Marketing Land - Posts from May 2016

  • The #1 reason why position #1 doesn’t matter

    That’s right — position #1, the elusive goal for so many SEOs, may not matter so much anymore. Crazy statement, right? Trust me… follow me for just a minute. The screen shot below shows what Google refers to as a featured snippet, also known as a direct answer. (It’s also one I searched recently when baking, realizing I forgot to buy self-rising flour and hoping I wouldn’t h ...

    Rachel Lindteigen/ Marketing Landin SEO Google- 31 readers -
  • Changing domain names in 2016: 10 easily overlooked steps that can save SEO

    I help a lot of companies with the SEO aspects of their website redesigns and CMS migrations. As many webmasters know (or find out through hard experience), both redesigns and migrations can be catastrophic if not handled correctly. Unfortunately, you can run into many gremlins during a migration, from technical problems to botched redirection plans to dropping URLs.

    Glenn Gabe/ Marketing Landin SEO- 26 readers -
  • Top 10 payment processing companies in the world

    In the simplest terms, a payment processor is a company that handles transactions between two parties, such as a merchant and a customer. It accomplishes the payment by relaying the payment information, like a credit card, from the customer to the merchant’s preferred bank account. In most traditional transactions, payment processors involve the following parties: the custom ...

    Steve Olenski/ Marketing Land- 27 readers -
  • Amazon reaches $100B in sales; Amazon Web Services set to hit $10B this year

    Amazon announced yesterday that it has reached $100 billion in annual sales. According to a report from The Seattle Times, CEO Jeff Bezos told the audience at Amazon’s annual shareholder meeting, “We are the fastest company to ever reach that milestone.” Amazon Web Services (AWS) – the e-commerce company’s cloud computing division – is also set to reach a major milestone th ...

    Amy Gesenhues/ Marketing Land- 23 readers -
  • 13 content marketing metrics to track for optimum conversions

    There’s an old maxim in management science: “If you can measure it, you can improve it.” This applies to content marketing, as well. Without measuring the performance of your content, you can’t really tell whether your marketing efforts are actually successful or not. To fully measure the success of your content marketing, you need metrics that help you track conversions an ...

    Marketing Landin Content- 24 readers -
  • [WATCH] ML Live #14: Google Home vs. Amazon Echo, Google I/O recap & more

    Google’s annual developer event, Google I/O, brought big news last week with the introduction of Google Home, a new device powered by what the company is calling the Google assistant. (Yes, lowercase “a.”) Google Home will compete directly with Amazon’s popular Echo device and its Alexa-powered siblings, Echo and Tap, and indirectly with Apple’s Siri, Microsoft’s Cortana and ...

    Matt Mcgee/ Marketing Land- 19 readers -
  • Yelp reports Q1 revenues of $159 million, 269 percent ROI for advertisers

    Yesterday, after the stock market’s close, Yelp reported Q1 revenue of nearly $159 million, which beat financial analyst consensus estimates. Guidance for the second quarter was also higher than expected, as was full-year guidance of roughly $700 million. The company reported that it had 121,000 active local advertisers with a 76 percent “repeat rate,” meaning year-over-year retention.

    Greg Sterling/ Marketing Land- 23 readers -
  • Go ahead and swing at mobile, marketers — even if you miss

    Let’s get something straight today that every major league baseball player already knows: It’s impossible to hit a home run if you don’t step up to the plate and take a decent swing at the ball. It sounds obvious, right? In order to smash it out of the park, the batter needs a certain level of knowledge of the mechanics of hitting, a solid bat, a helmet, some batting gloves, ...

    Marketing Landin Display- 20 readers -
  • Three ways to deliver future-focused digital advertising

    Despite last year’s declaration from some industry pundits that the death of digital advertising is here, we think digital advertising will survive and can even thrive. For the industry to survive, though, we need to take a realistic look at how digital advertising hasn’t exactly kept pace with changing consumer habits and attitudes.

    Marketing Landin Display- 21 readers -
  • Experts can save you 9,999 hours of pain

    A few weeks ago, I had an excruciating pain in the back of my head. I went to see a neurologist who diagnosed me with occipital neuralgia, which is basically a pinched nerve in your head. She prescribed a very specific medication that is clinically proven to reduce pain caused by the condition. But I decided not to take the medication.

    David Rodnitzky/ Marketing Land- 22 readers -
  • Electioneering & email 2016: evolving voter engagement

    Former Speaker of the House and veteran Boston politician Tip O’Neill famously said, “All politics is local.” Whether stumping for votes at the local union hall or country club or trudging door-to-door, every politician since Pericles has understood the importance of a hearty handshake and the chance to look the voter square in the eye.

    Steve Dille/ Marketing Landin EMail- 20 readers -
  • Should you move your blog to Medium or Facebook? The post dot-com era for content

    We are currently experiencing a content marketing upheaval, the likes of which have never been seen before. Brands are increasingly reliant on third-party platforms for their content and distribution. These are exciting times — but also uncertain ones. Is this reliance a good thing? A bad thing? Whatever it is, it’s definitely going to change how we think about the conventi ...

    Marketing Landin Content- 27 readers -
  • Henny Penny and the state of digital marketing: The sky is not falling

    If one pays casual attention to marketing and media trade publications, it’s easy to draw the conclusion that the heyday of digital advertising is over. Each week there are new stories about the challenges facing the industry: viewability, ad fraud, ad blocking and more. With these challenges, there’s the assumption that brands may no longer be willing to move ad spend into the medium.

    Marketing Landin Display- 12 readers -
  • Owning your martech stack means owning privacy, too

    For those who thought privacy might recede as an issue with the new pact hammered out between the US and the EU, recent news from Europe signaled something of a setback. Privacy regulators among EU member states say they want stricter rules than those contained in the EU–US Privacy Shield, the agreement intended to allow data transfers between US and EU companies.

    Marketing Land- 13 readers -
  • Are content discovery platforms replacing generic search?

    Remember when we used to get excited about Google’s instant results reading our minds? How about just the thought of typing in a few letters and retrieving what seemed like an endless number of results? The introduction of search engines has fundamentally changed the way we experience the internet, making it super-easy to get to the results and move on in our journey to acquire information.

    Marketing Landin Content- 25 readers -
  • The 5 best digital marketing courses for the modern-day marketer

    Modern-day digital marketers are expected to be competent in a host of skills, including analytics, copywriting, creative direction, sales, digital media, and more. But unless you’re ready to invest tens of thousands of dollars and commit years of your life to get a degree in each discipline, you need a faster, more effective way to close the skills gap and keep yourself rele ...

    Marketing Landin Social SEO- 38 readers -
  • Why SEOs should not ignore Bing Webmaster Tools

    Before I make my case about using Bing Webmaster Tools, I want to preface the conversation with a couple of statements: You should be optimizing your website based on Google’s guidelines and best practices, because they have the larger market share for search. By no means am I advocating the use of Bing Webmaster Tools in lieu of Google Search Console.

    Marketing Landin SEO- 19 readers -
  • Maximizing your mobile impact

    Whenever people talk about mobile search, one of the first things that always comes to mind is location, location, location. Since mobile phones are… well, mobile, these devices open up opportunities to target consumers who may otherwise have been hard to reach. Proximity According to a Consumer Barometer Survey, 82 percent of smartphone users utilize search engines to look f ...

    Amy Bishop/ Marketing Land- 23 readers -
  • Win a free ticket to SocialPro Conference 2016 in Seattle!

    Ready to take your social media marketing to the next level? Enter now for an opportunity to attend SocialPro for free! SocialPro is the only social media marketing conference for professional-level paid, earned & owned social media tactics. You only have until midnight (ET) May 15th to enter to win! It’s easy and free to enter, just complete the form below and you’ll be ...

    Marketing Land- 9 readers -
  • Mobile vs. desktop: Are you optimizing both experiences?

    In March of 2015, the number of mobile-only users overtook desktop users, according to ComScore. This is a trend that will only become more pronounced over the next 10 years as both business and personal users shift away from being tethered to desks and instead choose to access the internet anytime from anywhere.

    Aaron Strout/ Marketing Land- 33 readers -
  • Yahoo CEO Marissa Mayer will receive nearly $55 million if terminated

    Yahoo CEO Marissa Mayer was hired in July 2012 amid great fanfare and high expectations. There were many at the time who also expressed the sentiment that Mayer faced a “daunting challenge” in trying to right the Yahoo ship. Indeed. She had experienced successes and failures. Fundamentally, I don’t believe another CEO would have done a better job, though some of the choices ...

    Greg Sterling/ Marketing Land- 10 readers -
  • The loyalty funnel: 3 KPIs for measuring customer retention

    As retailers move from acquisition-heavy marketing tactics to a more balanced view of how to find and keep great customers, loyalty and retention marketing have become stronger priorities for today’s data-driven marketers. When approaching customer loyalty as a marketer, it’s imperative to consider the multiple stages of brand engagement each customer travels through, and ho ...

    Jordan Elkind/ Marketing Land- 19 readers -
  • Enough analysis, already! 8 tips for avoiding data fatigue

    “Not everything that counts can be counted, and not everything that can be counted counts.” — William Bruce Cameron, sociologist It may be heresy coming from a marketing analytics company like Quantifind (my employer), but today’s marketer simply has too much analysis. We’ve finally passed that tipping point where the human capacity to absorb and act on data has become over-s ...

    Marketing Land- 9 readers -
  • It’s time to get personal with email

    Everyone with an email inbox knows that there are a lot of people vying for our attention. Every day, I get hundreds of emails. A few of them are even from people I know, but a bunch come from businesses I partner with for Vidyard (my employer), are newsletters I’ve signed up for or are from companies that want me to notice them with the hope I’ll eventually become a customer.

    Marketing Landin EMail- 22 readers -
  • Business video platform Wistia adds 360-degree video

    A new Wistia heat map for 360-degree video Ever-innovative marketers have begun using 360-degree videos to get their messages out, and today business video platform Wistia is announcing its support for that format. This includes the ability to host 360-degree videos on its site, as well as in its website-embeddable player. The Cambridge, Mass.

    Marketing Landin Content- 10 readers -
  • Marketing Day: Digital video, Yahoo CEO & vertical ads

    Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. The #1 reason why position #1 doesn’t matterMay 2, 2016 by Rachel Lindteigen As the layout of search engine results pages continues to change and evolve, columnist Rachel Lindteigen notes that being the top result may not be as important as it used to be.

    Barry Schwartz/ Marketing Land- 13 readers -
  • Deep-dish digital: The most Instagrammed restaurants in America

    When setting out to plan social media campaigns for big brands, there is a long list of factors to juggle. Marketers need to manage a budget, find the right mix of organic and paid, put out fires on a weekly basis and handle a huge influx of customer comments. But one of the biggest question marks — and opportunities — for many American brands is how to translate a national c ...

    Marketing Landin Social- 6 readers -
  • 5 reasons to keep doing mobile SEO even though ads are everywhere

    “Look,” says your boss, directing your attention to the Google search results on her iPhone. She just searched on “life insurance quotes,” and the organic listings are nowhere to be seen. She actually has to scroll down past the third ad before she gets to the first organic listing. “Why would we continue to pay any attention to organic search on mobile when Google is only s ...

    Bryson Meunier/ Marketing Landin Paid Search SEO- 29 readers -
  • 3 segmentation strategies to maximize profits

    It’s no secret that email segmentation can increase the engagement rates of your messages. Nearly 40 percent of marketers who segment their lists saw better open rates, and 24 percent had increased deliverability and ROI on email marketing, according to eMarketer. Your prospects and customers are not all the same.

    Daniel Faggella/ Marketing Landin EMail- 19 readers -
  • Pinterest acquires mobile ad tech talent, but not the tech, because content

    Pinterest has acquired the team — but not the technology or any other asset — from mobile ad-tech company URX, the social network slash visual search engine announced on Tuesday. URX sells advertisers and publishers technology that could be used to identify details of the content someone was checking out and then determine which shoppable mobile ads to show that person. Or at least it did.

    Marketing Landin Social Content- 11 readers -
  • Will personal marketing become the new mantra for political campaigns?

    The current US presidential campaign has been one of the most fascinating and unusual episodes in electoral politics in a very long time, perhaps ever. It has clearly been the perfect storm of voter anger and frustration meeting up with two distinctly idiosyncratic candidates, Donald Trump and Bernie Sanders, who have cleverly tapped into the populist rage and desire for a g ...

    Marketing Landin Display- 14 readers -
  • The morality clause in digital marketing

    If you very honestly, in your heart of hearts, don’t want a digital marketing initiative to succeed, should you take on the project? The issue is a constant one, of course, and hardly limited to digital, but nothing brings it into sharp relief quite like an election year. Perhaps that’s why discussions about the ethical dilemmas inherent in digital marketing assignments and ...

    Rebecca Lieb/ Marketing Landin Content- 22 readers -
  • Twitter makes it easier to connect with people

    If you’re an active user of the Twitter application on an iOS or Android device, you’ll likely enjoy the newest feature that Twitter has rolled out: an improved Connect tab, which aims to aid users in follower discovery. The Connect tab lets you learn of users that Twitter’s algorithm thinks are most relevant to your interests.

    Marketing Landin Social- 7 readers -
  • Instagram’s carousel ads now support 60-second videos

    Instagram is testing video ads in a carousel format, and has a few major brands already lined up to give the product a try. According to a company release, Taco Bell, Airbnb, Macy’s and ASOS have begun testing video ads in the carousel. The carousel ad format itself isn’t new; Instagram launched it more than a year ago, but only with still images.

    Matt Mcgee/ Marketing Land- 10 readers -
  • Adobe buys audience engagement platform Livefyre

    Livefyre, which announced last fall that it was the only user-generated content (UGC) service natively-integrated with Adobe and Salesforce’s marketing clouds, is being acquired by Adobe. Today’s announcement, which did not specify the terms, means that Adobe is making a bigger bet on the importance to marketers of UGC and user commenting.

    Marketing Landin Content- 14 readers -
  • EverString now lets marketers create their own “lookalike” segments

    A visualization in EverString of a lookalike predictive segment. EverString is becoming more self-service. The San Mateo, California-based predictive marketing provider has announced the next generation of its Decision Platform, now called the Audience Platform. Its main new feature: the ability for users to upload, say, a list of 20 company accounts that have been good cu ...

    Marketing Land- 10 readers -
  • Twitter will bring its logged-out ads to the mobile web in Q2

    Twitter’s ready to start making money from more of its logged-out audience. Sometime during the second quarter of 2016, Twitter plans to start showing ads to people who visit its mobile site without logging into a Twitter account. The social network — ahem, news company — disclosed its plan in a regulatory filing released on Tuesday.

    Marketing Landin Twitter- 9 readers -
  • News360 adds native ads to its free publisher analytics

    From a News360 video about NativeAI In February, news discovery platform News360 launched its free NativeAI cloud-based audience analytics platform for app and web site publishers. Now, the company is launching a way to use the analytics for making money, by enabling the targeting of personalized native ads and sponsored content based on NativeAI’s tracking of more than a ...

    Marketing Landin Display- 13 readers -
  • Instagram has started testing its version of Facebook Pages

    Facebook owns Instagram. In case you forgot that, Instagram is becoming increasingly more like Facebook. It’s started selling ads the same way as Facebook does. It’s going to start testing an algorithmic feed just like Facebook’s. And now it’s started testing business profiles that are similar to Facebook’s Pages.

    Marketing Landin Social Facebook- 21 readers -
  • Convergence and the power of data in modern marketing

    Scott Brinker’s 2016 Marketing Technology Landscape Supergraphic documents what many enterprise marketing teams deal with daily: The number of marketing technology vendors has doubled yet again since last year. Innovation comes from extraordinary creativity in our industry. It also has its negative side: the fragmentation caused by rapid proliferation of martech tools and th ...

    Marketing Land- 9 readers -
  • Periscope starts testing a way to #save live broadcasts

    One of Periscope’s most requested features is now available to all users with the simple addition of a hashtag in the title of any live broadcast. CEO and co-founder Kayvon Beykpour explained in a live broadcast late Wednesday that users who want to save their videos can do so by simply including #save in the title of their live broadcast.

    Matt Mcgee/ Marketing Landin SEO- 13 readers -
  • The #1 way advertising budgets will change this year

    Brands continue to invest more in digital advertising: This year, spending on digital display ads in the US is anticipated to hit $32.17 billion, eclipsing search ad spending for the first time. However, a rise in spending doesn’t necessarily translate into better customer relationships or more ROI (return on investment).

    Marketing Landin Display- 15 readers -
  • Marketing’s new balance: Customer connection vs. data and performance

    Marketing has evolved a great deal over the past several years. More channels, more devices, new technologies, more data — the list goes on. Marketers have become used to being highly adaptive to keep pace with change. Most marketers I talk to discuss all the things they do to keep up with the changing landscape and tend to look at themselves as pace-setters in the space.

    Marketing Land- 21 readers -
  • The 7 deadly sins of content marketers

    Reasons why businesses fail in their content strategy. Content marketing has become a popular online marketing tactic over the last few years, with many businesses incorporating it into their larger digital marketing strategy. Unfortunately, content marketing and search engine optimization (SEO) aren’t always integrated well — or at all — within an organization.

    Trond Lyngbø/ Marketing Landin Content- 27 readers -
  • The secret to email marketing success: delivering relevance

    It’s no secret why marketers rely on and continue to invest in email. In 2015, there were more than 4.35 billion email accounts and nearly 2.6 billion email users worldwide. And according to eMarketer’s Retail Email Marketing: Benchmarks and Trends in the US, internet users of all ages continue to open promotional emails, welcome targeted messages when shopping and think of e ...

    James Green/ Marketing Landin EMail- 25 readers -
  • MarTech Europe 2016 call-for-speakers is now open

    MarTech Europe is returning to London this fall, 1-2 November, and I’m excited to open up the call-for-speakers today. I’m always incredibly impressed by and grateful for the proposals we receive from experts and practitioners in this field. If you have a topic that you would like to present, please fill out our speaker application. The deadline for submissions is Friday, 10 June.

    Marketing Land- 11 readers -
  • Act-On adds Account-Based Marketing

    Marketing automation platform Act-On is jumping with both feet onto the account-based marketing (ABM) bandwagon. The company has announced its new ABM Marketing Automation solution, so that marketers can more readily promote brands, generate demand, and maintain customers with an account-oriented, multi-channel strategy.

    Marketing Land- 12 readers -
  • Global SEO: A huge opportunity + 5 tips for success

    Did you know that only one-seventh of the world’s population speaks English? And only about 340 million speak it as their first language (source: Ethnologue). That leaves more than six billion people who won’t get the message if you have the English-only mindset. If you sell a product or service that’s available worldwide, localizing your content online can be a massive oppo ...

    Marketing Landin SEO- 15 readers -
  • Three golden rules for forecasting

    Ah, forecasting — it’s a task I personally enjoy, but I know it’s not a universally loved process. That said, forecasting demand is an inevitability for anyone working in any form of marketing. If you or a client is going to invest money, you’ll want to have at least some idea of what your ROI will be.

    Marketing Land- 11 readers -
  • 5 ways SEO and PR should be working together

    With a newly integrated and and constantly evolving digital landscape, marketing and communication channels are working together more closely than ever before. Granted, you’ll see variations in how well this is actually executed based on your business structure and the channels themselves, but the fact is: Channels can’t exist in silos.

    Erin Everhart/ Marketing Landin SEO- 19 readers -
  • Will search engines fall to AI?

    Lately, there’s been a rumble pretty much everywhere about artificial intelligence, digital personal assistants, the Internet of Things, wearables and apps for everything. I’ve even written about what the rise of digital assistants means to search. There are some who claim that these new technologies will render search obsolete, passed over for the convenience and joy of an a ...

    Marketing Land- 17 readers -

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