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Security breaches, no longer aberrations, need their own customer journeys

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If you thought a theft of customer data was a marketing nightmare before the new General Data Protection Regulation (GDPR), it’s time to wake up.

Under GDPR regulations for companies handling the personal data of EU citizens, companies must identify the breach, find out which individuals have been impacted and notify them — all within a 72-hour period.

But those three days probably seem like a luxurious vacation to banks in India, according to Ted Bardusch, chief information security officer of customer engagement hub Usermind.

Two years ago, The Reserve Bank of India decreed that any banks suffering a security breach must report it in no more than six hours.

Whatever the actual number of hours in your jurisdiction, the trend is clear. The length of time that companies have to publicly respond to a security breach is getting shorter and shorter.

Aside from better security measures, Bardusch suggests that brands should now extend customer journeys past their end zone of a loyalty or brand advocate stage and into a set of steps to handle customer interactions during a security breach. Obviously, the more planning a brand does beforehand, the faster it can respond.

[Read the full article on MarTech Today.]

The post Security breaches, no longer aberrations, need their own customer journeys appeared first on Marketing Land.

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Ask the SMXpert — Page speed, site migrations and crawling

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The Ask an SMXpert series continues the Q&A segment held during sessions at SMX Advanced 2018 in Seattle.

Today’s Q&A is from the Advanced Technical SEO: Page Speed, Site Migrations and Crawling session featuring Melody Petulla and Brian Ussery.

Session overview

Technical SEO has always been a critical component of search marketing; it is one of the foundations of ranking success.

In this session, our experts dove into tactics for optimizing crawl budget, fine-tuning page speed and how to execute on large-scale error-free site migrations. They covered:

  • An in-depth understanding of the factors that impact what, when and how much of your site content search engines will crawl.
  • Tips and tricks on how best to maximize your site’s “crawl budget” to ensure your most important content remains forever accessible.

Melody Petulla, Merkle

Question: Do you recommend 301 redirecting image URLs when changing domains?

Want to learn more? Our ever-growing library of SMXpert articles offers an in-depth look at tips, tactics and strategies from our SMXperts. Check it out!

[Read the full article on Search Engine Land.]

The post Ask the SMXpert — Page speed, site migrations and crawling appeared first on Marketing Land.

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How to choose the best content format for link building

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One of my previous posts talked about how different elements can affect the success of your link-building campaign; I only touched on the subject of content formatting. So today, I want to go into more detail on the common types of content formats used in link building and look at the pros and cons of each one.

There are more formats than I’ll cover here, but these are the formats we use, that cover the most executions and that we have comparison data on.

The above shows that on average, an interactive format (orange) gets more coverage and links than the other forms. This is interesting and of course will be different for all agencies and teams, but this is what our own data shows us.

In this article, I’m going to talk about the top four formats:

  • Interactive.
  • Statics.
  • GIF.
  • Long-form content.

Let’s dive into each one.

[Read the full article on Search Engine Land.]

The post How to choose the best content format for link building appeared first on Marketing Land.

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Marketing Day: Pinterest opens API, Shopify unveils new tools, SMXperts & more

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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:

Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:

Online Marketing News From Around The Web:

The post Marketing Day: Pinterest opens API, Shopify unveils new tools, SMXperts & more appeared first on Marketing Land.

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