Analyzing attribution: Effectively measuring marketing in the digital world

by Toby McKenna, executive vice president of global advertising at Bazaarvoice

Today’s marketers have access to an unprecedented amount of technologies, tools and data, giving them the ability to execute increasingly sophisticated campaigns, better report the ROI of their efforts and inform future marketing plans. However, with an abundance of data, platforms and channels being used, it’s hard to isolate the best marketing metrics and attribution models to prioritize. Business leaders are demanding more of their marketing teams, challenging them with proving the ROI of their digital campaigns and linking metrics back to meaningful business results. Continue reading “Analyzing attribution: Effectively measuring marketing in the digital world”

Here’s what you need to know to build successful paid newsletters, popup newsletters, morning digests, and community newsletters

Thinking about starting your own email newsletter? A panel at ISOJ 2018 contains a wealth of advice for launching all types of editorial newsletters, from paywalled offerings to limited-run recaps tied to popular television shows to indispensable morning digests to community-creating newsletters. Continue reading “Here’s what you need to know to build successful paid newsletters, popup newsletters, morning digests, and community newsletters”

How Targeted “Pop-Up Newsletters” Grab Hyperengaged Audiences

All that time and effort for an open rate of 20 percent hardly seems worth it, does it? Newsletter marketing might be experiencing a renaissance, but so much of it sticks to a tried-and-true formula: regular drops, same template, point to content available on your hub. Not that there’s anything wrong with that; it’s tried-and-true for a reason. But is it really maximizing the impact of your fantastic brand storytelling? Continue reading “How Targeted “Pop-Up Newsletters” Grab Hyperengaged Audiences”

Lessons Learned from the Quartz Email Team

An interview with Eva ScazzeroJessanne Collins, and Adam Pasick of Quartz.

Including an awesome range of elements (animated GIFs, infographics, videos, and embedded surveys and quizzes), Quartz delivers some of the most engaging and interactive newsletters we’ve ever seen. Design-wise, they’re clean and consistent. Content-wise, they’re smart, relevant, and well-written. And the topics of their Obsession emails are random and nerdy enough to give you a killer edge at trivia night.

Gamifying their newsletter has yielded tremendous results: growing to 700,000 subscribers, they doubled the size of their subscriber base in 2017. ….

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Facebook’s News Feed Announcement and What it Means for Publishers

Just recently, Facebook announced it was changing its News Feed to “bring people together.”
We won’t bury the lede: Here at Keywee, despite our experience helping 500+ publishers distribute their content on Facebook, we don’t know exactly how the announcement will impact organic or paid posts. That said, here are some things we’ve known for a while, and hold true more than ever following Facebook’s announcement. In a nutshell? Publishers should not rush to spend on Facebook to “replace” their organic impressions with paid ones. Instead, they should (continue to) use Facebook as an efficient and scalable content distribution platform. Continue reading “Facebook’s News Feed Announcement and What it Means for Publishers”

Location data is transforming every industry (VB Live)

Prince Nasr Harfouche, a principal at Deloitte Consulting LLP, joins this upcoming VB Live event to share how every industry can leverage location intelligence to transform their digital marketing strategy. Learn how location intelligence, incorporated into digital strategies, helps engage consumers in real time, increases brand loyalty, and provides actionable data. 

Register here for free. Continue reading “Location data is transforming every industry (VB Live)”

The state of AI in marketing in 5 charts

Artificial intelligence is touted as the future of media buying, allowing for automated analysis of several sources immediately.

“AI capabilities are making ad-spend decisions simpler, more efficient and cost-effective,” said Caroline Klatt, CEO of chatbot technology company Headliner Labs. “It’s a new age, and it will only be a matter of time until digital marketers across the board will be leveraging AI strategically to streamline their workflow.”

But while interest and adoption of AI for media buying is growing, the industry is still grappling with roadblocks. These five charts illustrate the push and pull when it comes to using AI in media buying.

Continue reading “The state of AI in marketing in 5 charts”

Cheatsheet: How marketers are planning for ‘post-cookie’ digital media

Conversations around how best to create scaled, single user-ID propositions — also known as people-based marketing, audience planning, identity or ID management, to name a few — continue occurring. Whatever the name, the race is on to own the best-scaled consumer ID proposition.

The need for them persists: Mobile continues to eat the world, making cookie-based targeting increasingly obsolete. Plus, urgency around competing with the scaled persistent ID propositions of Google and Facebook is top of mind, particularly for the ad tech and publishing industries. Now, the General Data Protection Regulation is adding another layer of complexity.

“First-party ID management is evolving, as the need for consent will intensify over the next year and put pressure on the archaic streak of user data capture and storage,” said Amir Malik, digital marketing head for Accenture.

Here’s a cheatsheet on the state of scaled consumer ID propositions:

Key players

  • Agency holding groups have invested heavily in building scaled customer ID propositions over the last year. WPP’s mPlatform launched a year ago, with the aim of building an “mID” for its customers across devices — similar to a Google or Facebook ID.
  • Dentsu Aegis Network-owned performance agency Merkle rolled out its M1 platform, which stores the consumer IDs of around 280 million people in the U.S. based on personally identifiable information like names and email addresses, to Dentsu Aegis Network media agencies in the summer.
  • Omnicom has its own audience-based planning platform called Hearts & Science, which builds identity graphs for clients in collaboration with the agency group’s data and analytics arm Annalect.
  • It may seem like pie in the sky, but 2018 could be the year that ad tech vendors put their competitive agendas aside and work more closely in the name of building scaled, unified ID platforms. There are several consortiums, one of which is DigiTrust, a nonprofit cooperative of ad tech vendors and publishers designed to create a single ID for demand-side platforms, supply-side platforms, data-management platforms and exchanges.
  • AppNexus is leading its own ID consortium with other ad tech vendors.
  • Even publishers are having a go at creating universal customer IDs, albeit of a different kind and for separate reasons. In Germany, Axel Springer has pooled efforts with Deutsche Telekom, auto manufacturer Daimler and other brands to create a GDPR-compliant single customer login platform.

Why it matters 

  • Mobile continues to eat the world but can’t be tracked effectively using cookies.
  • The looming ePrivacy Regulation could throw an unwelcome curveball into the middle of any business reliant on cookie targeting, particularly third-party cookies.
  • Companies need to figure out ways to offer scaled single ID propositions to survive against the walled gardens.
  • The enforcement of the GDPR will be messy. Unified ID logins could help with simply gaining consent.
  • One goal of the ad tech co-ops is to reduce the number of ad calls and other strains on publisher pages that cause page-load latency. That would, in theory, help improve user experience.

The barriers
The GDPR is holding up pretty much any development in digital media and advertising. The uncertainty around how it will be enforced prevents businesses from moving forward with unified ID propositions.

“The industry is in a holding pattern currently,” said Paul Gubbins, independent ad tech consultant. “They can’t go full steam ahead into product research and development and ID deployment until they know the full facts around GDPR and the rules of engagement when it comes to the collection and passing of consent through the connected pipes of the programmatic ecosystem.”

That said, once the Information Commissioner’s Office clarifies the final details around how consent can be gained and how data can be collected and passed on, there will be a mad dash toward scaling ID propositions, according to Gubbins. “There’ll be a race by all vendors to own the scaled ID,” he said. “Building in silos isn’t great for the industry, as there will be that many more IDs to factor into planning and buying.”

The post Cheatsheet: How marketers are planning for ‘post-cookie’ digital media appeared first on Digiday.

On Black Friday, Home Depot saw more mobile traffic than desktop

Home Depot redesigned its mobile site and mobile app last year to offer more customized shopping experiences, and those efforts seem to be paying off in a big way. This Black Friday, the home improvement chain, which has over 2,200 stores across the U.S., saw mobile traffic outpace desktop traffic, said Prat Vemana, vp of online for Home Depot, declining to disclose specific sales numbers. Continue reading “On Black Friday, Home Depot saw more mobile traffic than desktop”

Univision is making original shows for YouTube

Like most publishers in search of social audiences, Univision has its fingers in many platforms, including Facebook, Instagram and Snapchat. But to reach younger, search-driven audiences, it’s putting a big focus on YouTube.

In the past month, Univision has launched its first two original shows for YouTube, and it hopes to release more. One is a daily entertainment show called “¿Qué crees?” (“What do you think?”) that usually runs between one and two minutes per episode. The other, “La Polémica” (“The Controversy”), on Mexican soccer, airs every few days and lasts between three and four minutes per episode. Continue reading “Univision is making original shows for YouTube”

Here’s how social video will evolve in 2018

Over the past few years, the internet has evolved from a text-based medium to the new TV. Cisco estimates that video accounts for 69 percent of all internet traffic in 2017. When the next-generation wireless network, 5G, hits in 2019 and 2020, we can expect that number to grow as more consumers are able to enjoy high-bandwidth video on their mobile devices.

With that growth comes complexity, though. Today’s marketers have to grapple with variables like video length, placement strategies, and ever-present threats from tech giants that traffic in video.

Looking ahead, marketers will face quite a bit of change in 2018 as the market evolves. Here are seven trends that will impact social video in 2018:

1. Six-second ads will gain more currency. Though advertisers have experimented with short-form ads for some time, Google gave its blessing to the format in January when it challenged advertisers to tell their stories in six seconds flat. Since then, Fox also began running six-second ads during NFL games. Talk all you want about decreasing attention spans, the real draw of six-second ads is that they are good for nudging consumers deep in the funnel towards making a purchase. A quick reminder ad can be all you need to get that consumer to take action. That’s why I expect to see a lot more of these ads next year.

2. More advertising on Netflix. Yes, there are ads on Netflix. The company began running promos for its shows this summer. In addition, Accenture has spoken about how it would like to use its digital product placement technology to infiltrate Netflix shows. (A Coke can be superimposed into Orange Is The New Black, for instance.) We’ll see a steady increase in advertising on Netflix in 2018 in part because Netflix is now creating shows at such volume (it planned to release 1,000 hours of new shows in 2017) that it will be hard to make viewers aware of such content without promoting it on the network. With around 52 million subscribers and possibly 100 million by 2020, it will be harder and harder to resist the lure of advertising in 2018. I predict at some point there will be two versions of Netflix: premium ad free and a cheaper iteration with ads.

3. More midroll. While Google got behind six-second ads, Facebook put its weight behind midroll — ads that run in the middle of a video à la TV. What took them so long? While preroll ads might prompt a viewer to flee, with midroll, you are reaching a viewer who is already engaged in the content. The interruptive nature of advertising can be mitigated via effective targeting. If you’re in the market for a new washing machine, then you really won’t mind seeing an ad for one. In addition to backing from Facebook, the reason we’ll see more mid-roll advertising in 2018 is because of consumers’ increasing resistance to ad messages. As more consumers turn to ad blockers and reject preroll, brands will see midroll as a vehicle to reach consumers who are already engaged in content and are more likely to sit through an ad message.

4. Continued consolidation of third-party verification of metrics. With so much ad fraud, marketers are right to be skeptical and ask for third-party verification. In the last year, I’ve seen more consolidation in this area as most have used Google’s DoubleClick, Moat (which is now part of Oracle), or Integral Ad Science. Overall, marketers will continue to be skeptical of their digital advertising partners. That’s a good thing, since such skepticism will weed out the charlatans and fraudsters and allow the ethical companies to prosper. The consolidation of third-party verifiers means that verification will improve and the industry can start winning back marketers’ trust.

5. Amazon will throw its weight around. Amazon has the best consumer data in the business, but advertising has always been a sideline because its main business — retail — has been so good. That’s changing. The company is looking to hire some 2,000 execs in its new New York Office, and most of those jobs will be in advertising. In addition, brands like Geico and Hyundai, who don’t sell their goods on Amazon, have recently come around to advertising during Amazon’s telecasts of Thursday Night Football. In October, the company also began inviting merchants to create product videos to run on to compete with YouTube this holiday season. The idea is to keep consumers from straying elsewhere to get product info. Expect Amazon to continue to tighten its grip next in 2018.

6. More personalization. Personalization is an ad industry mantra that’s more spoken about than executed upon. Video in particular has been tough to personalize since it isn’t customizable the way a banner is. But as addressability and video technology continue to improve, expect to see more efforts at personalizing content in 2018. That could mean more relevant videos or even videos addressed personally to you, like this ad for Alien Covenant on the UK’s Channel 4 that addressed consumers by name.

7. The introduction of 5G. The next-generation wireless network will make its debut to the world during the 2018 Pyeongchang Olympic Winter Games in February and we’ll see sporadic 5G implementations throughout the year. The industry will need to prepare for a sea change, though, as higher-speed wireless’ long-term effects become evident. 5G will be a catalyst for everything from mobile VR to cord cutting to even greater consumption of mobile video. Smart marketers will spend 2018 laying the groundwork for 5G by boosting their VR efforts and taking advantage of the continued erosion of linear TV.

What else? It’s impossible to predict how much advances in AI will affect the marketing world and whether 2018 will be a breakthrough year for other game-changing technologies, like IoT. The only constants will be the continued evolution of technology overall and its effects on how consumers experience brands.

James G. Brooks is CEO and Founder of GlassView.

How One-to-One Marketing Is Changing the Content Marketing Game

Thanks to AI, brands can learn how to market the right products at the right time using the right channel to a specific, individual customer.

We’re on the cusp of a one-to-one marketing revolution, experts say. If that’s the case, why can’t one of my favorite retailers figure out that I am, in fact, female?

Sadly, of all the emails that litter my inbox every day, only a fraction are highly relevant to me. (And many, like the aforementioned retailer, deliver content that’s highly irrelevant.)

But it doesn’t have to be this way.

Extreme personalization has the potential to make brand content much more relevant and appealing to average consumers like me. Like a majority of Americans, I welcome hearing from brands—when the content is relevant. The problem is that most of the time, it’s not.

AI (artificial intelligence) and deep learning software could upend this scenario. Thanks to machines, brands can learn how to market the right products, at the right time, using the right channel, to a specific, individual customer. This kind of extreme personalization has huge potential to help brands break through the noise and forge stronger connections with their target audience.

The Future Is Extreme

Sure, using your customer’s name in an email subject line will help improve open rates. But as far as personalization goes, that tactic is barely scratching the surface.

Unfortunately, going beyond the obvious name-based personalization tactics can be tricky. Brands might try to segment their audiences and provide different messages to different demographics, perhaps based on age or location. There’s a problem with this approach, however. Two 20-something women may both live in Atlanta, but they may have highly diverse preferences in terms of music, hobbies, social activities, clothes, and more. That’s why one-to-one marketing is so powerful: It moves beyond messages aimed at demographic segments to messages aimed at the individual, ensuring each person gets a message targeted specifically to him or her.

While one-to-one marketing has great potential, many brands are struggling to figure out how to translate customer data to personalized content and experiences. While 79 percent of brands surveyed by Sitecore place a high priority on personalization, only 12 percent have the ability to collect data at the individual (versus customer segment) level, according to a press release. Around a third of brands say they lack the skills needed to analyze the data collected, and 42 percent lack the ability to integrate data collection.

Meanwhile, 96 percent of consumers say there is such a thing as “bad personalization,” which can encompass brands using outdated information about them, getting personal customer details wrong, or making incorrect assumptions about what consumers want based on single interactions. Creating personalized content isn’t enough—it has to be the right content for the right person.

Psychologically, people are motivated by personalized content. A study from the University of Texas found that people perceive greater content enjoyment when exposed to a “customized online environment.” For customers, better content is a trade-off. They’re willing to give up more personal data, as long as they get a more personalized experience in return. A Salesforce study found a majority of consumers will share data in exchange for personalized offers or discounts (57 percent), tailored product recommendations (52 percent), or personalized shopping experiences (53 percent).

These days, content personalization is the expectation. Call it the Netflix effect: We now expect retailers and other brands to be analyzing our purchases in order to deliver more relevant suggestions, content, or product discounts.

Amazon, already notable for offering product recommendations, is upping the ante with a new feature called “My Mix.” Amazon already offers suggestions based on past purchases and browsing history, but “My Mix” is a little less like your shopping to-do list and a little more like Pinterest. “My Mix” is populated based on items you heart across the site, offering a Pinterest-like discovery experience for new products. The shop is refreshed several times a day, Tech Crunch reports.

Amazon one-to-one marketing My Mixv

Not all personalization attempts are successful. I recently received an email from Airbnb reminding me of a trip I took a year ago. The trip, I should note, was fantastic; the email content, on the other hand, was anything but. Instead of prompting me to dream about future destinations, the email included a few rental listings for seemingly random big cities. For all the times I’ve used the platform—for quick weekend trips to two-week stays in international locales—I was surprised the email wasn’t more personalized to help me discover new destinations. The context was there with the one-year reminder of my trip, but the content wasn’t up to snuff.

Airbnb one-to-one marketing email marketing

B2B brands are diving into the personalization game, too. Online video platform Vidyard created a personalized video for one of its customers, including a handwritten white board with the customer’s name and a unique script, as detailed by HubSpot. The video goes beyond the expected by taking content personalization to the extreme.

Vidyard one-to-one marketing

These examples highlight several aspects of the future of personalization. Importantly, brands are moving away from marketing to segments and instead marketing to an audience of one. Thanks to the power of machines, marketers can understand how to reach those individual customers at the right time, on the right device, with the right message. Instead of guessing about what messaging is working and what isn’t, AI can help understand individual preferences based on actual consumer insights.

Respecting Privacy

While users have demonstrated a willingness to trade data for tailored messaging, that doesn’t exonerate marketers from treading lightly with how they use that personal information.

Marketers need to be upfront about whether they collect customer data and how they use it. They also need to give customers the ability to opt out, if they desire. No consumer wants to feel like their personal data is being used inappropriately. But part of mitigating the “creepy” factor of using consumer data is showing consumers the benefits of sharing that data. When people see the “Because You Watched” section on Netflix, they appreciate the fact that Netflix is helping them discover great movies and TV shows based on their viewing patterns. Showing users that sharing data provides value can help ameliorate privacy concerns.

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Featured imaged attribution: Joshua Earle

The post How One-to-One Marketing Is Changing the Content Marketing Game appeared first on The Content Standard by Skyword.

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