What’s a video view worth these days? YouTube says 30-seconds, but Facebook counts a video view at the three-second mark. Just last month, the Media Rating Council and IAB both defined a video ad as viewable as long as 50 percent of an ad’s pixels are visible for a minimum of two-seconds. But, do any of these metrics matter if a video fails to achieve true engagement with the viewer? “Our consumers are increasingly viewing videos across their screen of choice, so we’re always looking for effective ways to engage with them during that experience,” says Taco Bell’s VP of media and sponsorships Juliet Corsinita. According to Corsinita, the industry is still in the early days in the scope of media available to brands, and the guidelines for video measurement standards are continuing to evolve. To get a true “view” of the marketing metrics that matter, we asked four top brands how they measure the success of their video efforts. AARP, Tough … [Read more...] about Do Video Views Matter? CMOs Weigh In On The Video Marketing Metrics That Count
Market closes today
When Google started selling its Nexus One android phone earlier this year, it raised many issues. Was Google now competing with people it depends upon for distribution? Would consumers buy from an online-only store? To the latter, apparently no. Google’s closing its shop, and perhaps never offering another Google-backed device in the future. Google just announced that its Nexus One store would be closing today: While the global adoption of the Android platform has exceeded our expectations, the web store has not. It’s remained a niche channel for early adopters, but it’s clear that many customers like a hands-on experience before buying a phone, and they also want a wide range of service plans to chose from. So today we’re announcing the following changes: More retail availability. As we make Nexus One available in more countries we’ll follow the same model we’ve adopted in Europe, where we’re working with partners to offer Nexus One to … [Read more...] about Google Closes Nexus One Store & Don’t Expect A Nexus Two?
A couple of years ago, I wrote a column that introduced agile marketing — a management approach that adapts agile software development methodologies to marketing projects. I suggested that adopting agile marketing management practices might be the single most important factor in building a successful, ongoing conversion optimization program. Two years later, I believe that’s more true than ever. For all the advancements in conversion optimization tactics and technologies, it’s the speed and flexibility of the marketing team that has the greatest impact on what can be accomplished. The Agile Marketing Movement Advances Agile marketing applies to more than conversion optimization, of course. The value of speed and flexibility is manifest for nearly all forms of digital marketing. For instance, Jonathan Colman has an excellent presentation on how he leveraged agile marketing in SEO in his work at REI. Ric Dragon also has a great new book out, Social Marketology, that … [Read more...] about Have You Adopted Agile Marketing Yet?
While the holiday season is undoubtedly a busy period for small business owners, it’s important to set aside time to plan your marketing strategy for the year ahead. How will you continue to maintain and grow your business in 2014? What plans do you have to keep your business on track and stay ahead of the competition? Issues related to marketing are top-of-mind for small business owners going into the New Year. In fact, according to Yodle‘s recently released First Annual Small Business Sentiment Survey, 42% of small business owners said they are worried about finding new customers, making it their #1 overall concern. Additionally, 33% of small business owners surveyed said that keeping their current customers is a concern (#3 overall), while 21% of owners cited their competition as something they worry about (#6 overall). Source: Yodle’s First Annual Small Business Sentiment Survey, Aug. 2013 As we can all attest, 2013 was a year in which consumers increasingly … [Read more...] about 8 Tips For Planning Your Small Business’ 2014 Marketing Strategy
It’s no small feat to be a successful B2B digital marketer in today’s complex, ever-changing environment. In this article, I offer several proven recommendations related to the domination of search engine results pages (SERPs), testing, attribution and ROI. Utilize these tips to jump-start your search results in the new year and start 2017 with a bang. New year, new opportunities 2016 was a year of incredible change. Google changed the SERP game by shifting visibility to paid advertising, while also changing the core organic algorithm to natively include Panda and RankBrain. Search engine marketing isn’t getting any easier. Top it off with the rapid expansion of marketing technologies, system integrations, and now account-based marketing, and we’ve got an uphill battle. As you look for opportunities to improve your 2017 results, these five tips offer big wins: Ensure SERP domination. Maximize conversions via testing. Capitalize on attribution insights. … [Read more...] about 5 B2B marketing tips to jump-start your 2017 results