Thursday Thoughts On Advertising 2
Every Thursday we look at the trends/updates/interesting articles found in the Marketing + Advertising + Tech industry. Each submission is presented by a different MA+A employee and covers various topics applicable to our business. The following are professional opinions, summaries or both.
This week we’ll look at: Customer Journey Mapping, PPC: Google’s Recent Beta, Industry Updates & Paid Social Advertising.
CUSTOMER JOURNEY MAPPING
Making Data-Informed Decisions Using All Touchpoints See the article here
Digital isn’t getting any easier. Now that we have all of these various measurements online… how does it relate to the real world with real revenues? It’s not enough to just compile this data either. MA+A focuses on making insights from the data that inform business decisions. In order to do that, you have to make these data-driven decisions by considering every piece of data you have access to.
CUSTOMER JOURNEY MAPPING
Fractional Attribution Along the Customer Journey See the article here (same as above article)
It’s clear that fractional attribution is the key to success nowadays. One of my main roles here at MA+A is to map and understand the consumer journey. Understanding the smaller touchpoints along the journey is key to closing a sale. The old way would be to cold call until you got a client (very bottom of the funnel and not very effective). Now, we take into consideration the fact that a customer has been to 5+web pages, opened 36 emails and read 3 pieces of content right before contacting us. We can map the entire journey and realize the role that all marketing efforts (email, content, list segmentation, lead scoring, social) have played in the sale being closed. This approach is a lot more holistic than the simple bottom of the funnel efforts & attribution.
PPC: GOOGLE'S RECENT BETA
Responsive Search Ads Hit Beta. See the article here
Going along with Google’s recent theme of creating a more relevant ad experience for users as they are searching, Google has announced responsive search ads has hit beta. This latest update promises to get advertisers in more keyword auctions, while also tailoring ad messages to searches that are more relevant to their search terms. Advertisers will now be allowed to put as many as 15 headlines and 4 descriptions per responsive ad, which will be in constant testing to ensure that performance increases based on data.
What AT&T Shifting to Digital Means See the article here
App Nexus, an AdTech platform, was purchased by AT&T last week! This is a huge step in the right direction for TV ads being purchased through programmatic means. Human interface with the buying and selling of all media is becoming archaic/
According to Ben Tregoe, SVP of Nanigans, “If you want to be a big player in this space (AT&T), you have to control your ad stack. You have to have that end-to-end capability … The value of a streamlined ad stack is that it helps you monetize your audience better.”
PAID SOCIAL ADVERTISING
Facebook Advertisers Will Have To Adjust See article here
This article touches on the adjustments Facebook advertisers are going to have to undergo given the recent controversies the platform has emerged from. Ad policies are more stringent, and if you were relying on third-party data providers for Facebook ad targeting, such as Oracle or Acxiom, you’re going to have to find other parameters within Facebook’s own capabilities, such as demographics and interests.