Marketing Land - Posts from February 2016

  • 10 Best Practices For Digital Ad Breakthrough

    With the proliferation of content and the rise of multimedia tasking, it’s harder than ever for ads to break through to viewers. Previously, in “Pay Attention! 3 Steps to Digital Advertising Breakthrough,” I laid out the challenging course that communications must traverse to be successful — in being linked to the brand, conveying a message, changing attitudes and driving fa ...

    Peter Minnium/ Marketing Landin Display- 21 readers -
  • Wikidata 101 For SEOs

    No doubt you have run across articles detailing the SEO benefits of structured data and how algorithms focused on things not strings are turning search engines into answer engines. A quick example: search for “George Clooney’s wife,” and Google immediately tells you Amal Clooney is his current spouse (married in 2014) and Talia Balsam is his former wife, married and then div ...

    Marketing Landin SEO Google- 22 readers -
    Earlier about the same topic:
  • U.S. E-Commerce Sales Jump 14.7% YoY In Holiday Quarter

    The holidays saw a big increase in online sales in the U.S., according to the Census Bureau’s latest quarterly e-commerce sales report. The bureau estimates $89.1 billion in e-commerce sales during Q4 of 2015, a 14.7 percent jump from Q4 2014. The figure also represents a quarterly gain of 2.1 percent over the 3rd quarter of 2015.

    Matt Mcgee/ Marketing Land- 19 readers -
  • Yahoo Revenues Off 15 Percent, CEO Mayer Announces Restructuring Plan

    Yahoo announced Q4 and full-year revenues. While earnings per share were in-line with expectations, revenues (ex-TAC) were down 15 percent. As expected the company confirmed that it would lay off 15 percent of its workforce and also announced a restructuring. During her earnings call remarks CEO Marissa Mayer expressed confidence in the direction of the company while defendi ...

    Greg Sterling/ Marketing Land- 18 readers -
  • How Trust Can Help Convert Online Shoppers To Buyers

    When you and your competitors are selling the same or similar products, how can you help your e-commerce brand stand out from the crowd and convert potential customers into buyers? It all comes back to trust. Earn trust from your customers, and they will want to buy from you. Ease Fears Of The Unknown A Google/Ipsos Media CT study showed that 78 percent of buyers used the in ...

    Marketing Landin How To's- 21 readers -
  • A Sports Fan’s Perspective On Media Metrics

    The amount of data available to us as marketers in 2016 is, quite frankly, staggering. It comes as no surprise that the industry’s biggest media sellers are rounding out their solutions by adding data management platforms (DMPs) to their marketing stacks. The list of players creating their own unique ecosystems continues to expand.

    Marketing Landin Display- 17 readers -
  • What Marketers Can Learn From David Bowie

    The news came over the radio early on a Monday morning last month. David Bowie had died after an 18-month battle with cancer. I was devastated. Bowie was my music idol. Just ask my college roommate, who had to live through our freshman year in a room where Bowie posters covered every available wall space. To the world, Bowie was much more.

    Marketing Landin Content- 12 readers -
  • Pay Attention! 3 Steps To Digital Advertising Breakthrough

    “Look at me, Judy,” I blurted out with exasperation at my 13-year-old daughter, trying to get her undivided attention. It was nearing 10 p.m. on a school night, and I was beginning to panic. That day, Judy had uncharacteristically asked me for help with her homework rather than her mother, who thankfully plays the tutor role, as I am usually at work or traveling during the appointed hours.

    Peter Minnium/ Marketing Landin Display- 28 readers -
  • 7 Email Trends That Should Die In 2016

    Forget what you knew about emails in 2015. This year is going to be a lot less forgiving. Today, with more and more people aiming to reach the coveted state of “inbox zero,” email marketers need to be well-equipped to make sure their messages actually get across to their intended audiences. To help you in the process, below are seven email trends that you should remove from ...

    Marketing Landin EMail- 17 readers -
  • The Wonderful World Of One-Click Mobile Buying

    It’s a brave new world in online retail, as mobile purchasing tops the short list of hot online retail trends for 2016. But while consumers are clamoring for mobile purchasing mechanisms, many brands simply aren’t prepared to deliver high-quality mobile buying experiences. Ready or not, mobile buying is here.

    Jason Warnock/ Marketing Land- 21 readers -
  • 5-Point Online Marketing Training Regimen

    There is a good analogy to be made between the health of a website and the health of a human being. If we equate exercise and diet to optimization and marketing, it’s a nearly perfect correlation. The fact is, many people live normal lives without any sort of regular exercise or a healthy diet. Eating healthy is a lot more expensive, and it takes a lot of time, thought and research.

    Stoney Degeyter/ Marketing Land- 20 readers -
  • Video Advertising For 2016: The Data-backed Do’s And Don’ts

    Video has caught on with performance advertisers across industries, but as the ad format becomes much more prevalent, it’s arguably harder to break through to users themselves. Digital marketers need to be keenly aware of what gets attention and generates conversions. After touching on the subject back in June, I thought it was time to revisit video best practices for social ...

    Andrew Waber/ Marketing Landin Social- 28 readers -
  • 3 Reasons B2B Marketers Must Embrace Mobile… Now

    We’re all familiar with recent statistics that illustrate the growth of mobile device usage. Over the last few years, we’ve seen internet usage on mobile devices grow to exceed PC. In 2015, Google announced that mobile searches now exceed desktop searches on their search engine. And it’s estimated that nearly 75 percent of the US population now owns a smartphone.

    Marketing Land- 9 readers -
  • Marketing Funnels And Buyer Journeys: What Are We Arguing About?

    All marketers by now understand that customer experience should be a business’s main priority. This isn’t anything new. And this sentiment is largely the reason we continue to hear time and time again that the marketing and sales funnels are dead. I understand the argument: Customers aren’t cookie-cutter replicas of one another, and they certainly don’t all experience the sa ...

    Marketing Land- 13 readers -
  • Why Content Marketers Should Tap Into The Power Of Niche Influencers

    Content marketing and influencer marketing are a natural fit — influencers need valuable content to share with their audience, which is where your content comes in. Many marketers looking to incorporate influencer outreach as part of a content promotion plan make the mistake of choosing influencers based on popularity alone.

    Marketing Landin Content- 15 readers -
  • Martech Landscape: What is An Ad Exchange?

    Billions of dollars are transacted on digital ad exchanges annually. Ad exchanges make it possible for advertisers, agencies and ad networks (you can read more about ad networks here) to buy digital ads across a number of publisher sites in automated auctions. Just about every type of digital ad format can now be bought and sold on an exchange, including display, video and na ...

    Ginny Marvin/ Marketing Land- 18 readers -
  • Using And Open Data To Develop Actionable Consumer Insights

    As more and more of the world’s content is being digitized, refreshed and “remastered,” a big part of that movement is the digitization of government data. In 2009, the federal government launched, a platform for open, machine-readable digital data sets. The site, managed and hosted by the US General Services Administration, Office of Citizen Services and Innovative ...

    Benjamin Spiegel/ Marketing Land- 25 readers -
  • Visualizing Your Marketing And Sales Process

    When you think of the machine that is your online business, what do you picture? Do you see something organic? Something mechanical? I think it’s helpful to pick a vision. The marketing and sales functions are too complex. The tools and channels are changing faster today than at any time in history. Thanks, internet.

    Brian Massey/ Marketing Land- 18 readers -
  • Telenor Acquires Tapad For $360 Million

    Mobile telecom operator, Telenor Group, has acquired New York-based advertising technology start-up, Tapad, for $360 million, the companies announced Monday. Tapad launched in 2010 with cross-device solutions for publishers, marketers and technology providers to identify and monetize audiences as they move across devices and screens.

    Ginny Marvin/ Marketing Land- 18 readers -
  • Content Creation Swipe Files: Inspiration, Tools & Organization

    Let’s start with a story… You sit down to create a piece of content for your upcoming blog, and you draw a blank. You stare at the blinking cursor of doom, unable to fathom how you’ll come out of this creative void. You sit, minute by minute, waiting for inspiration to strike. Yet all you feel is the thumping of your heart and the slowly forming beads of sweat in your clenched fists.

    Marketing Landin Content- 16 readers -
  • Survey: 62 Percent Of SMBs Don’t Know Whether Their Marketing Works

    The majority of small businesses (SMBs) in the US have fewer than four employees. They struggle to match increasingly complex and fragmented consumer activity with their marketing — though they often understand what they should be doing at a conceptual level. A new survey of 1,000 U.S. SMBs, from InfusionSoft and LeadPages, largely reaffirms what other surveys have shown abo ...

    Greg Sterling/ Marketing Land- 18 readers -
  • Skimlinks Makes Its User-Intent Data Available To DMP Lotame

    Skimlinks provides a network of affiliate links to publishers, and then shares all that B2C intent data — such as, these users have clicked on links to HD TVs — with those publishers. Lotame is a data management platform (DMP) that provides all sorts of behavioral, demographic, and other targeting data for advertisements and various kinds of marketing, but it has only occasi ...

    Marketing Landin Display Retargeting- 15 readers -
  • WordPress Releases 4.4.2 To Fix Two Security Issues

    WordPress has released version 4.4.2 of its popular content management system and is “strongly” encouraging users to update their websites immediately. Version 4.4.2 fixes two security issues and 17 bugs. The change list indicates that the bug fixes involve things like pagination and a handful of comments-related issues, among others. The update can be downloaded manually from

    Matt Mcgee/ Marketing Landin Blogging- 13 readers -
  • Why “Good Enough” Is Never Sufficient In Marketing

    Fellow marketers, if recent economic headlines are leaving you antsy, if not mildly panicked, you’re not alone. Last year ended on a whimper — fourth-quarter gross domestic product grew by only 0.7 percent — and then the stock market promptly dove about six percent in January amid predictions of greater turmoil ahead.

    Marketing Land- 9 readers -
  • Kik’s Branded GIFs Allow Companies To Engage With Users

    Emojis are all the rage, and Kik certainly knows it. After launching an emoji keyboard three months ago, millions of GIFs have been exchanged between friends on the chat platform, validating the need to take it even further and bringing brands into the fray. Today, the company announced that Kik will use its emoji keyboard to highlight branded GIFs, working just like emoji-G ...

    Marketing Landin Social- 6 readers -
  • Twitter Gets Serious With Its Million Dollar Branded Emojis

    After launching the hyped Twitter branded emojis last year, the company is gearing up, Super Bowl style (and effectively priced just like those coveted TV spots, in the seven figures), with emoji for brands looking for even wider distribution. AdWeek reports Twitter’s hefty $1 million price tag on newly branded emoji for top brands, such as Coke, Starbucks, Spotify and Dove.

    Marketing Landin Social- 8 readers -
  • WSJ: Amazon Plans To Open 300-400 More Physical Bookstores

    Amazon is planning a major expansion of hundreds of new physical bookstores, according to the Wall Street Journal. The WSJ cites comments made today on an earnings call by Sandeep Mathrani, the CEO of Chicago-based mall operator General Growth Properties Inc. “You’ve got Amazon opening brick-and-mortar bookstores and their goal is to open, as I understand, 300 to 400,” said Mr.

    Matt Mcgee/ Marketing Land- 18 readers -
  • Understand Your Customer For Free

    The customer journey. The customer experience. The right user at the right time on the right device. Marketing technology vendors everywhere are trying to deliver this message to digital marketers — why they’re better than the next option at helping brands understand their customers and engage them in optimally compelling ways.

    Marketing Landin Display- 13 readers -
  • EU-US Privacy Shield Announced To Replace Safe Harbor Privacy Deal

    A few months ago, the US-EU Safe Harbor deal became invalid and data privacy for US companies hosting data for EU customers got a lot more complicated. Yesterday, the European Commission announced they have reached a new deal named the EU-US Privacy Shield. The EU-US Privacy Shield is a complete revamp of the old Safe Harbor, in fact, they said they built the EU-US Privacy S ...

    Barry Schwartz/ Marketing Land- 11 readers -
  • A CMO’s View: Nestlé Waters CMO Aims To Connect Web, Mobile & Brick-&-Mortar

    After joining Nestlé in 2010, Antonio Sciuto led the brand’s digital transformation journey in 2012 as its Global Head of eCommerce. He now serves as the CMO and eBusiness leader for Nestlé Waters North America, driving multiple areas of the business. “I oversee the Consumer Acceleration Team that is focused on five functional areas: Innovation, Consumer Insight, Media & ...

    Amy Gesenhues/ Marketing Land- 34 readers -
  • 4 Search Advertising Trends To Watch

    At this time of year, it’s worthwhile to consider what’s likely to occur in search advertising in 2016, so you can adjust your strategy if you’re behind the curve. I took some time to look at the trends we’re seeing at Bing Ads, where I work. Based on unprecedented access to search data, observing advertiser adoption patterns and gauging client interest, here are some predic ...

    John Cosley/ Marketing Landin Paid Search- 26 readers -
    Earlier about the same topic:
  • The Modern-Day CMO: 7 Trends That Will Drive Digital Marketing Success

    According to Gartner’s 2015–2016 CMO Spend Survey, digital marketing has moved into the mainstream, with 98 percent of marketers saying that digital methods are merging into the larger marketing operation. A key finding from the report was that 73 percent of marketers now own or share P&L (profit and loss) accountability, reflecting an increased responsibility for driving results.

    Jim Yu/ Marketing Land- 35 readers -
  • Google’s Play Store Rejects Ad Blocker App For Samsung Browser

    The Google Play app store has removed a newly popular ad blocking app for the Samsung mobile browser. Adblock Fast, a mobile app in Google Play, works with the new Content Blocker Extension API that Samsung recently introduced in its mobile browser, which is installed as the default browser on its Android phones.

    Marketing Land- 15 readers -
  • Super Bowl Social Buzz: #AvosInSpace Earning Most Mentions So Far On Twitter

    Twitter users love avocados. Or, at least they love the Super Bowl commercial and teaser video that Avocados From Mexico has already released. The hashtag that accompanies the ad campaign, #AvosInSpace, is far outpacing all of its competitors when it comes to buzz on Twitter. According to the social media monitoring company Brandwatch, #AvosInSpace has been mentioned more th ...

    Matt Mcgee/ Marketing Landin Social- 14 readers -
  • Correlation Or Coincidence: The Race For Causation In 2016

    For marketers, 2015 was the year we figured out that buzz and sentiment were as likely to lead us astray as to offer insights that move the needle. That means the race is on in 2016 for marketing analytics professionals — both in-house and vendors — to figure out how to find data that intelligently correlate to revenues (or at least, to KPIs that are smart approximations of ...

    Marketing Land- 13 readers -
  • Report: Almost Half Of Email Marketers Send Everyone The Same Email

    A third of email marketers don’t actively optimize their email marketing, and only about half test subject lines. So says a new report from email marketing provider GetResponse. Out today, “State of Email Marketing By Industry” surveyed 1831 marketers last summer around the world in a variety of industries, and analyzed over 700 million emails.

    Marketing Landin EMail- 14 readers -
  • How Do You Actually “Think Outside The Box” In Digital Marketing?

    As marketers, I’m sure we’ve all heard sayings that are meant to challenge our line of thinking and productivity. You may be asked to “think outside the box” or be told that the six words that will kill your business are “We’ve always done it this way.” Though these sentiments are meant to challenge employees, they foster the notion that your thinking must be grand in scale ...

    Matt Umbro/ Marketing Landin How To's- 28 readers -
  • Tying Keywords To Conversions In A ‘Not Provided’ World

    Identifying and focusing on the keywords that drive traffic and conversions is critical to success in both organic and paid search campaigns. Yet, it’s harder than ever to identify those keywords. Google’s encryption of search referral keywords means that SEOs have no visibility into natural search terms – the majority are ‘keyword not provided.

    Marketing Landin Paid Search SEO- 10 readers -
  • Are You Digging Deeply Enough Into Geographic Optimizations For SEM?

    Often when auditing accounts, we see that geography has been considered a “set it and forget it” type of setting. You can only target where you can target, right? Sure, but that doesn’t mean that there aren’t any optimizations to be made in order to ensure performance is the best it can be. Understanding The Geographic Reports Of course, the best starting point for geographic ...

    Amy Bishop/ Marketing Landin Paid Search Google- 30 readers -
  • In Retail, It’s “The Year Of The Customer”

    Two of retail’s largest and most influential conferences were held in January 2016, though they happened to have taken place about 1,000 miles apart. The National Retail Federation’s (NRF) Annual Convention in New York City, commonly known as “Retail’s BIG Show,” is where retail executives coalesce to discuss innovative ideas, share insights and learn about new technologies ...

    Marketing Land- 14 readers -

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