to like you and read what you have to say — and browse through your products/se ...

    Marketing Land- 20 readers -
  • 3 Unique Areas To Explore When Hiring A PPC Agency

    The PPC agency landscape is incredibility vast and competitive. During the sales process, agencies present a variety of credibility badges, including: Audits Case studies Client testimonials Technology (proprietary or third party) This information is all well and good, but it is a commodity. In other words, all agencies are providing this information.

    Matt Umbro/ Marketing Land- 33 readers -
  • 7 Signs CMOs Need To Examine Their Media Mix

    One of the most common questions we get from clients and prospects is this: “Are we spending our money on the right advertising channels?” Quite obviously, the answer varies by company and the goals of the campaign in question. But if you’re trying to do a little self-diagnosing, there are some definite signs that you need to take a hard look at your media mix. Let’s explore seven of them. 1.

    Marketing Land- 13 readers -
  • How To Ignite Innovation in Large Agencies

    The most frequent request we get from clients is to provide innovative solutions to their business objectives — which is challenging, but usually for the wrong reasons. The term “innovation” means new, and for a business, “new” typically means change. This is always difficult, as any shift requires the alignment of many moving parts.

    Marketing Landin How To's- 22 readers -
  • The Power of Wi-Fi: Using Mobile To Drive Customer Acquisition And Loyalty

    Getting inside the minds of the retail customer and influencing them at the right moment during their buying journey is no new challenge for marketers. However, as technology becomes more sophisticated, retail marketers who are tapping into data on consumer preferences, timing and other key buying factors are making significant strides in consumer engagement.

    Marketing Land- 27 readers -
  • What Does It Mean To Be Mobile First? And Why Should Marketers Care?

    There is a fairly new catchphrase going around the marketing sphere as it relates to a brand’s customer journey. The term is “mobile first,” and it is intended to mean that as a company thinks about its website or its other digital means of communications, it should be thinking critically about the mobile experience and how customers and employees will interact with it from their many devices.

    Aaron Strout/ Marketing Land- 35 readers -
  • The Four Stage Link Building Cycle + an Extended Q & A- July 21 Webcast

    While the ever-changing landscape of internet marketing shifts and evolves, one thing remains constant – links. As good as your content might be, it does nothing for you if you don’t get eyes in front of it. How can you do that efficiently and effectively? In this Digital Marketing Depot webcast join Cody Cahill, Joe Oliver, Jon Ball, and Nicholas Chimonas from Page One Powe ...

    Marketing Land- 17 readers -
  • Getting Started With Email Testing

    If you’re like many email marketers out there, you send your regularly scheduled batch and blast email to your entire list each day, week or month to your active segment of users. You crunch your opens and clicks data for each mail, and then move on to the next one. Though this is a good start to your email marketing program, with a simple testing plan you can take your mess ...

    Marketing Landin EMail- 20 readers -
  • Is Deep Linking The New Digital Marketing Battleground?

    In a mobile-first era with sinking conversion rates (due to cross-device tracking challenges) and high levels of distraction, most of our time as marketers is spent on understanding and optimizing a disconnected ecosystem and a distracted consumer. By “ecosystem,” I mean the connective tissue that creates seamless experiences for users across devices that is trackable and opt ...

    Marketing Landin Google- 90 readers -
  • Email Frequency Matters For Path To The White House

    In my last column, I discussed the importance of list size and deliverability and how that impacts reach and engagement. The other important component in this equation is frequency and cadence, and is one of many factors that the Obama campaign tested during his re-election campaign to drive $500 million in donations.

    Tom Sather/ Marketing Landin EMail- 32 readers -
  • There Are No More Secrets Left In Programmatic, Only Work To Be Done

    “No. Try not. Do … or do not. There is no try.” -Yoda As more publishers adopt programmatic best practices and become aces in optimization, we’ve discovered that there are no longer hidden secrets towards achieving higher CPMs. The major unknowns of programmatic buying and selling have been worked out — all that is left to do is the work.

    Rob Rasko/ Marketing Landin Display- 27 readers -
  • Android Wins 65% Of US Market Share With Help From Galaxy S6 Sales

    Using smartphone sales from March, April and May of this year, Kantar Worldpanel ComTech reports Android’s US market share is up 2.8 percent, with Android now owning 64.9 percent of the market. Kantar says sales of Samsung’s Galaxy S6 has helped drive Android’s success. “The first full month of sales of the Galaxy S6 allowed Samsung to regain the market lead in the US and g ...

    Amy Gesenhues/ Marketing Land- 23 readers -
  • Get Off Your Phone: Why Face To Face Still Matters

    I’ll come right out and confess it — I love my phone, but I haven’t found it to be “part of me” the way some people have. At risk of sounding crazy, I think this lends an edge to my leadership style — client services requires being in the moment and reacting to what is happening in real time. However, this will not be a “Jerry Maguire“-style personal mission statement agains ...

    Marketing Land- 11 readers -
  • Reach Your Maximum Potential With Intent Data

    Just a few short years ago, the marketing industry was focused on understanding and leveraging the surplus of digital technologies rapidly being developed to help improve customer retention and acquisition. While marketers have made huge strides since the birth of e-commerce two decades ago, they’re still not utilizing the digital space to its full potential.

    James Green/ Marketing Land- 28 readers -
  • Twitter Brings Ad Campaign Management To iOS & Android Apps

    Twitter has added a handy new feature to its mobile apps: the ability to monitor and adjust ad campaigns while you are on the go. As reported first The Next Web today, many users are seeing a new graph icon on their profiles on the iOS and Android apps. Here’s how it looks on Android: Tapping on the new icon takes you to an Twitter Ads interface that shows a snapshot of how ...

    Martin Beck/ Marketing Landin Social Twitter- 22 readers -
  • How To Overcome The 3 Biggest Barriers To Mobile Marketing Success

    Today, most marketers will state that mobile is one of their top priorities. However, when you dig deeper, you discover that many mobile marketing programs have yet to take full flight. Based on hundreds of conversations with prospects and customers, I’ve learned that one of the main reasons for this stagnation is that many marketers make the false assumption that the succes ...

    Marketing Landin SEO Mobile How To's- 57 readers -
  • How To Stay Relevant When Your Email Subscribers Are Always On The Move

    It’s common knowledge these days that emails you send could be opened anywhere and at any time. I’m sure you’ve seen plenty of stats about the percentage of email opens on mobile devices — in general it’s over 50% for most companies and sometimes much higher. What’s not discussed as often is how mobile devices and general global mobility are making many of your emails irrelevant.

    Andrew King/ Marketing Landin EMail How To's- 18 readers -
  • Yahoo Aviate Adds New Smart Stream But Still Needs Breakout Features

    The latest feature upgrade to Yahoo’s Android launcher and smart assistant Aviate is called “Smart Stream.” It’s a personally relevant and context-aware content feed throughout the day: Now Aviate assembles relevant information front and center so you can take action right away. The Smart Stream adjusts the content it surfaces throughout your day, based on where you are and w ...

    Greg Sterling/ Marketing Land- 23 readers -
  • The 5 Pieces Of A Virtuous Segmentation Cycle

    For marketers, segmentation allows for better personalization, and for customers, that means more relevant messages. Still, segmentation is frequently spoken of as a black-and-white thing for a company — either you are segmenting or you aren’t. But in reality, the process is what matters, because segments must be kept up-to-date and continuously iterated on and improved so t ...

    Jordan Elkind/ Marketing Land- 13 readers -
  • Report: Microsoft Mobile OS Share Drops, Will It Be Discontinued?

    The US smartphone market is relatively stable; however Apple has seen an almost 2 point gain in the past few months according to comScore data. May 2015 smartphone market share figures show the iPhone with a 43.5 percent share vs. Android’s 52 percent share. By comparison, Windows Phone was off half a point since February. It now stands at 3 percent.

    Greg Sterling/ Marketing Land- 18 readers -
  • Google’s Waze Trials Carpooling Service In Tel Aviv, Israel

    According to the Jerusalem Post and Reuters, Google’s Waze is testing a carpool service in Israel. Named RideWith, it will match riders and drivers based on their most frequent routes to and from work. Waze told Reuters,”We’re conducting a small, private beta test in the greater Tel Aviv area for a carpool concept, but we have nothing further to announce at this time.

    Greg Sterling/ Marketing Landin Paid Search- 13 readers -
  • Responsive Is The McDonald’s Cheeseburger Of Mobile SEO

    Which would you prefer? Columnist Bryson Meunier argues that responsive web design is the McDonald’s Cheeseburger of SEO and mobile Web design. In the past, I have pointed out the shortcomings of responsive Web design (RWD) when it comes to SEO, but I’ve always been more of a realist. Responsive can be a good solution for SEO if it makes sense for your users and business goals.

    Bryson Meunier/ Marketing Landin SEO- 37 readers -
  • Email Best Practice Pros: Pinterest Pins Engagement On Email

    What’s the fastest-growing social media network, with what may be the greatest potential future upside for marketers? Picture this: It’s Pinterest. Its success is exceptional, a pattern of continual growth — and a big share of that success owes to how Pinterest has shrewdly deployed email to onboard users, reinforcing its brand, engaging its community and giving marketers im ...

    Steve Dille/ Marketing Landin Social EMail- 30 readers -
  • Amazon’s Prime Day Promises To Eclipse Black Friday

    In honor of Amazon’s 20th anniversary the company is hosting “Prime Day.” It’s a one-day shopping extravaganza on July 15, 2015, which the company says will rival Black Friday. Only Amazon Prime members are eligible to participate. Beyond a celebration this is an effort to boost the number of Prime subscribers.

    Greg Sterling/ Marketing Land- 23 readers -
  • 5 Secrets To Getting Subscribers To Forward Your Emails

    Social sharing gets a lot of attention — in large part, because it’s relatively easy to measure — but the all but invisible email forward can be just as powerful for brands. Whereas social sharing is public, diffuse, and powerful at driving top-of-the-funnel awareness, email forwards are private, targeted, and excel at driving bottom-of-the-funnel action.

    Marketing Landin EMail- 26 readers -
  • The Essential 2015 Holiday Checklist For Online Retailers

    It’s that time of year again: Consumers are headed to the beach while retailers are starting to dream of winter wonderlands — and windfalls. Most retail experts are waiting until the end of the back-to-school rush to make their official predictions for this holiday season. But no matter what they say come September, now is the time to begin preparing for a jolly Q4.

    David Rekuc/ Marketing Land- 42 readers -
  • Celtra Releases New Video Ad Formats To Transform TV Ads For Mobile Viewing

    Audi is the first to test drive one of Celtra’s new mobile video ad formats released Wednesday for its Le Mans campaign. The short form vertical video is designed to transform TV ad spots to ads tailored for easy viewing in full-screen portrait mode on mobile devices. “Celtra’s new mobile technology is born from consumer insights and is perfectly merging media and creative.

    Ginny Marvin/ Marketing Land- 35 readers -
  • Are Branded Geofilters The Future Of Advertising On Snapchat?

    When Snapchat announced it was opening up geofilters to brands as part of its ad platform, it said that snaps with these location-based overlays already accounted for more than a million of the messages sent every day on the platform. One month in, we’ve already seen brands like McDonald’s, GE, Ted 2, Terminator, The Hunger Games, Minions, Nike and others experiment with the ...

    Marketing Land- 37 readers -
  • Microsoft CEO Nadella Rebukes Ballmer With Nokia Write-Down

    Current Microsoft CEO Satya Nadella is very pragmatic. He’s trying to focus the company on clear growth opportunities and areas where there’s existing momentum. Hence yesterday’s memo and press release, writing down the value of the Nokia mobile devices acquisition and announcing significant layoffs: Microsoft Corp.

    Greg Sterling/ Marketing Land- 12 readers -
  • How To Use Video Throughout The Buying Journey To Boost Conversions And Engagement

    The play button is quickly becoming the most compelling call-to-action on the Web. Odds are you’ve been drawn in by that shiny triangle just begging you to click it. While many marketers have started to see the power of video to engage audiences and educate potential customers about their brands, I still see way too many who create a broad introductory video and then call it quits.

    Marketing Landin How To's- 15 readers -
  • Most Users Would Reject Opportunity To Pay To Avoid Mobile Ads

    Despite the fact that most consumers are wary about digital advertising, they are also unwilling pay to avoid ads either. This finding comes from AppLovin, which surveyed 5,000 US adults and asked them if they’d be willing to pay a monthly fee to remove ads from their smartphones. According to the published data, roughly 67 percent said they wouldn’t pay anything to remove ads.

    Greg Sterling/ Marketing Land- 11 readers -
  • A New Cross-Channel Frontier: Attribution

    As an industry, we have the desire to achieve total attribution — a perfectly detailed understanding of how all media in our cross-channel mix are performing. But despite our aspiration and progress, the path to full visibility is generally considered a few years out. And in many ways, we are still trying to figure out how to get there.

    Marketing Land- 19 readers -
  • Navigating The Modern Ad Serving Stack, Part 4: Open Auction (RTB)

    We have finally arrived at the last installment of our four-part series on navigating the modern ad tech stack. We previously covered direct orders, programmatic direct, and private marketplaces. If you recall, we learned that private marketplaces enable publishers and advertisers to create pockets of “privileged” inventory that get transacted before ever entering the public marketplace.

    Ratko Vidakovic/ Marketing Landin Display- 45 readers -
  • Hungry, Hungry Ad Tech: Innovation Through Acquisition

    Ever since the days of Rockefeller and Carnegie, the idea of a large company acquiring a smaller one has carried with it the impression that a big fish is eating a little fish, absorbing it for its nutrients (customers, talent, geography, etc.). This image is made worse when certain large companies acquire countless smaller businesses in a short period of time.

    Marketing Landin Display- 11 readers -
  • Crimson Hexagon Now Offers Access To Tumblr Firehose

    Analytics provider Crimson Hexagon announced today that it has joined Tumblr’s Preferred Data Partners program, and now can offer customers access to insights about Tumblr’s full firehose of public activity. Boston-based Crimson Hexagon provides analytics for brands and agencies, analyzing consumer behavior on Twitter, Facebook, Instagram, Sino Weibo, Google+, YouTube, blogs ...

    Marketing Landin Social- 29 readers -
  • Tapping Into The Buyer’s Brain With Psychology-Driven Marketing

    Ever read a website and think, “How do they do it? How do they know exactly what I’m thinking?” It’s jarring, yet also alluring. You don’t expect the person behind the computer screen to know what you want. When they do, you’re hooked. The best marketers use psychology to tap into a buyer’s brain. It’s an art and a science.

    Jordan Kasteler/ Marketing Land- 35 readers -
  • Gigya Survey: 88% Of U.S. Consumers Say They Have Used Social Logins

    What them worry? Despite ongoing concerns about companies’ use of their online data, U.S. consumers are increasingly using social media credentials to sign into websites and apps, according to a report released today by Gigya. Gigya found that 88% of 2,000 consumers surveyed by OnePoll in April said they have used social logins to connect with sites and apps.

    Martin Beck/ Marketing Landin Social- 15 readers -
  • 5 E-Commerce Techniques To Know For The 2015 Holiday Season

    If you’re like most e-commerce organizations, you’re already deep into planning for the 2015 holiday season, aiming to optimize revenues during one of the most frenzied shopping periods of the year. According to IBM’s annual “Online Retail Holiday Readiness Report,” the holiday season continues to have a huge impact on shopping attention.

    Marketing Land- 39 readers -
  • Technology And Creativity Must Play Nice Together In The Marketing Sandbox

    My son’s best friend used to love Legos. He built huge spaceships, visited Lego stores, and joined a Lego club. He now wants nothing to do with Legos. It’s all about Minecraft. I asked why he can’t play with both at the same time. He said, “Legos are no longer cool.” Recently, I’ve seen similar discourse about technology and creative within marketing.

    Marketing Land- 24 readers -
  • Google Tightens Its Belt As Company Growth Slows

    Long known for its lavish benefits and liberal hiring, Google is tightening its belt as it matures and revenue growth slows. The Wall Street Journal (WSJ) is reporting that the company is “curbing hiring and seeking ways to run its sprawling empire more efficiently.” Institutional investors have frequently expressed concern about hiring and costs at the company.

    Greg Sterling/ Marketing Landin Google- 15 readers -

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