Marketing Land - Posts from August 2016

  • Dentsu Aegis acquires Merkle in deal estimated at $1.5 billion

    The Japanese advertising giant Dentsu has bought a majority stake in Maryland-based digital agency Merkle. Both companies have confirmed the acquisition without providing specific financial details. Reports in the Wall Street Journal and elsewhere estimate the deal at $1.5 billion. Merkle will be the 10th member of the Dentsu Aegis Network, an international group of agencies ...

    Matt Mcgee/ Marketing Land- 17 readers -
  • Selling your agency, a how-to guide: Part 1 — Starting out right

    About eight years ago, I founded 3Q Digital (initially named PPC Ad Buying, then PPC Associates). I founded the company mainly because I was tired of working for other people, and online marketing was something that people would happily pay me to do. I certainly didn’t have any visions of creating an organization with hundreds of team members and clients and eventually selli ...

    David Rodnitzky/ Marketing Land- 20 readers -
  • Research: Five reasons why 100% viewability isn’t worth the cost (by a long shot)

    There’s a lot of chatter about 100-percent viewability, and even more slamming the Media Ratings Council’s 50-percent viewability standard (PDF). Neither seems grounded in any data, which begs the question: where is the real intersection of viewability and performance? The fact is, if you’re a programmatic media buyer measuring return on investment or return on ad spend (ROI ...

    Marketing Landin Display- 24 readers -
  • Content Audit 101: a step-by-step guide

    A content audit should be part of the research you do before creating a content marketing strategy, but it seems to be a missing element in most programs. Why is a content audit an important part of an overall content marketing strategy? If you don’t know what your current content assets include and which ones are working, how can you determine what you need to add to your si ...

    Rachel Lindteigen/ Marketing Landin Content- 19 readers -
  • The crazy-effective 12-month digital marketing campaign schedule

    Anyone who’s read more than a few of my posts will likely know that I’m a big fan of establishing and sticking to a process. Part of that process is knowing what needs to be done for a successful web marketing campaign. Another part is figuring out how to do it. Fortunately, the what-to-do doesn’t change all that much, while (unfortunately) the how-to changes almost daily.

    Stoney Degeyter/ Marketing Land- 34 readers -
  • E-commerce grows 16 percent in Q2 according to US Commerce Dept.

    The Department of Commerce announced today that e-commerce sales for the second quarter were $97.3 billion, out of $1.2 trillion in total US retail sales. That was a sequential increase of 4.5 percent from Q1 and a significant 15.8 percent pop vs. Q2 2015. E-commerce came in at roughly 8 percent of total retail sales. Total retail sales grew just over 2 percent year over year.

    Greg Sterling/ Marketing Land- 17 readers -
  • How Snapchat is building the future of social media

    Facebook, Twitter and LinkedIn still have a stranglehold on the social media world in terms of sheer numbers of users, but a handful of rising social stars are hoping to cement their place as the leading influencers in the industry. Among these, Snapchat may have the strongest potential: Not only does it have the capacity to build a user base rivaling those of the main chann ...

    Marketing Landin Social- 14 readers -
  • 7 ways to get to know your audience better

    With the great diversity of marketing styles and strategies out there, it’s easy to lose sight of some of the fundamentals inherent to every strategy. Realistically, only a handful of principles are necessary for success in literally every marketing strategy out there. One of the most important is this: You have to know your audience, inside and out.

    Marketing Land- 19 readers -
  • Personas, polls and personalization: What’s behind the election of our lives?

    If you’re a fan of “House of Cards,” you know what a plot twist Pollyhop was in season four (and if you’re not caught up, SPOILER ALERT!). This powerhouse search engine has been central to challenger Will Conway’s success. With the help of a data scientist, Conway’s been recovering data from the search engine to target voters with unparalleled — and undoubtedly illegal — precision.

    Marketing Land- 18 readers -
  • The fundamentals of the first email

    Email autoresponders are one of the most powerful tools in your marketing arsenal; you can literally write these messages once and put them to work for your business, day and night. Just like any aspect of marketing, there are some limitations to conventional autoresponders. If you don’t tailor your emails to address these limitations, your sales funnel likely won’t convert many subscribers.

    Daniel Faggella/ Marketing Landin EMail- 17 readers -
  • The path to one-to-one content marketing

    If you’re familiar with my column, you know I have generally been focused on direct response, bottom-of-the-funnel (email) marketing that drives the consumer to action. That’s changing (a little). These last-click-attribution type marketing tactics are fun and easy because they are predictable. We know who we are targeting (e.g.

    Marketing Landin Content- 19 readers -
  • Five ways marketers can win in mobile-first micro-moments

    Mobile has changed the game, and marketers have to change with it. Consumers aren’t just mobile-first, they’re pushing to become mobile-only. And as they do, their expectations, behaviors and preferences change. But that’s not all. How they find information and make decisions hacks traditional customer journeys and sets the stage for innovation in marketing that will shift en ...

    Marketing Land- 22 readers -
  • How to find the right analytics for the right marketing job

    The marketing world gets more complex daily as more and more data and types of analytics become readily available to guide and evaluate our marketing efforts. More often than not, clients are asking for proof of success, ROI and other tangible results. To meet this growing demand, successful marketers are making greater use of digital analytics.

    Alan K'necht/ Marketing Landin How To's- 23 readers -
  • Email marketing is more than just hitting the send button

    Email marketing continues to reign supreme atop the return-on-investment charts, beating out SEO, content marketing and paid search. When it comes to dollar-for-dollar investments, no other marketing channel beats email. Still, brands can’t expect to hash out lackluster email campaigns, hit the send button, and then just wait for the money to roll in.

    Marketing Landin EMail- 22 readers -
  • 2016 is finally the “year of the video”

    Explore 360-degrees of immersive top-down freedom as you ride along with the 2016 Camaro Convertible on its inaugural drive. Make sure to watch on a compatible smartphone in the YouTube App, and drive the 360 camera by rotating your phone in any direction you choose. With no latches between you and the sky, the most innovative, fully electronic convertible top in its class ra ...

    Marketing Land- 9 readers -
  • Brick-and-mortar retail tech: Through the shopper’s lens

    In the world of brick-and-mortar retail technology, there is an ever-increasing array of innovations offering the latest bells and whistles and promising to help retailers attract and engage shoppers. Apps, beacons, smart fitting rooms, digital mall directories, in-store consumer path tracking… the list goes on.

    Marketing Land- 9 readers -
  • Elon Musk and the rise of the social executive

    Photo by Flickr user Steve Jurvetson and used here via the Creative Commons license Anyone paying attention to the technology world over the past few years can tell you that Elon Musk is… different. He thinks differently from most CEOs — most notably leveraging his fortune to build an electric car company that no one said would work, and two other companies at the same time.

    Marketing Landin Social Twitter- 19 readers -
  • The secret to intelligent growth: Know your customers

    As a marketer, you are more accountable for driving growth than ever before. As part of your growth strategy, you put acquisition programs in place to bring in new customers and often offer promotions to keep them coming back. However, as e-commerce brands reach the saturation point and digital advertising formats mature, the cost per acquisition is increasing.

    Jordan Elkind/ Marketing Land- 15 readers -
  • The best marketers know more about their customers

    We think we know our customers. We think we understand what motivates, drives and excites them. We think that, thanks to all this “big data” we have at our fingertips, we can perfectly connect the dots between behavior and action. But here’s the brutal and honest truth: We don’t really know our customers at all or nearly as well as we should.

    Katy Keim/ Marketing Land- 14 readers -
  • How CRM brings control and collaboration to advertising & media agencies

    Creative professionals love to innovate and ideate. However, it can be a challenge to bring the same drive to project management. In order to balance the creative and business sides of a company, creatives need to keep the sales funnel moving and projects on track to meet deadlines — which tends to be easier said than done.

    Marketing Land- 10 readers -
  • How to manage ad partners in regulated industries: Retail (Part 3 of 5)

    Welcome to Part 3 of my five-part series on managing your online advertising partners in highly regulated industries. I created this series after my clients at The Search Monitor shared their confusion over federal advertising regulations and expressed concern that advertiser lawsuits were on the rise. These worries had caused them to second-guess expanding their partner marketing efforts.

    Marketing Land- 12 readers -
  • 9 things most people don’t understand about SEO

    SEO is a complicated discipline. There are many components to it, and best practices change from time to time. Add to that the fact that Google updates its algorithm frequently, causing ranking shifts that are known to make digital marketers lose sleep. Additionally, Google often releases new technologies that offer alternative ways to rank.

    Marketing Landin SEO- 27 readers -
  • Excited about Google’s new map ads? You should be!

    As an avid Google Maps user on both a personal and business level, I’ve often wished for a more interactive and all-inclusive experience. For instance, wouldn’t it be great to get suggestions for options like the closest coffee shop or lunch spot while I’m driving from Point A to Point B? Sure, I could pull over, open up Google and search for these things separately, but who ...

    Will Scott/ Marketing Landin Google- 24 readers -
  • 4 marketing trends you need to follow to sell to millennials

    Millennials are a pretty big deal. They are the largest generation since the Baby Boom. By 2018, millennials will account for $3.39 trillion in spending annually. By 2025, it’s estimated that three out of four people in any workplace will be millennials. As a business, you’d of course want a slice of this massive market. But it’s not just about numbers.

    Marketing Land- 38 readers -
  • Report: 93 percent of US baseball stadiums have deployed beacons

    When people think of proximity marketing, they tend to think beacons. However beacons are just one of several location technologies, albeit the most prominent one, within the category. Others include NFC, WiFi, geofencing (and its variations) and others (smart lighting, magnetic positioning). Collectively these technologies can be used to help bring people into stores or ven ...

    Greg Sterling/ Marketing Land- 12 readers -
  • 3 digital marketing trends the customer-centric CMO must prepare for now

    Digital marketing is on the precipice of major change, driven by new technologies and the multi-screening, highly connected consumer. Consider the following recent research that demonstrate the pain points in the industry: While these statistics are concerning, for pioneering CMOs, they highlight the opportunities for improvement and forward momentum.

    Marketing Land- 25 readers -
  • Is “SEO” the right term anymore?

    An SEO’s role and job duties have changed significantly since I began working in the field 12 years ago — and I think it’s time that we got a new title. In my view, our current job title does not accurately reflect the role that we now play in digital marketing. A few years back, we focused on optimizing existing landing page elements (title, meta description, headings, body ...

    Marketing Landin SEO- 25 readers -
    Earlier about the same topic:
  • The growing appeal of responsive-aware email design

    Several years into the Age of Mobile, brands are finally catching up to consumers, who have embraced mobile much faster than brands have. Spurred by Google’s mobile-friendly update, which gave a boost to “mobile-friendly” sites in mobile search results, 93 percent of B2C brands now have websites that render and function well on desktops and smartphones.

    Marketing Landin EMail- 13 readers -
  • You can’t spell “developer marketing” without A-P-I

    I want to be up-front about something: I’m a CMO who hates marketing. Sure, I’m exaggerating. But only to a point: as the marketing lead of a company that sells primarily to developers and other technical practitioners, I’ve learned to be really and truly skeptical of some of the “conventional wisdom” about B2B marketing. Some of that wisdom still holds in my situation.

    Marketing Land- 8 readers -
  • Why the best email marketing happens when you don’t hit “send”

    When done right, an automated email is like a breath of fresh air in the inbox. It’s relevant, personalized and timely — everything your subscribers want when they sign up for your email list. And for marketers, it’s a beautiful thing: They can save time, deliver a great inbox experience and drive top-notch results without ever hitting “send.

    Marketing Landin EMail- 12 readers -
  • Data and tag management: the DNA of marketing personalization

    Personalization is the gold standard for today’s enterprise marketing, but the challenges are now more formidable with the convergence of digital and physical channels in a connected ecosystem. It’s the consistent quality of the fluid, cross-channel experience that counts for consumers. For that reason, it’s not surprising that digital experience technology decision-makers s ...

    Marketing Land- 20 readers -
  • Apple owns the tablet market but Amazon is the growth leader

    According to new numbers from IDC, the global tablet market is contracting. The market declined 12.3 percent vs. a year ago in terms of quarterly shipments. However in its most recent earnings release, Apple beat iPad sales expectations. The IDC data show that Apple remains the dominant tablet purveyor, with a 26 percent market share in the quarter.

    Greg Sterling/ Marketing Land- 12 readers -
  • Link prospecting tips and tricks

    There is no formal education or pathway into link building. Most professional link builders are self-taught or learned from a mentor who taught themselves — so if you want to enter into the SEO field (or need to bolster your own site’s link profile), it often means trial and error. Due to the lack of formal education available, it’s vital that SEOs share their experience and ...

    Marketing Landin SEO- 27 readers -
    Earlier about the same topic:
  • Instagram Stories is latest example of Facebook Inc. copying Snapchat

    Instagram Stories are 24-hour collections of photos and videos, just like Snapchat Stories. They didn’t even give it a different name. On Tuesday Facebook Inc. continued its copycatting of Snapchat, the mobile messaging app it once tried to buy for $3 billion. This time Facebook-owned Instagram cloned Snapchat’s uber-popular Stories format.

    Marketing Landin Social Facebook- 17 readers -
  • Facebook begins monetizing live video with mid-roll ads

    Facebook Live is taking a step into monetization territory, AdAge reports. The company has confirmed that it has begun testing mid-roll ads into live broadcasts from a handful of top publishers, with a company statement confirming, “We’re running a small test where a group of publishers have the option to insert a short ad break in their Facebook Live videos.

    Marketing Landin Social- 10 readers -
  • LinkedIn cautiously brings video to its feed

    LinkedIn is dipping its toes into a content type that’s already been proven wildly popular on Facebook, Twitter and other social networking platforms: video. But unlike those other services that seem to be doing anything they can to put video front and center for users, LinkedIn is moving cautiously at first.

    Matt Mcgee/ Marketing Landin Social- 12 readers -
  • Perfecting the pass from marketing to sales

    Hut… hut… hike! “Marketing’s got the lead! He signals to sales! Sales is in the end zone! Could this be it? The pass is up and… nope, it’s another incomplete pass.” Sound familiar? If your answer is “yes,” you’re not alone. But why does this happen? Bad sales? I mean, if marketing got a lead then it did its part, right? It’s possible.

    Marketing Land- 12 readers -
  • Report: Nearly three-quarters of native ads get failing scores

    A high-scoring native ad from the Wall Street Journal Native ads can be very effective in attracting reader attention because their content relates to the surrounding editorial content, and their visual style helps them blend in. But a new study, out today, finds that most of them blend in too much, possibly tricking readers into thinking they’re not ads.

    Marketing Land- 11 readers -
  • Why context is digital marketing’s next frontier

    Since the dawn of digital marketing, practitioners have hailed personalization as the ultimate in sophistication. Calling customers by their names and knowing a lot about them — their ages, genders, birthdates, interests, purchase histories — enables marketers to deliver more relevant, meaningful content that helps win new conversions and engender their long-time loyalty.

    Rebecca Lieb/ Marketing Landin Content- 19 readers -
  • How to hold onto the fleeting app user

    For mobile marketers, the stakes have never been higher. Apps are continuing to lose more and more users — but how is this happening? Well, we already know that 23 percent of users will try an app just once and then never use it again. So my question to marketers is: Can you afford to wait? Traditionally, companies have spent large sums of money on user acquisition, believi ...

    Josh Todd/ Marketing Land- 8 readers -
  • Twitter’s newly incentivized conversational ads could help its pricing problem

    If Twitter can get more people tweeting about brands’ ads, then maybe brands will count those free tweets’ audiences as extra impressions and consider the social network’s ads more cost-effective. It’s a big “if.” But considering how Twitter’s ad business is hurting, it can’t hurt to try. Earlier this year Twitter introduced its conversational ad format that brands could use ...

    Marketing Landin Social Twitter- 15 readers -
  • How to make your email marketing engaging to millennials

    Millennials spend about six hours a day checking email, according to Adobe. Marketers have the opportunity to capitalize on the amount of time millennials spend reading their emails and maximize their email marketing efforts. But how? To make an impact among millennials, marketers need to break the mold, focus their attention and put the recipients in control of the content they receive.

    Marketing Landin EMail How To's- 8 readers -
  • Official: Facebook launches new layout for Pages

    It’s not a test. These new ad-free pages on Facebook are official. In fact, if you’ve navigated to a brand page on Facebook, you may have seen it already. The brand pages focus on the brand and put ads on the sidelines. The new layout is crisp, clean, and gives the brand a little more prominence.

    Marketing Landin Social- 17 readers -
  • Zeta Interactive acquires Acxiom’s marketing division, Impact

    Zeta Interactive wants to be included in any grouping of major marketing clouds, like those from Adobe, Salesforce, or Oracle. Today, it took another step to bulk up for that role by announcing it is buying Acxiom’s enterprise marketing division, Impact. Deal terms were not made public. While Acxiom is mostly known as a powerhouse data provider, its Impact division is focus ...

    Marketing Land- 20 readers -
  • Prime Air: Amazon confirms that it’s launching its own air cargo service

    Amazon is showing again that it’s in an e-commerce league of its own. The e-commerce giant has announced the creation of its own air cargo delivery network, using 40 Boeing 767s that Amazon will lease from two air transport companies. The first jet, named “Amazon One,” will debut today at the annual Seafair festival in Amazon’s hometown of Seattle.

    Matt Mcgee/ Marketing Land- 16 readers -
  • KPIs for SEO: measuring SEO success

    Measuring your results is a critical component of any SEO campaign. There are many, many variables at play in an SEO campaign, so successful campaigns rely on a control system to ensure the work undertaken delivers results. Key Performance Indicators (KPIs) act as this control system and allow you to identify what is working — and often, more importantly, provide the SEO wit ...

    Marketing Landin SEO- 27 readers -
  • Facebook organic reach drop steepens to 52% for publishers’ Pages

    Publishers’ organic reach on Facebook continues to plummet, but some have found a parachute. This year the number of people seeing the average post published a publisher’s Facebook Page has been cut in half. From January 2016 through mid-July 2016, publishers’ Facebook Pages have experienced a 52% decline in organic reach, according to social publishing tool SocialFlow.

    Marketing Landin Facebook- 24 readers -
  • What Pokémon Go can teach us about email marketing

    Last month, Pokémon Go exploded onto the scene, mainstreaming augmented reality and blowing engagement rates out of the water. Now, talk of augmented reality is everywhere, especially in branding and marketing circles. Pokémon Go is not the first app to integrate augmented reality technology into its platform, but it is certainly the most popular.

    Jason Warnock/ Marketing Landin EMail- 17 readers -
  • Jack In The Box Wins the night and other insights from QSR foot traffic report

    The ability to measure real-world foot traffic at scale is leading to very interesting competitive and customer insights. For example, not long ago, NinthDecimal was able to use store visitation data to predict the closure of Sports Authority stores and which rivals might benefit. Earlier this week Foursquare discussed the adverse impact that Trump’s presidential campaign is ...

    Greg Sterling/ Marketing Land- 18 readers -
  • Why every digital advertiser should demand transparency

    The world of digital advertising has a history of opaqueness, stemming from the early days of ad networks. Ad networks acted as brokers between advertisers and publishers. Being in such a position allowed them to be as transparent or “non-transparent” as they wished. This resulted in extremely high margins (50 percent to 60 percent or higher) and limited reporting available ...

    Ratko Vidakovic/ Marketing Landin Display- 23 readers -
  • 3 tips for embracing martech

    Martech, short for marketing technology, refers to the technology-based initiatives and tools that assist marketers. Some are in the cloud, while others reside within your own environment. Regardless of location, martech empowers us to be more efficient at what we’re doing. It helps us solve problems like getting personal with our leads and segmenting, as well as understandi ...

    Marketing Land- 12 readers -
  • Don’t miss your last chance to save big on MarTech Europe

    Don’t miss out on MarTech Europe, THE conference for professionals at the intersection of marketing and IT. Rates go up this Saturday, register now and save £300 off on-site prices. You’ll get case studies from leading brands about the marketing, technology and management issues we all struggle with in trying to keep up with, and lead the digi ...

    Marketing Land- 10 readers -
  • Move over, phones. Cars are becoming the new mobile target for marketers.

    Pre-order Navdy here at: http://navdy.com Navdy announced on 8/5 a breakthrough Head­Up Display (HUD) aftermarket car console that allows drivers to access their smartphone’s apps while keeping their eyes on the road. Navdy combines a high quality projection display with voice and gesture controls to create a safer, highly intuitive driving experience.

    Marketing Land- 12 readers -
  • Snapchat will air first NBCUniversal show on Discover on August 22

    “The Voice on Snapchat” will be the first NBCUniversal program to air on Snapchat as part of the two companies’ deal. The semblance between Snapchat and TV has been noticeable for a few years. Its content is live and fleeting like pre-DVR TV. Its ads are slotted between that content like TV ads. And now its content is getting even more TV-like.

    Marketing Landin Social- 8 readers -

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