Marketing

Humanizing Marketing in an Increasingly Automated World

Advances in technology bring about a lot of buzz and excitement, but also a lot of anxiety. Case in point? Look what autocompleted when I entered “machines will” into a Google search bar: Yikes. Will robots replace us in our jobs? Will they be better at them? Will they convince us that they are conscious? Will they embody human qualities? “I’m sorry Dave, I’m afraid I can’t do that.” Digital marketers in particular may be wary of the rise of machines, as more of their jobs become reliant upon analytics and algorithm-based machine learning systems. On the one hand, they help us work more efficiently and learn more about our target market than ever before. On the other, listening blindly to what the data says can sometimes lead to marketing collateral devoid of any human emotion. So are spreadsheets, data and machines friend or foe? In Unbounce’s new e-magazine, The…

Advertising, Internet Marketing, Marketing

7 Content Marketing Lessons Brands Can Learn from Journalists

Before making my debut in the content marketing world, I was a journalist living out her days at coffee shops, city council meetings, ribbon cuttings and community gatherings. The daily grind was grueling at times, but it was also exciting. The prospect of breaking news always kept me on my toes and every day I worked to give my readers the latest and greatest news and information. And of course, I aimed to deliver that news and information before the competition. Now as a content marketer, I find that while my job title has changed, the essence of what I do hasn’t. Like journalism, content marketing is all about providing your audience with quality content that informs, engages and develops your brand as a trusted go-to resource. Journalist or content marketer, I’m still faced with the same challenge every day: actually delivering that quality and engaging content in the face…

Advertising, Internet Marketing, Marketing

Getting Growth Minded: How Wishpond Ditched Low-Impact A/B Testing to Drive Signups

A few months ago the growth team at Wishpond was having trouble reaching our KPIs for free trial sign-ups and set ourselves on a path to find a solution. We had been actively optimizing our blog popups for a while – trying new copy, different colors, designs, images, etc. But as the month came to a close, the ROI from our optimization efforts began to plateau, and our goal seemed light years away. We needed something new that would command attention and create a reaction from our visitors. So we scoured the internet for inspiration and came up with the… The post Getting Growth Minded: How Wishpond Ditched Low-Impact A/B Testing to Drive Signups appeared first on The Daily Egg. The Daily Egg

Advertising, Internet Marketing, Marketing

Influencer Marketing Is (not) Dead: How to Breathe New Life into Your Program

What’s a marketer to do? We heard that influencer marketing was the next big thing. We heard about companies getting amazing results with it. But it seems you can’t go anywhere online recently without seeing headlines like this: And this: Note the social shares on those two articles: 242,000 for the first one and nearly 50,000 for the second one. If influencer marketing is burning down, that’s a lot of people standing by with marshmallows to roast. But don’t panic. These two articles, and many more like them, refer to a specific kind of influencer marketing. Generally speaking: the bad kind. Specifically, the practice of writing massive checks to teenagers with a lot of followers on Instagram or Vine in exchange for product promotion. That particular economy, which converted cash to “influence” or “awareness,” was pretty much doomed from the start. You’re in trouble any time you convert real money…

Marketing

Easy Guide to Creating an Awesome “About Us” Page

So, you’re looking to rebrand. Or revamp your website. Or maybe you’re building a site for the first time. How are you going to present yourself to the world wide web? What does a visitor need to know about you and your business to compel them to stick around? As someone coming off of a fresh job search (yay, WordStream!), I can’t tell you how much About Us content I browsed over the past few months. Or worse, couldn’t find at all! In this guide I’ll share 3 main points to keep in mind when you’re looking for answers to that eternal question, “How do I design my About Us page?”—or your audience’s question, “Tell me about yourself” —including tips for your About Us page’s content, layout, design, and concept.     Kickstarter’s About Us page answers all our questions Answer the 5 W’s of Show and Tell In kindergarten,…

Marketing

A Sneak Preview of the New AdWords Interface

I was at the Google Performance Summit this week and in addition to learning about all the new changes and features coming to AdWords soon, I got a chance to try out the new AdWords interface coming in 2017, which isn’t even available in beta yet. At the Summit, Google had it running on a bunch of demo-pods and you could ask the product managers questions. Right now it’s literally about half built – areas like opportunities, the shared library, etc. haven’t been implemented yet (clicking on them triggers a “coming soon” image). However, there’s enough built to get an overall feel for how the new system works, and in this post I’ll give you a quick overview of the new AdWords interface along with my first impressions. New AdWords Interface Design Principles They’re saying the new interface is designed for these three principals: “Data at your fingertips” – This…

Marketing

Google Expanded Text Ads: 10 Things You Need To Know

Expanded Text Ads are coming to Google AdWords. Are you excited? But more importantly, are you ready? Expanded Text Ads were one of several huge AdWords changes Google announced Tuesday – if not the biggest. I still can’t believe that Google will soon actually increase its ad text limits by 2x!  So what exactly is changing? Here are 10 things advertisers need to know about Expanded Text Ads. 1. What Are Expanded Text Ads? Expanded Text Ads are 2x bigger than current text ads. The new ads are designed to maximize your presence and performance on mobile search results with a bigger headline and an extra long description. (And with a mobile-first mindset, whatever works on mobile is going to get applied to desktop too.) Expanded Text ads will show across all devices – desktop and mobile – and will wrap automatically based on device size. Google began testing Expanded…

Marketing

Journey to better paid search ROI with this travel ad copy data

School’s nearly out, and it’s time for summer vacations. Contributor John Cosley shares data on what travel-related keywords and creative approaches are paying dividends for advertisers in the sector. The post Journey to better paid search ROI with this travel ad copy data appeared first on… Please visit Search Engine Land for the full article. Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing