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The integration of search and social used to be about PR (social media driving link building) but now it's increasingly about conversion.
With both Google and Facebook offering highly targeted advertising, the ability to build lists across search and social is changing the marketer's approach.
According to researchers at Stanford, highly targeted ads may not be all they're cracked up to be.
Based on a mathematical model they built based on game theory, the researchers instead suggest that advertisers "prefer to remain in a state of partial willful ignorance so as to preserve communication credibility."
Programmatic creative is a burgeoning area of ad technology.
Lots of new software is entering the market that allows ad creative to be produced and optimised quickly and at scale.
These technologies can be defined as CMPs or DCOs. So, what exactly are they?
As the year draws to a close, here's some final advertiser inspiration to make those ad budgets work harder.
How can you win customers back online?
Here's an intro looking at some of the tools you can use, as well as some advice on knowing which customers to target.
Who doesn’t like a deal? Who doesn’t like to pay less than what everyone else is paying for the exact same item?
Coupons have been in existence since the dawn of the Modern Age and for good reason – they work.
This is no less true, and perhaps even more so, in the Ecommerce Age. Using coupons is an easy way to increase conversions and augment sales.
As we all know by now, retargeting has given itself a bit of a reputation, and not the good kind.
However that doesn't mean it shouldn't be used. I wanted to use this post to try and find out the right way to go about retargeting customers through online display ads, based largely on my own experience as a consumer.
Even the smallest of organisations are using web analytics to improve their business, and Google Analytics is one of the most popular tools available today.
Google Analytics might be free, but it's a robust tool that can meet the needs of many businesses large and small.
So where should beginners start? Here are seven tips.
Facebook's Custom Audience targeting feature is one of the social network's most potent.
This was going to be a rigorous test of another specific UK fashion retailer’s paid search strategy, through to landing page and eventually checkout. Essentially a complete ecommerce journey from the customer’s point of view.
But then I was bombarded with LED festooned Christmas tree jumpers, wool sweaters featuring Santa with a fake wobbly Santa belly and pullovers with Rudolph’s glowing red nose and things went dramatically off-course.
When compared to its sporting goods rivals Adidas has a rather lacklustre ecommerce site.
There’s a lack of personalisation, there are no multichannel return options, delivery options are non-existent and the free delivery minimum spend is exceptionally high. All this plus a rather clunkily designed site mean that Adidas needs to up its game when it comes to ecommerce.
That being said, since exploring the site one week ago, I’ve found that Adidas is doing excellent work in the field of email marketing, in particular basket abandonment emails. Let’s take a little journey into my inbox…