Posts about Digital Strategy (2)
How 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.
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Why 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 readPreparing for a cookieless future
TL;DR cookies are pieces of information about a user’s characteristics and behaviors that the user’s web browsers store as code every time they visit a website. Currently, Chrome alone has 63% of browsers globally so when they remove cookies, it’s a BIG deal. Cookies are the foundation of digital marketing targeting, tracking, and impactfulness — due to consumer privacy concerns, Chrome is getting rid of them. Likely by mid-2024 (but TBD, Google keeps pushing it back so keep an eye on the timeline here).
8 minute read
What to do when optimizing ROAS isn’t helping e-commerce business growth
TL;DR e-commerce businesses should take the time to understand the nuances around their profitability to create new strategies that support ROI over other traditional metrics like ROAS. One example we share here is how to maximize high-profit segments while finding a sustainable bidding strategy for low-profit groups.
4 minute read
10 steps to a successful sale
TL;DR There are 10 steps that Thrive often uses with our B2C and e-commerce clients to ensure a successful sale period. These steps are: 1) Optimize your creative by testing two distinct themes using A/B testing to determine a winner
7 minute read