Jun 25, 20182 min read

Marketing Day: Robot traffic, loyalty marketing, the future of TV advertising & more

Here’s our recap of what happened in online marketing today, as reported on

Marketing Land and other places across the web.

From Marketing Land:

Content optimization vs. SEO — What’s the difference? Jun 25, 2018 by Digital Marketing Depot Keyword optimization is a framework for SEO. Similarly, you could say that topic modeling (how words and phrases are interrelated) is a framework for content optimization. With the rise of semantic search, the goal is to cover a topic rather than zoning in on a specific keyword.
New report: Some ad campaigns are almost entirely robot traffic Jun 25, 2018 by Barry Levine The good news in this first Robot Traffic Report from ad platform Dianomi: Overall bot traffic is down to about 32 percent, including good and bad ones.
Loyalty is more than marketing, it’s a mindset Jun 25, 2018 by Evan Magliocca Contributor Evan Magliocca explains how retailers must approach customer loyalty — you’ve got to give it to get it.
Traditional TV rolls with the times, remains a viable entertainment channel to both viewers and advertisers Jun 25, 2018 by Robin Kurzer As it has for more than 100 years, competing tech challenges television to evolve rather than contribute to its demise.
The future of TV advertising in today’s digital world Jun 25, 2018 by Chuck Moran TV advertising isn’t what it used to be — it’s much more, argues contributor Chuck Moran.

AT&T buys ad exchange AppNexus Jun 25, 2018 by Barry Levine Following the Time Warner purchase, this new acquisition positions the telco as a content and programmatic advertising powerhouse.
How focusing on brand value creates revenue growth Jun 25, 2018 by Scott Vaughan Marketers often find themselves torn between meeting short-term sales goals and fostering long-term value. Contributor Scott Vaughan explains how to bring these two objectives together.