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 [...]


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 [...]


New At MarTech: Fortune 500 Chief Data Officers And CxO Talk Live – Join Us August 19-20 In Boston

martech_570x280 Marketing technology is evolving rapidly, and marketing management is striving to keep up. MarTech: The Marketing Tech Conference will connect the dots between technical possibilities and strategic opportunities. The speakers are thinkers and doers who will help you maximize marketing technologies and its potential at your organization. See the agenda and who’s speaking. Update! These sessions just added: Data: The Future of Marketing – Is Your Organization Ready? will explore how organizations are governing the management of data. Chief Data Officers Wes Hunt of Nationwide Insur [...]


Up Close @ SMX Advanced: Creating Blockbuster Content

creating-blockbuster-content Over the years, it seems that practically every site out there that wanted to be serious about search engine optimization (SEO) had to develop a ton of content. However, that content was often stale; it was a quantity thing, not a quality thing. “One of these posts will eventually stick” has been the mindset. At SMX Advanced last week, I had the privilege of attending a session on Creating Blockbuster Content where panelists Brent Csutoras of Kairay Media and Arnie Kuenn from Vertical Measures shared their philosophies and tips. [caption id="attachment_87462" align="aligncenter" wi [...]


TrustInAds.org Takes On Weight Loss Scam Ads, Offenders Still Spotted

TrustInAds.org [caption id="attachment_87640" align="aligncenter" width="600"] Source: TrustInAds.org Bad Ads Trend Alert: False Claims in Online Weight Loss Advertisements[/caption] Lose weight without changing a thing! It's a fantasy crafted and perpetuated by direct marketing minds in the weight loss and diet pill industry. It's also a tactic used by online scammers to pedal bogus products that often have hidden recurring fees. Today, TrustInAds.org, an industry organization dedicated to "keeping people safe from bad online ads" whose members include AOL, Google, Facebook and Twitter, released a tre [...]


Up Close @ SMX Advanced: Rethinking Retargeting

Rethinking Retargeting Session at SMX Advanced Retargeting is one of the most effective techniques in paid search and display advertising. The concept is straightforward. The site owner puts a piece of code on their site or on certain pages on their site. When a visitor lands on the page with the code, the visitor is “tagged” with a cookie. If the visitor then leaves the site, they may later see ads about the site so the site owner gets a second chance to convert the visitor. The reason retargeting is so effective is that with retargeting you only target users that have visited your site so they are already familiar with your bra [...]


Pearls Of Wisdom: Our 30 Favorite Tweets From #SMX Advanced 2014

tweet-twitter-bird-bullhorn-featured Well, dear search marketing friends -- as quickly as it came, the Advanced arm of our Search Marketing Expo (SMX) conference has come to an end. It was a heck of week, filled with tremendous knowledge and insights shared by industry luminaries from all walks of the digital marketing landscape. If you couldn't make it to our show this past week, we have a little gift for you -- a heaping handful of tweets from the street (that is to say, live-tweets from the show) -- that's right, a round-up of some of the most thought-provoking, eye-opening (or otherwise hilarious) content shared last week [...]


Up Close @ SMX Advanced: Conversion Rate Rockstars

slide-19-1024 When you get right to it, all online marketing comes down to conversions -- whether you define a conversion as a sale, a click, a whitepaper download or a registration. That was the topic covered in the "Conversion Rate Rockstars" session at SMX Advanced this year, which I'll recap here.   First, let me introduce the players on the stage: Moderator: Ginny Marvin, Contributing Editor, Search Engine Land (@ginnymarvin) Q&A Coordinator: Marty Weintraub, Founder & Evangelist, aimClear (@aimclear) Speaker: Feras Alhlou, Co-Founder/Principal Consultant, E-Nor (@ferasa) Sp [...]


Up Close @ SMX: 25 Social Ideas For The Advanced Search Marketer

mad-men-panel Search engine optimization has grown far beyond keyword placement and links, and social media is now a vital part of the mix. With limited resources, social can be difficult to pull off correctly, so the panelists in the session 25 Social Media Ideas For The Advanced Search Marketer were tasked with sharing actionable tips to help marketers work more efficiently and effectively. Mad Men Theme For The Win! When Mike King submitted his slides to moderator Monica Wright,  she loved his Mad Men theme so much that she asked the other speakers to join in. The entire session was Mad Men the [...]


The New Anything/Anyone Goes Competitive Landscape For Content Marketing Firms

Media Convergence Drives Stack Evolution Recently, I was chatting with the CEO of one of the leading digital agencies. Talk turned to competitors, and I asked what firms his firm found itself bidding against most frequently. Usual-suspect names cropped up (Digitas, Sapient Nitro). But so did PwC, a name that would have never cropped up in the same discussion five years ago. Neither would Cap Gemini, or other old-school consulting firms. But they’re increasingly common today. Even IBM is an agency now! Who Ya Gonna Call? Recently we, at the research-based advisory firm I work for, were in the consideration set for a project [...]


IMGlance.com: Think Of It Like A Techmeme For Internet Marketing News

imglance If you've been in the internet marketing space for some time, you've surely come across a few news curation websites. And I'm going to introduce you to the newest one in just a moment. Our own such site, Sphinn, thrived (and survived) for four years with a combination of news curation and forum discussion. (Today, we do news curation via our Marketing Day and SearchCap newsletters.) Inbound.org has been going for a little more than two years now. Threadwatch re-launched in early 2013 after being closed for about five years. Others have come and gone, as well. The latest website to try in [...]


Yext Gets $50M In Venture Funding, Moving It Closer To An IPO

Yext logo Geo-marketing software provider Yext announced on its company blog today it has secured $50 million in venture funding. CEO Howard Lerman told AdWeek, “This is the last round before we go public." Led by Insight Venture Partners and including Marker LLC Institutional Venture Partners and Sutter Hill Ventures, the funding will be used as primary capital to invest in research and development. Yext says its geo-marketing software helps marketers manage business listings across various platforms, including maps, directory sites, social media and apps: If you’ve ever found the wrong i [...]


Check Out the New MarTech Sessions and Speakers from Adobe, HubSpot, IBM & Marketo – Lowest Rate Expires Friday

martech_570x280 Keeping pace with emerging marketing technologies, determining the best fit, and getting the most from your investment are daunting challenges. At MarTech: The Marketing Tech Conference, industry leaders will help you understand marketing technology and its impact on your organization. Register by Friday, June 6th to save $300 on MarTech. Sessions Just Added The MarTech program features three new sessions: Senior executives from Adobe, IBM and Marketo will discuss the marketing platform ecosystems they’re creating and the role independent software vendors will play. Prominent [...]


Marin Software Buys Self-Serve Retargeting Platform Perfect Audience

Marin Software Acquires Perfect Audience Marking its first acquisition, Marin Software announced today that it has acquired self-serve retargeting start-up Perfect Audience for $22.8 million, including $5.4 million in cash and the remainder in common stock. The company said of the Perfect Audience purchase: With the acquisition, Marin Software expands its cross-channel capabilities, adding new programmatic display and social advertising functions while strengthening its audience targeting tools. Real time search intent data will be combined with behavioral and other data sources to drive audience buying and retargeting across Fac [...]


8 Reasons Why You Should Register Now for MarTech: The Marketing Tech Conference

martech_570x280 Summer’s unofficially begun. That means August and MarTech: The Marketing Tech Conference are right around the corner. Here are 8 reasons to register today: 1) Actionable program. MarTech sessions will help you: Maximize the value of your marketing technology investment Implement a marketing culture that is responsive, agile and drives business success Recruit and develop people who will create brilliant online experiences for your customers. 2) Accomplished presenters. Conference Chair Scott Brinker and the MarTech advisory board selected speakers based on their expertise a [...]


App Annie, App Analytics Company, Acquires Distimo

appannie-acquires-distimo App Annie, the mobile app analytics and marketing company has announced they've acquired their competitor Distimo. Bertrand Schmitt, CEO of App Annie said "acquiring Distimo will help us further accelerate." The acquisition means that Distimo’s founders will take key roles within the App Annie team, and Distimo’s Netherlands offices will become App Annie’s European R&D center. The Distimo team will be integrated into the App Annie team, bringing the App Annie employee count to 240 employees worldwide. App Annie also raised a $17 million inside round of funding from their exi [...]


SMX Advanced In Two Weeks – Search Engine Land Summit, Workshops and Networking Passes Still Available

smxadvanced-featured Conference tickets are sold out, but you can still get valuable content, make connections at four networking events, and visit over 40 leading solution providers including Bing, DoubleClick, Google and Yahoo! June 10: Expand Your Horizons or Dive Deep; Choose from 6 Programs Learn new skills and get perspective-changing ideas at any of the six workshops and summits being held June 10. Choose from: Search Engine Land Summit: Attend for new perspectives and inspiration on search engine marketing. You’ll hear presentations from nearly a dozen pioneering search marketers, each discussin [...]


VIDEO + SLIDESHOW: The Coming Online Video Tsunami

video-content-money-featured In just three years, the number of online video viewers is expected to double to 1.5 billion. In addition to viewers on YouTube, Vine and other online aggregators, traditional publishers like the New York Times are allowing non-subscribers unlimited free access to video content. With the proliferation of mobile devices and fast internet connections, video consumption is increasing at a rate faster than any other type of online content. Savvy marketers are preparing now to ride and monetize this trend with increasingly innovative approaches to "capturing user eyeballs" and winning with so [...]


Erik Brynjolfsson, Noted Researcher and NY Times Best-selling Author, Joins MarTech Speaker Lineup

martech_570x280 Technology is evolving marketing – and marketing management – at a breakneck pace. Marketers are in a race to understand the opportunities and effectively integrate marketing technology into their strategy and operations. At MarTech: The Marketing Tech Conference, we’ll connect the dots between technical possibilities and strategic opportunities in the reshaping of modern marketing. Making those connections will be a roster of innovative thinkers and doers – industry-defining executives and analysts who will help you understand marketing technology and its impact on your organizatio [...]


How The Second Machine Age Will Transform Marketing

2ma_300px The incredible change we're all experiencing these days is highly fractal. Similar patterns are emerging at many levels, and we can learn a lot by zooming in and zooming out. For instance, we can talk about how marketing technology is changing — which it is, at a phenomenal pace. But we can also go higher up and examine how marketing overall is changing. We can go even higher up and realize how businesses, industries, and entire economies are being transformed around us. The engine of this breathtaking change at all levels is technology. And before you dismiss that as obvious — [...]


Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!