Future of TV Briefing: Why Latin America is so big on the ad-supported streaming market’s radar

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By Tim Peterson

The Future of TV Briefing this week looks at how Latin America is emerging as a new hotbed for the ad-supported streaming industry.

  • Latin America grows FAST
  • Latest on Nielsen’s measurement shortfall
  • Streaming “roadblock” ads, Netflix+, cable TV news post-Trump and more

Latin America grows FAST

The free, ad-supported streaming TV market has grown pretty drastically in the past few years. But it’s growing even more dramatically in Latin America, to the point of already rivaling more established markets like Europe.

For ViacomCBS’s free, ad-supported streaming TV service Pluto TV, Latin America is “our second-biggest region outside the U.S.,” said ViacomCBS Networks International COO and president of streaming Kelly Day.

That designation is especially notable considering that Pluto TV only launched in Latin America in April 2020, starting in 17 countries and expanded to Brazil in November. By the end of 2020, its app had been downloaded more than 19 million times in the region. Day declined to say how many monthly active users Pluto TV has in Latin America but described the audience segment as “a very significant portion” of the service’s non-U.S. monthly active user base. In total, Pluto TV has nearly 50 million monthly active users worldwide.

“If you look at the growth in streaming consumption and usage — both on the free and [subscription-based] side of things — it really has been taking off in a really substantial way in the last year. It’s now one of the fastest-growing video markets in the world,” Day said.

The fastest, in fact.

In the first quarter of 2021, the amount of time that people in South America spent streaming shows and movies increased by 240% year over year, and 63% of that viewing happened on a TV screen, according to video measurement and analytics firm Conviva.

The key hits:

  • Streaming viewership in Latin America has surged in the past year.
  • Ad-supported streaming viewership, in particular, has risen to rival more established markets like Europe.
  • Adoption among advertisers, however, has been slower.
  • But ad-supported streaming viewership will likely only continue to grow given Latin American audiences’ appetites for ad-supported programming.

In light of Latin America’s streaming viewership surge, media and entertainment companies are upping their efforts in the region. Pluto TV, for example, has increased the number of channels on its Latin American service to more than 90, and on May 4, the company rolled out three new channels for Spanish-speaking countries in the region and three for Brazil. Meanwhile, Samsung’s FAST service Samsung TV Plus debuted in Brazil in December and expanded to Mexico in January.

Companies in the free, ad-supported streaming market are not the only ones taking greater notice of Latin America and the broader Latinx audience. WarnerMedia plans to develop more than 100 Latin American original shows and movies over the next two years. NBCUniversal’s NBCUniversal Telemundo Enterprises has formed a production studio specifically to produce streaming shows for Latinx audiences in the U.S. and internationally. And in March, Univision — which is merging with another major Spanish-language media company, Grupo Televisa …read more

Source:: Digiday

      

5 Essential Tools For Better Social Media Marketing in 2021

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By Adam

We just can’t imagine our lives without social media these
days. Pretty much everybody uses Facebook, Instagram, and other similar
platforms. The reasons could be endless: meeting new people, keeping in touch
with those who have similar interests, being informed with nearby events and
what statements that institutions issue, and many more.

Besides, not permanently informing your friends and
relatives of the recent photos and achievements you’ve accomplished is totally
unacceptable these days, but it takes some knowledge to master the realm of
social media. This field can be pretty much like any other marketing
strategy
, as it has to be carefully managed and founded on a reliable
strategy. Behold the tools we recommend the most:

Buffer

With Buffer, you can do a lot of exciting stuff like
automatically shorten the links you share, add articles and content to a queue,
add team members, maintain a posting schedule, track your content’s
performance, and more. Buffer will be managing accounts in social networks by
providing the chance to schedule posts for Facebook, Instagram, Instagram
Stories, Twitter, LinkedIn, and Pinterest. Buffer can also be used for
analyzing the results.

Hootsuite

Let’s suppose that you have several websites and a Facebook
account for each of them. Hootsuite can easily handle multiple social media
accounts and allow you to log into them from a single dashboard. It’s
even free of charge to sign up for Hootsuite.
This software also makes it a lot easier for you and your team members to collaborate,
and there are lots of useful features such as a social media calendar, seeing
all your comments and mentions in one place, and more.

Lua

Lua is a free online app that aims at manipulating PDF and
other document types. Before posting such files to social media, you may need
to merge, compress, or convert them from and into other formats, and you can
definitely rely on Lua for such tasks! Every time you need to play with PDF
files and not be forced to install an app for that, you can easily count on Lua
for the job. Whether you want to convert documents such as Word to PDF or turning images such as
JPG to PDF, Lua will work
seamlessly well. This software will also delete any uploaded files from its
servers, so there’s no need to worry that anybody can steal your ideas and work
that you’ve invested in any document files.

Sprout Social

Plenty of useful social media tools are combined into Sprout
Social, and the app is pretty similar to Hootsuite. Sprout Social brings social
media scheduling, monitoring, customer relationship management features (CRM),
and a lot more. The owners of the platform promise to unlock the full potential
of social marketing to transform both the marketing strategy of someone and
every area of his organization. Sprout Social is a leader in usability, ROI and
user adoption, as well as customer support and satisfaction. The platform was
awarded so by top-tier software review sites.

eClincher

With eClincher, the user can schedule and publish posts,
analyze the social media performance, and respond to social messages. eClincher
even allows the auto-posting with smart queues and RSS feeds; it …read more

Source:: Social Media Explorer

      

How to Merge Facebook Accounts

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By Neil Patel

How to Merge Facebook Accounts

Merging Facebook accounts seems to be a convenient option for companies undergoing consolidation or acquisition.

Unfortunately, merging accounts is not possible at the moment. However, marketers can request to merge Facebook accounts if they have an identical name or represent a similar product or service.

Now, what if your accounts don’t fit these criteria? Sadly, it won’t be possible to actually merge your Facebook accounts, but there are some possible workarounds.

In this article, we’ll discuss tips and tricks on how you can merge Facebook accounts, but before that, we’ll go over the benefits of this strategy.

Why Should You Merge Facebook Accounts?

Merging accounts isn’t for everyone, but there are a few cases when it could be beneficial.

Ease of Management

In the past, it may have been logical for businesses to have separate accounts, but circumstances can change.

A corporation with multiple businesses may prefer to merge accounts for ease of management. After all, it’s more convenient to post content from one account rather than managing several.

For marketers, handling a social media marketing calendar for two or more accounts can be a hassle. Each account likely has a distinct brand voice, content guidelines, or design. It can also be challenging to monitor social media metrics and create effective brand strategies for multiple entities.

When faced with these circumstances, combining everything in one account could mean saving a lot of time and effort.

Improve Customer Experience

Posting content from one account could be beneficial to your engagement results.

Your target audience simply needs to follow your main account to interact with your content.

An alternative option is to browse multiple accounts to view content about a specific department, service, or product, which isn’t always ideal.

If your audience wants to get in touch with your brand, they only need to message the main account. No need to browse through your different accounts to find the right people to speak to.

Add Diversity

Combining two or more accounts means more diversity for your content.

Let’s say you manage a fashion website, and your sister company runs a travel website. Rather than sharing strictly fashion-related content, you can spice it up with travel content.

As time passes, you may be able to gain followers interested in both travel and fashion. The combination could lead to improved social media engagement and a boost in your follower count.

How to Manage Your Facebook Accounts When a Business Consolidation Occurs

A business consolidation occurs when two separate businesses combine to form one entity.

Let’s say Marketing Agency A and Marketing Agency B were consolidated to make Marketing Agency C.

Agency A and Marketing Agency B both have separate Facebook accounts.

In the months to come, you’ll want to merge Facebook accounts or create a new account. This way, the new account for Marketing Agency C will combine followers, posts, and pictures from the previous accounts.

Again, you cannot …read more

Source:: Kiss Metrics Blog

      

Why HubSpot is Launching a Podcast Network

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By kflanagan@hubspot.com (Kieran Flanagan)

podcast network hubspot

We’ve built HubSpot on the belief that you earn attention by being of value. That belief is at the very heart of HubSpot’s success; creating remarkable content is what makes a remarkable brand.

We’ve spent the past decade investing in educational content to help all kinds of business builders be successful. Marketing, sales, customer support, customer success, product, engineering, entrepreneurs are all helping to build and grow businesses. And, we’ve provided free education through our blogs, YouTube, Academy, and podcasts to help.

With nearly 114,000 customers now using HubSpot to scale their companies, our ambitions around content have only gotten bigger.

It’s why we’re excited to announce the launch of HubSpot’s Podcast Network, a new audio destination that is home to six great shows that represent a wide range of business topics and backgrounds. Together, this collection covers the scope and mastery every company needs to find success. The inaugural members of the network are:

  • Entrepreneurs on Fire, which delivers the inspiration and strategies you need to fire up your entrepreneurial journey and create the life you’ve always dreamed of.
  • Business Infrastructure, which provides solutions and real-life stories to owners and operators of fast-growing small businesses seeking practical tips for creating the operations and business infrastructure needed to grow a company.
  • Being Boss, an exploration of not only what it means, but what it takes to be boss as a creative business owner, freelancer, or side-hustler.
  • The MarTech Podcast, which tells stories of marketers who use technology to generate growth and achieve success by unearthing the successes and pitfalls of industry experts and the tools and tips that they’ve learned along the way.
  • The Salesman Podcast, which helps sales professionals learn how to find buyers and win business in a modern, effective, and ethical way.
  • My First Million, where the hosts brainstorm new business ideas based on trends and opportunities in the market, and share the stories of how companies made their first million.

Why a Podcast Network?

We believe the popularity of audio will continue to grow. It’s a media format that is continuing to evolve and get better.

Companies like Apple and Spotify are investing more in podcasts, and companies like Clubhouse are innovating in how we consume and connect around audio.

More and more people are listening to podcasts. In fact, more than 116 million people in the USA listen to podcasts monthly — that’s over 61% growth in under three years. Each week more Americans listen to a podcast than have Netflix accounts.

But, one common challenge for people is how to discover great podcasts, ones that can help them unlock their problems and provide them with the inspiration to do better. As the number of podcasts grows, how do you find the ones that are best for you?

HubSpot’s Podcast Network brings together the best-in-class business shows that educate and inspire — all in one place. It …read more

Source:: HubSpot Blog

      

How to Calibrate Your Brand Voice to Your SEO Advantage

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By John Allen

One of the best ways to stand out from the herd of businesses in your niche is to develop a unique brand voice for your company – one that will appeal to customers and get noticed via SEO. This article will show you a few tricks to help develop a unique voice, structure your content, and turn Google’s algorithms to your advantage at the same time.

…read more

Source:: Moz Blog

      

‘We remain inquisitive in the market’: Zynga outlines ad tech ambitions post-Apple privacy fallout

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By Seb Joseph

Ad tech vendors will look a lot like mobile app gaming companies in the future, according to Zynga’s president Bernard Kim.

It’s how Kim explains why his company was able to make a move to acquire ad tech firm Chartboost for $250 million last week (May 6 ). His rationale: ad tech still has a future in mobile advertising, but maybe not on its own.

Apple’s privacy rules made sure of that.

The company’s decision to only allow access to its Identifier for Advertisers, or IDFA, on a user opt-in basis and to only provide limited reporting back to advertisers through its SKADNetwork affects any business that monetizes ad space in apps. At the same time, the plan also knocks advertisers looking to reach specific audiences on those devices where the privacy rules are in force.

It left Zynga with no choice but to try and become a walled garden in and of itself. The rationale being that if Apple’s tracking crackdown all but quashes the idea of being able to facilitate targeting and measurement through data being beamed from one independent company to another then the only viable option would be to pass it around with a closed ecosystem owned by one business — Zynga.

Now, with Chartboost’s under its belt, the company does not need to work with — and subsequently share— as much data with other ad tech vendors. Indeed, Chartboost’s business spans a demand-side platform, a mediation service and technology that allows multiple buyers to compete simultaneously for the same ad slot in an app.

Essentially, this means that Chartboost won’t just help Zynga grow the amount of money it makes from players because there are more advertisers competing to reach them at the same time, it also gives its own marketers tech to help them acquire new gamers as well as hold on to existing ones. Either way, Zynga is in a position to extract more value from the first-party data gained from people playing its games.

“Chartboost will power our first-party app inventory as well as enhance our cross-promotional activities within Zynga titles,” said Kim. “As the market continues to shift and become more dynamic and disrupted it’s in Zynga’s strategic interest to own more parts of the ecosystem.”

It’s an outlook not too dissimilar to the one held by Applovin. The ad tech company is effectively reading the same playbook as Zynga albeit in reverse. It acquired mobile game developer Machine Zone a year ago and is in the process of acquiring mobile measurement firm Adjust. Apple’s privacy changes sparked a wave of gaming and ad tech M&A.

“The gaming companies are going through acquisitions and mergers after Apple announced ATT like other technology companies because with the large pool of publishers (different games) — IDFV allows them to monetize better across their own network,” said  Tiffany Ou, general manager of the Americas region at app monetization company NativeX. “With SKADnetworks delayed attribution, a lot of mobile advertisers will reduce their marketing budget which …read more

Source:: Digiday

      

How to Run Effective Food Ads

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By Neil Patel

How to Run Effective Food Ads

The food and beverage industry is growing fast. In the foreseeable future, analysts predict this sector will increase by 4.74 percent annually.

It’s also an area where new trends are constantly emerging, giving food businesses more chances to get on board with “hot” products.

For instance, more recently, there’s been a high demand for health, immunity, and plant-based foods, along with flavors with global appeal.

Increasing growth is good news for food businesses. However, to gain traction, companies need to differentiate themselves.

One way to achieve this is through advertisements that hit the spot creatively.

Food brands often use creative ads that indulge the senses while appealing to consumers’ physiological and emotional sides.

How can you do the same? Here are some tips you can start using today.

8 Tips for Creating Effective Food Ads

Many of the best food ads use proven techniques to capture viewers’ attention, get people talking, and build customer trust. Regardless of your budget, these are all methods you can use in your food ad campaigns.

Let’s get started with the first one:

1. Use Visual Storytelling

Brands have used storytelling for decades. However, there’s now a greater emphasis on visual storytelling. Rather than relying on words, strong visual imaging enables food brands to gain viewers’ attention in a marketing world full of clutter and rivals’ messaging.

When a brand uses visual storytelling effectively, these food ads can encourage an audience to become regular customers.

However, what does visual storytelling mean?

You’ll find plenty of definitions online, but Shlomi Ron, CEO of the Visual Storytelling Institute, says it involves four main factors:

  1. creating compelling narratives
  2. ensuring the customer is the main focus of the story
  3. developing an emotional, visual media experience
  4. distributing these elements throughout the buyer’s journey

At a recent webinar, Ron explained how visual storytelling would shape the next decade, citing brands like Panera Bread.

The Missouri-based company used its drivers in a campaign to improve consumer trust and credibility among shoppers. However, if you watch most of Panera Bread’s ads, you’ll notice visual storytelling is part of them.

How can you do the same? By:

  • Determining the reaction you want from consumers: Do you want them to feel happy? Relaxed? Confident? How can your ad convey that?
  • Learning from the best: There’s plenty of good examples of visual storytelling around. Find a brand in your niche that does it well.
  • Using tried and tested storytelling techniques: Hook your viewers from the first scene, show instead of telling, and create an effective narrative arc.
  • Including customer stories: Make your ads customer-focused while addressing their concerns or wants.

Another way to do this is by demonstrating your values, showing your consumers what you care about, and how your brand makes the world a better place.

2. Choose Your Colors Carefully

Color is one of the most critical parts of your food ads. Picking the right color engages consumers and can affect their buying behaviors.

The right color also builds your food brand’s identity. In a sector where your …read more

Source:: Kiss Metrics Blog

      

5 Tips to Help Promote Your Online Store on Social Media

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By Adam

Social media marketing is a powerful tool for entrepreneurs looking to grow their online stores. And while this can involve just buying ad space on different platforms, that is not the only option available. You can build a loyal customer base on social media by using and promoting your business page if you have the patience for it. Here’s how you can go about promoting your online store on different social media platforms.

1 – Put out relevant content

Some brands get bogged down talking only about their products online, while others post random content they hope will be appealing. Neither approach is ideal. What you want is for people to visit your page and immediately realize who that page is for, and what type of content it publishes.

This doesn’t mean that you should always post about the same thing. But you should stick to themes that are all relevant to the same niche. A page for a coffee shop, for example, may post about cool mugs or interesting coffee recipes. That won’t help them sell more coffee, but it can interest their audience.

Sticking to a theme is important because what you publish will end up on your follower’s feed. And if they keep having to skip posts from you because it’s not relevant to them, they’ll eventually feel inclined to unfollow your brand.

2 – Find your audience

Nearly all social media platforms offer tools to separate audiences into groups or topics. Whether it be hashtags on Instagram and Twitter or groups on Facebook, these tools create segments of the general audience that have certain things in common. And by playing around with these tools, you’ll eventually figure out which hashtags or groups let you talk directly to your target audience.

3 – Give always and promotions

A good promotion on social media can get you a lot of attention, and it can be a way to reward your loyal audience. You can also use a giveaway as an opportunity to get more people to sign up for your mailing list. Speaking of which…

4 – Get people on your emailing list

Social media isn’t just a place to promote your products, you can also use it to promote other ways in which customers can engage with you. And of all the available options, getting them to sign up to your emailing list is one of the best.

A good email marketing campaign can generate leads, boost your sales, and it’s always a great idea to get your existing customers to buy from you again. The are a lot of email marketing services that are trustworthy and cheap, or even for free, making this marketing strategy very accessible.

5 – Offer customer service and advice

Brands that are generous with their time and expertise often get better results on social media. If you can, make yourself or a member of your team available to answer questions and customer inquiries on social media. Both when questions are asked directly on your social media …read more

Source:: Social Media Explorer

      

How to Stop Procrastinating and Become a Joyful Writer [Infographic]

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By Caroline Forsey

how to stop procrastinating when youre writing infographic

Whether you’re a full-time blogger or a social media marketer who’s occasionally tasked with writing social media copy, I’m willing to bet you’ve experienced the temptation to procrastinate in the middle of your writing process.

Maybe you type your introductory sentence and then open Pinterest. Perhaps you finish a section of your post and then, losing steam, decide to wash your dishes, instead.

Whatever it is, we’ve all been there. Writing is a tough and tedious process, and there are plenty of moments where procrastination is much more tempting than writing one more sentence.

But if you’re on a tight deadline, it’s critical you’re able to stay focused. Here, Henneke Duistermaat, founder of Enchanting Marketing, dives into strategies writers can use to avoid procrastination the next time they’re on a tight deadline and can’t afford to spend any more time refreshing their Pinterest feeds.

Let’s dive into the strategies you can use to stop procrastinating during your writing process — and how to become a more joyful writer, instead.

…read more

Source:: HubSpot Blog

      

The Real Thing: 5 Ways Authenticity Inspires Vibrant B2B Marketing

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By Lane Ellis

Vibrant pigments to inspire marketers image.

Vibrant pigments to inspire marketers image.

What does authenticity bring to the table for B2B marketers looking to create better customer experiences?

Authenticity is a vital factor when it comes to making B2B marketing that’s top-notch, with the inherent trust it builds powering campaigns that stand apart from the common crowd.

Here are 5 vibrant takes on the potent power authenticity holds in the best B2B marketing, from some of the top innovators in marketing and beyond, to help inspire your marketing today and to prepare for the eventually post-pandemic business landscape.

Take #1 — Authenticity Embraces Humanity

For Alicia Tillman, executive vice president and global chief marketing officer at SAP*, building a community of brand advocates requires not only authenticity but accountability.

“Authenticity and accountability are needed to make a long-lasting impression and build a community of advocates,” Tillman has noted. “Embrace your brand’s humanity by creation authentic experiences. Your customers will thank you,” she added.

[bctt tweet=”“Embrace your brand’s humanity by creation authentic experiences. Your customers will thank you.” — Alicia Tillman @aliciatillman” username=”toprank”]

Take #2 — Authenticity Requires Rolling Up Your Sleeves

Eric Austin

For Eric Austin, senior director of global brand building and media innovation at P&G, authenticity requires brands to establish “street cred,” do their homework, and roll up their sleeves — an approach that holds just as true for B2B efforts as those applied in B2C.

“Consumers are very savvy these days,” Austin recently told Marketing Dive. “They really can see through things that are not authentic, and that’s where brands tend to get into trouble: when they don’t have the right insight. They have not done the roll-up-the-sleeve work in the community before they start to go big and broad,” Austin added.

[bctt tweet=”“Consumers are very savvy these days. They really can see through things that are not authentic, and that’s where brands tend to get into trouble: when they don’t have the right insight” @eaustin892″ username=”toprank”]

Take #3 — Authenticity Enhances Brand Storytelling

Konstanze Alex

Authenticity can also enhance brand storytelling, as Konstanze Alex, head of global digital storytelling at Cisco, has shared.

“Co-creating content with influential industry experts is one way for brands to unlock powerful, authentic storytelling that results in valuable brand experiences for customers,” Alex has noted.

Alex is one of the marketing leaders in our list of “50 Influential Women in B2B Marketing Who Rocked in 2020,” and “32 Top Social Media Marketing Influencers To Follow.”

[bctt tweet=”“Co-creating content with influential industry experts is one way for brands to unlock powerful, authentic storytelling that results in valuable brand experiences for customers.” @Konstanze” username=”toprank”]

Take #4 — Authenticity isn’t Easy

Sky Cassidy

There are dangers lurking when brands try to force an air of authenticity when …read more

Source:: Top Rank Blog

      

How to Use SEO Tools to Qualify Sites Before the Pitch (for Non-Link Builders)

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By Chris Giarratana

Learn how link building tools help you find quality sites and weed out low-quality ones, so that you can focus on outreach to help your site grow!

…read more

Source:: Moz Blog

      

Future of Work DE&I Forum Recap: Companies work to make tangible changes to keep DE&I commitments

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By Sara Jerde

Almost a year after the murder of George Floyd sparked one of the biggest waves of protest and social activism in American history, how is the ad industry doing to address diversity, equity and inclusion (DE&I)? In the wake of last year’s protests, brands and agencies promised to “do better” by their employees and consumers. However, the general perception is that progress has been slow and it’s clear many companies have failed to match words with action.

The Digiday Future of Work DE&I Forum on April 28-29 unpacked current developments in the DE&I space, looking at everything from hiring and retention to the implications of companies returning to the office. Agency insiders and DE&I professionals joined us to share their thoughts on the year gone by, what they’ve learned and what building a more diverse, inclusive workplace looks like.

01
Progress on hiring remains sluggish

A number of speakers pinpointed hiring as one of the major areas where progress on DE&I in the ad industry is stalled or happening too slowly. The industry is still overwhelmingly white, and diversity is concentrated in admin and entry-level roles.

Retention is also critical, particularly when it comes to improving representation further up the organization chart. If POC employees aren’t staying with a brand long enough to reach those managerial positions, the company needs to address the reasons for this.

The diversity gap invariably widens at the upper levels of the company hierarchy, particularly in the C-suite. If leaders fail to redress the balance, young employees will often draw their own conclusions.

02
The ripple effect of under-representation

Under-representation creates compounding disparities within the industry. Until at least last summer, brands have been wary of advertising alongside social justice content, citing “brand safety” as a concern. REVOLT CEO Detavio Samuels said it’s a perfect example of how under-representation ripples throughout the industry.

Over the past year brands have embraced social justice content to a greater extent, but Samuels said under-representation continues to have negative knock-on effects. Consider the minuscule fraction of total advertising spend received by Black-owned media companies. Less revenue stifles the growth of businesses and hinders access for young creatives.

Turning that ship around would have compounding positive effects, according to Samuels. “Community reinvestment is literally baked into our supply chain,” he said. “So it is invested into our employees, Black production companies, Black agencies, producers, and creators. You get an exponential impact from your investments.”

As we’ve seen many times over the past year, good intentions often fall by the wayside. To guard against that, Standard Dose founder and CEO Anthony Saniger said companies should hire a head of people as soon as they can. Saniger, who talked about his own experiences acknowledging and learning from blind spots in terms of understanding employees’ needs, described the head of people role as “Pivotal to making sure that you have someone on the ground, listening, and implementing recurring things so you don’t fall off the wagon.” This is just one small step, but …read more

Source:: Digiday

      

How to Fix Schema Validation Errors

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By Neil Patel

Everyone wants to log in to Google Search Console to find their website is error-free and running perfectly. This is rarely the case, unfortunately.

The good news is schema validation error notifications offer important information you can use to fix your site.

Good SEO is about consistently taking care of the small details, and that’s exactly what Google Search Console errors allow you to do. What exactly are schema validation errors though, and how do you fix them?

In this guide we will go over schema validation errors in more detail; specifically, the most common one, called “either “offers”, “review”, or “aggregate rating” should be specified.”

What Are Schema Validation Errors?

Schema validation errors are mistakes in the formatting of your Schema data, making it difficult for Google to understand that data.

Schema is the structured data that helps the search engines understand what your page is about. By interpreting the schema of your page, the search engines can show rich results, like the ones below.

Either “offers”, “review”, or “aggregate rating” should be specified schema error - example of schema in action

While the traditional search engine listing might just be a link and meta description, rich results show a wide variety of information designed to improve the user experience.

The right schema markup can result in an increased CTR, but your rich results might not show up correctly if you have schema validation errors.

Many website builders or plugins such as Yoast SEO help take care of schema for you, but sometimes, you might still see schema validation errors in your Google Search Console (GSC).

Here’s a little more information on adding structured data to your website before we start to look at specific errors.

What Does a Schema Validation Error Mean?

If you’re not using Google Search Console to keep track of your progress with your website, then you’re missing out. It’s full of so many important insights into how your site acquires traffic and the errors that are holding back your SEO, so it’s something you should be checking in with regularly.

When you log in to GSC, a common error you might see is a schema validation error. These errors simply refer to issues with the way you have structured your data, causing Google to have problems interpreting it.

This isn’t likely to directly affect your rankings too much, but as we know, rich results help click-through rates, and this is a big part of SEO. Schema.org allows for a huge amount of information about your product to be included in your code, and all of this helps search engines better understand what you’re offering.

A search engine results page (SERP) is a competitive place, and it’s important to use all of its features to stand out …read more

Source:: Kiss Metrics Blog

      

What Is Attribution Modeling and Why It’s So Important

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By krbaker@hubspot.com (Kristen Baker)

→ Download Now: Free Marketing Plan Template

As a marketer, you know how many avenues there are for your prospects and customers to interact with you throughout the buyer’s journey. These avenues refer to channels (e.g. PPC, your website, email campaigns, social media) and touchpoints (e.g. specific ads, blog posts, social media posts, emails). Marketing attribution modeling can help you determine the impact of all of those marketing efforts.

Attribution Modeling

In this blog post, we’ll talk about what attribution modeling is, why it’s important, the different types of attribution modeling, and some tools to help with the process. Let’s get started.

What’s the purpose of attribution modeling?

By assigning credit to your marketing channels and touchpoints, you can increase your chances of converting more prospects by 1) identifying areas of the buyer’s journey that you can improve, 2) determining the ROI for each channel or touchpoint, 3) surfacing the most effective ways to spend your marketing budget, and 4) tailoring your marketing campaigns and content to your unique personas.

Types of Attribution Modeling

There are a handful of common types of attribution modeling. Although all attribution models look at the channels and touchpoints involved in a customer’s decision to convert, each of them weighs those channels and touchpoints differently.

1. Multi-Touch Attribution Modeling

Multi-touch attribution modeling is powerful because it takes into account every channel and touchpoint that a customer interacted with throughout the buyer’s journey, up until they decided to convert. It tells you which of those channels and touchpoints were most influential as well as provides insight into how they worked together to influence a customer.

2. Cross-Channel Attribution Modeling

Cross-channel attribution modeling is often used interchangeably with multi-touch attribution. However, their definitions differ slightly. Cross-channel attribution designates value to each marketing channel (such as paid, organic, or social media) but doesn’t look at the specific touchpoints within those channels the way that multi-touch attribution does.

3. Linear Attribution Modeling

Linear attribution modeling is a type of multi-touch attribution that gives equal credit to all channels and touchpoints that a customer interacted with throughout the buyer’s journey.

4. First-Touch Attribution Modeling

First touch attribution modeling gives all the credit for the conversion to the first channel or touchpoint that was interacted with by the customer.

5. Last-Touch Attribution Modeling

Last-touch attribution modeling is the opposite of first-touch attribution modeling — it gives all the credit to the last touchpoint a lead interacted with before converting.

6. Time-Decay Attribution Modeling

Time-decay attribution modeling gives credit to all of the touchpoints that contributed to a conversion and also considers the time that each touchpoint occurred — the touchpoints that happened closest to the time of conversion are weighted most heavily.

7. U-Shaped Attribution Modeling

U-shaped modeling, also known as position-based attribution modeling, splits the credit for a conversion between the first and last touchpoints.

8. W-Shaped Attribution Modeling

W-shaped attribution modeling gives the most credit to the first touchpoint, last touchpoint, and mid-funnel touchpoint before a conversion — it then gives equal credit …read more

Source:: HubSpot Blog

      

B2B Marketing News: B2B Brand Affinity, What B2B Website Visitors Want, Twitter Gets Bigger Images, & Business Video Benchmarks

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Google Advanced Search Operators for Competitive Content Research

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By Dr. Peter J. Meyers

Without an organizing principle, a spreadsheet full of keywords is a bottomless to-do list. It’s not enough to know what your competitors are ranking for — you need to know what content is powering those rankings and how you’re currently competing with that content. Enter advanced search operators.

…read more

Source:: Moz Blog

      

Cheat Sheet: NewFronts’ final day showcased the merging of TV, streaming and social video

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By Sara Guaglione

The first three days of the Interactive Advertising Bureau’s NewFronts demonstrated how the TV and digital video industry is flattening among traditional TV, streaming and social video companies. As if to put a point on the mashup, the event’s fourth and final day featured a social video platform, publishers and a TV network group sharing the virtual stage.

Key details:

  • Nearly every presentation flaunted the targeting tools and first-party data that large media publishers and platforms have at their disposal and can offer advertisers looking to reach — and engage with — specific audiences.
  • TikTok urged marketers to find a way to fit into the conversations and trends happening on the platform to resonate with its users.
  • Meredith introduced new measurement tools for video advertisers and a slate of programming, with a focus on entertainment and women’s experiences.
  • NBCUniversal announced a new ad unit for Peacock and teased audience targeting and programmatic buying offerings coming later this year

DE&I discourse

The last day of IAB’s NewFronts 2021 opened with a conversation between Sheryl Goldstein, evp of member engagement & development at IAB and Monique Nelson, chair and CEO of agency UWG, on diversity, equity and inclusion progress across the industry. Goldstein said that the Inclusion Institute that IAB launched last year has been getting a lot of “interest” from IAB members “but not much funding yet.” She urged members to invest in the initiative. Without a DE&I strategy in place to move forward with these efforts (rather than “staying on the wheel” of DE&I commitments without accountability), brands and agencies “won’t make it,” Nelson said.

TikTok

TikTok’s presentation was the highlight of the last day, with its entertaining and informative presentation that directly surfaced and answered marketers’ questions on how to use the platform to align their brands with community-driven content.

The presentation — with its entertaining, informal but informative segments — was the talk of the NewFronts chat box. Advertisers and media executives praised the event, many calling it the highlight of the week. (A fireside chat featured Sandie Hawkins, general manager of global business solutions at TikTok and Sofia Hernandez, head of business marketing, in two armchairs wearing house slippers and thick socks, having a breezy but insightful conversation.)

“People check Facebook, Instagram and Twitter. They watch TikTok like Netflix and Hulu,” Hawkins said during the presentation.

TikTok’s NewFront was split up into four parts: the fireside chat — which went over questions marketers may have about aligning with community driven content, a discussion about the “paradigm shift” of defining the culture of the moment on TikTok, a segment highlighting TikTok creators and how brands can work with them and advice from marketers who have had success on the platform.

That last segment featured CMOs and other ad executives (from American Eagle to Chevrolet) stressing the need for brands to understand and fit into the cultural norms and community on TikTok in order to have success on the platform, participate in trends, shift marketing to match those trends and take risks and have faith in creators …read more

Source:: Digiday

      

How to Launch a Business With PPC Ads

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By Neil Patel

How to Launch a Business With PPC Ads

You came up with an idea, did your research, maybe even found some funding. You are ready to launch a business — but how do you get people to your website or store?

Pay-per-click (PPC) ads are one of the most effective ways to drive growth for your new business. Unlike brand building, content marketing, and social media, PPC ads can drive traffic today. There’s no need to wait weeks or months for your efforts to pay off.

Even if you have years of business experience behind you and are pretty well-versed in marketing, PPC ads for a new business need to be handled differently. Below, you can learn more about why PPC ads may be the way to go for your business and find tips for to make the most of them.

Why Should You Launch a Business With PPC Ads?

PPC ads can be a great way to launch a business because they allow you to reach your specific target market through keywords and target demographics.

With PPC ads, you create an ad and pay only when someone clicks on it. The ad should do something to draw the audience’s eye and make them want to click.

This type of ad is for new businesses for a variety of reasons, not the least of which is since they’re paid, you don’t have to wait to get to the top of search engine results organically. They show up at the top of the list automatically.

Some other reasons include:

Reach Only Your Target Audience

PPC ads are highly targeted. When creating a PPC ad, you get to enter a ton of details about who you want to see the ad. The ad is then shown to people who fit that description. For example, you can target people based on their location, age, income, likes, family status, and even what shows they like.

Budget-Friendly

While the platform requirements vary, you can set a budget limit upfront with PPC ads. You know the absolute max you’ll spend on an ad campaign when you start, then you can track the success of your PPC ad and make alterations for future ones.

This also makes it easy to scale; when you a ready for more traffic, just up your budget.

Trackability

Because PPC ads are based on each click or interaction with the ad, you can follow how people respond. If an ad isn’t getting the responses you want—though remember, Rome wasn’t built in a day—you can alter the way the ad looks and see if that works better.

Being able to track the ROI of your ads directly makes it easier to pivot if things aren’t going well — or spend more money when they are.

How Are PPC Ad Campaigns for Launching a Business Different From PPC Ad Campaigns for Existing Businesses?

Existing businesses have name recognition working in their favor, while new companies don’t. So, your PPC ads need to work a …read more

Source:: Kiss Metrics Blog

      

Break Free B2B Marketing: Dez Blanchfield of Sociaall on Joining the Conversation

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By Susan Misukanis

Dez Blanchfield

Dez Blanchfield

When it comes to B2B influencer marketing, it’s natural to wonder just what an industry influencer actually looks like?

Our third season of Break Free B2B Marketing video interviews feature conversations with top B2B influencers, looking closely at the issues that each expert is influential about in their industry.

For more than a decade our team at TopRank Marketing has fostered a strong community of leading influencers, developing close relationships with subject matter experts in many industries.

Running a successful business is the art of juggling a thousand different things in a thousand different ways. It can be challenging to know which of these things to truly focus on and which balls are okay to drop for the sake of company growth. With so many new technologies at the forefront: cloud, machine learning, IoT, big data, virtualization, cybersecurity, and dozens of others – how do you know where to focus? How do you know which business best practices are the right one for your company vs. others?

There’s no catch-all answer to these questions, but there are industry experts who are more capable of answering them than anyone else. One of those experts is Dez Blanchfield. Dez has been in the business of digital transformation for over 25 years and has learned a lot from his robust experience working with IT leaders, solving complex problems, and running his own successful digital social agency, Sociaall Inc.

He’s here today in the latest episode of TopRank’s Break Free B2B marketing video series to share some of his invaluable insight.

Break Free B2B Interview with Dez Blanchfield

If you’re interested in checking out a particular portion of the discussion, you can find a quick general outline below, as well as a few excerpts that stood out to us.

  • 1:00 – Introduction to Dez
  • 2:03 – Is it a good idea to be a jack of all trades?
  • 5:31 – Is the pace of change accelerating?
  • 11:25 – Are business changes made due to the Covid-19 pandemic going to stick?
  • 20:00 – For the B2B marketing audience: where are things headed in the near future?
  • 40:20 – B2B influencer marketing
  • 47:11 – It’s not about the number of followers, but the number of people you can move
  • 53:24 – Tracking and monitoring development from B2C to B2B
  • 56:10 – Where can you find Dez to hear more?

Josh: It seems like you’re looking to where the puck is going to be versus where the puck is now and have your entire career. So in a very general sense for our B2B marketing audience: where’s the puck going? If you’re a B2B business person and leader and executive, where should you be looking just for the near future?

Dez: The advice I’ve been giving people in the last three to five years is that it was a time when you could do it all yourself. If you were an airline, or a bank, or if you were in health care, or wealth …read more

Source:: Top Rank Blog

      

How to Conduct a Market Opportunity Analysis

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By Sarah Chambers

→ Download Now: Market Research Templates [Free Kit]

I have most of my best ideas at 3:00 AM or in the shower. But turning those shower ideas into a business opportunity requires further investigation. That’s where market opportunity analysis comes in.

While you and your team may have many new business ideas you want to explore, you don’t have time to head down every path. Some of those paths may even end up being dead-ends.

How do you choose which ideas to pursue, and which ones to let go of? Market opportunity analysis can help you narrow down your options to the ones with the greatest potential.

Who should conduct a market opportunity analysis?

That answer is, “everyone.” All sizes of organizations will benefit from better understanding the industry in which they’re operating or approaching. Whether you work in B2B, B2C, government, or non-profit organizations, defining and analyzing the market will help you make better decisions.

This kind of analysis can help you grow your existing business, pivot into new markets and opportunities, or expand into the periphery of your current market.

There are many reasons to take the time and examine the full range of options before forging ahead. Here are five important benefits you’ll get from market analysis.

1. Make better long-term strategic decisions.

Your business is impacted by many external factors. Without taking the time to examine the current market trends, you’ll be flying blind.

A market opportunity analysis can provide the insight you need to see into the future. What will the market look like in a year? Five years? 10 years? What forces are acting on the market today? How is the demographic of your target audience shifting?

2. Evaluate product or service demand.

You may have invented the next Google Glass: a great product with tough, niche demand. A market assessment will show the potential for selling your product or service. This analysis will help you evaluate if expanding into a potential new market is worthwhile for your company.

You may find that there is no existing market for your idea, leading to a “Blue Ocean Strategy.” “Blue oceans,” explain authors W. Chan Kim and Renee Mauborgne, “denote all the industries not in existence today — the unknown market space, untainted by competition. In blue oceans, demand is created rather than fought over. There is ample opportunity for growth that is both profitable and rapid.”

While that might be the case, you might also fail to create the market, or need to spend time and energy educating customers on the value of your new idea.

3. Identify potential marketing strategies.

The four P’s of your marketing mix are price, place, product, and promotion. Through the process of a market opportunity analysis, organizations can gain a deeper understanding of who their target customers are, what they want, and how they make their decisions.

After assessing the current market, you’ll be able to price your product effectively and know which promotion strategies will work best. Are there partnerships you should …read more

Source:: HubSpot Blog

      

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