Advertisers Think These Metrics Will Take on More Importance in A Cookie-Less World

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With close to half (47%) of marketers saying they use cookies for advertising purposes, advertising in a cookie-less world will not be without its challenges. New data from Advertiser Perceptions has found that marketers and agencies believe that reporting tops the list of campaign phases that will become more challenging in a world without cookies.… Read More » The post Advertisers Think These Metrics Will Take on More Importance in A Cookie-Less World appeared first on Marketing Charts .

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How Unified ID 2.0 Will Affect Ad Personalization

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We’re all accustomed to ads following us around the internet. Is it a little creepy? It can be, but many people write it off as a part of using the web. However, the world is changing. With a greater emphasis on privacy, the way personalized ads follow you around the internet could be, too. The big fish in the middle of all this Google, announcing in 2020 that by 2022, it would end the use of third-party cookies (what advertisers use to track you) on its browser, Chrome. Ads are a fundamental part of how the internet works, so the quest to find a new way to provide users with personalized ads began and Unified ID 2.0 has established itself as a front runner. What Is Unified ID 2.0? Unified ID 2.0 is a proposed replacement for cookie tracking on the internet. It aims to add an extra layer to …

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What Data Can You Pull From Cookie Tracking?

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To a non-marketer, cookie tracking sounds like a scavenger hunt for baked goods. Sounds innocent, right? Yet cookies, for all of their sweet-sounding simplicity, have recently come under fire. With the new General Data Protection Regulation (GDPR) , cookies have taken center stage in the fight for internet privacy. This is just one of the latest legal issues facing online marketers today. Cookies are small text files that collect bits of data about users as they browse the web. Individually, cookies do not track data about who you are as a person; they simply give information about your web browser and trends. But, when bundled with other relevant cookies, they can be used to create an online “persona” that can predict behaviors and seek out trends in browsing. This tactic has been dubbed behavioral advertising , and while it offers marketers incredible insights into consumer habits, it can be problematic …

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A definitive guide to video marketing 2020: Stats, strategies, and challenges

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30-second summary: Today, video marketing is a tool for building every marketing campaign, raising click-through rate, conversion rate, and memorability of the brand message. Although nearly 63% of marketers regularly use video marketing strategies, lots of them don’t know that the right ad formats and platforms can do wonders for their ad campaigns. Piling up the freshest conference insights with the customer data aggregated by SmartyAds DSP, I made a short and definitive video marketing guide specifically tailored to the year 2020. More on video marketing strategies that will work in 2020, stats, platforms, and challenges. Everyone agrees — the future of video marketing is bright and filled with innovations. Still, no one is talking about how to overcome challenges to get the most out of application strategies. What is video marketing in 2020? Today, it is a tool for building every marketing campaign, raising click-through rate, conversion rate, and …

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What Do Marketers See As the Future of Identity Solutions?

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Identifying customers across channels and devices is already a challenge for marketers, and it’s bound to be more difficult in a world with increased data restrictions as well as one without much-relied upon cookies. Indeed, a majority of marketers envision a future that will necessitate the need for multiple identity solutions, per data [download page]… Read More » The post What Do Marketers See As the Future of Identity Solutions? appeared first on Marketing Charts .

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How We Became Digital Marketers in Just One Summer

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Posted by rootandbranch Editor’s note: This blog is from the perspective of five University of Pittsburgh students — Kirsten , Steve , Darcie , Erin , and Sara — who completed a class this summer called "Digital Marketing Search Fundamentals", taught by Zack Duncan of Root and Branch. Introduction Our digital marketing class this summer did not give us credits that count towards graduation (in fact, some of us graduated in Spring 2020), nor did it give us a grade. Instead, we learned about paid search and organic search along with some of the key concepts central to digital marketing. We also became certified in Google Ads Search along the way. We each had different reasons for taking the course, but we all believe that digital marketing will have value for us in our lives. At the beginning of the term, in June 2020, we were asked, “What is one …

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How AI fits into the martech landscape

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30-second summary: Today, artificial intelligence, sensors, and digital platforms—and an explosion of data—have already increased the opportunity for learning more effectively; but competing on the rate of learning will become a necessity in the 2020s. The Lean AI Autonomy Scale serves as a framework for assessing how the different capabilities of martech vendors stack up with AI in the industry. All major ad platforms and exchanges are powered today by a dizzying array of complex calculations with the goal of delivering your message to the right audience at the right time — and encouraging people to take an action, buy a product, or a host of other outcomes a marketer might be looking for. Today, we’re at a place where buy-side solutions are emerging that operate a layer above the platforms themselves, working to orchestrate your spend, targeting and even creatives across channels. A range of emerging vendors are out …

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Linear TV Advertising Challenged in An Omnichannel World: 5 Points

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Although linear TV still accounts for the largest portion of traditional media spend, marketers are investing less in traditional TV than they once did as digital options proliferate. In fact, a recent report [download page] from Viant Technology reveals that 84% of the 500 US marketing decision-makers surveyed will be dedicating the same or a… Read More » The post Linear TV Advertising Challenged in An Omnichannel World: 5 Points appeared first on Marketing Charts .

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How to Use First-Party Data for Ad Personalization

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Have you ever felt like someone was watching you online? Those shoes you just searched for on Amazon suddenly show up in ads on Facebook. Maybe you start seeing ads on YouTube for a resort you were researching for an upcoming vacation. The truth is, you are being watched. In fact, marketers have used cookies to track the actions of internet users for years—but that may soon change. Google announced they are ending the use of third-party cookies . As a result, most businesses will have to rely on first-party data for things like ad targeting. What does that mean for your marketing strategy? It might not be as bad as you think. Here’s what you need to know about first-party data and how to use it to create targeted paid ads. (Spoiler alert: It might actually be better for your PPC strategy in the long run!) What Is First-Party …

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A guide to the changing role of the modern CMOs

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30-second summary: Domo partnered with global research company Censuswide to conduct a survey of nearly 700 senior marketers across seven international markets to assess the challenges and responsibilities facing modern CMOs. One major finding is that perpetual change in technology, data sources, and media channels is significantly impacting how CMOs do their job. The issue of who owns data—and how to manage it—is clearly a pain point for CMOs. Without any clear idea of who owns the data, managing it becomes a critical challenge, as does gleaning actionable insights from data that can hinder growth. 23% of senior marketers respondents indicated that the C-Suite’s focus on short-term over long-term results was a top communication barrier. Domo’s survey revealed that the data that matters most to marketing leaders is focused more on customer experience versus ROI. 23% of large enterprise organizations are planning to allocate over 40% of their marketing budget …

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