Marketing Land - Posts from June 2016

  • How to manage your ad partners in regulated industries (part 1 of 5)

    Are you a marketer or affiliate in Finance, Retail, Education or Pharmaceuticals? If you answered yes, then this five-part series is for you. Did you know that online marketing activities for these industries are heavily regulated by various government organizations? Governing bodies like the FTC or CFPB (Consumer Financial Protection Bureau) publish hundreds of pages of reg ...

    Marketing Land- 20 readers -
  • Why pizza emojis and fridge cams are harbingers of industry changes ahead

    In May 2015, Domino’s made history by announcing that Twitter addicts could now order late-night munchies simply by tweeting a pizza emoji at the brand. And while many were quick to label the concept as — quite frankly — idiotic, the brand’s announcement was, in fact, an early harbinger of an industry-wide reckoning looming on the horizon.

    Marketing Landin Twitter- 19 readers -
  • Why idiots like you love their office but hate their website

    Please forgive the insult in the title of this post, but I had to get your attention. Yes, I’m talking to you. No, I don’t think you’re an idiot, but you could be if you love your office more than you love your website. Give me a minute to explain, and I think you’ll see my point. I’ve always been a frugal guy. I like to spend my money more on practical things and less on extravagant things.

    Stoney Degeyter/ Marketing Land- 20 readers -
  • Build effective consumer relationships with ads that use intent data

    Lets take advantage of our ability to listen and talk back to consumers through effective deployment of intent marketing. One of the fundamental differences between advertising in the pre- and post-digital worlds is that brands in the digital era have to initiate relationships with consumers. These relationships must be ongoing and truly bidirectional to deliver the best val ...

    Marketing Landin Display- 16 readers -
  • Measuring email effectiveness in retail banking

    For most industries, email is generally considered a very high ROI marketing channel. But the retail banking sector seems to be an exception to this rule. It’s not that retail banks don’t use email. In fact, most banks are very good at it and have tight operational controls over the channel. They even tend to have a comprehensive view of the customer, given the amount they s ...

    Marketing Landin EMail- 18 readers -
  • Maggie: the essence of content strategy

    On more than one occasion, I have been asked the question, “What is the value of developing content?” Typically, the person asking the question already has an idea as to the answer, which usually includes some iteration of the concept that “content is king” — meaning that it is what Google prefers, and that it ultimately helps with search performance.

    Marketing Landin Content- 18 readers -
  • The 8 biggest myths about guest posting

    To date, guest posting has been one of the most efficient and beneficial long-term strategies for either content marketing or SEO. The premise is simple, and approachable even for an amateur: use a personal brand to get your work published on various high-authority publishers, and reap the rewards of authority, visibility and traffic for your brand.

    Marketing Landin Content- 10 readers -
  • Live from your brand: streaming video and the new consumer connection

    Tiny screens are poised to rule the world. And if content marketing on these tiny devices is king, video content is the crown jewel. Video is no longer “on the rise.” It’s literally taking over. According to a very recent trend report, internet video will make up 80 percent of all consumer traffic in 2019. That’s a lot of traffic.

    Marketing Landin Social- 15 readers -
  • Where Instagram and Facebook advertising converge and where they differ

    As of last count, Instagram had 500 million monthly active users and (already) more advertisers than Twitter. Combine that with a bunch of capabilities and targeting options the platform inherited from Facebook, and it’s clear we’re looking at a burgeoning advertising powerhouse. About that overlap with Facebook, though — how is it manifesting so far? Where has Instagram adv ...

    Marketing Landin Social Facebook- 19 readers -
  • 4 reasons to love the Marketing Technology Landscape supergraphic

    Have you seen the ChiefMartec Marketing Technology Landscape Supergraphic? With 3,500 marketing technology company logos squeezed onto a single slide, it’s been described as everything from “terrifying” to “amazing” to “headache-inducing.” Who would have thought that the marketing technology ecosystem could grow to be so intimidating? But there is no need be overwhelmed or t ...

    Marketing Land- 8 readers -
  • What does intent data mean for the data-driven marketer?

    As big data increasingly becomes more accessible, marketers are looking for ways to make it more scalable and actionable in order to better target prospects in various stages of the buyer journey. Intent data is synonymous with this topic, but it understandably causes a great deal of perplexity for many marketers.

    Marketing Land- 15 readers -
  • Why the digital advertising ecosystem loves native

    Native ads present publishers and advertisers with an opportunity to create non-intrusive, thematic ads that consider consumers’ experience first, which is key to meeting their high expectations. This is especially true on mobile as smartphones take center stage in day-to-day life. It’s no shock that advertisers spent $7.

    Marketing Landin Display- 22 readers -
  • Why the blog post is killing the press release

    The Talk: Marketing by Sharing Jason Fried is the co-founder and President of 37signals, a privately-held Chicago-based company committed to building the best web-based tools possible with the least number of features necessary. 37signals' products include Basecamp, Highrise, Backpack, Campfire, Ta-da List, an ...

    Marketing Landin Content Blogging- 7 readers -
  • Ads not performing? Strategies to steal from the email marketing playbook

    I don’t know a marketer today who doesn’t marvel at the pace the industry is moving. But ask any CMO what his or her priorities are, and chances are good that a key focus today was also on the priority list five, 10, even 20 years ago — and will continue to remain so for years into the future. What marketing goal could possibly stand this test of time? The answer: connecting with customers.

    Marketing Landin EMail- 13 readers -
  • How to harness the IoT of retail technology

    Digitally connected brick-and-mortar retailers have gathered an enormous amount of data regarding their consumers’ preferences via Internet of Things (IoT) hardware such as mobile devices, cameras, smart lightbulbs and beacons, but this data often remains underutilized without driving questions. The key to achieving a truly connected overall marketing strategy lies in integr ...

    Marketing Land- 14 readers -
  • Modern marketing is in need of an anti-channel mindset

    There’s no denying that the consumer has been at the center of marketing’s ecosystem for decades — but only in “theory.” As marketers, we haven’t been able to transform the theory into reality and deliver the most immersive and seamless experiences for the consumer. In actual practice, we continue to put the channel, the technology or the technique first.

    Marketing Land- 17 readers -
  • Your brand refresh: What should you expect from social?

    Several weeks ago, Instagram surprised users around the world with a colorful new direction for its logo. The new design began appearing on desktop and mobile app home screens and sent waves of hot takes shooting across social networks. With all the opinions and conversation on the update, it made me wonder what social media data might be able to tell us about other recent brand refreshes.

    Marketing Landin Social- 10 readers -
  • Omnichannel on the line: 4 steps to enhance the customer experience

    If anything typifies the ambitions of modern marketers, it’s the “O” word — omnichannel. We give much lip service to this common goal of engaging customers in seamless and timely experiences across touch points. But, in reality, it’s not so easy to enable these types of ubiquitous experiences across a large marketing technology stack, much less enhance it.

    Marketing Land- 15 readers -
  • Creating the VIP treatment for your customers

    Imagine the ultimate online shopping experience: An hour after you search online for a pair of shoes for an upcoming event, your favorite shoe retailer delivers a variety of relevant shoe recommendations, including new arrivals, directly to your inbox. You decide to revisit the retailer’s site, continue browsing and see recommendations for complementary items that pique your interest.

    James Green/ Marketing Land- 16 readers -
  • 4 strategies for stretching your summer marketing spend

    “What can we do to get more out of our marketing budget while spending less?” Groan, eye roll and so on. It’s a common request that makes marketers collectively cringe, yet it’s a challenge we’re constantly asked to overcome. So, how does one beat the marketing heat and make the most of a summer budget? We’ve compiled some advice for the marketer looking to make a splash in the coming months.

    Jordan Elkind/ Marketing Land- 19 readers -
  • Mobile ad networks: Can’t live with ’em, can’t live without ’em (a survival guide)

    Mobile ad networks are one big reason mobile remains one of the hardest facets of digital marketing to master. We can’t scale without them because most mobile media is purchased through them, but they are a huge source of headaches, since they tend to be black boxes. Mention “networks” to a good share of mobile marketers, and you’ll get a glare; all too often, it feels like ...

    Marketing Land- 20 readers -
  • Google releases the AMP features & enhancements roadmap

    Google has announced they released a roadmap document for the accelerated mobile pages project. In short, this roadmap will outline Google’s goals on releasing new features and enhancements to the AMP project. Google said they already released 100 changes to the AMP project since they launched and have many many more planned.

    Barry Schwartz/ Marketing Landin SEO- 7 readers -
  • 7 great reasons to attend SMX Advanced in 3 weeks

    SMX Advanced is just 3 weeks away. Don’t miss your only opportunity to attend this year! Fewer than 100 tickets are remaining. Register now! Here are 7 reasons you should attend: 7. Obsessed with SEO and SEM. Take a deep dive into local search, SEO, advanced AdWords, international search, or in-house SEO with a pre-conference workshop. See the schedule. 6. See breathtaking sights.

    Marketing Land- 15 readers -
  • All new Marketing Land report: “B2B Predictive Marketing Analytics Platforms”

    Marketing Land’s all new “B2B Predictive Marketing Analytics Platforms: A Marketer’s Guide” examines the market for B2B marketing analytics software platforms and the considerations involved in implementing this software into your business. This 35-page report is your source for the latest trends, opportunities and challenges facing the market for predictive marketing analyt ...

    Marketing Land- 13 readers -
  • Salesforce creates Commerce Cloud with $2.8 billion purchase of Demandware

    Salesforce now has another cloud. Today, the marketing/sales tech giant announced that it is buying enterprise commerce platform Demandware for $2.8 billion. The purchase will create a Commerce Cloud to accompany Salesforce’s current collection of clouds for sales, marketing, customer service, communities, and analytics.

    Marketing Land- 12 readers -
  • What business leaders should know about digital transformation

    “The blind leading the blind” is a poignant idiom — one that evokes powerful imagery. And while it’s a misfortune when it happens on an individual level, it’s a disaster when organizations fall victim to the phenomenon. Yet how often have we all witnessed situations where an uninformed, ignorant or clueless leader drives a company or business into the ground? This scenario ...

    Trond Lyngbø/ Marketing Land- 86 readers -
  • 5 strategies to convert your readers into email subscribers

    In the age of information marketing, email is widely considered the most effective medium to generate revenue, converting better than social media, search engine optimization and pay-per-click advertising. Your email list is arguably the biggest asset in your online business. Unlike other popular platforms, email gives you the opportunity to own the relationship with your pr ...

    Daniel Faggella/ Marketing Landin EMail- 8 readers -
  • MarTech Today: Salesforce creates Commerce Cloud, “frictionless logins” & AMP roadmap

    MarTech Today: Salesforce creates Commerce Cloud, “frictionless logins” & AMP roadmap Here’s our daily recap of what happened in marketing technology, as reported on Marketing Land and other places across the web. From Marketing Land: Salesforce creates Commerce Cloud with $2.8 billion purchase of Demandware Jun 1, 2016 by Barry Levine The acquisition helps “close the ci ...

    Marketing Land- 12 readers -
  • Facebook’s DeepText has ‘near-human’ understanding of people’s posts

    Facebook is getting even closer to a human-level understanding of what people are saying. Facebook has developed DeepText, a new way to parse text using artificial intelligence processes that’s quicker at picking up new languages and slang than traditional approaches. In a company blog post published on Wednesday, three members of the company’s applied machine learning team ...

    Marketing Landin Facebook- 12 readers -
  • Decision trees for SEM segmentation

    One of the most common and difficult choices you’ll make when managing an SEM account is deciding when to segment keywords. Any search manager worth his or her salt knows that segmentation is key to PPC optimization, but what’s the best rule for how granular you should get? There are a few different camps on this.

    Marketing Landin Paid Search- 5 readers -
    Earlier about the same topic:
  • Twitter peeks at 360-degree video with Samsung campaign for NBA Finals

    Twitter has started to take a look at supporting 360-degree videos on its service, like YouTube and Facebook already do. On Thursday night the NBA will post 360-degree videos to its Twitter account through a sponsorship deal with Samsung struck through Twitter’s Amplify video ad program. The videos will be shot before and after Game 1 of the NBA Finals using a Samsung Gear 3 ...

    Marketing Landin Social Twitter- 15 readers -
  • Twitter’s throwing the doors to its pre-roll video ad biz wide open

    Twitter is making it easier for advertisers to spend their digital video budgets on the social network. After opening up its pre-roll video ad marketplace in October 2015, Twitter will now make it easier for advertisers to buy these ads, which play before videos posted by top publishers like BuzzFeed, Complex Media, The Young Turks and Tastemade.

    Marketing Landin Twitter- 11 readers -
  • Pinterest’s “Pin it” button changes its name internationally

    Pinterest’s “Pin It” is no more. The button has changed its name to something a tad more recognizable across the globe: “Save.” This minor change makes a major difference across the board, as the name, the company says, is intended to be a more appropriate word that has a positive connotation globally.

    Marketing Land- 11 readers -
  • Paying for a fake product reviews? Amazon may sue you

    One of the most appealing features of Amazon are the unbiased reviews provided to members. Unfortunately it turns out that some sellers have taken it upon themselves to feed fake reviews to their customers-to-be. This wouldn’t be a prudent idea. Amazon is (and has been) suing those sellers that are buying positive reviews.

    Greg Finn/ Marketing Land- 11 readers -
  • IBM announces Watson-powered ads that think

    Welcome to the age of cognitive advertising. IBM’s The Weather Company is today announcing Watson Ads that enable consumers to conduct remote brand-related conversations with this expert computer, via free-form text or voice, “We believe this will transform advertising,” Weather Company global head of sales Jeremy Steinberg told me.

    Marketing Land- 11 readers -
  • Are we making SEO too complicated?

    As I was looking over reports the other day, I realized I was nearly drowning in statistics, benchmarks, KPIs, rankings, conversions, dashboards, audits and so on. You get the picture. I am all for data and tools that make my life easier, but how much is too much? At my agency, we place a lot of significance on the data that matters to ensure that we are delivering what we a ...

    Marketing Landin SEO- 17 readers -
  • My SEO optimized & UI-friendly e-commerce Frankenstein

    I spend a lot of time browsing e-commerce sites. While there are some websites that are doing e-commerce incredibly well (looking at you, Amazon), there are very few that cover all of the bases: SEO-optimized, easy to navigate, mobile-friendly and fast. Generally, e-commerce websites miss out on at least one key piece of the puzzle.

    Marketing Landin SEO- 23 readers -
  • Can you manage your inventory with Google Shopping?

    A warehouse working carrying a stack of cardboard boxes inside a warehouse. We are often asked by our clients if we can use Google Shopping or paid search to push particular products or product groups. There are a number of reasons why they might want to do this. They might have high stock levels of a particular product; some ranges might be out of date, and they wish to s ...

    Marketing Landin Google- 20 readers -
  • Instagram’s algorithmic feed will officially roll out over the next month

    Your Instagram feed is officially about to change. After announcing in March that it would test having an algorithm sort people’s feeds based on what they’re most likely to be interested in versus what was most recently post, Instagram will officially roll out its algorithmic feed over the next month, the Facebook-owned photo-and-video sharing service announced on Thursday.

    Marketing Landin Social- 9 readers -
  • Why big brands sponsor Little League (and why you might want to, too)

    Whether you’re a local business looking for more walk-ins or a startup launching in select regions across the US, your marketing team needs to access people who live, work, eat and play locally to your target city. Sponsorships of events and nonprofits provide this way “in” to a local community.

    Marketing Land- 19 readers -
  • Review improvement strategies for franchise and multi-location companies

    Reviews are an undeniable internet phenomenon. A short 20 years ago, our opinions of businesses were based on advertising, our own experiences and that of friends and family. Now, just two decades later, 92 percent of consumers read online reviews for local businesses, and Googling a company’s name is SOP before doing business with them.

    Marketing Land- 9 readers -
  • Content marketing and the silo issue

    Once upon a time (circa 15 years ago), digital marketing had a great big silo chip on its shoulder. “Digital needs a seat at the grown-up table,” the lament went. Traditional media got all the dollars, the love, the attention. Digital, meanwhile, was relegated to the sidelines. Maybe it was a nice-to-have, but never a must-have. Boy, has that situation ever changed.

    Rebecca Lieb/ Marketing Landin Content- 19 readers -
  • Enterprise SEO Platforms Marketer’s Guide — Updated for 2016

    Marketing Land’s “Enterprise SEO Platforms: A Marketer’s Guide” examines the market for enterprise SEO software platforms and the considerations involved in implementing this software into your business. This 44-page report is your source for the latest trends, opportunities and challenges facing the market for SEO software tools as seen by industry leaders, vendors and their customers.

    Marketing Landin SEO- 10 readers -
  • Email marketer Bluecore adds advertising to its resume

    Once known as TriggerMail, Bluecore has made its living as a provider of emails that are triggered by user behavior. Today, the New York City-based company announced that it is moving into advertising with the launch of Bluecore Ads. Marketers have used Bluecore to follow up website visits with personalized emails that are tied into catalog updates and user behavior.

    Marketing Landin Display EMail- 19 readers -
  • Attribution, one step at a time

    Marketers have always had a problem. They spend lots of money across lots of different marketing channels — PPC, display, affiliate, direct mail, email and so on — but it’s really hard for them to measure how well all of those channels perform together. If marketers can’t see how well their advertising is working, then they can’t make the best decisions about how to spend their budget.

    Marketing Land- 12 readers -
  • WSJ: Verizon offering $3 billion for Yahoo’s core business

    Yahoo is worth $35 billion but Verizon is expected to bid about $3 billion for the company, according to the Wall Street Journal. Previously, analysts had anticipated bids of between $4 billion and $8 billion. In 2008, Microsoft offered to buy Yahoo for roughly $45 billion. Second round bids are being submitted this week.

    Greg Sterling/ Marketing Land- 9 readers -
  • Is your SEO data steering you wrong?

    With the rise of SEO platforms and enterprise-level technology, we are drowning in a sea of SEO data, with a lot of information right at our fingertips. But are we really getting a true and accurate picture of our SEO performance? As marketers, we pore over data all the time — but in order to glean meaningful insights, we need to make sure our data collection tools are set u ...

    Marketing Landin SEO- 13 readers -
    Earlier about the same topic:
  • The future of social intelligence: image recognition and analysis

    As marketers, we all want to be storytellers. We want to capture our brands’ unique journeys and share them with the world in hopes of resonating with our target consumers. And sure, we could talk about how social insights help us do that. But let’s be real: Social text analysis might not be enough anymore.

    Marketing Landin Social- 15 readers -
  • Personalization platform Blueshift now allows marketers to create their own service

    From the Blueshift web site Blueshift, which has offered a personalization platform since 2014, is today launching a new service that it says allows marketers to tailor their own. “One way to think about this,” co-founder and CEO Vijay Chittoor told me, “is that every business is very different [from others],” and so has different personalization needs.

    Marketing Land- 10 readers -
  • MailChimp adds new feature for Product Recommendations

    Email marketing provider MailChip is out with a new Product Recommendations offering, which it says is the only such native feature available on a platform oriented toward small-to-medium-sized businesses (SMB). Product recommendations are common in ecommerce sites, including giants like Amazon or Netflix.

    Marketing Landin EMail- 12 readers -
  • Twitter for Android gets facelift

    Using the Twitter app on Android? Today, your microblogging app is sporting a new look, no matter where you reside in the world. The new Twitter for Android has taken user feedback to enhance the user design and to simplify the user experience. As seen below, the design has swipe functionality to move between screens, such your Home timeline, Notifications and Direct Messages.

    Marketing Landin Social- 14 readers -
  • Meet, the media startup ad biz accelerator used by Waze, Medium co-founders Jared Katzman, left, and Mark Chu-Cheong. In early 2012 then-Digitas exec Eric Perko wanted to pitch his client Taco Bell on doing a campaign with Waze, an upstart company that had attracted tens of millions of people to use its social-driven driving directions app. But there were two challenges: 1) He wasn’t sure if Waze was ready to support a national ...

    Marketing Landin Content- 16 readers -

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