Marketing Day: Google’s ‘One True Answer’ problem, B2B content marketing & more

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

• [Reminder] Live Webinar: Intro to Agile Marketing
  Mar 6, 2017 by Digital Marketing Depot
  Are you struggling to keep pace with rapidly changing customer needs and market demands? Are you slowed down by organizational silos, hierarchies and processes? It may be time to get agile.
• Google’s “One True Answer” problem — when featured snippets go bad
  Mar 6, 2017 by Danny Sullivan
  Obama’s planning a coup? Women are evil? Several presidents were in the KKK? Republicans are Nazis? Google can go spectacularly wrong with some of its direct answers.
• 5 quick web page fixes any blogger can make
  Mar 6, 2017 by Drew Eastmead
  Do you include subheads in your content? How about CTA buttons? Columnist Drew Eastmead outlines five best practices to keep in mind when you’re adding content to your company’s website or blog.
• 5 top hacks to step up your B2B content marketing strategy in 2017
  Mar 6, 2017 by Alexander Kesler
  From encouraging user-generated content to implementing the “Rule of Seven,” contributor Alexander Kesler suggests key shortcuts that can give your B2B content marketing strategy a competitive boost.
• Google tells retailers the Trusted Stores program is shutting down
  Mar 6, 2017 by Ginny Marvin
  The new program, Google Customer Reviews, will be managed from Google Merchant Center.

Online Marketing News From Around The Web:

Analytics

• Device-centric analytics might be giving you inaccurate conversion rates, Econsultancy
• Let’s Make Analytics Sexy… and Make it Work in 2017!, MarTech Advisor
• Three Reasons Why you Can’t Analyze Social without Historical Data, MarTech Advisor
• Why Is Social Media Measurement So Hard?, Convince and Convert

Blogs & Blogging

• Getting Your Readers to Read Your Blogs to the End, Compukol

Business Issues

• Yelp blames Google for its failed international business, VentureBeat

Content Marketing

• Are Brands Spending Too Much Money on the Wrong Content?, eMarketer
• Four things brands must do to overcome content shock, Econsultancy

Conversion Optimization

• 7 Steps to Building Sign Up Forms That Convert, AWeber Communications

Copywriting, Design & Usability

• How to Add Live Chat to Your WordPress Site, WPExplorer
• Information Architecture: Still Vital to Digital Design, CMS Wire
• Load Faster: How to Optimize Your WordPress Website, Authority Labs
• Why an Insanely Fast Site Is Your 2017 Priority, Bruce Clay

Domaining

• How Major Brands Are Adopting Branded Short Links, Domain Investing
• Is End user demand hitting peak interest ? Rick Schwartz weighs in, The Domains

E-Commerce

• 4 ways to compete against Amazon, Internet Retailer
• How to Overhaul Your Retention Strategy and Develop More Profitable Re, Shopify Plus
• What Amazon Echo and Google Home mean for online retailers, Internet Retailer

Email Marketing

• 9 Easy-to-Avoid Email Marketing Mistakes, Movable Ink Blog
• Email Subject Line Errors, Sentiment & Response Rates, MarketingProfs
• How to Use Email Automation to Boost eCommerce Conversions, Crazy Egg
• How to Write Your Email in 15 Minutes or Less, Constant Contact
• Kinetic email provides much -needed boost to marketing campaigns, Marketing Forward Blog
• Managing Metrics: Tips to Drive Email Open Rates and Boost Campaign Success, MarTech Advisor
• Mobile Email Engagement Is On The Rise, MessageGears

General Internet Marketing

• Four ways nostalgia can help to boost your marketing efforts, Econsultancy
• Study: Personalization Efforts Leading to Increased Profitability, KoMarketing
• What Elements a Modern Marketing Plan Must Include, MarketingProfs

Internet Marketing Industry

• Conversable Launches AQUA to Help Businesses Prioritize Customer Questions and Modify Bot Intelligence in Real-Time, PR Web
• Dun & Bradstreet Helps Sales and Marketers Speed Path from Prospect to Profitable Customer with, PR Newswire
• Time for Organizations to ‘Get Real’ About Their Content Identity, Says Accenture Interactive Study, Accenture Newsroom

MarTech

• 4 Ways to Modernize Your Marketing with Machine Learning, CMS Wire
• How Do You Get More People to Use Enterprise Content Management Tools?, CMS Wire
• Why the false dichotomy between adtech and martech is dysfunctional, Chief Marketing Technologist

Mobile/Local Marketing

• 3 ways to leverage consumers’ affection for their smartphones, Mobile Commerce Daily
• 5G Will Make Smartphones Least Interesting Thing in Mobile, AdAge
• Google Play turns 5 today! , The Official Google Blog
• Mobile First May Mean a Browserless World, Stone Temple
• Mobile Trends in 2017, MarTech Advisor
• Will Native-Social Ads Dominate Mobile?, Street Fight

Other Items

• Spammergate: The Fall of an Empire, MacKeeper Blog

Social Media

• 5 Tips For Running Effective Facebook Ads Split Testing Campaigns, Search Engine Journal
• Facebook “Disputed News” tag goes live, VentureBeat
• Facebook suspends location-sharing feature after Italian copyright suit, Reuters
• How brands can best take advantage of Instagram Stories ads, Mobile Commerce Daily
• How to Use Instagram Multiple Image Posts, Social Media Examiner
• On Snapchat, Nudes Can Be Followed by Ads, AdAge
• This Is the Closest Facebook Has Come to a Dislike Button, Adweek
• Twitter’s timeline algorithm, and its effect on us, explained., Slate
• What convinced me to start boosting Facebook posts, The AdStage Blog
• What Marketers Need to Know About Facebook Carousel Ads, Convince and Convert

Video

• Digital Video Viewing More Common than Smartphone Use in the UK, eMarketer
• Facebook, Rushing Into Live Video, Wasn’t Ready for Its Dark Side, Wall Street Journal
• How to create videos your customers want to share, Econsultancy
• While Vine Camera’s Future Is TBD, the Lessons for Influencer Marketing Are Clear, Adweek

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Amy Gesenhues

Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.