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TikTok Begins Launch of Instagram Competitor 'Notes' App https://ift.tt/faxWqm1 TikTok, which popularized short-form video across the globe, has begun rolling out its new photo-sharing app –– a competitor to apps like Meta’s Instagram -- in select markets, including iOS and Android users in Canada and Australia. “The TikTok Notes experience is designed for those who would like to share and engage through photo content,” the ByteDance-owned company posted on X, adding that this rollout marks “the early stages of experimenting with a dedicated space for photo and text content” with the app. Listings on Apple’s App Store, as well as the Google Play Store, make clear that some of the app’s features are not available on Instagram, including the ability to type headlines for images above the user’s photo-caption. The screenshots show that posts appear on the home page in two-column grids -- similar to the look of Pinterest -- with a page where users can view posts from people they follow and another “For You” page. Users are also allowed to post multiple photos through a carousel post, very similar to Instagram. advertisement advertisement In the highly competitive social-media landscape, tech companies have made big business by copying each other’s most successful ideas. Meta, in particular, has gained a reputation for this strategic behavior, especially in its launch of Reels, the TikTok-ified short-form video feature, and its new video player. Earlier this month, when TikTok first announced the new photo-sharing app, it was clear the social media giant was taking a note from Meta’s playbook, copying Instagram despite the inclusion of image and text posts in TikTok’s original app. No future information has been announced regarding the future release of TikTok Notes. Mobile Marketing via MediaPost.com: mobile https://ift.tt/W0mKTYR April 17, 2024 at 06:02PM
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Smoove Operator: JB And AT&T https://ift.tt/wE1gjrc “I’m done listening to two-hour podcasts about bros cold-plunging! In my new podcast, ‘Straightforward’ by AT&T Fiber, I’ll give you all the info you need, in about half a minute.” That’s JB Smoove, comedian, noted “Curb Your Enthusiasm” scene-stealer, and occasional phrase-maker-upper, posting on his X account last week, announcing his clever micro-podcast deal involving AT&T Fiber and iHeart Podcasts promoting AT&T Straightforward pricing. I had never heard “cold-plunging” outside of Scandinavia, but it’s a thing among bros. And that’s just the role Smoove's character Leon Black played on “Curb”: to disturb and edify Larry, with his hilariously worded, profane, contemporary cultural riffs and advice. advertisement advertisement Created by BBDO Los Angeles, the campaign does a couple of smart things. First, many podcasts are too long, now that you mention it. Who has the time? Second, they make it all about the authentic voice of JB. The campaign allows him to run with his signature “good/bad advice” capsulized in tiny nugget form. It has zero stuff about the “authentic fiber optics and better speed than cable internet” blah blah weighing it down. It’s form and function: The notion of speed conveys itself. In effect, it’s a miniature podcast for other traditional podcasts. And when it runs as a li’l commercial within other podcasts, it’s a great relief that it’s an absurd comedy bit falling from the sky that doesn’t come across as a typical ad at all. JB brings up some interesting concepts, and then the answer is like a tiny poem with nonsense stanzas going straight off a cliff, or around in circles. I happen to love his brand of comedy, and no matter how many ads he appears in, I never get sick of him. Take “How to Stop a Ninja,” a title that sparks the imagination. “Let’s travel back 500 years to the feudal era of Japan,” Mr. Smoove (born Jerry Angelo Brooks, thus the JB) tells us, “To uncover why a culture known for its meticulous craftsmanship deliberately built homes with creaky floors…” I agree about the meticulous craftsmanship and am interested in where the ninjas fit in.The answer? “A lot of those stealthy ninjas were using their power to step out and have affairs. Squeaky over sneaky saved many a ninja marriage!” Ninja-wise, that’s not what I was bargaining for, but it’s certainly unexpected. Some of the titles of the microcasts parody New Age self-help advice, but boil down to absurd wordplay and aphorisms. “How to be a Better Lover,” for example, goes like this: “Let me cut to the chase. Love yourself, but don’t love yourself so much that you have no love leftovers for your lover. “Remember, love doesn’t reheat well in the microwave.” In all, there are 13 “Straightforward” episodes, ranging from 22 to 35 seconds. They’re introduced with a cool musical flourish. Smoove’s delivery is what sells them. “That’s why Straightforward, hosted by yours truly, gives you exactly what you need, in as long as it takes you to tie your shoes. From being a better lover to a better human, I got you," he said in an introduction. “Straightforward” might leave you confused, but in a good way. Remember that “love does not reheat well in a microwave.” Does that include fiber? Mobile Marketing via MediaPost.com: mobile https://ift.tt/Zw3RgqP April 16, 2024 at 06:01PM
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On The Precipice: AdLib's Pivot From MediaMath Spinoff To DSP Aggregator https://ift.tt/HqguB0z When pioneering DSP MediaMath announced it was shutting down in late June of last year, no one was more surprised than Mike Hauptman, co-founder and CEO of startup programmatic ad buying platform AdLib Media Group. Hauptman was one of the first 100 employees at MediaMath, having joined in 2010. He was with the firm for over eight years in a variety of roles, lastly as vice president/technical business development. advertisement advertisement In 2015 Hauptman and another early MediaMath employee Dan Bougourd approached company management with the idea of developing a programmatic media buying arm for mid-sized agencies that would sit on MediaMath’s tech stack. The company backed the idea and provided seed money. AdLib incubated for three years before Hauptman left MediaMath in 2018 to run the startup full-time as CEO. Co-Founder Bougourd followed a couple of years later as chief technology officer. AdLib was firing on all cylinders as a MediaMath spinoff when the bottom fell out last June with the latter’s Chapter 11 filing. “We were just as suprised as everyone else,” Hauptman recounts. AdLib had to pivot quickly because all of its business was running through MediaMath. Over the ensuing couple of months the firm was able to move budgets to other top-tier DSPs such as Xander, Beeswax and Google’s DB360. “We actually didn’t have a zero dollar day,” he said. Within a relatively short time AdLib reached agreements to run inventory through a dozen major DSPs. “When we finally had a chance to breathe, we understood the feedback from the market,” he said. Running through all the top tier DSPs versus just MediaMath was a “far more powerful offering [with] way more value to be extracted out of the tool and the layer that we put on with these additional connections.” In effect the company has morphed from a MediaMath spinoff to what Hauptman calls a “self-service DSP aggregator.” While MediaMath’s downfall was potentially catastrophic for AdLib, the latter’s quick pivot put it in a better place. “I can say that now,” Hauptman says, noting that the interim months were fraught with tension and uncertainty. “It was really awful while we were going through that,” he said. In February the company regained access to some key MediaMath assets through a deal with adtech firm Infillion which acquired those assets late last year. In addition to enhanced first-party audience segmentation tools, the agreement provides users on the AdLib platform with access to CTV and mobile inventories and other benefits. Today, some 50 midsized agencies are using the AdLib platform. A major opportunity this year, Hauptman says, is helping agencies navigate political advertising channels. Compared to four years ago, a lot has changed in the space. “If you want to reach consumers who are watching TV you really need to be focusing on programmatic buying instead of buying local broadcast media,” he says. There’s more flexibility in the space, he notes, so that budgets can be redistributed quickly based on real-time analytics of what’s working, or not working. As a DSP aggregator, Ad-Lib also streamlines contract and compliance issues so that agencies don’t have to negotiate with individual DSPs. “Usually there’s this whole back and forth at the DSP level” specific to political advertising, says Hauptman. “We automatically address those issues for them,” with technology tailored to navigate the guardrails in place for political ads. Separately, AdLib announced today a deal to add tools from software firm Ad Reform. The integration fully automates the proof of placement and campaign screenshot process for all campaigns running through AdLib, further helping agency clients save time and expense. The last eight months have been perhaps the most challenging time in AdLib’s nearly decade-long existence. MediaMath’s demise was a shock, but it put AdLib on a new and better course. “We’re in the best position we’ve ever been in,” says Hauptman. Mobile Marketing via MediaPost.com: mobile https://ift.tt/TBYMXV6 April 16, 2024 at 01:07PM
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'Crazy' For You: NHL Campaign Highlights Obsessive Fans https://ift.tt/iAuvYj4 The National Hockey League is saluting its most obsessive fans. A new campaign for the 2024 Stanley Cup Playoffs, beginning Saturday, showcases their insanity. Created by Highdive, the three 30-second spots run on the NHL’s digital and social-media platforms, as well as TV. The work pays tribute to passionate NHL fans who put the team first. The tagline sums up that theme: "Love Makes You Do Crazy Things." The spots are Tattoo, Catfish and Not Together. In "Tattoo," a Vegas Golden Knights Fan prematurely gets a Stanley Cup Championship tattoo on his arm before the 2019 Playoffs begin, confidently stating “this is our year.” It is not. Chad Broude, co-founder of Highdive, told Agency Daily: “These spots were inspired by true stories of the crazy things NHL fans do for their teams. For the die-hard fan, doing something like throwing a dead catfish on the ice might not sound out of the ordinary. But to the average person, they seem crazy. What better time to celebrate this unique ‘crazy love’ than during the playoffs, when excitement is at its peak.” advertisement advertisement The Stanley Cup Playoffs begin April 20, with games on ABC, ESPN, ESPN2, ESPN+, TNT, TBS, TruTV and Max in the U.S. Chicago-based Highdive's client work includes Jeep, Ram Trucks, Boost Mobile, Airheads, Lay’s and Beam Suntory. Mobile Marketing via MediaPost.com: mobile https://ift.tt/TBYMXV6 April 16, 2024 at 10:01AM
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White Claw Promotes Social Connections, Wants Customers To 'Grab Life' https://ift.tt/aKSez5t Alcoholic hard seltzer White Claw is debuting a new campaign – “Grab Life By The Claw" – on its global platform. The 30-second spot by creative agency of record VCCP highlights how friends build connections just by hanging out and sharing experiences. “When White Claw launched in 2019, it disrupted the liquor category and became a symbol of the new ways people were getting together. You didn’t need a bar or a location, just good people, friends or strangers,” said Darren Bailes, Global CCO at VCCP. “This campaign exemplifies the value of social connection.” The U.S. ad campaign is live now across multiple channels. Additional rollouts and activations are coming. Smuggler's Björn Rühmann directed the campaign spot. Haworth is the brand's media agency. advertisement advertisement Isabelle Sakai, global chief marketing officer, Mark Anthony Brands International, said: “White Claw is an elevated choice for connecting over drinks. Those moments are more important than ever at a time when more people crave human interaction.” White Claw was the leading hard seltzer brand in the United States in 2021 with 12 assorted flavors. The brand generated almost $2 billion in sales that year, according to Statista. Perennial favorite White Claw Black Cherry accounts for 11% of total on-premise consumption. VCCP's client roster includes Google, T-Mobile, Abbott, easyJet, Domino’s, Canon and Cadbury. Mobile Marketing via MediaPost.com: mobile https://ift.tt/TBYMXV6 April 16, 2024 at 10:01AM
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YouTube To Cut Down On Mobile Third-Party Ad-Blockers https://ift.tt/CWvroih YouTube made an update Monday in relation to third-party ad-blocking apps, which may make it more difficult for users to watch YouTube videos without paying for the company’s ad-free tier. Specifically, viewers using these third-party apps to access YouTube may start experiencing “buffering issues” or be met with an error message stating that “the following content is not available on this app.” “We want to emphasize that our terms don’t allow third-party apps to turn off ads because that prevents the creator from being rewarded for viewership,” the company wrote in a blog post. Last year, the company began reminding its users on the app to either allow ads while watching videos or pay to upgrade to YouTube Premium for an ad-free experience. In June 2023, the company also began running a global test that cuts viewers off after watching three videos with ad blockers. YouTube’s new policy-driven strategy particularly targets mobile ad blockers that allow users to open YouTube within the ad blocking app, so they can watch as many videos as they want without any ads. “We only allow third-party apps to use our API when they follow our API Services Terms of Service,” the company added. “When we find an app that violates these terms, we will take appropriate action to protect our platform, creators, and viewers.” advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/TBYMXV6 April 15, 2024 at 05:37PM
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Need For Speed Driving QSR, Fast Casual Popularity https://ift.tt/W7tnu1x QSRs and fast casual restaurants are definitely having a moment. Per Placer.ai’s new white paper, “The QSR Dining Advantage,” visits to these chains have been up 2.1% year-over-year during Q1 2024, compared to 0.4% for full-service restaurants. Overall, the main reason for this is speed: Consumers are prioritizing their spending on dining out or picking up from restaurants that service them most quickly. Several chains were cited, including Taco Bell’s Touch Display Kitchen System, which assists cooking operations and wait times, as well as the restaurant’s Go Mobile format, which intends to speed up drive thru. Chick-fil-A’s dedicated channels for mobile order and pickup, and its plans for four drive-thru lanes, and Wendy’s use of generative AI and robotic delivery system development, were also mentioned as drivers. advertisement advertisement And while all QSRs intend to be quick, as the name implies, Taco Bell, Chick-fil-A, and Wendy’s stand out among the fray—all three have experienced steady increases in the share of visits to their venues lasting less than ten minutes in the past year. Even fast-casual venues are getting faster, with many adopting formats formerly reserved for restaurants with a drive thru. As an example Placer.ai cited the success of Applebee’s new format, with a focus on to-go orders in Deer Park, New York, which opened in late 2023 and features pick-up lockers for digital orders with limited dine-in options and no table service. In Q1, 2024, 20.5% of visits to the chain’s To Go venue took place during the 12:00 PM - 2:00 PM time slot, while the average Applebee’s in the New York-Newark-Jersey City CBSA received less than 10% of its daily visits during that daypart. The new restaurant also drew a significantly higher share of weekday visits than other nearby venues. To the surprise of absolutely no one in the restaurant industry, chicken remains king of the roost. The report states that share of visits to chains with chicken-based menus has increased steadily between 2019 and 2023. In Q1 2024, 15.3% of fast casual and QSR visits were to a chicken restaurant concept, compared to just 13.4% in Q1 2019. Two in the sea of chicken chains continue to stand out. Both Chick-fil-A and Raising Cane’s are receiving more visits per venue than their peers. “In Q1 2024, Raising Cane’s and Chick-fil-A saw an average of 153.0% and 237.7% more visits per venue, respectively, compared to the combined Fast Casual and QSR industries’ average,” per the report. And lastly, it turns out these customers love fast food during the festive season. The report states they increase their visits, due to both promotions and experiential events, during the holidays.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/TBYMXV6 April 15, 2024 at 04:33PM
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Gen Z Joins The Trades https://ift.tt/tcUOoa0 For the last eight decades, society told teens that a college degree was their ticket to middle-class prosperity. Today, with college costing more than ever, yet yielding fewer financial rewards, increasing numbers of young adults are instead picking up a hammer or wrench, and joining the skilled trades. A recent Wall Street Journal article documents this phenomenon and discovers several causes. The first is skyrocketing tuition costs and student debt, with incoming Vanderbilt students set to pay nearly six figures a year to attend. The second is the fact that roughly half of college grads end up with jobs that don’t require a college degree. The third is the increasing concern that white-collar professions might be decimated by AI. And the fourth is the entrepreneurial orientation of Gen Z: Why join a big company, play by their rules and risk a layoff when you can learn a skilled trade, and then hang out your own shingle? As a result, while enrollment in community colleges and four-year institutions shows just a slight increase year-over-year, enrollment in vocational-focused community colleges is up almost 20%. New construction hires earned $48,089 on average in 2023, up 5.1% year-over-year, while the starting salary in professional services averaged just $39,520, up only 2.7% year-over-year. Last year, the number of electricians, plumbers, carpenters, and HVAC specialists grew vs. a decade ago, while the median ages of all those professions decreased, as boomers and Gen-Xers retired from those trades and Gen Z started taking their place. advertisement advertisement And these skilled tradespeople are spending less to earn more. While college students graduate with six-figure debt loads, their counterparts can attend trade school for four figures a year, and graduate after two years. Better yet, many find apprenticeships where they get paid to learn on the job, and their employer pays for schooling. As a result, they can graduate debt-free; live in a low-cost city (after all, every town needs electricians and plumbers); and buy a house once they’re making mid-to-high five figures in their twenties. With the money they’re saving on college tuition, some parents can invest in their trade-school grads’ start-ups. The WSJ profiles one such family, whose older son is attending trade school for automotive repair, and then hopes to start his own mobile detailing service, before expanding into auto-body work. His father is thrilled, and plans to invest in his son’s business, and then do the same for his younger son when he gets ready to start a welding business. How can brands better serve these young tradespeople? *Include them in ads. Don’t exclusively feature big-city, white-collar or “creative class” young adults in ads; also make sure to include hard-working, blue-collar folks enjoying your brand (a rarity for categories outside of blue jeans, beer and pickup trucks). *Address their needs. These young tradespeople might need uniforms that are practical, durable and comfortable, yet stylish. They could probably use pain-relief devices and over-the-counter products to relieve discomfort after working a physically demanding shift. And if they’re starting their own business, they need workflow management and accounting software designed for their industry. *Assume they’re starting sooner. While college grads are taking longer to reach key milestones of adulthood due to crippling debt loads, tradespeople can marry, start a family, buy a house and new car, and travel just as early as boomers and The Greatest Generation did. So if you’re marketing these services to white-collar consumers in their thirties (and beyond), consider how you might target tradespeople in their twenties, who are “adulting” a decade sooner. By following these practices, your brand can help young tradespeople as they rebuild and repair America. Mobile Marketing via MediaPost.com: mobile https://ift.tt/i6mgSsR April 15, 2024 at 12:30PM 20 Common B2B Marketing KPI Examples to Track Performance https://ift.tt/gJSsvPO Marketers of every stripe are feeling the pressure to prove the ROI of their efforts. In B2B marketing, this proof is even more important — and harder to quantify. Long sales cycles, large buying committees, and convoluted customer journeys all make measurement more challenging. But data-driven marketers are up for the task. We have the capability to measure a host of key performance indicators (KPIs). We just need to define them and build the capacity for measuring them into our marketing strategies. This guide features 20 of the most common B2B KPIs. From traffic and visibility metrics to lead generation, engagement, and beyond, these equip marketers to measure, fine-tune, and elevate their campaigns. 20 B2B marketing KPI examplesWe’ve grouped these metrics by category to make them easier to browse. The right metrics for your campaigns may vary depending on the tactics you’re using, your audience, and where you’re getting the most engagement. Traffic metrics: Brand interaction that signifies intentOn the looping highway that is the customer journey, traffic metrics serve as signposts that indicate points of interest — where your messaging is earning engagement and visibility. These metrics offer a scenic view of how audiences navigate and interact with your brand, making it easier to see where your optimization time and effort is best spent. Organic Traffic: Picture this as the organic foot traffic wandering into your digital storefront. It signifies the number of visitors reaching your site through search results or direct clicks, without interacting with a paid ad. This KPI can show how relevant your content is to your target audience’s search needs. Paid Traffic: Just like toll roads can speed up your journey for a small fee, paid traffic makes it easier to bring visitors to your site. It simply means visitors that came from any paid advertising effort. Understanding this metric helps you measure your ad spend efficiency and the resonation of your campaign with the right audience. Social Media Impressions/Engagement: If paid ads are toll roads leading directly to a destination, social media is a town square. Engagement is key, community is king, and success is measured in likes, impressions, comments and shares. Impressions and engagement metrics on social platforms offer insights into who your audience is and what content is most meaningful to them. Earned Media: Restaurants that land in the Michelin Guide are more likely to bring in tourists. This is an example of earned media — it means your brand is mentioned on other platforms without your direct involvement. Healthy earned media mentions are a testament to your brand’s reach and impact. Traffic from Social: Just a few years ago, this was the chief social media success metric. Now, algorithms are less likely to promote posts that link off site. If your social media strategy is consistently driving traffic from the social media town square to your brand’s site, that’s an excellent performance indicator. Understanding and harnessing these traffic metrics helps to show how customers are encountering your brand, what messages are resonating and with whom. All of the above helps reveal areas of strength and opportunities for optimization along the route to increased engagement and visibility. Visibility and search metrics: How well does your content match searcher intent?Search engine optimization (SEO) is a constantly moving target. Not even Google employees fully understand the algorithm that determines search rankings; it’s a program that is constantly building on itself with minimal human intervention. It’s critical to keep a close eye on metrics that measure your search visibility. The following visibility and search metrics act as guiding lights, offering insights into your brand’s discoverability and credibility. Keyword Rankings: Every keyword typed into a search engine is an expression of desire — a need to be met. Monitoring keyword rankings can show whether your content is meeting the relevant needs. It involves tracking the positions your website holds in search engine results for specific terms. Higher rankings signify enhanced visibility and relevance, potentially driving more (and more relevant) organic traffic to your site. Organic Click-Through Rate (CTR): Rankings are important, but rankings alone don’t turn browsers into prospects. CTR for search measures the percentage of users clicking on your organic search results compared to the total number of impressions. If your CTR is low, your meta descriptions and titles need an overhaul to more closely match user intent and compel a click. SERP (Search Engine Results Page) Features: Search engine results used to be a set of links ranked in order of relevance, with a text ad or two on top. Now there are multiple ‘position zero’ places for content to rank. Featured snippets, knowledge panels, video excerpts and other specialized search results can increase your visibility. Backlinks: The number of sites that link to your content used to be a key quality indicator for Google. Now backlinks are one of many such indicators, but it’s still important to monitor them. Backlinks from credible and authoritative sites can help your rankings, while backlinks from untrustworthy sources can harm them. Monitoring backlink quantity and quality helps gauge your site’s trustworthiness and its potential to rank higher in search engine algorithms. Domain Authority and Page Authority: These metrics assess the strength and credibility of your website (Domain Authority) and specific pages (Page Authority) in search engine algorithms. Higher domain and page authority scores typically correlate with better search visibility and rankings. In fact, many keywords have a minimum domain or page authority to even be considered for page one results. Understanding and optimizing these visibility and search metrics helps to ensure your brand remains visible, credible, and discoverable by your target audience. Lead generation metrics: Turning prospects into partnersThe previous sections help measure how well you’re bringing prospects closer to your brand. Lead generation metrics can help you prove your effectiveness as a partner with the sales team, helping guide prospects into becoming customers. Note that these metrics are less rigidly defined than the previous. Domain Authority, for example, is a universally-recognized number. But the definition of a qualified lead will depend on how your organization approaches the sales process. Marketing Qualified Leads (MQL): Not everyone who visits your site or fills out a form will be a good fit for your solution. MQLs are prospects that demonstrate a level of engagement that deems them more likely to become customers than others. B2B MQL criteria might include job title, seniority, demographics, organization size, and role in decision making. Sales Qualified Leads (SQL): MQLs are sent to the sales team for further qualification. Sales compares these leads to their history of deals won and lost to determine whether an MQL is an SQL as well. Measuring how well your MQLs convert into SQLs can help guide efforts to align with sales. It’s imperative for sales and marketing teams to align on these lead definitions. Collaboratively establishing and agreeing upon what constitutes an MQL and an SQL ensures a shared understanding of lead quality, minimizing discrepancies, and fostering a smoother transition of prospects through the sales pipeline. Engagement and conversion Metrics: Gauging audience interaction and actionAt the heart of it, marketing is about compelling people to take specific actions. Engagement and conversion metrics help marketers understand how well their marketing campaigns are leading to the desired outcomes. Engagement Metrics: Engagement means, at a broad level, any kind of interaction that your target audience has with your content. It can include comments, shares and reposts on social media, comments and sharing of blog posts, clicking links in your email newsletter, and much more. Any sign that someone has seen your content and found it valuable can be considered engagement. On social media platforms, likes and comments on posts showcase the level of engagement and resonance of content with the audience. Similarly, shares indicate a higher level of interest, potentially expanding the content’s reach. Conversion Rate: This metric measures the percentage of users who take a desired action. It could be as large a step as making a purchase, or an incremental one like subscribing to your newsletter or downloading a guide. You’ll likely measure many different conversions as you map out your customer journey. Conversion rate is expressed as a percentage: If 100 users visit your website and five of them make a purchase, your conversion rate would be 5%. This rate reflects the effectiveness of your content or campaigns in prompting the desired action. These engagement and conversion metrics provide valuable insights into audience behavior, content performance, and the effectiveness of marketing strategies in prompting desired actions. This is crucial for both optimizing your strategies and showing the value of your marketing efforts. Advertising performance metrics: Measuring the value of your spendMeasuring the return on advertising expenditures is an essential part of proving your marketing team’s effectiveness. These metrics can help guide you to understand where best to invest your ad budget for maximum return. Cost Per Click (CPC): This metric calculates the average cost paid for each click on an advertisement. It shows whether you’re backing the most effective ads with your money. For example, if you spent $100 on an ad campaign that generated 200 clicks, your CPC would be $0.50 per click ($100 divided by 200 clicks). But if a $100 campaign only generates one click, that means a $100 CPC and a dire need to re-evaluate your campaign. Click-Through Rate (CTR): CTR measures the percentage of users who click on an ad after seeing it. It gauges how relevant your offer is and how compelling your creative is. A high CTR means your ad copy is on point and your subject matter is compelling. Like conversion rates, CTR is expressed as a percentage. If your ad is shown 1,000 times and receives 50 clicks, the CTR would be 5% (50 clicks divided by 1,000 impressions multiplied by 100). Cost Per Acquisition (CPA): This metric includes cost per click and conversion metrics for an overarching look at how much it takes to acquire a customer through all of your campaigns. For example, if you spent $500 on an ad campaign and acquired 10 customers, your CPA would be $50 per acquisition ($500 divided by 10 customers). Of course, whether $50 is a reasonable CPA depends on the monetary value of each customer (more on that in the next section). With these metrics on board, you can optimize ad campaigns, maximize ROI, and refine targeting strategies to attract and convert high-value leads or customers. Customer lifecycle metrics: Measuring marketing beyond the first saleMarketing’s job doesn’t end once a prospect becomes a customer. Nurturing customers into repeat customers, and even loyal brand ambassadors, is a critical part of successful marketing. These metrics help measure the business value of existing customers. Lead to Close Rate: This metric measures the percentage of leads that eventually convert into paying customers. It signifies the efficiency of your sales process and the quality of leads generated by marketing efforts. This metric is presented as a percentage as well: if 100 leads are generated, and 10 of them become paying customers, the lead to close rate would be 10% (10 customers divided by 100 leads multiplied by 100). Customer Lifetime Value (CLV): CLV measures the total predicted revenue a customer is expected to generate throughout their relationship with your business. For example, If the average customer spends $500 annually, stays with your business for 5 years, and has an associated profit margin of 30%, the CLV would be $1,500 ($500 annual spend x 5 years x 30% profit margin). Knowing this helps determine if your CPA is sustainable—if customers cost more to acquire than they generate in revenue, it’s time to reevaluate your strategies. Churn Rate: Churn rate calculates the percentage of customers who leave the business in a given period. This percentage helps to measure the level of attrition over time, which can assist in developing new retention strategies. Measuring churn rate requires a little extra math. If you have 500 customers at the beginning of the month and 50 customers churn during that month, your churn rate would be 10% (50 churned customers divided by 500 total customers multiplied by 100). You can see how combining these metrics can give you a complete picture of each marketing activity’s value. If you know:
Then you can quantify the value of a single visit to your landing page in real dollars and cents. Use KPIs to spot opportunities in B2B marketingWhen we talk about metrics and KPIs, it’s important to remember that they’re not just numbers on a spreadsheet. Each data point represents an opportunity to better understand the customer journey and optimize the paths from awareness to repeat purchases. The TopRank Marketing team puts a high value on measurement and optimization. Our marketing strategies can include benchmarking and comprehensive monthly and annual reporting. Learn more about how TopRank Marketing can help you measure and optimize your marketing results. The post 20 Common B2B Marketing KPI Examples to Track Performance appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/VqMYObm April 15, 2024 at 07:48AM
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Brandtech Group Founder Shares A 5-Year Vision Of GAI In Advertising https://ift.tt/H6G2nD3 When David Jones, CEO and founder of The Brandtech Group, a technology holding company, decided to add the word “Brandtech” to the company’s name, he did so because “adtech” had committed all the “worst sins ever possible’ in advertising and marketing. “Why would anyone want to be followed around the internet by a sneaker they had already bought?” he said. “They are not going to buy the same sneaker again, and it just shows how creepy you can get.” Generative artificial intelligence (GAI) will change all that, personalizing content and making it a lot less expensive to produce personalized everything from television commercials to online content, according to his five-year vision of the industry. Back in the day, he said, it was expensive to make television commercials. A brand might only afford to produce one TV ad for one target audience. It was very expensive. advertisement advertisement The team created the copy, drew a storyboard, which may have cost about $10,000, and after six months of coordination, the team would shoot a TV commercial at a cost ranging from $500,000 to $3 million. The process took six or seven months. Jones believes that in the near future, Brandtech agencies will have the ability to produce 50 options and give clients the ability to choose the ones they want. “The future of marketing and advertising will look like stock share trading does today,” he said. “There was a time when folks at the New York Stock Exchange ran around the floor with little bits of paper and a phone. That doesn’t happen anymore.” Brandtech agency clients are embracing GAI. Hotel Chocolat Marketing Lead Lynne Ormrod acknowledged in a LinkedIn post how the technology has opened up new avenues for the brand in how its creative staff approaches ideas and executions. Hotel Chocolat used AI to create its Velvitiser work with Gravity Road, a Brandtech agency. The ad has achieved the maximum effectiveness score, as measured by System 1, the company said. “The TV era was high quality or high cost,” Jones said. “The social and mobile era has been low quality and low cost because everything can shoot content on their phone and post it. The gen AI is an era of high quality and low cost. This is how I see it playing out.” When asked about Jones’ view on data, he said brands are not going to let companies train their large language models on their data because it could allow competitors to perform better. When it comes to individuals, if you do the wrong thing with their data they will become “pissed off,” and if you add value, they won’t, he said. People don’t hate brands and they don’t hate advertising,” he said. “They just don’t want to receive annoying messages they have no interest in.” GAI will give brands the ability to get to the perfect market through personalization. “I love surfing, so when I get messages and advertisements from the surf brands that I like it’s not annoying,” Jones said. “Gen AI will do a much better job.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/i6mgSsR April 15, 2024 at 07:42AM |
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