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Year: 2019

Social 

TV-focused brand budgets are more efficient when combined with YouTube and Facebook

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You’ll build more complementary and incremental reach by adding Facebook Video and YouTube to TV, while also creating more efficient campaigns. This may not be groundbreaking news, but it bears repeating: the media landscape isn’t the same as it used to be. And it’s nowhere near ready to stop changing. People’s media consumption habits are far more fragmented, and incremental reach is increasingly more expensive. TV is no longer the solution to reaching mass-market in isolation. It’s not great for target ability and real-time measurement and optimisation, and most of…

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google 

Alexa, Google Home now battling perception of being ‘surveillance’ devices

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A new incident fuels the perception that smart speakers are spying on their owners Google acknowledged an earlier report from Belgian broadcaster VRT News about third-party subcontractors being able to access recordings of Google Home device owners. According to the report, the audio clips reviewed included enough information to reportedly determine the home addresses of several of the involved individuals. Clips used by speech and language experts. Google says it sends clips to third-party language experts to ensure that Google is understanding local speech and accents. The company explained this process in a blog post today, saying…

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Marketing 

How to Build a Content Marketing Strategy (And Stick to It)

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In recent years, content marketing has become one of the most powerful techniques for growing your business. Because of its effectiveness, businesses are now allotting as much as 40 percent of their advertising budget on content marketing. The investment makes sense because well-executed content marketing can bring more traffic to a website, raise brand awareness among consumers, position your business as an expert, raise customer loyalty, and greatly improve sales. However, in order to get the most of your content marketing efforts, you’ll need to have a clear and defined strategy. And,…

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SEM 

SMX Overtime: When to use automation to improve account performance

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PPC expert Duane Brown answers questions from SMX Advanced about what works, and what doesn’t, in smart shopping campaigns, automated bidding and third-party automation tools. Although a scheduled presenter for “Automation – The Next Generation,” PPC expert Duane Brown of Take Some Risk was ill and with much regret missed this session at SMX Advanced, he was happy to answer some questions from attendees as well as share a helpful resource for Google Ad scripts. How long should it take before a third-party platform should be helping your account performance…

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Latest News 

Verishop CEO On Competing With Amazon: “It’s Not a Zero Sum Game”

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“The market narrative is always it’s a zero-sum game,” says Imran Khan, co-founder and CEO of Verishop, a new Amazon competitor launching soon. “You are coming in and it’s Verishop versus Amazon or Snap versus Facebook. Those are great stories, but ultimately I fundamentally believe that all of us are on the right side of the history in a sense. Not one company will take everything. It’s just impossible for one company to solve every problem.” Imran Khan, co-founder and CEO of Verishop, discusses how the Verishop shopping platform can compete…

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Social 

Facebook’s digital wallet Calibra: What it could mean for marketers

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The company plans to launch a digital wallet in 2020, setting the stage for global e-commerce opportunities. Facebook announced it is launching a financial subsidiary in 2020 called Calibra that will include a digital wallet offered as a standalone app and built into Messenger and WhatsApp. The digital wallet will enable global users to make financial transactions using Libra, the newly formed currency powered by blockchain technology backed by Facebook and a number of leading financial, technology and venture capital organizations, including Mastercard, Uber, PayPal and Andreessen Horowitz. Libra will be governed…

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SEO 

New edition of SEO success factors reinforces the importance of content

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A theme that resounded in the SEO community during SMX Advanced in Seattle was that Google wants relevant, differentiated content above all else. At SMX Advanced in Seattle on June 4, the 2019 edition of the Periodic Table of SEO Success Factors was officially unveiled. The Periodic Table, first launched in 2011, is updated every two years to reflect changes in Google ranking factors, emerging trends in technology and the evolution of SEO strategy. Hundreds of SEO experts voted in Search Engine Land’s online poll on the relative importance of…

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Marketing 

Salesforce Commerce Page Designer – Creates Experiences With Clicks Not Code

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“We have something brand-new we call the Commerce Page Designer,” says Mike Micucci, CommerceCloud CEO at Salesforce. “It allows you to create experiences with clicks not code. You can literally drag and drop things around on the page and just put them right where you want to. You don’t need to be a programmer or a data scientist to do it. Your marketers and your merchandisers can build those experiences super fast to respond to different market changes.” Mike Micucci, CEO of CommerceCloud at Salesforce, announces new enhancements to Salesforce Commerce Cloud in…

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Social 

Facebook ads aren’t what they used to be, so it’s time for smarter social ad buying

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In a flooded social landscape, Wenograd argues that the most successful brands will be the ones that integrate robust paid strategies and prioritize high-quality creative. SEATTLE – Where Facebook ads were once a hotbed for Lookalike audiences and bottom-of-the-funnel conversion actions, it’s now a crowded space that enables ad blindness and brand apathy on a foundational level. That’s the view of Susan Wenograd, VP of marketing strategy at Aimclear, who delivered a session on optimizing social ads at SMX Advanced last week. What happened? For starters, an oversaturation of ads served to the same…

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SEM 

Google exec shares 5 steps to SEM success in the age of machine learning

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Search marketers should integrate profitability forecasting and machine learning to evaluate tactics and metrics on a holistic scale, rather than in a vacuum. SEATTLE — Instead of fighting machine learning technology, marketers should harness its capabilities and work to make it smarter, Google Chief Search Evangelist Nicolas Darveau-Garneau said At SMX Advanced in Seattle on Tuesday during his keynote about optimizing campaigns in the age of AI. The bottom line? Machine learning is here to stay – and marketers need to get on board if they plan to stay afloat in an increasingly automated digital landscape.…

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