People who work in email and CRM are having a hard time with Gmail’s new spam rules. To stay below spam limits, responsible list management means that the number of subscribers will probably go down over time. It’s already hard enough that iOS 15 keeps throwing wrenches into the works. Marketers who use open rates to figure out how engaged their customers are are trying to make sense of a cloudy picture. To deal with these new situations, here are some good ways to handle your email lists, get new subscribers, and......
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Do you know that you have your own info on intent? You don’ need to get it. If you run campaigns, especially on accounts you already have, you have access to much more detailed info than you could buy. It’s only important that you know where and how to look for it. When you find it, you’ll know that what people are selling or telling you about “signals” isn’t really true. What intent signs really mean People who work as marketers have told us that a prospect’s desire for information is linked......
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The most important thing in a friendship is to know and be known. You need to listen to your people to get to know and understand them. Even though it seems so clear, a lot of marketing misses this point of view. Brand stories focus too much on the brand itself and not enough on why the brand exists, even though companies say they are “customer-obsessed.” When deciding to buy, B2B buyers need even more understanding, knowledge, and reassurance. To build a long-lasting connection that benefits both parties, here are some important......
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Early this month, the Association of National Advertisers had some good news for people at Cannes Lions. A shocking 15% of all ad spend in 2023 went to media buys on mostly fake made-for-advertising (MFA) websites. That went down to 4% after a year. The news is a little less good because digital ad spending is expected to rise by 16% in 2024, which is only 4% of a bigger number. Also, 4% is still a lot. Of course, one type of ad fraud is tricking brands into buying programmatic advertising on......
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DAMs are pieces of software that help a company store, organize, and make better use of all of its digital assets. A DAM is the “single source of truth” where marketers can find all versions of media assets that are useful. This includes photos, PDFs, images, audio, video, and even VR or other new forms. A DAM adds metadata to these files that tell marketers everything they might want to know about the file before they use it, like: Does the company have the right to use a picture forever, and if......
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I recall when the internet was spanking new, unfamiliar, and frightening to many people. The organization I worked for was quite conventional, and they promised never to create a website or allow staff to use email. Well, that was in 1996, and as you could expect, a few years later, they couldn’t fight it because the world had changed. It appears that AI is creating the next paradigm change. And instead of being a recent college graduate, I’m now one of those elderly folks who are dubious of what’s going on. But......
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4 things you should do before running your first social media Ad The social media world is brimming with chances for your brand, but you probably already know that. The actual question is how to best use the numerous platforms, ad formats, and technologies to help your business gain a competitive advantage. Fortunately, we’re here to assist with our checklist of four actions to do before launching your first ad campaign on Facebook, Instagram, Twitter, Pinterest, or TikTok. Let’s get started! 1. Develop thorough brand guidelines. Brand standards are dynamic documents that......
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How to launch your Google display Ad campaign Do you want to show your adverts across three million websites and 650,000 apps, reaching 90% of internet users worldwide? Google Display Network is one of the best ways for companies to advertise and attract new customers because of its reach and low cost. However, for newcomers, getting started can be a daunting task. That’s why we’re here to make your path to increased sales and increased brand exposure as simple as possible. How to launch your first Display ad. How Does Google Display......
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How advertisers can survive and win with the Web3 shift The internet is evolving. Users are entitled to privacy. They can avoid Big Tech entirely thanks to cryptocurrency, blockchain, and decentralized apps. And they’re leaving in large numbers. When you add it all up, you have a perfect storm for advertisers: the data pipeline is drying up, ad costs are rising, and ROI is declining. Smart advertisers, on the other hand, aren’t afraid; they’re embracing this new Web3 environment, connecting with new consumers on their terms. They’re diversifying their ad expenditure and......
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Google Analytics audit checklist for beginners Google Analytics should be your greatest buddy until you have the resources to invest in a powerful, fully integrated analytics solution. Data, as they say, is the new oil – complete, precise information has the power to provide substantial insight into the best ways to spend your marketing dollars and optimize your brand strategy for ultimate success. What is the issue? Google Analytics can be challenging to set up. With many options and factors to configure and monitor, the solution is a complete nightmare for inexperienced......
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