In A Mobile World, Not All Mobile Performs Equally For Advertisers

bing ads clickers It seems that every time I ride the elevator at my office building, every one of my fellow riders has a mobile device out -- checking e-mail, making a restaurant reservation, even booking a trip... Whether I'm at bus stop, in line at Starbucks or dining in the cafeteria, almost everyone I see is peering at a mobile device. This trend is not simply anecdotal. According to eMarketer, global smartphone users will top 1.75 billion in 2014, close to one quarter of the world's population, and growth will continue on a fast-paced trajectory through 2017. Mobile smartphone adoption is occurring [...]


Bolthouse Farms’ Food Porn Index Aims To Refocus People’s Obsessions

bolthouse_farms_food_porn Well, here's a fun one. Check out this bit of genius from Bolthouse Farms, which aims to right the imbalance of food porn that has swept the internet since the advent of social media and, more recently, Instagram. Entitled Food Porn Index, the project, created by ad agency Tiny Rebellion, analyzes the hashtags associated with food-related posts across social media channels and aims to become the first head-to-head tracker of society's real-time food porn sharing habits. When you first visit the site, you are presented with the fact that about 70% of food porn pictures are of the unh [...]


Social Media: The Perfect Tool For Spying On Your Customers (Aka Doing Market Research)

social-media-spying Marketers need to take a page out of the modern parenting handbook and utilize social media to spy on their customers and target audience. Okay, that sounds bad -- but just like parents that keep tabs on their 14-year-old's Instagram account, marketers should follow people in their target demographic to see where they are, who they're with and what they're doing. Like the parent, marketers have their customers' best interest at heart -- we just want to give them what they need. But, like the 14-year-old kid, they won't always tell us directly. If you aren't already doing so, here are [...]


You Will Want To Move To The Wilderness Of Sweden After Viewing This Amazing Video

poetic_summerhouse Marketing campaigns from realtors trying to sell houses are at the bottom of the barrel when it comes to creativity. After all, it's akin to a car dealer moving metal. They don't care about the actual car. All they care about is moving the thing off the lot (or, in the case of a house, assigning the lot to another person). Marketing campaigns from individuals trying to sell, well, anything, are usually akin to late night infomercials shot by a five year old who just downed a pot of coffee. So we were filled with trepidation when we received this video entitled Poetic Summerhouse; an eff [...]


The Fatal Mistake Content Marketers Are Making With Nofollow

shutterstock_182841941-RIPContentMktg RIP, content marketing. Thanks to Google's algorithm updates and quality guidelines that require paid links to include a nofollow tag, there's simply no value any more in online promotions for brands and agencies. After all, if a sponsored link can no longer provide a direct PageRank boost, what's the point? Everyone knows the only reason to bother promoting a brand online is for the improved search engine rankings. Did you detect a hint of sarcasm there? I hope so, because when marketers focus too much of their attention on search engine optimization (SEO), they lose sight of the big pi [...]


You Can’t Own What You Don’t Pay For (In Social Media)

social-network-data-featured There's been a lot of discussion recently about ongoing changes that Facebook is making to its Newsfeed algorithms and how those tweaks impact brands. Notably, there was the release of a paper by PR agency Ogilvy discussing the notion of "Facebook Zero" and its potential implications, whilst food delivery start-up Eat24, in a more concrete and immediate move, posted a breakup note to Facebook, blaming the same changes. Whilst Eat 24's note, which ends with a threat/promise to delete its Facebook page (it should be gone by the time you read this), it's amusing in a snarky kind of way [...]


Introducing “Creative Of The Day,” Marketing Land’s Daily Look At Great Digital Advertising Creative

Like many online publishers, we do our fair share of calling out companies when they make mistakes with their online marketing, because there's value in learning from the mistakes of others. But we also know there's great value in covering the flip side of that coin. That's why we're launching Creative Of The Day -- a new feature launching tomorrow right here on Marketing Land. With Creative Of The Day, we'll be offering a daily dose of inspiration to digital marketers by sharing some type of online marketing that we found to be especially unique, noteworthy and/or effective. And our [...]


Are Your Content Channels Working Together? 8 Steps To Find Out

content_shutterstock_93818854 Look at any brand today and you'll probably see a steady output of digital content, from videos to websites to microsites to social media campaigns. At this point in the digital age, most companies have gotten the message: content is king and digital, social and mobile are the most popular parts of its kingdom. Yet many brands feel so pressured to generate digital material that they fail to step back and assess the overall impact. While assets should ideally work together to promote one consistent brand presence, they often end up disconnected in both messaging and brand feel. The result is [...]


How Even Time-Challenged SMBs Can Upkeep Social Channels

shutterstock_alarmclock Many small business marketers avoid social media marketing because of the expectation that it will take too much time. However, we've seen clients benefit from as little as two hours a month on social media. Such benefits include: Facilitating communication with clients, vendors, job seekers and customers Increasing organic visibility by getting more content out on the web Helping to populate SERPs with positive listings when prospective customers research your company by name (and many do!) Building brand awareness Increasing incoming links to your site from social venue connectio [...]


Infographics & Visual Storytelling: How To Do It The Right Way

SearchEngineLand-Periodic-Table-of-SEO-2013-medium When Jay-Z released "D.O.A. (Death of Auto-Tune)" back in 2009, he took it upon himself to "draw [a] line in the sand." He pointed out that auto-tune had become a victim of its own success, with everyone jumping on the bandwagon and many artists using it as a crutch or a gimmick rather than a way of taking music to new and innovative directions. It was a polarizing yet seminal moment in Hip-Hop culture. The Problem With Infographics The marketing industry is having a similar moment with infographics. Over the last few years, infographics have become one of the most popular ways to build i [...]


Gaining Traction With Content Marketing: How To Build Personas

people-crowd-happy-600 Every year, the flood of content produced and distributed online only increases, making it harder and harder for any one brand to stand out. That is especially true for content strategies with an undefined (or loosely defined) target market. If you don't know exactly who you are writing for -- including their needs, challenges, likes and dislikes -- your content will only fade away into the noise. Good content does not just come from throwing it all against the wall just to see what sticks. Great content resonates with very specific groups of people that react to it in very specific ways [...]


VIDEO: What Would Eric Stonestreet Be Like As A Social Media Strategist for Richard Sherman?

Eric Stonestreet at Adobe Summit The comedic actor and star from ABC's Modern Family, Eric Stonestreet teamed up with NFL star Richard Sherman for a creative bit which premiered at the 2014 #AdobeSummit yesterday at the end of day 'sneaks' session. Eric Stonestreet was special guest and wildly funny co-emcee as Adobe engineers made their best pitches for new possible products and services. (After last year's sneaks session, 7 out of 10 ideas pitched became actual products in the digital marketing services suite.) Watch what happens as Eric Stonestreet tries to give personal branding and social media marketing advice to th [...]


As Mobile Revolutionizes Commerce, How Marketers Are Taking Advantage

AmericanApparel-ShoppingAssistant How many of your daily tasks would be nearly impossible (or at least more difficult) without mobile devices, e-mail and the internet? It's tough to imagine accomplishing even the simplest of tasks, especially when it comes to buying and selling goods. Mobile has revolutionized commerce, including the way consumers engage, research and ultimately purchase products. On the flip side, advertisers now have more ways to reach and influence their audiences. Retailers are now witnessing first-hand how traditional "brick-and-mortar" ideology is rapidly transforming into a new "brick-and-click" real [...]


“Real Time” in Display Advertising Doesn’t Really Mean Real Time

shutterstock_129641315-clock A lot of nonsense is spoken today regarding "real-time marketing" and "real-time bidding," yet most of what is actually being bought isn’t really "real time" at all, and marketers need to know why that’s a problem. With the rise of the media exchanges came the separation of the media (the "where" to target) from the data (the "who" to target). The marketer was able to stop simply shouting their message at crowds, and instead became able to pick and choose the individuals they wanted to talk to. The promise was efficiencies unseen in marketing before. There is however a problem. Whils [...]


In Interactive Marketing, The Goalposts Always Move — And That’s Good

marketing strategy You may have heard murmurs about the newly released IBM study, “Stepping up to the challenge: How CMOs can start to close the aspirational gap,” that came out last week. It was conducted by IBM’s Institute for Business Value and was based on in-person interviews with 500+ CMOs worldwide, delving -- as studies of this nature and in this day and age often do --  into their takes on the changing digital economy. Among other findings or validations of our current industry state, the study indicates that 94% of CMOs feel advanced data analytics will play a significant role in hel [...]


The Case For Content Automation

social-media-content-sharing-600 Recently, the Interactive Advertising Bureau (IAB) said it's developing metrics and definitions for what used to be an intangible concept: engagement. It reminds me of the not too distant past when the once-intangible concept of marketing got the same scrutiny. Gone are the days when you knew half of your advertising worked, but not which half. We wanted accountability and consistency. The result was marketing automation, and you don’t have to go far into the inbox or the RSS feed to find someone singing the praises of marketing automation. It unifies sales and marketing. It uncovers and [...]


Putting The “R” Into E-Tail: Adopt A Holistic Retail Marketing Approach

Tablet There are a few "signs of the times" that most retailers would agree on: Online sales as a percentage of total sales is growing for all retailers Amazon is a competitor for all retailers Showrooming -- the practice of looking at something in a store and then buying it cheaper online -- is becoming increasingly common However, the strategies for online and offline sales are often completely different, and companies are struggling to create a cohesive experience within the two. Even Apple only brought its offline and online stores together in Q4 2013 when they hired Angela Ahrendt [...]


3 Insightful Ways To Visualize Your Keyword Data

Data Vizu Over the past year, I have come across more and more fancy-looking graphs and charts in the online marketing space. This is most likely because strategists, analysts and executives are getting more savvy in general, but also because there are more and more easy-to-use analytics packages out on the market. Although this is great, this analysis is often times very high-level and informational. It's sometimes hard to understand the bottom line. Whatever analytics package you or your team currently uses, I want to share a couple of ways you can look at your keyword data in SEM. I have [...]


10 Ways To Squeeze More From Your Interactive Marketing Budget

money-budget-squeeze-600 As marketers, we're always striving to get the most from our budget without compromising the brand or the customer's experience -- not an easy feat. It benefits us to remember how much money can be saved by making subtle changes to marketing strategy and program execution. Here are ten ideas across all segments of your marketing budget that will help you do just that. 1. Enter New Markets Through The Affiliate Channel Instead of incurring the overhead costs of opening new offices and hiring additional staff, look to the affiliate channel to help you enter new markets. Along with provid [...]


How Users Of Various OSes Differ In Their Online Behavior Over Time

social-media-clock-featured For marketers, timing is often as important as creative, the most obvious example being campaigns tied to particular holidays. These days, with complex analyses now possible for activities like email marketing, online promotions and blog posts, industry practitioners are actively pursuing the "best" timing for their latest initiatives. In this piece, we drill down into the nuances of this issue by examining the differences in hourly usage behavior between users of different operating systems and device types. These insights should hold particular value for those marketing to one or more def [...]


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