Marketing Land - Posts from July 2016

  • 10 mobile statistics marketers will love

    At least once a year, I like to step back from the mobile industry to provide some context as to what is happening and, more importantly, why it’s happening. It’s also important to know what these statistics mean to marketers. As a marketer myself, I find that having additional context about the landscape can be helpful.

    Aaron Strout/ Marketing Landin Mobile- 44 readers -
  • 13 link opportunities to pursue now

    Link acquisition is hard. There are a number of unique challenges in link building, which are made even more difficult since most SEO programs only allocate a small portion of their budget to link building. Links are still not guaranteed, even when you have incredible, compelling content to share.

    Marketing Landin SEO- 22 readers -
    Earlier about the same topic:
  • Finding the right brushstrokes for Facebook’s Canvas

    Facebook earlier this year launched its Canvas ad product, and let’s face it — it’s pretty well done. In case you missed the fanfare, Canvas is a media-rich, full-screen mobile ad format in the Facebook app that has quick load times. Not coincidentally, Canvas arrived at an incredibly opportune time.

    Marketing Landin Social Facebook- 21 readers -
  • 5 emails to re-engage your subscriber list

    Building an email list is not an easy task in an e-commerce business. You need to create consistent content that resonates with your target audience. Then, you must actively promote that content to convert your readers into subscribers. But this is just the starting point of email marketing. You need to garner the trust of your prospects if you ever expect them to buy from you.

    Daniel Faggella/ Marketing Landin EMail- 30 readers -
  • The myth of prepackaged “sales-qualified” leads

    The marketing stack holds great value, but let’s face it: It takes a long time to get off the ground, and it’s only as smart as the data it collects. Between setup, training and the early days of simply gaining traction, it can take close to a year before marketers start seeing the fruits of their labor.

    Marketing Land- 25 readers -
  • Consumers have spoken: 2016 is the year of “webrooming”

    It’s no secret that shopping in the last decade has been an evolving journey between in-store and online environments. And as consumers’ interest in online grows, retailers are becoming increasingly concerned about the effect that showrooming — the newly adopted shopping behavior where consumers research items in-store and then purchase a cheaper alternative online — is havin ...

    Marketing Land- 23 readers -
  • Contribution margin: How to tell if your marketing makes cents

    You may have heard the old one-liner, “We lose money on every sale, but we make it up in volume!” It sounds absurd. That’s why it’s a joke, right? But you’d be amazed how many businesses’ marketing policies look a lot like that. These businesses aren’t deliberately investing in unprofitable marketing — they just don’t know that their marketing is unprofitable.

    Marketing Land- 19 readers -
  • Are you telling all your prospects the same story?

    We’ve all been to office parties where someone ordered pizza — but what about the ones where they go for lowest common denominator pizza? That’s right. Someone just ordered six cheese pizzas. It doesn’t matter if you’re a carnivore or an herbivore, this pizza works for you. It might remind you of a kid’s birthday party, but generally, no one is offended.

    Marketing Land- 13 readers -
  • 4 digital marketing tactics for local reach

    Local marketing campaigns can feel like endless rounds of “Where’s Waldo?” — getting granular on the beach, in the mountains, at the circus and so on, leading to blurry eyes and a fuzzy return on investment. A 2015 study by Balihoo, a marketing automation agency, found that more than half of marketers believed the ROI of local campaigns to be higher than global campaigns, bu ...

    Marketing Land- 20 readers -
  • SMX Advanced recap: Lies, Damn Lies, and Marketing Statistics

    At SMX Advanced 2016 in Seattle, Adria Kyne, SEO Manager (North America, Australia, and New Zealand) for Vistaprint, gave a presentation on doing search marketing testing — or any kind of marketing testing — that provides valid results. Kyne made the point that by not understanding the importance of validity of sample size, we often end up unintentionally lying to ourselves, ...

    Mark Traphagen/ Marketing Land- 33 readers -
  • 3 retail strategies to beat Amazon this holiday season

    It’s that time again. Time for retailers to rally their troops for the end-of-year holiday shopping season, getting strategies and technologies locked in for the critical period that will drive nearly 20 percent of annual retail industry sales. What should retailers plan in 2016? Forecasts so far offer some not-so-great news and some good news.

    Marketing Land- 23 readers -
  • How Twitter bios can help you find your audience

    Social media is as much about sharing information as expressing a certain kind of image to the rest of the world. Being able to choose the moments we want to share (and leave out the ones we’d rather not) gives users the ability to curate a public perception — a mix of who we really are and who we want to be.

    Marketing Landin Social Twitter- 35 readers -
  • The path to programmatic peace

    Programmatic advertising already accounts for nearly 60 percent of US digital display ad spending, according to a recent eMarketer report. Also notable is the quick growth of programmatic advertising in video and mobile. Yet some serious questions remain about just how mature the programmatic market is and what its ultimate growth potential is, due to a number of stubbornly t ...

    Marketing Landin Display- 23 readers -
  • 3 doable steps toward always-on, always-relevant marketing

    The traditional marketing campaign is a topic long debated by industry experts and novices alike. For every article declaring that the campaign is dead, there’s another celebrating its virtues. And while the future of marketing will likely be about continuously engaging customers with relevant content seamlessly across channels, that world can seem like a far-fetched fantasy ...

    Jordan Elkind/ Marketing Land- 22 readers -
  • Scaling content marketing to a global level

    Enterprises are only just starting to incorporate content marketing as a discipline into the mix, and as a result, they’re quickly realizing content must permeate the entire organization. This applies globally just as much as it does regionally. Yet scaling content up to a global level brings with it a host of challenges.

    Rebecca Lieb/ Marketing Landin Content- 28 readers -
  • “I love advertising,” said no one ever

    DIRECTV customers have the power to turn back time with our newest 72 hour rewind feature on Set Top Box! Visit http://goo.gl/C8iRII for more information. CONNECT WITH US Facebook: http://www.facebook.com/directv Twitter: http://twitter.com/directv Instagram: http://instagram.com/directv Vine: https://vine.

    Marketing Landin Display- 11 readers -
  • Leverage your marketing data: 9 FAQs to get you started

    Remember the year of mobile? (Could have been 2013, 2014 or 2015, depending on how early an adopter you were.) Well, 2016 is most definitely the year of data. Marketers everywhere are scrambling to figure out their options for collecting and using data to optimal effect in their campaigns — and the smartest ones are using data to craft their marketing strategies.

    Marketing Land- 17 readers -
  • Marketers must learn hard lessons of mobile to succeed with IoT

    The Internet of Things (IoT) is set to unleash a tidal wave of data, with 22 billion connected devices by 2018, supporting the development of more than 200,000 new IoT apps and services. These are staggering numbers, but just a fraction of what’s to come. And it begs the question: Are brands ready for what some have dubbed the Third Wave of the Internet? Let’s start with a s ...

    Marketing Land- 15 readers -
  • Facebook Messenger Platform gets updated: here’s what you need to know

    In a little over two months since Facebook Messenger Platform was launched, the bot app landscape has changed pretty significantly. According to an update provided by Facebook’s David Marcus, Vice President of Messaging Products, the platform is attracting brands and businesses throughout, with more than 11,000 bots having been launched and more then 23,000 developers express ...

    Marketing Landin Social How To's- 17 readers -
  • How to maintain content marketing focus in long-running SEO programs

    A few weeks ago, I gave a presentation on a SEO-centric content marketing program that members of our team have been engaged in across a two-plus year run. The presentation outlined preparation and research, steps in execution, performance measurement, and communication to teams. Our goals have been aggressive, requiring a high level of organizational effort, analysis, and i ...

    Derek Edmond/ Marketing Landin SEO Content- 25 readers -
  • Machine learning for large-scale SEM accounts

    A key challenge when working on what we could term “large-scale” PPC accounts is efficiency. There will always be more that you could do if given an unlimited amount of time to build out and optimize an AdWords campaign; therefore, the trick is managing priorities and being efficient with your time.

    Marketing Land- 19 readers -
  • Help! I just launched a new website and my search rankings tanked!

    Imagine this nightmare scenario: you’re on the verge of launching your newly redesigned website, and you’re already anticipating new leads and returning customers. You’ve spent countless hours working through every last detail before even considering unveiling your new creation to the world. The big day arrives, and you give the green light to launch.

    Will Scott/ Marketing Landin SEO- 40 readers -
  • Brands, creators wrestle with sound’s role in social videos

    Producing videos for social platforms is more complicated than taking office-wide Starbucks orders. A year ago brands and publishers were wrestling with whether and how to make vertical and square versions of the horizontal videos they had traditionally produced and posted to YouTube and, more recently, Facebook. And that was just visual formatting.

    Marketing Landin Social Facebook- 23 readers -
  • Snapchat usage soars, attracting parents and weirding out teens

    When parents make it to Snapchat, so do marketers — or is it the other way around? The Wall Street Journal shares new data about the popularity of the social network, indicating that it’s starting to creep into the older generation. Teens are finding the move quite “bizarre.” Alas, that’s exactly what’s happening, as the Wall Street Journal chart below indicates: comScore’s ...

    Marketing Landin Social- 9 readers -
  • Holiday marketing: Take some cues from 2015 trends

    The 2015 holidays were a boon for digital retailers. For the first time, more people shopped online than in stores between Thanksgiving and Black Friday weekend. This shouldn’t come as a surprise; we all know the web is swimming with holiday shoppers. Yet marketers still struggle with getting in front of the right people and winning their attention during the busy shopping period.

    James Green/ Marketing Land- 16 readers -
  • Do keyword rankings even matter anymore?

    Some SEOs and brands think that rankings are a very important metric to track for SEO success. But is this really the case? Some sites rank well for high-volume keywords but don’t get any benefit from it because the keywords do not meet user intent, and the user ends up leaving the site because they could not find what they are looking for. This leads to a bad user experience.

    Marketing Landin SEO- 20 readers -
    Earlier about the same topic:
  • Google AdSense has closed many inactive accounts on July 4th

    On July 4, 2016 Google sent out an unusually large number of notifications to Google AdSense publishers that their accounts have been cancelled. Google just informed us that these account cancellations were done because those accounts were inactive for a long time. Google said in a forum post “some of our publishers received a message from us today regarding an account closure.

    Barry Schwartz/ Marketing Land- 10 readers -
  • The conventional wisdom on ad blocking is missing one key statistic

    The conventional wisdom about ad blockers goes like this: Users would stop using ad blockers if they got more value, or less annoyance, or less privacy invasion, or less malware from online ads. But that’s missing a key statistic that ties feelings about ads to action about ad blockers. Two weeks ago, for instance, the Reuters Digital News report found two of the leading reasons in the U.S.

    Marketing Landin Display- 15 readers -
  • Amazon finally enables product orders through Echo

    An obvious feature has finally come to the Amazon Echo. Prime members can finally talk to the device to order any Prime-eligible product that Amazon sells. Before this weekend, shopping via Echo was limited to re-ordering items from past Amazon purchases. Shoppers will need to have a 1-Click payment method already setup in their Amazon account, and need to have voice purchas ...

    Matt Mcgee/ Marketing Land- 19 readers -
  • 3 reasons nobody is watching your Facebook Live video

    In the last few years, Facebook has developed new features to become one of the strongest platforms for sharing video content. The social media company made a huge step in that direction with Facebook Live, which allows users to broadcast a live stream, while tracking viewership and a live chat. The company earlier this year made its intentions for the video platform clear by ...

    Jordan Kasteler/ Marketing Landin Social Facebook- 19 readers -
  • “First automated trend forecasting platform” predicted the Rainbow Bagel

    A Rainbow Bagel. The makers of a new trend-forecasting platform claim they predicted the Rainbow Bagel before it was a thing. San Diego, California-based Tilofy is currently in a private, invitation-only beta of its new platform, which it says is the first automated trend forecaster. Unlike services that, say, spot current trends in social media, Tilofy utilizes machine le ...

    Marketing Land- 11 readers -
  • Snapchat’s Memories opens Stories to pre-produced photos, videos

    Snapchat is making it easier for anyone — including brands, publishers and celebrities — to post pre-produced photos and videos to their public Stories. On Wednesday Snapchat unveiled Moments, a new section in its mobile app that will house saved versions of people’s snaps that could be edited with new text, illustrations and filters then posted publicly or shared privately.

    Marketing Landin Social- 12 readers -
  • Marketing Day: Snapchat Memories, Angie’s List free & keywords

    Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. 13 link opportunities to pursue nowJul 6, 2016 by Andrew Dennis Need some great link-building ideas? Columnist Andrew Dennis has them for you — with examples from major brands to illustrate how each might work.

    Barry Schwartz/ Marketing Land- 11 readers -
  • Inside Google Play’s branded YouTube show that spanned 23 channels

    Google Play and production studio Portal A tried to pull off something tough with the app store’s latest digital video campaign, “Game Fest.” Instead of airing its branded video show in one place like a dedicated site, Facebook page or YouTube channel, Google Play uploaded each of the series’ 23 episodes to a different YouTube channel.

    Marketing Landin Social- 16 readers -
  • How retailers are getting mobile engagement wrong

    It seems like every day another major retailer is in the news struggling to maintain profits. Major brands from Walmart to Best Buy have alarmed shareholders and employees alike in recent years with struggling profits and slumping sales. For many of these companies, e-commerce (and by extension, mobile) is viewed as one of their last saving graces.

    Josh Todd/ Marketing Land- 19 readers -
  • ConvertMedia launches DIY tool for standalone video ads

    Outstream video ad SSP (supply-side platform) ConvertMedia is out today with what it describes as the first do-it-yourself tool for standalone video ads. Ads in a video clip, such as a pre-roll ad at the beginning, are described as in-stream, while standalone video ads that are not in a video clip and can appear anywhere on the screen are out-stream.

    Marketing Landin Display- 17 readers -
  • Twitter uses Wimbledon to test live sports streams minus the sports

    Early into every NFL preseason, teams practice without pads. It’s a way to shake off the rust without risking injury. A couple months ahead of livestreaming regular season NFL games on Twitter, the social network held its own version of this kind of practice. On Wednesday Twitter tested out a livestream of tennis grand slam event, Wimbledon, but without any actual tennis.

    Marketing Landin Twitter- 15 readers -
  • The 3 types of remarketing you should be trying

    When creating your remarketing audience in Google Analytics, it’s all too easy to slap together an “All Users” audience, or take it one step further to “All Users (exclude converters).” But what are you missing out on when this is the extent of your remarketing efforts? Following are three very tangible methods you can use in your AdWords account to make your remarketing eff ...

    Marketing Landin Display Google Retargeting- 25 readers -
  • SEO is as dirty as ever

    As much as the SEO industry wants to grow up and shed the shady reputation it had in the past, it seems many don’t want to change and still cast a shadow over the industry. For every company doing things right, it seems there are many more who have not updated their practices or still want to take shortcuts.

    Marketing Landin SEO- 19 readers -
    Earlier about the same topic:
  • SocialPro 2016 recap: What Your Social Data Should Be Teaching You

    I had the pleasure of attending Chris Kerns’s session on “What Your Social Data Should Be Teaching You” at Marketing Land’s SocialPro 2016 conference in Seattle. Kerns, vice president of research & insights at Spredfast, provided a wealth of insights in this packed 30-minute session. Spredfast’s Chris Kerns This was probably one of the most exciting sessions at SocialP ...

    Benjamin Spiegel/ Marketing Landin Social- 19 readers -
  • Leadpages buys SMB marketing automation platform Drip

    Landing page templates, from Leadpages’ web site Leadpages is expanding its portfolio beyond tools for creating landing pages and optimizing them for conversion, with its announcement today that it has purchased marketing automation platform Drip. Deal terms for Leadpages’ first acquisition were not made public. A year ago, Leadpages scored a $27 million Series B round of financing.

    Marketing Landin EMail- 18 readers -
  • 5 ways to send the most relevant emails to your recipients

    Every email marketer’s goal is to deliver engaging messages to the people who are actually interested in receiving them. And while that’s easier said than done, it’s an achievable objective that you can reach by understanding the type of mail your recipients want — and keeping your messaging relevant to those insights.

    Marketing Landin EMail- 10 readers -
  • Using automation to execute PPC strategy

    Both technology and automation play a huge role in the digital marketing space. Paid search and social functionality is more complex than ever, the number of platforms and networks that need to be managed is constantly expanding and clients are demanding deeper analysis and insights. These convergent dynamics put a strain on the account manager’s ability to efficiently manage accounts.

    Jeff Baum/ Marketing Land- 26 readers -
  • The perfect local SEO landing page

    We work with hundreds of local businesses — from hyperlocal, single-location businesses to nationwide, multi-location companies — at the company I run, Bowler Hat. One pattern we often see is that larger and seemingly more authoritative businesses don’t perform as well in local search as they should.

    Marketing Land- 21 readers -
  • From in-house to agency: how to adapt

    As a digital marketing professional, you may ask yourself at some point whether you’d prefer to work as an in-house marketer or within an agency environment. Setting aside the questions of culture and salary, one of the biggest reasons many people resist the switch from in-house to agency is the fear of a shock to the working patterns they’ve developed.

    Marketing Land- 9 readers -
  • Graphing trends can make you better at calling A/B tests

    An A/B test is designed to be binary. We want to know if one of our ideas results in an improvement in performance and advances our fortunes, or if it is a dog that lowers results. A purist will tell you that there is no reason to look at test results until statistical significance has been achieved. Thank you, Purist. However, there are other concerns to consider when a test is running.

    Brian Massey/ Marketing Land- 17 readers -
  • How to drive real, measurable value with purchase intent analysis

    In its simplest form, predictive analytics helps to identify the likelihood of future outcomes based on historical data. In other words, you take the data you do have to predict the data you don’t have. Of all the tricks in the predictive analytics bag, purchase intent can be one of the most exciting, mostly because in the digital world, it’s extremely actionable.

    David Booth/ Marketing Landin How To's- 19 readers -
  • 3 reasons why digital research is backwards

    “Say that again?” I asked, startled. “We don’t pre-test our advertising,” repeated the Fortune 50 marketer. I convinced myself I was hearing things. Twenty years ago, I worked on several of this marketer’s iconic brands, and they were rigorous adherents to a dogmatic advertising testing process.

    Peter Minnium/ Marketing Landin Display- 19 readers -
  • 5 ways to attract more talent — and more customers

    The problem: Home services businesses are facing growth challenges because they are failing to attract talent. In a recent HomeAdvisor survey, 93 percent of business owners expressed the belief that their business would grow in the next 12 months if not for hiring challenges. Similarly, a study by the Joint Center for Housing Studies of Harvard University found larger-scale ...

    Chris Marentis/ Marketing Landin Social- 12 readers -
  • Improve B2B marketing results with Google Analytics

    Many B2B marketers have unique challenges when it comes to measuring digital marketing performance. Difficulties include long sales cycles, complex products and services and multiple influencers and decision makers. How can B2B marketers best use Google Analytics to improve website performance and marketing results? In this article I offer several get-started tips to help di ...

    Marketing Landin Google- 18 readers -
  • 6 keys to more effective email marketing

    The marketing organization’s role has evolved significantly since the beginning of this decade. Marketing organizations are no longer measured on customer acquisition and brand awareness. Rather, according to a report from The Economist Intelligence Unit, they are evaluated based on their impact on revenue and customer engagement.

    Marketing Landin EMail- 22 readers -
  • Report: Prime members in US will spend $75 billion in 2016 on Amazon

    A day before Amazon’s second “Prime Day,” a kind of Black Friday for Prime members, Consumer Intelligence Research Partners (CIRP) released data that argue Amazon Prime now has 63 million members in the US. Each Prime member, according to the analysis, spends on average $1,200 per year. This compares with non-Prime members who spend $500 per year approximately.

    Greg Sterling/ Marketing Land- 9 readers -
  • Changing the Cannes conversation: Creativity isn’t enough

    Attendees and speakers at the Cannes Lions festival in June found ad blocking to be one of the key topics of discussion this year. Over the last 12 months, the growth of ad-blocking tools has rarely left the spotlight, given the significant adoption of blockers, which are now estimated to be used by nearly a quarter (24 percent) of online users in the US, according to the Re ...

    Marketing Landin Display- 17 readers -
  • Back to school 2016: A shopping season for the books

    It might be hard to believe, but July is in full swing, and the lazy hazy crazy days of summer are quickly slipping by. Before you know it, parents will be digging out supply checklists and making shopping plans for their back-to-school needs. And while not quite as great a revenue driver as the holidays, the back-to-school shopping season plays a big role in the lives of con ...

    Marketing Land- 9 readers -
  • Why talent was the elephant in the room at Cannes Lions

    Developers understand how great it is to work at a company that is creating a new language for industry. Their parents are having a harder time getting it. Get yourself a world changing job: http://talentcommunity.gesoftware.com/ Subscribe to the GE Channel: http://invent.ge/1eGgvZK GE works on things that matter. The best people and the best technologies taking on the toughest challenges.

    Marketing Landin Display- 10 readers -
  • Twitter, CBS discuss ad sales tied to Democratic, Republican convention livestreams

    Once the second-screen companion to TV, Twitter keep striking deals to make itself the first screen. Yesterday USA Network released the second-season premiere episode of hit show “Mr. Robot” on Twitter (and Facebook and Snapchat and YouTube), three days before the episode airs on TV. Then on Monday Twitter announced that CBS News will livestream its coverage of the Democrati ...

    Marketing Landin Twitter- 13 readers -
  • Google adds cloud-based tools for online video programs with purchase of Anvato

    From the Anvato announcement Google has taken another step toward becoming a one-stop, cloud-based solution for major media companies. Late last week, the tech giant announced its acquisition of Mountain View, California-based video platform Anvato. Deal terms were not made public. Anvato’s Media Content Platform automates the encoding, editing, publishing, and secure dis ...

    Marketing Landin Google- 8 readers -
  • Introducing the “Influencer Marketing Technology Landscape”

    Influencer marketing is a “hot mess,” according The Wall Street Journal. I tend to agree, as it’s a challenge to build the ideal marketing technology stack. Currently, with influencer marketing technology, there isn’t one solution that comprehensively covers all areas. From discovery to engagement to tracking and reporting, there are many different solutions, but they don’t always fit together.

    Travis Wright/ Marketing Land- 17 readers -
  • In-app purchases dwarf ad revenues, as iOS App Store exceeds $71 billion

    US mobile ad revenue in 2015 was approximately 35 percent total digital revenue or $20.8 billion. However, revenue from in-app ads is dwarfed by in-app purchase revenue and paid apps according to the AppsFlyer State of In-App Spending report. The AppsFlyer study looked at “over 100 million users across over 1,000 apps that have in-app purchase activity.

    Greg Sterling/ Marketing Land- 22 readers -
  • Facebook’s testing another ad-free Pages design for desktop

    The trend of ad-free Facebook Pages continues. Facebook has started testing another redesign of its desktop Pages that omits the ads that normally appear on the right-hand side of the page. A reader tipped us off to the new look, and a Facebook spokesperson confirmed that this is one of the ad-free layouts the company is trying out, in addition to the one we reported on last month.

    Marketing Landin Social Facebook- 9 readers -

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