Marketing Land - Posts from September 2016

  • 10 reasons not to pay reputation-attack sites for removals

    The Costs of Online Reputation Management – Paying for Sites to Remove Reputation Damage – Image By Chris Silver Smith © Copyright 2016. All rights reserved. There are many instances where sites purposefully publish content that damages a person’s reputation, including mugshots, arrest records, divorce records and consumer complaints, as well as the m ...

    Chris Silver Smith/ Marketing Land- 28 readers -
  • 2 ways word clouds help you optimize

    The key to successful A/B testing on your site is picking the right things to test. One of the most helpful sources of testing hypotheses is transcripts of customer conversations. There are a number of sources of transcripts, such as those from live chat, phone calls and more, that help you understand the primal questions that your visitors have.

    Brian Massey/ Marketing Land- 33 readers -
  • Why sales chat needs to be part of your multi-channel strategy

    Giving your site visitors the option to chat with a sales representative is a key driver in increasing revenues. If you don’t yet have live chat set up on your business website, then you’re missing out on major impact potential, both in terms of conversion optimization and loyalty marketing. Research indicates that 85 percent of US online consumers like to give repeat busine ...

    Marketing Land- 17 readers -
  • 7 advanced conversion strategies you probably don’t know

    If you’re at the point in your digital marketing efforts where it seems like things are going fairly well, but you haven’t reached peak performance, then it might be time to take your conversion optimization efforts to the next level. To that end, you’ll want to split-test a number of CRO (conversion rate optimization) strategies that you’re probably not trying. Here are seven of them. 1.

    Marketing Land- 22 readers -
  • Is interest targeting the future of marketing?

    Getting to your audience and engaging with them have become so much easier with the platforms and analytics that help you find them. However, it’s now possible to narrow down your target audience even further based on their interests. This means that you would be able to get closer to those who would be most attracted to what you have to offer, and you would appeal to them on ...

    Steve Olenski/ Marketing Landin Social- 19 readers -
  • 6 quick steps to jump-start your influencer marketing program

    First things first. We all know “influencer” is a goofy term. It’s probably second in overused buzzwords, right after “thought leader.” Whose thoughts are being led? Are we saying that person leads a thought? Could an inanimate object, like a painting or brick be a “thought leader” if it provokes a new and exciting thought? Influencers are your friends.

    Marketing Landin Social- 20 readers -
  • How to achieve the ideal state of marketing

    Let me start by saying right off the bat that I don’t believe the ideal state of marketing is ever achievable — at least not in my lifetime. The speed of innovation today has created a constantly changing environment that marketers need to adjust to in real time. New technology, new platforms, information more readily accessible for consumers — the list goes on.

    Marketing Land- 21 readers -
  • E-commerce trends: the difference between winning and almost winning

    No marketer needs to be told the value of data in informing and measuring the success of a campaign, but search trend data, in particular, can seem overwhelming, especially if content and SEO departments aren’t always joined up or organized efficiently enough to build a solid strategy from a large scope of data.

    Marketing Landin SEO- 25 readers -
  • 5 steps to optimize the back end of your sales funnel

    Do you ever feel as if you’re doing everything to boost your email engagement, but your prospects just aren’t buying? Optimizing your inbound marketing regimen for lead generation is no easy task for marketers. Doing so requires creating compelling content that resonates with your target audience, then taking the initiative to promote your content across a myriad of social m ...

    Daniel Faggella/ Marketing Landin EMail- 17 readers -
  • How to manage ad partners in regulated industries: Pharma (part 5 of 5)

    Welcome to the final article of my series on how to work more effectively with ad partners in highly regulated industries. My goal has been to show advertisers how to embrace, not fear, the federal ad regulations governing them and their partners. In highly regulated industries, a simple marketing mistake that ignores these regulations — even by your partners — can lead to a ...

    Marketing Landin Affiliate How To's- 34 readers -
  • Looking beyond the holiday purchase: understanding customer lifetime value

    The ideal brand relationship is much more than a single experience. It comprises multiple experiences and events that tie the consumer to that specific brand. That brand becomes the go-to for purchasing the perfect birthday gift or the top destination for booking a much-needed getaway. Analyzing each of these brand interactions beyond the user’s first purchase allows adverti ...

    Marketing Land- 17 readers -
  • Go for the gold: Mastering cross-device marketing

    The Rio Olympics broke records, but not just for athletic performance or medal counts. The 17-day event was trumpeted as the most ambitious media event in history, delivering an average total prime time audience of nearly 28 million viewers, one of the largest Olympic audiences in history. Viewers around the world were able to watch the amazing athletic feats of Simone Bile ...

    Marketing Land- 18 readers -
  • Can an ad-free, subscription-based social network exist?

    Is this a crazy idea? Well, I’m just going to get right to it. Why isn’t there an ad-free, subscription-based social media platform out there yet? Imagine an ad-free experience where your data is private and you’re free to engage with friends, family and co-workers without feeling like every keystroke is being repackaged in a media kit to sell ad space.

    Marketing Landin Social- 12 readers -
  • Can digital kill the television star?

    We all know digital video is leaving its mark on television, but the jury is still out as to just how significantly it’s affected. TV still dominates in terms of viewership and ad spend, but data shows that consumer behaviors and marketing dollars are shifting. The driving forces behind these shifts seem to be that people today are managing multiple screens (sometimes simult ...

    James Green/ Marketing Land- 24 readers -
  • 5 email marketing sound bites (and the deeper meaning behind them)

    I’m a sucker for a good sound bite, and I heard plenty of great ones at our company’s *conference in Boston a few weeks ago. However, as a researcher and former journalist, I also like to dig into a sound bite and see what substance there is (if any) behind it. Here are my favorite quotes from The Email Design Conference and my take on their deeper meanings: “The time when ...

    Marketing Landin EMail- 22 readers -
  • Influencer marketing: You’re doing it all wrong

    Once upon a time, great brand strategists understood that one of the best ways to reach consumers was through the people they love and align with. At its core, it’s a great idea! Get leaders, celebrities or someone with an audience you want to reach to talk about your brand and influence their fans to check you out.

    Marketing Landin Social- 12 readers -
  • How most startups do events wrong…and 6 ways to do them right

    When you’re in startup mode, awareness is everything. And event marketing combines awareness with message testing, audience conversations, networking, and even (sometimes) fun. But event selection is often arbitrary, at best. At the first startup I worked for, we chose to sponsor a B2C marketing event because it fit best into our calendar.

    Marketing Landin How To's- 18 readers -
  • How social is revealing a new world for the travel industry

    If you’re beginning to see fewer and fewer vacation photos in your social streams, you’re not alone. As the summer winds down, so does the busiest time of the year for travelers, airlines and hotels. But the season passing doesn’t mean the learning stops with the first fall leaves: Social media teams have spent the past few months trying their best to attract and engage an a ...

    Marketing Landin Social Twitter How To's- 11 readers -
  • When you buy marketing software, know that you are buying into an ecosystem

    Marketing can no longer function without technology. There certainly are instances where it’s gone too far and technology is now driving marketing. But most modern marketers start with the strategy and add the technology needed to achieve it. While it may seem obvious that marketing technology makes companies more efficient, making the wrong choices, especially in favor of s ...

    Marketing Land- 8 readers -
  • SEO request for proposal (RFP) questions: what to expect

    Ah, the SEO request for proposal (RFP). Whether you are writing one from the client side or responding to one as an agency, they are a foundational part of enterprise-level SEO. While each RFP should include a few questions that are unique to the business at hand, there are also some “standard” questions that can help the enterprise SEO manager or procurement department qual ...

    Marketing Landin SEO- 23 readers -
  • AI-powered Revuze enters U.S. market to help brands figure out what’s bothering customers

    From Revuze’s site, indicating the range of data sources for product feedback Customers have an endless supply of opinions about your products and services, and marketers are eager to boil them down into useful insights. This need has led to a variety of sophisticated tools, including text/sentiment analysis from Lexalytics, “voice of the customer” analysis like Medallia, ...

    Marketing Land- 12 readers -
  • Periscope gets monetized: new Twitter functionality makes brands money

    With video having such prevalence in our online interactions, and all brands taking notice, Twitter is giving itself and brands an opportunity to capitalize on the money that was sitting on the table by announcing a monetization program for its live content. Today, Twitter announced an official platform for its Amplify program, its ad service that works with content creators ...

    Marketing Land- 10 readers -
  • Bringing ’90s nostalgia into a mobile world

    If we take a look back at the names hitting the headlines over the past couple of months — Pokémon, Super Mario and Yahoo — something stands out: ’90s nostalgia is back in a big way. However, brands like these, when looking to bring those familiar names into the modern world, will quickly find the game has changed.

    Josh Todd/ Marketing Land- 10 readers -
  • “Enterprise Call Analytics Platforms: A Buyer’s Guide” updated for 2016

    As consumers increasingly use their smartphones to research, browse, and connect with businesses, brands are developing a newfound respect for the inbound call as an integral part of the conversion path. This 39-page MarTech Intelligence Report examines the current market for enterprise call analytics and discusses key market trends.

    Marketing Land- 13 readers -
  • Email marketing in the age of social media

    Social media has firmly cemented its place as a vital marketing tool and has evolved to be much more than just a platform for posting photos and sharing life updates. At the same time, email marketing has grown more important to marketers and has the highest return on investment of any channel. Both email marketing and social media have their strengths and benefits, and mark ...

    Marketing Landin Social EMail- 25 readers -
  • 4 solutions to dial in your Facebook attribution

    So you’re advertising on Facebook and have a good handle on the levers that drive performance, but one thing you don’t have completely dialed in is your attribution. If this sounds like your brand, you are not alone. Facebook attribution is a topic I’ve discussed with every single one of my clients at some point and continue to build a conversation around.

    Marketing Landin Social Facebook- 14 readers -
  • Google Analytics App now offers Google Now-like automated insights

    The latest update to the Google Analytics apps (iOS and Android) offers a sleek new machine learning-powered set of insights a la Google Now. You’ll find the insights on the Assistant screen, accessed from the menu icon in the upper left corner of the app. Below are a couple of examples from Google of the types of insights you might see for your account.

    Ginny Marvin/ Marketing Landin Google- 23 readers -
  • Is SEO right for your business?

    This may seem strange coming from an SEO guy, but there are many situations where organic search may not be the best option for a given marketing challenge. In fact, there are times when SEO is just simply not a good fit. In this article, I am going to look at a few common scenarios we see at my agency where we have been contacted for SEO and have fed back that we believe th ...

    Marketing Landin SEO- 19 readers -
  • Salesforce boosts its Wave Analytics Cloud with new applications

    Salesforce is adding new desktop/mobile applications to its Wave Analytics Cloud that allow users to drill down into data, customize dashboards, or better apply analytics to specific uses. There is a Wave for B2B Marketing, currently in beta and available as a release version next month. It allows a marketer to drill down into data from B2B marketing platform Pardot, Salesfo ...

    Marketing Land- 17 readers -
  • Google’s AMP Viewer: the Tinder UX for content?

    Users swipe through content from multiple publishers in Google’s Top Stories AMP viewer. By now most publishers should be aware of Google’s imminent plan to surface Accelerated Mobile Pages (AMPs) throughout mobile search results. AMP links will no longer be limited to the Top Stories area of mobile results; instead, Google will link to the AMP version of a webpage any tim ...

    Marketing Landin SEO Content- 26 readers -
  • Report: More than two-thirds of digital media time now mobile, apps 50 percent

    According to July data from comScore, smartphone apps now constitute 50 percent of all digital media time. That’s up from 44 percent roughly a year ago. Overall, digital media time spent with mobile is now a whopping 68 percent. The desktop commands just 32 percent of our digital attention. In the event it is obvious, there are a number of immediate takeaways and implicatio ...

    Greg Sterling/ Marketing Land- 25 readers -
  • 6 secrets of digital storytelling

    Humans are programmed to find a story in everything we see. Every picture, word or sentence, no matter how simplistic, is imbued with deeper meaning. This hardwiring helps our brain understand, contextualize and retain details about the world around us. For that reason alone, it is only logical that good stories can also function as potent strategic business tools — ways and ...

    Peter Minnium/ Marketing Landin Display- 34 readers -
  • Amp up your skills with an SEO or SEM workshop

    Classes are in session, and not just for the kids. Polish your SEO & SEM skills at any of the four incredible full-day workshops on Monday, September 26. All workshops are held the day before SMX East kicks off in New York City. Here’s a preview: Advanced AdWords Training: Paid search continues to be an important factor in companies’ revenues, so digital marketers need ...

    Marketing Land- 12 readers -
  • LinkedIn conversion tracking is here! 4 things you need to know

    Marketers advertising on LinkedIn have been longing for the ability to marry their website conversion goals, such as form fills, to their ad performance data in LinkedIn Campaign Manager. Today, LinkedIn’s Marketing Solutions team announced the official release of its native conversion tracking for Sponsored Content and Text Ads.

    Marketing Landin Social- 36 readers -
  • 7 advanced tips for Google Shopping ads

    Have you ever been frustrated by the lack of control you have over a Google Shopping campaign? With the holidays creeping up on us, now is the time to make those shopping changes that move the needle. I’ve put together a list of seven tips to bring your shopping campaigns to the next level. Tip #1: Use the multiple-campaign method to bucket keywords This is probably the sing ...

    David Rekuc/ Marketing Landin Google- 26 readers -
  • Adobe adds live video ad insertion and tighter video stream measurement

    Image by Adobe Online video/TV’s evolution into a mature advertising channel continues, with this week’s announcement that Adobe can now dynamically insert ads into live video, and can measure any video stream down to the nearest ten seconds. The announcements were made at the International Broadcasting Conference (IBC), now taking place in Amsterdam.

    Marketing Landin Display- 15 readers -
  • Snapchat’s Local Stories shift could help it fend off Instagram’s Live Stories clone

    Snapchat has decided to stop producing daily Local Stories that curate the photos and videos people publicly post in a given city into a single feed for local denizens — and locals only — to see. Coinciding with the Local Stories pullback, Snapchat has laid off around 15 employees who curated the Local Stories feeds, according to Bloomberg, which first reported the Local Stor ...

    Marketing Land- 11 readers -
  • Sizmek hopes to redefine DCOs with its newest creative tool

    Two versions of an ad for Sizmek, made in its new DCO tool. Ad management/serving platform Sizmek is today launching a new version of its HTML5-based creative tool, which it hopes will help redefine the category of Dynamic Creative Optimization (DCO). Called Rich Media for Programmatic Creative, the self-service product is the latest iteration of the company’s DCO, which i ...

    Marketing Landin Display- 14 readers -
  • 8 dos and don’ts of successful video advertising

    Meet Judy, our biggest fan of Coffee-mate Amaretto. Since it was discontinued in 2015, Judy's been on a mission to bring it back. We’ve received thousands of social posts, phone calls, emails, and over a dozen compelling letters – all led by Judy. We’ve been listening and think it’s time for us to say #ThankYouJudy. Thanks to J ...

    Pauline Jakober/ Marketing Landin Google Retargeting- 24 readers -
  • The stat-backed holiday advertising tips to know for 2016

    For e-commerce marketers looking to capitalize on the largest shopping season of the year, online advertising becomes a game of inches. While the underlying motivations of shoppers are important during the holiday season, so are the on-the-ground behavioral trends. This is something I helped study as part of Nanigans’ latest holiday e-commerce advertising report (email regis ...

    Andrew Waber/ Marketing Land- 18 readers -
  • Here Media VP has job he always wanted, leading marketing for LGBT media company

    As the Vice President of Marketing for Here Media, Inc., Robert Hebert leads all marketing efforts for the LGBT-focused media company, while serving as the creative director for Here Media’s portfolio of brands, including Here TV, Out Magazine, The Advocate, and “I’m fortunate to have the job that I always wanted,” says Hebert, “I create new media brands, work to ...

    Amy Gesenhues/ Marketing Land- 25 readers -
  • Google buys API management firm Apigee

    Digital marketing is increasingly becoming a network of APIs (Application Programming Interfaces), and today Google boosted its role in that environment by announcing it is buying API management firm Apigee. The purchase, for a cash total of $625 million, is still subject to stockholder and regulatory approvals.

    Marketing Land- 15 readers -
  • How the ‘average user’ has ruined e-commerce experiences

    As consumers, we understand that every website we visit, as well as every interaction experienced on that site, is delivered as the result of untold hours of behind-the-scenes work. No website is an accident; everything has been tested thoroughly to deliver optimal outcomes, especially in online retail.

    Marketing Landin How To's- 11 readers -
  • Facebook Lookalikes go global with new update

    Since released more than 3 years ago, Facebook Lookalike Audiences have been the gold standard for matching like-minded audiences. A new release from Facebook is now bringing the powerful matching across borders – International Lookalike Audiences. This new resource will give marketers the ability to target international audiences similar lists of customers or leads.

    Greg Finn/ Marketing Landin Social Facebook- 17 readers -
  • The genius of easy-click emails

    Like hundreds of thousands of other travelers, I was a victim of the Delta flight fiasco in early August. After a day filled with flight cancellations and an alternate booking with WestJet, I checked my inbox and discovered an email from Expedia asking me to rate my experience. The email was simple and elegant and consisted of just five words: “Happy with your WestJet Trip?” ...

    Jason Warnock/ Marketing Landin EMail- 13 readers -
  • Facebook’s humanless sifting of trending news suggests some AI needs supervision

    Artificial intelligence (AI) is powering marketing tools at various levels, with some products and many predictions emerging that forecast self-managed platforms. But Facebook’s removal last month of human editors from its Trending Topics team, and the resulting errors in judgment by its AI-powered algorithm, raise questions if AI — at least for the foreseeable future — can ...

    Marketing Landin Facebook- 14 readers -
  • Twitter rolls out an app for Amazon’s Alexa voice assistant

    Copyright Aaron Durand (@everydaydude) for Twitter, Inc. Amazon’s Alexa voice assistant now speaks Twitter. Twitter has rolled out an app called Twitter Reader so that people can have their Amazon Echo smart speakers or other Alexa-enabled devices recite their Twitter feeds. The app — which appears to be the first Alexa app from a major social network — seems to be coming ...

    Marketing Landin Social Twitter- 12 readers -
  • Oh no! ABM is resurfacing bad habits for B2B marketers

    One of my favorite stops when I come to our company’s headquarters is a restaurant in Scottsdale, Arizona, called “Cold Beers & Cheeseburgers.” In my world, this is a winning combination. (Don’t judge!) In the marketing world, “B2B & ABM” are quickly showing up as the magical combo on every menu in town.

    Marketing Land- 12 readers -
  • 7 great reads to drive your marketing career

    With the advent of the internet, how we marketers do our job has changed significantly. We’re now using technology (e.g., marketing automation, predictive marketing) to engage prospects through a wider variety of media outlets (e.g., Twitter, Instagram, Snapchat). We are also being made more accountable than ever before for our business’s performance.

    Marketing Landin Content- 13 readers -

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