To kick off the week we look at some industry trends including paid search marketing, Facebook’s Advanced Matching Pixel, Customer Data Platforms, and the science of storytelling in marketing.
Structuring paid search campaigns can be an iterative and subjective process, and the path to an “ideal” structure is often paved by best practices and tactical preference. The ultimate goal, however, is achieving a structure that allows for optimal end-user experience while rapidly gathering sufficient data to make informed, efficient optimizations at scale. Marketers have a myriad of levers and automation options to help drive customization, but finding the sweet spot of granularity and data volume can be tricky. Read on to learn how finding the “right” campaign structure for your pay-per-click (PPC) campaigns can transform levels of segmentation.
Facebook has become a staple within marketing plans across many industries. The ability to reach their enormous user base using behavioral and demographic data allows you to expose your advertisements to an extremely targeted audience. Yet there are even more benefits to advertising on Facebook that many brands are not taking advantage of, perhaps because of a lack of awareness or confusion about its utility. One of those features is the Advanced Matching Pixel.
For much of this century, marketing software vendors have promised “a single view of the customer” or “a single source of truth.” So, why has the category of Customer Data Platforms (CDPs) just recently emerged? In other words, there clearly has been an articulated desire to house all customer-related data in one place, and there certainly was technology to create a single database. What’s different now?
“Storytelling” has become an industry buzzword that’s bandied about in client meetings and marketing conferences. Spurred on by a flurry of articles and think pieces, we are captivated by the promise of greater engagement, retention and influence. The “why” of storytelling, however, remains elusive; we are left in the dark as to how this rediscovered messaging tool works. In this column, I’ll remedy that with some scientific explanations.