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  • Create a Marketing Strategy That’s Not Annoying, Says Bombora VP

    Create a Marketing Strategy That’s Not Annoying, Says Bombora VP

    “It’s really about customer experience,” says Nirosha Methananda, VP of Marketing at Bombora. “I think that is something fundamental to marketing. I feel like we have gone down this path of almost over automating and having to constantly pounce on people without necessarily being conscious and mindful of what their experience is on the other end. From my experience, it’s leading to me switching off and ignoring messages. I’m sure I’m not the only one. That’s basically why I’m passionate about creating a marketing strategy that’s not annoying.”

    Nirosha Methananda, Vice President of Marketing at Bombora, discusses the challenges of marketing without annoying your potential customers by bombarding them with marketing messages in an interview with Logan Lyles on the B2B Growth Podcast:

    Marketing Is Really About the Customer Experience

    As a B2B marketer, I get marketed to a lot. It’s something that I have increasingly noticed and I’m probably not the only one. That’s just becoming part of the experience in terms of being inundated with different messaging and different calls and this, that, and the other. Use this, do this, buy this, whatever it is. It’s really not a great experience. It doesn’t necessarily provide value. Marketers are so busy as it is, and I know that is applicable across the board with everyone we are marketing to. Being able to cut through the noise and having an understanding of all these different things is very challenging. 

    Having on top of it being inundated with this constant flow of messaging like meet me, meet me, meet me, is not very helpful. That’s one of the things that I’m passionate about. It’s really about customer experience. I think that is something fundamental to marketing. I feel like we have gone down this path of almost over automating and having to constantly pounce on people without necessarily being conscious and mindful of what their experience is on the other end. From my experience, it’s leading to me switching off and ignoring messages. I’m sure I’m not the only one. 

    Create a Marketing Strategy That’s Not Annoying

    It also leads to this annoyance and irritation which leads to distrust of brands and that’s not great for this industry. From a customer perspective those bad experiences, unfortunately, more than good experiences, they stay with you for longer and you remember that. Another thing that we don’t necessarily think of is that it’s wasteful. It’s wasteful of time and it’s wasteful of money especially for marketing and sales where money is a precious resource. It’s not something to be wasted. That’s basically why I’m passionate about creating a marketing strategy that’s not annoying.

    As an example, our Intent Event was our first flagship event that we did last year. It was a closed event so we did have limited numbers and we were limited as to what we could do with promotion. What we did was try to have mindfulness around what we were sending out and ensuring that it was helpful. Making sure that the recipients, the people that we invited, were given all the relevant information, but there was brevity in the communication as well as encouraging them to participate without forcing them to be there. 

    There was certainly some urgency around some of our communication but it wasn’t you need to attend this and this is why you must attend this. It was more about being a bit more subtle in presenting them the idea and the concept of what it was, why it would help them, and exactly the information that they needed. What that meant was not sending out multiple emails, being very controlled around it, really thinking about what the experience was before the event, to during the event, to after the event. We were really focused on the customer and making sure that all of the content and communication was educational and helpful.

    Create a Marketing Strategy That’s Not Annoying, Says Bombora VP Nirosha Methananda
  • B2B Influencer Marketing Adds Up To Nurture and Ultimately Conversion

    B2B Influencer Marketing Adds Up To Nurture and Ultimately Conversion

    “We co-create content with (B2B Influencers) in concert with brand messaging,” says TopRank Marketing CEO Lee Odden. “So now instead of people just ignoring the press release we actually have storytelling happening with these different voices. You have this intersection of one or two or three or four influencers talking about this topic and those audiences intersect and cross. Your customer is hearing this credible message not only from the brand but also from people that they trust in different channels. That all adds up to yes. That all adds up to nurture and ultimately conversion.”

    Lee Odden, CEO of TopRank Marketing, discusses how B2B influencer marketing can be a highly effective force in driving leads and conversions for companies. Lee was interviewed by Tim Washer at the 2019 Content Marketing World Conference & Expo:

    Influencer Marketing Is Powerful Because Of Influence Itself

    Influencer marketing is powerful because of influence itself, not about the people. Influence has always been a factor in being persuasive and being effective as a communicator, as a marketer, and really being able to tap into the dynamics of that. The psychology and sociology of that is something that is everlasting, it’s evergreen. While there are trends in terms of tactics that come and go, there’s this consumerization of B2B. B2C influencers are misbehaving and have fake followers, etc. and some of that’s leaking over into B2B. But I think that’ll reconcile a little bit and kind of clean itself out. In the future brands are going to be looking at influence as a really key component of their holistic marketing strategy internally and externally.

    A lot of people when they think of influencer marketing they think of a Kardashian or some people think of something like Baddiewinkle, a 90-year-old woman who wears hip-hop clothes and now has her own makeup line on Sephora versus someone like Tamara McCleary interviewing an executive at Dell about the right IT infrastructure for doing edge computing. That’s really what it’s about in B2B.

    B2B Influencers Actually Have To Have The Main Expertise

    One of the big differences between B2B and B2C influencers is that in B2B you actually have to have the main expertise. You actually have to be knowledgeable and have a depth of that expertise in what it is that you’re influential about. It’s also important to have a network for distribution and a place to publish your content. It’s great to have a personality and that’s less common in B2B, where you have charisma. Well, lack of personality is a form of personality I suppose. 

    The good thing is that we’ve figured out ways to coach folks that have that domain expertise and an active following but they’re not necessarily used to being social. We are coaching them in how to activate themselves and to pull out the best of what they have to share in a way that’s very promotable. Many of them start to open up a little bit after we show them how to do it.

    B2B Influencer Marketing Adds Up To Nurture and Conversion

    In the planning stages (with a client looking to promote something) we’ll look at the topics that are important around the announcement and how it affects customers and how customers will think of that news and how it’ll affect or change their lives. Those topics are then what we want to be influential about. We’ll use those keywords or topics to search our network using influencer marketing software to find who is influential around those topics, who’s publishing content, who self-identifies around that topic, and whose audience is actually activated around that topic. We find those people who have trusted voices with an active community and we invite them to collaborate on content and give their opinion about the announcement. 

    We co-create content with them in concert with brand messaging. So now instead of people just ignoring the press release we actually have storytelling happening with these different voices. You have this intersection of one or two or three or four influencers talking about this topic and those audiences intersect and cross. They intersect across channels too. Your customer is hearing this credible message not only from the brand but also from people that they trust in different channels. That all adds up to yes. That all adds up to nurture and ultimately conversion.

    B2B Influencer Marketing Adds Up To Nurture and Conversion – TopRank Marketing CEO Lee Odden
  • 7 Ways Realtors Can Use Digital Marketing to Boost Sales

    7 Ways Realtors Can Use Digital Marketing to Boost Sales

    Real estate is a competitive field, and success relies on staying ahead of the game. In today’s digital age, technology is making it easier than ever before for realtors to reach potential buyers and to network with peers in the industry. With so many effective digital marketing strategies available to them, there’s no excuse for not taking full advantage of this convenient platform.

    In this blog post, we’ll detail 7 innovative ways that realtors can use digital marketing to promote listings online, unlocking superior results for buyers and sellers alike.

    1- Mobile Friendly and Fast Loading Website

    A website is a crucial tool for real estate agents as it provides a platform to showcase their listings, provide information about their services, and connect with potential clients. A website is the hub of all digital marketing strategies and it should be fast loading, easy to navigate and mobile friendly as well. Availability of website builders make it easier for real estate business owners to create professional looking websites with zero coding skills and expertise.

    2- Search Engine Optimization

    Search Engine Optimization (SEO) is a digital marketing strategy that helps improve the visibility of a website in search engine results. By optimizing their website for relevant keywords and phrases, realtors can increase their visibility to potential clients searching for properties online.

    Some of the ways SEO can help realtors increase sales include:

    • Improving Local Rankings
    • Driving Organic Traffic
    • Targeting Home Buyers and Sellers
    • Building Trust and Credibility
    • Generating Quality Leads

    However, one should use the right keywords to appear in relevant search results. For instance, if you are offering services in Jackson MS, you should optimize your website for keywords like best realtors in Jackson, MS and so on to drive more local visitors and generate more leads.

    3- Leverage Landing Pages 

    Landing pages are designed to capture leads and generate conversions. They should be used to offer prospects information about properties, services, and other real estate related topics and drive them toward making a purchase decision. Realtors can create landing pages that feature top listings or highlight the latest market updates. Landing pages can be used to collect contact information from prospects and segment them for future marketing campaigns. Landing pages should be well designed, visually appealing, and user-friendly. They can also be integrated with email marketing platforms and social media channels for greater reach. With the right strategy in place, landing pages can help Realtors generate more leads and close more sales. 

    4- Create Engaging Content 

    Content is king in digital marketing, and Realtors should make sure they are producing engaging content that resonates with their target audience. Their content should be informative and entertaining, while also providing valuable insight into the real estate industry. Realtors can blog about current market trends, share tips on buying or selling a home, offer their expertise in the local market and more. Creating engaging content can help Realtors gain visibility, build trust with prospects, and generate leads that could lead to sales. 

    5- Utilize Email Marketing 

    Email campaigns are an effective way for realtors to reach prospective clients, stay top-of-mind, and offer relevant content to their database of contacts. Emails should be personalized and sent with a frequency that does not overwhelm prospects yet keeps them informed about the latest listings and offers. Realtors can craft emails that feature new property listings, open houses, and other real estate related events. They should also ensure their email content is relevant to their target audience and offers valuable information and resources. By utilizing email marketing, Realtors can stay connected with potential buyers and sellers and increase their chances of closing sales. 

    6- Make Use of Social Media Platforms 

    Social media has become an effective way for realtors to reach out to potential buyers and sellers. They should create profiles on the major social media platforms and share content that is relevant to their target audience. Realtors can post updates about listings and open houses, promote blog posts, share industry news, and interact with prospects to build relationships. Social media can also be used to showcase properties in a visually appealing way and generate more interest from potential buyers.  By leveraging social media, Realtors can increase their reach and boost sales. 

    7- Track & Analyze Results 

    Last but not least, Realtors should track and analyze their digital marketing efforts to ensure they are producing desired results. They should monitor website traffic and conversion rates, review email open and click-through rates, measure social media engagement, and analyze the performance of their campaigns to determine what is working and what needs to be improved. Tracking and analyzing results can help Realtors make informed decisions about their marketing strategies and optimize them for better results.

    Conclusion

    Digital marketing offers realtors and real estate agents a wide range of opportunities to reach potential clients and boost sales. From social media platforms to websites, email campaigns, and search engine optimization, agents can leverage technology to showcase their properties and connect with potential buyers. By staying up-to-date on the latest digital marketing trends and techniques, realtors can differentiate themselves from their competition, establish a strong online presence, and ultimately close more deals.

  • eCommerce Email Marketing: Why Do You Need It?

    eCommerce Email Marketing: Why Do You Need It?

    eCommerce email marketing is one of the earliest forms of internet advertising, and studies show that it’s still just as effective today. Social media advertising may be new, flashy, and appealing to younger audiences, but when choosing between an eCommerce email marketing agency and a social media marketing agency, there are a few other factors to consider. Emails have been a tried and true method of marketing for a long time and are trusted by many generations of consumers. While social media allows for more creative expression in terms of graphics, gifs, and video—as well as the interactive nature of comments—social platforms like Instagram are quickly becoming oversaturated with ads. Not all of these ads are trustworthy or legitimate, and it’s not infrequent for scam ads to appear on social feeds.

    Partially due to the increasing scams and oversaturation of ads on social media, eCommerce email marketing is many consumers’ preferred form of advertising. While you do want to use marketing mediums that fit your team members’ expertise, your consumers are the ones who are ultimately exposed to the finished product. Moreover, if you or your team members are struggling considerably with writing creative email copy, it may be worthwhile to invest in an eCommerce email marketing agency. But why is email marketing such a preferred advertising method by employees and consumers alike? What makes it superior?

    What is the Difference Between eCommerce Email Marketing and E-Marketing?

    Before exploring the ways in which eCommerce email marketing can improve your business, it’s essential to understand what eCommerce email marketing does. Any company can use email marketing—that is, sending product information or ads for new products via email. It’s becoming increasingly rarer for a store to have a physical shop without an online shop, but those stores that do can still make sure of email marketing. If you have a business, you can send out marketing emails. Similarly, if you have an online store, you can send out eCommerce marketing emails. This means that a non-profit can use email marketing but not eCommerce email marketing. E-Marketing, on the other hand, refers to any online marketing medium, including social media platforms and email. eCommerce email marketing can include general emails about upcoming sales in an online shop or emails that are tailored to a shopper and the items in their cart.

    Consumer Control

    Unlike social media marketing, email marketing allows consumers more control over the advertisements, coupons, and deals that they receive. Because consumers are required to subscribe to your company’s mailing list or newsletter in order to receive emails from you, consumers are less likely to receive emails from brands that they don’t know and trust. Any scam emails are directed to spam, and consumers have the freedom to unsubscribe from a mailing list in order to stop receiving product information.

    More Trustworthy

    While it may seem counterintuitive to allow consumers to stop receiving product information from your company, it is imperative to win their trust. In fact, 77% of consumers prefer to receive marketing information via email. It makes sense that emails are the most trustworthy. We’re already using our email addresses for work and networking so it feels professional whereas social media ads are fun, but a little too casual to be legitimate. Email marketing feels trustworthy and professional, but how can it work for your business? How do you ensure that your emails are being opened and your content consumed?

    High Open Rates and ROI

    It’s more likely than you think that consumers will open your marketing emails. According to Forbes, 65% of small businesses report that between 11 and 50% of their marketing emails are opened. It’s easy to track open rates using tools like Cirrus Insight. Even if a customer doesn’t open your email as soon as they receive it, there is a potential that they may do so later. Social media posts, on the other hand, disappear as soon as someone refreshes their feed—meaning they might never even see it. It’s also hard to beat the price and return on investment of marketing emails.

    Forbes tells us that you earn $42 for every dollar you spend, and most email marketing campaigns cost very little. You might find that your open and click-through rates become even higher when you put effort into the design and layout of your emails. As long as you don’t flood your consumers’ inboxes (40% of small businesses send marketing emails weekly while 30% send them at least once a month), your clients are sure to appreciate a thoughtfully made email with memorable colors and graphics. Cleverly worded subject lines that include slang and emojis are especially popular with more “hip” brands like skincare lines and fashion companies.

    Conclusion

    Even with the rise of social media, eCommerce email marketing is still a trustworthy form of marketing—and, in fact, one that is usually preferred by consumers. The return on investment and ease of content creation makes email marketing a no-brainer for your next campaign.

  • The Ultimate Guide to Law Firm Marketing: Tips, Strategies, and Technology

    The Ultimate Guide to Law Firm Marketing: Tips, Strategies, and Technology

    Law firm marketing is a crucial aspect of the growth and success of a legal practice. It helps attract and retain clients, which is essential for any law firm to grow and succeed. Some of the various marketing approaches that might be time-consuming are digital marketing, search engine optimization, blogging, print ads, and digital advertisements. However, with the right approach, law firm marketing can be a relatively simple process. This comprehensive guide provides everything you ought to know about marketing your law firm, including the key steps to take, industry insights, and the best tools to use.

    Generate an Advertising Budget

    A law firm’s business strategy isn’t complete without a detailed marketing budget. You need to know what you want to accomplish and how much money you’ll need to get there before you can estimate the sum of money you’ll need to put in. Next, calculate how many annual instances you’ll need to bill for in order to earn that much money. Your specific field of law may dictate this. Law firm marketing technologies, such as content marketing solutions and separate applications for SEO, social media, and email campaigns, may add up quickly, so be sure to account for these when drawing up your marketing budget.

    Build a Well-Designed Law Firm Website

    Websites for legal services are becoming important marketing tools in the modern day. Making a good first impression is critical, so be sure to include professional photos, a memorable logo, and detailed descriptions of the services you offer and the areas of law in which you specialize. Your contact information should be front and center, and you should make note of any relevant honors, recognitions, or significant expertise. High-quality content, a focus on long-tail keywords, and a Google Business listing are just a few of the SEO best practices your site should adhere to.

    Claim Your Free Online Profiles

    In addition to your legal firm’s website, there are other places where customers might find you. Numerous free internet profiles may be claimed nowadays, from those on review platforms such as Yelp to those on local state bar directories.

    Establish a Social Media Presence for Your Law Firm

    In today’s technological age, advertising online means going where people already are, and that’s on social media. You should put some time and effort into figuring out which social media sites are the greatest fit for your legal business and the areas of law in which you specialize.

    Ensure Your Firm Has a Blog

    Blogging is a cost-effective way to market your law firm and increase your visibility online. Blogging can improve your SEO and drive traffic to your website, as well as showcase your expertise and establish you as a thought leader in your field. When writing blog posts, make sure to target long-tail keywords and use meta descriptions and tags.

    Invest in Content Marketing

    Creating and disseminating material that is relevant to your audience and of high quality is the backbone of content marketing, which may help you win new customers and keep the ones you already have. Among the numerous possible content marketing mediums are articles on a website, infographics, videos, and downloadable books. When creating content, make sure it is high-quality and relevant to your target audience.

    Leverage Law Firm Marketing Technology

    When it comes to marketing for a law practice, technology may assist in automating a number of processes and boost productivity. Content marketing solutions, specific applications for search engine optimization, social media, and email campaigns are some examples of technology used in law firms. When using technology, make sure to choose tools that meet your specific needs and fit within your budget.

    Network with Other Lawyers and Legal Professionals

    Networking is a valuable way to market your law firm and connect with other lawyers and legal professionals. You can network through local bar associations, legal conferences, and industry events. When networking, make sure to have a clear and concise elevator pitch about your law firm and what sets you apart from others. Also, be sure to have business cards on hand to give out to potential clients and referral sources.

    Partner with Other Legal Professionals

    Partnering with other legal professionals can provide mutual benefits, such as cross-referral opportunities and increased visibility for both firms. Consider collaborating with other lawyers in your practice area, or even in complementary areas, to create a referral network that can bring in more clients and help your business grow.

    Measure and Evaluate Your Law Firm Marketing Efforts

    Maintaining an effective marketing plan for your law practice requires constant monitoring and analysis of results. Analyze the metrics of your website and social media accounts, as well as any other marketing efforts, to see what is working and what is not. Make adjustments as needed and keep experimenting until you discover the perfect balance of efforts and results. Marketing your law firm can be a time-consuming and challenging process, but with the right approach, and the help of an experienced law firms marketing consultant you can effectively reach your target audience, attract new clients, and grow your business. Whether you choose to do it yourself or hire a professional marketing agency, following these steps will help ensure the success of your marketing efforts.

  • Yahoo Plans to Lay Off 1,000 Now, 600 Later

    Yahoo Plans to Lay Off 1,000 Now, 600 Later

    Yahoo is preparing for a round of layoffs, with plans to eliminate 1,000 jobs now and up to 600 in the second half of 2023.

    First reported by Axios, Yahoo’s layoffs will impact roughly 20% of the company’s workforce. Unlike many of the tech industry’s recent layoffs, Yahoo CEO Jim Lanzone said the decision was not a result of financial issues, but is simply part of a larger restructuring.

    “The moves are meant to simplify and strengthen the good parts of the business, while sunsetting the rest,” Lanzone said.

    As part of the company’s restructuring, Yahoo will be shutting down portions of its advertising business, which has long been outclassed by both Google and Meta. As a result, while the rest of the business is quite profitable, the advertising business has increasingly been an anchor that is dragging the company down.

    “A lot of resources were going into that unified stack without a return,” Lanzone added. “This was a longstanding issue with every variation of this company … that needed to be solved eventually.”

    Lanzone says the move will be “tremendously beneficial for the profitability of Yahoo overall,” and will help the company “to go on offense” in more profitable areas.

    The move comes at a time when Yahoo is teasing a return to the search market, so it will be interesting to see if getting back to the company’s roots is an area where Lanzone plans “to go on offense.”

  • Instagram’s Founders Are Launching An AI-Powered Social News Feed

    Instagram’s Founders Are Launching An AI-Powered Social News Feed

    Instagram’s founders are on to their next venture, launching Artifact, an AI-powered social news feed app.

    Kevin Systrom and Mike Krieger launched Instagram and helped lead the company through its acquisition by Facebook. After reported tension over Mark Zuckerberg taking a more hands-on approach to Instagram’s day-to-day operations, the pair left the company.

    Systrom and Krieger are now launching their new project in an effort to utilize AI and machine learning in the social media space. The company’s site describes Artifact as “a personalized news feed driven by artificial intelligence.”

    According to The Verge’s Casey Newton, the app will show users a personalized and curated news feed. Clicking on a story will show similar stories, TikTok-style. The company is also beta testing features that will let users post links to stories and allow other users to follow them. Another feature would allow users to offer commentary and privately discuss linked news items.

    Systrom emphasized the importance of machine learning to the new app.

    “Throughout the years, what I saw was that every time we use machine learning to improve the consumer experience, things got really good really quickly,” he told Newton.

    The two founders saw the possibilities of combining machine learning with a TikTok-like approach but with a focus on text rather than video.

    “I saw that shift, and I was like, ‘Oh, that’s the future of social,’” Systrom said. “These unconnected graphs; these graphs that are learned rather than explicitly created. And what was funny to me is as I looked around, I was like, ‘Man, why isn’t this happening everywhere in social? Why is Twitter still primarily follow-based? Why is Facebook?’”

    Given Systrom and Krieger’s past success, there’s a good chance Artifact could be the next big thing in social media.

    Users can join the waitlist here.

  • Yahoo Teasing a Search Engine Return

    Yahoo Teasing a Search Engine Return

    Yahoo is teasing a return to the search engine market years after abandoning it to Google and Microsoft.

    Yahoo was once the dominant search engine on the internet, long before Google became a household name, let alone a verb. In fact, Yahoo botched two different opportunities to buy Google, one for a mere $1 million. In the time since those — and other — bad decisions, Yahoo’s search share shrunk, the company’s other prospects dimmed, and it finally outsourced its search to Microsoft Bing. After changing hands a couple of times, the company’s prospects look to be on the rise again.

    According to a job posting and various tweets, the internet company is once again ready to take search seriously. The job posting, for a Product Manager for Search, has the following description:

    As a Product Manager for Search, you will help develop our search strategy and roadmap and lead its execution. The ideal candidate will leverage strong organizational skills and deep subject matter expertise to partner with design, science, engineering, and other key cross-functional teams. You will determine what we prioritize for our customers in our search experiences and bring the vision to life. You will also lead the effort to discover and amplify content from across the vast Yahoo ecosystem to create new and innovative search experiences across surfaces and for our Search App. The role is also responsible for identifying and documenting product and business requirements and taking them from concept to production, while working with a broad set of stakeholders that include marketing, sales, legal, editorial, design, UXR, and other teams.

    In addition to the job posting, Yahoo has also been dropping hints via its Yahoo Search Twitter account.

    The company also tweeted about a Search Engine Land article discussing this news.

    If Yahoo is truly eyeing a return to the search market, this may be the best possible time. Google is facing increasing headwinds and regulatory challenges to its dominant position, and Microsoft has never been able to mount a major challenge.

    With users and lawmakers looking for alternatives and AI-based technologies poised to upend the search industry, Yahoo may finally have an opening to do what it failed to do all those years ago — make a success of search.

  • TikTok Is Making a Play for Search

    TikTok Is Making a Play for Search

    TikTok is making a play for the search market, encouraging users to use it in place of traditional search engines.

    TikTok may be the hottest social media platform, but the company has designs on much more. With many young people turning to social media for answers and advice, TikTok is trying to position itself as a search engine alternative.

    If using the app for search seems far-fetched, one only has to look at one of its latest ads to see what the company is planning. Of course, given the scrutiny the Chinese firm is already under, TikTok’s efforts to compete with traditional search may backfire.

    US lawmakers and regulators are concerned about the amount of user data TikTok has access to and whether that data makes its way to Chinese authorities. Making a play for the search market, and the additional data that encompasses, is likely to make those lawmakers even more nervous and lend more weight to a possible ban.

  • Baidu Set to Unveil AI-Powered Search

    Baidu Set to Unveil AI-Powered Search

    Baidu is preparing to unveil an AI-powered, ChatGPT-like search engine based on the company’s Ernie tech.

    ChatGPT has become one of the most widely known conversational AIs and threatens to upend the search engine market. Microsoft is believed to be integrating it into a version of Bing, and Google is pulling out all the stops to come up with its own answer.

    According to Bloomberg, via Engadget, China’s Baidu is preparing to launch its own conversational AI search engine. The new product will be based on Ernie, which is the company’s large-scale machine-learning model.

    Baidu no doubt hopes conversational AI will help it reinvigorate its search engine and spark future growth. If the company can move fast enough, it may even be able to gain ground on its rivals.

  • DOJ & Eight States Sue Google for Monopolizing Digital Ads

    DOJ & Eight States Sue Google for Monopolizing Digital Ads

    Google is once again in the crosshairs for alleged monopolistic behavior, accused of dominating multiple digital ad products.

    The US government has been trying to crack down on Big Tech and Google has been a prime target. The Department of Justice has once again taken aim at the company, this time over its ad business. The DOJ was joined by Attorneys General of California, Colorado, Connecticut, New Jersey, New York, Rhode Island, Tennessee, and Virginia.

    The lawsuit alleges that Google abuses its control of the various components of the online advertising technology, called the “ad tech stack.” Because Google controls the entire stack, the company is in a position to unfairly dictate terms. The lawsuit claims Google has leveraged that position to force competitors out of the market or buy them out, as well as force companies to increasingly use its products exclusively.

    “Today’s complaint alleges that Google has used anticompetitive, exclusionary, and unlawful conduct to eliminate or severely diminish any threat to its dominance over digital advertising technologies,” said Attorney General Merrick B. Garland. “No matter the industry and no matter the company, the Justice Department will vigorously enforce our antitrust laws to protect consumers, safeguard competition, and ensure economic fairness and opportunity for all.”

    In particular, the DOJ’s claims focus on four areas:

    • Eliminating competition through acquisitions.
    • Forcing customers to use Google’s ad products.
    • Interfering with ad auction competition.
    • Manipulating ad auctions to protect its own business at the expense of competitors.

    “The complaint filed today alleges a pervasive and systemic pattern of misconduct through which Google sought to consolidate market power and stave off free-market competition,” said Deputy Attorney General Lisa O. Monaco. “In pursuit of outsized profits, Google has caused great harm to online publishers and advertisers and American consumers. This lawsuit marks an important milestone in the Department’s efforts to hold big technology companies accountable for violations of the antitrust laws.”

  • Conversational Marketing Closes the Gap Between B2C and B2B, Says Drift Marketing VP

    Conversational Marketing Closes the Gap Between B2C and B2B, Says Drift Marketing VP

    Conversational marketing is a whole new way of thinking about marketing and sales, says Dave Gerhardt, VP of Marketing at Drift. “We go to our jobs in B2B and none of the tools that we use match how we actually buy as real people,” he says. “That’s the most exciting thing to me about conversational marketing. It’s really closing the gap between B2C and B2B. We just call it B2P, marketing to people.”

    Dave Gerhardt, VP of Marketing at Drift, was recently interviewed on the B2B Growth podcast by John Rougeux who is VP of Marketing at Skyfii. Gerhardt discusses conversational marketing as a new B2B product category and how it is changing marketing from reaching out to you later to a conversation that is happening now:

    Conversational Marketing is About Connecting You Now

    Conversational marketing is a whole new way of thinking about marketing and sales. The traditional way of doing marketing and sales is all about later. Come to my website and fill out this form and somebody is going to reach out to you later, when it’s convenient for them. The big shift that is happening in marketing and business over the last five to ten years is customers have all the power today. You can’t make people wait. Information is free now.

    I can find anything I want to know about a company without ever having to go to your website. It’s crazy to think that you are going to force people to go to your website, fill out a form, wait three days to hear back from your sales team, and then get a demo. Conversational is all about connecting you now with the people who are ready to buy now while they are live on your website.

    B2P – Marketing to People

    It’s not about buyers. It’s not about sellers. It’s not about sales. It’s not about marketing. It’s about people. That’s how people all communicate online today. I pressed one button in my car and I got a list. I ordered something from Amazon while I was here this morning to send back to my house and it’s going to be there tomorrow when I get home. There are countless examples of that. That is how we all behave online in our real lives today.

    But then something happens weird happens. We go to our jobs in B2B and none of the tools that we use match how we actually buy as real people. That’s the most exciting thing to me about conversational marketing. It’s really closing the gap between B2C and B2B. We just call it B2P, marketing to people.

    What Ties Our Products Together is Conversation

    We have an email product and we have a landing page product. Black and white versions of those people would say everybody has email, everybody has landing pages. The thing that ties those together is conversation. That forces us to think about what is conversational email? What is conversational landing pages? What is conversational whatever? That one word forces our product team to think about how can we change this? If our fundamental stance as a company is that the internet should be one conversation, then how does that weave into everything that we build?

    Ultimately what we care about is that email becomes a conversation. Meaning, the way that marketers have had to use email the last decade is a one-way channel. Email is meant to be a two-way channel. Marketers have been using it as, “John come to my webinar.” What happens if you actually respond to that email? Most of the time you can’t because it’s donotreply@ or it just goes to some inbox where nobody is answering it. That is a terrible experience. Our belief is that if you reply, “Hey actually I can’t make it. Can you reregister my colleague?” That should get handled. We are thinking of that from an evolution standpoint.

    The same thing with landing pages. Most landing pages today are static. You go to the landing page, put a bunch of info in and you are gone. What if that was a real-time conversation on the page? That one topic has to weave itself into everything we do from a product perspective.

    >> Listen to the complete interview with Drift Marketing VP Dave Gerhardt on the B2B Growth podcast.

  • The Power of Color Psychology in Marketing

    The Power of Color Psychology in Marketing

    Color has quickly become one of the most important factors that modern shoppers consider when purchasing a product or service. In fact, color accounts for between 62% and 90% of the decision to purchase. The psychology of power of color in marketing is overwhelming, and it can be used to evoke a number of emotional and physical responses in humans. In some cases, the use of color can change one’s appetite, enhance their mood, increase their memory, or boost their attention span. In addition, colors can calm down customers, reduce the perception of wait times, and even encourage sales and conversions. 

    Color’s Impact on Your Brain

    Color has a direct effect on the human brain and the responses that it stimulates in the body. For example, red increases pulse rates by 0.356 points and increases systolic blood pressure. Orange stimulates circulation, increasing oxygen to the brain and boosts productivity. Yellow increases metabolism and can actually trigger a hunger response in humans. Walking in a green environment can reduce one’s heart rate by 11 points in comparison to red or white environments. Blue is encouraged for bedrooms, as studies show that 60% of people who sleep in blue painted rooms wake up happy. Purple is a children’s color, with 75% preferring it to any other color. White has the power to make rooms look larger than they are by reflecting sunlight, and the color pink reduces juvenile aggression by 45%.

    It is because of these responses in humans that color is an important factor in many different settings and industries. Real estate, for example, is one that can be heavily influenced by color as it relates to home design. High performing colors in a home are light blue, gray, and black. These colors are popular and comfortable, seen as neutral and clean, and can even denote a feeling of luxury or high value. On the other hand, low performing colors like brown, red, and cream yellow sell for less, are associated with unfavorable emotions, and are not popular colors amongst the general population.

    Irish poet and playwright Oscar Wilde once said “Mere color, unspoiled by meaning and unallied with definite form, can speak to the soul in a thousand different ways.” It is from this idea that color theory and color in marketing was born. Experts were able to grasp which colors maximize marketing value and put those facts into motion. 

    Brands and Their Use of Color

    Brands like Target, Ikea, Sesame Street, Roku, Prada, and The Home Depot use the most popular marketing colors to elevate their business. More specifically, Target’s red leads to more conversions and sales than any other color. Ikea’s yellow and blue combination is the most readable to audiences and quells feelings of buyer’s remorse. Sesame Street’s iconic green makes wearers and recipients more creative and encourages action. Roku’s purple denotes power and luxury, and is one of the colors that caters most to women. Prada’s black is a favorite amongst men and denotes strength and sophistication. Finally, The Home Depot’s orange is an extremely rare brand color that stands out against other competition and speaks for itself. 

    Bringing it All Together

    Using color in marketing is the new age of business. Those who learn to harness this power will be exponentially more successful in their endeavors, winning over both the hearts and the brains of their loyal customers.

    Learn about the psychology of color in marketing, what color does to the brain, and colors that maximize your marketing value
    Source:LUXURYSOCALREALTY
  • Ecommerce, Search, Social… and Conversational Space?

    Ecommerce, Search, Social… and Conversational Space?

    “When I look at the conversational space I think it’s going to have as much impact as ecommerce or search or social,” says LivePerson CEO Rob Locascio. “The conversational space is going to be just as big. I think you’ll see one day that there will be a trillion dollar company in this space and I want it to be us. The things we’re investing in right now and setting up for will allow us to do that. That’s what’s important.”

    Rob Locascio, CEO of LivePerson, predicts that the AI-driven conversational space will ultimately have as much impact and be as big an industry as ecommerce, search, or social. Locascio was interviewed by Jim Cramer on CNBC:

    Ecommerce, Search, Social… and Conversational Space?

    When I look at the conversational space I think it’s going to have as much impact as ecommerce or search or social. The ability to talk to a machine and have a natural conversation, it’s in the collective consciousness of people. We all believe the Alexa type situation should happen with every company. 

    We do that with Delta and T-Mobile and all these big brands. What we’re looking at now is how do we take that to the world? LiveIntent is proprietary technology to look at the intent that a consumer is having with the brand. In terms of I want to buy something, we have a way to analyze that and then use machine learning algorithms to then scale those conversations. That’s what this is about. 

    Healthcare Companies Defending Themselves From Amazon Via AI

    In Q4 we signed a couple healthcare companies. They want to talk about defending themselves from Amazon because Amazon said they want to go into healthcare. The way they think they can do that is scaling the conversations they are having with their customers and creating a totally different experience. You go to a doctor, you have an experience with them, you capture that on a messaging platform and an AI will help you with whatever is wrong with you. You want to process a bill instead of calling and being put on hold, you do that through a conversational experience. 

    They want to game change it. The only way they’re going to defend themselves is to get into the conversational space. That’s what they see and we’re the company they’re trusting to scale their operations with the conversational platform.

    Conversational Space Is Going To Be As Big As Search and Social

    The conversational space is going to be as big as search and social. I think you’ll see one day that there will be a trillion dollar company in this space and I want it to be us. The things we’re investing in right now and setting up for will allow us to do that. That’s what’s important. The Amazon’s and the Facebook’s and Apple’s, they’re in the space. Jeff Bezos made a big bet obviously in Alexa to say this is the way it’s going to be. 

    It can’t just be Amazon and Alexa. It has to be other companies getting access to that technology and that’s what we are providing. Who else is providing it? We’re one of the largest companies in the world to do this. Even though we’re not big tech, we are large enough to go ahead and go after them. We are large enough to go ahead and define a space and win it.

  • Why Your Content Isn’t Ranking

    Why Your Content Isn’t Ranking

    It happens all the time—you spend hours creating what you think is an amazing piece of content. You post it, and then weeks or months later, it’s still not ranking. If your content doesn’t rank, your audience doesn’t see it, and you can feel like your efforts were wasted. 

    Search engine optimization (SEO) is the main goal of content creation. You want your content to rank organically and ideally as high as possible on the first page. 

    Even well-written content doesn’t always rank, though, so why is that?

    Below we explore some of the potential reasons a piece of content may not perform well organically after you post it. 

    Understanding Content’s Ranking Potential 

    In general, the more content you publish that’s high-quality on your site, the more likely you are to rank for keywords across the entire site. Google likes to see a lot of content because then the algorithms that fuel the search engine have more context, and they’re better able to understand what your site is about. 

    Each time you publish a new piece of content, Google is getting more keywords, and that means more understanding of your brand. 

    That’s why optimizing all of your content with semantically relevant keywords in your headers, descriptions, and titles is essential. 

    That doesn’t mean you go for quantity over quality, however. Google can actually end up not only ignoring your content if it’s not high-quality—you could also be penalized. 

    Along with the words you use in your content creating ranking opportunities, you’re also able to optimize your images. The way you optimize images is going to be a major ranking factor that drives traffic. 

    So what if you’re in a situation where you know you’re creating great content that you feel is properly optimized, and you still aren’t ranking?

    We’ll cover these situations below. 

    Your Keywords Are Too Competitive

    Probably one of the biggest reasons your content isn’t ranking is that you’re targeting keywords that are too competitive. Yes, they have a lot of volumes, and that can make them a shiny target, but to rank for keywords that are extremely competitive is going to be almost impossible for a new piece of content. 

    First of all, stop with the one and two-word targeted keywords. Instead, look for long-tail, less competitive keywords. 

    You should do a keyword search on everything you’re thinking about using for your content. Under a search box, if you type your targeted keyword in, you’ll see gray text that lets you know how many results it brings up. You can also use keyword tools to figure out the competitiveness of any given word or phrase. 

    Irrelevant Content

    You might create content that you think your ideal audience wants to see, but you might be wrong here. 

    You have to think carefully about why you’re creating every piece of content before you spend time and effort on it. You also want to consider if you’re going to be able to truly add value to the lives of your readers with what you’re producing. 

    If you’re not thinking carefully about creating value, you’re going to have weak, shallow content that doesn’t get much engagement.

    The Content Is Outdated

    If you have a lot of content on your site already and you don’t think it’s ranking as well as it should be, you need to consider whether it’s outdated. You need to update your old content on a regular basis, and that can help you boost its ranking. 

    If you’re overwhelmed and have a lot of content, start with an audit. Go over your current content by performance, and then from there, look at your oldest and underperforming pieces of content to figure out if you could make changes that would help them be more relevant or updated. 

    Your Site Has Technical Problems

    If your site as a whole has technical issues, it’s going to prevent individual pieces of content from ranking. 

    Common technical SEO problems include not having an XML sitemap, broken links, coding errors, privacy concerns, or Google not indexing your site. 

    You may need to work with a developer if you think your problem stems from your technical SEO. 

    Similar to some of the technical issues already mentioned, you also need to ensure your site is fast and mobile-friendly. Google has outright said that its priority in indexing content and sites is mobile-first. You can check using Google’s Mobile-Friendly Test, and if your site isn’t responsive, you need to work on redesigning it. 

    Similarly, site speed is also a critical ranking factor. If your site is too slow, you may need to invest in updates such as getting better hosting service or compressing your media files. 

    Short, Thin Content

    Just like Google wants to see updated and highly relevant content that’s tailored to the needs of your audience, you also want to make sure that your content is long enough. There’s a reason this matters.

    First, when you have longer content, it gives Google more content to crawl. 

    Also, long-form content tends to provide a very in-depth view of a topic, and that’s more likely to be high in value for a reader compared to short or thin content. 

    This doesn’t mean you fill your content with meaningless fluff to try and up the word count, though. Don’t go overboard trying to have a longer article to the point that you’re no longer adding value. 

    When you have in-depth content that’s relevant and valuable, this can help reduce your bounce rate because people are going to spend additional time browsing your site. That can in and of itself be a ranking factor for Google. 

    You Don’t Have Enough Links

    Finally, Google’s algorithm analyzes your site’s relevancy and domain authority when determining how to rank your site for particular keywords and phrases. The term domain authority was initially created by Moz, and it’s a prediction of how well your site will rank on search engines, with a score that ranges from 1-to 100. 

    The number of links pointing to your site is part of this. If you don’t have a lot of backlinks to your site as a whole and also to individual pieces of content, it’s going to be tougher for you to rank. 

    You need to use link-building strategies through relationship building and creating quality content. You should also send guest blog and content pitches to sites and publications or outsource the work to a professional link-building company.

  • Apple Launches Apple Business Connect, Giving Business More Control

    Apple Launches Apple Business Connect, Giving Business More Control

    Apple has launched Apple Business Connect, a new way for businesses to customize how their information is displayed across the company’s apps.

    Apple has been working to improve its advertising and marketing offerings, and Apple Business Connect is the latest example. The service provides a way for businesses to take advantage of location place cards and better manage their online presence across Apple’s ecosystem.

    “We created Business Connect to provide Apple users around the world with the most accurate information for places to eat, shop, travel, and more,” said Eddy Cue, Apple’s senior vice president of Services. “Apple Business Connect gives every business owner the tools they need to connect with customers more directly, and take more control over the way billions of people see and engage with their products and services every day.”

    The tools will offer improved ways for businesses to connect with customers and provide them with the most current and useful information.

    With Business Connect, businesses around the world can now directly manage their information in the interactive Apple Maps place card, including adding and updating photos and logos; inviting customers to take actions like ordering food or making a reservation directly from Maps; and presenting customers with special promotions.

    Showcases, a new feature in the place card, helps businesses present customers with offers and incentives, like seasonal menu items, product discounts, and more. Businesses can easily update the Showcase section of their place card through Business Connect. Showcases are available to businesses in the US beginning today, and will be available to businesses globally in coming months.

  • Retailers Should Focus On The Last Mile, Says Justuno CEO

    Retailers Should Focus On The Last Mile, Says Justuno CEO

    “Conversion optimization is the same as it’s been for a while,” says Justuno CEO Erik Christiansen. “People still don’t want to focus on the last mile. We’ve kept to the same message that retailers should be investing in their current website visitors. There’s always low-hanging fruit to improve your business. How do you take one marketing dollar and stretch it as far as you possibly can? It’s all about creativity. That’s what marketing is and that’s what retail is.”

    Brand growth expert Austin Brawner of Ecommerce Influence interviewed Justuno CEO Erik Christiansen about conversion optimization:

    Retailers Should Focus On The Last Mile

    Conversion optimization is the same as it’s been for a while. People still don’t want to focus on the last mile. Finally, in 2020, we saw that shift when advertising got so expensive. Everyone is like, okay, we have minimal budgets, how do we stretch them? Finally, with all the competition from COVID where everyone’s shifting online everyone, they are saying that we can’t keep just throwing money at this. We’ve got to come up with the real problem.

    When we first launched we had to pivot immediately because when we mentioned the word coupon or the word pop-up people just ran the other way. It’s been ten years of education and we’ve kept to the same message of investing in your current website visitors. Our main job still is to educate the online retailer about the basics. We ask most businesses, as you know with email, are you doing a 30, 60, 90 day, the basics? Are you doing a cart abandonment email? You cover the basics and you get so much further ahead.

    There’s always low-hanging fruit

    Everyone thinks businesses are run perfectly but most businesses are just a mess. What I’ve been trying to do is challenge my team to look at the basics. There’s always low-hanging fruit to improve your business. When it comes to retail, where’s the low-hanging fruit? Let’s break out your business to the basics like new visitors versus repeat. With the new ones, how many are there? What percentage of emails are we capturing? Are we sending those emails to your ESP? Are we putting in the basic workflows? There’s so much low-hanging fruit.

    Then, you’re sending these emails, are you reinforcing those campaigns on-site? You spend so much time designing the email, sending it. Then it comes to that shopping cart abandonment. Do you even know how many people come to your cart each day? Do you know how many carts get abandoned and the dollar value? What can we do? The basics are still very much there in terms of opportunity to help people increase their sales lead capture and sales. How do you take one marketing dollar and stretch it as far as you possibly can? How do you also get creative? It’s all about creativity. That’s what marketing is and that’s what retail is. Retail is retailing and getting your hands dirty.

    Retailers Should Focus On The Last Mile, Says Justuno CEO Erik Christiansen
  • How AI is Influencing Digital Marketing

    How AI is Influencing Digital Marketing

    The world of digital marketing is gradually changing thanks to chatbots, virtual assistants, and other AI technologies. While some marketers continue to insist that robots cannot replace people, others stay up with the latest developments in AI and understand what changes will soon be made to digital marketing. In fact, more than 50% of marketers feel that using artificial intelligence in their data strategy is crucial.

    Platforms like Get Cash, for example, employ AI to match borrowers with approved lenders within a 24-hour period. Even if your credit is less-than-perfect, you can apply on the internet for the finest short-term loan offer ranging from $100 to $5,000. AI is to blame for the loan requests being processed more quickly than in most banks and lending institutions.

    However, let’s get back to the topic of how AI is influencing marketing. AI enables businesses to make choices that result in more creative and specialized advertising. That’s not all, though. Here are a few more ways that AI is having an impact on marketing. These are ways that businesses cannot afford to ignore. 

    Voice Search Is Growing

    It’s no surprise that many people are switching to hands-free data entry while traveling. As the world becomes more mobile, all kinds of changes to our lifestyle can be expected. According to recent research, technology has improved to the point where many algorithms can now accurately distinguish human speech about 95% of the time.

    According to the most recent research, the voice search functionality of their smart speakers will be used by up to 33.2 million US consumers this year. 

    In 2018, Nielsen found that one in every four Wi-Fi-enabled homes in America had a smart speaker. Therefore, companies will need to modify their SEO and marketing tactics in response to the growing popularity of voice search.

    Additional Applications for Augmented and Virtual Reality

    Although VR and AR have been around for quite a while, they are still seen as new. Although AR is currently more often used for video games these technologies are increasingly being employed for marketing. More and more businesses are realizing the potential of AR and VR as effective marketing tools.

    Consider the augmented reality furniture app that allows you to test furniture, acoustic panels, or other amenities in your home before purchasing it. This is a great illustration of how AR can be both practical and entertaining. Additionally, some clothing companies have joined the virtual reality revolution. They design apps that let consumers try various outfit combinations without leaving their houses.

    In order to avoid missing out on this fantastic opportunity, it is necessary to start investigating how to incorporate VR and AR into your marketing strategies immediately.

    The Use of Chatbots for Marketing Is Growing

    Chatbots facilitate marketing, which is why their acceptance is expected to increase. These AI innovations are perfect for handling the early stages of the marketing process. For instance, they are great at gathering contact information and information for a sales call, responding to typical customer service inquiries, or providing guidance on common technical issues. Up to a certain point, these chatbots assist in automating client communication before directing them to a person for assistance.

    Chatbots may significantly improve the marketing process. Because most of this process is automated, you and your team will be able to perform more marketing duties and close more business as a result.

    Chatbots on Facebook Messenger have also made great strides. Businesses can now offer an in-app shopping experience thanks to them. Customers can browse and even make purchases inside the chatbot with the right configuration. Therefore, it makes sense that more businesses are attempting to incorporate chatbots into their marketing plan.

    More Individualized Advertising

    The Facebook team started a project named Rosetta a few years ago. The initiative intends to improve the caliber of material that Facebook users see in their news feeds. Rosetta employs AI to improve user experience by determining users’ wants and maximizing their Facebook interactions.

    Fundamental changes are occurring in traditional marketing procedures. These changes range from improved engagement to greater client loyalty and strong conversions. The quantity and variety of user data available today, including usage of social networks, purchase history, and personal preferences, pave the way for effective personalization.

    However, businesses ought to do more than merely gather data; they ought to combine and analyze it in order to develop campaigns that directly cater to the needs of the people. This may be difficult, but the payoff is substantial.

    The benefits of AI in digital marketing are hard to dispute. Marketing organizations can now employ emerging technology to enhance their tactics as they become more widely accessible. 

  • TrenDemon CEO: We Connect Content Marketing to Sales

    TrenDemon CEO: We Connect Content Marketing to Sales

    The CEO of TrenDemon, Avishai Sharon, says that they created their cloud-based software solution in order to help companies prove that the marketing content they produced also achieved business goals and sales. In order to show this correlation, the TrenDemon software analyzes all of the different touchpoints the customer has had over his lifecycle and then reverse engineers those successful journeys in order to find out what content is working.

    Avishai Sharon, Co-founder & CEO of TrenDemon, discussed their software on ILTV:

    How Do You Connect Content Marketing to Sales?

    My personal background was heading a marketing agency for many years and one of my biggest struggles was how do I prove our value and our effort to our customers and how do you connect the impact of what we call content marketing to business goals and to sales? When we couldn’t find an easy way to show that correlation three and a half years ago we went ahead and founded TrenDemon to help companies do just that.

    We connect their marketing efforts, which today rely mostly on content, you want your audience to consume valuable content, as opposed to just advertising. The big challenge is how do you attribute those efforts to sales? There’s actually a prior problem, how do you actually map the customer journey? How do you track those different touch points into one picture?

    Reverse Engineering Successful Customer Journeys

    The first thing we do is look at all the different touchpoints that a customer has had over his lifecycle. We ask the question, not just where do they come from, but how deep was their engagement? Did they actually watch the video? Did they actually read the article? Then you can start reverse engineering those successful journeys and say what’s common about all of these successful journeys.

    What we found, and this is the interesting thing, we’re working with over 90 companies today worldwide and the vast majority of content the companies produce, over 90 percent, is ineffective at driving business goals. As you guys know it’s very expensive to create quality content and it takes a lot of effort.

    If People Read the Right Content They Will Covert to a Sale

    The second interesting thing is that if you do manage to find those 10 percent and you find a way to get it in front of the right people you’re actually able to improve dramatically your results. So there’s not just a correlation between what buyers did beforehand, there’s also a causation, a causal relationship, that if people read the right content at the right time they’re more likely to follow a path. We’re not probably as sophisticated as we believe that we are.

    We’re a SaaS company, a cloud-based solution. We’re working a lot in the US and one of our biggest markets and growing markets is Japan. They’re investing a lot of content and a lot on technology. Essentially, because we look at the customer journey and not necessarily specific languages we can operate in any environment which allows us to grow pretty much anywhere. As long as they have content, which means that they’re producing something other than just advertising, they want people and audiences to actually engage with what they’re producing and they do have some business outcomes that they’re looking to measure.

    About TrenDemon:

    Founded in 2013, TrenDemon is the world’s leading content marketing attribution and optimization solution, helping marketers prove and improve their content’s impact.

    TrenDemon insights can help you uncover your content marketing ROI, impact on business goals, and engagement to help guide the content strategy. Our optimization units will help you increase conversions and shorten time to convert on your owned assets.

    TrenDemon proudly serves a wide range of customers, from Fortune 500s and brands to SaaS, B2B, and financial companies and is backed by leading VCs.

  • Meta Fined Another $414 Million Over Online Ads

    Meta Fined Another $414 Million Over Online Ads

    The European Union has once again fined Meta, this time to the tune of $414 million, over forcing ads on individuals.

    Meta uses its user agreement contracts to force individuals to accept ads based on their activity. According The Wall Street Journal, EU regulators have determined that Meta cannot force users to accept the ads, and that users should have the ability to opt out of them.

    As part of the decision, the EU is fining Meta $414 million and giving the company three months to make the necessary adjustments and stop forcing behavioral ads on its users.

    Meta has already said it disagrees with the decision and will appeal the decision and fine.

    “We strongly believe our approach respects GDPR, and we’re therefore disappointed by these decisions,” a spokesman said.

    Should the decision and fine be upheld, it will be a major shift in online advertising for companies within the EU bloc.

  • No Ads In WhatsApp for the Foreseeable Future

    No Ads In WhatsApp for the Foreseeable Future

    WhatsApp users can breathe a sigh of relief, at least for now, with the latest report indicating WhatsApp is not bringing ads to the platform.

    There have been rumors and threats of ads in WhatsApp for years, even leading WhatsApp’s founders to leave Facebook at great financial loss to themselves. Despite the rumors and the obvious appeal for Facebook, sources told TheStreet that Zuckerberg and company have no intention of bringing ads to WhatsApp at this time.

    That’s not to say there won’t be some efforts to monetize the platform. WhatsApp cost Facebook a small fortune, a fortune it has yet to repay. The company is looking at a number of options, including building on WhatsApp’s business services, charging a monthly subscription, and charging for businesses to integrate WhatsApp into their sites and services.

    Ultimately, Facebook needs to start making money off of WhatsApp, meaning that some changes are bound to happen sooner rather than later. At least ads don’t seem to be coming to the platform…at least not yet.