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Showing posts from April 26, 2019
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One-to-one-household marketing requires solving the ‘shareability’ problem

‘I’m going to open this column by repeating, verbatim, the opening line from another recent Marketing Land article:“At a time when technology is enabling marketers to inch ever closer to one-to-one marketing, one of the industry’s most highly respected institutions suggests that this ‘Holy Grail’ may not be all it’s cracked up to be.”I agree with that highly respected institution, the Advertising Research Foundation (ARF), and I’d like to add a reason beyond those Robin Kurzer enumerated in her analysis: One-to-one marketing is not an effective approach for purchases that involve more than one decision maker.I’m not buying what you’re selling (at least not today, and not all by myself)Think of the last time you bought a car. Did a single prompt from a single channel — display ad, TV commercial, radio spot, magazine ad — inspire you to immediately head to the dealership to purchase a specific make and model?Of course not. (And it certainly didn’t drive you to go online and click to pur…

SEO case study: How Venngage turned search into their primary lead source

Venngage is a free infographic maker that has catered to more than 21,000 businesses. In this article, we explore how they grew their organic traffic from about 275,000 visitors per month in November 2017 to about 900,000 today — more than tripling in 17 months.I spoke with Nadya Khoja, Chief Growth Officer at Venngage, about their process.Venngage gets most of their leads from content and organic search. The percentage varies from month to month in the range of 58% to 65%.In Nov 2017, Venngage enjoyed 275,000 visitors a month from organic search traffic. Today (16 months later) it’s 900,000. Nadya Khoja (their Chief Growth Officer) extrapolated from their current trend that by December of 2019 (in nine months) they will enjoy three million organic search visitors per month.In 2015, when Nadya started with Venngage, they saw 300 to 400 registrations a week. By March of 2018, this was up to 25,000 a week. Today it’s 45,000.While Nadya had the advantage of not starting from zero, that i…

Buying audience data: A lesson from 4 Subway marketing slogans

Today, every brand and agency knows that advertising is a data-driven endeavor. But the ubiquity of data hasn’t made it any easier to understand the notoriously murky data business, much less identify which data sets or audiences are going to work best for a particular campaign. Brands and agencies consistently ask versions of the same question: “How do I know this data is any good?”While there are hundreds of vendors who will promise that their products are the best, the easiest way for brands and agencies to evaluate data might be to think like Subway.Yes, Subway, the sandwich chain. Subway has ingrained itself in the American dining landscape this century, aided by considerable investment in advertising and many fantastic taglines — chances are, consumers still know which chain is responsible for a $5 footlong. When brands and agencies evaluate their data through the lens of Subway’s marketing messaging, I think they’d be pleasantly surprised to see how applicable the sandwich make…

Snap Select will let advertisers reserve video inventory at fixed CPM

Snapchat announced Friday it is launching Snap Select to give advertisers using the platform’s six-second non-skippable Commercial ads access to premium video inventory. Snap Select is scheduled to roll out later in the second quarter and will allow advertisers to reserve inventory via Snap’s Ads Manager at a fixed cost-per-impression.Why we should careSnap has been putting a lot of time and effort into building out Discover programming options, now offering more than 450 premium content channels worldwide from outlets like NBCUniversal, ESPN, BuzzFeed, Viacom, Discovery and Refinery29.Over the last year, the time spent watching Shows on Snapchat (content produced by the company’s Discover partners) has more than tripled. Snap said nearly half of its daily Discover viewers watched content on the platform every day of the week last quarter.With Snap Select, advertisers will now have access to the app’s top video content and the ability to reserve Commercials inventory to run at certain…

IAB Europe releases new GDPR consent framework for comment

IAB Europe, in partnership with IAB Tech Lab, announced Thursday new technical specifications for its second iteration of the Transparency & Consent Framework (TCF v2.0), designed to facilitate GDPR and ePrivacy Directive compliance for ad tech vendors.The new specifications are currently available for public comment over the next 30 days.Why we should careIAB Europe’s TCF offers companies a framework with which companies can manage GDPR-approved consent collection from users and site visitors. The new version takes into account feedback from publishers for more granular controls among the requests. With more explicit terms and practices outlined in TCF v2.0, publishers and vendors have access to deeper knowledge and control when collecting and managing personal data. The framework provides more intuitive solutions and resources so that publishers, tech vendors and advertisers can more easily meet the transparency and consent requirements of GDPR.Google, which has not signed on to…