Marketing Google

30-second summary:Since shelter-in-place rules were enacted, the way people use the internet has changed. They’re consuming more media and increasing web research and browsing.Paid search strategy is not one-size-fits-all. Each vertical must be treated differently, as some industries like ecommerce have seen improved performance while others have seen a declined performance.A pandemic is not the time to cut ad budget. Instead, investing in advertising now should pay dividends when the market normalizes.Ensure your ad copy isappropriate for the landscape. That means even going back to a campaign that started before the pandemic to update any language that isn’t applicable to the current landscape.Marketers must stay flexible and agile during this time and monitor what’s working or not working and creating a quick plan to adjust. When COVID-19 began spreading across the U.S., marketers scrambled to figure out how to respond. Sudden work-from-home mandates, cancelled business trips, postp…

Everyone in our industry knows that the growth rate among marketing technology applications has been exponential for years now. The 2020 Marketing Technology landscape released last month included 8,000 solutions. There were fewer than 200 logos on the chart in 2011, which means we’ve seen a 5,233% increase in martech solutions in less than a decade.Even in the current economic crisis and the impact it will have over the next 18 months, some martech companies may see gains. Forrester reported this month it expects marketing spend to drop 28% in the U.S. by the end of 2021, with CMO budgets losing $222 billion. And yet, Forrester predicts tech spend will not only hold, but expects data and analytics, advertising technology and marketing automation to grow by 2% — a very slight growth, but still growth.And within all of this growth across our industry, two (what seems like) opposing realities exist, according to MarTech Conference Chair and editor of Chiefmartec.com Scott Brinker: There…

Several weeks ago, we asked our community of digital marketers and marketing technologists how the felt about the prospect of attending an in-person conference through the end of 2020.The answer: The community on average gave the prospect of traveling to an event a 4 out of 10 chance without a proven COVID-19 vaccine in place, a benchmark that we’re calling the Event Participation Index.Since we first asked the question, the world still is grappling with coronavirus, with the United States passing a grim milestone with more than 100,000 dead. At the same time, many states have begun phased reopening plans, and the population is beginning to adjust to new norms such as curbside pickup and daily mask use.So we’re asking the question again: How do you feel about attending conferences.Please take our short survey hereWe will share the results and plan to continue to track this Event Participation Index so that others in the events space, like us, are better equipped to make decisions on h…

Digital advertising in 2019 was worth $124.6 billion, according to the IAB and PriceWaterhouseCoopers. That’s about $54 billion more than advertisers spent on television, the number two medium.Online ad growth is slowing, however. Last year, it came in just under 16% year-over-year, $17 billion more than 2018. Categories that exceeded the overall 16% growth rate included:Online video advertising – 33.5%Mobile – 24%Social media advertising – 23%Internet audio advertising – 21.2%Roughly 70% of digital ads were served and seen on mobile devices, a five-point gain from last year. But, mobile ad revenue growth is slowing too, “as the underlying platform is maturing.” Desktop revenue, however, is nearly flat: $37.9 (2019) vs. $37.6 billion (2018).Revenue share by channel. Paid search captured 43.9% of total ad revenue, reaching $54.7 billion in 2019, up about 13% year-over-year. Display advertising and sponsorships had a roughly 31% share ($38.1 billion). Video’s share was about 17% ($21.7 …

Technology companies and agencies have been reporting that CPMs are down for the past two months, although they’re now creeping back up. The IAB is out with survey data that seeks to quantify the extent of price declines from a publisher perspective.62% seeing declines. Using a sample of 173 publishers and “programmatic specialists” (SSPs, Ad Exchanges, Ad Networks), the trade body reports that 62% of publishers have seen significantly or somewhat reduced CPMs in the face of ad budget cuts and diminished advertiser competition.The survey was conducted between April 29 and May 11.Source: IAB survey, n=173 Programmatic less impacted. Programmatic providers have been less impacted overall, with a few even seeing rate increases, compared with publishers that offer direct ad sales. Publishers have cut CPM rates in an effort to remain competitive and maintain revenue. Online news publishers may be among the hardest hit.The biggest CPM price drops have happened in the category of “open web di…

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30-second summary:Many ecommerce stores struggle to boost conversions because75% of peopleabandon the cart never to return.Speeding up your ecommerce conversions seems hard, but it isn’t. Using scarcity, urgency, and exclusivity to influence your potential customers into buying can significantly improve your conversions.Let’s have a look at five quick and lesser-known ways to speed up ecommerce conversions. The retail ecommerce revenues arepredicted to grow to $4.88 trillion in 2021. But many ecommerce stores struggle to boost conversions because 75% of people abandon the cart never to return. Fortunately, there are techniques to reduce cart abandonment and increase conversion rates. Let’s have a look at five quick and lesser-known ways to speed up ecommerce conversions.1. Understand and fill the need gap – Scarcity, urgency, and exclusivityUnderstanding scarcity, urgency, and exclusivity can be one of the best ways to influence your potential customers to make a purchase. While the th…