Wed.Mar 27, 2024

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The Buyer's Journey: Best Content for the Consideration Stage

Aspiration Marketing

Your potential customer has made it past the awareness stage and is now considering your business as a solution: this is the consideration stage of the buyer's journey. You must ace your consideration stage content to keep this individual's interest and move them to the final stage. Let's dive into what that entails.

Customer 148
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Google changes definition of ‘top ads’

Search Engine Land

Google updated its definition of top ads in its Help Center to better reflect how ads can appear in Google Search A spokesperson told Search Engine Land that this just a “definitional change” and that it would not affect how performance metrics are calculated. What are top ads? Top ads are ads that appear above the organic result, and also below organic results for certain queries.

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Eliminate Fixed Costs: Financial Tips for Marketing Agencies

Social Media Examiner

Are fixed costs threatening your profit margins? Do you need better financial planning practices to weather economic fluctuations that affect your agency? In this article, you’ll learn key strategies for managing finances through unpredictable conditions. Why Are Fixed Costs a Major Threat to the Sustainability of an Agency? Digital marketing agencies are no strangers to […] The post Eliminate Fixed Costs: Financial Tips for Marketing Agencies appeared first on Social Media Examiner.

Finance 76
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Google Analytics real-time reporting bug confirmed

Search Engine Land

Google has confirmed an issue with the real-time analytics reports within Google Analytics, GA4. Many profiles show zero real-time traffic being reported since early this morning ; some are seeing a fraction of their normal real-time traffic being reported, and some are seeing normal traffic. Google working on a fix. Ginny Marvin, Google’s Ads Liaison, responded on X saying, “Thanks for flagging.

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How to Leverage Behavioral Science Insights for Direct Mail Success

Speaker: Neal Boornazian, President and Nancy Harhut, Co-Founder and Chief Creative Officer - HBT Marketing

Direct mail has consistently remained a powerful tool in the marketer's arsenal, but in an age of digital dominance, its effectiveness hinges on the strategic integration of behavioral science. 💡 When you incorporate powerful behavioral science principles into your direct mail marketing strategies, you can prompt the hardwired decision-making shortcuts your audience relies on — and that automatically unlocks new avenues for engagement, conversion, and brand loyalty.

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10 ChatGPT prompts for digital marketers by Digital Marketing Depot

Martech

This guide offers a curated collection of prompts tailored to various marketing roles, from social media to SEO. Learn best practices for interacting with AI and discover how to effectively leverage tools like ChatGPT to boost productivity, creativity, and strategic thinking. Each prompt comes with a detailed explanation and practical example, making it easy to apply AI to your everyday marketing tasks and challenges.

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Exploring Meridian, Google’s new open-source marketing mix model

Search Engine Land

Meridian , Google’s new open-source Marketing Mix Model (MMM), has entered the rapidly evolving market for advanced marketing analytics and forecasting tools. This article explores Meridian’s key features, capabilities and limitations, comparing it with Meta’s MMM called Robyn. It delves into how Meridian leverages advanced techniques like hierarchical geo-level modeling, Bayesian methods and scenario analysis to offer actionable insights for cross-channel budget optimization

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Google suspended 12.7 million ad accounts and blocked 5.5 billion ads in 2023

Search Engine Land

Google’s 2023 Ads Safety Report revealed that it blocked or removed 12.7 million advertiser accounts last year – nearly double the previous 12 months. Additionally, the search engine blocked or removed 5.5 billion ads for violating its policies – slightly up from the prior year. Why we care. Cracking down on fraudulent accounts is critical for brand safety and also helps to ensure a safer space for consumers so that they can confidently make online transactions.

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How To Survive 3 New Threats to Your SEO Strategy

Content Marketing Institute

Three cataclysmic forces are shaking the search landscape – Google's Search Generative Experience, the flood of AI content, and the growth of social search. It’s time to see the threats and figure out what to do. Here’s some help.

SEO 67
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10 ChatGPT prompts for digital marketers by Digital Marketing Depot

Search Engine Land

This guide offers a curated collection of prompts tailored to various marketing roles, from social media to SEO. Learn best practices for interacting with AI and discover how to effectively leverage tools like ChatGPT to boost productivity, creativity, and strategic thinking. Each prompt comes with a detailed explanation and practical example, making it easy to apply AI to your everyday marketing tasks and challenges.

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Maximizing your B2B spend: Is account-based marketing worth it?

Martech

In B2B marketing, the traditional approach of casting a wide net is increasingly being challenged by a more targeted and personalized strategy: account-based marketing (ABM). This method focuses on identifying and engaging with specific high-value accounts, treating each as its own distinct market. But is ABM the right approach for your business? This article explores the potential benefits and challenges of implementing an ABM strategy, along with key factors to consider when evaluating its sui

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Sales & Marketing Alignment: How to Synergize for Success

Speaker: Carlos Hidalgo, Co-Founder & CEO of Digital Exhaust, Author, International Keynote & TEDx Speaker

Recent research shows that only 50% of B2B organizations state that they have good alignment between their marketing and sales teams. This lack of alignment tremendously impacts the ability to meet business goals, and is a limiting factor for building and maintaining customer relationships. While many B2B organizations continue to struggle with aligning their marketing and sales teams, they can take practical steps to unify both teams and simplify their overall approach.

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Maximizing your B2B spend: Is account-based marketing worth it?

Search Engine Land

In B2B marketing, the traditional approach of casting a wide net is increasingly being challenged by a more targeted and personalized strategy: account-based marketing (ABM). This method focuses on identifying and engaging with specific high-value accounts, treating each as its own distinct market. But is ABM the right approach for your business? This article explores the potential benefits and challenges of implementing an ABM strategy, along with key factors to consider when evaluating its sui

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How marketers are investing in games: IAB PlayFronts

Martech

Zoe Soon, IAB’s vice president, Experience Center, delivers measured optimism at IAB PlayFronts in New York. Image: IAB. The gaming industry saw a lot of disruption over the last year, including the consolidation of major publishers, layoffs and canceled game releases. On the ad side, however, marketing budgets for gaming are growing. As a result, the tone at the third annual IAB PlayFronts this week was measured but optimistic.

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4 Metrics You Should Add to Your Email Reporting

Litmus

Gone are the days of using only open and click-through rates to evaluate your email’s performance. Even with increasing data privacy regulations , marketers are finding new ways to measure and track their campaign’s success–including better methods to evaluate audience engagement. Ready to lift your email reporting to the next level? Here are four metrics you should add to learn more about your audience and how to get more thorough insights on them using your email campaign performance. 1.

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Boosted Posts vs. Ads: Tips for Facebook, Instagram, LinkedIn

Hootsuite

The language of digital advertising can be confusing: ROI, UTMs, CTRs… One particularly common question is: what exactly is the difference between a boosted post vs ad on social platforms? It’s a bit of a tricky one to answer because boosted posts are technically a form of social advertising. However, they are created, promoted, and reported on differently from other social ads.

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Are Your Impact Comms Resonating With Stakeholders?

Whether your organization is at the start of its sustainability and impact journey or years into it, many brands share a common concern: the uncertainty of whether they are sending stakeholders mixed messages. Creating content that speaks to your audience's “love language” can be a tricky dance. But, worry not! 3BL has put together tips to ensure that your content not only finds its rhythm but also resonates with your target audiences.

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Why is there a backlash against purpose-driven marketing?

Businesses Grow

All over the web, I’m reading accounts about the ineffectiveness of purpose-driven marketing. Have marketers ruined everything again? The story goes like this: Companies make claims of civil service, altruism, and environmental goodness and then don’t follow up with actions. Bad actors have been in the news so much many people — especially young people — don’t trust any corporate claims any more.

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Setup Pulse - 4.1.24

Set Up

Welcome to the Set up Pulse for Brands and Agency marketers alike! Every other week, we’ll provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. Read about what’s being talked about this week! Trending Topics Social Doesn’t Want You to Leave A recent report by SparkToro shows that social is driving very little traffic to websites.

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Becoming & Hiring a Content Writer in the Philippines

Spiralytics

Poor content quality, limited creativity, and lack of keyword optimization… are these issues your brand struggles with? Many marketing professionals grapple with SEO strategies without access to skilled writers who can elevate their content and online presence. But interestingly, content writing in the Philippines has boomed. Thanks to advancements in remote work technology and the growing demand.

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Winning Strategies With Inbound Marketing

yorCMO

We’ll talk about what inbound marketing is, how it differs from traditional outbound marketing, and how to do inbound marketing right.

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The Resurgence of Direct Mail as a Growth Marketing Strategy

Speaker: Jeff Tarran, COO, Gunderson Direct & Margaret Pepe, Executive Director of Product Management, U.S. Postal Service

Learn the secrets to direct mail success for growth marketers! Industry veterans Jeff Tarran and Margaret Pepe are here to delve into how direct mail has completely evolved in recent years, and has rightfully earned a seat at the table alongside the email and digital marketing plans of SMBs, enterprise companies, and agencies as they look into strategy for 2024 and beyond.

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Catching Up with Customers.ai – What’s New in Q1

Customers.ai

Can you believe it’s almost the end of Q1? We most certainly cannot. The past few months have been an exciting whirlwind for us at Customers.ai. As we get prepped for an even more exciting Q2–can’t say too much but we’re pumped –we wanted to take a moment and reflect. We’ve launched tons of exceptional new features designed to help marketers overcome the challenges they’re facing now and will face in the future.

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Amazon ordered to publicly share details of ads it serves in the EU

Search Engine Land

Amazon must now share details about the ads it serves in the European Union through a public library. The retail giant is being forced to provide more transparency about its ad operations under the EU’s Digital Services Act (DSA) after losing an appeal in the Court of Justice of the EU (CJEU) for a temporary suspension. Why we care. The creation of an Amazon ads library will offer marketers valuable insights into how the retail giant showcases and profits from campaigns.

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How review management helps brands

Sprout Social

Translating reviews into actionable steps allows you to take control of your online reputation, identify areas for improvement and showcase your commitment to customer satisfaction. But it can be time-consuming and often overwhelming, especially when you’re struggling to keep up with reviews on different platforms. In this article, we cover what review management is, how it supports reputation management and what its benefits are.

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I Posted LinkedIn Carousels for a Week – Here's What Happened

Buffer Marketing

In our article on the best type of content to post per platform , we discovered something interesting: LinkedIn carousels get the third highest engagement after videos and images. Perhaps more interestingly, we also discovered that LinkedIn is the social media channel where we saw the smallest difference between the various media types. For example, video posts only ranked 0.1 percent higher than photo posts, and photo posts were only 0.4 percent higher than PDF carousels.

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What Regulations Will Impact Sustainability Comms in 2024?

Navigating the waters of sustainability reporting disclosures and regulations can be intimidating, to say the least. With various measures set in motion in 2023 to keep companies accountable, there is a lot in store for brands’ impact communication in the upcoming year. 3BL is kicking off this January with our Navigating ESG Comms Through the Cosmos - Capricorn Edition by highlighting the impact of: The U.S Securities and Exchange Commission (SEC) Climate disclosure rules The European Commission

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Adobe continues to roll out genAI capabilities across its platform

Martech

“When we think about the magic and value of AI, we know that it actually comes only from a seamless integration into the workflows that you, as customers, already know and love.” That was the message from Adobe CEO Shantanu Narayen to his audience at the 2024 Adobe Summit as he announced the integration of Adobe Firefly Services (its flagship genAI offering) across Document Cloud, Creative Cloud and the applications with Experience Cloud, Adobe’s marketing and CX suite. “