Adriel Raises $13 Million Series B to Power Multi-Channel Marketing

The all-in-one digital marketing platform Adriel announced this morning that it had raised $13 million in Series B funding to scale its platform into an “end-to-end ad operations system.” Shinhan Venture Investment led the round, which followed a 2019 Series A worth $4 million.

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The Power of Choice is Rekindling the Connection Between Consumers and Marketers

As with any change, opportunities to respond are plenty, and they start with control. The simple gesture of offering an end user the ability to exert at least some level of control over their advertising experiences is a step in the right direction.

It’s Time to Leverage the Entire Digital World in Your Marketing Strategy

On any given day, a person will switch between scrolling social media, listening to their favourite playlist, browsing products online, bingeing their favourite show on a connected TV (CTV), and more. This is why in 2022, advertisers should consider leveraging a multi-channel strategy. Marketing across several channels means an advertiser is casting a wider net and expanding the potential for reaching the right audience in the right moment.

Digital Ads Are Getting Much More Expensive as E-Commerce Booms

The cost of digital advertising has skyrocketed over the past 18 months, climbing along with e-commerce spending. That’s according to a report by digital marketing firm Merkle.

Personalization is Transforming as Privacy Forces a Consumer Data Drought

Facebook’s strategy change points to a much broader shift in digital marketing. The disappearance of third-party cookies and mobile IDs — and the granular customer data they supply — is forcing businesses to rethink how to ‘personalize’ marketing strategies. Facebook’s strategy suggests the future of personalization in marketing could hinge more on customer experience and less on ads.

How Not to Grow Your Brand’s Social Following

While establishing your brand across multiple social media platforms is an investment, in both time and resources, it’s typically at a lower cost than almost all other marketing tactics. The key to success, of course, is to use it correctly. Social media cannot and should not be an afterthought: To realize the full value of this game-changing tool, companies should make it a priority—and stay active.

Why Content Is Replacing Clicks as the Cornerstone of Digital Marketing

While the click-oriented advertising model is not going away and has its place, it is becoming more complicated with the influx of privacy changes that make targeting and measurement harder. As a result, VRTCAL Founder and President Todd Wooten makes the argument that content is king again.

Digital Marketers Deploy AI to Break through the Noise

Chief among the newest strategies brands are adopting is the use of artificial intelligence in digital marketing. Brands are increasingly willing to try AI to gain a better understanding of customer behavior, so they can spend more time on creativity and delivering more relevant content, says Mary Schneeberger, director of the integrated marketing practice at Avionos.

How Privacy Will Change Digital Marketing This Year

The marketing industry finds itself facing the most significant disruption since the inception of digital: privacy changes, especially the end of third-party cookies. Google Chrome is inching closer to Deprecation Day for the third-party cookie, and though we still don’t know exactly when that is, the digital marketing industry is preparing to pivot in fundamental […]

Predictions Roundup: Location Consolidation and the Rise of BOPIS

A roundup of top digital marketing, SEO, and location intelligence experts predicts location consolidation, the re-humanization of digital marketing, and the dominance of Google My Business and new retail features such as BOPIS in 2021.

How to Tell Customer Stories During a Pandemic

How do we continue to market our company and tell our customers’ stories when customer experiences have become a moving target? Here are five tips for how to tell your customer’s story during the Covid-19 pandemic.

Improving Satisfaction with Digital Customer Service

Most brands track certain metrics, including customer satisfaction (CSAT), net promoter score (NPS), and customer effort score (CES), to gauge how well they’re serving customers. Each calculation gives a numerical value you can use as a benchmark or leading indicator when making improvements to customer service operations or your brand’s customer journey.

These scores provide insight into which experiences and channels drive the most satisfaction, as well as which pain points are negatively impacting customers. Benchmarking scores against ever-changing industry standards and monitoring even subtle shifts over time allows brands to access valuable information about the quality of their customer care.

How to Apply Digital Marketing Principles to Traditional Media Channels

Traditional channels such as TV, radio, and OOH might have limitations on targeting when you compare them to digital channels, but I challenge everyone to think beyond the simplistic mass marketing vs 1:1 argument.  The scale and reach potential of these traditional channels is still massive, and by asking the right questions and changing your perspective to focus on what they can deliver, there most likely is a way to incorporate them effectively in your mix. 

The Importance Of Marketing Localization During Times Of Disruption

In 2020, organization and transparency will be key for retail marketers. In the short term, retailers must identify and optimize existing technologies to stay afloat. In the longer term, the focus should be on evolving shopping behavior and enabling transformation through technology. Knowing that Q3 will be a critical quarter for retailers as Covid-19 lockdown policies begin to lift, retailers must plan their comebacks now, and that begins with a strong digital approach. 

The Impact of Covid-19 on Marketing and the Best Ways to Deal with It

What is the impact of the Covid-19 crisis on marketing, and what are the best ways to deal with these newfound challenges and sustain your business? Read on to learn the best possible ways to sustain your business and build strong communities during these troubled times.

Rely on Empathy to Stop Second-Guessing Your Covid-19 Marketing Strategy

We have to recognize that — just like us — our customers are in a heightened state of stress and sensitivity. They’re likely to remember brands that get their messaging very wrong or very right during this historic period, and no one wants to be among the former. But we also have to remember that empathy in the face of daunting challenges is a proven business strategy — brands that deliver humanized experiences are twice as likely to outperform their competitor’s revenue growth.

Facebook’s Significant Edits: How to Minimize the Risk of a 20-40% Hit to Your ROAS

Don’t mess with the algorithm.

That’s the fundamental idea behind Facebook’s significant edits. There’s a lot more to it, of course, and we’ll get into all that, but here’s the primary reason why you don’t want to make a change that Facebook construes as a significant edit: It will move your campaigns into “the learning phase,” which in turn will suppress your campaigns’ ROAS by 20-40%. 

Treat the Economic Symptoms of Coronavirus with Proactive Brand Management

In the midst of this uncertainty, your business’s online visibility probably isn’t top of mind—rightfully so. 

Nevertheless, communication is key to your brand management strategy in times like these. It’s important to make your customers aware of any changes in your business operations. Below are three tactics you can use to bolster your brand management as the coronavirus sends shockwaves through the global economy.

Social Selling Helps Boost Sales

I define social selling as the process of researching, connecting, and interacting with prospects and customers on social media networks. It focuses on nurturing leads, building brand authenticity and building trust with your prospects. 

Leading firms have taken advantage of social selling and have begun reaping the benefits it offers. Research has shown that 70% of sales professionals are active on LinkedIn for business purposes, 89% believe social networking platforms such as LinkedIn are important in closing deals, and 64% of sales reps who invest time in social media are hitting their sales quota.

SMB Resellers and Agencies: How to Make the Most of the Conversions Objective

ROI is, of course, the ultimate goal of any advertising effort, so one might naturally ask, “Why would I ever choose an objective that’s not conversion optimized?”, or even “Why would I choose to optimize towards anything but purchase conversions?” It turns out the latter is the more complicated question, but one you can answer when armed with the right information.

It all has to do with how Facebook’s ad bidding works, which involves a combination of factors: your advertiser bid, estimated action rates (i.e. how your target audience responds to the ad), and overall ad quality. As Facebook notes, “together, estimated action rates and ad quality measure ad relevance. In fact, we subsidize relevant ads in auctions, so more relevant ads often cost less and see more results.”