Marketing Google

Gartner predicts that the average US adult will own more than six smart devices by 2020, making the ability to consolidate disparate sets of data into an individual profile a critical need for marketing effectiveness.Marketers today may use dozens of martech applications to manage, analyze and act on the growing volume of first-party customer data. But instead of increasing efficiency, the emerging martech ecosystem has created problems with data redundancy, accuracy and integration. Automating customer data accuracy and integration through a customer data platform (CDP) can provide numerous benefits.MarTech Today’s “Enterprise Customer Data Platforms: A Marketer’s Guide” examines the current market for enterprise customer data platforms and the considerations involved in implementing the software. This report answers the following questions:What trends are driving the adoption of CDPs?How does a CDP differ from other systems that hold customer dataWho are the leading CDP vendors and …

Shutterstock has launched an unlimited music subscription plan for content creators and digital marketers, offering more than 11,000 tracks that can be included in web-based content, including YouTube videos, podcasts and conference presentations.The subscription fee is $149 per month, and includes access to the Shutterstock Music library with music tracks searchable by genre, mood or popularity. The company says its music selection has been curated by professional musicians, with hundreds of tracks added every month.Why we should careThis latest offering from Shutterstock gives digital marketers and content creators the ability to spice up their content — putting a professional shine on things like podcast intros, YouTube ads or conference and trade show presentations. At $149 per month, it’s a cost-effective feature for marketers lacking the budget and resources to invest in high-end music productions for various projects.“Our new unlimited licensing option empowers creators to lice…

Customer engagement company Airship launched Airship Journeys, a new interface designed for marketers to drive simple, effective cross-channel engagements. Marketing users can use data models alongside Airship’s real-time mobile data, predictive AI and machine learning to launch cross-channel campaign activities. The low-code solution is expected to address the challenges of using drag-and-drop journey builder tools in Airship’s open platform, allowing marketers to reach customers across a number of channels from a single console.Why we should careAs consumers continue to adopt more digital channels, their behavior is also evolving to become more selective. Consumer expectations are increasingly raising the bar for hyper-personalized messaging.“Legacy visual builders were created for an email- and desktop-centric world with far fewer channels and little concern for where a customer was or what they were doing,” said Brett Caine, CEO and president, Airship. “They’ve become complex and …

Paid advertising on social media channels always seems to be growing, it’s a huge buzzword at the minute and everybody wants it to work for their business.In B2C you’ll find endless ecommerce businesses who essentially make a living through Facebook ads alone and this makes sense, social media is very much a consumer channel. But this doesn’t stop stakeholders in B2B companies pushing for paid social to drive a volume of leads and clients.And this is where it gets challenging. As a B2B marketer, you are advertising in an unleveled playing field.When you advertise on Google Ads you have user intent, you still have competition but you are all competing for the same thing, an engaged user.When you advertise on Facebook however, you are targeting the same users as businesses in fashion, electronics, homeware – and there is no intent.It, therefore, becomes incredibly important that you pinpoint the right audience and target them with engaging creatives. If you don’t you will just be wastin…

Facebook is bringing more machine learning-driven capabilities to its ads platform to improve personalization, the company announced this week.Dynamic formats and ad creative for Dynamic Ads. Advertisers will now be able to automatically serve different ad formats to audiences based on the machine learning model’s prediction of a user’s format preference. Campaign managers can access this capability from the Facebook Dynamic Ad unit when creating ads for the catalog sales, traffic and conversions objectives in Ads Manager or the API.“The dynamic formats and ad creative solution aims to meet people where they are in the customer journey by delivering a personalized version of the ad to everyone who sees it,” Facebook said.Multiple text optimization in single-media ads. As we reported last month, Facebook has also rolled out a responsive ad feature that allows advertisers to input multiple text options for the primary text, headline and description fields when building single-media ads …

TikTok, the short-form video app owned by ByteDance, is testing shoppable video posts, making it possible for influencers on the platform to place social commerce URLs within their posts. The test was shared by Fabien Bern, owner of a Chinese influencer agency, who posted an example of a shoppable video post via his Twitter account. Bern’s example showed an influencer video that included a URL within the video leading to the influencer’s Amazon product page.TikTok later confirmed to Adweek that it was testing the feature, but did not disclose details on whether or not it would receive a wider roll-out. Marketing Land has reached out to TikTok for comment.Why we should careSocial commerce is gaining traction as platforms add new capabilities to support direct-to-consumer and big brands’ e-commerce goals. Platforms are racing to give advertisers tools to make the journey from product discovery to purchase as seamless as possible — Instagram’s in-app check-out feature and Pinterest’s mov…

Finally, it’s time to discuss the people you’re trying to reach with your email messages – your Audience. Here we shift to the Optimization section of the Periodic Table of Email Optimization and Deliverability, which we’ve been exploring in recent weeks. The most important element of all is the Email Address (At), the unique identifier for your subscriber. This is the most valuable piece of information that we can collect. Email addresses are typically assembled into Lists (Ls) – groups of email addresses that are uploaded to distribute email messages to. Each List, however, can be divided into various cohorts — depending on the amount of data you have on them — via Segmentation (Sg). Segmentation allows marketers to choose smaller groups of customers, or potential customers, and communicate with them in a manner that is specifically tailored to their particular demographics, locations or behaviors. Personalization (Me) refers to the practice of using subscriber data to tailor-make c…