Marketing Land - Posts from March 2016

  • 10 tactics for handling haters on Facebook

    Whether your business has felt the brunt of a major online reputation issue or not, it’s not unusual for all organizations to face some negativity on social media. And when it’s on Facebook, the impact feels more intense, since it can show up very visibly alongside your brand’s presence. Here are a handful of tactics for managing Facebook haters, if or when they may show up.

    Chris Silver Smith/ Marketing Landin Social Facebook- 40 readers -
  • #MarTech Conference: 10 myths martech vendors tell

    Why do vendors dislike marketing technology analyst firm Real Story Group? According to Theresa Regli, Principal Analyst & Managing Partner at the company, it’s because the analysts tell real stories and debunk false promises. As she opened her session at the MarTech Conference this week, Regli told the audience she’s been questioning the stories we tell all her life.

    Derek Edmond/ Marketing Land- 32 readers -
  • Customer Service 101: Three things you can do today to win over your customers

    Everyone wants to deliver exceptional customer service. However, wanting to do so and actually achieving it are two entirely different things, especially if you consider recent statistics on the state of customer service. Here’s why you should care about customer service: A survey from Aspect found that 76 percent of consumers believe that service is the true measurement of h ...

    Steve Olenski/ Marketing Land- 25 readers -
  • The “social iceberg”: The data on 1:1 marketing may surprise you

    In the world of social media, marketers are always looking to optimize their tactics to reach the most people in the most powerful ways. We work hard to plan the time, language, imagery and tone/voice of every social communication as we meticulously craft out our calendars with precision. The examples we often look to for guidance are from campaigns across the industry with ...

    Marketing Landin Social Twitter- 31 readers -
  • Who Should Be Responsible For Stopping Programmatic Ad Fraud?

    In the first two installments of this ad fraud series, we examined what ad fraud looks like and discussed the reasons why ad fraud exists. In this third installment, we look at the various participants in the supply chain, and determine who should be responsible for stopping ad fraud. The programmatic ad ecosystem is very compartmentalized in nature.

    Ratko Vidakovic/ Marketing Landin Display- 42 readers -
  • 8 simple tweaks to make your OK product shine online

    Maybe you’ve been there. Your product is out there, and it’s okay. It’s not great, and it’s not the best one available — although it’s also not the worst — but you still have to sell it! So, how can you meet your goal of selling this mediocre product? How can you present it in the best possible light and distinguish it from other options? Thank goodness for the internet; yo ...

    Marketing Land- 20 readers -
  • 5 major changes that could revolutionize social media this year

    In marketing, it pays to stay ahead of the curve. New trends, new technologies and new consumer expectations force you to change your game or get outpaced by the competition. In no arena is this more pressing or evident than in social media. Social media commands a wide audience, has roots in technology and comprises dozens of platforms, all evolving to one-up each other on a large scale.

    Marketing Landin Social Facebook- 31 readers -
  • Meet the MarTech Speakers: Mayur Gupta

    As Senior Vice President and Head of the Digital Business at Healthgrades, Mayur Gupta works at ever-changing intersection of marketing, technology, and healthcare. Recognized last year as one of the “40 under 40” leading marketers by Brand Innovations, Mayur spent 13 years at Sapient Nitro and, more recently, at Kimberly-Clark.

    Marketing Land- 21 readers -
  • Achieving Hyper-Segmentation To Reach Personalization At Scale

    With the rising adoption of machine learning and automation, a human touch becomes more important than ever. Companies that have figured out how to utilize data to create deeper personalization are not only improving the overall customer experience by talking in a language customers appreciate; they’re also winning more deals and generating more revenue dollars.

    Marketing Land- 17 readers -
  • 3 ways to harness the ROI of customer reviews

    Cut the marketing fluff — your customers aren’t buying it. In recent years, there’s been a seismic shift in the marketing landscape on a global scale. Shopping habits have changed, with more people turning to online channels and mobile devices when making purchases. And before they buy, most customers have conducted research, read reviews and identified the best deals — som ...

    Marketing Land- 19 readers -
  • Why Virtual Reality May Become The New Normal In Email Marketing

    Immersion is the next big milestone in consumer technology. Armed with an expanding range of virtual reality (VR) technologies, consumers are poised to consume content not as spectators, but as participants in a three-dimensional, 360-degree virtual universe. But if you think the practical applications of immersive VR experiences are limited to movies and video games, you co ...

    Jason Warnock/ Marketing Landin EMail- 26 readers -
  • Top 7 Must-Have Tools For Website Owners

    Owning and running an awesome website is usually as simple or as complicated as imagining what it will look like. Apart from determining the type of your website, you must operate it, overview website statistics and decide which tactics to use to increase traffic. Fortunately for you, it’s not really complex, but it takes some hard work and the right tools.

    Jordan Kasteler/ Marketing Land- 22 readers -
  • When Digital Gets Real (Literally)

    What happens when one of the world’s largest e-commerce marketplaces is rumored to be making the leap from digital to brick and mortar? Pandemonium. (Well, not really, but you’d think that were the case given how the market responded to the chatter.) The honest-to-goodness truth is that when a big e-commerce player like Amazon decides to break new ground (literally!), the in ...

    Katy Keim/ Marketing Land- 12 readers -
  • Geomagnetic Platform IndoorAtlas Does Extensive Deal With Yahoo Japan

    Beacons have grabbed the majority of attention when it comes to indoor location and proximity marketing. However geomagnetic positioning platform IndoorAtlas has a provocative alternative to beacons. Late last week the company announced a deal with Yahoo Japan. Yahoo becomes the second major Asian internet company to form a relationship with the company.

    Greg Sterling/ Marketing Land- 12 readers -
  • You don’t have to be a liar to be a great marketer

    I’ve gotten the same email four or five times from different companies. Here’s the full transcript of the most recent version (company name redacted): This email looks like it’s the result of an internal conversation at this company specifically about me and my agency. It doesn’t look like it was auto-generated, but it was.

    David Rodnitzky/ Marketing Land- 22 readers -
  • We Marketers Aren’t As “Automated” As We Think

    With pressure to improve efficiencies and hit KPIs, it’s been a no-brainer for marketers to adopt technology and embrace automation. The investment is paying off, as 80 percent of marketing automation users are generating more leads, and more importantly, 77 percent are seeing an increased number of conversions.

    Marketing Land- 20 readers -
  • What Content Marketers Can Learn From 7 PR Wins And Fails

    Fractl, my employer, recently teamed up with Moz to examine how a surge of press coverage affects search engine optimization. We picked seven brands that were in just about every publisher’s newsfeed between February 2015 and February 2016 to analyze the impact of major media attention on press mentions, organic traffic and backlinks.

    Marketing Landin Content- 17 readers -
  • How To Market Successfully In A Digital World? Put Customers’ Needs First.

    Customers are the heart and soul of every successful business. It’s been that way since businesses began to crop up in ancient Greek and Roman times, and even before then in the Middle East. All functions within a business are about the customer — from marketing and sales to finance, accounting, R&D (research and development) and operations. Without customers, there is no business.

    Marketing Landin How To's- 26 readers -
  • What Does Your Marketing Technology Stack Look Like?

    Later this month at the MarTech Conference, program chair Scott Brinker (@ChiefMartec) will be presenting the second annual “Stackie Awards” in an effort to advance the practice of marketing technology management. Don’t delay in crafting your submission – entries are due before midnight Friday, March 11 (Pacific time).

    Marketing Land- 19 readers -
  • Digital Marketing & The Zero Moment of Truth

    80% of success is showing up.Woody Allen Fifteen years ago, the marketing messages we received were all thrust at us via TV, radio, print, PR and word of mouth. Now, everything has changed. We no longer take the marketing messages delivered to us at face value. We take matters into our own hands and seek out information on the products we wish to purchase.

    Marketing Landin SEO Content- 12 readers -
    Earlier about the same topic:
  • LinkedIn Intros B2B Spin On Facebook’s Custom Audiences To Target Ads

    LinkedIn is ready to let advertisers use their own data to target ads on the business-centric social network. Similar to Facebook’s Custom Audiences, Twitter’s Tailored Audiences and Google’s Customer Match targeting options, LinkedIn’s new account-targeting option will let businesses upload lists of companies they do business with or want to do business with, and LinkedIn w ...

    Marketing Landin Social- 14 readers -
  • Startup Mariana Launches B2B Lead Gen Platform That Automatically Creates Personas

    Credit: Mariana A variety of B2B predictive lead scoring firms can find and rate companies according to how likely they’ll become your customer. But startup Mariana is today launching its platform so that marketers can also more accurately find the decision-makers within those companies. The Palo Alto, California-based company, founded in 2013, is also announcing $2 million in seed funding.

    Marketing Land- 14 readers -
  • Your 6-point spring cleaning content marketing checklist

    Spring is one of my favorite seasons. You see, I live in Phoenix, so spring in my mind is equal to 70-degree days, lots of sunshine and spring training. However, this year, we Arizonans are cursing the El Niño gods for deciding to skip spring altogether and gift us with record-breaking 90-degree days in February.

    Marketing Landin Content- 28 readers -
  • Anchor Content: The Key To Content Marketing Success

    Content marketing is a growing part of many business’ strategy, but for many, it proves difficult to do successfully. In today’s post, I’m going to explore why that’s the case, and I’ll give you some ideas on what you can do about it. Background To start with, the articles linked in this sentence can provide you with a solid grounding in how content marketing works, as well a ...

    Eric Enge/ Marketing Landin Social Content- 30 readers -
  • The Importance Of Second-Tier Links

    I’ve always been a big fan of trying to have a broad range of inroads to a site. Over the last few years, I’ve seen so many sites with penalties that crushed their traffic that I place a high value on building secondary sources of traffic. Wouldn’t it be nice to still get some relevant traffic, even if (heaven forbid) your main site weren’t showing up in the SERPs? This is w ...

    Julie Joyce/ Marketing Landin SEO- 23 readers -
    Earlier about the same topic:
  • Twitter’s User Growth Stalled And Advertisers Don’t Care (Yet)

    After Twitter reported stagnant user growth in the fourth quarter — with a decline in US users and an overall global bump of just 3 percent year-over-year — share prices started sinking and the doomsday press coverage churned. In all of this a revenue story that might otherwise read as promising, if not meteoric, gets drowned out by stories of executive departures, a product ...

    Ginny Marvin/ Marketing Landin Social Twitter- 36 readers -
  • Instagram Video Slowly Gains Traction Among Brands After 3 Years

    Instagram started letting people post videos in June 2013. In October 2014 it rolled out its first video ads. But even now — nearly three years since the first videos were uploaded to the Facebook-owned app — video is still a new format for brands on Instagram, one that’s growing in interest but limited in adoption.

    Marketing Landin Social- 24 readers -
  • SMX West 2016 recap: A deep dive into beacons and how marketers can use them

    For experienced marketers looking for advice on how to leverage beacons and hyper-local targeting, “Beacons: The Opportunities, Limitations and How Marketers Can Use Them Today” was the panel to attend at Search Engine Land’s SMX West 2016. This session brought together seasoned industry veterans to discuss the basics of beacons and local targeting from a hardware and softwa ...

    Marketing Landin How To's- 24 readers -
  • Search, social and content: Reaching digital marketing maturity

    An estimated 67 percent of the buyer’s journey now takes place online. And as a result, brands are developing digital marketing strategies at increasing rates. As brands compete on the digital marketing battleground, a clear differentiation is appearing among organizations just starting out in search, those that are developing and scaling customer-centric content strategies ...

    Jim Yu/ Marketing Landin Social Content- 34 readers -
  • AdRoll Launches SendRoll For Email Retargeting

    AdRoll announced a new product to extend the company’s retargeting capabilities to email. With SendRoll, launched Wednesday, businesses can send personalized emails with product recommendations or other content based on where a user is in the customer journey. It’s AdRoll’s first product to extend beyond ads.

    Ginny Marvin/ Marketing Landin EMail Retargeting- 19 readers -
  • Be There. Introducing The Bing Network.

    At Bing, were building a platform that gives people knowledge for doing in a more natural, predictive and personal way. Its the intelligence that spans not just across Microsoft products but across platforms and across partners. Bing Network connects you to the moments that matter by being in the products people use every day.

    Marketing Land- 17 readers -
  • Facebook Adds Email Sign-Up Forms To Instant Articles

    Facebook has started letting publishers include email sign-up forms in their Instant Articles. Digiday first reported the news earlier on Wednesday. Marketing Land came across an example of these forms when checking out an Instant Article on The New York Times’ Facebook page on Wednesday. The email sign-ups appear to be a way for publishers to own some of the audience they’r ...

    Marketing Landin Social EMail- 8 readers -
  • CMOs flex IT purchasing muscle, but is that a good thing?

    There’s been a lot of buzz about the rapidly expanding IT spending power of marketing departments, and specifically, chief marketing officers. Much of this comes from an increasingly prophetic Gartner prediction that by 2017, the CMO will be spending more on IT than the chief information officer.

    Marketing Land- 10 readers -
  • TD Bank’s CMO says “There are no mulligans in marketing”

    Tarzan and Jane get into an argument about directions in the jungle. Subscribe to the GEICO channel and get updates automatically! http://www.youtube.com/subscription_center?add_user=GEICO That chimp is taking the high road... GEICO's been saving people money for over 75 years. See how much you could save: http://on.gei.co/quote Connect with us on... Facebook: http://www.facebook.

    Amy Gesenhues/ Marketing Land- 17 readers -
  • What “human-in-the-loop computing” means for marketers

    Even in uncertain economic times, marketing technologies continue to flourish. Overworked marketers facing a shortage of hours in the day are discovering enormous efficiency gains with a variety of automated solutions. Marketing analytics is growing faster than any other segment in this category, promising everything from perfecting the customer journey to proving — to even ...

    Marketing Land- 14 readers -
  • 5 reasons people-based marketing will turn fed-up consumers into brand-loyal fans

    “It was the best of times, it was the worst of times.” While this quote was made famous in the 19th century, perhaps no truer words can be spoken about the state of digital marketing today. On one hand, marketing spend continues to increase. According to recent research from eMarketer, nearly a third of CEOs in the US say they plan to increase spending on advertising over t ...

    Marketing Land- 16 readers -
  • Apple Offers Tech Support On Twitter With New @AppleSupport Account

    In a move that may surprise many, Apple has begun engaging on social media through a newly launched @AppleSupport account. The announcement from Apple came just a few hours ago, with this tweet: Welcome to… pic.twitter.com/EZA8eRycDs — Apple Support (@AppleSupport) March 3, 2016 This is an interesting move for Apple, a company that has typically been known to be social media ...

    Marketing Landin Social Twitter- 9 readers -
  • Facebook Plans To Open Messenger To Publishers At F8 In April

    Mobile messaging apps are usurping social networks as the shiny new platform through which publishers can distribute their content. Now Facebook is looking to join the fray with its own uber-popular messaging app. Facebook Messenger will soon let publishers distribute their content automatically through the social network’s messaging service, according to three people famili ...

    Marketing Landin Social Facebook- 29 readers -
  • Here’s Why MarTech Needs Some New Metrics

    Once upon a time, a business sold a product — often a physical product — to a customer. That was a completed sale, concluding a marketing and sales effort. Nowadays, thanks to technology — and especially the Net and related marketing technology — pre-sale is a journey, the sale is the beginning, and post-sale is the relationship.

    Marketing Land- 10 readers -
  • Getting The Most Out Of Your Conference Experience

    It’s the most wonderful time of the year! And by that, I mean, conferences are under way for 2016. There’s no doubt — or there shouldn’t be — that conferences are a great way to expand your knowledge and your network within the digital marketing community. But to truly get the most out of attending events, you have to be sure that you are making the most of the opportunity.

    Amy Bishop/ Marketing Land- 15 readers -
  • As Yahoo Seeks To Raise $1B In Cash, Rumor Suggests Sale Of Search Assets

    Following a mixed financial performance in Q4 2015, Yahoo CEO Marissa Mayer announced that the company would “explore divesting nonstrategic assets of value.” She said that such asset sales “could generate significant cash in excess of $1 billion.” Earlier today Yahoo CFO Ken Goldman told a Morgan Stanley Technology conference that the company was going to sell “$1 billion t ...

    Greg Sterling/ Marketing Land- 13 readers -
  • Where will SEO go this year?

    In the world of SEO, 2015 was relatively quiet. Sure, search marketers had a plethora of algorithm updates, constantly evolving snippets, instant answers and ever-changing metrics to contend with, but SEO practitioners are used to that pace of change. However, with conversations in the first quarter of this year still swirling around ad blocking and earned versus owned media ...

    Benjamin Spiegel/ Marketing Landin SEO- 20 readers -
  • Up close at SMX West 2016: Advanced audience targeting

    With precise audience targeting, you can have better control over who sees your ads and improve your overall performance by developing customized messages and landing page experiences tailored for each audience. In an in-depth session at Search Engine Land’s SMX West 2016, panelists covered how to use advanced targeting techniques like remarketing lists, custom affinity list ...

    Marketing Landin Display Retargeting- 24 readers -
  • Trump Mostly Tweeting From An iPhone 2 Weeks After Apple Boycott Call

    It’s tricky to trust the things a politician says. Take Donald Trump for example. Two weeks ago the Republican Party’s frontrunner in this year’s presidential election called for people, including himself, to stop using Apple’s products over the tech company’s unwillingness to create a backdoor for the FBI to access the iPhone belonging to one of the San Bernardino shooting terrorists.

    Marketing Landin Social Twitter- 22 readers -
  • Facebook closes Atlas’s video ad-serving gap, widens sales measurement

    Facebook’s ad server Atlas recently came under fire for being less of an ad server and more of a measurement tool, as documented in a recent AdExchanger article. But Facebook is cool with that criticism. “I actually don’t see that as a criticism,” said Facebook’s VP of advertising technology, Brian Boland. “When you look at what we’re focusing on doing, there’s two pieces.

    Marketing Landin Social Display Facebook- 13 readers -
  • The future of location-based services

    Five years ago, my co-author, Mike Schneider, and I published one of the first books ever written on the topic of location-based marketing. At the time, all the buzz focused on active check-in apps like Foursquare, Gowalla, Whrrl and SCVNGR. Today, only Foursquare still exists (although SCVNGR has morphed into location-based payments service LevelUp), and it has become much ...

    Aaron Strout/ Marketing Landin Facebook Twitter- 28 readers -

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