Guarantee your marketing automation success with persona-based contentMay 20, 2016 by Jeffrey L. CohenLooking to kick your marketing automation up a notch?Columnist Jeffrey L. Cohen explains why you need a persona-based approach to creating content.Recent Headlines From Search Engine Land, Our Sister Site Dedicated To Search News & Information:Online Marketing News From Around The Web:AnalyticsCustomer experience metrics: a brief guide on how to measure CX, www.usertesting.comWhy It s Time for Marketers to Rethink Metrics and Perfomance Indicators, www.adweek.comBusiness IssuesContent MarketingContent Creation Hacks: How to Quickly Produce Valuable Content, www.socialmediaexaminer.comInfuse Your Content with Small Stories for a Big Effect, www.convinceandconvert.comThe misappropriation of native advertising, www.mobilecommercedaily.comUsing Dimensions & Segments in Google Analytics to Propel Your Content Marketing, blog.kissmetrics.comWhat Key & Peele Can Teach Marketers About Contagious Content, www.convinceandconvert.comConversion OptimizationHow to Conduct Solid, Data-Driven Conversion Research, www.bruceclay.comCopywriting, Design & Usability5 WordPress Plugins Your Are Not Using But Should Be, www.ducttapemarketing.comCut the Crap and Write Better Now, www.copyblogger.comSix must-do s for a successful customer experience program, econsultancy.comWhat makes ASOS s online customer experience so enjoyable?, econsultancy.comWhite Space Design: Your Secret Weapon for Great Landing Pages, www.wordstream.comDomainingDomain Name Buyer Broker Can Help Buy Domains, www.domaininvesting.comICANN to publish board meeting transcripts, domainincite.comE-CommerceAlibaba to IACC: We have the tech, scale to combat counterfeits, www.retaildive.comEBay taps mobile to introduce first-ever virtual reality department store, www.mobilecommercedaily.comHow to Write Traffic-generating Meta Descriptions, for Ecommerce, www.practicalecommerce.comOmnichannel engagement boosts purchase frequency, www.mobilecommercedaily.comThe complicated relationship between luxury brands and resale sites, digiday.comThe Most Important Mobile E-Commerce Features, www.marketingprofs.comThe untapped brand-building potential in e-commerce, www.internetretailer.comEmail Marketing8 Email Segmentation Examples That Can Boost Conversions, conversionxl.comRetail Marketing Email Campaigns That Work!, smallbiztrends.comGeneral Internet MarketingCMO s discuss platforms, app vs web, and the new marketing media mix, www.tune.comFive Modes of Persuasion You Need in Your Marketing Campaigns, www.marketingprofs.comInternet Marketing IndustryMediaocean Acquires Industry Leading Media Planning Tool ColSpace, www.mediaocean.comMarTechHiring a MarTech Lead?Not So Fast, www.cmswire.comHow the Convergence of Marketing, Ad Tech Led to Richer Data Insights, www.adweek.comMobile/Local MarketingApp Search – Whiteboard Friday, moz.comEnd of status quo in mobile app acquisition marketing, www.mobilecommercedaily.comFive implications of Android Instant Apps for marketers, econsultancy.comGoogle shows off its latest Project Tango experiments, venturebeat.comHow to do real user performance measurement for Google AMP sites, www.soasta.comRetain Your App Users With Predictive Analytics, www.cmswire.comThe mobile commerce barrier: what retailers can learn from Apple s playbook, www.internetretailer.comSocial Media3 Ways To Revamp Your Social Strategy, simplymeasured.comCandid Shane Smith Sizes Up Vice, Media Industry, adage.comHow to Start a Conversation on Social, simplymeasured.comIs Facebook Dead to Brands?Not So Fast, www.adweek.comMeet the Chinese Trolls Pumping Out 488 Million Fake Social Media Posts, foreignpolicy.comMillennials on LinkedIn, www.adweek.comNow you can embed Reddit posts on other websites, techcrunch.comSocial Benchmark Study: Number of brand posts on Facebook surged in 2015, www.quintly.comVideoAbout The AuthorAmy Gesenhues is Third Door Media's General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land.Some images used under license from
Among the many changes, we re seeing:a plethora of new concepts and retreads of old ones — for example, account-based marketing, predictive intelligence and native advertising;a growing number of channels for communication.Make it about the business Marketers have always held a crucial role powering the revenue team, Lara Shackelford, EVP and chief marketing officer of Altify, told me.Whether marketing for a startup, an SMB small or medium-sized business or an enterprise, be aware of the following and incorporate what s right for the business.That means:understanding your buyers, what makes them buy, and the content that engages them;being aware of the technology and data to deliver expected results;having business acumen; andactively taking managed and appropriate risks to better drive revenue.Much of this data is driven by the new platforms and emerging channels that marketers use to communicate.Says Howard, Good marketers in today s world must be able to sift through all of these systems and information to truly focus on what will drive the business.
Getting better technology from Yahoo would help AT provide businesses with ads delivered over the internet that are better tailored to suit individual viewers interests.In recent years, Yahoo Chief Executive Officer Marissa Mayer focused on what she saw as the future of digital advertising, including paid promotions tied to mobile, video and social-networking -- along with native advertising, or inserting marketing spots alongside news stories, blog posts and other content.The company spent millions of dollars to stream more live National Hockey League games and has deals with Major League Baseball and the Professional Golfers Association.One piece that could be particularly appealing to AT is Flurry, an analytics and advertising startup that Yahoo bought for about $300 million in 2014.Since the acquisition, the unit has been blended with other Yahoo services -- and spawned the Yahoo Mobile Developer Suite, a set of tools to help developers analyze, grow and make money from their apps.Despite all those e-mail users, sports fans, financial news enthusiasts, search customers and Flickr photo buffs, Yahoo has serious challenges.This year, the Web portal will capture just 1.5 percent of the digital ad market, down from 2.1 percent in 2015, according to EMarketer Inc.Mayer has touted more than 600 million mobile users -- a valuable asset as consumers increasingly access digital services on smartphones and other portable devices, rather than desktop computers.Still, Yahoo has struggled with the transition to mobile, held back by its legacy as a web portal built in the 1990 s when PCs dominated.And for as much as Yahoo has messed up over the years, they are still the third-largest in terms of users, said Roger Entner, an analyst with Recon Analytics LLC.
After all, Facebook once had character limits and practically removed them by increasing the limit to 5,000 because they were deemed arbitrary.Furthermore, particularly in the case of removing the limit, it's extremely brave to take down a strong legacy feature.So, given the rise of native advertising - advertorials as you and I more commonly know it as - taking more ad spend, one can see a logic in adapting their environment for people who like including lots of images.In marketing speak it keeps users like this more "sticky" and makes Twitter more competitive as a destination for the inevitable increase in native advertising spend.Certainly, it's likely to increase the amount of content that people share and Twitter could do with some help in this regard - the URL shortening tool reveals that shared Twitter URLs are among those with the smallest audiences.If people want to post pictures, videos, and unrestricted text, they already have Facebook.
Johan Rikner, CEO and co-founder Nyheter365 The advertising agency Nyheter365 runs for some time a number of sites with a focus on viral content, ie articles and videos disseminated principally via social media like Facebook and Twitter. Above all, the flagship Newsner, with over 270,000 followers on Facebook, competing with traditional media such as Aftonbladet that drive viral site Lajkat with over 100,000 followers on Facebook and Expressen, who runs the site, Recognized, with over 127,000 followers. It is close to three times as much as the year before. It involves pure advertising, and whether native advertising Newsner, he says. Comment: Because saw all rightly Telia's campaign for free surfing According to the newspaper Resumé participating media group Schibsted in the financing discussions. We can do pretty well themselves, you see the result.
If you re wondering what a newsletter might have in common with a global TV and film giant, the answer centers on theSkimm s ambitions.To date, the four-year-old, New York-based outfit has been steadily building up its readership of largely female millennials.In fact, at our TechCrunch Disrupt event in New York last month, theSkimm co-founders and former NBC producers Danielle Weisberg and Carly Zakin told the audience that the newsletter now has 3.5 million subscribers worldwide.To generate revenue, the 20-person company says it makes money through product endorsements and native advertising, both of which it says it s transparent about.Yet the company s bigger ambition in its owns words is to create a multi-platform audience company that somehow uses video, as well as print, to share news and product endorsements.In a post published earlier today, the company didn t add much more, saying only that it intends to reach its audience via more platforms.
That offering valued the company at 1 trillion yen $9.2 billion , people familiar with the situation said at the time.In recent months, Fidelity raised its outlook for certain startups including Snapchat Inc., but further lowered it for others like Dropbox Inc.Line, led by Takeshi Idezawa, 42, is hoping to stand out by highlighting its profitability to investors during the upcoming roadshow, according to the people who did not provide specifics beyond saying the company is well-beyond break-even.The firm reported revenue of 120 billion yen in 2015, growing by 40 percent from the year prior.It had 215 million monthly active users at the end of last year, implying that on average it earned $5.10 from each user last year, less than Twitter Inc. s $7.27 per user and Facebook Inc. s $11.27 per user for the same period, according to Bloomberg calculations.Twitter wasn t profitable when it went public in 2013 and has continued to lose money.Burn Inc., a Japanese startup which develops native advertising software.Proceeds from Line s IPO will be used to boost marketing, expand operations and potentially pursue deals for rival messaging apps, according to one of the people.Besides profitability, Line plans to make its strength in fast-growing Asian countries such as Indonesia a focal point of the roadshow, one of the people said.The company believes it can compete with rivals Facebook Inc. and Snapchat by offering a platform that ties in communication with everyday services such as catching rides, ordering food, booking restaurants, and paying at stores.Facebook is experimenting with a service that lets users order Uber taxis and buy pizzas by chatting with bots on its Messenger app, harnessing artificial intelligence to expand its platform beyond social media and communication.
Mini Media was born eight years ago - and was a pioneer of so-called native advertising online ads designed as editorial articles. According to data from Schibsted has Mini Media generated a billion in revenue. We have gradually scaled down to 13 people, and they will be relieved of work, says Lars Östling, founder and creative director of the Mini Media. Negotiations with the union have resulted in the Union Members are working freed immediately while SJF's members continue to work to the end of the year. In last week revealed Breakit Schibsted company Mobilio scrapped in its present form, and that all employees even there most likely will go. It makes Lars Östling, one of the founders of Sport Bladet, and Maths Nilsson, former news editor at Aftonbladet, now think betting on a new nish.
Mini Media was born eight years ago - and was a pioneer of so-called native advertising online ads designed as editorial articles. According to data from Schibsted has Mini Media generated a billion in revenue. We have gradually scaled down to 13 people, and they will be relieved of work, says Lars Östling, founder and creative director of the Mini Media. Negotiations with the union have resulted in the Union Members are working freed immediately while SJF's members continue to work to the end of the year. In last week revealed Breakit Schibsted company Mobilio scrapped in its present form, and that all employees even there most likely will go. It makes Lars Östling, one of the founders of Sport Bladet, and Maths Nilsson, former news editor at Aftonbladet, now think betting on a new nish.
But that was, in fact, the very goal of the company who produced the article and placed it strategically so as to bait your click among the site s organic content.The wrong native ads feel like paid articles in Reader s Digest or infomercials during non-peak TV hours.Identical Form and FunctionNative advertising is defined as a paid ad that follows the natural form and function of the user experience of the platform in which the ad appears.Qualities of a Good Native AdA good native ad, no matter where it appears, will have these qualities, and in doing so will attract a broader range of prospects, bring them to your site and convert them into buyers.Clickhole, a site made in good fun, is an excellent place to take notes on the perfectly clickable, but uninformative headlines that so many marketers are guilty of using.Avoid these semantics with thoughtful yet straightforward headlines.
From Marketing Land:The Election: More searchers, more opportunitiesJun 23, 2016 by John CosleyColumnist John Cosley of Bing discusses how advertisers can leverage election searches for paid search wins.Back to basics: Why you need to stop stressing over backlinksJun 23, 2016 by Kyla BeckerFishing for backlinks is like fishing for compliments: the sincerity will always be questionable.InMobi to pay nearly $1 million following FTC charges of location tracking deceptionJun 22, 2016 by Greg SterlingThe mobile ad platform continued to infer and capture location data on users who had not consented to use of location services.Recent Headlines From Search Engine Land, Our Sister Site Dedicated To Search News & Information:Online Marketing News From Around The Web:Affiliate MarketingAffiliate Marketing Done Right with Rachel Luna, www.amyporterfield.comBefore adding affiliate links to your website, do this, raventools.comAnalytics5 Tools to Measure Social Media ROI, 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www.internetretailer.comFive Things Every Marketer Can Learn from E3, www.facebook.comHow Much Do Small Businesses Spend on Facebook Marketing?Not That Much, smallbiztrends.comInstagram Will Start Letting You Translate Captions, Comments and Bios, www.adweek.comReddit Advertising: A Beginner s Guide to the Self-Serve Platform, www.ppchero.comSix B2B Takeaways From Six Great Facebook Ads, www.marketingprofs.comSocial Media IRL: Facebook Starts Attributing Unattributable Revenue, simplymeasured.comSocial Media Tips & Tools To Post Smarter: Content Creation, www.searchenginepeople.comThe Power of Personality on Twitter And What Your Brand Can Steal , simplymeasured.comTrend report: What s popular on Pinterest this month, blog.pinterest.comTwitter wants to sell its NFL ad spots for more than $50 million, www.recode.netVideo6 Online Video Insights from comScore to Inform Your 2017 Media Plan, adwords.googleblog.comAmazon Video s traffic is spiking, which means internet video is now 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Fishing for B2B success: How to use AdWords to land a big one Jun 24, 2016 by Jacob BaadsgaardLike fishing, refining your AdWords campaign takes time and patience.Columnist Jacob Baadsgaard outlines his process for catching big leads in B2B.Why retailers shouldn t overreact to the voice search revolutionJun 24, 2016 by Andy TaylorColumnist Andy Taylor of Merkle RKG shares data and provides insight into how voice search is impacting retailers.YouTube adds mobile live-streaming to catch up to Facebook, PeriscopeJun 23, 2016 by Tim PetersonYouTube Live isn t all that different from Twitter s Periscope or Facebook Live, but its execs claim it s faster and more reliable than its rivals.Facebook is getting closer to putting ads in Live videosJun 23, 2016 by Tim PetersonAt VidCon, Facebook s video product boss, Fidji Simo, said the company will test different monetization models for Facebook Live over the next couple months.Recent Headlines From Search Engine Land, Our Sister Site Dedicated 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For those who aren t familiar, native advertising, also referred to as sponsored content or advertorials, has taken on many forms over the years—from advertorials in newspapers in the 1940s to infomercials and paid programming spots on television.For brands, native advertising allows them to create valuable content and another touchpoint within in the buyer s journey as they work toward being the best answer for their audience.In its inaugural report, Native Advertising Trends 2016 – The Magazine Industry, the Native Advertising Institute and FIPP – the network for global media found that while native advertising can be challenging, it still holds some great opportunities.If higher revenues are anticipated and more service offerings are being considered, that leads me to believe that publishers and their customers must be seeing value and results with native advertising.Native advertising is not every reader or viewers cup of tea, with 16% of publishers saying that they ve received customer complaints because of native advertising.Unfortunately, many publishers find that convincing their advertisers to tell real stories in their native content is difficult, with 37% saying it s one of their biggest native advertising challenges.
Native ads present publishers and advertisers with an opportunity to create non-intrusive, thematic ads that consider consumers experience first, which is key to meeting their high expectations.It s no shock that advertisers spent $7.9 billion on native ads in 2015 — a number that s expected to soar to $21 billion in 2018.Mobile native ads revenue is also anticipated to grow market share over the next four years to hit 63 percent of mobile display ad revenue, up from 52 percent in 2015.These days, that s often represented through articles, infographics and so on, but it can also come in the form of ads in social network feeds like Facebook.There is a reason why companies like Taboola and Outbrain are seeing such great results.A year ago, Taboola raised $117 million in funding and was dubbed a Billion Dollar Unicorn.
Ads on digital billboards are now being triggered by four speeds of passing trafficJun 30, 2016 by Barry LevineNew campaign for Dannon Yogurt goes beyond previous message-changing based only on slow and fast traffic.Why the digital advertising ecosystem loves nativeJun 30, 2016 by James SmithColumnist James Smith explains why native advertising is a win for consumers, publishers and advertisers.
Not surprisingly, the announcements centered around mobile and programmatic, starting with a launch push for AMP for Ads.Google announced ad-related initiatives for the Accelerated Mobile Pages Project AMP , the open-source project aimed at improving mobile web experiences and speeding load times for mobile webpages.In June, the company said more than half of publishers selling ads on AMP pages through DoubleClick AdExchange were seeing higher eCPMs from those pages than non-AMP pages.All advertisers can create AMP HTML ads to load as quickly as the AMP pages they re served within.In a post on the AMP blog Tuesday, Malte Ubl, Tech Lead for the AMP Project, wrote that one of the biggest moves was to separate ad requests from ad rendering.Ubl showed a how this impacts ad loading compared to a non-AMP HTML ad in the GIF below.
On the heels of Verizon s $4.8 billion deal to acquire Yahoo, the telecom company emphasized during an earnings call today that it wants to create a mobile video giant to compete with Google and Facebook.With many of its legacy network businesses slowing or declining, Verizon has been in search of other ways to restart revenue growth.The company reported second quarter earnings that fell short of analysts estimates and has been describing 2016 as a transitional year for the company.The bets on the future include investing in blazing-fast 5G mobile networks, Internet of Things, and media and content, the latter including its acquisition of AOL last year for $4.4 billion.While the Yahoo acquisition will come with many different types of content and products, Verizon s chairman and CEO Lowell McAdam repeatedly emphasized during a conference call today that it was the company s mobile video products that has him most excited.While Facebook and Google s YouTube are the giants in this realm, McAdam is convinced the company can be a robust third.Content creators and advertisers are hungry for more alternatives, McAdam said.Verizon intends to be a significant player in this space.McAdam said the decision to move in this direction reflects the dramatic shift in the way younger customers access their video content.
Every brand has its own marketing style, but it's good for marketers to revisit their strategies and occasionally give them a new look.Online home furniture and décor brand Wayfair updated its search strategy by introducing Yahoo search ads to drive engagement and ROI.Wayfair started using Yahoo's search and native advertising marketplace, Yahoo Gemini, in May 2015.Dan Wulin, associate director of data science for Wayfair, says that the company's marketers decided to use Yahoo's advertising solutions after seeing that consumers who used Yahoo Search tended to purchase more and buy more frequently.Wayfair's goals for Yahoo Gemini were twofold: increase ROI by targeting these high-value consumers and drive engagement.The home furniture and décor brand was able to meet these goals by running targeted campaigns on Yahoo's advertising platform.
Howdy - I m Todd Sawicki, CEO of Zemanta - a startup that makes software to automate the promotion and distribution of content thru native ads.What that means is that we help marketers, agencies and really anyone figure out how to buy native ads to drive traffic to their content.We ve bought from just about everyone in the emerging native ad ecosystem and so we know what s working and what s not.Prior to Zemanta, I was the CRO for Cheezburger as in the publisher of and where thanks to rise of native ads I was able to turn silly cat photo s into a 10-figure a year business.So yeah you can partly blame me for all the silly cat pics your grandma emails you.But the important thing is I was one of the folks who popularized native ads and sponsored content and I think I was one of the first people to get quoted using the term sponsored content on Digiday.
A high-scoring native ad from The Wall Street JournalNative ads can be very effective in attracting reader attention because their content relates to the surrounding editorial content, and their visual style helps them blend in.The Online Trust Alliance OTA s Native Advertising Assessment looked at the 100 top news websites by unique monthly visitors, of which 69 percent had one or more native ads on their home pages.Twenty percent were deemed as in need of improvement, and a whopping 71 percent received failing grades.A Wall Street Journal ad from last month See top of this page is cited in the report as a high-scoring one that adequately distinguished the native ad.Noteworthy is that the WSJ included a second in-context disclosure on the next page after clicking on the ad .