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Google Tests Highlighting Snippets To Refine Your Search https://ift.tt/35ULRx7 Here is a weird Google Search feature that the company may be testing. Jackson Lo first notified me of it, where if you do a search in Google and then highlight text on the search results page, Google will overlay a box to let you search for the text you highlighted. SEO via Search Engine Roundtable https://ift.tt/1sYxUD0 November 23, 2020 at 06:41AM
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Microsoft Bing Search: Shopping The Look https://ift.tt/397eNnK Microsoft Bing has added a new feature to its search results page before the holiday shopping season named "shopping the look." It basically will show you outfits of items that go together, and not just clothing items one at a time. This reminds me of the Google Ads Shop the Look feature from 2016. SEO via Search Engine Roundtable https://ift.tt/1sYxUD0 November 23, 2020 at 06:31AM Google Ads Editor v1.5 Adds Improved Filtering Image Extensions Detailed Recommendations & More11/23/2020
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Google Ads Editor v1.5 Adds Improved Filtering, Image Extensions, Detailed Recommendations & More https://ift.tt/3l5597H Google released a new Google Ads Editor release the other day, it is version 1.5 and with it comes a bunch of goodies. The big changes are improved filtering options, support for image extensions, more detailed recommendations, and so much more. Here is the full list of changes: SEO via Search Engine Roundtable https://ift.tt/1sYxUD0 November 23, 2020 at 06:21AM
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Large Spike Google My Business Suspensions https://ift.tt/33qWZ3x There has been a large number of recent complaints that Google is suspending tons of Google My Business listings. It seems these are account wide suspensions, where if you have multiple business listings in your account, all those listings would be suspended together. SEO via Search Engine Roundtable https://ift.tt/1sYxUD0 November 23, 2020 at 06:11AM
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Inside Influence EP08: Srijana Angdembey from Oracle on How Influence Creates Better B2B Customer Experiences https://ift.tt/33bfQ29 Improving Customer Experience is one of the top priorities for B2B marketers today. With the challenges of real-world experiences from field marketing to in-person tradeshows all but gone, B2B marketers are focused on figuring out how to maximize digital experiences. Working with influencers has proven to be an effective solution. In fact, 74% of marketers agree that influencer marketing improves customer and prospect experience with the brand according to the 2020 State of B2B Influencer Marketing Report. But how are B2B brands working with influencers to create those experiences? To find out, I reached out to Srijana Angdembey, Director of Social Media Marketing at Oracle for this 8th Episode of Inside Influence - Interviews with B2B Influencer Marketing Insiders. During our talk, we discussed:
I really think that influencer marketing helps fill that gap because now we're working with individuals that our audience trusts and look up to us as experts. I think that's the key. I think that's how influence drives customer experience. Working on anything, content marketing or events with influencers just helps build the trust factor. It also adds credibility and makes everything so much more authentic. Our research found that 96% of B2B marketers implementing influencer programs are successful in some way. Even with that optimism, 60% of B2B marketers say they don't have the skills in house or expertise to execute. What advice can you share for marketers considering working with influencers? Srijana: I think the first thing I'd say is you may not realize, but your company might already be doing some form of influencer marketing. A lot of times I don't think people know for sure. When I was doing influencer marketing here initially at Oracle, I was surprised to find how many other people were already working with influencers. But maybe you don't have that strategy in place yet or an official program. I think if you set your goals for working with influencers and what you're trying to achieve with the influencer marketing program, then you can start really slow and small. It could be as easy as just reaching out organically and trying to build that relationship with an influencer. That's where you start and really start studying and understanding if this is the right influencer that you want to work with. What content are they producing? Who are their audiences? How are they engaging with them? So I would say start there. B2B marketing and content expectations increasingly demand experiences, including with influencer content. What are you seeing in terms of recorded and live video, stories, podcasts and even interactive content with influencers? Srijana: Tik Tok is a great example, right? As far as pushing the boundaries of content. That's another thing about working with influencers. I think they're so good at that. Maybe I have restrictions and boundaries or maybe I don't have the resources in my company. Maybe I have brand guidelines that restrict me from doing certain forms of content. I'm loving what I see from Brian Fanzo do for example. He has such good stuff like with virtual events that he's doing. I love that. When working with Shep Hyken, for example, this year on one of our events, I was just blown away by the technology that he had and the ability to pull in things when he was speaking. He had slides up and had stats pop up and I was so impressed. I think that influencers know that the content needs to be very engaging and it needs to hold the attention of the viewer. I'm just finding that we're just getting more and more innovative and as we are exploring newer forms of news and new kinds of social media, for example, it just pushes the boundary even more. What do you think will be different about influencer marketing for B2B companies post-pandemic? Any predictions for the future? Srijana: No predictions, but I definitely don't think we're going back anytime soon to how things worked or how we were doing things. One thing that this pandemic really did was make us all pause and kind of look at our marketing in a more prescriptive way. "Is this going to add any value?" I think even more so than ever, it kind of made that really clear to us. I think even with influencer marketing, we became very focused on, is what this person saying aligned to our values and what we want? Post pandemic, I think that's going to continue. For example, we want to work with a diverse range of influencers, right? Maybe that was already top of mind before, but now it's even more top of mind because of the current situation. I think we're going to be more prescriptive on how we do things and who we align with and make sure that person is not just what they're saying on social media, but also that they are good people to work with and that our customers really look up to. To see the full Inside Influence interview with Srijana Angdembey, check out the video below: If you would like to connect with Srijana further about B2B influencer marketing, you can find her on Twitter and LinkedIn. Next up on Inside Influence, we'll be talking to Brian Solis, Global Innovation Evangelist at Salesforce about how influence and thought leadership transcend marketing to become partners to drive business growth. Be sure to check out our previous Inside Influence B2B Influencer Marketing interviews:
The post Inside Influence EP08: Srijana Angdembey from Oracle on How Influence Creates Better B2B Customer Experiences appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh November 23, 2020 at 05:25AM
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Creative content and to meet pandemic holiday demands https://ift.tt/3fpl92R 30-second summary:
This holiday, consumers want new and fresh content while they shop online or via other digital channels during the pandemic. According to a recent survey we conducted of US consumers, 79% want different storytelling approaches from brands – they do not want to see the same ad/creative repeatedly. We’re spending more time online than ever and have probably seen it all already anyhow. Simultaneously, this season, retail and brand marketers want to satisfy their consumers and produce tons of holiday campaign assets without sacrificing quality. However, the ever-growing number of platforms, channels, and accelerated online adoption along with the fact that brands might’ve already over-used existing creative concepts through the past couple of months – poses an execution challenge. This holiday season brands will more than ever look to fill in the revenue gaps due to less retail traffic, thus they will need clever creative tactics and with that content to do so effectively. When stakes are high you don’t want to put all your eggs in a single basket. When volume demands become overwhelming, creative variety and quality take a hit. Still, as brands start to run their advertising engines to battle it out for consumers’ wallets, production resources and budgets have not grown to meet the demand, and teams are expected to do more with less. This dilemma is coined as the Content Gap, and many brand marketers and advertisers are feeling stretched thin. Brands need to consider different, more efficient ways to produce creative. On the ‘naughty’ listThe Content Gap creates massive pressures within a brand or retail company. As consumer spending regains its strength, brands need to ensure they deploy creative content seamlessly and efficiently this holiday. Let’s discuss these challenges.
Creative automation tops the ‘nice’ listCreative Automation is the antidote to the Content Gap dilemma and will rescue brands this holiday season. With 61% of consumers expected to conduct their holiday shopping online this year, brands need to bring to market a variety of holiday campaign creative ideas, messaging, and promotions to charm and convert consumers. In practice, Creative Automation software allows brands to launch campaigns faster, apply changes to existing creative instantly, get more done with the same resources, and bring remote teams together for an agile response during the pandemic holiday. To infinity and beyondNow that we understand a bit more about Creative Automation let’s dive into how brands can get ahead with their creative production this holiday and the New Year.
Take a fresh approach to automating creativeConsumer sentiment shows the need for retailers to evaluate how they create and deploy holiday campaigns. Ahead of the holiday season, investment in creativity is a must. Secondly, retailers, creative strategy has become a critical performance lever to drive sales. However, today, the challenge is that many brands have not organized their creative teams to react to global and local consumers and move at speed. This holiday season, transformative retailers and brands will advance with the assistance of new technology like Creative Automation to automate and scale their creative messaging, variety, and help their teams focus on strategic work. Those who place a greater focus on creative variance and agility will come out on top this quarter and beyond. The post Creative content and to meet pandemic holiday demands appeared first on ClickZ. SEO via ClickZ https://www.clickz.com November 23, 2020 at 04:06AM
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Three ways merchants can leverage fintech to reach shoppers https://ift.tt/399ucEe 30-second summary:
Transactional advertising focuses on reaching consumers at the point of sale, motivating an immediate action or interaction with a business—not just online, but in stores with POS systems like Square and Stripe. Powered by fintech tools like Dosh and Cardlytics, transactional advertising has gone digital. This presents a huge opportunity for retailers to reach customers while they’re banking, actively shopping, or just browsing for goods online or offline. Fintech as an advertising channel is effective for several reasons. First, the use of credit and debit cards has increasingly replaced cash as consumers’ preferred method of payment. A 2019 study by the US Federal Reserve found that consumers use cash for just 26% of purchases, although this number is higher (47%) for “small value” purchases under $10. Shopping behavior is also changing—and this change goes beyond people pivoting from shopping in stores to shopping online (that’s happening too with McKinsey reporting a 15-30% growth in consumers who purchase online.) Shoppers are becoming more reliant on fintech to conduct transactions, connect with businesses, and find the best deals. Since the pandemic began, consumers have been switching brands at an unprecedented rate, a behavior fueled by economic pressure, changing priorities, and store closings. All this change has created three unique digital marketing opportunities for retailers which are tied to fintech solutions. Opportunity #1: Card-linked offers (CLOs)Cash back programs are nothing new to the retail and finance sectors. The first cash back reward program was rolled out by Discover Financial Services, a division of Morgan Stanley, in 1986. The concept was simple. Morgan Stanley gave Discover cardholders a small percentage of cash at the end of the year based on how much they charged on their credit card. Voila, the credit card rewards program was born. Now, more than thirty years later, rewards programs are ubiquitous and offer consumers a way to earn a little money based on where they shop. Fintech solutions like Dosh, a cash back app that partners with merchants and financial institutions, connect retailers directly to the wallets of consumers by automating the cash back and rewards process through card-linked offers (CLOs.) The Dosh app enables consumers to link their preferred card or payment method to the app. Users can see which retailers and brands have available offers and once they link their card and make a purchase at a participating merchant, the cash back reward is deposited into their Dosh “wallet” and ultimately transferred to a bank account, PayPal, or Venmo, or to a charity of their choice. This is a fairly “frictionless” process, but it still requires downloading an app and connecting your credit cards. To make the process even more seamless, Dosh recently rolled out a solution that powers rewards programs for financial services companies so they can provide “automatic, instant, card-linked cash back experiences to customers.” The program removes the need for consumers to download the Dosh app, since the cash back functionality is enabled within the financial institution’s user interface. We reached out to Dosh for a comment about the new solution.
Retailers and local businesses who want to reach the (millions of) consumers who access Dosh through various financial institutions, can do so by advertising cash back promotions and other offers on the platform. Dosh promotes cash back offers through their app and email communications. Through Dosh, either in the app or via one of its partner financial institutions, shoppers can search for cash back offers on their mobile devices and find deals by brand or location. Example of a Dosh mobile alert—Source: Dosh A study by Forrester found that retailers who use Dosh saw an average of 48% increase in order value and had an incremental ROAS gain of 7.9. Opportunity #2: Banking as an ad platformCardlytics is a fintech platform that works directly with banks to provide cash back offers to their users. The platform boasts 1.6 million active monthly users (or 50% of all card swipes in the US and UK). For retailers and merchants, Cardlytics provides a unique way to reach customers by integrating ads within banks’ online, mobile, and email channels. Cardlytics’ list of financial partners is impressive and includes Chase, Bank of America, Wells Fargo, and many more. Cash back offers appear within the banking interface, so consumers can plan where they want to shop. A list of cash-back offers that appear within a Wells Fargo credit card account—Source: Cardlytics Cardlytics uses data from online and in-store purchases to target campaigns within the platform and measure results. This intelligence helps answer critical questions like where a retailer is losing or gaining market share, what competitors customers are shopping with, and how often customers shop for a specific category of goods in the retailer’s store versus overall. Cardlytics is unique in the ad tech space in that it reaches only verified users—people who have bank accounts and are actively managing their money. Many top brands are already using the platform including Lowe’s, PetSmart, and Kroger. Opportunity #3: Digital deal findingWhile Dosh and Cardlytics are focused on cash back opportunities, sometimes you just want to save a little money at the point of purchase. That’s where deal finding apps and plugins truly shine. Deal finding tools like Honey and RetailMeNot provide multiple ways for shoppers to save money by automating the coupon clipping process. Most deal finding platforms have a cash back component as well. RetailMeNot is an excellent an example of digital deal finding, with multiple tools that enable retailers to connect with shoppers across the entire customer journey, both online and offline. RetailMeNot’s mobile app alerts shoppers to sales taking place in physical stores based on the user’s proximity to the store. The browser plugin pops up when a user is in a retailer’s shopping cart, enabling them to test coupons or get cash back. Retailers can also place ads on RetailMeNot’s website and in their email campaigns. Over 31 billion digital coupons were redeemed worldwide in 2019 and over 90% of consumers have used some sort of coupon. Deal finding platforms that automate the process of clipping and using coupons are a great way to reach shoppers, drive sales, and foster brand loyalty. As part of the trifecta of fintech advertising solutions, they offer merchants another targeted way to motivate shoppers and generate growth. The post Three ways merchants can leverage fintech to reach shoppers appeared first on ClickZ. SEO via ClickZ https://www.clickz.com November 23, 2020 at 03:59AM
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Daily SEO Fix: Collecting, Organizing, and Tracking Keywords with Moz Pro https://ift.tt/35SnAIf Posted by KerryDuggan So we meet again, keyword research... Now more than ever, we’re depending on the online world for our day-to-day activities. We’re making use of the web for learning and studying, shopping, paying bills, and for the majority of our entertainment and social needs. This means the need for search engines to provide us with what we’re looking for has never been more relevant. Google's algorithm focuses on how to fulfill search intent, and we want Google to see us doing that. We know the accuracy and relevancy of content is imperative so Google thinks we’re the answer to the searcher's query. I lead Moz’s onboarding team in Ireland, and keywords are our most discussed topic in one-on-one walkthroughs — you all want to know how to find the best keywords, if you are currently using the most relevant keywords, and what keywords your competitors are using. The Moz Pro tool shows us all this and more. We want our customers to know the most effective ways to use Moz Pro to get keyword data, so we’ve put together these Daily Fix videos to help you do just that! I would love to hear your opinion on fulfilling search intent and what has yielded good results for your website, so speak to you in the comments section! Keyword suggestions groupsIs there any way to find keywords that have a similar meaning or are broadly related in meaning so I can focus on similar keywords? How can I see the volume of a group of similar keywords? In this Daily Fix, Emilie guides you through how to use the “Grouped keywords” filter in the Keyword Explorer tool. The “Grouped keywords” filter gives you an idea of the volume for your area of interest, rather than focusing solely on the volume of one keyword. Content suggestionsDoes Moz have anything to help me create better content relating to my keywords, or to help me start my keyword competitive analysis? In this Daily Fix, Megan shows us how to use the content suggestions section in the Page Optimization tool to help build better content in relation to your keyword topic. This can also help you get ideas for keywords to research based on the content suggestions provided. This section is based on a specific URL and keyword pairing, and shows other keywords commonly found in the highly-ranked search results which contain your initial keyword. Keyword opportunitiesWhat keywords am I ranking for that I’m not aware of? What if I start ranking for other keywords after I create my campaign, does Moz track this data? In this Daily Fix, Emilie explains how to find keywords that may be sending your site traffic, and for which your site is already ranking but you’re not tracking. Click on the “Track” button to add these opportunities to your campaign, and start collecting data to see where you’re ranking for each keyword. Finding ranking keywordsHow do I know what I’m already ranking for? How can I see what keywords my competitors are ranking for? In this Daily Fix, I demonstrate how to find any website’s ranking keywords. You can see your website’s ranking keywords, or find those of competitors. You can also see pages associated with ranking positions, which will help with content ideas. Having this information allows you to start your competitor analysis. You can use your keyword list feature and have a list for each competitor to get a better understanding of potential keyword opportunities available to you. The keyword list overview helps to compare metrics across groups of keywords, which will help you see low hanging fruit. Filtering keywordsCan Moz give me suggestions of keywords I might not have thought of? How do I know what questions my customers could be asking? In this Daily Fix, Michael shows you how to use the suggestions filter in Keyword Explorer to find useful keywords. This can be a great source for content suggestions, example ideas for your blog, or potential FAQs on your website. It can also help you find topics that are related to your keyword so you can provide the content your customers really want to see. Want to try the Moz Pro tool? First sign up for our 30 day free trial and then book a walkthrough with one of our onboarding specialists. We would love to hear about your SEO goals and how we can help! Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read! SEO via SEOmoz Blog https://moz.com/blog November 23, 2020 at 02:07AM
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Key Insights: Exclusive market intelligence and ecommerce highlights https://ift.tt/3fm7byK 30-second summary:
After the smashing success of Amazon Prime Day, Cyber Monday and Black Friday are set to smash the $10 billion ballpark figure in ecommerce sales. 2020 has been unpredictable to the extent that despite the pandemic, high unemployment rates, and looming recession have not phased holiday season shopping. Deloitte forecasts a 25% to 35%, YoY growth in ecommerce sales for the 2020-2021 holiday season. The expected cap ranges between $182 billion-$196 billion which is a 14.7% growth vs 2019. Our market intelligence report, too, has some insights to uncover, read on. In fact, Thanksgiving is expecting a 49.5% sales growth. What’s even better? There’s a shorter calendar space between Thanksgiving, Hanukkah, and Christmas that will positively impact holiday shopping dynamics. Here are some of eMarketer’s latest holiday shopping sales forecasts:
Feeding the consumer appetite the right wayOur earlier key insights have extensively covered holiday season shopping trends, digital strategy, and consumer preferences, and CXO. Here’s a complete look at the consumer behaviors for November-December 2020 and how you can feed it. Top five countries that were leading in consumers adopting new shopping behaviors:
Of these 40% of consumers tried new brands while just 12% of consumers showed brand loyalty saying they would shop from the same brand they shopped from in 2019. Omnichannel and social media marketing will be the flavors of the season, read more on this here. Blockbuster dates for holiday season shoppingAccording to McKinsey & Company, 39% of people will be spending more on special shopping while 44% intend to spend the same:
Get more insights on milestone dates of holiday season shopping 2020 here. Factors that make consumers pick a retailer to purchase fromClickZ Market Intelligence Report – October HighlightsOur ClickZ and SEW Pulse Survey has tracked senior marketers’ views through April to October to constantly track the industry shifts. Here are some highlights from our October Market Intelligence Report:
Want more insights that can help you make informed business decisions? Get your copy of our October Market Intelligence Report that is packed with our exclusive industry insights and our Marketing Automation Summit data. Top Martech – Market intelligence‘Content & Experience’ and ‘Data’ are the two front runner technology categories. Detailed segmentation of these categories shows the following snapshot. ClickZ readers’ choice for the weekThis week, our readers have gravitated towards fixing their holiday season marketing strategies, customer eccentricity, and personalization.
The post Key Insights: Exclusive market intelligence and ecommerce highlights appeared first on ClickZ. SEO via ClickZ https://www.clickz.com November 22, 2020 at 12:38PM |
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