Online advertising, and especially its bulky older brother, “programmatic,” are darlings of the digital marketing world. Even folks who typically focus on the content and SEO side are dipping into the implications of bot-driven ads. The ability to deliver highly targeted display ads and sponsored content to key consumer segments, with (literally) super-human speed and precision sounds like the data-driven answer businesses have been waiting for since the dawn of “personas.” But what if there’s something wrong? Not with programmatic, but with the system itself: the vehicle on which ads arrive on consumers’ desktops and phone screens? For many niche and local publications, plans for profitability already feel tenuous; if a startup with $132 million in the bank and a network of incredible talent can’t foresee sustainability in digital ads, what do the next few years look like for the little guys? The Medium move Earlier this month, Ev Williams, … [Read more...] about What does Medium.com’s profit model pivot say about the future of online advertising?
Podcast: Download Subscribe: iTunes | Android | RSS Visit our Marketing Nerds archive to listen to other Marketing Nerds podcasts! In this episode of Marketing Nerds, Features Editor Danielle Antosz sits down with Pamela Lund of That Pam Chick to talk about creating a comprehensive marketing plan. Pamela shares how to get started when working on a new brand, how to help your CEO understand ROI that can’t be seen right away, and how to track as many marketing touch points as possible. On Shifting the Marketing Conversation Like you said, integrating different aspects is not necessarily a new concept, but the way that we’re talking about it [marketing] and the way we need to educate people is changing a little bit. Previously, we would say, “We need to share keyword information or add copy with the SEO teams.” but they can implement that on the organic side. The discussion that I’m having with new clients, and even existing clients, is about shifting their … [Read more...] about Pamela Lund on Creating a Comprehensive Marketing Plan
Marla Johnson is no stranger to marketing development and strategy. She’s the CEO and founder of Aristotle, Inc., an interactive marketing agency that has been a driver in the industry for more than 20 years. We are honored for her to be a part of SEJ Summit Silicon Valley, our San Francisco-area marketing conference being held on July 22nd in Mountain View. Marla’s SEJ Summit topic is Message in a Digital Bottle: Finding the Right Audience, in which she will discuss “audience segmentation and content marketing strategies, giving you tools that help your message find the right people at the right time”. If you’d like to learn from Marla and our other great speakers, we still have some FREE tickets available for our Silicon Valley event. The SEJ Summit series is possible courtesy of our partner, Searchmetrics. Their “search experience optimization” makes digital marketing better, faster, and more profitable. Request an invite today here. … [Read more...] about How to Use Buyer Personas & CTAs in Content Marketing
We have so many relationships in our day-to-day lives that we rarely consider not having them as an option. Whether you have your family, friends, or acquaintances around, there’s usually someone you know within arm’s reach. Rarely ever are you alone. Have you realized that those you know greatly influence your decisions in life? You’ve probably heard thousands of movie, product, and restaurant recommendations from the people in your life that you’ve followed through on. It’s safe to bet that the majority of those experiences that you’ve followed up on, you’ve enjoyed. Nowadays we have relationships with people we don’t even know or actually hold a conversation with. Think of your favorite author, director, or musician. Think even deeper to your favorite YouTuber or blogger. Now think of your favorites that are within your niche. How much have you discovered because of them? Maybe you’ve followed through on their recommendation for … [Read more...] about How to Create Relationships With Influencers
Not all landing page videos are created equal. Some are nausea inducing. Others, “heartbreaking works of staggering genius.” (a.k.a. they convert like wildfire.) Consider the facts: Given how powerful video is in the online conversion process, “best practice” articles are everywhere. But this is not one of them. Instead, here is a list of worst practices. So you know what to avoid. Why? Because it’s easy to screw up your conversions with video and waste enormous amounts of time and money in the process. With that in mind, let’s dive into six ways to make landing page videos that suck, and exactly what you should be doing instead. 1. Don’t Educate As stressed above, videos are one of the most effective tools to propel people toward that conversion. But there’s a catch. When Wyzowl surveyed over 230 companies for their State of Video Marketing 2016 study, 72% of respondents reported that video “improved the conversion rate of their … [Read more...] about 6 Landing Page Video Worst Practices to Avoid