Mediaboss Marketing

It is estimated that, by the year 2020,34billion devices will connect to the internet, a scale so massive that regulation and control by a single company will be near impossible. Given that no one organisation will dictate how the internet functions or what it looks like, within those 34 billion devices, each of us will interact with our own, highly-personalised virtual environment.

As such, we should not be thinking about the internet as if we are all navigating the same place. Rather, the experience of going online is developing into something unique and malleable. This complex new ecosystem will bring many challenges for marketers. Beyond providing consumers with personalised content, they will need to customise this content to complement individual online experiences from moment to moment. Not simple.

Earlier in 2016, my CEO Brian OKelley declared that programmatic [advertising] is dead. While swift and scalable, programmatic was equally limited in scope, failing to provide consumers with an online marketing experience that was as individual as their behavior. Internet marketing of the future, he predicted, would be programmable. But what does that look like, and how does it work?

Broadly speaking, programmable technology is programmatic plus intelligence that is, programmatic, with the addition of powerful, algorithmic technology that enables the customisation of advertising or, 1:1, personal engagement.The programmable internet is more intelligent than the static internet, and the sum of its possibilities for advertising is far richer and more robust.

In order to keep up with the dynamic ecosystem of music and video streaming, interactive gaming, social networks, audience platforms and the Internet of Things, successful programmable internet marketing requires several elements:

Marketers and publishers should use their proprietary data, rather than relying on third parties, in order to most effectively acquire, engage and monetise their audience. Whether it is used for the creation of new campaigns, new messages or even new products, data plays a key role in the creation and targeting of programmable advertising, as well as enabling better user engagement and more sophisticated yield management.

Marketers need to go beyond reliance on human intuition if they are to consistently match the right creatives with the right people at the right moment. Algorithms, machine learning and audience data bring real-time insights to the programmatic process, exceeding the capabilities of an individual marketer or marketing team. Brands that embrace machine learning will be able to engage and monetise their consumers more intelligently.In other words, we need to leverage machine learning to achieve human intuition at scale.

The age of the programmable internet needs a dynamic and open ecosystem in which brands can work with tech vendors who help them create seamless, personalised experiences for each consumer. Brands that give their data over to walled gardens, or even third parties, hand over the keys to their castle. Instead marketers need to the opportunity to work with partners who transparently enhance their offerings.

When we started talking about programmatic and real-time bidding ten years ago, many people responded with muted enthusiasm, but the figures show that 90 percent of marketers in the UK are now leveraging programmatic. The future is programmable; those who leverage programmability themselves and through relevant partners willhave ultimate say in shaping the consumer internet of tomorrow.

More:
Ushering in the new age of programmatic: programmable marketing - Fourth Source

New York Times

Turkey Tries 47 Ex-Soldiers in Erdogan Assassination Plot New York Times IZMIR, Turkey Dozens of former Turkish soldiers were brought to trial on Monday on charges of trying to kill President Recep Tayyip Erdogan during a coup attempt in July, the latest in a series of trials in the plot. Prosecutors in Mugla, a city in ... Turkish soldiers accused of trying to kill Erdogan go on trialReuters Alleged Erdogan assassination attempt trial opens in TurkeyWashington Post Erdogan 'assassination plot' trial begins in MuglaAljazeera.com Financial Times -FRANCE 24 -Deutsche Welle all 54 news articles »

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Turkey Tries 47 Ex-Soldiers in Erdogan Assassination Plot - New York Times

Following multiple acts of militancy, including the devastating attack at Istanbuls Reina nightclub on New Years Eve, the Turkish government undoubtedly has major security issues to address. Yet, in the face of this violence, the authorities have been downplaying one of the sectors most heavily affected: the economy.

Turkey continues to invest in big projects, such as the construction of Istanbuls third airport, while neglecting rising national debt. President Recep Tayyip Erdogan continues to label himself the enemy of interest rates, even as the country faces serious investment issues. Consistent militant attacks, meanwhile, have significantly lowered consumer confidence. It is no wonder why the Turkish lira continues to drastically fall.

Against the U.S. dollar, the Turkish lira has depreciated 10 percent since the start of 2017, and this trajectory shows no indication of changing anytime soon. Instead, Turkey continues to endure one of its most troubling periods in years. And with investor confidence at an all time low, the lira may face more significant dips in the days to come.

The instability of Turkeys security environment is a major factor. While it is true that Turkish authorities have gotten somewhat of a grasp on Kurdish violence in the southeast, four different acts of militancy in Istanbul in January alone, plus the assassination of the Russian ambassador in Ankara at the end of 2016, have illustrated the serious security challenges Turkey still faces. Undoubtedly, the economy has felt the impact.

The governments handling of this economic turmoil, however, is what truly has led to the liras descent. At the end of 2016, Ankara received troubling data regarding the risk of rising inflation. But even as this problem persists, the government has done little to get these numbers in check.

Turkeys central bank could make a difference. It has the power to increase interest rates. Such a move would likely motivate international investors to deposit their money into Turkish banks, and thus, increase the value of the ailing currency. However, constant pressure on the central bank from President Erdogan has practically paralyzed the institution, particularly as the president argues that a hike in rates would discourage consumer spending within Turkey.

The Turkish government must get out of its own way. While authorities can do all they want to restore confidence in the states security apparatus, serious solutions to the falling lira will not be realized until the government allows meaningful economic reform. The central bank has the tools at its disposal to at least ease the concerns of international investors. Additionally, the longer the bank waits to take necessary steps, the harder it will be to solve these issues with the lira, as a much higher interest-rate hike would be needed to assist the currency in the future.

Ankara has shown little indication that it is willing to embrace such economic reforms. Instead, Erdogan has focused on increasing the powers of his own office by pushing forward a constitutional referendum to change the countrys parliamentary system into a presidential one. The potential passing of this referendum not only raises concerns for international investors worried about Turkeys political stability, but also for the central bank, which could face even more backlash for acting against Erdogans wishes.

Tourists have also been taking notice of Turkeys instability. The number of foreigners visiting Istanbul dropped to about nine million in 2016, marking a 26 percent decline from the previous year. Tourism is among Turkeys most crucial industries. The Turkish economy, once viewed as one of the largest in the developing world, is now falteringand the future looks bleak.

Businesses have not given up all hope, though. Immense natural resources and vast terrain still allows Turkey to attract a wide array of investors. Potential still exists for Ankara to turn the situation around. But it will be difficult. The central bank must be willing to act quickly, regardless of political pressure. Politicians must stand up to President Erdogan and ensure that his venture to increase his own power does not ultimately damage the economy. There are opposing factions, like the Republican Peoples Party (CHP), who can attempt to balance out the presidents policies.

In the end, though, if the goal of militant groups operating in Turkey is to destabilize the economy, they are succeeding. And if economic reform does not occur, the country may be but a few attacks away from a serious recession.

Garrett Krivicich is an intelligence manager at MAX Security Solutions, a geopolitical and security risk consulting firm based in the Middle East.

Image: Recep Tayyip Erdogan, Prime Minister of Turkey. Wikimedia Commons/World Economic Forum, swiss-image.ch/Andy Mettler

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Erdogan's Power Grab Is Hurting Turkey's Economy - The National Interest Online

Run the Jewels

This weeks edition of Mardi Culturel at Griffintowns Arsenal gallery offers a preview of the upcoming Art Souterrain underground arts festival, featuring work by 67 artists mounted and installed in the underground city. This years theme is Play and Distraction. 2020 William, 69 p.m., free

Youth Employment Services (YES) hosts an SEO Training sesh, aiming to educate young entrepreneurs in the dark arts of search engine optimization. Note that preregistration is required (click the link). 666 Sherbrooke W. 7th floor, 6:308:30 p.m., $20

Rap heavyweights El-P and Killer Mike are Run the Jewels, and theyre stopping in Montreal tonight, on tour for their third LP RTJ3 see our review of that record here. Theyll be playing Metropolis with openers Gaslamp Killer, Gangsta Boo, Nick Hook and Cuz. 59 Ste-Catherine E., show 8 p.m., $36/$38

Repping hip hop from this side of the border tonight is Vancouvers SonReal, with Torontos Clairmont the Second. La Sala Rossa (4848 St-Laurent), 9:30 p.m., $20/$23.75/$65, all ages

Local purveyors of heaviosity Metalian, Chuggo and Tyler Hoodlum Stevenson play Barfly to raise funds for Stevensons transfer to a (actual) farm. 4062A St-Laurent, 10 p.m., $5/$10/PWYC

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Tuesday, Feb. 21 - Cult MTL

National or even global SEO was once the revolutionary way to gain visibility on the internet. Now, it has become incredibly expensive and brutally competitive. As a result, small businesses are turning to local SEO to increase their exposure to potential customers online.

So, what factors into an awesome local SEO strategy?

Truth is, there are many components that come into play. A great place to start is by signing up with Google My Business to create your free business listing on Google. Fill out your profile with as much information as you can to create a robust and enticing listing, including relevantkeywords in your business description where appropriate. Customer reviews also play a big role in local search results, as does a well-optimized website with fresh and informative content.

Essentially, every company with a local target market can gain from local SEO; however, there are some business types for which local searchcan truly work wonders. Lets take a look at six of the big ones.

Businesses that provide medical services, such as doctors offices, dental practices and urgent care clinics, are perfect for local SEO.

Other than building a phenomenal website, there are many things these specialists can do to boost their rankings. First, they can publish high-value, informative content on their platforms. Google loves fresh, relevant material.Due to the highly specialized nature of these trades, providing insight through things like blog posts or how-to manuals is a great way to add value to the customers life while improving search rankings.

Heres what happens when you search for dental practices in New York City:

Lets look at the website for the second result, New York Dental Office.

In addition to the relevant keywords, take a look at the navigation bar. Youll see its packed with useful content valuable to the casual visitor looking for a good provider. One of the most compelling pages is the Smile Gallery, which showcasesbefore-and-after pictures of what their specialists do.They also have stellar blog and FAQ sections. These content-focused elements undoubtedly factor into their high search rankings in the local area.

In addition to providing top-notch content to the online community, professionals can also improve their SEO efforts by verifying and leveraging their name, address and contact information on local business directories, including general directories (like Yelp) and directories specific to the health vertical (like ZocDoc).

Generally speaking, when people are in need of legal counsel, they are looking for an expert nearby. Therefore, appearing in the local searches is crucial for law firms.

There are a number of things a law practice can do to boost their local rankings. Creating a Google My Business page should be the first order of business. Next, their website needs to be properly constructed around relevant keywords. For instance, lets say someone is looking for a divorce lawyer in the Los Angeles area.

Charles M. Green APLCs website came up in the top three options in the search. In addition to a well-designed, intuitive interface, youll see the home page is optimized for relevant keywords in the area.

Another key factor for in the local searches is online reviews. Due to the unfortunate stigma surrounding lawyers, third-party validation is very important for potential clients. Therefore, law firms need to make a serious effort to generate client reviews on popular platforms like Google and Yelp. This can be a difference-maker that boosts local search visibilitywhile building brand reputation.

This is a big one. The hospitality business sees the most turnover of any industry. For instance,over 1 million restaurant locations opened in the United States alone within the last year. The main goal for any restaurant is to become a staple in the community. In order to achieve this status, it needs lotsof returning customers.

Enter local SEO. Bars and restaurants typically operate on a local level and servea geographically targeted market. When you type in restaurant into your mobile search, it is almost always followed by a suggested near me.

Customer reviews play a vital role in a bar or restaurants local SEO. As you probably noticed in the screen shot, the reviews are displayed quite prominently in the listings. In a recent BrightLocal survey, 60 percent of respondents said they hadread online reviews for restaurants, the highest of any business category.

While a good content strategy is a major fuel for effective SEO in other industries, reviews take center stage in this line of work. They can make or break the local search rankings for a bar or restaurant.

When a pipe in your home bursts and you need immediate help, where is the first place you look?

Google.

In these cases, its not so much who helps you, but when someone can get to you and resolve your issues. Therefore, local SEO is a prime resource for plumbers or anyone who helps customers with quick problem-solving.

Plumbers are in a greatposition to increase their visibility through local SEO. First of all, their businesses live and die by local markets. Second, there is basically an unlimited supply of educational content about solutions to everyday problems that can be published on their websites to boost rankings.

Bill Howe is a Google-famous San Diego area plumber. With the help of valuable content such as this, his business shows up on the first page for a bunch of relevant local keywords.

Reviews can also help withlocal rankings. As plumbing services are in high demand, customers are looking for a trusted skill set that will produce reliable results. Unfortunately, it can be somewhat of a challenge to get clientele to generate online reviews in this industry. Therefore, going the extra mile to encourage feedback can do a lot to put plumbers ahead of competitors in local rankings.

Specialists in these fields can see quick results if they put the time and determination into a local SEO strategy.

Pet services are highly specialized and almost exclusively in demand at a local level.Typically sought-outkeywords in this area are for things like grooming, pet sitting, walking, training, supplies and veterinarians.

Additionally, the potential for valuable content is practically limitless, and reviews are incredibly important. Say you want to find a grooming service for Bruno:

Here is the first website that shows up in the local pack:

Youll see they have the most reviews in the area and provide content on trending matters.

In general, owners want the very best for their pets. Services must do everything they can to produce Grade A content while encouraging reviews in order to succeed in the local search rankings.

Local SEO and real estate services go hand-in-hand. However, due to the emergence of platforms like Zillow and Trulia, the smaller local real estate agents need a hyper-local strategy to gain the proper search exposure.

The bigger platforms do broad keyword searches extremely well. For instance, if an agent tries to rank for terms like homes for sale, they are unfortunately going to be out of luck.

The key to success for real estate agents lies in creating pages targeting specific local markets, which can appear for long-tail keyword searchesaround home buying. In these pages, the goal is to get as granular as possible. This means doing things like breaking it down to the names of the smallest neighborhoods in the area.

The real value, of course, lies in the content. This is where skilled agents can really dive in and go above and beyond to provide value for the user.

This realtor located insouthern California provides extremely detailed and informative listings for neighborhoods in the area. If you read the content, youll see he went in depth with things like history of the area, landmarks, community events and the local school system. The copy also utilizes relevant keywords such as luxury real estate and exclusive communities, which can help this page rank for long-tail searchqueries.

Localized content like thisis perfect for showcasing a level of expertise and defining a niche. This is simply an area where the bigger platforms cannot compete and the smaller agents can thrive.

Ive been in digital marketing for a long time. There are a lot of other industries besides the ones mentioned here that stand to benefit from local SEO. In todays digital landscape, going local can be the cheaper and more effective option.

Just remember, SEO is a marathon. It might take weeks(or even months) to see the results you want. You can always be proactive in your efforts by producing great content and providing service that will result in a positive review.

Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.

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6 business types that reap the most reward from local SEO - Search Engine Land