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Showing posts from November 12, 2018

Amazon emerges as search advertising powerhouse

Amazon is already well-known for its rising dominance of the ecommerce market and other fast-growing segments like AWS, its leading cloud computing platform — now, their search advertising business is booming as well.In fact, it’s on track to generate more than $10 billion in advertising revenues over the next year, a nugget found within Amazon’s most recent third-quarter financial results. In September, the global powerhouse unified its disparate ad products and systems under one brand, Amazon Advertising.The accelerating growth of Amazon’s ad business poses a threat to established digital advertising platforms including Google and Facebook. The Seattle-based internet giant is forecast to push past Verizon’s Oath and Microsoft to the number three position behind the “duopoly” of Google and Facebook with market share of more than four percent this year. In comparison, the duopoly’s share of new digital ad dollars is declining, forecast to garner only about 48% of new ad spend in 2018 …

The disastrous consequences of measuring engagement

Brad Smallwood, Facebook’s VP of measurement of insights, published research saying there’s “no link” between trendy online measures and ad effectiveness. (Photo via Facebook video capture) Brands have measured engagement since the beginning of social marketing. We couldn’t have chosen a worse metric.Facebook included engagement data its first Facebook Ads dashboard in 2007. That same year Forrester declared engagement “marketing’s new key metric.” Ever since, brands have listed engagement as their standard social metric.But measuring engagement has proven disastrous for marketers. This insidious metric fails to gauge our success, undermines our ability to improve social marketing, and ultimately makes us look stupid.Engagement data doesn’t measure successSocial sites have given marketers piles of engagement data for more than a decade. But Sprout Social says 55% of marketers still can’t measure social ROI — making it our top social challenge.The reason for this disconnect: Engagement …

3 signs it’s time to make the switch to account-based analytics

If someone asked how you track your marketing efforts, how would you respond?Chances are, your answer would sound like a game of martech MadLibs.You’re using Google Analytics, advertising platforms, marketing automation, your CRM and myriad other tools to track, measure and take action on your marketing data. You spend your days building marketing programs, compiling reports, and setting up workflows and dashboards to automate the process as much as possible. And of course, not a day goes by without someone in your organization asking you to “just pull a quick report” for them.You’ve got your hands full.More marketing tools, more problemsThe average enterprise company uses 91 marketing cloud services.Let that sink in.If you’re one of the marketers reading this and wishing you had the budget for 91 tools, you can probably still relate to the feeling of information overload. Managing even five to ten tools, each with a unique set of data and reporting capabilities, is no walk in the par…