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Showing posts from February 6, 2020
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Is it time marketers take more ownership over their identity resolution platforms?

In June 2018, the Winterberry Group forecasted U.S. marketers would invest $2.6 billion in identity resolution programs by 2022 — a 188% increase over the course of four years. The growing investment underscores the function of identity programs on marketers’ customer experience and people-based marketing initiatives.Identity resolution — the process of connecting unique customer identifiers to a single, unified customer identity — is the key ingredient for marketers seeking to create hyper-personalized experiences across all customer touch points. But the onset of user privacy regulations, combined with dwindling third-party cookie data, poses significant challenges for marketers wanting to build successful identity programs. So what’s a marketer to do? The first step may be taking greater ownership over your ID graph (the platform that feeds your identity resolution efforts) and your customer data.  ID graphs and identity resolution platformsBefore we dig into the challenges, let’s …

Four powerful tools to optimize your social media conversions

I think you’ll agree with us when we say, “It’s really hard to get conversions from social media channels.” Hours of creation and curation later, all we get are a few likes or just basic inquiries. But what if we told you that getting leads from social media isn’t quite a very hard nut to crack?In fact, by using the below-mentioned tools we managed to get 89 new enquires in the past week alone. That’s a 594% staggering increase from the 12-13 leads that managed to squiggle through previously.Sounds unbelievable?Well, our magic potion is certainly a mix of a few tricks and tools that helped us to achieve this feat. But most importantly, it is the result of months of trials, tests, and efforts of keeping the social community engaged through frequent posting and analyzing.What exactly are social media conversions?Conversions from social media could be anything – from gaining new subscribers to your mailing list, more app downloads, website visits, to closing sales through your social cha…

Now Write your Google Scripts using Modern JavaScript ES6

Google Apps Script has received a significant upgrade ever since it was first released to the public more than a decade ago. Apps Script now uses the V8 JavaScript Engine - it is the same runtime that is used inside the Google Chrome browser and the popular Node.js environment.This essentially means:Developers can write code using modern JavaScript syntax like Arrow Functions, Classes, Array Destructuring, Template Literals and more.The V8 Engine is fast, powerful and continuously improving, It will likely improve the performance and memory utilization of your Google Scripts.Developers can use new JavaScript ES6 features like Symbols, Iterators, Generators, Promises, Maps, Sets and Proxies that weren’t available in the previous version of Google Apps Script.Chrome V8 JavaScript EngineAny new projects that you create inside the Google Apps Script editor automatically use the new V8 runtime.If you would like to upgrade any old project to use V8, go to the Run menu and choose “Enable new…

2 weeks until Search Marketing Expo. Don’t miss out!

In just two weeks, hundreds of marketers like you will head to San Jose for Search Marketing Expo. They’ll access 100+ in-depth sessions on SEO, SEM/PPC, and Digital Commerce Marketing — loaded with actionable tactics that boost traffic, drive conversions, and generate sales. It’s three lanes with no limits!Join them February 19-20 for unrivaled training, featuring inspiring keynote speakers from Under Armour, Procter & Gamble, and Search Engine Land, interactive consulting sessions with industry experts, and the opportunity to meet people who will be your professional colleagues and personal friends for years to come.See what’s in store:Unbiased training from the Search Engine Land experts you trust.100+ sessions will cover site speed, future-proofing for core updates, pros and cons of automation, new rel=nofollow and snippet rules, structuring search and shopping campaigns, selling with video, and so much more.Solutions that will drive ROI and make you a more efficient marketer.

Snapchat added users, increased revenue in Q4, but ‘still extremely under-monetized,’ says Spiegel

Snap Inc., the company behind Snapchat, reported a 44% year-over-year increase in revenue for the fourth quarter of 2019, reaching $561 million. Daily active users (DAUs) on Snapchat reached 218 million, up 4% from 210 million in the previous quarter.Snap fell short of analysts’ revenue expectations of $563 million – a sign the company is still struggling to stand out among rivals like Instagram and now TikTok. Steady growth in DAUs. Wth an increase of 17% compared to a year ago, DAUs rose by the biggest rate year-over-year in the fourth quarter of 2019 since the fourth quarter of 2017 when the daily audience grew by 18%. Total daily time spent by watching Snapchat’s Discover tab increased by 35% year-over-year in Q4 2019.Slowing ARPU growth. The average revenue per user (ARPU) rose 23% to $2.58 year-over-year, but growth is slowing compared to the 33% growth from the previous quarter.Story and Commercial ad highlights. While Snap doesn’t provide a breakdown of ad revenues, the compan…

Chrome’s coming changes to video ad blocking could impact YouTube

Google Chrome’s ad blocking efforts will soon extend to “intrusive” video ads. The browser will adopt the latest standards for video ads from the Coalition for Better Ads, announced Wednesday. The changes will apply to certain pre-roll, mid-roll and non-linear display ads — and likely affect advertising formats on Google’s own YouTube.Three types of video ads targeted. The Coalition for Better Ads has identified three ad experiences for short-form video content that are now included in the Better Ads Standards:Mid-roll ads of any duration.Pre-roll ads or ads longer than 31 seconds that cannot be skipped in the first 5 seconds.Text or display ads that appear in the middle third of a playing video or are larger than 20% of the video content.Timing in Chrome. Chrome will stop showing ads on sites that “repeatedly show these disruptive ads” starting August 5, 2020. The update will affect sites globally.YouTube impact? YouTube will most notably be affected by the elimination of mid-roll ad…

5 tips to help you make smarter martech investments

Media Buyers have a difficult job, whether it’s the hours, heavy workload, or demanding clients – being inundated with choices when it comes to martech vendors doesn’t make things any easier. Working in adtech over the past 10 years, I’ve seen just about every tactic there is to demonstrate uniqueness, create value and bury margin. Navigating through the noise is complicated and can lead to brands and agencies investing in the wrong technology, which is not easily undone. I’ve outlined my top tips below to help brands and agencies navigate the volume of martech vendors and make smarter technology investments.1. CPM pricing = TransparencyWhile many vendors offer “Performance Pricing,” transparency matters. Nearly all media that vendors acquire are bought and sold on cost per mille (CPM). Make sure you’re prioritizing high performance, viewability and visits, but don’t be misled by fancy pricing models that distract from the effective CPM.2. Self-service matters even if you want ‘manage…