News and Analysis
Mobile Apps Show Strong User and Engagement Growth
Privacy headwinds as well as the advent of the metaverse and a new wave of hardware have led many to question the future of mobile’s place at the center of digital marketing. But according to a new report by mobile marketing measurement company Adjust, mobile is experiencing significant growth despite headwinds.
5 Predictions for Influencer Marketing
It is getting hard to tell one influencer marketing platform apart from another, a problem for brands questioning where to go and investors, M&A actors, and industry watchdogs wondering what really distinguishes them. To wit, I caught up with Pierre Cassuto, global chief commercial officer at influencer marketing platform Humanz, to understand how those of us looking at the space from the outside should be judging its many players.
Commentary
Retail Q5: Secrets to Maximizing Holiday Social Advertising Campaign Impact
The heightened emphasis on shopping during the holidays is a boon for retailers and advertisers, as brands flood all of our social feeds and airwaves with hot deals—not to mention the ever present cadre of e-commerce offerings also trying to break through. Spending on digital ads is also expected to increase as more advertisers shift their efforts to social media over television and print.
Naturally, much of this social media spending will go to Facebook. It can seem difficult, especially for SMB retailers, to break through the noise. But there is hope if you know how to game the system to be able to maximize the impact of your Facebook ads. There is this concept of “Q5,” which refers to the ~15 day period during just before and after the holidays where the lead time on ground shipping makes shopping online difficult. You’ll hear differing definitions on the exact time frame, and there is a regional element, too, as not everyone lives within one- or two-day shipping distances.
It’s Neural Matching: Google Explains the November Ranking Shakeup
A tweet on Monday from Google search liaison Danny Sullivan provides an explanation for the rankings shakeup that has perplexed the local search community since the beginning of November. Google began using neural matching to generate local search results.
Local search has just undertaken a huge evolutionary step. No longer are local results being matched to user queries solely on the basis of identifiable ranking factors, such as proximity to searcher, keywords in business names, primary category of the listing, review count, and so on. That isn’t to say such factors are now unimportant, but they have been augmented by a broader and more general sense of relevance delivered by neural matching.
Carriers, It’s Time to Weld the Lid Shut on Customers’ Data
Personalization and privacy seem inherently at odds. After all, media companies such as Facebook act like vacuum hoses for data – collecting much more than they need. That’s problematic in a world where data breaches dominate headlines nearly every week. However, where Facebook and others go low, mobile carriers can go high. In fact, mobile carriers that aim to be media companies have a huge opportunity to respect privacy while providing great personalization in their original content.
So, how can carriers take this high road — that is, deliver personalized content experiences without storing consumers’ personal information? By focusing on the device itself – leveraging local storage and client-side execution (rather than requiring server interaction) to help carriers deliver a personalized experience that is incredibly safe. This allows carriers to implement the industry-changing trend of device-centric discovery (DCD), which makes it easy for subscribers to find news/sports/entertainment/games without having to wade through multiple apps and searches. With DCD, carriers can create personalized content experiences that don’t expose subscribers’ personal data to external privacy risks, and in the process, become mobile media leaders.
Latest Posts
Google Updates Search to Recommend Local Events Based on User Interests
Google is bringing the personalization zeitgeist to local event recommendations. The company reported on its blog Thursday that it is releasing a series of new features that will make it easier for users to find essential information about events of interest to them right on search engine result pages.
After Nearly Two Years in the Hot Seat, Facebook Feels the Burn
In its Q2 earnings report, the social giant reported that growth has stalled in the United States and Canada, its most valuable markets. And its overall user growth for the quarter of just 22 million users is the smallest jump since 2011, indicating that a slowdown in revenue growth will likely prove a long-term challenge in the years ahead.
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