Marketing Land - Posts from July 2017

  • YouTube ad views drop in June with No. 1 #MoreThanARefugee at 16M views

    YouTube’s ad leaderboard for June saw significantly fewer views compared to May, with last month’s top ad — YouTube’s own #MoreThanARefugee — only generating a total of 16.8 million views. The No. 1 ad in May, from Clash of Clans, earned 87.7 million views. It’s worth noting that the top 10 ads in May generated a total of 115 million views, the bulk of which were owned by “Clash of Clans.

    Amy Gesenhues/ Marketing Landin Social- 16 readers -
  • 8 major Google ranking signals in 2017

    It’s no secret that Google’s ranking algorithm is made up of over 200 components, or “signals.” And while the list is impressive, it can get daunting if you’re a just regular human with 24 hours in a day. Luckily, SEO isn’t about getting every tiny thing right; it’s about getting your priorities right.

    Marketing Landin SEO Content Google- 31 readers -
  • How to inject urgency into your product pages

    There are many powerful ways to influence your customers and heighten your conversions, but one of the most effective methods is instilling urgency. If you can successfully inject urgency into your sales-oriented content, including your product pages, you’ll have a much greater chance of increasing your conversion rates.

    Ben Jacobson/ Marketing Landin How To's- 27 readers -
  • 8 key steps for a successful Instagram takeover

    Instagram takeovers are a great and mutually beneficial way for brands and influencers to work together. To make the most of an influencer’s huge audience base, many brands are collaborating with them and allowing them to take over their Instagram accounts for a brief period of time to showcase their personality and signature style while sharing promotional content.

    Marketing Landin Social- 15 readers -
  • The most brand-safe app category is not what you’d expect

    Earlier this year, more than 250 advertisers pulled their non-search ad spend from Google following reports that some ads on YouTube and the Google display ad network were being served alongside extremist content. Analysts projected Google to take a $750 million hit, or 7.5 percent of ad revenues.

    Marketing Land- 19 readers -
  • Social media automation: Oxymoron or godsend?

    As social media feeds fill with thousands of updates every hour, users have put a premium on original content that is timely and relevant to their interests. Brands looking to engage with consumers on social face getting lost in the noise, or even worse, eliminated altogether by ever-changing user preferences and platform features.

    Marketing Landin Social- 19 readers -
  • How video ad quality affects campaign performance on Facebook

    These days, everyone seems to be doing video advertising — and for good reason. Video ads are a great way to get people to pay attention to your business and attract new customers. In fact, Outbrain reports that up to 87 percent of online marketers are using video! However, amid all of this enthusiasm for video advertising, marketers have yet to answer a simple question: Wha ...

    Marketing Landin Social Facebook How To's- 23 readers -
  • Attributing affiliate value: Looking beyond consumer journey position

    The popularity of the already well-established affiliate channel continues to grow as part of the marketing mix. US affiliate spending will total $5.37 billion in 2017, according to an eMarketer report, a 12 percent increase over 2016’s $4.78 billion. The same report states one of the reasons for this growth is that it is highly measurable — a key characteristic of performanc ...

    Marketing Landin Affiliate Display- 16 readers -
  • Imagining the possibilities of marketing and artificial intelligence

    The headlines say ad tech is dying or even proclaim that it’s dead. Consolidation is inevitable, no doubt, but I suggest that ad tech is evolving. Anyone who says that ad tech is dying is simply looking in the wrong place. Sure, buying and selling ads in squares and rectangles is becoming commoditized, and users are boycotting them.

    Rob Rasko/ Marketing Land- 32 readers -
  • AppsFlyer makes its attribution data more transparent

    Transparency is arguably the biggest driver of change in ad tech these days. And attribution service AppsFlyer is offering another way to shine a light on what’s going on. The Tel Aviv-based firm has announced its Agency Transparency solution, which lets a brand more easily drill down into granular detail about its app install campaigns.

    Marketing Land- 27 readers -
  • New evidence highlights the conversion lift of mobile optimization

    No one doubts that the future of marketing is mobile. We reached a significant tipping point late last year, when mobile internet usage exceeded desktop for the first time, and usage worldwide continues to soar. Today we’re spending about 70 percent of our media time and 79 percent of our social media time on mobile. At the same time, though, mobile conversion rates lag far behind desktops.

    Ben Jacobson/ Marketing Land- 28 readers -
  • More content, less traffic: Part II

    At the end of last year, I shared the results from three of our projects showcasing how we had increased traffic by reducing a website’s overall page count. Simply put, many of our clients had way too much content — pages and pages of content that not only didn’t generate traffic, but also had the unintended consequence of hurting traffic sitewide by diluting keyword and topical relevance.

    Conrad Saam/ Marketing Landin SEO Content- 13 readers -
    Earlier about the same topic:
  • In the debate over net neutrality, make some noise

    There’s a pro-net neutrality protest scheduled for July 12, and in advance of that and before our fearless leaders on Capitol Hill decide whether or not to overturn the current laws protecting net neutrality, I’d like to provide a balanced view on the subject. The net neutrality war has been politicized as Republican vs. Democrats, Big Corporate vs.

    James Green/ Marketing Land- 14 readers -
  • Snapchat launches new features, including Paperclips for links within Snaps

    Snapchat is taking a step that Instagram simply hasn’t, with new features on both its iOS and Android app that include allowing marketers and any content creators to add links to their Snaps. The most notable announced feature is Paperclips, allowing users to attach websites to Snaps, simply by tapping the Paperclip button within the Vertical Toolkit and adding the URL.

    Marketing Landin Social- 28 readers -
  • Overcoming the summertime sales drought: Have you watered your leads?

    Across industries, summertime brings a notorious sales slump. As people begin fleeing for vacation in May, leaving their inboxes and responsibilities behind, it seems like the out-of-office replies stay up until September. While this is a healthy reset for most people, it proves a challenge for marketers and sales teams looking to maintain a steady stream of new leads and a h ...

    Marketing Land- 24 readers -
  • The 7 rules of respectful marketing

    Consumers are in open rebellion about how they’re disrespectfully treated by your marketing. Millions now use ad blockers to escape the relentless barrage of online ads, resulting in 32 percent of global page views being impacted by ad blocking. And the rest don’t need an ad blocker because they’re conditioned to ignore the ad.

    Marketing Landin Display- 24 readers -
  • Why data is at the center of leadership shakeups in retail

    News of a major retailer shaking up its organizational structure isn’t usually considered news. But a few months ago, a large electronics retailer announced plans to restructure its marketing team under a different kind of CMO: its Chief Merchandising Officer. While Best Buy’s move to streamline the department may have in part been motivated by cost reduction, it more import ...

    Marketing Land- 14 readers -
  • Branded storytelling: Capitalizing on moments that matter

    The fireworks have come and gone, and summer is finally upon us. Naturally conducive to gathering, this season beckons people of all ages to actively participate in moments that matter. While many of the same tried and true activities perennially prevail, it has long been the norm that each ice cream cone is Instagrammed and every swimming hole Snapchatted.

    Peter Minnium/ Marketing Landin Content- 15 readers -
  • How to ask survey questions of liars and pretenders

    A/B testing delivers powerful data to a marketer, researcher or business executive. This data is powerful because it’s designed to deliver trustworthy behavioral data — data that can predict what makes more visitors convert. But A/B testing can’t be used for every question you have. For any website or campaign, you’ve got a limited amount of traffic to run A/B tests on.

    Brian Massey/ Marketing Landin How To's- 13 readers -
  • B2B applications of AI in marketing: Two use cases that matter

    Artificial intelligence and machine learning are proving to be very useful in just about every business function in the enterprise, and marketing is no exception. AI is already impacting marketing, and it’s going to further shape the future of how business is done and how relationships are forged between companies and their clients.

    Daniel Faggella/ Marketing Land- 12 readers -
  • Attend MarTech at the lowest price possible. Register now!

    The excitement in today’s software driven world is in the entanglement of marketing, technology and management. And we’ll unleash the power, possibilities and passion of the marketing technology community at MarTech October 2-4 in Boston. I’m humbled by the incredible cast of speakers who have agreed to participate; each a bona fide superstar marketing executive, practitione ...

    Scott Brinker/ Marketing Land- 12 readers -
  • 5 reasons to create content outside your niche

    “Tangential content.” It’s a phrase my team loves — in large part because it’s typically used when we’re having a discussion about a viral hit — but we’ve found it’s something not a lot of people are familiar with, particularly clients. So what is it? If you’re in a niche vertical that doesn’t have wide appeal on its own, exploring ideas outside of your core focus is a sur ...

    Marketing Landin Content- 20 readers -
  • 25 promotion tactics to ensure people actually see your content

    When UBS launched “Unlimited” last year, the bank was excited to explore the new possibilities that could be opened up with content marketing. Now, the team is cutting their content budget by 10 percent. What happened? What went wrong? UBS overlooked the engines of content marketing: promotion and distribution. The firm isn’t alone.

    Marketing Landin Social Content- 17 readers -
  • Five things retailers must do this summer to prepare for holiday shopping

    For consumers, the holiday shopping season is a long way away; however, retailers know they need to be gearing up over the summertime to be ready for Black Friday and beyond. The importance of the holiday season isn’t lost on retailers, with nearly three quarters admitting that this time of year accounts for ~20% of their annual sales.

    Marketing Land- 11 readers -
  • Amazon advertising: Beyond Prime Day

    Name a big search engine. If you didn’t mention Amazon, you should. It’s a vast commerce search engine whose reach extends far beyond “hard good” products — especially as Amazon moves into digital content delivery and services. Many marketers — especially as the holiday shopping season approaches — are struggling to decide where Amazon fits into their marketing and distribution strategies.

    Marketing Land- 24 readers -
  • The AMP is a lie

    Connect your organization with the marketing technology explosion at The MarTech Conference! See how becoming consumer & data obsessed is going to transform your m ...

    Marketing Landin SEO- 12 readers -
    Earlier about the same topic:
  • LinkedIn starts letting people natively upload videos that play automatically

    LinkedIn may be the last major social network to add a way for people to share videos natively, but it will share new information about the people who view those videos. LinkedIn will finally let people natively upload videos to the business-centric social network through its mobile app. On Thursday, LinkedIn started testing the feature with a small number of users whose nat ...

    Marketing Landin Social- 25 readers -
  • Facebook tests ads in Marketplace, its Craigslist-like shopping section

    Newspapers reaped a lot of revenue from their classified sections. Then Craigslist killed that business. Then Facebook cloned Craigslist. Now the company is ready to see if it can reap some revenue from its classified section. Facebook will start testing ads within the Craigslist-like Marketplace section it introduced last year, the company announced on Friday.

    Marketing Landin Social Facebook- 12 readers -
  • How to use SEO data in your social media strategy

    Everyone understands that a good social media strategy is the holy grail for businesses; it molds the perception of a brand, carries the voice, creates the appeal, and as a result, increases revenue. There are a few fundamentals that can help enhance the strategy, but SEO, or search engine optimization, is hardly ever considered. Big mistake! Here’s why.

    Jordan Kasteler/ Marketing Landin Social SEO How To's- 24 readers -
  • Watson helps AdYouLike screen content for native ads

    IBM’s logo for Watson IBM’s Watson supercomputer is now prescreening content for native ads. The supercomputer’s newest job is to assist AdYouLike, a native ad supply-side and publisher platform out of the UK. The company, founded in 2011, says it offers the largest in-feed native ad platform in Europe, and it recently set up an office in New York City.

    Marketing Landin Content- 23 readers -
  • Identifying top analytics talent in a competitive environment

    One of the biggest challenges of working in the digital marketing analytics field is finding quality talent. Much of what we do day-to-day still isn’t taught in universities. Standards for credentials are generally low, so most certifications don’t carry much authority. As an industry, we’ve scarcely agreed on what to call anything, so it’s difficult to make apples-to-apples ...

    Marketing Land- 30 readers -
  • Lead scoring: A bridge from marketing to actual sales

    These days, customer journeys look less like a yellow brick road and more like an endless maze with numerous possibilities. Different channels, multiple devices and a slew of sources can create countless non-linear paths. As B2B marketers, our great task is to leverage and measure these journeys to maximize sales opportunities.

    Marketing Land- 17 readers -

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