Marketing Land - Posts from January 2016

  • 10 Ways To Simplify Your Local Marketing Strategy In 2016

    As I scoured articles proclaiming the top trends in marketing for 2016, one thing that struck me was how many new technologies and new products were being pushed out, all in the name of bigger and better. It was a bit overwhelming. For the local business owner, marketing has become so complicated.

    Wesley Young/ Marketing Land- 25 readers -
  • Don’t Miss SMX West – Here Are 10 Reasons Why

    Are you obsessed with SEO or SEM? Then SMX West is for you! Here are 10 reasons you should attend: 10. Pre-Conference Workshops Pre-conference workshops offer a full day deep-dive into SEO, advanced AdWords, local search, in-house SEO, personal branding, or SEO/User Experience (UX). Workshop presenters are the most knowledgeable anywhere on these topics! 9.

    Marketing Land- 21 readers -
  • Amazon: Adoption Of Sponsored Products Ads Grew By 100 Percent in 2015

    Amazon released a flurry of performance stats for 2015 on Tuesday, including updates on just how popular sponsored product advertisements have become on the e-commerce platform. The company says global adoption of Sponsored Products grew by 100 percent among Amazon sellers in 2015. The ads drove more than $1.5 billion in sales globally last year, according to Amazon.

    Ginny Marvin/ Marketing Land- 26 readers -
  • Facebook Now Seeing 100 Million Hours Of Video Watched Daily

    Facebook reported another banner year yesterday, touting huge growth across the board. Ad revenue is up, daily active user numbers grew, and CEO Zuckerberg says his social media site is now seeing 100 million hours of video watched daily. “Video is an important part of the Facebook experience, and continuing to invest here is important for allowing people to share and consum ...

    Amy Gesenhues/ Marketing Landin Social Facebook- 20 readers -
  • Business Insider: Yahoo To Lay-Off More Than 1,000 Employees

    Business Insider says Yahoo is planning to reduce its staff by more than 1,000 employees. The lay-offs would represent 10 percent of the company’s total staff, with cuts across all divisions. Sources told Business Insider that the lay-offs could come as early as this month. Just this week, Yahoo shuttered Yahoo Screens, its video service that hosted original and syndicated ...

    Amy Gesenhues/ Marketing Land- 12 readers -
  • IoT Data Helps A CRM Live Up To Its Name

    Lost in all of the talk about adjusting air conditioners from the road and uploading your latest 5K time to Twitter is the true value of the Internet of Things (IoT). Data derived from Web-connected devices can change the way companies operate and serve their customers. Much can be learned from the ability to monitor the health and utilization of a product a customer buys.

    Marketing Land- 16 readers -
  • Time To Exercise The Right Brain In Marketing

    This morning, I opened my email and was once again bombarded with more than 300 messages. And yes, I’m using a spam filter! Occasionally — okay, rarely — a subject line will grab my attention, and I’ll open the email. If the content is compelling, I might actually read it. I appreciate that email is far from “dead,” but it’s not working the way it used to.

    Marketing Land- 14 readers -
  • 2016: The Year Social Intelligence Makes Its Way To The Boardroom

    Now that we’re a couple of weeks into 2016, we can easily draft post after post about what went right or wrong in 2015. Alternatively, we can look at predictions of what’s in store for the marketing world in 2016. But there’s one thing I am certain of: For the new tier of CMOs who understand that data is their best asset, 2016 is looking mighty fine.

    Marketing Landin Social- 20 readers -
  • 5 Predictions For 2016 After Reaching “Peak Martech”

    It’s no surprise that modern marketers are technology-crazy, constantly searching for the latest innovative application to help optimize the customer lifecycle and gain a competitive advantage. But did you know that we have officially hit “peak martech?” That’s the word from technology guru and speaker Scott Brinker, who runs the highly influential blog.

    Erik Bratt/ Marketing Land- 15 readers -
  • 4 B2B Marketing Predictions For 2016

    As we move into a new year, you read a lot about predictions. Being a CMO, I normally come up with my own, but this year, instead of consulting my crystal ball, I thought I would do something a little bit different. So a few weeks ago, I brought together marketing leaders from New Relic, Atmel, Red Hat and Linqia in a Twitter Chat (#b2bcmochat).

    Marketing Land- 16 readers -
  • The Definitive Guide To Digital Brand Lift

    “And we’ll do a brand lift study,” added the seller to sweeten the digital media deal she was proposing. I was in a midtown restaurant in New York eavesdropping on the adjoining table’s conversation about a cool new type of digital media. I expected the media agency executive to respond with questions that would lead to a robust conversation of his client’s objectives and ho ...

    Peter Minnium/ Marketing Land- 27 readers -
  • Miss Piggy Leads The Way To A New Kind Of Marketing Channel

    Earlier this month, a fan of The Muppets’ Miss Piggy chatted with her via Facebook: “Can you get me a job at the network?” She immediately replied: “Send your resume to the network.” The famed Muppet then added: “Do you know the hardest part of doing ‘Up Late with Miss Piggy?’ “ That’s the fictional late night TV show she hosts in the TV series “The Muppets.

    Marketing Landin Social- 15 readers -
  • The Contrarian Guide To Online Marketing

    Matt Cutts explains the difference between how Google interprets underscores and dashes in a URL. Have a question? Ask it in our Webmaster Help Forum: Want your question to be answered on a video l ...

    Jordan Kasteler/ Marketing Land- 12 readers -
  • Instagram Advertising: What’s Working?

    My work involves looking into larger trends we (at Nanigans) observe across our base of hundreds of large advertisers, primarily within the Facebook ecosystem. What’s particularly interesting about Instagram as a newer platform is that the architecture of the ad environment is similar to Facebook’s, and we’ve observed remarkably comparable performance across the two channels.

    Andrew Waber/ Marketing Landin Social- 26 readers -
  • Definitive Guide To Duplicate Research For Local SEO

    Duplicate listings are one of the biggest negative ranking factors in Local SEO. Knowing if your business has duplicates out there that need to be resolved is very important for ranking success in the 3-pack. Often, duplicate listings get overlooked because they are so hard to find. This article will go through the process I use to discover duplicates and organize them so the ...

    Marketing Landin SEO- 14 readers -
  • What Every Startup Needs To Know About Marketing

    Seventy-five percent of all startups fail. Ouch. Considering that startups and venture funding are on the rise for the first time since the dot-com bust in early 2000, that is an even scarier fact. Here are three tips to make sure your marketing effort will make you one of the 25 percent that succeed. Know Your Customer Stop looking at your product. Focus on your customer.

    Marketing Land- 17 readers -
  • 4 Marketing “Trends” That Never Go Out Of Style

    Marketing is a lot like fashion. For both industries, now is the time for all the trend articles. What’s hot in 2016? What can we expect to see? What will we see go out of fashion? Who’s hot? Who’s not? It’s exhausting. In fashion, you need to have a handle on the basics before you can usher in the latest trends like “in your face lace” and “old English sleeves.” Same with marketing.

    Marketing Landin Content- 12 readers -
  • 2015’s Missed Marketing Predictions And Opportunities

    It’s that time of the year again when industry and subject matter experts alike are predicting what will happen in the coming year in media and advertising. Rather than look ahead to 2016, I thought it would be worthwhile to take a look back and talk about some of the predictions and trends that did not happen in 2015.

    Benjamin Spiegel/ Marketing Land- 20 readers -
  • Forget Your Testimonials Page, 2016 Is The Year Of Reviews

    2015 was an insane year for Local Search — especially in the latter half. We lost the 7-pack, and now the recent Google Plus update has removed all location information from business pages. Until Google rolls out another update to Local, your business listing is effectively your Knowledge Box and your listing on Google Maps.

    Greg Gifford/ Marketing Land- 31 readers -
  • How To Make 2016 Your Best Content Marketing Year Ever

    Whether you’re the type of person who likes to make steadfast resolutions every January 1 or you prefer to keep your goals loose, we could all use a little motivation as we start the New Year. That’s especially true when it comes to content marketing, because — as you most likely know — it isn’t a strategy that provides overnight success.

    Marketing Landin Content How To's- 33 readers -
  • Flurry: Phablets Will Become Dominant Media Consumption Devices

    According to a year in review report from Flurry, “Phablets” (horrible term) are set to become dominant by the end of this year. What that means is more people will be reading news, watching video, listening to music and consuming other types of content on these larger format smartphones than on other media devices, including, eventually, PCs and TVs.

    Greg Sterling/ Marketing Land- 12 readers -
  • Snapchat Is Reportedly Developing An API For Advertising

    Slightly over a year since its first ad, Snapchat is actively developing an application programming interface (API) to support advertising. That’s according to a story in today’s Digiday, which cited “multiple sources.” The messaging platform is reportedly now in discussions with various ad agencies and tech firms to determine what their requirements might be, and the API co ...

    Marketing Landin Display- 20 readers -
  • SunTrust Bank Announces Its Debut Appearance As Super Bowl Advertiser

    First time Super Bowl advertiser SunTrust Bank announced today it will be airing a national 30-second spot scheduled to run during the two-minute warning in the fourth quarter of the big game. “We’re investing in this ad because the Super Bowl is a unique and proven forum to launch a national conversation,” said SunTrust Chairman and CEO William Rogers, Jr.

    Amy Gesenhues/ Marketing Land- 14 readers -
  • Now That The FTC Has Spoken On Native Advertising, What’s Next?

    Two weeks ago, the Federal Trade Commission issued a long “enforcement policy statement” on native advertising. If you want to read all 16 pages, be my guest (PDF). If you want a summary, here goes: The days of playing fast and easy in native advertising are over. Many of the findings in the FTC statement will result in native advertising becoming less effective, because — ...

    David Rodnitzky/ Marketing Landin Display- 24 readers -
  • A Look Back At Conversion And Analytics In 2015

    What a year it was for Conversion and Analytics. Just in case you didn’t read (or listen to) every single Marketing Land column I wrote in 2015, I’m going to summarize the year for you here. Not only that, but I’m going to recap the year with the guidance of you, my readers. Comparing My Choices To Your Choices Apparently, what I think is awesome to write about differs from w ...

    Brian Massey/ Marketing Land- 16 readers -
  • Is Content Marketing A Strategy, A Tactic Or A Channel?

    Content marketing is a growing field and an area that many people and companies are focused on right now. However, the question that often emerges from discussions is, where does it fit within an organization? Is content marketing a channel like SEO, Paid or Social Media? Is it a tactic within a digital marketing channel? Is it part of an SEO or social media program? Is it a ...

    Rachel Lindteigen/ Marketing Landin Content- 31 readers -
  • The Whole Nine Yards: What The NFL Can Teach Marketers About Brand Engagement

    The pure unbridled energy that comes from watching your team score the winning touchdown now extends far past your home team’s stadium walls, thanks to social media. Whether you’re sitting on the sidelines, camped out in your favorite bar or screaming at the TV in the comfort of your own home — the digital world is at your fingertips, sparking conversation and incentivizing ...

    Marketing Landin Social- 14 readers -
  • Multi-Channel E-Commerce Platform Webgility Adds Full-Funnel Intelligence Tool

    Connecting marketing spend to generated net revenue can be more art than science. To help bend that necessary activity toward a trail of facts, multi-channel e-commerce platform Webgility is today launching a new business intelligence solution, Highlight. It represents a new direction for the nine-year-old company, founder and CEO Paraq Mamnani told me.

    Marketing Landin EMail- 14 readers -
  • Cut The Fat: How To Reduce Wasted Ad Spend In Your AdWords Account

    AdWords is a great place to waste money. Google makes it so easy — a few minutes of effort, and you are well on your way to giving them your whole marketing budget. Fortunately, all that money doesn’t have to go to waste. With a bit of finagling, it’s relatively easy to figure out which search terms have value and which ones are money pits — if you know what you’re doing.

    Marketing Landin Paid Search How To's- 19 readers -
  • How Apple Could Play Spoiler For The Search Ad Business

    With the start of a new year, it’s a fitting time to reflect on all that happened in the previous year and look ahead to what this next one might have in store for us. Thinking about what developments could have the greatest impact on paid search in 2016, for better or worse, a few possibilities jump to mind: Google significantly expanding its foray into audience-based targe ...

    Mark Ballard/ Marketing Landin How To's- 21 readers -
  • Out With The Old, In With People-Based Marketing: What Marketers Should Expect In 2016

    The beginning of a new year brings resolutions, new beginnings, and for many marketers, a fresh look at their strategies to reach and engage customers. Technology continues to advance, creating a marketing atmosphere where the only constant is change. It’s more challenging than ever to determine which digital trends will be the next big thing and which will be a flash in the pan.

    Marketing Land- 13 readers -
  • Forecast: Half Of Consumers Will Be Paying With Phones By 2018

    According to a 2014 survey commissioned by the US Federal Reserve 28 percent of smartphone users had done some from of mobile payment in the previous 12 months. New survey data for 2015 haven’t come out yet but the number is probably close to 35 percent I would estimate. Indeed Retale released consumer survey data late last year that argued 43 percent of US smartphone owners ...

    Greg Sterling/ Marketing Land- 14 readers -
  • Here’s Why Oracle’s Acquisition of Content Sharing/Visitor Tracker AddThis Adds Up

    Among marketing platforms, “it’s a race for data.” That’s how Integrate’s chief marketing officer Scott Vaughn summarizes his reaction to this week’s news that Oracle has acquired another data provider, AddThis, for its burgeoning Data Cloud. The purchase of the Vienna, Virginia-based company, which offers content sharing buttons for social networks, audience tracking, and ...

    Marketing Landin Content- 19 readers -
  • Study: Ads Effective As Way To Stimulate Dormant App Usage, Prevent Deletion

    Smartphone owners spend nearly 90 percent of mobile device time in apps. However only a small fraction of the 25 – 40 apps on users’ devices are regularly used; the rest are neglected and eventually replaced or deleted. A new study from Yahoo offers some new insight into why and when people delete or replace apps and what triggers new and replacement app downloads.

    Greg Sterling/ Marketing Land- 10 readers -
  • How To Ensure Your SEO Recommendations Get Implemented

    One of the most common problems in the SEO industry is that clients often do not implement their agencies’ SEO recommendations — and then they complain when they don’t get the results they expect from their SEO campaign (i.e., increases in visibility, traffic and conversions). There are several reasons clients do not implement SEO recommendations, including: Not having the a ...

    Marketing Landin SEO How To's- 23 readers -
  • Think Social’s NSFW? Not Any More: How Employee Engagement Really Works

    Still think social media isn’t suitable for the workplace? In an increasingly social world, I am so surprised at the number of brand marketers I speak to that still haven’t figured out how to leverage their biggest assets — their employees — to be brand champions. Though many companies would prefer to minimize employees’ time or activity on social media, if done correctly, e ...

    Marketing Landin Social How To's- 12 readers -
  • Marriott’s Adventure In Online Content Marketing Continues With Premiere of Latest Film

    Hotels — those temporary domiciles of strangers — naturally lend themselves as settings for stories. Marriott Hotels has decided to capitalize on that factor, with an ambitious online content marketing initiative that includes short fictional movies. Today, the third in this series — called “Business Unusual” — premieres online and at its setting, the Renaissance Chicago Downtown Hotel.

    Marketing Landin Content- 14 readers -
  • Four Key Mobile And Location-Based Trends For 2016

    Having spent the past week at CES, mobile is fresh in my brain. And while this year’s show was more focused on self-driving cars, drones and roll-up televisions, mobile — especially the Internet of Things — is still very much alive and well. To that end, 2016 will be a year where we will see more of a distributed mobile web versus one that manifests itself via smartphones and tablets.

    Aaron Strout/ Marketing Land- 31 readers -
  • Yesmail Report: Email Marketers Need To Walk Before They Can Run

    Email marketers have big ambitions for leveraging this popular channel — but many still have a long ways to go. That’s the key takeaway in a new report from Yesmail, out today. Entitled “The 2016 Yesmail Channel Report,” it is the first such study from this email marketing provider. (The above is an image from the report.

    Marketing Landin EMail- 12 readers -
  • Game On: The 2016 Marketing Land #HashtagBowl Is Coming Soon

    Super Bowl advertising season is underway, and Marketing Land is back with the fifth annual #Hashtag Bowl — our look at how advertisers integrate social media and online marketing into their Super Bowl TV commercials. As the game approaches, and after it’s over, we’ll also be reporting on how brands big and small take advantage of all that digital marketing has to offer when ...

    Matt Mcgee/ Marketing Land- 24 readers -
  • Yahoo Now Appears Headed Toward A Sale Of The Company

    The reporting surrounding Yahoo has taken a very negative turn in the last month. An example is the New York Times’ piece this weekend about a “brain drain” at Yahoo and declining employee morale. Another is last week’s CNBC hearsay story about Yahoo’s programmatic video business being “rife with ad fraud.

    Greg Sterling/ Marketing Land- 15 readers -
  • Now Is The Time For Digital Marketing To Embrace Scarcity

    What is scarcity, and why does it matter, anyway? It’s how Uber gets you to pay more for a car in a rainstorm when everyone else in the city is trying to stay dry. It’s the last slice of pizza in the box when you and your friends are still hungry. It’s the last cold beer on a hot, sunny day. And how much would you pay for those things? That’s right… You’d pay whatever it costs to get them.

    Rob Rasko/ Marketing Landin Display- 18 readers -
  • Content Marketing And Targeting Fallacies

    When I conducted a substantive survey of marketers and asked them what their biggest content marketing needs were, two responses tied for first place. The first was measurement, which I’ve written about extensively, both here and in subsequent research. The other pain point is somewhat less discussed: audience and targeting.

    Rebecca Lieb/ Marketing Landin Content- 20 readers -
  • Social Media Scheduling: Why I Use Buffer And Hootsuite In Tandem

    While there are many tools for pre-scheduling social media posts, ranging from free-but-simple to expensive-and-complex, two tools that have emerged as favorites for small to medium-sized businesses on a budget are Hootsuite and Buffer. In this column, I’m going to show you why you might want to use both, or at least use more than one post-scheduling tool of any brand, for s ...

    Mark Traphagen/ Marketing Landin Social- 24 readers -
  • Socialbakers Adds Facebook Listening To Its Repertoire

    Socialbakers, which prides itself on deep-dive social analytics, has announced it is now offering Facebook Page listening. Last year, it similarly offered keyword searching for Twitter, and it expects to add Instagram in the near future, along with searches of news, blogs and forums. “We don’t want to be a listening solution provider,” VP of new products Moses Velasco told me.

    Marketing Landin Social- 11 readers -
  • Why The Wrong Web Traffic Is Ruining Your Landing Page Test

    Landing page testing is a great way to make the most out of your traffic. They’re already on your page — you just need to increase the odds that they’ll convert, right? You’d think it would be fairly easy to improve your conversion rate, so why, according to VWO, do six out of seven A/B tests fail to produce positive results? For many companies, the answer lies not in a fla ...

    Marketing Land- 12 readers -
  • Can A Hybrid Email Sending Strategy Give You The Best Of Both Worlds?

    A very long time ago — at least in “Technology Time,” where huge leaps of evolution can seem to happen practically overnight — businesses began to use email as a fundamental tool to reach and engage consumers. How they implemented it was pretty straightforward: They invested in their own on-premise software systems, so they could self-manage their email programs.

    Steve Dille/ Marketing Landin EMail- 20 readers -
  • Campaign Monitor Unveils Its Rebuilt Drag-And-Drop Email Builder

    Although some email marketers are still getting up to speed with the channel’s capabilities, email remains the linchpin of many campaigns. As such, it has to stay in style — with visuals resembling a brand’s website, and an effortless ability to look its best regardless of inbox or device. To help marketers in those endless tasks, email provider Campaign Monitor is today re ...

    Marketing Landin EMail- 17 readers -
  • Survey Suggests Mobile Banners Being Replaced By Native, Video Formats

    According to a recent survey of 283 “clients and agency executives” commissioned by Trusted Media Brands the mobile banner is a declining ad unit. Native and video were the formats many marketers said they were going to turn to this year. However native ads had a number of challenges that might make them less popular over time. Banners was the top mobile format being used today.

    Greg Sterling/ Marketing Land- 13 readers -

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