Marketing Day: March 26, 2013

Here's our daily recap of what happened in online marketing today, as reported on Marketing Land and other places across the Web. From Marketing Land: Wolverine Film Director Premieres First Teaser On Twitter’s Vine Twitter’s fledgling Vine video app got a nice boost yesterday when James Mangold, director of the upcoming The Wolverine, premiered six seconds of the film as a Vine video. It seems to be the first time a major motion picture has used Vine to premiere film footage, bypassing the traditional release of a full-length trailer. [...] Study: PCs Are For Daytime While Tablets [...]


Wolverine Film Director Premieres First Teaser On Twitter’s Vine

vine-icon Twitter's fledgling Vine video app got a nice boost yesterday when James Mangold, director of the upcoming The Wolverine, premiered six seconds of the film as a Vine video. It seems to be the first time a major motion picture has used Vine to premiere film footage, bypassing the traditional release of a full-length trailer. That trailer isn't due to premiere until tomorrow, giving Vine a two-day advance window. Mangold coined the term "tweaser" to describe the six-second video in a tweet that's now been retweeted more than a thousand times and favorited more than 250 times. The tweaser. [...]


Study: PCs Are For Daytime While Tablets Come Alive At Night

mobile-devices-screens-featured Are mobile devices complementary or do they cannibalize PC usage? There are competing data and answers. It does seem clear that people use different devices in different contexts, but some simply prefer smartphones across the board. Regardless, people are now using multiple devices throughout the day. Ad network Chitika analyzed traffic patterns in the US and Canada last month to map differences in usage behavior. The data reflected in the charts below are drawn from "tens of millions of mobile- and desktop- based online ad impressions within the Chitika Ad Network." What they show are [...]


5 Traits All Successful Content Marketers Share

Everyone is into content marketing these days. You can’t do well with Google or directly with people without creating valuable online content. Content, however, is one thing. Content that actually works as marketing is another. When done correctly, content marketing is a form of win-win persuasion. And, this type of persuasion is simply an exercise in getting people to understand the benefit to them when they choose your solution. How does this understanding happen? The Art Of Explanation Effective content marketing gets people to know, like, and trust your business. But, it a [...]


Facebook Exchange Gains “Page Post” Ads, Puts Retargeting In News Feed

facebook-exchange-featured Facebook Exchange -- Facebook's ad network that allows advertisers to "retarget" ads to Facebook users -- is expanding into Facebook's prime real estate, the Facebook news feed. The Facebook Exchange service, or FBX for short, opened formally last fall. That allowed advertisers to target people who'd previously been on their websites with ads, when they are on Facebook. If you want to understand more about how all this works, and how powerful it can be, our Facebook Exchange & How My Drugstore.com Basket Got Turned Into Facebook Ads story shows FBX in action. FBX ads, until [...]


Yelp Offers Local Businesses New “Revenue Estimate” Tool

yelp icon Today must be the day of ROI calculators. Google just introduced one for mobile, and Yelp, last night, debuted its "revenue estimator" for small businesses. The tool is free to all businesses that have claimed their Yelp profiles. The Yelp revenue estimator is the same for advertisers and non-advertisers. In the future, Yelp might add some additional features for advertisers, but that remains to be determined. Right now, the company just wants to see how businesses react to and use it. The tool is relatively simple, it multiplies customer leads in a given month by an average revenue-p [...]


Nudging Marketers, Google Introduces “Full Value Of Mobile” ROI Calculator

mobile-chart-growth-analytics-featured It's a multiscreen world now. And, Google has been doing everything it can to help marketers catch up to consumers, who live in a world of several devices: PCs, tablets and smartphones. Yet, marketers still mostly live in the world of PCs. To educate and bring them along, Google has produced compelling research, launched Enhanced Campaigns, broadened conversion tracking in AdWords, and now is introducing a mobile ROI calculator. As part of its "How to Go Mo" site, Google is launching "The Full Value of Mobile." It offers videos, case studies and ROI calculators for different mobile and mult [...]


Twitter Planning Developers-Only Platform Event Next Week

Twitter is inviting developers to a private "mobile-oriented platform event" next week at its headquarters in San Francisco. "We've been working on some exciting new features for the Twitter platform," the registration page says, "and we'd like to share those with you." Twitter has had a contentious relationship with some developers since it began to tighten its API rules last summer. The company eventually explained its developer ecosystem vision, which gave developers a road map for the kind of products the company wants to see going forward on the Twitter platform. Members of the p [...]


Pinterest Takes On Two Domain Fights: Pinterest.info & Amazon’s .pin Request

pinterest-logo Domain Name Wire is reporting that Pinterest has gotten involved in two separate domain-related fights: one over an existing domain registration and another over Amazon's plans to create a new generic top-level domain (gTLD). Firstly, Pinterest has formally objected to Amazon's request to own a new .pin domain. That's one of 75 new domains that Amazon applied for in ICANN's ongoing expansion of the top-level domain space. Barnes & Noble and a couple authors' groups have also objected to some of Amazon's other domain applications. Secondly, Domain Name Wire also reports that Pinterest [...]


The Truth About Social Media Measurement

I’ve spent over two years developing a social media measurement platform. One of the most important things I’ve learned during that time is that what counts as good and valuable measurement is unique to almost every client. While there are some commonalities between companies in similar industry verticals, my experience suggests strongly that there simply is no “cookbook” for social media measurement that applies universally. [caption id="attachment_37296" align="alignright" width="302"] Image via Shutterstock[/caption] What this means is that you can’t simply watch what the [...]


New Google+ App For Android & iPhone Delivers More Photo Editing & Content Sharing Options

New versions of the Google+ app for Android and iPhone are now available, with updates to photo, post, profile and community features. Users will have access to a selection of Snapseed's photo-enhancement options within the Google+ app, including basic editing functions and the ability to choose filters like Drama and Retrolux. Saturation, contrast, brightness and other photo effects can be adjusted as well, along with a single tap feature that lets users compare an edited image with the original. The new version of the Google+ app for Android will include more text up front on posts and [...]


Feedly Continues To Eat Up Google Reader Mobile Users

Since the announcement of Google Reader closing shop July 1, Feedly has taken the lead for top news app on Androids, iPhones and iPads. After winning the No. 1 spot for news apps on Google Play and U.S. iTunes App Store last week, Feedly showed up No. 2 on Google Play and No. 4 on the U.S. App Store for both iPhones and iPads as of March 24. While a slight drop from last week's rankings, Feedly continues to out-rank other mobile Google Reader alternatives like NewsBlur, a favorite of our corresponding editor, Gary Price. Earlier this month, more than 500,000 Google Readers  transitio [...]


Marketing Day: March 25, 2013

Here's our daily recap of what happened in online marketing today, as reported on Marketing Land and other places across the Web. From Marketing Land: Post-Android, Google’s Andy Rubin Has Been Busy On Facebook What did Andy Rubin do the day it was announced he was moving on from Android to a “new chapter” at Google? He made a nostalgic post about Android not on Twitter, not on Google+ but rather on Facebook, where he’s suddenly been busy. I know Rubin has had his Facebook account for at least several months, if [...] Facebook ‘Replies’ Brings Threaded Comments To Page Post [...]


Post-Android, Google’s Andy Rubin Has Been Busy On Facebook

Andy Rubin on Facebook What did Andy Rubin do the day it was announced he was moving on from Android to a "new chapter" at Google? He made a nostalgic post not on Twitter, not on Google+ but rather on Facebook, where he's suddenly been busy. I know Rubin has had his Facebook account for at least several months, if not longer, because I've followed him there for some time. He just wasn't active. That all changed on March 5, about a week before the news of his shift away from Android was announced. On that day, he updated his profile picture: That same day, he also added information to his Facebook Timeli [...]


Facebook ‘Replies’ Brings Threaded Comments To Page Posts

facebook-comments-replies-featured Brands and marketers using Facebook Pages have a little more granular control over the conversations that their posts generate. The company has announced what it's calling "Replies" -- essentially, it's threaded commenting on Page posts. You could always reply to an individual comment by typing the user's name, but now there's a simple "Reply" link below each comment. Using that link creates threaded conversations that should be easier to follow from a customer service perspective. Facebook says "the most active and engaging conversations will be shown at the top of your posts," w [...]


Yahoo Buys Summly News Aggregation App Developed By UK Teen

Yahoo! Yahoo has acquired mobile app Summly, which was founded by UK teen Nick D’Aloisio. He was 15 then; he's 17 now. Summly is not unlike Zite or Flipboard. It's a mobile app that aggregates and formats news content from numerous publishers and offers elegant "summaries" of those articles. AllThingsD reported that the acquisition price was "close to $30 million." Founder D’Aloisio and the Summly team will join Yahoo. However, the Summly app will disappear, starting today. This is both an "acqu-hire" and a technology acquisition for Yahoo, which will incorporate Summly's capabilities into [...]


SMX Advanced Agenda Available – Super Early Bird Rates Expire Friday

smx-advanced-featured Search Engine Land's SMX Advanced agenda is now posted! Check it out and then register before our lowest rates expire this Friday. Fluent in search marketing? SMX Advanced is for you. This year’s agenda is packed with expert-level tips to drive traffic, increase conversions and boost ROI. Session topics include: Managing Search In A Multiscreen World From Microdata & Schema To Rich Snippets: Markup For The Advanced SEO Legit Link Acquisition: Master Class Rocking It With PLAs Maps & Metros: Surviving And Thriving In Local Search New PPC Best Practices In An Enhanc [...]


20 Ways Brands Can Prepare For Facebook Changes

As a wise statesman rocker once sang, the waiting is the hardest part. These days, that applies to Facebook marketing, too. We've seen a preview of what Facebook's Graph Search and new newsfeed will bring. Now, all that's left to do is wait. But, while we're speculating, pontificating and – well, waiting – here are 20 mostly painless, definitely necessary things all brands can do to get a jump start on whatever is on the way. No matter how you feel about Facebook, it's time to get ready. 1. Get On The List First and foremost, get a jump on the crowd by signing up for the early acce [...]


The Four Types of Campaign Data You’re Not Seeing In Display

Buying display ads through an ad tech platform is like a box of chocolates. You never know what you’re gonna get – and this can be disastrous to programmatic media buying. Instead of being strategic about your ad buy, you’re forced to take your vendor’s word for it that the consumers you’re targeting are actually being targeted. This is unfortunate at best and reckless at worst. After all, these are the interwebs. There’s data everywhere! Is the lack of transparency a result of a true blind spot in technology? Or is your vendor holding back key data on your campaign due to a [...]


New From Visually: Turn Your Google Analytics Data As An Infographic

Visual.ly Google Analytics Inforgraphic Sample Wouldn't it be great to get weekly website performance updates as a simple, easy-to-read graphic? Now you can go beyond the Google Analytics dashboard with a new creative  - and free - tool by Visual.ly. The New Google Analytics Report tool automatically delivers an infographic depicting your favorite metrics right to your desktop. Below is a sample of a full infographic that is generated. To be clear, this report isn't meant to replace regular analytics dashboards, nor does it report beyond page views, visitors, time on site, organic traffic and social traffic. You also may be tra [...]


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