https://ift.tt/2orj9iw
Big Names Go Virtual For CES 2022 https://ift.tt/3z7aGDh One can honor a major consumer technology event of the year by wrapping it in the technology that allows us not to attend: virtual. The Consumer Electronics Shows in Las Vegas 2022 starts in just about a week, running January 5-8 -- the first scheduled in-person event since 2020. The January 2021 event was totally virtual. But as Omicron looms, who is really going to show up? And what, if anything, does that mean for the business for the rest of 2022? The event usually pulls 170,000 attendees, like in January 2020 -- just two-and-a-half months before the pandemic really got going. The Consumer Technology Association, which runs the event, expects much less now -- an estimated 40,000 to 60,000. All this comes as big-name technology and media companies will not be attending. The latest major company to opt out is Google, which is pulling up stakes as an exhibitor. Other headliners on the sidelines include General Motors, T-Mobile, Amazon, Meta Platforms and Microsoft. In addition, AMD, AT&T, Casio, Hisense, HP, iHeartMedia, Lenovo, Nvidia, Pinterest, TikTok and Twitter will not attend in person. advertisement advertisement Still, the show must go on for those not so big. A communications rep for the Consumer Technology Association told Investor’s Business Daily: "We have 2,200 companies that want to have a show. So we are having a show." The executive said that while some “large” companies are hitting pause, there are small to-medium-sized companies whose business depends on the show. No doubt. But at what risk? COVID-19 hasn’t yet devolved into a flu-like yearly thing -- risky but manageable -- which some experts predict is where things are likely going. For its part, Google says it's going virtual. That's not exactly a surprise, since the event was always designed to be a hybrid thing -- in person and virtual. The CES event has been a growing platform for entertainment, technology, advertising and media platforms for years now. If senior-level executives from these key industry groups cannot get together, is that such a big deal in the short term? But what changes will become permanent if these ongoing on- and off-pandemic periods continue? Some take comfort knowing Zoom activities give us a sense of closeness -- at a safe distance. All with an air of aloofness. No hugging, no fist pumps. Perfect for time-sensitive, tech-savvy media/entertainment executives. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 29, 2021 at 08:02AM
0 Comments
https://ift.tt/3JmwQ9n
Best Of B2B Search Marketing: Optimize Your 2022 With Our Top 10 SEO Posts https://ift.tt/3EH777H Search marketing has morphed and grown in numerous ways throughout 2021. At each of the shifts and changes in the search marketing landscape along the way, we've done our best to not only cover each twist and turn thoroughly, but to also offer insight and research-based strategy that will help B2B marketers meet the increasing challenges placed in front of us. We're fortunate to have a wealth of talented B2B marketing professionals contributing to the TopRank Marketing blog covering the state of search marketing — which will celebrate its 19th year in 2022. To help our blog community grow its search marketing knowledge, we’re happy to offer our annual list of the most popular search marketing and search engine optimization (SEO) posts of 2021 we've published throughout the year. Our Most Popular Search Marketing Posts in 2021:1. 6 Timeless SEO Tips Content Marketers Can Do Now — Lee OddenHow can content marketers improve their search visibility? The best SEO advice isn't worth much if it's never implemented. In our most popular search marketing post of 2021, our CEO Lee Odden shared six timeless SEO tips that you can implement right now, including:
2. SEO Harmony: Why B2B Marketers Need To Integrate Search With Content Strategy — Lane R. EllisWhy should B2B marketers should turn segmented SEO and content marketing efforts into an integrated strategy? In the second most popular search marketing post of the year, I shared why uniting the two forms a more powerful and harmonious B2B marketing union, examining:
3. Trust and the Search for Answers: How Influence Optimizes SEO Performance — Lee OddenHow can B2B marketers optimize content for trust? In the number three spot on our top search marketing posts of 2021 list, Lee shared how trusted content elevates the strength of brand search visibility, and why taking optimization to the next level creates even better customer experiences. Lee shared fascinating and powerful ways to align your content, SEO and influencer engagement opportunities, including:
4. What 5 Recent Search Marketing Changes Mean For B2B Marketers — Lane R. EllisHow can B2B marketers adapt to new changes in search engine marketing? From Google’s “About This Result” and feedback features to its new Display & Video 360 data insights, Google Discover, TensorFlow ranking updates, and Bing search engine result page (SERP) chatbot and related-image features, in our fourth most popular search marketing post of 2021 I shared five recent changes, including:
5. Beyond SEO: B2B Content Optimization for Trust and Customer Experience — Lee OddenHow does B2B content optimization work to build greater trust and better customer experiences? In the fifth most popular search marketing post of 2021, Lee shared how to take optimization beyond search and into customer experience with a more holistic B2B content strategy, including:
6. Content Marketing Optimization Audits – Find Where SEO Can Boost Content Marketing Success — Lee OddenHow do SEO and content marketing strategy interact with one another in a cohesive way? In our sixth most popular search marketing post of 2021, Lee walked us through the five fundamentals of SEO and audit reports to help you boost your content marketing success, including:
7. 5 Tips for Empowering Enterprise SEO Success — Lee OddenHow can B2B marketers empower enterprise SEO? From ongoing education and energizing advocates to marketing results and customizing communications, in our seventh most-read search marketing article of the year, Lee shares how, and why even the best SEO advice isn't so great if it's never implemented. Learn all five ways to empower SEO at enterprise companies, including:
8. Optimizing Digital Assets: How B2B Marketers Can Combine the Best of External & Internal Search Findability — Lane R. EllisHow can B2B marketers optimize a digital asset workflow that combines best practices for search findability both externally and within your business? In our eighth most popular search marketing post of 2021, I shared how to bring it all together with a digital asset management (DAM) solution, including a look at the following key areas:
9. Autumn of Search: In-Person & Virtual SEO Events for B2B Marketers — Lane R. EllisWhat are the top conferences and events B2B marketers should be considering for hybrid of in-person learning? In the last decade alone the number of conferences has risen drastically, making it harder than ever to hone in on the ones that can best help build your business, boost your networking opportunities, and offer the most relevant new industry education from top speakers, especially in world of B2B search marketing. These 19 hybrid and in-person B2B marketing conferences and events will help elevate and inform your search strategy. From #Pubcon & #SearchLove to #MozCon & more, in our ninth most popular search marketing article of 2021, I share them all. [bctt tweet="“We’re all the same size rectangle on the Zoom screen.” — Vanessa Colella of @Citi" username="toprank"]10. How Influencers & Best Answer Content Help B2B Marketers Dominate in Search — Lee OddenHow can optimized best-answer content help B2B marketers dominate in search? Rounding out our top ten list of search marketing posts for the year, Lee has shared the SEO value that influencers can bring to content marketing through expertise, authority and trust, including a helpful look at the following advantages B2B influencer marketing offers:
Thanks TopRank Marketing ReadersThanks to each of you, our TopRank Marketing blog readers, for continuing to read and learn from us, including these top 10 search marketing posts of 2021. We published dozens of posts this year specifically about search marketing, and plan to bring you even more in 2022, so stay tuned for a new year of the latest helpful search industry research and insight. Please let us know which SEO-related topics and ideas you'd like to see us focus on for 2022 — we'd love to hear your suggestions. Feel free to leave those thoughts in the comments section below. Many thanks to each of you who read our blog regularly, and to all of you who comment on and share our posts on the TopRank Marketing social media channels at Twitter, LinkedIn, Facebook, Instagram, and YouTube. To learn more about the rising power of influence in B2B, watch our CEO Lee Odden in the comprehensive new webinar "How to Accelerate B2B Marketing Results by Working With Influencers," and learn how to create greater content marketing impact with influence.The post Best Of B2B Search Marketing: Optimize Your 2022 With Our Top 10 SEO Posts appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh December 29, 2021 at 05:39AM
https://ift.tt/2orj9iw
Hard Seltzer Ad Buys Up 39% In 2021 https://ift.tt/3ezOQyQ As hard seltzer sales growth waned in 2021, ad buys in the category continued growing, according to ad campaign tracker MediaRadar. In an analysis of hard seltzer ad buys from January through October, MediaRadar found spending at $237 million, up 39% over the same period in 2020. This included a 35% increase on TV to $194.5 million, a 63% boost in digital to $48.1 million, and a 20% increase in print to $649,000. The number of hard seltzer advertisers more than doubled, to 50 in 2021 from just 20 in 2020, MediaRadar reported. Anheuser-Busch InBev, whose hard seltzer brands include Bud Light and Michelob Ultra, topped ad spending in the category with a $72.2 million spend – or 31% of its total ad spend of $232.9 million. Molson Coors, which owns Vizzy and launched the red-hot Topo Chico Hard Seltzer during the year but shuttered Coors Hard Seltzer, was the second biggest hard seltzer spender, at $60 million -- or 37% of its total ad spend of $163.4 million advertisement advertisement Constellation Brands, which admitted to overestimating consumer demand for its Corona Hard Seltzer by writing off a $80 million “obsolescence charge” during the summer, followed in the category with a $40.4 million spend – or 11% of its total ad spend of $367.3million. The fourth largest hard seltzer ad spender was Mark Anthony Group, owner of industry leader White Claw, which spent $37.2 million in the category --- or 69% of its total $54 million ad spend. Boston Beer, home of multiple-flavor favorite Truly, placed fifth in hard seltzer ad spending at $27.2 million -- or 31% of its $87.7 million in total ad spend. Overall, A-B InBev decreased its ad spend by 14% this year, with TV down 15% to $211.3 million, print down 7% to $1.4 million, and digital down 2% to $20.1 million – although it made “significant investments in OTT, mobile, and Facebook ads, with over $14 million being allocated to Facebook ad pushing.” Molson Coors’ total ad spend was up 15% year-over-year, but it too pulled back dollars from TV, decreasing spend 3% to $96.2 million. However, the company increased digital spend 51% to $66.4 million and print spend 45% to $796,000. The company’s biggest spending increases were in podcasts and OTT, MediaRadar found. Constellation also began shifting its dollars away from TV advertising, where its spend was down 2%, while upping magazine advertising 277% and Facebook advertising 125%. Mark Anthony Group, meanwhile, “had a very expansive year in terms of branching out and pushing into new advertising formats,” MediaRadar reported. “TV [$41.9 million], print [$43,800] and digital ad spend ($12.5 million) are up over 1000%, 205% and 144% respectively,” with overall ad spend up 663%. Boston Beer also upped its total TV spend -- 22% to $66.8 million, but that paled in comparison to the advertisers’ digital jump – which nearly tripled (274%) to $20.7 million, with chief beneficiaries being Snapchat (more than ten times 2020) Facebook (up 386%), and OTT (up 368%). Print spend was $255,000, up 1%. “Now that the initial excitement is diminishing and top players are emerging in the hard seltzer category, marketing is more important than ever,” stated Todd Krizelman, CEO & co-founder, MediaRadar, in a statement. “We’re seeing hard seltzer brands diversifying their media mix to remain competitive and stand out.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 29, 2021 at 05:05AM
https://ift.tt/2orj9iw
How To Drive Meaningful Sales On TikTok https://ift.tt/3pwoRyp
The following was previously published in an earlier edition of Marketing Insider.
TikTok’s iOS 14 Update Most advertisers have seen some impact of Apple's iOS 14 update. On TikTok, Apple will display a prompt for users to choose which ad experience is best for them. In response, TikTok is sharing three actionable steps for brands and advertisers: 1. Update mobile measurement partner SDK. 2. Complete conversion event configuration in your MMP. 3. Send all events to TikTok via your MMP. Following the above steps will allow brands a new structure to gauge installs and post-install events. And sending all data to TikTok will make it easier to improve performance. advertisement advertisement More Personalization within TikTok’s Ad Experiences If you’ve ventured over to TikTok’s “For You” page, you’ve seen firsthand how well the app understands its users. Naturally, TikTok is applying this knowledge to its advertising algorithm. Over the last several months, brands have noticed their campaigns leveling up. This is in part due to increased insight into user activity and engagement. Of course, the thought of more personalized ads raises alarm amid iOS14. However, TikTok ensures its commitment to privacy. Top Ads Library Tool “Top Ads” is a new advertising tool available to TikTok users. It includes a robust search function with a variety of filters like date ranges and performance indicators. Strategic Insight Brands can drive meaningful sales on TikTok, as the platform has enhanced ecommerce functions that improve the shopping experience. And the app's retargeting capabilities help brands identify purchase intent. Here's a breakdown of the ad types that work best.
Here are some actionable recommendations for advertisers. Test in auction. -- Use broad organic learnings to develop a paid strategy on TikTok. -- Start by leveraging the platform’s offering of In-Feed Video. -- Take advantage of a full-funnel opportunity and flexible bidding types. Define what matters most. -- Define which engagements matter most to your brand, and build brand interactions through TikTok’s reservation buys. -- Tap into the Brand Takeover placement and Branded Effects with lenses and filters. Own the conversation. -- A Hashtag Challenge is the best way to own the conversation and encourage users to engage directly with your brand. Take creative risks. A lighthearted video that shows off your brand’s products can come across as more authentic than a viral meme. Analyze what types of content have worked well in the past on other platforms and adapt for TikTok. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 28, 2021 at 06:27PM
https://ift.tt/2orj9iw
Apple Must Let Dating Apps Bypass Payment Platform, Dutch Regulator Says https://ift.tt/3JxTMm6 A regulator in the Netherlands has ordered Apple to allow dating app developers to use non-Apple payment platforms, and to provide users with in-app notifications about non-Apple payment options. “Some app providers are dependent on Apple’s App Store, and Apple takes advantage of that dependency,” Martijn Snoep, chairman of the board of the Netherlands Authority for Consumers and Markets, stated late last week. “Apple has special responsibilities because of its dominant position. That is why Apple needs to take seriously the interests of app providers too, and set reasonable conditions,” Snoep added. The regulator gave Apple two months to comply with the order, after which the company will face fines of around $5.7 million a week, with a maximum of around $57 million. “Apple abuses its dominant position by imposing unreasonable contractual conditions on dating-app providers,” the Authority for Consumers and Markets said in a 4-page summary of its decision. advertisement advertisement The agency added that Apple's system doesn't allow providers to contact users directly for “customer service” purposes. “Dating-app providers are unable to handle any issues regarding invoicing, cancellations, and refunds directly with their customers because they do not have access to the necessary data,” the regulator stated. “In addition, it becomes much harder for dating-app providers to do background checks, which is of significant importance to dating-app providers, considering safety, age checks, and malevolent users.” In the U.S., a federal district court judge in California recently ordered Apple to allow all developers to use in-app buttons or links to point consumers to outside payment options. Earlier this month, a federal appellate panel stayed the order, stating Apple had raised “serious questions” about the basis for the injunction, and also showed that the injunction could subject the company to “irreparable harm.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 27, 2021 at 06:55PM
https://ift.tt/32HsJUb
Email Outage Reportedly Caused By 'Extreme' Australian Weather https://ift.tt/3Es2e2x Australia suffered a serious email outage on Saturday and Sunday, caused by an extreme weather event in the Perth area in the Western part of the country. The outage, which could have affected hundreds of thousands of people, left customers unable to send or receive emails on Christmas and on Boxing Day, the day after Christmas, according to local reports. iiNet said the weather event caused issues at the iiNet data center. The provider reportedly issued this statement: “Internet and mobile services for iiNet customers are still available and unaffected,” the spokesperson said. “Impacted services include the iiNet website and iiNet domain email services. The iiNet customer call centre is available for basic troubleshooting only at this time. “We apologize to customers for any inconvenience. Our IT team is working to restore operations as soon as possible.” Weather reports predicted that the West would suffer hot, dry conditions. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 27, 2021 at 03:51PM
https://ift.tt/2orj9iw
TV Gets Bigger -- And Smaller https://ift.tt/3sGCEEy I bought a new flatscreen. The one I had worked fine, but it seemed a bit on the older side. It didn’t have an ARC connection, so getting a new sound bar was going to be problematic. Diving into the world of screens got me thinking about how much video has changed, with screens getting both bigger and smaller, and programs getting both longer and shorter. Let’s start with screens. I got a 55” LG OLED after a brief flirtation with Samsung. Suffice it to say, the LG picture is dramatically better than my old screen. The images are dramatic, and the phrase 4K, which I understood technically but hadn’t really grocked aesthetically, is spectacular. And my old TV, while a flat screen, was “TV,” while the LG is much more of a theatrical experience. I’m watching more feature films in a home theater setting, with 7.1 Surroundsound and films like "The Matrix" now being released on the same day in both theaters and on streaming services. Yes, I still go to the theater -- when COVID variants allow -- but certainly less. “Dune” was great in the theater. So was “Nightmare Alley.” But for most of what is coming out of Hollywood these days, I’m increasingly happy with my new flatscreen. advertisement advertisement So TV is getting bigger, and more like Hollywood. But, at the same time, the nature of video consumption on the web has changed in measurable and remarkable ways. Last week, in what has to be a surprise for lots of media makers and consumers, TikTok hit an extraordinary milestone, becoming the most popular website in the world. According to a recent report by web performance and security firm Cloudflare, TikTok beat Google in terms of internet traffic, to become the most-visited platform in the market in 2021. If videos on streaming services are long, and getting longer, TikTok is the exact opposite. The Beatles documentary on Disney+ is 8 hrs long. TikTok videos are 15 seconds, with the length extended to 60 seconds, and for some users up to 3 minutes. But there’s risk in posting longer videos. On TikTok, it’s all about engagement, and completion rates, so the longer you go, the bigger the chance that people won’t stay engaged or finish watching. Larger screens make the home video experience more like the theatrical experience -- certainly not the same, since you can pause it, answer the phone, check your email. Filmmakers say -- rightly so -- that the theatrical experience is about immersion, and home video is more trivial and less engaged. But fight as they will to keep serious film audiences, and blockbuster event films in theaters, my new LG TV tells me that the future of film is going to continue its shift to home theater viewing. At the same time, the growth in mobile video -- as exemplified by TikTok’s unprecedented growth -- makes it clear that shorter video is also on a meteoric rise.TikTok’s revenue surpassed YouTube’s revenue. 56% of YouTube’s revenue comes from the United States while only 6% of TikTok’s $90.7 million in revenue comes from the U.S. as of 2020, according to Mediakix. The growth in both big and small video is evidence of the relevance and rise of video as the predominant communication platform. Big films tell sweeping stories, while TikTok tells stories that are personal, and authentic. Both voices matter. And the idea of video as a teaching tool, a platform to show users how to solve problems, install software, and understand complex concepts, will only grow. Video is bigger. Video is smaller. Video is immersive. Video is handheld. Whatever story you want to tell, there’s a screen experience to tell it on. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 27, 2021 at 09:43AM
https://ift.tt/2orj9iw
Zoomd Automates Cross-Platform Campaign Budget Management https://ift.tt/3FyFKhC Zoomd Technologies, which offers site search to publishers and a mobile app user-acquisition platform to advertisers, built automation into its platform, which supports campaign management, offering the ability to increase or decrease budgets automatically based on a predetermined key performance indicator (KPI). Traditionally, optimization technology was a black box working on autopilot. The feature gives marketers greater control and is available through Zoomd’s self-service SaaS campaign management platform The technology enables marketers to select the KPI they want to use in order to optimize campaign performance, and change the budget once achieved. KPIs in which marketers optimized campaigns during Q4 2021 included keywords such as “registration,” “purchase within the app,” “add to wish list,” and “add payment info,” but the phrase “add to cart” led when it came to defining campaign performance because it signifies intent. advertisement advertisement Marketing events are defined by the app marketer. In a casual game, for example, the marketing events might be “app launch,” “completed registration,” and “level achieved.” Return on ad spend (ROAS) is the most commonly used KPI, according to Zoomd data. Focusing on ROAS, rather than of app install, CPMs or click-through rates (CTRs) provides a more holistic approach to campaign optimization. Mobile marketers originally focused on app installs, but in time they realized it wasn’t the best metric because users can quick install apps, and then within minutes or days uninstall them. ROAS is a holistic look at campaign performance from 30,000 feet. Zoomd believes marketers should look at campaign performance because Apple has terminated the Identifier for Advertisers (IDFA,) which has prompted mobile marketers to run campaigns across more platforms simultaneously than in the past. “With all of the challenges mobile marketers faced in 2021, Zoomd’s self-serve SaaS campaign management enables easy setup and optimization across multiple channels managed through one dashboard,” says Eyal Melamed, Zoomd’s vice president of research and development. With marketers forced to toggle between dashboards to review campaign performance for each channel, Zoomd’s SaaS campaign management platform also enables accessing cross-channel campaign management data across Apple, Facebook, Instagram, Google, Snapchat, TikTok, and Twitter simultaneously in one dashboard. Zoomd’s SaaS campaign management platform also provides app marketers with campaign performance benchmark data from other apps in similar and competing categories. For example, a toy retailer in the U.S. can compare app performance with other toy retailers and manufacturers, including competitors, in the U.S. and worldwide. This data comes from App Annie. Through an integration with App Annie, Zoomd provides app marketers with campaign performance benchmarks to compare results with similar apps globally. For example, a toy retailer in the U.S. will be able to compare app performance with other toy retailers and manufacturers, including competitors, in the U.S. and around the world. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 27, 2021 at 09:43AM
https://ift.tt/3puDWAs
Supercell Holiday Ad Goes Rogue https://ift.tt/311dk0C A nice rendition of a holiday classic tune gives way to anarchy in this “Happy Brawlidays” ad for Supercell. The ad, via Buck, starts out OK, but soon the conductor angers a beefy drummer, who slugs the conductor. Soon, a snowman has gone rogue and an elf is pumping bullets. The display culminates in the conductor bowing — and it is revealed that half of his face has blown off. The ad, for Finnish mobile game developer Supercell Oy, follows similarly violent ones for Clash Royale: The Last Second in 2016 and one featuring Liam Neeson in 2015 and a more recent one for Clash of Clans that features arrows flying and fists flying. advertisement advertisement Peace on earth? Maybe in 2022. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 27, 2021 at 08:10AM
https://ift.tt/2orj9iw
App Magazine 'Cheeze' Promotes NFTs https://ift.tt/3epIVw2 There’s a new app-based magazine coming in January dedicated solely to NFTs — non-fungible tokens — the unique and non-interchangeable units of data stored on a blockchain, the technology that underlies cryptocurrencies, such as Bitcoin and Ethereum. Called Cheeze, the app went live on Dec. 21, in advance of the magazine being posted on January 12. The app features content from a wide range of veteran tech-industry writers and will include “drops” of NFTs related to that issue’s content that can be purchased by readers. The title will also be printed twice annually as a coffee-table magazine. The editor-in-chief is Ceslie Armstrong, an award-winning journalist and industry veteran who has contributed to Marie Claire, Glamour, Mode, InStyle, Cosmopolitan, Grace Woman, San Antonio Magazine, and others. She’s been featured and quoted in hundreds of publications, including the New York Times, Los Angeles Times, Financial Times andForbes. advertisement advertisement The theme of the first issue is stories of iconic women — past and present — whose words, works, actions and tenacity impacted the world. The stories, with iconic images by heralded photographers in the form of NFTs, will be published as features in the magazine. They will be available for sale and minting to the Flow blockchain. All photos in the stories will be minted as NFTs. The parent company, Cheeze, Inc., will donate a portion of its profit from each sale in January to a curated group of nonprofits focused on girl’s and women's issues, including education, empowerment and social justice. A pre-launch incentive to the community — and homage to the year the first photograph was taken — is a collection of 1,826 hand-designed and illustrated camera NFTs. The drop is called the Genesis Camera Collection. The public mint took place this week. Cheeze, Inc., is a photography-focused NFT, Media & Entertainment company founded and operated by entrepreneurs and entertainment veterans. It’s built on the Flow blockchain. The Cheeze Marketplace and Mobile App seek to advance the democratization of storytelling through powerful imagery using NFT and Web3 technology. --Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 27, 2021 at 06:38AM |
CategoriesArchives
April 2023
|