Posts about Digital Strategy (2)
Automated campaigns take advantage of marketers
Automation isn’t the holy grail we’ve been promised — or at least, that was our hypothesis going into episode six of our video series, The Hypothesis. In this episode, we tell you what exactly advertising automation is, where we think it goes wrong, how it takes advantage of busy marketers, how we use it, where we test to ensure its effectiveness, and more. Watch the full video below or listen to the episode here to get this conversation in its entirety. More of a skimmer? Keep reading for our top takeaways.
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Marketers should be taking more big swings
Marketers are playing it too safe with their advertising dollars and losing money and opportunity because of it. They should be taking more big swings — or at least, that was our hypothesis going into episode four of our video series, The Hypothesis. In this episode, we talk about what big swings are, what marketers lose when they play it too safe, how to take calculated big swings, finding the right opportunities and budget, getting team buy-in, and more. Watch the full video below or listen to the episode here to get this conversation in its entirety. More of a skimmer? Keep reading for our top takeaways.
2 minute readHow should we use the marketing funnel in 2024?
It’s time to retire the marketing funnel. Or at least, that was our hypothesis going into episode one of our new video series, The Hypothesis. Over the course of the episode, we talked about how marketers use the funnel today, where they go wrong, how they can use it to their benefit, how we think of it for ads, and where we see this concept 5 years from now. Watch the full video below or listen to the episode here to get this conversation in its entirety. More of a skimmer? Keep reading for our top takeaways.
2 minute readHow to use influencer marketing in your next campaign
Influencer marketing strategies to consider for your next campaign TL;DR Influencer marketing is an important component in your social media strategy amidst declining organic reach. Key tactics include prioritizing authenticity, emphasizing engagement over follower count, leveraging User-Generated Content (UGC) creators, focusing on storytelling, aligning values and content style, and selecting influencers adept at platform-specific content creation.
4 minute read
All about hypothesis testing: an expert Q&A
We juggle a lot as growth marketers. Different tools, platforms, campaign types, strategies, creative options, and business objectives — just to name a few. But for all the testing we do to stay ahead of the curve, how do we test for the effectiveness of what we choose to focus on? Enter hypothesis testing.
6 minute readWhy DTC brands should be using Google for top of funnel campaigns
TL;DR DTC brands miss out on sustainable growth by investing exclusively in bottom-of-funnel initiatives. Google Ads offers easily accessible tactics to grow top-of-funnel investment, especially YouTube, which serves as a strong platform to grow your brand over time (along with a handful of other tactics like Amazon DSP, TikTok, and Connected Television (CTV)). Despite measurement challenges, strategies like brand lifts and incrementality studies can provide valuable insights to validate this spending. Investing in brand awareness, even with a modest budget, can create lasting growth.
8 minute read
Marketing measurement in 2024
Winners and losers in a changing measurement landscape TL;DR cookies are going away and we're not sad about it (they weren't as effective as they promised to be anyhow) but modern marketers still need to adjust their measurement strategy. As of right now, organizations can rely on experimentation, mixed media modeling, qualitative surveys, and monitoring business performance (in addition to cookies, as long as we have them). We believe marketing teams that fully embrace experimentation and other statistical measurement techniques in 2024 and beyond are going to win against teams delaying the transition away from cookies. A culture of experimentation is the only way for marketers to win going forward.
7 minute read
How is AI going to impact Meta advertising in 2024?
TL;DR In 2024, Meta is intensifying its use of artificial intelligence (AI) in advertising, notably through its new Advantage+ suite of automated ad products and the AI Sandbox.
7 minute read
An expert Q&A about digital advertising for e-commerce
As any e-commerce marketer can tell you, digital advertising is one of the most important tools in their toolkit. This is even more true during big sale periods like Black Friday/Cyber Monday or Boxing Day. Nailing those sales can make or break profitability for the year (no pressure).
3 minute read