Marketers had high hopes for acquiring new customers and prospects with Facebook's Lookalike Audiences, but some are reporting diminishing results, which may be attributed to algorithm changes and curtailed usage of third-party data. "We don't feel it works anymore unless you can build that audience on the pixel -- but in that case, your website has to provide enough traffic to make it accurate, especially as you don't want to base that Lookalike Audience on older visits to keep pace with your market," says Digidust CEO Pierre-Olivier Carles.
The mobile user acquisition strategy handbook Without active user acquisition, it's incredibly difficult for businesses to find and convert new users, and grow their app over time. If you lack a strategy, you're guessing at what's effective, and potentially missing out on opportunities to experiment, optimize, and convert more users. Download the handbook.
Travis Montaque outlines the major talking points from New York's Social Media Week, including the need for brands to find a delicate balance between data privacy and personalization. Marketers should focus on blending visual content with conversational intelligence to engage social users and put consumer values at the heart of their storytelling, he writes.
Blockchain, now coming out of its hype-heavy initial phase, can offer some realistic advantages to advertising companies. Marc Guldimann, co-founder of Parsec media, writes that a direct advertiser-publisher market could see growth from the technology's enabling of decentralized asset transfers, and that blockchain could also make media metrics more stable.
Your competitors are just a click away The consumer battlefield has shifted—today's leading brands are winning customers based on the quality of their digital experiences. Our Digital Experience Economy Report explores the strategies businesses are using to outpace the competition. Get the report
Protect Digital Ad Spend from Invalid Traffic Invalid traffic (IVT) is a real problem for digital marketers. Do you have what it takes to fight it? Download our essential guide to IVT protection to learn more about IVT, how the industry is responding, and the steps you can take to protect your campaigns.
Instagram users will soon see a redesigned Explore page featuring Stories and shortcuts to IGTV and shopping with tabs that can be used to access content and videos related to art, travel and food. "We want to provide a more immersive experience so people can actively engage with content and be more specific about what they want to discover," says Will Ruben, Instagram product lead for discovery.
YouTube recently launched a council to court direct-to-consumer brands with about 20 executives from leading companies in attendance at its inaugural meeting. Founders and leaders shared details about attractive audiences, marketing priorities, the need for performance metrics and desired ad products.
Ben & Jerry's and Lush teamed with advocacy group National Bail Out on a social push for Mother's Day to raise awareness of black mothers who are left in prison because of their inability to afford bail. Both brands used Instagram and Facebook to spotlight the issue and a post from Ben & Jerry's read, "Thousands of mothers that are legally innocent are locked up because of their inability to pay bail," and urged its followers to sign up to show their support for the movement.
About half of the 500 respondents to Yotpo's "State of D2C Marketing 2019" study plan to boost their Facebook and Google ad spend this year, while only 18% are investing more in Amazon. Ad preferences vary by company size, and the most relevant key performance indicators for success measurement include e-commerce sales, new customers and conversion rates.
Eighty-six percent of brands in France, Germany, Italy, Spain and the UK have moved programmatic ad buying completely or partially in-house according to the latest study from IAB's Data Center of Excellence. This report identifies the adoption rate, drivers and challenges of in-housing and provides insights for brands marketing on a global scale.
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