Inside Influence 13: Tim Williams from Onalytica on Optimizing B2B Influencer Experiences12/28/2020
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Inside Influence 13: Tim Williams from Onalytica on Optimizing B2B Influencer Experiences https://ift.tt/3mVSRz4 In this final 13th episode of Inside Influence where I talk with B2B marketing insiders about what's working and what's not in the world of influencer marketing, our perspective has shifted from B2B brands to the influencers themselves. At TopRank Marketing, we conducted the first in-depth research into B2B influencer marketing which inspired this series and Onalytica recently conducted the first research study of B2B influencers to better understand influencer marketing from their perspective. Any B2B marketer that wants a complete picture for success with B2B influencer marketing going into 2021 and beyond will benefit greatly from both reports:
Then in my role, I'd really just try and listen to the brand. It's a very immature marketplace. It's evolving. So I see it as my role to be out there to publish content and to try and lead from the front. But importantly, listen to what customers are saying and see how technology can really advance the industry. I'm not keen on us just taking a passive look at the industry and trying to sort of build more revenue with customers. I think that technology is often like a challenge and solution for the industry to mature. So I guess I see my role as just helping in whatever way I can to progress and really just help brands connect with influence communities to create inspiring content. You and your team at Onalytica recently conducted a comprehensive B2B influencer research study. At a high level, what is the current state of B2B influencer marketing? Tim: Well, interestingly, it was off the back of the TopRank Marketing research report. Obviously TopRank are a great, leading agency in the field and producing lots of research and obviously you and I talk about research and have done quite a lot over the past few years. We've done some state of the industry stuff before with brands, but we really wanted to flip it to be able to give a 360 degree view on top of your research to people out there. I think what was really interesting is that it confirmed a lot of the beliefs in your report that the state of the industry is that influencers do give that third-party opinion. They do make a big difference if brands are partnering with them in the right way. It also showed up a lot of the gaps and a lot of the challenges for marketers on where the industry is going to head and what needs to happen for the influencers to feel like they've got a positive experience. I thought it was really interesting. I was very encouraged by the results, the gaps. Some of them do still surprise me with the way some marketers approach influence marketing, but I think that's just natural because a lot of the people doing influence marketing now don't have influencer marketing in their job description. It's something that they're just inheriting and running through pilot programs. I just think it's a natural outcome of people experimenting and I think the learning and the improving is really what we're seeing now. What do you think the impact of COVID has been in terms of the state of influencer marketing for B2B? Tim: In April to May this year I think a lot of influencers were extremely worried, especially the ones that were flying around the world and getting paid a lot of money. They were probably having very lucrative retainers or one-off, gigs with brands and I think that work obviously immediately dried up and they had to pivot their proposition into virtual events. I've seen some influencers do that very successfully now. I think it was a bit of a shock from April to May and I think in terms of the social media consumption and the influencer output on channels like LinkedIn and Twitter, we saw an increase in that social media activity and consumption. I think the biggest change was that we felt that the end consumers of the B2B to C, because everyone's obviously a person at the end of the day, increased. The appetite for influencers increased in a few months like it would over a five-year period. Even though the budgets weren't there from brands because everyone was pausing their budgets, I think the underlying factors have really advanced. So what we've seen is that from July onward, so in H2 of this year, influencer marketing in B2B has been better for it. I think it's almost helped the industry rather than just being too like "marquee event driven" where influencers are paid a lot of money to speak all around the world. The Onalytica research of B2B influencers found several similarities with TopRank's survey of B2B marketers. For example, Always-On campaigns were described as far more successful for both influencers and marketers. You and I understand the reason for that, but how do you explain it to marketers stuck on campaigns? Tim: I always see influencer relations as like there's two parallel strategies. I think there's the content or the events that you're trying to run in campaign mode. Then there's the longer term relationship building and building of great experiences for a campaign that you might run in three or four quarters time. I think that the brands that are starting off and just like activating with a one-off mindset, they just don't put as much effort into the long-term game. So the influencers by default then just invest less themselves because they don't know whether they're going to have anything in the future. So I think it's just natural. I think that it doesn't matter whether you're just starting out with influencer relations, you can do a few things that make a big difference and build long-term relationships. First impressions can last for, you know, 20 or 30 years. I think it's hard, especially when brands are in quarterly budget cycles. Both of us working in global tech a lot and the restructuring is a major challenge because people do move around in roles. So I think everyone gets it, but I think when you show the results of a longer term attitude are better than a short term, then I think that's when people can invest a bit more. We've both talked about the importance of the experience that brands create for influencers and the impact it can have on an influencer marketing program's success. Your research reinforces this in several areas from the need for quality outreach to who does the outreach to quality of the brief. How can we get more B2B brands to treat the influencer experience as important as the experience of the customers we're trying to influence? Tim: I think it's a key area that the industry has to improve on. I think it's about how much input you need to get the output that you're wanting as a marketer. So, if you're having to invest five hours to research an influencer that you don't really know, that you're not quite sure what output they're going to give you, I think there's a disproportionate amount of effort that marketers won't invest in. I think partly, agencies solve that problem, like yours. Obviously you know a lot of the influences and there's sort of the trust of working with them. At Onalytica we built relationships with thousands of influencers and we know the ones that you can trust and there's an element of credibility and time-saving there. I think there's also the ability to get to know someone within 10 or 15 minutes. This is really a technology solution where you can know what books they're going to publish, what motivations they have and what days they like to work. I recall speaking to one influencer at Social Media Marketing World and they told me, "on Monday I write my blog posts, on Tuesday I do my research, on Wednesday I look after my kids and on Thursday I do this," and I'm thinking, "how could a brand approach that influencer and really know what makes them work without hearing it directly from them?" So, I think it's a technology solution, which we're trying to solve where if we showcase profiles that show what really drives the passion and motivations of influencers, then brands can quite quickly say, "Oh, there's a great connection with what we're trying to do here." Then they have the confidence to reach out and it doesn't feel like this kind of matchmaking dating where you don't have a clue what they they're actually interested in. It's agencies, technology and I think influencers also have to make it as easy as possible for people to get to know them and what they want. And I think if we all close the gap, then it's going to translate into a better experience for the influencers. Influencers are not limited to industry experts as you know - employee are influential too. What opportunities are there for B2B brands to be more effective at engaging both to achieve marketing goals? Tim: I think this is where the real magic happens for us when we're talking about integrated advocacy. When we talk about employee advocacy, we see them as four segments. We see them as the topics execs which need to show leadership. They need to be out there on social, creating content. There's intrinsic value in what they say in the marketplace. So the execs are part of the employee advocacy for us. The next level down is the subject matter expert. Say, in the tech industry or environment, it might be talking about AI or sustainability or supply chain procurement and any of the important topics that might be driving the thought leadership. So, you've got various different employees that are thought leaders, but maybe not driving as much impact externally for your brand. There's a wonderful opportunity out there. The third segment are sales. So, social selling or social enablement of salespeople as some people like to call it is really important. That's the third category. Then the fourth one is everybody else like your general employees. There's lots of employee advocacy tools to help develop the general employees. What we like to look at is the execs as subject matter experts and the salespeople. To give you an example of what we think works really well, it could be a LinkedIn live session with an external influencer. You might also bring in an industry expert into this who wouldn't call themselves an influencer, but just has really deep expertise in your particular area. And then you could invite one of your subject matter experts internally to be part of that discussion. Now, the subject matter experts might not feel initially comfortable with putting themselves forward, but then they start speaking on a peer to peer level with the external influencers and they realize that they get on, they have a lot in common, they love the subject matter that they talk about. Guess what? That relationship continues on LinkedIn, Twitter, offline, on WhatsApp, like whatever form of communication that they have. If you think about that one example and you amplify that through all of your workforce, your employees are the biggest asset that any brand has. It's really powerful when you can start transforming your content through the voice of your employees and external influencers. That's what we describe as the kind of dream integrated advocacy model. In terms of actually making that happen, because some brands have 300,000 employees and across different business units, markets and languages, obviously it's a massive transformation change. But I think if you look at them as different segments, you can activate them in different ways, that's a really, really powerful operation. B2B brands engage with influencers in different ways from event activations to content collaborations to advisory councils. What engagement trends are you seeing going into 2021? Tim: I think you touched on something really interesting. The advisory role as an independent analyst is often a bit of a hidden fact within the marketplace. I know a lot of influencers that were asked to create some content, but then suddenly they've started writing strategy documents for really large brands about how they should tackle certain challenges or innovation within the marketplace. They're kind of ghost writing a lot of the strategy of companies. I found that really interesting and shocking because I thought that it was the actual company that was writing their own strategy, but then it was an influencers actually shaping that. But I thought it was really cool because some of these influencers have so much experience that they're taking on different personas. I do think that's something that is changing. And I think that when we talk about influencers a lot of people think that we're talking about just the professional influencers that work on a paid basis and they're on a retainer sometimes. They're great at creating content and they've got big social networks. We see that this is a much larger community of people from industry experts that would never call themselves influencers: the independent analysts, advisors, consultants. Then you've got the events speakers, key opinion leaders in the industry. That's where things are evolving. I don't think people are in love with the word "influencer". I think it's got a really bad rap from the B2C industry. I think that influential experts is more where we're trying to go, but there's, there's many different personas. So I think how brands are leveraging the different personas and who owns it as a brand is really the cause of key trends going forward. Content is most often the output from influencer collaboration but subject matter experts are not always expert content creators and many B2B brands are not really pushing the boundaries of effective content formats either. What can B2B marketers do to better showcase the expertise of the influencers who have collaborated? Tim: I think it's a really good question. Some of the influencers are content creators and they're specialists at that. So actually having an influencer interview some of the subject matter experts is one way in which brands haven't leveraged that enough, I don't think. It's interesting who should interview each other because you see both forms of that. I think that the trend that we're seeing is that people are fed up of advertising. They're fed up with brand generic messages. There's just so much content even since the pandemic. The content has spiraled even more so. I think people are just not in the mood for product being pushed down their throats. I think the subject matter experts are the people that can personalize the content and I think that brands are investing in the platform to help develop the social profiles of the subject matter experts. I've seen a big increase in investment into that. I don't think there's any shortcuts. I think it's about enabling them to feel comfortable maybe in video, like sitting down in a more traditional way, but then translating that into social bite sized video content. I know that you do a lot of interactive and visual content. I think the subject matter experts have the expertise, they just don't know how to translate that into wonderful sort of social communication channels. I think that's the job of marketers and communications professionals to be able to connect those two together. I don't see any magic wand. I don't know whether you've got any ideas or what you see from TopRank. Well, this is a problem we solve every day for companies. When a brand does make the effort to invest in high quality content from industry experts or industry influencers, they can take that content and make something the contributors will be proud of. Something so good it will inspire them to want to make it even more successful. Tim: Yeah, I completely completely agree with that. And obviously the end customer is what we're all working to influence and impress. I think that the activation of subject matter experts comes down to behavioral psychology of whether they want to develop their profiles, what their fears are and how to motivate them. I think what has changed is that a lot of topics execs or subject matter experts traditionally speak to 20 people in a room or 200 people or 10,000 people in a marquee event. Now they're seeing that they can actually speak to 20,000 people every week through social. I think that takes a couple of examples to really get through. So they have that light bulb moment and I think marketers and communications professionals, if they can help them switch that light bulb on in their heads, then suddenly they will invest a bit more effort into the content that they put out on social. What are you most optimistic about when it comes to influencer marketing? Tim: I think one thing is personalized, relatable content. I have a massive passion to just break out of the boring B2B into the inspiring, personalized content. But to be able to do it in a way that doesn't feel hard. I am very passionate about bringing technology to solve problems. And I know that there is friction - it seems easy. Like we can just pick up the phone to five influencers, create some content and then a couple of weeks later, you should have some great content and it can be that easy. But in reality, some brands take three or four months and struggled to get to that outcome. So what I'm passionate about is the quality of content to improve. And from a technology standpoint, we want to try and reduce the friction so that people can create this content. And it seems not as easy as paid media and hitting a button, but it doesn't seem like it's too much effort for them to start off. To connect with Tim, you can find him on Twitter and LinkedIn. Be sure to check out our previous Inside Influence B2B Influencer Marketing show interviews:
The post Inside Influence 13: Tim Williams from Onalytica on Optimizing B2B Influencer Experiences appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh December 28, 2020 at 05:33AM
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FCA, Ford Continue To Invest In Detroit https://ift.tt/3nXnaae Fiat Chrysler Automobiles is making two financial contributions to improve the quality of life for the people and neighborhoods on Detroit’s east side. FCA is contributing $400,000 to the Impact Neighborhood Fund for improvement projects in the three neighborhoods. And a $285,000 contribution to the Chandler Park Conservancy will enable the nonprofit organization to start construction on Detroit’s first community-based environmental education plaza. “FCA’s commitment to Detroit goes beyond our facilities,” said Ron Stallworth, external affairs lead for Wayne County, FCA in a release. “Our collective futures will be defined by how we collaborate to transform our neighborhoods, and we are just getting started.” Philanthropy has become a big part of marketing this year, especially in light of the pandemic. Consumers have repeatedly stated in research that they look to the charitable actions of companies to inform buying choices. The expectation for companies and brands to act ethically continues to grow. Nearly all (97%) consumers in a recent Mintel survey agreed that it's important a company acts morally/ethically, up from 76% who said the same in 2012. Consumer support for corporate social responsibility initiatives has truly gone mainstream, as 87% of consumers agreed that companies should always do the right thing, even if it isn’t required by law, and nearly two-thirds (65%) said that they’d stop buying from a brand with irresponsible practices. FCA’s $400,000 contribution to the Impact Neighborhood Fund represents half of the $800,000 outlined in an agreement it made with city of Detroit. The second $400,000 will be contributed in 2021. The automaker also donated 20,000 face masks to the community leaders. It is part of the automaker’s ongoing efforts to ensure that Detroiters stay safe and play a role in slowing the spread of COVID-19. Ford Motor Co. has been focusing on downtown Detroit since buying the long-neglected train station two years ago and beginning a multiyear, multimillion-dollar renovation. Recently at a community meeting, the automaker revealed the site plan for Michigan Central. The automaker envisions an inclusive mobility innovation district in Corktown, Detroit’s oldest neighborhood, as well as designs for some of the district’s first buildings. Ford’s vision for a 30-acre walkable community anchored by iconic Michigan Central Station is part of its plan to reshape the future of global mobility, working with other partners and connecting to a broader network of city and regional assets and innovation, according to the automaker. Along with a mobility testing platform and new open spaces, the site plan prioritizes the needs of the community with abundant green space, biking trails, cafes, shuttles, scooters, retailers, grocery stores, day care, housing and parking all within a 20-minute walk. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 27, 2020 at 04:44PM Travel Coalition Collaborates With Facebook On 'Look Book' https://ift.tt/3aL9VWd The Let’s Go There coalition, a national initiative to encourage Americans to think about travel, is collaborating with Facebook on a “Holiday Look Book.” “We know there’s pent-up demand for travel and the latest vaccine news makes Americans more optimistic about the ability to safely take a trip sometime in 2021,” according to the group. Facebook and Instagram users will be shown immersive “instant experiences” that bring to life the 180-page look book. This mobile full-screen ad instantly loads video, photos and carousels featuring iconic images of America’s top destinations. In addition to ad space, Facebook also donated the services of Facebook Marketing Partner Shuttlerock to build the video “instant experiences.” The Let’s Go There Coalition includes more than 75 partnering businesses including American Airlines, American Express, the American Resort Development Association, Chase, Delta Air Lines, Disney, Expedia, Hilton, the Las Vegas Convention and Visitors Authority, Marriott International, Visa and Visit Spokane. Facebook’s support for efforts to prime the travel and tourism market for a post-pandemic resurgence is driven by strong signals from its users that taking journeys remains very much on their minds. Travel is the No. 1 interest on Instagram, and travel inspiration lives across the Facebook family of apps, according to the group. The current phase of the campaign will run through the holidays. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 27, 2020 at 04:44PM
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Happy Holidays from the Team at TopRank Marketing https://ift.tt/2JiEYNM 2020 has been a uniquely challenging year for marketers the world over, yet the difficulties have served to bring us together in new ways, and as we enter the holiday season all of us at TopRank Marketing bring you special wishes for health and happiness. For all of us this has been one of the most challenging years in history, and as each of us works hard to meet the hurdles that 2020 has thrown in our path, we can take pride in what we’ve accomplished despite the difficulties that none of us could have envisioned a year ago. The trust our new and long-time clients have continued to place in us has allowed us to reach record levels of client retention, and for this we are very thankful. Our team has pulled together and we’ve added major new B2B technology industry, global telecommunications and IT firms as clients. We’ve also continued to expand and grow partnerships with existing clients such as LinkedIn, SAP, monday.com and many more. This unique year has reminded all of us just how important communities are — communities of clients, associates, influencers, executives, our fellow B2B marketers, as well as our local communities here in Minnesota — and we wish you all a joyous holiday season and a very happy new year ahead. We’re also continuing to grow and hiring in many roles. Take a look at our careers page for a full list. During this pandemic year TopRank Marketing has continued to take a stand both locally and as a part of our global community of marketers — efforts we will continue into 2021 and beyond, as our CEO and co-founder Lee Odden shares in a message for the new year. As Lane has mentioned, despite incredible challenges and uncertainty in the business world during 2020, our team at TopRank Marketing has been able to achieve many of our most ambitious goals. I know that many companies, including B2B marketing agencies, have not been so fortunate. I am thankful for the trust, loyalty and advocacy of our clients, the attention and engagement of our community and the continued opportunity to do the kind of work that inspires people. As 2020 comes to a close, I believe there are tremendous opportunities in 2021 to create more certainty, trust and growth. To help marketers realize these opportunities in the new year, we will continue to publish content on this blog that aspires to provide the kinds of ideas, insights and inspiration to achieve marketing and business success that we've relied upon ourselves to serve some of the top B2B brands in the world. We'll also continue to focus both on the effectiveness of our work and the meaningfulness of it as we serve the kinds of B2B brands that can really make a difference in the world. I wish readers of TopRank's B2B Marketing Blog the happiest of holidays, hope and success in 2021! TopRank Marketing Wishes You the Happiest of HolidaysWe’re incredibly grateful for each other, our wonderful clients, subject matter experts, and friends we’ve worked and grown with this unique year. From our marketing family to yours, Happy Holidays!The post Happy Holidays from the Team at TopRank Marketing appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh December 25, 2020 at 05:30AM Millennials Say: 'Enough Emails.' They Demand Relevance, Study Shows https://ift.tt/2KXDLMb Generational stereotypes are getting blurred in this year of COVID-19. For instance, our perception of millennials is changing as they advance into middle age and are supplanted as the primary youth cohort by Gen Z. Some sources describe millennials as the most beleaguered demographic, increasingly moving back in their parents. But millennials are also rapidly becoming the primary shopping force. And their reactions to marketing are more nuanced than you might think, judging by "Millennials: Where They Shop, How They Shop, Why It Matters," a study by SmarterHQ, publicized this week in Retail Dive. For starters, 74% feel they are getting too many marketing emails. Not that this is any mystery--70% complain that they are receiving too many irrelevant emails. They are tired of batch-and-blast. At the same time, 62% feel that shipping is too pricey, and 60% complain that there are too many irrelevant ads. advertisement advertisement And, 38% say websites are difficult to navigate. Finally, only 6.5% of millennials are brand loyalists. But that’s where the picture gets more murky. Millennials who receive personalized marketing communications have a 28% higher brand loyalty. Moreover, 70% are comfortable with retailers tracking their browsing and purchasing behaviors if it leads to a better customer experience. Want to reach millennials by email? Send them these types of messages:
The study claims that these five email types raise campaign revenue by substantial margins:
In terms of frequency, millennials prefer one to three marketing emails a month from any given brand. Here’s another paradox—that for all their presumed digital savvy, 50% of millennials prefer to shop in-store. In contrast, only 22% prefer mobile devices, and 27% shop on their desktops. Yet many double-task when they’re shopping—67% watch TV, 43% chat, 40% work and 23% travel. However, 49% simply wait. Finally, here’s one more takeaway from this strange year: For all the talk about youth, our incoming president is not even a baby boomer. He’s a member of the Silent Generation. SmarterHQ surveyed 1,000 millennials. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 24, 2020 at 11:57AM
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B2B Marketing News: Top B2B Investments For 2021, LinkedIn’s New Company Product Pages, Adobe’s CX Report, & Google’s 3D Search Content https://ift.tt/2WJCuuU B2B Businesses More Likely To Keep Third-Party Ad-Tracking Secrets From Customers 72 percent of B2B firms say they acknowledge ad tracking and don't inform customers, compared to some 58 percent of their B2C counterparts, according to recently-released survey data. The report also noted that B2B firms were twice as likely to rate third-party ad platforms as having done a good job of explaining how data is being used. MediaPost LinkedIn Adds New 'Products' Tab on Company Pages to Highlight Specific Products LinkedIn (client) has launched new product highlighting features to company pages on the platform, in the form of a products tab, allowing digital marketers to augment products with testimonials and customer endorsements, along with noting an additional forthcoming services marketplace feature, the Microsoft-owned firm recently announced. Social Media Today IAB 2021: Media Buyers Focus On Performance, View Data Privacy, Ad Tracking As Top Challenges Ad buyers have shifted focus to increased performance, while replacing the information formerly gathered by tracking cookies has become a top challenge, according to recently-released report data. Digital media will account for 71 percent of budget totals, according to the Interactive Advertising (IAB) report. MediaPost Reddit Announces New Partnership with Moat to Provide Third Party Verification on Ad Metrics Social news aggregator and discussion platform Reddit has announced integration with Oracle Data Cloud’s Moat service, a move that seeks to bolster Reddit’s campaign performance metrics as it courts a greater presence of B2B firms. Social Media Today Report: Americans Are Optimistic About 2021 59 percent of U.S. adults said they never want to hear the term “new normal” used again, according to recently-released survey data. The report also showed that consumers are seeking stability, and are ready to continue embracing the new technologies that have seen increased usage during the pandemic. MediaPost Top best practices for standout customer experiences in 2021 A continuing fine tuning of customer experience strategy will see brands playing greater roles in the lives of consumers, with particular success coming to brands that take a stance on corporate social justice, according to subject matter experts in a recently-released Adobe survey examining the evolving role of CX. CMO by Adobe Google releases Google Ads Editor v1.5 Google has offered new insight into a previously unannounced Google Ads Editor update, which has brought a more robust feature set to Google’s popular ad editing utility, the search giant recently announced. Search Engine Land As MarTech Spending Looks Set to Rise Again in 2021, Ease of Use Remains A Key Factor 2021 will see marketers increase spending on marketing technology, with ease of use, costs, customization, and the insights delivered among marketing and sales professionals’ top considerations, according to recently-released survey data of interest to digital marketers. MarketingCharts Google Search Streamed 3D Content Including Cars Google has offered a glimpse of streamed 3D content within search results for certain mobile users — an example of the type of new advertising format opportunities marketers may be increasingly optimizing for in 2021 and the coming years. SEO Roundtable Some B2B Firms Saw Revenue Increases Because Of COVID-19: Study Nearly one in five B2B firms said they will record revenue increases of at least 25 percent during 2020, with some 61 percent attributing the rise in revenue to conditions caused by the pandemic — two of several statistics of interest to digital marketers contained in new survey data. MediaPost ON THE LIGHTER SIDE: A lighthearted look at “targeted holiday advertising” by Marketoonist Tom Fishburne — Marketoonist The 30 most Onion-worthy headlines of 2020 — AdAge TOPRANK MARKETING & CLIENTS IN THE NEWS:
The post B2B Marketing News: Top B2B Investments For 2021, LinkedIn’s New Company Product Pages, Adobe’s CX Report, & Google’s 3D Search Content appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh December 24, 2020 at 05:30AM Antitrust Suit Against Google Supports Publisher Complaints https://ift.tt/3nPRKCC Publishers were harmed when Google's method of "dynamic allocation" of online bids for digital ad space drove down prices. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 23, 2020 at 05:32PM
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Nissan Preps National Rollout Of Online Shopping Program https://ift.tt/2KSgdbP Nissan North America is expanding a pilot online shopping program which will allow consumers to buy a vehicle without leaving their home. The program, which has been christened Nissan@Home, was tested at seven Nissan dealerships over the summer. Additional dealers can now enroll, which could enable availability throughout the U.S. by this spring, per the automaker. A customer will be able to schedule and complete a test drive, manage the purchase process, take delivery, and handle service needs from a computer, tablet or mobile phone. They can transition into a Nissan dealership at any time during the process, or complete the deal from a remote location of their choice – their home, a local coffee shop or anywhere they have online access. Nissan@Home gives customers the ability to purchase a vehicle on their terms, said Dan Mohnke, vice president, ecommerce, Nissan North America "Through this new program, Nissan dealers can provide a better customer experience which can, in turn, help improve their own business performance,” Mohnke says in a release. The pilot ran in Virginia, Michigan, Texas, Florida and Illinois. Each dealership recommended that Nissan proceed with a nationwide rollout. One dealer, Dan Banister, owner of Banister Nissan of Chesapeake and Banister Nissan of Norfolk, both in Virginia, called the test program remarkable. “Our sales close-rate nearly doubled with customers who used this online shopping solution,” Banister says in a release. “You see what’s happening now with holiday shopping. Online buying is massive and absolutely what today’s consumer is wanting. COVID-19 has only increased that demand.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 23, 2020 at 04:38PM My Christmas Gift To You: Common-Sense Steps For Apple's Data Privacy Protocol https://ift.tt/3rmksNn Advice for marketers and media planners on how to adjust to the changes brought by the new protocol. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 23, 2020 at 02:42PM Did Google's Work With Cybersecurity Firm White Ops Help Forge Goldman Sachs Deal? https://ift.tt/3pqqfzX Goldman Sachs’ Merchant Banking Division has acquired cybersecurity company White Ops from Paladin Capital Group, Grotech Ventures, and other shareholders. The acquisition occurred in partnership with cyber solutions provider ClearSky Security and venture capital firm NightDragon. The terms of the transaction have not been disclosed. White Ops hopes the acquisition will support the company’s next phase of growth and further accelerate its expansion into new markets, as more move to advertising and selling online. The company grew the number of customers it serves by 40% and employees of the company grew by 25% to 170, in the past year. Morgan Stanley & Co. LLC acted as financial advisor to White Ops. Legal counsel was provided to White Ops by Cooley LLP. White Ops worked with Google to stop the 3ve malware scheme that hit more than 1.7 million computers and resulted in $29 million in payments for fake digital ads. The scheme also involved the U.S. Department of Justice. In this scheme, defendants used malware-infected computers to run automated ad-fraud schemes without users’ knowledge or consent. In February 2019 at the IAB Leadership Summit in Phoenix, Per Bjorke, senior product manager at Google, brought the scheme to the attention of advertisers, agencies, publishers and platform providers. He told them how the company had worked with White Ops in November 2019 to uncover a digital ad-fraud scheme called 3ve, and asked for their help. Stopping the widespread attack, no doubt, caught the attention of Goldman Sachs’ Merchant Banking Division, along with the fact that its invalid traffic detection and filtration (SVIT) services for desktop and mobile ad fraud are accredited by the Media Rating Council.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 23, 2020 at 02:29PM |
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