DigitalMarketing

Will location data rise as cookies crumble?

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Location data provider Factual is launching a new product called Data Enrichment, which supplements first-party data with additional audience insights built on mobile-location and real-world behaviors. The company says this allows companies to a gain deeper understanding of their own customers than first-party data would enable by itself.
CPG brands, automotive, media publishers. I spoke about the new offering with Scott Townsend, Factual’s Head of Data Enrichment and Factual CMO Brian Czarny. Townsend outlined several concrete use cases for the product for CPG brands, automotive marketers and media publishers, among others.
Townsend explained that CPG brands often struggle to get good first-party data from the retailers that sell their products. Factual’s product can show these brands where their customers are shopping. “This helps with personalized messaging,” said Townsend. “The campaign can say, ‘the product is on sale at Costco,’ where the consumer is a frequent shopper.”
Au..

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DigitalMarketing

3 questions to ask before committing to martech certifications and enablement programs

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Despite a lingering stigma around professional certifications as “resume padding,” the evolutionary nature of martech means there’s an ongoing need for customer product enablement programs and vendor-sponsored certifications.
From product-focused programs to platform-specific badges, and even professional marketing associations to distinguished universities, there are numerous continued education paths — particularly in martech — designed to help marketers enhance their careers at any stage.
“Martech companies are leaping at the opportunity to educate their audiences in return for something truly value — a credential demonstrating a third party verifies their competency, said Mary Barba, content marketer and founder of Barba Digital. “Martech companies offer these credentials to build trust with their audiences, establish credibility and authority in their industries and snowball momentum for their businesses’ growth by prioritizing their customers’ success.”
When evaluating optio..

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DigitalMarketing

Brightcove launches all-in-one video campaign app

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Brightcove, a cloud solution for managing and monetizing video content, has released Brightcove Campaign, a video campaign app that lets marketers create, manage and analyze their video demand generation campaigns all in one tool. The new solution comes with analytics and benchmarks so that marketers can compare their campaigns to industry standards. It also provides optimization tips, click-to-publish capabilities across multiple channels and integrations with marketing automation platforms Eloqua, Marketo, HubSpot and Salesforce.
Why we care With video playing a larger role in demand generation campaigns, the ability to create, analyze and optimize those efforts across channels from a single tool can help simplify marketers’ management efforts. The tools was developed with input and feedback from customers. “Throughout the development process phase of Brightcove Campaign, we worked with many demand generation marketers to ensure it fits seamlessly into their workflows,” said Brightc..

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DigitalMarketing

Social shorts: Twitter gets rid of Audience Insights, Facebook updates Instant Articles, YouTube enforces policy on kids’ content

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This collection of social media marketing and new hire announcements is a compilation of the past week’s briefs from our daily Marketing Land newsletter. Click here to subscribe and get more news like this delivered to your inbox every morning.
Facebook Shorts: New Page admin tools, update on political ad policies and the Teen Vogue gaffe A Page Management History feature for admins. Social media consultant Matt Navarra spotted a new Facebook Pages feature called Page Management History that shows all actions taken on a Page, when they were made and who made them. The feature is only visible to people who help manage your Page. Admins can click on the “Settings” tab at the top of the Page and then click “Page Management History” link in the left column. The history goes back to Nov. 1, 2019, and can be downloaded to your business history in Business Manager.
The latest iteration of Facebook’s political ad policies. Facebook has once again updated its stance on political ads. A new ..

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DigitalMarketing

Social media 2020: The top features, formats and trends to get familiar with this year

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Last year saw continued growth and innovation in social media opportunities for brands with new features, content formats and dynamic creative capabilities designed to bring brands closer to their customers. For social marketers, a successful strategy involves tapping into audiences in compelling ways that can grab attention in passing moments.
Facebook and Snapchat launched new immersive formats, including augmented reality. Pinterest and Instagram ramped up shoppable post capabilities. Machine learning powers an ever-growing slate of platform functions. Here’s the rundown of top features and formats social marketers should explore in 2020.
Facebook Groups. Over the last few years, Facebook has been pushing hard to beef up its community-driven Groups feature, opening it to brands and publishers in 2017 and with a suite of settings and tools specifically for Groups creators. By July 2018, Facebook rolled out Watch Party for all Groups, a video feature that allows multiple users to ..

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DigitalMarketing

Are your acquisition efforts the root of your retention issue?

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The issue of customer retention comes up in nearly every conversation with colleagues in a service business or software company. As companies aspire to transition to an ongoing customer relationship and recurring revenue model (versus traditional transactional relationships with customers), retaining high-value customers is more important than ever.
After all, depending on what industry you’re in, acquiring a new customer can cost your company up to five times more than retaining an existing one. Moreover, increasing customer retention rates by just 5% can increase profits from 25 to 95%. These factors have helped to give rise to major investments in optimizing customer journeys and customer base marketing, as well as establishing new roles such as “customer success managers.” With so much at stake and so much focus on retention, why then, on average does the typical American business have a yearly churn rate of 15%? Why are so many companies losing customers?
Based on my experience,..

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DigitalMarketing

Facebook will let users hide ads targeted via Custom Audience lists

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Facebook quietly announced a new feature coming later this month that will allow users to control whether or not an advertiser can show ads to them using a Custom Audience list.
“People have always been able to hide all ads from a specific advertiser in their Ad Preferences or directly in an ad. But now they will be able to stop seeing ads based on an advertiser’s Custom Audience from a list,” Facebook wrote the corporate blog.
Why we care Custom Audiences are often comprised of a company’s active and best customers. Not being able to show ads to a critical mass of those users could potentially hurt campaign performance. However, this kind of control could be a net positive for advertisers as well as users. When users have the ability to opt-out, marketers have greater incentive to think carefully about the relationships they have with the customers on their lists and the messaging they’re serving them.
Facebook has made a number of changes to how Custom Audience lists are manage..

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DigitalMarketing

DoubleVerify launches real-time, predictive ad effectiveness solution

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Ad measurement platform DoubleVerify has launched Authentic Performance, a new predictive ad solution for reporting expected ad performance based on real-time ad exposure and engagement data.
The solution analyzes more than 50 data points, including viewable time, share of screen, video presentation and audibility as well as engagement data at the device or ad level, such as screen orientation, video playback and audio control interactions.
Why we care The aim is to give advertisers more data, faster about the expected impact of their advertising spend by analyzing a breadth of metrics, in flight. Advertisers can use the insights to identify how ads are either working or underperforming — at the impression-level — and make adjustments accordingly.
“Current tools are either fast but simplistic — with metrics like viewability and click-through rate; or, they’re sophisticated but slow — with data reported post-campaign,” said DoubleVerify CEO Wayne Gattinella, “Authentic Performance..

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DigitalMarketing

LiveRamp sheds location data business

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In 2016 LiveRamp paid roughly $140 million for two companies, Arbor and Circulate, that helped the company improve “people based marketing” and deterministic identity resolution. Last quarter, according to AdExchanger, it divested the location-data component of Arbor.
Arbor and Circulate became part of LiveRamp’s omnichannel, IdentityLink identity resolution tool. Location data was a component of that omnichannel ID resolution.
Companies didn’t really want to talk about it. Location intelligence company Cuebiq, reportedly acquired the location-data portion of Arbor, together with the clients of that business. However, LiveRamp said it was retaining the part of Arbor that enables the company to match first-party data and mobile app data.
I reached out to both companies to determine whether CCPA or increasing privacy concerns motivated the sale, as the AdExchange piece suggests. Neither company was willing to get on the phone but provided statements in email.
LiveRamp CEO Scott H..

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DigitalMarketing

IBM launches new predictive ad solution for campaign creative elements

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IBM has released its “Advertising Accelerator with Watson,” a predictive ad solution that uses AI to determine which creative elements will deliver the best engagement for specific audiences and help identify new audience segmentation opportunities. It can also analyze campaign results based on the creative and audience perspective.
Why we care IBM’s latest AI-powered solution, built on the Watson platform, has been designed to deliver hyper-personalized ad creative. Having the ability to deliver creative that resonates with specific audiences based on a predictive model could eliminate much of the guess work and testing that comes with determining which creative elements will drive the most engagement.
“Matching creative iteration with audience segment is the next step in campaign optimization,” said Lending Tree’s Senior Director of Marketing Josh Eldridge. Lending Tree and Potential Energy Coalition are two brands that have confirmed they will be implementing a beta of IBM’s Adve..

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