SEO Biz Updated RSS Feed http://feed.informer.com/digests/MLEFXEUEU1/feeder SEO Biz Updated RSS Feed Respective post owners and feed distributors Thu, 21 Sep 2017 18:07:00 +0000 Feed Informer http://feed.informer.com/ Google: Using How-To and Recipe Structured Data on Same Page is Fine via @MattGSouthern http://tracking.feedpress.it/link/13962/12194050 Search Engine Journal urn:uuid:041e3c0c-08d3-93e9-4fee-d1ab6a2b12ec Tue, 25 Jun 2019 01:04:18 +0000 <p>Google's John Mueller recently stated that there's nothing wrong with using 'how-to' and 'recipe' structured data at the same time.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-using-how-to-and-recipe-structured-data-on-same-page-is-fine/313629/">Google: Using How-To and Recipe Structured Data on Same Page is Fine via @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12194050.gif" height="1" width="1"/> Creating landing pages that convert https://marketingland.com/creating-landing-pages-that-convert-2-262903 Marketing Land urn:uuid:d5bb7b32-5ff3-9873-325a-a83a66259e35 Mon, 24 Jun 2019 17:13:22 +0000 <p>If you’re looking to gather leads for your business, you need to have a landing-page strategy. Just like every other marketing tactic, this can be done well or it can be done poorly. To see the greatest return on their investment, businesses need to build effective landing pages, then test and optimize them to maximize [&#8230;]</p> <p>The post <a rel="nofollow" href="https://marketingland.com/creating-landing-pages-that-convert-2-262903">Creating landing pages that convert</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <figure class="wp-block-image"><a href="https://downloads.digitalmarketingdepot.com/SHA_1803_LandPagGde_landingpage_post.html?utm_source=ml&amp;utm_medium=newspost"><img src="https://marketingland.com/wp-content/ml-loads/2019/06/man-creating-web-page-ss-1920-800x450.jpg" alt="" class="wp-image-262907" srcset="https://marketingland.com/wp-content/ml-loads/2019/06/man-creating-web-page-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2019/06/man-creating-web-page-ss-1920-200x113.jpg 200w, https://marketingland.com/wp-content/ml-loads/2019/06/man-creating-web-page-ss-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2019/06/man-creating-web-page-ss-1920-768x432.jpg 768w, https://marketingland.com/wp-content/ml-loads/2019/06/man-creating-web-page-ss-1920-550x310.jpg 550w" sizes="(max-width: 800px) 100vw, 800px" /></a></figure> <p> If you’re looking to gather leads for your business, you need to have a landing-page strategy. Just like every other marketing tactic, this can be done well or it can be done poorly. To see the greatest return on their investment, businesses need to build effective landing pages, then test and optimize them to maximize conversion rates. </p> <p> This guide from SharpSpring is written for any marketer looking to initiate or improve their landing page strategy. It will guide you through everything you need to know to allow you to create and optimize landing pages for your website.</p> <p>Download your copy to find out:</p> <ul><li>What a landing page is and is NOT.</li><li>Planning &amp; creating the perfect landing page.</li><li>Testing &amp; optimizing: Why your landing pages are never &#8220;done.&#8221;</li></ul> <p>Visit Digital Marketing Depot to download <a href="https://downloads.digitalmarketingdepot.com/SHA_1803_LandPagGde_landingpage_post.html?utm_source=ml&amp;utm_medium=newspost">&#8220;Creating Landing Pages That Convert.&#8221;</a></p> <p><!--EndFragment--><br> <br> </p><p>The post <a rel="nofollow" href="https://marketingland.com/creating-landing-pages-that-convert-2-262903">Creating landing pages that convert</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Conversion optimization is an operating system (not a tactic) https://marketingland.com/conversion-optimization-is-an-operating-system-not-a-tactic-262862 Marketing Land urn:uuid:16948586-5241-ae6d-dc6c-29e75ad6bfa0 Mon, 24 Jun 2019 17:08:52 +0000 <p>CRO and growth teams should be cheerleaders for evidence-based decision making, experimentation and the judicious use of data in campaigns.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/conversion-optimization-is-an-operating-system-not-a-tactic-262862">Conversion optimization is an operating system (not a tactic)</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>I know it sounds banal, but I’d like to revisit the question: &#8220;What is conversion rate optimization.&#8221; </p> <p>If you search Google, the answer seems obvious enough. The first result, from Moz, defines it as, &#8220;the systematic process of increasing the percentage of website visitors who take <g class="gr_ gr_4 gr-alert gr_gramm gr_inline_cards gr_run_anim Grammar multiReplace" id="4" data-gr-id="4">a desired</g> action — be that filling out a form, becoming customers, or otherwise.&#8221;</p> <p>That seems right to me. </p> <p>Then why do so many articles, courses, lectures and talks focus on conversion rate optimization tactics? </p> <figure class="wp-block-image"><img src="https://marketingland.com/wp-content/ml-loads/2019/06/image7-776x600.png" alt="" class="wp-image-262863" srcset="https://marketingland.com/wp-content/ml-loads/2019/06/image7-776x600.png 776w, https://marketingland.com/wp-content/ml-loads/2019/06/image7-168x130.png 168w, https://marketingland.com/wp-content/ml-loads/2019/06/image7-517x400.png 517w, https://marketingland.com/wp-content/ml-loads/2019/06/image7-768x594.png 768w" sizes="(max-width: 776px) 100vw, 776px" /></figure> <p>These articles – some of which include hundreds of tips and tactics – include advice like &#8220;use high-quality images&#8221; and &#8220;offer free shipping.&#8221; </p> <p>These are assuredly good pieces of advice. </p> <p>One would assume high<g class="gr_ gr_3 gr-alert gr_spell gr_inline_cards gr_run_anim ContextualSpelling multiReplace gr-progress" id="3" data-gr-id="3">&#8211;</g>quality images would perform better than low-quality images (subjectiveness aside), and I’m sure customers delight in not having to pay for free shipping (though operationally, this adds some complexity).</p> <p>Any single tactic or tip on this list is not in itself conversion optimization (or growth or growth hacking or experimentation or whatever word you’re using for the practice of evidence-based decision making).</p> <p>For the sake of this article, I’m going to say conversion optimization and growth, by and large, are pretty much the same thing. </p> <p>Growth usually encompasses product and marketing, whereas conversion optimization usually just looks at the website experience, though that seems to be a pretty minor distinguishment in the grand scheme of things. Both of these things encourage experimentation, data-driven decision making, and fast learning and iteration.</p> <p>And people have a ton of “growth hacking tips” and tactics:</p> <figure class="wp-block-image"><img src="https://lh5.googleusercontent.com/gU67t1yEF5JNqZq5dOururxnN0ozc3PndPhbeNYMSQxa6wYgPKDnbbR6kUY_pQ2hpYh9ZSAGhPAO1ae_Li9jDkQ9VnJ-ExF8xYHshXuHk4nbMPrxrku4ZGKt5yXJgE0AYNd-xMau" alt=""/></figure> <p>However, without <g class="gr_ gr_31 gr-alert gr_gramm gr_inline_cards gr_run_anim Punctuation only-ins replaceWithoutSep" id="31" data-gr-id="31">context</g> none of this is helpful. Would the aspiring growth hacker or conversion optimizer just run down each list and implement each thing? Test each thing individually?</p> <h2>CRO tactics vs. strategy (and <g class="gr_ gr_9 gr-alert gr_spell gr_inline_cards gr_run_anim ContextualSpelling ins-del multiReplace" id="9" data-gr-id="9">operating</g> systems)</h2> <p>The first learning from these searches is that people misunderstand tactics and strategies and use the words interchangeably. </p> <p><g class="gr_ gr_8 gr-alert gr_gramm gr_inline_cards gr_disable_anim_appear Grammar only-ins doubleReplace replaceWithoutSep" id="8" data-gr-id="8"><a href="https://fs.blog/2018/08/strategy-vs-tactics/" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)">Strategy</a></g><a href="https://fs.blog/2018/08/strategy-vs-tactics/" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)"> is the</a> “overarching plan or set of goals.” Tactics “are the specific actions or steps you undertake to accomplish your strategy.”</p> <p>For instance, if it were my strategy to appear as a growth thought leader (whatever that means), one tactic in my toolbelt may be writing articles like this. Another may be doing webinars hosted on my personal website. Another might be doing local meetups. </p> <p>For my role at HubSpot, I could carve out a strategy to appear at every possible organic location for bottom funnel search results. Tactically, this could mean writing listicles like our <a rel="noreferrer noopener" aria-label=" (opens in a new tab)" href="https://blog.hubspot.com/service/best-help-desk-software" target="_blank">&#8220;best help desk software&#8221; article</a>. It could also mean getting more customer reviews to lift our prominence on review sites that already appear near the top of Google for these terms. </p> <p>Now, I think that CRO or growth should neither be looked at as a strategy nor as a tactic. It should be viewed as an operating system.</p> <figure class="wp-block-image"><img src="https://marketingland.com/wp-content/ml-loads/2019/06/image3-1-800x425.png" alt="" class="wp-image-262866" srcset="https://marketingland.com/wp-content/ml-loads/2019/06/image3-1-800x425.png 800w, https://marketingland.com/wp-content/ml-loads/2019/06/image3-1-200x106.png 200w, https://marketingland.com/wp-content/ml-loads/2019/06/image3-1-600x319.png 600w, https://marketingland.com/wp-content/ml-loads/2019/06/image3-1-768x408.png 768w, https://marketingland.com/wp-content/ml-loads/2019/06/image3-1.png 1084w" sizes="(max-width: 800px) 100vw, 800px" /></figure> <p>An operating <g class="gr_ gr_5 gr-alert gr_gramm gr_inline_cards gr_run_anim Punctuation only-del replaceWithoutSep" id="5" data-gr-id="5">system,</g> removed slightly from its technical origins, defines the rules, functions, heuristics and mannerisms that control a system. In short, it’s a code (both implicit and explicit) that defines how decisions are made. </p> <p>What this means practically is that a conversion optimizer or growth hacker should look much less like a vigilante ninja, complete with both a broad and simultaneously specialized skill set, who can come in and optimize a landing page or fix a referral loop. </p> <p>Instead, the practice should look much more like building and maintaining infrastructure.</p> <figure class="wp-block-image"><img src="https://marketingland.com/wp-content/ml-loads/2019/06/image4-2-800x533.jpg" alt="" class="wp-image-262867" srcset="https://marketingland.com/wp-content/ml-loads/2019/06/image4-2-800x533.jpg 800w, https://marketingland.com/wp-content/ml-loads/2019/06/image4-2-195x130.jpg 195w, https://marketingland.com/wp-content/ml-loads/2019/06/image4-2-600x400.jpg 600w, https://marketingland.com/wp-content/ml-loads/2019/06/image4-2-768x512.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /></figure> <p>This is an idea inspired in part by Ed Fry (from this <a href="https://www.hull.io/blog/growth-engineering/" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)">blog post</a> and from several conversations). In his article, he distinguishes marketing (those who write the copy, launch the campaigns, define the brand) from growth (the scientific method, which has come a long way in marketing due to technological enablement like front-end testing tools). </p> <p>He writes:</p> <blockquote class="wp-block-quote"><p><em>“Our observation is growth enables marketing, product, sales and other teams across the organization. It sits at an operational role, supporting multiple teams across the company, and rolls up to Operations or the CEO. This is not about managing marketing activities that have to happen every day. Growth is far more concerned about moving levers behind the sales &amp; marketing activity instead of the functional practices of campaigns, brand, and so on.”</em></p></blockquote> <p>This is where I think CRO (or growth) thrives, particularly as a company expands in size and sophistication.</p> <p>No matter how you cut it, the process usually looks something like this:</p> <figure class="wp-block-image"><img src="https://marketingland.com/wp-content/ml-loads/2019/06/image1-1-800x298.png" alt="" class="wp-image-262872" srcset="https://marketingland.com/wp-content/ml-loads/2019/06/image1-1-800x298.png 800w, https://marketingland.com/wp-content/ml-loads/2019/06/image1-1-200x74.png 200w, https://marketingland.com/wp-content/ml-loads/2019/06/image1-1-600x223.png 600w, https://marketingland.com/wp-content/ml-loads/2019/06/image1-1-768x286.png 768w" sizes="(max-width: 800px) 100vw, 800px" /></figure> <p>We collect data and information, put it through our proprietary growth or CRO process (made up of a unique blend of technology, processes and humans), and our output is better decisions and experiences for our users. </p> <p>But why should that live within the purview of one person or even one team? What if we could enable everyone in the company to make better decisions, systematically?</p> <h2>Where does CRO fit into the company structure?</h2> <p>CRO teams tend to be either centralized or decentralized (or in growth parlance, <a href="https://medium.com/swlh/how-do-you-choose-the-best-growth-team-model-632ad5a85be9" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)">independent or function-led</a>). </p> <figure class="wp-block-image"><img src="https://marketingland.com/wp-content/ml-loads/2019/06/image8-732x600.png" alt="" class="wp-image-262873" srcset="https://marketingland.com/wp-content/ml-loads/2019/06/image8-732x600.png 732w, https://marketingland.com/wp-content/ml-loads/2019/06/image8-159x130.png 159w, https://marketingland.com/wp-content/ml-loads/2019/06/image8-488x400.png 488w, https://marketingland.com/wp-content/ml-loads/2019/06/image8-768x629.png 768w, https://marketingland.com/wp-content/ml-loads/2019/06/image8.png 1024w" sizes="(max-width: 732px) 100vw, 732px" /><figcaption><a rel="noreferrer noopener" href="http://www.saimgs.com/imglib/other_pages/CRM/baran-structures.png" target="_blank"><em>Image Source</em></a></figcaption></figure> <p>In a centralized model, everything flows through that team, resulting in a more structured and predictable system, but can perhaps become bottlenecked if other teams want to join in. <a rel="noreferrer noopener" aria-label=" (opens in a new tab)" href="https://conversionxl.com/blog/conversion-optimization-team/" target="_blank">Here&#8217;s an article</a> about the relative pros and cons of each model.</p> <figure class="wp-block-image"><img src="https://marketingland.com/wp-content/ml-loads/2019/06/image6.png" alt="" class="wp-image-262874" srcset="https://marketingland.com/wp-content/ml-loads/2019/06/image6.png 724w, https://marketingland.com/wp-content/ml-loads/2019/06/image6-200x108.png 200w, https://marketingland.com/wp-content/ml-loads/2019/06/image6-600x323.png 600w" sizes="(max-width: 724px) 100vw, 724px" /><figcaption><em><a href="https://conversionxl.com/blog/conversion-optimization-team/" target="_blank" rel="noreferrer noopener" aria-label="Image source (opens in a new tab)">Image source</a></em></figcaption></figure> <p>There’s a third model as well that I see more often now, particularly in large organizations with sophisticated experimentation programs: the center of excellence model. </p> <p>Ronny Kohavi talked about this in <a rel="noreferrer noopener" aria-label=" (opens in a new tab)" href="https://hbr.org/2017/09/the-surprising-power-of-online-experiments" target="_blank">an HBR article</a> and explains it like this:</p> <blockquote class="wp-block-quote"><p><em>“A center of excellence focuses mostly on the design, execution, and analysis of controlled experiments. It significantly lowers the time and resources those tasks require by building a companywide experimentation platform and related tools. It can also spread <g class="gr_ gr_7 gr-alert gr_gramm gr_inline_cards gr_run_anim Grammar only-ins replaceWithoutSep" id="7" data-gr-id="7">best</g> testing practices throughout the organization by hosting classes, labs, and conferences.”</em></p></blockquote> <p>In other words, if we move to a center of excellence model, CRO or growth teams can focus on building up three components of company infrastructure:</p> <ul><li>Technical ability (tools)</li><li>Education and best practices</li><li>Attitudes/beliefs (culture)</li></ul> <h2>CRO should support technical enablement and tooling</h2> <p>First and foremost, to build a company where everyone can run experiments and make better decisions, it’s important to give people the tools and technology needed to do that. I think that falls under three areas:</p> <ul><li>Data</li><li>Experimentation capabilities</li><li>Knowledge sharing</li></ul> <p>To make better decisions, we need better data. A growth or CRO team can help implement, orchestrate and access the data each team needs to make better decisions. </p> <p>Of course, there are a million tools on the market, ranging from the free and ubiquitous (Google Analytics) to the enterprise (Adobe Analytics) to the custom setups loved in technical organizations.</p> <p>There’s no right choice for every organization, but it’s an important decision to discuss. </p> <p>The second point is to decide on an experimentation framework or platform. Again, there are tons of tools available, ranging from free (Google Optimize) to enterprise to custom built. </p> <p>How you set this up should have a lot to do with your organization&#8217;s technical capabilities, culture <g class="gr_ gr_7 gr-alert gr_gramm gr_inline_cards gr_run_anim Punctuation only-ins replaceWithoutSep" id="7" data-gr-id="7">and</g> functional needs. Echoing the above, there’s no easy answer here – but here’s a really <a href="https://www.researchgate.net/publication/324889185_The_Anatomy_of_a_Large-Scale_Online_Experimentation_Platform" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)">interesting paper</a> on how Microsoft has built their experimentation platform. </p> <p>Finally, knowledge sharing is probably the most underrated. Assuming you have several teams running trustworthy experiments, delivering better experiences and getting results – the next logical piece in the puzzle is to allow archiving and communicating these results. </p> <h2>Education, training and best practices</h2> <p>The second component of <g class="gr_ gr_4 gr-alert gr_gramm gr_inline_cards gr_run_anim Grammar only-ins replaceWithoutSep" id="4" data-gr-id="4">infrastructure</g> is education. If you’re going to democratize experiments, then you’ll want to make sure everyone knows how to run them. </p> <p>Personally, I love the Airbnb model – they send employees through Data University to train everyone in the fundamentals. </p> <figure class="wp-block-image"><img src="https://lh4.googleusercontent.com/OwFIJP1blN5s1aItm5aF_6SkJhWZGzOjDPvKrc-LhGJ8Ogc14fJtq8AIar6e9Zqq6PJ3Iyd1ELWHDlsagFCXe0GuES4CMcYhZeUsPlhTx6y9CcT9CIA-X0FCRAoumz_ek9P8R1q-" alt=""/><figcaption><a rel="noreferrer noopener" href="https://medium.com/airbnb-engineering/how-airbnb-democratizes-data-science-with-data-university-3eccc71e073a" target="_blank"><em>Image Source</em></a></figcaption></figure> <p>I realize this is a heavy up-front and top-down effort, so it doesn’t need to be as robust right off the bat. Your team could simply act as an internal consultancy, holding office hours and supporting interested teams when they run experiments. Normally it takes a small ramp up period before the team or the analyst/marketer is off and running by themselves.</p> <p>At the very least, documenting how to set up and analyze experiments is something that should be done. Having a resource center, or at the very least a checklist or <a href="https://www.alexbirkett.com/ab-testing/" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)">list of guidelines like I’ve tried to put together in this article</a>, helps people feel more comfortable running their own tests properly. </p> <h2>Empowering a culture of experimentation</h2> <p>Finally, the last component of <g class="gr_ gr_6 gr-alert gr_gramm gr_inline_cards gr_run_anim Grammar only-ins replaceWithoutSep" id="6" data-gr-id="6">infrastructure</g> is <g class="gr_ gr_4 gr-alert gr_gramm gr_inline_cards gr_run_anim Grammar only-del replaceWithoutSep" id="4" data-gr-id="4">the subtle</g> and <g class="gr_ gr_5 gr-alert gr_gramm gr_inline_cards gr_run_anim Grammar only-del replaceWithoutSep" id="5" data-gr-id="5">the emotional</g>. CRO and growth teams should be cheerleaders for evidence-based decision making, experimentation and the judicious use of data in campaigns. </p> <p>I’ve written a lot about building a culture of experimentation in the past and can’t say there’s <g class="gr_ gr_4 gr-alert gr_spell gr_inline_cards gr_disable_anim_appear ContextualSpelling ins-del" id="4" data-gr-id="4">any one</g> tip or tactic or magic bullet to do it. </p> <p>Often, the best way is to have a powerful and influential evangelist at the top leading the way.</p> <p>Sometimes it’s built up through the bottom through consistently showing results and disseminating them through the company via Wiki posts, newsletters, and weekly experiment readouts. </p> <p>This may be the most important job of the CRO or growth team, as it builds a sort of &#8220;flywheel&#8221; effect. The more excited others are about growth and experimentation, the more they’re willing to learn and improve their own skill sets, and the more evangelists you’ll have for the program – a perpetual motion device of data-driven decision making that will surely help you edge out past the competition in the long run.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/conversion-optimization-is-an-operating-system-not-a-tactic-262862">Conversion optimization is an operating system (not a tactic)</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Welcome to the next era of social media marketing https://marketingland.com/welcome-to-the-next-era-of-social-media-marketing-262718 Marketing Land urn:uuid:a2257430-4952-380f-4ac1-5a086541c493 Mon, 24 Jun 2019 15:21:08 +0000 <p>The first installment in Marketing Land’s series looking at how social platforms – and usage – is shifting as user growth slows and social commerce explodes.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/welcome-to-the-next-era-of-social-media-marketing-262718">Welcome to the next era of social media marketing</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <div class="wp-block-image"><figure class="aligncenter"><img src="https://marketingland.com/wp-content/ml-loads/2019/06/Social_v1_Hero-800x450.jpg" alt="" class="wp-image-262823" srcset="https://marketingland.com/wp-content/ml-loads/2019/06/Social_v1_Hero-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2019/06/Social_v1_Hero-200x113.jpg 200w, https://marketingland.com/wp-content/ml-loads/2019/06/Social_v1_Hero-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2019/06/Social_v1_Hero-768x432.jpg 768w, https://marketingland.com/wp-content/ml-loads/2019/06/Social_v1_Hero-550x310.jpg 550w" sizes="(max-width: 800px) 100vw, 800px" /></figure></div> <p>At this year’s F8 Developer’s Conference, Facebook CEO Mark Zuckerberg stood on stage and announced, “The future is private.” It was a bold statement coming from the guy who has spent the past eighteen months tackling a firestorm of criticism over misusing customer data and information. Still, the intent – that Facebook is shifting its focus to private, messaging platforms – put a spotlight on a central issue social media marketers are facing: the social media landscape is changing dramatically and marketers must adapt to keep pace with evolving ad platforms. </p> <p>Change isn’t coming only to Facebook. Overall social media use appears to be flattening. Bidding strategies are being realigned to fit new automated systems. And social commerce is moving to an entirely new level, with platforms building out new on-platform purchasing capabilities while brands and influencers form even tighter bonds. </p> <p> It’s a whole new world for social media marketers, and keeping up with the rate of change can be exhausting. As your social media marketing resource, we want to offer more than simply reporting on the day-to-day changes. That&#8217;s why we’re introducing this series devoted to the new era of social. In the coming weeks we&#8217;ll do our best to provide a roadmap of sorts &#8212; as the roads are being built. </p> <h2>Where marketers fit within the “digital living room”</h2> <p>On more than one occasion, Mark Zuckerberg has said Facebook’s goal is to become less of a social feed and more of a “digital living room” where users gather in private channels. But, in terms of social ROI, privacy isn’t necessarily the word marketers should be focused on. </p> <p>“It feels like we’re edging into a different era, but I’m not sure that it’s tied to the privacy piece,” said Aimclear&#8217;s VP of Marketing Strategy Susan Wenograd, “While that’s certainly changing things, I believe there are totally separate effects we are feeling from these platforms maturing, competition becoming much steeper, and the demand consumers have for creative that they can connect with.” </p> <p>Wenograd said it’s a different world compared to a few years ago when advertisers could run with a half-baked creative idea and still generate results. </p> <p>“It doesn’t work that way anymore, you have to have a pretty iron-clad marketing direction to get traction quickly so you don’t burn through all of your money,” said Wenograd, “Many brands enter paid social without one and get frustrated when they don’t get immediate returns because they’re unaware of how competitive it actually is versus a couple years ago.” </p> <p>During her <a rel="noreferrer noopener" aria-label="presentation on social ad optimization at SMX Advanced (opens in a new tab)" href="https://marketingland.com/facebook-ads-arent-what-they-used-to-be-so-its-time-for-smarter-social-ad-buying-262372" target="_blank">presentation on social ad optimization at SMX Advanced</a> this month, Wenograd repeated these same sentiments &#8212; that, in a flooded ad market, the most successful brands will be the ones that can integrate robust paid strategies and prioritize high-quality creative.</p> <p> “Agencies that can’t strategize their way out of a paper bag will fail, as they should have long ago,” Wenograd told the audience. </p> <h2>Peak social: Looking beyond Facebook </h2> <p>The heightened competition for ad inventory, as mentioned by Wenograd, coupled with the flattening of social media usage means advertisers are not likely to see the outcomes they were able to generate once upon a time. </p> <p>Multiple reports tracking social media usage during the past year show growth across the social landscape is slowing: </p> <ul><li>A March survey from <a href="https://marketingland.com/facebook-lost-15-million-users-marketers-remain-unfazed-258164">Edison Research</a> found Facebook’s usage overall has dropped from 67% to 61% during the last two years. </li><li><a rel="noreferrer noopener" aria-label="Mary Meeker’s annual Internet Trends Report (opens in a new tab)" href="https://marketingland.com/mary-meeker-social-media-usage-is-flat-globally-mobile-ad-spend-continues-to-climb-262403" target="_blank">Mary Meeker’s annual Internet Trends Report</a> showed the number of people logging into social networks on a daily basis is decelerating, with social media usage up only 1% since last year (compared to 6% growth that happened between 2016 and 2017).&nbsp; </li><li>As recently as May, eMarketer estimated that the <a href="https://marketingland.com/time-spent-on-facebook-snapchat-remains-flat-but-instagram-sees-growth-261705" target="_blank" rel="noreferrer noopener" aria-label="average amount of time people will spend on Facebook (opens in a new tab)">average amount of time people will spend on Facebook</a> this year will remain unchanged compared to 2018, and will likely drop by a full minute in 2020. </li></ul> <p>So what does this mean for marketers? In the immediate future, there is no need for drastic changes in strategy. But, advertisers need to consider the long-term implications: that finding and connecting with their audiences will involve going beyond their usual channels. </p> <p>While Facebook usage is decelerating, Instagram and YouTube both experienced lifts in daily usage, according to the Mary Meeker report. Snapchat reports it reaches 75% of 13 to 34-year-olds in the U.S. </p> <p>LinkedIn is also focusing on its ad platform. This year, the company’s <a href="https://marketingland.com/linkedin-reorients-campaign-manager-with-objective-based-campaign-workflow-251228">Campaign Manager underwent a major redesign</a> to deliver an objective-based workflow built for advertisers managing high volume campaigns. Quora is also looking to drive more ad revenue, recently introducing <a href="https://marketingland.com/quora-adds-search-like-keyword-targeting-auction-insights-for-advertisers-256261" target="_blank" rel="noreferrer noopener" aria-label="search-like keyword targeting, Auction Insights (opens in a new tab)">search-like keyword targeting, Auction Insights</a> and <a rel="noreferrer noopener" aria-label="retargeting capabilities (opens in a new tab)" href="https://marketingland.com/quora-advertisers-can-now-retarget-users-who-looked-at-specific-questions-254991" target="_blank">retargeting capabilities</a> for brands on the platform.</p> <p>And then there’s Reddit, a social network that has long been avoided by advertisers because of its “wild west” reputation. But in March of this year, Reddit was the sixth most visited website in the U.S. according to Alexa. Last year, the company overhauled its entire website to be more enticing for brands and has steadily rolled out new ad products. </p> <h2>Messaging is the new medium</h2> <p>The shift to messaging platforms means marketers will have to pay more attention to ad opportunities on apps like Messenger, WhatsApp and Snapchat.</p> <p>“With the rise of messaging over pubic social media, brands should be thinking about how to drive direct, one-to-one relationships with customers through the channels that will enable them to keep connecting with the express consent of their customers,” said Conversocial Founder and CEO Joshua March.</p> <p>March notes how, not too long ago, brands were focused on building mobile apps to enable direct connections with their customers. Companies spent millions of dollars on mobile app initiatives only to find customers were not interested in downloading or using the app.&nbsp;&nbsp; </p> <p>“With messaging, brands can deliver interactive functionality to every single customer without needing to download anything,” said March. </p> <p>Facebook is doing all it can to assist advertisers in this area with its <a href="https://marketingland.com/nytimes-report-facebook-plans-to-integrate-whatsapp-instagram-facebook-messenger-255918" target="_blank" rel="noreferrer noopener" aria-label="plan to integrate WhatsApp, Instagram and Messenger (opens in a new tab)">plan to integrate WhatsApp, Instagram and Messenger</a>. The apps will remain as stand-alone networks, but be built on a unified underlying message infrastructure with interoperability that allows users to send and receive messages between platforms. </p> <p>“Messaging channels give you a way to proactively market to the consumers that have opted-in on that platform – Messenger, WhatsApp, etc. – and it helps companies sustain the customer lifecycle,” said March.</p> <h2>Social commerce gaining more traction</h2> <p>If messaging is the new medium, social commerce is the breakout star of it all. Social platforms are building out new e-commerce features, aiming to keep consumers in the app throughout the entire customer journey from product discovery to purchase. </p> <p>“2019 could, in many ways, be the breakthrough year for social commerce, when we finally start to see it coming into its full potential,” said Nyha Shree, COO at Jumper.ai, “While platform native features will offer enhanced discovery and reduced friction, brands need to simultaneously think of the customer experience. This will define how well their social commerce strategies convert discovery into purchases and purchased into loyalty.” </p> <p>And it’s not just about product discovery and purchase capabilities. Shree is quick to point out the need for advertisers to distinguish their brands by offering unique customer experiences via social channels.&nbsp; </p> <p>“Brands like Disney and Threads [an e-commerce fashion company] are already pioneering this by utilizing conversational chatbots in the checkout process, mimicking a sales associate and helping to maintain brand personality,” said Shree. </p> <p>Facebook’s foray into on-platform purchasing has been limited to Marketplace, but <a rel="noreferrer noopener" aria-label="Instagram is making strides with its new Checkout feature (opens in a new tab)" href="https://marketingland.com/instagram-debuts-in-app-checkout-for-e-commerce-brands-258587" target="_blank">Instagram is making strides with its new Checkout feature</a> that offers in-app purchasing capabilities. The platform first rolled it out for a limited group of brands, and has since <a rel="noreferrer noopener" aria-label="expanded Checkout to a number of influencers (opens in a new tab)" href="https://marketingland.com/instagrams-new-shopping-from-creators-gives-influencers-access-to-checkout-for-in-app-purchases-260220" target="_blank">expanded Checkout to a number of influencers</a> on the app who work with the brands.</p> <p>Snapchat recently launched in-app stores for five of its Official Accounts, including Kyle Jenner’s Kylie Cosmetics account and Kim Kardashian West’s KKW Beauty account. </p> <p>Pinterest is also aiming to position itself as a social commerce leader. Prior to going public this year, <a rel="noreferrer noopener" aria-label="the company recruited Walmart’s CTO to be its head of engineering (opens in a new tab)" href="https://marketingland.com/pinterests-new-head-of-engineering-brings-deep-e-commerce-experience-258741" target="_blank">the company recruited Walmart’s CTO to be its head of engineering</a>, and has been gradually <a rel="noreferrer noopener" aria-label="rolling out e-commerce initiatives (opens in a new tab)" href="https://marketingland.com/pinterest-broadens-e-commerce-capabilities-with-complete-the-look-tool-262555" target="_blank">rolling out e-commerce initiatives</a>. </p> <h2>Machine learning-powered campaign optimization </h2> <p>Big changes are taking place at the micro-level of campaign management as well, with new campaign management processes and a wider selection of social ad formats &#8212; <a rel="noreferrer noopener" aria-label="particularly around Story ads on Facebook (opens in a new tab)" href="https://marketingland.com/facebook-stories-ads-now-available-to-all-advertisers-248982" target="_blank">particularly around Story ads on Facebook</a>.</p> <p>This year, Facebook announced it was transitioning advertisers to a campaign budget optimization process that <a rel="noreferrer noopener" aria-label="removes the ability to control budgets at the ad set level (opens in a new tab)" href="https://marketingland.com/facebook-advertisers-will-not-be-able-to-set-budgets-at-ad-set-level-starting-in-september-256522" target="_blank">removes the ability to control budgets at the ad set level</a>. (Starting in September, Facebook will migrate new and existing ad campaigns to its automated campaign budget allocation system that optimizes a campaign&#8217;s budget across the advertiser&#8217;s ad sets.)</p> <p>“At first, I was happy to hear it, but I’m less excited now that I’ve seen it firsthand,” said Wenograd, “I find it frequently doesn’t optimize to the highest-performer, forcing us to create single ad-set campaign set ups.” </p> <p>Wenograd said she has seen e-commerce clients have instances where Facebook’s automated budget optimization feature gives the spend to the lowest-cost per purchase, but not the best ROAS. She believes the platform has a way to go before she would recommend it as a default for advertisers. </p> <p>“I truly feel they should have left it an option you could use or not use – I don’t see this as a benefit to advertisers the way it currently performs,” said Wenograd. </p> <p>Wenograd’s team is a big believer that advertisers must consider the entire customer journey when determining a bidding model – an effort that takes a lot of time and a lot of data to decipher. </p> <p>“We don’t have the data like we do in paid search to make purely match-based decisions,” said Wenograd about paid social strategies, “There are algorithmic decisions that happen behind the curtain that affect what we’re shown, and bidding plays a part in that. Often we won’t know what part until we try something other than auto-bid, and the results vary greatly.” </p> <p>Wenograd said marketers are in the nascent stages of reevaluating how they make bidding decisions compared to what they’ve done in the past. </p> <p>“The platforms only focus on their slice of the pie, so what seems logical to bid for the results you want in the next 24-hours may differ from what you’d bid if you’re going for a longer-term brand awareness,” said Wenograd. </p> <h2>Investing in long-term results</h2> <p>What do these ad platform modifications mean for social media marketers in terms of ROI? Brands will be forced to take a more comprehensive view of their social ad strategy now that paid social has moved far beyond one-off campaigns that promise short-term results. </p> <p>As Wenograd <a rel="noreferrer noopener" aria-label="made clear from the SMX Advanced stage (opens in a new tab)" href="https://marketingland.com/facebook-ads-arent-what-they-used-to-be-so-its-time-for-smarter-social-ad-buying-262372" target="_blank">made clear from the SMX Advanced stage</a>, if brands want to thrive in this new era of social advertising, they will have to recognize conversions as only one piece of the puzzle and, instead, take a big-picture view by building qualified audiences via cross-channel data and high-quality content.</p> <p></p> <p>The post <a rel="nofollow" href="https://marketingland.com/welcome-to-the-next-era-of-social-media-marketing-262718">Welcome to the next era of social media marketing</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Do These 5 Things & You Will Rank Higher Than Your Competitor via @tonynwright http://tracking.feedpress.it/link/13962/12180538 Search Engine Journal urn:uuid:511fd035-9fc7-23e1-c2b1-f0998707c73b Mon, 24 Jun 2019 13:45:17 +0000 <p>I’m going to tell you how to rank higher than your competitors in almost every case.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/rank-higher-than-your-competitor/309929/">Do These 5 Things &#038; You Will Rank Higher Than Your Competitor via @tonynwright</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12180538.gif" height="1" width="1"/> How Long Does It Take to Get First Page Rankings?   via @wburton27 http://tracking.feedpress.it/link/13962/12179001 Search Engine Journal urn:uuid:46206164-b58c-9ef1-712d-d0d16ab45ae4 Mon, 24 Jun 2019 12:45:32 +0000 <p>Learn how long it can take to start ranking on the first page of Google for your targeted keywords.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/first-page-rankings-how-long/313115/">How Long Does It Take to Get First Page Rankings?   via @wburton27</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12179001.gif" height="1" width="1"/> How You Can Find the Most Responsive Link Building Targets via @alextachalova http://tracking.feedpress.it/link/13962/12177765 Search Engine Journal urn:uuid:de049765-03a8-87af-2dbe-a245b1bfaf8a Mon, 24 Jun 2019 11:45:20 +0000 <p>Learn how to start building links ONLY with those who already have a positive attitude toward your brand.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/find-responsive-link-building-targets/310801/">How You Can Find the Most Responsive Link Building Targets via @alextachalova</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12177765.gif" height="1" width="1"/> How to Set Up Facebook Analytics and Facebook Attribution https://www.socialmediaexaminer.com/how-to-set-up-facebook-analytics-facebook-attribution/ Social Media Examiner urn:uuid:7872ae71-2e4b-6f03-4452-74aac168d780 Mon, 24 Jun 2019 10:00:23 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/06/facebook-attribution-analytics-how-to-set-up-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" link_thumbnail="" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2019/06/facebook-attribution-analytics-how-to-set-up-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/06/facebook-attribution-analytics-how-to-set-up-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/06/facebook-attribution-analytics-how-to-set-up-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/06/facebook-attribution-analytics-how-to-set-up-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/06/facebook-attribution-analytics-how-to-set-up-1200-1024x538.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Want to better understand what is and isn&#8217;t working with your Facebook marketing? Are you using the two most powerful analysis tools Facebook offers? In this article, you&#8217;ll learn how to set up Facebook Analytics and Facebook attribution. How to Set Up Facebook Analytics The Facebook Analytics platform is a free tool for tracking and [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/how-to-set-up-facebook-analytics-facebook-attribution/">How to Set Up Facebook Analytics and Facebook Attribution</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> WordPress Plugin SEO by RankMath Security Update via @martinibuster http://tracking.feedpress.it/link/13962/12160503 Search Engine Journal urn:uuid:6063ee89-ff5e-4b8f-1488-0af78f167fdb Sun, 23 Jun 2019 20:06:16 +0000 <p>SEO by RankMath issued security updates to patch vulnerabilities and further improve security.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/seo-by-rankmath-security-update/313491/">WordPress Plugin SEO by RankMath Security Update via @martinibuster</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12160503.gif" height="1" width="1"/> 7 SEO Insights You Can Learn by Mining Your Help Desk via @drumming http://tracking.feedpress.it/link/13962/12150651 Search Engine Journal urn:uuid:f2f25e5e-9fab-54be-51e2-6e142f8b4c6a Sun, 23 Jun 2019 12:00:07 +0000 <p>Here are seven SEO insights you can mine from your ticket log and help desk analytics.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/seo-insights-mining-help-desk/313043/">7 SEO Insights You Can Learn by Mining Your Help Desk via @drumming</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12150651.gif" height="1" width="1"/> Google Responds to Claims That Maps Has Millions of Fake Business Listings via @MattGSouthern http://tracking.feedpress.it/link/13962/12132446 Search Engine Journal urn:uuid:5a6e140b-3912-a20b-1746-c4f98fe69b83 Sat, 22 Jun 2019 19:22:31 +0000 <p>Google has responded to a Wall Street Journal investigation claiming Maps is home to millions of fake business listings.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-responds-to-claims-that-maps-has-millions-of-fake-business-listings/313481/">Google Responds to Claims That Maps Has Millions of Fake Business Listings via @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12132446.gif" height="1" width="1"/> Google Ads Begins Reporting on Shopping Campaign Landing Pages via @MattGSouthern http://tracking.feedpress.it/link/13962/12130858 Search Engine Journal urn:uuid:b269210f-a989-c622-3a4b-3e2e0059fe3f Sat, 22 Jun 2019 17:52:34 +0000 <p>Google Ads now reports on landing page performance from shopping campaigns. Data will be included in the "Landing pages" page.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-ads-begins-reporting-on-shopping-campaign-landing-pages/313471/">Google Ads Begins Reporting on Shopping Campaign Landing Pages via @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12130858.gif" height="1" width="1"/> Twitter Removes the Ability to Add Precise Location Tags to Tweets via @MattGSouthern http://tracking.feedpress.it/link/13962/12126334 Search Engine Journal urn:uuid:cdf3503a-7794-4427-7bd3-929052a953e3 Sat, 22 Jun 2019 14:24:06 +0000 <p>Twitter users can no longer tag their precise location in tweets.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/twitter-removes-the-ability-to-add-precise-location-tags-to-tweets/313461/">Twitter Removes the Ability to Add Precise Location Tags to Tweets via @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12126334.gif" height="1" width="1"/> Facebook Introduces New Cryptocurrency: Libra https://www.socialmediaexaminer.com/facebook-introduces-new-cryptocurrency-libra/ Social Media Examiner urn:uuid:d241342b-acf9-8a1d-7b24-fb6ec9ffe88b Sat, 22 Jun 2019 10:00:03 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/06/SMMT-Show-2019-06-22-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" link_thumbnail="" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2019/06/SMMT-Show-2019-06-22-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/06/SMMT-Show-2019-06-22-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/06/SMMT-Show-2019-06-22-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/06/SMMT-Show-2019-06-22-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/06/SMMT-Show-2019-06-22-1200-1024x538.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Welcome to this week&#8217;s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week&#8217;s Social Media Marketing Talk Show, we explore Facebook&#8217;s new cryptocurrency, Libra, with special guest, Joel Comm. Tune In to the Social Media Marketing Talk [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/facebook-introduces-new-cryptocurrency-libra/">Facebook Introduces New Cryptocurrency: Libra</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> Google: Disallowed URLs Do Not Affect Crawl Budget via @MattGSouthern http://tracking.feedpress.it/link/13962/12112841 Search Engine Journal urn:uuid:68f1b97b-f4f3-e16b-d2c7-9b0d42944283 Sat, 22 Jun 2019 01:19:15 +0000 <p>Google's Gary Illyes updated his original writeup on crawl budget with clarification about disallowed URLs.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-disallowed-urls-do-not-affect-crawl-budget/313449/">Google: Disallowed URLs Do Not Affect Crawl Budget via @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12112841.gif" height="1" width="1"/> Google Ads is Removing Features from Portfolio Bid Strategies via @MattGSouthern http://tracking.feedpress.it/link/13962/12107337 Search Engine Journal urn:uuid:dfa267fc-ccab-852c-3609-e0541a5337e1 Fri, 21 Jun 2019 20:09:51 +0000 <p>Google Ads is making adjustments to two portfolio bid strategies in an effort to simplify the experience for users.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-ads-is-removing-features-from-portfolio-bid-strategies/313417/">Google Ads is Removing Features from Portfolio Bid Strategies via @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12107337.gif" height="1" width="1"/> SMXcast: Tactics to improve your YouTube video ad performance https://marketingland.com/smxcast-tactics-to-improve-your-youtube-video-ad-performance-262850 Marketing Land urn:uuid:8e22b967-cff5-4173-aa42-8fa532b862e6 Fri, 21 Jun 2019 14:04:13 +0000 <p>Ashley Mo discusses how to run video and search ads together to increase conversions.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/smxcast-tactics-to-improve-your-youtube-video-ad-performance-262850">SMXcast: Tactics to improve your YouTube video ad performance</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <figure class="wp-block-image"><img src="https://marketingland.com/wp-content/ml-loads/2019/06/ashley_mo_insights_featured-800x451.jpg" alt="ashley_mo_insights_featured" class="wp-image-262851" srcset="https://marketingland.com/wp-content/ml-loads/2019/06/ashley_mo_insights_featured-800x451.jpg 800w, https://marketingland.com/wp-content/ml-loads/2019/06/ashley_mo_insights_featured-200x113.jpg 200w, https://marketingland.com/wp-content/ml-loads/2019/06/ashley_mo_insights_featured-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2019/06/ashley_mo_insights_featured-768x433.jpg 768w, https://marketingland.com/wp-content/ml-loads/2019/06/ashley_mo_insights_featured-550x310.jpg 550w" sizes="(max-width: 800px) 100vw, 800px" /></figure> <p>For search marketers, YouTube offers access to 1.9 billion logged-in global users per month, making it the second largest search engine. And, <a rel="noreferrer noopener" aria-label="Google reports (opens in a new tab)" href="https://www.thinkwithgoogle.com/_qs/documents/7366/YT_Effectiveness_Guide_CEE_Final_-_Interactive_Version._heFslE1.pdf" target="_blank">Google reports</a> that advertisers buying YouTube video ads in addition to search ads see, on average, 8% higher search conversion volume, 3% higher search conversion rates and 4% lower search CPAs (compared to advertisers who only run search ads).</p> <p>However, YouTube&#8217;s automated bidding algorithm isn&#8217;t right for everyone. At SMX Advanced, Ashley Mo, regional director for 3Q Digital, discussed a few intelligent tactics that can improve your video campaign performance. Listen to her full Insights session below and head to the bottom for the full transcript.</p> <figure><figure><iframe width="100%" height="300" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/639555894%3Fsecret_token%3Ds-54EdL&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=true&amp;show_comments=false&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=false&amp;visual=true"></iframe></figure></figure> <p>Mo also provided Search Engine Land readers with some additional tips on automated bidding:</p> <ul><li>If you don&#8217;t have any conversion history for YouTube campaigns in your account, start with Max Conversions bidding and switch to Target CPA after the account has generated at least 30 conversions.</li><li>Wait at least 7-10 days prior to making bid changes. It is normal for performance to fluctuate, but over a 30 day period following an initial learning period, performance should be more stable. Use&nbsp;volume<em>&nbsp;</em>as an indicator of whether to change bids.</li><li>Campaign structure – separate different targeting types at the campaign level. As much as you may be tempted to, don&#8217;t change ad group level bids when making optimizations, always change at the campaign level.</li><li>Don&#8217;t overlay targeting on top of Custom Intent. This will reduce reach for users who have already expressed intent through their search behavior.</li><li>Consider testing micro-conversions like pageviews or an intermediate conversion if volume is limited.</li><li>Use different call-to-actions (with the same video creative) to see if you can improve CTR.</li></ul> <h2>Transcript</h2> <p>GN: </p> <p>This is the Search Engine Land podcast and I am your host George Nguyen. What you’re about to listen to, in particular, is an edition of SMXcast — content that comes straight from our SMX conference speakers and attendees.</p> <p>You’re about to hear from Ashley Mo, a regional director at 3Q Digital. At SMX Advanced in Seattle, she delivered an Insights session on outsmarting YouTube’s automated bidding to drive more conversions. Enjoy and happy advertising.</p> <p>AM: </p> <p>Hi everyone. My name is Ashley. I have a lot of experience working with clients across verticals and specifically in YouTube. We&#8217;ve been working on trying to make it work for direct response, not just awareness and have managed to do that successfully with over $5 million in YouTube investment and hopefully a lot more. And, last year we took home Google&#8217;s premiere partner award in video innovation and, lucky for you all today, I&#8217;m going to share all of my secrets.</p> <p>So to start off, the biggest news to YouTube is really that Google released TrueView for action into public beta this year. Some of you may have tested it last year, but now anyone can test it. So, by quick show of hands, who here has already run YouTube TrueView for action campaigns? Okay, it looks like maybe 5%, which is great that you&#8217;re here because I&#8217;m about to talk to you about why you should be testing it. </p> <p>So, first, what is TrueView for action? So, if you are watching videos on YouTube, you&#8217;ve probably already been seeing these videos. This is an example of an ad and notably there&#8217;s this call to action overlay, which is designed to take someone outside of YouTube. So, that&#8217;s really the biggest difference here is before YouTube was focused on having branding campaigns and they wanted people to stay engaged and stay within the platform. And now they&#8217;re trying to monetize it and they realize that for advertisers to be successful, they need to be able to drive people to their landing page or to their app, because then they have a chance to take action. Whereas if they&#8217;re watching a video, maybe they&#8217;ll convert later. It&#8217;ll be a view through conversion. It&#8217;s hard to measure. So, by creating TrueView for action with a call to action overlay and the companion banner on the side, it&#8217;s making it easier for people on desktop, on mobile, on tablet to click on the ad and to engage and potentially convert. </p> <p>So, why as search marketers, should we care about YouTube? It is a different platform even though it&#8217;s still available in the same Google Ads UI. So, a couple of statistics, there&#8217;s a ton of people on YouTube watching videos. I mean who here watches videos on YouTube? Probably everyone, right? So 1.9 billion people, 1 billion hours is a completely difficult to fathom and you might not think of YouTube as a search engine, but it is, and it&#8217;s actually the second largest search engine right after Google, so a great place to expand from search. And then based on some research that Google has done, they&#8217;ve seen that advertisers who run YouTube in addition to search ended up seeing an 8% higher search conversion volume and 3% higher search conversion rate. So there is actual incrementality by running both campaigns. And I can say anecdotally, we worked with a video streaming client and we used to run keywords on videos in their library. No one was searching for those, period. Sometimes those keywords wouldn&#8217;t even serve. And then when we started to promote them heavily on YouTube, we started to see searches for those and conversions. So it definitely does drive impact and with TrueView for action, it&#8217;s going to be easier to measure what happens after someone sees your ad. So that&#8217;s why you should care about YouTube. </p> <p>And then the next question is, well, how exactly do I make it work for me? How do I drive conversions? This is really the tough part. So I have three tips for you today, but please come talk to me after if you want to learn more. I could talk for hours about YouTube. So my first tip is that contrary to what Google tells you, I think you should actually limit your reach when you first launch a campaign. Especially nowadays you have to use target CPA, which is automated bidding, with a TrueView for action campaign. It&#8217;s machine learning, so it takes time to learn. And if you allow it to target anyone across YouTube.com or the video partner network on desktop or mobile, it could very easily spend hundreds of dollars, not drive many conversions and you&#8217;ve already used up a large portion of your budget before you even gotten meaningful results. So I would say that you should always start conservatively. Think about what works for you on search. I think, for the most part, desktop-only targeting is going to work better than mobile as well as opting out of video partners. I can say that from experience, the YouTube.com traffic is premium. We see people click at a much higher rate and convert at a much higher rate. So just make sure you go through all of your campaign settings when you set up your campaign to make sure that you&#8217;re not — uncheck a lot of the things that Google defaults to, to make sure you&#8217;re kind of limiting the scope of it. That&#8217;s not to say that you shouldn&#8217;t ever run on mobile, because that is where over half of the YouTube views are. But, once you see that performance is consistent and that the target CPA stabilizes, then you can use that as an option to expand for scale. </p> <p>So next tip is — this is pretty exciting for anyone who&#8217;s new to running on YouTube — you can actually use some of your insights from your search campaigns on YouTube with the new custom intent targeting, which is only available with TrueView for action. So you can actually target people who are actively researching your brand or your competitors or even non-brand keywords with video ads. You just pump in all the keywords and it creates an audience and then you can target that group. And some of the best practices here are going to be the same as search: You wouldn&#8217;t put all your different keyword types into one campaign. You&#8217;d want to separate them out so you can more easily measure performance. So I&#8217;d recommend setting up different buckets based on different categories like your search campaigns: so brand, competitor prospecting, etc. And that way, after you launch, you can kind of see how the audiences perform relative to each other. </p> <p>So final tip is about creative. So anyone who&#8217;s run any type of video campaign knows that created is the most important thing and that&#8217;s what&#8217;s going to be key to success. And I know a lot of times it can be hard when you don&#8217;t have a lot of bandwidth or creative resources. I can&#8217;t tell you how many times clients say, “Oh, we just have this one video. Just go and run with it.” And the problem with that is that if that video doesn&#8217;t work well, then well then what do you do, right? You can have the best targeting and the wrong video and you&#8217;re not going to hit achieve any success on YouTube. So you should at least have multiple creatives. And that way you can compare performance. And then when your campaign, if it doesn&#8217;t do well, then you can see, well, did the view rate vary between the videos? Did the click through rate vary? You have something to compare. Another point about creative is that you don&#8217;t necessarily need a high-production video. I&#8217;ve seen clients have success with kind of low production where they take still images and kind of create this slide show. There are a lot of great tools out there, like Shakr is one of them, where they have pre-built templates and you can plug in existing images and assets and create a video. So definitely look into those options if you are having trouble coming up with multiple videos. </p> <p>It is important that you&#8217;re captivating your audience very early on. Even though your goal with this campaign is not going to be — your number one goal is going to be at least click through rate; maybe conversion rate. But, if you have a low view rate on your video, then it&#8217;s not engaging, so make sure that you&#8217;re getting their attention right away. </p> <p>So, just to recap this very short presentation: number one, limit your traffic to desktop traffic only on YouTube.com, and then make sure that you are using existing knowledge you have from search, testing that in YouTube, and make sure you have more than one creative. Thank you.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/smxcast-tactics-to-improve-your-youtube-video-ad-performance-262850">SMXcast: Tactics to improve your YouTube video ad performance</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> 5 Ways to Build a Google Algorithm Update Resistant SEO Strategy via @sam_marsden http://tracking.feedpress.it/link/13962/12100467 Search Engine Journal urn:uuid:b924ea00-c353-452d-5aa8-b44003419976 Fri, 21 Jun 2019 13:45:12 +0000 <p>Here are five steps that SEOs can take to become more resistant to Google algorithm updates.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-algorithm-update-resistant-seo-strategy/313155/">5 Ways to Build a Google Algorithm Update Resistant SEO Strategy via @sam_marsden</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12100467.gif" height="1" width="1"/> Why Meeker sees e-commerce, digital ad revenues slowing down https://marketingland.com/why-meeker-sees-e-commerce-digital-ad-revenues-slowing-down-262839 Marketing Land urn:uuid:ef3f9631-d40d-c724-963a-cd038f020a98 Fri, 21 Jun 2019 12:55:03 +0000 <p>Digital ad spend revenues dropped by 9% from 2018, while e-commerce saw only incremental revenue growth YoY – an increase of just 0.3% from last year.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/why-meeker-sees-e-commerce-digital-ad-revenues-slowing-down-262839">Why Meeker sees e-commerce, digital ad revenues slowing down</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>New data from famed internet analyst Mary Meeker suggests online advertising and e-commerce growth may be slowing, but that doesn&#8217;t make these channels any less important for marketers to maximize. </p> <h2>Online Advertising</h2> <p>Although digital ad spend increased 1% over last year, the revenues are slowing down – dropping by 9% between the end of 2018 and the first quarter of 2019, according to the report. </p> <figure class="wp-block-image"><img src="https://marketingland.com/wp-content/ml-loads/2019/06/Screen-Shot-2019-06-20-at-5.05.17-PM-800x567.png" alt="" class="wp-image-262842" srcset="https://marketingland.com/wp-content/ml-loads/2019/06/Screen-Shot-2019-06-20-at-5.05.17-PM-800x567.png 800w, https://marketingland.com/wp-content/ml-loads/2019/06/Screen-Shot-2019-06-20-at-5.05.17-PM-183x130.png 183w, https://marketingland.com/wp-content/ml-loads/2019/06/Screen-Shot-2019-06-20-at-5.05.17-PM-564x400.png 564w, https://marketingland.com/wp-content/ml-loads/2019/06/Screen-Shot-2019-06-20-at-5.05.17-PM-768x544.png 768w, https://marketingland.com/wp-content/ml-loads/2019/06/Screen-Shot-2019-06-20-at-5.05.17-PM.png 1010w" sizes="(max-width: 800px) 100vw, 800px" /><figcaption>Mary Meeker Internet Trends Report | Source: Company public releases &amp; Morgan Stanley estimates </figcaption></figure> <p>Google still reigns supreme in terms of ad platform revenue, with Facebook following behind it. However, platforms like Amazon, Twitter, Snap and Pinterest are gaining share, showing an average ad revenue growth rate of 2.6% over the last three years (compared to Google’s 1.4% increase and Facebook’s 1.9% increase). </p> <p>Programmatic ad buying has seen a 42% increase from 2012, which Meeker says is having a negative impact on ad inventory pricing across the board.</p> <p>But despite the relative slowdown, Meeker pointed to key factors that will continue propelling ad share forward, including improved targeting capabilities, better creative and machine learning technology. </p> <h2>E-Commerce</h2> <p>Although e-commerce sales now account for 15% of all retail purchases, Meeker reported that the growth rate is slowing down when stacked against previous years. E-commerce as a whole saw revenue growth barely inching up year-over-year, with the first quarter of 2019 showing a 12.4% growth rate – as opposed to the 12.1% growth rate of last year.</p> <div class="wp-block-image"><figure class="aligncenter"><img src="https://marketingland.com/wp-content/ml-loads/2019/06/Screen-Shot-2019-06-20-at-5.01.31-PM-800x534.png" alt="" class="wp-image-262841" srcset="https://marketingland.com/wp-content/ml-loads/2019/06/Screen-Shot-2019-06-20-at-5.01.31-PM-800x534.png 800w, https://marketingland.com/wp-content/ml-loads/2019/06/Screen-Shot-2019-06-20-at-5.01.31-PM-195x130.png 195w, https://marketingland.com/wp-content/ml-loads/2019/06/Screen-Shot-2019-06-20-at-5.01.31-PM-600x400.png 600w, https://marketingland.com/wp-content/ml-loads/2019/06/Screen-Shot-2019-06-20-at-5.01.31-PM-768x513.png 768w, https://marketingland.com/wp-content/ml-loads/2019/06/Screen-Shot-2019-06-20-at-5.01.31-PM.png 1267w" sizes="(max-width: 800px) 100vw, 800px" /><figcaption>Mary Meeker Internet Trends Report | Source: St. Louis Federal Reserve FRED database. </figcaption></figure></div> <p>Even with the slowdown, e-commerce revenues still exceed brick-and-mortar revenues, which grew only 2% in the first quarter.</p> <p>Direct -to-consumer brands are capitalizing on rich consumer data with deeper personalization, resulting in more innovative strategies and a higher consumer satisfaction than ever before. But even so, the cost of customer acquisition is climbing to unsustainable levels.</p> <h2>Still crucial, despite slowing down</h2> <p>Despite flattening trends in ad spend and revenue growth, make no mistake: e-commerce (and digital advertising, by extension) will still remain a crucial factor in the marketing mix for online brands. In our connected digital ecosystem, new technologies, innovative media, and the rise in global internet adoption means more fragmentation across the consumer spectrum, which ultimately amounts to less concentrated growth. </p> <p>Audiences and business goals vary from brand to brand, but e-commerce marketers and advertisers should still be looking at long-term strategies through the lens of the online trends as a whole.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/why-meeker-sees-e-commerce-digital-ad-revenues-slowing-down-262839">Why Meeker sees e-commerce, digital ad revenues slowing down</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Why Keyword-Driven Content Won’t Rank Your Startup (& What to Write Instead) via @jamarketer http://tracking.feedpress.it/link/13962/12099386 Search Engine Journal urn:uuid:1d4793a4-906f-8d71-bc12-d1bc80f7f508 Fri, 21 Jun 2019 12:45:48 +0000 <p>Here’s why keyword-driven content is likely a waste of resources for startups and what you should be writing instead.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/keyword-driven-content-wont-rank-startup/312969/">Why Keyword-Driven Content Won&#8217;t Rank Your Startup (&#038; What to Write Instead) via @jamarketer</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12099386.gif" height="1" width="1"/> Tactics for Tackling Negative Feedback (& How to Not Take It Personally) http://tracking.feedpress.it/link/13962/12097867 Search Engine Journal urn:uuid:d79d847d-962c-ec1e-4347-86fd64b9c37e Fri, 21 Jun 2019 11:45:52 +0000 <p>Negative feedback shouldn’t impact how you see yourself as a digital professional. Here are tips for dealing with negative feedback.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/tackling-negative-feedback/313097/">Tactics for Tackling Negative Feedback (&#038; How to Not Take It Personally)</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12097867.gif" height="1" width="1"/> Creating Instagram Ads That Convert https://www.socialmediaexaminer.com/creating-instagram-ads-convert-andrew-hubbard/ Social Media Examiner urn:uuid:086568e5-fb0f-6cf1-95dc-dd2c01e4a951 Fri, 21 Jun 2019 10:00:45 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/06/instagram-ads-sales-andrew-hubbard-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" link_thumbnail="" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2019/06/instagram-ads-sales-andrew-hubbard-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/06/instagram-ads-sales-andrew-hubbard-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/06/instagram-ads-sales-andrew-hubbard-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/06/instagram-ads-sales-andrew-hubbard-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/06/instagram-ads-sales-andrew-hubbard-1200-1024x538.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Want to learn more about advertising on Instagram? Wondering how to create Instagram ads that lead to sales? To explore how to create Instagram ads that work, I interview Andrew Hubbard. Andrew is a Facebook and Instagram ad expert and the founder of Hubbard Digital, an agency that runs Instagram and Facebook ads for information [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/creating-instagram-ads-convert-andrew-hubbard/">Creating Instagram Ads That Convert</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> Google My Business Listings Can Offer Discounts to New Followers via @MattGSouthern http://tracking.feedpress.it/link/13962/12084405 Search Engine Journal urn:uuid:5c0fdc19-9599-0d9d-3fe8-003b46d8a24e Thu, 20 Jun 2019 23:18:11 +0000 <p>Google is rolling out new ways for businesses to market their GMB listings, including giving discounts to new followers.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-my-business-listings-can-offer-discounts-to-new-followers/313313/">Google My Business Listings Can Offer Discounts to New Followers via @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12084405.gif" height="1" width="1"/> Google Ads App Now Has Ability to Create & Edit Responsive Search Ads via @MattGSouthern http://tracking.feedpress.it/link/13962/12080455 Search Engine Journal urn:uuid:5ac61696-254c-cedf-04da-9413f5204490 Thu, 20 Jun 2019 19:43:23 +0000 <p>An update to the Google Ads mobile app introduces support for creating and editing responsive search ads.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-ads-app-now-has-ability-to-create-edit-responsive-search-ads/313289/">Google Ads App Now Has Ability to Create &#038; Edit Responsive Search Ads via @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12080455.gif" height="1" width="1"/> Shopify launches machine learning powered network for US merchants https://marketingland.com/shopify-launches-machine-learning-powered-network-for-us-merchants-262827 Marketing Land urn:uuid:10aa849f-33ae-dd04-f418-87640097b92e Thu, 20 Jun 2019 17:47:49 +0000 <p>Shopify Fulfillment Network is expected to lower shipping costs and improve delivery times for SMBs.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/shopify-launches-machine-learning-powered-network-for-us-merchants-262827">Shopify launches machine learning powered network for US merchants</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>This week, Canadian e-commerce platform Shopify <a href="https://www.shopify.com/fulfillment">launched</a> its brand new Shopify Fulfillment Network for US-based merchants. The new network uses Shopify&#8217;s machine learning-driven smart inventory allocation technology to determine the closest and most efficient fulfillment centers for your business. </p> <h2>Why we should care</h2> <p>For SMBs being edged out by giants like Amazon, accessibility to an inventory fulfillment network — and the integrated technologies — could play a key role in helping small businesses stay competitive and allow them to grow.</p> <p>According to Shopify, the new system does not require advanced technical skills. Thanks to this, the system can be used by busy digital marketers operating with limited resources to market products and drive e-commerce sales.</p> <h2>More on the news</h2> <ul><li>Shopify is working with fulfillment partners in Nevada, California, Texas, Georgia, New Jersey, Ohio and Pennsylvania.</li><li>Shopify also announced upgrades to its Shopify Plus experience.</li><li>Shopify is also launching a new Shopify point-of-sale system.</li></ul> <p>The post <a rel="nofollow" href="https://marketingland.com/shopify-launches-machine-learning-powered-network-for-us-merchants-262827">Shopify launches machine learning powered network for US merchants</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Compare 14 top marketing automation platforms https://marketingland.com/compare-14-top-marketing-automation-platforms-262820 Marketing Land urn:uuid:942e3c9f-0508-7fc2-c5e7-6fa39e28ae74 Thu, 20 Jun 2019 16:51:32 +0000 <p>Marketing automation platforms form the backbone of marketing operations, increasingly serving as sophisticated marketing orchestration platforms. A range of platforms is available to marketers depending on their firm’s size, budget and level of digital marketing sophistication. The more basic functions of marketing automation have become somewhat commoditized, so platform vendors mostly look to differentiate their [&#8230;]</p> <p>The post <a rel="nofollow" href="https://marketingland.com/compare-14-top-marketing-automation-platforms-262820">Compare 14 top marketing automation platforms</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <figure class="wp-block-image"><img src="https://marketingland.com/wp-content/ml-loads/2018/04/compare-15-donuts-684300274-ss-1920-800x450.jpg" alt="" class="wp-image-238698" srcset="https://marketingland.com/wp-content/ml-loads/2018/04/compare-15-donuts-684300274-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2018/04/compare-15-donuts-684300274-ss-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2018/04/compare-15-donuts-684300274-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /></figure> <p> Marketing automation platforms form the backbone of marketing operations, increasingly serving as sophisticated marketing orchestration platforms. A range of platforms is available to marketers depending on their firm’s size, budget and level of digital marketing sophistication. </p> <p>The more basic functions of marketing automation have become somewhat commoditized, so platform vendors mostly look to differentiate their platforms based on the ability to scale, as well as usability, ease of implementation and customer experience. </p> <p>MarTech Today&#8217;s &#8220;<a href="https://downloads.digitalmarketingdepot.com/MIR_1602_B2BMrkgAuto_landingpageA_mtt.html?utm_source=sel&amp;utm_medium=newspost">B2B Marketing Automation Platforms: A Marketer&#8217;s Guide</a>&#8221; examines the market for B2B marketing automation platforms and the considerations involved in implementing this software in your business.</p> <p>This 48-page report includes profiles of 14 leading B2B marketing automation vendors, capabilities comparisons and recommended steps for evaluating and purchasing. If you are a marketer looking to adopt a marketing automation software platform, you need to read this report. <a href="https://downloads.digitalmarketingdepot.com/MIR_1602_B2BMrkgAuto_landingpageA_mtt.html?utm_source=ml&amp;utm_medium=newspost">Visit Digital Marketing Depot</a> to download your copy.</p> <p> </p> <p>The post <a rel="nofollow" href="https://marketingland.com/compare-14-top-marketing-automation-platforms-262820">Compare 14 top marketing automation platforms</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> CMOs must dig deeper on attribution https://marketingland.com/cmos-must-dig-deeper-on-attribution-262811 Marketing Land urn:uuid:de3ac97d-e331-5105-84d8-fa5be34dcf54 Thu, 20 Jun 2019 14:32:32 +0000 <p>We need to be able to communicate complex data outcomes to the rest of the C-level in a way that is compelling, understandable and relatable. </p> <p>The post <a rel="nofollow" href="https://marketingland.com/cmos-must-dig-deeper-on-attribution-262811">CMOs must dig deeper on attribution</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>Welcome to the martech multiverse. Everything old is new again; martech is innovating in leaps and bounds, yet attribution remains a thorn in the side of the vast majority of CMOs. Currently, only one in four marketers is confident they can quantify ROI, which certainly helps explain why 70% of CMOs expect to invest more in marketing analytics and attribution over the next year according to Nielsen. </p> <p>Marketers are feeling the pressure. Data complexity and fragmentation plague CMOs as the sheer volume of <a rel="noreferrer noopener" aria-label=" (opens in a new tab)" href="https://martechtoday.com/build-a-solid-foundation-for-your-martech-in-2019-heres-how-231515" target="_blank">martech</a> in play makes the accurate calculation of ROI on campaigns, channels <g class="gr_ gr_7 gr-alert gr_gramm gr_inline_cards gr_run_anim Punctuation only-ins replaceWithoutSep" id="7" data-gr-id="7">and</g> technology more important than ever. Incredibly, the Nielsen 2018 CMO Report found that, &#8220;the average marketing group has 59 different martech point solutions, many of which are not integrated.&#8221;</p> <p>The traditional linear funnel has shattered and today, a customer journey might be dozens or even hundreds of touchpoints deep. Forget omnichannel – across devices, networks and locations, brands are expected to omnipresent. All of that martech is enabling marketers to get in front of their customers where and whenever they’re searching (and with more personalized content than ever before). Tracking and measuring outcomes, however, remains difficult.</p> <p>&#8220;Accurate attribution is the single largest issue we have as marketers … digital metrics were held out as our savior, but instead, they have only led to more confusion” Simon Bell, professor of marketing and director of The Centre for Workplace Leadership at the University of Melbourne, told <a href="https://www2.deloitte.com/content/dam/Deloitte/au/Documents/strategy/deloitte-au-con-reviving%20marketing-281118.pdf" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)">Deloitte</a>.</p> <p>Before you throw another technological tool on the pile, let’s have a look at how you can come to grips with what you already have – and realize its full value.</p> <h2>Moving beyond first- and last-click attribution </h2> <p>First<g class="gr_ gr_5 gr-alert gr_gramm gr_inline_cards gr_run_anim Grammar only-ins replaceWithoutSep gr-progress sel" id="5" data-gr-id="5"> </g>click attribution gives all credit to the first action the customer took, last-touch gives it all on the other end. Neither takes into consideration the multiple touchpoints and engagement along the customer’s journey. </p> <p>“Marketers that still employ a ‘last touch’ attribution model on campaigns will most likely assign credit to a media partner that is not delivering value,” writes Technology Business Research in a pre-release draft of their new report about advanced attribution tools.</p> <p>Ideally, first and last click won’t be an attribution model option for you at all; instead, they’re simply metrics within a more robust, holistic attribution model. In Chief Marketer’s recent <a href="https://www.chiefmarketer.com/attribution-still-huge-challenge-b2b-marketers-report/" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)">B2B Outlook survey</a>, cost of conversion was cited as the metric that mattered most in attribution, followed by the amount of time to convert, channel, first click and last click.</p> <p>How can you move beyond the minutiae to more accurately see the big picture and measure the ROI of your marketing and media spend?</p> <h2>Linear attribution </h2> <p>This is a multi-touch attribution model that gives each touchpoint along the path to purchase an equal share of the credit. It allows for analysis of campaigns and accounts for multiple interactions, but you lose the ability to optimize for specific channels when all are considered equal.</p> <p>With linear attribution, every touchpoint gets the same weighting. If you had identified social media, email, direct, organic search and paid search along the customer journey, each would get 20% of the credit for the sale. In reality, this could seriously undervalue the influence of your email efforts while artificially propping up the value of your social.</p> <h2>Time decay or U-shaped attribution </h2> <p>These two methods use time as a measure of the value of interactions. Time decay attribution gives less credit to earlier touchpoints. As the customer moves closer to conversion, the value of each interaction increases. </p> <p>In U-Shaped attribution, on the other hand, the first and last touchpoint are weighted heaviest and the rest share an equal share of a smaller amount of credit. For example, Google Analytics assigns a value of 40% each to the first and last touchpoint. All others in between share a 20% weighting.</p> <p>The problem with time-based attribution models is that these assumptions are really just a guess at what motivated consumers most. While every touchpoint gets at least some acknowledgment, the amount of credit for each can be seriously skewed as a result of this sweeping assignment of value. Should a social media ad as first touch be given the same weighting as the email that drove the customer in-store to purchase?</p> <h2>Algorithmic attribution</h2> <p>Algorithmic attribution is driven by data, not assumptions or predetermined rules. This model uses machine learning to build on the analysis and learnings of previous campaigns. Each touchpoint is analyzed and the attribution model evolves and becomes “smarter” as a result. </p> <p>This is the basis of Google Attribution, launched in 2017. Marketers can capture a snapshot of an ad’s contribution with data drawn from Google Analytics and Google &nbsp;Ads, then layered over with machine learning. In an early <a href="https://www.thinkwithgoogle.com/intl/en-154/insights-inspiration/case-studies/better-attribution-and-automation-drive-generic-search-gains-nordic-choice-hotels/" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)">case study</a>, Google imported the analysis into Google Ads and used it to power an automated bidding strategy. As a result, the test hotel brand saw a 45% increase in revenue from generic search campaigns, 22% better ROAS from generic search campaigns, and an increase in overall cross-channel revenue.</p> <h2>Custom attribution</h2> <p>CMOs in search of a more sophisticated strategy might choose to design their own custom attribution model, ideally incorporating the machine learning element discussed above. This enables marketers to make better use of what they know about their customers’ journey.</p> <p>A cruise company dealing in high value, luxury experiences for example likely knows that their customer has a longer, more complex path to purchase. You might choose to assign a higher value to earlier touchpoints, as customers will spend more time with the brand they’ve already selected consuming content to help them prepare for the experience. </p> <p>Or, you might have a higher customer LTV and a great repeat business. In that case, you want to give new customer acquisition and retention of greater value. </p> <h2>What CMOs can do to improve attribution right now – and going forward</h2> <p>Whatever model you choose, make the best use of it by continuing to hone and evolve. Attribution is not a “set it and forget it” calculation; it’s a living, breathing understanding of your customer relationships that will grow and change over time. Here are a few ways to make your attribution efforts more successful:</p> <p><strong>Develop more advanced modeling</strong>. Strive to accomplish a model that learns and adapts to your customers’ needs as they evolve. <a href="https://martechtoday.com/ai-and-ia-how-artificially-intelligent-automation-is-driving-scalable-marketing-219414" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)">Embrace machine learning</a>. </p> <p><strong>Support your technology investment with <a href="https://martechtoday.com/finding-synergy-between-talent-technology-in-the-martech-machine-age-218030" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)">the right people</a></strong>. CMOs must be backed by a team of data-savvy, strategic marketers and analysts who can interpret results and activate data.</p> <p><strong>Get friendlier with sales</strong>. Those with tightly aligned sales and marketing departments see 36% higher customer retention and 38% higher sales win rates. Marketers need to understand which content and campaigns are driving the best results and leading to sales. Who better to ask than sales themselves?</p> <p><strong>Measure success based on business outcomes</strong>. <g class="gr_ gr_13 gr-alert gr_spell gr_inline_cards gr_run_anim ContextualSpelling ins-del multiReplace" id="13" data-gr-id="13">CMOs</g> need to be able to communicate complex data outcomes to the rest of the C-level in a way that is compelling, understandable and relatable. Channel-specific metrics are important input data but may not resonate with decision-makers. In fact, a March 2018 poll by Viant found, &#8220;36% of the US CFOs and CMOs surveyed cited the use of <a rel="noreferrer noopener" aria-label=" (opens in a new tab)" href="https://www.emarketer.com/content/vanity-metrics-spread-doubt-about-digital-marketing-s-effectiveness" target="_blank">vanity metrics as a digital marketing concern</a>.&#8221; What’s more, 22% of respondents said a lack of focus on concrete outcomes, such as sales, was another concern. Buy-in is critical, yet executives may be hesitant to get behind digital – particularly those who may be negatively impacted by its success. It’s critical that the impact on business outcomes is crystal clear. &nbsp;</p> <p>It’s time to dig deeper on attribution. Tomorrow’s leaders are putting the technology, people and processes in place to more accurately measure performance and attribute successes to the right channels and campaigns. Are you in a position to do the same?</p> <p>The post <a rel="nofollow" href="https://marketingland.com/cmos-must-dig-deeper-on-attribution-262811">CMOs must dig deeper on attribution</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Automated Intent Classification Using Deep Learning via @hamletbatista http://tracking.feedpress.it/link/13962/12072014 Search Engine Journal urn:uuid:8e5fa344-0144-fc2d-bdcc-034e39fe4cd5 Thu, 20 Jun 2019 13:45:23 +0000 <p>Learn how to build a model to understand and predict user intent in ways that simply aren’t possible manually.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/automated-intent-classification-using-deep-learning/311309/">Automated Intent Classification Using Deep Learning via @hamletbatista</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12072014.gif" height="1" width="1"/> What Is Universal Search? via @beanstalkim http://tracking.feedpress.it/link/13962/12070742 Search Engine Journal urn:uuid:d0ed205a-97e7-be0c-3b93-6af966ccabcf Thu, 20 Jun 2019 12:45:03 +0000 <p>Learn why Google's Universal Search results are important, where Universal Search is going, and what it means for you.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/universal-search/312465/">What Is Universal Search? via @beanstalkim</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12070742.gif" height="1" width="1"/> Are you on the wrong platform? Paid search vs. paid social https://marketingland.com/are-you-on-the-wrong-platform-paid-search-vs-paid-social-262797 Marketing Land urn:uuid:26d129f8-c40f-b246-aec3-d5208d216948 Thu, 20 Jun 2019 12:00:47 +0000 <p>The right answer for your business depends on what you’re trying to market, who you’re trying to market to and what your marketing goals are. </p> <p>The post <a rel="nofollow" href="https://marketingland.com/are-you-on-the-wrong-platform-paid-search-vs-paid-social-262797">Are you on the wrong platform? Paid search vs. paid social</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>When it comes to online marketing, pay-per-click advertising is one of the most powerful tools you can use. Year after year, it gets easier and easier to reach your target market on Facebook Ads, Google Ads and the like.</p> <p>Unfortunately, with all of the features and options we now have available, it can be overwhelming to find the right way to market your business. Even on a single platform like Google Ads, you have options for manual ads, automated text ads, click-to-call ads, banner ads, video ads and much, much more. Then, throw in half-a-dozen or more additional platforms and it can simply be too much to wrap your head around.</p> <p>While the array of marketing opportunities at your disposal may be dizzying, most of them can be placed in one of two categories: <strong>paid search and paid social</strong>. There are a few other options, like display ads, but since paid search and paid social are the powerhouses of PPC, we’re going to focus on them here.</p> <p>When you look at your PPC advertising options this way, it becomes a lot easier to identify the strengths and weaknesses of each approach and where they fit into your marketing strategy. So, in this article, we’re going to compare these two marketing channels and tell you what you need to know to make better marketing decisions for your business.</p> <h2>What’s the difference between paid search and paid social?</h2> <p>Before we dive into a discussion of the strengths and weakness of paid search and paid social, let’s start by talking about how each of these marketing channels works.</p> <h2>Paid search</h2> <p>Paid search advertising platforms show ads in response to search queries. Google Ads is the best-known paid search platform, but most search engines (Bing, Yahoo, DuckDuckGo, etc.) offer paid search advertising options.</p> <p>What makes paid search great is the fact that it is <strong>intent-based advertising</strong>. People see your ads because they are actively looking for a solution to a problem. This sort of audience is usually ready (or almost ready) to make a purchase, which is good news for you and your business.</p> <p>For example, if someone searches online for “flowers for <g class="gr_ gr_5 gr-alert gr_gramm gr_inline_cards gr_run_anim Grammar only-ins doubleReplace replaceWithoutSep" id="5" data-gr-id="5">wedding</g>,” there’s a good chance that they have a wedding coming up and are looking for a place to buy flowers. If your business sells wedding flowers, you want them to find your business. Running a paid search ad on that search term is one of the best ways to do it.</p> <figure class="wp-block-image"><img src="https://marketingland.com/wp-content/ml-loads/2019/06/image2-800x243.png" alt="" class="wp-image-262798" srcset="https://marketingland.com/wp-content/ml-loads/2019/06/image2-800x243.png 800w, https://marketingland.com/wp-content/ml-loads/2019/06/image2-200x61.png 200w, https://marketingland.com/wp-content/ml-loads/2019/06/image2-600x183.png 600w, https://marketingland.com/wp-content/ml-loads/2019/06/image2-768x234.png 768w" sizes="(max-width: 800px) 100vw, 800px" /></figure> <p>When it comes to getting in front of people with high purchase intent, it’s hard to beat paid search. You don’t have to convince people that they have a problem&#8230;you just have to convince them that your solution is right for them.</p> <h2>Paid social</h2> <p>In contrast, paid social ads show up when people are on a social media platform like Facebook, YouTube, Twitter or even Reddit. Unlike paid search, your audience isn’t actively looking for a solution to a problem. In fact, they may not even realize that they have a problem.</p> <p>On the surface, paid social advertising is a lot like many classic forms of advertising such as radio ads, billboards or TV commercials. Instead of waiting for customers to come to you, you are highlighting a need and offering your business as the solution. The hope is that people will resonate with your message and decide to buy from you, but that can be a bit of an uphill battle.</p> <p>Fortunately, unlike radio or TV ads, you can actually track the performance of your paid social ads. This makes it much easier to determine how people are responding and adjust your messaging or targeting.</p> <p>If you can get your paid social campaigns dialed in, you can drive business from a very large group of people, many of whom may never have bought from you otherwise.</p> <p>For example, have you ever considered decorating with fresh eucalyptus? If you’re like a friend of mine, probably not, but after seeing ads like the one in her social media feeds for a while, she eventually decided that her house needed a eucalyptus accent.</p> <figure class="wp-block-image"><img src="https://marketingland.com/wp-content/ml-loads/2019/06/image4-1-376x600.jpg" alt="" class="wp-image-262799" srcset="https://marketingland.com/wp-content/ml-loads/2019/06/image4-1-376x600.jpg 376w, https://marketingland.com/wp-content/ml-loads/2019/06/image4-1-82x130.jpg 82w, https://marketingland.com/wp-content/ml-loads/2019/06/image4-1-251x400.jpg 251w, https://marketingland.com/wp-content/ml-loads/2019/06/image4-1.jpg 754w" sizes="(max-width: 376px) 100vw, 376px" /></figure> <p>With paid social advertising, you can reach as large of an audience as you want. So, if you want to build awareness for your products, services or your business in general, it’s pretty had to beat the reach of paid social.</p> <h2>What’s right for your business?</h2> <p>In an ideal world, you’d market everywhere, on every platform, all of the time. However, for most companies, that isn’t very practical. Time and financial limitations make it hard to take advantage of every advertising opportunity.</p> <p>With that in mind, let’s take a look at these two marketing channels and ask the question: should you focus on paid search or paid social?</p> <p>The right answer for your business depends on what you’re trying to market, who you’re trying to market to, and what your marketing goals are. So, let’s take a look at three different scenarios to help you decide on the right marketing channel for you.</p> <h2>When you need results fast</h2> <p>When you’re starved for sales and need to get leads in or merchandise out, paid search is hard to beat. Your audience may not be huge, but you’re targeting a market that is ready to buy, so running paid search ads is a great way to get at people who already at the bottom of your marketing funnel.</p> <p>Most of the time, paid search really isn’t a long-term play. People see your ad and they either click&#8230;or they don’t. If they click, they either convert&#8230;or they don’t. Retargeting can help you capture some lost sales, but most of the time, people who click on your paid search ads are very close to making a purchase.</p> <p>As a quick example, let’s say your toilet clogs and starts flooding. Are you going to wait until the perfect plumber happens to cross your path? Of course not! You need help immediately.</p> <figure class="wp-block-image"><img src="https://marketingland.com/wp-content/ml-loads/2019/06/image3-800x478.png" alt="" class="wp-image-262800" srcset="https://marketingland.com/wp-content/ml-loads/2019/06/image3-800x478.png 800w, https://marketingland.com/wp-content/ml-loads/2019/06/image3-200x120.png 200w, https://marketingland.com/wp-content/ml-loads/2019/06/image3-600x359.png 600w, https://marketingland.com/wp-content/ml-loads/2019/06/image3-768x459.png 768w" sizes="(max-width: 800px) 100vw, 800px" /></figure> <p>Even if you don’t go with the plumbing service from the first ad you click, odds are that within the hour you’ll have hired a plumber. You’re going to convert, it’s just a question of which company you’ll choose.</p> <p>The good news is, most paid search platforms are well-designed to help facilitate rapid decision-making. After all, that’s the whole point of paid search advertising: to get in front of a high-intent audience and convince them to convert before that intent fades.</p> <p>In contrast, because paid social is advertiser-initiated, rather than user-initiated, the intent is much lower and it can often take longer to see results. Now, that’s not to say that you can’t get a good return on a paid social campaign, but it doesn’t always happen right away.</p> <h2>When you need to keep costs down</h2> <p>We all know that you have to spend money to make money, but some of us have more money to spend than others. If funds are tight, it’s natural to want to look for the cheaper advertising option.</p> <p>Here, however, is where things get complicated.</p> <p>If you look at things purely in terms of cost-per-click (CPC), paid social is a lot more accessible than paid search. As a general rule, the lower in the funnel a click is, the more you can expect to pay for it. And, as we’ve just discussed, clicks don’t get much lower-funnel than paid search.</p> <p>For example, on Google, a law firm can expect to pay an average of $6.75 per click (or higher, depending on keyword and location). By comparison, the average CPC for an advertiser in the legal space on Facebook is only $1.32.</p> <p>So, if all you care about is CPC, paid social is the easy winner. But, that’s not all that you should be thinking about.</p> <p>Think about it this way, a click on paid search might cost you $30. That hurts, but it happens. If only one-in-ten of those clicks becomes a paying customer, you’re paying $300 per sale.</p> <p>On the other hand, a click on paid social might only cost you $1.00. Up front, that feels a lot better, but because those clicks are higher in the funnel, only one out of every three hundred clicks actually buys. Once again, you’re paying $300 per sale.</p> <p>So which is cheaper? Paid search or paid social?</p> <p>Obviously, the scenario above is overly simplified, but the fact of the matter is, a cheaper CPC doesn’t necessarily make paid social the cheaper marketing channel. Since the overall profitability of a marketing channel can be hard to predict without actually running ads, focus on picking the right channel for your marketing goals, not just the cheapest option.</p> <h2>When you’re trying to build awareness</h2> <p>As important as sales and profitability are, there are only so many people conducting online searches that are relevant to your business at any given time. To grow beyond that point, you have to start building awareness.</p> <p>This is where paid social really shines.</p> <p>If you are selling something that people don’t realize that they need, paid social can be a great way to build awareness for that need. Alternatively, if you are trying to build a loyal following so that people will buy from you when they have a problem instead of searching online, paid social is a great way to build awareness for your brand.</p> <p>In either of these cases, you’re trying to target people further up the funnel than paid search can reach. With paid social ads, you can tell a product or brand story using imagery, reviews or video content that gets people excited about your business, products and vision.</p> <p>For example, check out this ad:</p> <figure class="wp-block-image"><img src="https://marketingland.com/wp-content/ml-loads/2019/06/image1-390x600.png" alt="" class="wp-image-262801" srcset="https://marketingland.com/wp-content/ml-loads/2019/06/image1-390x600.png 390w, https://marketingland.com/wp-content/ml-loads/2019/06/image1-85x130.png 85w, https://marketingland.com/wp-content/ml-loads/2019/06/image1-260x400.png 260w, https://marketingland.com/wp-content/ml-loads/2019/06/image1.png 754w" sizes="(max-width: 390px) 100vw, 390px" /></figure> <p>Odds are, you probably haven’t thought much about losing weight using broths and soups. But after seeing this ad, you might consider a new weight loss method.</p> <p>So, whether you’re trying to sell something people have never heard of before, want to bulk out your sales funnel, or simply want to build a loyal following online, when it comes to building awareness, it’s hard to beat paid social advertising.</p> <h2>What’s right for you?</h2> <p>So, should you advertise on paid search or paid social? Obviously, it’s ideal to use both of these marketing channels, but most businesses find that emphasizing a specific channel works better for their business.</p> <p>The right channel for your business depends a lot on the products or services you’re marketing, your business model, the audience you’re trying to reach and what your marketing goals are. That’s why it’s so important to understand how each marketing channel works, its strengths and weaknesses and what it can do for your business.</p> <p>At this point, it should hopefully be obvious what channel you should be emphasizing in your marketing. You’ll still need to test and figure things out, of course, but picking the right marketing channel is the first step on the road to PPC advertising success.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/are-you-on-the-wrong-platform-paid-search-vs-paid-social-262797">Are you on the wrong platform? Paid search vs. paid social</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> 4 Reasons Why Your Videos Aren’t as Successful as Your Blog Posts via @Manish_Analyst http://tracking.feedpress.it/link/13962/12069337 Search Engine Journal urn:uuid:e1714df5-b9f9-29d1-c4ee-e9eb8a0a0319 Thu, 20 Jun 2019 11:45:48 +0000 <p>Here are four reasons why your videos might not be getting the search engine love they deserve.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/videos-blog-posts-seo-success/310251/">4 Reasons Why Your Videos Aren&#8217;t as Successful as Your Blog Posts via @Manish_Analyst</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12069337.gif" height="1" width="1"/> Google Search Console Removes Ability to Set a Preferred Domain via @MattGSouthern http://tracking.feedpress.it/link/13962/12057048 Search Engine Journal urn:uuid:03b24742-48a4-9ef8-f65a-673441345d3c Thu, 20 Jun 2019 01:22:51 +0000 <p>Google is sunsetting preferred domain in Search Console that allowed users to specify which URL to display in search results.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-search-console-removes-ability-to-set-a-preferred-domain/313189/">Google Search Console Removes Ability to Set a Preferred Domain via @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12057048.gif" height="1" width="1"/> Successful teams attend SMX East https://marketingland.com/successful-teams-attend-smx-east-262764 Marketing Land urn:uuid:fb771064-a4f9-11ad-2808-41adcd217787 Wed, 19 Jun 2019 19:00:06 +0000 <p>Unify, inspire, train, and reward your marketing team for a job well done in 2019: Send them to Search Engine Land’s SMX® East, November 13-14 in New York City. This show will deliver more sessions, more insights, and more actionable tactics than ever before: seven tracks with more than 70 sessions and keynotes covering all [&#8230;]</p> <p>The post <a rel="nofollow" href="https://marketingland.com/successful-teams-attend-smx-east-262764">Successful teams attend SMX East</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p><img class="alignnone size-large wp-image-234497" src="https://marketingland.com/wp-content/ml-loads/2018/02/smxwest2017-36_1920px-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2018/02/smxwest2017-36_1920px-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2018/02/smxwest2017-36_1920px-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2018/02/smxwest2017-36_1920px-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" />Unify, inspire, train, and reward your marketing team for a job well done in 2019: Send them to Search Engine Land’s SMX® East, November 13-14 in New York City.</p> <p>This show will deliver more sessions, more insights, and more actionable tactics than ever before: seven tracks with more than 70 sessions and keynotes covering all search marketing essentials: SEO, SEM, CRO, analytics, social, local, tools, and beyond. Attend as a team to divide and conquer the entire program &#8212; you’ll dig deeper, train harder, and bring home more knowledge than you would on your own.</p> <p>Teams that come to SMX don’t just learn more about search. They learn more about what it takes to succeed:</p> <ul> <li><strong>Productive Collaboration.</strong> Executing successful marketing campaigns requires blending different skills, experiences, and backgrounds. Attending together will equip your team with a common vocabulary and vision of success. Connecting the dots between organic and paid search, content, and cross-channel attribution will become second nature.</li> <li><strong>Continued Training.</strong> Smart marketers never stop learning. Your educational journey at SMX will help you connect what you learn to how you execute back at the office. You will expand your knowledge in a meaningful, productive way &#8211; instead of just learning new concepts in a vacuum.</li> <li><strong>Creative Solutions.</strong> The Expo Hall is teeming with <a href="https://marketinglandevents.com/smx/east/exhibitors/?utm_source=ml&amp;utm_medium=textlink&amp;utm_campaign=smx+east+2019&amp;utm_content=teams">market-defining vendors</a> offering time-saving solutions. Technology is the key to delivering delightful customer experiences &#8211; now’s your chance to find the right tools for your team’s needs.</li> <li><strong>Community Connections.</strong> No one achieves anything on their own. Interacting with the search marketing community will boost team morale and connect you with smart, friendly, like-minded people who want to share advice, trade ideas, and discuss ways to overcome common marketing obstacles.<br /> Send more, save more</li> </ul> <p>There’s one more reason you should attend as a group… <a href="https://marketinglandevents.com/smx/east/team-rates/?utm_source=ml&amp;utm_medium=textlink&amp;utm_campaign=smx+east+2019&amp;utm_content=teams">the more people you send, the more money you save</a>:</p> <ul> <li>3-5 save 10%</li> <li>6-11 save 15%</li> <li>12 or more save 20%</li> </ul> <p>You&#8217;ll gain access to all sessions, keynotes, networking, and amenities — hot breakfasts and lunches, snacks all day, and free WiFi. To get started, <a href="https://marketinglandevents.com/wp-content/uploads/2018/10/SMX-Team-Registration-Form.xlsx">complete this team registration form</a> and e-mail it to <a href="mailto:registration@searchmarketingexpo.com">registration@searchmarketingexpo.com</a>.</p> <p>See you in NYC!</p> <p>Psst&#8230; Hungry for more? Add a <a href="https://marketinglandevents.com/smx/east/workshops/?utm_source=ml&amp;utm_medium=textlink&amp;utm_campaign=smx+east+2019&amp;utm_content=teams">pre-conference workshop</a> to your team’s itinerary for maximum learning in an intimate environment &#8212; choose between advanced SEO, Google Adwords, technical SEO, in-house SEO, or the Boot Camp for beginners. <a href="https://attend.marketinglandevents.com/smxeast2019?utm_source=ml&amp;utm_medium=textlink&amp;utm_campaign=smx+east+2019&amp;utm_content=teams">Register now</a>!</p> <p>The post <a rel="nofollow" href="https://marketingland.com/successful-teams-attend-smx-east-262764">Successful teams attend SMX East</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Adopting new martech? You don’t have to choose between agile and waterfall https://marketingland.com/adopting-new-martech-you-dont-have-to-choose-between-agile-and-waterfall-262753 Marketing Land urn:uuid:6aac90cc-32f6-b361-7b05-90f13b8b9422 Wed, 19 Jun 2019 18:55:57 +0000 <p>Our approach to adopting new marketing technology doesn't need to be so black and white.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/adopting-new-martech-you-dont-have-to-choose-between-agile-and-waterfall-262753">Adopting new martech? You don&#8217;t have to choose between agile and waterfall</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>Agile <g class="gr_ gr_7 gr-alert gr_spell gr_inline_cards gr_run_anim ContextualSpelling ins-del multiReplace" id="7" data-gr-id="7">martech</g> adoption is an everyday part of life for many digital marketers. Daily scrum calls on new apps, testing out use cases and managing implementations have become an essential part of successful digital marketing. However, agile technology adoption doesn&#8217;t work for every team, solution or organization. Infrastructure complexities, legal requirements and &#8220;people problems&#8221; can lead us back to the waterfall methodology, which puts procurement  — often a slow-moving process — ahead of adoption. But does it really have to be one way or another?  </p> <h2>A blend of two different models</h2> <p>It doesn&#8217;t. We can find the balance between the traditional agile and waterfall methodologies, a blended mixture of the two approaches. We shouldn&#8217;t limit ourselves to defining our methods for technology adoption, nor should our technologies be selected based on adoption. Putting labels on our processes can hinder growth. Of course, approaches will different based on use cases and business needs, but agile is about more than a shift to a new martech product, it&#8217;s a shift in organizational thinking.</p> <p>Adoption costs are often a driving force behind our methodologies, noted MarTech conference chair and Hubspot vice president of platform ecosystem Scott Brinker. &#8220;In situations where you face higher costs to adopt — especially if the cost for even the initial adoption is high — or there are greater risks or dependencies around adoption, then the waterfall model is probably a better fit,&#8221; he wrote in a <a href="https://chiefmartec.com/2019/06/dinosaurs-meteors-2-different-models-technology-adoption/">blog post</a> this week. &#8220;The stakes are higher and test-and-learn is less appealing. But there is a second axis to consider: certainty, or rather, uncertainty.&#8221;</p> <figure class="wp-block-image"><img src="https://marketingland.com/wp-content/ml-loads/2019/06/agile-or-waterfall-adoption_600px.png" alt="" class="wp-image-262765" srcset="https://marketingland.com/wp-content/ml-loads/2019/06/agile-or-waterfall-adoption_600px.png 600w, https://marketingland.com/wp-content/ml-loads/2019/06/agile-or-waterfall-adoption_600px-193x130.png 193w, https://marketingland.com/wp-content/ml-loads/2019/06/agile-or-waterfall-adoption_600px-594x400.png 594w" sizes="(max-width: 600px) 100vw, 600px" /><figcaption>Image source: Scott Brinker, chieftmartec.com </figcaption></figure> <p>Stacey Ackerman, <g class="gr_ gr_16 gr-alert gr_gramm gr_inline_cards gr_run_anim Grammar only-ins doubleReplace replaceWithoutSep" id="16" data-gr-id="16">founder</g> of <g class="gr_ gr_13 gr-alert gr_spell gr_inline_cards gr_run_anim ContextualSpelling ins-del multiReplace" id="13" data-gr-id="13">Agilify</g> Training, encourages marketers to think of agile as a culture. &#8220;Transforming to agile involves a ton of organizational and cultural changes,&#8221; said Ackerman. &#8220;It&#8217;s not just a process that a company does. It&#8217;s about making small changes to adapt to a more agile mindset. &#8221; </p> <h2>Communication is crucial in agile</h2> <p>Teams that implement agile without clearly communicating their strategic plan — and how it will benefit users — are at risk of seeing low adoption as they attempt to scale usage upward. &#8220;The people doing the actual work are often very far removed from the customer,&#8221; said Ackerman. &#8220;Decisions are coming in from management instead of the people doing the work.&#8221;</p> <p>Messaging, productivity and project management apps, all of which can solve critical business needs, are just a few examples of software that goes unused in organizations; users who are unsure of why they are using another platform are less likely to log in. Clearly communicating the value that a new tool or app is expected to deliver to users will encourage them to adopt.</p> <h2>Requirements vs. &#8216;just how we do things&#8217;</h2> <p>According to Ackerman, there are opportunities for even the most old-school marketing teams to try agile. &#8220;Digital marketers looking to implement agile practices can run a small pilot program where leadership feels comfortable experimenting,&#8221; she said. &#8220;Gathering a cross-functional team of five or six people with a common challenge to run a campaign can be a great learning experience. They learn a lot through that, knowing they have better collaboration and better feedback. It will also expose organizational challenges.&#8221;</p> <p>Ackerman also says that digital marketers looking to shift away from the waterfall method should ask &#8220;why&#8221; specific processes or technologies exist; not understanding the reason behind certain decisions can blind us to opportunities for growth. &#8220;It&#8217;s smart for digital marketers in regulated industries to ask whether a process is in place due to legal or business requirements, or whether it&#8217;s &#8216;just the way we do things&#8217;,&#8221; said Ackerman.</p> <p>In addition to starting with a small pilot group, Ackerman recommends that marketers consider using micro-campaigns, rather than large-scale, multichannel campaigns. &#8220;Micro-campaigns allow for customer feedback loops,&#8221; she said. &#8220;It might feel risky to leaders doing this, but it&#8217;s actually less risky because you&#8217;re validating that your marketing is resonating before you launch it all at once. It becomes a rolling, iterative strategy where marketers can apply the feedback quicker.&#8221;</p> <h2>The right path? &#8216;It depends.&#8217;</h2> <p>Ultimately, your organization&#8217;s needs will drive an adoption strategy that may be a combination of the two approaches. It is going to depend on the available solutions, your business challenges, organizational needs and what works best for the end users. The benefits and the risks of each method will vary depending on the product itself, the pricing and whether digital marketing teams and their organizations recognize the value.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/adopting-new-martech-you-dont-have-to-choose-between-agile-and-waterfall-262753">Adopting new martech? You don&#8217;t have to choose between agile and waterfall</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Facebook’s digital wallet Calibra: What it could mean for marketers https://marketingland.com/facebooks-digital-wallet-calibra-what-it-could-mean-for-marketers-262741 Marketing Land urn:uuid:427b3fa5-7fef-4dda-f144-6f32b2a1253f Wed, 19 Jun 2019 18:27:47 +0000 <p>The company plans to launch a digital wallet in 2020, setting the stage for global e-commerce opportunities. </p> <p>The post <a rel="nofollow" href="https://marketingland.com/facebooks-digital-wallet-calibra-what-it-could-mean-for-marketers-262741">Facebook&#8217;s digital wallet Calibra: What it could mean for marketers</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>Facebook announced it is launching a financial subsidiary in 2020 called <a rel="noreferrer noopener" aria-label="Calibra (opens in a new tab)" href="https://newsroom.fb.com/news/2019/06/coming-in-2020-calibra/" target="_blank">Calibra</a> that will include a digital wallet offered as a standalone app and built into Messenger and WhatsApp. </p> <p>The digital wallet will enable global users to make financial transactions using Libra, the newly formed currency powered by blockchain technology backed by Facebook and a number of leading financial, technology and venture capital organizations, including Mastercard, Uber, PayPal and Andreessen Horowitz. Libra will be governed by the Libra Association, formed to promote adoption of the currency and developer platform. Each founding member company, including Facebook, will have a single vote on governance issues.</p> <p>Facebook is still in the early stages of this effort. Addressing privacy concerns, the company has said it will not share user account information or financial data with a third party without a user&#8217;s consent. Facebook also said Calibra&#8217;s user data would not be used for ad targeting on Facebook&#8217;s platforms. That doesn&#8217;t mean there won&#8217;t be implications for advertisers, however.</p> <h2>Facebook looks to drive more ad business with Calibra</h2> <p>Even without using Calibra&#8217;s data for ad targeting purposes, Facebook expects its move into the cryptocurrency market will have a positive impact on ad revenue. </p> <p>“If more commerce happens, then more small businesses will sell more on and off <g class="gr_ gr_3 gr-alert gr_gramm gr_inline_cards gr_run_anim Grammar only-ins doubleReplace replaceWithoutSep" id="3" data-gr-id="3">platform</g>, and they’ll want to buy more ads on the platform so it will be good for our ads business,” said Facebook VP of blockchain David Marcus during a briefing in San Francisco reported by <a rel="noreferrer noopener" href="http://info.thirddoormedia.com/G5Q0ET30oGvdZ03w0340I8A" target="_blank">TechCrunch</a>. </p> <p>Forrester analyst Meng Liu agrees that Facebook&#8217;s Libra project has far-reaching implications, essentially creating a shopping ecosystem within the company&#8217;s family of apps.</p> <p>&#8220;Businesses will be able to buy and sell products on its platforms without having to use any other vendors&#8217; online/in-store digital payments,&#8221; Liu told Marketing Land. &#8220;For brands on Facebook&#8217;s platform, they can potentially leverage Facebook&#8217;s cryptocurrency to provide more easy and effective payment which can even include cross-border e-commerce payments.&#8221; </p> <h2>Creating global e-commerce opportunities</h2> <p>Marketers are paying attention to the cross-border payment capabilities Facebook&#8217;s Calibra will offer. </p> <p>&#8220;It’s a way for Facebook to bring e-commerce into developing countries, where they don&#8217;t have stable currencies or means to pay,&#8221; said Steve Weiss, president of the digital marketing agency MuteSix, &#8220;I think it could be a massive opportunity for eCommerce advertisers to reach new consumers internationally while at the same time increasing the amount of time spent <g class="gr_ gr_3 gr-alert gr_gramm gr_inline_cards gr_run_anim Grammar multiReplace" id="3" data-gr-id="3">in</g> Facebook&#8217;s family of apps.&#8221; </p> <p>Josh Thompson, senior paid social media strategist at digital agency Portent, echoed Weiss&#8217; comments: &#8220;The digital wallet will give 1+ billion people around the world who don&#8217;t have a bank account the opportunity to purchase online.&#8221; </p> <h2>Calibra&#8217;s potential barriers </h2> <p>Whether or not Facebook will be able to drive global e-commerce within its apps via Calibra depends entirely on the success of the Libra cryptocurrency it is helping <g class="gr_ gr_3 gr-alert gr_gramm gr_inline_cards gr_run_anim Grammar only-ins replaceWithoutSep" id="3" data-gr-id="3">develop</g>.</p> <p>&#8220;Data privacy issues, customer trust issues, regulatory uncertainty, the absence of China and many other strict cryptocurrencies regulated countries, other competing but more mature &#8216;good enough&#8217; technologies are all great barriers that Facebook needs to overcome,&#8221; said Liu, &#8220;Even if it can be successful, it will be a long term project.&#8221; </p> <p>The Forrester analyst warns brands to be cautious, but prepared, for Facebook&#8217;s coming digital wallet.</p> <p>&#8220;Don&#8217;t overestimate its impacts and benefits, but be ready to have reliable anti-money laundering, anti-fraud, and know-your-customer mechanisms in hand to prepare for Facebook&#8217;s disruptive, but uncertain, digital wallet project,&#8221; said Liu. </p> <h2>Cryptocurrency&#8217;s biggest critics</h2> <p>Creating a way for worldwide users to engage with brands &#8212; and purchase from them regardless of their geographic location &#8212; could dramatically impact Facebook&#8217;s business model and further cement its dominance as a social platform. But, it&#8217;s not going to be smooth sailing for Facebook in the coming months. </p> <p>Within hours of the Calibra announcement, <a rel="noreferrer noopener" aria-label="U.S. lawmakers (opens in a new tab)" href="https://www.reuters.com/article/us-facebook-crypto-congress/u-s-lawmaker-calls-for-hearing-into-facebooks-cryptocurrency-idUSKCN1TJ2SJ" target="_blank">U.S. lawmakers</a> called on Facebook to halt its cryptocurrency plans and requested company executives testify before Congress to address data privacy and security concerns around the company&#8217;s plans to launch a digital currency. </p> <p>The U.S. isn&#8217;t the only country pushing back against Project Libra. India, Facebook <g class="gr_ gr_5 gr-alert gr_gramm gr_inline_cards gr_run_anim Punctuation only-ins replaceWithoutSep" id="5" data-gr-id="5">and</g> WhatsApp&#8217;s biggest market, recently <a rel="noreferrer noopener" href="https://www.ibtimes.com/india-proposes-law-ban-cryptocurrencies-10-year-prison-term-users-2799371" target="_blank">proposed a law</a> not only banning <g class="gr_ gr_4 gr-alert gr_gramm gr_inline_cards gr_run_anim Punctuation only-del replaceWithoutSep" id="4" data-gr-id="4">cryptocurrency,</g> but included a bill proposing a 10-year jail term for anyone that deals cryptocurrency. </p> <p>Facebook told <a href="https://techcrunch.com/2019/06/19/calibra-india-launch-whatsapp-pay/" target="_blank" rel="noreferrer noopener">TechCrunch</a> it doesn&#8217;t plan to launch Calibra in countries where it does not currently have a presence &#8212; including China, North Korea, and Iran &#8212; and that the Libra Blockchain will be global, but whether or not users have access to it will be left up to custodial wallet providers who get to decide where they will and will not operate. <br /><!--StartFragment--></p> <h2>If Libra succeeds</h2> <p>Much is riding on the success of the Libra cryptocurrency for Facebook. But, should it succeed, marketers are ready for the added e-commerce and customer experience possibilities it could provide. </p> <p>&#8220;It&#8217;s a way Facebook can keep users inside of its platforms &#8212; Instagram, Facebook, WhatsApp &#8212; longer, while, at the same time, increasing conversion rates for e-commerce advertisers because the expectation will be that consumers will be checking out using the Libra coins, and it will be all one seamless experience,&#8221; said Weiss about the launch of Facebook&#8217;s cryptocurrency. </p> <p>Thompson also sees the potential for higher conversion rates and seamless user experience in terms of transactions via a Facebook-owned digital wallet: &#8220;Right now, most websites have a poor user experience and are not optimized for the mobile device compared to Facebook&#8217;s network of apps.&#8221; </p> <p></p> <p>The post <a rel="nofollow" href="https://marketingland.com/facebooks-digital-wallet-calibra-what-it-could-mean-for-marketers-262741">Facebook&#8217;s digital wallet Calibra: What it could mean for marketers</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Google to Cite the Source of Song Lyrics in Search Results via @MattGSouthern http://tracking.feedpress.it/link/13962/12045510 Search Engine Journal urn:uuid:04553c11-d4db-b785-a57d-0e1c47ef5626 Wed, 19 Jun 2019 16:59:25 +0000 <p>Google's statement on how it will handle song lyrics in search results following allegations that it stole content from Genius.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-to-cite-the-source-of-song-lyrics-in-search-results/313143/">Google to Cite the Source of Song Lyrics in Search Results via @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12045510.gif" height="1" width="1"/> Google DV360 testing 3D and YouTube live stream display ad formats https://marketingland.com/google-dv360-testing-3d-and-youtube-live-stream-display-ad-formats-262688 Marketing Land urn:uuid:48b63eef-eac6-d1b2-97dd-51777e46d42e Wed, 19 Jun 2019 15:37:36 +0000 <p>A new Poly editor is coming to make it easier for brands to edit 3D assets for display ads. </p> <p>The post <a rel="nofollow" href="https://marketingland.com/google-dv360-testing-3d-and-youtube-live-stream-display-ad-formats-262688">Google DV360 testing 3D and YouTube live stream display ad formats</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>Google Display &amp; Video 360 is <a href="https://www.blog.google/products/marketingplatform/360/deliver-more-interactive-ad-experiences-display-video-360/">testing</a> two new rich media, interactive display ad formats. </p> <p><strong>Swirl. </strong>The swirl display ad format incorporates 3D assets, using the 3D/Swirl component in Google Web Designer. With a new editor coming to Google&#8217;s 3D platform Poly, marketers can edit and build 3D assets for these display ads. </p> <p>Users can rotate a 3D object and zoom in and out within the ad. Guerlain is among the brands in the beta test.</p> <figure class="wp-block-image"><img src="https://marketingland.com/wp-content/ml-loads/2019/06/google-display-video-360-swirl-ad-format-guerlain.gif" alt="" class="wp-image-262720"/><figcaption>The new swirl ad format from Google Display &amp; Video 360.</figcaption></figure> <p><strong>Extend YouTube live streams. </strong>A live stream format allows brands to extend the reach of branded live stream content from YouTube to native display ads using a new template in Google Web Designer. The ad units feature standard YouTube controls for watching, pausing and sharing. The live stream ad test is available across screens and devices.</p> <figure class="wp-block-image"><img src="https://marketingland.com/wp-content/ml-loads/2019/06/youtube-stream-ads-google-video-display-360-337x600.gif" alt="" class="wp-image-262719" srcset="https://marketingland.com/wp-content/ml-loads/2019/06/youtube-stream-ads-google-video-display-360-337x600.gif 337w, https://marketingland.com/wp-content/ml-loads/2019/06/youtube-stream-ads-google-video-display-360-73x130.gif 73w, https://marketingland.com/wp-content/ml-loads/2019/06/youtube-stream-ads-google-video-display-360-225x400.gif 225w" sizes="(max-width: 337px) 100vw, 337px" /><figcaption>YouTube live stream content can extend to display ad inventory via Google Display &amp; Video 360.</figcaption></figure> <p><strong>Why we should care. </strong>Google has been relatively <a href="https://marketingland.com/state-interactive-advertising-new-formats-infusing-digital-ads-creativity-gets-results-228655">slow to offer immersive display ad experiences</a> like the swirl format. Companies such as Advertas, Omnivirt, PadSquad and Vertebrae have been offering 360-degree, AR and other interactive ad experiences for some time. But with updates to its developer platform ARCore and new Poly editor, which will be available for brands and advertisers this summer, Google is making a push to expand AR and interactive capabilities to its content and advertising offerings. </p> <p>The post <a rel="nofollow" href="https://marketingland.com/google-dv360-testing-3d-and-youtube-live-stream-display-ad-formats-262688">Google DV360 testing 3D and YouTube live stream display ad formats</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> In OTT video, features are as important as content https://marketingland.com/in-ott-features-are-as-important-as-content-262716 Marketing Land urn:uuid:c268cbef-2c23-4a18-ffa2-fbb8f16d4ad6 Wed, 19 Jun 2019 15:05:51 +0000 <p>Marketers must understand the benefits of collaboration with product teams to promote UX and other aspects of their business users care about.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/in-ott-features-are-as-important-as-content-262716">In OTT video, features are as important as content</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>For decades, TV networks have focused on marketing one thing: content. That’s because content was the only thing that broadcasters and networks actually controlled. Cable providers were the ones tasked with creating a user interface, which they did with remotes, menus and channel guides. Now, though, there’s a dramatically different media landscape, and with the rise of over-the-top (OTT) video, streaming video providers have to consider the user experience as well.</p> <p>Despite the changing landscape, content is still king, and OTT providers are spending <a rel="noreferrer noopener" aria-label=" (opens in a new tab)" href="https://www.mediapost.com/publications/article/324949/netflix-amazon-streaming-content-spend-to-double.html" target="_blank">tens of billions of dollars</a> on programming annually. Meanwhile, <a href="https://www.mediapost.com/publications/article/336043/tv-ad-spend-promoting-video-streaming-drops.html" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)">streaming services have spent $191 million</a> so far this year on TV commercials promoting themselves, with Amazon, Hulu, Sling TV and Netflix leading the way. It’s safe to assume that the majority of that money went toward promoting content, whether specific original programming or the richness of their overall libraries.</p> <p>In today’s age of cord cutting, cord shaving, unbundling and standalone OTT subscriptions, dedicating all of that ad budget solely to content promotion is a missed opportunity. The direct-to-consumer nature of OTT video means that marketing departments at these services should be thinking beyond content. Especially given the rise in mobile viewership, they should consider how to differentiate their product through mobile app features and functionality that can help them stand out in an increasingly crowded marketplace. The trouble is that product and marketing teams have rarely worked so closely in the past.</p> <h2>Unified marketing and product teams</h2> <p>The recent newfronts and upfronts showed that networks recognize that<a href="https://adage.com/article/special-report-tv-upfront/nbcs-upfront-teeters-between-streaming-future-and-broadcast-past/2171351" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)"> OTT is their future</a>, but rarely do these presentations tout features. Service providers slide from selling programming to advertisers at the upfronts to marketing programming to viewers ahead of the new fall season, missing a chance to push features.</p> <p>This happens because the marketing and product teams often exist within silos at these networks and streaming services. Marketers who built their careers narrowly focused on promoting shows and movies don’t necessarily think to market, for example, a user interface. But marketers who are taking an innovative approach understand the benefits of collaboration and are working with their product teams to promote other aspects of their business that users care about, not just content.</p> <p>Surviving within today’s streaming wars is not only a matter of having the best content, but of delivering the best overall <em>experience</em>. Services that exclusively market their content are living in the past, failing to account for a new landscape where viewing is no longer confined to the TV set. This change in modern viewership is why media companies are investing in creating mobile apps to begin with. To maximize the awareness of their app and its features, product and marketing teams need to unify their development plans and marketing campaigns, so that every effort promotes both new programming and improved capabilities.</p> <h2>Unique features and UI</h2> <p>Aligning marketing and product is crucial because features can make a difference in a competitive landscape. With viewers <g class="gr_ gr_6 gr-alert gr_gramm gr_inline_cards gr_run_anim Style multiReplace" id="6" data-gr-id="6">already </g><a rel="noreferrer noopener" aria-label=" (opens in a new tab)" href="https://www.adweek.com/tv-video/as-subscription-fatigue-sets-in-the-ott-reckoning-may-be-upon-us/" target="_blank"><g class="gr_ gr_6 gr-alert gr_gramm gr_inline_cards gr_disable_anim_appear Style multiReplace" id="6" data-gr-id="6"><g class="gr_ gr_6 gr-alert gr_gramm gr_inline_cards gr_disable_anim_appear Style multiReplace" id="6" data-gr-id="6">fatigued</g> by the number of available streaming services</g></a> and encountering challenges when it comes to finding <g class="gr_ gr_5 gr-alert gr_gramm gr_inline_cards gr_disable_anim_appear Grammar only-ins replaceWithoutSep" id="5" data-gr-id="5"><g class="gr_ gr_5 gr-alert gr_gramm gr_inline_cards gr_run_anim Grammar only-ins replaceWithoutSep" id="5" data-gr-id="5">content</g></g> they want to watch, it’s easy to conclude that dissatisfied viewers will cancel subscriptions or stop using services that deliver a poor experience.</p> <p>The easiest way to slow this churn is to build a UI that separates your streaming service from the pack. That could mean a customizable home screen, or a UI designed from a mobile-first perspective if that’s how the majority of the audience accesses the content. Other features, like improved recommendation algorithms, subscriptions to episodic content and friction-free viewing with mobile download, are all potential difference makers that will keep viewers engaged. It’s important to market these and similar features so that viewers know that a service is easy to use and fits within their lifestyle and viewing habits. In some cases, the mobile app and the features will serve as marketing opportunities for the programming itself.</p> <h2>Compete against other mobile apps</h2> <p>Fitting into the viewer’s lifestyle is perhaps the most crucial part of the OTT competition. Again, viewers aren’t watching content the way they watched traditional broadcast or cable. They still watch in their living rooms, yes, but they also watch on the subway, in buses, in the back of an Uber, on planes, in hotel rooms and possibly even in the bathroom at work. In those environments, OTT services aren’t merely competing against each other – they’re competing against an entire universe of apps on viewers’ mobile devices.</p> <p>The traditional TV viewing experience has been dealing with viewers’ divided attention for years, and now <a href="https://www.emarketer.com/content/nearly-half-of-tv-viewers-browse-online-while-watching-their-favorite-movies-shows?ecid=NL1001" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)">70% of the adult population</a> browses on one device while watching on another. TV marketing departments used to compete for primetime eyeballs, but now they need to be thinking about competing for space on the viewers’ mobile home screen. Having an OTT mobile app front and center, on the first page of apps a consumer sees whenever they open their phone, is a great way to remain top of mind. Plus, if your app delivers a great experience, that will become a brand attribute that the user will see each time they see your app on their phone- which is multiple times per day.</p> <p>Any company with an OTT mobile app – subscription services, cable operators, TV networks and everyone else – needs to aggressively market their app as an <em>app</em>. It’s not just a conduit for programming. It’s something that matters to the consumer and fits within their daily life.</p> <p>If the overall goal of a marketing department is to generate revenue, then OTT marketing departments need to expand their perspective to include the revenue that comes from deep viewer engagement and decreased churn. If marketing and product can work together on a cohesive marketing vision that touts programming <em>and</em> functionality, including features that separate the VOD service from the rest of the pack, then service providers will be able to increase their subscriber base and, in turn, their revenue.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/in-ott-features-are-as-important-as-content-262716">In OTT video, features are as important as content</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> 8 Social Media Tips for Small Businesses via @coreydmorris http://tracking.feedpress.it/link/13962/12041106 Search Engine Journal urn:uuid:ada5558b-27b1-c141-3e0c-cc1714f9ed80 Wed, 19 Jun 2019 13:45:49 +0000 <p>These eight tips will help you best leverage social media marketing within a small business.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/social-media-tips-small-businesses/312487/">8 Social Media Tips for Small Businesses via @coreydmorris</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12041106.gif" height="1" width="1"/> Travel SEO: How to Compete with Big Brands on a Budget via @seo_travel http://tracking.feedpress.it/link/13962/12038612 Search Engine Journal urn:uuid:e05597e1-3690-c957-4fbc-faab195bea7a Wed, 19 Jun 2019 12:45:33 +0000 <p>In travel SEO, size isn’t everything. Here are seven ways to compete with big brands and come out on top.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/travel-seo-how-to-compete-with-big-brands-on-a-budget/311099/">Travel SEO: How to Compete with Big Brands on a Budget via @seo_travel</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12038612.gif" height="1" width="1"/> SEO Basics for SaaS Companies via @TaylorDanRW http://tracking.feedpress.it/link/13962/12036605 Search Engine Journal urn:uuid:36c67720-0f23-30ad-e7ea-85bc8061aacb Wed, 19 Jun 2019 11:45:54 +0000 <p>Learn the basic considerations that SaaS companies must address when executing an SEO strategy.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/seo-basics-saas-companies/312707/">SEO Basics for SaaS Companies via @TaylorDanRW</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12036605.gif" height="1" width="1"/> Understanding the role of branded and unbranded search in the customer journey https://marketingland.com/understanding-the-role-of-branded-and-unbranded-search-in-the-customer-journey-262392 Marketing Land urn:uuid:a0749784-64a5-8c4e-5ea2-36a65b2eca21 Wed, 19 Jun 2019 11:30:22 +0000 <p>Understanding how to rank for both branded and unbranded terms in organic search is critical for marketers looking to build domain authority and capture share of search online. After all, over 3.5 billion searches are conducted each day on Google alone. When we talk about branded versus unbranded search, it isn’t an either/or proposition. Both [&#8230;]</p> <p>The post <a rel="nofollow" href="https://marketingland.com/understanding-the-role-of-branded-and-unbranded-search-in-the-customer-journey-262392">Understanding the role of branded and unbranded search in the customer journey</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="aligncenter size-large wp-image-262393" src="https://marketingland.com/wp-content/ml-loads/2019/06/ThirdDoorMedia_Article_V2-800x450-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2019/06/ThirdDoorMedia_Article_V2-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2019/06/ThirdDoorMedia_Article_V2-800x450-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2019/06/ThirdDoorMedia_Article_V2-800x450-768x432.jpg 768w, https://marketingland.com/wp-content/ml-loads/2019/06/ThirdDoorMedia_Article_V2-800x450-550x310.jpg 550w" sizes="(max-width: 800px) 100vw, 800px" /> <p><span style="font-weight: 400;">Understanding how to rank for both branded and unbranded terms in organic search is critical for marketers looking to build domain authority and capture share of search online. After all, over </span><a href="http://www.internetlivestats.com/google-search-statistics/" target="_blank" rel="nofollow noopener noreferrer"><span style="font-weight: 400;">3.5 billion searches are conducted each day on Google alone</span></a><span style="font-weight: 400;">.</span></p> <p><span style="font-weight: 400;">When we talk about branded versus </span><a href="https://www.yext.com/resources/yext-knowledge-center/branded-unbranded-search/" target="_blank" rel="nofollow noopener noreferrer"><span style="font-weight: 400;">unbranded</span></a><span style="font-weight: 400;"> search, it isn’t an </span><i><span style="font-weight: 400;">either/or</span></i><span style="font-weight: 400;"> proposition. Both are critical. But to rank in search results at moments of high intent, a business must have a strong grasp of the value of each — and where along the customer journey people are most likely to search for unbranded versus branded keywords.</span></p> <p><b>Unbranded search helps you win new customers.</b></p> <p><span style="font-weight: 400;">Unbranded keywords refer to search terms that do not specify a specific brand or business name (e.g., a Google search for “NYC restaurants with valet parking” or an Alexa search for “best beignets in NOLA”). Consumers making unbranded searches are more likely to be brand-agnostic shoppers making a general search – or new prospects who are unfamiliar with your brand. As such, this is an opportunity to boost discoverability, start establishing brand trust, and win new customers.</span></p> <p><span style="font-weight: 400;">Unbranded keywords often have higher search volumes than branded terms, so identifying the relevant terms for your business and strategies to rank for them should be a top priority. It also means that bidding on these terms in paid search will likely be more expensive than bidding on your brand name, so focus on optimizing for unbranded terms as part of your organic strategy.</span></p> <p><span style="font-weight: 400;">Here’s how can your business win at unbranded search.  </span></p> <p><b>Optimize for unbranded keywords.</b></p> <p><span style="font-weight: 400;">It’s important to think about the </span><i><span style="font-weight: 400;">entities</span></i><span style="font-weight: 400;"> that are fundamental to your business. Ask yourself this question: What products or services might a customer interested in your business be looking for? If you’re a bank, the keyword “bank” is an obvious start — but what about customers searching for loan advice, nearby ATMs, or other financial services?</span></p> <p><span style="font-weight: 400;">Make sure you optimize for these essential keywords. It’s critical to have clear copy and structured data identifying your fundamental business attributes, both on your local pages and across the many places online (think third-party sites, like TripAdvisor or Yelp) where your brand information appears. Without structured data and copy specifying that each of your bank branch locations has an ATM, for example, search engines won’t be able to find this information — and therefore, neither will your customers.</span></p> <p><b>Manage your business listings.</b></p> <p><span style="font-weight: 400;">To show up at the top of SERPs for an unbranded search — particularly in Google’s local pack — the fundamental rules of </span><a href="https://www.yext.com/blog/2019/01/optimize-for-local-search-by-managing-your-business-listings/" target="_blank" rel="nofollow noopener noreferrer"><span style="font-weight: 400;">local SEO</span></a><span style="font-weight: 400;"> still apply. Your business needs to be listed accurately everywhere, so that new customers making a general local search can find you at moments of high intent. This means you need to </span><a href="https://www.yext.com/blog/2019/01/optimize-for-local-search-by-managing-your-business-listings/" target="_blank" rel="nofollow noopener noreferrer"><span style="font-weight: 400;">manage your listings</span></a><span style="font-weight: 400;"> so that your address, hours, business category, and other basic details are correct and consistent.</span></p> <p><span style="font-weight: 400;">To rank for the unbranded local search “great breakfast eats,” for example, search engines must be able to identify both:</span></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">that your restaurant is near the user’s geolocation (</span><a href="https://www.yext.com/blog/2017/08/near-me-nearly-gone/" target="_blank" rel="nofollow noopener noreferrer"><span style="font-weight: 400;">“near me” is now implied in many searches</span></a><span style="font-weight: 400;">, both unbranded and branded)</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">your operating hours</span></li> </ul> <p><span style="font-weight: 400;">Having accurate and consistent information about your business, across listings, is what provides these essential details to search engines.</span></p> <p><b>Invest in branded keywords to generate repeat business.</b></p> <p><span style="font-weight: 400;">Users searching for a brand name paired with a product or service already </span><i><span style="font-weight: 400;">know</span></i><span style="font-weight: 400;"> what they want, and they are closer to taking action than those performing unbranded searches. It makes sense to leverage your paid search budget and focus on strategies prioritizing conversion and loyalty.</span></p> <p><span style="font-weight: 400;">All of your work to optimize for unbranded search will come into play here, too; these two types of search work together. By optimizing online listings and your website for the products, locations, services, and other entities that you offer, you’re giving search engines with the information they need to deliver structured, verified answers to specific questions customers are asking about your brand, like “where is the nearest Denny’s?” or “Which Courtyard Marriott in Chicago, IL has a pool?”</span></p> <p><span style="font-weight: 400;">Winning business today means understanding that customers today have grown used to searching for exactly what they want — meaning products, services, and attributes — and receiving structured answers in search results for their increasingly specific queries.</span></p> <p>The post <a rel="nofollow" href="https://marketingland.com/understanding-the-role-of-branded-and-unbranded-search-in-the-customer-journey-262392">Understanding the role of branded and unbranded search in the customer journey</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> How to Solve 4 Common Facebook Marketing Problems https://www.socialmediaexaminer.com/how-to-solve-four-common-facebook-marketing-problems/ Social Media Examiner urn:uuid:6ad800f0-e598-a5e6-f284-3e0c6d30133e Wed, 19 Jun 2019 10:00:12 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/06/facebook-marketing-how-to-troubleshoot-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" link_thumbnail="" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2019/06/facebook-marketing-how-to-troubleshoot-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/06/facebook-marketing-how-to-troubleshoot-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/06/facebook-marketing-how-to-troubleshoot-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/06/facebook-marketing-how-to-troubleshoot-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/06/facebook-marketing-how-to-troubleshoot-1200-1024x538.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Are your Facebook ad costs too high or your engagement too low? Wondering how to get your Facebook marketing back on the right track? In this article, you&#8217;ll find causes and solutions for common social media marketing problems. #1: Your Facebook Posts Get Little to Zero Engagement Despite posting regularly on Facebook, your engagement is [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/how-to-solve-four-common-facebook-marketing-problems/">How to Solve 4 Common Facebook Marketing Problems</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> Google Lets Advertisers Promote YouTube Live Streams as Display Ads via @MattGSouthern http://tracking.feedpress.it/link/13962/12026006 Search Engine Journal urn:uuid:1d8ca0d9-e332-2bef-efc8-d1ec66b10931 Wed, 19 Jun 2019 03:40:06 +0000 <p>Google is introducing a new ad format that lets marketers run YouTube live streams in display ads. Live stream ads can appear anywhere Google’s display ads are shown. So a person could be scrolling through a website, such as this one, and see a live stream playing right where an ad would be. People can expand the video to full screen and interact with the live stream just as they could on YouTube. Here’s an example of what a live stream ad looks like: Live streaming on YouTube is free, so advertisers will only have to pay for the ad […]</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-lets-advertisers-promote-youtube-live-streams-as-display-ads/313067/">Google Lets Advertisers Promote YouTube Live Streams as Display Ads via @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12026006.gif" height="1" width="1"/> New Chrome Security Extension Flags Small Sites as Suspicious via @martinibuster http://tracking.feedpress.it/link/13962/12017508 Search Engine Journal urn:uuid:118dbf7d-5b7c-fe1a-a09c-b23a5c73e1c6 Tue, 18 Jun 2019 21:40:35 +0000 <p>Official Chrome security extension is biased against small websites. Flags sites if they're not a big brand.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/chrome-security-false-positives/312993/">New Chrome Security Extension Flags Small Sites as Suspicious via @martinibuster</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12017508.gif" height="1" width="1"/> Google Introduces Interactive Ads With 3D Objects via @MattGSouthern http://tracking.feedpress.it/link/13962/12017509 Search Engine Journal urn:uuid:98abfe42-c770-1544-f5f2-a92d370a29fc Tue, 18 Jun 2019 21:30:25 +0000 <p>Google is introducing a new display ad format, called Swirl, that allows users to interact with 3D objects.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-introduces-interactive-ads-with-3d-objects/313029/">Google Introduces Interactive Ads With 3D Objects via @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12017509.gif" height="1" width="1"/> Major marketing cloud vendors enter crowded CDP field https://marketingland.com/major-marketing-cloud-vendors-enter-crowded-cdp-field-262690 Marketing Land urn:uuid:cffd1ec1-f112-9423-02ed-2c44994c8a3a Tue, 18 Jun 2019 20:44:36 +0000 <p>Adobe, Oracle and Salesforce address customer data platform products.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/major-marketing-cloud-vendors-enter-crowded-cdp-field-262690">Major marketing cloud vendors enter crowded CDP field</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>Most marketers are familiar with the complexities of managing siloed data across different platforms, and many have their own internal workarounds for dealing with those challenges. But as our digital teams develop and the volume of data we manage swells with the expansion of our martech stacks, tricky workarounds simply don&#8217;t cut it anymore. That&#8217;s where Customer Data Platforms come in.</p> <p><a href="https://martechtoday.com/martech-landscape-customer-data-platform-192126">Customer data platforms (CDPs)</a> unify customer data from across various sources to create one &#8220;source of truth&#8221; for your entire organization. Marketers using CDPs can ensure that regardless of who is speaking to the customer — sales, customer service, etc. — everyone has the same view of that customer.&nbsp;</p> <h2>Adobe, Oracle, Salesforce</h2> <p>Earlier this week, announcements from Adobe, Oracle and Salesforce addressed the need for unified data and steps toward bringing this to their customers: On Monday, Adobe released Triggered Journeys in Adobe Campaign, and Oracle announced it will partner with Accenture and Capgemini to help its customers tackle CDPs. And on Tuesday, Salesforce announced it is expanding its <a href="https://marketingland.com/with-customer-360-salesforce-brings-a-single-customer-view-to-its-b2c-side-248867">Customer 360</a> platform to help customers unify their data with a single customer ID.&nbsp;</p> <h2>Adobe Experience Platform updates</h2> <p>The <a href="https://theblog.adobe.com/adobe-campaign-makes-real-time-personalized-engagement-a-reality/">enhancements</a> to the Adobe Experience Platform include Adobe Real-time Customer Data Platform, which seeks to help marketers deliver consistent, personalized experiences by providing a centralized data hub for its customers. Adobe says its platform will its users bring together known and unknown customers to activate customer profiles and can be integrated with other martech through APIs.</p> <p>&#8220;In speaking with customers, they’re very much challenged with understanding how to be customer experience- and customer journey-focused. Brands understand how vital it is to deliver unforgettable, exceptional customer-led experiences for every individual at scale, yet the &#8216;how&#8217; is the challenge,&#8221; said Kristin Naragon, head of GTM strategy at Adobe Campaigns. &#8220;Our customers expressed a need of a way to continuously map engagement and marketing activities to individuals’ preferences and context – across all the devices they may use, and in real-time – which is precisely what we’re addressing with Triggered Journeys in Adobe Campaign.&#8221; &nbsp;</p> <h2>Salesforce expands Customer 360</h2> <p><a rel="noreferrer noopener" aria-label="Salesforce is expanding (opens in a new tab)" href="https://www.salesforce.com/company/news-press/press-releases/2019/06/191806-zz/" target="_blank">Salesforce is expanding</a> its Customer 360 platform to help its customers connect Salesforce apps, integrate with different systems and create a single, unified customer profile for each individual customer. The new features are expected to help marketers bridge gaps in their data to and deliver personalized, integrated interactions with customers at scale. The new features include data unification, consent management, advanced audience segmentation and personalized cross-channel engagement. </p> <h2>Oracle&#8217;s partnership with Accenture and Capgemini</h2> <p>In order to help its customers address challenges around CDPs, <a href="https://www.oracle.com/corporate/pressrelease/oracle-collaborates-with-partnernetwork-members-061719.html" target="_blank" rel="noreferrer noopener" aria-label="Oracle announced that it is partnering (opens in a new tab)">Oracle announced that it is partnering</a> with two Oracle PartnerNetwork members, Accenture and Capgemini. Through the partnerships, the companies plan to help organizations understand and map different data sources, business outcomes and KPIs. </p> <p>&#8220;The customer journey has changed beyond recognition, making it much harder to gain a single source of customer truth,&#8221; said Jane Arnold Hommet, global partner executive for Oracle at Capgemini. &#8220;As our clients adapt to the evolving nature of customer interactions, they are looking for customer data strategies and data sources that go beyond marketing which can enable anyone within their teams to have quick and easy access to comprehensive insights and intelligence.&#8221; </p> <h2>Prioritizing for CDPs</h2> <p>All three marketing cloud vendors have noted that they will address CDPs this year, and with enhanced capabilities, they take steps towards unifying customer data in real-time —combining customer profiles updated in real-time with real-time access to the profile for users across an organization. But the crowded CDP field offers a variety of options, leaving some marketers unsure of where to turn for the solution. Many CDPs offer real-time profiles and access, prediction modeling, personalization tools and segmentation. </p> <p>&#8220;There has been a lot of doubt and confusion about CDP as a category, and what factors are needed for an effective CDP,&#8221; said David Raab, principal at Raab Associates and founder of the CDP Institute. &#8220;Salesforce was the last hold-out that didn&#8217;t store profiles in its CDP (as opposed to assembling them on-the-fly by reading data from source systems). This adds needed clarity to the market, establishing the knowledge base for asking &#8216;which CDP is right for me?'&#8221;</p> <h2>Why we should care </h2> <p>The CDP market shows no signs of slowing down, and the scalable solutions could make a significant difference in your marketing efforts. Even for savvy marketers who are able to string together their siloed customer data, the further challenges of understanding elements like timing, content optimization persist. With some of the largest martech players entering the mar, marketers can expect more marketing-friendly capabilities across CDPs to drive continued growth in the market. If you&#8217;re not currently using a CDP to unify your customer data, it&#8217;s time to start looking for the best solution for your organization.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/major-marketing-cloud-vendors-enter-crowded-cdp-field-262690">Major marketing cloud vendors enter crowded CDP field</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> 7 steps to a successful website launch https://marketingland.com/7-steps-to-a-successful-website-launch-262675 Marketing Land urn:uuid:5574d55c-b1ed-6a01-0cbc-e91da1ff5b60 Tue, 18 Jun 2019 16:20:45 +0000 <p>Whether it’s a campaign kickoff or a completely new site, how smoothly a website launch goes is a great barometer of your team’s overall efficiency. However, websites constantly launch late and over budget. With so much depending on website success, it’s important to make sure your marketing organization is both aware of common agile marketing [&#8230;]</p> <p>The post <a rel="nofollow" href="https://marketingland.com/7-steps-to-a-successful-website-launch-262675">7 steps to a successful website launch</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <figure class="wp-block-image"><a href="https://downloads.digitalmarketingdepot.com/PAN_1906_GdePerfLch_landingpage_post.html?utm_source=ml&amp;utm_medium=newspost"><img src="https://marketingland.com/wp-content/ml-loads/2019/06/launch-rocket-laptop-ss-1920-800x450.jpg" alt="" class="wp-image-262677" srcset="https://marketingland.com/wp-content/ml-loads/2019/06/launch-rocket-laptop-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2019/06/launch-rocket-laptop-ss-1920-200x113.jpg 200w, https://marketingland.com/wp-content/ml-loads/2019/06/launch-rocket-laptop-ss-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2019/06/launch-rocket-laptop-ss-1920-768x432.jpg 768w, https://marketingland.com/wp-content/ml-loads/2019/06/launch-rocket-laptop-ss-1920-550x310.jpg 550w" sizes="(max-width: 800px) 100vw, 800px" /></a></figure> <p>Whether it’s a campaign kickoff or a completely new site, how smoothly a website launch goes is a great barometer of your team’s overall efficiency.</p> <p>However, websites constantly launch late and over budget. With so much depending on website success, it’s important to make sure your marketing organization is both aware of common agile marketing challenges and how to overcome them.</p> <p>Read this guide from Pantheon and learn:</p> <ul><li> 7 steps to a successful website launch </li><li>The development risks and repercussions stopping innovation</li><li>How to address scalability</li></ul> <p>Visit Digital Marketing Depot to download <a href="https://downloads.digitalmarketingdepot.com/PAN_1906_GdePerfLch_landingpage_post.html?utm_source=ml&amp;utm_medium=newspost">&#8220;A Marketer&#8217;s Guide to a Perfect Launch.&#8221;</a> </p> <p>The post <a rel="nofollow" href="https://marketingland.com/7-steps-to-a-successful-website-launch-262675">7 steps to a successful website launch</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> SEO Tactics: Black Hats, White Hats, Gray Hats & ‘Asshats’ via @schachin http://tracking.feedpress.it/link/13962/12006551 Search Engine Journal urn:uuid:21b0efe2-5649-fccf-7b48-814e9295955a Tue, 18 Jun 2019 13:45:20 +0000 <p>Learn about the multiple hats of SEO in this post.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/seo-black-hat-white-hat-gray-hat-asshat/306593/">SEO Tactics: Black Hats, White Hats, Gray Hats &#038; &#8216;Asshats&#8217; via @schachin</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/12006551.gif" height="1" width="1"/> Oligopoly? Not so fast https://marketingland.com/oligopoly-not-so-fast-262679 Marketing Land urn:uuid:bbc735ff-0721-12ae-2130-beaca4dff2fc Tue, 18 Jun 2019 13:27:42 +0000 <p>The distribution of spending on Google, Facebook and Amazon is not equal. It's an important distinction. </p> <p>The post <a rel="nofollow" href="https://marketingland.com/oligopoly-not-so-fast-262679">Oligopoly? Not so fast</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>Maybe I got out of the wrong side of the bed today, but I see opportunities to call B.S. everywhere, on indiscretions large and small. </p> <p>So I’ll start with a small one. I’ve been seeing Google, Facebook and Amazon <a href="https://marketingland.com/marketers-spending-43-of-budgets-on-google-facebook-amazon-want-alternatives-262462" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)">referred to as an “oligopoly</a>.” It’s not. Yes, marketers are spending 43% of their budgets with those three properties, but the distribution of spending allocated to Google/Facebook/Amazon is dramatically different.</p> <p>The truth is that just over 2% of digital ad spend is going to Amazon. That doesn’t qualify for membership into the oligopoly in my book.</p> <p>I could even argue that characterizing the market as a duopoly isn’t even accurate, with Facebook only accounting for 11.7% of digital ad spend. Whether Google’s share of over 29% makes it a monopoly is a discussion for another day. </p> <p>My point; let’s not get carried away. Amazon’s <a rel="noreferrer noopener" aria-label=" (opens in a new tab)" href="https://marketingland.com/amazons-ad-business-continues-to-soar-topped-3-billion-for-first-time-in-q4-256306" target="_blank">growth is impressive</a> and expected to <a href="https://marketingland.com/80-of-amazon-advertisers-plan-to-increase-budgets-in-2019-250489" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)">continue accelerating</a>. But it’s a small (though not insignificant) part of the digital advertising landscape. </p> <figure class="wp-block-image"><img src="https://marketingland.com/wp-content/ml-loads/2019/06/oligopoly-graphic-handout-800x450.png" alt="" class="wp-image-262680" srcset="https://marketingland.com/wp-content/ml-loads/2019/06/oligopoly-graphic-handout-800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2019/06/oligopoly-graphic-handout-200x112.png 200w, https://marketingland.com/wp-content/ml-loads/2019/06/oligopoly-graphic-handout-600x337.png 600w, https://marketingland.com/wp-content/ml-loads/2019/06/oligopoly-graphic-handout-768x432.png 768w, https://marketingland.com/wp-content/ml-loads/2019/06/oligopoly-graphic-handout-550x310.png 550w, https://marketingland.com/wp-content/ml-loads/2019/06/oligopoly-graphic-handout.png 1078w" sizes="(max-width: 800px) 100vw, 800px" /></figure> <p>The post <a rel="nofollow" href="https://marketingland.com/oligopoly-not-so-fast-262679">Oligopoly? Not so fast</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p>