BREAKING NEWS: Sales, Marketing & Advertising http://feed.informer.com/digests/KVXZZCEZVU/feeder BREAKING NEWS: Sales, Marketing & Advertising Respective post owners and feed distributors Sun, 05 Nov 2017 08:28:23 +0000 Feed Informer http://feed.informer.com/ How to Identify the Next Big Thing https://blog.hubspot.com/sales/next-big-thing HubSpot Sales Blog urn:uuid:bcc41eb8-e187-a206-97a8-b5ba05adb7e4 Fri, 19 Apr 2019 12:30:00 +0000 <div class="hs-featured-image-wrapper"> <a href="https://blog.hubspot.com/sales/next-big-thing" title="" class="hs-featured-image-link"> <img src="https://blog.hubspot.com/hubfs/next-big-thing.jpg" alt="next-big-thing" class="hs-featured-image" style="width:auto !important; max-width:50%; float:left; margin:0 15px 15px 0;"> </a> </div> <p>When I hear someone mention “the next big thing,” I generally roll my eyes. It’s usually the same recycled two or three points you find scattered across the web and every other self-titled thought leader’s blog (cue: “<em>2019 will be the year or AI and Blockchain</em>”).</p> <p>When I hear someone mention “the next big thing,” I generally roll my eyes. It’s usually the same recycled two or three points you find scattered across the web and every other self-titled thought leader’s blog (cue: “<em>2019 will be the year or AI and Blockchain</em>”).</p> <p></p> <p>But how do you identify and personalize the next big thing for your own <a href="/sales/small-business-ideas">industry</a>, career, or even personal growth? Below, I’m sharing a few simple questions to define the next big thing in your life.</p> <p>So, the next time someone asks you what the next big thing is, give them an answer that comes straight from your experience -- instead of a watered-down version you found on the internet.</p> <p><a class="cta_button" href="https://www.hubspot.com/cs/ci/?pg=32f9dbf1-275f-4e21-bbed-238f0923e637&amp;pid=53&amp;ecid=&amp;hseid=&amp;hsic="><img class="hs-cta-img " style="border-width: 0px; /*hs-extra-styles*/; " alt="Download Now: Free Business Plan Template" src="https://no-cache.hubspot.com/cta/default/53/32f9dbf1-275f-4e21-bbed-238f0923e637.png"></a></p> <h2>How to Identify the Next Big Thing in Your Career</h2> <h3>1. What do I want to keep doing?</h3> <p>These first three questions are derived from the classic <a href="https://hbr.org/2011/08/three-questions-for-effective-feedback">Stop, Keep, Start (or SKS) formula</a>. It’s a staple in employee-manager one-on-ones, but it’s just as effective at helping you determine what’s next in your career.</p> <p>In this first question, identify the tasks and projects you enjoy doing in your current role and the skills you like developing. Write them down and note what you enjoy about each one.</p> <p>An important part of the SKS framework is to avoid asking others for their opinion before you've identified your own feelings on the matter.</p> <p>Be honest with yourself. There might be a part of your role you’re really good at but hate doing. Marinate on these things before sharing them with your manager or mentor for feedback.</p> <p>Here's an example of what this list might look like:</p> <ul> <li><strong>I enjoy preparing and giving demos</strong> because I love the rush I get when I present and it clicks with the audience.</li> <li><strong>I enjoy closing deals</strong> that I know will bring value to the prospect's life and business.</li> <li><strong>I enjoy initial discovery calls</strong> because they're like a puzzle I'm trying to solve to discover what the prospect's pain points are and if my solution can solve for those issues.</li> <li><strong>I enjoy presenting in front of my team</strong> because I get to be the thought leader in the room and facilitate great discussions.</li> <li><strong>I enjoy mentoring my younger colleagues</strong> and sharing what I've learned to help others succeed.</li> </ul> <p>These are specific tasks and you've noted what you enjoy about each one. This will help you identify what you want to continue to develop in your next role.</p> <h3>2. What do I want to stop doing?</h3> <p>Don't hold back on this question. In fact, jot down a few answers before you've even spent time really thinking it through. You'll get your most honest response this way.</p> <p>If you're a team leader who dreads weekly one-on-ones with your direct reports, it might be time to consider moving back into an individual contributor position.</p> <p>If you're having a hard time identifying things you don't like about your role -- first of all, congratulations -- and second, here are a few questions for you to ask yourself:</p> <ol> <li>What do I put off until the end of the week or month?</li> <li>Which parts of my job would I most like to offboard to someone else?</li> <li>Which parts of my role do I hope I'm not doing one year from now?</li> </ol> <p>Don't be afraid to identify bad habits or areas you'd like to improve upon in this section either. Identify why you don't like certain tasks, just like you did in the section above. Here's what this list might look like:</p> <ul> <li><strong>I don't enjoy sending outreach emails</strong> because they seem random, I rarely get great responses, and I don't have the time to really personalize them.</li> <li><strong>I don't like managing my schedule</strong> because it requires a lot of back and forth between myself and prospects who seem only halfway interested.</li> <li><strong>I don't like being stuck behind the phone all day.</strong> I love to be in front of prospects or presenting over video.</li> <li><strong>I don't like simply being an attendee of conferences</strong> because I'd rather be speaking at conferences and attracting leads that way.</li> </ul> <h3>3. What do you want to start doing?</h3> <p>Your answers to the first two SKS questions should help you answer this one, but feel free to identify growth areas outside of these parameters as well.</p> <p>Here's an example of what this list might look like:</p> <ul> <li><strong>I want to start managing a small team</strong> because I like helping others on my team and I'd like to spend more time expanding those skills.</li> <li><strong>I want to start speaking at conferences</strong> because I'd like to become a thought leader and experiment with attracting leads that way.</li> <li><strong>I want to network more in my industry</strong> because I think it's a better way to prospect than sending warm or cold emails.</li> <li><strong>I want to present in front of the executive team</strong> more because that's a great way to get my ideas implemented and grow my career.</li> </ul> <h3>4. What do I value?</h3> <p>What's important to you in your role? Consider these the non-negotiable items. They transcend projects and quarterly goals. They're the pillars of how you conduct yourself in the office and outside of it. For example, your values might be:</p> <ul> <li><strong>It's important for me to have a good work/life balance</strong> because my family is my priority.</li> <li><strong>I must like and respect my coworkers</strong>, because if I don't like who I'm working with every day it takes a toll on my performance and my overall satisfaction with life.</li> <li><strong>I need to believe in my company's goals</strong> and what we're working toward in order to feel like my time is being well spent.</li> <li><strong>It's important that I feel respected and valued by my manager and company</strong> in order to feel adequately motivated to perform in my job.</li> </ul> <p>These values are what contribute to your quality of life. They also bridge the gap between work and life. Having these values met in your role is also how you turn a job into a career you love.</p> <h3>5. How is my current role fulfilling my values?</h3> <p>Is your current role fulfilling those values? Run through your list of values and answer that question. If your answer is "Not really," to any of them, brainstorm how to change that. If You can't land on a solution, it might be time for a new position or company.</p> <p>If that's the case, ask yourself what steps you need to take to have those values fulfilled in another role.</p> <h3>6. Who’s career do I admire and how did they get there?</h3> <p>This could be an old boss, your current supervisor, a mentor, or someone you worked with in passing. If you admire their professional accomplishments, schedule some time to ask them how they got there.</p> <h2>How to Identify the Next Big Thing in Your Industry</h2> <h3>1. What’s staying the same in my industry?</h3> <p>What's not being innovated on within your industry? If there are areas no one's spending time to improve upon, that could mean one of two things:</p> <ol> <li>This area of you industry is <a href="/sales/outdated-sales-tactics-to-abandon?_ga=2.224958874.1255496280.1555609058-112379962.1552485402">becoming obsolete</a></li> <li>This area of your industry needs someone to innovate on it</li> </ol> <p>It's your job to determine which of those options is true.</p> <p>For example, if you notice that fewer and fewer deals in your industry are happening in person, ask yourself, "<em>Is this because getting on a plane to close deals is expensive and unnecessary or is it because no one is innovating on outside sales?</em>"</p> <p>The answer is probably the former. If you identify that inside sales isn't evolving because it's becoming obsolete, ask yourself what's replacing it. That leads us to question two.</p> <h3>2. What’s changing in my industry?</h3> <p>Ask yourself how your industry is currently evolving? If we're looking at our outside sales example above, most sales organizations would rather give presentations to non-local prospects over video chat instead of paying for an expensive plane ticket, hotel stay, and per diem for a deal they're not sure they can close.</p> <p>So, the industry change that's being experienced is a rise of demos being given over video or dial-in service. Which leads us to the next questions ...</p> <h3>3. Where does my industry want to be?</h3> <p>To determine where your industry wants to be, ask yourself what's being automated or what <em>could</em> be automated.</p> <p>Looking at our outside sales example, we know that traveling to close deals is outdated and video meetings are the current best practice -- but what's next?</p> <p>The obvious next step might be automating demos by creating pre-recorded presentations the prospect can watch whenever and wherever they wish. Simple Q&amp;A might be available via chat bot once they've watched the demo, and that bot might schedule a live follow-up meeting with interested prospects.</p> <p>If your reps are able to give 12 demos a month to highly qualified prospects instead of 26 demos a month to a mixture of highly qualified prospects, somewhat qualified prospects, and no-shows, your sales organization immediately becomes more efficient and cost-effective.</p> <p>What will be automated next in your industry? Identify it and you might have found the next big thing.</p> <h3>4. What does my industry value?</h3> <p>Where is the time and money going? Where are the investors going? Where are the highest paying jobs going? The answers to these questions will tell you what your industry values.</p> <p>For example, if you're a software analytics salesperson and you see that firms are investing heavily in platforms that have in-house analytics features, you might see that native analytics are an emerging trend -- and one you can help your company get on top of before if affects your business.</p> <h3>5. How are industry trends affecting my industry’s values?</h3> <p>HubSpot faced this question a few years ago. The software industry refocused their values to be customer success and retention and the old sales funnel didn't align.</p> <p>HubSpot CEO Brian Halligan noticed this shift in industry values -- from "<em>how can we innovate on our products to how can we solve for the customer,"</em> and he proposed a solution to the outdated funnel problem: <a href="/marketing/our-flywheel">the flywheel</a>.</p> <p>HubSpot VP of Marketing Jon Dick explains, "Flywheels represent a circular process where customers feed growth. We’ve invested more in customer marketing, more in customer advocacy, and more in creating delightful onboarding for new customers." He continues, "Friction kills flywheels. We’ve made investments that systematically target our biggest points of friction."</p> <p>By identifying how the trend of refocusing on the customer was impacting the software industry, Halligan was able to introduce a flywheel approach to sales, marketing, and service that improved upon the funnel and would help the industry evolve with shifting demands.</p> <p>So, what's the next big thing in your industry or career? Use this formula to find out.</p> <p>Want to keep learning how to set your business up for success? Check out this <a href="/sales/entrepreneurship">ultimate guide to entrepreneurship</a>.</p> <p><a class="cta_button" href="https://www.hubspot.com/cs/ci/?pg=49197c3c-3acd-4ef7-85dd-faaf29a9d709&amp;pid=53&amp;ecid=&amp;hseid=&amp;hsic="><img class="hs-cta-img " style="border-width: 0px; /*hs-extra-styles*/; " alt="Business Plan Template" src="https://no-cache.hubspot.com/cta/default/53/49197c3c-3acd-4ef7-85dd-faaf29a9d709.png"></a></p> <img src="https://track.hubspot.com/__ptq.gif?a=53&amp;k=14&amp;r=https%3A%2F%2Fblog.hubspot.com%2Fsales%2Fnext-big-thing&amp;bu=https%253A%252F%252Fblog.hubspot.com%252Fsales&amp;bvt=rss" alt="" width="1" height="1" style="min-height:1px!important;width:1px!important;border-width:0!important;margin-top:0!important;margin-bottom:0!important;margin-right:0!important;margin-left:0!important;padding-top:0!important;padding-bottom:0!important;padding-right:0!important;padding-left:0!important; "> MarTech West Overtime: How B2B marketers can reach buying committees at their target accounts https://marketingland.com/martech-west-overtime-how-b2b-marketers-can-reach-buying-committees-at-their-target-accounts-259721 Marketing Land - Internet Marketing News, Strategies &amp; Tips urn:uuid:5f6d4809-4cf2-94ac-05a6-35e2adc44c35 Thu, 18 Apr 2019 19:38:00 +0000 ABM expert and MarTech West speaker, Peter Isaacson, offers advice about target account intent as well as advertising in the anonymous buyer journey. The post MarTech West Overtime: How B2B marketers can reach buying committees at their target accounts appeared first on Marketing Land.<br/> <br/> Please visit Marketing Land for the full article.<div class="feedflare"> <a href="http://feeds.marketingland.com/~ff/mktingland?a=HcyIpj-jg1o:HP8rDcltzJA:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/mktingland?d=yIl2AUoC8zA" border="0"></img></a> <a href="http://feeds.marketingland.com/~ff/mktingland?a=HcyIpj-jg1o:HP8rDcltzJA:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/mktingland?d=qj6IDK7rITs" border="0"></img></a> </div><img src="http://feeds.feedburner.com/~r/mktingland/~4/HcyIpj-jg1o" height="1" width="1" alt=""/> The One-Hour Guide to SEO: Link Building - Whiteboard Friday http://tracking.feedpress.it/link/9375/11274565 Moz Blog urn:uuid:a032121a-3435-a76a-1885-8292f2bec3f5 Fri, 19 Apr 2019 00:02:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/63\">randfish</a></p><p>The final episode in our six-part One-Hour Guide to SEO series deals with a topic that's a perennial favorite among SEOs: link building. Today, learn why links are important to both&nbsp;SEO and to Google, how Google likely measures the value of links, and a few key ways to begin earning your own.</p> <div class="wistia_responsive_padding" style="padding:56.25% 0 28px 0;position:relative;"><div class="wistia_responsive_wrapper" style="height:100%;left:0;position:absolute;top:0;width:100%;"><figure><iframe src="https://fast.wistia.net/embed/iframe/zsz2nx4w3t?seo=false&videoFoam=true" title="The One-Hour Guide to SEO, Part 6: Link Building - Whiteboard Friday Video" allowtransparency="true" frameborder="0" scrolling="no" class="wistia_embed" name="wistia_embed" allowfullscreen="" mozallowfullscreen="" webkitallowfullscreen="" oallowfullscreen="" msallowfullscreen="" width="100%" height="100%"></iframe></figure></div></div> <script src="https://fast.wistia.net/assets/external/E-v1.js" async=""></script> <p></p> <figure><a href="https://i.imgur.com/6s8rtqA.jpg" target="_blank"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/4r4a9906-668017.jpg" data-image="6pji3w9hr88m" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"></a></figure> <p style="text-align: center;"><br> </p> <p style="text-align: center;" class="caption">Click on the whiteboard image above to open a high resolution version in a new tab!<br> </p> <h2>Video Transcription</h2> <p>Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. We are back with our final part in the One-Hour Guide to SEO, and this week talking about why links matter to search engines, how you can earn links, and things to consider when doing link building. </p> <h2>Why are links important to SEO?</h2> <p>So we've discussed sort of how search engines rank pages based on the value they provide to users. We've talked about how they consider keyword use and relevant topics and content on the page. But search engines also have this tool of being able to look at all of the links across the web and how they link to other pages, how they point between pages.<br></p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-04-18-at-10-531162.jpg" data-image="mgvow0vmy8kx" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"><span id="selection-marker-start" class="redactor-selection-marker"></span><span id="selection-marker-end" class="redactor-selection-marker"></span></figure> <p>So it turns out that Google had this insight early on that what other people say about you is more important, at least to them, than what you say about yourself. So you may say, "I am the best resource on the web for learning about web marketing." But it turns out Google is not going to believe you unless many other sources, that they also trust, say the same thing. Google's big innovation, back in 1997 and 1998, when Sergey Brin and Larry Page came out with their search engine, Google, was PageRank, this idea that by looking at all the links that point to all the pages on the internet and then sort of doing this recursive process of seeing which are the most important and most linked to pages, they could give each page on the web a weight, an amount of PageRank. </p> <p>Then those pages that had a lot of PageRank, because many people linked to them or many powerful people linked to them, would then pass more weight on when they linked. That understanding of the web is still in place today. It's still a way that Google thinks about links. They've almost certainly moved on from the very simplistic PageRank formula that came out in the late '90s, but that thinking underlies everything they're doing. </p> <h2>How does Google measure the value of links?</h2> <p>Today, Google measures the value of links in many very sophisticated ways, which I'm not going to try and get into, and they're not public about most of these anyway. But there is a lot of intelligence that we have about how they think about links, including things like more important, more authoritative, more well-linked-to pages are going to pass more weight when they link. </p> <h3>A.) More important, authoritative, well-linked-to pages pass more weight when they link</h3> <p>That's true of both individual URLs, an individual page, and websites, a whole website. So for example, if a page on The New York Times links to yoursite.com, that is almost certainly going to be vastly more powerful and influential in moving your rankings or moving your ability to rank in the future than if randstinysite.info — which I haven't yet registered, but I'll get on that — links to yoursite.com. </p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-04-18-at-10-344702.jpg" data-image="xzbz4fugv0oe" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"></figure> <p>This weighting, this understanding of there are powerful and important and authoritative websites, and then there are less powerful and important and authoritative websites, and it tends to be the case that more powerful ones tend to provide more ranking value is why so many SEOs and marketers use metrics like Moz's domain authority or some of the metrics from Moz's competitors out in the software space to try and intuit how powerful, how influential will this link be if this domain points to me. </p> <h3>B.) Diversity of domains, rate of link growth, and editorial nature of links ALL matter</h3> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-04-18-at-10-192201.jpg" data-image="ufuckdzpbxlh" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"></figure> <p></p> <p>So the different kinds of domains and the rate of link growth and the editorial nature of those links all matter. So, for example, if I get many new links from many new websites that have never linked to me before and they are editorially given, meaning I haven't spammed to place them, I haven't paid to place them, they were granted to me because of interesting things that I did or because those sites wanted to editorially endorse my work or my resources, and I do that over time in greater quantities and at a greater rate of acceleration than my competitors, I am likely to outrank them for the words and phrases related to those topics, assuming that all the other smart SEO things that we've talked about in this One-Hour Guide have also been done. </p> <h3>C.) HTML-readable links that don't have rel="nofollow" and contain relevant anchor text on indexable pages pass link benefit</h3> <p>HTML readable links, meaning as a simple text browser browses the web or a simple bot, like Googlebot, which can be much more complex as we talked about in the technical SEO thing, but not necessarily all the time, those HTML readable links that don't have the rel="nofollow" parameter, which is something that you can append to links to say I don't editorially endorse this, and many, many websites do. </p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-04-18-at-3-210971.jpg" data-image="h3bcpomtrplc" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"></figure> <p>If you post a link to Twitter or to Facebook or to LinkedIn or to YouTube, they're going to carry this rel="nofollow,"saying I, YouTube, don't editorially endorse this website that this random user has uploaded a video about. Okay. Well, it's hard to get a link from YouTube. And it contains relevant anchor text on an indexable page, one that Google can actually browse and see, that is going to provide the maximum link benefit. </p> <p>So <em>a href="https://yoursite.com"</em> great tool for audience intelligence, that would be the ideal link for my new startup, for example, which is SparkToro, because we do audience intelligence and someone saying we're a tool is perfect. This is a link that Google can read, and it provides this information about what we do. </p> <p>It says great tool for audience intelligence. Awesome. That is powerful anchor text that will help us rank for those words and phrases. There are loads more. There are things like which pages linked to and which pages linked from. There are spam characteristics and trustworthiness of the sources. Alt attributes, when they're used in image tags, serve as the anchor text for the link, if the image is a link. </p> <p>There's the relationship, the topical relationship of the linking page and linking site. There's text surrounding the link, which I think some tools out there offer you information about. There's location on the page. All of this stuff is used by Google and hundreds more factors to weight links. The important part for us, when we think about links, is generally speaking if you cover your bases here, it's indexable, carries good anchor text, it's from diverse domains, it's at a good pace, it is editorially given in nature, and it's from important, authoritative, and well linked to sites, you're going to be golden 99% of the time. </p> <h2>Are links still important to Google?</h2> <p>Many folks I think ask wisely, "Are links still that important to Google? It seems like the search engine has grown in its understanding of the web and its capacities." Well, there is some pretty solid evidence that links are still very powerful. I think the two most compelling to me are, one, the correlation of link metrics over time.&nbsp;</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-04-18-at-3-390335.jpg" data-image="2iliifv72dmq" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"></figure> <p></p> <p>So like Google, Moz itself produces an index of the web. It is billions and billions of pages. I think it's actually trillions of pages, trillions of links across hundreds of billions of pages. Moz produces metrics like number of linking root domains to any given domain on the web or any given page on the web. </p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-04-18-at-3-255048.jpg" data-image="o2vvx8ls55yk" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"></figure> <p>Moz has a metric called <a href="https://moz.com/learn/seo/domain-authority">Domain Authority or DA</a>, which sort of tries to best replicate or best correlate to Google's own rankings. So metrics like these, over time, have been shockingly stable. If it were the case someday that Google demoted the value of links in their ranking systems, basically said links are not worth that much, you would expect to see a rapid drop. </p> <p>But from 2007 to 2019, we've never really seen that. It's fluctuated. Mostly it fluctuates based on the size of the link index. So for many years Ahrefs and Majestic were bigger link indices than Moz. They had better link data, and their metrics were better correlated. </p> <p>Now Moz, since 2018, is much bigger and has higher correlation than they do. So the various tools are sort of warring with each other, trying to get better and better for their customers. You can see those correlations with Google pretty high, pretty standard, especially for a system that supposedly contains hundreds, if not thousands of elements. </p> <p>When you see a correlation of 0.25 or 0.3 with one number, linking root domains or page authority or something like that, that's pretty surprising. The second one is that many SEOs will observe this, and I think this is why so many SEO firms and companies pitch their clients this way, which is the number of new, high quality, editorially given linking root domains, linking domains, so The New York Times linked to me, and now The Washington Post linked to me and now wired.com linked to me, these high-quality, different domains, that correlates very nicely with ranking positions. </p> <p>So if you are ranking number 12 for a keyword phrase and suddenly that page generates many new links from high-quality sources, you can expect to see rapid movement up toward page one, position one, two, or three, and this is very frequent. </p> <h2>How do I get links?</h2> <p>Obviously, this is not alone, but very common. So I think the next reasonable question to ask is, "Okay, Rand, you've convinced me. Links are important. How do I get some?" Glad you asked. There are an infinite number of ways to earn new links, and I will not be able to represent them here. But professional SEOs and professional web marketers often use tactics that fall under a few buckets, and this is certainly not an exhaustive list, but can give you some starting points. </p> <h3>1. Content & outreach</h3> <p>The first one is content and outreach. Essentially, the marketer finds a resource that they could produce, that is relevant to their business, what they provide for customers, data that they have, interesting insights that they have, and they produce that resource knowing that there are people and publications out there that are likely to want to link to it once it exists. </p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-04-18-at-3-244028.jpg" data-image="wouzqtwojrwi" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"></figure> <p>Then they let those people and publications know. This is essentially how press and PR work. This is how a lot of content building and link outreach work. You produce the content itself, the resource, whatever it is, the tool, the dataset, the report, and then you message the people and publications who are likely to want to cover it or link to it or talk about it. That process is tried-and-true. It has worked very well for many, many marketers.&nbsp;</p> <h3>2. Link reclamation</h3> <p>Second is link reclamation. So this is essentially the process of saying, "Gosh, there are websites out there that used to link to me, that stopped linking." The link broke. The link points to a 404, a page that no longer loads on my website. </p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-04-18-at-3-117898.jpg" data-image="cbknl9iobq1x" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"></figure> <p>The link was supposed to be a link, but they didn't include the link. They said SparkToro, but they forgot to actually point to the SparkToro website. I should drop them a line. Maybe I'll tweet at them, at the reporter who wrote about it and be like, "Hey, you forgot the link." Those types of link reclamation processes can be very effective as well. </p> <p>They're often some of the easiest, lowest hanging fruit in the link building world.&nbsp;</p> <h3>3. Directories, resource pages, groups, events, etc.</h3> <p>Directories, resource pages, groups, events, things that you can join and participate in, both online or online and offline, so long as they have a website, often link to your site. The process is simply joining or submitting or sponsoring or what have you. </p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-04-18-at-3-175142.jpg" data-image="s32104r04nry" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"></figure> <p>Most of the time, for example, when I get invited to speak at an event, they will take my biography, a short, three-sentence blurb, that includes a link to my website and what I do, and they will put it on their site. So pitching to speak at events is a way to get included in these groups. I started Moz with my mom, Gillian Muessig, and Moz has forever been a woman-owned business, and so there are women-owned business directories. </p> <p>I don't think we actually did this, but we could easily go, "Hey, you should include Moz as a woman-owned business.We should be part of your directory here in Seattle." Great, that's a group we could absolutely join and get links from.&nbsp;</p> <h3>4. Competitors' links</h3> <p>So this is basically the practice you almost certainly will need to use tools to do this. There are some free ways to do it. </p> <p>The simple, free way to do it is to say, "I have competitor 1 brand name and competitor 2 brand name.I'm going to search for the combination of those two in Google, and I'm going to look for places that have written about and linked to both of them and see if I can also replicate the tactics that got them coverage." The slightly more sophisticated way is to go use a tool. Moz's Link Explorer does this. </p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-04-18-at-3-294912.jpg" data-image="bqzgrb1dsk83" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"></figure> <p>So do tools from people like Majestic and Ahrefs. I'm not sure if SEMrush does. But basically you can plug in, "Here's me. Here's my competitors. Tell me who links to them and does not link to me." Moz's tool calls this the <a href="https://moz.com/blog/competitor-backlink-intersect-link-building-tool">Link Intersect function</a>. But you don't even need the link intersect function. </p> <p>You just plug in a competitor's domain and look at here are all the links that point to them, and then you start to replicate their tactics. There are hundreds more and many, many resources on Moz's website and other great websites about SEO out there that talk about many of these tactics, and you can certainly invest in those. Or you could conceivably hire someone who knows what they're doing to go do this for you. Links are still powerful.&nbsp;</p> <p>Okay. Thank you so much. I want to say a huge amount of appreciation to Moz and to <a href="https://www.linkedin.com/in/tyler-foster-4b9a12ab/">Tyler</a>, who's behind the camera — he's waving right now, you can't see it, but he looks adorable waving — and to everyone who has helped make this possible, including <a href="https://twitter.com/CyrusShepard">Cyrus Shepard</a> and <a href="https://twitter.com/BritneyMuller">Britney Muller</a> and many others. </p> <p>Hopefully, this one-hour segment on SEO can help you upgrade your skills dramatically. Hopefully, you'll send it to some other folks who might need to upgrade their understanding and their skills around the practice. And I'll see you again next week for another edition of Whiteboard Friday. Take care.<br></p> <p><a href="http://www.speechpad.com/page/video-transcription/">Video transcription</a> by <a href="http://www.speechpad.com/">Speechpad.com</a> </p> <h2>In case you missed them:</h2> <p>Check out the other episodes in the series so far:</p> <ul><li><a href="https://moz.com/blog/one-hour-seo-guide-part-1-seo-strategy">The One-Hour Guide to SEO, Part 1: SEO Strategy</a></li><li><a href="https://moz.com/blog/one-hour-seo-guide-part-2-keyword-research">The One-Hour Guide to SEO, Part 2: Keyword Research</a></li><li><a href="https://moz.com/blog/one-hour-guide-to-seo-searcher-satisfaction">The One-Hour Guide to SEO, Part 3: Searcher Satisfaction</a></li><li><a href="https://moz.com/blog/one-hour-guide-to-seo-keyword-targeting-on-page-optimization">The One-Hour Guide to SEO, Part 4: Keyword Targeting & On-Page Optimization</a></li><li><a href="https://moz.com/blog/one-hour-guide-to-seo-technical-seo">The One-Hour Guide to SEO, Part 5: Technical SEO</a></li></ul><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p> <p>Posted by <a href=\"https://moz.com/community/users/63\">randfish</a></p><p>The final episode in our six-part One-Hour Guide to SEO series deals with a topic that's a perennial favorite among SEOs: link building. Today, learn why links are important to both&nbsp;SEO and to Google, how Google likely measures the value of links, and a few key ways to begin earning your own.</p> <div class="wistia_responsive_padding" style="padding:56.25% 0 28px 0;position:relative;"><div class="wistia_responsive_wrapper" style="height:100%;left:0;position:absolute;top:0;width:100%;"><figure><iframe src="https://fast.wistia.net/embed/iframe/zsz2nx4w3t?seo=false&videoFoam=true" title="The One-Hour Guide to SEO, Part 6: Link Building - Whiteboard Friday Video" allowtransparency="true" frameborder="0" scrolling="no" class="wistia_embed" name="wistia_embed" allowfullscreen="" mozallowfullscreen="" webkitallowfullscreen="" oallowfullscreen="" msallowfullscreen="" width="100%" height="100%"></iframe></figure></div></div> <script src="https://fast.wistia.net/assets/external/E-v1.js" async=""></script> <p></p> <figure><a href="https://i.imgur.com/6s8rtqA.jpg" target="_blank"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/4r4a9906-668017.jpg" data-image="6pji3w9hr88m" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"></a></figure> <p style="text-align: center;"><br> </p> <p style="text-align: center;" class="caption">Click on the whiteboard image above to open a high resolution version in a new tab!<br> </p> <h2>Video Transcription</h2> <p>Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. We are back with our final part in the One-Hour Guide to SEO, and this week talking about why links matter to search engines, how you can earn links, and things to consider when doing link building. </p> <h2>Why are links important to SEO?</h2> <p>So we've discussed sort of how search engines rank pages based on the value they provide to users. We've talked about how they consider keyword use and relevant topics and content on the page. But search engines also have this tool of being able to look at all of the links across the web and how they link to other pages, how they point between pages.<br></p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-04-18-at-10-531162.jpg" data-image="mgvow0vmy8kx" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"><span id="selection-marker-start" class="redactor-selection-marker"></span><span id="selection-marker-end" class="redactor-selection-marker"></span></figure> <p>So it turns out that Google had this insight early on that what other people say about you is more important, at least to them, than what you say about yourself. So you may say, "I am the best resource on the web for learning about web marketing." But it turns out Google is not going to believe you unless many other sources, that they also trust, say the same thing. Google's big innovation, back in 1997 and 1998, when Sergey Brin and Larry Page came out with their search engine, Google, was PageRank, this idea that by looking at all the links that point to all the pages on the internet and then sort of doing this recursive process of seeing which are the most important and most linked to pages, they could give each page on the web a weight, an amount of PageRank. </p> <p>Then those pages that had a lot of PageRank, because many people linked to them or many powerful people linked to them, would then pass more weight on when they linked. That understanding of the web is still in place today. It's still a way that Google thinks about links. They've almost certainly moved on from the very simplistic PageRank formula that came out in the late '90s, but that thinking underlies everything they're doing. </p> <h2>How does Google measure the value of links?</h2> <p>Today, Google measures the value of links in many very sophisticated ways, which I'm not going to try and get into, and they're not public about most of these anyway. But there is a lot of intelligence that we have about how they think about links, including things like more important, more authoritative, more well-linked-to pages are going to pass more weight when they link. </p> <h3>A.) More important, authoritative, well-linked-to pages pass more weight when they link</h3> <p>That's true of both individual URLs, an individual page, and websites, a whole website. So for example, if a page on The New York Times links to yoursite.com, that is almost certainly going to be vastly more powerful and influential in moving your rankings or moving your ability to rank in the future than if randstinysite.info — which I haven't yet registered, but I'll get on that — links to yoursite.com. </p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-04-18-at-10-344702.jpg" data-image="xzbz4fugv0oe" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"></figure> <p>This weighting, this understanding of there are powerful and important and authoritative websites, and then there are less powerful and important and authoritative websites, and it tends to be the case that more powerful ones tend to provide more ranking value is why so many SEOs and marketers use metrics like Moz's domain authority or some of the metrics from Moz's competitors out in the software space to try and intuit how powerful, how influential will this link be if this domain points to me. </p> <h3>B.) Diversity of domains, rate of link growth, and editorial nature of links ALL matter</h3> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-04-18-at-10-192201.jpg" data-image="ufuckdzpbxlh" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"></figure> <p></p> <p>So the different kinds of domains and the rate of link growth and the editorial nature of those links all matter. So, for example, if I get many new links from many new websites that have never linked to me before and they are editorially given, meaning I haven't spammed to place them, I haven't paid to place them, they were granted to me because of interesting things that I did or because those sites wanted to editorially endorse my work or my resources, and I do that over time in greater quantities and at a greater rate of acceleration than my competitors, I am likely to outrank them for the words and phrases related to those topics, assuming that all the other smart SEO things that we've talked about in this One-Hour Guide have also been done. </p> <h3>C.) HTML-readable links that don't have rel="nofollow" and contain relevant anchor text on indexable pages pass link benefit</h3> <p>HTML readable links, meaning as a simple text browser browses the web or a simple bot, like Googlebot, which can be much more complex as we talked about in the technical SEO thing, but not necessarily all the time, those HTML readable links that don't have the rel="nofollow" parameter, which is something that you can append to links to say I don't editorially endorse this, and many, many websites do. </p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-04-18-at-3-210971.jpg" data-image="h3bcpomtrplc" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"></figure> <p>If you post a link to Twitter or to Facebook or to LinkedIn or to YouTube, they're going to carry this rel="nofollow,"saying I, YouTube, don't editorially endorse this website that this random user has uploaded a video about. Okay. Well, it's hard to get a link from YouTube. And it contains relevant anchor text on an indexable page, one that Google can actually browse and see, that is going to provide the maximum link benefit. </p> <p>So <em>a href="https://yoursite.com"</em> great tool for audience intelligence, that would be the ideal link for my new startup, for example, which is SparkToro, because we do audience intelligence and someone saying we're a tool is perfect. This is a link that Google can read, and it provides this information about what we do. </p> <p>It says great tool for audience intelligence. Awesome. That is powerful anchor text that will help us rank for those words and phrases. There are loads more. There are things like which pages linked to and which pages linked from. There are spam characteristics and trustworthiness of the sources. Alt attributes, when they're used in image tags, serve as the anchor text for the link, if the image is a link. </p> <p>There's the relationship, the topical relationship of the linking page and linking site. There's text surrounding the link, which I think some tools out there offer you information about. There's location on the page. All of this stuff is used by Google and hundreds more factors to weight links. The important part for us, when we think about links, is generally speaking if you cover your bases here, it's indexable, carries good anchor text, it's from diverse domains, it's at a good pace, it is editorially given in nature, and it's from important, authoritative, and well linked to sites, you're going to be golden 99% of the time. </p> <h2>Are links still important to Google?</h2> <p>Many folks I think ask wisely, "Are links still that important to Google? It seems like the search engine has grown in its understanding of the web and its capacities." Well, there is some pretty solid evidence that links are still very powerful. I think the two most compelling to me are, one, the correlation of link metrics over time.&nbsp;</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-04-18-at-3-390335.jpg" data-image="2iliifv72dmq" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"></figure> <p></p> <p>So like Google, Moz itself produces an index of the web. It is billions and billions of pages. I think it's actually trillions of pages, trillions of links across hundreds of billions of pages. Moz produces metrics like number of linking root domains to any given domain on the web or any given page on the web. </p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-04-18-at-3-255048.jpg" data-image="o2vvx8ls55yk" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"></figure> <p>Moz has a metric called <a href="https://moz.com/learn/seo/domain-authority">Domain Authority or DA</a>, which sort of tries to best replicate or best correlate to Google's own rankings. So metrics like these, over time, have been shockingly stable. If it were the case someday that Google demoted the value of links in their ranking systems, basically said links are not worth that much, you would expect to see a rapid drop. </p> <p>But from 2007 to 2019, we've never really seen that. It's fluctuated. Mostly it fluctuates based on the size of the link index. So for many years Ahrefs and Majestic were bigger link indices than Moz. They had better link data, and their metrics were better correlated. </p> <p>Now Moz, since 2018, is much bigger and has higher correlation than they do. So the various tools are sort of warring with each other, trying to get better and better for their customers. You can see those correlations with Google pretty high, pretty standard, especially for a system that supposedly contains hundreds, if not thousands of elements. </p> <p>When you see a correlation of 0.25 or 0.3 with one number, linking root domains or page authority or something like that, that's pretty surprising. The second one is that many SEOs will observe this, and I think this is why so many SEO firms and companies pitch their clients this way, which is the number of new, high quality, editorially given linking root domains, linking domains, so The New York Times linked to me, and now The Washington Post linked to me and now wired.com linked to me, these high-quality, different domains, that correlates very nicely with ranking positions. </p> <p>So if you are ranking number 12 for a keyword phrase and suddenly that page generates many new links from high-quality sources, you can expect to see rapid movement up toward page one, position one, two, or three, and this is very frequent. </p> <h2>How do I get links?</h2> <p>Obviously, this is not alone, but very common. So I think the next reasonable question to ask is, "Okay, Rand, you've convinced me. Links are important. How do I get some?" Glad you asked. There are an infinite number of ways to earn new links, and I will not be able to represent them here. But professional SEOs and professional web marketers often use tactics that fall under a few buckets, and this is certainly not an exhaustive list, but can give you some starting points. </p> <h3>1. Content & outreach</h3> <p>The first one is content and outreach. Essentially, the marketer finds a resource that they could produce, that is relevant to their business, what they provide for customers, data that they have, interesting insights that they have, and they produce that resource knowing that there are people and publications out there that are likely to want to link to it once it exists. </p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-04-18-at-3-244028.jpg" data-image="wouzqtwojrwi" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"></figure> <p>Then they let those people and publications know. This is essentially how press and PR work. This is how a lot of content building and link outreach work. You produce the content itself, the resource, whatever it is, the tool, the dataset, the report, and then you message the people and publications who are likely to want to cover it or link to it or talk about it. That process is tried-and-true. It has worked very well for many, many marketers.&nbsp;</p> <h3>2. Link reclamation</h3> <p>Second is link reclamation. So this is essentially the process of saying, "Gosh, there are websites out there that used to link to me, that stopped linking." The link broke. The link points to a 404, a page that no longer loads on my website. </p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-04-18-at-3-117898.jpg" data-image="cbknl9iobq1x" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"></figure> <p>The link was supposed to be a link, but they didn't include the link. They said SparkToro, but they forgot to actually point to the SparkToro website. I should drop them a line. Maybe I'll tweet at them, at the reporter who wrote about it and be like, "Hey, you forgot the link." Those types of link reclamation processes can be very effective as well. </p> <p>They're often some of the easiest, lowest hanging fruit in the link building world.&nbsp;</p> <h3>3. Directories, resource pages, groups, events, etc.</h3> <p>Directories, resource pages, groups, events, things that you can join and participate in, both online or online and offline, so long as they have a website, often link to your site. The process is simply joining or submitting or sponsoring or what have you. </p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-04-18-at-3-175142.jpg" data-image="s32104r04nry" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"></figure> <p>Most of the time, for example, when I get invited to speak at an event, they will take my biography, a short, three-sentence blurb, that includes a link to my website and what I do, and they will put it on their site. So pitching to speak at events is a way to get included in these groups. I started Moz with my mom, Gillian Muessig, and Moz has forever been a woman-owned business, and so there are women-owned business directories. </p> <p>I don't think we actually did this, but we could easily go, "Hey, you should include Moz as a woman-owned business.We should be part of your directory here in Seattle." Great, that's a group we could absolutely join and get links from.&nbsp;</p> <h3>4. Competitors' links</h3> <p>So this is basically the practice you almost certainly will need to use tools to do this. There are some free ways to do it. </p> <p>The simple, free way to do it is to say, "I have competitor 1 brand name and competitor 2 brand name.I'm going to search for the combination of those two in Google, and I'm going to look for places that have written about and linked to both of them and see if I can also replicate the tactics that got them coverage." The slightly more sophisticated way is to go use a tool. Moz's Link Explorer does this. </p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-04-18-at-3-294912.jpg" data-image="bqzgrb1dsk83" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"></figure> <p>So do tools from people like Majestic and Ahrefs. I'm not sure if SEMrush does. But basically you can plug in, "Here's me. Here's my competitors. Tell me who links to them and does not link to me." Moz's tool calls this the <a href="https://moz.com/blog/competitor-backlink-intersect-link-building-tool">Link Intersect function</a>. But you don't even need the link intersect function. </p> <p>You just plug in a competitor's domain and look at here are all the links that point to them, and then you start to replicate their tactics. There are hundreds more and many, many resources on Moz's website and other great websites about SEO out there that talk about many of these tactics, and you can certainly invest in those. Or you could conceivably hire someone who knows what they're doing to go do this for you. Links are still powerful.&nbsp;</p> <p>Okay. Thank you so much. I want to say a huge amount of appreciation to Moz and to <a href="https://www.linkedin.com/in/tyler-foster-4b9a12ab/">Tyler</a>, who's behind the camera — he's waving right now, you can't see it, but he looks adorable waving — and to everyone who has helped make this possible, including <a href="https://twitter.com/CyrusShepard">Cyrus Shepard</a> and <a href="https://twitter.com/BritneyMuller">Britney Muller</a> and many others. </p> <p>Hopefully, this one-hour segment on SEO can help you upgrade your skills dramatically. Hopefully, you'll send it to some other folks who might need to upgrade their understanding and their skills around the practice. And I'll see you again next week for another edition of Whiteboard Friday. Take care.<br></p> <p><a href="http://www.speechpad.com/page/video-transcription/">Video transcription</a> by <a href="http://www.speechpad.com/">Speechpad.com</a> </p> <h2>In case you missed them:</h2> <p>Check out the other episodes in the series so far:</p> <ul><li><a href="https://moz.com/blog/one-hour-seo-guide-part-1-seo-strategy">The One-Hour Guide to SEO, Part 1: SEO Strategy</a></li><li><a href="https://moz.com/blog/one-hour-seo-guide-part-2-keyword-research">The One-Hour Guide to SEO, Part 2: Keyword Research</a></li><li><a href="https://moz.com/blog/one-hour-guide-to-seo-searcher-satisfaction">The One-Hour Guide to SEO, Part 3: Searcher Satisfaction</a></li><li><a href="https://moz.com/blog/one-hour-guide-to-seo-keyword-targeting-on-page-optimization">The One-Hour Guide to SEO, Part 4: Keyword Targeting & On-Page Optimization</a></li><li><a href="https://moz.com/blog/one-hour-guide-to-seo-technical-seo">The One-Hour Guide to SEO, Part 5: Technical SEO</a></li></ul><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p><img src="http://feedpress.me/9375/11274565.gif" height="1" width="1"/> Here’s how to get the most out of your marketing analytics investment https://marketingland.com/heres-how-to-get-the-most-out-of-your-marketing-analytics-investment-259733 Marketing Land - Internet Marketing News, Strategies &amp; Tips urn:uuid:796aca31-6d65-82d1-8e7d-7ef40d7404b9 Fri, 19 Apr 2019 14:30:55 +0000 Build organizational structure and develop analytics leaders who bridge data science with marketing strategy to improve your return on investment. The post Here&#8217;s how to get the most out of your marketing analytics investment appeared first on Marketing Land.<br/> <br/> Please visit Marketing Land for the full article.<div class="feedflare"> <a href="http://feeds.marketingland.com/~ff/mktingland?a=S-iWtKW-Tb4:zvlF86-Rtj0:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/mktingland?d=yIl2AUoC8zA" border="0"></img></a> <a href="http://feeds.marketingland.com/~ff/mktingland?a=S-iWtKW-Tb4:zvlF86-Rtj0:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/mktingland?d=qj6IDK7rITs" border="0"></img></a> </div><img src="http://feeds.feedburner.com/~r/mktingland/~4/S-iWtKW-Tb4" height="1" width="1" alt=""/> Digital Marketing News: Influencers Try Escapex, Gating B2B Content, YouTube’s Quality Watch Time, & Pinterest Conversions https://www.toprankblog.com/2019/04/digital-marketing-news-041919/ Online Marketing Blog urn:uuid:d3498302-aabe-4dbd-9e99-32f541d47ff4 Fri, 19 Apr 2019 10:30:14 +0000 <p>The post <a rel="nofollow" href="https://www.toprankblog.com/2019/04/digital-marketing-news-041919/">Digital Marketing News: Influencers Try Escapex, Gating B2B Content, YouTube&#8217;s Quality Watch Time, &#038; Pinterest Conversions</a> appeared first on <a rel="nofollow" href="https://www.toprankblog.com">Online Marketing Blog - TopRank®</a>.</p> <p>The post <a rel="nofollow" href="https://www.toprankblog.com/2019/04/digital-marketing-news-041919/">Digital Marketing News: Influencers Try Escapex, Gating B2B Content, YouTube&#8217;s Quality Watch Time, &#038; Pinterest Conversions</a> appeared first on <a rel="nofollow" href="https://www.toprankblog.com">Online Marketing Blog - TopRank®</a>.</p> <div class="feedflare"> <a href="http://feeds.feedburner.com/~ff/OnlineMarketingSEOBlog?a=fjLtiua1Qyg:0wy2_XdHxtQ:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/OnlineMarketingSEOBlog?d=yIl2AUoC8zA" border="0"></img></a> </div><img src="http://feeds.feedburner.com/~r/OnlineMarketingSEOBlog/~4/fjLtiua1Qyg" height="1" width="1" alt=""/> 3 steps to signing more clients https://searchengineland.com/3-steps-to-signing-more-clients-315695 Search Engine Land: News About Search Engines &amp; Search Marketing urn:uuid:cfc1c82b-6fa6-2ee9-85fd-a00d5b3536de Fri, 19 Apr 2019 13:05:33 +0000 Learn how agencies can use marketing automation to build their brand and acquire new clients.<br/> <br/> Please visit Search Engine Land for the full article.<div class="feedflare"> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=u8gsoczJ-SA:R3ykxBAg4WA:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/searchengineland?d=yIl2AUoC8zA" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=u8gsoczJ-SA:R3ykxBAg4WA:-BTjWOF_DHI"><img src="http://feeds.feedburner.com/~ff/searchengineland?i=u8gsoczJ-SA:R3ykxBAg4WA:-BTjWOF_DHI" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=u8gsoczJ-SA:R3ykxBAg4WA:F7zBnMyn0Lo"><img src="http://feeds.feedburner.com/~ff/searchengineland?i=u8gsoczJ-SA:R3ykxBAg4WA:F7zBnMyn0Lo" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=u8gsoczJ-SA:R3ykxBAg4WA:7Q72WNTAKBA"><img src="http://feeds.feedburner.com/~ff/searchengineland?d=7Q72WNTAKBA" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=u8gsoczJ-SA:R3ykxBAg4WA:V_sGLiPBpWU"><img src="http://feeds.feedburner.com/~ff/searchengineland?i=u8gsoczJ-SA:R3ykxBAg4WA:V_sGLiPBpWU" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=u8gsoczJ-SA:R3ykxBAg4WA:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/searchengineland?d=qj6IDK7rITs" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=u8gsoczJ-SA:R3ykxBAg4WA:V-t1I-SPZMU"><img src="http://feeds.feedburner.com/~ff/searchengineland?d=V-t1I-SPZMU" border="0"></img></a> </div><img src="http://feeds.feedburner.com/~r/searchengineland/~4/u8gsoczJ-SA" height="1" width="1" alt=""/> ‘Corngate’ escalates as AB InBev battles MillerCoors’ false-ad lawsuit https://adage.com/article/cmo-strategy/corngate-escalates-ab-inbev-battles-millercoors-false-ad-lawsuit/2165676 BREAKING NEWS: Advertising urn:uuid:7d6e2346-1209-8376-b895-3b984dceafe2 Fri, 19 Apr 2019 16:15:33 +0000 <img src="https://s3-prod.adage.com/s3fs-public/styles/width_300/public/BudLight_CornSyrup_3x2.jpg"/><p dir="ltr">Anheuser-Busch InBev has fired back at MillerCoors in a new court filing, defending its corn syrup ads as truthful and accurate, while rejecting MillerCoors’ call for the ads to be stopped.</p> <p>“Bud Light is telling consumers a simple truth: It does not include corn syrup as an ingredient; Miller Lite and Coors Light do use corn syrup. That’s transparency,” the brewer states.</p> <p>The filing is a response to a lawsuit that MillerCoors <a href="https://adage.com/article/cmo-strategy/millercoors-sues-anheuser-busch-corn-syrup-campaign/317080">filed in March in a federal court in Wisconsin</a> in which it seeks a halt to "false and misleading" ad claims and "willful trademark dilution," saying that the ads have damaged the reputation of Miller Lite and Coors Light.</p> <p>AB InBev’s filing asks that MillerCoors’ request for a preliminary injunction be denied.</p> <p>In a statement Friday, MillerCoors said: “We are looking forward to making our case in court to stop Anheuser-Busch from confusing consumers by fear mongering over a common beer ingredient—one they actually use in a number of their own beers.”</p> <p>The battle, dubbed “Corngate,” began when Bud Light ran three Super Bowl ads that called out Coors Light and Miller Lite for using corn syrup. Miller Lite and Coors Light both use corn syrup during the fermenting process, but MillerCoors says none of it ends up in the final product.</p> <p>In its filing, AB InBev points out that MillerCoors has previously described corn syrup as an “ingredient” in Coors Light and Miller Lite, including on a website listing the nutritional data for all of its beers. “Corn syrup is no less an ingredient of MillerCoors’ beers than are barley and hops,” AB InBev’s filing states.</p> <p>In its suit, MillerCoors accuses AB InBev of conflating corn syrup with the often-demonized high-fructose corn syrup. It cites a February report in trade publication Beer Business Daily, which, citing anonymous sources, alluded to private meetings that Bud Light VP Andy Goeler had with wholesalers in which he allegedly described how the brewer focus-grouped the ads and “found that consumers generally don't differentiate between high fructose corn syrup and corn syrup, and that it is a major triggering point in choosing brands to purchase, particularly among women.”</p> <p>AB InBev does not address that claim in its filing. But in a separately filed affidavit, Goeler states that the Beer Business Daily report “includes a few sentences about things that were reported that I said, but provides no context or quotes of my remarks.”</p> <p>In its filing, AB InBev states that “Bud Light has never disparaged corn syrup, suggested that corn syrup is ‘in the finished product,’ or even mentioned the words ‘high fructose corn syrup.’ Rather, building its campaign around its medieval theme allowed Bud Light to communicate the ingredients in a truthful and clear manner—but also in a whimsical, fantastical way.”</p> <p>AB InBev also seeks to rebut MillerCoors’ claim that it was harmed by the ads by citing several public and private comments that MillerCoors execs have made in which they suggested that that Bud Light’s attack is actually helping Miller Lite and Coors Light. The filing cites a MillerCoors <a href="https://www.millercoorsblog.com/news/bud-light-sales-plummet-post-corntroversy/">corporate blog post that touts positive market share trends</a> for Coors Light and Miller Lite in the wake of Bud Light’s Super Bowl ads.</p> <p>AB InBev’s filing also includes a text message exchange that occurred during the Super Bowl between Pete Marino, MillerCoors' chief public affairs and communications officer, and Gemma Hart, who was then the VP of communications in the U.S. for AB InBev. The private exchange, which Marino confirmed to Ad Age is accurate, shows him embracing Bud Light’s attack as it happened in real time. The back-and-forth, published in its entirety below, reveals the personal, but also somewhat fun-loving nature, of the battle between the nation’s two largest brewers.</p> <p><em>Marino: Game on. Hope you are well.</em></p> <p><em>Hart: Ha, yes indeed. You guys were quick responding. Shame this Super Bowl final is so lame.</em></p> <p><em>Marino: We are always quick. We don’t have as many layers as you do. This is going to be a lot of fun. You gave us a gift in some ways so thank you.</em></p> <p><em>Hart: [prayer hands emoji]</em></p> <p><em>Marino: Not sure what that means but I love this stuff.</em></p> <p><em>Hart: It means ‘you’re welcome.’ Also I think that emoji also means ‘thank you.’</em></p> <p><em>Marino: [thumbs up emoji] See you on the battlefield.</em></p> <p><em>Hart: [wink emoji]</em></p> Brazilian bike company uses truck driver strike to show cost savings of bicycle transportation https://www.thedrum.com/news/2019/04/19/brazilian-bike-company-uses-truck-driver-strike-show-cost-savings-bicycle The Drum - News urn:uuid:4f02cc98-5a20-3958-bf59-2bc851a02d48 Fri, 19 Apr 2019 18:00:00 +0000 <p>Anyone who has lived through a gasoline crisis knows how taxing it can be on pocketbooks and nerves. In <a href="https://www.thedrum.com/topics/brazil">Brazil</a>, a spike in the price of diesel fuel caused a national truck strike in protest, which bled over into consumer territory due to distribution issues, causing painful lines and rising costs.</p> <p>Brazilian cycling company Caloi offered the bicycle as a unique, low-carbon mobility solution, and it put the cost savings of bike transportation out for all to see — right in front of gas stations.</p> <p>‘Liters,’ an ad campaign created by <a href="https://www.thedrum.com/topics/tribal-worldwide">Tribal Worldwide</a>’s São Paulo office, found a way to show how cycling is a viable, sustainable and economical option for transportation, and with the timing and placement to impact a potential target. Focused on out-of-home (OOH) media, the communication transformed the prices of some of its best-selling bikes to gallons of gasoline, questioning the use of cars in the crowded city, as well as rationally demonstrating the cost-to-benefit ratio in urban mobility.</p> <p>The index used to convert the bike prices in liters of gas was based in real-time data connected with Google Waze information. Every time the fuel value varied, the digital outdoor signs were updated accordingly. To increase the impact, the OOH media placements were selected strategically near gas stations, especially those with the largest queues.</p> <p>By comparing the Reais (Brazilian currency) that could be spent on a new bike instead of pouring liters of gasoline into a car, more people became aware that cycling is not only good for health and for the planet, but also for their wallets.</p> <p>"There are several benefits that using a bike provides: it collaborates with the environment because it does not pollute, it is a physical activity that consequently helps physical and mental health, and in times of crisis, it can still be a differential factor in the budget. That’s why bicycles are so popular in many European and Asian countries, but not so much in Brazil yet. This campaign seeks to draw attention to (the fact) that pedaling is one of the best mobility solutions in the country, even more integrated to other options such as subway and trains, for example,” said Eduardo Rocha, Caloi's marketing director.</p> <p>A video chronicles the company’s efforts.</p> <div class="multimedia" contenteditable="false" entity-bundle="creative_showcase" entity-id="26631" entity-type="news_components" select="Creative Showcase"> <div class="multimedia-content" id="multimedia-content"> <div class="dialog_preview" contenteditable="false"> <div class="top"> <h3 class="title">: 'Liters'</h3> </div> <div class="agency"><b>Agency:</b></div> <div class="client"><b>Client:</b></div> <div class="date"><b>Date:</b> April 2019</div> <div class="description"> <div>In Brazil, a diesel fuel spike caused a national truck strike in protest, which bled over into consumer territory due to distribution issues, causing painful lines and rising costs.</div> <div>Brazilian cycling company Caloi offered the bicycle as a unique, low carbon mobility solution, and it put the cost savings of bike transportation out for all to see – right in front of gas stations.</div> <div>‘Liters,’ an ad campaign created by Tribal Worldwide’s São Paulo office, found a way to show how cycling is a viable, sustainable and economical option for transportation, and with the timing and placement to impact a potential target. Focused on out-of-home (OOH) media, the communication transformed the prices of some of its best-selling bikes to gallons of gasoline, questioning the use of cars in the crowded city as well as rationally demonstrating the cost-to-benefit ratio in urban mobility.</div> <div>The index used to convert the bike prices in liters of gas was based in real-time data connected with Google Waze information. Every time the fuel value varied, the digital outdoor signs were updated accordingly. To increase the impact, the OOH media placements were selected strategically near gas stations, especially those with the largest queues.</div> <div>Comparing the Reais (Brazilian currency) that could be spent on a new bike instead of pouring liters of gasoline into a car, more people became aware that cycling is not only good for health and for the planet, but also for their wallets.</div> </div> <div class="additional_credits"><b>Credits:</b><br />   <div> </div> <div>Agency: Tribal Worldwide São Paulo</div> <div>Client: Caloi</div> </div> <div class="tags"><b>Tags:</b> Brazil</div> <div class="clearfix"> </div> <div class="slide"> <div class="media"> <div class="media-youtube-video media-youtube-1"> <iframe allowfullscreen="" class="media-youtube-player" frameborder="0" height="374" src="//www.youtube.com/embed/TvnIbzQX5pw?wmode=opaque" title="Caloi &quot;Liters&quot; - Tribal São Paulo" width="498">Video of Caloi &amp;quot;Liters&amp;quot; - Tribal S&amp;atilde;o Paulo</iframe></div> </div> <div class="clearfix"> </div> </div> <div class="slide"> <div class="media"><img alt="" src="http://admin.thedrum.com/s3/files/styles/drum_media_normal/s3/caloilitersooh.jpg?itok=sWyqFmhU" /></div> <div class="clearfix"> </div> </div> <div class="slide"> <div class="media"><img alt="" src="http://admin.thedrum.com/s3/files/styles/drum_media_normal/s3/caloilitersindex3.jpg?itok=2zDzLQhn" /></div> <div class="clearfix"> </div> </div> <div class="slide"> <div class="media"><img alt="" src="http://admin.thedrum.com/s3/files/styles/drum_media_normal/s3/caloilitersindex2.jpg?itok=YyRCQvMT" /></div> <div class="clearfix"> </div> </div> <div class="slide"> <div class="media"><img alt="" src="http://admin.thedrum.com/s3/files/styles/drum_media_normal/s3/caloilitersindex1.jpg?itok=xsdCx235" /></div> <div class="clearfix"> </div> </div> <div class="clearfix"> </div> </div> <div class="loading">Loading...</div> </div> </div> <p> </p> Google My Business Suggests Positive Reviews to Share as Posts by @MattGSouthern http://tracking.feedpress.it/link/13962/11275713 Search Engine Journal urn:uuid:e39b6f87-eb23-de1b-4ccd-e68f0ce70eac Fri, 19 Apr 2019 16:06:58 +0000 <p>Google My Business is launching a new feature which will help business owners showcase positive reviews.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-my-business-suggests-positive-reviews-to-share-as-posts/304339/">Google My Business Suggests Positive Reviews to Share as Posts by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/11275713.gif" height="1" width="1"/> How to Increase Higher Education Student Engagement with Marketing https://blog.getresponse.com/higher-education-student-engagement GetResponse Email Marketing Blog urn:uuid:809e0f37-b71b-fbc6-56dd-a0652cf56394 Fri, 19 Apr 2019 08:11:20 +0000 <p>Planning your higher education marketing strategies is about working around two things: the rising cost of tuition and the growing number of students applying to post-secondary institutions. Not to mention, students have a lot of options to choose from. &#160; To compete, you need to create digital marketing campaigns that: appeal to peoples’ emotions create [&#8230;]</p> <p>The post <a rel="nofollow" href="https://blog.getresponse.com/higher-education-student-engagement">How to Increase Higher Education Student Engagement with Marketing</a> appeared first on <a rel="nofollow" href="https://blog.getresponse.com">GetResponse Blog - Online Marketing Tips</a>.</p> <p>Planning your higher education marketing strategies is about working around two things: <a href="http://www.rbc.com/economics/economic-reports/pdf/other-reports/Tuition_June2018.pdf" target="_blank" rel="noopener noreferrer">the rising cost of tuition and the growing number of students applying to post-secondary institutions</a>. Not to mention, students have a lot of options to choose from.</p> <p><span id="more-36749"></span></p> <p>&nbsp;</p> <p>To compete, you need to create digital marketing campaigns that:</p> <ul> <li>appeal to peoples’ emotions</li> <li>create a sense of urgency.</li> </ul> <p>But why exactly is this the case?</p> <p>Consumers <a href="https://www.psychologytoday.com/gb/blog/inside-the-consumer-mind/201302/how-emotions-influence-what-we-buy" target="_blank" rel="noopener noreferrer">attach the same personality characteristics to brands that they do to people</a>.</p> <p>&nbsp;</p> <p>Yet, this is about a lot more than creating a sense of belonging. Because your students need responsive and relevant support.</p> <p>Here are some steps that you can take to improve the student experience.</p> <p>&nbsp;<br /> <strong>Bonus resource</strong>:</p> <p>Want to learn how to enroll international higher ed students? Then <a href="https://www.getresponse.com/enterprise/10-tips-for-international-student-recruitment-2019" target="_blank" rel="noopener noreferrer">get our newest guide</a> and learn about the <strong>10 most-effective ways</strong> that&#8217;ll help you improve your enrollment campaigns in 2019.</p> <p>&nbsp;</p> <h2>1. Personalize your emails through making them timely</h2> <p>Is your newsletter not getting the results you hoped for? The issue might be a lack of personalization. It plays an important role in your students’ experience with your brand. Not to mention the fact, that it&#8217;s one of the key <a href="https://blog.getresponse.com/email-marketing-best-practices">email marketing best practices</a> in general, that delivers the highest results.</p> <p>But what&#8217;s so important about personalization that makes it <a href="https://www.getresponse.com/resources/reports/email-marketing-benchmarks.html#average-results-by-message-type">so effective</a>?</p> <p>It&#8217;s about reaching the right person with the right message at the right time.</p> <p>&nbsp;</p> <h3>With your students, you can do this by making them feel special&#8230;</h3> <p>One way you can do this is by showing your appreciation for the time and money they invested in your courses. This approach works no matter how long it has been since your students enrolled in your courses.</p> <p>A great example of this is the George Brown College Continuing Education Newsletter. Since I’m one of their former students, I receive their emails on a regular basis.</p> <p>A week before the holidays, they sent me a message, which showed their appreciation:</p> <p>&nbsp;</p> <p><img class="aligncenter size-full wp-image-36752" src="https://us-wd.gr-cdn.com/blog/2019/04/newsletter-george-brown-university.jpg" alt="Email newsletter sent to students of the George Brown University before the holiday break." width="700" height="510" srcset="https://us-wd.gr-cdn.com/blog/2019/04/newsletter-george-brown-university.jpg 700w, https://us-wd.gr-cdn.com/blog/2019/04/newsletter-george-brown-university-300x219.jpg 300w, https://us-wd.gr-cdn.com/blog/2019/04/newsletter-george-brown-university-66x48.jpg 66w, https://us-wd.gr-cdn.com/blog/2019/04/newsletter-george-brown-university-458x334.jpg 458w, https://us-wd.gr-cdn.com/blog/2019/04/newsletter-george-brown-university-600x437.jpg 600w, https://us-wd.gr-cdn.com/blog/2019/04/newsletter-george-brown-university-315x230.jpg 315w" sizes="(max-width: 700px) 100vw, 700px" /></p> <p>&nbsp;</p> <p>The one thing that made it effective was its timing. The email also reminded me that now is the best time to sign up for new courses if I want to enroll in the winter semester:</p> <p>&nbsp;</p> <p><img class="aligncenter size-full wp-image-36753" src="https://us-wd.gr-cdn.com/blog/2019/04/newsletter-george-brown-university-footer.jpg" alt="Email alert about upcoming university courses from George Brown University." width="700" height="280" srcset="https://us-wd.gr-cdn.com/blog/2019/04/newsletter-george-brown-university-footer.jpg 700w, https://us-wd.gr-cdn.com/blog/2019/04/newsletter-george-brown-university-footer-300x120.jpg 300w, https://us-wd.gr-cdn.com/blog/2019/04/newsletter-george-brown-university-footer-120x48.jpg 120w, https://us-wd.gr-cdn.com/blog/2019/04/newsletter-george-brown-university-footer-600x240.jpg 600w, https://us-wd.gr-cdn.com/blog/2019/04/newsletter-george-brown-university-footer-315x126.jpg 315w" sizes="(max-width: 700px) 100vw, 700px" /></p> <p>&nbsp;</p> <p>George Brown&#8217;s message showed up in my inbox a week before the holiday season. So, I had a head full of ideas for the new year. As a result, I asked myself &#8220;why not take another course?&#8221;</p> <p>&nbsp;</p> <h3>What should you do if your former students are still on your email list?</h3> <p>When a new semester is around the corner, remind them of your registration deadlines. But you&#8217;re likely wondering what makes former students such an asset. Cost is a major contribution; a great example of this is the emphasis colleges and universities put on international student recruitment.</p> <p>&nbsp;</p> <h4>To work around factors such as decreasing birth rates and shifting demographics…</h4> <p>The amount colleges <a href="https://www.admissionpros.com/blog/the-impact-of-international-student-recruitment-on-college-admissions" target="_blank" rel="noopener noreferrer">spend on international students is increasing</a>. Because this is happening in so many different countries, attracting international students is becoming a competitive process.</p> <p>Prioritizing healthy relationships with current students and alumni will help bring down recruitment costs.</p> <p>Although that seems like a lot of work, you can simplify the process. This involves setting up automation triggers, which add former students to your <a href="https://www.getresponse.com/features/marketing-automation">GetResponse Marketing Automation workflow</a>.</p> <p>Every time a student completes a course, send them an invitation to join an email list. This email list is a great way to notify students about the following:</p> <p>• Registration deadlines<br /> • And course/special event news and updates.</p> <p>&nbsp;</p> <h2>2. Provide incentives tempting enough to turn prospective students into current students</h2> <p>One of the best business models I’ve come across in the higher education sector is <a href="https://brainstation.io/">Brainstation.</a></p> <p>Brainstation is a company that offers courses in the following disciplines:</p> <ul> <li>tech</li> <li>design</li> <li>digital marketing</li> </ul> <p>Their students are working adults who want to upgrade their skills.</p> <p>On a regular basis, they host panel discussions and events that cost as much as a cafe lunch.</p> <p>&nbsp;</p> <h3>So, what makes their approach so effective?</h3> <p>A lot of their event attendees have such a great time at their events that they register for courses. An important side note about their programs: they&#8217;re not exactly cheap. I looked up the costs, and full-time rates are $14,000 for full-time programs. Yet, they offer a scholarship program to accommodate students who can’t afford their tuition costs.</p> <p>Not to mention:</p> <ul> <li>Their application process is as much work as applying for a job.</li> <li>And their courses are a huge time commitment. Students spend an average of ten to twelve months in their courses and certification programs.</li> </ul> <p>&nbsp;</p> <h3>So, everything I mentioned are hesitations that the organization has to work around.</h3> <p>The folks at Brainstation work around that by rewarding events with a high number of guests. Sometimes, they add event attendees to an email list and thank them for their time. This often involves offering a time-sensitive discount:</p> <p>&nbsp;</p> <p><img class="aligncenter size-full wp-image-36775" src="https://us-wd.gr-cdn.com/blog/2019/04/brainstation-email.jpg" alt="Brainstation congratulations email." width="695" height="647" srcset="https://us-wd.gr-cdn.com/blog/2019/04/brainstation-email.jpg 695w, https://us-wd.gr-cdn.com/blog/2019/04/brainstation-email-300x279.jpg 300w, https://us-wd.gr-cdn.com/blog/2019/04/brainstation-email-52x48.jpg 52w, https://us-wd.gr-cdn.com/blog/2019/04/brainstation-email-359x334.jpg 359w, https://us-wd.gr-cdn.com/blog/2019/04/brainstation-email-600x559.jpg 600w, https://us-wd.gr-cdn.com/blog/2019/04/brainstation-email-315x293.jpg 315w" sizes="(max-width: 695px) 100vw, 695px" /></p> <p>&nbsp;</p> <p>According to<a href="https://www.inc.com/peter-roesler/new-study-shows-deals-promotions-affect-every-part-of-shopping-experience.html" target="_blank" rel="noopener noreferrer"> a RetailMeNot survey</a>:</p> <blockquote><p>Four out of five (80 percent) consumers said they feel encouraged to make a first-time purchase with a brand that is new to them if they found an offer or discount.</p></blockquote> <p>&nbsp;</p> <p>Discounts will help you work around the biggest flaw of using events to attract students. They’re likely not ready to buy your courses right away. This is exactly where discounts can make a big difference.</p> <p>Limited-time discounts encourage your students to stop procrastinating during the enrolment process.</p> <p>But creating urgency isn&#8217;t always about charging less. Sometimes all people need to hear is a subtle reminder that they only have a limited amount of time to apply.</p> <p>A great example of this is LinkedIn and how they sell their courses to LinkedIn users. This involves encouraging users to sign up for a 30-day trial of <a href="https://www.linkedin.com/learning">LinkedIn Learning</a>:</p> <p>&nbsp;</p> <p><img class="aligncenter size-full wp-image-36756" src="https://us-wd.gr-cdn.com/blog/2019/04/linkedin-learning-message.jpg" alt="LinkedIn learning message." width="444" height="478" srcset="https://us-wd.gr-cdn.com/blog/2019/04/linkedin-learning-message.jpg 444w, https://us-wd.gr-cdn.com/blog/2019/04/linkedin-learning-message-279x300.jpg 279w, https://us-wd.gr-cdn.com/blog/2019/04/linkedin-learning-message-45x48.jpg 45w, https://us-wd.gr-cdn.com/blog/2019/04/linkedin-learning-message-310x334.jpg 310w, https://us-wd.gr-cdn.com/blog/2019/04/linkedin-learning-message-315x339.jpg 315w" sizes="(max-width: 444px) 100vw, 444px" /></p> <p>&nbsp;</p> <p>This allows people to test drive the platform for free. It also allows them to decide if the monthly subscription fees are worth paying for.</p> <p>There are also other ways to increase student enrollment. Here are some tips on <a href="https://blog.getresponse.com/ppc-campaigns-enroll-more-students">how you can use PPC campaigns</a> and <a href="https://blog.getresponse.com/higher-education-email-marketing-strategies">email marketing for higher student enrollment.</a></p> <p>&nbsp;</p> <h2>3. Send emails that create accountability and fight against shiny object syndrome</h2> <p>One company that does this in an effective way is <a href="https://bossproject.com/" target="_blank" rel="noopener noreferrer">the Boss Project</a>. Because their courses are online-based and aren’t time sensitive, they have to work around shiny object syndrome.</p> <p>No idea what shiny object syndrome actually is? Here’s <a href="https://www.entrepreneur.com/article/288370" target="_blank" rel="noopener noreferrer">a quick definition from Entrepreneur contributor, Jayson DeMeyers</a>:</p> <blockquote><p>It’s the entrepreneurial equivalent of a small child chasing after shiny objects. Once they get there and see what the object is, they lose interest and start chasing the next thing. This may be business objectives, marketing strategies, clients or even other business ventures.</p></blockquote> <p>&nbsp;</p> <p>Founders Abigail and Emily tackle this by sending emails that encourage student accountability. When students enroll, they receive an automated email that congratulates them on their enrolment. This email also provides a few bonus resources and instructions:</p> <p>&nbsp;</p> <p><img class="aligncenter size-full wp-image-36761" src="https://us-wd.gr-cdn.com/blog/2019/04/boss-project-email-notification.jpg" alt="The Boss project email notification." width="700" height="607" srcset="https://us-wd.gr-cdn.com/blog/2019/04/boss-project-email-notification.jpg 700w, https://us-wd.gr-cdn.com/blog/2019/04/boss-project-email-notification-300x260.jpg 300w, https://us-wd.gr-cdn.com/blog/2019/04/boss-project-email-notification-55x48.jpg 55w, https://us-wd.gr-cdn.com/blog/2019/04/boss-project-email-notification-385x334.jpg 385w, https://us-wd.gr-cdn.com/blog/2019/04/boss-project-email-notification-600x520.jpg 600w, https://us-wd.gr-cdn.com/blog/2019/04/boss-project-email-notification-315x273.jpg 315w" sizes="(max-width: 700px) 100vw, 700px" /></p> <p>&nbsp;</p> <p>Two weeks later, students receive an email that shows them how to leave a review of the course:</p> <p>&nbsp;</p> <p><img class="aligncenter size-full wp-image-36763" src="https://us-wd.gr-cdn.com/blog/2019/04/two-weeks-update-email.jpg" alt="Automated email updated two weeks from signup." width="700" height="351" srcset="https://us-wd.gr-cdn.com/blog/2019/04/two-weeks-update-email.jpg 700w, https://us-wd.gr-cdn.com/blog/2019/04/two-weeks-update-email-300x150.jpg 300w, https://us-wd.gr-cdn.com/blog/2019/04/two-weeks-update-email-96x48.jpg 96w, https://us-wd.gr-cdn.com/blog/2019/04/two-weeks-update-email-666x334.jpg 666w, https://us-wd.gr-cdn.com/blog/2019/04/two-weeks-update-email-600x301.jpg 600w, https://us-wd.gr-cdn.com/blog/2019/04/two-weeks-update-email-315x158.jpg 315w" sizes="(max-width: 700px) 100vw, 700px" /></p> <p>&nbsp;</p> <p>So, how do you make your students feel accountable enough to:</p> <ul> <li>finish your course?</li> <li>and not switch to another course, with enticing benefits?</li> </ul> <p>&nbsp;</p> <p>You need to remind them of the benefits:</p> <p>&nbsp;</p> <p><img class="aligncenter size-full wp-image-36764" src="https://us-wd.gr-cdn.com/blog/2019/04/email-communication-benefits.jpg" alt="Using benefits in email communication." width="700" height="336" srcset="https://us-wd.gr-cdn.com/blog/2019/04/email-communication-benefits.jpg 700w, https://us-wd.gr-cdn.com/blog/2019/04/email-communication-benefits-300x144.jpg 300w, https://us-wd.gr-cdn.com/blog/2019/04/email-communication-benefits-100x48.jpg 100w, https://us-wd.gr-cdn.com/blog/2019/04/email-communication-benefits-696x334.jpg 696w, https://us-wd.gr-cdn.com/blog/2019/04/email-communication-benefits-600x288.jpg 600w, https://us-wd.gr-cdn.com/blog/2019/04/email-communication-benefits-315x151.jpg 315w" sizes="(max-width: 700px) 100vw, 700px" /></p> <p>&nbsp;</p> <p>An email, like the above example, will remind current students of the value of your online courses. Because it focuses on missed opportunities of not completing your courses.</p> <p>The good news is that a lot of this can be automated. Once you&#8217;ve chosen the conditions and set up a workflow, your messages can be sent automatically.</p> <p>Here are some examples of how you can do this with email automation.</p> <p>&nbsp;</p> <h2>4. Create student ambassadors who will provide honest responses to student questions</h2> <p>Enrolling in courses at the adult education level can be frustrating. Because answers to questions about everything from:</p> <ul> <li>course prerequisites and registration</li> <li>to learning what being a student is like, before paying tuition fees</li> </ul> <p>can feel like a cold and uncertain process. A great example of that is this tweet in response to a student question:</p> <p>&nbsp;</p> <p><img class="aligncenter size-full wp-image-36771" src="https://us-wd.gr-cdn.com/blog/2019/04/york-university-tweet.jpg" alt="York University generic tweet." width="600" height="307" srcset="https://us-wd.gr-cdn.com/blog/2019/04/york-university-tweet.jpg 600w, https://us-wd.gr-cdn.com/blog/2019/04/york-university-tweet-300x154.jpg 300w, https://us-wd.gr-cdn.com/blog/2019/04/york-university-tweet-94x48.jpg 94w, https://us-wd.gr-cdn.com/blog/2019/04/york-university-tweet-315x161.jpg 315w" sizes="(max-width: 600px) 100vw, 600px" /></p> <p>&nbsp;</p> <h3>Rather than providing a personalized answer&#8230;</h3> <p>They responded with a link to an FAQ page and hoped for the best.</p> <p>Yet, managing social media as a higher education professional can be challenging.</p> <p>&nbsp;</p> <p><a href="https://blog.hootsuite.com/social-media-in-higher-education/" target="_blank" rel="noopener noreferrer">According to Hootsuite</a>:</p> <blockquote><p>The biggest challenge facing institutions is streamlining their social efforts campus-wide.</p></blockquote> <p>&nbsp;</p> <p>One of the many options available are student ambassador programs. Student ambassador programs <a href="https://www.socialchain.com/scribe/5-reasons-why-every-brand-needs-a-student-ambassador/" target="_blank" rel="noopener noreferrer">include future students in a current student’s journey</a>.</p> <p>The job of the ambassadors is to use social media to capture the student experience. Because they&#8217;re students themselves, they point of view their point of view matters. But why is that the case?</p> <p>&nbsp;</p> <p>Here&#8217;s an example of how an interaction with a student ambassador often &#8220;feels&#8221;:</p> <p>&nbsp;</p> <p><img class="aligncenter size-full wp-image-36773" src="https://us-wd.gr-cdn.com/blog/2019/04/demontfort-uni-tweet.jpg" alt="De Montfort Uni DMU tweet." width="600" height="464" srcset="https://us-wd.gr-cdn.com/blog/2019/04/demontfort-uni-tweet.jpg 600w, https://us-wd.gr-cdn.com/blog/2019/04/demontfort-uni-tweet-300x232.jpg 300w, https://us-wd.gr-cdn.com/blog/2019/04/demontfort-uni-tweet-62x48.jpg 62w, https://us-wd.gr-cdn.com/blog/2019/04/demontfort-uni-tweet-432x334.jpg 432w, https://us-wd.gr-cdn.com/blog/2019/04/demontfort-uni-tweet-315x244.jpg 315w" sizes="(max-width: 600px) 100vw, 600px" /></p> <p>&nbsp;</p> <p>Campaigns like these set you apart from your competition. Because they create two simple options:</p> <ol> <li>Attend the university, because it aligns with your values</li> <li>Don&#8217;t attend the university, because it doesn&#8217;t align with your values.</li> </ol> <p>&nbsp;</p> <p>The feeling of campus life is especially important for international students. Because they are likely moving far away from home to enroll in your courses.</p> <p>&nbsp;</p> <p>Encourage your ambassadors to produce content on everything from:</p> <ul> <li>Information on key factors such as housing, food, and the people you&#8217;ll meet</li> <li>To the experience of going to classes, writing tests, etc.</li> </ul> <p>&nbsp;</p> <p>And when students have questions, encourage them to interact with ambassadors:</p> <ul> <li>in person</li> <li>over email</li> <li>and during social live stream Q&amp;A events</li> </ul> <p>&nbsp;</p> <p>Strategies like these are essential. Because social media is <a href="https://www.timeshighereducation.com/student/blogs/how-international-students-use-social-media-choose-uk-university#survey-answer">the first point of contact between students and universities</a>. So, it’s important to create a first impression that counts.</p> <p>&nbsp;</p> <h2>But above all else…</h2> <p>Students are often investing a great deal of time and money. So, it’s important to focus on making transparent information accessible to:</p> <ul> <li>current students</li> <li>future students</li> <li>and alumni</li> </ul> <p>Otherwise, they’ll change their mind and dedicate their time and money to something else.</p> <p>&nbsp;</p> <p><strong>Author:</strong></p> <p><img class="alignleft wp-image-36776 size-thumbnail" src="https://us-wd.gr-cdn.com/blog/2019/04/rosemary-richings-150x150.jpg" alt="Rosemary Richings" width="150" height="150" /><a href="http://www.rosemaryrichings.com/" target="_blank" rel="noopener noreferrer">Rosemary Richings</a> is a specialist in blog content promotion and audience outreach strategy, who offers straight up content creation for websites and blogs. Since 2014, she has worked with diverse clients in the lifestyle and ecommerce industry. The clients that she has worked with include large organizations, such as E-bay and Yellowpages Canada, and startups/ small businesses such as Lokafy and BeFunky. She has also been published on sites such as Buffer, Search Engine Journal, the Weebly Inspiration Center, and more. Check out Rosemary’s latest in her ebook, <a href="https://gumroad.com/l/blogonforentrepreneurs">Blog on</a>, a blogging starter kit for entrepreneurs. Feel free to connect with Rosemary on Twitter <a href="https://twitter.com/rosiemay_r" target="_blank" rel="noopener noreferrer">@rosiemay_r</a> for recommended reading material, along with news about her latest projects and content.</p> <p>&nbsp;</p> <p><img class="pinterest-hidden aligncenter wp-image-36788 size-large" src="https://us-wd.gr-cdn.com/blog/2019/04/How-to-Increase-Higher-Education-Student-Engagement-with-Marketing-Pinterest-683x1024.jpg" alt="How to Increase Higher Education Student Engagement with Marketing" width="683" height="1024" srcset="https://us-wd.gr-cdn.com/blog/2019/04/How-to-Increase-Higher-Education-Student-Engagement-with-Marketing-Pinterest-683x1024.jpg 683w, https://us-wd.gr-cdn.com/blog/2019/04/How-to-Increase-Higher-Education-Student-Engagement-with-Marketing-Pinterest-200x300.jpg 200w, https://us-wd.gr-cdn.com/blog/2019/04/How-to-Increase-Higher-Education-Student-Engagement-with-Marketing-Pinterest-720 Searching for facts, directions, local businesses are top digital assistant use cases, says survey https://searchengineland.com/searching-for-facts-directions-local-businesses-are-top-digital-assistant-use-cases-says-survey-315641 Search Engine Land: News About Search Engines &amp; Search Marketing urn:uuid:8d972a94-fbf9-0230-d847-7e2440e95e9e Fri, 19 Apr 2019 16:41:03 +0000 Smart speaker ownership jumped from 23 percent to 45 percent of respondents since last year&#8217;s survey from Microsoft. <br/> <br/> Please visit Search Engine Land for the full article.<div class="feedflare"> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=85ASiKAW1Wk:_zqUzRINpF4:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/searchengineland?d=yIl2AUoC8zA" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=85ASiKAW1Wk:_zqUzRINpF4:-BTjWOF_DHI"><img src="http://feeds.feedburner.com/~ff/searchengineland?i=85ASiKAW1Wk:_zqUzRINpF4:-BTjWOF_DHI" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=85ASiKAW1Wk:_zqUzRINpF4:F7zBnMyn0Lo"><img src="http://feeds.feedburner.com/~ff/searchengineland?i=85ASiKAW1Wk:_zqUzRINpF4:F7zBnMyn0Lo" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=85ASiKAW1Wk:_zqUzRINpF4:7Q72WNTAKBA"><img src="http://feeds.feedburner.com/~ff/searchengineland?d=7Q72WNTAKBA" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=85ASiKAW1Wk:_zqUzRINpF4:V_sGLiPBpWU"><img src="http://feeds.feedburner.com/~ff/searchengineland?i=85ASiKAW1Wk:_zqUzRINpF4:V_sGLiPBpWU" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=85ASiKAW1Wk:_zqUzRINpF4:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/searchengineland?d=qj6IDK7rITs" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=85ASiKAW1Wk:_zqUzRINpF4:V-t1I-SPZMU"><img src="http://feeds.feedburner.com/~ff/searchengineland?d=V-t1I-SPZMU" border="0"></img></a> </div><img src="http://feeds.feedburner.com/~r/searchengineland/~4/85ASiKAW1Wk" height="1" width="1" alt=""/> Publishers boost viewers, revenue with Snapchat tools https://www.smartbrief.com/sbrequest/aid/583AC1E8-9F0A-400D-8839-6E8B726843BB BREAKING NEWS: Advertising urn:uuid:e2b52ce6-0299-2ba3-22d0-ef109a7eb2c3 Fri, 19 Apr 2019 14:04:04 +0000 <div style="clear:both;margin:20px auto;color:#666;">CNN, Bleacher Report and iHeartRadio are a few of the growing number of media companies that are reaping the benefits of Snap&nbsp;-<a href="https://www.smartbrief.com/sbrequest/aid/583AC1E8-9F0A-400D-8839-6E8B726843BB">More</a>-&nbsp;</div> How to Take Search Console to the Next Level with Google Data Studio by @sam_marsden http://tracking.feedpress.it/link/13962/11275425 Search Engine Journal urn:uuid:5faec4c9-c744-beed-ab4e-1d76662a08a6 Fri, 19 Apr 2019 13:45:09 +0000 <p>Learn how to get more out of Search Console data by using it in combination with Google Data Studio.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/how-to-take-search-console-to-the-next-level-with-google-data-studio/303859/">How to Take Search Console to the Next Level with Google Data Studio by @sam_marsden</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/11275425.gif" height="1" width="1"/> Hanky Panky gets serious about digital marketing https://www.smartbrief.com/sbrequest/aid/4A6CFF1E-5625-436E-8167-3BE0845508F9 BREAKING NEWS: Advertising urn:uuid:731f81e0-33de-7ff2-8e5e-c5db7d4d1066 Fri, 19 Apr 2019 14:04:04 +0000 <div style="clear:both;margin:20px auto;color:#666;">Forty-two-year-old underwear brand Hanky Panky is shaking up its marketing to win over younger consumers and stand out from n&nbsp;-<a href="https://www.smartbrief.com/sbrequest/aid/4A6CFF1E-5625-436E-8167-3BE0845508F9">More</a>-&nbsp;</div> Turn digital payments into a competitive advantage https://venturebeat.com/2019/04/19/turn-digital-payments-into-a-competitive-advantage/ VentureBeat » Marketing News | VentureBeat urn:uuid:421f03a9-b908-374c-5603-1c2a078cfa8e Fri, 19 Apr 2019 11:10:03 +0000 <p><SPAN CLASS="POST-LABEL PARTNERED-POST">SPONSORED:</SPAN> </p> <img width="578" height="386" src="https://venturebeat.com/wp-content/uploads/2019/04/wirecard-featured-image.jpg?fit=578%2C386&amp;strip=all" class="attachment-single-feed size-single-feed wp-post-image" alt="man typing on cellphones with both hands" /><hr />SPONSORED:&hellip;<a href="https://venturebeat.com/2019/04/19/turn-digital-payments-into-a-competitive-advantage/" target="_blank">Read More</a> Agency Brief: Easter Burgers, bathwater and Ad Age news https://adage.com/article/agency-brief/agency-brief-easter-burgers-bathwater-and-ad-age-news/2165646 BREAKING NEWS: Advertising urn:uuid:884a0d5f-1621-cc35-36ab-a6ec009e9715 Fri, 19 Apr 2019 19:14:03 +0000 <img src="https://s3-prod.adage.com/s3fs-public/styles/width_300/public/20190418_BK_Switzerland_EasterCampaign_OOH_3x2.jpg"/><p dir="ltr">We're starting this week's brief with some exciting news of our own. Ad Age has hired Lindsay Rittenhouse (below) to be our new agency reporter.</p> <p dir="ltr">Many of you already know Lindsay from Adweek, where she was a staff writer covering agencies and their clients. Along the way, she has worked at The Times of Trenton (a fellow New Jerseyan), TheStreet and its sister paper the Deal Pipeline. She brings a lot of enthusiasm and some fresh ideas about how to cover the beat and elevate our coverage. "I’m delighted that Lindsay will be joining us as we continue to cover an industry that is undergoing change at an unprecedented rate," says Brian Braiker, Ad Age editor. "She’s got her work cut out for her!" Including this column, which she'll be taking over from me.</p> <p>Lindsay starts here on April 29th, and you'll see her in Cannes. In the meantime, we are popping the rosé.</p> <p dir="ltr"><strong>Did you make the list?</strong><br /> The Effies are out with its Index Ranking of most effective companies, brands and agencies around the world. Topping the holding company list, in this order, are WPP Group, Omnicom Group, Interpublic Group of Cos., Publicis Groupe and Dentsu. The most effective agency networks are McCann Worldgroup, BBDO Worldwide, Ogilvy, Wunderman Thompson and DDB Worldwide. And the most effective agency offices are Sancho BBDO in Bogota; FP7/DXB in Dubai; McCann Worldgroup, New Dehli; Ogilvy Mumbai; and DDB Group, Auckland.</p> <p><strong>Burgers in your Easter basket</strong><br /> The Easter Bunny has gone rogue in Switzerland, where Burger King is running outdoor ads showing the Whopper as an Easter egg. (Next up, Peeps fries?) The campaign is from&nbsp;Freundliche Grüsse in Zurich and aims to remind consumers that the restaurant is open even on Easter. And we thought the country was known for chocolate.&nbsp;</p> <p dir="ltr"><strong>Lazarus rising</strong><br /> This week I got to fangirl over Shelly Lazarus, chairman emeritus of Ogilvy, who is of course also a Hall of Famer and one the most 100 influential women in advertising as ranked by Ad Age. You'll have to wait for next week's AdLib podcast to hear our full interview,&nbsp;but suffice to say we talked about everything from the progress of women in the industry to the #MeToo movement. Especially fun were details about the hostile WPP takeover of the agency and some fun facts about David Ogilvy himself, such as how&nbsp; he would order his meal in a restaurant.&nbsp;</p> <p dir="ltr"><strong>How’s your ‘basculinity?’</strong><br /> 72andSunny Amsterdam is breaking a new campaign for Axe body wash starring actor and comedian Lil’ Rel Howery in a bathtub as he humorously explains how important it is to be comfortable in your own (presumably wrinkly) skin. The shop coined the word “basculinity” for the ads and has gone so far as to get it published in Wikipedia and the Urban Dictionary. The definition for basculinity, according to the agency? A noun meaning “qualities or attributes regarded as characteristic of guys who take pride in their appearance and feel confident in expressing their unique, most attractive selves, inside and outside of the bathroom.” Watch the spots here.</p> <p dir="ltr"><strong>Just briefly:</strong><br /> Forsman &amp; Bodenfors in New York was &nbsp;named strategic and creative agency of record for goal-oriented money app Qapital.</p> <p><strong>On the move</strong><br /> Omnicom’s <strong>We Are Unlimited</strong> says<strong> Derek Green</strong> has joined the McDonald’s-focused shop as an executive creative director. Green was executive creative director at WPP’s Ogilvy Sydney from 2015 to 2018… <strong>Layne Harris </strong>has been named senior VP of creative technology and innovation at <strong>Big Spaceship i</strong>n Brooklyn, New York. He had previously led the innovation group at 360i… <strong>Tracey Barber</strong> has been named global CMO at <strong>Havas Creative </strong>from group CMO, U.K. and Europe...&nbsp;<strong>Magnus Blair </strong>is joining <strong>Joan</strong> as chief strategy officer from HP, where he was global head of brand and campaign planning.<br /> &nbsp;</p> Sherwin-Williams translates brainwaves into new paint colors https://www.thedrum.com/news/2019/04/19/sherwin-williams-translates-brainwaves-new-paint-colors The Drum - News urn:uuid:c64053e9-9d25-11cd-b789-b61154c573a2 Fri, 19 Apr 2019 18:43:00 +0000 <p>Sherwin-Williams is a paint company that prides itself on having one of the widest selections of colors on the planet, but a new experiment shows that they could expand that color selection through the power of thought.</p> <p>A new campaign by <a href="https://www.thedrum.com/topics/wunderman">Wunderman</a> Minneapolis for Sherwin-Williams Coil Coatings, titled ‘Thinking in Color,” is the first user-generated content color spectrum ever created. It's an immersive experience that aims to inspire creativity by actually visualizing the colors a person’s mind creates, according to the company.</p> <p>Sherwin-Williams says it is obsessed with color and innovation. ‘Thinking in Color’ is the first-ever opportunity to actually experience colors created by the mind. Collaborating with Wunderman Minneapolis, the team created brainwave monitoring technology to generate hues based on actual brain activity. The brainwave monitoring headset translates brainwave activity in real time and then visualizes the data into unique colors experiences.</p> <p>A video shows how it was done. A person stood in front of a 17-foot tall monitor and wore the headset. As that person stared at color waves on the huge monitor, the ‘Thinking in Color’ experience interpreted the alpha, beta, gamma and theta frequencies of that person. In real time, that data was translated into closely related color attributes.</p> <p>Since its debut, ‘Thinking in Color’ has been creating unique colors from 16m possibilities, for more than 2,000 participants. These unique experiences helped create the first ever <a href="https://info.valsparcoilextrusion.com/architectseries#swatchOrder">Architect Series from Sherwin-Williams</a>, a 12-color chip set inspired by the minds of architects.</p> <p>Wunderman Minneapolis executive creative director, EJ McNulty, said: “Wunderman Minneapolis is thrilled to be working with Sherwin-Williams Coil Coatings on this unique project. To be able to encourage experience through color and intersect directly into architects’ daily work that has a real impact is something to be truly proud of. Our team has been working diligently to see this come to life.”</p> <div class="multimedia" contenteditable="false" entity-bundle="creative_showcase" entity-id="26632" entity-type="news_components" select="Creative Showcase"> <div class="multimedia-content" id="multimedia-content"> <div class="dialog_preview" contenteditable="false"> <div class="top"> <h3 class="title">: 'Thinking in Color'</h3> </div> <div class="agency"><b>Agency:</b></div> <div class="client"><b>Client:</b></div> <div class="date"><b>Date:</b> April 2019</div> <div class="description"> <div>A new campaign by Wunderman Minneapolis for Sherwin-Williams Coil Coatings, titled ‘Thinking in Color,' is the first user-generated content color spectrum ever created as an immersive experience to inspire creativity by actually visualizing the colors a person’s mind creates, according to the company.</div> <div>Sherwin-Williams says it is obsessed with color and innovation and it sees color as an immersive experience. ‘Thinking in Color’ is the first-ever opportunity to actually experience colors created by the mind. Collaborating with Wunderman Minneapolis, the team created brainwave monitoring technology to generate hues based on actual brain activity. In real-time, the brainwave monitoring headset translates brainwave activity and then visualizes the data into unique colors experiences.</div> <div>A video shows how it was done. A person stood in front of a 17-foot tall monitor and wore the headset. As that person stared at color waves on the huge monitor, the ‘Thinking in Color’ experience interpreted the alpha, beta, gamma and theta frequencies of that person. In real time, that data was translated into closely related color attributes.</div> <div>Since its debut, ‘Thinking in Color’ has been creating unique colors from 16m possibilities, for over 2,000 participants. These unique experiences helped create the first ever Architect Series from Sherwin-Williams, a 12-color chip set inspired by the minds of architects.</div> </div> <div class="additional_credits"><b>Credits:</b><br />   <div> </div> <div> </div> <div>Agency: Wunderman Minneapolis</div> <div>Managing Director: Patrick Petschel <br /> Executive Creative Director: EJ McNulty<br /> Creative Director: Kristine Baumgardner<br /> Associate Creative Director: Chad Nauta<br /> Sr. Art Director: Chris Kurtz<br /> Sr Copywriter: Darren Tibbits<br /> Production Designer: Ann Losinski<br /> Account Director: Lauren Reinhardt<br /> Project Manager: Erin Hoople<br /> Project Manager: Simon Goettl<br /> Sr Producer: Kel Nelson<br /> Producer: Danielle Mallaro<br /> Design and Technology Studio: Incite</div> </div> <div class="tags"><b>Tags:</b> United States</div> <div class="clearfix"> </div> <div class="slide"> <div class="media"> <div class="media-vimeo-video media-vimeo-1"> <iframe allowfullscreen="" class="media-vimeo-player" frameborder="0" height="374" src="//player.vimeo.com/video/331092919?color=" title="SW Thinking In Color - Cannes" width="498">Video of SW Thinking In Color - Cannes</iframe></div> </div> <div class="clearfix"> </div> </div> <div class="slide"> <div class="media"><img alt="" src="http://admin.thedrum.com/s3/files/styles/drum_media_normal/s3/sw_thinkingincolor_39.jpg?itok=1JM2WfHR" /></div> <div class="clearfix"> </div> </div> <div class="slide"> <div class="media"><img alt="" src="http://admin.thedrum.com/s3/files/styles/drum_media_normal/s3/sw_thinkingincolor_38.jpg?itok=uJPV3GfO" /></div> <div class="clearfix"> </div> </div> <div class="slide"> <div class="media"><img alt="" src="http://admin.thedrum.com/s3/files/styles/drum_media_normal/s3/sw_thinkingincolor_08.jpg?itok=6b2-K1zU" /></div> <div class="clearfix"> </div> </div> <div class="clearfix"> </div> </div> <div class="loading">Loading...</div> </div> </div> <p> </p> Ben & Jerry's is giving away free 'Half Baked' ice cream to people who buy weed on 4/20 https://www.businessinsider.com/ben-and-jerrys-free-ice-cream-420-caliva-2019-4 BREAKING NEWS: Advertising urn:uuid:a834ad02-fcda-f8a9-83e5-cda9c52d762f Thu, 18 Apr 2019 19:59:07 +0000 <p><img src="https://static5.businessinsider.com/image/5cb8cee2d1a2f8202f3f81d3-960/half baked.jpg" border="0" alt="half baked ben and jerry's" data-mce-source="Ben &amp; Jerry's" data-link="https://www.facebook.com/BenJerryCanada/photos/a.398565448112/10154822203498113/?type=3&amp;theater" /></p><p></p> <ul class="summary-list"> <li><a href="https://www.businessinsider.com/category/ben-and-jerrys">Ben &amp; Jerry's</a> is giving away free pints of Half Baked ice cream to people who buy marijuana at Caliva on 4/20.&nbsp;</li> <li>Caliva, a top marijuana dispensary that delivers throughout the San Francisco Bay Area, is donating 4.2% of its 4/20 sales to Code for America's Clear My Record Program.</li> <li>"Knowing that Caliva is challenging the status quo of bogarting human rights of non-violent offenders &mdash; and providing these communities a second chance &mdash; is exactly the 420 effort we want to support," Ben &amp; Jerry's marketing manager, Justin Gural, said in a statement.</li> </ul> <p>Ben &amp; Jerry's is giving away free ice cream on 4/20 for people shopping for marijuana.&nbsp;</p> <p>This Saturday, the ice-cream brand is teaming up with <a href="https://www.businessinsider.com/photos-caliva-best-marijuana-dispensary-2018-1">top marijuana dispensary Caliva</a> for the weed-filled celebration.</p> <p>On Friday and Saturday, Caliva is giving away free pints of Ben &amp; Jerry's Half Baked ice cream for all delivery orders. The San Jose-based dispensary <a href="https://www.gocaliva.com/where-caliva-delivers">delivers throughout the Bay Area.</a></p> <p><em><strong>Read more:</strong> <a href="https://www.businessinsider.com/photos-caliva-best-marijuana-dispensary-2018-1">We went inside the best marijuana shop in America &mdash; here's what it was like</a></em></p> <p>People who visit Caliva's San Jose showroom will also get free Ben &amp; Jerry's Pint slice ice cream treats.</p> <p>While the free ice cream deal is relatively limited, it reveals Ben &amp; Jerry's broader stance on legalized weed. Caliva is donating 4.2% of its 4/20 sales to Code for America's Clear My Record Program, which focuses on people who have been arrested on charges related to marijuana possession.&nbsp;</p> <p>"Knowing that Caliva is challenging the status quo of bogarting human rights of non-violent offenders &mdash; and providing these communities a second chance &mdash; is exactly the 420 effort we want to support," Ben &amp; Jerry's marketing manager Justin Gural said in a statement.</p> <p>"We want to have some fun with fans on the holiday with the delivery surprises, and supporting Clear My Record is no doubt the cherry on top," he continued.&nbsp;</p> <p>Ben &amp; Jerry's leadership is known for its progressive policies, and it has been outspoken about reform in the American criminal justice system.&nbsp;</p> <p>"<span>The US criminal justice system is broke," Ben &amp; Jerry's <a href="https://www.benjerry.com/values/issues-we-care-about/justice-remixd/movement-to-reimagine-justice">website</a> states. "There are more than 2 million people in the nation's prisons and jails, making the US the world's leader in incarceration&mdash;with more people locked up per capita than any other country. Moreover, people of color are dramatically overrepresented in the nation's prisons and jails."</span></p><p><strong>SEE ALSO:&nbsp;<a href="https://www.businessinsider.com/carls-jr-debuts-cbd-burger-2019-4" >Carl's Jr. will become the first major fast-food chain to debut a cannabis-infused burger</a></strong></p> <p><a href="https://www.businessinsider.com/ben-and-jerrys-free-ice-cream-420-caliva-2019-4#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/mcdonalds-big-mac-most-expensive-switzerland-2019-2">We tried the world's most expensive Big Mac at a McDonald's in Switzerland</a></p> Event Marketers Are Ignoring the Power of Video—Here’s How to Catch Up https://blog.marketo.com/2019/04/event-marketers-are-ignoring-the-power-of-video-heres-how-to-catch-up.html Modern B2B Marketing | Marketo Blog urn:uuid:9f1dd909-1cac-48f2-c108-c4119be4e487 Fri, 19 Apr 2019 12:30:47 +0000 <p>Video ads are one of the most potent tools in a marketing arsenal. So why do so many event marketers ignore it? According to a 2018 Animoto report on social video trends, 93% of business score new customers from video marketing on social media. Eventbrite research shows that 94% of event creators who use video say it’s [&#8230;]</p> <p>The post <a rel="nofollow" href="https://blog.marketo.com/2019/04/event-marketers-are-ignoring-the-power-of-video-heres-how-to-catch-up.html">Event Marketers Are Ignoring the Power of Video—Here’s How to Catch Up</a> appeared first on <a rel="nofollow" href="https://blog.marketo.com">Marketo Marketing Blog - Best Practices and Thought Leadership</a>.</p> <p>Video ads are one of the most potent tools in a marketing arsenal. So why do so many event marketers ignore it?</p> <p>According to a 2018 Animoto report on social video trends, <a href="https://animoto.com/blog/business/2018-social-video-consumer-trends/" target="_blank" rel="noopener">93% of business</a> score new customers from video marketing on social media. Eventbrite research shows that <a href="https://www.eventbrite.com/blog/academy/event-video-marketing/?utm_source=influence&amp;amp;utm_medium=spons&amp;amp;utm_campaign=2018videomarketing?" target="_blank" rel="noopener">94% of event creators</a> who use video say it’s effective. While both reports highlight the power of video marketing, they also note that less than half of event marketers actually use this effective tool.</p> <p>That&#8217;s a lot of business to leave sitting on the table.</p> <p>Video clearly is engaging ticket buyers, but many event marketers are too intimidated to use the medium. After all, video is one of the most daunting types of content to produce. Your skills as an event organizer may not include filming and editing a promotional video—but it&#8217;s worthwhile to learn these few basics.</p> <h2>Create event videos that drive buzz</h2> <p>In an increasingly video-driven advertising space, focus your efforts on three essential videos—two before the event and one after:</p> <ul> <li>A ticket launch video that builds buzz, encourages registrations, and establishes your event as the place to be this year.</li> <li>A reminder video that answers attendees’ most frequently asked questions leading up to the event.</li> <li>A memorable recap video that offers nostalgia for attendees and serves as a strong marketing asset for your next event.</li> </ul> <p>If you only have the bandwidth to create one video, prioritize based on your brand&#8217;s goals. If you want to drive ticket sales, create a launch video. If you want to improve your attendance rate and engage attendees, create an FAQ video. If your goal is creating clips you can use to promote your next event, create a recap video.</p> <p>When you release these videos certainly matters, but you must also create something that <a href="https://edit-blog.marketo.com/2018/01/6-ways-b2b-marketers-can-attract-leads-video.html" target="_blank" rel="noopener">effectively engages your audience</a>. The following three strategies will help you make videos that are informative and compelling:</p> <h3>1. Make the CTA your MVP</h3> <p>Your CTA (call to action) is key because it shows viewers how to take the next step (buying tickets, for example). But how can a CTA call viewers to action if they don&#8217;t actually see it?</p> <p>Although placing your CTA at the end of a video feels natural, many viewers won’t stick around for the entire video. To ensure audiences see your CTA, place it in the middle of your video.</p> <p>Beyond perfecting the timing of your CTA, you also need to give viewers clear instructions in terms of what they should do. Instead of saying &#8220;Buy tickets,&#8221; use clear and specific language: &#8220;Swipe up to RSVP&#8221; or &#8220;Click the link in our Facebook event.&#8221; People aren’t going to take the next step if they don’t know how, so make your CTA as clear as possible.</p> <h3>2. Use size to strategize your Facebook spend</h3> <p>It&#8217;s counterintuitive, but smaller events mean you should put <em>more funding</em> toward Facebook video ads. At <a href="https://www.nbcnews.com/tech/tech-news/facebook-hits-2-27-billion-monthly-active-users-earnings-stabilize-n926391" target="_blank" rel="noopener">2.27 billion users</a>, according to NBC News, Facebook holds plenty of reach and is ripe for event marketing. Facebook also has more robust <a href="https://edit-blog.marketo.com/2018/02/navigating-latest-facebook-algorithm.html" target="_blank" rel="noopener">ad targeting</a>, support for video, and searchability for events than any other social platform.</p> <p>Prioritize Facebook in your budget, keeping your event’s <em>size</em> as the key decision maker when allocating funds. Gather any location, demographic, or other important information about your audience, and then tailor your Facebook campaign to that base. Once you’ve homed in on your target, deduce your exact spend and plan the rollout and execution of each piece. By figuring everything out beforehand, your campaign’s resources will stretch further and your ROI will be more concrete.</p> <h3>3. Promote across online channels</h3> <p>Facebook is incredibly powerful, but a powerful video strategy requires more layers. Not everyone in your audience will be active on Facebook—and even if they are, a <a href="https://edit-blog.marketo.com/2018/11/5-tips-to-improve-your-omnichannel-marketing.html" target="_blank" rel="noopener">multichannel approach</a> keeps them thinking about your event as they’re browsing online.</p> <p>Use video across these digital platforms:</p> <ul> <li><strong>Your website: </strong>It’s easy to embed promotional videos on your homepage. The Animoto report I mentioned earlier suggests that 86% of businesses engage their audiences through this platform.</li> <li><strong>YouTube: </strong>As the second-largest search engine, upload your videos here to build your audience without much additional effort.</li> <li><strong>Email marketing: </strong>Animoto reports including the word “video” in an email subject line increases its open rate by 19%. This method offers low-hanging fruit for increased viewership, helps with viewer engagement, and simplifies connecting with attendees post-purchase and post-event.</li> </ul> <p>There’s no better way for your audience to feel the buzz surrounding your event than video. Event organizers might lag behind other industries when it comes to video marketing, but that doesn&#8217;t mean it needs to remain the case. Use these marketing tips to take the mystery out of video—and drive sales.</p> <p>The post <a rel="nofollow" href="https://blog.marketo.com/2019/04/event-marketers-are-ignoring-the-power-of-video-heres-how-to-catch-up.html">Event Marketers Are Ignoring the Power of Video—Here’s How to Catch Up</a> appeared first on <a rel="nofollow" href="https://blog.marketo.com">Marketo Marketing Blog - Best Practices and Thought Leadership</a>.</p> <div class="feedflare"> <a href="http://feeds.feedburner.com/~ff/modernb2bmarketing?a=myZI4olyH6M:DtXQ9VVn33M:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/modernb2bmarketing?d=qj6IDK7rITs" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/modernb2bmarketing?a=myZI4olyH6M:DtXQ9VVn33M:gIN9vFwOqvQ"><img src="http://feeds.feedburner.com/~ff/modernb2bmarketing?i=myZI4olyH6M:DtXQ9VVn33M:gIN9vFwOqvQ" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/modernb2bmarketing?a=myZI4olyH6M:DtXQ9VVn33M:I9og5sOYxJI"><img src="http://feeds.feedburner.com/~ff/modernb2bmarketing?d=I9og5sOYxJI" border="0"></img></a> </div><img src="http://feeds.feedburner.com/~r/modernb2bmarketing/~4/myZI4olyH6M" height="1" width="1" alt=""/> Zeta acquires DSP from Sizmek, takes aim at The Trade Desk https://adage.com/article/digital/zeta-acquires-dsp-sizmek-takes-aim-trade-desk/2165707 BREAKING NEWS: Advertising urn:uuid:c813f286-8002-d571-bed0-f8deb41aebd2 Fri, 19 Apr 2019 23:47:19 +0000 <img src="https://s3-prod.adage.com/s3fs-public/styles/width_300/public/SteinbergDavidZeta.jpg"/><p dir="ltr">Zeta Global on Friday said it reached a definitive agreement to acquire the technology and assets from ad tech company Sizmek, in a deal estimated to be in the neighborhood of $36 million.</p> <p dir="ltr">Sizmek, which filed for bankruptcy on March 29, is a demand side and data management platform used by marketers to make programmatic ad buys. Zeta, meanwhile, operates in the CRM arena, offering brands first-party data on very specific consumer segments. For instance: The company claims that agencies can pull data from Zeta and create an audience segment for people who are interested in purchasing a new luxury car, live in the Midwest and are ready to buy in the next week.</p> <p dir="ltr">“We know exactly who the person is and we know who they are,” says David Steinberg, Zeta Global CEO. “We have 2,500&nbsp;data points on each person in our database, with 240 million active Americans in the U.S. today.”</p> <p dir="ltr">Steinberg says the company previously made its money by offering agencies such first-party data segments, but once its acquisition of Sizmek is complete, it will provide that data for free and instead charge them for using its DSP to make ad buys.</p> <p>“It’s a whole new business model,” Steinberg says. “We’ve always used our data to create and monetize our customers through our CRM software, but adding a programmatic platform and integrating our data into it is a massive shift for our company.”</p> <p dir="ltr">Such a move would make ad tech darlings like The Trade Desk a Zeta Global rival, says Steinberg. “They have become the de facto new player in town and they’ve done an exceptional job,” Steinberg says in regards to his newfound competition.</p> <p dir="ltr">But Zeta is trying to separate itself from the competition by offering first-data segments for free. Many DSP platforms do not have access to the amount of first-party data Zeta has and if they do, they currently charge for it.</p> <p dir="ltr">The move is meant to differentiate Zeta’s DSP service at a time when much of the industry views these platforms as a commodity, says Steinberg.</p> <p dir="ltr">The deal is subject to bankruptcy court approval, but Zeta says it will close “later this month.” Steinberg added that Sizmek’s 200 employees will be consolidated into Zeta’s operations in New York, Silicon Valley and London. But he added that the company will still keep Sizmek’s offices in Prague, Michigan and Connecticut, while Sizmek continues to operate its service for its users under its existing terms.</p> <p dir="ltr">Vector Capital acquired Sizmek for $122 million in August of 2016. It then went on to acquire ad tech company Rocket Fuel the following year for $145 million. Prior to that deal, Rocket Fuel CEO Randy Wootton told Ad Age that <a href="https://adage.com/article/digital/sizmek-snags-rocket-fuel-ad-tech-armageddon-looms/309788">an “ad tech armageddon” was imminent,</a> adding that ad tech companies were “going to consolidate, get rolled up and disappear. And you’re going to see this shake out because the ecosystem and the value chain cannot split up the dollar 4,000 ways.”</p> Nissan donates $112,000 to rebuild Notre-Dame https://adage.com/article/news/nissan-donates-112000-rebuild-notre-dame/2165681 BREAKING NEWS: Advertising urn:uuid:7a1aa4f8-dc2a-f7e5-b365-55851727879e Fri, 19 Apr 2019 16:14:45 +0000 <img src="https://s3-prod.adage.com/s3fs-public/styles/width_300/public/20190419_NotreDame_Nissan_Bloomberg_3x2.jpg"/><div _ngcontent-c12=""> <p>Nissan Motor Co. will donate 100,000 euros ($112,000) for the rebuilding of the fire-ravaged Notre-Dame Cathedral in Paris, a pledge that comes as the Japanese automaker seeks to repair strained relations with the French government and partner Renault SA after former Chairman Carlos Ghosn was arrested.</p> <p>Nissan’s contribution is “in recognition of and appreciation for Nissan Europe and Renault employees as well as the people of France,” the company said in a statement Friday. The Yokohama-based manufacturer joined a host of companies and individuals pledging more than $1 billion to rebuild one of the French capital’s most important landmarks after an April 15 blaze. Renault hasn’t announced a gift.</p> <p>Nissan and Renault are trying to move beyond Ghosn, who is awaiting trial in a Tokyo prison on charges of financial misconduct. He has denied the allegations. Ghosn’s legal woes—beginning with his arrest in November—threw the companies’ decades-old alliance into disarray and exposed a climate of deep suspicion at the top echelons of government and management.</p> <p>Months before Ghosn’s arrest, his push to solidify the alliance on the impetus of France raised fears in Japan that it would boost the influence of the French state, Renault’s most powerful shareholder, at Nissan’s expense.</p> <p>Corporate and individual donations for Notre Dame have continued to pour in after a call from President Emmanuel Macron for a fund-raising campaign. Macron vowed to rebuild the 850-year-old Gothic monument, with French luxury and cosmetic billionaires and their firms quickly pledging at least 500 million euros.</p> <p><em>—Bloomberg News</em></p> </div> There cannot be a stressful crisis next week. My schedule is already full. https://www.smartbrief.com/sbrequest/aid/3B2B1CBB-69D4-4926-8C80-4F55F93CB623 BREAKING NEWS: Advertising urn:uuid:447ba4af-dd7f-5cf3-cba5-f5bc4bec805e Fri, 19 Apr 2019 14:04:04 +0000 <div style="clear:both;margin:20px auto;color:#666;">Henry Kissinger, former US secretary of state April is Stress Awareness Month Pinterest was one of the most-downloaded apps in the U.S. in the months leading up to its IPO (PINS) https://www.businessinsider.com/pinterest-added-millions-of-users-in-us-ahead-of-ipo-2019-4 BREAKING NEWS: Advertising urn:uuid:d392248d-42c3-9ced-c3e9-b16ddbf44572 Thu, 18 Apr 2019 21:55:55 +0000 <p><img src="https://static1.businessinsider.com/image/5cb8db0bc3a7c124710e5ad2-2400/2019-04-18t141659z193502500rc12b7a206b0rtrmadp3pinterest-ipo.jpg" border="0" alt="pinterest ipo" data-mce-source="Reuters/Brendan McDermid" /></p><p></p> <ul class="summary-list"> <li><a href="https://www.businessinsider.com/category/pinterest">Pinterest</a> officially <a href="https://www.businessinsider.com/pinterest-prices-ipo-2019-4">began trading on the public markets on Thursday</a> with a valuation of $10 billion.</li> <li>Ahead of its IPO, the social platform has emerged in the first quarter of 2019 as one of the 20 most downloaded non-gaming apps in the US, according to mobile data provider <a href="https://sensortower.com/">Sensor Tower</a>.</li> <li>Pinterest added 32.5 million new mobile users globally in the first quarter, which shows the app is continuing to accelerate its growth since last year.</li> <li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit BusinessInsider.com for more stories</a>.</li> </ul> <p>Pinterest's IPO appears to have raised more than just money.</p> <p>In the months leading up to Pinterest's <a href="https://markets.businessinsider.com/news/stocks/pinterest-initial-public-offering-shares-debut-for-trading-2019-4-1028122063">trading debut on Thursday</a>, the social media app saw a surge in users that propelled it to the top of the download charts.</p> <p>Pinterest was one of the 20 most downloaded apps in the the U.S. in the first quarter of 2019, according to numbers from mobile data analyst Sensor Tower.</p> <p>These first quarter results mark the end of Pinterest' yearlong hiatus from the list of most-downloaded non-game apps. The social platform's number of downloads flatlined in 2018, but it was able to recover in the beginning months of the 2019 fiscal year. Sensor Tower estimates Pinterest was installed by 32.5 million new users on iOS and Android devices around the world in the first quarter, a 16% increase from Pinterest's numbers in the beginning of the 2018 fiscal year.</p> <p><em><strong>Read more: </strong><a href="https://www.businessinsider.com/pinterest-prices-ipo-2019-4">Pinterest prices IPO at $19 per share, giving it a $10 billion valuation &mdash; lower than its $12.3 billion private valuation</a></em></p> <p>Pinterest's growing audience mirrors other numbers the company has produced. <a href="https://www.businessinsider.com/pinterest-prices-ipo-2019-4">According to its S-1 filings</a>, Pinterest generated<span>&nbsp;$755.9 million in revenue in 2018, up 60% from $472.9 million in 2017. Additionally, Pinterest cut down on its losses: it lost $63 million in 2018, down from $130 million the previous year.</span></p> <p><span>In its first day of trading, Pinterest's shares opened 25% higher than where the company priced its IPO. The company started trading Thursday on the New York Stock Exchange under the ticker symbol "PINS."</span></p> <p><span>The company <a href="https://www.businessinsider.com/pinterest-ipo-team-compares-company-to-google-snap-2019-4">has been emphasizing</a> to investors how it differentiates itself from <a href="https://www.businessinsider.com/category/snap">Snap</a>, a rival social platform whose valuation has shrunk drastically since it went public in 2017. Now, Pinterest and CEO Ben Silbermann are trying to position the company as a "visual discovery tool" instead of a social media platform.</span></p><p><strong>SEE ALSO:&nbsp;<a href="https://www.businessinsider.com/serena-williams-launches-serena-ventures-vc-firm-for-women-poc-2019-4" >Tennis star Serena Williams has launched a venture firm for investing in women, people of color, and young entrepreneurs</a></strong></p> <p><a href="https://www.businessinsider.com/pinterest-added-millions-of-users-in-us-ahead-of-ipo-2019-4#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/weirdest-phones-of-2019-wearable-foldable-smartphone-2019-3">Wearable and foldable phones are shaking up tech, making 2019 the year of weird phones</a></p> A Timeline of Select Social Media Platforms [Infographic] https://www.marketingprofs.com/chirp/2019/40974/a-timeline-of-select-social-media-platforms-infographic MarketingProfs Daily urn:uuid:a4bdd525-e98c-c9d9-0cd8-a9f2365ee171 Thu, 18 Apr 2019 14:00:00 +0000 The list of social apps, networks, sites--platforms of all sorts--is growing longer by the day. This timeline highlights nearly 50 social platforms that have left a mark in social media history. Some are no longer with us (RIP), but others are... and they have become part of our daily lives. ... <a href="https://www.marketingprofs.com/chirp/2019/40974/a-timeline-of-select-social-media-platforms-infographic">Read the full article at MarketingProfs</a><img src="http://feeds.feedburner.com/~r/marketingprofs/daily/~4/kT20JNZk1tk" height="1" width="1" alt=""/> Maintaining Work-Life Balance Is Essential to Self-Care by @LEHoneycutt http://tracking.feedpress.it/link/13962/11275168 Search Engine Journal urn:uuid:c3d3ae24-d25f-a76b-a950-77d8aed89cdc Fri, 19 Apr 2019 11:45:55 +0000 <p>In 2016, life forced me to redefine and achieve work-life balance. Here's how personal struggles made me change everything.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/maintaining-work-life-balance/302325/">Maintaining Work-Life Balance Is Essential to Self-Care by @LEHoneycutt</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/11275168.gif" height="1" width="1"/> Why featured snippets could be less of a win going forward https://searchengineland.com/why-featured-snippets-could-be-less-of-a-win-going-forward-315596 Search Engine Land: News About Search Engines &amp; Search Marketing urn:uuid:c396b037-6720-2850-57bd-daa71be7eb6a Fri, 19 Apr 2019 08:00:06 +0000 The evolution of the SERP feature is going to steal traffic away from content creators, but it can still be a win. Here’s why.<br/> <br/> Please visit Search Engine Land for the full article.<div class="feedflare"> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=yZbBNs8OfB0:ER01dCVNQ5g:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/searchengineland?d=yIl2AUoC8zA" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=yZbBNs8OfB0:ER01dCVNQ5g:-BTjWOF_DHI"><img src="http://feeds.feedburner.com/~ff/searchengineland?i=yZbBNs8OfB0:ER01dCVNQ5g:-BTjWOF_DHI" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=yZbBNs8OfB0:ER01dCVNQ5g:F7zBnMyn0Lo"><img src="http://feeds.feedburner.com/~ff/searchengineland?i=yZbBNs8OfB0:ER01dCVNQ5g:F7zBnMyn0Lo" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=yZbBNs8OfB0:ER01dCVNQ5g:7Q72WNTAKBA"><img src="http://feeds.feedburner.com/~ff/searchengineland?d=7Q72WNTAKBA" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=yZbBNs8OfB0:ER01dCVNQ5g:V_sGLiPBpWU"><img src="http://feeds.feedburner.com/~ff/searchengineland?i=yZbBNs8OfB0:ER01dCVNQ5g:V_sGLiPBpWU" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=yZbBNs8OfB0:ER01dCVNQ5g:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/searchengineland?d=qj6IDK7rITs" border="0"></img></a> <a href="http://feeds.searchengineland.com/~ff/searchengineland?a=yZbBNs8OfB0:ER01dCVNQ5g:V-t1I-SPZMU"><img src="http://feeds.feedburner.com/~ff/searchengineland?d=V-t1I-SPZMU" border="0"></img></a> </div><img src="http://feeds.feedburner.com/~r/searchengineland/~4/yZbBNs8OfB0" height="1" width="1" alt=""/> 4/20 vision: meet the marketers leaving the mainstream to blaze the cannabis trail https://www.thedrum.com/news/2019/04/20/420-vision-meet-the-marketers-leaving-the-mainstream-blaze-the-cannabis-trail The Drum - News urn:uuid:8a26e7d5-9af2-5684-e131-23c2648cd771 Fri, 19 Apr 2019 23:01:00 +0000 <p>The gradual process of decriminalization of cannabis and cannabidiol (CBD) products across the world has given rise to a highly regulated yet booming new industry – one that needs the creative branding skills of marketers more than most. This 4/20, The Drum speaks to three industry execs forging new ground as CMOs, media moguls and designers in this blazed new world.  </p> <div class="multimedia" contenteditable="false" entity-bundle="gallery_item" entity-id="26635" entity-type="news_components" select="Media"> <div class="multimedia-content" id="multimedia-content"> <div class="dialog_preview" contenteditable="false"> <div class="media-single-element-container"> <div class="media"><img alt="marji" src="http://admin.thedrum.com/s3/files/styles/drum_media_normal/s3/marji.png?itok=FRclwWAS" /></div> <div class="clearfix"> </div> </div> </div> <div class="loading">Loading...</div> </div> </div> <h3><em><strong>Marji Chimes</strong> is the chief marketing officer of Coda Signature, a manufacturer of premium cannabis-infused edibles, topicals and concentrates distributed in Colorado (it plans to launch a California operation in June). She was previously head of marketing at TTEC, a business process outsourcing company.</em></h3> <p>It was one of my former bosses at TTEC who founded Coda Signature. When he left, he told me that he would be back to get me when the company was up and running.  At the time I was very skeptical: I was a marketing industry veteran with more than 25 years’ experience in mainstream industries, and I wasn’t sure I was ready to take the leap.  </p> <p>When he came back to me two years later, the company was planning to expand to California and they had no formal marketing in place. The product was amazing, differentiated and extremely popular. Several additional states had legalized cannabis for recreational sales and the capital markets were starting to pay attention to the industry.</p> <div class="multimedia" contenteditable="false" entity-bundle="gallery_item" entity-id="26640" entity-type="news_components" select="Media"> <div class="multimedia-content" id="multimedia-content"> <div>Show me entity :: 26640</div> </div> </div> <p>I was being offered an opportunity to be part of a movement and to have a hand in shaping the industry. How could I say no?</p> <p>I love the people in this industry. The bud tenders, dispensary owners, journalists, manufacturers, caretakers...they’re all are passionate about what they do. I can’t wait to read the industry news every day – there are breakthroughs overnight. But given the current state-by-state regulations, there is so much redundancy and waste. If the government could just pass the States Act, we could make so much progress so much faster.</p> <p>I really do believe that in the next five years, we will get to a place where the industry is managed in a similar way to alcohol. With normalization and decriminalization, there will be much more opportunity for medical research, and I believe that will open the door for huge breakthroughs in how we treat many diseases.</p> <p>In addition, I believe we will have worked through the challenges on the social equity side and will have provided amnesty to so many who were incarcerated for marijuana related crimes. And I hope tax dollars will be invested into the communities that have been hurt by the illegal drug market.</p> <div class="multimedia" contenteditable="false" entity-bundle="gallery_item" entity-id="26634" entity-type="news_components" select="Media"> <div class="multimedia-content" id="multimedia-content"> <div class="dialog_preview" contenteditable="false"> <div class="media-single-element-container"> <div class="media"><img alt="MichaelKlein" src="http://admin.thedrum.com/s3/files/styles/drum_media_normal/s3/michaelklein.png?itok=Jw_-GVjR" /></div> <div class="clearfix"> </div> </div> </div> <div class="loading">Loading...</div> </div> </div> <h3><em><strong>Michael Klein</strong> is the chief executive of CannabisMD, a non-advocacy digital platform that informs consumers about the benefits of medical cannabis and CBD. He was previously executive vice-president for MTV’s original content at Viacom.</em></h3> <p>I come from the world of entertainment, having headed up programming at the likes of MTV, TLC and the Travel Channel, and leading Condé Nast Entertainment’s digital media efforts. But I wanted to make the leap to drive the cultural conversation around medical cannabis and CBD, and do it with authentic, premium content and an authoritative voice.</p> <div class="multimedia" contenteditable="false" entity-bundle="gallery_item" entity-id="26639" entity-type="news_components" select="Media"> <div class="multimedia-content" id="multimedia-content"> <div>Show me entity :: 26639</div> </div> </div> <p>The thing I love the most about my job now is my team. I am surrounded by seasoned, successful brand builders and growth strategists from Condé Nast, Viacom, Discovery, BuzzFeed, Yahoo and ESPN, all with deep knowledge and experience in content creation, digital platforms, sales, technology, marketing, partnerships and finance.</p> <p>They all joined me because they want to be a part of the cultural conversation.</p> <p>We are in an emerging industry without any corporate legacy issues to hold us back, so, honestly, I rarely get frustrated. We are all taking our experience from our careers and shaping the definitive global media company for medical cannabis and CBD.</p> <p>In the next five years, we will see a wave of legalization, both for medical and recreational, across the globe. Even more consumers will have the option to introduce medical cannabis and CBD into their health and wellness journey. And there will be an increase in research and real facts around benefits and what to stay away from.</p> <p>We will definitely see a correction in the CBD marketplace, with the best products dominating, while those that make false claims, which wee see everywhere today, will disappear. I hope CannabisMD will continue to be the dominant voice for trusted content.</p> <div class="multimedia" contenteditable="false" entity-bundle="gallery_item" entity-id="26636" entity-type="news_components" select="Media"> <div class="multimedia-content" id="multimedia-content"> <div class="dialog_preview" contenteditable="false"> <div class="media-single-element-container"> <div class="media"><img alt="KatieKlausner" src="http://admin.thedrum.com/s3/files/styles/drum_media_normal/s3/katie_0.jpg?itok=8seWUFg7" /></div> <div class="clearfix"> </div> </div> </div> <div class="loading">Loading...</div> </div> </div> <h3><strong>Katie Klausner</strong> is the founder of Dope Dazy, a lifestyle brand that aims to bring beauty industry levels of design to cannabis and CBD, and the creative director of CBD startup Holistik Wellness. She was previously a packaging designer at Tru Fragrance, where she worked on brands such as American Eagle, Urban Outfitters and Steve Madden.</h3> <p>I was writing a trend report about two-and-a-half years ago when I noticed an emerging industry. I presented the idea of moving into the CBD space to my company, but they weren’t interested at the time. I started to think about my own relationship with cannabis and asked myself how my own brand in that space could look. That’s when the idea for Dope Dazy was born: there was no weed brand speaking to me: a young, creative, working woman with a penchant for design and aesthetics.</p> <p>For the next year and a half, I kept coming back to this idea and realized I could no longer ignore it. Finally I made the leap, quit my job, started working on my brand and never looked back.</p> <p>Now I’m here, I’ve discovered this world is full of people who are taking risks. It’s filled with people – especially badass women and minorities – that advocate for inclusivity, wellness and art. And it’s an added benefit that the workday now includes smoking vapes at lunch – get lucky and your boss might even gift you treats from Colorado.</p> <div class="multimedia" contenteditable="false" entity-bundle="gallery_item" entity-id="26638" entity-type="news_components" select="Media"> <div class="multimedia-content" id="multimedia-content"> <div>Show me entity :: 26638</div> </div> </div> <p> </p> <p>But while it’s incredible to see all of these amazing companies emerge, it’s difficult not to think you might get passed by if you don’t act quickly enough. The speed at which this industry is growing puts a lot of pressure on you to get your product and vision out there as soon as possible. It’s a frustrating balance of believing in your vision and knowing that you have something unique to offer this industry, and not letting the pace at which the industry is growing speed up your process.</p> <p>In the future, I hope we will continue to see the destigmatization of cannabis as a whole. I think CBD is the first step in this, and as more states across the country legalize cannabis, people will be more accepting. You are already seeing all types of people smoking on the streets of NYC without anyone batting an eye – I envision a time when the community is no longer shamed, and imprisoned, for enjoying the benefits of cannabis.</p> <p>The reality is that, like all other industries, big corporations are eventually going to control the market, creating a similar dichotomy between corporations and smaller creative shops as most design industries have. However, I do believe that the new consumer cares about inclusivity and transparency, and I have faith in the consumer to support brands that emphasize those traits.</p> <p><strong>Main image courtesy of Dope Dazy/Linda Conlin</strong></p> Using Python to recover SEO site traffic (Part three) https://searchenginewatch.com/2019/04/17/using-python-to-recover-seo-site-traffic-part-three/ Home - SearchEngineWatch urn:uuid:f4441d87-aed7-9b8a-96eb-58e733e92ea3 Fri, 19 Apr 2019 15:30:03 +0000 <p>In part three, we will learn how to automatically group pages using machine learning to recover SEO site traffic using Python.</p> <p>The post <a rel="nofollow" href="https://searchenginewatch.com/2019/04/17/using-python-to-recover-seo-site-traffic-part-three/">Using Python to recover SEO site traffic (Part three)</a> appeared first on <a rel="nofollow" href="https://searchenginewatch.com">Search Engine Watch</a>.</p> <p><strong>When you incorporate machine learning techniques to speed up SEO recovery, the results can be amazing.</strong></p> <p>This is the third and last installment from our series on using Python to speed SEO traffic recovery. In <a href="https://searchenginewatch.com/2019/02/06/using-python-to-recover-seo-site-traffic-part-one/" target="_blank" rel="noopener">part one,</a> I explained how our unique approach, that we call &#8220;winners vs losers&#8221; helps us quickly narrow down the pages losing traffic to find the main reason for the drop. In <a href="https://searchenginewatch.com/2019/03/08/using-python-to-recover-seo-site-traffic-part-two/" target="_blank" rel="noopener">part two</a>, we improved on our initial approach to manually group pages using regular expressions, which is very useful when you have sites with thousands or millions of pages, which is typically the case with ecommerce sites. In part three, we will learn something really exciting. We will learn to automatically group pages using machine learning.</p> <p>As mentioned before, you can find the code used in part one, two and three in this <a href="https://colab.research.google.com/github/ranksense/open-source/blob/master/Presentations/TechSEOBoost/2018/PythonforSEOTechSEOBoost2018_Hamlet_Batista.ipynb" target="_blank" rel="noopener">Google Colab notebook</a>.</p> <p>Let’s get started.</p> <h2>URL matching vs content matching</h2> <p>When we grouped pages manually in part two, we benefited from the fact the URLs groups had clear patterns (collections, products, and the others) but it is often the case where there are no patterns in the URL. For example, Yahoo Stores&#8217; sites use a flat URL structure with no directory paths. Our manual approach wouldn&#8217;t work in this case.</p> <p>Fortunately, it is possible to group pages by their contents because most page templates have different content structures. They serve different user needs, so that needs to be the case.</p> <p>How can we organize pages by their content? We can use DOM element selectors for this. We will specifically use <a href="https://builtvisible.com/seo-guide-to-xpath/" target="_blank" rel="noopener">XPaths</a>.</p> <p><img class="aligncenter wp-image-125556 size-full" style="position: relative; margin: 5px auto; display: block; float: none; vertical-align: top;" src="https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554830384325-Pasted_Image_4_9_19__1_18_PM.png" alt="Example of using DOM elements to organize pages by their content" width="2303" height="1314" srcset="https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554830384325-Pasted_Image_4_9_19__1_18_PM.png 2303w, https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554830384325-Pasted_Image_4_9_19__1_18_PM-300x171.png 300w, https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554830384325-Pasted_Image_4_9_19__1_18_PM-768x438.png 768w, https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554830384325-Pasted_Image_4_9_19__1_18_PM-1024x584.png 1024w" sizes="(max-width: 2303px) 100vw, 2303px" /></p> <p>For example, I can use the presence of a big product image to know the page is a product detail page. I can grab the product image address in the document (its XPath) by right-clicking on it in Chrome and choosing “Inspect,” then right-clicking to copy the XPath.</p> <p>We can identify other page groups by finding page elements that are unique to them. However, note that while this would allow us to group Yahoo Store-type sites, it would still be a manual process to create the groups.</p> <h2>A scientist&#8217;s bottom-up approach</h2> <p>In order to group pages automatically, we need to use a statistical approach. In other words, we need to find patterns in the data that we can use to cluster similar pages together because they share similar statistics. This is a perfect problem for machine learning algorithms.</p> <p>BloomReach, a digital experience platform vendor, <a href="https://developers.bloomreach.com/blog/2018/using-machine-learning-to-learn-page-templates.html" target="_blank" rel="noopener">shared</a> their machine learning solution to this problem. To summarize it, they first manually selected cleaned features from the HTML tags like class IDs, CSS style sheet names, and the others. Then, they automatically grouped pages based on the presence and variability of these features. In their tests, they achieved around 90% accuracy, which is pretty good.</p> <p>When you give problems like this to scientists and engineers with no domain expertise, they will generally come up with complicated, bottom-up solutions. The scientist will say, &#8220;Here is the data I have, let me try different computer science ideas I know until I find a good solution.&#8221;</p> <p>One of the reasons I advocate practitioners learn programming is that you can start solving problems using your domain expertise and find shortcuts like the one I will share next.</p> <h2>Hamlet&#8217;s observation and a simpler solution</h2> <p>For most ecommerce sites, most page templates include images (and input elements), and those generally change in quantity and size.</p> <p><img class="aligncenter wp-image-125557 size-full" style="position: relative; margin: 5px auto; display: block; float: none; vertical-align: top; margin-left: 0;" src="https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554832440143-Pasted_Image_4_9_19__1_53_PM.png" alt="Hamlet's observation for a simpler approach based on domain-level observations" width="1635" height="1242" srcset="https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554832440143-Pasted_Image_4_9_19__1_53_PM.png 1635w, https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554832440143-Pasted_Image_4_9_19__1_53_PM-120x90.png 120w, https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554832440143-Pasted_Image_4_9_19__1_53_PM-300x228.png 300w, https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554832440143-Pasted_Image_4_9_19__1_53_PM-768x583.png 768w, https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554832440143-Pasted_Image_4_9_19__1_53_PM-1024x778.png 1024w, https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554832440143-Pasted_Image_4_9_19__1_53_PM-146x110.png 146w" sizes="(max-width: 1635px) 100vw, 1635px" /><img class="aligncenter wp-image-125558 size-full" style="position: relative; margin: 5px auto; display: block; float: none; vertical-align: top; margin-right: 0;" src="https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554832461372-Pasted_Image_4_9_19__1_51_PM.png" alt="Hamlet's observation for a simpler approach by testing the quantity and size of images" width="1540" height="944" srcset="https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554832461372-Pasted_Image_4_9_19__1_51_PM.png 1540w, https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554832461372-Pasted_Image_4_9_19__1_51_PM-300x184.png 300w, https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554832461372-Pasted_Image_4_9_19__1_51_PM-768x471.png 768w, https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554832461372-Pasted_Image_4_9_19__1_51_PM-1024x628.png 1024w" sizes="(max-width: 1540px) 100vw, 1540px" /></p> <p>I decided to test the quantity and size of images, and the number of input elements as my features set. We were able to achieve 97.5% accuracy in our tests. This is a much simpler and effective approach for this specific problem. All of this is possible because I didn&#8217;t start with the data I could access, but with a simpler domain-level observation.</p> <p>I am not trying to say my approach is superior, as they have tested theirs in millions of pages and I&#8217;ve only tested this on a few thousand. My point is that as a practitioner you should learn this stuff so you can contribute your own expertise and creativity.</p> <p>Now let&#8217;s get to the fun part and get to code some machine learning code in Python!</p> <h2>Collecting training data</h2> <p>We need training data to build a model. This training data needs to come pre-labeled with &#8220;correct&#8221; answers so that the model can learn from the correct answers and make its own predictions on unseen data.</p> <p>In our case, as discussed above, we&#8217;ll use our intuition that most product pages have one or more <strong>large</strong> images on the page, and most category type pages have <strong>many smaller</strong> images on the page.</p> <p>What&#8217;s more, product pages typically have more form elements than category pages (for filling in quantity, color, and more).</p> <p>Unfortunately, crawling a web page for this data requires knowledge of web browser automation, and image manipulation, which are outside the scope of this post. Feel free to study <a href="https://gist.github.com/lgendrot/84e374aacca4025eec59469270b6828c" target="_blank" rel="noopener">this GitHub gist</a> we put together to learn more.</p> <p>Here we load the raw data already collected.</p> <p><script src="https://gist.github.com/hamletbatista/53fef64681e885627c2e877c4b0fc671.js"></script></p> <h3>Feature engineering</h3> <p>Each row of the form_counts data frame above corresponds to a single URL and provides a count of both form elements, and input elements contained on that page.</p> <p>Meanwhile, in the img_counts data frame, each row corresponds to a single image from a particular page. Each image has an associated file size, height, and width. Pages are more than likely to have multiple images on each page, and so there are many rows corresponding to each URL.</p> <p>It is often the case that HTML documents don&#8217;t include explicit image dimensions. We are using a little trick to compensate for this. We are capturing the size of the image files, which would be proportional to the multiplication of the width and the length of the images.</p> <p>We want our image counts and image file sizes to be treated as categorical features, not numerical ones. When a numerical feature, say new visitors, increases it generally implies improvement, but we don&#8217;t want bigger images to imply improvement. A common technique to do this is called <a href="https://hackernoon.com/what-is-one-hot-encoding-why-and-when-do-you-have-to-use-it-e3c6186d008f" target="_blank" rel="noopener">one-hot encoding</a>.</p> <p>Most site pages can have an arbitrary number of images. We are going to further process our dataset by bucketing images into 50 groups. This technique is called &#8220;binning&#8221;.</p> <p><script src="https://gist.github.com/hamletbatista/0abb6561f297e1068fa3136fb1907260.js"></script></p> <p>Here is what our processed data set looks like.</p> <p><img class="aligncenter wp-image-125559 size-full" style="position: relative; margin: 5px auto; display: block; float: none; vertical-align: top;" src="https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554834506285-Pasted_Image_4_9_19__2_14_PM.png" alt="Example view of processed data for &quot;binning&quot;" width="834" height="399" srcset="https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554834506285-Pasted_Image_4_9_19__2_14_PM.png 834w, https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554834506285-Pasted_Image_4_9_19__2_14_PM-300x144.png 300w, https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554834506285-Pasted_Image_4_9_19__2_14_PM-768x367.png 768w" sizes="(max-width: 834px) 100vw, 834px" /></p> <h3>Adding ground truth labels</h3> <p>As we already have correct labels from our manual regex approach, we can use them to create the correct labels to feed the model.</p> <p>We also need to split our dataset randomly into a training set and a test set. This allows us to train the machine learning model on one set of data, and test it on another set that it&#8217;s never seen before. We do this to prevent our model from simply &#8220;memorizing&#8221; the training data and doing terribly on new, unseen data. You can check it out at the link given below:</p> <p><script src="https://gist.github.com/hamletbatista/28f1842f39d8dd42b37b06d4239bb734.js"></script></p> <h2>Model training and grid search</h2> <p>Finally, the good stuff!</p> <p>All the steps above, the data collection and preparation, are generally the hardest part to code. The machine learning code is generally quite simple.</p> <p>We&#8217;re using the well-known <a href="https://scikit-learn.org/" target="_blank" rel="noopener">Scikitlearn</a> python library to train a number of popular models using a bunch of standard hyperparameters (settings for fine-tuning a model). Scikitlearn will run through all of them to find the best one, we simply need to feed in the X variables (our feature engineering parameters above) and the Y variables (the correct labels) to each model, and perform the <em>.fit()</em> function and voila!</p> <p><script src="https://gist.github.com/hamletbatista/3933197d976d9cd83ed4944724660e10.js"></script></p> <h2>Evaluating performance</h2> <p><img class="aligncenter wp-image-125560 size-full" style="position: relative; margin: 5px auto; display: block; float: none; vertical-align: top;" src="https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554837993960-Pasted_Image_4_9_19__3_24_PM.png" alt="Graph for evaluating image performances through a linear pattern" width="960" height="344" srcset="https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554837993960-Pasted_Image_4_9_19__3_24_PM.png 960w, https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554837993960-Pasted_Image_4_9_19__3_24_PM-300x108.png 300w, https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554837993960-Pasted_Image_4_9_19__3_24_PM-768x275.png 768w" sizes="(max-width: 960px) 100vw, 960px" /></p> <p>After running the grid search, we find our winning model to be the <a href="https://scikit-learn.org/stable/modules/generated/sklearn.svm.LinearSVC.html" target="_blank" rel="noopener">Linear SVM</a> (0.974) and <a href="https://scikit-learn.org/stable/modules/generated/sklearn.linear_model.LogisticRegression.html">Logistic regression</a> (0.968) coming at a close second. Even with such high accuracy, a machine learning model will make mistakes. If it doesn&#8217;t make any mistakes, then there is definitely something wrong with the code.</p> <p>In order to understand where the model performs best and worst, we will use another useful machine learning tool, <a href="https://www.dataschool.io/simple-guide-to-confusion-matrix-terminology/" target="_blank" rel="noopener">the confusion matrix</a>.</p> <p><img class="aligncenter wp-image-125561 size-full" style="position: relative; margin: 5px auto; display: block; float: none; vertical-align: top;" src="https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554839092940-Pasted_Image_4_9_19__3_43_PM.png" alt="Graph of the confusion matrix to evaluate image performance" width="450" height="352" srcset="https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554839092940-Pasted_Image_4_9_19__3_43_PM.png 450w, https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554839092940-Pasted_Image_4_9_19__3_43_PM-300x235.png 300w" sizes="(max-width: 450px) 100vw, 450px" /></p> <p>When looking at a confusion matrix, focus on the diagonal squares. The counts there are correct predictions and the counts outside are failures. In the confusion matrix above we can quickly see that the model does really well-labeling products, but terribly labeling pages that are not product or categories. Intuitively, we can assume that such pages would not have consistent image usage.</p> <p>Here is the code to put together the confusion matrix:</p> <p><script src="https://gist.github.com/hamletbatista/e69298fcdf48e8ce18047e3b91552593.js"></script></p> <p>Finally, here is the code to plot the model evaluation:</p> <p><script src="https://gist.github.com/hamletbatista/67571eef053a16b1cd4eb2d4c1f91913.js"></script></p> <h2>Resources to learn more</h2> <p>You might be thinking that this is a lot of work to just tell page groups, and you are right!</p> <p><img class="aligncenter wp-image-125562 size-full" style="position: relative; margin: 5px auto; display: block; float: none; vertical-align: top;" src="https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554840157863-Pasted_Image_4_9_19__4_00_PM.png" alt="Screenshot of a query on custom PageTypes and DataLayer" width="962" height="1087" srcset="https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554840157863-Pasted_Image_4_9_19__4_00_PM.png 962w, https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554840157863-Pasted_Image_4_9_19__4_00_PM-266x300.png 266w, https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554840157863-Pasted_Image_4_9_19__4_00_PM-768x868.png 768w, https://searchenginewatch.com/wp-content/uploads/2019/04/asg_tK1gr97vSWDU8SWj2Fart_vyQfFvBWrZVCR9vp2F1554840157863-Pasted_Image_4_9_19__4_00_PM-906x1024.png 906w" sizes="(max-width: 962px) 100vw, 962px" /></p> <p><a href="https://www.linkedin.com/in/obkirchermirko/" target="_blank" rel="noopener">Mirko Obkircher </a>commented in my article for part two that there is a much simpler approach, which is to have your client set up a Google Analytics data layer with the page group type. Very smart recommendation, Mirko!</p> <p>I am using this example for illustration purposes. What if the issue requires a deeper exploratory investigation? If you already started the analysis using Python, your creativity and knowledge are the only limits.</p> <h3>If you want to jump onto the machine learning bandwagon, here are some resources I recommend to learn more:</h3> <ul> <li><a href="https://pydata.org/" target="_blank" rel="noopener">Attend a Pydata event</a> I got motivated to learn data science after attending the event they host in New York.</li> <li><a href="https://towardsdatascience.com/hands-on-introduction-to-scikit-learn-sklearn-f3df652ff8f2" target="_blank" rel="noopener">Hands-On Introduction To Scikit-learn (sklearn)</a></li> <li><a href="https://s3.amazonaws.com/assets.datacamp.com/blog_assets/Scikit_Learn_Cheat_Sheet_Python.pdf" target="_blank" rel="noopener">Scikit Learn Cheat Sheet</a></li> <li><a href="https://www.ritchieng.com/machine-learning-efficiently-search-tuning-param/" target="_blank" rel="noopener">Efficiently Searching Optimal Tuning Parameters</a></li> <li>If you are starting from scratch and want to learn fast, I&#8217;ve heard good things about <a href="https://www.datacamp.com/courses/intro-to-python-for-data-science" target="_blank" rel="noopener">Data Camp</a>.</li> </ul> <p>Got any tips or queries? Share it in the comments.</p> <p><em>Hamlet Batista is the CEO and founder of RankSense, an agile SEO platform for online retailers and manufacturers. He can be found on Twitter <span class="username u-dir" dir="ltr"><a class="ProfileHeaderCard-screennameLink u-linkComplex js-nav" href="https://twitter.com/hamletbatista" target="_blank" rel="noopener">@hamletbatista</a>.</span></em></p> <p>The post <a rel="nofollow" href="https://searchenginewatch.com/2019/04/17/using-python-to-recover-seo-site-traffic-part-three/">Using Python to recover SEO site traffic (Part three)</a> appeared first on <a rel="nofollow" href="https://searchenginewatch.com">Search Engine Watch</a>.</p> Marketers, retailers find success with visual search https://www.smartbrief.com/sbrequest/aid/4345FC43-2B95-411B-8C46-2F808E5D2760 BREAKING NEWS: Advertising urn:uuid:efbb661e-3a66-1ea5-c17a-456d3a695a68 Fri, 19 Apr 2019 14:04:04 +0000 <div style="clear:both;margin:20px auto;color:#666;">Window shopping has moved from the malls to online, and innovative retailers are utilizing visual search technologies to make&nbsp;-<a href="https://www.smartbrief.com/sbrequest/aid/4345FC43-2B95-411B-8C46-2F808E5D2760">More</a>-&nbsp;</div> 'We're an anomaly': Complex Networks ignored the digital-media playbook, and now it's set to have another profitable year, with at least $200 million in revenue https://www.businessinsider.com/complex-networks-is-on-track-to-exceed-200-million-this-year-profitably-2019-4 BREAKING NEWS: Advertising urn:uuid:830e5faa-6e63-ac75-6aed-5d404eb7b26d Fri, 19 Apr 2019 11:00:00 +0000 <p><img src="https://static2.businessinsider.com/image/5cb8cfa0ac92a120e670fba2-2400/rich-antoniello.jpg" border="0" alt="Rich Antoniello, CEO, Complex Networks" data-mce-source="Complex Networks" data-mce-caption="Rich Antoniello, CEO, Complex Networks" /></p><p></p> <ul class="summary-list"> <li>Complex Networks, the sneaker-culture-focused media company, is an exception to the gloom and doom surrounding digital media.</li> <li>CEO Rich Antoniello has avoided a lot of the playbook that's driven digital media in the past several years.</li> <li>Complex has diversified its business and now gets half its revenue from non-advertising sources.</li> <li>It's been profitable since 2010 and looks to be in the black again this year, with revenue projected to grow by close to 20%.</li> <li>This year it'll drive growth from video licensing, events, and commerce, and it's even exploring a membership program.</li> <li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit BusinessInsider.com for more stories</a>.</li> </ul> <p>It's a gloomy time for digital media, but not for Rich Antoniello.</p> <p>While headlines scream about other digital-media companies trying to cut their way to profitability, hanging for-sale signs, and selling at fire-sale prices, Complex Networks, a 17-year-old digital-video-driven media company focused on sneakers and youth culture, looks like an anomaly.</p> <p>Complex has been profitable since 2010 and is on track to be in the black again this year, with revenue projected to grow by close to 20%, according to Antoniello. Complex has diversified its revenue mix and now gets half from outside advertising.</p> <p>"We're an anomaly here," Antoniello told Business Insider.</p> <p>It did this by avoiding a lot of the playbook that's driven digital media in the past several years.</p> <p><em><strong>Read more:</strong> <a href="https://www.businessinsider.com/digital-media-companies-group-nine-media-and-refinery29-are-said-to-be-in-talks-to-merge-2019-3">Digital-media companies Group Nine Media and Refinery29 are said to be in talks to merge</a></em></p> <ul> <li>It didn't take a ton of venture funding, which can accelerate a media company's rise but set unrealistic growth expectations. Complex Networks raised just $40 million in its first 12 years, in contrast with other digital-media darlings like Vice Media, which raised $1.4 billion, and BuzzFeed, which raised $500 million.</li> <li>Without the growth pressure tied to VC funding, it didn't staff up like crazy or chase Facebook audiences as other companies did, only to see that audience vanish when Facebook deprioritized publisher content in the News Feed and ran their videos but didn't deliver meaningful revenue in return. Complex's social followers are divided roughly evenly among Facebook, YouTube, and Instagram, according to Tubular Labs. Typical of a VC-backed digital-media company, BuzzFeed gets two-thirds of its followers from Facebook, per Tubular.</li> <li>It avoided going deep into hard news, which is expensive to do and scares off certain advertisers that don't want their ads to appear next to anything that sniffs of controversy.</li> </ul> <p>Instead, Complex focused on building high-quality, long-form video series that would keep viewers coming back and whose regularity in subject matter made it well suited to advertising integrations.</p> <h2>Complex's video series helped drive other revenue streams</h2> <p>Those shows beget other revenue sources. ComplexCon, an annual festival of street culture in Long Beach, California, attracted 65,000 people and <a href="https://digiday.com/marketing/complexcon-cultural-super-bowl-streetwear-culture/">contributed about 8%</a> of Complex Networks' revenue in 2018, across ticket sales that start at $55 each; $10 million in sales of hoodies, skateboards, and other merchandise specially designed by the artist Takashi Murakami; space rentals; and ad sponsorships. Its food vertical, First We Feast, spawned lines of hot sauce that did an estimated <a href="https://digiday.com/media/revenue-complex-networks-hot-ones/">$7 million in sales in 2018</a>.</p> <p>Complex sold in 2016 to a joint venture of Hearst and Verizon, enabling it to get funding and keep operating independently. That led it to avoid integration into a larger company, a process that has <a href="http://nymag.com/intelligencer/2018/12/why-verizons-usd9-billion-bet-on-digital-content-failed.html">ended badly</a> for other acquired media outlets like Yahoo and AOL.</p> <p>It keeps costs down. Complex has only 300 employees, which, assuming annual revenue of $200 million, per three sources close to the situation, enables it to stay in the black. Its two biggest shows, "Sneaker Shopping," where stars like Wiz Khalifa buy shoes, and "Hot Ones," where celebrities like Scarlett Johansson eat wings with progressively hotter sauces, are hosted, respectively, by its homegrown talent Joe La Puma and <a href="https://www.businessinsider.com/hot-ones-sean-evans-youtube-interview-2017-11">Sean Evans</a>.</p> <p>Contrast that with a onetime digital-media darling, VC-funded Vox Media. By the end of 2018, Vox Media <a href="https://www.wsj.com/articles/vox-media-on-pace-to-miss-revenue-target-as-digital-advertising-disappoints-1537742167">had about the same revenue as Complex Networks</a> but with about three times as many employees.</p> <h2>Antoniello is the anti-digital-media CEO</h2> <p>At the center of Complex Networks is an unlikely digital-media CEO. Raised in the blue-collar Canarsie section of Brooklyn, he keeps a low profile (except for Twitter, where he's known for all-caps rants on everything that drives him crazy about the media business).</p> <p>While other media CEOs use public relations to carefully cultivate their image and rarely talk publicly about their competition, Antoniello regularly takes profanity-laced shots at them, which doesn't endear him to everyone.</p> <ul> <li>On media companies' dependence on Facebook, he said: "I wasn't worried about getting to a billion Facebook views like Group Nine was, because <em>that</em> did a lot for their business."</li> <li>On the pivot to video: "Add up Vox, Vice, Group Nine, whatever &mdash; I think in total they have three or four shows together on Netflix, whereas we have six."</li> <li>On owning youth culture: "Even when we were a magazine, the topics we covered and tone, we never f---ing changed. We let everyone come to us. We are the originators of that, and everyone else are vultures who couldn't come up with a goddamn original idea if your f---ing life depended on it."</li> </ul> <h2>Print influenced Antoniello's thinking</h2> <p>Complex Networks' evolution into a modern media company started with, of all things, a glossy print magazine.</p> <p><a href="https://www.businessinsider.com/complex-media-marc-ecko-rich-antoniello-2011-6">It was created in 2002</a> by the streetwear designer Marc Ecko, who saw the connection between culture and media. Antoniello, a former salesman for National Geographic Adventure, has been at the head of Complex since 2003, and he said his experience selling print heavily influenced him.</p> <p>"It all comes back to brand, being the creator of the conversation," he said. "Print experience informed that thinking 1,000%. Being a salesperson of not just the audience, the pink sheets and Simmons data, but selling what it really means &mdash; that informed a lot of who I am today."</p> <p>By 2007, the magazine was profitable. But people were starting to get their news and information online through portals like Yahoo and AOL that rode the tech bubble. Venture capitalists poured money into media companies, putting pressure on everyone to scale an online audience fast. That led to ad networks like Glam Media, which rolled out blogs to become the seventh-biggest online-media property at one point.</p> <p>Complex also created a network to augment its sites, with independent ones around sneakers, plus adjacent topics like music and food. But it has always maintained that it was choosier than others about who it partnered with, to keep quality high. Later, Complex would buy sites, shifting the network to an owned-and-operated model.</p> <p>That brand-focused thinking also informed Complex Networks' first big push into video in 2013, when it raised $25 million from Iconix Brand Group, the owner of Rocawear, Ecko Unlimited, Umbro, and other brands.</p> <p>Unusual for a text-rooted media company, Complex started making long-form video series. The massive media industry "pivot to video" has since become ridiculed for its association with short, viral videos that did little for companies' businesses. Instead, Antoniello focused on making high-quality, cable-network-worthy video series that could be adapted to many platforms and spawn other revenue lines.</p> <p>"Everyone was in love with a three-second view," he said. "We ran the other way. We went hardcore."</p> <h2>Complex Networks initially ignored YouTube</h2> <p>The execution wasn't flawless. Now Antoniello gets credit for success on YouTube, but for months he eschewed the platform, wanting to keep all the views on his own site.</p> <p>"It's kind of my biggest mistake," he said. "I was like, we're so big we don't need YouTube. Um, biggest mistake I ever made, hands down. YouTube, it already had done too good a job establishing themselves into the lower end of the 25-and-under, where if you wanted to be massively impactful on longer-form, premium video, you had to be on YouTube. Once we did YouTube, it was like throwing kerosene on it."</p> <p>The bet paid off.</p> <p>"Very few people invested in YouTube early on the way Complex did," said Eddie Kim, the CEO of Memo, a startup that sells metrics on article readership to brands. "By the time most folks realized the Facebook video bait-and-switch, it was already too late to build up a YouTube presence, because the barriers only get higher and higher.</p> <p>"Whether it's media or commerce, the challenge today is: Do you truly own an audience? In media, it means you can create a branded video and hit your numbers without buying much traffic. Brand equity takes time to build. This creates a natural tension with the growth expectations tied to VC funding. Complex is a brand 20 years in the making."</p> <p>A big video accelerant came in 2016 when Complex Networks sold to Hearst and Verizon in a 50-50 deal valued at more than $250 million. The new owners saw in Complex a way to quickly increase their digital reach with millennial men. Verizon had just launched Go90, a free service where young people could watch videos from providers like HuffPost, Vice, and AwesomenessTV on their phones. Verizon paid Complex Networks roughly $150 million to produce shows that would appear on Go90, according to two sources close to the situation.</p> <p>For Complex Networks, the Go90 money enabled it to go from 12 to 33 video series &mdash; and move further upscale. It worked with Peter Berg, the "Friday Night Lights" director, on a docuseries, "QB1," and <a href="https://variety.com/2017/digital/news/complex-peter-berg-qb1-original-series-1202391220/">made "Thanksgiving,"</a> created by Dan Powell and Bethany Hall and starring Chris Elliott and Amy Sedaris.</p> <p>"We were making the bet of linear cable without having the linear-cable distribution deals," Antoniello recalled. "And when they bought into that and were willing to pay what they paid for the company, it created a tremendous opportunity for us, because we can continue to run as an independent asset, because it was a 50-50 JV. So we didn't have the pressure of integrating into either large-scale company."</p> <p>Then, in June 2018, Verizon shut down Go90 after less than three years. The move was the demise of AwesomenessTV, whose fortunes were tied to Go90 and which sold to Viacom for $50 million after having an implied value of $650 million.</p> <p>Hearst and Verizon didn't comment for this story.</p> <h2>After Go90, Complex had to reset its goals</h2> <p>The Go90 demise has reset Complex's goals. It&nbsp;shrunk its staff from about 400 in 2017 to 300 by the end of 2018, mainly by cutting people who worked for the now-defunct RatedRed.com and Seriously.TV, two digital-media properties that Hearst and Verizon created for millennials and had been absorbed by Complex.</p> <p>Complex Networks has to return profits to its owners instead of having full freedom to reinvest it. And while Verizon is <a href="https://www.businessinsider.in/verizon-revealed-its-plans-for-yahoo-finance-in-a-meeting-with-ad-industry-insiders-and-they-include-testing-a-55-a-month-subscription-service/articleshow/68696556.cms">increasing its video output at Yahoo Finance</a>, questions swirl around its commitment to media now that it's closed Go90 and written down its media arm that contains AOL and Yahoo. Complex, though, is in a different boat, given that it operates independently.</p> <p>But Antoniello is seeing the payoff of his earlier bet on high-quality series and says he likes his independence. Complex was able to keep the shows it created for Go90, and he's licensed 16 of those 33 shows to Netflix and Hulu. And he's not done doing deals.</p> <p>"There is no question: Verizon is not as interested in media as it was theoretically. We were disappointed. Obviously we would have loved to have continued to be a strategic partner," he said. "It would have been a tremendous play for us, long term, to have this funding resource and audience-discovery platform for younger consumers from a mobile perspective. We had to be beholden to ourselves faster than we had originally planned. Trying to replace a great deal of capital is hard, because we're going to have to do it from multiple outlets."</p> <p>Earlier, Complex insisted on licensing rather than selling outright its video series to distributors, as Vox Media and BuzzFeed have done. It also insisted on limiting distributors' exclusive windows to short periods like five days rather than the more typical 12 months. Licensing is harder to do with a behemoth like Netflix, which increasingly wants to own the shows it airs, but this approach has enabled Complex to keep generating income from those shows with other distributors.</p> <p>Antoniello said distributors initially pushed back, but he argued that his shows had big followings of young men who are hard for advertisers to reach and that using social media to promote shows would help maximize the viewership before audiences get bored and move on to the next thing.</p> <p>"How many series are going to last that are young-person-oriented?" Antoniello said. "They run out of steam. So you have smaller windows in general to take advantage of these things. So we had a lot of discussions on distribution with all these premium platforms. But we have the discipline to say no."</p> <p>Complex Networks isn't insulated from the reality all media companies face, as most of the digital-ad dollars are going to Google and Facebook and there's pressure to stay current with young audiences.</p> <p>"There is a gluttony of digital choices for advertisers looking to target Gen Z," said Doug Rozen, the chief media officer of the agency 360i. "Publishers like Complex and others need to be aggressive to stand out &mdash; to a buyer and to a user."</p> <p>Antoniello likes his chances, though. This year, Complex sees its revenue growing by almost 20%, he said. Three knowledgeable sources said revenue would be at least $200 million, with at least $30 million in profits.</p> <p>The growth this year is coming from video licensing; another ComplexCon, in Chicago, in July; and a membership program it wants to launch by the end of the year that would give superfans benefits tied to various Complex brands, like early access to ComplexCon, exclusive merchandise, and a first look at Complex's video shows.</p> <p>"It's a great time to be an anomaly of anomalies &mdash; a fast-growing, differentiated-brand business in media that is profitable," he said.</p><p><strong>SEE ALSO:&nbsp;<a href="https://www.businessinsider.com/huffpost-asking-readers-to-support-journalism-in-membership-program-2019-4" >HuffPost is asking readers to voluntarily pay to support its journalism, even as its parent Verizon made $16 billion in profits last year</a></strong></p> <p><a href="https://www.businessinsider.com/complex-networks-is-on-track-to-exceed-200-million-this-year-profitably-2019-4#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/great-blue-hole-belize-divers-sinkhole-what-lies-bottom-2019-2">Scientists completed one of the most detailed explorations inside the Great Blue Hole. Here's what they found at the bottom of the giant, mysterious sinkhole.</a></p> Don&#8217;t Neglect Pinterest for Fashion, Lifestyle Marketing https://www.practicalecommerce.com/dont-neglect-pinterest-for-fashion-lifestyle-marketing Practical Ecommerce urn:uuid:7f0893ac-ad1e-b4b2-c195-01f0b75c94ff Fri, 19 Apr 2019 04:52:39 +0000 <p>Fashion and lifestyle businesses typically favor Instagram and Facebook for marketing. Most neglect Pinterest. That's a mistake. Pinterest is a critical, untapped source of quality traffic.</p> <p>The post <a rel="nofollow" href="https://www.practicalecommerce.com/dont-neglect-pinterest-for-fashion-lifestyle-marketing">Don&#8217;t Neglect Pinterest for Fashion, Lifestyle Marketing</a> appeared first on <a rel="nofollow" href="https://www.practicalecommerce.com">Practical Ecommerce</a>.</p> Here’s how digital word of mouth and search have converged https://marketingland.com/heres-how-digital-word-of-mouth-and-search-have-converged-259716 Marketing Land - Internet Marketing News, Strategies &amp; Tips urn:uuid:260086f2-0192-9065-0daf-106c0eda6750 Thu, 18 Apr 2019 19:13:05 +0000 Smart companies can shape their reputations and visibility with online word of mouth and careful attention to customer feedback. The post Here&#8217;s how digital word of mouth and search have converged appeared first on Marketing Land.<br/> <br/> Please visit Marketing Land for the full article.<div class="feedflare"> <a href="http://feeds.marketingland.com/~ff/mktingland?a=1SvUqQq2oJk:2IibJxovSNo:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/mktingland?d=yIl2AUoC8zA" border="0"></img></a> <a href="http://feeds.marketingland.com/~ff/mktingland?a=1SvUqQq2oJk:2IibJxovSNo:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/mktingland?d=qj6IDK7rITs" border="0"></img></a> </div><img src="http://feeds.feedburner.com/~r/mktingland/~4/1SvUqQq2oJk" height="1" width="1" alt=""/> These 7 brands are offering weed-related discounts and deals on 4/20 https://adage.com/article/cmo-strategy/these-7-brands-are-offering-weed-related-discounts-and-deals-420/2165586 BREAKING NEWS: Advertising urn:uuid:341090e9-53f3-70c7-eccb-8bc7b1af89c7 Fri, 19 Apr 2019 16:51:23 +0000 <img src="https://s3-prod.adage.com/s3fs-public/styles/width_300/public/20190419_BJs_HalfBaked_3x2.jpg"/><p dir="ltr">Brands, never ones to let a celebration slide by, have high expectations for 4/20 now that weed has become legal in a growing number of states.</p> <p dir="ltr">As we noted in <a href="https://adage.com/article/cmo-strategy/carls-jr-makes-hemp-burger-and-andy-capps-gets-munchies-marketers-brief/2165466">Marketer's Brief</a> earlier this week, get ready for a lot of 4/20 pot tweets from companies trying to look hip, as well as some actual deals, such as a&nbsp;Carl’s Jr. restaurant in Denver selling a "Rocky Mountain High: Cheeseburger Delight,"&nbsp;and Andy Capp&nbsp;releasing a special take on its Hot Fries:&nbsp;Andy Capp’s Fully Baked Hot Munchies.</p> <p dir="ltr">Here, more ways marketers are&nbsp;trying to tap into the budding industry.</p> <p dir="ltr"><strong>Ben &amp; Jerry's&nbsp;</strong><br /> The ice cream brand is launching a joint effort with Caliva, a San Francisco Bay-area dispensary, to get customers baked––"Half Baked," that is. All Caliva delivery orders on 4/19 and 4/20 will come with a complimentary pint of the Ben &amp; Jerry's ice cream flavor.</p> <p>The dispensary will donate 4.2 percent of these&nbsp;sales to&nbsp;Code for America's "Clear My Record" pilot program in California that helps "the government automatically clear all eligible criminal records and remove a significant barrier to work, education, and housing for people," according to its website.</p> <p><strong>Pizza Hut</strong><br /> The pizza chain is offering a discount on its HERSHEY'S® Triple Chocolate brownie on April 20. No, not that kind of brownie.</p> <p><strong>Toppers Pizza</strong><br /> The pizza chain is claiming weed day for itself, calling it Worldwide Topperstix Day.&nbsp;Customers can get 50 percent&nbsp;off triple orders of the brand’s eponymous pizza sticks. The deal starts at 4:20 p.m. on April 20.</p> <p><strong>Dos Toros Taqueri</strong><br /> Taco 'bout a deal. The fast-feeder is offering half-price nacho orders ($4.20) to customers who utter a specific phrase at checkout: “half-baked.” And then there's, er, this.&nbsp;</p> <p><strong>Cheba Hut</strong><br /> Need a good deal on a nug? The cannabis-themed sandwich chain has got you. It's selling nugs (its four-inch sandwiches) for––you guessed it––$4.20. There’ll also be live music and Kool-Aid-chugging contests at its 27 locations.</p> <p>&nbsp;</p> How SMBs Can Trade Stressful One-by-One Shipping for Streamlined Operations http://www.ecommercetimes.com/story/85949.html?rss=1 E-Commerce Times urn:uuid:b96986c8-0197-c568-78a1-b955d81d5b5e Thu, 18 Apr 2019 17:16:40 +0000 E-commerce continues to grow at an unprecedented pace. Total retail sales, excluding the sale of items not normally bought online -- like fuel, automobiles, and food at restaurants -- hit $3.628 trillion last year, up 3.9 percent year over year from $3.490 trillion. E-commerce accounted for a 14.3 percent share of that total, and 51.9 percent of all retail growth. That is substantial. <a href="http://www.ecommercetimes.com/story/85949.html?rss=1"><img src="http://www.ecommercetimes.com/images/rw733117/e-commerce-shipping" align="left" alt="" hspace="7" border="0" /></a> E-commerce continues to grow at an unprecedented pace. Total retail sales, excluding the sale of items not normally bought online -- like fuel, automobiles, and food at restaurants -- hit $3.628 trillion last year, up 3.9 percent year over year from $3.490 trillion. E-commerce accounted for a 14.3 percent share of that total, and 51.9 percent of all retail growth. That is substantial, and it has encouraged many people to take advantage of the booming opportunity. It can be difficult for SMB owners to compete without the right tools in place. 12 New WooCommerce Plugins That Could Boost Your Online Sales In 2019 https://www.jeffbullas.com/woocommerce-plugins/ Jeffbullas's Blog urn:uuid:86945c03-6bad-25eb-e877-3c393f18ea6d Thu, 18 Apr 2019 15:00:33 +0000 <p>With almost 3 million websites powered by WooCommerce (to be exact, at the time of writing 2,906,789), it is without a doubt the most popular [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.jeffbullas.com/woocommerce-plugins/">12 New WooCommerce Plugins That Could Boost Your Online Sales In 2019</a> appeared first on <a rel="nofollow" href="https://www.jeffbullas.com">Jeffbullas&#039;s Blog</a>.</p> <p><img class="aligncenter size-medium_large wp-image-68707" src="https://www.jeffbullas.com/wp-content/uploads/2019/04/12-New-WooCommerce-Plugins-That-Could-Boost-Your-Online-Sales-In-2019-768x512.jpg" alt="12 New WooCommerce Plugins That Could Boost Your Online Sales In 2019" width="768" height="512" srcset="https://www.jeffbullas.com/wp-content/uploads/2019/04/12-New-WooCommerce-Plugins-That-Could-Boost-Your-Online-Sales-In-2019-768x512.jpg 768w, https://www.jeffbullas.com/wp-content/uploads/2019/04/12-New-WooCommerce-Plugins-That-Could-Boost-Your-Online-Sales-In-2019-450x300.jpg 450w, https://www.jeffbullas.com/wp-content/uploads/2019/04/12-New-WooCommerce-Plugins-That-Could-Boost-Your-Online-Sales-In-2019-375x250.jpg 375w, https://www.jeffbullas.com/wp-content/uploads/2019/04/12-New-WooCommerce-Plugins-That-Could-Boost-Your-Online-Sales-In-2019.jpg 810w" sizes="(max-width: 768px) 100vw, 768px" /></p> <p>With almost 3 million websites powered by WooCommerce (to be exact, at the time of writing <a href="https://trends.builtwith.com/shop/WooCommerce" target="_blank" rel="noopener">2,906,789</a>), it is without a doubt <a href="https://trends.builtwith.com/shop/" target="_blank" rel="noopener">the most popular eCommerce platform</a> and there are many reasons for this. One being the massive amount of free WooCommerce plugins available at the <a href="https://wordpress.org/plugins/" target="_blank" rel="noopener">WordPress repository</a> that you can grab and, in a matter of minutes, boost your shop and sales.</p> <p>The WordPress community is very active and adding some marvelous, new WooCommerce plugins each day which means that it can be quite easy to miss a flawless gem in this ocean of information. Therefore­ I decided to take a dive into it and see if I can bring up a couple of pearls that could make your business better and everyday life as a shopkeeper smoother.</p> <p><strong>Note:</strong> The list is randomly ordered. Most of them are less than a year old and therefore many do not have a huge user base. I have tested them all myself prior to including them.­</p> <p>Here is a list of 12 new and free WooCommerce plugins to boost your online shop and sales in 2019.</p> <h2>1. Offers for WooCommerce</h2> <p><img class="aligncenter size-full wp-image-68607" src="https://www.jeffbullas.com/wp-content/uploads/2019/04/Offers-for-WooCommerce-for-woocommerce-plugins.jpg" alt="Offers for WooCommerce for woocommerce plugins" width="810" height="264" srcset="https://www.jeffbullas.com/wp-content/uploads/2019/04/Offers-for-WooCommerce-for-woocommerce-plugins.jpg 810w, https://www.jeffbullas.com/wp-content/uploads/2019/04/Offers-for-WooCommerce-for-woocommerce-plugins-768x250.jpg 768w" sizes="(max-width: 810px) 100vw, 810px" /></p> <p>Who doesn’t like a good bargain with a salesman to gain a discount, fun or simply a feeling of satisfaction, right? eBay and Amazon have been offering this feature for years because it drives additional sales.</p> <p><a href="https://wordpress.org/plugins/offers-for-woocommerce/" target="_blank" rel="noopener">Offers for WooCommerce</a> provides similar functionality and allows you to:</p> <ul> <li>Start receiving offers from customers who are interested in buying, respond with counter offers or decline them.</li> <li>Receive and send automated email notifications about new offers, counteroffers, etc.</li> </ul> <p>This is an excellent solution for shops that specialize in selling fine art, collectible items, used items, and bulk orders since you can allow your potential customers to make an offer and get a discount on those orders.</p> <h2>2. WooCommerce Live Checkout Field Capture &#8211; Save Abandoned Carts</h2> <p><img class="aligncenter size-full wp-image-68610" src="https://www.jeffbullas.com/wp-content/uploads/2019/04/WooCommerce-Live-Checkout-Field-Capture-for-woocommerce-plugins.png" alt="WooCommerce Live Checkout Field Capture for woocommerce plugins" width="810" height="265" srcset="https://www.jeffbullas.com/wp-content/uploads/2019/04/WooCommerce-Live-Checkout-Field-Capture-for-woocommerce-plugins.png 810w, https://www.jeffbullas.com/wp-content/uploads/2019/04/WooCommerce-Live-Checkout-Field-Capture-for-woocommerce-plugins-768x251.png 768w" sizes="(max-width: 810px) 100vw, 810px" /></p> <p><a href="https://www.jeffbullas.com/abandoned-shopping-carts-in-woocommerce/" target="_blank" rel="noopener">Abandoned carts</a>, just in the United Kingdom alone, yearly result in about 18 billion pounds of lost sales (according to a <a href="https://www.home.barclaycard/media-centre/press-releases/Retailers-losing-18bn-per-year-through-surf-n-turf-shopping.html" target="_blank" rel="noopener">Barclaycard survey</a>). It’s a rich and fruitful garden just waiting for you to start harvesting. This plugin is an excellent way to open the gates to this garden.</p> <p>The <a href="https://wordpress.org/plugins/woo-save-abandoned-carts/" target="_blank" rel="noopener">WooCommerce Live Checkout Field Capture &#8211; Save Abandoned Carts</a> plugin is capturing abandoned carts as soon as the user enters their phone number or email address at the Checkout without even submitting the form. Those users who are signed in do not even have to do that &#8211; their carts are captured from the moment the first product is added to their carts. What I love about this plugin is the:</p> <ul> <li>Ability to display a popup when users try to leave your shop (Exit Intent) that contains an email field to capture and later recover additional Abandoned Carts.</li> <li>Simplicity and ease of use &#8211; no setup required, just install, activate and start sending out abandoned cart reminders.</li> <li>Clean code that is added just where and when necessary without affecting your store’s speed.</li> </ul> <p>The <a href="https://majas-lapu-izstrade.lv/woocommerce-save-abandoned-carts-pro/" target="_blank" rel="noopener">Save Abandoned Carts Pro plugin</a> will allow you to integrate with MailChimp and use it to send automated Abandoned Cart recovery emails.<br /> If you are currently not tracking and recovering your Abandoned carts, then you should definitely reconsider your sales strategy because this is a field where you can increase your sales big time.</p> <h2>3. Customer Reviews for WooCommerce</h2> <p><img class="aligncenter size-full wp-image-68616" src="https://www.jeffbullas.com/wp-content/uploads/2019/04/Customer-Review-for-WooCommerce-for-woocommerce-plugins.png" alt="Customer Review for WooCommerce for woocommerce plugins" width="810" height="264" srcset="https://www.jeffbullas.com/wp-content/uploads/2019/04/Customer-Review-for-WooCommerce-for-woocommerce-plugins.png 810w, https://www.jeffbullas.com/wp-content/uploads/2019/04/Customer-Review-for-WooCommerce-for-woocommerce-plugins-768x250.png 768w" sizes="(max-width: 810px) 100vw, 810px" /></p> <p>According to <a href="https://www.brightlocal.com/learn/local-consumer-review-survey/" target="_blank" rel="noopener">research by BrightLocal</a>, 86% of consumers read reviews for local businesses and 91% of 18-34-year-old consumers trust <a href="https://www.jeffbullas.com/customer-reviews/" target="_blank" rel="noopener">online reviews</a> as much as personal recommendations.</p> <p>Customer reviews are essential when it comes to showing off and selling online products. WooCommerce offers customer reviews by default, but it lacks many features that the <a href="https://wordpress.org/plugins/customer-reviews-woocommerce/#description" target="_blank" rel="noopener">Customer Reviews for WooCommerce</a> plugin provides:</p> <ul> <li>The ability to display a review histogram (one that Amazon also uses for their reviews).</li> <li>Automated review reminder to those who have purchased a product.</li> <li>Offering discounts for leaving a review to increase engagement.</li> <li>Enabling image attachments to reviews which is an amazing feature since images tell so much more than words and you can later use those to showcase real customers appreciating your products.</li> </ul> <p>I have used this plugin and it has got both great support and features that will increase your sales.</p> <h2>4. Currency Switcher for WooCommerce</h2> <p><img class="aligncenter size-full wp-image-68615" src="https://www.jeffbullas.com/wp-content/uploads/2019/04/Currency-Switcher-for-WooCommerce-for-woocommerce-plugins.png" alt="Currency Switcher for WooCommerce for woocommerce plugins" width="810" height="264" srcset="https://www.jeffbullas.com/wp-content/uploads/2019/04/Currency-Switcher-for-WooCommerce-for-woocommerce-plugins.png 810w, https://www.jeffbullas.com/wp-content/uploads/2019/04/Currency-Switcher-for-WooCommerce-for-woocommerce-plugins-768x250.png 768w" sizes="(max-width: 810px) 100vw, 810px" /></p> <p>There have been quite a few times when I come across a website that has the product I need, but comparing the prices is quite difficult due to a different currency that I’m used to. Yes, I know that there are free converters all over the internet, but it is an extra step, extra effort from my side and sometimes I’m just too lazy. This can leave a bad mark on your sales results and that is where the <a href="https://wordpress.org/plugins/currency-switcher-woocommerce/" target="_blank" rel="noopener">Currency Switcher for WooCommerce</a> plugin comes in. The free version offers:</p> <ul> <li>Automated currency display depending on the user’s location.</li> <li>Automated exchange rate updates.</li> </ul> <p>This plugin will help you boost your international sales.</p> <h2>5. WPC Product Bundles for WooCommerce</h2> <p><img class="aligncenter size-full wp-image-68614" src="https://www.jeffbullas.com/wp-content/uploads/2019/04/WPC-Product-Bundle-for-woocommerce-plugins.png" alt="WPC Product Bundle for woocommerce plugins" width="810" height="267" srcset="https://www.jeffbullas.com/wp-content/uploads/2019/04/WPC-Product-Bundle-for-woocommerce-plugins.png 810w, https://www.jeffbullas.com/wp-content/uploads/2019/04/WPC-Product-Bundle-for-woocommerce-plugins-768x253.png 768w" sizes="(max-width: 810px) 100vw, 810px" /></p> <p><a href="https://hbswk.hbs.edu/item/the-dynamic-effects-of-bundling-as-a-product-strategy" target="_blank" rel="noopener">Research by Timothy Derdenger and Vineet Kumar </a>revealed that offering product bundles can have a very positive effect on sales if the products in the bundle are cheaper than if both products were to be bought separately. This is how Nintendo skyrocketed their sales by approximately 100,000 units when bundles (a video game console and a game sold together as one package) were offered.</p> <p>Main features I like about this plugin:</p> <ul> <li>Easy to understand the interface and product bundling process.</li> <li>Automatic price calculation if bundle offered is for sale.</li> </ul> <p>The <a href="https://wordpress.org/plugins/woo-product-bundle/" target="_blank" rel="noopener">WPC Product Bundles for WooCommerce </a>plugin is a great way to boost your sales in case you can offer product bundles. If McDonald’s can do this then why couldn’t you?! <img src="https://s.w.org/images/core/emoji/11/72x72/1f642.png" alt=" Transform Your Life Through Small Changes: 'Atomic Habits' Author James Clear on Marketing Smarts [Podcast] https://www.marketingprofs.com/podcasts/2019/40972/atomic-habits-james-clear-marketing-smarts MarketingProfs Daily urn:uuid:81a876c1-e1f6-0483-2d78-4c585a18b9fe Thu, 18 Apr 2019 14:00:00 +0000 Atomic Habits author James Clear offers tips for adopting good habits, dropping bad ones, enhancing your decision-making, and focusing on continuous improvement. <a href="https://www.marketingprofs.com/podcasts/2019/40972/atomic-habits-james-clear-marketing-smarts">Read the full article at MarketingProfs</a><img src="http://feeds.feedburner.com/~r/marketingprofs/daily/~4/NwZXQB7xKQQ" height="1" width="1" alt=""/> Top 5 Email Marketing Questions in 2019 https://www.practicalecommerce.com/top-5-questions-from-b2c-b2b-email-marketers Practical Ecommerce urn:uuid:5fe5abfe-8819-4f2f-1441-77a39b145c49 Fri, 19 Apr 2019 03:16:20 +0000 <p> I consult with companies — B2B and B2C — on optimizing their email marketing efforts.  Those clients and other businesses frequently have concerns about delivery, or spam, or other email matters.  What follows are the five most common questions.</p> <p>The post <a rel="nofollow" href="https://www.practicalecommerce.com/top-5-questions-from-b2c-b2b-email-marketers">Top 5 Email Marketing Questions in 2019</a> appeared first on <a rel="nofollow" href="https://www.practicalecommerce.com">Practical Ecommerce</a>.</p> Window shopping 2.0: How visual search is revolutionizing digital fashion retail https://marketingland.com/window-shopping-2-0-how-visual-search-is-revolutionizing-digital-fashion-retail-259701 Marketing Land - Internet Marketing News, Strategies &amp; Tips urn:uuid:236f9176-c1c1-d165-5cf2-0a12f32974d1 Thu, 18 Apr 2019 18:05:08 +0000 Brands who stand out are paying careful attention to image size and file type along with detailed product descriptions and descriptive alt-text. The post Window shopping 2.0: How visual search is revolutionizing digital fashion retail appeared first on Marketing Land.<br/> <br/> Please visit Marketing Land for the full article.<div class="feedflare"> <a href="http://feeds.marketingland.com/~ff/mktingland?a=cj0CaOCLEnk:7o4TUAWm74Q:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/mktingland?d=yIl2AUoC8zA" border="0"></img></a> <a href="http://feeds.marketingland.com/~ff/mktingland?a=cj0CaOCLEnk:7o4TUAWm74Q:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/mktingland?d=qj6IDK7rITs" border="0"></img></a> </div><img src="http://feeds.feedburner.com/~r/mktingland/~4/cj0CaOCLEnk" height="1" width="1" alt=""/> Free Google AI Image Analysis Tool by @martinibuster http://tracking.feedpress.it/link/13962/11274752 Search Engine Journal urn:uuid:a61f1c01-639f-4122-2ce0-ab4713f2ca50 Fri, 19 Apr 2019 08:07:09 +0000 <p>Google's AI/Machine Learning tool demonstrates how an algorithm can understand an image.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-cloud-vision-tool/304237/">Free Google AI Image Analysis Tool by @martinibuster</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/11274752.gif" height="1" width="1"/> Marketers say Amazon's advertising business is difficult to navigate. Here's why the company thinks the 'chaotic' structure actually makes sense. https://www.businessinsider.com/why-amazon-creates-groups-of-advertising-teams-2019-4 BREAKING NEWS: Advertising urn:uuid:af67dd02-b803-03d3-69e2-f12cba610c21 Thu, 18 Apr 2019 13:56:47 +0000 <p><img src="https://static6.businessinsider.com/image/5cade726835e6e0b39281ff7-801/colleen aubrey 1.jpg" border="0" alt="Colleen Aubrey Amazon" data-mce-source="Amazon" data-mce-caption="Colleen Aubrey, global VP of performance advertising" /></p><p></p> <ul class="summary-list"> <li>Amazon's advertising business is growing, particularly in video advertising and measurement.</li> <li>But its ad business is spread across several teams, which can make it hard for advertisers to negotiate.</li> <li>Colleen Aubrey, Amazon's global vice president of performance advertising, said this structure keeps teams focused on specific products.</li> <li><a href="https://www.businessinsider.com/meet-the-100-people-transforming-the-world-of-business-2019-4">See the full list of the 100 people transforming business here</a>.</li> </ul> <p>Amazon is trying to challenge Facebook's and Google's dominance in digital advertising, introducing ad formats like video and display.</p> <p>A common complaint of advertisers is that they have to work with multiple groups in the same company, something that can be hard to manage. Amazon's specialists who work on display and programmatic advertising don't often interact with their counterparts in search advertising, for example.</p> <p><em><strong>Read more:</strong> <a href="https://www.businessinsider.com/amazons-ad-business-is-bigger-than-ever-and-its-starting-to-make-inroads-with-big-brands-2019-1">Amazon's nascent ad business is bigger than it's ever been &mdash; and it's starting to make inroads with big brands</a></em></p> <p>But in an interview with Business Insider, Colleen Aubrey, Amazon's global vice president of performance advertising, said Amazon's advertising business was intentionally organized this way to mirror the rest of the company, with teams of specialists focused on specific products.</p> <p>"We try to organize ourselves around teams that can be thinking day and night about a particular area," she said. "From outside Amazon, I can see why it can be hard to organize us into nice, clean boxes, but what we're doing is trying to balance this approach of continuing to invent quickly."</p> <p>Aubrey acknowledged its model may seem "a little bit chaotic and messy" to marketers but said she didn't expect Amazon's organization to change.</p> <p>"If we stop having this innovation, I think that would be a problem," she said.</p> <p>Advertising is a small but growing part of Amazon's business. The company <a href="https://www.businessinsider.com/amazons-ad-business-is-bigger-than-ever-and-its-starting-to-make-inroads-with-big-brands-2019-1">reported $10 billion</a> in advertising sales in 2018, out of $233 billion in total revenue. The research firm Pivotal Research said it expected <a href="https://www.businessinsider.com/amazons-ad-business-will-quadruple-by-2023-brian-wieser-pivotal-research-2019-1">Amazon's ad business to quadruple</a> by 2023.</p> <h2>Amazon is becoming more flexible with advertisers</h2> <p>In September, <a href="https://www.businessinsider.com/amazon-is-streamlining-how-brands-buy-ads-2018-9">Amazon consolidated its ad business</a> to address marketers' concerns. It has since shifted some teams to better serve advertisers, and it recently rolled out new measurements to show that the platform can increase brand loyalty and awareness.</p> <p>It's also starting to shift its video teams to work more closely with advertisers. Agency sources said Amazon was betting big in <a href="https://www.businessinsider.com/verizon-toyota-test-ads-on-amazons-freedive-2019-1">video advertising</a> in Amazon Prime, Amazon Fire, and IMDb and creating custom ad packages for advertisers.</p> <p>Aubrey said advertisers should take the moves as signs that Amazon's ad business is maturing.</p> <p>"When we have things that create that value, we move those products into more stable and mature businesses that are easier for marketers to put into clean boxes," she said.</p><p><a href="https://www.businessinsider.com/why-amazon-creates-groups-of-advertising-teams-2019-4#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/black-hole-travel-space-galaxy-2019-3">Physicists have discovered that rotating black holes might serve as portals for hyperspace travel</a></p> Ad Council partners with Snapchat to expand on bullying prevention campaign with Lens Challenge https://www.thedrum.com/news/2019/04/19/ad-council-partners-with-snapchat-expand-bullying-prevention-campaign-with-lens The Drum - News urn:uuid:131ca745-be0b-f68a-cdde-c41b054b0b9a Fri, 19 Apr 2019 13:33:00 +0000 <p>Snapchat teamed with the <a href="https://www.thedrum.com/topics/ad-council">Ad Council</a> last October to support Bullying Prevention Month, with <a href="https://www.thedrum.com/topics/snapchat">Snapchat</a> creating filters, stickers and Snap Ads to raise awareness about bullying. Now, the social media company is continuing the partnership to prevent bullying through the ‘Because of You’ campaign.</p> <p>Snapchat is launching the first-ever social impact Lens Challenge, which prompts Snapchatters to describe a time when someone had a positive impact on their respective lives. The ‘Because of You’ Lens Challenge is designed to inspire Snapchatters to express themselves and spread kindness, which aligns with Snap’s values of being kind, smart and creative.  </p> <p>To participate in the ‘Because of You’ Lens Challenge, participants are encouraged to open Snapchat and tap on the camera screen to activate the Lens Carousel, then tap the smiley face icon below the camera button to access Lens Challenges. After that, tap the ‘Because of You’ Lens Challenge to share a time someone positively impacted his or her life using the special Lens, then send the Snap to the ‘Because of You’ Challenge Story for the chance to be featured in the app.</p> <p>‘Because of You’ is a movement that encourages teens to reflect on the power of their words and actions, and consider how they are affecting others – for better or worse. The campaign encourages teens to consider the impact of their actions to create a more empathetic, inclusive culture.</p> <p>Snapchat and the Ad Council will also co-host a ‘Creators for Good’ summit as part of <a href="https://www.thedrum.com/topics/snap">Snap</a>’s ongoing Creator’s Lab workshop series, inviting creators to the Santa Monica Creator’s Lounge to learn how to use their creative talents to promote social good initiatives. ‘Creators for Good’ is a program from the Ad Council that works directly with celebrities, digital content creators and other established and emerging talent to amplify the organization’s social good messages.</p> <p>Snapchatters can always report bullying or offensive content by pressing and holding on the Snap, and then tapping the flag button, and go to the Snapchat Safety Center to find safety tips, research and resources about Snapchat.</p> <div class="multimedia" contenteditable="false" entity-bundle="creative_showcase" entity-id="26630" entity-type="news_components" select="Creative Showcase"> <div class="multimedia-content" id="multimedia-content"> <div class="dialog_preview" contenteditable="false"> <div class="top"> <h3 class="title">: 'Because of You Lens Challenge'</h3> </div> <div class="agency"><b>Agency:</b></div> <div class="client"><b>Client:</b></div> <div class="date"><b>Date:</b> April 2019</div> <div class="description"> <div>Last October, Snapchat teamed with the Ad Council to support Bullying Prevention Month, with Snapchat creating filters, stickers and Snap Ads to raise awareness about bullying. Now, the social media company is continuing the partnership to prevent bullying through the ‘Because of You’ campaign.</div> <div>Snapchat is launching the first-ever social impact Lens Challenge, which prompts Snapchatters to describe a time when someone had a positive impact on their respective lives. The ‘Because of You’ Lens Challenge is designed to inspire Snapchatters to express themselves and spread kindness, which aligns with Snap’s values of being kind, smart and creative.</div> <div>To participate in the ‘Because of You’ Lens Challenge, participants are encouraged to open Snapchat and tap on the camera screen to activate the Lens Carousel, then tap the smiley face icon below the camera button to access Lens Challenges. After that, tap the ‘Because of You’ Lens Challenge to share a time someone positively impacted his or her life using the special Lens, then send the Snap to the ‘Because of You’ Challenge Story for the chance to be featured in the app.</div> </div> <div class="additional_credits"><b>Credits:</b><br />  </div> <div class="tags"><b>Tags:</b> United States</div> <div class="clearfix"> </div> <div class="slide"> <div class="media"><img alt="" src="http://admin.thedrum.com/s3/files/styles/drum_media_normal/s3/snapchat_and_ad_council_-_snapcode.png?itok=OCD-dEyc" /></div> <div class="clearfix"> </div> </div> <div class="slide"> <div class="media"><img alt="" src="http://admin.thedrum.com/s3/files/styles/drum_media_normal/s3/snapchat_and_ad_council_-_hero.png?itok=bC4umfUL" /></div> <div class="clearfix"> </div> </div> <div class="slide"> <div class="media"><img alt="" src="http://admin.thedrum.com/s3/files/styles/drum_media_normal/s3/snapchat_and_ad_council_-_gif.gif?itok=_mIMHLE_" /></div> <div class="clearfix"> </div> </div> <div class="clearfix"> </div> </div> <div class="loading">Loading...</div> </div> </div> <p> </p> 10 Sales Email Templates With 60% or Higher Open Rates https://blog.hubspot.com/sales/sales-email-templates-from-hubspot-reps HubSpot Sales Blog urn:uuid:98f805a0-2dbe-a99c-498c-5d7ceb26d261 Fri, 19 Apr 2019 20:27:00 +0000 <div class="hs-featured-image-wrapper"> <a href="https://blog.hubspot.com/sales/sales-email-templates-from-hubspot-reps" title="" class="hs-featured-image-link"> <img src="https://blog.hubspot.com/hubfs/sales-email-templates-from-hubspot-reps.jpg" alt="sales-email-templates-from-hubspot-reps" class="hs-featured-image" style="width:auto !important; max-width:50%; float:left; margin:0 15px 15px 0;"> </a> </div> <p>As a writer for the HubSpot Sales Blog, I'm always crafting new email templates. And my favorite source of inspiration is in <a href="https://www.hubspot.com/products/sales" style="letter-spacing: 0px; background-color: transparent;">HubSpot Sales</a> -- I'll open up "Templates" and browse the real emails HubSpot salespeople are sending their prospects.</p> <p>As a writer for the HubSpot Sales Blog, I'm always crafting new email templates. And my favorite source of inspiration is in <a href="https://www.hubspot.com/products/sales" style="letter-spacing: 0px; background-color: transparent;">HubSpot Sales</a> -- I'll open up "Templates" and browse the real emails HubSpot salespeople are sending their prospects.</p> <p>Not only can I see average open rate for individual templates, I can also gauge their performance by response rate and click rate (i.e., how many recipients clicked on the links within the template).</p> <p>The following 10 templates have 60% or higher open rates, 8% or higher click rates, and 30% or higher response rates. I've lightly edited them so you can tweak them for your industry, market, product, and prospect. I've also included two templates to help you make sales introductions. Happy selling!</p> <p><a class="cta_button" href="https://www.hubspot.com/cs/ci/?pg=be67aa79-8dbe-4938-8256-fdf195247a9c&amp;pid=53&amp;ecid=&amp;hseid=&amp;hsic="><img class="hs-cta-img " style="border-width: 0px; /*hs-extra-styles*/; margin: 0 auto; display: block; margin-top: 20px; margin-bottom: 20px" alt="Free Download: 25 Proven Sales Email Templates" src="https://no-cache.hubspot.com/cta/default/53/be67aa79-8dbe-4938-8256-fdf195247a9c.png" align="middle"></a></p> <h2>Best Sales Email Templates</h2> <h3>1. If You Want to Make a Sales Introduction</h3> <p>The prospect hasn't heard of you before? Give them a reason to talk to you. Mentioning their goals and showing you did your homework will be enough to get most buyers to respond.</p> <div class="wt-blog__email-ui"> <div class="wt-blog__email-ui__head"> Are you doubling down on [goal]? </div> <div class="wt-blog__email-ui__body"> <p>Hi [prospect name],</p> <p>I checked out your website, and it looks like you might be trying to [accomplish X specific goal]. Without making any assumptions about your business goals, I believe [Y] might play a pivotal role in your success.<br><br>If you’re unfamiliar with [company], our solution helps businesses in [prospect company's] space with three main goals:</p> <ul> <li>[Goal #1]</li> <li>[Goal #2]</li> <li>[Goal #3]</li> </ul> <p>Are you free in the next few days for a call to discuss [prospect company's] strategy for [business area]?</p> <p>Best,<br>[Your name]</p> </div> <div class="wt-blog__email-ui__foot"> <img src="https://blog.hubspot.com/hs-fs/hubfs/00-Blog-Related_Images/send-now-hubspot-sales-bar.png?width=1000&amp;name=send-now-hubspot-sales-bar.png" alt="send-now-hubspot-sales-bar" width="1000"> </div> </div> <h3>2. If They Visited Your Site</h3> <p>Based on the prospect's browsing behavior, you know they're interested in -- maybe even seriously evaluating -- your solution. Position yourself as a trusted advisor who can walk them through the decision making process and answer questions as they arise.</p> <div class="wt-blog__email-ui"> <div class="wt-blog__email-ui__head"> Resource for [business area] questions </div> <div class="wt-blog__email-ui__body"> <p>Hi [prospect name],</p> <p>I'm sending this note to introduce myself as your resource here at [company]. I work with small businesses in [prospect company's] space, and noticed that your colleagues had stopped by our website in the past.</p> <p>This inspired me to spend a few minutes on your site to gain a better understanding of how you are [handling strategy for busines area]. In doing so, I noticed a few areas of opportunity and felt compelled to reach out to you directly.</p> <p>[Company] is working with similar companies in your industry, such as X, helping them [accomplish Y], while providing them with the tools to [manage Z].</p> <p>When do you have 15 minutes to connect today?</p> <p>Please also feel free to book time directly onto my calendar here: [Meetings link].</p> <p>Thanks,<br>[Your name]</p> </div> <div class="wt-blog__email-ui__foot"> <img src="https://blog.hubspot.com/hs-fs/hubfs/00-Blog-Related_Images/send-now-hubspot-sales-bar.png?width=1000&amp;name=send-now-hubspot-sales-bar.png" alt="send-now-hubspot-sales-bar" width="1000"> </div> </div> <h3>3. If You're a Stranger to Them</h3> <div class="wt-blog__email-ui"> <div class="wt-blog__email-ui__head"> 26 seconds (or less) </div> <div class="wt-blog__email-ui__body"> <p>Hi [prospect name]</p> <p>I'll keep this short and sweet to make the 26 seconds it takes to read this worth your time (yes, I timed it.)</p> <p>As a [job title] at [company], I get to speak with people like you about [achieving X]. [Prospect company] is on my radar because we've helped a lot of companies in [X space] with [business area].</p> <p>Could we schedule a 15 to 20-minute call to discuss your strategy for Y -- what excites you, which challenges you see, and how you envision your plan changing down the road? Even if you decide not to continue the conversation after our call, you'll leave with some advice for [business area] that will make an immediate impact.</p> <p>Best,<br>[Your name]</p> </div> <div class="wt-blog__email-ui__foot"> <img src="https://blog.hubspot.com/hs-fs/hubfs/00-Blog-Related_Images/send-now-hubspot-sales-bar.png?width=1000&amp;name=send-now-hubspot-sales-bar.png" alt="send-now-hubspot-sales-bar" width="1000"> </div> </div> <h3>4. If You Just Called Them</h3> <p>Use a quick email to reinforce the voicemail you just left.</p> <div class="wt-blog__email-ui"> <div class="wt-blog__email-ui__head"> [prospect name] -- just gave you a ring </div> <div class="wt-blog__email-ui__body"> <p>[Name],</p> <p>Saw that you were checking out [product], and wanted to give you a quick shout after checking out the [prospect company] site. The last thing I want to do is waste your time or mine, but I thought it would be helpful to quickly speak and learn a bit more about what you hope to get from [product, and share some best practices.</p> <p>Most of our successful users will have a quick set up like this to get things started in the right direction.</p> <p>Is there a good time for you today or the next few days? You can book some time directly on my calendar here: [Meetings link].</p> <p>Best,<br>[Your name]</p> <p>P.S. Thought you might like this as well while getting started:</p> <ul> <li>[Helpful link #1]</li> <li>[Helpful link #2]</li> </ul> </div> <div class="wt-blog__email-ui__foot"> <img src="https://blog.hubspot.com/hs-fs/hubfs/00-Blog-Related_Images/send-now-hubspot-sales-bar.png?width=1000&amp;name=send-now-hubspot-sales-bar.png" alt="send-now-hubspot-sales-bar" width="1000"> </div> </div> <h3>5. If There's Been a Trigger Event</h3> <p>Strike while the iron is hot. A trigger event gives you a compelling reason to reach out, boosts your credibility (you clearly pay attention to what's happening in the space), and establishes urgency.</p> <div class="wt-blog__email-ui"> <div class="wt-blog__email-ui__head"> [Congrats on X, connection to Y] </div> <div class="wt-blog__email-ui__body"> <p>Hi [prospect name],</p> <p>Your [LinkedIn description, company’s recognition in the Inc. 500, connection with XYZ colleague] inspired me to reach out. Other staffing firms like A, B, and C leverage [product] to [accomplish X and Y].<br><br>Within six months of working with [company], client [saw X results]. I’d be happy to share a few ideas about how [prospect company] could accomplish the same.</p> <p>If you’re open to it, when would be a convenient time to chat? Say, [XYZ time]?</p> <p>[Your name]</p> </div> <div class="wt-blog__email-ui__foot"> <img src="https://blog.hubspot.com/hs-fs/hubfs/00-Blog-Related_Images/send-now-hubspot-sales-bar.png?width=1000&amp;name=send-now-hubspot-sales-bar.png" alt="send-now-hubspot-sales-bar" width="1000"> </div> </div> <h3>6. If They Requested a Demo</h3> <p>This email helps you establish a relationship with the prospect and set the right expectations for the process. If they're not prepared for a discussion of their company and objectives before the nuts-and-bolts product talk, they might become impatient.</p> <div class="wt-blog__email-ui"> <div class="wt-blog__email-ui__head"> Showing you around [product] </div> <div class="wt-blog__email-ui__body"> <p>Hi [prospect name],</p> <p>I noticed you requested a demo of [product]. I work with companies in your area, and my goal is to be helpful during your evaluation process.</p> <p>Our demos are two parts. The first is a conversation focused around helping me to understand what you're hoping [company] can help with, as well as your strategy and goals in general, so then I can customize your demo accordingly.</p> <p>To get started, you can book time on my calendar here: [Meetings link].</p> <p>Looking forward to connecting,<br>[Your name]</p> </div> <div class="wt-blog__email-ui__foot"> <img src="https://blog.hubspot.com/hs-fs/hubfs/00-Blog-Related_Images/send-now-hubspot-sales-bar.png?width=1000&amp;name=send-now-hubspot-sales-bar.png" alt="send-now-hubspot-sales-bar" width="1000"> </div> </div> <h3>7. If They're Using Your Free Tool or a Trial Version of Your Product</h3> <p>Help your prospect get maximum utility out of their free sign-up or trial. Not only will this help them see the value of your product, it also lets you influence their purchasing criteria.</p> <div class="wt-blog__email-ui"> <div class="wt-blog__email-ui__head"> X people on your team using [product] </div> <div class="wt-blog__email-ui__body"> <p>Hi [prospect name]<br><br>Saw that [prospect company] is using [tool] and your team currently has [X number of] people accomplishing [Y]. I'm happy to share some best practices related to our products with you and the team. There are also a number of features we use with [product], that might be helpful for you or some colleagues. Also noticed [unique aspect of business].</p> <p>Please pick a time on my calendar that works best for you and I'll follow up: [Meetings link].</p> <p>- [Your name]</p> </div> <div class="wt-blog__email-ui__foot"> <img src="https://blog.hubspot.com/hs-fs/hubfs/00-Blog-Related_Images/send-now-hubspot-sales-bar.png?width=1000&amp;name=send-now-hubspot-sales-bar.png" alt="send-now-hubspot-sales-bar" width="1000"> </div> </div> <h3>8. If They Opened Your Email But Never Replied</h3> <p>The prospect is interested in learning more -- after all, they read your message -- but they're either too busy to respond or not interested <em>enough</em>. Get the conversation going again with an explanation of your company's solution and an offer to give them a demo.</p> <div class="wt-blog__email-ui"> <div class="wt-blog__email-ui__head"> Helping your team accomplish x </div> <div class="wt-blog__email-ui__body"> <p>Following up on my last email, I wanted to see if [increasing X, decreasing Y] was something you'd be interested in discussing. <br><br>[Company] offers tools for [business area] that include the following:</p> <ul> <li>[Feature #1 and why it's helpful]</li> <li>[Feature #2 and why it's helpful]</li> <li>[Feature #3 and why it's helpful]</li> </ul> <p>I'd be happy to give you a brief walk-through of the tools so you can evaluate whether there might be a broader application to leverage these tools at your company.</p> <p>What do you think?<br>[Your name]</p> </div> <div class="wt-blog__email-ui__foot"> <img src="https://blog.hubspot.com/hs-fs/hubfs/00-Blog-Related_Images/send-now-hubspot-sales-bar.png?width=1000&amp;name=send-now-hubspot-sales-bar.png" alt="send-now-hubspot-sales-bar" width="1000"> </div> </div> <h3>9. If They Still Don't Respond</h3> <p>Heard nothing? Before you give up on this prospect, send a few more resources their way. You'll add value while simultaneously reminding them your tool might be able to solve a pressing pain point -- as it has for their competitors.</p> <div class="wt-blog__email-ui"> <div class="wt-blog__email-ui__head"> Resources used by [competitor #1] and [competitor #2] </div> <div class="wt-blog__email-ui__body"> <p>Hi [prospect name]</p> <p>Following on my previous email, as they have a tendency to slip through the cracks. At the very least, I wanted to provide you with the top resources that your peers at other [prospect's industry] companies found helpful:</p> <ul> <li>[Helpful link]</li> <li>[Case study]</li> </ul> <p>Would it be helpful if we scheduled 15-20 minutes to discuss how some of these topics may align with [prospect company's] 2017 strategy? Just book some time on my calendar here: [Meetings link]</p> <p>[Your name]</p> </div> <div class="wt-blog__email-ui__foot"> <img src="https://blog.hubspot.com/hs-fs/hubfs/00-Blog-Related_Images/send-now-hubspot-sales-bar.png?width=1000&amp;name=send-now-hubspot-sales-bar.png" alt="send-now-hubspot-sales-bar" width="1000"> </div> </div> <h3>10. If They Went Dark</h3> <p>This light-hearted email gives the buyer a chance to change their mind. It's a great way to reengage them without using a guilt trip.</p> <div class="wt-blog__email-ui"> <div class="wt-blog__email-ui__head"> Not as bad as an awkward first date </div> <div class="wt-blog__email-ui__body"> <p>Hi [prospect name],<br><br>But it still stings :( Sounds like we weren't meant for each other. But I wanted to reach out to you one last time. I have a few suggestions on how [prospect company] can [accomplish X and Y]. If I don't hear back, I'll assume that the timing isn't right.<br><br>In the meantime, here are two [links, resources] I thought you might [enjoy, find value in] because [reason why they're relevant]:</p> <ul> <li>[Link #1]</li> <li>[Link #2]</li> </ul> <p>Best,<br>[Your name]</p> </div> <div class="wt-blog__email-ui__foot"> <img src="https://blog.hubspot.com/hs-fs/hubfs/00-Blog-Related_Images/send-now-hubspot-sales-bar.png?width=1000&amp;name=send-now-hubspot-sales-bar.png" alt="send-now-hubspot-sales-bar" width="1000"> </div> </div> <p>These templates are proven to get results, so what are you waiting for? Incorporate them into your prospecting strategy today.</p> <h2>More Email Templates</h2> <p>These don't have the impressive&nbsp;open rates of their brethren above, but they're still helpful templates to turn to when you need a little help.</p> <h3>11. If You Want to Build Rapport</h3> <p>Let's say your conversation has stalled a bit and you want to keep the momentum going without being too pushy. Try a rapport-building approach.</p> <p>It requires you to know a little about the person you're sending an email to -- just another reason why it's important to get to know your prospect in your initial outreach and discover calls.</p> <div class="wt-blog__email-ui"> <div class="wt-blog__email-ui__head"> [Location, activity, or interest] recommendations? </div> <div class="wt-blog__email-ui__body"> <p>Hi [prospect name],</p> <p>In our last call, you mentioned your interest in [insert interest area]. I was curious what advice you'd have for someone just getting started in [interest area]?</p> <p>Thanks,<br>[Your name]</p> </div> <div class="wt-blog__email-ui__foot"> <img src="https://blog.hubspot.com/hs-fs/hubfs/00-Blog-Related_Images/send-now-hubspot-sales-bar.png?width=1000&amp;name=send-now-hubspot-sales-bar.png" alt="send-now-hubspot-sales-bar" width="1000"> </div> </div> <p>Don't include a business-related ask in this email. Once you get a response, your reply can include an ask that steers the conversation back to the deal in question.</p> <h3>12. If You Need Them to Take Action</h3> <p>Sometimes you've spent so much time on a deal that you simply need to know if the prospect is interested in moving forward. If they keep rescheduling meetings, missing calls, or pushing for a longer discovery period, it might be time to cut to the chase.</p> <div class="wt-blog__email-ui"> <div class="wt-blog__email-ui__head"> Where do we stand? </div> <div class="wt-blog__email-ui__body"> <p>Hello [prospect name],</p> <p>We've been unable to connect for a few weeks now, and that usually means one of two thing:</p> <ol> <li>Either this isn't a priority for you and your company at the moment</li> <li>You've been busy and we should keep trying to connect</li> </ol> <p>If the answer is option one, I won't take up any more of your time. If the answer is option two, do you have time to connect tomorrow?</p> <p>Thanks,<br>[Your name]</p> </div> <div class="wt-blog__email-ui__foot"> <img src="https://blog.hubspot.com/hs-fs/hubfs/00-Blog-Related_Images/send-now-hubspot-sales-bar.png?width=1000&amp;name=send-now-hubspot-sales-bar.png" alt="send-now-hubspot-sales-bar" width="1000"> </div> </div> <p>Email templates can make a salesperson's life so much easier. Need a few more? Check out these <a href="/sales/sales-prospecting-email-templates-you-can-start-using-today">sales prospecting email templates</a>, these templates for <a href="/sales/end-of-month-sales-email-templates">boosting end-of-month sales</a>, or these <a href="/sales/unconventional-sales-email-templates">funny templates real salespeople use</a>.</p> <p><a class="cta_button" href="https://www.hubspot.com/cs/ci/?pg=dad1fbc0-d801-4918-90c6-a163306bde24&amp;pid=53&amp;ecid=&amp;hseid=&amp;hsic="><img class="hs-cta-img " style="border-width: 0px; /*hs-extra-styles*/; " alt="New Call-to-Action" src="https://no-cache.hubspot.com/cta/default/53/dad1fbc0-d801-4918-90c6-a163306bde24.png"></a></p> <p></p> <img src="https://track.hubspot.com/__ptq.gif?a=53&amp;k=14&amp;r=https%3A%2F%2Fblog.hubspot.com%2Fsales%2Fsales-email-templates-from-hubspot-reps&amp;bu=https%253A%252F%252Fblog.hubspot.com%252Fsales&amp;bvt=rss" alt="" width="1" height="1" style="min-height:1px!important;width:1px!important;border-width:0!important;margin-top:0!important;margin-bottom:0!important;margin-right:0!important;margin-left:0!important;padding-top:0!important;padding-bottom:0!important;padding-right:0!important;padding-left:0!important; "> Marketing cloud startup Zeta Global is acquiring the assets of bankrupt ad-tech firm Sizmek to help marketers run campaigns with first-party data https://www.businessinsider.com/zeta-global-is-acquiring-bankrupt-ad-tech-firm-sizmek-2019-4 BREAKING NEWS: Advertising urn:uuid:d4efa261-fccf-a4d1-f88f-a768c9d35941 Fri, 19 Apr 2019 18:56:03 +0000 <p><img src="https://static1.businessinsider.com/image/5cba21ddb8342c3e3d6ce443-2400/zeta global david steinberg.jpg" border="0" alt="Zeta Global David Steinberg" data-mce-source="Zeta Global" data-mce-caption="Zeta Global founder CEO David Steinberg" /></p><p></p> <ul class="summary-list"> <li><strong>Marketing tech firm Zeta Global plans to acquire ad-tech firm Sizmek for a reported $40 million.</strong></li> <li><strong>Sizmek is a notable ad-tech company that struggled to stay profitable and recently filed for bankruptcy protection.</strong></li> <li><strong>Zeta Global CEO David Steinberg said that the plan is to plug brands' first-party data into Sizmek to help agencies cut costs by 20% to 25%.</strong></li> </ul> <p>After Sizmek filed for bankruptcy last month, many ad-tech observers wondered what would happen to it. It turns out, a new owner is lined up.</p> <p>In a court filing on Friday, Zeta Global stated it plans to acquire ad-tech assets from Sizmek for between $33 to $36 million. One source with direct knowledge of the situation said price of the deal is closer to $40 million.</p> <p>Sizmek, which provides advertisers with ad-server technology, has struggled in the shadow of Google and a bumpy acquisition of ad-tech firm RocketFuel.</p> <p>When it <a href="https://www.warc.com/newsandopinion/news/sizmek_bankruptcy_an_ad_tech_sector_under_pressure/41882">filed for bankruptcy protection in March,</a> it owed millions to companies like OpenX, Index Exchange and PubMatic.</p> <p>Zeta Global has already acquired <a href="https://www.adweek.com/digital/marketing-technology-firm-zeta-global-raises-140-million-to-take-on-giants-like-salesforce-and-oracle/">a handful of ad-tech companies</a> in the past and has raised $380 million.</p> <p>David Steinberg, CEO of Zeta Global, said the firm started approaching Sizmek the day after it declared bankruptcy. The acquisition is under court review until a hearing takes place on April 29.</p> <p>Zeta Global is buying two parts of Sizmek's business: The RocketFuel demand-side platform that helps advertisers buy programmatic ads and a data-management platform. Steinberg said the idea is to take Zeta Global's database of roughly 500 audiences that advertisers use for targeting and plug them into RocketFuel, which will in theory give agencies access to reams of first-party data to do campaign targeting for free.</p> <p>He estimated that the deal would cut marketers' costs for agencies by 20% to 25% because advertisers won't be paying third parties for data, though the firm will not be cutting off access to outside data sources.</p> <p>"This is the largest opportunity deal we've ever done," he told Business Insider. "Other deals that we've done are more niche &mdash; this is a blue ocean opportunity for Zeta. It's an opportunity to take our data and change how the programmatic ecosystem operates."</p> <p>Under the pending deal, 200 Sizmek employees from the demand-side and data-management platform business&nbsp;will move into Zeta Global's offices in New York, California and London.</p><p><a href="https://www.businessinsider.com/zeta-global-is-acquiring-bankrupt-ad-tech-firm-sizmek-2019-4#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/google-stadia-video-game-streaming-platform-console-event-watch-2019-3">Watch Google's Stadia video-game-platform event in 5 minutes</a></p> Opinion: Here's the solution to bad TV ads https://adage.com/article/opinion/opinion-heres-solution-bad-tv-ads/2165631 BREAKING NEWS: Advertising urn:uuid:81306cd0-4676-d5b4-b797-6f8b4c651a32 Fri, 19 Apr 2019 18:06:26 +0000 <img src="https://s3-prod.adage.com/s3fs-public/styles/width_300/public/kallman.jpeg"/><p>I think it was Jeff Goodby who used to write about asking his cab drivers what commercials they liked. It was a good way of taking the pulse of the people for someone living in the middle of adland. So, recently I decided to do the same with my Uber drivers.</p> <p>“What commercials did you like?”</p> <p>“None of them,” said the first driver.</p> <p>“They’re all horrible…no offense,” offered another.</p> <p>Sadly, it’s pretty much true. Agencies today are so caught up in chasing the next big thing that the industry is letting the craft of creating commercials that people like, remember, talk about and share simply die off. Most advertising agencies are now focusing the majority of their creativity and effort on innovations, social stunts and PR pushes. And while all are pieces of the puzzle, these same agencies are making endless video assets for TV and social media–their marquee product, viewed by millions--that not only aren't good, they’re rarely even noticed.</p> <p>Over the past decade, we’ve seen data provide marketers with more information than ever to help guide their decisions. But somewhere in the middle of all this progress, emphasis has been taken off of the creative output itself. Agencies are using data and strategy to win and retain clients, while neglecting the very product they provide.</p> <p>So, what exactly are marketers supposed to do? Knowing that video continues to be the most powerful and effective engagement tool at scale, why is it so challenging and rare for an agency to make a good commercial these days?</p> <p>The solution is for clients to begin doing what great creative agencies have always done: follow the talent.</p> <p>Agencies don’t “get hot” and suddenly become good at making commercials for a few years and then forget how to do it. The individuals that think up and make the ads arrive, make some do good work, and eventually depart.</p> <p>A commercial is usually the creative product of three individuals. A copywriter and art director team working under a creative director. And creative directors who can consistently produce effective commercials that people not only notice, but actually like and remember are rare.</p> <p>If you’re hiring an ad agency in 2019, your focus should be on the people who will be thinking up and making the product you’re paying for. Evaluating the output of an entire ad agency that you are considering giving your business to would be incredibly misleading. Just because that agency won some Lions and Effies in the past&nbsp;doesn’t mean those same talented people will be working on your business, or are even still at the agency.</p> <p>Take a look at the career output of the individual creative directors who would be working on your business, and not just at what they’ve made at their current agency. Is their work good? If so, is it good consistently? Be leery if their work was only good at one previous stop in their career, or if they haven’t done good work in recent years. Both are telling red flags. Also, you should meet them. And not just during a pitch, but to decide if their agency should even be included in the first place.</p> <p>Of course, an agency’s larger team is important as well. But remember, a larger team doesn’t think up and go make the ads you run. A couple of creatives do.</p> <p>It’s not unlike a really excellent restaurant. It's a really good chef, not a convincing wait staff that talks you into liking bad food.&nbsp; And remember, you’re the one paying for dinner. &nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> How National Public Radio reinvented itself for an on-demand audience https://marketingland.com/how-national-public-radio-reinvented-itself-for-an-on-demand-audience-259729 Marketing Land - Internet Marketing News, Strategies &amp; Tips urn:uuid:c52e1846-21df-da40-1eef-b5221729e641 Fri, 19 Apr 2019 12:22:53 +0000 At MarTech West, NPR's Meg Goldthwaite highlighted how agile the news organization has become in developing different listening formats for their popular content as voice-enabled devices have grown. The post How National Public Radio reinvented itself for an on-demand audience appeared first on...<br/> <br/> Please visit Marketing Land for the full article.<div class="feedflare"> <a href="http://feeds.marketingland.com/~ff/mktingland?a=M9I-3TRNsEs:7u05XpWiAyU:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/mktingland?d=yIl2AUoC8zA" border="0"></img></a> <a href="http://feeds.marketingland.com/~ff/mktingland?a=M9I-3TRNsEs:7u05XpWiAyU:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/mktingland?d=qj6IDK7rITs" border="0"></img></a> </div><img src="http://feeds.feedburner.com/~r/mktingland/~4/M9I-3TRNsEs" height="1" width="1" alt=""/> Why Content ‘Tactics’ Fail You & How to Become Relevant by @jamarketer http://tracking.feedpress.it/link/13962/11275275 Search Engine Journal urn:uuid:eca2ec97-ad0b-74e2-95da-8e7796a18a70 Fri, 19 Apr 2019 12:45:26 +0000 <p>Content tactics promise game-changing results. But most die hard and fast. Here's how to become relevant without them.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/why-content-tactics-fail/303937/">Why Content &#8216;Tactics&#8217; Fail You &#038; How to Become Relevant by @jamarketer</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/11275275.gif" height="1" width="1"/> Cadbury promotes ‘grown up’ Darkmilk chocolate with 80s stars Jason Donovan and Kim Wilde https://www.thedrum.com/news/2019/04/19/cadbury-promotes-grown-up-darkmilk-chocolate-with-80s-stars-jason-donovan-and-kim The Drum - News urn:uuid:27604dc8-896b-054f-31bc-98a522955f87 Fri, 19 Apr 2019 11:22:00 +0000 <p>Do you remember Jason Donovan and Kim Wilde from the 80s? <a href="https://www.thedrum.com/topics/cadbury-0">Cadbury</a> is banking on your nostalgic knowledge to promote its new Cadbury Darkmilk bar.</p> <p>Cadbury has unveiled a nostalgic campaign to celebrate all things ‘grown up’ with 80s and 90s icons Jason Donovan and Kim Wilde to speak directly to those familiar with pop culture from both decades – and invite them to try out the new chocolate bar.</p> <p>The campaign speaks “solely to those” who remember Jason’s mullet from his Neighbours and early pop star days (and the ‘wedding of the decade’ with Kylie Minogue) or who know all the words to Wilde’s number one hit, Kids in America. All the while playfully nodding to those who don’t.  </p> <p>Cadbury Darkmilk is touted as the richest and creamiest bar Cadbury has ever made. The launch marks the first time in 20 years that Cadbury has developed a completely new type of chocolate.</p> <p>The first burst of TV, which airs on 20 April during ‘The Durrell’s’ and ‘Victoria’, sees Donovan and Wilde explain how the new taste of Cadbury Darkmilk has been made especially for people who are ‘a bit grown up’ – with various nods to pop culture references of yesteryear, only familiar to those who were a part of these defining decades.</p> <p>Throughout the last week of April, Dark Milk will have a presence in Coronation Street and Emmerdale on ITV1, First Dates and When I Grow Up on Channel 4. While the ad will also make an appearance during Neighbours on 5TV, on 26 April.</p> <p>Accompanying the TVC will be a series of short playful films for digital and social channels, using ‘behind the scenes’ footage from the TV shoot. These clips show crew staff in their teens and 20s clearly failing to recognise Donovan in person. In addition, there will be a heavy digital, social, PR and sampling of five million bars to support.</p> <p>Peter Seymour, Cadbury’s category director of chocolate for Northern Europe, said: “We know our audience are looking for a new and more grown up taste when it comes to chocolate so we’ve introduced Cadbury Darkmilk to give a rich and creamy alternative for a delicious chocolate treat. To match this, our films bring our grown-up audience face to face with iconic stars of their younger years who are sharing some of those classic memories that brought us all together back in the day.”</p> <p>Chris Birch and Jonny Parker, creative directors, <a href="https://www.thedrum.com/topics/vccp-1">VCCP</a> stated: “Darkmilk is for people who remember recording the top 40 on cassette and wearing naf naf jeans. So, we thought it’d be brilliant to use the people they used to have on their bedroom wall to introduce Darkmilk to them – y'know, now that they’re all grown up and that.” </p> <p>See the work by clicking on the Creative Works box below.</p> <div class="multimedia" contenteditable="false" entity-bundle="creative_showcase" entity-id="26627" entity-type="news_components" select="Creative Showcase"> <div class="multimedia-content" id="multimedia-content"> <div class="dialog_preview" contenteditable="false"> <div class="top"> <h3 class="title">: 'It's a bit grown up'</h3> </div> <div class="agency"><b>Agency:</b></div> <div class="client"><b>Client:</b></div> <div class="date"><b>Date:</b> April 2019</div> <div class="description"> <div>Do you remember Jason Donovan and Kim Wilde from the 80s? Cadbury is banking on your nostalgic knowledge to promote its new Cadbury Darkmilk bar.</div> <div>Cadbury has unveiled a nostalgic campaign to celebrate all things ‘grown up’ with 80s and 90s icons Jason Donovan and Kim Wilde to speak directly to those familiar with pop culture from both decades – and invite them to try out the new chocolate bar.</div> <div>The campaign speaks “solely to those” who remember Jason’s mullet from his Neighbours and early pop star days (and the wedding of the decade) or who know all the words to Wilde’s number one hit, Kids in America. All the while playfully nodding to those who don’t.  </div> <div>The launch marks the first time in 20 years that Cadbury has developed a completely new type of chocolate.</div> <div>The first burst of TV, which airs on 20 April during ‘The Durrell’s’ and ‘Victoria’, sees Donovan and Wilde explain how the new taste of Cadbury Darkmilk has been made especially for people who are ‘a bit grown up’ – with various nods to pop culture references of yesteryear, only familiar to those who were a part of these defining decades.</div> </div> <div class="additional_credits"><b>Credits:</b><br />   <div> </div> <div>Agency</div> <div>VCCP</div> <div>PR Agency</div> <div>Golin</div> <div>Client</div> <div>Cadbury</div> <div>Agency contact and title</div> <div>Matt Smith - Business Director</div> <div>Catherine Tilley - Senior Account Manager</div> <div>Client name and title</div> <div>Peter Seymour, Category Director of Chocolate for Northern Europe</div> <div>Ben Wicks – Global Brand Director</div> <div>Benazir Barlet-Batada - Associate Marketing Director</div> <div>Kate Wall - Marketing Manager</div> <div>Laura Gray - Brand Manager</div> <div>Creative Director</div> <div>Chris Birch</div> <div>Jonathan Parker</div> <div>Talent Broker</div> <div>The Bourne Consultancy</div> <div>Copywriter</div> <div>Peter Reid</div> <div>Art director</div> <div>Rob Ellis</div> <div>TV Producer</div> <div>Ed Mueller</div> <div>Planning Director</div> <div>Sophie Kerbegian</div> <div>Planner</div> <div>Hannah Martin</div> <div>Designer*</div> <div>August Campbell</div> <div>Media agency</div> <div>Carat</div> <div>Production company***</div> <div>Academy</div> <div>Director</div> <div>Vince Squibb</div> <div>Cinematography</div> <div>Stuart Bentley</div> <div>Producer</div> <div>Tom Cartwright</div> <div>Audio Post Production</div> <div>Parv @ Wave</div> <div>Colourist</div> <div>Seamus O’Kane @ The Mill</div> <div>Post Production</div> <div>Freefolk</div> <div>Exposure (media channels)</div> <div>TV, VOD, Digital, Social with product focus outdoor</div> </div> <div class="tags"><b>Tags:</b> UK</div> <div class="clearfix"> </div> <div class="slide"> <div class="media"> <div class="media-youtube-video media-youtube-1"> <iframe allowfullscreen="" class="media-youtube-player" frameborder="0" height="374" src="//www.youtube.com/embed/Prf5vn6oVn4?wmode=opaque" title="Cadbury Darkmilk. It’s a bit grown up - UK (Kim 30s TruView)" width="498">Video of Cadbury Darkmilk. It&amp;amp;amp;amp;amp;rsquo;s a bit grown up - UK (Kim 30s TruView)</iframe></div> </div> <div class="clearfix"> </div> </div> <div class="slide"> <div class="media"> <div class="media-youtube-video media-youtube-2"> <iframe allowfullscreen="" class="media-youtube-player" frameborder="0" height="374" src="//www.youtube.com/embed/HIaevcHoxfw?wmode=opaque" title="Cadbury Darkmilk. It’s a bit grown up - UK (JD 30s TruView)" width="498">Video of Cadbury Darkmilk. It&amp;amp;amp;amp;amp;rsquo;s a bit grown up - UK (JD 30s TruView)</iframe></div> </div> <div class="clearfix"> </div> </div> <div class="slide"> <div class="media"> <div class="media-youtube-video media-youtube-3"> <iframe allowfullscreen="" class="media-youtube-player" frameborder="0" height="374" src="//www.youtube.com/embed/uQ4GYygzCtQ?wmode=opaque" title="Cadbury Darkmilk. It’s a bit grown up (Trueview 6s)" width="498">Video of Cadbury Darkmilk. It&amp;amp;amp;amp;amp;rsquo;s a bit grown up (Trueview 6s)</iframe></div> </div> <div class="clearfix"> </div> </div> <div class="slide"> <div class="media"> <div class="media-youtube-video media-youtube-4"> <iframe allowfullscreen="" class="media-youtube-player" frameborder="0" height="374" src="//www.youtube.com/embed/ZcuHwTRaIi0?wmode=opaque" title="Cadbury Darkmilk. It’s a bit grown up - UK (JD 6s Chair)" width="498">Video of Cadbury Darkmilk. It&amp;amp;amp;amp;amp;rsquo;s a bit grown up - UK (JD 6s Chair)</iframe></div> </div> <div class="clearfix"> </div> </div> <div class="slide"> <div class="media"> <div class="media-youtube-video media-youtube-5"> <iframe allowfullscreen="" class="media-youtube-player" frameborder="0" height="374" src="//www.youtube.com/embed/lh8BFY-ebwM?wmode=opaque" title="Cadbury Darkmilk. It’s a bit grown up - UK (Kim 6s 80s)" width="498">Video of Cadbury Darkmilk. It&amp;amp;amp;amp;amp;rsquo;s a bit grown up - UK (Kim 6s 80s)</iframe></div> </div> <div class="clearfix"> </div> </div> <div class="clearfix"> </div> </div> <div class="loading">Loading...</div> </div> </div> <p> </p> What Are Email Whitelists, & How Do You Get On Them https://blog.hubspot.com/marketing/email-whitelist Inbound Hub | Marketing urn:uuid:969e4e56-6bc4-f86a-65eb-2dc19c1cf806 Fri, 19 Apr 2019 11:00:00 +0000 <div class="hs-featured-image-wrapper"> <a href="https://blog.hubspot.com/marketing/email-whitelist" title="" class="hs-featured-image-link"> <img src="https://blog.hubspot.com/hubfs/email-whitelists.jpg" alt="email-whitelists" class="hs-featured-image" style="width:auto !important; max-width:50%; float:left; margin:0 15px 15px 0;"> </a> </div> <p>A few weeks ago, I planned a trip to Charlotte. I booked my flights, and the <em>day</em> before I was supposed to leave, I tried to find my confirmation email.</p> <p>A few weeks ago, I planned a trip to Charlotte. I booked my flights, and the <em>day</em> before I was supposed to leave, I tried to find my confirmation email.</p> <p>I couldn't find it anywhere. Panicking, I called the airline. "Ma'am, your payment was denied. We emailed you about this."</p> <p>Very quickly, I learned the importance of email whitelists.</p> <p>Fortunately, I was able to book another flight. However, this didn't save me from the stress or frustration I felt at the airline for being unable to contact me any other way.</p> <p>At the end of the day, you don't want a similar experience to happen to your customers. And, as a marketer, nothing is more frustrating than realizing your email marketing tactics, meant to engage and delight new prospects, aren't working simply because they aren't being delivered to your prospects' inboxes.</p> <p>Here, we'll explain what email whitelists are, and how you can ensure your company is on the whitelists of your email recipients.</p> <a class="cta_button" href="https://www.hubspot.com/cs/ci/?pg=53e8428a-29a5-4225-a6ea-bca8ef991c19&amp;pid=53&amp;ecid=&amp;hseid=&amp;hsic="><img class="hs-cta-img " style="border-width: 0px; /*hs-extra-styles*/; margin: 0 auto; display: block; margin-top: 20px; margin-bottom: 20px" alt="Click here to download our free beginner's guide to email marketing." src="https://no-cache.hubspot.com/cta/default/53/53e8428a-29a5-4225-a6ea-bca8ef991c19.png" align="middle"></a> <h2><strong>How To Get On Your Email Subscribers' Whitelists</strong></h2> <p>To get on your email subscribers' whitelists, you can ask your subscribers to whitelist your email address.</p> <p>There are a few different ways to ask subscribers to whitelist your email address. First, you might simply send the following message:</p> <p><em>"To be sure our emails always make it to your inbox, please add us to your email whitelist."</em></p> <p>To make it easier for your recipient, you might also want to incorporate steps to do so. To add someone to a whitelist, your subscriber simply needs to add you as a contact. To make the process simple, you can include instructions in your email, like this:</p> <p><em>"To be sure our emails always make it to your inbox, please add us as a contact. If you have a Gmail account, follow <a href="https://support.google.com/contacts/answer/1069522?co=GENIE.Platform%3DDesktop&amp;hl=en">these instructions</a>. Alternatively, if you use Apple Mail, click here."</em></p> <p>You can add instructions for any email provider, including <a href="https://support.office.com/en-us/article/add-a-contact-e1dc4548-3bd6-4644-aecd-47b5728f7b0d">Outlook</a>, <a href="https://help.yahoo.com/kb/SLN15907.html">Yahoo</a>, or <a href="https://support.google.com/contacts/answer/1069522?co=GENIE.Platform%3DAndroid&amp;hl=en-GB">Android</a> -- this largely depends on the typical provider your recipients use.</p> <p>However, perhaps you don't want to ask outright if recipients can add you to their whitelists. An alternative to the above message might simply be asking recipients to add you as a contact.</p> <p>For instance, United Airlines sends the following message, asking recipients to add United to their contact list <em>and </em>explaining why it's critical they do so:</p> <div> <img src="https://lh5.googleusercontent.com/NssLV3oRiErsjQT5AxatnAyGrtOGo7684bvi2THIR0aFWjRTPX45iX7SbH74kblP3QDJUfB0aPwRGCdt_lQ0671Krt4LJQv6hJvlM4oPp1Zy02ofSlVbydpOrnx4tylr-C37Af74" alt=""> </div> <p><span style="font-size: 11px;"><em>Image source: </em><a href="https://blog.aweber.com/email-deliverability/whitelisting-ever-too-late.htm">AWeber</a></span><em><span style="font-size: 11px;">.</span> </em></p> <p>You might use your own flair and brand voice to craft a compelling email message. Ideally, you'd include this message in the first email you send new subscribers, since it might be frustrating for recipients who have already successfully received your emails in the past to randomly receive an email instructing them to add you to their contact list.</p> <p>Additionally, you can help mitigate the possibility that your recipients' email providers mistake your emails as spam by following <a href="/marketing/email-marketing-guide?_ga=2.168089637.567721879.1555430872-644648569.1551722047">email marketing best practices</a>.</p> <p>Finally, if you're a HubSpot customer and your contacts aren't receiving marketing emails from your HubSpot account, there are <a href="https://knowledge.hubspot.com/articles/kcs_article/email/contacts-not-receiving-your-marketing-emails?_ga=2.168089637.567721879.1555430872-644648569.1551722047">several steps you can take</a> to ensure your emails are delivered to your subscribers' inboxes.</p> <p><a class="cta_button" href="https://www.hubspot.com/cs/ci/?pg=94d5166e-0d08-4dd1-b186-c7a4799e92b0&amp;pid=53&amp;ecid=&amp;hseid=&amp;hsic="><img class="hs-cta-img " style="border-width: 0px; /*hs-extra-styles*/; " alt="New Call-to-action" src="https://no-cache.hubspot.com/cta/default/53/94d5166e-0d08-4dd1-b186-c7a4799e92b0.png"></a></p> <p></p> <img src="https://track.hubspot.com/__ptq.gif?a=53&amp;k=14&amp;r=https%3A%2F%2Fblog.hubspot.com%2Fmarketing%2Femail-whitelist&amp;bu=https%253A%252F%252Fblog.hubspot.com%252Fmarketing&amp;bvt=rss" alt="" width="1" height="1" style="min-height:1px!important;width:1px!important;border-width:0!important;margin-top:0!important;margin-bottom:0!important;margin-right:0!important;margin-left:0!important;padding-top:0!important;padding-bottom:0!important;padding-right:0!important;padding-left:0!important; "> PHD Leaves Competitors Dazed & Confused at Wide Eye Film Quiz https://www.adworld.ie/2019/04/18/phd-leaves-competitors-dazed-confused-at-wide-eye-film-quiz/ BREAKING NEWS: Advertising urn:uuid:c481926f-9fc7-731c-8ef7-df3e3d8c99cf Thu, 18 Apr 2019 13:31:14 +0000 <p>PHD’s “Dazed and Confused” beat stiff competition from Now TV’s “Quiz-tin Tarantino” and Havas Media’s “It’s a Von Trapp!” teams to win Wide Eye Media’s much-coveted Film Quiz 2019 trophy. The Totally ‘90s Film Quiz, compared by Brian Lloyd, Entertainment.ie’s Movies Editor ,was hotly contested by 26 teams from adland. Competitors battled it out over [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.adworld.ie/2019/04/18/phd-leaves-competitors-dazed-confused-at-wide-eye-film-quiz/">PHD Leaves Competitors Dazed &#038; Confused at Wide Eye Film Quiz</a> appeared first on <a rel="nofollow" href="https://www.adworld.ie">AdWorld.ie</a>.</p> <p><img class="alignnone size-full wp-image-24173" src="https://www.adworld.ie/wp-content/uploads/2019/04/FilmQuiz-93.jpg" alt="" width="1000" height="667" srcset="https://www.adworld.ie/wp-content/uploads/2019/04/FilmQuiz-93.jpg 1000w, https://www.adworld.ie/wp-content/uploads/2019/04/FilmQuiz-93-300x200.jpg 300w, https://www.adworld.ie/wp-content/uploads/2019/04/FilmQuiz-93-768x512.jpg 768w, https://www.adworld.ie/wp-content/uploads/2019/04/FilmQuiz-93-630x420.jpg 630w, https://www.adworld.ie/wp-content/uploads/2019/04/FilmQuiz-93-640x427.jpg 640w, https://www.adworld.ie/wp-content/uploads/2019/04/FilmQuiz-93-681x454.jpg 681w, https://www.adworld.ie/wp-content/uploads/2019/04/FilmQuiz-93-150x100.jpg 150w, https://www.adworld.ie/wp-content/uploads/2019/04/FilmQuiz-93-500x334.jpg 500w" sizes="(max-width: 1000px) 100vw, 1000px" /></p> <p>PHD’s “Dazed and Confused” beat stiff competition from Now TV’s “Quiz-tin Tarantino” and Havas Media’s “It’s a Von Trapp!” teams to win Wide Eye Media’s much-coveted Film Quiz 2019 trophy.</p> <p>The Totally ‘90s Film Quiz, compared by Brian Lloyd, Entertainment.ie’s Movies Editor ,was hotly contested by 26 teams from adland. Competitors battled it out over eight grueling rounds, including Cinema in Ireland, See It, Hear It and Feel It, for bragging rights and great prizes.</p> <p>The prize for best team name (spoiler alert!) went to Javelin Media aka “Bruce Willis Was Dead the Whole Time”, while Permanent TSB’s “Totally Clueless” team took home a special prize for embracing the ‘90s theme and dressing as Cher from the 1995 box-office hit Clueless.</p> <p>The annual raffle draw was in aid of Alone and raised over €1,500 for a worthy cause.</p> <style type="text/css"> #td_uid_1_5cb8a7c7d464a .td-doubleSlider-2 .td-item1 { background: url(https://www.adworld.ie/wp-content/uploads/2019/04/Tom-Kelleher-Tara-Keenan-Jacqueline-Lambe-Sinead-Considine-Elle-Furlong-Wavemaker-80x60.jpg) 0 0 no-repeat; } #td_uid_1_5cb8a7c7d464a .td-doubleSlider-2 .td-item2 { background: url(https://www.adworld.ie/wp-content/uploads/2019/04/2nd-Prize-–-Now-TV-–-Quiztin-Tarantino-Eoin-O’Connor-Wide-Eye-Media-80x60.jpg) 0 0 no-repeat; } 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<figure class="td-slide-galery-figure td-slide-popup-gallery"> <a class="slide-gallery-image-link" href="https://www.adworld.ie/wp-content/uploads/2019/04/Tom-Kelleher-Tara-Keenan-Jacqueline-Lambe-Sinead-Considine-Elle-Furlong-Wavemaker.jpg" title="Tom Kelleher, Tara Keenan, Jacqueline Lambe, Sinead Considine, Elle Furlong - Wavemaker" data-caption="Tom Kelleher, Tara Keenan, Jacqueline Lambe, Sinead Considine, Elle Furlong – Wavemaker" data-description=""> <img src="https://www.adworld.ie/wp-content/uploads/2019/04/Tom-Kelleher-Tara-Keenan-Jacqueline-Lambe-Sinead-Considine-Elle-Furlong-Wavemaker-630x420.jpg" srcset="https://www.adworld.ie/wp-content/uploads/2019/04/Tom-Kelleher-Tara-Keenan-Jacqueline-Lambe-Sinead-Considine-Elle-Furlong-Wavemaker-630x420.jpg 630w, https://www.adworld.ie/wp-content/uploads/2019/04/Tom-Kelleher-Tara-Keenan-Jacqueline-Lambe-Sinead-Considine-Elle-Furlong-Wavemaker-300x200.jpg 300w, https://www.adworld.ie/wp-content/uploads/2019/04/Tom-Kelleher-Tara-Keenan-Jacqueline-Lambe-Sinead-Considine-Elle-Furlong-Wavemaker-768x512.jpg 768w, https://www.adworld.ie/wp-content/uploads/2019/04/Tom-Kelleher-Tara-Keenan-Jacqueline-Lambe-Sinead-Considine-Elle-Furlong-Wavemaker-640x427.jpg 640w, https://www.adworld.ie/wp-content/uploads/2019/04/Tom-Kelleher-Tara-Keenan-Jacqueline-Lambe-Sinead-Considine-Elle-Furlong-Wavemaker-681x454.jpg 681w, https://www.adworld.ie/wp-content/uploads/2019/04/Tom-Kelleher-Tara-Keenan-Jacqueline-Lambe-Sinead-Considine-Elle-Furlong-Wavemaker-150x100.jpg 150w, https://www.adworld.ie/wp-content/uploads/2019/04/Tom-Kelleher-Tara-Keenan-Jacqueline-Lambe-Sinead-Considine-Elle-Furlong-Wavemaker-500x334.jpg 500w, https://www.adworld.ie/wp-content/uploads/2019/04/Tom-Kelleher-Tara-Keenan-Jacqueline-Lambe-Sinead-Considine-Elle-Furlong-Wavemaker.jpg 1000w" sizes="(max-width: 630px) 100vw, 630px" alt=""> </a> <figcaption class = "td-slide-caption td-gallery-slide-content"><div class = "td-gallery-slide-copywrite">Tom Kelleher, Tara Keenan, Jacqueline Lambe, Sinead Considine, Elle Furlong – Wavemaker</div></figcaption> </figure> </div> <div class = "td-slide-item td-item2"> <figure class="td-slide-galery-figure td-slide-popup-gallery"> <a class="slide-gallery-image-link" href="https://www.adworld.ie/wp-content/uploads/2019/04/2nd-Prize-–-Now-TV-–-Quiztin-Tarantino-Eoin-O’Connor-Wide-Eye-Media.jpg" title="2nd Prize – Now TV – Quiztin Tarantino + Eoin O’Connor, Wide Eye Media" data-caption="3rd Prize – Havas Media – It’s A Von Trrap + Eoin O’Connor, Wide Eye Media" data-description=""> <img src="https://www.adworld.ie/wp-content/uploads/2019/04/2nd-Prize-–-Now-TV-–-Quiztin-Tarantino-Eoin-O’Connor-Wide-Eye-Media-630x420.jpg" srcset="https://www.adworld.ie/wp-content/uploads/2019/04/2nd-Prize-–-Now-TV-–-Quiztin-Tarantino-Eoin-O’Connor-Wide-Eye-Media-630x420.jpg 630w, https://www.adworld.ie/wp-content/uploads/2019/04/2nd-Prize-–-Now-TV-–-Quiztin-Tarantino-Eoin-O’Connor-Wide-Eye-Media-300x200.jpg 300w, https://www.adworld.ie/wp-content/uploads/2019/04/2nd-Prize-–-Now-TV-–-Quiztin-Tarantino-Eoin-O’Connor-Wide-Eye-Media-768x512.jpg 768w, https://www.adworld.ie/wp-content/uploads/2019/04/2nd-Prize-–-Now-TV-–-Quiztin-Tarantino-Eoin-O’Connor-Wide-Eye-Media-640x427.jpg 640w, https://www.adworld.ie/wp-content/uploads/2019/04/2nd-Prize-–-Now-TV-–-Quiztin-Tarantino-Eoin-O’Connor-Wide-Eye-Media-681x454.jpg 681w, https://www.adworld.ie/wp-content/uploads/2019/04/2nd-Prize-–-Now-TV-–-Quiztin-Tarantino-Eoin-O’Connor-Wide-Eye-Media-150x100.jpg 150w, https://www.adworld.ie/wp-content/uploads/2019/04/2nd-Prize-–-Now-TV-–-Quiztin-Tarantino-Eoin-O’Connor-Wide-Eye-Media-500x334.jpg 500w, https://www.adworld.ie/wp-content/uploads/2019/04/2nd-Prize-–-Now-TV-–-Quiztin-Tarantino-Eoin-O’Connor-Wide-Eye-Media.jpg 1000w" sizes="(max-width: 630px) 100vw, 630px" alt=""> </a> <figcaption class = "td-slide-caption td-gallery-slide-content"><div class = "td-gallery-slide-copywrite">3rd Prize – Havas Media – It’s A Von Trrap + Eoin O’Connor, Wide Eye Media</div></figcaption> </figure> </div> <div class = "td-slide-item td-item3"> <figure class="td-slide-galery-figure td-slide-popup-gallery"> <a class="slide-gallery-image-link" href="https://www.adworld.ie/wp-content/uploads/2019/04/Alice-Sheehan-Grace-Leonard-Alex-Glover-Shasha-Gan-–-Carat-–-The-Monstars.jpg" title="Alice Sheehan, Grace Leonard, Alex Glover, Shasha Gan – Carat – The Monstars" data-caption="Alice Sheehan, Grace Leonard, Alex Glover, Shasha Gan – Carat – The Monstars" data-description=""> <img src="https://www.adworld.ie/wp-content/uploads/2019/04/Alice-Sheehan-Grace-Leonard-Alex-Glover-Shasha-Gan-–-Carat-–-The-Monstars-630x420.jpg" srcset="https://www.adworld.ie/wp-content/uploads/2019/04/Alice-Sheehan-Grace-Leonard-Alex-Glover-Shasha-Gan-–-Carat-–-The-Monstars-630x420.jpg 630w, https://www.adworld.ie/wp-content/uploads/2019/04/Alice-Sheehan-Grace-Leonard-Alex-Glover-Shasha-Gan-–-Carat-–-The-Monstars-300x200.jpg 300w, https://www.adworld.ie/wp-content/uploads/2019/04/Alice-Sheehan-Grace-Leonard-Alex-Glover-Shasha-Gan-–-Carat-–-The-Monstars-768x512.jpg 768w, https://www.adworld.ie/wp-content/uploads/2019/04/Alice-Sheehan-Grace-Leonard-Alex-Glover-Shasha-Gan-–-Carat-–-The-Monstars-640x427.jpg 640w, https://www.adworld.ie/wp-content/uploads/2019/04/Alice-Sheehan-Grace-Leonard-Alex-Glover-Shasha-Gan-–-Carat-–-The-Monstars-681x454.jpg 681w, https://www.adworld.ie/wp-content/uploads/2019/04/Alice-Sheehan-Grace-Leonard-Alex-Glover-Shasha-Gan-–-Carat-–-The-Monstars-150x100.jpg 150w, https://www.adworld.ie/wp-content/uploads/2019/04/Alice-Sheehan-Grace-Leonard-Alex-Glover-Shasha-Gan-–-Carat-–-The-Monstars-500x334.jpg 500w, https://www.adworld.ie/wp-content/uploads/2019/04/Alice-Sheehan-Grace-Leonard-Alex-Glover-Shasha-Gan-–-Carat-–-The-Monstars.jpg 1000w" sizes="(max-width: 630px) 100vw, 630px" alt=""> </a> <figcaption class = "td-slide-caption td-gallery-slide-content"><div class = "td-gallery-slide-copywrite">Alice Sheehan, Grace Leonard, Alex Glover, Shasha Gan – Carat – The Monstars</div></figcaption> </figure> </div> <div class = "td-slide-item td-item4"> <figure class="td-slide-galery-figure td-slide-popup-gallery"> <a class="slide-gallery-image-link" href="https://www.adworld.ie/wp-content/uploads/2019/04/Best-Team-Name-–-Javelin-–-Bruce-Willis-Was-Dead-The-Whole-Time-Eoin-O’Connor-Wide-Eye-Media.jpg" title="Best Team Name – Javelin – Bruce Willis Was Dead The Whole Time + Eoin O’Connor, Wide Eye Media" data-caption="Best Team Name – Javelin – Bruce Willis Was Dead The Whole Time + Eoin O’Connor, Wide Eye Media" data-description=""> <img src="https://www.adworld.ie/wp-content/uploads/2019/04/Best-Team-Name-–-Javelin-–-Bruce-Willis-Was-Dead-The-Whole-Time-Eoin-O’Connor-Wide-Eye-Media-630x420.jpg" srcset="https://www.adworld.ie/wp-content/uploads/2019/04/Best-Team-Name-–-Javelin-–-Bruce-Willis-Was-Dead-The-Whole-Time-Eoin-O’Connor-Wide-Eye-Media-630x420.jpg 630w, https://www.adworld.ie/wp-content/uploads/2019/04/Best-Team-Name-–-Javelin-–-Bruce-Willis-Was-Dead-The-Whole-Time-Eoin-O’Connor-Wide-Eye-Media-300x200.jpg 300w, https://www.adworld.ie/wp-content/uploads/2019/04/Best-Team-Name-–-Javelin-–-Bruce-Willis-Was-Dead-The-Whole-Time-Eoin-O’Connor-Wide-Eye-Media-768x512.jpg 768w, https://www.adworld.ie/wp-content/uploads/2019/04/Best-Team-Name-–-Javelin-–-Bruce-Willis-Was-Dead-The-Whole-Time-Eoin-O’Connor-Wide-Eye-Media-640x427.jpg 640w, https://www.adworld.ie/wp-content/uploads/2019/04/Best-Team-Name-–-Javelin-–-Bruce-Willis-Was-Dead-The-Whole-Time-Eoin-O’Connor-Wide-Eye-Media-681x454.jpg 681w, https://www.adworld.ie/wp-content/uploads/2019/04/Best-Team-Name-–-Javelin-–-Bruce-Willis-Was-Dead-The-Whole-Time-Eoin-O’Connor-Wide-Eye-Media-150x100.jpg 150w, https://www.adworld.ie/wp-content/uploads/2019/04/Best-Team-Name-–-Javelin-–-Bruce-Willis-Was-Dead-The-Whole-Time-Eoin-O’Connor-Wide-Eye-Media-500x334.jpg 500w, https://www.adworld.ie/wp-content/uploads/2019/04/Best-Team-Name-–-Javelin-–-Bruce-Willis-Was-Dead-The-Whole-Time-Eoin-O’Connor-Wide-Eye-Media.jpg 1000w" sizes="(max-width: 630px) 100vw, 630px" alt=""> </a> <figcaption class = "td-slide-caption td-gallery-slide-content"><div class = "td-gallery-slide-copywrite">Best Team Name – Javelin – Bruce Willis Was Dead The Whole Time + Eoin O’Connor, Wide Eye Media</div></figcaption> </figure> </div> <div class = "td-slide-item td-item5"> <figure class="td-slide-galery-figure td-slide-popup-gallery"> <a class="slide-gallery-image-link" href="https://www.adworld.ie/wp-content/uploads/2019/04/Cassandra-Joyce-Wide-Eye-Media-Laura-Comber-Eoin-Maunsell-Marc-Naidoo-and-Rory-Cloonan-PHD.jpg" title="1st Prize – PHD – Dazed &amp; Confused + Cassie Joyce, Wide Eye Media" data-caption="1st Prize – PHD – Dazed &amp; Confused + Cassie Joyce, Wide Eye Media" data-description=""> <img src="https://www.adworld.ie/wp-content/uploads/2019/04/Cassandra-Joyce-Wide-Eye-Media-Laura-Comber-Eoin-Maunsell-Marc-Naidoo-and-Rory-Cloonan-PHD-630x420.jpg" srcset="https://www.adworld.ie/wp-content/uploads/2019/04/Cassandra-Joyce-Wide-Eye-Media-Laura-Comber-Eoin-Maunsell-Marc-Naidoo-and-Rory-Cloonan-PHD-630x420.jpg 630w, https://www.adworld.ie/wp-content/uploads/2019/04/Cassandra-Joyce-Wide-Eye-Media-Laura-Comber-Eoin-Maunsell-Marc-Naidoo-and-Rory-Cloonan-PHD-300x200.jpg 300w, https://www.adworld.ie/wp-content/uploads/2019/04/Cassandra-Joyce-Wide-Eye-Media-Laura-Comber-Eoin-Maunsell-Marc-Naidoo-and-Rory-Cloonan-PHD-768x512.jpg 768w, https://www.adworld.ie/wp-content/uploads/2019/04/Cassandra-Joyce-Wide-Eye-Media-Laura-Comber-Eoin-Maunsell-Marc-Naidoo-and-Rory-Cloonan-PHD-640x427.jpg 640w, https://www.adworld.ie/wp-content/uploads/2019/04/Cassandra-Joyce-Wide-Eye-Media-Laura-Comber-Eoin-Maunsell-Marc-Naidoo-and-Rory-Cloonan-PHD-681x454.jpg 681w, https://www.adworld.ie/wp-content/uploads/2019/04/Cassandra-Joyce-Wide-Eye-Media-Laura-Comber-Eoin-Maunsell-Marc-Naidoo-and-Rory-Cloonan-PHD-150x100.jpg 150w, https://www.adworld.ie/wp-content/uploads/2019/04/Cassandra-Joyce-Wide-Eye-Media-Laura-Comber-Eoin-Maunsell-Marc-Naidoo-and-Rory-Cloonan-PHD-500x334.jpg 500w, https://www.adworld.ie/wp-content/uploads/2019/04/Cassandra-Joyce-Wide-Eye-Media-Laura-Comber-Eoin-Maunsell-Marc-Naidoo-and-Rory-Cloonan-PHD.jpg 1000w" sizes="(max-width: 630px) 100vw, 630px" alt=""> </a> <figcaption class = "td-slide-caption td-gallery-slide-content"><div class = "td-gallery-slide-copywrite">1st Prize – PHD – Dazed &amp; Confused + Cassie Joyce, Wide Eye Media</div></figcaption> </figure> </div> <div class = "td-slide-item td-item6"> <figure class="td-slide-galery-figure td-slide-popup-gallery"> <a class="slide-gallery-image-link" href="https://www.adworld.ie/wp-content/uploads/2019/04/Ciara-OHara-Wide-Eye-Media-Brian-Lloyd-Entertainmentie-Niki-King-Wide-Eye-Media.jpg" title="Ciara O'Hara, Wide Eye Media, Brian Lloyd, Entertainmentie, Niki King Wide Eye Media" data-caption="Ciara O’Hara (Wide Eye Media), MC Brian Lloyd (Entertainment.ie), Niki King (Wide Eye Media)" data-description=""> <img src="https://www.adworld.ie/wp-content/uploads/2019/04/Ciara-OHara-Wide-Eye-Media-Brian-Lloyd-Entertainmentie-Niki-King-Wide-Eye-Media-630x420.jpg" srcset="https://www.adworld.ie/wp-content/uploads/2019/04/Ciara-OHara-Wide-Eye-Media-Brian-Lloyd-Entertainmentie-Niki-King-Wide-Eye-Media-630x420.jpg 630w, https://www.adworld.ie/wp-content/uploads/2019/04/Ciara-OHara-Wide-Eye-Media-Brian-Lloyd-Entertainmentie-Niki-King-Wide-Eye-Media-300x200.jpg 300w, https://www.adworld.ie/wp-content/uploads/2019/04/Ciara-OHara-Wide-Eye-Media-Brian-Lloyd-Entertainmentie-Niki-King-Wide-Eye-Media-768x512.jpg 768w, 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Media)</div></figcaption> </figure> </div> <div class = "td-slide-item td-item7"> <figure class="td-slide-galery-figure td-slide-popup-gallery"> <a class="slide-gallery-image-link" href="https://www.adworld.ie/wp-content/uploads/2019/04/Mairead-Walsh-Claire-Walsh-Karen-Cronin-Elisa-McKenna-–-Permanent-TSB-–-Totally-Clueless.jpg" title="Mairead Walsh, Claire Walsh, Karen Cronin, Elisa McKenna – Permanent TSB – Totally Clueless" data-caption="Mairead Walsh, Claire Walsh, Karen Cronin, Elisa McKenna – Permanent TSB – Totally Clueless" data-description=""> <img src="https://www.adworld.ie/wp-content/uploads/2019/04/Mairead-Walsh-Claire-Walsh-Karen-Cronin-Elisa-McKenna-–-Permanent-TSB-–-Totally-Clueless-630x420.jpg" srcset="https://www.adworld.ie/wp-content/uploads/2019/04/Mairead-Walsh-Claire-Walsh-Karen-Cronin-Elisa-McKenna-–-Permanent-TSB-–-Totally-Clueless-630x420.jpg 630w, 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https://www.adworld.ie/wp-content/uploads/2019/04/Mairead-Walsh-Claire-Walsh-Karen-Cronin-Elisa-McKenna-–-Permanent-TSB-–-Totally-Clueless.jpg 1000w" sizes="(max-width: 630px) 100vw, 630px" alt=""> </a> <figcaption class = "td-slide-caption td-gallery-slide-content"><div class = "td-gallery-slide-copywrite">Mairead Walsh, Claire Walsh, Karen Cronin, Elisa McKenna – Permanent TSB – Totally Clueless</div></figcaption> </figure> </div> <div class = "td-slide-item td-item8"> <figure class="td-slide-galery-figure td-slide-popup-gallery"> <a class="slide-gallery-image-link" href="https://www.adworld.ie/wp-content/uploads/2019/04/Naomi-Togher-Catherine-Hoare-Aoife-Dempsey-–-Mindshare-–-Beyonce-Know-alls.jp Dunkin' CMO explains the chain's controversial decision to slash 'Donuts' from its name (DNKN) https://www.businessinsider.com/why-dunkin-changed-its-name-cmo-tony-weisman-2019-4 BREAKING NEWS: Advertising urn:uuid:361def2c-72f6-bca0-8e0b-3b72ab1fb027 Thu, 18 Apr 2019 18:47:08 +0000 <p><img src="https://static2.businessinsider.com/image/5cb8b1be7456531e4f4ef792-1552/dunkin store of the future-2810.jpg" border="0" alt="dunkin store of the future 2810" data-mce-source="Business Insider/Jessica Tyler" /></p><p></p> <ul class="summary-list"> <li><a href="https://www.businessinsider.com/category/dunkin">Dunkin' Brands'</a> decision late in 2018 to <a href="https://www.businessinsider.com/dunkin-donuts-changes-name-no-donuts-2018-9">drop "Donuts" from the Dunkin' Donuts name</a> sparked a large backlash.</li> <li>The company's chief marketing officer, Tony Weisman, told Business Insider there was no question that the change was the correct business decision.</li> <li>Weisman said Dunkin' spoke with Robert Rosenberg, a son of the chain's founder who once served as CEO of the company, before making the change. He said Rosenberg gave his blessing and said he had considered making the change himself in the early 1990s.</li> <li>Weisman dismissed backlash as the work of a few "noisy" voices, saying the name swap and other adjustments had already helped the company's reputation and its battle to win over younger customers.</li> <li>"Any sort of company transforming itself to recognize the current consumer needs creates anxiety," Weisman said. "New England has a longer history than most of, 'We like it the way it was.'"</li> <li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit BusinessInsider.com for more stories</a>.</li> </ul> <p>The transformation of Dunkin' Donuts to just Dunkin' has sparked massive backlash over the past year.</p> <p>Social media erupted when news of the name change was announced in September. New Englanders fretted that the chain was abandoning its roots. Boston magazine even ran an article with the headline "<a href="https://www.bostonmagazine.com/news/2019/01/22/dunkin/">Donut Break Our Hearts, Dunkin</a>."</p> <p><em><strong>Read more:</strong><a href="https://www.businessinsider.com/dunkin-donuts-changes-name-no-donuts-2018-9"> Dunkin' Donuts is officially dropping the 'Donuts' from its name despite earlier backlash</a></em></p> <p>But there was no doubt at headquarters that slashing "Donuts" was the right choice, according to Tony Weisman, the company's chief marketing officer.</p> <p>"I wasn't worried about the outcry," Weisman recently told Business Insider. "We'd done the research. It was a handful of people who felt it was like too much change too fast."</p> <p>Weisman said that when he joined Dunkin' in late 2017, the chain's rebranding efforts were already underway. Dunkin' had been working with various firms to try to modernize its logo, producing mockups that Weisman said "didn't feel right." The company had been considering a thinner, angled logo, ditching its recognizable round and puffy pink-and-orange font.</p> <p>"This is an own-able font," Weisman said of his decision to scrap the proposed modernized logo. "This is recognizable Dunkin' &mdash; you can't get rid of that."</p> <p>Instead, Dunkin' worked with the design agency JRK, as well as BBDO New York and Arc Worldwide, to make other changes. The chain brightened up its packaging, ditching brown bags for white. Dunkin' kept its pink-and-orange color scheme but simplified the logo. Then, there was the biggest change: dropping the "Donuts."</p> <p><em><strong>Read more:</strong><a href="https://www.businessinsider.com/dunkin-cmo-talks-about-how-the-company-gets-its-partners-to-work-together-2019-4"> 'You carve out lanes of responsibility': How Dunkin' gets its agency, consulting and tech partners to work together</a></em></p> <h2>Ditchin' Dunkin'</h2> <p><img src="https://static4.businessinsider.com/image/5baa5bb89c5d67c9598b457d-2000/dunkin-2728.jpg" border="0" alt="dunkin 2728" data-mce-source="Business Insider/Jessica Tyler" /></p> <p>Weisman said that ditching the Donuts was a natural choice, as the chain's motto had been "America Runs on Dunkin'" for more than a decade. Dunkin' is first and foremost a coffee chain, as opposed to a bakery, something that could easily be reflected by dropping the sweet treat from the brand's name.</p> <p>"I don't think there's any question that people love and sell doughnuts, but our future is in coffee and beverages," Weisman said. "This allows us to lean into that."</p> <p>Before the name change, Weisman reached out to Robert Rosenberg, who served as CEO of the company from 1963 to 1998 and is also a son of William Rosenberg, the Dunkin' founder. Weisman said Rosenberg immediately gave his blessing and even told him he had considered changing the name in the early 1990s.</p> <p>Despite Rosenberg's stamp of approval, not everyone was excited about a Donuts-free Dunkin'. Dunkin' opened two next-generation stores, one in Pasadena, California, and one in Boston &mdash; the heart of Dunkin' country. The Boston store's arrival quickly sparked panic in the hearts of a vocal group of New Englanders. Social media exploded with concerns that Dunkin' was changing, especially among the chain's most loyal customers.</p> <p>"We New Englanders are a loyal bunch, but a strong enough whiff of betrayal can snuff out the scent of a freshly baked Boston cream pie in no time," <a href="https://www.bostonmagazine.com/news/2019/01/22/dunkin/">Spencer Bull wrote in January in Boston magazine</a>. "So, as the bright-pink 'Donuts' lettering falls from storefronts everywhere, and the Dunkin' brand continues to spread west of the Mississippi, consider yourself on notice, DD: Your hometown is watching."</p> <p>Weisman said the apparent backlash was a case of "noisy people" getting attention, as tests saw a "virtually unanimous" positive response. In 2019, Weisman says, people are disturbed by any type of change and eager to share those feelings on social media.</p> <p>"If you look at our country at large, the political anxiety we have is really just anxiety," Weisman said. "Many people will say, the president was elected on the backs of income inequality and anxiety."</p> <p>"When people feel that way, they lash out and they get very uncomfortable, in a much less severe way," he continued. "Any sort of company transforming itself to recognize the current consumer needs creates anxiety. New England has a longer history than most of 'We like it the way it was.'"</p> <h2>The benefits of just Dunkin'</h2> <p><img src="https://static2.businessinsider.com/image/5cb8b22512ece21bea3e7830-1778/dunkin media day 2018-2747.jpg" border="0" alt="dunkin media day 2018 2747" data-mce-source="Business Insider/Jessica Tyler" /></p> <p>Despite backlash, Weisman said he felt comfortable with the decision to roll out the new name in early 2019. In the weeks after the announcement, <a href="https://www.qsrmagazine.com/marketing-promotions/did-dunkins-big-name-change-pay">YouGov found</a> more people reporting that they had recently heard positive things about Dunkin'. Dunkin' climbed Piper Jaffray's list of American teens' favorite chains, a noteworthy success for a brand that has traditionally found it easier to win over older shoppers.</p> <p><em><strong>Read more:</strong> <a href="https://www.businessinsider.com/chick-fil-a-teen-favorite-restaurant-chain-ranked-2019-4">Chick-fil-A leads the pack as teens' favorite restaurant chain in America</a></em></p> <p>Weisman attributes the success in winning over younger shoppers to the redesign and the chain's evolving approach to beverages, including a growing emphasis on espresso. In late 2018, Dunkin' launched revamped espresso recipes and cups; earlier in April, the chain debuted three new espresso drinks.</p> <p>"I'm a guy who says I don't like Starbucks &mdash; it's Charbucks for me," Weisman said. "But for many people, that richer, dark-roast, single-origin Guatemala is what they prefer. So, we changed the whole espresso mindset."</p> <p>If millennials and Gen Z want darker roast and more espresso-based drinks, Dunkin' wants to become their chain of choice. The coffee business is <a href="https://www.businessinsider.com/breakfast-battles-heat-up-at-panera-burger-king-2019-4">booming</a>, and Dunkin' refuses to miss out on the next generation.</p> <p><em><strong>Read more:</strong> <a href="https://www.businessinsider.com/breakfast-battles-heat-up-at-panera-burger-king-2019-4">The breakfast wars are heating up as chains like Panera and Burger King double down. Here's why executives say it is becoming the most important meal of the day.</a></em></p> <p>"Two-thirds of Americans drink coffee every day," Weisman said. "So other than toilet paper and toothpaste, I have yet to find anybody who can tell me something else that two-thirds of Americans every day."</p> <p>As Dunkin' continues to evolve, it is also looking beyond its New England roots. Roughly 90% of all new stores are opening west of the Mississippi. While Weisman acknowledges many early West Coast adopters are New England transplants &mdash; name-checking the noted Dunkin' lover Ben Affleck &mdash; he also wants to avoid portraying Dunkin' as a New England brand.</p> <p>"This is where Bostonians feel hurt," Weisman said. "I think they feel a little bit like this was exclusively ours." He added: "I've always found that to be a little dramatic."</p><p><strong>SEE ALSO:&nbsp;<a href="https://www.businessinsider.com/dunkin-drops-donuts-but-invented-word-2018-9" >Dunkin' Donuts is dropping the 'Donuts' from its name, despite the fact it helped invent the word 'donut'</a></strong></p> <p><a href="https://www.businessinsider.com/why-dunkin-changed-its-name-cmo-tony-weisman-2019-4#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/waterbed-inventor-60s-summer-of-love-comeback-2019-3">Waterbeds used to be a $2 billion industry. Meet the man who invented them just after San Francisco's 'Summer of Love.'</a></p>