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Customer experience

Interactive Content: The Successor Of The Landing Page

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 […]

Marketing operations (MOps)

The SocialChorus Lesson: Use “Nofollow” In Native Ads, To Avoid Google Penalties

Brand building service SocialChorus has learned a lesson that other native advertising players should also know. Even when you’re focused on building awareness through social media, you can’t ignore Google and its rules, not if sponsored posts and links in native advertising are involved. The company’s platform came under attention this week after an agency […]

Customer experience

By 2016, Oreo’s Parent Company Will Spend Half Its Marketing Budget On Digital, Betting Big On Video

As it looks to reach consumers beyond the living room to all devices, Mondelez International, the parent company of Oreo, Cadbury, Chips Ahoy, Ritz, Triscuit and dozens of other snack brands, is boldly turning to digital video. In a deal announced this week, the company will rely on TubeMogul’s software to plan, buy and serve […]

Marketing management

Marketing Day: Facebook & Paid Search, Best Twitter Animated GIFs, MSFT Blog Outreach Backfires

Here’s our daily recap of what happened in online marketing today, as reported on MarTech and other places across the web. From Marketing Land: New Study Charts Influence Of Facebook Ad Spend On Paid Search Conversions Following up on last year’s study that found increased Facebook advertising yielded higher paid search conversions, Kenshoo released new […]

Performance marketing

New Study Charts Influence Of Facebook Ad Spend On Paid Search Conversions

Following up on last year’s study that found increased Facebook advertising yielded higher paid search conversions, Kenshoo released new data and a formula for determining the ideal Facebook spend required to move the needle on paid search. The study, conducted by Kenshoo and commissioned by Facebook, analyzed the paid search performance of data services company, […]

Performance marketing

The Best Animated GIFs So Far From Brands On Twitter

Talk about pent-up demand. Twitter opened the animated GIF floodgate today and brands, publishers and, oh just about everyone with a Twitter account, wasted no time taking advantage of the new feature. The first GIF tweets were basically all variations on a theme: finally, there’s great joy in the land! There’s a danger of course […]

Marketing management

Get To Know: Harvard Business School Chief Marketing & Communications Officer Brian Kenny

Since 2008, Brian Kenny has served as the Chief Marketing and Communications Officer (CMCO) for Harvard Business School, overseeing the school’s global brand. With more than two decades of experience leading marketing efforts for large global institutions, Kenny’s responsibilities include the coordination, planning and implementation of the school’s marketing, communications and public relations efforts around […]

Marketing management

Microsoft’s Internet Explorer Influencer Campaign Backfires: Another High-Profile Example Of Why Details Matter

Another case of poor marketing campaign execution is making waves this morning, with news that an agency has been soliciting paid posts on behalf of Microsoft’s Internet Explorer. TechCrunch founder, Michael Arrington, posted a solicitation from advocate marketing agency, Socialchorus, to: “collaborate on a sponsored post opportunity for Internet Explorer… If you accept our invitation […]

Performance marketing

5 Tips For The Email Deliverability-Obsessed

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 […]

Performance marketing

One Tech Stack To Rule Them All: Potential Programmatic Pitfalls

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 […]

Customer experience

AddThis Launches Marketplace For Content Engagement Widgets, Adds New Recommendation Tools

In February, AddThis added $12-a-month, subscription-based Pro tools to its suite of content engagement and sharing widgets. Today, it’s launching an online marketplace to feature updated tools. The marketplace will include a gallery of the company’s free and Pro tools, including sharing, following and content recommendation widgets. AddThis reports that its Pro recommendation widgets, which […]

Performance marketing

Yelp Gives Customers The Ability To Send Messages To Businesses

Yelp, the review site created to enable people to talk about local businesses, is giving customers the ability to communicate with restaurants and shopkeepers more directly. Now, customers will be able to send messages to businesses within Yelp. The new feature, available for all businesses who have claimed their free business owner’s account, places a […]

Performance marketing

Twitter, Starcom MediaVest Group Research Shows That Twitter Is Helping TV Ad Campaigns

Twitter wants to be the first choice for your second-screen. And today, it released research that backs up its aspirations. The study, a product of Twitter’s Social TV Lab partnership with media buying agency Starcom MediaVest Group, presents evidence that combining Twitter and TV results in strong gains in brand awareness, TV ad recall, engagement […]

Customer experience

Amazon Smartphone To Launch Tomorrow Through AT&T

On the eve of Amazon’s anticipated release of its first smartphone, the company said that apps available through its app store had “tripled” to reach 240,000. By comparison the iTunes App Store has more than a million apps and Google Play has a comparable number. While the Amazon announcement would ordinarily be “headlines” it merits […]

Performance marketing

Tumblr Ads Can Now Run Across Yahoo Via Yahoo Gemini

In a sign of how Yahoo’s new mobile search and native ad marketplace, Yahoo Gemini, is becoming integral to the company’s ad growth plans, Yahoo announced today that Yahoo Gemini will power the syndication of Tumblr Sponsored Posts across Yahoo content. For the first time, content from Tumblr Sponsored Posts will be seamlessly promoted across […]

Customer experience

Wikipedia Guards Against “Black Hat” Editors With Requirement To Disclose Paid Edits

Last October, Wikipedia signaled that it was concerned about biased editing sneaking into its pages, specifically that people paid to edit Wikipedia entries were affecting the neutrality and reliability of the crowd-sourced encyclopedia. So the Wikimedia Foundation, the non-profit organization that operates Wikipedia and its sister projects, started work on stronger rules to guard against […]

Marketing management

Marketing Day: Top 30 #SMX Tweets, Facebook Engagement Plummeting, Twitter All Access Program

Here’s our daily recap of what happened in online marketing today, as reported on MarTech and other places across the web. From Marketing Land: Google: We’ll Be Giving More Feedback For Reconsideration Request & Other Search Changes Last Wednesday at the SMX Advanced show, Google’s head of search spam, Matt Cutts, shared some news and […]

Performance marketing

Google: We’ll Be Giving More Feedback For Reconsideration Request & Other Search Changes

Last Wednesday at the SMX Advanced show, Google’s head of search spam, Matt Cutts, shared some news and announcements with us during his keynote session. Here are some of the highlights from Matt’s talk: Payday Loan 3.0 Launches Matt Cutts announced Wednesday night that Google would launch version 3.0 of the Payday loan algorithm. 3.0 […]

Customer experience

Google Glass Reveals Its First 5 “Glass At Work” Certified Partners

Google has given its blessing to five developers that are helping bring Google Glass to business and enterprise by making them certified partners in the Glass At Work program. The companies, announced this morning, are: APX: “APX Labs makes Skylight, the leading business software for Glass. It provides workers with hands-free, real-time access to enterprise […]

Marketing management

Hellmann’s #ReciTweet Campaign Offers Recipes To Fix “What’s In The Fridge” Disappointment

We’ve all been there. Standing in front of our refrigerator, staring inside hoping something delicious will magically manifest itself. It’s very frustrating, but there is a solution. No, it’s not the replicator on the Enterprise; it’s ReciTweet from Hellmann’s. Working with Ogilvy & Mather Brazil, Hellmann’s created ReciTweet, a Twitter hashtag campaign which came to […]

Performance marketing

3 Fool-Proof Email List-Building Strategies With Facebook

Though social followings and social engagement play an important role in any company’s overall online presence, nothing beats email when it comes to accessing prospects on demand. Consequently, getting customers to make the leap from “fan” to “subscriber” is an important conversion point for many online business — but it’s often not done with much […]

Performance marketing

New: Twitter All Access Program Launches To Help Businesses Advertise & Use Twitter

A select group of Twitter users are being invited to Twitter All Access, a new program “packed with benefits to fuel your business.” The program appears to be an attempt at spurring these businesses to increase their use of Twitter, including its advertising products. The email invitation congratulates the recipient on his/her “hard work building […]

Data

Up Close @ SMX Advanced: Conversion Rate Rockstars

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 […]

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