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Showing posts from November 16, 2019
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Facebook releases several ad personalization capabilities

Facebook is bringing more machine learning-driven capabilities to its ads platform to improve personalization, the company announced this week.Dynamic formats and ad creative for Dynamic Ads. Advertisers will now be able to automatically serve different ad formats to audiences based on the machine learning model’s prediction of a user’s format preference. Campaign managers can access this capability from the Facebook Dynamic Ad unit when creating ads for the catalog sales, traffic and conversions objectives in Ads Manager or the API.“The dynamic formats and ad creative solution aims to meet people where they are in the customer journey by delivering a personalized version of the ad to everyone who sees it,” Facebook said.Multiple text optimization in single-media ads. As we reported last month, Facebook has also rolled out a responsive ad feature that allows advertisers to input multiple text options for the primary text, headline and description fields when building single-media ads …

TikTok teases social commerce capabilities with shoppable video test

TikTok, the short-form video app owned by ByteDance, is testing shoppable video posts, making it possible for influencers on the platform to place social commerce URLs within their posts. The test was shared by Fabien Bern, owner of a Chinese influencer agency, who posted an example of a shoppable video post via his Twitter account. Bern’s example showed an influencer video that included a URL within the video leading to the influencer’s Amazon product page.TikTok later confirmed to Adweek that it was testing the feature, but did not disclose details on whether or not it would receive a wider roll-out. Marketing Land has reached out to TikTok for comment.Why we should careSocial commerce is gaining traction as platforms add new capabilities to support direct-to-consumer and big brands’ e-commerce goals. Platforms are racing to give advertisers tools to make the journey from product discovery to purchase as seamless as possible — Instagram’s in-app check-out feature and Pinterest’s mov…

Email marketing: It’s the audience, stupid

Finally, it’s time to discuss the people you’re trying to reach with your email messages – your Audience. Here we shift to the Optimization section of the Periodic Table of Email Optimization and Deliverability, which we’ve been exploring in recent weeks. The most important element of all is the Email Address (At), the unique identifier for your subscriber. This is the most valuable piece of information that we can collect. Email addresses are typically assembled into Lists (Ls) – groups of email addresses that are uploaded to distribute email messages to. Each List, however, can be divided into various cohorts — depending on the amount of data you have on them — via Segmentation (Sg). Segmentation allows marketers to choose smaller groups of customers, or potential customers, and communicate with them in a manner that is specifically tailored to their particular demographics, locations or behaviors. Personalization (Me) refers to the practice of using subscriber data to tailor-make c…

Be the first to see the new SMX West agenda

Smart marketers know that continued training is the key to staying ahead of the competition and achieving professional goals. That’s why they’re attending a completely revamped and redesigned Search Marketing Expo – SMX West.Join us in San Jose, February 19-20, 2020, to cross-train on the most important elements of successful search marketing campaigns… you know, the traffic-driving, lead-generating, revenue-boosting ones.The Search Engine Land experts — the industry publication of record — have reorganized the agenda into three search marketing lanes with no learning limits: You’ll get double the amount of tactic-rich SEO and SEM sessions SMX is known for, together with brand new programming on digital commerce marketing.Here’s a taste of the 60+ sessions in store:SEOSite Speed Is A Crucial Ranking Factor. Here’s What You Need To Know.Future-Proof Your Sites For Google Core UpdatesThe New NoFollow And Snippet RulesSEMTactical Tips For Creating More Persuasive AdsUnderstanding And Ana…

MarTech returns to San Jose April 15-17, 2020

Nearly 2,000 senior marketers like you will attend MarTech® next April 15-17 in San Jose, CA. Join them to learn actionable tactics, best practices, and proven solutions that can help you overcome your toughest marketing challenges.The site is up and registration is open! Book your pass now to secure the lowest rates available — up to $900 off on-site prices. (Pro-tip: Register before year end to use up any unallocated 2019 budget.)I’ll reach out soon with more details. In the meantime, catch up with coverage from last September’s MarTech Conference in Boston!Psst… Planning your company’s 2020 professional development activities? MarTech is a great value for teams. Register now!The post MarTech returns to San Jose April 15-17, 2020 appeared first on Marketing Land.

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Google on building a better holiday omnichannel strategy

NEW YORK – Today’s customers alternate between shopping online and offline, searching for the products and services they need at the exact moment they need them, said Zack Bailey, head of omnichannel solutions at Google. Bailey opened up a keynote session at SMX East on Thursday alongside his colleague Irem Erkaya, global product lead at Google.Three-quarters (76%) of holiday shoppers will search on three or more channels (think retailer websites, social, and marketplaces) when making purchase decisions, according to Google. To drive toward success for the holidays, Bailey and Erkaya offered up several tips and best practices for advertisers managing omnichannel campaigns this season.Google’s presentation touched on three areas that advertisers will want to keep in mind for holiday campaign activations. These include: expanded inventory for Showcase Shopping ads, tips for maximizing online and offline ROI across all touchpoints of the customer journey, and a discussion on driving holi…

Nearly half of businesses aren’t investing in personalization technologies despite citing customer experience as a top priority

One would think that with more than 7,000 martech tools available to create exceptional digital customer experiences, businesses would have little trouble building a marketing stack that delivers a seamless customer journey — but that doesn’t appear to be the case, according to Simpler Media’s latest State of Digital Experience report.Of the 325 digital customer experience executives surveyed by Simpler Media, 79% said digital customer experience (DCX) was an extremely or very high priority for their organization. Yet, nearly half (46%) reported they had yet to invest in personalization tools or had no budget in place for such technology. Just 9% said they are using personalization tools, while 27% said they are testing them.How would you describe your organization’s use of digital customer experience personalization tools?“We can’t take personalization out of the broader digital experience,” said Siobhan Fagan, managing editor of CMSWire. Fagan presented the report findings during he…