Commentary
Chrome Cookie Changes to Affect All—Not Just the Top Line
Google’s latest Chrome changes may sound abstract to those of us who are on the ground doing digital ad work, but they will soon come to dominate our industry. If you work in display advertising at a brand and read the announcement, I’m sure you know at some point the dynamics of the ecosystem will change. But this is going to be big — your entire set of knowledge will soon be different. You’ll need to learn how first-party data looks, is captured, and how to connect first-party data that represents intent to first-party stable identifiers like email.
Visual Search and Local: A Match Made in Mountain View
Though visual search challengers such as Snapchat and Pinterest could shine in niche use cases such as fashion items, Google will rule as the best all-around utility for visual search. It has the deepest tech stack, and the substance (knowledge graph) to be useful beyond just a flashy novelty for identifying things visually.
The name of the game now is to get users to adopt it. Google Lens won’t be a silver bullet and will shine in a few areas where Google is directing users, such as pets and flowers. But it will really shine in product search, which happens to be where monetization will eventually come into the picture.
Single-Use Coupons: A Multi-Pronged Strategy for Each Phase of the Customer Journey
A savvy marketer can select a solution that enables her to launch personalized promotions that perfectly suit a target customer for a given phase. For example, an offer designed to acquire new customers should differ from the one that goes out with a view to retaining lapsed customers or further engaging the loyal customer. This is where single-use coupons provide immense potential to deliver personalized promotions, allowing marketers to segment their customers into the appropriate marketing phase—acquisition, engagement, or retention.
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Can Facebook Contend in Local Search?
Facebook has been formidable in a few key areas of local — mostly among SMBs. It has penetrated further in SMB adoption than any other entity to date, and Street Fight data indicates sustained growth. That’s half the battle for Facebook: The other half is gaining equal favor as a local search and discovery engine among users.
Holiday Countdown: 5 Powerful Mobile Marketing Activations that Drive Sales
With the right approaches and strategies, stores can connect with consumers throughout December, even as the clock ticks down to everyone’s end-of-year celebrations. So, hitch your sleigh to the following five activations — put these in your marketing mix and get ready to toast your company’s end-of-year sales with a cup of retail cheer.
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The Road Ahead: What Autonomous Cars Teach Us About Marketing Automation