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Showing posts from December 3, 2019
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Podcorn launches self-serve podcast advertising platform

Podcorn, a marketplace where brands can connect with podcasters, has launched a self-service platform that allows advertisers to create podcast ad campaigns based on budget, ad creative and podcasts that best align with their brand.Brands can sign up on Podcorn to create a campaign, and the platform will use its sponsorship graph to match the campaign with the “best-suited” podcasters. “When both partners agree to the deal, the system sets up a virtual workroom for the project,” the company said.Why we should carePodcasts listenership continues to grow, but the podcast advertising market is still nascent. There are more than 700,000 podcasters, but just 15% are monetizing their content, according to a 2018 report from Hackernoon.Podcorn’s solution narrows the gap between podcasters wanting to monetize their programs and the advertisers ready to invest — giving brands the ability to run native podcast ad campaigns at scale. The company says its machine learning-powered algorithm analyz…

Search and the ecommerce holiday season: Capturing key moments that matter

Search is not static – people don’t consume media in silos – and those consumers demand answers and content in an instant. Customers want information how they want it, wherever they are, in formats that delight — and they want it immediately.This is especially true during the holiday season where SEO powers insights on consumer intent, behavior and trends across all digital channels.If the analysts are right, the 2019 holiday shopping season will be one of the biggest in recent memory: 13% YoY growth for U.S. digital revenue ($136B sales) and 15% YoY growth for global digital revenue ($768B sales). And, while the season extends through the end of the year, a full 50% of all sales will be completed by December 6th – the last day of Cyber Week.With so much shopping concentrated around the start of the holiday selling season – Black Friday through Cyber Week – there’s a lot of pressure on marketers to get the product, promotion and channel mix right ahead of time.Most guidance on optimiz…

How to create a seamless cross-channel customer journey with call tracking

Have you ever started the purchase process online for a complex product like a mortgage or healthcare then had to call the company to get questions answered?Usually, it goes like this: Fill out forms online then get stuck. Call, then repeat everything you put in the forms. Get transferred, repeat everything again. Find out you got transferred to the wrong rep, throw your phone across the room, pour a glass of wine and buy something nice for yourself on Etsy instead of doing grown-up things. While it may seem this like this is done to intentionally torment you, the cause is usually an inability to pass data from online to offline realms. Here’s how you can create a seamless online-to-offline experience for your customers. How call tracking platforms can helpBuying journeys are increasingly digital, but over-rotating to online self-service can be a major source of frustration for consumers who need help sorting out a complicated purchase. Many times, they are going to want to pick up th…

Is it time to consider an identity resolution platform?

From the MarTech Today reportIdentity resolution — the process of connecting the growing volume of consumer identifiers to one individual as he or she moves across channels and devices – has become critical to marketing success. US consumers are projected to own up to 13 connected or networked devices by 2021, according to Cisco’s annual Visual Networking Index.At the same time, consumer expectations for relevant, personalized brand interactions across all of their preferred touchpoints have risen just as quickly. Forrester Research found that nearly three-quarters of consumers react negatively to inconsistencies in brand experiences across devices.In today’s competitive environment, it is essential that brand marketers understand which online devices and offline behaviors belong to a consumer as well as who that consumer is.Martech Today’s all new “Enterprise Identity Resolution Platforms: A Marketer’s Guide” examines the market for identity resolution tools and what you should expec…

Experian’s new identity resolution service seeks to help marketers improve customer experience

Experian has announced a new solution aimed to help marketers connect online and offline attributes and better understand their target audiences. The solution leverages machine-learning algorithms and probabilistic techniques to connect billions of identity signals and data elements, including Mobile Ad IDs (MAIDs) from a variety of internal and external sources.Why we should careIdentity plays a crucial role in helping marketers understand who our customers are. The ever-changing technology landscape, however, creates challenges for marketers trying to analyze their customers’ activities. Experian’s solution will allow marketers to bridge gaps in identity resolution and bring together the appropriate data points to reach customers with relevant, timely campaigns.“The combination of hundreds of digital and offline touchpoints, disjointed technology and data silos make it difficult for brands and agencies to gain a single customer view,” said Kevin Dean, Experian’s president and genera…

5 audiences you should exclude from your PPC campaigns

With the blurring of match type accuracy, PPC has become more about audience targeting than ever before. Ad platforms offer almost infinite ways to slice and dice audiences to reach the perfect customers for your brand.As you build an audience strategy, identifying the people you don’t want to target is just as important as finding the people you do want to reach. Negative audiences help reduce wasted spend, ensure people see the right messaging at the right stage of the funnel, and prevent weary shoppers from being retargeted with products too many times.In this article, I’ll share five audiences you should consider excluding from some or all of your PPC campaigns.Job seekersIf job applicants are coming to your outdoor gear site simply to look for open positions, chances are they’re probably not in the market for a new backpack. So you don’t want to waste retargeting spend showing them ads for your latest sale.You can generally identify these people by building a URL-based audience f…

Facebook tests tool that lets users transfer photos to Google and other platforms

Facebook is testing a new tool that gives users the ability to move photos and videos between Facebook and other platforms, the company announced in a blog post on Monday. The test is initially rolling out with support for Google Photos, with other platforms to follow in the coming monthsThe move is part of the Data Transfer Project, a joint initiative among Facebook, Twitter, Google, and Microsoft aimed at making it easier to transfer data between online services.Why we should careThe move is part of Facebook’s effort to show it’s giving users more data portability, but brands can benefit from this change, too. For social marketers, the new tool will be a welcome convenience with the ability to bulk transfer media, rather than manually saving and re-uploading assets one-by-one.Many smaller businesses use the Facebook Photos feature as a media storage hub as a free DAM. Those teams, in particular, will be able to take advantage of the tool to cut down on the time and effort it takes t…