Marketing Land - Posts from April 2017

  • SEO and social: 1 + 1 = 3

    The recent SMX West conference had many awesome sessions, and today I’m going to provide some compelling insights from “SEO and Social: A Match Made in Marketing Heaven.” One of the great things about this session is that all four speakers took a step back and provided fresh ideas on how to think about the integration of these two disciplines.

    Eric Enge/ Marketing Landin Social SEO- 24 readers -
    Earlier about the same topic:
  • In final earnings report, Yahoo beats Wall Street with $1.3B in revenue

    Yahoo mostly beat Wall Street expectations with what is probably its final quarterly earnings report as a public company. The company went public in April 1996, 21 years ago. Revenues and earnings per share both beat expectations. The company reported revenues of $1.3 billion and adjusted earnings of $0.18, though revenue ex-TAC was down year over year.

    Greg Sterling/ Marketing Land- 25 readers -
  • SMB trust survey: Amazon No. 1, Google No. 3, Facebook No. 20

    Small business (SMB) networking site Alignable has released its latest quarterly SMB Trust Index. The rankings come from net promoter scores (NPS) from 23,000 small businesses. There are 86 brands in the index. The company does not screen for verified customers as a prerequisite for rating the companies on the list. Each individual category has leaders and laggards.

    Greg Sterling/ Marketing Landin Social SEO Google- 18 readers -
  • Are you grateful for digital? Part 2: Q&A

    In my most recent column, I challenged you to ask if you were grateful for digital. I argued that while marketers claim to be customer-centric, our campaigns rely more on our need to meet sales goals than any objective of the customers. Well, it got me thinking, do others have similar feelings? Are they grateful for digital? I asked Lynn Wunderman, Director at Pebble Post (m ...

    Marketing Landin Display- 33 readers -
  • CMO audit series, Part 2: Untangling the web of mobile technology

    This CMO audit series sets out to provide insight into the six most significant growth drivers in marketing: customer journey, marketing technology, growth channel mix, user experience, devices and analytics. (If you didn’t catch Part 1, on the customer journey, catch up now.) Today’s post will focus on technology.

    Marketing Landin Mobile- 26 readers -
  • 6 roles you need on your marketing team + 2 you probably haven’t considered

    In 2017, digital marketing is no longer an afterthought. Digital is a critical part of almost every company’s marketing strategy regardless of industry. The question businesses are now struggling with is: Which roles (or what people) do I need on my team to be successful? In this piece, we are going to outline the roles needed within a digital marketing team, as well as two ...

    Marketing Land- 20 readers -
  • Instagram Stories tops 200M daily users, now bigger than Snapchat

    Eight months after Instagram copied Snapchat’s Stories, Instagram’s clone is officially bigger than Snapchat. Every day, more than 200 million people use Instagram Stories, the Facebook-owned photo-and-video app announced on Thursday. By comparison, Snapchat averaged 158 million daily users in the fourth quarter of 2016, though that figure may have grown since the app’s pare ...

    Marketing Landin Social Facebook- 26 readers -
  • Alphabet reports $24.75 billion in Q1 revenues, beating expectations

    Google parent Alphabet Inc. announced revenues of $24.75 billion for the first quarter of this year, a 22 percent increase year over year. That’s above analyst expectations, and the stock is up in after-hours trading. Ad revenues were $21.4 billion, a 19 percent increase over Q1 2015. Google site revenues were $17.4 billion (up 21 percent), and network revenues were $4 billion (up 9 percent).

    Ginny Marvin/ Marketing Landin Google- 21 readers -
  • How to rule the App Store in 2017: 5 trends to use to your advantage

    The Apple iTunes App Store has to evolve. The number of apps is growing exponentially, and user behaviors are constantly changing, making it critical for the App Store to adjust. Some of the products of this evolution are long-awaited features and capabilities, playing catch-up with Google Play. Others are attempts to take creative initiative in improving the user experience in the App Store.

    Marketing Landin How To's- 20 readers -
  • Voice search and data: The two trends that will shape online marketing in 2017

    With the explosion of technology in the digital space, customer expectations and website capabilities are constantly changing. As we approach the middle part of 2017, now is a good time to closely examine trends that will have the greatest impact on the industry this year. There are now more than a billion websites available, and the amount of data online has exploded from 1 ...

    Jim Yu/ Marketing Land- 21 readers -
  • Amazon beats expectations in Q1 2017 with 23% jump in revenue

    Amazon crushed expectations with its Q1 2017 earnings report Thursday. The company reported net sales revenue of $35.7 billion, a 23 percent spike from Q1 2016’s revenue of $29.1 billion. That’s just slightly above what analysts expected. The bigger surprise was earnings per share (EPS) of $1.48, way above the $1.13 that analysts had predicted. Amazon’s EPS a year ago were $1.07.

    Matt Mcgee/ Marketing Land- 21 readers -
  • Watch This Retail Space: 2017 Retail Prediction

    Google has dominated consumer search for nearly 20 years. While this dominance continues today, there is one area of search where it is losing share rapidly: retail product search. Historically, it’s been one of Google’s biggest moneymakers, with retail search accounting for at least 25 percent of total search revenues.

    Marketing Landin Google- 43 readers -
  • Yes, I want to take care of your spam problem for you

    It’s rare to find an easy way to significantly increase your conversion rate with a simple change. But today, I have just such a thing for you. Before I do, please click on the image below for me, so I can be sure you’re a human. Hmmm. You did that a little fast. Let’s make sure you’re really not a robot. Nope. Let’s try this: Good job. But we’re having so much fun, let’s do another one.

    Brian Massey/ Marketing Land- 21 readers -
  • 10 truisms about agencies and clients

    Over my nine years in the agency world, I’ve realized that I have certain “canned responses” to specific questions or situations. For lack of a better term, these are “Davidisms” that my team can probably repeat verbatim at this point. I thought I’d share 10 of my favorite ones with you. 1. Clients get the agency they deserve There are a lot of different companies out there.

    David Rodnitzky/ Marketing Land- 16 readers -
  • Your programmatic platform has an expiration date

    Listen up, agencies and brands: the programmatic platform you’re using is dying. Actually, it should probably already be dead. Many of the major platforms that marketers know, use and rely on to drive awareness and conversions are out of date. They were built for desktop advertising, but we’re in an age where mobile ad spending is poised to overtake desktop revenues, accordi ...

    Marketing Landin Display- 31 readers -
  • Is Snapchat’s bubble about to burst?

    Unless you’ve been living in a cave for the last six years, you’ll be well aware of Snapchat’s meteoric growth. Founded in 2011 by three students at Stanford University, in less than a decade it’s reached 161 million daily active users (DAUs) and become part of popular culture — a part that many young people couldn’t bear to live without.

    Marketing Landin Social- 18 readers -
  • Paid search analytics: What treasures are hiding in your data?

    On the surface, paid search analytics seems pretty straightforward. You just drop a code snippet on your page and go, right? Unfortunately, while setting up paid search analytics is fairly simple, using that data in a way that benefits your business can be quite challenging. Few people get into marketing because they think, Gee, I sure love number crunching! However, while ...

    Marketing Landin Paid Search- 20 readers -
  • 39 questions with Google at SMX West

    It always attracts a lot of attention when Googlers are up on stage and open for questioning. The Ask Me Anything (AMA) with Google Search at the recent SMX West conference was no exception. This panel, moderated by Danny Sullivan, featured two prominent Googlers: Webmaster Trends Analyst Gary Illyes and Webmaster Outreach Specialist Mariya Moeva. ...

    Eric Enge/ Marketing Landin SEO Google- 16 readers -
  • The newest addition to the marketing mix’s Ps: Proximity

    Any marketer worth their salt, or at least one who has managed to stay awake during Marketing 101, can rattle off a long list of marketing mix “Ps.” You know what I’m talking about: product, price, place, promotion, people, processes and physical evidence. Unfortunately, those old pillars of marketing don’t quite hold up under the weight of today’s digital marketing needs.

    Marketing Landin Google- 17 readers -
  • Countering header bidding, Google drops its ‘last look’ advantage

    Google may have taken away header bidding’s best reason for being. The increasingly popular practice of header bidding arose largely because publishers were unhappy that Google gave its own DoubleClick Ad Exchange (AdX) a “last look” on auctions for ad impressions. Only AdX was able to bid on every impression, and it could always outbid others.

    Marketing Landin Display Google- 17 readers -
  • A deep look at Google’s biggest-ever search quality crisis

    The past few months have been bad for Google’s search reputation. Long considered the “gold standard” in search, Google has seen its search results questioned as never before. It’s a body blow to a core service that should be safe as Google tries to grow in new directions. Recovering from that blow isn’t easy. What’s happened to Google search is on par with ...

    Danny Sullivan/ Marketing Landin SEO- 29 readers -
  • [Reminder] Live webinar – Content Attribution: Identifying content that converts

    Content may be a critical part of your marketing toolkit, but do you know how it performs against your business goals? With content attribution, marketers can identify and double-down on the best performing content assets to generate a lift in conversion rates. Join our digital marketing and data science experts from Cardinal Path and Intel as they demonstrate how to use con ...

    Marketing Landin Content- 16 readers -
  • Live video has become the creative canvas for digital marketers

    Digital marketing has become a world where data often overruns the creative process. A/B (or even A/B/C/D) testing every element in a campaign sometimes becomes the obsession, relegating the ideas to simply more variables to test. Many marketers crave creativity, big ideas and innovation. Well, jump into the live video pool, folks, because this is where the innovation is happening today.

    Marketing Landin Content- 17 readers -
  • 3 brands that do email marketing right

    Retailers are pushing out millions of emails every day, most of which end up being ignored — or worse — sent to the spam folder. Many more are simply dropped by an ISP. And most marketers are misfiring on the timing, the subject lines and the content. Only a few are consistently getting it right, and among these brands, in my opinion, are Uber, eBay and REI (disclosure: Uber ...

    Marketing Landin EMail- 26 readers -
  • Android now the world’s dominant OS, surpassing Windows

    According to StatCounter, the Android operating system has now passed Microsoft Windows as the leading OS globally. The data reflect “total internet usage across desktop, laptop, tablet and mobile combined.” Android’s global OS share was 37.93 percent compared to 37.91 percent for Windows. However, in North America, Windows had a 39.5 percent share, which was followed by iOS (25.

    Greg Sterling/ Marketing Landin Google- 20 readers -
  • Hootsuite’s recent buying spree may only be a warm-up

    One way to look at Hootsuite’s recent acquisition spree is to see it as the maturation of social media management platforms. That’s how Hootsuite Senior Director of Business and Corporate Development Richard Hungerford sees it. It used to be, he said, that social media was owned by an organization’s social guru or social team, who monitored and communicated across the major ...

    Marketing Land- 20 readers -
  • [Live Webinar] Customer data: new strategies to keep it fresh and accurate

    Join data experts David M. Raab and John Hurley as they describe how Radius and its clients built a network of B2B business and contact information, and how you can create a new data source with unprecedented freshness, accuracy, and coverage. Attend this webinar and learn: how to measure – and improve — your current data quality. how network data creates better information at lower cost.

    Marketing Land- 13 readers -
  • 5 ways to monetize your social media followings

    Social media has not only revolutionized the way that people communicate and stay in touch; it has completely transformed business and marketing practices as a whole. Over the past five years, social media websites have become some of the largest and most meaningful pieces of the digital marketing puzzle.

    Jordan Kasteler/ Marketing Landin Social- 21 readers -
  • Facebook’s Canvas ads get easier to create (and recreate) with new API

    Facebook’s iAd-like Canvas ads can be as labor-intensive as they are immersive. The social network unveiled the creative kitchen sink of an ad format in September 2015. Since then, brands have had to manually create each individual Canvas ad on Facebook’s desktop site — uploading the photos and videos, typing out the text and links, placing each element on each page and so on.

    Marketing Landin Social Facebook- 19 readers -
  • The problem with obsessive rank tracking

    Keyword ranking is one of the most overrated and misused metrics in SEO. Yes, tracking your positions is important, but placing too much emphasis on this metric is problematic. When it comes to SEO, what you measure gets managed. That means that focusing on the right metrics will help you generate results that have a business impact, rather than an ego boost.

    Marketing Landin SEO- 19 readers -
    Earlier about the same topic:
  • Salesforce’s Einstein adds velocity to its Sales Cloud

    In the most famous formula ever written, the real Einstein understood that the speed of light drives the amount of energy you can produce. This week, Salesforce is using its new Einstein layer of artificial intelligence (AI) to drive the speed of deal closings. Albert probably could have created a formula for that.

    Marketing Land- 22 readers -
  • YouTube TV premieres today in five markets, including LA, NY, SF

    A little more than a month after it was announced, YouTube’s paid TV-streaming service is ready for prime time (or whatever time people may choose to stream TV shows on their phones and computers). On Wednesday, YouTube made YouTube TV available to people in Chicago, Los Angeles, New York, Philadelphia and the San Francisco Bay area.

    Marketing Landin Social Google- 22 readers -
  • LinkedIn introduces lead gen ad offerings

    LinkedIn has just come out with a new product that it hopes will bring leads to advertisers. Called LinkedIn Lead Gen Forms, the objective of the product is to give marketers the ability to collect quality leads across all devices, be it a mobile phone or a desktop. With these forms, LinkedIn promises “high-quality leads from your Sponsored Content campaigns by removing the m ...

    Marketing Land- 41 readers -
  • Newest perk for Amazon Prime members? NFL football livestreams

    The newest perk for Amazon Prime members includes Tom Brady, Cam Newton, J.J. Watt and other NFL superstars. That’s because Amazon is spending $50 million for the rights to livestream 10 games on Thursday nights during the 2017 NFL season, according to the Wall Street Journal. That’s 5x what Twitter paid for the same exact livestreaming package this past season.

    Matt Mcgee/ Marketing Land- 31 readers -
  • Yelp buys Turnstyle to expand targeting and offline attribution capabilities

    Earlier this week, Yelp bought a company called Turnstyle for a reported $20 million. Turnstyle can be characterized in various ways; it calls itself a WiFi-based marketing and loyalty platform. It could also be called a “marketing automation” platform — though that phrase has virtually no meaning now because it’s so abused. Then there’s “mobile personalization platform.

    Greg Sterling/ Marketing Land- 31 readers -
  • 4 ways you can improve your website conversion rate with SEO

    Efforts to drive more traffic and rank better on search engines sometimes seem to be in conflict with those for increasing conversion rates for your website. But, as improved user experience becomes a stronger criterion for search engines, search engine optimization and conversion rate optimization are becoming a complementary, multistep process in marketing your business.

    Marketing Landin SEO- 21 readers -
  • No content strategy is an island

    As we’re (hopefully) all aware by now, content strategy is the foundation of content marketing. But content strategy requires its own foundational elements, too. Without them, that strategy is very, very difficult to architect. Creating a content strategy obviously must precede content marketing, but your brand must have some marketing fundamentals in place to enable that process to occur.

    Rebecca Lieb/ Marketing Landin Content- 17 readers -
  • Marketers, get your head out of your funnel — because time is definitely not on your side

    Whether you’re a CMO who’s trying to figure out how to make substantive progress in the marketplace (the kind you can point to and say, “We’re really making a difference!”), or an experienced demand-gen pro who’s finding it harder and harder to achieve significant lift for your programs, I want to share something with you: No matter how well you do content marketing, no matter how fantastic y.

    Marketing Land- 15 readers -
  • Amazon launches a metrics dashboard for Alexa skill developers

    Amazon has rolled out a pair of new features for developers who make skills for its Alexa-powered devices, highlighted by the launch of a metrics dashboard that aims to show how consumers are using those voice apps. The metrics dashboard is available in the Alexa developer portal, and there’s a separate dashboard for each skill that a developer has created.

    Matt Mcgee/ Marketing Land- 22 readers -
  • Adblock Plus’s parent company buys content micropayment service Flattr

    In May of last year, Eyeo — the parent company of Adblock Plus — announced a partnership with content-funding tool Flattr to create something called Flattr Plus. It offers a browser extension that automatically pays a small fee for web content when a visitor goes to a participating site. Payment amounts to the site are based on a Flattr-defined formula for user engagement, a ...

    Marketing Landin Display Content- 17 readers -
  • Twitter Lite launches to serve slow broadband networks and expensive data plans

    Twitter Lite, a new experience to address the needs of users who may have limited bandwidth and storage capacity, has launched. If you’re reading this article, chances are good that you have a strong and fast internet connection at work or home. But many internet users, particularly in countries such as Africa, Asia Pacific and Latin America, don’t have access to fast internet speeds.

    Marketing Landin Social Twitter- 19 readers -
  • Scaling your content without draining your budget

    Every day, billions of pieces of content are published like clockwork on platforms like Facebook, Instagram, Pinterest and Snapchat. Yet the clock has stopped for most marketers when it comes to creating content that breaks through the noise. Despite what some have coined as “content shock,” 77 percent of B2C content marketers expect their organization to produce more conten ...

    Marketing Landin Content- 16 readers -
  • Why it’s time to say goodbye to the ‘r’ in influencer

    It’s time for advertising and marketing professionals to start talking about influence marketing, not influencer marketing. Let me explain why. Every marketer, agency and media publication is talking about influencer marketing, and 2017 has been deemed as the gold rush year for the advertising approach.

    Marketing Landin Social- 25 readers -
  • The Path to CMO with Taco Bell’s Marisa Thalberg [Podcast]

    Taco Bell has become one of the most creative and respected big brands around. The company has run several unique and clever marketing campaigns and ideas in recent years — several of which we’ve covered before. Marisa Thalberg took over as Taco Bell’s CMO a little more than a year ago and has continued to keep the fast food giant front of mind when it comes to inventive mar ...

    Matt Mcgee/ Marketing Land- 28 readers -
  • Twitter officially opens direct messages to chatbots

    “Bot” is a tricky word when it comes to Twitter. Maybe that’s why, for all the hype around chatbots on platforms like Facebook Messenger, Kik, Slack and Skype, Twitter’s own chatbot efforts have stayed somewhat under the radar. But maybe that’s about to change. On Thursday, Twitter officially opened up its developer tools so that any business or individual can create a chatb ...

    Marketing Landin Social Twitter- 24 readers -
  • 5 quick SEO wins for new clients

    I put out a HARO query to see what tactics other SEO specialists and agencies used as quick wins when they took on a new project. I got back some great, solid responses from SEO experts across the country and wanted to share their advice. Most of the answers I received fell into one of five basic categories: digital asset consolidation; link reclamation; long-form content cr ...

    Marketing Landin SEO- 15 readers -

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