Google’s content removal policy has been updated to include medical records. This goes on a very short list of content that Google will remove from search.
The post Google now removing medical records from its search results appeared first on Search Engine Land.
Please visit Search Engine Land for the full article.
In this final post on transforming your optimization program from sideshow into part of the main event, I’ll discuss tips 4 and 5 shared by Debra Adams, my colleague in Adobe Digital Strategy consulting. (Read post 1 and post 2.) These tips address the timing of getting your seat at the decision making table, as well as tactics for keeping that hard-won seat.
Sometimes it’s difficult to know when you’ve succeeded in this transformation. Just as I first shared a true story that helped you determine if your program was a sideshow, I’ll describe what it looks like to when you have successfully achieved the transformation.
Tip 4: Get your seat at the table before big decisions are made.
When testing comes into the decision making process after the business units and leadership have already decided where they want to focus testing efforts, your sway over those decisions is severely limited. As an optimization lead, you and certain members of your team need a seat at the table as these discussions and decisions about what tests to run and priorities are being made—not after.
You need a forum in which to share and explain why certain tests aren’t useful, how certain success metrics don’t really indicate success, and what tests to run or metrics to use instead. You also need to be able to share the testing roadmap and strategy so that priorities can be discussed and set relative to the broader optimization program goals. Finally, you need a place and means to demonstrate the business value of using data, not marketer’s intuition, to determine and deliver the experience the customer wants.
Tip 5: Reinforce the value of your testing program.
Once you’ve earned your seat at the table, you’ll need to periodically remind the organization and its leadership why you’re there by sharing how your program contributes to business success. You’ll also need to share your test results with colleagues and senior management so that they see the value of and learn from individual tests.
You can do this in a number of ways:
Activities like these engage employees in testing and build up organizational knowledge of what works and what doesn’t on digital properties. It also helps the concept of optimization permeate the fabric of the company to create the attitude that “of course we optimize.”
Recognize when you’ve succeeded
You’ll know you’ve transformed your optimization program from a sideshow to part of the main event when your company believes this about testing:
Getting to the point where optimization is simply part of the company culture takes work and determination. It’s well worth the effort, though, when you repeatedly demonstrate how your testing prevents the business from implementing poor features and changes and helps them deliver the customer experiences that positively impact the business bottom line.
Let the experience of others guide you
You don’t have to undergo this transformation alone—many others have gone through it and have advice and experience to share, like these two companies who shared their stories at Adobe Summit:
In addition, experienced consultants like Debra Adams have helped numerous companies build and transform optimization programs into an integral part of the company’s success. Consider learning how an Adobe Target consultant can combine his or her expertise with your industry knowledge to help your business build a powerful optimization program with Adobe Target.
The post 5 Tips to Transforming Optimization from Sideshow to Main Event (Part 3) appeared first on Digital Marketing Blog by Adobe.Read More
This Sunday is Father’s Day—a day to surprise and spoil our favorite dads. With a little help from your friendly Assistant, you can plan the perfect day, share some stories and more.
Happy Father’s Day!
Sometimes there is no better feeling than coming home after a long day to your furry friend.
No, wait! What about this?
Gosh, I just love it when they do chores. You know what, my fluffy friend? Why don’t you just take a load off.
You may not know it, but your dog is a marketer and a darn good one at that. Here are three marketing lessons you can learn from man’s best friend:
Sure, you’ve come home to an absolute mess before. But not like this. The front door swings open and you find that Bosco, your sweet golden retriever, decided it was in his best interest to annihilate the throw pillows on the couch and then dump the trash can. While you may have just reached levels of frustration that you didn’t even think were possible, let me ask you this: did Bosco act like a dog? Yes. Yes, he did.
More than just being pros at creating a huge mess, dogs are authentic. They give you unconditional love no matter what, think about you the entire time you’re at work (sometimes so much that they destroy the house), and no matter what mood you’re in, they still want to cuddle you and give you kisses. And what does it do to you? It melts you heart and strengthens the bond between you two.
The first takeaway from our fluffy friends is that no matter their behavior, dogs are good at being dogs. And if we can be good at being humans (authentic humans, that is), we will forge stronger connections with our intended audience. So stop selling, stop talking at your customers and begin a 1-1 dialogue where both parties learn about each other. Heck, become best friends! But know that the way to every customer’s heart is by being your authentic self. Customers want to see behind the curtain and know that on the other side, good people are taking care of them and thinking about their best interests. That’s how you get customers to repeatedly buy from you and advocate for your brand.
Dogs know when they made a mistake. They put their heads down, tail in between their legs, and beg for our forgiveness by moping around the house. And who are we kidding? They look so cute when they’re guilty—so we often forgive them right away. As marketers, we’re not always the best at admitting when we made a BIG error. You know, the kind of error like when you email your suppression list of 200,000 agitated subscribers and you receive thousands of nasty replies (not saying that’s ever happened to anyone).
In line with the first point of being authentic, it’s critical that as marketers we know when to say sorry. By design, marketers are urged to push the boundaries of the so-called “norm” and it’s all to get the attention of our customers. So while it might be well-intentioned, we don’t always hit the mark and that can have negative consequences. It is at this crucial moment that we define ourselves. While you may be willing to try edgy messaging, it’s still vital that, as marketers, we continually place our customers at the forefront of our minds in everything we do. Are we willing to accept responsibility, say we are sorry, and humanize and humble ourselves and our brand? The answer should be, ‘yes’. And that’s a critical lesson our canine counterparts can teach us—we love dogs because they can admit their faults and want to repair the relationship and if we can do it too, our customers will love us.
Yes, you read that correctly. Don’t know when to quit. No matter how much you ask your pooch to stop begging at the table, what will he do? BEG, BEG, BEG, then beg some more. Then what do you do? Give him some food. That’ll do the trick, right? No! He continues to beg! Despite how irritatingly cute this sort of behavior can be, it can teach us two very import lessons. 1) Stay focused on one thing at a time and 2) Be persistent.
We marketers can be distracted by shiny objects (much like dogs)—meaning that we want to chase after every new idea that comes across the table (much like dogs). But when we can’t just focus on one thing, we divide our attention and efforts across too many priorities and find that we can’t succeed or do any one project well. So the point is to find the one or two projects that you think will move the needle, give them all of your focus, and don’t rest until you complete them from A-Z. The marketers that do well are the ones that do one or two projects well a quarter, not 15 projects poorly.
Lastly, don’t know when to quit or rather, don’t quit until you know it’s the right time. Follow your intuition, test, rewrite copy, and test again. Push on a new idea until you know with 100% certainty that it simply won’t work for the business. Learning to accept failure as a learning opportunity is possibly the most important career lesson you’ll ever learn.
I hope this blog gave you a new-found appreciation for your best friend at home! Do you have any other lessons to add to this list? Is your dog a better marketer than Bosco, the golden retriever? Let me know in the comments below!
Adobe’s optimization consultants often sit side-by-side with their clients, either in-person or virtually, to discover what those clients are trying to accomplish. I love the chance to catch up with them because their finger is on the pulse of what our customers are trying to do and accomplish with Adobe Target. Recently, I sat down with Debra Adams, one of our seasoned Adobe Digital Strategy consultants. We discussed a key issue that optimization programs face—optimization is just a sideshow, at the whim of senior management demands and product owner requests.
From her years of experience running and consulting for optimization programs, Debra shared tips for five key actions optimization programs can take to transform from being just a sideshow into part of the main event:
1. Build the business case for testing
2. Overcome the data dilemma
3. Do valid testing
4. Get your seat at the table before big decisions are made
5. Reinforce the value of your testing program
These actions can help you get and keep a seat at the table where IT, the development team, creative, product owners, and executives determine and prioritize the features to develop, establish a development timeline, and allocate available resources.
But first, how can you tell if your optimization program is a sideshow? Read on for a true story that illustrates what it looks like:
Your optimization program is a sideshow if…
The optimization program manager at a large retail company was perplexed: senior leadership demanded that her team run more and more tests. Business unit owners insisted that her team run the tests they wanted, many of which she knew from experience would barely move the needle. Important tests she planned to run were knocked off the table with a simple, “We don’t have room in the schedule or design resources for that.”
She knew that the optimization program had incredible business potential, but she just wasn’t in a position to influence how the organization used it. She was just a marketing manager who had been told, “Get some testing done.”
If this all feels familiar, then your optimization program is a sideshow. The good news? It can be much more—start transforming it into part of the main event with this first tip.
Tip 1: Build the business case for testing
Your testing is up against features that product owners or executives strongly believe will bring ROI. Why should they put off implementing their money-making features just so you can run a test? You have to make a believable argument that your testing has the potential for big impact and ROI—you have to build a business case for testing in general, and for individual tests.
Build the testing business case with:
Build the business case for individual tests with:
Next up: Overcoming challenges to your business case
While making your business case, anticipate and prepare for a couple of challenges many optimization programs face—gaining stakeholder trust in your business case and test data, as well as the test design of your individual tests. In my next post, I’ll discuss tips 2 (Overcome the data dilemma) and 3 (Do valid testing) to suggest ways to overcome those challenges.
The post 5 Tips to Transform Optimization from a Sideshow to Main Event (Part 1) appeared first on Digital Marketing Blog by Adobe.Read More
Join us as we celebrate 100 episodes! Thanks to everyone who helped get us here, especially the listeners—we couldn’t have done it without you.
To commemorate this milestone, the experts are sharing their favorite episodes they consistently recommend to friends, peers, colleagues, and mentees alike. From how to acquire traffic to closing a sale with video advertising, from how to reach new customers using Facebook Messenger to crafting compelling, high-converting ad creatives, these are the favorite tips, strategies, frameworks, and ideas of the PT crew.
Then, listen as our Editor, Darren Clarke, details what it takes to create a slick, engaging podcast that has generated 1,845,142 downloads in two years. Darren shares how you can make a podcast that listeners continually return to and what a podcast sounds like without an editor.
Episode 01: The Future of Paid Traffic
Episode 05: Blog + Paid Traffic = ROI [Case Study: Betty Rocker Part Two]
Episode 14: Frank Kern on Selling High-Dollar Products and Services with Paid Traffic Campaigns
Episode 56: How DollarBeardClub.com Generated 100 Million Video Views in 13 Months
Episode 63: How Ezra Firestone Sold 84,583 Jars of Face Cream Using Video Ads
Episode 68: 3 Elements of High-Converting Video Ads [Part 2]
Episode 80: Facebook Messenger Ads: Everything You Need to Know
Episode 84: Ryan Deiss: 7 Questions I Ask Myself Before I Finish Writing Ad Copy
Episode 85: 6 Elements of a High Converting Ad Creative
Episode 34: 14 Elements of Persuasive Ad Copy
In observance of Episode 100, we’re sharing a few of our favorite pictures of the Perpetual Traffic experts over the years…
Thanks so much for joining us this week. Have some feedback you’d like to share? Leave us a review on iTunes!
The post Episode 100: 10 Biggest Takeaways from 100 Episodes of Perpetual Traffic appeared first on DigitalMarketer.Read More
13-year-old Celeste Low’s dream has always been to be a spy and be able to send encrypted messages to people. While she may have some way to go before she becomes an undercover agent, the coding skills Celeste has picked up through Code in the Community have enabled her to build a tool that allows people to send encrypted messages to one another.
Celeste belongs to the first cohort of 500 kids to take part in Code in the Community, a program to bring coding to 3,000 youths from less well-to-do backgrounds across Singapore. The Google office recently came alive with their energy and the ideas they showcased at a graduation ceremony to celebrate their achievements.
In just 10 short weeks, the program has opened up the eyes of kids as young as eight years old to the opportunities that technology creates and the innovations they might be able to build with it in the future. And the best thing is that they’re having fun while doing it!
Ten-year-old Anesh Ashouk Giri and his 12-year-old sister Anesha Leoraa were strangers to coding before they began the program. But with encouragement from their parents who believe coding is an important skill, they were able to create simple programs in a matter of weeks. Using a Micro:bit—a pocket-sized codeable computer—they built a tool to control the movement of race cars on a track.
Having fun is an important part of learning, and we’ve seen how it stirs curiosity to pick up more advanced skills. Outside the weekly coding class, 13-year-old Keeret Singh Sandhu turned to YouTube to go a step further, teaching himself how to build an app that can authenticate IC numbers. From here, Keeret hopes to create an AI-based product that’ll help kids with their math homework.
These are just some of the inspiring stories we’ve seen come out of Code in the Community, and we can’t wait to see what the kids build in future terms of the program. We’re grateful to our partners 21C Girls and Saturday Kids who deliver exciting classes every week, and to Singapore’s four self-help groups, CDAC, Eurasian Association, SINDA and Yayasan Mendaki, for making this program possible.
Watch what else the kids have to say about Code in the Community:
And check out a few more photos taken on the day:
As a marketer, you write—regardless of your specific role, or which company you work for.
I’m a writer right now, as I write this blog. I’m a writer when I create session descriptions for my presenters at conferences. I’m a writer when I communicate with my sales team. I was a writer when I created the slides for my webinar, 8 Biggest Mistakes Field Marketers Make. You get my point. All marketers are writers in some capacity.
So, when Ann Handley titled her book, Everybody Writes, she was SPOT ON. And I was intrigued. Sometimes it can take a while to motivate yourself to read a professional development book—so my apologies for being a little late to the game with this report. But, the topic simply does not expire, so I hope you’ll still find value in the top 8 writing lessons I took away from Ann Handley’s Everybody Writes:
I like to think that I’ve been a decent writer for most of my days. On the flip side, I’ve been drawn to dating those with less aptitude for the craft (to put it nicely). And it warms my heart to hear Ann say that this skill can be honed even without the “original gift.” The difference between good and bad is hard work—and trying extremely hard to improve.
Drop the modifiers and qualifiers. Give your reader exactly what you want to say instead of coloring your sentence with phrases like:
– In my opinion…
– The purpose of this email is…
– I think that…
Be stronger and just say what you mean!
Don’t set an arbitrary time metric for your dedicated writing. Instead, think about your goals around output (words). As Ann put it, “I’d rather produce 500 awesome words than 10,000 terrible ones.” Just like most things in marketing, it’s about quality, not quantity.
There is nothing more embarrassing for a writer than to have a simple misspelling of a company name or include a link that points to the wrong destination. Take the time to check that everything you’ve written is exactly how you intended it to be—FACTUAL. Avoid making these obvious mistakes. Like the one time I saw someone misspell their CEO’s name in a tweet…
Wondering how long your various pieces should be? This can vary based on your audience’s preferences but to get started, Ann includes a quick-and-dirty guide for 11 kinds of content:
We shall see if I hit the coveted 1,500-word count on this blog!
I put a question mark here because I’ll admit, I’m a little skeptical about this one. Ann points to our hesitation, as marketers, to use the word “free” because of the belief that it will 100% trigger a spam filter. But Ann quotes Carolyn Nye, writing in PracticalEcommerce, that Internet Service Providers (ISPs) are now working with more advanced filtering techniques. But Nye cautions against the following (a list that I plan to print and post next to my computer):
Leveraging the power of your engagement platform, you can make your emails more personal than ever—with tokens, but also nurture and predictive content. One such reference is using the recipient’s first name in the subject line with an almost 3% lift in open rates.
You’re not always by a notebook or computer, but that shouldn’t stop you from capturing your great idea when it strikes. And so that’s why I think this lesson is really cool. I would love to blog on my commute to work instead of needing to be at my computer. Or maybe whenever the inspiration arose! I’ve jotted down a few tools to check out based on Ann’s recommendations—Dragon Naturally Speaking, Rev, and Speechpad.
Granted, these are just a few things that I highlighted to myself. There was a lot of other great tips, and practical examples in the text—so be sure to pick up a copy today! Ann is often on the road as well, so maybe you can be lucky enough to get your copy signed
Anyone else pick up any good tidbits from their reading of this book? Are there any other great books that help you with your writing? Write in the comments below to create our own little virtual book club!
The post 8 Writing Lessons from Everybody Writes by Ann Handley appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.
About three years ago, business for the sustainable fashion brand, Reformation, was booming. But their physical stores were so jam-packed with product that the customer experience was, in short, not good. Founder Yael Aflalo began to think about how to minimize the available merchandise, but at the same time have enough for the increased foot traffic. She settled on a model similar to Tesla showrooms that are conspicuously missing a parking lot of cars, or Apple stores with very limited inventory in the front of the store. Soon, Reformation stores only displayed one of each of the most popular items. However, all merchandise options are viewable on touchscreens.
“Around the store, there are touchscreen monitors that allow customers to scan through outfits. When they find one they like, they can click on the size and it will appear in the dressing room, as if by magic,” explains Fast Company. Behind the scenes, sales associates pull all of the garments selected by the shopper and organize them in a dedicated fitting room. On the touchscreen, customer options only include what is in inventory with near perfect accuracy. And in the background, Reformation is able to collect data about the outfits and sizes that are most popular and how long customers spend trying on clothes.
It’s a huge success — Reformation runs more efficiently, and the customer feedback is overwhelmingly positive as they are able to move seamlessly from touchscreen to dressing room. If there is a question, sales associates are trained to help shoppers effectively interact with the touchscreen and they also support the dressing room experience. Yael is already planning additional improvements, such as being able to send purchases directly to a customer’s home after an in-store touchscreen purchase, or having a dressing room ready with selections the customer made while shopping online from another location.
Creating Fluidity — and Fluid Experiences
Every retailer should focus on delivering a consistent and cohesive omnichannel experience. But more and more it’s becoming clear that sophisticated shoppers want more. They want fluidity between all touchpoints — whether digital or physical — and it’s raising the bar for omnichannel marketing.
Designing fluid experiences enables retailers to create and manage omnichannel experiences across all touchpoints — including in-store associate apps, social media platforms, physical signage, IoT devices, and smart screens. Content that is centrally managed and optimized, along with the ability to automatically edit and resize images and copy based on the channel are two technologies that help you create fluid experiences at scale.
Fluid experiences also help retailers maximize the unique capabilities of any platform without the added legwork. For example, a department store promoting its semiannual runway event may promote a new collection to its customers via email. The same campaign content could then automatically be positioned for Facebook, web content, or Twitter with just 140 characters, and provide detailed personal and relevant information about the promotion — including event timing, accessible locations, and specific offers.
Granted, the level of fluid experience varies by vertical. As I explained to the New York Times, “If it’s high-touch retail, you want to provide great experiences and entertainment. But if it’s grocers or big-box stores, the technology needs to make that experience more seamless and efficient.” What unifies these moments, however, is that they’re consistent across platforms and create powerful experiences that keep customers engaged in a delightful and personal way, and keep them coming back for more.
Personalizing experiences when there’s no single path-to-purchase — and when those paths involve both physical and digital touchpoints — requires leveraging data to deliver cohesive experiences at the highest level.
Do Personalization Right
With all the intelligence and technology available, it’s essential to match each piece of content to the right individual persona so the experience delivers value. And as a word of caution, no personalization is better than bad personalization — if you don’t leverage properly the data you have, you can deliver a flat-out terrible experience that alienates customers and prospects.
For example, there is a particular retailer that I love, but I’m ready to sever ties because even though they know I’m male, they consistently show me female-focused products, services, and content. For example, I’ve never given an indication that I want or need a slimming swimsuit, but I regularly receive “personalized” messages encouraging me to invest in one. When mistargeting mistakes like that happen, your customers will quickly move on to the next retailer — a retailer who will deliver a more relevant experience.
Additionally, if you deliver an experience that’s not personalized to the platform or device your customer is using, you’ll sink more than you swim. Desktop ads viewed on mobile devices lose 50 percent of their effectiveness — they’re just not the right experience for the small screen. And 50 percent of consumers under 50 take it a step further, saying they prefer ads personalized to their specific interests, traits, and preferences — and another 30 percent under 50 say even that’s not good enough.
Driven By the Customer — and YOU
Because experiences don’t happen only in the digital world, building fluid experiences crosses over into brick and mortar as well — as Reformation noted when creating a new model for their store. Now, when shoppers visit a store’s physical location, digital signage, associates’ apps and point of sale technology are all in sync creating a consistent, choreographed experience. The end result? A powerful brand experience in the customer’s journey that transcends platform and individual touchpoint. And it couldn’t come at a better time — customer experiences are far from linear, and aren’t completely digital either.
It’s a clear departure from the traditional funnel and from omnichannel marketing even a year or two ago — and that’s good for everyone. Data empowers digital marketers everywhere to deliver more effective and more efficient promotions and experiences across all channels, provided companies are willing to tear down the silos and flesh out 360-degree views of their customers. This, at the end of the day, is the Holy Grail when it comes to producing and delivering highly-relevant and incredibly timely content at scale — in other words, personalization done well.
Learn more more about how your organization can create and manage fluid experiences across all touchpoints and platforms. It’s a simple process that will take your campaigns to the next level — syncing your messaging, and enabling truly great customer experiences you can manage without long, drawn-out system overhauls or massive investments. It’s a win-win — fluid for customers and fluid for your business.
The post Make It Fluid — Creating a Seamless Experience from the Shopper’s Perspective appeared first on Digital Marketing Blog by Adobe.Read More