A veritable feast: How advertisers need to make the most of extra Black Friday opportunities
Black Friday is right around the corner, with adverts everywhere reminding shoppers to grab a great deal on everything from gym wear to vacuum cleaners. As one of retail's biggest spending milestones, it provides a significant opportunity for advertisers to engage with shoppers when they're in the mood to splash some cash.
So, what can advertisers do to make the most of the "retail festival" that Black Friday has become?
By Mike Klinkhammer, 26 November 2019, 0 comments. Categories: Advertising, Commerce, Customer Experience, Data-driven marketing, E-Commerce.
It's crunch time for cookie bashers: Why we need cookies to protect the open Internet
Cookies came onto the scene in the mid 90s, and, like most millennials, they're a little misunderstood. But this time, it's got nothing to do with avocado toast.
For many of us, the word 'cookie' has become a bit of a byword for peskiness – associated with annoying ads and relentless targeting, not to mention clumsy permission-based puns (guilty as charged.) This...
By Joel Livesey, 19 November 2019, 0 comments. Categories: Advertising, Advertising Technology, Data-driven marketing, Publishing.
How Mastercard is leveraging its sonic identity – and evolving brand security in the process
In February, Mastercard issued a press release which announced the launch of what the company called its 'sonic brand identity.' The result was touted as 'a distinct and memorable melody with adaptations across genres and cultures.'
Naturally, there was also an audio press release sent out where the tone was played (1:04)...
By James Bourne, 30 October 2019, 0 comments. Categories: Advertising, Branding, Commerce, M-Commerce, Video & Audio Marketing.
Why voice search is where the puck is going for digital
Continually riding the wave of the next 'big thing' in social media is certainly a roller coaster ride, and we are now on the cusp of another major change. Voice search has been growing in popularity and is starting to have a transformational impact on the way marketers can influence people to know, like, trust, and eventually buy from a specific brand.
Today's social media landscape is driven by text and images but this is already shifting as an increasing...
By Joel Davis, 25 October 2019, 0 comments. Categories: Advertising, Content Marketing, Customer Experience, Data-driven marketing, Search Marketing, Social Media Marketing.
A guide to retargeting for increasing conversions: The three questions you need to ask
In many cases, a bit of retargeting is needed to align your marketing goals with your business goals and draw in the right customers.
By retargeting, you can drive people to your website with specific content that is more in-tune with consumer trends. A strong retargeting strategy is excellent for turning window shoppers into buyers and increasing conversion rates.
Here are some questions to ask yourself...
By Mansi Dhorda, 23 October 2019, 1 comment. Categories: Advertising, Advertising Technology, Personalised Marketing.
It's finally time to ditch the vanity metrics – and focus on these measurements instead
Today's marketers have oceans of data at their disposal that they can use to track a nearly endless array of metrics to measure performance. Being able to eliminate assumptions and objectively evaluate campaigns is something marketers have always wanted. If they're going to use data effectively, however, they need to acknowledge that not all metrics are created equal.
Vanity metrics are...
By TJ Macke, 21 October 2019, 1 comment. Categories: Advertising, Best Practice, Data-driven marketing, Publishing, Social Media Marketing.
A whirlwind of emotions: The impact of consumer emotional states on search
Humans are not always wholly rational beings. That is not to infer that we are irrational, but simply that not every decision is based on a set of practical, logical steps. Often, our current emotional state has a huge part to play in how we behave at any given time.
For marketers it is important to understand that many external influences can impact a potential customer's emotional...
By Alessandra Alari, 11 October 2019, 0 comments. Categories: Advertising, Customer Experience, Data-driven marketing, E-Commerce, Search Marketing.
We are at the tipping point in defeating mobile ad fraud: What more needs to be done?
Mobile ad fraud is an issue for everyone working in the programmatic industry, and it's clear that there is an overwhelming tide of parties committing it.
Many sources suggest that 40% of a typical advertising investment ends up being fraudulent. Within this, global loss to mobile-based ad fraud is estimated to make up almost half of total digital ad...
By Noelia Amoedo, 10 October 2019, 0 comments. Categories: Advertising, Advertising Technology, Attribution, Mobile Marketing.
Three ways you can use Google's tools to dominate local search
Often, when companies think about search engine optimisation, it's largely focused on determining where their business shows up on a search results page. While this is, of course, an important part of the equation, it also assumes that all search is the same. In truth, search results are not created equal — especially when it comes to those for local businesses.
Unlike companies that operate primarily online or...
By Joe Arduini, 09 October 2019, 0 comments. Categories: Advertising, Advertising Technology, Search Marketing, Web Analytics.
Google says goodbye to the Average Position metric: What do marketers need to know from here?
In advertising, there are several key questions that are always bandied around: how are our ads performing? What's the ROI like? Are we increasing brand awareness?
Marketers using Google Ads have been comfortable responding to these questions, often relying on the 'average position' metric but as of September 30 that metric was fully retired to make way for...
By Wesley MacLaggan, 02 October 2019, 0 comments. Categories: Advertising, Advertising Technology, Attribution, Search Marketing.