Marketers using Snapchat's lenses, filters and Snap and Story Ads can now boost brand safety with DoubleVerify's viewability and fraud verification technology. "DoubleVerify uses consistent evaluation standards across environments -- including web, mobile app and social, making it easier for advertisers to benchmark performance across their entire media plan," says DoubleVerify CEO Wayne Gattinella.
Since its 2015 launch, Dirty Lemon wellness drink brand has relied heavily on Instagram to build a following, and has conducted 90% of all sales transactions via text message ordering. Founder Zak Normandin predicts text ordering is the wave of the future, noting, "The phone number is not going to be for picking up the phone and calling a brand. It's going to be to pull out your phone and text the brand and say, 'I want more product. I'm checking on my order' ... It's all going to happen over messaging."
As Gap reaches its half-century mark, Chief Marketing Officer Alegra O'Hare admits the brand has "gotten a little bit lost along the way," but says it can "turn back into a cultural brand once again." As O'Hare explains, "We're not going to evolve or become a better team or a better brand if we don't experiment, test, learn and we move ahead."
As lawmakers eye privacy initiatives and policies such as the California Consumer Privacy Act and the General Data Protection Regulation, digital marketers are facing a "data paradigm" in which consumers want personalization while brands need to alter marketing practices, writes Christian Selchau-Hansen. As a result of the issues, he predicts tech firms that maintain high-quality data like Facebook and Google will "ratchet up the cost of their ad inventory," and "brands will need to better monetize their existing customer relationships."
Business-to-business marketers can unlock the path to business growth by aligning their team with sales and using data effectively to target the right prospects with the right messaging. Certain strategies will become increasingly important, including omnichannel messaging, content marketing and monitoring social media to identify leads showing an interest in your company or products.
SAP's Alison Biggan and Pitney Bowes' Bill Borrelle share their thoughts on how business-to-business marketers can more effectively engage prospects by delivering a superior customer experience across the entire buying journey. "If you are not differentiating based on experience, and doing everything you can to meet your customer's expectations, you're opening it up for a competitor," Biggan says.
This infographic from LinkedIn offers a checklist for business-to-business technology marketers based on survey insights. Key insights include that 55% of B2B decision makers want thought leadership content to choose between vendors and 48% report that they always or regularly receive different messages from marketing and sales.
Amazon advertising revenue increased from $4.6 billion in 2017 to $10.1 billion in 2018, a 117% jump, which Forrester Research attributes to valuable data assets, a boost in search ad spend, strategic alliances with ad agencies and an increase in advertising from consumer packaged goods brands. "2017 was the year of brands testing the Amazon waters, 2018 was about brands getting serious with using Amazon as an ad channel and 2019 will be the transition to Amazon as an always-on ad channel for many," says Kenshoo General Manager Oren Stern in a Forrester report.
Some 47% of senior global advertisers say they can't maximize the potential of multiple data sources and 58% are unable to meaningfully act on real-time data, per Kantar's Insights Division. "To drown out the white noise when it comes to data, [advertisers] have to be selective -- gone are the days when the idea is to get all the data one can get their hands on; instead, they need to be picky," says Aaron Peterson of Kantar's Insights Division.
Maximizing return on investment is the name of the game for digital marketers, though it can vary by industry, targeting criteria, platform, season, budget and creative, writes Carrie Dagenhard. She outlines the key questions to ask when choosing distribution channels and reminds marketers that "[i]t requires plenty of testing, tweaking, and optimizing."
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