Today’s customer journey does not follow a linear path to purchase. Their consideration set is varying and reshaping the marketing funnel along the way.
— Read on www.thinkwithgoogle.com/feature/search-intent-marketing-funnel/
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Archive for online advertising
How Search Intent Is Redefining the Marketing Funnel – Think with Google
Posted in advertising, Analytics, Consumers, Google, interactive advertising, Research, search engines with tags advertising, Consumers, digital advertising, Google, online advertising, online marketing, research, search engines on October 12, 2018 by gadlerHow to drive business outcomes by anticipating consumer intent
Posted in advertising, Campaigns, Google, interactive advertising with tags advertising, CLV, consumer lifetime value, conversion, digital advertising, Google, measurement, online advertising on September 2, 2018 by gadlerSegmentation will never be perfect. But when a competitor understands segments by value, they’ll spend to reach — and win — the best customers.
That’s why it’s important to understand a customer’s overall value. Doing so can help inform bidding and build audiences. CLV measures the value a person brings to a business across all of their interactions over time — not just a single transaction. We’ve found that when marketers focus on CLV, they begin to attract more of the customers they care about, stoke ongoing engagement, and ultimately, increase retention.
— Read on www.thinkwithgoogle.com/marketing-resources/experience-design/consumer-intent/
Google rolls out updates to give users easier access to privacy controls – Search Engine Land
Posted in Google, internet, online marketing, Research, search engines, world wide web with tags advertising, Google, online advertising, online marketing, online privacy, research on June 21, 2018 by gadlerGoogle is rolling out a redesign of Google Account to give users clearer access to their privacy controls and settings.
Jan Hannemann, product manager of Google Account, announced the updates on Google’s blog Thursday. Only Android users will see them right away; iOS and web users will see the new interface later this year.
— Read on searchengineland.com/google-rolls-out-updates-to-give-users-easier-access-to-privacy-controls-300763
Can Augmented Reality Breathe New Life Into Banner Ads?
Posted in advertising, Campaigns, digital media, interactive advertising, internet, world wide web, www with tags advertising, AR, augmented reality, digital advertising, interactive advertising, mobile advertising, online advertising, virtual reality, VR on April 24, 2018 by gadlerCan Augmented Reality Breathe New Life Into Banner Ads?
The very first banner ad on the Internet—for AT&T on Wired in 1994—had a click-through rate (CTR) of 44 percent. Now that the novelty has worn off, that rate is more like 0.05 percent.
Add augmented reality (AR), however, and it may be a different story. Taking a page from the leader of the free world, companies like Blippar and Oath want to use AR to make digital ads great again. But, like Trump’s presidency, can it last?
— Read the AdWeek article here www.adweek.com/digital/can-augmented-reality-breathe-new-life-into-banner-ads/
Internet mysteries: Why does last-touch attribution persist? Digiday
Posted in advertising, Analytics, Attribution, digital media, interactive advertising, online marketing, Uncategorized with tags advertising measurement, Attribution, click data, cross-device, Digiday, digital advertising, interactive advertising, last-touch, online advertising on August 17, 2017 by gadler“…“By [using last-touch], they (advertisers) spend too much on customers who were going to buy anyway and not enough on customers in the decision-making process…”
