Marketing Google

Mobile apps are the most direct conduit to consumers. Americans love their cell phones and are rarely without them by their sides. Consumers spend 90 percent of their mobile internet time in them. And, according to Google, the number one smartphone activity outside of work is in-app shopping, and that 82 percent will “consult their phones on purchases they’re about to make in a store.” As a channel, mobile apps have an inherent appeal to marketers, and yet most brand advertisers don’t allot proportional resources when considering the time spent in-app.Where are the brand advertisers? Where are the CPG companies that count on frequent purchases? Although they’ve been eager to advertise in-app, this channel has made them nervous. They have big budgets to spend, but they want the same campaign quality they expect out of desktop campaigns: is this user a human or a bot? Does this user meet my campaign demographic, psycho-demographic and behavioral criteria? Is this ad viewable and in a br…

As the impact of GDPR crystallizes, not surprisingly, walled gardens are imposing a new wave of data restrictions on advertisers. Their narrow interpretation of GDPR regulations is limiting agencies access to data, measurement and ad serving. This is triggering advertisers to become increasingly interested in a full view of their digital supply chain and greater transparency to measure and improve their media spend.Stringent privacy regulations, are creating a variety of potential risks for agencies and brands without access to data. Fortress style platforms cut-off access to third-party data for ad-targeting, forcing brands to rely solely on  their own first-party information. Fortunately brands can still transparently enrich their data with accurate third-party information to engage consumers across all third-party websites.All of this upheaval is creating several new trends.Change is on the horizonMarketers are sophisticated in their understanding of the supply chain. They are not …

Advertisers are expected to spend just shy of $30 billion on online video this year – an increase of nearly 28 percent year-over-year, according to recent research. It is a whopping number that demonstrates the rapidly growing opportunity to reach target audiences through sight, sound and motion.Leading the pack when it comes to where brands are spending is YouTube. Twenty percent of online video advertising is spent on YouTube. It’s easy to plug-and-play YouTube into your online video plan, but how do you truly maximize your advertising on the platform?Understand YouTube itselfYouTube is the most visited entertainment website in the world. The average visit is more than 22 minutes long. People watch with purpose. They’re leaning forward and highly engaged in what they’re watching.What’s often overlooked is that YouTube is also a search engine – the second largest – and people use it as a utility to research something, to learn about a particular topic, to find a solution for somethin…

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:7 inspiring email templates
Dec 20, 2018 by Digital Marketing Depot
Email allows marketers to reach their buyers at the scale of their business, and forms a critical part of how marketers create the personalized experience that buyers demand. Integral to both campaigns and 1-to-1 communications, email is a main vehicle for sharing content, product information, and education with your customers. Why one marketer thinks smart speakers have their work cut out for them
Dec 20, 2018 by Greg Sterling
Rebecca Stone, LiveRamp’s VP of Marketing, discusses what needs to happen for smart speakers (and displays) to realize their marketing and commerce potential. 3 ways customer data drives more impactful brand experiences
Dec 20, 2018 by Mike Sands
Fostering customer trust and creating a plan for onphysical and digital stores to co-exist are important stra…

Email allows marketers to reach their buyers at the scale of their business, and forms a critical part of how marketers create the personalized experience that buyers demand. Integral to both campaigns and 1-to-1 communications, email is a main vehicle for sharing content, product information, and education with your customers.While there are a lot of ways to build a good email, nothing is as inspiring as seeing how other people do it. Salesforce – Pardot has compiled 7 of the most inspiring email templates from B2B companies of all sizes and industries. From interactive content to unique newsletters, these templates highlight the best practices for delivering the best possible experience to your recipients.How to create simple but truly engaging emails.How a long email can work just as well as a short one.How to personalize your content beyond (and alongside) simple variable tags.Visit Digital Marketing Depot to download “7 Inspiring Email Templates.”The post 7 inspiring email templa…

Voice technology and voice search have, arguably, been adopted faster than any other technology in history. Analyst estimates on smart speaker penetration in the U.S. range from 40 to almost 80 million devices by the end of this year.Despite lots of hype and anticipation, these devices have not emerged yet as a viable marketing or commerce platform. Is that because it’s still “early days” or are there other issues and challenges to be overcome.Rebecca Stone, LiveRamp’s VP of Marketing, who leads the identity resolution company’s efforts to bridge the omnichannel experience, weighed in on the current state of smart speakers and what needs to happen for them to realize their marketing and commerce potential.Q: What’s holding smart speakers back as a commerce platform?There are two primary barriers inhibiting mass adoption of smart speakers as a [commerce] platform, and they’re both closely related. First, the technology has to get better. It’s not quite there yet in terms of sophisticat…