Sat.Feb 11, 2023 - Fri.Feb 17, 2023

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Getting Back to the Basics of Human Connection

Adweek

Advertising is the only language of communication between the consumer and the brand. If you personify brands, and a consumer's experience with a product is the equivalent to a romantic courtship, then advertising is really about establishing the trust that gets you there. It's about uncovering, understanding and linking the needs and aspirations of one.

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E-commerce conversion rates benchmarks – 2023 update

Smart Insights

E-commerce conversion rate and lead generation landing page stats for desktop and mobile devices for benchmarking averages across different industries As you will know, conversion rates are often used as a KPI to review the effectiveness of e-commerce sites. Naturally, … The post E-commerce conversion rates benchmarks – 2023 update appeared first on Smart Insights.

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4 emails that customers will love — and help them love you

Martech

Is your brand easy to love? It is if your products and services are better than anyone else’s for the price. But that’s not the only way to create a lovable brand. Lovable brands embrace customers even when they aren’t in the mood or the market to buy. In dozens of ways, these brands show they appreciate shoppers for more than their lifetime customer value.

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Broadcast or Video? The Choice Broadcasters Have to Make

VideoWeek

Approaching a decade ago, I wrote an analyst report on ITV called “More than just linear TV” (which, funnily enough, is very similar to ITV’s current strategy tagline “More than TV”, and predates it, but I digress!). The crux of the report’s argument was that, as broadcasters built up their broadcast video on-demand (BVOD) services, they should be seen less as linear TV companies and more as video distribution platforms, and so increasingly agnostic as to their platform of distribution.

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How to Stay Competitive in the Evolving State of Martech

Marketing technology is essential for B2B marketers to stay competitive in a rapidly changing digital landscape — and with 53% of marketers experiencing legacy technology issues and limitations, they’re researching innovations to expand and refine their technology stacks. To help practitioners keep up with the rapidly evolving martech landscape, this special report will discuss: How practitioners are integrating technologies and systems to encourage information-sharing between departments and pr

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A Fresh Look at B-to-B Marketing Through Social-Colored Glasses

Adweek

For decades, b-to-b brands have formed their visual identity and logos based on "professional" tones and styles. We've all seen them: blue or red text splashed on a plain white background with minimal additional color, often devoid of any personality or flair. Appropriate for a corporate audience? Sure. Effective in attracting today's social-first audience?

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Social commerce 2023 trends and tactics: Grow your e-commerce strategy through social media

Smart Insights

Social commerce trends to create seamless e-commerce experiences directly in social channels your customers love One of the things that has always fascinated me about social media is the way it continues to adapt and evolve to changing consumer trends. … The post Social commerce 2023 trends and tactics: Grow your e-commerce strategy through social media appeared first on Smart Insights.

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Yahoo Shuttering Its SSP Is Evidence That Ad Exchanges Are Becoming Interchangeable

AdExchanger

Yahoo pulling the plug on its SSP demonstrates how difficult it’s become for supply-side platforms to prove their value in a commoditized marketplace. The post Yahoo Shuttering Its SSP Is Evidence That Ad Exchanges Are Becoming Interchangeable appeared first on AdExchanger.

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How Mountain Dew Pitch Black Got in the Ring at WWE’s Royal Rumble

Adweek

The WWE wanted to bring back brooding superstar Bray Wyatt for the first time since July 2021. PepsiCo sought to resurrect its Pitch Black flavor of Mountain Dew, which had been dormant since 2019. Tag teams have formed under far flimsier premises. Almost a year before WWE's Royal Rumble on Jan. 28, WWE and PepsiCo.

Marketing 357
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P&G’s Pritchard says AI, algorithms are improving ad effectiveness

Marketing Dive

With more sophisticated in-house teams and the marketer saving millions, Pritchard said agencies will need to “see around corners” more than ever.

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Prepare for an unpredictable economy with email marketing by Bloomreach

Martech

In the modern ecommerce world, personalization is everything. It’s what engages customers, inspires them, and keeps them coming back. As the global economy remains uncertain, it’s important to apply those personalization tactics to your tried-and-true customer communication strategy — email marketing. Simply put, first-party data is the fuel you need to drive successful email personalization initiatives and strategies in ecommerce.

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Retail media advertising: How e-commerce is becoming AdTech’s next frontier

what retail media advertising is what a retail media network is how the changes in the privacy landscape benefit retail media networks how retail media network functions market overview of retail media networks

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10 Black Ad Tech Professionals Making Waves in Digital Media

Ad Monsters

For some, Black history is a celebration that spans 28 days— or 29 on a leap year. But for others, Black history is a daily mantra. It is a dedication to the constant upliftment of Black people through community work, activism, and personal achievement. Black history often focuses on the trauma of our ancestors, and of course, we should always commemorate their bravery and sacrifice.

Ad Tech 105
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Tubi Goes for Most Viral Super Bowl Moment With Prank Ad

Adweek

Tubi took over Twitter chatter with its Super Bowl debut during halftime, but the ad-supported streaming service wasn't done. After airing a 15-second teaser during the fourth quarter that built on its first spot "Rabbit Hole," Tubi went in an entirely different direction with a second surprise 15-second promo. The promo was also done in.

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A Guide To Vetting Programmatic Partnerships

AdExchanger

With so much reliance on third parties in all of our businesses, it is important to remain appropriately skeptical and vet each company. The post A Guide To Vetting Programmatic Partnerships appeared first on AdExchanger.

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How to create winning B2B programmatic ad campaigns

Martech

Programmatic ad campaigns live and die on getting customer segmentation right. For B2C that means looking at large behavioral trends of big groups of people For B2B it’s a more detailed and intricate process, focused on the behaviors of very small, specific groups. We asked Annamarie Andrews, VP for global marketing at Cielo , an international talent acquisition partner, to walk us through two programmatic B2B ad campaigns — how they did it and what they learned along the way.

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ABM Evolution: How Top Marketers Are Using Account-Based Strategies

In times of economic uncertainty, account-based strategies are essential. According to several business analysts and practitioners, ABM is a necessity for creating more predictable revenue. Research shows that nearly three-quarters of marketers (74%) already have the resources needed to build successful ABM programs.

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Breaking the Glass Ceiling: The Legacy of Louis Jones, Brand Safety Institute

Ad Monsters

For decades, a proverbial glass ceiling kept Black professionals from rising to the top of their chosen fields. Unfortunately, cultural bias in the workplace kept them out of executive roles. While there is still much work to be done, Black professionals are breaking through the confines of systemic racism and thriving despite adversity. In ad tech, the glass ceiling for Black talent is shattering thanks to the work of people like Louis Jones, CMO at Brand Safety Institute.

Ad Tech 105
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The Future of Marketing Is Earned

Adweek

In May 1998, a tank waving a Union Jack rolled through the streets of New York toward Times Square. Once there, the armored vehicle smashed through a wall of stacked cola cans. The intended message: America's soft drink giants, Coke and Pepsi, were under attack. Onboard was flamboyant British entrepreneur Richard Branson, who was promoting.

Marketing 303
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Merkle’s Inflation Resilience Dashboard Makes The Universal Personal

AdExchanger

Although inflation affects everyone, the degree to which it impacts people is “very personal,” says Courtney Hilbert, senior director of analytics at Merkle. Understanding which customers are most negatively impacted The post Merkle’s Inflation Resilience Dashboard Makes The Universal Personal appeared first on AdExchanger.

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MarTech’s marketing AI experts to follow

Martech

Artificial intelligence is being incorporated in virtually every martech application and impacting the customer journey at every stage of the funnel. It is certain that AI’s impact on marketing effectiveness and work will be profound, and the beneficial use cases are only now being unearthed. The practical and ethical challenges surrounding its use are certain to be profound as well.

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ABM Success Recipe: Mastering the Crawl, Walk, Run Approach

Shifting to an account-based marketing (ABM) strategy can be both exciting and challenging. Well-implemented ABM motions build engagement with high-value accounts and drive impactful campaigns that resonate with your audience. But where do you begin, and how do you progress from crawling to running? Watch now as Demand Gen experts delve into the essentials of each stage of the ABM process.

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Instagram sunsets live shopping as commerce retreat continues

Marketing Dive

The move, which goes into effect March 16, follows the removal of the Shop tab this month and arrives amid a period of revenue declines.

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The Rise of AI Content Generation Stirs Brand Reputation Fears

Adweek

A new wave of language-based artificial intelligence is offering brands novel ways to automate and augment creativity. But the threats that a flood of synthetic content online, in areas like marketing communications and brand safety, have marketers vexed. For marketers, threats include surges of fake reviews, coordinated campaigns of misinformation on social channels or the.

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Workday ‘rockstars’, Netflix-GM partnership for Super Bowl: creative ads of the week

Bhatnaturally

Near 113 million people are likely to watch the 2023 Super Bowl. While there may be several other sports tournaments & properties which attract great fan following and prestige associated with them, the Super Bowl is unique because of its close association with advertising. It is seen as a great opportunity to create awareness, affinity, [.] The post Workday ‘rockstars’, Netflix-GM partnership for Super Bowl: creative ads of the week appeared first on Bhatnaturally.

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Why we care about location marketing

Martech

What if you could tailor marketing messages at the granular level, based on where your consumers are, in real time? For example, by sending an opted-in text message to offer a discount on a product or service when a customer enters a pre-defined location, such as your brick-and-mortar store? Or by reminding your customers that it’s happy hour — and that you offer two-for-one appetizer specials — when they’re near your bar or restaurant during a specific time of day?

Marketing 120
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How Intent Data Helps Marketers Convert A-List Accounts

One of the biggest challenges for any B2B marketer is understanding your prospects’ next move — who is most likely to buy and when. Without these insights, marketing campaigns can feel more like guesswork, with high investment and little return. We’re here to tell you there’s a better way. By tracking buyers’ digital footprints and online activity, such as website visits, product reviews, and spikes in content consumption, you can engage prospects with a message that really resonates.

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Search engine marketing statistics 2023

Smart Insights

2023 Search Engine Marketing (SEM) and Search Engine Optimization (SEO) statistics: Discover the latest search usage and adoption data to inform your digital marketing strategies and tactics Statistics help us turn data into information, allowing us to make informed and … The post Search engine marketing statistics 2023 appeared first on Smart Insights.

Marketing 101
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420 Comes Early: Cannabis Brands Roll Out First Paid Ads on Twitter

Adweek

A few weeks ago, Elon Musk posted a three-character message that contained only the numbers 420, with no explanation. Many people interpreted it as yet another sign of Musk's loud-and-proud canna-fandom. But weed industry executives saw it as a harbinger of a policy shift, speculating that Twitter would soon break ranks with other social channels.

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How social media marketing for Super Bowl LVII performed against traditional ads

Marketing Dive

The hashtag #SuperBowlLVII on TikTok collected 225 million views, more than double the game’s TV viewership, according to new findings from Captiv8.

Media 108
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Webinar: Keep customers engaged all year long by Cynthia Ramsaran

Martech

The holidays may be over, but now is the perfect time to think about how to keep your customers engaged throughout the year. Artifact Uprising helps its customers create lasting memories through printed photo books, gifts, and more. Its marketing team knows what it takes to keep customers engaged throughout their lifetime. Join a live webinar and hear engagement experts discuss proven ways to keep customers engaged and purchasing more.

MarTech 109
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Solving the Biggest Tech Challenges in RevOps

In this eBook, we’ll run through real-world examples that show how RevOps teams can benefit from modern solutions for the access, management, and activation of their GTM data. Whether you need to improve lead response times, boost adoption of core tools, improve lead qualification, or target and automate your GTM motions, you’ll find examples of how revenue teams are solving some of the toughest problems in modern business.

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What is a Demand-Side Platform (DSP)?

AdPushup

Learn what is a demand side platform and how they help advertisers buy digital ad space across multiple platforms, target specific audiences, and optimize campaigns in real-time. Understand the difference between DSPs and supply-side platforms, and discover if Google is a demand-side platform. Digital advertising is not just about an advertiser placing an ad creative [.

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Why You Shouldn’t Be Swayed by the Popularity of Super Bowl Ads

Adweek

Your opinion doesn't matter. Mine doesn't either. Not really. Because opinions don't drive business results. In fact, opinions often mislead. They can be like a head fake, as football coaches call it. Those coaches teach defenders to ignore the runner's head and focus on the hips, because the hips don't lie--the runner is heading where.

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By the numbers: Super Bowl LVII

Marketing Dive

By the numbers: Super Bowl LVII Takeaways from the big game's ads, including breakdowns by social engagement, popularity and more. February 13, 2023 • B.

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Bard and ChatGPT will ultimately make the search experience better

Martech

The use of large language models like those developed by ChatGPT and Google are going to impact traditional search. There’s no doubt about that — and the changes are imminent. Some commentators see trouble looming. Chris Penn of TrustInsight recently told us : “(I)f unbranded search is the lion’s share of your search traffic, particularly your converting search traffic, you should be very concerned.

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Drive GTM Efficiency with Tech Stack Consolidation

Consolidating your tech stack is an effective cost-saving measure that drives GTM efficiency and adds value to your enterprise. With a cohesive, integrated tech stack, your revenue teams can deliver an excellent customer experience that sets you up to win faster than your competitors.