Here’s our daily recap of what happened in online marketing today, as reported on Marketing Land and other places across the Web. From Marketing Land: Yelp Platform Brings Transactions To Local Business Pages Yelp has formally announced a new tool called Yelp Platform that turns its local business pages into a platform for consumer transactions. It’s somewhat similar to, but not to be confused with the call-to-action product that Yelp recently began offering to advertisers. Today’s launch is narrow. It’s focused specifically on the restaurant category, and allows […] Report: Huge Global Mobile Advertising Revenue Surge Tops $8.9 Billion In 2012 Adding weight to the mantra that 2012 was the year of mobile advertising, a new report finds mobile advertising revenues jumped 83% to $8.9 billion worldwide in 2012. The report by U.S. Interactive Advertising Bureau, IAB Europe and research firm IHS, shows growth occurred in all regions, but North America, and … [Read more...] about Marketing Day: July 9, 2013
9 political campaign tips
For many years, email was one of just a few ways you could share a URL with another person. And, people were far less accepting of link request spam than they are today. So, for today’s column, let’s talk about the ancient concept of net etiquette and link building. In many ways, it’s come full circle and is as relevant today (if not more so) as ever. Net Etiquette & Link Building There was a thing called “netiquette” back in the day, a concept that today seems almost quaint. There were even online guides (still out there) explaining how to behave. Many of the emails I receive today would have cost you your ISP account back then. Seriously. Who out there reading this has not received an email containing lines such as: Dear webmaster… I was looking at your site…Please place a link to our site… We’ve already placed a link to your site… This email is not spam… By the way, the first indication that an email is spam … [Read more...] about 9 Netiquette Reminders For Today’s Link Builders
Jeans company True Religion needed to promote events and new products at its retail stores. Using geo-targeted emails focused on areas in which the brand had a high concentration of stores, True Religion was able to serve up dynamic emails unique to each audience to drive in-store traffic. 65,000 geo-targeted emails were opened with a 2.5% click through rate and a 1% in-store conversion, a huge impact for one campaign with a small data set, per True Religion’s Director of Global e-Commerce, Gary Penn. Examples like the above support metrics that find geotargeting doubles the performance of all kinds of marketing methods, from email campaigns to paid search. Per data from the Local Search Association’s LSA Insights database, it also doesn’t matter what vertical your business is in. The click-through rate for geotargeted mobile display ads was higher than the industry benchmark for all verticals. The effectiveness of geo-targeting is only going to further improve as … [Read more...] about 10 Practical Tips For Using Geo-Location To Reach Your Target Audience
In round 3 of our political social targeting series we look at how psychographic targeting will impact paid social during the ongoing presidential campaign and the thousands of undercard races that are about to launch in 2016. For this edition, we tapped the experience of one of our own: Kevin Watterson, who worked in the campaign trenches of five election cycles, to open up Facebook psychographic targeting to reach the absolute Holy Grail of politics: voters. These targeting concepts are built at the intersection of marketing and political strategy. We’re not just sharing ways to find voters aligned with a certain candidate or cause; we’re pulling back the curtain on how campaigns will find you over the next 11 months. You can think of an election as a one-day sale with the world’s longest crowd-funded advertising campaign. The products are candidates, the KPI is votes received. Secondary KPIs might include dollars raised and volunteers recruited, both of which … [Read more...] about aimClear’s Psychographic Targeting for Political Advertising Agencies’ WINS
Getting the attention of today’s consumer is harder than ever before. They are on multiple devices, accessing numerous forms of media. Their paths to purchase are as varied as flavors of ice cream. And many use ad-blocking technology to run from attempts to reach them. It’s like chasing fireflies that light up and disappear in the dark just as you swing your net. This is a reality that won’t be changing anytime soon. As consumers’ digital experiences are increasingly interrupted by pop-up ads, pre-roll videos and banners that obscure their view, ads and unsolicited content seem to generate more irritation than interest. While more are trying to improve marketing and ROI through targeting, that still doesn’t always solve the problem of timing (i.e., serving up the content at the right moment). The ultimate goal is not just to serve up an ad or coupon to the right person, but also to time it to the moment when that information is needed or desired. Google … [Read more...] about Does finding that micro-moment feel like chasing fireflies? Here are 9 data points that will help you catch them.