News

Martech practitioners must leverage interdepartmental interactions

Managing marketing technology doesn’t happen in a vacuum. As a hybrid specialty spanning both technical and business realms, practitioners interact with multiple departments other than marketing and IT during their routine work.
It’s important to note the type of martech role a person fulfills will influence their interdepartmental interactions; in fact, this was a prominent discussion topic during the birds of feather session I moderated during Discover MarTech 2020. A maestro will likely interact a lot with IT, legal, and procurement as they orchestrate internal processes. Marketers will likely interact with PR and legal as they focus on external audiences. Makers can team up with IT and product management to build and augment tools and processes. Depending upon the type of organization, modelers likely work with departments that process data; for instance, in higher education, institutional research is a great partner since its responsibility is to house and analyze data collected ..

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Facebook CCPA compliance challenges: Limited Data Use

The California Consumer Privacy Act (CCPA) went into effect on January 1, 2020, and businesses have been working to make sure they are in compliance before the window for litigation opens on July 1. This isn’t new news: at this point, we’ve been talking about this for over 2 years. And lo! Here we are, two years later, and confusion around compliance requirements abounds.
Part of the challenge with CCPA compliance is the lack of clarity around what is required from different types of businesses—especially when data-sharing relationships exist, like the ones between every advertiser and Facebook.
This week, Facebook announced a new feature called Limited Data Use (LDU). As of July 1, LDU has been automatically enabled for all Facebook business accounts, limiting the way user data can be stored and processed in the Facebook ecosystem for all users Facebook identifies as residents of the state of California. The feature automatically detects if a user resides in California, and applies ..

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Less than a third of consumers aware of Facebook ads boycott, Gen Z most engaged

There are now nearly 1,000 advertisers that have formally signed on to the Stop Hate for Profit Facebook ads boycott. The organizations behind the campaign have lobbied brands to promote the boycott and its objectives, but there has been limited effort to build public awareness and support.
Seeking consumer sentiment. To determine consumer sentiment toward the boycott, I conducted a Google Consumer Survey of more than 1,000 US adults between June 30 – July 5. (I did not screen to see if they were Facebook users.) The single question was, “Which best describes your feelings about the ‘Stop Hate for Profit’ Facebook advertiser boycott?” They were given four randomized choices: “I was not aware of the boycott,” “approve,” “disapprove” and “not sure how I feel about it.”
Which best describes your feelings about the “Stop Hate for Profit” Facebook advertiser boycott?
Source: Google consumer survey, (n=1,100 U.S. adults 7/30 – 7/5) The largest group (38.8%) of respondents said they weren..

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Replay: Addressing diversity recruitment and retainment in agencies and marketing teams

The lack of diversity in the advertising and marketing industry is not a new issue. Despite loads of research on the business benefits of diverse teams, there’s been talk but little action for years to increase Black and minority representation in the industry.
During this session of Live with Search Engine Land, which took place during SMX Next last week, I discussed how to accomplish change in your organization with:
CJ Bland, co-­founder, CEO and principal consultant of the Minority Professional Network, which specializes in DE&I recruiting and retention, marketing, training/speaking and consulting.Zenia Johnson, an account lead at digital agency 3Q Digital who specializes in social media and is passionate about fostering inclusivity and diversity in the digital technology space.Jackie Leung, director of talent acquisition at digital agency Wpromote. She oversees all hiring practices nationwide and leads the agency’s Diversity Equity and Inclusion Initiative. We discussed why div..

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Usage of voice has plateaued — for now

Roy Amara’s oft-cited law states, “We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run.” This appears to especially applicable to voice and voice search.
While there’s been steady growth in the use of voice and virtual assistants since Siri was introduced more than a decade ago, the market hasn’t been transformed. Smart speakers are even a better case-in-point: widely adopted, they’ve failed to become the revolutionary product many had expected.
Now survey data from Perficient Digital suggests voice may have hit a plateau of sorts. This is the fourth year the agency has asked over 1,000 U.S. adults about their use of voice, voice search and virtual assistants. Last year, the survey found voice was second only to the mobile browser as the “first choice” entry point for mobile search (with all answers combined, it ranked fourth).
The current survey didn’t replicate this “first choice” segmentation. And overall, voice sear..

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Facebook has a PR problem, not a long-term revenue problem

Facebook is under siege. The movement to persuade advertisers to pause their ad spend for the month of July (#StopHateforProfit) is an organized one, backed by groups ranging from the NAACP to the Anti-Defamation League and Color of Change.
Its made for splashy headlines. To lose business from companies like Microsoft, Unilever and Verizon isn’t good. What may be worse is facing very public criticism from brands which themselves have very loyal followings; brands like Adidas, Birchbox, and Patagonia.
Ben & Jerry’s expressed its support for “all those calling for Facebook to take stronger action to stop its platforms from being used to divide our nation, suppress voters, foment and fan the flames of racism and violence, and undermine our democracy.” That level of outrage from an ice cream company flags a significant PR crisis.
An existential threat? But is it any more than a PR crisis? “Could a boycott kill Facebook?” as a BBC headline dramatically asked. In theory it could, under Fa..

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What to look at when considering a Digital Asset Management platform

When you’re making a decision about a Digital Asset Management partner, consider the following eight areas.
File formats and handling One area of differentiation involves the varying abilities to manage a variety of file formats. Though most players say they support the most popular video, image and audio formats, if your workflow requires the use of a specialized format you will want to ensure the vendors you’re considering can fully support that format.
User permissions management The content production supply chain can be long and complicated, involving many departments, agencies, freelancers and more. The ability to provide flexible permissions so that the right people have access to the right assets –– and only the right assets –– can be very valuable.
More about Digital Asset Management Download our buyer's guide on DAMs today! How Marketers Can Leverage Modern Digital Asset Management For Powerful Workflow EfficienciesWhat's Digital Asset Management and wh..

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Soapbox: It’s clear the era of traditional mass messaging is over

There was a time—and not terribly long ago—that getting marketing messages to a mass audience was relatively easy: identify a target demographic and then figure out the mix of broadcast and print ads that balanced reach and repetition within a given budget. In those days, media and entertainment choices were relatively limited. Even when people had many cable channels to choose from, the available content was offered by one provider who managed a relatively captive audience.
Today, marketers look at this era as a quaint relic of the past, much the same way they might with the world of Mad Men. With the rise of cable-cutting (swelling by more than 4.5 million US households in 2019 alone) and a growing generation of “cord nevers,” it’s clear the era of traditional mass messaging is over. Interestingly, despite this seismic shift in consumer preferences for providers, the television remains the screen of choice for many viewers.
With that being the case, the challenge becomes: how can w..

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July boycott: Marketing without Facebook Ads

Prominent brands and civil rights groups are leading the charge for a July 2020 boycott of Facebook Ads. They want to see changes implemented to the platform and are organizing under the hashtag #StopHateForProfit.
Whatever your views on these issues, it’s important to make an informed decision about how your business will approach this boycott. We offer you inspiration for an alternative media plan if you do decide to divert funds from Facebook Ads.
Facebook Ads-free July media plan Here are some media planning ideas to help shift advertising dollars while continuing to drive momentum with marketing efforts in July. In general, keep in mind testing of new tactics and platforms can take time to build traction — allow for leeway on performance targets. Also, remember Instagram and WhatsApp are owned by Facebook and aren’t viable alternatives if you want to fully participate in the boycott.
Example media plan: DTC beauty brand The following hypothetical direct-to-consumer (DTC) bea..

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What’s Digital Commerce Advertising and what tools can help?

Digital advertising spending has been on a strong growth trajectory since its inception. The Interactive Advertising Bureau’s report on the first half of 2019 had revenue totaling $57.9 billion, which represented a 16.9% increase from the same period in 2018. But in the numbers was one important sign of maturity of the industry. It’s the first time that revenues for the first half of a year were lower (by $30 million) than the second half of the previous year.
Advertising expenditure in general tends to be bigger in the second half of the year, as retailers push holiday deals for the consumer gift-giving season, so it’s a testament to interactive advertising’s enduring value that digital has so far bucked that trend by showing first-half results that exceed the previous year’s second-half. Still, it indicates that things are beginning to settle down into the usual seasonal patterns and advertisers looking for undervalued inventory must seek it outside of the more established channels..

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Starting tomorrow: 40+ free expert-led search marketing sessions

Ready to drive more traffic, leads, and sales? Log on to SMX Next tomorrow, June 23, through Wednesday, June 24 from ~ 1:00pm – 5:30pm ET for 40+ free expert-led sessions!
Senior marketers at T-Mobile, Microsoft, Botify, Bruce Clay Inc., Invoca, Merkle, Moz, and dozens of other leading organizations are ready to explore crucial search marketing topics like analyzing search trends, optimizing paid search campaigns, and breaking down organizational silos… all for free.
See the complete agenda!
What are you waiting for? SMX Next kicks off tomorrow… but there’s still time to secure your seat!

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This start-up is using AI to suggest emojis, social content for SMBs

There is no shortage of options for social media management tools; there are more than 300 listed on the marketing technology landscape. And HelloWoofy isn’t on it yet, but the start-up is aiming to bring the assistance of automation to social content creation for small businesses. The company announced a new integration with social media management platform Hootsuite Friday.
Hootsuite integration. As with any martech solution, integrations are key to user growth and retention. HelloWoofy has scheduling features, too, but it doesn’t have the massive user base of Hootsuite. Rather than compete with Hootsuite, the integration enables HelloWoofy to sit on top of the veteran management platform, which connects with more than 20 social networks and has some 18 million users.
With a business’ accounts linked, users can compose posts powered by HelloWoofy’s machine learning-driven content, emoji and image suggestions and post or schedule content to any of their social accounts via Hootsuit..

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May e-commerce exceeds holiday 2019, setting up the battle of the marketplaces

Despite the reopening of physical retail stores, double-digit commerce gains appear permanent. Adobe’s latest Digital Economy Index report, reflecting online buying in April and May, found digital shopping activity exceeded holiday 2019 by 7%, and posted a whopping $52 billion increase from April and May a year ago.
Responding to these trends, more small merchants are pushing further into digital commerce. And both Amazon and Walmart are wooing them.
Credit and distribution for SMB sellers. Amazon is offering up to $1 million lines of credit to its SMB sellers through a new, but still unannounced partnership with Goldman Sachs. Rival Walmart announced a partnership with Shopify, which will provide Shopify SMB sellers access to 120 million Walmart.com monthly visitors through the Walmart marketplace. The retailer said it expected to add 1,200 Shopify sellers this year.
The moves signal intensifying competition among top-tier online marketplaces as more retail spending shifts online..

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Black Lives Matter content: Latest in unintended brand safety consequences

An ad for Septicease displays on a New York Times article about Black Lives Matter. No offense to Septicease, but the company would likely admit it is not a brand-name advertiser. That its ad is showing at the top of a New York Times article about the dramatic increase in public support for the Black Lives Matter highlights the deep misalignment between media consumption (rising) and digital ad spend (declining) that often occurs in pivotal societal moments.
In the name of “brand safety,” some advertisers are blocking their ads from appearing on content about the Black Lives Matter movement and protests, Ad Age reported Friday. Some marketers are even blocking keywords such as “black people” and “George Floyd,” according to the report. Vice told Ad Age it has seen CPMs on content related to the protests off by 57% compared to other news content.
“There is nothing negative about the term ‘black people’ but by putting it on a blocklist it is effectively saying that there is,” Paul Wa..

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What’s Digital Asset Management and why are marketers adopting the technology?

Digital Asset Management platforms, often called DAMs, are software programs that store, organize and enable the more efficient use of an organization’s entire library of digital assets. A DAM is the “single source of truth” where marketers can find every relevant version of the media assets that have been created for the brand — images, PDFs, photographs, audio, video and even virtual reality or other cutting-edge formats.
This phenomenon is driving brands to shift to a customer-centric marketing model that requires personalized content to be delivered to a wide variety of customer touchpoints –– an approach that is more easily implemented with Digital Asset Management technology.
More about Digital Asset Management Download our buyer's guide on DAMs today! What's Digital Asset Management and why are marketers adopting the technology?5 steps to get your team up and running remotely in 48 hours with a cloud-based DAMHealth network shows that yes, personalization i..

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How using neuroscience can help capture customer sentiment and predict future behavior

Do you want to predict the future? The ability to foretell how customers might respond to a new product or service can translate into millions. But it’s difficult to do. The Coca-Cola Company tried to do it and failed miserably. The introduction of New Coke in 1985 was an epic failure, despite pouring millions of dollars into market research. Success isn’t always easy. And according to the Harvard Business Review, 90% of product launches fail every year.
Do you think your customers will respond positively to your next offering? You can turn to focus groups and try to get an idea of what people might like. Surveys can provide decent insights at times. And if you have a robust predictive analytics platform, you can assess behavioral data to identify patterns that might indicate future behavior among larger groups. But if you really want to understand how customers might respond to future offerings, you need to take a look at the brain.
Sharpen your focus: Inside group dynamics Focus g..

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Google to prohibit demographic, zip code targeting for housing, employment, credit ads

Google is updating its advertising policies around housing, employment and credit opportunities, the company announced Thursday.
New policy. Employment, housing and credit advertisers will no longer be permitted to target or exclude their ads being from being shown based on demographics — gender, age, parental status, marital status — or zip code.
This adds on to existing policies that prohibit targeting based on race, religion, ethnicity, sexual orientation, national origin or disability.
Timing. The new policy will roll out in the U.S. and Canada “as soon as possible” and by the end of the year at the latest.
Affected advertisers will be notified about the potential impact on their campaigns in the coming weeks.
Why we care. This change comes with a backdrop of a coronavirus-induced recession that is disproportionately affecting minority communities and mounting calls for action to address systemic racism by the Black Lives Matter movement. Google says it has “been working ..

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Martech Spotlight: How Kenshoo does digital commerce ad management

Our Martech Intelligence Reports feature in-depth information about solutions in the category covered. Over the next weeks, we’ll be highlighting vendors from our report on Digital Commerce Ad Management Platforms, which you can download as a PDF anytime.
Kenshoo Ecommerce combines holistic measurement of Amazon Advertising activity, retail analytics and product-driven data with optimization technology. Advertisers have access to product-driven campaign management at scale. Features such as bulk creation, automated actions and keyword management provide a way to control complex Amazon Advertising programs.
Target customer Enterprise B2C and B2B marketers, including brands and their agencies.
Platforms and ad types/formats supported Amazon (Sponsored Products and Sponsored Brands), trial access to other emerging retail publishers, Facebook / Instagram, Pinterest, Snapchat, Google, Microsoft, Verizon Media, Apple Search Ads, Yahoo Japan, Yandex and Baidu.
In addition, reporting for A..

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Text messaging is the most effective marketing channel most retail brands aren’t using

Average email open rates for retail marketers are just over 18%, but more than 90% of text messages are opened by recipients – typically within minutes. Even as messaging is gaining in popularity as a marketing channel, it’s still woefully underutilized by the majority of retail marketers.
Minority of brands currently use SMS. According to 2016 research conducted by Internet Retailer for OpenMarket, only 29% of retail brands were using SMS for marketing or customer service purposes, compared with 97% using email. I was unable to find a more recent SMS adoption statistic. But even assuming significant growth in the past several years, it’s unlikely that text-based marketing has crossed the 50% threshold.
High-profile retailers that are actively using SMS include Macy’s, Bloomingdales, Old Navy, Nordstrom, Crate and Barrel, Kmart, Bed Bath & Beyond and Eddie Bauer, among others. Numerous direct-to-consumer brands are using it as well. Promotions, shipping notifications, shopping cart ..

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Life after Google Shopping: Don’t be a one-trick pony

Google shopping is the 800-pound gorilla and it’s the default ad platform many people jump on. If it’s not Google, it’s Facebook and Instagram that people want to pour money into. However, what a lot of brands miss out on is having a true cross channel marketing strategy.
The best marketers I know are able to work across ad platforms and are not a one trick pony. They can help guide, suggest and recommend how to incorporate and share information between ad platforms. They are as tactical as they are strategic for the brands they work on.
One quick note, sometimes people call shopping ads by the old name product listing ads (PLAs). That was the first name Google gave the ad format back in 2012/2013. I think the two names are mostly interchangeable but for the sake of simplicity, I’m going to refer to everything as shopping ads.
There is life after Google shopping, even as the ad format expands to more Google-owned properties. I’m going to show you the light! Or least make you conside..

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Despite budget cuts, CMOs still bullish on marketing automation investments

COVID-19’s impact on the U.S. economy has been staggering. The country has suffered record unemployment rates as companies continue to shutter across industries. And while communities and businesses are beginning to re-open with shelter-in-place restrictions lifting, it’s difficult to know what’s next.
“The world turned upside down for all of us in March 2020,” writes analysts Shar VanBoskirk, Tina Moffett, Rick Parrish, and Brandon Verblow in Forrester’s 2020 COVID-19 Crisis Will Stun U.S. Marketing‘ report, “CMOs can’t help but ask: What in the world do I plan for now?”
Forrester’s report outlines three possible recovery scenarios for marketers: A late-2020 recovery, a mid-2021 recovery and a late-2021 recovery. The most likely probability, according to Forrester’s research, is a mid-2021 recovery — but even in the best case scenario of a late-2020 recovery, CMOs will likely lose $222 billion of their budget.
Marketing programs most likely to be cut “While advertising budgets w..

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Sales tech gets a second look as sales enablement moves to the marketing org

Last October, before COVID-19 was part of the daily conversation, Forrester predicted 50% of B2B organizations would transition their sales enablement functions to marketing.
“The organizations in which sales enablement reports to marketing are exceeding revenue expectations more frequently,” said Caroline Robertson, Forrester VP and research director serving B2B marketing professionals. According to Robertson, the organizations that are winning when it comes to sales enablement capabilities are arming their sellers with modern toolsets.
“Tools that drive better efficiencies, effectiveness and better experiences for buyers — these tools help sellers deliver personalized experiences at scale, increase seller preparedness for each interaction and capture and automate data collection,” said Robertson.
Onboarding the right sales technology But where do you even start when it comes to integrating a comprehensive sales enablement toolset on top of the martech foundation you’ve already b..

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How to choose the right agile marketing framework

I often get asked which framework is better for agile marketing — Scrum or Kanban? The truth of the matter is every company and every team is a unique organism with differing needs and there’s no one-size-fits-all approach.
Having coached a lot of teams over the years in marketing, software and everything in between, there are a lot of things you can think about to help you select the right framework to best meet your needs.
A lot of marketers have started agile marketing with no framework at all. While that may work in a really small, lean organization that is well-aligned to the agile marketing principles and values already, most marketers are transitioning from a traditional culture, and therefore benefit from a proven way of implementing agile marketing.
The origin of Kanban and Scrum frameworks Before you can select a framework, it helps to really understand each of them in-depth and I encourage you to learn more, but here’s a high-level overview:
Kanbanoriginated in manufactu..

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How a CDP can help reduce ad spend, drive revenue and build trust with customers

As brands are forced to go all-in on their digital efforts in light of COVID-19, the need to tie-together customer data is more urgent than ever.
“The current environment is one of the most challenging and interesting times for managing customer experiences,” said Elizabeth Marshall, director of solutions consulting for the CDP solution Tealium. According to Marshall, customer expectations are high and traditional consumer engagement trends are changing rapidly — forcing brands to adopt a digital-first approach.
“This is clearly been exacerbated by the COVID-19 world we’re all living in, and we’re seeing a dramatic escalation of human behavior dynamics,” said Marshall, “Another major accelerator: People are figuring out how to do things digitally that they were uncomfortable with previously.”
During her Discover MarTech presentation, Marshall addressed all the ways a CDP can help brands better engage with their audiences — delivering personalized experiences in real-time — in the..

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To be more agile, it’s time MOPs teams get comfortable saying ‘No’

Marketing operations teams that are most successful adopting an agile approach are the ones whose systems remain stable even as the work that flows through them radically changes, according to founder of AgileSherpas and agile coach Andrea Fryrear.
“The balance marketers need to strike is an appropriate amount of agility with some degree of stability,” says Fryear.
Her team recently released its second annual State of Agile Marketing Report, a survey of more than 400 marketers. For Fryrear, the most concerning data from AgileSherpa’s report was the high percentage of respondents who said they aren’t more agile because of current problematic processes. In fact, “current processes not working well” was cited as a leading barrier to adopting an agile approach by survey respondents, second only to lack of education and training.
“We’ve seen similar data over the past three years of doing the report, and I think it speaks to marketers’ high level of busyness,” said Fryrear. She says th..

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Pro Tip: Here’s how you need to work with Influencers on TikTok

Similar to other social media platforms, TikTok influencers are an important (and “influential”) part of the ecosystem. Working with influencers – or “creators,” as they prefer to be called on TikTok – is an effective, relatively low-risk and low-investment entry point for brands into the platform. And TikTok influencers are significantly more affordable than those on other platforms, due to the relatively small number of brands who have started to tap them.
Executing an influencer campaign on TikTok is structurally similar to running influencer campaigns on other platforms, but creatively it’s quite different. So is the talent pool. Because of the platform’s relative infancy, TikTok influencers are usually newer to their fame and are still genuinely enthusiastic to be approached by brands.
Since TikTok influencers tend to be greener when working with brands, you can expect a bit more coaching to be required. So build in a little more time than you would on other platforms. Consider..

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Boost in voice calls poses opportunities for marketers using call analytics platforms

While many expected the work-from-home revolution sparked by COVID-19 to result in higher- than-usual traffic on the internet, what has come as something of a surprise is the dramatic increase in the volume of voice calls. In late March, Verizon reported that its network was seeing more than double the number of phone calls each day (800 million wireless calls) as it sees on a typical Mother’s Day – its highest Sunday of the year for call volume.
“For years, we’ve seen a steady decline in the amount of time people spend talking to one another, especially on wireless devices,” Kyle Malady, Verizon’s CTO, said in a recent New York Times article. “The move to staying home has reignited people’s hunger to stay connected, voice-to-voice.”
AT&T has seen the same trend, with voice calls up significantly over pre-COVID-19 levels, whether they’re occurring on mobile phones, landlines or using Wi-Fi calling.
“Voice is the new killer app,” Chris Sambar, AT&Ts EVP of technology and operations t..

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Soapbox: Don’t kick SMBs to the curbside – for many, it’s their new lifeline

As many states are beginning to ease their COVID-19 stay-at-home orders, local businesses that rely on in-person or consumer touchpoints are investing in strategies to enable consumers to pick up goods curbside. While big-box retailers and grocery chains have had much success with the buy online, pick-up in store (and now curbside) model, many SMBs and franchises are just now attempting to make a go of it. This move is particularly important as many consumers will continue to remain at home and not immediately shift back to shopping and dine out, regardless of whether it’s permitted. In addition to offering curbside pick-up, many local businesses are also having to expand and evolve their market and product offerings to remain afloat.
While technologies that exist to enable curbside pick-up have been around for years, they have historically catered to the Target’s of the world and are not error-proof. As local businesses embark on curbside service to either re-emerge after being shut..

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Your customers aren’t interested in your COVID messaging anymore, what now?

Even though the coronavirus is far from fully under control, there’s evidence of COVID fatigue everywhere you look. It casually appeared in late April and then in the crowded Wisconsin bar scenes and packed Alabama and Florida beaches of Memorial Day weekend. People are ready for the outbreak to be over, which extends to content from brands.
Mounting Evidence of Fatigue As early as mid-April, roughly three weeks into state lockdowns, there was evidence of COVID-fatigue showing up in audience-engagement data from Chartbeat and Taboola, as well as survey data collected by the Harris Poll (for GCI Health) and communications firm Mitto. The Harris survey found that 93% of respondents were interested in hearing about non-COVID topics and that 66% were feeling overwhelmed by all the coronavirus coverage. Roughly 40% wanted to see “stories of hope and inspiration” instead.
The Mitto survey, which polled 7,000 people in the US, China, Australia Spain and several other countries, found a gene..

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Breaking down the push and pull of expansion, consolidation across the martech app ecosystem

Everyone in our industry knows that the growth rate among marketing technology applications has been exponential for years now. The 2020 Marketing Technology landscape released last month included 8,000 solutions. There were fewer than 200 logos on the chart in 2011, which means we’ve seen a 5,233% increase in martech solutions in less than a decade.
Even in the current economic crisis and the impact it will have over the next 18 months, some martech companies may see gains. Forrester reported this month it expects marketing spend to drop 28% in the U.S. by the end of 2021, with CMO budgets losing $222 billion. And yet, Forrester predicts tech spend will not only hold, but expects data and analytics, advertising technology and marketing automation to grow by 2% — a very slight growth, but still growth.
And within all of this growth across our industry, two (what seems like) opposing realities exist, according to MarTech Conference Chair and editor of Chiefmartec.com Scott Brinker: ..

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Has your opinion about attending conferences changed? Take our survey

Several weeks ago, we asked our community of digital marketers and marketing technologists how the felt about the prospect of attending an in-person conference through the end of 2020.
The answer: The community on average gave the prospect of traveling to an event a 4 out of 10 chance without a proven COVID-19 vaccine in place, a benchmark that we’re calling the Event Participation Index.
Since we first asked the question, the world still is grappling with coronavirus, with the United States passing a grim milestone with more than 100,000 dead. At the same time, many states have begun phased reopening plans, and the population is beginning to adjust to new norms such as curbside pickup and daily mask use.
So we’re asking the question again: How do you feel about attending conferences.
Please take our short survey here
We will share the results and plan to continue to track this Event Participation Index so that others in the events space, like us, are better equipped to make decis..

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Google is coming for Facebook budgets with Discovery ads, now available globally

Discovery ads serve automatically across YouTube, Discover and Gmail. Google introduced two big image-driven ad tests at its Google Marketing Live event last year. Gallery ads for Search campaigns didn’t make it and are set to shuffle off this summer, but Discovery ads have emerged from testing and are now available to all advertisers globally.
Discovery campaigns quietly rolled out last month, and Google made the news official Wednesday. Discovery ads are eligible to serve across the YouTube Home and Watch Next feeds, Discover feed on the Google Search app and in Gmail Promotion and Social tabs and open up new avenues for both Google and advertisers.
Treading lightly If you’ve failed to notice ads in Discover feed yet, that’s because Google is treading very lightly here. The company says Discovery campaigns are delivering scale for advertisers, but it is being very cautious — particularly about ads in Discover feed.
There is currently just one ad slot — in position three — on th..

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Facebook Marketplace is open for businesses selling new products

There is an old misconception that Facebook Marketplace is still only a C2C platform similar to Craigslist. That is no longer true.
In its initial stages, Facebook Marketplace was only offering individual users the opportunity to list and purchase items locally. As the Marketplace grew in popularity, Facebook added new features, like the ability to process a transaction through checkout, and the option to offer shipping. Now, Facebook Marketplace is open to US-based businesses selling new products.
According to Facebook’s internal data from 2019, one out of three Facebook users also utilize Facebook Marketplace, which means there is a major B2C opportunity for US retailers.
Here are four reasons why sellers should get a jump on Facebook Marketplace.
1. Facebook Marketplace has low selling fees With commission rates of 5% or a minimum of $0.40 for transactions under $8.00, Facebook currently offers some of the lowest selling fees among marketplaces. As of today, the commission rat..

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Brands need to add new chapters to their crisis marketing playbook

There’s very little new content in the world right now that doesn’t reference the ongoing COVID-19 pandemic, and clearly this article is no exception. In addition to changing the day-to-day world around every one of us, this societal and economic shock to the system has had serious repercussions for marketers across every vertical, no matter how sheltered their revenue streams might have previously seemed.
Every day, we’re learning new coping techniques, both personally and professionally, and will continue to recognize new lessons coming out of this crisis for years to come. Let’s look at some of the key lessons that have already emerged, as well as some of the brands that have positioned themselves as intuitive leaders rather than frightened followers.
Lead with actions, not words In the email world, the rules have changed—and fast. It didn’t take long for the flood of corporate emails that everyone received on the subject of coronavirus to become a punchline, prompting viral tweet..

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Learn actionable tactics from search marketing experts – free!

Looking for creative ways to adapt search to new digital experiences? Wondering what tools can help remedy a drop in rankings? Eager to leverage new technologies to enhance e-commerce experiences?
Join thousands of your peers online (for free!), June 23-24, for SMX Next to learn innovative SEO and SEM tactics that can help you achieve these and many more search marketing initiatives! Don’t miss the opportunity to learn from T-Mobile, Procter & Gamble, Macy’s, and more – for free – all without leaving your desk (or couch!):
You’ll also train with search marketing technology experts from Microsoft, Bruce Clay, Moz, Botify, and loads more. I’ll reach out again when the agenda is live and ready for you to explore.
Register now to access 40+ expert-led sessions that will equip you with actionable tactics that can help drive more traffic, leads, and sales.
We’re happy to deliver a virtual SMX experience you can enjoy from the comfort and safety of your home. But sadly, not everyone lives..

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Who’s who in the identity resolution vendor landscape?

The enterprise identity resolution platform market is crowded with pure-play platforms, large data firms and credit reporting companies. Identity resolution is a capability that many martech ecosystem platforms provide incidentally, but not as a standalone product or service.
The segment experienced an influx of venture capital and a wave of consolidation between 2017 and 2018, when four vendors garnered more than $40 million in six funding rounds. There were 12 acquisitions during that same time period. Comparatively, 2019 and 2020 (through Q1) saw fewer financial transactions, as vendors integrated newly acquired resources to broaden their identity capabilities.
LiveRamp was one of the few identity resolution companies that was aggressive on the M&A front in 2019, purchasing consent management platform Faktor for an undisclosed sum in April and Data Plus Math, a TV advertising measurement firm, for $150 million in June.
More about Identity Resolution Download our buyer&#0..

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Let’s hope COVID-19 isn’t a ‘mass extinction event’ for small businesses

Most of the attention surrounding the economic fallout from COVID-19 has focused on job losses — now 38.6 million since March. Census data also indicate that roughly 47% of U.S. households have been impacted by layoffs or salary reductions.
Somewhat less attention has been paid to COVID-19’s effect on small businesses (SMBs) and the related implications for the digital marketing ecosystem. According to an Alignable survey of more than 300,000 small businesses, roughly 85% have now been affected, mostly in the form of lost revenues and layoffs. About 75% of SMBs have applied for help from the Payroll Protection Program, although less than 40% had successfully received funds as of early May.
Source: Alignable Only a few months of cash Of the roughly 30 million small businesses in the U.S., more than 90% have fewer than 10 employees. SMBs are responsible for about 48% of U.S. jobs; and between 2005 and 2019, 64% of new jobs were created by small businesses, according to U.S. government ..

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Google Assistant’s ‘confirm with voice match’ gives new meaning to ‘contactless payments’

Google has introduced a new “confirm with voice match” payments feature into the Google Assistant for smart speakers and displays.
Originally noticed by Android Police, I was able to access and activate it on my iPhone through the Google Home app. (I have not yet tried to test it.)
Turning on the feature. On an iPhone, you can enable the feature by opening the Home app, tapping your image in the upper right and then selecting assistant settings. Following that, you choose payments and toggle on the “confirm with voice match” option. You’ll then see the screens below introducing the feature.
Supported by an existing credit card on file, confirm with voice match is apparently not available for all purchases. Google does not indicate the purchase categories or limits tied to the capability. On a support page, Google says, “When you authorize payments with Voice Match, you can make purchases with your Google Assistant, like in-action upgrades through Google Play digital goods . . . Wh..

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Blogging for Shopify: A unique SEO approach

One of the most common opportunities we see for Shopify stores is to create blog content for SEO. Often, we see that Shopify sites are targeting keywords with informational intent with transactional pages. This creates a discrepancy between what content the store has and what Google is “willing” to rank. The result is that the Shopify store doesn’t have pages to support the intent of the keywords. In this post, we’ll talk about ways you can identify and fix this discrepancy.
Let’s dive in:
Identifying keyword intent for Shopify Let’s use an example of a query for the term “selfie camera.” On the surface, this appears to be a transactional query. Users who are looking to perform a purchase for the term “selfie camera” are performing a query to purchase the product.
However, when we look at the SERPs in Google, we actually see something different:
All three of the top results for this term are informational in nature as opposed to transactional. This means that if you’re a Shopify..

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Call Analytics tools in the spotlight: Marketing’s unsung heroes

As my state begins opening up after implementing stay home orders, I’m finding I’m interacting with businesses much more on the phone. I’m not talking about clicking on apps or engaging with a mobile browser. I’m referring to that unsung hero in digital marketing — a voice call to a business spurred by a search ad, a Google My Business listing or even display advertising.
Whether it’s coordinating a curbside pickup, asking about current business hours or seeking information about products, it’s happening on the phone.
I’m not the only one experiencing this. Both AT&T and Verizon have been reporting dramatic increases in the volume and duration of voice calls during the pandemic, as people rediscover the benefits of this form of interaction.
These benefits aren’t news to businesses that depend on phone calls for leads, or to the vendors that serve them with Call Analytics platforms. We delved into this world of data, where AI and machine learning are generating actionable insights..

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Why B2B marketing automation, and martech in general, are still key

Investments in marketing technology continue to be a priority for businesses across the board, as they strive to meet increased demands for personalization and a need to collect, authenticate and analyze rapidly increasing amounts of consumer data to improve the customer experience (CX).
Overall marketing budgets dipped slightly to 10.5% of company revenue in 2019 as compared to 2018, as CMOs and VPs of marketing operations continue to focus on ROI and efficiency, according to Gartner’s annual CMO Survey for 2019-2020. Still, optimism for 2020 was high at the time of the survey, with 88% of CMOs stating they believed the future impact of the global economic environment would be positive, with more than half (53%) believing the impact will be strong.
The advent of COVID-19 wasn’t foreseen at the time of the survey, however, and it has already had a significant economic impact globally. That said, it remains to be seen how long the impact of the novel coronavirus will dominate headline..

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How Yamaha changed its tune with its digital transformation strategy

Yamaha Corp., the music side of the Yamaha brand, has been through more change during the last year and a half than it has experienced its entire 138 year history, according to the company’s marketing technology strategy manager Athan Billias.
Billias has played an integral role in ushering in Yamaha’s digital transformation efforts during the last 18 months. He says digital transformation is really about changing your mindset to be truly customer-centric — changing how you think about marketing in a very fundamental way.
Transitioning to an emotional brand A few years ago, Yamaha decided it wanted to connect directly with its customers instead of relying on dealers for all of its customer communications. It also realized it was time to begin listening to its customers instead of pushing out messaging based on what the brand wanted to say.
“It’s interesting because Yamaha, like many companies, is a very engineering-driven company,” said Billias, “What we spent a lot of time doing..

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What are the differences between B2B marketing automation platforms?

Marketing automation platforms form the backbone of many B2B 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 platforms based on the ability to scale, as well as usability, ease of implementation and customer experience.
MA platforms prioritize user experience Platform vendors are also looking to differentiate themselves by offering more support for increasingly sophisticated customers who have adopted the software and who are looking to justify the investment by proving ROI.
Vendors continue to expand training programs, as well as add-on professional services available to customers, to improve platform use. Online communities – for both customers and developers – have a..

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Amazon FBA challenges highlight broader vulnerability in e-commerce ecosystem

“This is definitely a pivotal moment,” said former teacher turned entrepreneur Lisa Abel last week. Her business, selling the series of specialized classroom materials she developed, is in its second year. Abel sells exclusively on Amazon and relies on its Fulfillment by Amazon (FBA) program for all order processing and shipments.
Amazon’s decision to stop accepting inventory shipments for non-essential items to its warehouses for a four-week period has left sellers like Abel scrambling. Further, once unimaginable supply chain disruptions have rendered existing, best-practice processes anything but reliable.
‘Expect the unexpected’ “We see various things. So expect the unexpected,” said Frank Koshenash, president of Wunderman Commerce North America. “We’ve seen an essential FBA seller get disrupted because the factory is disrupted rather than Amazon. We’ve seen some [purchase orders from Amazon] come through when we would have expected otherwise. It’s hard to predict.”
Non-essentia..

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Will Facebook’s massive usage increases (eventually) turn into revenue?

Facebook has reported a massive spike in usage across countries hit by the coronavirus, which is most countries at this point. Last week the company said, “The usage growth from COVID-19 is unprecedented across the industry, and we are experiencing new records in usage almost every day.”
Traffic without ad revenue. But it immediately qualified that statement. The increased usage wasn’t tied to a corresponding increase in ad revenue: “We don’t monetize many of the services where we’re seeing increased engagement, and we’ve seen a weakening in our ads business in countries taking aggressive actions to reduce the spread of COVID-19.”
It’s the same story across the internet, with news publishers losing out from advertisers blocking coronavirus-related content from their ad buys, other social media sites (i.e., Twitter) and Google enjoying record traffic, but without additional ad revenue.
Prior to the outbreak, Facebook had continued to see revenue growth in the U.S. but it was suffer..

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Social platforms cut streaming quality as ‘social distancing’ wages on

Internet traffic is up, CPMs are down, and media platforms are pivoting to adapt to the ongoing COVID-19 crisis. Media giants across the globe are hurriedly making adjustments to keep their platforms stable and functioning during the massive surge in traffic. As a result, major platforms in the EU – Facebook, Netflix, Disney+, among others – are reducing video bitrates or defaulting to lower qualities to make way for the influx.
The push to downgrade streaming quality has been primarily focused in Europe with regulatory mandates to reduce network strain. But the U.S. might not be far behind – and advertisers will likely feel the impact.
Facebook & Instagram. Facebook recently announced it would be temporarily downgrading video streaming quality on its platform and on Instagram for users in the EU. A spokesperson from Facebook told Reuters that the move will help “alleviate any potential network congestion.” Marketing Land has not yet received comment from Facebook, so it’s still un..

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How B2B companies can be proactive about managing paid media during COVID-19

Throw away those 2020 forecasts and best practices; the COVID-19 outbreak has changed the game. As marketers, we’re used to being flexible and moving quickly. Now, more than ever, we’ll need to be ready to shift strategies.
B2B businesses have some unique challenges in dealing with the effects of COVID-19. Here are tips on how to navigate this changing landscape to make sure that your brand continues to deliver value to your customers while building a pipeline for the future.
Set up dashboards What’s the best way to tell if performance is dipping? After all, not all verticals are being impacted the same, and even within verticals, the trends can vary dramatically by company. There are a few ways to look at this: brand search volume reflecting demand changes (if typically steady), conversion rate changes, year-over-year trends. You can set up dashboards in Search Ads 360 and Google Data Studio to monitor performance.
For global brands, examine trends at a country level. Some B2B bran..

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Soapbox: Rethinking SaaS product access for SMBs during the COVID-19 crisis

The way of life and business was already changing with the introduction of 5G and will continue to change in the coming weeks and months during the COVID-19 crisis. One thing is certain for the technologies and services that support SMBs and franchises – now is the time to step up your game versus battening down the hatches. With social distancing and even stay-at-home alerts now a mandated necessity in almost every state, SMBs that rely on local commerce to stay afloat now more than ever require technologies that can help push out their goods and services as well as communicate with their customers. This requires a rethinking of how the production and delivery of high-value products and services are offered.
For SaaS technology and service providers supporting the local business community, this is the time to think about how SMBs can trial, access and use your products quicker and more efficiently. As an example, pre-pandemic, a software company may have offered a 30-day trial to all..

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How MOPs teams are staying agile as remote work becomes the norm

When the agile movement first began, one of the founding principles was ‘face-to-face’ communication, according to Stacey Ackerman, an agile expert and founder of Agilify, an agile training and services company.
“There were some agilists who said if people aren’t co-located, their not agile,” said Ackerman, “In 2020, almost every company I’ve worked with has had to adapt to remote collaboration, whether it’s everyone on the team, or part of the team.”
Many companies were already on the remote work bandwagon long before the coronavirus outbreak. Now that remote work is not just an option, but a mandatory policy for many, some MOPs teams are having to learn on the fly how to keep their agile practices in place while the team works from home.
Priority #1: Keep lines of communication open “Communication always has to be open with a remote team,” said McGraw-Hill Marketing Operations Manager Chelsea Kiko, who has managed both fully remote teams and teams that have been split with some..

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MarTech Minute: Quick and dirty virtual events, stack upgrading during a crisis

TAKEOVER. Cognizant this week said it plans to buy Lev, an Indianapolis-based consultant that is focused on Salesforce Marketing Cloud training. Why we care. The intricacies of major stack pillars like Salesforce can make or break your department. Consultants aren’t new, but takeovers like this by major firms just reiterate the demand. Source: Cognizant
STEP BY STEP. Awards platform vendor Openwater has published a video that walks those of us who are scrambling to pull together quick virtual replacements for live events. The guide is based heavily on using Zoom as a meeting platform, but it is fairly comprehensive and walks folks through organizing and executing a virtual event. Why we care. We recently looked at the explosion in demand for virtual events platforms, but the model highlighted here shows how you can quickly get one done if you don’t have time to evaluate a more robust platform. Source: Openwater
WHO CAN THINK OF MARTECH AT A TIME LIKE THIS? Can you imagine trying to c..

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Get past the hype and into the nitty-gritty of SEO platforms for enterprises

Search for “tools for SEO” and, among the results, you’ll find “29 best free tools,” “the top [number goes here] SEO tools you should be using,” and many many more headlines following this formula.
But if you’re serious about Search Engine Optimization, managing a large enterprise program for a brand, for example, you may be looking for something more substantial to guide your tool evaluation process. We’ve spent the last few months on a resource that I know you’ll find really useful.
Compiled with advice from Eric Enge of Perficient Digital and enterprise SEO consultant (and SEL in-house advisor) Jessica Bowman, this just-launched downloadable guide — Enterprise SEO Tools for Content Marketing, Search Intelligence, UX and More — looks at the trends SEOs and vendors are adapting to. It also features in-depth profiles of 20 different companies and the software they offer, including a discussion of up-and-coming functionality that distinguishes the innovators in the space.
Download ..

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Summer Olympics postponement further shakes 2020 ad spending expectations

Sporting events were supposed to be a key driver of advertising spend growth this year. Instead, the coronavirus crisis has led to widespread cancellations, the latest being Tuesday’s announcement that the 2020 Summer Olympics will not take place as planned in June. The question is whether these ad dollars will be redistributed elsewhere or simply vanish.
Last week, eMarketer lowered its projections for global media spend this year by nearly 3%. That revision assumed that the Summer Olympics would still take place as planned in June.
WARC had earlier advised that the cancellation or postponement of UEFA Euro 2020 soccer tournament and the Olympics and Paralympics would affect traditional media most heavily (NBCUniversal had sold a record $1.25 billion in national advertising around the Olympics by early March, according to Ad Age.), but “will also impact online publishers and BVOD platforms.”
Video streaming quality. Another unknown factor is whether the downgrading of video stre..

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What a developer community can tell you about martech

When you’re seeking to adopt a new component of your martech stack, it makes sense to take an in-depth look at the tool’s functionality and interface. You might also ask questions about the vendor’s roadmap — what its developers plan to add to the platform or tool in the coming months.
What you might not think to look at is the developer community surrounding a particular tool. The members of this group aren’t employed by the vendor but, for whatever reason — their own utility, their company’s agenda, etc. — they’ve developed add-ons or integrations that enhance the overall functionality of the software.
Software vendors can foster a developer community by clearly documenting their API, by releasing an SDK, by providing support and by testing, curating and showcasing these add-ons and integrations in an app store or extension directory or something similar.
The subject arose when Intelliphi principal Anand Thaker and I were discussing the characteristics that help prospective user..

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MarTech Minute: Airtable’s student release, Adobe’s uptime message

THEY HAVE A PLAN. Adobe sent a note to customers of its platforms yesterday saying the COVID-19 pandemic has not disrupted its platforms and said it has disaster plans in place to maintain uptime for automation platform Marketo Engage and its commerce platform Magento. To put simply, the company said the cloud-based infrastructure for both of those platforms is spread across several global locations and vendors to ensure uptime. Why we care. Frankly, we know there are plenty of tools out there, but if Marketo or Magento go down, it would grind a lot of us to a halt even more than this crisis has already.
STUDENT EDITION: Airtable is making a version of its smart spreadsheeting product available for students who find themselves participating in distance learning as the COVID-19 disaster shuts schools. The company said it had planned to launch a version for students, but the pandemic caused it to accelerate the release. Why we care. Airtable is one of the hottest movers in martech right..

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Lights out on your events, now what?

Coronavirus has rightfully pulled the plug on the 2020 conference circuit, and while some are touting virtual replacements as a sales and marketing salvation, in reality, there is no single replacement for real-world events. This is the time to embrace integration, create comprehensive, compelling and even longer-lasting campaigns that surpass single executions and reach audiences at a new scale.
A hard reset on objectives The cancellation of conferences worldwide is your opportunity to reassess. Rather than looking for a direct replacement, ask yourself: Were you exhibiting out of habit, or was there a real, tangible and measurable outcome of our conference participation?
All too often, regular routines of roadshows and roundtables become just that – regular. Smart marketers should focus on outcomes, rather than the outputs, and ask if those things are even possible in the world of webinars alone, or desirable when the audience is third-party and rented rather than owned
Every comp..

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Google intros open testing ads, new asset reporting and more for App campaigns

With GDC, the annual game developers conference, postponed due to the coronavirus outbreak, Google announced its annual slate of feature updates for game marketers in a blog post on Monday. Here’s the rundown of Google’s ads-related announcements for game marketers.
Open testing ads. More than half of installs come within the first 8 weeks of a new app’s release, according to internal Google data. To help developers bring in more beta testers to try apps before they’re released, Google is launching open testing ads in Google Ads App campaigns. The ads can be used to attract users “to test things like app stability, user retention, monetization and effectiveness of ad creatives.”
Google says Chinese developer NetEase trialed open testing ads to bring in more beta testers to optimize for in-app purchasing when it launched its Dawn of Isles game.
App campaign asset reporting. Four new updates are rolling out for asset reporting.
Google only rates assets against those with the same s..

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Here’s what the role of a martech orchestrator looks like

When Scott Brinker explored the evolving categorization of martech roles I was glad to see it as I’ve seen some confusion in the field about our work. How can we more precisely communicate what we do?
Despite the growth of the martech sector over the last decade, “marketing technology” is still sometimes vague when it comes to job titles and descriptions. For instance, my current job title is Marketing Technology Manager, but it seems like an imperfect fit as there are a wide variety of skills and duties associated with the specialty.
In my case, I best fit in the maestro quadrant of Brinker’s archetypes as an orchestrator because my job is to manage our martech stack. Thus, I focus more internally and on processes. However, a lot of “marketing technology” and “marketing operations” jobs are more focused on analytics and marketing automation. Therefore, it is not inconceivable that people with the same job title at different organizations can have vastly different responsibilities. T..

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Virtual event platforms scramble to meet demand as coronavirus knocks out conferences: What to do

Extreme measures being put into place by local and federal governments banning mass gatherings to slow the spread of COVID-19 are drastically impacting our industry. Marketing conferences scheduled to take place within the next several weeks are being canceled, postponed or going digital-only. The direct economic loss from canceled marketing conferences and business activities has surpassed $1 billion and continues to climb, according to data intelligence company PredictHQ.
As marketers, we can’t bring every aspect of our business — including our events — to a complete halt, which is why companies are flocking to virtual event platforms to deliver content to attendees. But with the surge of complex requests coming in, how are these martech companies managing the increased demand?
The waitlist for virtual events platform Hopin swelled from 10,000 in February to over 18,000 event organizers in a about three weeks, Founder and CEO Johnny Boufarhat told CNBC in an interview. To keep up ..

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What’s a DAM and why should you care?

Digital Asset Management platforms, often called DAMs, are software programs that store, organize and enable the more efficient use of an organization’s entire library of digital assets. A DAM is the “single source of truth” where marketers can find every relevant version of the media assets that have been created for the brand — images, PDFs, photographs, audio, video and even virtual reality or other cutting-edge formats.
The further benefit of a DAM is that these assets are appended with metadata that can provide information on anything the marketer might want to know before using the asset, such as whether the company owns the perpetual rights to use a photograph (and in what markets), whether the legal team has approved a video, and that an infographic or whitepaper has been checked to ensure it complies with the brand’s design standards.
MarTech Today’s publication of the “Enterprise Digital Asset Management Platforms: A Marketer’s Guide” examines the market for enterprise DAM ..

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Using location data to track coronavirus: An opportunity and tremendous risk

First Israel proposed using a “secret trove” of cellphone data to track the spread of coronavirus infection in the country, tapping a mobile phone database “secretly gathered to combat terrorism.” Now the U.S. government is proposing to do something similar in coordination with Google and other major U.S. tech companies.
According to the Washington Post, “The U.S. government is in active talks with Facebook, Google and a wide array of tech companies and health experts about how they can use location data gleaned from Americans’ phones to combat the novel coronavirus, including tracking whether people are keeping one another at safe distances to stem the outbreak.”
The benefits of using location data. There’s no question that mobile-location data and offline movement patterns could be a powerful tool in fighting the coronavirus and providing insights about where and how quickly the virus is spreading. The benefits of accessing “aggregated, anonymized” location data could include:
T..

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Soapbox: Gratitude is essential right now

I didn’t always buy into gratitude practice. I thought it was naive and corny — akin to the “Live Love Laugh” signs you see at Hallmark stores.
But acknowledging the good around us can be a key component in improving mental health and approaching our work from a positive and productive place.
Gratitude doesn’t mean ignoring the truth of what’s happening. Nearly everyone is suffering in some way.
I had a bit of an anxiety breakdown the other day, so I talked to my therapist, who reminded me of the power of gratitude.
What do we, as digital marketers, have to be grateful for?
We work in digital, meaning the hit we take won’t be as severe. Many of us can still find ways to make money.We’re more acclimated to working from home, even if we haven’t before, because of our comfort with technology.The marketing community is tight. I’ve seen multiple posts about how people are trying to help each other out. It’s incredible to see.Our customers and clients doing their best to stick with us, ..

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MarTech Minute: Free Airtable Pro for humanitarian causes, Salesforce sunsets 3 features

Our MarTech Minute briefs first appear in the MarTech Today daily newsletter. Click here to subscribe so that you can start your day “in the know” for all things martech-related.
HUMANITARIAN MARTECH. Work collaboration platform Airtable is offering a free version of its Airtable Pro plan for the next three months for any non-political organizations managing humanitarian efforts related to the coronavirus. It is also giving everyone access to its remote live training sessions, a resource that was previously only available to enterprise teams. Anyone who wants to take advantage of the Airtable Pro offer can complete this registration form and Airtable will respond within approximately one business day. The company also has plans to give access to students and schools transitioning to remote classes. Why we care: We are in uncharted territory and charitable moves like this help our community see what can be done and how we can use our tools to lift up the greater good. It’s also worth ..

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Authenticity is now more important than ever during the coronavirus

My inbox has been flooded with compassionate messages from retailers, businesses and SaaS vendors expressing their concern about the effect COVID-19 is having, assuring customers or subscribers about what they’re doing to keep everyone safe.
Take time to talk with your executives and teams about extra things you might do with your marketing to help everyone get through the next weeks and months.
If you’re in management or a member of a team that’s going through radical changes, these steps can help you translate your concern to action.
1. Retool your communications to avoid “virtue signaling” I encourage you all to read this article: “Beware of virtue signaling or outright greed in brand communications about COVID-19” by Augie Ray, a VP analyst for Gartner. Augie warns against sending messages that make you look like a jerk, no matter how good your intentions are. Pay attention to his warning when you talk about your brand’s values without showing how you act on them.
2. Support y..

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Most site content (69%) not seen by customers and prospects, study finds

A new benchmarking report (registration req’d) from Contentsquare contains a number of valuable metrics and datapoints, and one that is especially striking. On average, the report finds, 69% of all web content is not seen by consumers.
The report is based on an analysis of “12 months of Contentsquare data from 400 global websites in 9 different verticals.”
Organic/free sources drive majority of visits. Across the nine verticals studied, earned or “free” traffic represents 65% of all site visits. The report attributes this to “brand familiarity, repeat visits for regular purchases, and good brand awareness.” Financial services had the most organic or free traffic (80%), while travel saw the most paid visits (49%). Within travel there are probably some sites that see much more direct traffic, while others need to rely more heavily on ads.
For comparison, a 2019 study from BrightEdge found that 53% of site visits were driven by organic search. However, Contentsquare was looking at all..

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Why hyper-personalization demands a fair value exchange

Retailers today face an interesting challenge, and competitive opportunity brought on by the growing customer demand for personalized products, recommendations and experiences. To successfully achieve this personalization, the delivery process for brands involves a necessary exchange, one that can be notably problematic if not handled properly.
Many consumers are prepared to take part in this exchange – relinquishing their personal information in order to receive desired commodities (tangible or intangible.) But brands must also take responsibility for negotiating this as a “fair value exchange,” by gaining trust and maintaining customer security, in order to be successful.
How generation plays in As customer experience professionals studying this increase in demand for hyper-personalization closely, it is clear to us that there is a generational factor at play. A recent Gongos survey of participants across the millennial, Gen X and baby boomer generations found that over half of mil..

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Building top-funnel content to influence bottom-funnel pages (with real example)

Wouldn’t it be great if every page on your site led directly to a sale or conversion? Or if all it took to convince someone to purchase from you was to have them land on your website? Or if money grew on trees?
We all know these scenarios are ridiculous…but I still see site owners and marketers focusing solely on converting pages.
Every page has a unique purpose and not all pages should be converting pages. Some examples of other goals your pages might serve include:
Presenting key employees and leadersDefining your brand, culture and beliefsExplaining your company’s unique systems and processesAttracting large, top-funnel audiences through organic searchInforming and educating your audience about an important topic in your nicheEtc. For the most part, pages that serve these goals won’t be the pages where your audience converts. However, these pages all support the overarching goal of increasing conversions.
Similarly, not all pages are equally link-worthy…and they don’t all need t..

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MarTech Minute: Pipedrive buys Mailigen, Coveo launches CX tool

Our MarTech Minute briefs first appear in the MarTech Today daily newsletter. Click here to subscribe so that you can start your day “in the know” for all things martech-related.
CRM + EMAIL = MORE LEADS. Pipedrive, a CRM platform, has acquired the email marketing automation company Mailigen. It is Pipedrive’s first acquisition. The CRM company says it will work on integrating the two technical platforms and plans to launch a new offering for customers soon. Why we care: CRM platforms that enable sophisticated email marketing automation features help close the loop for marketers wanting to use CRM data to activate email campaigns. Pipedrive aims to give users exactly that — the company reports 88% of the marketers who use its platform said email marketing is important to their overall marketing objectives. Source: Pipedrive
ARE YOU EXPERIENCED? Coveo, an experience intelligence platform, has launched “In-Product Experience Intelligence” — an AI-powered solution that gives customers ..

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Improve your SEO with new technical training at SMX Advanced

As algorithm updates continue to make old-school optimization less impactful, and CMS plugins and SEO platforms handle an increasing number of technical aspects, more and more SEOs need to learn about the technical aspects of optimization.
At the same time, developers continue to build innovative apps and interactive experiences, creating a need for them to know how to do their jobs in ways that doesn’t negatively impact SEO (or, indeed, in ways that can help enhance it).
Whether you’re an SEO eager to expand your technical horizons or a developer craving a deeper understanding of SEO, SMX Advanced has all-new, tactic-rich training designed specifically for you.
Join us June 8-10 in Seattle for the elite SEO and SEM insights SMX Advanced is known for, plus a new SEO for Developers track, all programmed by the Search Engine Land experts.
The SEO for Developers track delivers two full days of highly-technical sessions — many in live-coding format — focused on using code libraries and..

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How will ads in iOS push notifications change mobile marketing?

Last week, 9to5Mac pointed out that Apple had changed its App Store guidelines to allow push notifications to be used for marketing and advertising. This is a reversal of a policy that prohibited notifications for being used for direct marketing purposes.
The relevant language reads as follows (emphasis added):
Push Notifications must not be required for the app to function, and should not be used to send sensitive personal or confidential information. Push Notifications should not be used for promotions or direct marketing purposes unless customers have explicitly opted in to receive them via consent language displayed in your app’s UI, and you provide a method in your app for a user to opt out from receiving such messages. Abuse of these services may result in revocation of your privileges.
App Store Review Guidelines 4.5.4 If users are spammed, winbacks will be very hard. Consumers must already consent to push notifications. The App Store guidelines don’t say anything about a se..

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Live Virtual Panel: Get answers to your burning B2B marketing questions

Are you ready to crush your 2020 demand gen goals? Join our expert B2B marketing panel and get the answers you need to take your organization to the next level.
In this “ask me anything” format, you’ll have demand gen and marketing technology experts addressing a curated selection of your questions about revOps, demand gen and marketing automation strategy. Join our moderator and commentator– LeanData OpsStar of the Year, Sara McNamara– and our expert panel to get all the expertise and none of the consultancy fees in this not-to-be missed, rapid-fire virtual event.
Don’t miss it! Register today and submit your questions for “Burning Questions Live Virtual Panel: Demand Gen & RevTech,” presented by Metadata.

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MarTech Minute: New report details DMARC results, Adobe adds integration with Gmail

Our MarTech Minute briefs first appear in the MarTech Today daily newsletter. Click here to subscribe so that you can start your day “in the know” for all things martech-related.
FIGHTING FRAUD. A new study from Valiamil on DMARC usage and success found that spoof attempts drop to nearly zero “within a few months after that domain moves to DMARC enforcement.” Nearly 80% of inboxes worldwide and almost all U.S. email providers use machine learning to analyze DMARC policies of incoming email, generally enforcing whatever policy was laid out by the owner of the domain. Why we care: Thousands of domain owners haven’t configured enforcement policies, which dictates how many inboxes handle an email. If your DMARC policies are not being enforced, inboxes could be rejecting or quarantining your emails. Source: Valimail
A CREATIVE CONNECTION. Adobe and Google Cloud have announced a joint effort to increase share accessibility to creative assets through email. The G Suite add-on will give Ado..

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Create a healthy partnership with your internal teams using agile marketing

A lot of marketers find themselves in the position of being an order taker with their internal stakeholders who have lost sight of the value we bring to the table.
With agile marketing, we can gain empowerment to do the right things with our teams while also building healthy partnerships with stakeholders.
Set clear boundaries with stakeholders In traditional marketing, we’ve become prescriptive when it comes to requesting work. I’m amazed at how many times a well-educated, experienced marketer gets a work request with multiple pages of instructions and zero room for any thinking whatsoever.
In agile marketing, we try to keep pretty clean lines between what stakeholders want and how it’s going to be delivered. Since marketers are closest to the ones doing the work, they need to own the process of how this will happen.
Work should come to an agile marketing team with some information, which can include serving the customer or market as well as how this work will benefit the stakeho..

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Reddit’s new ‘Trending Takeover’ ad unit lets brands appear on top of Popular feed, Search tab

Advertisers on Reddit can now buy Trending Takeover ad units, the platform’s first ad type that appears in the trending section of Reddit’s Popular tab and Search dropdown.
Here’s how it looks in the Popular feed on mobile:
And here’s how it looks in the Search dropdown:
Driving to Reddit landing pages. When a user clicks on the ad, they are taken to a landing page that features Reddit conversations, posts, and communities based on keywords the advertiser selects. Here’s what that landing page looks like on both mobile and desktop:
Direct buys only. For now, Reddit said the Trending Takeover ad unit is only available on a reservation basis. be bought on a reservation basis. can be sold only on a reservation basis. Advertisers interested in buying ad space for this format should contact Reddit Advertising.
Why we care. Advertisers can use the Trending Takeover format as a way to drive high visibility and build top-of-funnel awareness right to the top-trending topics and issues.
..

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Everything marketers need to know about BIMI: The latest email standard

For email marketers, fraud remains a persistent and serious threat to their businesses, brands and their customers.
That’s what the new Brand Indicators for Message Identification (BIMI) standard aims to help fix by giving brands a way to both stand out in the inbox while ensuring fraudsters aren’t masquerading as your brand.
But as with anything new, marketers have a lot of questions about just how this new standard works. That’s why we’ve compiled the following guide.
Fighting fraud The inundation of malicious spam reaching the inbox is not just a business problem — it’s a serious risk for anybody using email. According to reports from the Federal Bureau of Investigation (FBI), sophisticated email scams successfully target millions of victims, bringing in close to $3.5 billion in losses to businesses and individuals in 2019 alone.
Related: Get the Periodic Table of Email Optimization and Deliverability
“Criminals are getting so sophisticated,” states chief of the FBI’s Internet ..

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Coronavirus creating disruption, uncertainty for digital marketing ecosystem

The news cycle has been dominated by discussion and speculation about the coronavirus or COVID-19. That’s also true in the tech press, as major industry events cancel and companies such as Apple, Facebook and Uber say revenues will likely take a hit because of supply chain issues or declining consumer demand.
Online publishers have indicated that COVID-19 is starting to impact ad revenues. In particular, the NY Times made a filing in which it said (via Axios) that ad revenue would be down about 10% this quarter. The company attributed that to “uncertainty and anxiety about the virus.” Analysts said they expect to see Facebook’s ad business take a hit in the near-term (it would follow Google’s could as well).
Indeed, uncertainty and fear are having a real-world impact. That in turn is affecting the digital ecosystem. How that will play out in the short and longer-term is a question we put to a range of digital marketers. Their responses are diverse but share some themes: the cancell..

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The data behind incrementality on Amazon

Every marketer worth their salt is concerned about incrementality. Companies have, and should be, reevaluating their budgets, channels and service providers based on the ability to drive sales from advertising that they wouldn’t have captured otherwise.
When it comes to Amazon, this issue is particularly important, because current SERPs can naturally cannibalize an otherwise organic sale with an ad for the same product that shows up prior to the organic result. For marketers, the key to managing this issue and driving incremental sales is through a combination of segmented bidding strategies for brand, category, and competitor key terms, contextualizing Advertising Cost of Sale metrics, and proper campaign structure.
The non-incremental trap of branded keywords Each of the larger term segments – branded, generic, and competitor – needs to be thought of in terms of the consumer’s place in the purchase funnel:
Brand keywords capture shoppers deepest in your purchase funnelCompetitor k..

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MarTech Minute: Zendesk adds sales suite, Leanplum hires CEO

Our MarTech Minute briefs first appear in the MarTech Today daily newsletter. Click here to subscribe so that you can start your day “in the know” for all things martech-related.
MOMENT OF ZEN. CRM provider Zendesk has rolled out a new Sales Suite tool and expanded its Support Suite offerings. The Support Suite has a refreshed design enabling a comprehensive overview of customer communications and new social messaging features. The newly introduced Sales Suite is geared toward team collaboration. Why we care: Being able to combine customer service and sales communications within the CRM platform gives marketers a more holistic view of the customer journey. Source: Zendesk
LEAN IN: Leanplum, a multi-channel customer engagement platform, has raised $27 million in Series D funding and named George Garrick, the former CEO for both IRI and A.C. Nielsen, as its new CEO. The company says the money will go toward product development and go-to-market efforts. Why we care: Leanplum reports it..

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Soapbox: Let’s prove to Star Trek Picard that ads don’t have to annoy

Trekkies are thrilled they have Sir Patrick Stewart’s Jean-Luc back in Star Trek: Picard. Like any good sci-fi, the show is far more about the present than it is about the future, and it was amusing to see a scene from the recent episode “Stardust City Rag.”
Picard and company visited the Las Vegas-like planet Freecloud. As they arrive, each person receives their own personalized holographic ad. Martech has really advanced. What could go wrong? The ads are personalized and apparently have great engagement. Captain Rios gets an ad for ship repair. Picard gets one for great tea at a hotel. Raffi gets one for sketchy drugs. All things are applicable to them.
The future of pop-up ads. #StarTrekPicard pic.twitter.com/NidjYoqbpr— Star Trek on CBS All Access (@startrekcbs) February 24, 2020
Each ad requires interaction, and in the case of the show’s characters, they flick and push away their ads. As cathartic as it would be to actually punch an intrusive ad as Alison Pill’s character AI ex..

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Align your marketing plan with your analytics measurement plan

All great marketing departments and teams should have a marketing plan and know it intimately. What is surprising is how often when conducting an analytics audit when the first thing I ask for is a copy of their marketing plan, how often I’m presented with a “deer in headlights” look or at best given the response “Oh we have one, but haven’t updated it in years. We just know it!”
Why is having a current marketing plan that is disseminated and known by your entire marketing team and other teams within your organization critical and how does this have anything to do with your corporate analytics? For the simple reason: Without one, how does the marketing team actually know what they should be doing. More importantly, how can success be measured?
The key to marketing success is to merge a marketing plan with a measurement plan into a unified plan.
Key measurement elements of a marketing plan The first step in developing or validating a marketing plan is ensuring the marketing departmen..

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Is there a right way to buy marketing technology? (Short answer: Yes!)

In twenty years as an industry analyst evaluating martech vendor platforms, I’ve witnessed hundreds of enterprises try to make good technology purchase decisions. All too often they get it wrong.
You can’t blame those decision-makers. Marketers in particular face intense time pressures and can’t readily find good templates for doing this right. Stress around making a poor choice sometimes leads to ill-advised short-cuts or paralyzing over-analysis.
The wrong way Here’s a short list of some of the wrong approaches we see regularly from our perch at Real Story Group:
Love at first sight – Marketing leader sees a demo and believes it will solve all their problems. These sorts of relationships almost never last.It worked for Cousin Vinnie – Some other firms in your industry licensed Vendor X, so you should too. This ignores potentially decisive differentiators between your organizations.Pick the winning horse – rely on some static analyst industry quadrant that doesn’t actually match up..

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Majority of consumers want standards and tougher action against review fraud

Consumers are calling for protection from fake reviews. That’s one of the key findings from a new survey from Bazaarvoice. The company polled roughly 10,000 consumers in the U.S., U.K., France, Germany and Australia and discovered that 72% of consumers want retailers to take stronger action and create standards to prevent deceptive or fraudulent reviews.
Concrete steps against fraud. The majority in the survey wanted only verified purchasers to be able to post reviews. They also asked for product testing and daily review of user-generated content to “weed out fake reviews.”
Steps consumers want retailers to take against fraud
Source: Bazaarvoice consumer survey (2020) The survey also explored how fake reviews impact brand trust and what consumers believe should be the consequences for deceptive reviews. The trust discussion is familiar; according to the survey:
If consumers suspect fake reviews 54% say they won’t buy the product.Fake reviews will cause a loss of trust in the bra..

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Rethinking emotion in marketing to deepen engagement

As a marketing professional, you often think about creating an emotional connection with your audience. And for good reason. Emotion can direct attention, deepen engagement and drive behavior. But can you articulate how your marketing assets trigger emotional responses?
Emotion is strikingly complex, involving intricate biological processes that engage a variety of different regions in the brain. This complexity creates difficulty in aligning creative work to behavioral outcomes, often giving rise to misconceptions and false promises. The goal of this article, therefore, is to encourage you to think differently about the role emotion plays in marketing – and that starts with an understanding of emotions and feelings.
Understanding emotions and feelings How do you define emotion? How do your peers define emotion? Depending on whom you ask, you’re likely to get different answers. But don’t feel bad. Psychologists and neuroscientists often disagree, engaging in spirited debates and offe..

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MarTech Minute: Hootsuite’s new listening tool, Heymarket adds Apple Business Chat, more

Our MarTech Minute briefs first appear in the MarTech Today daily newsletter. Click here to subscribe so that you can start your day “in the know” for all things martech-related.
HOW INSIGHTFUL: Social media management platform Hootsuite has launched a new social listening tool, Insights Powered by Brandwatch, that allows marketers to conduct searches on specific topics across various platforms, including social, blogs and news sites. The tool is an add-on that can be integrated into the Hootsuite dashboard. Why we care: Having the flexibility to search for specific topics — and feed that data directly into your social media management platform — helps socially-active brands remain relevant by being able to stay on top of trending topics and join the conversation at any time. Source: Hootsuite
GETTING CHATTY: Heymarket is integrating Apple Business Chat into its business messaging platform, making it possible for marketers to interact directly with iOS, watchOS and macOS users. The ..

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Connect with Amazon, IBM, and Macys at MarTech

Top brands like Wells Fargo, Verizon, and Yelp are sending their senior-level marketers to MarTech, April 15-17 in San Jose, to learn actionable tactics and proven strategies that can help them overcome universal marketing obstacles. This is your chance to connect with driven professionals from elite organizations including……with job titles like…

…and many more!
You’ll meet like-minded people who tackle the same marketing challenges you face every day: finding experienced talent, discovering and selecting the right marketing technology, delivering ROI, and everything in between.
The connections you make and the tactics you learn at MarTech can help evolve your organization and shape your career. Don’t miss out!
Choose the pass that fits your goals and budget:
All Access: All sessions, keynotes, networking, meals, and amenities. Register now and pay just $1,745… $300 off on-site rates. All Access + Workshop Combo (best value!): The complete All Access experience plus your choice o..

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How agencies are helping CMOs break down barriers to digital transformation

“At this point, what isn’t digital?” said Jennifer Fey, the senior vice president of digital media for Firewood when asked how her global digital marketing agency works with clients undergoing digital transformation. “It’s easy to be glib about this, but really, everything we touch that may seem like an ‘old school program’ or be structured as ‘offline’ still has a digital component.”
Fey points to events, as an example of this digital shift. “They’re communicated on social. Audience engagement is managed in real-time. Mail-outs have QR codes. Everything ties together digitally — not just because that’s where everyone is, but because the investment has been made for this to make sense for business over the past 20 years.”
But what does a true digital transformation strategy look like? And if you’re leading your brand’s marketing initiatives, how do you integrate digital transformation into every aspect of your efforts — while still staying focused on driving business?
Digital tra..

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TikTok vs. Snapchat: A guide for marketers

TikTok is having a moment. Whether you use the app already or have spotted TikToks popping up on other social platforms, it’s clear that TikTok isn’t just another fleeting trend. It’s here to stay.
Yet it’s easy to see how someone not familiar with TikTok (ahem, your boss) might dismiss it as a Snapchat reboot. Worse, they might assume content from Snapchat can be repurposed on TikTok.
The two platforms share similar features (and yes, similar audiences) but their value offerings are entirely different. TikTok is a video sharing app for short clips set to music while Snapchat is a photo and video messaging app centered on ‘Stories’ and other short-lived formats. Each platform offers unique ways to connect with audiences if used the right way by the right type of brand.
If you’re not sure where your brand fits in – or if it even fits in at all – you’re in the right place. Below is a simple guide that highlights key differences between TikTok and Snapchat along with essential consi..

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Fixing the B2B sales-marketing divide to hit pipeline and revenue targets

It’s a rare thing to achieve AND maintain B2B sales and marketing “alignment”, despite the tremendous effort and investment. It’s getting harder as executive and customer expectations increase and the buying-selling dynamic becomes more complex. Marketers are often caught in between trying to figure out the elusive alignment to hit expected business targets.
To succeed, there are three fundamental commitments to make to deliver:
Understand BOTH buyer/buying dynamics and your internal realities, while acknowledging, with rare exception, what we’ve created won’t scale in the emerging landscape we compete in. Commit to empowering Sales to do what Sales does well and unleash Marketing to be stand out Marketers. Integrate (not align) sales-marketing efforts to educate, inspire and generate relationships and revenue in a unified effort. Let’s dissect the external dynamics and the internal barriers, and then provide shifts we can make to adapt our strategy and approach to deliver a more int..

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Enter the 2020 Search Engine Land Awards — it’s your turn to win!

What is the all-out best search campaign you’ve pulled off this year?
Do the people work with every day continue to knock it out of the park time and time again?
Who on your team continues to make jaws drop with their outstanding performance? (Yes, you can say yourself!)
We want to know about it. Showcase your company’s search marketing achievements by entering the 2020 Search Engine Land Awards today!
This year’s submission process has been streamlined to make it easier to complete your application. We’re also giving you more control over how you tell the story of your campaign: Have an unconventional metric that will blow the competition away? Measure success for your campaign in a totally different way? Let us know. The more information you can give our judges, the better.
Check out our interviews with SEM expert Matt Van Wagner and SEO veteran Chris Sherman — both five-time Awards judges – for an insider look at what it takes to win.
Categories for 2020 are:
Agency Of T..

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MarTech Minute: LiveRamp launches Safe Haven, mParticle gets $45M boost

Our MarTech Minute briefs first appear in the MarTech Today daily newsletter. Click here to subscribe so that you can start your day “in the know” for all things martech-related.
PARTNER UP. Identity resolution platform LiveRamp has launched Safe Haven, a permission-enabled data solution that makes it possible for brands, retailers and media networks to share data with partners in a way that prioritizes privacy and user-consent. Why we care: Privacy regulations are making data-sharing relationships difficult if not impossible. A solution like Safe Haven could help overcome the challenges of identity resolution within such partnerships. Source: LiveRamp
MO’ MONEY, MORE ENGAGEMENT. Customer data platform mParticle has raised $45 million in Series D funding, bringing its total funding to $120 million. The investment will be put toward product development and key partnerships, starting with LiveRamp. Why we care: The added funds will likely boost mParticle’s technology capabilities. The..

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Email martech consolidation shows just how important deliverability is

While a spate of recent acquisitions in the email martech sector indicates a growing demand for these technologies and services, the consolidation of different toolsets suggests vendors are starting to understand that email marketers need far more from their technology.
Last week, customer data solutions provider Validity announced plans to buy email marketing analytics and deliverability platform 250ok — the second email analytics acquisition by Validity in less than a year.
The company, which owns a number of customer data management tools, also acquired Return Path in May 2019, adding the cloud-based email deliverability platform to its suite of data products. And last October, email marketing platform SparkPost notably bought eDataSource in a push to combine email analytics, deliverability, reputation management solutions with sending, measurement and inbox reporting capabilities under its own umbrella.
We already know email marketers are balancing the traditional optimization w..

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Fake and inaccurate reviews driving billions in ‘wasted’ consumer spending [Report]

American consumers said they wasted $125, on average, in 2019 due to inaccurate reviews, a new report finds. If we extrapolate that across the adult population, as much as $25 billion in U.S. consumer spending has been wasted due to inaccurate (or fake) online reviews.
The report portrays a kind of dissonance or ambivalence among consumers, who continue to rely very heavily on reviews but are also increasingly wary of their authenticity or credibility.
Rise of reliance on reviews. The study, commissioned by reviews platform TrustPilot, was based on a survey of more than 6,300 adult internet users in the U.S., UK and France in December 2019 and carried out by UK-based research firm Canvas8.
Top factors compelling consumers to purchase from a company ranked by the rate of incidence of inclusion in consumers’ top three choices.
Source: Trustpilot-Canvas8 (2020) Against the backdrop of a decline in trust toward brands and the media, the study found that 48% of U.S. consumers are rel..

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Martech Minute: Thunderhead’s ThunderBay, Piano’s new DMP, Zoom helps China

Our MarTech Minute briefs first appear in the MarTech Today daily newsletter. Click here to subscribe so that you can start your day “in the know” for all things martech-related.
THE PERFECT JOURNEY (MAYBE): Customer journey orchestration platform Thunderhead has released ThunderBay, a new suite of AI-powered journey-based capabilities. Why we care: Thunderhead’s updated CX tools aim to help marketers better analyze the customer journey at scale and activate the results — the question is whether or not this CX platform and all others promising AI-powered capabilities can deliver a complete and holistic view of the customer, and then act on it in real-time. Source: Thunderhead
WELCOME TO THE PARTY: Piano, a subscription data management and CX solutions provider, announced the launch of Piano Zero, a zero-party and first-party data management platform (DMP) that enables GDPR and CCPA compliance initiatives. Why we care: As privacy regulations continue to expand and consumers increase ..

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10 reasons to attend SMX Advanced

Elite search marketers like you never rest on their laurels… being the best requires constant training to stay top of the latest tactics, trends, and technologies. Perfect your SEO and SEM skills at Search Marketing Expo – SMX Advanced, the only conference designed with search marketing pros in mind.
Here are 10 reasons you should join us June 8-10 in Seattle:
Unbiased, trustworthy content. SMX Advanced is programmed by the experts at Search Engine Land, the publication of record for search marketers — that means the content you get will be authoritative, actionable, and fresh. The agenda will be live soon… for now, get a sneak peek at the brand-new, two-day SEO for Developers track! Invaluable connections. Networking is a cornerstone of SMX. Get ready to meet prospective clients, partners — even future talent — and discuss innovative ways to overcome common marketing challenges. PLUS, you’ll celebrate the best in search at the 2020 Search Engine Land Awards! 100% white hat. Speakers..

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Microsoft Edge adds Safari’s ITP rules so the video, comment embeds on your site can function more easily

Microsoft’s Edge announced on Twitter Friday that an implementation of Safari’s Intelligent Tracking Prevention (ITP) is now shipping in its staging (Canary) nightly build for minor tweaks before going into production. The latest version of Edge will include Safari’s Storage Access API which enables third-party widgets on your site to function properly.
With Safari’s most recent update to ITP, website API calls to “hasStorageAccess()” respond conditionally with a boolean value that defaults to “false” in third party contexts. The value is “true” only when there are explicit first-party user interaction permission settings to allow access to cookies and local storage data in third party contexts.
Why we care. The most likely scenario for these calls is when an embedded third-party widget, like YouTube or Facebook, should be able to provide authenticated video players and comment dialogs by accessing cookies and local device storage through APIs. Without access, these embeds will not f..

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Social shorts: Facebook launches Pinterest lookalike app, Instagram tests ‘Latest Posts’ feature, Snapchat could be getting a new look

This collection of social media marketing and new hire announcements is a compilation of the past week’s briefs from our daily Marketing Land newsletter. Click here to subscribe and get more news like this delivered to your inbox every morning.
Facebook looks to improve speech technology and Twitter’s latest effort to fight misinformation Facebook’s “Pronunciations” program aimed at speech recognition tech. In an attempt to improve its speech recognition technology, Facebook is recruiting users to be part of its “Pronunciation” program connected to the company’s Viewpoints market research app. Facebook is asking qualifying participants to record the phrase “Hey Portal” followed by the name of a friend from their friends list. Users who qualify to be part of the program will earn up to $5 for voice recordings, reports The Verge. The $5 payment is earned via points collected within the Viewpoints app, and the program is open to U.S. users over the age of 18 who have, at least, 75 conne..

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Wipro Digital buys customer experience firm Rational Interactive

Wipro Digital, the digital business unit of the global IT company Wipro Limited, has acquired Rational Interactive, a full-service digital customer experience company.
Rational Interactive will continue to grow and service its clients as it integrates with Wipro, according to the announcement, and there are no plans to reduce Rational’s staff.
Why we care CMOs and marketing leads across industries are being charged with customer journey initiatives, with marketing organizations taking more ownership over the total customer experience. Digital service firms like Wipro are looking to build out their customer experience capabilities to be better equipped when helping CMOs address CX challenges and digital transformation initiatives.
“This acquisition comes at a time when companies increasingly compete solely on CX, and the market for CX spending is growing exponentially,” said Wipro President Rajan Kohli, pointing out that it’s not only about client needs, but also a way for digital..

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B2B buyers consume an average of 13 content pieces before deciding on a vendor

The average B2B buyer’s journey involvesconsumption of 13 pieces of content. That’s the principal finding of a new survey from market research firm FocusVision. The company polled marketing executives at companies with at least 500 employees and $50 million in annual revenue who had purchased a martech solution in the past year.
A mix of 1st and 3rd party content. The 13 content pieces breaks down into an average of eight vendor-created pieces and five from third parties. This content ranges from video to blog posts, white papers and customer testimonials to software reviews and analyst reports.
According to the report, the B2B buying process takes on average two to six weeks and involves 3 – 4 internal decision makers. The top source of content was the vendor’s website, followed by search and social media. Asked “how did you find content,” these survey respondents said:
Directly through vendor website — 70% Internet search — 67% Social media — 53% Sent to me via email — 41% Word..

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Social shorts: Instagram tests new Stories trimming tool, WhatsApp hits 2B users, Pinterest to verify merchants

This collection of social media marketing and new hire announcements is a compilation of the past week’s briefs from our daily Marketing Land newsletter. Click here to subscribe and get more news like this delivered to your inbox every morning.
YouTube tests a donate feature for creators, WhatsApp hits a milestone YouTube mirrors Twitch with new donate feature. YouTube is testing a clap feature that lets fans donate to creators, the Verge reported. Officially referred to as “viewer applause,” the feature allows people to purchase a clapping animation that appears over the video they’re choosing to support. The animation is only shown privately to the buyer. While Twitch doesn’t have a clapping function that works as a donation, YouTube is leaning heavily into what works for Twitch’s streamer base. Donations are a big part of how Twitch streamers earn income (alongside subscriptions and ad revenue).
WhatsApp hits 2B users, emphasizes privacy focus. The Facebook-owned messaging app a..

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Marketers struggle to stay ahead of technology advancements

When asked how difficult it will be over the coming year to stay ahead of new technological advancements, remain competent across multiple programs and avoid long-term experience debt, 88% of the CMO consultants surveyed by executive service firm Chief Outsiders said it would be difficult — with 10% claiming it will be “very” difficult.
The survey polled more than 50 of the C-level marketing consultants who serve in fractional and part-time CMO roles.
Technical difficulties. Following resource constraints and organizational inertia, the group ranked “technical acumen” as the third biggest challenge in terms of deploying digital marketing strategies.
What’s to come for predictive analytics. The CMO consultants do believe that predictive analytics powered by AI will have a broad effect on marketing campaigns, especially in the following three areas:
Predictive modeling of customer behavior.Qualification and prioritization of leads. Customer targeting and segmentation. More respon..

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500+ malvertising Google Chrome extensions disabled, removed from Web Store

Harmful malvertising Google Chrome Extensions were active over at least eight months. The extensions redirected millions of users to malicious sites, including to affiliate links or a GDPR announcement site in an apparent attempt to misdirect investigations and appear legitimate.
Malicious ads. Security researcher Jamila Kaya and Cisco’s Duo Security team identified the group of extensions. When a user installs any one of the 500+ extensions, a network of downstream malware sites will act in concert for a command and control scenario to redirect in such a way as to masquerade as ordinary, but intrusive, looking ads.
“The user’s host regularly checks in at an asynchronous interval to the other domains to receive new instructions, locations to upload data, and new domain and feed lists for advertisements and future redirects.”
Jamila Kaya and Jacob Rickerd (Duo.com) Google response. The researchers alerted Google of the problem, and together, they reached a high confidence level that ..

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The state of tracking and data privacy in 2020

January 2020 felt like a turning point. CCPA went into effect, Google Chrome became the latest browser to commit to a cookie-less future and, after months of analytics folks sounding the alarm, digital marketers sobered to a vision of the future that looks quite different than today.
This article is not a complete history of consumer privacy nor a technical thesis on web tracking, although I link to a few good ones in the following paragraphs.
Instead, this is the state of affairs in our industry, an assessment of where search marketers find themselves in the current entanglement of data and privacy and where we can expect it to go from here.
This is also a call to action. It’s far from hyperbole to suggest that the future of digital and search marketing will be greatly defined by the actions and inactions of this current calendar year.
Why is 2020 so important? Let’s assume with some confidence that your company or clients find the following elements valuable, and review how they ..

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Soapbox: Acquisition is great, but retention is better

The best strategy is not how do we gain more traffic that lands on our site one time but rather, how do we build more engaged relationships with the users who are already there. Increasing the repeat visitation of your existing users is far more cost-effective and easier than acquiring new ones.
The economic models overwhelmingly favor the investment in retaining a customer over acquiring a new one. So why don’t publishers spend more time retaining their audience?
The industry is filled with “how to acquire new users” but we don’t spend enough time focused on how to maintain the users and audience we already have.
For example, if you can get 4% opt-in across unique visitors over a period of a year, if you have 1 million uniques that would equate to 40k subscribers. Those subscribers are the most loyal and important members of your audience, driving increased engagement and usage from them drive your business.
For a general media site, they are going to see 1% to 3% click-through ra..

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How to use agile marketing to prioritize high-value initiatives and improve productivity

We’re so caught up in the world of being busy, that we’re barely able to come up for air. Then we wonder why our marketers are burnt out, deadlines are missed and quality stinks. The best companies I’ve worked with have streamlined corporate initiatives that focus on value, which actually helps productivity.
Learn how agile marketing can help keep your marketing initiatives focused, cut down on low-value work and improve your overall output.
Focus on high-value initiatives With agile marketing, teams order work requests in a single, prioritized backlog. With this simple technique, it forces the conversation about: “What’s our highest priority?”
The marketing backlog allows the team and stakeholders to see everything being asked of them in one place. I have yet to meet a marketing team that doesn’t have enough work to do. Everyone is constrained with budgets, resources and time. Another important question that comes out of the prioritization process is: “What aren’t we going to do?”
..

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Paid search marketers can find success with top of funnel campaigns

Most marketers view the funnel as including the following stages: Awareness, Consideration, Preference, Purchase and Post-purchase (client retention, upsell and advocacy).
Paid search is often thought of as being really low funnel – and it absolutely can be! But it can also span up the funnel and, when done correctly, can even rival other top-of-funnel channels.
Top-of-funnel usually refers to the Awareness stage and can even include parts of the Consideration stage. In the Awareness stage, folks are feeling symptoms of a problem and may not have even been able to put a name to a problem yet. In this stage, they’re still gaining awareness of whether this issue affects others and what the potential solutions are. In the consideration stage, buyers are researching into all of their options with the goal of beginning to narrow down their options.
The key to successful top-of-funnel campaigns is knowing when to leverage them – which businesses and situations tend to benefit from top-of-..

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Facebook buys AR startup building a 1:1 digital map of the physical world

Facebook has reportedly acquired Scape Technologies, a UK augmented reality (AR) startup. TechCrunch estimated the purchase price might be around $40 million. If Scape were just another AR company, the news wouldn’t be that interesting or potentially significant — but it isn’t.
3D mapping the physical world. Scape’s technology is about creating a 1:1 digital representation of the physical world — it’s as much a mapping company as an AR startup. It’s seeking to build an infrastructure for the next-generation of “spatial-computing devices,” which includes wearables, autonomous vehicles and other devices.
Scape wants to make any physical location or place capable of displaying AR content. The challenge has been location precision. So Scape has created 3D renderings of the world with location precision that doesn’t rely on current location technologies like cell-tower triangulation, GPS or reverse IP targeting. The company claims its visual-positioning system “provides centimeter-level..

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Expert marketing advice. Actionable tactics. Lowest rates expire Saturday!

Join nearly two thousand senior-level marketers at MarTech, April 15-17 in San Jose, for an unrivaled conference experience. You’ll access 65 (and counting!) expert-led sessions, keynotes and presentations, dozens of martech solution providers, exclusive community networking, and the actionable tactics you need to overcome the universal challenges of modern marketing:
Struggling to see results? Experts from Walmart, Wells Fargo, Twitter, Gartner, Thomson Reuters, Autodesk, Vonage, and more are ready to share the strategies, playbooks, and tactics they’ve used to maximize ROI, build successful teams, and translate data into meaningful action. See the agenda here. Looking for the right solution? Efficiently evaluate a variety of marketing solution providers in the Expo Hall. See how those solutions are producing results with case studies and comprehensive tutorials in The Discover MarTech Theater and Solutions Track. Eager to grow your network? Exchange ideas, talk shop, and trade advic..

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Social Shorts: Facebook introduces a new Messenger API for businesses, Instagram passwords exposed by social startup

This collection of social media marketing and new hire announcements is a compilation of the past week’s briefs from our daily Marketing Land newsletter. Click here to subscribe and get more news like this delivered to your inbox every morning.
Instagram password leak. Social Captain, a social tech startup aimed at helping users boost Instagram followers, experienced a data breach resulting in thousands of Instagram passwords being made visible in plain text. TechCrunch reported that any user who linked their Instagram account to the platform could view the page source code on their Social Captain profile, displaying their Instagram username and password in unencrypted text. What’s worse – a website bug allowed anyone to access any Social Captain user’s profile without having to log in by simply entering a user’s account ID into the web address, which granted access to their Instagram login credentials. Social Captain confirmed to TechCrunch it had fixed the vulnerability by preventin..

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Danny Sullivan to keynote SMX Advanced 2020

We’re thrilled to announce that Danny Sullivan — yes, the Danny Sullivan — will be keynoting SMX Advanced 2020!
This will be Danny’s first time returning to the SMX stage since joining Google in October 2017.
In his keynote, Danny will share details about his transition from writing about Google to working at Google as Public Liason for Search. His current role is all about helping the public better understand Google search — and helping Google better hear and incorporate public feedback. This through-the-looking-glass presentation will offer an invaluable glimpse into the search engine’s inner-workings from the man who knows it best.
Danny then will join Search Engine Land Contributing Editor, Barry Schwartz, for a fireside chat and open Q&A. Don’t miss this rare (and awesome) opportunity!
More details will be announced in the coming weeks. Stay tuned!
Disclosure: Danny was a founding partner of Third Door Media, publisher of Search Engine Land and producer of Search Marketing Ex..

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Snapchat added users, increased revenue in Q4, but ‘still extremely under-monetized,’ says Spiegel

Snap Inc., the company behind Snapchat, reported a 44% year-over-year increase in revenue for the fourth quarter of 2019, reaching $561 million. Daily active users (DAUs) on Snapchat reached 218 million, up 4% from 210 million in the previous quarter.
Snap fell short of analysts’ revenue expectations of $563 million – a sign the company is still struggling to stand out among rivals like Instagram and now TikTok.
Steady growth in DAUs. Wth an increase of 17% compared to a year ago, DAUs rose by the biggest rate year-over-year in the fourth quarter of 2019 since the fourth quarter of 2017 when the daily audience grew by 18%. Total daily time spent by watching Snapchat’s Discover tab increased by 35% year-over-year in Q4 2019.
Slowing ARPU growth. The average revenue per user (ARPU) rose 23% to $2.58 year-over-year, but growth is slowing compared to the 33% growth from the previous quarter.
Story and Commercial ad highlights. While Snap doesn’t provide a breakdown of ad revenues, ..

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Chrome’s coming changes to video ad blocking could impact YouTube

Google Chrome’s ad blocking efforts will soon extend to “intrusive” video ads in short-form videos. The browser will adopt the latest standards for video ads from the Coalition for Better Ads, announced Wednesday. The changes will apply to certain pre-roll, mid-roll and non-linear display ads — and may affect advertising formats on Google’s own YouTube.
Three types of video ads targeted. The Coalition for Better Ads has identified three ad experiences for short-form video content — qualified as being under 8-minutes — that are now included in the Better Ads Standards:
Mid-roll ads of any duration.Pre-roll ads or ads longer than 31 seconds that cannot be skipped in the first 5 seconds.Text or display ads that appear in the middle third of a playing video or are larger than 20% of the video content. Timing in Chrome. Chrome will stop showing ads on sites that “repeatedly show these disruptive ads” starting August 5, 2020. The update will affect sites globally.
YouTube impact? YouTube..

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5 tips to help you make smarter martech investments

Media Buyers have a difficult job, whether it’s the hours, heavy workload, or demanding clients – being inundated with choices when it comes to martech vendors doesn’t make things any easier. Working in adtech over the past 10 years, I’ve seen just about every tactic there is to demonstrate uniqueness, create value and bury margin. Navigating through the noise is complicated and can lead to brands and agencies investing in the wrong technology, which is not easily undone. I’ve outlined my top tips below to help brands and agencies navigate the volume of martech vendors and make smarter technology investments.
1. CPM pricing = Transparency While many vendors offer “Performance Pricing,” transparency matters. Nearly all media that vendors acquire are bought and sold on cost per mille (CPM). Make sure you’re prioritizing high performance, viewability and visits, but don’t be misled by fancy pricing models that distract from the effective CPM.
2. Self-service matters even if you want ‘ma..

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Quora adds features to help advertisers measure and attribute conversions more accurately

Quora on Wednesday announced two new features in its ad platform designed to help advertisers measure and attribute conversions: Advanced Match and Conversions Windows.
Advanced match. This new tool allows advertisers to modify the Quora Pixel code to match secure, hashed emails with more website conversions from Quora Ads. The major benefit is that advertisers will be able to better follow conversion actions across multiple devices when there is no tracking cookie present. Here’s how it looks in Quora’s Ads Manager:
Source: Quora. Conversion windows. To give businesses a better understanding of their customer journeys, Quora’s new Conversion Windows allows advertisers to indicate how long after an ad interaction a conversion can be counted.
Advertisers can indicate a 1-90 day click-through or a 1-30 day view-through. If advertisers choose not to specify the conversion windows, Quora’s current defaults of a 28-day click-through, 1-day view-through will apply.
Why we care. The ‘Ad..

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2 weeks until Search Marketing Expo. Don’t miss out!

In just two weeks, hundreds of marketers like you will head to San Jose for Search Marketing Expo. They’ll access 100+ in-depth sessions on SEO, SEM/PPC, and Digital Commerce Marketing — loaded with actionable tactics that boost traffic, drive conversions, and generate sales. It’s three lanes with no limits!
Join them February 19-20 for unrivaled training, featuring inspiring keynote speakers from Under Armour, Procter & Gamble, and Search Engine Land, interactive consulting sessions with industry experts, and the opportunity to meet people who will be your professional colleagues and personal friends for years to come.
See what’s in store:
Unbiased training from the Search Engine Land experts you trust. 100+ sessions will cover site speed, future-proofing for core updates, pros and cons of automation, new rel=nofollow and snippet rules, structuring search and shopping campaigns, selling with video, and so much more. Solutions that will drive ROI and make you a more efficient market..

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Justice Department homing in on Google Ad Manager in antitrust probe

The U.S. Justice Department (DOJ) is talking with multiple publishers and ad-tech companies as it scrutinizes Google’s third-party ad tools, as part of the DOJ’s antitrust investigation, the Wall Street Journal reported Wednesday. Companies the DOJ has reached out to include the New York Times, Gannett, Condé Nast, Oracle, Yelp and DuckDuckGo among several others.
Focus on Ad Manager. The reported focus of the investigation is Google Ad Manager. Google Ad Manager is the combination of DoubleClick for Publishers and DoubleClick Ad Exchange, which were rebranded in 2018. Google acquired DoubleClick in 2007 for more than $3 billion.
The core inquiry, according to the report, revolves around two related issues:
Google’s integration of its ad server and ad exchangeGoogle’s decision to require advertisers to use its own tools to buy ad space on YouTube Google says server-exchange merger creates ‘better experience.’ Some of Google’s rivals contend that the company has too much power “ov..

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Social shorts: TikTok opens new office in LA, Instagram removes IGTV button, Facebook deals with more lawsuit trouble

This collection of social media marketing and new hire announcements is a compilation of the past week’s briefs from our daily Marketing Land newsletter. Click here to subscribe and get more news like this delivered to your inbox every morning.
TikTok opens new LA office, Twitter adds emoji reactions in DMs TikTok levels up with a new space. In a move that seems to signify its growing investment in the U.S. market, TikTok’s Los Angeles operations have officially moved into a new 120,000 sq. ft. office in Culver City, Variety reports. TikTok’s new space takes up five floors at 5800 Bristol Parkway in Culver City. According to the company, the office was designed from the ground up “to embody TikTok’s fun and joyful personality.” Before the new digs, TikTok’s LA-based team worked in a smaller office space in the same city. The video-sharing company now has more than 400 employees in offices across the U.S., including in Los Angeles, Silicon Valley, and New York – and that number is lik..

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Marketers are taking greater ownership over CX initiatives: Survey

Since 2017, there has been a significant increase in the number of marketers claiming “sole responsibility” over customer experience programs, according to Gartner’s 2019 CX Management Survey. Customer journey mapping, customer personas, voice of the customer programs, and user experience are all initiatives that have seen a shift in ownership, moving from “outside marketing” business units to the marketing department.
As follow up to its 2017 CX report, Gartner surveyed 400 executives last year who were either CX leaders or supported CX programs. The survey respondents were from various departments, including IT, customer service, sales, stand-alone CX teams and marketing. Respondents from marketing departments were more likely than others to claim ownership for CX initiatives, according to the survey findings, with a sizeable jump in the number of marketers taking over voice of customer and customer persona initiatives in the last two years.
CX: Who owns what? When looking at the ..

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Applying agile to deliver better customer journeys

Settling into habits can be the beginning of a dangerous routine that will eventually set teams behind. The rapid evolution of more sophisticated marketing technology demands attention, but organizations lacking the agility (or the willingness) to adapt and adopt certain practices will fall behind their competition.
It’s easy to develop professional habits — it’s human nature — especially in day-to-day tasks and responsibilities. Being an agile marketer requires us to venture outside of our comfort zones to be successful, and an agile approach to managing customer data could transform your martech programs.
An agile state of mind Agile marketing can give your team opportunities to find unique ways to work with customer data across your martech stack to orchestrate better customer journeys.
“Agile marketing requires you to quickly switch gears, working a way that’s totally new and different and may require you doing work you’ve never done before in your life,” wrote MarTech Today c..

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Pinterest taps market research firm IRI to measure offline sales lift

A little over two years ago, Pinterest announced a partnership with IRI, the global market research company, to measure the impact of ad campaigns on in-store sales lift. While it’s apparently taken until now to fully implement, now that the capabilities are in place, advertisers will soon be able to determine which campaigns and creatives drove actual offline sales.
Offline measurement needed for 360-degree view of a campaign. The partnership between Pinterest and IRI isn’t new. Indeed, it’s becoming more common for sophisticated marketers to enlist some form of offline tracking, but it’s a tactic that’s still underutilized.
Digital advertising is responsible for influencing trillions of dollars in offline transactions. But that impact isn’t captured by traditional digital analytics, which means businesses that sell products or services offline have only a fragmentary view of their customers and shopping behaviors. It’s one of the reasons Google implemented offline conversion track..

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Social shorts: Instagram tests web DMs, TikTok explores curated content streams, Pinterest passes Snapchat in users

This collection of social media marketing and new hire announcements is a compilation of the past week’s briefs from our daily Marketing Land newsletter. Click here to subscribe and get more news like this delivered to your inbox every morning.
Instagram DMs, Pinterest beats Snapchat and TikTok looks to change its content stream Instagram tests DMs on the web. Instagram is finally testing the ability to direct message users on its desktop version. As of yesterday, Instagram began testing the feature on a small percentage of the platform’s global users, who are now able to access their DMs from Instagram’s website. The new feature could be a major win for businesses and influencers who already use Instagram’s desktop version during the workday, and will help round out the app’s experience across devices. While the feature is only a test for now, the company said it will provide more details on a potential wider rollout in the future.
Pinterest eclipses Snapchat in users. In 2019,Pint..

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Why focusing on martech is too myopic

Yes, I realize that this is provocative and have donned my battle armor in preparation for your retort.
According to our own definition, martech is the blending of marketing and technology. Pretty straightforward assuming we’re talking about marketing in the traditional sense.
In school, we were all taught about the sales funnel. It’s a very linear experience that basically boils down to four basic phases: Awareness -> Interest -> Desire -> Action. And if we’re thinking traditional marketing here, our shiny martech tools would likely cover the awareness, interest and desire phases of that model while we leave action to those weird salespeople down the hall.
But we all know that this model is no longer relevant. With the advent of digital, our consumers now have a powerful voice. Disappoint one of them during the customer journey and they very well may leverage that voice to express their displeasure to the world, ultimately hampering future sales efforts.
In fact, 56% of people aro..

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Soapbox: AI will help marketers focus on being human again

The emergence of AI-powered martech has given marketers a lot to grapple with the last couple of years. Some have voiced fears of being replaced by automation. Others are excited by the potential time and cost savings.
But with all the hype around new technology, we may have overlooked the most exciting part of the AI revolution.
As traditional marketing shifted into digital marketing over the last decade, we’ve drifted further and further away from the human-to-human interactions that defined customer experience in prior decades.
We’ve turned people into prospects. Views into impressions. We’ve commoditized customers by automating our funnels and flywheels. By scaling our digital activities, we’ve lost a bit of the human touch.
It takes a ton of time and lots of tools to manage a digital marketing campaign. We have to leverage automation to drive results. But the machinery we build can feel cold and impersonal and end up damaging the customer experience.
AI promises to streamline..

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Why the retailers closing stores probably won’t see a major e-commerce uptick

According to post-holiday sales data, U.S. overall retail sales were flat or up modestly; however, some traditional retailers saw sales declines to varying degrees. By comparison, online sales were up roughly 19% according to data from Mastercard, which said total holiday retail sales increased 3.4% compared with a year ago.
Macy’s, JCPenney, L Brands, Kohl’s and even Target reported disappointing results. Macy’s said it would close nearly 30 stores, while Pier 1 is closing almost half its stores. Total store closures last year exceeded 9,000 locations.
Mindset: Close stores, push e-commerce Following lower-than-expected in-store sales, the natural impulse for some retailers is: close stores and push e-commerce. And that may make sense in the abstract. However too many “omnichannel” retailers don’t fully appreciate the symbiotic relationship between stores and online sales. This is reflected most significantly in the still-frequent separation (often with separate P&Ls) of e-comm and..

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LinkedIn Pages adds tools to help businesses connect with users in more personal and interactive ways

LinkedIn rolled out three new Page tools designed to make it easier for businesses to engage with their customers, prospects, and employees on Wednesday.
Invite to Follow. To help businesses grow their communities and reach new audiences, Page Admins are now able to invite first-degree Profile connections to follow their LinkedIn Page. Page admins are limited to sending no more than 50 invites per day, and users have the option to opt-out of receiving invites altogether.
Users can invite first-degree Profile connections to follow their LinkedIn Pages. LinkedIn Live Streaming. LinkedIn Live, which originally rolled out in beta last February, is now broadly available on Pages. The feature enables businesses to engage in two-way conversations on-screen and through comments with real-time participation through broadcast notifications. Over the next few weeks, LinkedIn said it will be rolling out a “stream targeting” feature that uses third-party tools (including Restream, Wirecast and S..

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Social shorts: Twitter gets rid of Audience Insights, Facebook updates Instant Articles, YouTube enforces policy on kids’ content

This collection of social media marketing and new hire announcements is a compilation of the past week’s briefs from our daily Marketing Land newsletter. Click here to subscribe and get more news like this delivered to your inbox every morning.
Facebook Shorts: New Page admin tools, update on political ad policies and the Teen Vogue gaffe A Page Management History feature for admins. Social media consultant Matt Navarra spotted a new Facebook Pages feature called Page Management History that shows all actions taken on a Page, when they were made and who made them. The feature is only visible to people who help manage your Page. Admins can click on the “Settings” tab at the top of the Page and then click “Page Management History” link in the left column. The history goes back to Nov. 1, 2019, and can be downloaded to your business history in Business Manager.
The latest iteration of Facebook’s political ad policies. Facebook has once again updated its stance on political ads. A new ..

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Social media 2020: The top features, formats and trends to get familiar with this year

Last year saw continued growth and innovation in social media opportunities for brands with new features, content formats and dynamic creative capabilities designed to bring brands closer to their customers. For social marketers, a successful strategy involves tapping into audiences in compelling ways that can grab attention in passing moments.
Facebook and Snapchat launched new immersive formats, including augmented reality. Pinterest and Instagram ramped up shoppable post capabilities. Machine learning powers an ever-growing slate of platform functions. Here’s the rundown of top features and formats social marketers should explore in 2020.
Facebook Groups. Over the last few years, Facebook has been pushing hard to beef up its community-driven Groups feature, opening it to brands and publishers in 2017 and with a suite of settings and tools specifically for Groups creators. By July 2018, Facebook rolled out Watch Party for all Groups, a video feature that allows multiple users to ..

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Are your acquisition efforts the root of your retention issue?

The issue of customer retention comes up in nearly every conversation with colleagues in a service business or software company. As companies aspire to transition to an ongoing customer relationship and recurring revenue model (versus traditional transactional relationships with customers), retaining high-value customers is more important than ever.
After all, depending on what industry you’re in, acquiring a new customer can cost your company up to five times more than retaining an existing one. Moreover, increasing customer retention rates by just 5% can increase profits from 25 to 95%. These factors have helped to give rise to major investments in optimizing customer journeys and customer base marketing, as well as establishing new roles such as “customer success managers.” With so much at stake and so much focus on retention, why then, on average does the typical American business have a yearly churn rate of 15%? Why are so many companies losing customers?
Based on my experience,..

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Group Nine launches ‘Sparkle Ads’ test for e-commerce brands on the Sparkle platform

Group Nine announced Friday it is launching Sparkle Ads, a custom, rich media, e-commerce ad product. The format builds on the capabilities of the Sparkle platform — a mobile-first publishing platform geared toward creating commerce experiences across retailer sites. Group Nine gained the Sparkle platform with the acquisition of POPSUGAR in October.
Why we care Sparkle Ads is the latest in a trend to ease mobile shopping and support vendor programs as marketers look for new ways to shorten the gap between product discovery and purchase. With Sparkle Ads, brands can create shoppable ads that feature the products they sell on Amazon and Walmart. Media companies, social and marketplace platforms have been rapidly developing shoppable media formats and on-platform checkout to attract commerce marketing budgets.
Campbell’s and a global cleaning brand will be the first to test Sparkle Ads on POPSUGAR’s website. The company plans to make the ads available across other Group Nine’s other m..

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Facebook will let users hide ads targeted via Custom Audience lists

Facebook quietly announced a new feature coming later this month that will allow users to control whether or not an advertiser can show ads to them using a Custom Audience list.
“People have always been able to hide all ads from a specific advertiser in their Ad Preferences or directly in an ad. But now they will be able to stop seeing ads based on an advertiser’s Custom Audience from a list,” Facebook wrote the corporate blog.
Why we care Custom Audiences are often comprised of a company’s active and best customers. Not being able to show ads to a critical mass of those users could potentially hurt campaign performance. However, this kind of control could be a net positive for advertisers as well as users. When users have the ability to opt-out, marketers have greater incentive to think carefully about the relationships they have with the customers on their lists and the messaging they’re serving them.
Facebook has made a number of changes to how Custom Audience lists are manage..

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Oracle Retail launches customer acquisition tool for commerce marketers

Attracting new customers is a top priority for retailers, and customer acquisition costs have risen with the increase in budgets and demand. Oracle Retail has launched Consumer Insights to help retail marketers use enriched customer data attributes alongside third-party consumer data from Oracle Data Cloud to find prospective lookalike customers.
Oracle Cloud provides data sets composed of profile-based, transaction-level data along with other demographic attributes. Consumer Insights overlays that third-party data over retailers’ own first-party customer data to discover attributes of their customers and create new segments. Those segments can be used to create similar audiences for prospecting.
Why we care There is a growing demand from marketers for more predictive analytics and scalable methods to collect and analyze customer data and generate new target segments. Maintaining — and acting on — customer data attributes such as interests and purchase propensity could help markete..

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Roughly 1 in 4 U.S. adults now owns a smart speaker, according to new report

It was a “record holiday season for Amazon Devices and Alexa,” Amazon’s post-holiday press release proclaimed. The company said that it sold “millions more Amazon Devices compared to last year,” with Echo Dot leading the way.
Google didn’t put out a comparable release about the sale of Home and Nest products, but overall increased sales appear to be validated in extrapolated ownership data from NPR and Edison Research in their latest Smart Audio Report.
60 million people, 157 million speakers. The report is based on a telephone survey of just over 1,000 U.S. adults. It reports that 24% of people over 18 own at least one smart speaker. That translates into about 60 million people. Because people typically own more than one smart speaker, the report estimates there are now 157 million of these devices in U.S. households. That’s up from roughly 119 million a year ago.
In 2017 the average number of devices per household was 1.7. That has grown to 2.6 in December 2019. (By comparison,..

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DoubleVerify launches real-time, predictive ad effectiveness solution

Ad measurement platform DoubleVerify has launched Authentic Performance, a new predictive ad solution for reporting expected ad performance based on real-time ad exposure and engagement data.
The solution analyzes more than 50 data points, including viewable time, share of screen, video presentation and audibility as well as engagement data at the device or ad level, such as screen orientation, video playback and audio control interactions.
Why we care The aim is to give advertisers more data, faster about the expected impact of their advertising spend by analyzing a breadth of metrics, in flight. Advertisers can use the insights to identify how ads are either working or underperforming — at the impression-level — and make adjustments accordingly.
“Current tools are either fast but simplistic — with metrics like viewability and click-through rate; or, they’re sophisticated but slow — with data reported post-campaign,” said DoubleVerify CEO Wayne Gattinella, “Authentic Performance..

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MarTech is different. Check out the agenda.

The MarTech Conference is for forward-thinking, senior-level marketers who are convinced that modern marketing is agile, customer-centric, decentralized, process-driven, people-powered… and technology-enabled.
If your organization is moving from one in which marketing is assisted by martech to one where martech is absorbed in marketing, and if you agree that martech is marketing — this conference is for you.
Join us April 15-17 in San Jose to push the limits of marketing execution, process, and people. The all-new agenda is live and ready for you to explore! You’ll unlock creative, vendor-agnostic solutions and actionable tactics for overcoming everyday marketing challenges, like…
Structuring marketing teams and stacks to ensure organizational success Benchmarking multi-channel stacks to thrive in 2020 and beyond Modernizing social media martech to unlock innovation opportunities Fostering unified enterprise workflow to enable more efficient marketing Leveraging APIs to help meet cu..

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HubSpot adds ABM, attribution reporting and machine learning A/B tests to Enterprise offering.

Marketers face countless complexities and nuances when it comes to tasks such as attribution reporting, A/B testing and account-based marketing. Whether cobbling together data from different platforms to create a report or spending hours analyzing performance, these challenges can add up to frustrating experiences and under-utilized martech systems.
Marketing platform provider HubSpot has added several key features to its Marketing Hub Enterprise offering in hopes of providing a more user-friendly experience for enterprise users. The new features include revenue attribution reporting, intelligent A/B testing, partitioning and account-based marketing tools, among others.
Why we care Revenue attribution has plagued marketers for years, especially as new digital channels have come into play. HubSpot’s interface and design are configured to help marketers identify what touchpoints and channels drive the most value from their efforts.
Source: HubSpot A/B testing requires a heavy lift on..

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Spotify podcast ads can now track impressions, reach and audience data

Spotify has rolled out a new suite of marketing tools for podcast advertisers, making it possible to view impressions, frequency, reach and audience demographic information for podcast ads, the company announced Wednesday.
The new metrics tools are supported by Spotify’s new podcast ad technology, Streaming Ad Insertion (SAI), which utilizes data from the platform’s logged-in audience in tandem with its streaming audio service.
Source: Spotify. New insights. Spotify is offering podcast publishers and advertisers data on real-time ad impressions, reach (the number of unique listeners who heard an ad), frequency (the number of times a listener heard an ad) and anonymized audience information such as age, gender, device type and listening preferences.
The anonymized demographic data first arrived for podcast publishers in August, 2019.
Why the data is available now. Spotify requires users to log in, providing the company with basic demographic data on the listener. The shift in audie..

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Mailchimp claims over 60% share of email industry in latest report

Mailchimp has released its first annual report since 2016, highlighting a number of key milestones for the email platform turned all-in-one marketing platform. The company claims a 60.51% share of the email industry, supporting over 12 million customers. Its closest competitor comes in at only 9.52%.
Why we care Mailchimp — along with a number of other email providers built to serve small businesses — added more marketing features to its platform last year, but the report indicate that email continues to be the platform’s strongest feature. Email isn’t dead, it’s evolving.
The volume of emails sent from Mailchimp in 2019 — over 340 billion — draws attention to the strength of the channel and the email market as a whole. The company’s reporting on its Thanksgiving weekend performance offers a glimpse at just how powerful the channel is. Nearly 9 billion emails were sent from the platform, generating $4.5 billion in orders.
More on the news Mailchimp customers generated more than $3..

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IBM launches new predictive ad solution for campaign creative elements

IBM has released its “Advertising Accelerator with Watson,” a predictive ad solution that uses AI to determine which creative elements will deliver the best engagement for specific audiences and help identify new audience segmentation opportunities. It can also analyze campaign results based on the creative and audience perspective.
Why we care IBM’s latest AI-powered solution, built on the Watson platform, has been designed to deliver hyper-personalized ad creative. Having the ability to deliver creative that resonates with specific audiences based on a predictive model could eliminate much of the guess work and testing that comes with determining which creative elements will drive the most engagement.
“Matching creative iteration with audience segment is the next step in campaign optimization,” said Lending Tree’s Senior Director of Marketing Josh Eldridge. Lending Tree and Potential Energy Coalition are two brands that have confirmed they will be implementing a beta of IBM’s Adve..

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PubMatic’s Identity Hub offers ID management solution in face of growing privacy regulations

PubMatic has released a new Identity Hub as part of its Prebid User ID module. The enterprise identity management solution gives publishers the ability to manage multiple IDs for each ad impression, ensuring advertisers can recognize and bid on their intended audiences.
The newly launched Identity Hub directly integrates with existing partners of PubMatic’s Prebid User ID module, including IAB DigiTrust, The Trade Desk Unified ID, ID5, LiveIntent and five other major ID solutions. The integration also offers built-in analytic capabilities to measure the incremental value of each partner ID platform.
Why we care As third-party cookies are becoming a thing of the past in the face of privacy regulations like GDPR, and now CCPA, publishers must find new ways to connect advertisers with their targeted audiences.
“By extending open-source code from Prebid, PubMatic’s Identity Hub addresses this challenge by simplifying the use of multiple IDs in an intuitive, easy-to-manage solution,” ..

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News Corp to sell Unruly to Tremor for a song and a board seat

Israeli video ad tech firm Tremor International Ltd. has agreed to buy Unruly from Rupert Murdoch’s News Corp, the company’s announced Monday. The deal for the video advertising platform comes at a deep discount from what News Corp paid in 2015.
Why we should care The sale highlights a couple of trends in ad tech. One is ad tech consolidation. Another is the dashed hopes of media companies aiming to realize market share gains over the likes of Facebook and Google by acquiring high-priced but unprofitable ad tech startups.
The Unruly sale “marks an important step in our strategy of simplification.” News Corp CEO Robert Thomson said in a statement.
News Corp acquired Unruly in 2015 for a reported $90 million in cash with the aim of propelling the traditional publisher’s digital video ad business. “Unruly is a feisty and creative company with a start-up sensibility,” News Corp CEO Robert Thomson said at the time. Five years later, News Corp is offloading the unprofitable business fo..

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As CCPA takes effect, some publishers are complying at a minimum

The California Consumer Privacy Act (CCPA) took effect last Wednesday on January 1. And while I received numerous “our privacy policy has changed” emails, it was very challenging to find websites with actual “Do Not Sell My Personal Information” buttons or links.
I finally started seeing them at the end of last week. However, the notices were often very inconspicuous, perhaps as a test of minimum compliance. Indeed, it appears many publishers are trying to call as little attention as possible to the data opt-out option for consumers.
Not making it easy for users to find the opt-out entry point
If you’re not actively looking, you won’t find them A fairly representative example comes from Time’s homepage. The “Do Not Sell” link is sixth on the list, in the far right column at the very bottom of the homepage. This is not something that would be casually discovered by most site visitors; there’s lots and lots of scrolling required.
It was the essentially same for Pandora, Hulu, The ..

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Brands can now buy Walmart sponsored search ads via API partners

Walmart made another move in building out its e-commerce advertising offering Friday with the launch of Walmart Advertising Partners. The company named four initial ads API partners: Flywheel Digital, Kenshoo, Pacvue, and Teikametrics.
Why we care This signals a significant next step for Walmart Media Groups’ efforts to attract large manufacturer budgets. Companies that are already using one of those vendors to run Google Shopping or Amazon Sponsored Product campaigns, for example, will be able to switch on Walmart Sponsored Search campaigns with relative ease.
Like rival Amazon, Walmart Media Group offers advertising opportunities that reach people as they’re shopping and enables brands to target using its valuable online and offline shopper data. The selected partners’ specialties cut across search and marketplace advertising.
More on the news Walmart Media Group, the company’s in-house agency arm, has been focused on establishing an advertising proposition for brands and retail ..

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23 expert predictions: Here’s what successful marketers will do in 2020

Paid Search
Want better leads on LinkedIn? Focus on your content
You’re going to be working hand-in-hand with your sales team this year, tracking that lead at every stage and attributing all the way down.
— AJ Wilcox
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SEO
Focus on the impact of the user, not Google
Google’s getting way more qualitative and it’s important to consider where Google’s going with things and the overall picture when approaching a core update.
— Mordy Oberstein
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Email
What you need to know about mobile engagement
We need to understand that mobile email is simply an adaptation of what we’ve been doing all along, but in a compact form that requires channel and platform-specific thinking.
— Len Shneyder
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Local SEO
A wishlist of improvements for Google My Business
I’d love to be able to visualize the data by month or by week instead of daily. It can be very difficult to analyze the graphs when the option is always set by default to show daily.
— Joy Hawkins
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Ana..

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Want better leads on LinkedIn? Focus on your content

Contributor and SMX speaker, AJ Wilcox, explains why this is the year to be working hand-in-hand with your sales team to track leads with your LinkedIn Ads.
Below is the video transcript:
All right, marketers. So in 2020 here’s what you’re going to want to make sure that you are doing with your LinkedIn ads.
Now I know your boss told you that they want more demo requests from your social media, But, let’s be honest. People are more likely to be swimming with sharks then they are to want to hop on the phone with your sales rep before they get to know, like and trust you. So what you’re going to need to do is approach them with really interesting, valuable gated content in order to get their information. If you go right for the kill, if you get any leads at all, they’ll be crazy expensive, and they’ll convert it like one and half to 4%. Crazy low.
Instead, what you want to do is make sure that you release good gated content that converts at 15% or higher. What that will do is it will..

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In 2020, focus on the impact of the user, not Google

In the coming year, contributor and SMX West speaker, Mordy Oberstein believes SEOs should be analyzing the latent messages of what Google is actually trying to do holistically with core updates.
Below is the video transcript:
Hi. My name is Mordy Oberstein. I’m the CMO of Rank Ranger and I’m here to talk to you about what I think is important in SEO walking into 2020.
What I think is important is taking a more multidimensional, less linear, look at core updates. What do I mean by that? Well, sometimes we tend to fall back on our fall backs, if that makes sense, on links on certain technical aspects when dealing with a core update. But I think it makes a little bit more sense to consider the overall picture, meaning a multidimensional look at what is going on around the core update.
What’s Google been doing?
What’s Google been pushing for?
What are some of the new abilities that Google has or has displayed to us?
Where’s the inertia?
Where’s the momentum was Google pushing for?
And..

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A wishlist of improvements for Google My Business in 2020

There was a LOT of changes in the Local SEO world in 2019 – 94 that I’ve tracked (most are listed here). I have to first give Google credit for working so hard to improve the Google My Business product so much. That being said, there are definitely still some items that I think are in drastic need of change.
Here are the top 5 things I’d like Google My Business to update or change in 2020.
1. Customization inside GMB Insights. When you log in to the Google My Business dashboard, the options for Insights are pretty limited. You can see a week, a month, or a quarter on the graph. I would love it if Google would allow you to customize the date range. They already have this option in the GMB API but it has yet to make its way into the dashboard. I’d also love to be able to visualize the data by month or by week instead of daily. With so many businesses having high or low peaks on weekends, it can be very difficult to analyze the graphs when the option is always set by default to show dai..

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The major deals and integrations that shaped technology for marketers in 2019

At the start of 2019, martech expert Scott Brinker predicted it would be a buyer’s market for marketing tech merger and acquisition deals, ahead of what will be a “Second Golden Age of Martech.” Brinker’s forecast was spot-on with the martech industry seeing 246 mergers and acquisitions in the first half of 2019 alone, according to Statista — a dramatic increase from the 162 over the same period in 2018.
It wasn’t only software companies taking part in the martech M&A deals — this year we saw a trend of brands scooping up martech solutions as well. In March, McDonald’s bought Dynamic Yield to personalize digital experiences across its drive-thrus, kiosks and mobile app. A few months later, Nike bought the predictive analytics platform Celect to help forecast how and when consumers purchase certain styles.
While brands were picking up martech solutions to broaden their digital capabilities, social platforms also invested in their fair share of marketing technology: LinkedIn acquired..

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Pop-up ads: Why everyone hates them and why they’ll never die

“I love pop-up ads,” said nobody…ever. Pop-up ads have to be one of the most universally hated parts of online marketing. They’re annoying, interruptive and distracting. In fact, they’re so generally loathed that their inventor, Ethan Zuckerman, has apologized publicly for creating them.
So why do we as marketers keep using them?
Although Zuckerman’s original windowed display ads have gone out of vogue, pop-up ads are everywhere on the internet. And their most prevalent form? On-site pop-up ads.
Now, some companies have tried to rebrand these sorts of pop-up ads using fancy titles like “exit overlays,” but at the end of the day, a pop-up ad is still a pop-up ad. It pops up on the user’s screen, hijacks their experience and bugs the heck out of people.
But here’s the thing. There’s a reason why pop-up ads are still so commonly used. They work. Quite well, in fact. The problem with pop-up ads isn’t necessarily that the ads themselves are bad, it’s that most marketers don’t know how t..

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Amazon holiday 2019: Record new Prime memberships as one-day shipping gets baked in

Amazon began heavily promoting free one-day delivery for Prime members earlier this year. Amazon said it attracted a record number of new Prime customers and trials this holiday season. More than 5 million people signed up new Prime memberships or free trials in a single week this holiday season, the company announced in a holiday recap Thursday. Fast shipping options likely helped spur that growth.
Why we care Amazon has invested hundreds of millions (if not over a billion) in Prime Free one-day and same-day delivery. Analysts expect Amazon’s free one-day shipping investments to pay off. Prime members tend to become loyal Amazon shoppers, spending more annually than non-members.
In August, RBC analyst Mark Mahaney estimated that free one-day shipping would spur Prime membership growth and Prime purchases overall, projecting an eventual annual revenue bump of $24 billion. A Piper Jaffray survey this month found that 55% of U.S. Prime members said they will use Amazon more when nume..

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Spotify latest platform to halt political ads

Spotify is halting political ad sales in the U.S. early next year, Ad Age reported Friday. Political advertising will not run for the 130 million listeners of its ad-supported plan or its original and exclusive podcasts.
Spotify told Ad Age in a statement that it does “not yet have the necessary level of robustness in our process, systems and tools to responsibly validate and review this content.”
Why we care Tech platforms have been grappling with how to handle political advertising on their sites, particularly ahead of the 2020 U.S. presidential election. In November, Twitter announced a ban on promoting political content. “While internet advertising is incredibly powerful and very effective for commercial advertisers, that power brings significant risks to politics, where it can be used to influence votes to affect the lives of millions,” Twitter CEO Jack Dorsey tweeted.
Microsoft-owned LinkedIn and Bing do not allow political advertising.
Facebook introduced new rules for poli..

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3 tips to elevate your brand’s email program

It’s easy to find yourself bogged down in the day-to-day rush of developing and sending email campaigns. Implementing a few simple processes can help your team identify efficiencies and opportunities you might not see when you are in the weeds.
Subscribe to your own emails. Mary Sohn, a member of the industry group Women of Email, recommended in its private Facebook Group to audit your subscription process at least annually. Going through the process of signing up for your own emails allows you to experience it from the user’s perspective.
Designate representatives from other departments to participate in an annual audit of the subscribing process as well. Their perspectives may help identify gaps in your email campaigns and journeys.
Look for API solutions. Are there new API integrations available that could help automate and speed up some of your processes? Women of Email member and marketing manager for demand generation at Advisor Group Jenn Clauss says email marketers should l..

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2019: The year that privacy got real for marketers

Europe’s GDPR took effect in May 2018, but 2019 was the year privacy got real for marketers in the U.S. There was a convergence of legal, technological and cultural factors that forced brands, publishers and tech companies to confront privacy head-on in ways they’d been trying to avoid for years.
CCPA comes into sharp focus The California Consumer Privacy Act (CCPA) was passed in 2018 and came into sharp focus this year, as January 1, 2020 has approached. As we draw closer to that implementation deadline, the IAB, DAA and a host of software companies have introduced “compliance frameworks” and tools to help marketers and publishers address the requirements of the act.
However, there’s still considerable corporate foot dragging and uncertainty. That’s consistent with what happened with GDPR compliance. Indeed, many companies operating in Europe are still not fully compliant more than a year and a half later. With CCPA, there won’t be any enforcement actions before July 1, 2020, givi..

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Lytics now integrates with Google Marketing Platform to enable customer data-informed campaigns

Customer data platform Lytics announced this week it now integrates with Google Marketing Platform’s full suite of tools, including Google Ads, Google Analytics, Google Optimize 360, Display and Video 360 and more.
Why we care The integration makes it possible for marketers to target ads with their customer data housed in Lytics and improve retargeting efficiencies by recognizing and suppressing existing customers as they convert. It also enables real-time analysis of Lytics segments in Google Analytics. The Lytics tag is also now available natively in Google Tag Manager for easy deployment.
“Our goal with this integration is to help Lytics customers execute more precise targeting and increase ROI from their Google ad spend,” said James McDermott, CEO of Lytics, “As marketers move up the maturity curve, they can surface customer intelligence they’ve gained with Lytics to understand how customers are engaging with content, why they convert, and know what’s working or not.”
More on..

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Global email benchmark report finds email isn’t dead – it’s essential

Email marketing and analytics provider Twilio SendGrid has published its third Global Email Benchmark Report, with a portion of the study dedicated to analyzing email recipients and senders. The report found that 95% of Gen Z and Millennial respondents stated that their personal email — notably not their work email — is essential to their daily lives.
The study also examines factors including open rates, send frequency, personalization and different media types to provides monthly engagement data from over 60 billion emails.
Why we care Over the past couple of years, you have likely heard — or become familiar with — the phrase “email is dead.” A quick Google search for phrase populates nearly 2 billion links to predictions that the channel is dying. The reality is quite the opposite; email notoriously averages strong return rates and helps brands establish relationships with their customers.
Across all age groups in the U.S. and the U.K., 84% of respondents check their email at le..

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Apple’s latest ITP updates: What marketers need to know

Apple’s WebKit team is out with another update to Intelligent Tracking Prevention (ITP) for Safari that targets potential tracking workarounds.
In a blog post titled “Preventing Tracking Prevention Tracking,” WebKit’s John Wilander laid out three updates to fight detection of “which content and website data is treated as capable of tracking” and “improve tracking prevention in general.”
First, some background on Safari, ITP and cookie blocking. Safari has long restricted entities from setting third-party cookies if they don’t already have first-party relationships with users. Then ITP came on the scene in 2017 to identify and limit cookies of any type that have the ability to track users across sites. This severely limits cookie pools for audience targeting, including retargeting campaigns. Furthermore, it limits analytics and attribution data from Safari, which means marketers lose visibility into how their campaigns are performing with typically high-value iOS users.
If you tho..

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Pandora is asking users to say ‘yes’ to interactive audio ads

Pandora is now testing interactive audio ads, the company announced Thursday. The ads require users to verbally engage before the rest of the ad’s content is played.
The interactive voice ads are also accompanied by an on-screen ad. Audible and visual prompts cue the user to respond verbally. Source: Pandora. Say “yes” at the tone. For its initial rollout, Pandora has partnered with Doritos, Ashley HomeStores, Unilever, Wendy’s, Turner Broadcasting, Comcast and Nestle to create audio ads that entertain, present tips, etc. to grab users’ attention and entice them to listen to the rest of the ad.
For example, DiGiorno’s ad presents the listener with a joke, “What did the Digiorno rising-crust pizza say to the oven when things started getting heated?” then, the user is prompted to verbally respond “yes” to hear the rest of the joke.
At the beginning of each ad, users are explicitly informed that they are listening to a new type of ad that requires verbal engagement. If the user says “n..

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Amazon ad spend rises over Cyber 5, but most efficient sales days still ahead

On Cyber Monday alone, consumers spent $9.4B via online channels – that’s up $1.5B from just last year, according to Adobe, and another record-breaking figure in terms of e-commerce sales. For marketers, the entire five-day stretch known as Cyber 5, but dubbed “Turkey 5” by Amazon, was likely a banner sales weekend, but looking at year-over-year Amazon data, what’s clear is that your holiday fortunes are not made or broken on that period alone.
As part of the research my company conducted, it is clear that on a conversion rate and cost-per-conversion basis, some of the best sales days on Amazon come after Cyber Monday. To maximize your total sales, and potentially capture market share from competitors, your advertising budgets and strategy on the site needs to align with this reality.
As seen in the below graphs, which are drawn across a same-set of more than 700 Amazon sellers, ad conversion rates continue to rise from Cyber Monday all the way through the Dec. 22 shipping cutoff. Ye..

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LogMeIn adds WhatsApp, WeChat integration to Bold360 customer engagement platform

LogMeIn announced on Wednesday new updates to its Bold360 live chat platform, making it possible for users to interact with their customers via WhatsApp and WeChat.
“We are working to add more channels including Apple Business Chat and Google Business Messaging, as well as creating new efficiencies for agents and supervisors who manage these channels behind the scenes,” said LogMeIn’s VP of Customer Engagement Products Yaniv Reznik in the news announcement.
We we care Bold360 is touted by LogMeIn as an “omni-channel” customer engagement solution that gives businesses the ability to engage with customers on the customer’s preferred channel while providing customer service agents a single platform to manage all channels and conversations.
To stay competitive in today’s “always on” environment, marketers will need to meet customers when — and where — they want to be met. That means, making their brand available via multiple messaging apps that can respond in real-time to customer in..

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Most consumers check email for holiday deals, but conversion doesn’t come easy

Brick-and-mortar shops aren’t the only things that are overcrowded these days. While the countdown to Christmas is quickly winding down, many email marketers are consistently pumping out reminders to their subscribers and customers that their seasonal deals are ending soon. But an overflowing inbox can sometimes work against us.
Email is a top channel for holiday shoppers. New research from SubjectLine.com has found 84% of respondents said they turn to their inboxes to find deals. The research surveyed more than 1,000 U.S. consumers and sought to take a closer look at the most impactful email marketing tactics during this busy time for inboxes.
“As B2B and B2C marketers gear up for one of the busiest seasons of the year, email can be a powerful tool to raise visibility. Breaking through the holiday noise can be a challenge” said Jay Schwedelson, founder and creator of SubjectLine.com.
Be relevant, stay consistent and personalize. More than half of respondents (58%) indicated brands ..

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Facebook rolls out ad reporting updates for cross-account, custom metric measurement

Amid the holiday campaign season, Facebook has introduced updates to its reporting tools to help advertisers better measure ad performance across accounts, channels, and devices. These updates include a new cross-account reporting feature and a custom metric building tool.
The two new reporting features are designed to give advertisers more insight on cross-channel and cross-device measurement – especially crucial during the holiday season.
Users can access these new features from the dropdown in the Ads Manager dashboard:
Cross-account reporting. A reporting dashboard can display metrics across multiple ad accounts. According to Facebook, “this reporting surface serves as a one-stop-shop for a clear, concise report on your business’ performance and will allow you to save time that was previously spent manually building reports.”
This dashboard can show de-duplicated reach (unique people reached across accounts and campaigns) to help better express the types of audiences targete..

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Marketers moving away from home-grown tools, hiring fresh teams for new martech

As the marketing technology landscape and capabilities continue to evolve, organizations are on an ongoing quest to update and improve their technology stacks. In fact, the vast majority (83%) upgraded at least one martech application in the past year, according to our MarTech Replacement Survey 2020 published Monday.
To better understand the frequency and motivations behind organizational martech updates, we surveyed 398 digital marketers in October. Several interesting trends emerged.
Organizations are moving away from in-house solutions. In a striking find, many companies are migrating away from marketing technologies developed in-house. Respondents were nearly as likely to have upgraded or replaced a homegrown technology (49%) as a commercially available solution (51%), with many of those replacing homegrown tech moving to commercial applications.
The number one reason marketers said they shifted from in-house technology was that available SaaS software had better features, wit..

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Canva to launch video editing capabilities in 2020

The graphic design platform Canva announced it is launching Canva Video, a new video editing solution, next year. The video editing tool reportedly mimics the same ease-of-use as Canva’s photo editing solutions, Business Insider Australia first reported.
“Our mission is to empower everyone to design anything without any complex software or having to go to a different sources for different elements,” said Chief Product Officer Cameron Adams in a statement, “We’re bringing the same experience to our video editing tool.”
Why we should care If Canva Video is anything like the company’s photo-editing software, marketers will gain a relatively inexpensive and easy-to-use solution for creating professional video marketing assets.
With the launch of its Enterprise plan earlier this year, Canva is building out its platform to be an all-inclusive graphic design solution for smaller marketing teams wanting to keep their creative in-house. (The platform currently has three-tiers: a free plat..

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Social shorts: TikTok under fire for discrimination, Facebook enforces special ads restrictions, Twitter expands Brand Surveys

This collection of social media marketing and new hire announcements is a compilation of the past week’s briefs from our daily Marketing Land newsletter. Click here to subscribe and get more news like this delivered to your inbox every morning.
Facebook’s anti-ad-fraud efforts, Twitter expands surveys Facebook takes action against ad fraud. The social media giant filed a lawsuit Wednesday against one entity and two individuals for allegedly operating a hacking campaign targeting accounts on the social network. The alleged hackers are being accused of taking over their victims’ accounts to use their money to buy ads and fraudulent products, according to the lawsuit. Facebook said it’s paid more than $4 million in reimbursements to victims of these hacks. The company said it will continue to work toward mitigating malicious behavior on the platform, adding, “Creating real-world consequences for those who deceive users and engage in cloaking schemes is important in maintaining the integ..

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Less than 40% of customer data execs confident they know where company’s data is stored

Only 38% of the 425 customer data executives “strongly agreed” when asked if they knew where all of their company’s customer data is stored. The survey of director-level or higher executives responsible for customer data management decisions was conducted by Forrester for Deloitte to evaluate how companies are managing their customer experience data. It found inadequate data management was a central theme, with just 5.6% of survey respondents scoring a “4” or higher on a 1 to 5 scale measuring data management maturity.
Privacy is top of mind for customers, but companies struggle to manage consent. Ninety-one percent of the survey respondents identified as leaders in data management said that data privacy was a top concern of their customers, but just 37% of this group said they had the ability to handle consent across the customer journey. Not being able to accurately manage consent is a key issue when trying to meet customer expectations around data privacy.
Lack of data limits pe..

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Nearly all consumers are concerned about personal data privacy, survey finds

A new survey of 1,000 U.S. adults discovered both concern and ignorance regarding online privacy and personal data protection. Conducted by Tealium, the survey found 97% of respondents are somewhat or very concerned about protecting their personal data.
Not paying close attention. By the same token, most consumers (62%) generally don’t read online terms or privacy policies. And nearly 70% of respondents had not heard of GDPR or CCPA. The 38% who say they do read online privacy policies is likely an “aspirational” finding, meaning many people are stating they read online terms when they in fact do not.
(Related: Think CCPA doesn’t apply to you? Think again.)
There were a number of other, seemingly contradictory data points in the survey, indicating consumer confusion or ambivalence about privacy.
Seeking strict privacy regulations, but open to deals. For example, 91% said they wanted government to “adopt strict regulations” to protect their data. However, 59% believed businesses ..

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ListenFirst provides branded content reporting across multiple social platforms

ListenFirst Social Media Analysis dashboard. ListenFirst announced on Tuesday the launch of its Branded Content Analysis Suite tool. The platform analyzes influencer and branded content partnerships across Facebook, Instagram, Twitter, YouTube and Tumblr — offering brands performance analytics on owned and competitive content partnership programs, while at the same time, giving media companies metrics to help win over more advertisers.
“Historically, social branded content measurement has been unstructured, with both the buy-side and sell-side lacking the proper context and industry best practices for forming their respective strategies,” said ListenFirst Chief Product Officer Jonathan Farb, “We’re bringing both advertisers and platforms a directory of all branded content partnerships across Facebook, Twitter, Instagram, YouTube and Tumblr.”
Why we should care There are numerous tools to help marketers keep tabs on their own influencer and branded content performance analytics, but f..

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Podcorn launches self-serve podcast advertising platform

Podcorn, a marketplace where brands can connect with podcasters, has launched a self-service platform that allows advertisers to create podcast ad campaigns based on budget, ad creative and podcasts that best align with their brand.
Brands can sign up on Podcorn to create a campaign, and the platform will use its sponsorship graph to match the campaign with the “best-suited” podcasters. “When both partners agree to the deal, the system sets up a virtual workroom for the project,” the company said.
Why we should care Podcasts listenership continues to grow, but the podcast advertising market is still nascent. There are more than 700,000 podcasters, but just 15% are monetizing their content, according to a 2018 report from Hackernoon.
Podcorn’s solution narrows the gap between podcasters wanting to monetize their programs and the advertisers ready to invest — giving brands the ability to run native podcast ad campaigns at scale. The company says its machine learning-powered algorith..

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Experian’s new identity resolution service seeks to help marketers improve customer experience

Experian has announced a new solution aimed to help marketers connect online and offline attributes and better understand their target audiences. The solution leverages machine-learning algorithms and probabilistic techniques to connect billions of identity signals and data elements, including Mobile Ad IDs (MAIDs) from a variety of internal and external sources.
Why we should care Identity plays a crucial role in helping marketers understand who our customers are. The ever-changing technology landscape, however, creates challenges for marketers trying to analyze their customers’ activities. Experian’s solution will allow marketers to bridge gaps in identity resolution and bring together the appropriate data points to reach customers with relevant, timely campaigns.
“The combination of hundreds of digital and offline touchpoints, disjointed technology and data silos make it difficult for brands and agencies to gain a single customer view,” said Kevin Dean, Experian’s president and g..

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5 audiences you should exclude from your PPC campaigns

With the blurring of match type accuracy, PPC has become more about audience targeting than ever before. Ad platforms offer almost infinite ways to slice and dice audiences to reach the perfect customers for your brand.
As you build an audience strategy, identifying the people you don’t want to target is just as important as finding the people you do want to reach. Negative audiences help reduce wasted spend, ensure people see the right messaging at the right stage of the funnel, and prevent weary shoppers from being retargeted with products too many times.
In this article, I’ll share five audiences you should consider excluding from some or all of your PPC campaigns.
Job seekers If job applicants are coming to your outdoor gear site simply to look for open positions, chances are they’re probably not in the market for a new backpack. So you don’t want to waste retargeting spend showing them ads for your latest sale.
You can generally identify these people by building a URL-based au..

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Is it time to consider an identity resolution platform?

From the MarTech Today report Identity resolution — the process of connecting the growing volume of consumer identifiers to one individual as he or she moves across channels and devices – has become critical to marketing success. US consumers are projected to own up to 13 connected or networked devices by 2021, according to Cisco’s annual Visual Networking Index.
At the same time, consumer expectations for relevant, personalized brand interactions across all of their preferred touchpoints have risen just as quickly. Forrester Research found that nearly three-quarters of consumers react negatively to inconsistencies in brand experiences across devices.
In today’s competitive environment, it is essential that brand marketers understand which online devices and offline behaviors belong to a consumer as well as who that consumer is.Martech Today’s all new “Enterprise Identity Resolution Platforms: A Marketer’s Guide” examines the market for identity resolution tools and what you should ..

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Facebook tests tool that lets users transfer photos to Google and other platforms

Facebook is testing a new tool that gives users the ability to move photos and videos between Facebook and other platforms, the company announced in a blog post on Monday. The test is initially rolling out with support for Google Photos, with other platforms to follow in the coming months
The move is part of the Data Transfer Project, a joint initiative among Facebook, Twitter, Google, and Microsoft aimed at making it easier to transfer data between online services.
Why we should care The initiative underscores Facebook’s effort to give users more data portability, but brands can benefit from this change, too. For social marketers, the new tool will be a welcome convenience with the ability to bulk transfer media, rather than manually saving and re-uploading assets one-by-one.
Many smaller businesses use the Facebook Photos feature as a media storage hub, much like a free DAM. Those teams, in particular, will be able to take advantage of the tool to cut down on the time and effort..

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Mobile, in-store pickup helped drive record-setting Black Friday weekend, but will profits shine?

It’s been a record-breaking several days online, and the holiday season is tracking at 14.5% growth in online sales compared to last year, according to Adobe Analytics, which tracks transactions at 80 of the top 100 retailers in the U.S. Online revenue for November was up 16.5% year-over-year, reaching $68.2 billion, Adobe Analytics reported.
Online-to-offline drivers. Meanwhile, in-store sales were off 6.2% on Black Friday according to ShopperTrak. A bright spot is “buy online, pick up in-store” (BOPIS) and curbside pick-up services. Since November 1, these online-to-offline orders have grown 43.2% year-over-year, according to Adobe. “These services are breathing new life into physical stores, and we expect growth to climb as we get closer to Christmas,” the company predicts.
Black Friday topped expectations. Retailers generated $7.49 billion in online sales on Black Friday, Adobe Analytics reported. That exceeds the company’s prediction of $7.4 billion for the day and is an incre..

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Back to basics: Understanding your paid search metrics

One of the great things about paid search is the fact that you can track everything. If someone visits your store after seeing your billboard or TV spot, there’s no real way to trace that.
However, if someone sees your paid search ad and visits your website, you know how they got to your site. You know which ad they saw, what copy they responded to and even what search term triggered your ad.
There’s so much data that it can be hard to figure out what it all means or what to do with it. Impression counts, clickthrough rates, cost-per-click…how do you sort through it all and use your paid search metrics to make intelligent decisions?
I mean, what’s the point of having all of that data if you don’t know what to do with it?
To make matters worse, a lot of this data can be hard to properly interpret, so even experienced online marketers often draw the wrong conclusions from their data or focus on the wrong metrics in their accounts. So, if you’ve ever stared at your paid search accoun..

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AWS makes it easier to add machine learning prediction models to your martech tools, dashboards

Amazon is bringing its machine learning capabilities to more business analysts and developers. The company announced Tuesday that Amazon Aurora, Amazon Athena and Amazon QuickSight users will now have access to machine learning prediction models that can easily be integrated into various applications and business intelligence dashboards.
“This makes it more straightforward to add ML predictions to your applications without the need to build custom integrations, move data around, learn separate tools, write complex lines of code, or even have ML experience,” writes Matt Asay, an enterprise strategy and evangelism executive for Amazon Web Services.
Why we should care Amazon Web Service’s machine learning offering is giving developers tasked with writing SQL queries a low-code option to build marketing-related prediction models. Asay used the following lead-scoring example that shows how it can benefit martech developers:
“You can take a lead scoring model built by your data science..

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Think CCPA doesn’t apply to you? You should probably think again

The California Consumer Privacy Act (CCPA) has many companies in the U.S. scrambling to figure out whether and how to comply when the law goes into effect on January 1. It explicitly covers for-profit companies doing business in California or with California residents.
The plain language of the statute says one or more of the following conditions must apply to companies for them to be covered by the privacy law:
Has annual gross revenues in excess of $25 million;Possesses the personal information of 50,000 or more consumers, households, or devices; orEarns more than half of its annual revenue from selling consumers’ personal information This would appear to exempt companies that don’t fall into these relatively clear categories. However, that may not necessarily be the case. I asked several companies and experts for their responses to the question, “Which (types of) companies can confidently ignore CCPA?”
Some probably can but shouldn’t, was the consensus.
Questions for agencies..

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Preparing college students for the marketing profession takes commitment and planning

Recently, I on-boarded a martech intern. It’s exciting to offer college students an opportunity to explore their professional interests. The great thing about martech is how it touches many of the various disciplines and teams in the marketing department that can be highly beneficial for students looking for real-world experience – not to mention help the marketing profession launch well-prepared talent into the workforce after graduation.
A colleague and friend in human resources advised me that an internship is a two-way transaction. Our company expects some value from the intern, but their interests and goals for the experience are also important.
With that in mind, I’ve built an intern experience in the marketing department to meet everyone’s expectations in the following ways.
Townhall meetings. Watching some of our monthly townhall recordings will help them understand the company, what it does and the culture of the place.
Onboarding and introductions. Meeting key people, rev..

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Here’s what to expect in paid search, email marketing, spending and more during the BFCM stretch

Thanksgiving Day is upon us, and with it, the busiest shopping week of the year. The five-day stretch between Thanksgiving Day and Cyber Monday poses a unique challenge this year for retailers — 2019’s “Cyber 5” will kick-off a shorter-than-usual holiday shopping season with six fewer days between Thanksgiving and Christmas Day.
Fortunately for e-commerce brands and online retailers, the shorter season is not likely to impact how much consumers plan to spend during the next month. eMarketer reports 2019 will be the first year holiday revenue will surpass $1 trillion, a 3.8% jump over last year.
So what can online retailers expect over the next five days? We’ve assembled the following rundown this year’s holiday shopping forecasts so you know what’s coming.
Cyber Monday to see record sales Adobe reports this year’s holiday season will bring in $143 billion in online revenue, with $30 billion coming in between Thanksgiving and Cyber Monday. Both Adobe and the National Retail Foundat..

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Brand loyalty remains high at 89%, driven by product and price rather than service

Last year, Yotpo found that 90% of consumers surveyed considered themselves brand loyal, in contrast to the conventional thinking that loyalty was dead. That number hasn’t changed, according to this year’s survey of 2,100 U.S. adults; 89.1% of consumers said they were brand loyal, with 25% saying they were more loyal than last year.
‘I tend to buy from the same brand.’ The survey asked respondents “what does being brand loyal mean to you?” The top response was “I tend to buy from the same brand” (67%). That was followed by “I love the brand” (39.5%) and “I buy from the brand despite cheaper competitors” (37.7%). However, the phrase “I tend to buy from the same brand” suggests softness and that loyalty for many people is a function of inertia.
In response to the question “How many times do you purchase from the same company before you’d consider yourself loyal?” roughly 87% of respondents said at least three times. Of that group, 36.4% said that it took at least five purchases for t..

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Social now dominates $57.3 billion U.S. programmatic display market

Social is accounting for a higher-than-expected share of programmatic display ad spending. Advertisers in the U.S. will spend more than $57 billion on programmatic digital display by the end of 2019, with 56.3% of that going to ad units on social platforms, a new report from eMarketer predicts.
Social’s share of programmatic display spending is expected to increase to 57.6% by 2021, according to the report. That’s up from eMarketer’s April estimate of 52%.
Note that eMarketer defines programmatic display advertising as “the use of automation in the buying, selling or fulfilling of digital ads,” which includes display ads served through both publisher APIs and impression-based bidding platforms such as Facebook, LinkedIn, or Twitter.
Overall, eMarketer predicts that programmatic display advertising will account for 83.5% of total digital display ad spend this year – and could reach nearly $80 billion by 2021 as technologies evolve. Overall, growth in programmatic display has been s..

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Black Friday and Cyber Monday deals on SaaS, digital marketing tools and online courses for marketers

Black Friday and Cyber Monday are indisputably two of the biggest shopping holidays of the year for consumers, but it is also a great time for digital marketers, small business owners and agile teams to snag critical martech tools at a bargain.
Many marketers are so focused on finishing up their campaigns for Black Friday and Cyber Monday that they might overlook some valuable deals on marketing technology from popular vendors. But martech vendors aren’t the only ones with special offers for marketers this year — many accreditated, reputable institutions are offering professional certifications and a wide range of digital marketing courses at steep discounts.
Black Friday martech deals Adobe is offering a 40% discount to individual users on its Creative Cloud All Apps plan. Industry-standard apps including Photoshop, Illustrator, Premiere Pro and the new iPad version of photoshop are among the 20 apps included in the plan. The offer ends on Friday, November 29.Adobe’s Black Friday ..

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Want to be a CX leader? Embrace more listening channels, collect and share customer feedback

B2B businesses have as much to gain from an optimal customer experience strategy as B2C organizations, but building and implementing effective CX methods takes time and effort. The larger an organization is, and the more siloed its business units, the more difficult it becomes to get all departments united on a CX strategy. The good news: implementing a relatively simple set of CX initiatives can set your company apart from the competition.
What separates CX leaders from laggards Customer experience platform Medallia surveyed 375 senior B2B executives on their CX initiatives and identified three distinct CX practices that differentiated the “leaders” from the “followers” and “laggards.” CX leaders were more likely to:
Implement multiple digital listening tools. Be “relentless” about using customer feedback to drive action across the organization. Hold more than one department accountable for the company’s overall CX efforts. Listen to your customers CX leaders were more likely to ha..

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DAA introduces CCPA opt-out mechanism similar to ‘ad choices’

As the CCPA deadline approaches, there are multiple companies offering tools for compliance. The latest comes from trade group Digital Advertising Alliance (DAA). The DAA is a consortium of industry associations and responsible for the “ad choices” icon that appears on most online display ads.
Like ‘ad choices.’ Conceptually similar to ad choices, The DAA will enable online users to opt out of the sale or transfer of their personal data “across all of the DAA participating companies integrated into the new tools, from a single website or app.” There will be a comparable system for in-app advertising.
The advantage for consumers is that they can opt-out once and have that choice be recognized across the DAA advertising ecosystem, where the following logo appears.
Source: DAA Components of the approach. The DAA says the tools will include:
A text link and new green icon for publishers to display on their web and app-based digital properties. A publisher-hosted notice that will pr..

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How to perfect your email marketing strategy this holiday season

The holiday season remains the hottest battle of the year between brands for shoppers’ dollars. This coming season is already heating up, with the National Retail Federation (NRF) forecasting 3.8-4.2% growth. While every marketer with a stake in the game meticulously plans this season, are they wasting their efforts at one of the most critical points in the year?
Based on my own employer’s holiday report, more brands sent holiday-themed campaigns in Q4 2018 than in the year prior, but the performance metrics were lackluster. Average open rates for holiday-themed emails were 10.5%, whereas average click rates were 1% – both falling short of non-themed emails from the same period (12.6% average open rate and 1.1% click rate).
So what does this mean? That the holiday strategies and content from 2018 aren’t cutting it. It’s time to rethink your holiday strategy before it’s too late. Here are a few data-backed ways to refresh your messaging for each holiday this year.
Nail your brand’s c..

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Pro Tip: Leaning into Facebook’s automation for the 2019 holiday season

After much bluster and a snowy Halloween (for some of us, at least!) Holiday 2019 is here, and I’m sure that many of you are working through strategies to maximize your campaign performance while also maintaining your sanity. To that end, I’d like to remind you of a few features available within Facebook Ads Manager: Dynamic Creative Optimization, Campaign Budget Optimization and Automated Rules.
Dynamic Creative Optimization (DCO) is part of Facebook’s “Power 5,” which collectively are optimization features that allow advertisers to scale growth efficiently. Implementing DCO during this busy season means that you can continue to test into messaging and creative concepts while ensuring stable performance by keeping your hero creatives/messaging enabled. If you would like to test into DCO right now, a few things that you can think about to develop your creative tests are:
What type of promo messaging do my customers like to see? Percentage discounts? Monetary discounts?Does holiday-sp..

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Acast Open launches to give brands an on-ramp to podcasting

The podcasting platform Acast has launched Acast Open, making available its podcast production offerings to any brand or publisher wanting to start a podcast. Acast Open includes three subscription models — Starter, Influencer and Ace — that come with different levels of support and analytics.
Why we should care Adobe Analytics reported that podcast app usage grew 60% over the past year. Not only does this translate to new advertising opportunities for brands — the increase in podcast popularity opens the door for any company or executive ready to take their content marketing to a new level via a branded podcast.
“Digital audio brings a new and untapped audience who are not reachable via traditional media,” says Sally Yu, director of research and insights for BBC Global News’ APAC division, during a recent event organized by BBC News and Campaign Asia, “It brings additive value to the traditional media reach.” Outside of music streaming, the top three forms of audio content consume..

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Last-minute tips to get your email marketing in shape for Black Friday and Cyber Monday sales

This is the sixth installment in our series on marketing to the managed inbox.
Reaching the managed inbox is a multi-layered process that involves a growing number of marketing resources and is more challenging than ever before. Thanks to the rise of malicious email practices, Internet Service Providers (ISPs) have doubled-down on email security practices.
It always seems to come as a surprise, but Thanksgiving week is already here. The holiday that is traditionally celebrated by eating turkey and watching football is also the lead-in to the biggest retail sales events of the year. It has also evolved into one of the most important events for email marketers; many email marketers — particularly those in the retail space — are thinking about Black Friday and Cyber Monday all year long. From adhering to deliverability best practices to implementing precise segmentation strategies, marketers need to ensure their email programs in shape.
“Black Friday/Cyber Monday is without a doubt the..

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Social shorts: Facebook gets a status monitor, YouTube adds Neilsen data to TV, TikTok hits 1.5 billion downloads

This collection of social media marketing and new hire announcements is a compilation of the past week’s briefs from our daily Marketing Land newsletter. Click here to subscribe and get more news like this delivered to your inbox every morning.
LinkedIn cracks down on bad accounts and spam. Last week, LinkedIn released its latest Transparency Report, which addresses its efforts to remove spam and fake accounts, along with actions taken based on user reports and government information requests. According to the report, LinkedIn took down more than 21 million fake accounts in the first half of the year, and removed more than 60 million pieces of spam – including fake job postings. It also got rid of more than 16,000 instances of harassment, 11,000 posts containing obscene or pornographic content, nearly 2,000 posts showing violence or terrorism and 22 occurrences of child exploitation.
YouTube to creators: It’s OK to take a break. YouTubeYouTube CEO Susan Wojcicki posted a year-end le..

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Brands on Twitter can now hide replies to tweets

Twitter is giving brands and users more control over their social narratives with the ability to hide Tweet replies. The feature is rolling out globally after months of testing in some countries, including Canada and the U.S. Twitter made the announcement via a blog post on Thursday.
“Currently, repliers can shift the topic or tone of a discussion and derail what you and your audience want to talk about,” the company said. “We learned that the feature is a useful new way to manage your conversations.”
How it works. Users can opt to hide replies to the tweets they create. However, users can still see and engage with hidden replies by selecting the “View hidden replies” option in the Tweet’s dropdown.
A Tweet author also has the option to unhide all replies – or a single reply – at any time. When a Tweet author hides a reply, the author of the reply will not be notified.
Why we should care. When the feature was still in beta, Twitter said it found that the majority of users hid re..

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How to make a holiday shopping campaign for low budget accounts

As an advertiser, it always feels like the holiday season is abnormally long. It starts in August when I’m initiating conversations with our clients about the upcoming holidays and what it means for them. The majority of my clients are small businesses with small budgets, making this an important time of year. Not only do we have to be careful with our spend, but the revenue that is generated during this season is crucial. A lot of the accounts I work with will feel a strain in their business if they don’t earn enough during the holidays to help them make it through the slower months.
The unique constraints that small businesses face with advertising carry over to the holiday season, which is why planning your calendar, knowing what you’re measuring and being intentional with your budget are so important.
Calendar One of the challenges of running a small account during the holiday season is planning out exactly which campaigns you will run when. There are three main ways I approach t..

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Facebook rolls out new brand safety tools for publishers, creators and advertisers

Following waves of criticism for its political ad policies, Facebook has launched a new set of tools designed to bring transparency and brand safety to the forefront. These include:
Streamlining access to controls. Now, in Business Manager and Ads Manager, advertisers will be able to create blocklists, obtain delivery reports, and set inventory filters at the account-level, rather than applying it one campaign at a time.
Improved delivery reports. The more robust reports allow advertisers to search by account ID or publisher without having to download it. Facebook said it will soon be adding content-level information to the delivery report.
New brand safety partner. Contextual data company Zefr is Facebook’s newest safety partner, joining alongside the ranks of DoubleVerify, Integral Ad Science, and OpenSlate to help ensure the brand safety controls and tools can continue to serve advertisers’ needs.
Dynamic content sets. Facebook is testing in-stream placements that use a content..

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Digital advertising is not the dot com bubble, improper attribution is

Is advertising the “new dot com bubble” according to this intriguing article written on The Correspondent?
I’ve been chewing on this question since the article came out a couple of weeks ago.
Well, I’ve been chewing on variations of this question for a while, but not in the “bubble” language ascribed by Jesse Frederik and Maurits Martijn.
As I ponder this assertion, I think I would like to change the original title (and premise) to the following:
Original Title/Theme: The New Dot Com Bubble Is Here: It’s Called Online Advertising
Suggested Title/Theme: The New Dot Com Bubble Has Been Expanding: It’s Called Attribution of Sales in Online Advertising
I found myself nodding my head vigorously at much of Frederik and Martijn’s article, specifically as it called out the digital advertising community’s obsession with chasing tracked profit at the expense of incremental value and actual new customer growth.
However, here is where I disagreed with the article: the authors blamed the f..

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Snapchat’s new ad format lets advertisers extend 6-second non-skippable ads

Snap Inc., the parent company of Snapchat, has announced the launch of a new video ad format: Extended Play Commercials. The new, mid-roll ad type maintains the 6-second non-skippable format – but offers advertisers the ability to extend the runtime beyond the 6-second mark for up to three minutes.
Similar to YouTube TrueView ads, with Extended Play Commercials, Snapchat users will have the option to either skip the ad after six seconds or continue to watch the full video commercial. The key difference is that Snapchat’s Extended Play Commercials will appear mid-roll, rather than pre-roll like YouTube.
Why we should care The extended ad format offers advertisers an opportunity to deliver a 6-second teaser that can then roll into a longer length commercial for viewers who may be more engaged.
“Extended Play Commercials are a great option for online video and TV buyers. Heading into the holidays, this format is a powerful new way to reach our Gen Z and Millennial audience in Snapcha..

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Facebook releases several ad personalization capabilities

Facebook is bringing more machine learning-driven capabilities to its ads platform to improve personalization, the company announced this week.
Dynamic formats and ad creative for Dynamic Ads. Advertisers will now be able to automatically serve different ad formats to audiences based on the machine learning model’s prediction of a user’s format preference. Campaign managers can access this capability from the Facebook Dynamic Ad unit when creating ads for the catalog sales, traffic and conversions objectives in Ads Manager or the API.
“The dynamic formats and ad creative solution aims to meet people where they are in the customer journey by delivering a personalized version of the ad to everyone who sees it,” Facebook said.
Multiple text optimization in single-media ads. As we reported last month, Facebook has also rolled out a responsive ad feature that allows advertisers to input multiple text options for the primary text, headline and description fields when building single-med..

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TikTok teases social commerce capabilities with shoppable video test

TikTok, the short-form video app owned by ByteDance, is testing shoppable video posts, making it possible for influencers on the platform to place social commerce URLs within their posts. The test was shared by Fabien Bern, owner of a Chinese influencer agency, who posted an example of a shoppable video post via his Twitter account. Bern’s example showed an influencer video that included a URL within the video leading to the influencer’s Amazon product page.
TikTok later confirmed to Adweek that it was testing the feature, but did not disclose details on whether or not it would receive a wider roll-out. Marketing Land has reached out to TikTok for comment.
Why we should care Social commerce is gaining traction as platforms add new capabilities to support direct-to-consumer and big brands’ e-commerce goals. Platforms are racing to give advertisers tools to make the journey from product discovery to purchase as seamless as possible — Instagram’s in-app check-out feature and Pinterest’..

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Email marketing: It’s the audience, stupid

Finally, it’s time to discuss the people you’re trying to reach with your email messages – your Audience. Here we shift to the Optimization section of the Periodic Table of Email Optimization and Deliverability, which we’ve been exploring in recent weeks.
The most important element of all is the Email Address (At), the unique identifier for your subscriber. This is the most valuable piece of information that we can collect.
Email addresses are typically assembled into Lists (Ls) – groups of email addresses that are uploaded to distribute email messages to. Each List, however, can be divided into various cohorts — depending on the amount of data you have on them — via Segmentation (Sg). Segmentation allows marketers to choose smaller groups of customers, or potential customers, and communicate with them in a manner that is specifically tailored to their particular demographics, locations or behaviors. Personalization (Me) refers to the practice of using subscriber data to tailor-mak..

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Nearly half of businesses aren’t investing in personalization technologies despite citing customer experience as a top priority

One would think that with more than 7,000 martech tools available to create exceptional digital customer experiences, businesses would have little trouble building a marketing stack that delivers a seamless customer journey — but that doesn’t appear to be the case, according to Simpler Media’s latest State of Digital Experience report.
Of the 325 digital customer experience executives surveyed by Simpler Media, 79% said digital customer experience (DCX) was an extremely or very high priority for their organization. Yet, nearly half (46%) reported they had yet to invest in personalization tools or had no budget in place for such technology. Just 9% said they are using personalization tools, while 27% said they are testing them.
How would you describe your organization’s use of digital customer experience personalization tools? “We can’t take personalization out of the broader digital experience,” said Siobhan Fagan, managing editor of CMSWire. Fagan presented the report findings dur..

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Be the first to see the new SMX West agenda

Smart marketers know that continued training is the key to staying ahead of the competition and achieving professional goals. That’s why they’re attending a completely revamped and redesigned Search Marketing Expo – SMX West.
Join us in San Jose, February 19-20, 2020, to cross-train on the most important elements of successful search marketing campaigns… you know, the traffic-driving, lead-generating, revenue-boosting ones.
The Search Engine Land experts — the industry publication of record — have reorganized the agenda into three search marketing lanes with no learning limits: You’ll get double the amount of tactic-rich SEO and SEM sessions SMX is known for, together with brand new programming on digital commerce marketing.
Here’s a taste of the 60+ sessions in store:
SEO
Site Speed Is A Crucial Ranking Factor. Here’s What You Need To Know.Future-Proof Your Sites For Google Core UpdatesThe New NoFollow And Snippet Rules SEM
Tactical Tips For Creating More Persuasive AdsUnderstan..

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MarTech returns to San Jose April 15-17, 2020

Nearly 2,000 senior marketers like you will attend MarTech® next April 15-17 in San Jose, CA. Join them to learn actionable tactics, best practices, and proven solutions that can help you overcome your toughest marketing challenges.
The site is up and registration is open! Book your pass now to secure the lowest rates available — up to $900 off on-site prices. (Pro-tip: Register before year end to use up any unallocated 2019 budget.)
I’ll reach out soon with more details. In the meantime, catch up with coverage from last September’s MarTech Conference in Boston!
Psst… Planning your company’s 2020 professional development activities? MarTech is a great value for teams. Register now!

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Brand safety: Balancing risk and opportunity for your organization

Imagine a seesaw with a flamingo on one side and a grizzly bear on another. How would you ever stabilize them? That is how most digital marketers feel when they ask me to help balance out business-first decisions and brand safety. What does that mean? Simply put, it’s the natural and growing conflict between the need to increase profits or market share and ensuring that marketing and sales efforts don’t negatively impact the positive attitudes of prospects and customers toward the organization. Simpler yet, it’s the balancing of opportunity and risk in digital marketing and sales.
Balancing out these strategic and operational issues can appear complicated at first glance. But the uncomplicated place where I tend to start with anyone who calls me is understanding the specific growth or market challenges facing the organization and defining digital policy and practices around sentiment analysis.
Brands from any and all verticals use sentiment analysis to understand prospect and custome..

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Instagram to begin removing “Like” counts for U.S. users as early as this week

Instagram plans to start testing the removal of “Like” counts for U.S. users beginning as early as this week, CEO Adam Mosseri announced at a WIRED25 conference in San Francisco last week.
Like counts will be removed from posts during the test. Why we should care In the tests that have rolled out so far, Instagram has hidden “Like” counts from public posts in the Feed, on the desktop platform and in profiles. Only the account owner is able to view the number of likes a post gets.
The possibility that Instagram – a primary platform for influencer marketing – may potentially eliminate “Likes” could disrupt the influencer community, as the social proof metric goes private. Without an outward-facing metric such as “Likes,” influencers and their agencies will need to adapt to demonstrate value to brands, but it could prove to be a positive development, allowing both brands and influencers to shift to deeper-level engagement and outcome metrics beyond the low-hanging fruit of a “like.”
..

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Jivox debuts first-party identity solution to power ad personalization

With browsers cracking down on third-party cookies, how do advertisers deliver personalized digital ad creatives in a privacy- and browser-compliant fashion? Jivox, a company that specializes in dynamic digital advertising solutions, released a new identity technology Monday that it says can do just that.
How it works. The new technology called Jivox IQiD takes a page from the hybrid cloud concept to enable brands to collect, control and use data without third-party cookies.
“We have been trying to develop a solution that assumes third-party cookies would go away and that also adheres to the privacy concerns that are the reason that browsers are moving in that direction,” said Diaz Nesamoney, Founder and CEO, Jivox by phone last week. “Our technology allows the brand to collect consented data as the first-party — essentially as the brand’s domain … to collect data to stay in compliance.”
Hybrid cloud technology separates the code or software from the data, which is owned and safe..

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Social Shorts: Another Facebook data breach, LinkedIn translation settings and 2020 digital ad spend forecasts

This collection of social media marketing and new hire announcements is a compilation of the past week’s briefs from our daily Marketing Land newsletter. Click here to subscribe and get more news like this delivered to your inbox every morning.
Facebook confirms Groups data breach caused by API bug. The company said that private Groups member information – such as names and profile pictures – might have been accessed by approximately 100 partner developers from video streaming and social media management apps. According to Facebook, developers that may have accessed group members’ information after the Groups API restrictions were announced in April 2018 will be asked to delete member data that might have been retained. There has been no evidence of abuse discovered so far, Facebook said.
Expanding Messenger encryption, despite warnings. On Wednesday,Reuters reported that Facebook plans to expand encryption across its Messenger platform, despite warnings from regulators and governm..

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How to avoid the creep-factor when building digital experiences powered by machine learning

When building a fashion site designed to recommend personalized styles for customers, Armoire knew it had to deliver a customized digital experience, but with a human touch. With the wide range of available machine learning and AI tech, brands can risk coming off as creepy by going too far with the details they use to build customer experiences. Armoire didn’t want to cross this line.
“We want machine learning to be more human, but then we’re freaked out when it is,” said Katrina Taylor, Armoire’s head of user experience and product design, during a presentation on machine learning and human empathy at DX Summit in Chicago this week.
To avoid creeping out customers by crossing unnecessary boundaries when using their data, Taylor said her brand doesn’t use everything it may know about a customer. “It’s better to start off with a light touch and fill in the details as we go,” said Taylor.
She outlined the six rules that Armoire follows to create digital experiences built on machine..

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Email marketing: Infrastructure intelligence

We’ve been exploring the Periodic Table of Email Optimization and Deliverability over the past few weeks, and today we’ll delve into the not-so-sexy, but still vitally important, area of infrastructure.
While marketers may not be in charge of their company’s email infrastructure – typically the IT department handles such matters – it’s critical that marketers have insight into how everything fits together so they can talk with the engineers that are configuring their email-related systems. The following elements refer to the way email is sent, routed and received through the internet.
The Mail Transfer Agent (Ta) is software that transfers email from one computer to another using the Simple Mail Transfer Protocol, known as SMTP. When users receive, view and reply to email messages, they use a Mail User Agent (Ua), or MUA. This is also called an email program or email client and it sometimes is used through a web-based interface. Outbound messages use an SMTP server (Ss), while inbo..

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Salesforce launches hybrid Content Management System built to integrate with other platforms

Salesforce launched a new content management platform on Thursday, the Salesforce Content Management System. By entering the CMS space, Salesforce aims to give content marketing teams a tool anyone can use — “from novices to experts” reads the announcement — and capable of creating personalized content powered by Salesforce CRM data.
Salesforce calls it a “hybrid” CMS, meaning users can create, manage and deliver content on the platform, and then distribute to other digital platforms not powered by Salesforce by using the company’s Experience Builder or Commerce Page designer tools.
“If you want to deliver content onto a third-party site, experience, or mobile app, you can use our headless APIs to deliver content smoothly,” writes Salesforce Community Cloud andSVP Adi Kuruganti.
Why we should care Marketing teams already plugged into Salesforce’s CRM will now be able to create more personalized content at scale via the company’s new content management system. And, if the CMS is a..

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WhatsApp rolls out SMB product ‘Catalogs’ to support local discovery and commerce

At Facebook’s F8 developer conference in April the company announced a number of new offerings, among them WhatsApp Catalogs for small businesses. Facebook is now formally rolling it out in selected markets including Brazil, Germany, India, Indonesia, Mexico, UK and the U.S., with more countries coming soon.
Showcase products or services. Catalog allows businesses on WhatsApp to showcase products and services and share them with customers via the app’s messaging function. Consumers can also discover businesses and see and browse products directly on the business profile.
The process is simple. Business owners upload images of products (or their work product), provide descriptions, product codes and pricing. They can also add URLs to product pages, menus and so on.
It’s not entirely clear but it doesn’t appear that businesses will be able (at this point) to sell directly on WhatsApp. But they can link to pages where products can be sold or other conversions can happen.
Why we sho..

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Moving holiday email campaigns over the finish line

I have a great career because I get to play in different sandboxes. This week, for example, I got to meet with a client in financial services, one that has little to do with the holiday retail onslaught that’s beginning to descend on us from every marketing channel.
As I presented on industry trends, I said, “We’re in the fourth quarter, and that means retailers are going to flood inboxes. Take that into consideration when doing your email campaigns. Everybody’s going to be overwhelmed by the sale of the minute.”
How different it is, I reflected later, to be working for a client that doesn’t do holiday email marketing and for marketers who don’t know the feeling you get in mid-December when it’s fourth down and 20 yards from the goal line with the clock running out.
After all the years I put in working on retail email, I can tell you what it’s like: You’re just trying to find the energy to get that touchdown. And daydreaming how nice it would be to have someone ring your bell hard ..

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Facebook to limit number of ads Pages can run simultaneously

Facebook announced on Thursday that it will be implementing a limit on the number of ads a Page can run at the same time. To prepare advertisers for the limitations, coming mid-next year, the company is releasing a new version of its Marketing API that includes an Ad Volume API to show the volume of ads running or in review in an ad account.
The company said it will share more details about the limits early next year. Currently, the Ad Volume API will show how many ads a Page is running across accounts, and in the future, will include how many ads a Page is permitted to use.
Why we should care Facebook said future ad limits will only affect a small percentage of advertisers. You’ll have a better sense of whether you’ll be impacted when Facebook releases additional details. The change will not go into effect until mid-2020.
“We’re implementing ad limits because very high ad volume can hinder an advertiser’s performance. With too many ads running at the same time, fewer ads exit the..

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Is it wise to rob CX to pay for growth?

When it comes to the future of B2B and CX, a trend for 2020 is coming into focus, and it’s not looking good.
Looking back, Forrester’s Predictions 2018 considered 2018 a “year of reckoning” for digital transformation. This was to be the tipping point when inaction on transformation would start putting firms at risk. One of the surprising insights was that this risk wasn’t necessarily from an inability to attract new customers. It was from churn – from existing customers leaving for better experiences.
Skip forward a year to the 2019 edition, and Forrester is telling a similar, slightly tweaked story: 2019 is the year digital transformation “goes pragmatic.” If 2018 was all about recognizing the risks of failing to digitally transform, 2019 has been about mitigating those risks by putting plans into action.
These trends will have major implications in 2020. For firms that are trailing behind on CX, going pragmatic seems like a no-brainer. But how does the customer fit into this appro..

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Email marketing: Harnessing the trust factor

In recent weeks, we’ve been exploring the themes laid out in the first-ever Periodic Table of Email Optimization and Deliverability. After Permission, and inextricably tied to it, is the concept of trust.
Gaining permission from a recipient to send them email sets the stage for building trust. This includes both the trust of the recipient and the trust of their ISP, which ultimately controls which emails are delivered, which go into the spam folder and which are blocked entirely.
A number of technical measures, designed to verify the sender of an email, fall under the blanket of Authentication (Au) and represent the basic requirements that mass-senders must fulfill to gain the trust of inbox providers.
Domain Key Identified Mail (Dk), also known as DKIM, refers to mail that uses a public/private cryptography key set to verify the identity of the sender. Sender Policy Framework (Sp), or SPF, is a different authentication standard that specifies which IP addresses are authorized to..

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Lytics launches Salesforce Marketing Cloud integration for customer journeys

Customer data platform (CDP) Lytics announced updates to its platform that will allow users to integrate customer journey execution with Salesforce Marketing Cloud (SFMC). Lytics’ campaign orchestration capabilities can now be used across a number of marketing technologies, including Facebook and SendGrid – in addition to the new SFMC integration.
The integration between Lytics’ CDP and SFMC is expected to allow marketers to import existing campaigns to build new experiences within the Orchestrate Journey canvas. The insights delivered from Lytics can then be used to inform more targeted campaigns and be sent to SFMC for delivery.
Why we should care Delivering personalized, one-to-one marketing at scale is something we strive for as marketers. Our disparate martech environments tend to complicate this, and customer data platforms seek to address these complications by providing users with a single view of their customer data from the different tools they use. Marrying this data into ..

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Social Shorts: Twitter bans political ads, Facebook’s Preventive Health tool, new CMO at Tommy Hilfiger

This collection of social media marketing and new hire announcements is a compilation of the past week’s briefs from our daily Marketing Land newsletter. Click here to subscribe and get more news like this delivered to your inbox every morning.
Twitter reports an uptick in data requests. Between January and June of 2019, Twitter received 7,300 demands for user data, with the majority of requests coming from U.S. government agencies (2,120 demands for 4,150 accounts), reports TechCrunch. Requests for data was up 6% compared to the same time period last year, according to the company’s latest transparency report. “Twitter said it removed 124,339 accounts for impersonation, and 115,861 accounts for promoting terrorism, a decline of 30% on the previous reporting period,” writes TechCruch. Twitter has also added impersonation data and insight to the report, offering up numbers on actions taken against accounts posing as another person, brand or organization. During the first half of the y..

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Facebook ad impressions rise, driven by News Feed, Instagram Stories and Feed ads

Facebook this week reported a 37% increase in ad impressions compared to this time last year and 6% decline in ad costs. The growth in ad impressions were driven primarily by Facebook News Feed Ads, Instagram Stories Ads and Instagram Feed Ads, said Facebook CFO David Wehner during the company’s third quarter earnings call.
“The year-over-year decline in average price per ad was primarily driven by the ongoing mix shift towards geographies and Stories Ads which monetize at lower rates,” said Wehner.
Wehner also confirmed, during the Q&A section of the call, that certain ad optimization efforts resulted in an increase in ad load on Instagram.
“On the Q4 outlook, we are lapping a few different product optimizations we’ve made. A couple of those that I would cite is optimizations in how the ad auction operates, which can have an impact, and also, an increase in ad load on IG [Instagram] Feed and Stories,” said Wehner.
Ad revenue up 28% year-over-year. Facebook reported another str..

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Build a sound foundation to scale your Facebook campaigns

With SMX East right around the corner, it’s a great time to start the conversation that will shape my talk in November – How to Structure Your Facebook Campaigns for Success. This can surely seem a daunting undertaking. There are so many levers to potentially pull, and so much information available on the topic that it can at times be overwhelming for even the most seasoned digital marketer. However, if you’re able to keep these two things in mind, you’ll be well on your way to establishing a sound foundation to scale your social program.
The first step is to simplify your account structure where possible. We all remember not too long ago when the typical Facebook account looked like this:
Multiple campaigns, dozens of ad sets, with you, the advertiser, struggling to identify the little pockets of performance to scale efficiency. Today, most publishers are recommending a more simplified approach, with Facebook (and Google) taking the lead for that recommendation. At my company, we’v..

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Shorter holiday season won’t dampen e-commerce sales with revenue expected to surpass $143 billion

With a head start on this year’s shorter-than-usual holiday season, e-commerce sales should remain robust, according to Adobe’s predictions. The company expects online holiday revenue to reach $143.8 billion this year, a 14.1% increase over last year.
That growth estimate is below the 16.5% year-over-year increase in e-commerce sales that Adobe reported last year, when the shopping season was as long as possible.
“Holiday 2019 is the shortest possible, with only 22 days between Cyber Monday and Christmas,” reports Adobe, “This leaves almost $1 billion in revenue behind. However, retailers are able to make that up by starting sales earlier this year. Thanksgiving will grow at 20%.”
Adobe says that every day during November and December will see more than $1 billion in online holiday sales. The report is based on aggregate data from more than one trillion visits to U.S.-based retail websites.
What to expect Cyber Week. The 20% lift in e-commerce sales expected on Thanksgiving will..

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Shopify reports 45% revenue growth, more than one million merchants on the platform in Q3

E-commerce provider Shopify reported revenue growth of 45% to $390.6 million, driven largely by its subscription and merchant solutions for the third quarter of the year. Last year’s third-quarter revenue reached $270.1 million.
The company also reportedly surpassed one million merchants on its platform. Growth was driven in part by international expansion, said Shopify CFO Amy Shapero.
As global adoption of the e-commerce platform grows, the company continues to invest in making marketing technologies more accessible — and affordable — to its merchants, many of which compete with Amazon.
Why we should care Earlier this year, Shopify launched a machine learning-powered network for US-based merchants to help with inventory allocation and streamlining deliveries. In September, the company acquired robotics and warehouse provider 6 River Systems Inc. to help grow its Shopify Distribution Network.
While Shopify it continues to build out and invest in the operational aspect of the net..

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You’re about to miss Search Marketing Expo

Join us in two weeks at Search Marketing Expo — SMX East — November 13-14 in NYC, for 100+ tactic-rich search marketing sessions, two new tracks devoted to agency operations and local search marketing for multi-location brands, empowering keynotes with Rand Fishkin, Google, and Microsoft Advertising, intimate training with industry experts, and invaluable networking that plugs you into a thriving community of engaging marketers.
Here’s a look at what’s in store…
A firehose of content, featuring 100+ search marketing sessions. Plus you’ll be the first to see the brand-new Periodic Tables of PPC. 2 new tracks designed exclusively for agency and multi-location brand marketers. 30+ market-defining vendors ready to demo solutions and products that will drive ROI and make you a more efficient marketer. Full-day training with Google and Microsoft Ads. Intimate networking events that connect you with the search marketing community. Interactive clinics that address your specific, case-by-case..

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42% of shoppers will buy most (or all) of their holiday gifts on Amazon, survey finds

About 42% of holiday shoppers will buy most or all their gift purchases on Amazon this year, according to a global survey of 4,500 shoppers in the U.S., U.K. and several other countries. During holiday shopping, 32% of consumers will start on Amazon, followed by Google (18%) according to the survey.
That stands in contrast to the rest of the year “when Google is the first stop whether they have a product in mind or not, although Amazon is a close second.” The Episerver survey was fielded earlier this year.
Nearly half won’t buy on Amazon. While those stats may sound daunting for Amazon’s competitors (not named Google), the “half-full” narrative is that 47% of people “will buy few or none” of their gifts on Amazon. Episerver also argues that it is very possible to compete with Amazon and offers a number of specific recommendations in its “Holiday Online Shopping Trends 2019” report.
The company further explains that not all shopping categories are equal in terms of consumer patter..

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SparkPost acquires eDataSource, adding inbox insights to its email platform

Email marketing platform SparkPost has announced plans to purchase reputation management, email deliverability and analytics provider eDataSource.
The acquisition is expected to provide SparkPost and eDataSource customers the combined abilities to create, send and measure email performance and inbox placement analytics. The announcement also included plans to launch new capabilities, including automatic seeding and real-time blacklist alerting.
Why we should care Reaching the managed inbox continues to pose challenges for marketers. Deliverability is becoming increasingly complex, and email marketers often feel the negative impacts on their email marketing efforts every day. Many email service providers (ESPs) can give users insight into email performance based on metrics, but marketers often turn to third-party deliverability solutions to enhance placement and deliverability insights, and the upcoming merger seeks to address these challenges for its customers.
Integrating deliver..

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Squarespace gets into social content creation with Unfold acquisition

The web development platform Squarespace has acquired Unfold, an app used to create Story content on Instagram, Facebook and Snapchat. The company did not release any financial details for the deal, but confirmed Unfold’s founders, Alfonso Cobo and Andy McCune, are joining the Squarespace team.
“Unfold and Squarespace share the same DNA and vision for empowering creators,” said Cobo and McCune in a statement on Squarespace’s website, “Together, we’ll continue to rethink how people share stories to connect and inspire.”
Why we should care For SMBs and marketers without the design resources of a major brand, having a tool like Unfold to create Stories across Instagram, Facebook and Snapchat can help elevate their social content at a relatively small costs.
This is Squarespace’s second acquisition this year. The company bought Acuity Software in April, an online appointment and booking tool for businesses. Squarespace had previously integrated Acuity’s capabilities into its developm..

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MarTech Overtime: Building a new martech team from scratch

Last month at MarTech East, I was practically tickled pink to be able to present “From Wild West to Business Best: Tales of a New MarTech Team.” This presentation walked through how SAP Concur built a martech team from the ground up in one year. It was so exciting to be able to share it because I lived it. I experienced firsthand the struggles that our team felt in the absence of a martech team and I was in the trenches as we worked to build a new team, new processes and new relationships.
Sharing it at MarTech East, I learned that our story resonated with many of our audience members. We are a small team trying to do great things for the business, like so many others out there. We wanted to share our story to help provide some inspiration and guidance for other teams trying to tackle the same challenges. We focused on how to set up our team’s vision and charter, how we defined the roles and responsibilities and created a MarTech Council. We shared our comprehensive marketing technol..

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Responsive ads come to Facebook with Multiple Text Optimization

Facebook has rolled out a new responsive ad feature similar to what Google Ads launched last year. The feature, dubbed Multiple Text Optimization, allows advertisers to create several versions of headlines, ad copy and descriptions for a single-media ads. Facebook’s ad system then dynamically serves up the combination it determines will deliver the best results.
Advertisers can create multiple text options for their Facebook ads. Why we should care You can also use Multiple Text Optimization to test different how kinds (and combinations) of features and benefits resonate with different audiences. This type of multivariate option leaves messaging combinations to the algorithms and can accelerate testing of different types of messaging. The trade-off is in tightly controlling how your ads appear. It’s just one more indication of how machine learning is being applied to ad creative — across all of the major advertising platforms.
For reporting, you can choose the Headline and Body cus..

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Podcast

The Small Business Sizzler Sizzling tips and interviews to help you grow your small business. Getting The Fundamentals Right by…
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Welcome BERT: Google’s latest search algorithm to better understand natural language

Google is making the largest change to its search system since the company introduced RankBrain, almost five years ago. The company said this will impact 1 in 10 queries in terms of changing the results that rank for those queries.
Rolling out. BERT started rolling out this week and will be fully live shortly. It is rolling out for English language queries now and will expand to other languages in the future.
Featured Snippets. This will also impact featured snippets. Google said BERT is being used globally, in all languages, on featured snippets.
What is BERT? It is Google’s neural network-based technique for natural language processing (NLP) pre-training. BERT stands for Bidirectional Encoder Representations from Transformers.
It was opened-sourced last year and written about in more detail on the Google AI blog. In short, BERT can help computers understand language a bit more like humans do.
When is BERT used? Google said BERT helps better understand the nuances and context ..

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Holiday shopping to ‘peak’ early, be more mobile and less social — survey

The onslaught of holiday shopping surveys has begun. And consultancy Deloitte is out of the gate early with its2019 holiday retail survey.
Keep in mind that consumer surveys are aspirational and don’t always align with real-world behavior. Still, they reflect consumer intent and are worth paying attention to as a directional indicator of important trends.
Experiences will consume roughly a third of budgets. Retailers can expect consumers to spend roughly $1,500 this holiday season, according to the Deloitte survey of 4,400 U.S. adults, conducted in September. Yet, more than a third of that spend will be devoted to “experiences”: entertaining at home, traveling and eating at restaurants.
More online spending, but offline still dominates. As in the past, the share of consumer spending devoted to e-commerce will grow — up two points to 59% of holiday shopping this year. In-store spending will be flat at 36% of the total, according to the survey.
However, contradicting the broader ..

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Amazon ad revenue tops $3.5 billion in third quarter, expecting strong holiday season

Amazon advertising revenue increased 45% year-over-year in the third quarter. Click to enlarge. Amazon advertising revenues hit a new high in the third quarter, reaching $3.6 billion. Overall, the company reported lower-than-expected profits of $2.1 billion on $70 billion in revenue for the third quarter of the year on Thursday.
Amazon doesn’t break out advertising revenue, but advertising makes up the majority of an “Other” revenue category in its earnings reports. The other category grew by 45% year-over-year, but the advertising segment of that category actually grew at a rate higher than 45%, Amazon CFO Brian Olsavsky said on the earnings call.
Why we should care. Amazon’s advertising growth rate underscores the threat it is presenting to Google and Facebook in attracting ad dollars from brands and merchants. The company has been steadily investing in solutions for branding and performance advertising including inventory, ad formats and targeting capabilities.
“[W]hat we’re f..

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MasterCard buys SessionM for tighter credit card-loyalty program integration

Mastercard has purchased customer data and loyalty platform SessionM. Terms weren’t disclosed but the startup raised almost $100 million over four rounds.
SessionM is behind loyalty programs for a wide range of companies including Coke, L’Oreal and Chipotle. It uses customer data and numerous behavioral and intent signals to deliver personalized (primarily) mobile offers.
Loyalty 2.0. Mastercard said in its press materials, that “The addition of SessionM will enhance Mastercard’s ability to help brands around the world deliver personalized, real-time offers and comprehensive campaign measurement based on robust, data-driven insights . . . SessionM helps brands create and manage consumer engagement and loyalty programs with industry-leading technology that powers a complete loyalty solution — from data management to campaign execution to program measurement.”
Moving beyond the marketing jargon, why did Mastercard buy SessionM? The deal actually makes perfect sense, as Mastercard s..

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Study: Which digital ad formats are most effective?

A new report published by mobile ad company Kargo found that ad viewability does not directly correlate to memorability. Similarly, the report also indicated that ad visibility does not necessarily yield higher user engagement.
Kargo’s study distinguished the correlation between viewability of an ad unit and its memorability (ad effectiveness), examining the following formats: Instagram ads, large format in-article mobile ads, Kargo pinned mobile ads, mobile gaming in-app ads, and desktop ads.
Viewability vs. memorability across digital ad formats Instagram among the highest in ad effectiveness. Despite the low share of sessions reported at 1.9%, Instagram proved to be 8.3x more effective than gaming and 5.4x more than desktop with 77% of participants looking at an ad at some point during their session. Instagram generated an ad effectiveness score of 10.8%, which was also matched by large-format in-article mobile ads.
Large-format in-article ads just as effective as Instagram ad..

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IAB releases draft ‘CCPA Compliance Framework’

After having strongly criticized CCPA, The IAB has released a CCPA Compliance Framework for publishers and martech companies. The document, similar to the trade group’s GDPR compliance framework, has received input from multiple stakeholders, lawyers and other experts. It’s “intended to be used by those publishers who ‘sell’ personal information and those technology companies that they sell it to.”
Framework elements. There are two primary parts to the Framework:
A master contract that binds supply chain partners to specific behaviors that meet the law’s provisions. A set of technical specifications that guide companies on how to implement the contract mechanically in their operations. As a practical matter, the document provides guidance for publishers and technology companies participating in behavioral targeting and the programmatic ecosystem. CCPA doesn’t apply to all businesses handling data; there are a number of exceptions. Beyond this, there are some terms in the statute th..

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MessageGears rolls out AMP for Email support

Email marketing platform MessageGears will now provide support for Google’s AMP for Email. Customers will be able to include interactive AMP components within their emails.
The AMP-enabled features allow recipients to take actions — such as RSVPing to an event — directly within email, rather than following a redirect to a different site or landing page.
Why we should care Creating an interactive environment directly within the inbox could boost email engagement. AMP for Email also offers new opportunities for marketers to learn more about their subscribers through the actions they take within their emails. Those actions can then be used to inform personalization.
At a time when consumers crave — and respond to — personalized content, marketers who leverage AMP for Email to deliver personalized experiences to the inbox can anticipate the best results.
“AMP now enables all-new email experiences like being able to submit RSVPs to events, fill out questionnaires, browse catalogs, o..

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MarTech Overtime: How marketing operations teams can be more effective

Kimi Corrigan on stage at MarTech East in Boston. Marketing operations expert, Kimi Corrigan from Duo Security at Cisco, led the MarTech East session, “How to Organize and Coach Outstanding Marketing Operations Teams.” Corrigan shared her passion for helping teams work more effectively and offered insights on navigating the work culture and the need for honest feedback. She also happens to love Schitt’s Creek and made references to gifs from the show that are relatable to her work and the reason some attendees wanted to know about her favorite character (she shares that at the end).
What is a theme for your coaching conversations?
An equal playing field. I think the best coach-player relationships are built on mutual respect and trust. Different people feel that trust by different means. Some people respond well when I share my own similar challenges and how I worked through them. Others may respond better when you share clear expectations. What I’ve learned most is that there is lit..

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Soapbox: Is mind-reading technology the future of consumer understanding?

A lot is going on in the rapidly emerging field of brain-computer interface (BCI) design. Both Elon Musk (via his new venture Neuralink) and Mark Zuckerberg (via Facebook Reality Labs) are making aggressive investments in technology explicitly created to allow your mind to control and interact with your devices. By nature, of course, the consequence of this is an ongoing, real-time connection to your innermost thoughts. Gone is the need to use vocal cues to gain Alexa’s attention. There’s undoubtedly a breathless, heady and TED-like air to these ambitions.
“Imagine a world where all the knowledge, fun, and utility of today’s smartphones were instantly accessible and completely hands-free. Where you could spend quality time with the people who matter most in your life, whenever you want, no matter where in the world you happen to be. And where you could connect with others in a meaningful way, regardless of external distractions, geographic constraints, and even physical disabilities a..

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Facebook opens search ads to all advertisers

After nearly a year of testing ads in News Feed and Marketplace search results, Facebook is rolling out search ad placement more broadly to all advertisers. The ads will appear in results for search terms that have commercial intent, such as searches for commercial products connected to the e-commerce, retail or auto vertical. Currently, search ad placement is available on mobile only.
“Testing shows that advertisers and people are finding value in ads in search results, so we’re rolling out these ads more broadly,” said Facebook Director of Product Management Nipoon Malhatra.
To have ads appear in search results, advertisers can either select “Automatic Placement” for their News Feed ads, or choose the “Facebook Search Results” placement in Ads Manager when creating a News Feed ad campaign. (Search ad placement is not a standalone option — advertisers must be running a News Feed ad to have the ad also show up in search results.)
Targeting for ads in search are based on the adver..

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The benefits of using marketing automation

The proliferation of digital channels and devices has made it more difficult for B2B marketers to accurately target prospects with the right messages, on the right devices, at the right times. Prospects are managing more of the buying process themselves, creating decision short lists by researching brand websites and social channels without ever speaking to a sales rep. To be effective, B2B marketers must be creative, targeted and aligned with sales goals; they must also have greater visibility into buyer attributes and behaviors.
Faced with these challenging market dynamics and increasing ROI pressure, B2B marketers at companies of all sizes can gain these benefits from a marketing automation platform:
Increased marketing efficiency. Automating time-consuming, manual tasks around content creation, management and personalization; campaign scheduling and execution; data hygiene; communication with sales; and lead nurturing saves time and improves productivity.Enhanced ability to gener..

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Social Shorts: LinkedIn Events, Facebook Story Ad templates and Pinterest Lite

This collection of social media marketing and new hire announcements is a compilation of the past week’s briefs from our daily Marketing Land newsletter. Click here to subscribe and get more news like this delivered to your inbox every morning.
Event planning on LinkedIn. LinkedIn has rolled out a new Events feature that makes it easy to create and share event announcements. The feature can be found in the “Community” panel on the left side of the newsfeed, and allows users to enter their event description, date, time, venue and invite connections using filters such as location, company, industry and school. “You’ll be able to seamlessly create and join professional events, invite your connections, manage your event, have conversations with other attendees, and stay in touch online after the event ends,” writes Ajay Datta, LinkedIn India’s head of product. Once an event is posted, users can track attendees, post updates and interact with the users they have invited. Users who have ac..

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Constant Contact launches new integrated tools designed to connect SMBs with customers

Email platform Constant Contact has added a slate of new capabilities to its interface, including social media and ad management, local search, SEO, and landing page tools to help centralize digital marketing efforts for small businesses.
Why we should care “Once a small business has built an online presence, getting found online and driving customers to their business is an essential next step as they look to compete in a world where 87% of shoppers begin product searches on digital channels,” said Jeff Fox, CEO of Constant Contact parent company, Endurance International Group.
If Constant Contact is able to effectively unite these disparate channels in one interface, small businesses will have a more localized hub from which they can manage multiple aspects of their online marketing. They may also be able to use Constant Contact’s email marketing platform to continue to engage customers reached via these new integrations.
More on the tool’s features Social ads. Businesses can cre..

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Gartner CMO Spend Survey: Martech and agency spending down, in-house resources rise

In recent years, marketing technology has increasingly been eating up more of the CMO’s budget. This year, however, Gartner’s annual CMO survey paints a slightly different picture: martech spending is down this year with a decrease of nearly ten percent. Agency spending is also down for the fourth consecutive year.
Shrinking martech investment may not be so bad. Budget allocations across the four major spending buckets indicate areas of growth — and reduction. The survey looks at how marketing departments are spending their budgets, what their investments are comprised of, and how they will change over the next year.
Source: Gartner 2019-2020 CMO Spend Survey Martech spending may be down in 2019, but according to Gartner, marketing leaders continue to see martech as a tool for driving customer engagement and growth. According to last year’s survey, marketers indicated they only use 61% of the functionality available in their martech portfolio. A reported lack of resources was identi..

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MQLs: What are they good for?

It’s amazing how much technology has evolved in recent years. We’ve seen unprecedented advances in smartphones, IoT, home AI assistants and more. Martech has similarly kept pace: we’ve seen the rise of AR / VR advertising, the continued growth of video, and AI and machine learning that has sharpened personalization and predictive efforts. In B2B marketing, account-based marketing (ABM) and an emphasis on aligning sales and marketing are both white hot.
But as marketing and technology has evolved at breakneck speed in both the B2C and B2B worlds, our metrics for measurement have lagged behind. More than ever, I’m asking my team: how are we measuring our impact? Is it connected to our company’s larger goals? And most importantly: if we do better on our marketing metrics, does our company increase revenue?
We must take a revenue mindset in order to gain their seat at the table. When marketers understand how their work impacts a company’s bottom line, that’s when they have the opportuni..

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YouTube to end support for third-party pixels early 2020

Google launched Ads Data Hub in 2017 to support cross-device campaign measurement across its systems without the use of pixels — YouTube, Google Ads and Display & Video 360.
It has been working with third-party measurement companies to migrate their services into Ads Data Hub. YouTube said Wednesday it expects those migrations to be completed early next year. At that time, it will no longer allow advertisers to use third-party pixels on YouTube.
Ads Data Hub pulls in YouTube campaign data from Google Ads, Display & Video 360 and YouTube and matches it with customer data from CRM, DMP or other sources pulled into Google’s BigQuery data warehouse. It then analyzes and processes that data and feeds insights back to the customer.
Why we should care Advertisers can continue to work with the third-party measurement companies currently integrating their systems with Ads Data Hub: Nielsen, comScore, DoubleVerify, Dynata, Kantar and Integral Ad Science. Google says this offers independent ..

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More people trust (and distrust) Facebook than any other social site — [survey]

Facebook is both the most and least trusted social media platform in North America. That’s according to a new study from location data provider Freckle, which recently surveyed 1,200 adults on questions of media, privacy and trust.
Freckle’s survey is one of several privacy related studies being released over the next few weeks as we approach 2020 and CCPA.
The ‘fake news’ problem. Overall, the survey found that 86% of respondents believe there’s a persistent “fake news” problem in the market. And 81% believe the problem is tied to the 2016 election and remains unresolved. It’s not clear from the survey, however, what the ideological leanings of respondents are.
What have you done to address social media data privacy concerns?
Source: Freckle consumer survey (2019) Two-thirds concerned about privacy, half have adjusted settings. The survey examined trust and social media sites in particular. It found that 66% of people said data-privacy concerns impacted their trust of social me..

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Pinterest’s new Home Feed tool lets users fine-tune the Pins they’ll see

Pinterest launched a new “Home Feed Tuner” on Tuesday that gives users more insight into what factors impact the content being surfaced in their home feeds and more control over what they see. The tool shows the boards, topics, followed accounts and recent history activity that determine recommendations in a user’s feed, and allows the user to remove these signals using an on/off toggle switch: “Flip on if you want to see more ideas, flip off if you’d rather not, whether because the content is sensitive or irrelevant.”
The tool can be accessed via a user’s settings or at pinterest.com/edit. There is also an option that lets users adjust their recommendations at the Pin-level.
Why we should care Giving users more control over content recommendations could lead to higher engagement for brands on the platform. If users are able to adjust the signals that impact their home feed recommendations, Pinterest’s algorithm will more accurately surface content users want to see.
A better user..

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CNN.com receives first Verified Mark Certificate in preparation for BIMI email standard

Identity and encryption provider DigiCert, Inc. has issued that world’s first Verified Mark Certificate (VMC) to CNN.com, a move that will enable the company to participate in upcoming trials of the Brand Indicators for Message Identification (BIMI).
VMC, a new digital certificate that validates the authenticity of the brand logo attached to an email sender’s domain. The BIMI standard requires validated logos but currently does not use VMC. The certificate is expected to become a requirement for senders in the next year in addition to domain authentication through DMARC.
Why we should care The BIMI initiative will be a new standard for high-volume senders that will allow brands to display designated logos for authenticated messages. And while DMARC will authenticate the domain sending an email, VMC will validate the logo itself in order for BIMI to work.
Yahoo Mail is currently running a pilot of BIMI, and Google has announced plans for its BIMI pilot for next year. Other inbox pr..

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Soapbox: Hope is not a marketing strategy

Building a corporate, product or service brand – or planning any go-to-market activity in support of that brand (campaign, website, content, etc.) – in the absence of a strategy is like building a house without a solid foundation.
Creative must be grounded in a sound strategy, underpinned by a singular insight about the audience. This means going deeper – figuring out the intrinsic human need that’s driving the consumer, and showing how you’ll meet that need or solve that pain point. Look at the data available to you, get the data that isn’t, and plan things out in a way that makes sense.
Why bother? Strategy empowers creativity. When you give a creative team a strategic, authentic and singular insight, they’ll push the creative that much further. Creative teams need a defined sandbox to work in; otherwise, the unlimited choice and scope can be paralyzing and actually stifle great work. Context is always king. Without a sound strategy up front to inspire the creative, you often get..

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LinkedIn gives Page admins tools to notify company employees of updates

LinkedIn introduced three new features for Page admins on Tuesday, including an “Employee Notifications” tool that lets admins alert employees when new updates are posted on the company Page and a “Kudos and Team Moments” feature to highlight new team members, work achievements and more.
There is also a new “Completion Meter” that identifies missing fields on a LinkedIn Page so that Page Admins can make sure their company’s page is complete.
Employee Notifications for LinkedIn Pages. The new Employee Notifications feature will allow Page Admins to let employees on the platform know when an update has been posted on the company’s Page so that they can share it with their LinkedIn connections. (When posting an update, Page Admins will have the option to “Notify employees of post” which is listed under the three dots in the top right-hand corner of the post composer.)
The tool includes safeguards that limit notifications to once every seven days — making sure employees do not spam t..

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Quora adds 3 new targeting options for advertisers

Quora has recently added additional targeting options for advertisers on the Q&A platform.
Keyword history targeting. This is a blend of the existing keyword targeting and question retargeting options on Quora. You can reach people who have shown an interest in subjects related to your business based on the keywords you’re using. Your ads will target who have visited groups of question pages in a given time period, such as the past 20 days, for example. Ads display on users’ feeds, topic feeds, and question pages.
Gender targeting. If your company produces products designed specifically for men or women, this option can help you direct spend to your target customers. Quora also notes that some businesses may see improved results from messaging tailored to male and female audiences.
Quora said that during the beta, some advertisers saw conversion rate lifts of up to 40% over campaigns without gender targeting. You’ll find this option located at the ad set-level under Demographic Targeti..

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Twitter apologizes for targeting ads with email, phone numbers used for two-factor authentication

Twitter announced on Tuesday it inadvertently used emails and phone numbers entered for two-factor authentication (2FA), a security measure users can enable to protect their accounts, to target ads to some users included in Tailored Audiences and Partner Audiences lists.
The company said, as of September 17, the mistake had been corrected and that it was no longer using two-factor phone numbers or email addresses to target ads.
What happened? Twitter’s Tailored Audiences and Partner Audiences allow advertisers to target users based on marketing lists they upload to upload to Twitter. The company admits that in some cases it matched that data to emails and phone numbers intended for security purposes — a practice Twitter has said in the past it does not do. It said it is unsure how many users may have been impacted.
“When an advertiser uploaded their marketing list, we may have matched people on Twitter to their list based on the email or phone number the Twitter account holder provided..

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Email vs. social channels: Who will win over consumers’ communication preferences?

In December 2010, something unexpected happened: Facebook surpassed Google in terms of website traffic according to The Economist. Over the next few years, the Facebook-dominant phenomenon would repeat in other ways: time spent, usage on mobile devices, user growth, etc. Ten years ago there seemed to be no ceiling to how high, or how fast, social networking would grow. Even when social networks began to stratify – e.g LinkedIn for business and Instagram specifically focused on sharing visual content – there seemed to be market share for every unique segment or audience. The only limiting factor seemed to be the number of humans on the planet, hours in the day and the ability of a given platform to grab their attention. That was nearly ten years ago. That isn’t the case today.
As time went on, and the attention wars intensified. Clear winners and losers emerged. Not all social network platforms were created equal. Some of the names that fell by the wayside include: Vine, Yik Yak, Google..

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Should we make socially irresponsible brands appealing again?

As designers, we dream about the brand challenges we’d love to work on with the criteria often cited as “fame, fortune and fun.” But there’s another consideration that increasingly occupies our thoughts that is more to do with what we’re contributing or detracting from society. We now talk about the “purpose” of brands to underpin strategy and design. If this falls short, we’re suddenly at a loss as to how to start building positive relationships with the consumer. In today’s ever-evolving market, there’s an increasing number of brands whose purpose has become out-dated, irrelevant or in some cases just socially irresponsible. We have to ask hard questions of ourselves before accepting the challenge of making it appealing again.
I struggle to want to apply company skills on Philip Morris brands because we can’t condone the harm that smokers (inadvertently) do to other people and, despite a long career designing single-use plastic bottles, I’d rather be helping Evian find a sustainable ..

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Email deliverability platform 250ok adds Google Postmaster Tools integration

250ok, an email analytics and deliverability platform, has integrated Google Postmaster Tools data into its solution. It can pull in Google Postmaster data from Gmail across multiple IP addresses and sending domains for deliverability analysis via an API.
Google Postmaster Tools, launched in 2015, is a resource for high volume senders to analyze email performance and Gmail deliverability.
“Before now, it was very challenging to monitor Gmail performance across multiple IP addresses and domains,” said 250ok Senior Vice President of Product Alex Griffis, “This integration provides more context into Gmail delivery in a single report.”
Why we should careOptimizing for deliverability is a key focus for email marketers, particularly in the age of the managed inbox. With this integration, 250ok clients will be able to access up to four months of Gmail performance data, which can be back-filled into 250ok’s analytics reports and dashboards — giving marketers more flexibility when it comes to a..

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With loss of Yahoo and image search, Google Shopping search partner traffic nosedives

Click traffic from the Google search partner network took two major blows in early 2019. The first was Yahoo’s move to begin showing only Microsoft Ads-powered sponsored listings following a more than a three-year stint in which some of Yahoo’s listings were powered by Google. The second was Google’s update to bring ads featured in image search out from the partner network and into the core Google Search Network.
Here we evaluate a sample of long-standing Tinuiti (my employer) advertisers to assess the effects of these changes to the share of Google Shopping traffic coming from search partners, the relative value and cost of that traffic, and what it all means for advertisers.
Search partner click share falls dramatically across device typesAs you can see from the chart below, search partner traffic once accounted for a significant share of Google Shopping clicks, and in August 2017 was at 16% for desktop. In August 2019, that figure was just 3%, with share on tablets and phones at 2% ..

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Campaign Monitor launches email solution for retailers with acquisition of Conversio

The CM Group, which oversees a number of technology brands including Campaign Monitor, has acquired the ecommerce platform Conversio. Now part of Campaign Monitor, Conversio’s technology will be used to launch CM Commerce, a new email product designed for smaller retailers.
“Conversio is one of the most highly rated and highly reviewed applications in the Shopify store,” said CMO Group CEO Wellford Dillard, “With this acquisition, we now have an offering for ecommerce businesses at each stage of their growth journey, beginning with CM Commerce and continuing with Sailthru [another marketing platform owned by CM Group].”
Why we should careThe newly launched CM commerce product is designed for smaller retailers without the full email marketing resources of a larger enterprise — offering pre-built workflows and email automation.
“CM Commerce has been a game-changer for a small company like ours where our marketing team is just two people,” said Cafe Joe USA CEO Aron Schoenfeld, “Once we c..

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Google to address ad frequency with machine learning when cookies aren’t available

Google will be rolling out an approach to ad frequency control that doesn’t rely on cookies in Display & Video 360 over the coming weeks. The company said Tuesday that it plans to bring it to Google Ads in the future.
The feature uses machine learning to analyze traffic patterns when third-party cookies are available and builds models to predict patterns when a cookie isn’t present. “This allows us to estimate how likely it is for users to visit different publishers who are serving the same ads through Google Ad Manager. Then, when there is no third-party cookie present, we’re able to optimize how often those ads should be shown to users,” said Rahul Srinivasan, product manager for ads privacy at Google, in the announcement.
Why we should careChoose whatever metaphor you want, but the cookie has been crumbling for some time now. They aren’t supported on mobile apps and Google and Facebook have led the shift toward using deterministic IDs of signed-in users. This news is also a reaction..

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Behind the scenes at SMX East

Search Marketing Expo – SMX East – is coming to NYC November 13-14… and, holy guacamole, this show features the BIGGEST agenda we’ve ever assembled. With 100+ search marketing presentations covering SEO, SEM, agency operations, multi-location search, video, content, analytics, and beyond, picking one thing to be excited about is no easy task.But that’s exactly the question I asked some of the Search Engine Land editors and SMX agenda programmers.
Keep reading to find out what they’re most looking forward to!
Ginny Marvin, Search Engine Land Editor-in-Chief and SMX Agenda Programmer & Moderator, says…
I’m really excited about SMX East this year! It’s going to be an incredible experience with this massive amount of content… we also have a couple of surprises up our sleeves… I won’t give you too much detail… alright, one hint: It rhymes with ‘eriodic ables’. Check the agenda! And the other thing I wanted to point out is the agency track that we’re putting out for the very first time… if y..

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Getting the big picture for the future of email

This month I’m going to deviate from my regular series and talk up the new Periodic Table of Email that Marketing Land just released.
After being in the email business for 20 years, I can recognize the effort and organization needed to put this grand data visualization together. I give total props to the Marketing Land team for the work and the value it will bring to our industry.
As I reviewed the chart, my eyes wandered immediately to the elements in blue and purple, and I began thinking about how they’re related and what they have to tell us about the global picture.
One of the beauties of this chart is that it plays with many of the concepts that I advocate – looking first at the strategic components of our effort, the “why” before the “how” of email marketing.
One sign of a great marketer is the ability to look beyond the short-term take to see the bigger global picture, which is the true interplay between just sending another email and seeing email’s relationship with the brand’..

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Oracle Eloqua adds automated ABM capabilities with Metadata integration

Metadata’s ABM management platform.Metadata, an ABM automation platform, now integrates with Oracle Eloqua, giving customers access to Metadata’s patented engine for account-based advertising campaigns.
Oracle says the integration will allow marketers to automate social ad campaigns against target accounts in bulk; retrieve opt-in inbound leads from ABM campaigns and push them into Oracle Eloqua lists automatically; and optimize campaigns based on “pipeline impact, engagement or MQLs that progress down the funnel.”
Why we should careThe Metadata integration is designed to help marketers managing ABM campaigns via Oracle Eloqua execute those campaigns with less effort and greater impact. The ability to activate and optimize campaigns against target accounts and leads — as well as pull leads from ABM efforts into Oracle Eloqua lists — adds a new layer of automation.
“Our aim is to transform marketing operations by eliminating tedious manual work and replacing it with AI that will not onl..

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Google AdSense publishers can now turn on Auto ads without new code

Google announced updates to Adsense Auto ads Tuesday designed to make them easier to implement and customize. AdSense publishers will be notified via email when the updates, which will be rolling out over the next several weeks, are live in their accounts.
No code needed to turn on Auto ads in any AdSense account. Auto ads, introduced last year, use machine learning to determine where and when to place ads on publishers’ pages. Originally, to use Auto ads, publishers had to place a code on their sites. Now, Auto ads will work via any AdSense ad unit code, so any AdSense publishers can now turn on Auto ads in their accounts without having to add any code to their sites. You can see your Auto ads settings in the new Ads > Overview page in AdSense.
More controls and reporting. To turn Auto ads off on specific pages or sections of your site, you can now add the URLs to the Page Exclusions list.
Google has also added a preview tool to see how the Auto ads will look before going live. Insid..

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Offense or defense: The secrets to bidding on brand terms on Amazon Advertising

Online advertising is among the latest industries Amazon plans to disrupt. Although it is relatively new to the digital advertising world compared to Google and Facebook, the e-commerce giant is already making its presence felt. Advertising has become one of Amazon’s fastest-growing businesses. In 2018, Amazon advertising revenue experienced triple-digit growth each quarter, reaching approximately $3 billion.
Behind this rapid growth is Amazon Advertising’s unique appeal to retail marketers. For instance, you can manually target keywords and automatically match products with related search queries. Amazon also allows and encourages marketers to target competitor brand terms in their campaigns (unlike Google, for example). That allows retailers on Amazon to effectively steal their competitors’ traffic, or potentially be subject to the same tactic.
The ability to target competitor terms has led to the development of unique strategies, which I describe as “playing offense” and “playing de..

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What’s the most important skill a CMO needs? Cross-functionallty

The role of the CMO has evolved massively over the past 15 years. In fact, at some high-profile companies, it seems to have evolved itself to the point of obsolescence. As reported in Ad Age this past July, “Several big-name companies have recently done away with the CMO position altogether—including Johnson & Johnson, Uber, Lyft, Beam Suntory, Taco Bell and Hyatt Hotels, accelerating a trend that began a few years ago.”
My experience leads me to a contrarian point of view. The CMO role has evolved so significantly that a number of alternative titles are emerging – Chief Growth Officer, Chief Commercial Officer, Chief Experience Officer among them. (Whether or not any of these monikers stick, they certainly express our unrepentant love of C-titles!)
However, this advent of new titles is driven not by the diminished import of marketing or need for marketing leadership, but rather a trend that actually does warrant consideration and exploration: integrating marketing functions with sales..

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Content recommendation rivals Taboola, Outbrain to merge

Digital content promotion platforms Taboola and Outbrain announced that they have entered into an agreement to merge into a single, unified company Thursday.
The combined resources of both companies have the potential to expand advertising reach for media publishers and advertisers globally, with the potential of helping digital properties scale in years to come.
The consolidated company will retain Taboola’s namesake, with Taboola founder Adam Singolda serving as CEO. According to the agreement, Outbrain shareholders will receive 30% equity in the new company and a $250 million cash payout.
Combined, the companies say they’ll serve ads across 20,000 online properties, reaching an audience of 2.6 billion.
Why we should careFor Taboola and Outbrain stakeholders, the merger has been a long time in the making given the comparative capabilities and customer bases of the two platforms. A newly consolidated Taboola platform could provide the scale and resources to better compete with the dom..

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Gift-giving shopping behavior from religious holidays to relationships and beyond

Remember the struggle of finding the perfect gift for all the different people in your life? So. Much. Pressure.
As PPC marketers, we have the added responsibility of promoting the giftable products our clients sell and making sure we’re pushing the right products to the right audience. It’s almost double the pressure.
Microsoft Advertising (my employer) has analyzed all the data and trends from last year to bring you key insights to help you optimize your campaigns. Bonus: This also serves as a handy, data-backed gift guide, for double the win!
Grab yourself a comforting cup of hot chocolate, it’s time to dig in.
Step 1: Understand the differences in gift-shopping patterns between Hanukkah and Christmas Buying gifts is buying gifts, right? Not quite. The research revealed that gift-giving behavior differs significantly between Hanukkah and Christmas.
It starts with the length of the decision journeys.
Hanukkah shoppers are instant converters as ~70% of users began and ended on the..

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MediaMath commits to 100% accountable, addressable media supply chain by end of 2020

Independent adtech company MediaMath announced on Wednesday the launch of SOURCE, a media supply chain framework that aims to deliver full transparency, modernize commercial terms, and improve tech standards across the programmatic advertising ecosystem.
Through this initiative, MediaMath said it is committed to delivering a 100% accountable and addressable supply chain by the end of 2020.
“Unfortunately, the purity of our industry’s intentions when we built the digital infrastructure has gotten lost in fraud, waste, and irrelevance,” said CEO of MediaMath, Joe Zawadzki. “As some of the earliest pioneers of programmatic, we feel called to help fix what’s broken.”
How the SOURCE framework worksAccording to MediaMath, key assurances of the SOURCE initiative include:
Accountability. MediaMath aims to deliver real impressions on media properties by building on a transparent and fraud-free supply chain from verified publishers. The initiative is designed to increase visibility into supply p..

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Please Take Our 3-minute Martech Upgrade Survey

Anyone who has been involved with or responsible for replacing a marketing technology application knows how difficult the process is. The endless evaluations and product demos, organizational resistance and potential for unintended consequences can be challenging.
Given that, we wondered: What drives organizations to replace key marketing technology applications? This question led us to create the Martech Upgrade Survey. And that’s where you come in.
We need your help. If you’ve recently replaced either a homegrown or commercial marketing technology application, please consider filling out this brief survey. It takes about three minutes to complete, but your contribution will help all of us in the martech community better understand when, why, and how organizations choose to upgrade marketing technology applications.
We’ll send you the results in about six weeks. And, as a special thank-you, the first 100 people to complete the survey will receive a $10 Amazon gift card.
Take the su..

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Are you setting reasonable goals for your business?

When it comes to marketing, most people aren’t in it for the planning sessions. While a few special people love planning things out, most of us don’t. We’d much rather spend our time creating ads, writing clever content or coming up with beautiful designs.
But planning? Ugh.
However, while planning may not be your favorite thing to do, without it, all of those ads, witty one-liners and gorgeous designs often don’t deliver the results you need. Good planning based on solid goals are usually the key to a successful marketing campaign.
The only question is, what should your goals be? The answer will be specific to you and your business.
In this article, we’re going to talk about how to set effective growth goals – the kind that will make it easy to plan out and execute an effective marketing strategy. That way, you can get back to writing one-liners and the rest of the fun side of marketing – all while knowing that what you’re doing is helping you achieve your goals.
Why you need to choo..

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Oracle to acquire CrowdTwist, adding loyalty solutions to Customer Experience portfolio

Enterprise technology provider Oracle has announced plans to buy customer loyalty platform, CrowdTwist. The acquisition is the latest move by the software giant to build out its Customer Experience (CX) cloud. CrowdTwist’s technology will be integrated with Oracle’s Responsys, Eloqua and CX Unity platforms.
Why we should careBrining the CrowdTwist’s customer loyalty solution into its CX cloud could give marketers already using Oracle’s existing CX solutions the ability potentially improve customer retention. Customer loyalty is a critical component to marketing initiatives. According to CrowdTwist, its cloud loyalty solutions can serve marketers’ specific use cases through its adaptable programs. Integrating loyalty rewards programs could help marketers seeking to expand their programs past single-channel execution to omnichannel efforts.
“Oracle is taking a unique approach to the customer data platform space, enabling the application of intelligence across every customer touchpoint,” ..

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Emarsys, BounceX integration aims to help marketers identify, nurture “unknown users”

Device identity resolution provider BounceX has announced that it will be expanding its partnership with email marketing, automation and marketing software provider, Emarsys. The partnership includes a strategic integration between BounceX and Emarsys that is said to support revenue growth with intelligent acquisition tactics and connected customer journeys for the companies’ mutual customers.
The BounceX solution, which allows marketers to identify anonymous traffic — or unknown users — will combine with Emarsys’ AI-powered personalization. Through the partnership’s API, BounceX campaign results will be pushed over to Emarsys to provide customer journey data and insights.
Why we should careThe question of how we treat “unknown users” or “unknown visitors” has plagued marketers for years. And while some solutions do address this challenge, few integrations provide the level of insights we need to make well-informed decisions on how to treat those users.
The combination of BounceX’s ide..

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MarTech East 2019: Anand Thaker on what’s next for martech in 2020

Here are my takeaways from the event on what marketing leaders need to focus on to grow faster.
Below is the video’s full transcript.
Hi, everybody. It’s been a couple of days since the MarTech Conference in Boston, and I am still digesting all the great takeaways from it. But one thing that’s been running through my head has been, and it’s sort of an overall sentiment was, wow, I just feel like I received modern advanced training from executive management.
Hi, my name is Anand Thaker with IntelliPhi. You’ve probably seen me engaged in various aspects of the martech industry and lately, I’ve been leveraging martech as a lens and inspiration to elevate growth leaders and investors.
It’s been an exciting year for martech overall. Right? We’ve seen a flurry of acquisitions. We’ve seen lots of change and a rapid evolution of leadership. And we also know that the profession has been working to build these matching bookends – leadership and customer-centricity.
I thought the speakers did a g..

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Twilio SendGrid rolls out email validation API

Twilio SendGrid’s Email Validation API, which was launched in beta earlier this year, is now generally available to customers with Pro and Premier Email API plans. The API allows developers to integrate in order to catch potential typos, inactive email addresses and share email accounts among other criteria that can damage your brand’s sending reputation and hurt your ability to reach the inbox.
Why we should careMaintaining a clean list is a critical element to email marketing success. Using email validation services could play a key role in the proactive management of your list. Twilio SendGrid’s API also provides marketers with insights behind each email address it flags as invalid, giving marketers the reasons why the email address needs to be removed.
According to the company, Twilio SendGrid sends over 50 billion emails per month. Its email validation machine learning model is trained on that data set and can be customized programmatically to fit its users’ needs. Users can also ..

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Podcast listening growth continues: Mobile app usage up 60% since January 2018, study finds

Podcast mobile app usage has risen 60% since January 2018, and the sector’s growth is expected to continue as 45% of listeners said they plan on tuning into more podcasts in the future, according to a study conducted by Adobe Analytics.
Discovery and growth. The study, which combined survey information from 1,008 U.S. respondents and Comscore data comprised of 193 million monthly unique visitors to U.S. mobile apps (between January 2018 and May 2019), found that 41% of podcast discovery occurs through online sources such as blogs and articles.
The report also stated that 25% of current podcast listeners began listening to podcasts for the first time within the past six months. Nearly three-quarters (72%) of respondents perceive podcast quality to be on the rise, with just 6% under the impression that quality is decreasing.
Who, where, what. One-third of millennials said they listen to five or more podcasts per week, accounting for the largest demographic of listeners. Slightly more tha..

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Proposed NYC law would ban sharing of location data within the city

Third party data is increasingly under threat. As one case-in-point, a bill introduced this week would amend the New York City administrative code to prohibit the transfer or sharing of consumer location data with third parties within city limits.
In other words, the party that collects or captures the data could not share it with another entity. It appears to be a very bright line.
Won’t affect first parties. The proposed law would not eliminate use of location for ad targeting and offline attribution; first party platforms and publishers could still do these things. But it would impact data brokers, MarTech platforms, agencies and the programmatic ecosystem, which relies on the free flow of third party data.
The bill is explicitly directed at telecom companies and mobile apps that capture or have access to user location. It’s designed to protect consumers who may not be aware their location data is being shared. But the law would appear to not make an exception for opt-in consent to ..

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Amazon’s high-flying advertising growth levels out

Amazon’s advertising business had it’s second $3 billion quarter in the second quarter of 2019. (Or close to it — Amazon advertising revenues make up the majority of an “Other” revenue category in its earnings reports.) The first was the holiday fourth quarter last year.
While $3 billion in an off-holiday, non-Prime Day quarter is a milestone, growth is coming back down to earth. Second-quarter ad revenue increased 37% from the previous year, the second-straight quarter of relatively mild growth compared to the triple-digits Amazon recorded in much of 2018.
Not surprisingly, Amazon’s biggest advertising market continues to be North America, the only market where several of the latest advertising tools are available. But, the company is eyeing international advertising growth with product expansions and measuring “around improving relevancy on each of those geographic websites,” said Dave Fildes, Amazon director of investor relations, on the earnings call.
On the Sizmek acquisition. Ama..

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Twitter ad revenue up 21% in Q2, ad engagement growth continues to slow

Twitter generated $727 million in ad revenue during the second quarter of 2019, a 21% increase year-over-year. The company reports total ad engagements were up 20% year-over-year. The platform’s ad engagement growth rate has been in decline since this time last year when it saw an 81% lift in ad engagement growth.
Twitter’s U.S. ad revenue up 24%. Twitter CFO Ned Segal said the lift in Twitter’s advertising revenue was driven by strength in U.S. revenues, which rose 24% year-over-year to $455 million.
“Focusing on our most important ad products and delivering high performing ads will help advertisers launch something new and connect with what’s happening on Twitter,” said Segal. Twitter didn’t specify which products it was referring to, but in April 2018, Twitter reported video ads accounted for more than half of its quarterly revenue.
Ad engagement growth versus cost per engagement. Twitter’s total ad engagements for the quarter were up 20% year-over-year, but cost per engagement (CPE..

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D2C brands are driving up customer acquisition costs – and it’s time to course-correct

A panoramic Casper ad draws curious eyes in the subway car. Free product samples and a sponsored insert find their way into a glossy bag at checkout. And there’s a 3D Heineken wallscape stretched across a block of bars around the corner.
It’s a delicate balancing act for brands teetering between the worlds of traditional and digital advertising – one which leaves much to be desired when it comes to quantifying impact. Why invest in expensive out-of-home inventory when you could launch a display campaign for much less? Why mail a product catalog when you can send a targeted email? Why are so many digitally-native brands moving offline with their marketing?
For those digital brands with direct-to-consumer (D2C) sales models, online marketing is the lifeblood of growth. From targeted social to paid search, digital campaigns have proven an efficient and measurable way to build direct relationships with customers. But at what cost?
Digital saturation is driving up customer acquisition cost..

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Snap continues to march forward with solid gains during the second quarter of 2019

Snap, the company behind Snapchat, reported a 48% year-over-year increase in revenue for the second quarter of 2019, reaching $388 million. That’s just shy of the $390 million it generated in the fourth quarter of last year, which enjoyed the benefis of the holiday season.
The upswing continued on the user front as well, with 13 million new daily active users (DAUs) added during the second quarter. Snap now stands at 203 million total DAUs.
DAUs passed the 200 million mark. Of the 203 million total DAUs on Snapchat, 83 million are in North America. Snap reported that 7 to 9 million of the 13 million new DAUs can be accounted to the higher user engagement with its new AR Lenses. The new AR Lenses “brought in new users and re-engaged lapsed users,” the company’s CFO Derek Andersen said. Snap reported it saw more engagement with Lenses created by users during the second quarter than all of 2018.
Snap’s ad business driving revenue. Snap showed more evidence it has found its footing after a..

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US Justice Department to launch expansive new investigation into big tech firms

According to the Wall Street Journal (WSJ), The Justice Department (DOJ) is launching a new investigation into whether big tech companies are “unlawfully stifling competition.” It will take aim at Google, Apple, Facebook and Amazon. Notably absent is Microsoft, once the primary focus of the government’s antitrust ire.
Taking investigations to another level. The WSJ says, “The review is designed to go above and beyond recent plans for scrutinizing the tech sector that were crafted by the department and the Federal Trade Commission.” Several months ago the FTC and DOJ each agreed to divide up investigation of the big tech firms, with the FTC taking a look at Facebook and Amazon and the DOJ taking Google/Alphabet and Apple.
The FTC recently fined Facebook $5 billion for alleged violations of a 2011 consent decree that required the company to do a better job of protecting user privacy. This new DOJ investigation is apparently more sweeping and will review “how the most dominant tech firm..

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Twitter hires Gap Kim to head Global Business Marketing

A new executive has joined the ranks of Twitter’s global business marketing team, the company announced Monday. Gap Kim will oversee global business marketing at Twitter, aiming to help businesses improve results from platform’s advertising capabilities.
Gap Kim to serve as Twitter’s new head of Global Business Marketing.Tech veteran with Facbook, Google history. Reporting to Twitter’s VP of Marketing Brad Ramsey, Kim boasts more than 20 years of experience in the tech and digital sectors, leading digital adoption and growth across mobile, video, search, messaging, and social at companies including WhatsApp, Facebook, and Google.
“There’s no platform more embedded in every day culture and what’s happening than Twitter,” Kim said in a statement on Monday. “In this day and age, that is a critical opportunity for marketers to make meaningful connections with influential audiences to grow their business and brand.”
Why we should care. In his new role, Kim is tasked with communicating Twitt..

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Marketing operations as the agent of change

One of my key takeaways from attending Martech West was that change management is no longer a dirty word. In addition, I see marketing operations in the unique position to lead explosive change that affects the fundamental role of marketing and the perception of marketing’s value to the firm. Key to this type of change is for marketing operations leadership to step up as the agent of change.
There are many characteristics of a change agent. I’d like to highlight three that best describe successful marketing operations leadership. They include:
Communicating compelling reasons for changeDiversified knowledgeOwnership and accountabilityCommunicating compelling reasons for changeChange-oriented marketing ops leaders are excellent communicators. The mere presence of a marketing operations team represents a change in how marketing functions. Leveraging this as a platform, effective change agents hone compelling reasons for change within marketing and with outside key stakeholders. The reaso..

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GDPR: A ‘Y2K’ moment or a sea change for the digital ecosystem?

There was a lot of hand wringing leading up to last May’s implementation of GDPR. But since that time there have been few fines or enforcement actions, with the notable exception of a $57 million fine imposed on Google and a new investigation in Ireland. This raises the question: is GDPR is the current digital generation’s “Y2K” moment — a highly anticipated event with little real-world impact.
Limited impact on consumersFrom a consumer standpoint, GDPR has had not had a significant effect on people’s daily lives. According to survey data from TrustArc and Ipsos, 66% of more than 2,000 UK consumers said they didn’t know or disagreed with the idea that GDPR been effective. And only a tiny minority had exercised any of their personal data rights under GDPR.
Another UK-based survey from BounceX found that while 71% of UK consumers were familiar with the term GDPR and 56% supported the regulation, most consumers had not changed their online activities in its wake. Further, a global survey ..

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Roku’s new Activation Insights tool targets viewers who have shifted to streaming

In a bid to entice digital TV marketers with more value and advertising opportunities, Roku introduced a new tool this week dubbed Activation Insights. The tool is designed to compare linear TV ads with potential OTT campaigns, giving advertisers visibility into the potential audiences they could be reaching on the streaming platform.
“Smart marketers are significantly increasing investments in OTT to reflect the dramatic shift to streaming,” said Scott Rosenberg, SVP and GM of Roku’s Platform business. “By adding the ability to tie advertising performance on linear with a specific audience that advertisers can gain on OTT, we are addressing a long-standing industry challenge for OTT media planning.”
Why we should careWith the streaming landscape becoming increasingly fragmented as OTT platforms strive to keep pace with linear TV, digital marketing budgets are getting caught in the crossfire. Rosenberg said, “We believe it’s no longer a question of when advertising budgets will shift t..

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