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Amazon Sees Ad Growth As Brands Target Shoppers On Prime Day https://ift.tt/DFLlYao Amazon’s yearly Prime Day shopping event this year generated a record $11.9 billion in sales for the ecommerce giant, up 8.5% from a year earlier, according to software firm Adobe. Brands boosted their media spending to advertise on Amazon in an effort to reach shoppers seeking deals. Advertisers spent 62% … Reminder: You are seeing this premium content because you are a subscriber to MediaPost's Research Intelligencer and/or a member of the Center for Marketing & Media Research. This content cannot be viewed by non-subscribers/non-members. Mobile Marketing via MediaPost.com: mobile https://ift.tt/uk9x2id July 28, 2022 at 03:08PM
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Trends: Content Strategy Refocuses On Customer Retention https://ift.tt/OjqfJmU Attention needs an anchor, especially when content circulating “solely for the purpose of circulating" is swirling unavoidably everywhere. As the world of content becomes further atomized into snackable and increasingly siloed formats, the emphasis on content marketing is switching from reaching consumers to retaining them. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ July 28, 2022 at 02:36PM
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Trends: Everyone Is Subscribing To A Subscription Business Model. Should You? https://ift.tt/Lgl3jYB Subscriptions are everywhere. The uncertain economic times may be a driving force behind what’s making the recurring revenue model look so appealing from a business standpoint, but it's important to consider the rationale for moving away from one-time sales. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ July 28, 2022 at 02:28PM
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Retail Trends: Creators Are Missing Piece To Social Shopping Puzzle https://ift.tt/ZI7y4uk The ascension of influencers, creators, and designers with increasingly loyal audiences is not only revolutionizing retail engagement and product discovery, but also turning young shoppers’ go-to social media and commerce platforms and apps into springboards for independent success.Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ July 28, 2022 at 02:20PM
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Retail Trends: Opportunity Presents Itself During Rapid Delivery’s Inflection Point https://ift.tt/G17CXtT It’s becoming apparent that highly-subsidized quick commerce platforms like GoPuff, Gorillas, Joker, and more, which came crashing into major U.S. marketplaces over the past three years, are now having to face the realities of their outsized, investor-fueled expectations. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ July 28, 2022 at 02:01PM
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Trends: Driving Transformative Retail Change https://ift.tt/7OSVXob New research optimistically dissects the opportunities for retail industry changemakers to explore as they deploy a combination of rigor and magic to achieve successful transformation and uncommon growth. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ July 28, 2022 at 01:35PM
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Apple Touts Stability Of Glass For IPhone 13 https://ift.tt/2Cr1Yjc The latest Apple ad addresses one of the primary fears of every iPhone owner: that the device will fall and break its screen. The ad, via TBWA/Media Arts Lab, makes an argument that you don’t need a plastic case for your iPhone. The ad shows an iPhone 13 ringing and vibrating enough to send it flying off the edge of a table. The uncased iPhone then hits the floor, and a headline reads “Relax, it’s iPhone.” With the iPhone 13, Apple upgraded the glass used on the phone from Gorilla Glass to Ceramic Shield. Ceramic Shield is made by Corning (the same company that makes Gorilla Glass) and embeds ceramic nanocrystals into the glass via a high-temperature crystallization process. As this ad states, Ceramic Shield is designed for random falls and drops that could have previously meant the end of your iPhone’s glass shield. This 30-second spot makes an effective case for the iPhone 13 and against the plastic cases that most people use to protect their iPhones. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/uk9x2id July 28, 2022 at 10:11AM
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Google Delays Phasing Out Cookies In Chrome Until 2024 https://ift.tt/p7P2Ahw Google said in a statement that it will once again delay the replacement of third-party cookies -- a practice long used by advertisers to target advertisements to consumers. Anthony Chavez, vice president of Privacy Sandbox, said in a blog post that advertisers need more time to transition to Google’s cookie replacement. “The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome,” Chavez wrote. “This feedback aligns with our commitment to the CMA to ensure that the Privacy Sandbox provides effective, privacy-preserving technologies and the industry has sufficient time to adopt these new solutions.” The idea is to expand testing for the Privacy Sandbox APIs before Google disables third-party cookies in Chrome. And there is good news for advertisers that are struggling to meet deadlines. By third-quarter 2023, Chavez expects the Privacy Sandbox APIs to launch. Then become generally available in Chrome. As developers adopt these APIs, Google intends to begin phasing out third-party cookies in Chrome in the second half of 2024. Sheri Bachstein, CEO of The Weather Company and GM of IBM Watson Advertising, believes that today’s news indicated Google is listening to the needs of publishers and working to develop cookieless solutions that address consumer privacy. “We are encouraged by this progress and remain committed to working with all facets of the industry to deliver privacy-forward alternatives like weather data to help build contextual advertising campaigns,” she wrote in an email to Search & Performance Marketing Daily. “While marketers now have some breathing room, the urgency remains to build out their first-party data strategies and leverage AI to make better use of their data to create deeper connections with their customers.” Travis Clinger, senior vice president of addressability and ecosystem at LiveRamp, believes that regardless of the timeline Google set, about 45% of the internet is already cookieless. Mobile in-app is cookieless, and connected teievision (CTV) is cookieless, Clinger says. “Publishers and marketers [should] control their destiny and transition away from cookie-based identity to people-based identity,” he said. Mobile Marketing via MediaPost.com: mobile https://ift.tt/uk9x2id July 27, 2022 at 06:18PM
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Gamers' Acceptance Of Ads Is Mixed, But Tracking Is Deemed Dirty Pool https://ift.tt/XVzyhcW While mobile gamers’ acceptance of ads has improved somewhat, they are widely opposed to tracking by app publishers that monetize games with ads. Those are the big takeaways from the 2022 edition of the Gaming Spotlight report from Data.AI (formerly App Annie) and IDC, fielded in November 2021 and released in May. Fully half of 1,052 U.S.-based mobile gamers asked about tracking described tracking as “not fair at all” and 16% termed it “probably unfair,” despite awareness that it allows most apps to be free for users. A mere 3% view it as “very fair,” and 13% as “probably fair”; the rest (18%) were unsure. More than half are “very supportive” (32%) or “somewhat supportive” of company and government efforts to make tracking harder. advertisement advertisement Yet, most expressed full or conditional acceptance of ads in free apps. Nearly a quarter (22%) indicated that they would accept advertising in exchange for free content and services, 35% said it depends on the app, and 36% were unsure. Just 6% said that they’d rather pay for apps to avoid all ads. “This puts app developers in a tough spot and implies Apple’s IDFA deprecation was pragmatic: most mobile users don’t want to be tracked individually and they want ‘free’ apps," note the researchers. This also “underscores the importance of having trustworthy third-party contextual market data to inform successful mobile strategies in a post-IDFA world,” they add. Format-wise, video ads remain mobile gamers’ most-disliked ads — in part because they are the most prevalent format (84% of the nearly 4,000 U.S. gamers asked about ad formats reported seeing at least one of these ads in Q3 2021). Still, while about 38% said they “can’t stand” video ads, about 35% said they’re “OK.” And while only about 12% said they actually like these ads, that was up from 10% in Q3 2019. The 23% gap between the “like” and “can’t stand” contingents narrowed by about 1.6%. The picture is more positive when it comes to “rewarded” video ads — ones that deliver virtual currency or other items in return for watching them. In fact, these ads had the highest positive sentiment among all ad types, indicating that gamers are willing to interrupt play to watch ads if it ultimately helps their gameplay. Although the 23% reporting that they “like” rewarded ads was 8% lower than it was in Q3 2020, it was still slightly higher than the 20% who said they “can’t stand” them. About 76% of gamers saw at least one of these ads in the most recent survey period. Playable ads — used as demos for other game apps — had the second-highest “like” share, at 18%. About 6% more U.S. gamers said they “can’t stand” playable ads than said they “liked” them in Q3 2021, although the negative sentiment toward them rose 4.3% year-over-year. Plus, more than 30% say these ads are “OK.” Some 74% of gamers said they’d seen one or more of these ads in Q3 2021. When it comes to in-game banner/display ads, about 30% of gamers still say they “can’t stand” them. Still, about 35% say these ads are “OK,” and the number saying they like them rose from about 8% in Q3 2019 to about 13% in Q3 2021. The gap between “like” and “can’t stand” narrowed by 1.4% between Q3 2020 and Q3 2021. Three-quarters (77%) reported seeing at least one banner/display ad in Q3 2021. Mobile Marketing via MediaPost.com: mobile https://ift.tt/uk9x2id July 27, 2022 at 06:18PM
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B2B Marketers on the Move: Shining Light On Summertime B2B Industry Movers https://ift.tt/AuUoqKm Summer is in full swing, and today's B2B marketing landscape burns bright with consistent changes, often accompanied by growth that happens so fast that it can be difficult to fully appreciate, no matter the season. For over two decades, TopRank Marketing has been honored to help a wide selection of the world's top B2B marketers and major brands elevate and go beyond merely being competitive, to standing out from the crowd with an array of creative, award-winning successes. In this spirit, we like to regularly take the time to congratulate and honor business marketers, thought leaders, industry influencers, as well as our own talented team members who have recently seen career advancement. When B2B marketers take on new leadership roles, it's only natural to look for trusted resources to help professionals in new positions hit the ground running, and TopRank Marketing is happy to have been a go-to B2B content and influencer marketing agency for so many stellar marketers in new leadership roles. We're also always seeking out B2B technology industry influencers advancing in their careers to partner with on unique content collaborations. We extend summertime congratulations to our B2B technology industry partners, clients, associates, friends and teammates in this sixth edition of B2B Marketers on the Move. Summertime B2B Marketers on the Move
Adam is a TopRank Marketing alumni, and was featured in our Break Free B2B Marketing video interview and podcast series, in "Break Free B2B Series: Adam Dunn on Creating Blockbuster Video Content in B2B."
Tom is one of the top B2B influencer marketers featured in our all-new 59-page 2022 Influencer Marketing Research Report, and has been featured on the TopRank Marketing blog several times including in the Break Free B2B Marketing video interview and podcast series, in "Break Free B2B Series: Tom Treanor on Perfecting B2B Marketing Personalization."
Thanks To Each of These Leaders For Helping Elevate the B2B Marketing IndustryWe extend bountiful thanks to each of the talented B2B marketing professionals we've featured here who have recently been promoted or taken new industry positions. We're certain that you'll elevate and reach newfound heights when it comes to the performance you'll deliver in your new roles. You can find the previous edition of B2B Marketers on the Move here. If you're looking for a new change of your own, be sure to check out our own list of current job openings at TopRank Marketing on our careers page. *LinkedIn is a TopRank Marketing client. The post B2B Marketers on the Move: Shining Light On Summertime B2B Industry Movers appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/em7tNsa July 27, 2022 at 07:06AM |
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