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Showing posts from December 6, 2018

Declining engagement, conversions cast shadows on otherwise sunny Black Friday weekend

Marketers breathed a bit easier as record-breaking retail sales rolled in from the Thanksgiving to Cyber Monday stretch. Cart checkouts kept apace throughout the Thanksgiving weekend, totaling a record $7.9 billion in online sales on Cyber Monday alone, according to Adobe. Still, it wasn’t all rosy. Issues such as lower average order values, higher cart abandonment and increased fraud dimmed some of the joy for many marketers.Addressing lower engagement, conversions.  Though the numbers shifted depending on who was doing the measuring, most data show that while sales were high, marketers struggled to engage and convert. Cart abandonment rates increased by 2.6 percent, conversion rates decreased by 9.7 percent and bounce rates increased by 12 percent compared to last year, according to personalization platform Monetate.Search agency NetElixir reported a year-over-year decrease in average order values (AOV) of 4 percent.All agree, though, that Thanksgiving Day and Black Friday results w…

The new best practices for digital brand storytelling

People have been telling stories for thousands of years, and the elements of what makes a good story have changed precious little in that time. Through the stories we tell, we not only entertain and connect with others, but we also convey information about our own beliefs, tastes and aspirations.Brands use stories in the exact same way, and the best marketers understand how important stories are when it comes to demonstrating the how, what and why of a brand’s offering. Although the components of a good story remain as they’ve always been, the process of telling a story in the digital age has evolved considerably as new advertising technologies have emerged.It’s incumbent upon marketers to ensure their use of new technology adheres to the principles and ground rules of good storytelling and advertising. Rather than common, linear storylines, we can now build complex story frameworks, capturing the right user’s attention, in the right place, at the right time, on the right device, with…

What people search for: Tools for trends

Keeping up to date with what people search for online can be invaluable to your business. Whether you’re looking to inform your latest paid search campaign or just need some fresh, trending content for your blog, these tools can help.However, with over 3.5 billion searches each day worldwide, it’s hard to know how to narrow all that data down to help you improve your SEO.Here are some of the many great tools available to help you discover what people search for: the most popular topics, keywords, and trending stories.Google TrendsWhen asking what people search for, it makes sense to start with the largest, most commonly used search engine in the world – Google. Due to its sheer size, Google has some great stats, trends, and insights to dig your teeth into.Let’s look at Google Trends, for example. This gives you a very quick overview of the searches with the most traffic overall, which is continually updated. You can enter a keyword and see how search volume has varied for that term ov…

Amazon ad spend up 3.5X Thanksgiving week compared to pre-holiday ad investments

Amazon reported Cyber Monday was its biggest shopping day in history, beating out this year’s Prime Day sales results and representing nearly 30 percent of the online sales market for the day. Not only was it a big day for sales, but Amazon also saw its biggest single day of ad investments on Cyber Monday, according to the digital advertising platform Kenshoo.Kenshoo says its clients invested 2.2 times more in Amazon native ads on Cyber Monday compared to what they spent on Prime Day, with overall Amazon ad spend during the five days between Thanksgiving Day and Cyber Monday up 3.5 times the average pre-holiday ad investment.Prime Day gives advertisers an opportunity to “prime” the pump. Margo Kahnrose, vice president of marketing for Kenshoo, says the increase in ad spend on Cyber Monday compared to Prime Day signals that advertisers are confident their Amazon investment is going to pay off.“The Q4 shopping days are so critical to brands that they can’t go into them with experimentat…

Marketing Day: Chrome ad blocker, Facebook Stories for Groups, Nike’s Colin Kaepernick ad

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:Google now allows its Chrome browser to remove all ads from ‘abusive’ sites
Dec 5, 2018 by Barry Levine
Announced last month, the capabilities of the now-released Version 71 could become a model for enforcing online ad standards.Facebook rolls out Group Stories globally, adds emoji reactions
Dec 5, 2018 by Amy Gesenhues
Group Admins have a variety of existing controls to monitor both the content and the members contributing to Stories.The best way to understand omnichannel is to work backward
Dec 5, 2018 by Lewis Gersh
Why has the idea of omnichannel marketing fallen from favor? Columnist Lewis Gersh says it’s because of inflated expectations, rooted in some fundamental misunderstandings of the underlying technology.Here’s why Nike’s Colin Kaepernick gamble wouldn’t work for Under Armour
Dec 5, 2018 by Matt Crush
Brands have customers driven by…

Google now allows its Chrome browser to remove all ads from ‘abusive’ sites

Out this week, Google’s latest Chrome browser now has more muscle to battle annoying online advertising.Version 71 — for Windows, Mac and Linux — adds the ability for Chrome to detect websites with deceptive or overly-aggressive ad techniques.Such sites, presenting what Google calls “abusive experiences,” will be blacklisted by the browser, and, 30 days after Google sends a warning notice, ads on that site won’t be shown to users visiting the site with Chrome — even if the ads have been served by Google’s platform. If desired, a user can disable the browser’s ad blocking engine.‘Unprecedented features’ against abusive practices. Chris Olson, CEO of compliance and anti-malware monitoring service The Media Trust, told me via email that these abusive experience reports and the ability to remove ads from a displayed site “are all unprecedented features” for a browser.Abusive practices include hidden click areas, site functions like “next” buttons that call an ad, phishing to trick users i…

What’s a CDP? Does your company need one?

Gartner predicts that the average US adult will own more than six smart devices by 2020, making cross-device IDs and identity resolution — the ability to consolidate disparate sets of data into an individual profile — a critical need for marketing effectiveness. As the number of touch points in the customer journey expands, Customer Data Platforms (CDPs) allow marketers to break down first-party customer data silos to unify and normalize contact information.MarTech Today’s “Enterprise Customer Data Platforms: A Marketer’s Guide” examines the current market for enterprise customer data platforms (CDPs) and the considerations involved in implementing the software. This report answers the following questions:What features do CDPs provide?What trends are driving the adoption of CDPs?Does my company need a CDP?Also included in the report are profiles of 22 CDP vendors, pricing information, capabilities comparisons and recommended steps for evaluating and purchasing. Visit Digital Marketing…