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December 07, 2016
Search Engine Land

Recent changes to organic sitelinks cause major drops in impressions in Google Search Console

Google recently made some under-the-radar changes to sitelinks in the organic search results. The first change removed small sitelinks from below regular organic blue links that render for high search volume queries (Google has since fixed this glitch). The second change adjusted the number of large sitelinks being displayed for branded searches (this is most likely a test).
Author: Melody Petulla
Topics: Search Engine Optimization (SEO)
December 01, 2016
Ad Exchanger

Ordered Chaos: Is The Marketing Funnel Capable Of Much More?

At a marketing event I recently attended, there was one aspect that resonated with me the most: the marketing funnel and how marketers should perceive this 100-year-old concept. Microsoft’s Matt Donovan used the analogy of a swarm of starlings to describe and reshape our perspective of the marketing funnel.
Topics: Marketing Technology
November 23, 2016
The Financial Brand

Leveraging Data to Drive Personalized Experiences in Banking

One of marketers’ favorite buzzwords these days is the “consumer journey.” With more ways for consumers to engage than ever before, people can now interact with brands on their own terms and at their convenience. In other words, they chart their own journey. So how do financial institutions meet the consumer where they are?
Author: Darcy Hoffmann
Topics: Financial Services | Decisioning & Real-time Interaction Management
November 21, 2016
Chief Marketer

Striking Gold in B2B Lead Generation

In B2B lead generation, we’re all looking for gold. Picture John Sutter in January 1848, building the foundation for a lumber- and agriculture-based empire in the valleys of California’s Sierra Nevada Mountains, when engineer James Marshall, who was working at his lumber mill, notices this flaky gold stuff in the river bed.
Author: James Vander Putten
Topics: B2B
October 31, 2016
Marketing Land

So you have the data. Now what?

It's not just about having loads of data; you need to be able to use it. Columnist Jose Cebrian explains why you need to build a solid foundation, shift your focus from the channel to the audience and choose the right technology.
Author: Jose Cebrian
Topics: Data Solutions
October 28, 2016
Advertising Week

Bragging Rates: How Millennials Redefined Cool with Financial Services

In 2007, there was a standard playbook for aspirational high school students. If you could get into a decent college and show up to class enough to graduate, you’d get a great entry-level job, work your way up in the company, buy a nice little house in the suburbs, have 2.7 beautiful children, and retire on your comfortable pension to watch those kiddos do the same.
Author: Michael Adamson
Topics: Financial Services
October 26, 2016
The Financial Brand

7 Steps to Acquiring New Checking Accounts in Digital Channels

It’s easy to acquire new checking customers online... that is, if you don't care about quality. Just run some display ads and a paid search campaign offering $500. If you are not concerned with the cost or the lifetime value of these new relationships, then read no further.
Author: Jeff Nagel
Topics: Financial Services