Heineken Makes Awesome Use Of Instagram’s Like Heart For Gay Pride Month

heineken_us_on_Instagram_1 Today, Heineken launched its "Like For Love" campaign on Instagram in celebration of Gay Pride Month. Several photos were posted on the brand's Instagram page this morning which show six couples in different pictures. The couples are posed with space between them so that when users Like the image (on the mobile app by double tapping), the Instagram heart appears between the couple. One couple is posed with their arms in the shape of a heart which Instagram's Like heart fills when a person likes that particular photo.  Of the campaign, Heineken USA Brand Director of Marketing sa [...]


How Blacklists Ruin Christmas For Email Marketers

holiday-retailer9-600 [caption id="attachment_91580" align="aligncenter" width="600"] This article is part of Marketing Land's Holiday Retailer series[/caption] A blacklist is a way of blocking IP addresses or domains of email servers sending out identified spam. Once a spam source has been identified, the blacklist owner will place the domain and/or IP address onto a list so that anyone can query it and block these spam sources, whether you’re an email provider like Gmail or someone running your own business. There are literally hundreds of public blacklists in operation around the world, and even more pri [...]


How Universal Analytics Is Different And What You Should Be Doing Now

logo-ga-upgrade If you've been using Google Analytics (GA) as your analytics solution over the past year or so, you've probably noticed that Google has been promoting its new analytics solution called "Google Universal Analytics" (UA). UA was in beta for well over a year. On April 2, 2014, it was moved from beta to production. While Google is treating this as the "re-imagining of Google Analytics," there are many new features and technologies behind it. How do the new features and technology behind UA impact what you're doing today? For everyone, there is no visible impact beyond the constantly chang [...]


Tablets Vs. Smartphones: Online Engagement Patterns Present Opportunities

shutterstock_200036231-tablet-vs-smartphone Two of the overarching goals for online marketers are maximizing the reach of their campaigns and increasing engagement levels. While delivering on the reach portion of this equation can be achieved through a number of well-known tactics, increasing campaign engagement is a much more nuanced task. The optimum content and delivery method of a campaign will vary from industry to industry -- and with consumers browsing across multiple device types, context (and how that impacts engagement on a larger scale) needs to be taken into account. In this article, we examine a month's worth of No [...]


The Power Of The First Follower: Analyzing The Viral Spread Phenomenon

twitter-birds-followers-featured First, watch this video: [youtube]http://www.youtube.com/watch?v=GA8z7f7a2Pk[/youtube] What Is This? This is a perfect example of an offline viral phenomenon whereby a single creative act, without active encouragement, is spread and grown organically to many hundreds of times its original size in less than three minutes. Okay, But Why Did This Actually Work? This is where things get really interesting. By dissecting the event, we can see that there were a number of factors that contributed to its viral spread. More specifically, the performance is: An original act of creativity, und [...]


5 Instagram Users Helped Propel ‘The Fault in Our Stars’ To $170 Million Box Office Success

fault_in_stars While this arrived sounding like a big 'ol self-promotional press release -- they all are, actually -- our interest was sparked by this work from Instagram influencer marketing firm, theAmplify. The company makes a technology called SharedRank which is an algorithm that provides strategic analytics and advanced audience targeting. Working with 20th Century Fox to promote their recent film, The Fault in Our Stars. In advance of the film's release date, theAmplify selected five key influencers within its entertainment affinity to attend a screening of the film. The influencers were s [...]


Prepare For Future Search: SEO For The Connected Home(Kit)

connected-devices My wife called me at work last week to let me know that she locked herself out of the house. Oddly enough, she had her phone with her but not her keys. If this had happened six months in the future, I would have never received her call because she would have just unlocked the door with her phone. This is all thanks to a newly announced iOS feature called HomeKit, coming to iPhones and iPads this fall. HomeKit, which premiered earlier this month at Apple's WWDC (World Wide Developers Conference), turns your iPhone or iPad into a remote control for your house, giving you the ability t [...]


The Highly Effective Habits Of Web Readers — What We Aren’t Doing

social-media-content-sharing-600 We all do it. When we read online, we skim, scan, and sometimes rifle through content, the same way we (used to) flip through fluff magazines or cumbersome pages of newsprint. Thanks to aggregate web analytics, we now have a better idea of what web readers are up to... and what they're not. Bottom line: read-through rates suck. I wrote about the issue in 2011, and it seems the problem has only gotten worse since. A 2013 aggregate web reader study conducted by Josh Schwartz, a data scientist at web traffic monitoring service Chartbeat, showed that: Over 30 percent of readers bounce [...]


8 Reasons To Start Using Tag Management, If You Haven’t Already

code-113611_640 At this point in the history of digital marketing, I think it's safe to say that -- for better or worse -- tags are required table stakes of digital measurement. Your analytics solution, your search marketing platforms, your UX tools, your testing platform, your voice of customer solution, your bidding platforms, your retargeting strategies… most, if not all of these, require those little snippets of code to be configured and added to your web properties, your apps, and basically your entire digital footprint. And for years now, we've done it. We've taken the code from vendor X, adapte [...]


One Of 2014’s Hottest Mobile Retail Opportunities: User Reviews

mobile-review-shutterstock Each year, the retail shopping season seems to catch us off guard, beginning sooner than we expect. Retailers begin to see a lift in sales during the back-to-school season, which continues through post-holiday sales at the end of the year. June is the perfect time for digital marketers to examine last year's trends and prepare to execute on new ideas that will help drive this year's sales. Based on the customer behaviors that we saw last year, we expect mobile -- browsing, showrooming and purchasing -- to continue to grow in 2014, supported by research-savvy shoppers who browse user revi [...]


oPhone DUO May Increase Online Sales With The Power Of Smell

Imagine the aromas! Have you heard of the oPhone DUO? I’ll bet you haven’t because it's brand new! And it has very interesting implications for online marketing. The oPhone DUO is a combination of oSnap and oPhone which was unveiled at the Connected Conference in Paris this week. oSnap is an application that allows you to share smells online and oPhone is the delivery system. (No, this isn't a joke, though Google did joke about something similar on April Fool's day in 2013.) [caption id="attachment_88367" align="aligncenter" width="600"] Limited Edition oPhone[/caption] This amazing new product has so many [...]


McDonald’s Pranks Aspiring Actors With Fake Auditions For #HungerInTheNight Zombie Musical

mcdonalds_vegas_zombie Because it's Cannes Lions week and because agencies are too busy sipping rosé on the Carlton Terrace in the South of France to, you know, do any actual work, our Creative of the Day space is left with... zombies. Yes, zombies. Recently, McDonald’s pranked Las Vegas by hosting a casting call for a nonexistent, zombie-themed musical. In an effort to promote its After Midnight menu, McDonald’s held fake auditions in downtown Las Vegas for a post-apocalyptic spectacular, “Hunger in the Night.” A production crew filmed dozens of actors performing their most convincing zombie and vam [...]


How To Win With Email During The World Cup (There’s Still Time!)

shutterstock_178258670-world-cup-soccer-ball The World Cup has begun and it finally seems like excitement in the U.S. is on par with the rest of the world. This year, a record 31.5 million Americans tuned into the most recent season of the English Premier League, and with U.S. World Cup viewership steadily on the rise (16.9 million Americans watched in 2006 and 24 million Americans in 2010), interest this year is likely to be the highest ever. Understandably, television advertisers in the U.S. have been quick to jump on this growing audience, raising budgets for soccer events by 43% since the last World Cup to $378 million in 201 [...]


Content Marketing Beyond Blog Posts And Whitepapers: Get Creative!

mazda-canada-instagram Content marketing is mainstream, with 90% of marketers using content to build their brands and achieve their business goals, according to the Content Marketing Institute. While it's now widely understood that content marketing is a critical component of any marketing strategy, the most forward-thinking content marketers are experimenting with how they create, distribute and track their content's success. That's leading to more long-form videos as well as more interesting trends, which we'll explore further here -- micro-content and interactive apps. As marketers, we don't have a lot o [...]


Girl Fakes First Period, Mom Throws ‘Full Moon’ Party In Wickedly Hilarious HelloFlo Ad

hellflo_full_moon_party Last summer you may recall seeing an ad which featured a young girl who becomes a powerful counselor at a camp. Why? Because she just got her period and she made it her mission to help guide other girls as they, too, experience their first period. Sort of a drill sergeant for menstruation, if you will. The video has accumulated over 7 million views. Fast forward to this summer and the brand behind that viral success, HelloFlo, is at it again. In a new video, a girl is worried she isn't getting her period in a timely fashion so... she decides to fake it. A little red nail polish on a maxi [...]


The Flight Path: The New Cross-Device Customer Purchase Journey

shutterstock_138444350-flight-track Father's Day has just passed, and that means many consumers were scrambling last week to ensure their father's gift arrived in time for the holiday. While many may have begun their path to purchase on a desktop during work, others may have started on a mobile device during their commute home, ultimately completing their purchase journey on another device. Marketers that were aiming to target consumers during their path-to-purchase journey were most successful if they adapted their messaging to fit into any device context -- from mobile to desktop, apps to display ads. As reported in D [...]


Interactive Content: The Successor Of The Landing Page

Passive vs. Interactive Content Conversion I've written about marketing apps and their role in the 4th wave of content marketing in my past two columns, describing some of the concepts behind them. To me, they are the interactive successor of the landing page -- the next generation of lightweight web experiences for marketing campaigns. This month, I'd like to share some independent evidence about how well interactive content performs in that role. Millions Of Reasons To Like Quiz Content As marketers are told to behave "more like publishers" with content marketing, it can't hurt to look at what the most successful digital [...]


Orangina Causes Outrage Among World Cup Fans by Hijacking TVs With ‘The Antifoot Can’

logo misso With devilishly delicious deviousness, Orangina has pulled a big one over on soccer fans -- and during the World Cup, no less! Working with Fred & Farid Paris, the drink brand has created the AntiFoot Can. The can has been tricked out with electronics that, with a subtle flick of a switch on the bottom of the can, will switch off every TV that's airing a soccer game -- at least in the bar the agency modified with TVs that would receive the signal from the can. Predictably, soccer viewers jump up on their feet and express their outrage while the woman in the corner slyly smiles at h [...]


5 Tips For The Email Deliverability-Obsessed

shutterstock_123751234-emailbox Email deliverability is like a mythical sphinx wrapped in a 3,000-piece jigsaw puzzle. An incredible number of factors go into whether your email was delivered, how fast it was delivered and where it landed (primary, social, promotions tab, or the dreaded spam folder). Also, every ISP, like Gmail, Yahoo or Hotmail, behaves differently when it comes to accepting email, and they are very tight-lipped about their algorithms. Finally, once you attain a good sender reputation by properly warming up your IP address and cleaning out your hard bounces and spam traps, you must work hard to maintain i [...]


One Tech Stack To Rule Them All: Potential Programmatic Pitfalls

Programmatic Media Buying Agencies tend to pigeonhole programmatic vendors. Some vendors are used for specific goals such as prospecting, others for specific tactics (site retargeting, etc.), and still others for the third-party data they can provide. There’s a certain logic to the approach. It makes it easier for agencies to keep things simple. Every vendor gets a nice little line item in an Excel spreadsheet. Everything looks nice and neat. But just because sticking vendors into tidy little boxes makes things more straightforward for the agency, it doesn’t mean that’s the best approach. The proble [...]


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