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Optimization algorithms for Facebook and Google UAC have dramatically improved in the past year, leveling the playing field between advertisers both large and small. The duopoly's native adtech has improved such that it's much simpler for advertisers to manage media buying and bidding using only native tools. Advantages once held by third party SaaS providers has diminished, in fact, Facebook and Google's algorithm improvement may eventually kill the third party adtech business. Learn more about how advertisers can take advantage of Facebook and Google's improved algorithms and adtech in 2019, says, Brian Bowman, CEO of Consumer Acquisition.

Late in 2017, Google moved all-new app install campaigns over to Google UAC (Universal App Campaigns). About a month later, they turned off any Search, Display and YouTube app promo campaigns that were running. If you wanted to do mobile app install campaigns on Google, you were going to do them via Google UAC, which lets Google’s algorithm manage most of the functions in your campaigns.

Facebook didn’t take long to follow suit. In early 2018, Facebook rolled out an update, including its new best practices. Facebook’s changes weren’t as forced as Google’s, but they were just as consequential. On February 19, 2018, we had a seismic shift in how we managed mobile app installs and lead generation on Facebook.

The shift was, basically, that we’ve handed over most of the control of a large part of our advertising to the algorithms. This means that we’re freed up to focus on things like creative and audience expansion, but we’ve also given up a lot of control.

Changes in 2019: How to Manage Facebook Campaigns with Google UAC and Facebook’s Best Practices

Prior to February 2018, Facebook allowed advertisers to run a lot of ads. The ads could have overlapping audiences, and there were no penalties for making frequent bid changes, even multiple bid changes every few hours. Ads could be paused and budgets could be modified all the time. Facebook would allow adtech providers, not unlike our own internal AdRules tool, to edit bids, budgets and pause rules with the speed and precision of a high-frequency trading desk. Optimization was done through thousands of actions that were controlled by the advertiser or a third-party ad tech tool.

Read The Full Article @ https://mta.media/k9kw9

#Advertising And Marketing

Looking to improve your interactive marketing techniques? Read on as MTA experts share five tips to up your interactive marketing game.

Interactive marketing allows users and prospective clients alike to connect with a brand through two-way communication. Leading brands have already embraced this form of marketing because of its potential to deliver a personalized experience. The most significant advantage of interactive marketing is — you essentially control the response as it is a trigger-driven form of marketing.

Let's look at five interactive marketing tips shared by MTA experts to up your interactive marketing game.

1. Gamify Your App Experience

Gamification works because it appeals to the reward-seeking mechanism built into our brains. The human brain releases dopamine every time we get a positive result, and that's what gamification does. It rewards behaviors, which make us feel good; we, in turn, engage more in such activities.

Mobile marketers need to find a hook to increase the stickiness of their app. Bryan Buskas (COO, AppOnboard) recommends for marketers to find the fun in the product. Your ability to provide positive reinforcement will motivate users to remain engaged with your app. These gamification elements also need to be short enough to hold users’ attention, ideally for 5-15 seconds.

Read The Full Article @ https://mta.media/op7vj

#interactive marketing #Marketing Strategy

SurveyMonkey, the survey expert, is expanding and has acquired Usabilla to take on the customer experience space too.

Online SaaS-based survey development company, SurveyMonkey recently announced that it has entered into an agreement to acquire Usabilla for $80M in stock and cash. Founded in 2009 in Amsterdam, Usabilla is a digital Voice of Customer solution.

At Usabilla, they believe that companies can build sustainable digital platforms only by knowing exactly what their customers value and want. They help brands transition to a customer-centric culture by improving the digital experiences of their websites, apps, and emails. The company works with 450 enterprises in 35 countries, including KLM, Tommy Hilfiger, Toyota, Unicef, TMobile, The Economist, Lufthansa, Virgin, Philips, KLM, and Vodafone.

What This Means for Marketers

Usabilla’s technology allows users to give feedback at any point during their customer journey, giving them a voice and giving brands an actionable picture to improve their customer experience.

SurveyMonkey data shows that 75% of users have left a website and 58% have abandoned an online purchase because of a bug or poor user experience. With Usabilla onboard, SurveyMonkey can also look at providing an enhanced user experience and it also gets a foothold in Europe, making it a more comprehensive solution worldwide. The acquisition also fills a gap in SurveyMonkey’s offering, by enabling users that complete surveys a quick fix for the issues highlighted in the results.

Read The Full Article @ https://mta.media/8ou3z

AI can help transform the way customers interact and engage with brands. We explore the possibilities AI has to offer customer experience.

Customer Experience (CX) is a competitive differentiator and driving force for a business’ success. For marketers, it is important to explore powerful opportunities that can drive improved customer engagement and interactions.

Artificial Intelligence (AI) is one such field that finds its applications in diverse industries. It has matured to use big data, machine learning algorithms, and can be unleashed to drive enhanced customer experiences.

Do We Need AI in Customer Experience?

Customer experience can be difficult to perceive, manage, measure, and support as it is dynamic, contextual, and offers a mammoth amount of data to mine. AI can leverage customer data and interactions to fuel CX strategy, automate the repetitive and mundane tasks of data cleansing, structuring, and maintenance, and help companies understand customer opinion for crafting targeted and engaging experiences.

How then do we use AI to revolutionize CX?

Here are five ways:

1. Data Analytics and Insights

A customer’s digital activities and interactions result in enormous data, which needs to be structured and mined to gather relevant insights. Efficient customer management requires a 360-degree view of the customer and her interactions, from various channels. Also, data from customer interactions such as customer feedback, service requests, response and interaction times, CSAT scores, etc. can be recorded and this information can be utilized to improve CX.

Read The Full Article @ https://mta.media/z9488

AI-powered chatbots give marketers an opportunity to streamline the process and deepen interaction with customers when done right. Here’s what David Cohn, Chief Strategy Officer at Pigeon sees for marketers and chatbots in 2019.

Chatbots and automated messaging exploded onto the scene a few years ago and have since been met with mixed reviews. Some say chatbots are the “death of customer service” and argue that consumers want their interactions with brands to be more “human.” Others are embracing the idea of automation for efficiency’s sake. They also realize the marketing potential as more and more customers gravitate towards digital experiences. It’s true that not all chatbots are created equal, and at Pigeon, we see tremendous opportunity for marketers to use smart bots to improve customer engagement and make their jobs a little easier.

A Bot for Everything: The Rise of White Label AI

The Internet of Things (IoT) will continue to grow in 2019 and so will the footprint and impact of chatbots. One of the biggest hurdles to the continued expansion of these bots is where they live online. Fortunately, the true beauty of chatbots is in their current and future flexibility. We often see them on websites answering basic support questions but soon, AI-powered chatbots may exist in our cars, our appliances and our homes. Imagine a coffee maker that knows that you like an extra strong cup on Monday mornings or owning a car that remembers to close your rear windows before you go through the car wash.

Read The Full Article @ https://mta.media/ymi34

Today’s advertiser has one challenge: to change consumer behavior. The onslaught of demographic data has given marketers a leg up on this challenge, allowing them to target consumers broadly and achieve massive reach. However, this kind of targeting is limited and inaccurate. In his op-ed, Tim discusses the problems with this strategy and explains how marketers who track, measure and iterate based on nuanced behaviors instead of broad-based demographic similarities can obtain profoundly superior results.

A Bot for Everything: The Rise of White Label AI

The Internet of Things (IoT) will continue to grow in 2019 and so will the footprint and impact of chatbots. One of the biggest hurdles to the continued expansion of these bots is where they live online. Fortunately, the true beauty of chatbots is in their current and future flexibility. We often see them on websites answering basic support questions but soon, AI-powered chatbots may exist in our cars, our appliances, and our homes. Imagine a coffee maker that knows that you like an extra strong cup on Monday mornings or owning a car that remembers to close your rear windows before you go through the car wash.

Read The Full Article @ https://mta.media/f11te

#Advertising And Marketing

Walmart is consolidating ad sales in-house. While thought leaders are calling it a rivalry with Amazon, we explore what this competition can mean for marketers.

At Walmart's annual investor meeting last October, according to The Wall Street Journal, CEO Doug McMillon said: "Our data has never been monetized and we have a tiny ad business. It could be bigger." Now the company is looking to make good on that intention.

The Wall Street Journal reported, as Amazon.com Inc. expands its share of the online advertising market, Walmart is trying to entice suppliers and other marketers with its own ad space and access to shopper data. “We have a unique opportunity to leverage our first-party shopping data from online and offline purchases to reach our customers and influence their purchase decisions,” Walmart Chief Merchandising Officer, Steve Bratspies said in an interview.

Walmart is officially bringing its advertising in-house, ending their relationship with their agency partner, Triad. Walmart’s suppliers, such as Procter & Gamble Co, Unilever Plc and Mondelez International Inc, can deal with one in-house ad team instead of different groups within and outside the retailer, company executives said, according to Reuters.

Read the Full Article @ https://mta.media/1w20n

#Advertising And Marketing

How marketers can use Search in strategic ways for marketing success with Fernando Angulo, SEMRush.

Search Optimization, Organic Search, Search Marketing – these are undeniably crucial themes in the digital marketing and content marketing is driven world we operate in today. However, while a part of every marketing plan, Search is often seen as esoteric – something the ‘search guys’ can figure out. It is often relegated to the ‘hygiene features’ list on the marketing plan rather than seen as strategic to the success of the plan.

1. Get your basics set up for Search outcomes

The most typical mistake I see marketers make with Search – both paid and organic – when it comes to using it strategically to drive marketing outcomes is not knowing what you want. Without clearly defining your objectives at the start of a marketing campaign, it’s incredibly tricky to get relevant results.

2. Include Search data into marketing decision making

By paying attention to web analytics, businesses can enjoy a host of benefits across different parts of their organization. Web analytics insights can advise business decisions, from product development to optimizing consumers’ journeys on your website. It can tell us how a user makes the first contact with a company, by showing us which page they first land on and at what point they decide to leave.

Read The Full Article @ https://mta.media/azln9

#search engine optimization

Marketing mix modeling is a measurement method that can give marketers insights into how to best allocate their budgets and plan long-term. Josh Kowal, SVP at Nielsen, advises on how to collect data for an accurate MMM analysis.

Businesses across industries are challenged with determining which marketing efforts are actually driving profit and which are just wasting spend. Marketing Mix Modeling (MMM) is a marketing measurement approach that can address this challenge. MMM calculates the total effect that every marketing channel and its key dimensions, such as creative, product, and geography, have on sales and other performance metrics, while controlling for exogenous factors like weather and holidays that impact business performance.

Manual vs. automated data collection

Marketing mix modeling requires gathering, consolidating and normalizing data from a variety of sources into a standard format. The data should provide a comprehensive look across all of a companies’ activities, including media data from TV, Print, and Digital, as well as point-of-sale data, such as pricing promotion, and distribution. Often times, this data collection is done manually – a process that is tedious, time-consuming, and error-prone.

Read The Full Article @ https://mta.media/49jfe

#database #data analysis

According to Smaato's recent research, mobile advertising has grown in several significant ways. Not only have eCPMs and volume both increased, retail brands have surpassed mobile gaming and media brands as the largest mobile spending category. Smaato also reports that eCPMs have rebounded in Europe after GDPR, another sign that mobile growth is healthy worldwide, writes, Gareth Noonan, General Manager, Americas, Smaato.

Mobile advertising’s growth has been a constant theme within our industry for years now, but the dynamics of this growth continue to evolve in fascinating ways. Here at Smaato, we monitor such growth closely and seek to uncover the market forces driving it at every stage. In our latest report, Global Trends in Mobile Advertising H2 2018, we found that rising ad requests and eCPMs are intimately tied to larger trends in post-GDPR pricing, mobile video, holiday spending, advertising fraud and more.

Here are some of our key findings based on analysis of ad requests, bids, and impressions on the Smaato platform in the second half of 2018:

Growth Seen Globally

Without a doubt, advertisers have followed consumers into in-app environments. Between 2016 and 2018, consumer time spent in-app grew by 50 percent globally, with app store downloads increasing by 35 percent in the same time frame. Meanwhile, on the Smaato platform, mobile ad requests increased 27 percent from the second half of 2017 to the second half of 2018, with eCPMs growing 32 percent overall. The ad request growth rate in India (425 percent) led the global pack. In the U.S., impressive growth in ad requests (170 percent) was accompanied by an equally impressive 79 percent growth in eCPMs.

Read The Full Article @ https://mta.media/f8ksk

#mobile experience #Advertising And Marketing

What does the Internet of Things (IoT) mean for consumers and business users? This article explores the opportunities and risks associated with the growth of connected devices and shows how a headless CMS helps address these issues.

While 2030 may seem a long way off, in the age of fast-paced business transformation smart organizations are already looking at least that far out when it comes to planning. One of the most impactful trends we’re anticipating in the coming decade is the overwhelming adoption by businesses and consumers of internet-connected devices that will automate and personalize almost every aspect of modern life and work.

However, if we learned anything from Spider-Man’s wise Uncle Ben, it’s that with great power comes with great responsibility. In other words, the opportunities posed by adopting connected devices and the internet of things (IoT) do not come without some inherent risks.

Which Devices and Why Now?

The explosion of IoT devices can be chalked up to a perfect storm of technological and societal changes.

Today, one can get quality processors, sensors, and other hardware elements that power connected devices at an affordable price. In addition, AI is developing smarter insights and automation by the day, broader and more powerful networks put connectivity at an all-time high, and the decreasing cost of storage means collecting and analyzing big data is no longer a hindrance.

Read The Full Article @ https://mta.media/y5pdn

#content marketing

Mobile Marketing is fast emerging as the most sophisticated way to let your business ‘be found’ by the huge number of on-the-go population in the world. Here are five proven mobile marketing strategies to drive better sales for your business, writes, Nisrag Metha, CEO and Chairman of Techtic Solution.

MOBILE – Thy name is innovation!

Have you thought about how mobile continues to fascinate and inspire techies and geeks around the world to continuously innovate and empower its users? Thanks to the consistently growing number of mobile users in the world – predicted to reach 4.78 billion by 2020.

What is Mobile Marketing

One of the most promising terms of 2019 - Mobile Marketing - is fast emerging as the most sophisticated and strategic way to let your business ‘be found’ by the huge number of on-the-go population in the world.

More so, mobile marketing empowers your prospects and customers alike with ‘time and location’ sensitive personalized information that helps them to get what they need and at a time when they need it.

Read The Full Article @ https://mta.media/qpivd

#Marketing Intelligence #Advertising And Marketing

TapClicks CEO and Founder, Babak Hedayati, discusses how artificial intelligence solves today’s most pressing digital marketing challenges.

In the first part of this two-part series, we explored the major challenges marketers grapple with in the era of digital transformation and marketing automation. We also examined the differences between AI-first and AI bolt-on solutions, an assessment each organization will have to undertake as they begin building their AI-centric framework.

In the second half of this discussion, we’ll outline how AI-centered marketing transforms current challenges into unprecedented opportunities and innovations, enabling CMOs and their teams to capitalize on the full potential of digital marketing.

Segments of one — Machines have an infinite ability to understand people (through nuanced preferences that change over time) and develop individually targeted messages at scale. Marketers who know the domain can work alongside AI/ML programs to define customer segments and sub-segments — for one or one thousand individuals. Marketers and advertisers can then develop tailored, nuanced ways to interact with these segments.

Read The Full Article @ https://mta.media/t8swv

#Artificial Intelligence #digital marketing #digital transformation

Marketers need to be savvier than ever to attract and retain customers, which is where creating a customer journey map will help. A map allows a business to visualise exactly how a customer interacts with its brand or product through the entire customer journey, providing them with an invaluable and essential view of their most important asset.

It’s no secret that the world is changing. It seems inevitable that roles -- and entire careers -- once considered inviolable will, in the foreseeable future, be taken over by robots.

Technology has totally redefined the ways in which we communicate, sell, buy and do business, and marketers must take stock and evolve too if they want to remain relevant.

We talk to marketers every day, and a key thing we've noticed is the increasing importance of having a customer-centric culture.

Like it or not, we live in an age of hyper-personalization, and the stakes of getting it wrong when it comes to your customers are higher than ever.

In the last five years alone, we’ve seen exponential growth in the atomization of content and fragmentation of media channels, which means marketers must now think of and create, many more individual units of marketing content.

Gone are the days of just cutting your 60-second TVC into 30, 15 and six-second variants for digital and social channels and calling it a win: now, it’s all about creating specialized content that can be fed into more and more channels, each with a different variant that suits the medium and context in which the customer is engaging with your brand.

Read The Full Article @ https://mta.media/vjp0b

#Customer Experience #customer data

Influencer marketing had a rough 2018. Let’s dig deep to understand why and help figure out how to plan your influencer marketing strategy for a better 2019.

Marketers value influencers as they can strike a chord with a large group, demonstrate authenticity, drive genuine conversation and audience engagement. But the year 2018, was plagued by several challenges for influencer marketing.

Let’s discuss the problems that marketers need to address to get influencer marketing right. Why Influencer Marketing had a Bad 2018

1. Lack of Transparency and Authenticity

New York Times reported in 2018: “By some calculations, as many as 48 million of Twitter’s reported active users — nearly 15 percent — are automated accounts designed to simulate real people...”

Variety compiled a report on how big Twitter accounts lost followers, after they purged fake-user accounts, with an estimated 7.5 million dropped from the @Twitter account.

Authenticity was the reason why Influencer Marketing became so popular. But intense competition and diminishing organic reach led some aspiring influencers to resort to desperate and fraudulent tactics, as it’s easy to trick algorithms and buy likes and followers, to push rankings.

2. Fake Followers

The Wall Street Journal mentioned a Points North Group report that found mid-level influencers (50K to 100K followers) have up to 20 percent fake followers. Whether an influencer intentionally rakes in fake followers or is a victim of follower fraud, it costs the business partner precious budget dollars.

Read The Full Article @ https://mta.media/tekln

Business success is an outcome of making customer-centric decisions. Read these customer experience (CX) transformation stories for CX inspiration.

Marketers are prioritizing customer experiences over every other strategy to drive growth and success. Most successful brands have customer focus ingrained into their culture, while others may need to take inspiration from the leaders to align their teams to deliver better customer experiences.

Here are three examples of companies that have instilled the culture of customer experience and have reaped the rewards.

3 Stories to Take Inspiration From

We compiled three stories every CMO looking to shift into a customer-centric culture needs to know about. This should give you some ideas and inspiration to plan your way to make the shift.

1. Happy Employees Make Happy Customers

Jason Whitman, VP – Customer and Employee Success, Justworks, shared with Forbes, “The key to achieving customer happiness, as in customers who want to do business with you again and again, is to focus on employee happiness first.”

Read The Full Article @ https://mta.media/xfmgd

#customer engagement #Customer Experience

Learn how merchants can track for fraud to keep users safe on mobile as well provide a seamless and fiction-less user experience by leveraging mobile fraud signals and biometrics.

More consumers are engaging on mobile with over 82 percent of businesses adopting mobile-specific checkouts and flows; though, only about 60 percent track for fraud on mobile devices, according to MRC. While a slim majority of merchants track for fraud to keep users safe on mobile, a secondary purpose of providing a seamless and fiction-less user experience for honest users can also be achieved by leveraging mobile fraud signals and biometrics.

Current mobile fraud landscape

Generally, mobile is safer than web due to legitimate apps acting like a walled garden, but that does not mean businesses should think of mobile as not vulnerable. Recent events show us that mobile is increasingly becoming just as a dangerous environment.

In the past year, there have been multiple accounts of mobile-first companies -- or businesses that have a mobile component -- experiencing data breaches and fraudulent activity. Yet, while merchants are adopting online payment technologies to conduct commerce, tracking for mobile fraud is not top of mind when issues like chargebacks can impact their bottom line.

Read The Full Article @ https://mta.media/6km5x

#mobile experience #mobile marketing

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