Marketing Land - Posts from June 2017

  • YouTube tops 1.5 billion logged-in viewers every month

    YouTube has a lot of viewers, and now the Google-owned video service is giving those viewers new views, including a way to responsively reformat videos on mobile and support for 180-degree videos. Every month, 1.5 billion people log in to YouTube to watch videos, YouTube CEO Susan Wojcicki said on Thursday at VidCon (also known as Comic-Con for the digital video industry) in ...

    Marketing Landin Social- 30 readers -
  • Amazon’s Prime Day 2017 is a 30-hour event this year

    Amazon has added an extra six hours to this year’s Prime Day event, now a 30-hour period scheduled to begin at 9 p.m. ET July 10 and last through July 11. As in the past, Prime members will get exclusive deals throughout the duration of the event, with Alexa-exclusive voice shopping deals for Prime members who have any of Amazon’s voice-assistant devices or Alexa-enabled Fire TVs or tablets.

    Amy Gesenhues/ Marketing Land- 15 readers -
  • LISTEN: Danny Sullivan reflects on 21 years covering the search industry

    There aren’t many people who can claim to have created an industry, but Danny Sullivan is one of them. When he first published “The Webmaster’s Guide to Search Engines” in 1996, he attracted an audience of online marketing pioneers who wanted to understand how search engines of the day — think Yahoo, AltaVista, Lycos and the like — ranked online content.

    Matt Mcgee/ Marketing Landin SEO- 19 readers -
  • How to grow your email marketing list without resorting to shortcuts

    Increasing the number of contacts in an email list is a near-universal goal for email marketers. However, many marketers make the mistake of buying lists as a shortcut to the end goal of reaching their quota or in the hopes of increasing their reach and engagement. It may seem like more email addresses will result in more leads, but purchasing lists has the opposite effect.

    Marketing Landin EMail How To's- 16 readers -
  • Two social media attribution models to use instead of last-touch

    Have you been looking for the best way to measure the effectiveness of each of your social media channels? Do you want to learn how you can pick an effective social media attribution model for your business? In this article, I’ll describe the three different social media attribution models and how each one uniquely measures the success of your social channels.

    Marketing Landin Social- 22 readers -
  • Why email marketing has lasted five times longer than your first marriage

    Like a marriage, email marketing is based on a relationship between two interested parties: a brand and a consumer. But while the average first marriage only lasts about eight years, email marketing has been around for nearly 40 years. So, how has email marketing beaten the odds, even when critics said that email was an all-but-dead channel? And more importantly, what lies a ...

    Jason Warnock/ Marketing Landin EMail- 15 readers -
  • The perfect structure for managing profitable shopping ads

    When you start advertising on a new platform, deciding how to structure things can be scary because there’s the risk that a bad decision now could hamper your future efforts. So if you’re new to managing shopping ads, or you’re looking for some fresh ideas to revive underperforming campaigns, I’ll show you my ideal shopping campaign.

    Marketing Landin SEO Google- 23 readers -
  • Finally getting (Linked)In on the retargeting action

    Since its launch in 2003, LinkedIn has completely revolutionized professional networking. I often wonder how recruiters, in particular, ever survived without it. Besides offering the chance to connect with your colleagues and wider network, it provided a new array of choices for anyone looking for a job, a new employee or relevant content.

    Marketing Landin Social Retargeting- 18 readers -
  • B2B CMOs and CIOs: It’s time to rethink data management

    In digital media and advertising, data management platforms (DMPs) have become an essential tool that “ingests, classifies, sorts and houses information, and then delivers it in a way that’s useful for marketers, publishers and other businesses.” But for B2B marketers, these tools have a major flaw. As the name implies, B2B marketers sell into organizations (e.g.

    Marketing Land- 27 readers -
  • Takeaways for marketers from a conversation with Coke’s chief technologist

    OlegDoroshin / Shutterstock.com My team and I recently had the opportunity to meet with one of today’s foremost technology leaders, Alan Boehme, at the Collision conference. Boehme serves as Chief Technology Officer, Chief Innovation Officer and Chief architect for The Coca-Cola Company. In our conversation, he spoke about how the 125-year-old company is driving innovation.

    Rob Rasko/ Marketing Land- 30 readers -
  • Instagram ads can now link to brands’ Messenger accounts, bots

    Facebook continues to find ways for its three major brands — Facebook, Instagram and Messenger — to complement one another. In the latest example, brands can now buy ads from Facebook to run on Facebook’s photo-and-video sharing app that link to a marketer’s account in Facebook’s messaging app. The extension of Messenger-linked ads to Instagram follows their rollout to Faceb ...

    Marketing Landin Social Facebook- 30 readers -
  • Report: Apple’s Siri-powered virtual assistant could be announced next week

    Apple might announce its long-rumored Siri-powered smart speaker during the company’s annual developer conference next week, according to a Bloomberg report. If true, the Apple speaker will compete with similar devices from Amazon, Google, Microsoft, Andy Rubin’s company Essential and others. According to the report: The iPhone-maker has started manufacturing a long-in-the-w ...

    Greg Sterling/ Marketing Land- 24 readers -
  • The marketing career advice that no one gave me

    As I started my professional career, I also started down another lifelong path of passion: bike racing. Early on, bike racing for me was all about riding, about putting in the time. The more I rode, I thought, the stronger I’ll be, and therefore the better at racing I’ll be. And for a while, this was true.

    Marketing Land- 21 readers -
  • Meet Aetna CMO David Edelman at MarTech in Boston

    I am thrilled that one of the pioneers of marketing-led digital transformation will be keynoting at MarTech! Former McKinsey consultant and current Aetna CMO David Edelman will talk about his experiences helping dozens of leading brands rethink marketing in a digital world. He’ll also discuss leading Aetna’s digital transformation and customer experience pivot.

    Scott Brinker/ Marketing Land- 24 readers -
  • The Path to CMO with SAP Ariba’s Alicia Tillman [Podcast]

    What can a teenager possibly learn from selling tickets to a public beach? A lot, says this week’s special podcast guest, Alicia Tillman. That’s where she had her first job as a 15-year-old, and it provided lessons that have helped Tillman grow to become the CMO of SAP Ariba, the B2B software and information technology giant.

    Matt Mcgee/ Marketing Land- 24 readers -
  • AOL launches SDK-based header bidding for mobile apps

    To date, header bidding has mostly focused on providing publishers of websites with a way to conduct a unified auction for buyers of their space. This week, AOL is announcing a beta launch of a header bidding solution for native apps. The company says that, to its knowledge, this is the first header bidding for apps that employs software development kits (SDKs), instead of a ...

    Marketing Landin Display- 19 readers -
  • How to solve the mystery of what your customers really want

    How well do you really know your customers? If your company is like most brands, you already realize that you don’t really know them at all. In fact, a 2015 study from Aberdeen Group found that just 4 percent of organizations are fully satisfied with their ability to ensure data-driven conversations with their customers. That’s a shockingly small number.

    Marketing Landin How To's- 24 readers -
  • Beyond the martech stack: It takes an orchestra to solve the customer experience

    If you look at what many vendors are saying these days, it’s all about customer experience. Adobe, Salesforce and Sprinklr, for instance, have redefined their identities in that direction. But reorientation is not enough, according to IDC. Consider a vision of “Customer Experience Orchestration Services” that extend beyond the marketing department, articulated in an IDC stud ...

    Marketing Land- 14 readers -
  • Brands are facing a whole new world of retail realities

    Once upon a time, brick-and-mortar malls were the center of many people’s lives. Families would go to movies, adolescents would socialize with friends, and there were lots of places to buy everything from groceries to garments. Many of the anchor stores — like Sears, Macy’s or Best Buy — served as aggregators of brand-name products.

    James Green/ Marketing Land- 21 readers -
  • Not your father’s billboards: Interactive out-of-home is coming of age

    It’s not just that billboards — those static and fading printed signs along highways — have evolved into digital displays within an increasingly programmatic ad ecosystem. It’s that they — and their digital display cousins in city squares, bus stops, airports and elsewhere — have turned into an interactive platform.

    Marketing Land- 15 readers -
  • How AI is disrupting major industries

    Advances in artificial intelligence tend to provoke polarizing reactions for most people. One, a dystopian anxiety where humans huddle in fear of their metallic overlords. Or two, a utopian futurist society where humans are freed from mundane labor and complex challenges are solved by machines. Wherever you fall on the AI anxiety spectrum, the fundamental truth is that we a ...

    Marketing Landin How To's- 27 readers -
  • Reducing chaos and stress in email marketing

    Email is a powerful medium. It has a unique combination of scale and speed. It’s one of the few levers marketers have to drive short-term results, from online revenue to event registration to app downloads and so on. And because it is relatively low-cost on a per-piece or cost-per-thousand (CPM) basis, it doesn’t get the planning and discipline that a channel like direct mail ...

    Marketing Landin EMail- 13 readers -
  • Apple introduces HomePod: A premium speaker with Siri

    As anticipated, Apple introduced its Amazon Echo and Google Home competitor today at WWDC, its developer conference in San Jose. The retro-named HomePod has Siri built in, but Apple didn’t lead with that or immediately present the new device as a stand-alone virtual assistant. The company made its pitch by emphasizing the sound quality of the speaker and the overall music ex ...

    Greg Sterling/ Marketing Land- 24 readers -
  • Beyond SEO: Managing the management

    As search marketers, we face many challenges as part of our job. We’re tasked with bringing in more traffic, more leads, higher rankings, better links and improved sales. Reaching these goals is challenging, but it’s the reason people pay us money in the first place. However, there is another challenge we face that is just as difficult to address, if not more: people.

    Casie Gillette/ Marketing Landin SEO- 22 readers -
    Earlier about the same topic:
  • The next tech innovation to help marketers engage live audiences: Voice

    Which technological innovation could make the biggest difference to marketers’ lives in the next year? Google CEO Sundar Pichai wrote in a blog post last year: The last 10 years have been about building a world that is mobile-first, turning our phones into remote controls for our lives. But in the next 10 years, we will shift to a world that is AI-first, a world where comput ...

    Marketing Land- 12 readers -
  • Segment can now track users across sites without third-party cookies

    Apologies in advance for the mixed metaphor, but third-party cookies are rapidly becoming black sheep. So data connection service Segment is out with a new solution to help brands avoid third-party cookies as they track users between multiple sites. This week, Apple announced refinements to the way its Safari browser treats third-party cookies, which are those text files de ...

    Marketing Land- 15 readers -
  • Location data predictive of retail store closures

    As marketers are discovering, mobile location data can be used for many purposes. Among them, according to inMarket, is predicting retail store closures. The company’s SDK (software development kit) is integrated into 700 apps, and it sees more than 50 million active mobile devices in the US. One of the data sets the company captures is the frequency of retail store visits.

    Greg Sterling/ Marketing Land- 15 readers -
  • What you need to know about Referrer Policy

    If you’re running WordPress, did you notice a recent change in your analytics where more traffic is being attributed to direct traffic or a no-referral bucket? When WordPress updated to 4.7.4, the text editor TinyMCE also updated, and this is where the problem actually lies. In November 2016, TinyMCE added a security update that added rel=”noopener noreferrer” on lin ...

    Marketing Landin SEO- 23 readers -
    Earlier about the same topic:
  • Brandwatch adds a Reddit ‘mini-firehose’ to its social data

    For marketers, the popular Reddit community is a largely untapped reservoir of unvarnished opinions. This week, Brandwatch announced that it is the first social intelligence provider to get access to significant volumes of Reddit data through what VP of Data Amy Collins described to me as “a mini-firehose.

    Marketing Land- 19 readers -
  • The value of applying artificial intelligence in display advertising

    Technology is advancing at an accelerated rate, and the far-fetched dreams of yesterday are quickly becoming the innovations of today. For the longest time, artificial intelligence was an ambiguous notion of big ideas with futuristic applications — self-driving cars, drone deliveries, fridges that monitor food quality, and so much more.

    Marketing Landin Display- 21 readers -
  • How to stop worrying about Google updates

    As SEOs, we tend to obsess over changes to the organic results. It usually works like this: You get to your computer in the morning. Ready to start work, you take a quick look at Facebook to check what you have missed. You run across someone asking if anyone saw changes last night. They’ll typically also note that there was “a lot of activity.

    Kristine Schachinger/ Marketing Landin SEO Google How To's- 15 readers -
  • Is AMP the answer to format fragmentation?

    Facebook says the idea for adding Accelerated Mobile Pages and Apple News support to its Instant Articles toolkit came from frustrated publishers asking for an easier way to produce all three formats. That rings true; format fragmentation is a growing burden for news publishers. But generating Accelerated Mobile Pages (AMPs) from Instant Articles seems like a strange answer ...

    Marketing Landin SEO Facebook- 19 readers -

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