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yWeekly news: April 4th

Posted by YM Social on April 4, 2016

y.marketing.colorSearch Engine Optimization

Google has modified the knowledge graph to add a share functionality, along with a globe next to a company URL.

The share feature allows you to easily share the search result on Facebook, Twitter, and Google+ or email the link to a friend.  It also provides a custom URL for sharing on other networks.

The globe next to the website is likely designed to make the URL more visible.

This adds a new ability to share knowledge graph items everywhere, increasing user engagement with the Google SERPs.

Source: https://www.seroundtable.com/google-knowledge-graph-panel-share-feature-globe-21855.html

 

Digital Intelligence

Recent blog post to track Fitbit activity in Google Analytics!

The measurement protocol within GA can be used to track or translate various activities; sending data to GA can allow the blending of various events to provide a holistic picture of user activity

Blog post details a reliance on the service IFTTT (If This Then That): a way to use digital signals to alert an individual, track offline behavior, etc.

Metrics related to goals, calories burned, sleep, drinks and music can all be tracked inside the same GA profile as well!

 

Note: the service Last.fm, which is illustrated in the blog post to track music, no longer connects to IFTTT

Source: https://www.datarunsdeep.com.au/blog/track-your-life-in-google-analytics/

 

Performance Media

Google is complete redesigning AdWords! The new platform will make it easier to navigate and use.

Google last updated its platform in 2008. AdWords was initially designed to run in a desktop world. Then new platform will be more Display, Shopping, Mobile and Video friendly

There will be no functionality changes.

The platform is expected to be fully released by the end of 2017. Google will be reaching out to Advertisers for testing and feedback

Source: http://searchengineland.com/adwords-redesign-first-look-246074

 

Social Media

To help marketers better understand how their ads are doing in the auction, Facebook rolls out Delivery Insights in Ad Manager to help create better performing ads.

It will give insight to why the ad set [targeting level] is underperforming and offers recommendations to optimize targeting for better performance. This feature will be rolled out in the coming weeks and can be found in the “Delivery” column at the campaign & ad set level, and a tab under “Tools” in Ads Manager.

Facebook’s algorithm is a complex… mystery. So getting insight, especially from the horse’s mouth, can really help brands become competitive in the ad auction.

Source: http://marketingland.com/facebook-delivery-insights-how-ads-compete-auction-170018

 

Display Media

Pandora’s Ad Business and New Developments

Pandora appointed a new CEO, CFO, COO, and CPO to help direct its advertising future, which includes programmatic audio.

Although Pandora’s user growth has stalled, it has increased its ad revenue. This is partially due to its 80 million users, which allows them to talk to advertisers about scale, engagement, and a premium ad serving environment.  In addition, there have been developments regarding Programmatic Audio and utilizing user data to cross-device match.

As technology advances, audio advertising will become a key component in our display advertising campaigns. This can best be utilized in conjunction with mobile to reach new audiences with our messaging.

Source: http://adexchanger.com/ad-exchange-news/after-the-shakeup-key-facts-about-pandoras-ad-business/

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yWeekly news: March 8th

Posted by YM Social on March 8, 2016

y.marketing.color

Social Media

Twitter’s new algorithmic timeline became available globally.

The new timeline will show a compilation of the best tweets that users missed while they were away from the service. These tweets will appear at the top of the timeline in Twitter’s apps and on the web.

How it’s relevant?

This is important for brands as it still allows marketers to reach their followers even if they are not online, if they typically interact and are interested in the brand.  It places even more importance on brands to put out good engaging content that their target demo will interact with and share.

 

Twitter announced this morning a new customer service tool, prompting customers to engage with companies via direct messages.

They also launched a way for customers to offer feedback after such an interaction. Businesses can now add a deep link to Tweets that displays a call-to-action button, prompting users to send a direct message.

How it’s relevant?

Customer service on Twitter has grown 2.5x over the past two years, making these tools vital in allowing brands to better talk with customers via Twitter.  This allows brands to more deeply connect with clients and place an ever-expanding importance in social media as a customer service tool offering each client interaction the opportunity to build brand affinity.

 

Search Engine Optimization

Google Search Console Search Analytics data is stuck… 

  • Google has confirmed this is an issue and data hasn’t updated since 2/23/16

How it’s relevant?

This issue is impacting the pulling of monthly search console data for SEO and may also delay monthly reporting for clients if not resolved soon.

 

Digital Intelligence

DCM has turned on “Data-Driven Attribution” models, powered by Adometry!

How it’s relevant?

Previously, the only attribution models available in DCM were a handful of simple, pre-set models such as last click, time decay, and linear attribution, along with the ability to customize each of these with user-set interaction weights

Now, each parent advertiser is eligible to create one intelligent, data-driven model, utilizing the Adometry algorithm

All you have to do is “Create new data-driven model,” select your key conversion(s), and turn it on; it’ll take a week to learn, then it will be ready to use

Source: http://doubleclickadvertisers.blogspot.com/2016/02/enable-better-decisions-with-data.html

 

Performance Media

Google has spoken about its recent change in eliminating right rail ads on the search engine results page.

How it’s relevant?

They are showing no impact on CPCs, but they are using an incredibly high-level, macro view, so it doesn’t focus on competitive terms.

Total number of ads that can possibly be shown on a page went down from 12 to 7.

This change better mimics mobile results which is the direction they are always headed.

PLAs (The Shopping image ads) are still being shown in the right rail as they have seen success there.

 

Display Media

TubeMogul is rolling out an automatic make-good program on fraudulent traffic.

This creates a streamlined process and standard for advertisers to receive the credit for all fraudulent traffic.

How it’s relevant?

Previously, when fraudulent traffic occurred, an ad agency would have to express that these were due a certain amount of impressions/monetary credit. Then, the vendor would verify and finally issue the make-good through updating the invoice or insertion order.

This new program automatically provides a credit to their clients’ invoices for all video impressions it buys on the open exchange delivered by non-human/bot traffic. This not only makes the process more convenient, but it would provide us with 100% non-fraudulent impressions.

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FOCUS is Back in Session

Posted by YM Social on February 25, 2016

IMG_0875Last month we introduced you to our FOCUS program, a mentorship designed for Orange County high school scholars to discover and learn about advertising and the digital media landscape. Our students have already accomplished two sessions of their 5-part journey.  The FOCUS team  was introduced to digital and content marketing within their first meeting and dove into branding and web design on Friday with two of our agency creatives – Alex & Ashley!

The day’s theme piqued students’ curiosities, as our mentors’ presentations quickly became an active discussion on digital marketing. From best practices to best “fails,” together we explored what works and how things come together in digital advertising. At the end of a full day, we sent them packing with lunches and a homework assignment for their group portfolio. Check out some photos of the day. If you could join the discussion, what would you want to learn about digital marketing?

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yWeekly news: February 22nd

Posted by YM Social on February 23, 2016

y.marketing.colorSearch Engine Optimization

Google confirmed that over the weekend of January 9-10 they released an update to their core algorithm. 

Initial rumors suggested this was the latest Penguin update, but Google later advised this wasn’t the case.  Additionally, Google announced in a separate statement from their PR team that the Panda algorithm is now part of their core ranking algorithm.

These kinds of updates are important to track and monitor to see what kind of impact, if any, they have on client websites.

https://www.seroundtable.com/google-core-ranking-21460.html

 

Digital Analytics/Insights 

FiveThirtyEight, one of the best-known proponents of analytics in politics, has released a cool series of interactive maps called the “Facebook Primary”

The maps visualize Facebook likes garnered by the major presidential candidates across both parties—down to the county level

FiveThirtyEight’s team is a leader when it comes to making complex datasets easily understandable to an audience of laypeople.

As we seek to do that same thing for our clients, these sorts of visualizations are good examples of how to do it, and do it well.

Currently, FiveThirtyEight also has interactive data visualizations available for Presidential primary forecasts, NBA predictions, and the 2016 Oscars; they’re all worth checking out if you have a moment

http://projects.fivethirtyeight.com/facebook-primary/

 

Performance Media

Google AdWords has a mobile app

  • DoubleClick does not

The new Google AdWords mobile app allows advertisers to make high level campaign/account adjustments & optimizations on-the go

 

Social Media

Facebook Canvas: Allows advertisers and businesses to tell their story in a far richer and more immersive way

Built for mobile to load up to 10x faster than standard mobile web, it can be formatted any way you like to tell the story you want to tell

This is important for brands because this provides far more creative freedom for the business to express themselves in interesting and unique ways. This offers business a way to separate themselves and a far more engaging experience for the user.

https://canvas.facebook.com/

 

Display Media

Time Inc. Acquires Myspace-Owned Viant. This deal creates a potential quality ad environment that rivals Facebook’s and Google’s  

Viant has access to 1.2 billion identified registered users. Time Inc. has more than 90 brands. Their offerings now include a massive database of identified first-party customers plus premium ad inventory space.

Although Facebook and Google currently dominate the ad market, now Time Inc. can provide a viable option for first-party customer data and premium ad inventory. For our Display team, this can be useful for planning campaign strategies moving forward.

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yWeekly news: February 1st

Posted by YM Social on February 1, 2016

y.marketing.colorSearch Engine Optimization

Google has revamped their webmasters portal home page with a new design and some brand-new tools.

Their new tools are:

The Webmaster Troubleshooter: designed to be a step-by-step guide to moving your site or understanding search console messages.

Popular resources: A curated list of popular Google Webmaster YouTube videos, blog posts, and forum threads.

Events Calendar: Office hours and events of Google’s team so you can meet them online or at a live event.

It has been awhile since Google has updated webmaster tools with a re-design.

Every webmaster uses (or, at least should use)  Webmaster tools in order to track search performance and other website metrics.

https://www.seroundtable.com/google-new-webmaster-home-21506.html

 

Digital Intelligence

Luna Metrics has posted a new article: A Better Way to Connect Tableau and GA

The pre-existing way to directly connect Tableau and GA has issues:

–        10,000 row limit

–        Sampling starts at 500,000 sessions, also applies to a request with too many dimensions

–        “Filters” (GA sense of the word) does not apply

Using the Web Data Connector for Tableau, the GA Spreadsheet Add-On and importing data into Google Docs you can then:

–        Filter your data appropriately before importing into Tableau

–        Easily maneuver around the 10,000 row limit by starting a second sheet at 10,001 (combine sheets afterwards)

–        Get around sampling by pulling smaller data sets

–        Combine data from different GA sources

 

Performance Media

Google released its annual bad ads report which revealing that the search giant disabled over 780 million ads in 2015 for policy violations.

Pharmaceuticals: Over 12.5 million ads disabled for pharmaceutical products that were either misleading, or not approved for use.

Google says it has developed the technology to determine when mobile ad clicks are accidental, and will be able to prevent users from navigating to an advertiser’s site that they didn’t mean to visit.

In addition, Google is going to crack down even harder on weight loss ads in 2016 by adding more restrictions on what advertisers can claim is effective for weight loss. The company also intends to implement new protections against malware this year.

https://www.searchenginejournal.com/google-disabled-over-780-million-ads-for-policy-violations-in-2015/154747/

 

Social Media

Facebook pages improves organic reach with a new tool targeting posts to interests, demographics and geography.

Over the past few years, organic reach has been in decline as FB algorithms cater content that appears on news feeds based on a user’s interaction on the platform. More are choosing to show friends’ updates over page updates.

Posts can also be restricted from being viewed by selecting an audience to block

This is important for brands because relevancy is increased when posts are tailored to custom audiences, and the more engagement a post receives, the more likely it will appear on others’ newsfeeds organically.

Additional Information: http://marketingland.com/facebook-organic-audience-optimization-160548

 

Google files a patent to replace social media marketers!

Google’s system is built on email communication and when a linked is shared and clicked, Google’s pop-system will suggest how to share the link via social media.

Google will identify content within the email to show different suggestions on how to promote the content

http://marketingland.com/facebook-organic-audience-optimization-160548

 

Display Media

Google is expanding beta testing on a new ad product timed to Super Bowl 50 that will allow marketers to serve ads in real-time in response to relevant TV moments, the company said at a press event Wednesday.

The ads will live on YouTube as well as sites and apps on Google’s display ad network.

Participating marketers will need to pre-plan the content they want to run as part of Google’s new offering. But the product will allow for dynamic insertion in real-time, as the moment is happening or just after it occurred.

http://adage.com/article/digital/google-introduces-real-time-ad-product-super-bowl-50/302216/

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yWeekly news: November 16

Posted by YM Social on November 16, 2015

y.marketing.colorSearch Engine Optimization

Google will now be sending out new Google Search Console messages for SSL/TLS certificate “does not include domain name” or HTTPS mismatch errors.

When you have an https:// error, it can introduce soft 404s into your website that are not normally detectable by programs like Screaming Frog or GSC.

This can be a problem because errors arising from https://, https://www omissions can cause serious problems with SEO by generating 404 errors where there should not be. Typically all variations should be allowed by the SSL certificate and should be crawlable: https://, https://www, and https://* [wildcarding (*) anything].

Because they don’t typically show up in reporting, these issues can go on for awhile before being discovered.

https://www.seroundtable.com/google-ssl-tls-warnings-search-console-21172.html

 

Digital Intelligence

Google announced the release of TensorFlow: a machine learning system that is now open source

Days after, Microsoft announced DMTK, FB announced Torch earlier this year and there are other platforms like H20 which are already free: a larger trend of making machine learning open source by default and in part, to utilize wisdom of crowds

Hiding behind black box algorithms (i.e. attribution vendors) will not be normative in the future, and neither will exorbitant pricing for creating a process for complex analysis, tasks, etc.

Broad range of applicable use of a platform that is backed and utilized by Google itself

Algorithms work best when in the hands of many but also have many data points to process as well

https://googleblog.blogspot.com/2015/11/tensorflow-smarter-machine-learning-for.html

http://tensorflow.org/

http://www.infoworld.com/article/3003920/data-science/4-no-bull-takeaways-about-googles-machine-learning-project.html

 

Performance Media

Google is testing a new ad format where consumers can subscribe to get the latest offers and updates from multiple retailers via text message on their cell phone. Consumers would subscribe from the ad and start receiving these relevant offers and updates.  Consumers can also choose from a variety of categories they want to see deals on.

Majority of holiday shoppers used their cell phones to hunt for the best deals last year. This new ad format will entice consumers to shop and spend more with the latest deals right in front of them.

You can give it a try by texting “JOIN” to the numbers list and get holiday deals from some retailers:

For Black Friday: 847-904-0608

For Cyber Monday: 847-906-8958

For general holiday deals: 847-904-0596

https://plus.google.com/u/0/+GoogleAds/posts/BdED1JSTJZK

http://searchengineland.com/google-is-promoting-holiday-shopping-deals-via-text-alerts-235641

 

Social Media

Pinterest Introduces Visual Search Tool:

  • A new in-Pin search tool will be a major benefit for users looking to find a specific item — No search queries required

Users find the actual products that pique their interest, with no textual input required.

In-Pin search results will only include organic Pins:

  • Encouraging more organic participation from marketers on the platform if they can’t buy their way in with a Promoted Pin
  • This will make Pinterest a more complete destination for product search

http://marketingland.com/pinterests-new-visual-search-results-wont-have-ads-151250

http://marketingland.com/pinterest-launches-in-pin-search-to-help-users-pinpoint-specific-items-151014

 

Display Media

Google Adds Programmatic Support for Native Ads

Google is now offering programmatic ads for native content and mobile video publishers. Publishers can offer native ad units available for programmatic demand.

Native is a rapidly growing portion of the overall digital media spend. Google has now combined both programmatic and native ad inventory to be bought on Double Click Ad Exchange.

Currently, Google’s programmatic monetization is restricted to mobile app ads, where the company sees the greatest opportunity. However, Native web ads – both desktop and mobile, will follow in 2016 (available in open exchange and private marketplace buys).

With this new process, advertisers are able to provide a collection of ad assets, from which Google

http://adexchanger.com/native-advertising-2/google-adds-programmatic-support-for-native-ads/#more-104331

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How to Use Content Marketing to Grow Your Business

Posted by YM Social on October 26, 2015

y.marketing.colorContent marketing is the reigning king and has been for over a century.

 

Enter ‘The Furrow’. Unless you were born very early in the last century or even the century before that, you’ve probably never heard of it but it was one of the earliest pioneers of content marketing. First published by John Deere in 1895, it is widely considered to have begun the trend of large companies offering consumers helpful resources geared toward their product owners while piquing the interest of potential consumers in their industry to expand their market share. This, along with other marketing tactics by the company obviously worked because the John Deere company is ubiquitous and hugely successful in the farming, agriculture, and riding mower industries.  It all started being the helpful brand.

 

Now we fast forward 120 years and content marketing is everywhere, and shows no signs of slowing down. In fact, all the moves that Facebook is making places an even larger emphasis on original content.  Last year Facebook changed its algorithm to focus on what it called “high quality” content. If marketers don’t adjust their tactics, they will lose relevence and their audience completely. So what’s a marketer to do? Follow the POES, it always knows!

In this case, POES stands for Paid, Owned, Earned, and Shared Media.

Paid Media – Display ads, banner ads, pay per click search ads, and sponsorships. Paid Media is effective for advertisers because there is a degree of control, scaling, and it can be implemented on demand. Marketers now have another option to grow their brand as the helpful and trustworthy brand that, if done properly, can add a tremendous boost to your marketing efforts.

A big player in this space is the ever-expanding world of Social Advertising that is now available on various social platforms like Facebook, Twitter, Linkedin, YouTube, Instagram, and Pinterest. If done correctly (not spammy, too sales driven, or too pushy) they can help all other marketing efforts simultaneously. Remember, you are advertising to people during their free time, when they are talking and connecting to their friends and family. Respect that, and use it to your advantage when crafting your content so they promote your brand through media sharing, (more on that later).

 

Owned Media – All media assets that your brand owns and controls. Websites, blogs, newsletters, and social media accounts fall into this category.  Major brands are now staffing entire content marketing and editorial teams to manage, steer, and promote their content creation streams online.  Much like ‘The Furrow’ that I introduced you to earlier in this blog, companies now count on this modern content marketing to facillitate brand discovery through social channels and online search. This content informs, engages, and fosters relationships between the brand and customer throughout their lifecycles, so the customer can count on these brands to be the trustworthy authorities in their field.

 

Earned Media –When your public & media relations earns brand coverage through various publications online and off. When businesses establish a positive brand presence, they create a buzz without having to advertise. They let the news media outlets, bloggers, and their satisfied customers share brand laurels on social media and beyond.  Brands have recently utilized the strength of their social audience by empowering them to share and publish content on behalf of the brand, thus inspiring even greater word of mouth. This can also be done by a tremendous customer service component in your business. We have an instant feedback loop now. A marketer and a company needs to listen closely to your audience. They are trying to help you improve your organization.   Someone complaining online is your opportunity to turn this aggressive complainer, into a company advocate. Earn their respect, and earn them as an amplifier for your brand. Should this case turn into a positive resolution, you can likely turn the client into a case study and use them for testimonials content marketing if they agree to participate in your study.

 

Shared Media – Where all of the aformentioned marketing efforts come together with the help of your audience. Remember that loud-mouthed disgruntled tweeter turned brand advocate? He will spread your brand’s good word if you use the relationship your brand has fostered with him properly. A company’s social media presence today should be built to make it simpler for fans to share with one another. This is an opportunity to spark conversations regarding your brand through the content you create, publish, share, and promote. In order to for all of these facets of content marketing to work synergistically, your content needs to speak to your audience in the way they want to be spoken to.   This is shared media.  When wanting to leverage shared media content, keep the end user in mind, as well as the actions you would like them to do with your content.  Whether it’s sharing, watching, or engaging through comments, make sure you are creating the right content in the right channels to optimize for shareability.

 

Remember, when your brand is providing consistent, informative, authoritative, and helpful information, your brand builds trust. The more your audience trusts you, the more they share your content. The more they share your content, the more positive sentiment around your brand is nurtured.  The more positive sentiment around your brand, the more successful your company is as a whole. Content marketing can contribute to the five attributes of successful search engine optimization: QUART: Quality, Uniqueness, Authority, Relevance, and Trust. Do this by utilizing all of the above media, and your brand and audience can work together synergistically to create a holistic marketing machine to drive your business for years to come.

Find your key market segment. Build you brand.  Build your reputation.

One post, tweet, and customer interaction at a time.

 

 

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Day 1 Recap: F8 Developer Conference 2015

Posted by YM Social on March 27, 2015

This week, developers met in San Francisco for Facebook’s annual F8 Developer Conference. Here’s what to keep an eye out for 2015!

facebooks-family

Facebook’s unveiling spherical video in its News Feed. CEO Mark Zuckerberg says that this experience will eventually encompass live broadcasts as well. This move follows YouTube’s 360-degrees videos and Meerkat, the livestreaming app, as these capabilities seem to be the latest trends in videos.

So what does this mean for marketers?  Brands will now have the ability to show a 360-degree point of view on products, events, and tours to make video consumption that much more engaging on social platforms. Multimedia continues to provide the biggest return on engagement, and brands should look forward to including these types of interactions in their marketing campaigns.

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Facebook is expanding on their Messenger Platform, which will allow its users to create and post content with third-party tools to help enrich communication on the platform. Users of Messenger will now be able to make content such as GIFs and effects-laden videos to instantly share with friends. “By creating more vivid ways to share, Messenger could differentiate itself from… competing messaging apps” says Tech Crunch.  Also in the works is that Facebook is collaborating with selected partners for business chats, where users can speak directly with brands as well as modify, track or return orders, all within Messenger. Users can also set up confirmation and shipping notices through the platform, where businesses will be able to push notifications through Messenger.

Why is this important? This means that businesses that offer customer support will have the opportunity to provide a more streamline method of addressing user issues and can provide insights into what consumers are buying and what brands they are engaging with to better target ads, further building one-to-one interactions with consumers, which helps build loyalty and advocacy for brands that do this the right way.

comments-fb

Facebook is launching a new real-time Comment Plugin, which will sync live conversations between websites and Facebook pages.  Some of you may remember the older commenting social plugin, but this revamp will let visitors see user comments both on brand sites and on links shared through the platform, a missing feature in previous versions.

Why is this important?  With social communications being a two way street, brands will have the ability to showcase their customer service chops, with a more transparent view of synced comments, making conversations with brands even easier. However, brands and marketers may have to extend their communication guidelines in order to support the potential influx of communications coming their way. The benefit is still huge, as this will help marketers monitor conversations and replies that show up on both platforms, helping to streamline communication processes, as well as  help increase engagement on their channels.

A potential shift in content direction, Facebook now allows users to embed their Facebook videos onto other sites. This seems a little behind, as YouTube and Twitter allowed the embedding of their content a few years back, but this addition helps solidify that video continues to be a big deal.

Why is this important? Arguably, this could be a move from Facebook to continue making strides in creating a “content hub” for users, so they never want to leave the social network.  Boosting their focus on native videos (and their new video ad serving capability), Facebook may be angling their native videos on its platform to compete with YouTube (the second most popular search engine behind Google itself—which also happens to own YouTube), so that FB users can curate their own videos on the social network, may also begin to build a searchable inventory for users to browse videos from, similar to YouTube. This ultimately may lead to more advertising options for video beyond YouTube or other competitors.

liverail

Speaking of ads, Facebook is expanding LiveRail to help publishers optimize an assortment of mobile ads within the platform and improves its targeting capabilities. (Read as, Mobile is where the internet is going—so make sure it’s a part of your marketing campaigns!) Some new capabilities help refine targeting, which will include: prioritizing buyers, blocking specific ad categories, real-time reports, and suggestions for optimal inventory pricing.

Why it’s important? Better targeting = better returns on your ad spend.

screen-shot-2015-03-25-at-10-53-46-am

Lastly, Facebook launches Analytics for apps. It’s a tool to help marketers who want better target campaigns based on accumulated data. The tool will give users a web dashboard to see how apps are performing in engagement and conversion rates.

Remember, this is just Day 1 of #F82015! We’ll see what Day 2 brings…

 

Images via TechCrunch: http://techcrunch.com/2015/03/25/everything-you-need-to-know-from-todays-facebook-f8-announcements/

 

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Facebook Targeting. How To Reach the Rich!

Posted by admin on March 31, 2011

The advantage of digital marketing is that it allows you to target digital marketing facebook to your exact audience.  For example, if you happen to sell high end products, you want to make sure your messaging reaches that demographic that can actually afford your products.

As a digital marketing agency, we have found that Facebook is an effective channel through which to promote our clients’ expensive products. Naturally, the key is creating relevant messaging, but with Facebook’s demographic targeting, we’ve found that not only can you reach your intended targets but also a broader market which you may not have thought of.

Here are five categories of Facebook filters that can help you hyper-target the high income demographic to sell them high end products. Keep in mind this information is normally disclosed voluntarily by most Facebook users when they fill out their profiles.

1. Education – Chances are if you went to an Ivy League university, the odds of them having a pretty decent job and income would be much higher than one who did not attend college.

facebook targeting ymarketing

2. Job title – Most people will input job titles that will indicate the level of income so target high-paying titles like founder, CEO and the rest of the C-Level suite of titles.

facebook targeting ymarketing

3. Where you live – A quick search online will quickly help you identify where the wealth reside. Facebook allows you to get really granular with this so target specific affluent neighborhoods instead of just whole cities.

facebook targeting ymarketing

4. Interests – Facebook’s new broad category targeting feature (currently in test mode) allows digital marketers to reach an entire audience interested in luxury items instead of targeting them by individual brands.

facebook targeting ymarketing

5. Things you like – It’s one thing like and join the  Ferrari cars page but it’s another to own one and engage in the activity as part of your extra-curricular activities. We chose luxury automobile clubs and horse owners. It’s one thing to like horse riding but actually owning horses requires a lot more capital investment which goes back to disposable income.

facebook targeting ymarketing

We hope we gave you some ideas on how to target certain demographics. Usually, a more out of the box approach is required.

If you are interested in finding out more about optimizing your social media marketing, we’re happy to help you. Contact us here

Image credit: daylife.com

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Inbound Marketing Gets $32 Millon Dollar Endorsement

Posted by admin on March 24, 2011

HubSpot’s co-founders Dharmesh Shah and Brian HalliganFor the first time ever, Sequoia Capital, Google Ventures and Salesforce.com have invested in the same company. That company is HubSpot, which offers all-in-one inbound marketing software to over 4,000 businesses.

So what does that mean to the digital marketing community, and why should you care?

The Investors

Let’s begin with the investors and who they are.

  • Sequoia Capital invests in companies that make wonderful products or deliver a service that thrills large numbers of customers. It’s portfolio of companies come from many sectors: energy, financial, healthcare, internet, mobile, outsourcing, and technology.
  • Google Ventures is the venture capital arm of Google Inc. It looks at companies in a wide variety of sectors and stages.  Most importantly, it invests in people and the companies in its portfolio are all made up of teams of ambitious, bold, passionate entrepreneurs, who are as excited about building disruptive companies and technologies as we are.
  • Salesforce.com is the enterprise cloud computing company that has transformed the way companies collaborate and communicate. Salesforce.com is leading the effort to bring Cloud 2, the next paradigm for computing, to the enterprise by offering its customers the social collaboration, mobility and openness that are the hallmark of this new world.

HubSpot

Now let’s look briefly at HubSpot. Founded in June of 2006, the company offers a fully integrated inbound marketing software that includes tools for blogging, landing pages, lead nurturing, marketing analytics, content management, social media, SEO, CRM integration, email marketing, and more. It currently has over 4,000 small and medium sized companies using its software to generate traffic and leads through their websites, and converting these leads in to paying customers.

What the Investment Says about Inbound Marketing

This investment is more than good news for HubSpot. It’s a resounding endorsement by 3 major industry leaders in the concept of inbound marketing. They are betting that the future of marketing for businesses will be (and already is) inbound (Google, blogs, social media, mobile, etc.) rather than outbound (cold calls, email blasts, and direct mail) – otherwise known as interruption marketing.

  • Inbound marketing “thrills” those who use it successfully.
  • Inbound marketing disrupts the old way of doing business.
  • Inbound marketing transforms the way companies perceive and engage their customers.

Impact on HubSpot Users

The investment by Salesforce.com signals the possibility of deep level integration of HubSpot’s marketing platform with Salesforce.com. Brent Leary, co-founder and partner of CRM Essentials, gave one example – the creation of a Chatter feed from website activity on HubSpot. He also imagined the potential HubSpot integration “with a variety of Google applications to move from lead generation to real-time collaboration opportunities at the moment of interest.”

Forrester analyst Shar VanBoskirk thinks that Google wants to expand its reach into marketing budgets of small companies, many of whom currently use mostly local search. She thinks that this investment is eveidence of Google’s expanding priorities.

Google Ventures Partner, Rich Miner (co-founder of Android) said, “We agree with HubSpot’s belief that search engines, social media, and mobile devices have fundamentally changed how businesses should market themselves. We’re thrilled to support their efforts to help thousands of small and medium businesses reach potential customers.”

HubSpot plans to take this support and invest much of it in R&D. Says Brian Halligan, CEO of HubSpot, “We want to further delight our customers and count on them to spread the word. We feel like this is the right approach in today’s transparent world. On the application side we will make it faster, richer and better. We will also open the entire product up into a platform by providing a clean and simple API.”

Sequoia Capital pointed out that “HubSpot is the emerging category leader in the SaaS marketing sector. Their customer base exceeds that of all the other relevant marketing software companies combined, including Eloqua, Marketo, Genius, and Manticore.” This investment will only mean that HubSpot continues to lead in this category, offering more integrated features in its easy-to-use platform.

Incidentally, we won HubSpot partner of the year 2010 from having the highest Customer Happiness Index (CHI) and customer acquisition scores. What that means is that our clients who use HubSpot are exceeding their goals. hubspot partner of the year ymarketing

If you are interested in finding out more about HubSpot and inbound marketing, we’re happy to help you. Just contact us and we’ll give you free inbound marketing assessment and a personal tour of HubSpot’s software platform and how you can increase your leads and sales with HubSpot.

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