Building Trust Using Customer-Centric Approaches in Marketing

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In [A1] the competitive environment of business marketing, more and more brands are working to adopt a customer-first philosophy. In the past, marketers focused their efforts on boosting revenue or site traffic with flashy ads bragging about the wonders of their products. But this hasn't attracted customers in the most effective way.

Today's technology has changed the game. Consumers are more empowered and prepared to take their buying power into their own hands, and those flashy ads aren't cutting it anymore. Consumers want to know about the value that the brand and product offers them, and how it can help them do things better.

How can you create customer-centric marketing campaigns? Adtaxi has five tips to help you start building consumer trust and boosting your conversions.

Organically Attract Customers With Inbound Marketing

Outbound [A2] marketing (think magazine ads and direct mail) is all about getting people's attention to garner interest in your product. But today's buyers are more likely to seek knowledge and find solutions on their own than they are to respond to outbound marketing. That's where inbound marketing comes into play. This strategy transforms your brand into consumers' go-to resource by providing them with the information they need when they want it. These consumers then become more likely to buy from you when they're ready to do so.

Provide Actionable Advice

For [A3] this to work, stick to creating content that puts your audience's needs and interests first. The content shouldn't be about your sales pitch. Instead, focus on creating high-quality content that's well researched, visually friendly, and on point with the issues your target audience cares about.

While you should include a subtle product pitch or call-to-action, the content itself shouldn't feel like readers are being sold something. Instead, that should feel like an afterthought added to a piece that stands on its own merit.

Integrate Customer Engagements

Just [A4] as you want to create a seamless customer experience across all your platforms, you also want to create a single, seamless conversation with your customers to provide long-term value while building trust. To make this happen, all your marketing silos should be integrated. That way, when a customer makes a purchase on his or her mobile device, he or she won't continue getting ads for the same thing on a desktop.

Have Honest Interactions

Your [A5] customers can be your most effective salespeople. Word-of-mouth marketing is powerful, especially in the age of social media, where customers can read reviews from anywhere in the world at any time. Part of that process includes having honest interactions with consumers when you're providing customer service, asking for feedback, or engaging with people on social media.

Create Goal- and Behavior-Based Buyer Personas

Buyer [A6] personas are nothing new. Traditionally, businesses have used them to profile the markets they're targeting with different consumer segments. But when brands create both goal- and behavior-based buyer personas, the emphasis switches to helping buyers across multiple segments based on their goals, attitudes, and behaviors, which organically shifts marketing to customer-centric strategies.

To be effective, brands need to truly understand their customers, and use the data available to deliver marketing efforts personalized to fulfill their customers' needs and solve their pain points. After all, that is what customers want to know more about. Making the shift to truly customer-centric marketing delivers great results – just wait and see!

 [A1]Source: https://www.forbes.com/sites/danielnewman/2015/02/17/marketing-building-a-customer-centric-marketing-eco-system/#2e4cece31cb2
https://digitalmarketinginstitute.com/en-us/the-insider/how-to-succeed-with-a-customer-centric-marketing-strategy
https://www.forbes.com/sites/christinecrandell/2015/10/09/going-beyond-customer-centric-marketing/#722c7d9d5278
 [A2]Source: https://digitalmarketinginstitute.com/en-us/the-insider/how-to-succeed-with-a-customer-centric-marketing-strategy
https://www.forbes.com/sites/jaysondemers/2016/06/08/is-your-content-marketing-strategy-customer-centric-heres-why-it-needs-to-be/#5fa60673422c
 [A3]Source: https://www.ngdata.com/expert-tips-on-creating-a-customer-centric-marketing-strategy/
https://www.forbes.com/sites/jaysondemers/2016/06/08/is-your-content-marketing-strategy-customer-centric-heres-why-it-needs-to-be/#5fa60673422c
https://www.crazyegg.com/blog/make-your-content-actionable/
 [A4]Source: https://www.ngdata.com/expert-tips-on-creating-a-customer-centric-marketing-strategy/
 [A5]Source: https://digitalmarketinginstitute.com/en-us/the-insider/how-to-succeed-with-a-customer-centric-marketing-strategy
https://www.ngdata.com/expert-tips-on-creating-a-customer-centric-marketing-strategy/
 [A6]Source: https://www.ngdata.com/expert-tips-on-creating-a-customer-centric-marketing-strategy/

Boosting Social Media Marketing Efforts With IGTV

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In June, Instagram marked two peaks in its 8-year history. The popular social media site reached a new milestone of one billion users, and it announced the launch of Instagram TV, or IGTV. Described by some as a hybrid between Instagram Stories (the circles of your friends at the top of your feed) and YouTube, IGTV offers plenty of new marketing opportunities for advertisers who use Instagram in their social media marketing strategies.

Advertisers and publishers have moved quickly to explore IGTV over the past month because it provides a much wider canvas on which to work. One reason for the fast attraction is that IGTV's time lengths for videos have been extended. Before, branded videos on Instagram were kept simple, adhering to the platform's 1-minute limit. Now, IGTV offers everyone a 10-minute minimum time limit — and for some premium advertisers, a 60-minute time limit on videos.

As Advertising Age points out, this may lead to experimentation by brands to take full advantage of the 1-hour time length with off-the-wall videos, like the one the article features of teen star Cole Sprouse eating a hamburger for an hour.

What Is IGTV? 

IGTV is a new platform from Instagram dedicated to videos. It gives brands and everyday social media influencers the opportunity to expand brand presence on Instagram TV. The new TV format is designed for viewing on your mobile phone.

How Does IGTV work?

To get started on IGTV, go into your Instagram brand account and click the TV icon on the top right. Follow the prompts in Instagram to set up the channel. You don't get to pick a new name—the channel is the account name. When you are ready to shoot a new clip or upload an existing clip, use the "upload video" prompt that appears. Note that you can upload from a desktop browser at Instagram.com. Here is a step-by-step guide to the IGTV upload process.

Remember, this format is geared toward seeing original vertical videos. Brands that have hundreds of horizontal videos can still upload these clips, but users will have to turn their smartphones sideways to watch them.

If you're looking to make the most of your social media marketing efforts on this new platform, here are some IGTV tips.

Offer brand-related tips or use your IGTV video to share a key point about your brand or product. Keep it simple, funny, or unique. Try different ways to grab people's attention, because a swipe right will happen faster on IGTV than with a remote channel switcher.

Teach viewers how to use products. Why not offer tips for viewers on how to use the product or service? Show the product or service in action, in its actual environment. Let viewers see some things they might not know about your product. From home and garden items to software essentials, showing how your product is best used is natural for marketers using IGTV.

Interview experts or tell personal stories. Another way to experiment with IGTV is to use the brand channel to tell personal stories that can relate to the brand (or not). Invite some of the brand team experts to share their favorite stories about working with that particular product. Or you might choose to interview the brand's CEO to talk about how the product is created. A behind-the-scenes view of a top brand is always an interesting view.

Display brand culture and products with crisply edited videos. Show your brand culture and products using high-quality, professionally produced videos. Mixing these high-quality productions with mobile phone clips from your phone can help to balance the feel of your channel.

As of mid-July, IGTV is not showing any advertising. This is an opportunity for brands to upload their previous ads to their IGTV channels to give it that traditional TV experience that we know and love. You can also contact Adtaxi if you have any questions on using IGTV. You can bet there will be more developments in this fast-moving niche.

 

5 SEO Best Practices for Auto Dealership Websites

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Having an attractive, SEO-optimized auto dealership website is more important than ever. As most other areas of life today, technology has changed the way people shop for their vehicles. In [A1] fact, roughly 86 percent of shoppers research vehicles online before ever stepping foot onto a dealership.

In 2018, Adtaxi conducted its first Auto Shopping in America Survey, and a majority of respondents listed convenience and transparency as key factors when shopping online. Other findings include:

·      96 percent find dealership websites helpful, particularly the vehicle description pages.

·      91 percent of vehicle shoppers use the internet.

·      45 percent of people research vehicles before and after they visit a dealership.

You can see why it's important to have a website that not only looks good, but also reaches the widest possible audience. To do so, auto dealership websites must optimize with vehicle-specific keywords and follow best practices to make sure the website, pages, and content are readily visible to consumers by achieving high rankings in search results. Want to learn how? Keep reading for five tips to get you started.

1. Set up a winning website.

Did [A2] you know that 90 percent of potential buyers get their first impressions of your dealership from your website? Make sure your website ranks highly among search results by creating a home page with 400 words or more, and including keywords relevant to your industry. Also, include the dealership's address, contact information, and cities you serve on every page of the site.

2. Keep content fresh.

You're [A3] in a competitive business. To stand out, you need to do more than just list your inventory and provide product descriptions — you need to have content that provides value to potential customers and makes your site the go-to spot for advice. As customers interact with your website based on the advice and tips provided, they'll begin to form trust in your auto dealership, and keep you in mind when it's time to buy a vehicle.

To keep your website ranking high within the search engine results, make sure to regularly update blog posts and news articles with topics that are relevant and unique, and provide value to your readers. Some ideas include seasonal vehicle maintenance, traveling during the holidays, local events, or community construction impacting local traffic.

Use targeted keywords.

Do your research! Finding the most relevant keywords is crucial in succeeding at automotive SEO, and should guide your advertising and content plans. Tools like Google Ads' Keyword Planner can give you a good starting point by suggesting keywords based on their estimated search volume. In addition to choosing the right keywords, you also want to make sure the ones you pick are targeted to your local area. For example, if you offer an oil change service in Memphis, target keywords like "oil change in Memphis."

Use a site aggregator tool.

The more your auto dealership's name and contact information is mentioned on other websites, the more credible your business is with search engines and customers alike. It also helps your dealership's website rank well, which means potential customers can find you more easily. Aggregator tools like Yext or Moz Local boost your business mentions by publishing your dealership's information across different directory sites.

Create a Google My Business page.

This [A4] could be one of the best tools in your digital marketing toolbox. Creating a Google My Business listing is free, boosts your online presence, and makes your business visible in local searches. Start by Googling your business to make sure you don't already have a listing. If so, claim it and edit the information. If not, add a new page and use all your contact information. Add your service area information, including all zip codes and/or cities you serve. After you've made sure all your details are correct, submit the information and verify the listing.

 

 [A1]Source: https://www.digitaldealer.com/survey-86-car-shoppers-conduct-online-research-visiting-dealership/

 [A2]Source: https://gofishdigital.com/local-automotive-seo/

 [A3]Source: http://www.autodealermonthly.com/article/story/2010/04/seo-need-to-know.aspx

https://gofishdigital.com/local-automotive-seo/

 [A4]Source: https://www.searchenginejournal.com/optimize-google-my-business/218797/

High Quality: Understanding the Components of Ads Quality Scores

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Google [A1] Ads is an advertising tool that lets you connect with customers at the right time, control costs, and boost campaign performance. Even if you have never used Ads for anything other than a keyword lookup, you have probably noticed how the keywords have Quality Score ratings.

The Quality Score rating can have a big influence on how successful your Ads campaign is. It represents your ad's relevance to Google users' search queries, and Google uses it in addition to your highest cost-per-click to determine your ad rank. A higher Quality Score equates to better rankings and higher odds of landing in the top position in Google SERPs. Let's look at the following seven components of Quality Scores to understand why it matters, which is key to improving your overall score.  

Account Level

Google's [A2]  chief economist Hal Varian denies that an account level quality score exists. While it's not a metric that's available to Google users, it is a helpful category to keep in mind. The account-level score involves the history of your account and the performance of the keywords and ads you have used in the past. As a rule, accounts with stellar performance and a substantial history typically outperform new or poor-performing accounts. Improving on this level takes time and strategic planning, so choosing the right keywords and launching consistently good ads are crucial.

Ad Group

This [A3] score type provides insight into what needs work in your campaign, so you can restructure as needed to boost your score. For example, you might have a keyword quality score of 3 in one group but an overall score of 8. This tells you exactly what to prioritize — i.e., work on the lowest score areas first, and you will begin to see a difference.

Ad Level

Each [A4] of your ads is going to have its own click-through rate, and having a large percentage of ads with a low click-through rate can drag your score down. Incorporating a few Dynamic Keyword Insertion ads into your campaign can provide an organic boost, as these ads typically appear more search-relevant, which makes them more likely to receive clicks. Keep in mind that ads with high click-through rates that aren't converting may not affect your Quality Score, but they also aren't helping your return on investment.

Keyword Level

This [A5] is the score you can see right in the Ads main interface. Your keywords are scored from one to 10, with 10 being the best score. It's based on the number of search queries that match, which indicates the relevance of the keyword. Need to boost your score? Look at the impression share data, which tells you the percentage of time ads were displayed out of the total available slots open to you. If this metric is low, you might need to boost your bids or increase your daily budget to rank higher.

Landing Page

Google [A6] wants marketers to offer high quality websites with useful, relevant content. That's why they score your landing page based on three main factors:

·      Content: Are you providing original, useful content that's relevant to your keywords and ad text?

·      Transparency: Does your website deliver what people need and clearly state what your business does, the products you offer, and what you do with any personal information customers provide?

·      Navigability: Can people easily find information? Is the page designed and organized well for mobile and computer viewing?

Display Network

Google's [A7] Display Network reaches internet users on millions of sites using a passive type of advertising. When someone's casually browsing the internet, they might come across these ads, which often contain video, animation, and images. Display networks have different bidding options, and your Quality Score is tied to your ad's performance on the site you're eligible for. Targeting ads to the most appropriate audience and sites is essential.

Mobile

In [A8] today's marketing climate, you have to be mobile-friendly — if you're not, Google will penalize you for it. The distance between your business location and the user is typically considered when Google calculates your mobile Quality Score. Other factors include loading time, navigability, and user experience.

Understanding how Google Ads calculates your Quality Scores and all the important components is key to keeping your scores high. In turn, this enhances your marketing efforts to increase your results and boost your business.  

 

 [A1]Source: https://www.seo.com/blog/why-adwords-is-important-to-your-online-success/
https://www.linkedin.com/pulse/3-important-benefits-adwords-digital-marketing-shekhar-pawar
https://www.ppchero.com/ultimate-guide-to-adwords-quality-score/
 [A2]Source: https://klientboost.com/ppc/adwords-quality-score/
https://www.ppchero.com/ultimate-guide-to-adwords-quality-score/
 [A3]Source: https://www.ppchero.com/ultimate-guide-to-adwords-quality-score/
 [A4]Source: https://www.ppchero.com/ultimate-guide-to-adwords-quality-score/
 [A5]Source: https://www.ppchero.com/ultimate-guide-to-adwords-quality-score/
https://klientboost.com/ppc/adwords-quality-score/
 [A6]Source: https://www.ppchero.com/ultimate-guide-to-adwords-quality-score/
https://support.google.com/adwords/answer/2404197?co=ADWORDS.IsAWNCustomer%3Dfalse&hl=en
 [A7]Source: https://searchengineland.com/3-reasons-love-google-display-network-really-220673
https://www.ppchero.com/ultimate-guide-to-adwords-quality-score/
 [A8]Source: https://searchengineland.com/quality-score-leverage-points-275327
http://www.commonmind.com/blog/top-links/importance-of-mobile-web-performance/
https://www.ppchero.com/ultimate-guide-to-adwords-quality-score/

To Spend or Not to Spend? When You Do and Don't Need a Bigger Campaign Budget

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There's no denying it: Advertising is big business. By 2021, experts estimate that marketers will spend close to $119 billion on everything from display advertising to email marketing, according to Forrester[A1] . Digital marketing is particularly important for marketers looking to craft effective campaigns. In [A2] 2018, the average company expects to allocate more than 40 percent of their budgets to digital, and that figure is expected to continue rising as technology evolves.

No matter the medium, one thing remains true across the board for businesses of all sizes and marketing budgets: plans change. And when they do, you're likely to face a major decision about your ongoing budget. It would be easy to assume that if a campaign is getting results, you should increase that budget — but that's not always the case.

To make an informed decision about increasing your budget, it helps to understand your return on ad spend (ROAS). To help set you on the right path, we gathered up the basics, including what ROAS is, how to calculate it, and why it matters. 

What Is ROAS?

By [A3] definition, ROAS is a metric that measures how effective a paid campaign performs. Sounds simple enough, but this key figure is crucial in comparing campaigns to determine the ones that are most profitable. ROAS can also reveal aspects of a campaign that are generating more revenue than others, and it helps managers determine where to bump up their advertising budgets or scale back to maximize returns. In short, ROAS is the calculation needed to figure out what's working and how to improve in the future. 

How ROAS Is Calculated

The [A4] basic formula is pretty simple: Revenue divided by cost equals ROAS. To see it in action, let's look at an example:

Marketers spent $2,000 on a campaign held in April, with $1,000 devoted to paid search and another $1,000 spent on display ads. In May, the team evaluated both components of the campaign and discovered that the paid search component created $10,000 in revenue, while the display portion generated $5,000. Using the formula above:

·      Paid Search: $10,000 divided by $1,000 gives you an ROAS of 10:1, or $10 revenue for every dollar spent.

·      Display: $5,000 divided by $1,000 gives you an ROAS of 5:1, or $5 revenue for every dollar spent.

If the team needs to choose where to increase spending, they now have a clearer picture of the components that are performing better.

Beyond the Basics

That [A5] same formula can be applied to different elements of a campaign, including ad groups and keywords. To calculate the ROAS for these elements, marketers need to track details such as the clicks that led to specific purchases, tracking conversions, and determining the amount of money that a campaign, individual ad, ad group, or keyword generates.

Other important metrics include the click-through conversion rate, calculated based on the number of conversions divided by the number of your link’s first-time clicks. This gives you good insight into how often views are converting for a specific ad. View-through conversions are a little trickier because they tell you more about viewers who see the ad, but don’t click on it immediately. Later, they find your website on their own and convert based on the impression the ad initially gave them.

Conversion tracking is easy if you're using online platforms like Facebook or Google Ads. Tracking sales is simple when you have good customer relationship management (CRM) software, which lets you tie all of your important marketing details to a new lead. When that lead turns into a customer or client, you can easily see the marketing efforts behind the sale.

Knowing where and when to adjust and allocate your budget to specific marketing efforts can make all the difference in your long-term success. ROAS is a great tool to help guide your decision-making process. When you use this metric instead of just going off results or revenue, you gain incredible insight into the campaigns (or aspects of campaigns) that are most effective and worthy of an increased budget.

 

 

 

 

 [A1]Source: https://www.forrester.com/report/US+Digital+Marketing+Forecast+2016+To+2021/-/E-RES137095#
 [A2]Source: https://www.snapagency.com/blog/much-spend-digital-marketing-2018
 [A3]Source: https://ppcprotect.com/return-on-ad-spend/
https://www.bigcommerce.com/ecommerce-answers/what-is-roas-calculating-return-on-ad-spend/
 [A4]Source: https://www.thebalancesmb.com/roas-and-how-is-it-calculated-2295469
https://www.bigcommerce.com/ecommerce-answers/what-is-roas-calculating-return-on-ad-spend/
https://fitsmallbusiness.com/return-on-advertising-spend-roas/
 [A5]Source: https://searchengineland.com/roas-practical-guide-improving-return-ad-spend-290646
https://megalytic.com/blog/return-on-ad-spend-roas
https://www.disruptiveadvertising.com/marketing/roas-return-on-ad-spend/

Adopt These Back-to-School Digital Advertising Strategies

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It's inevitable — the moment July 4 [A1] fireworks end, the back-to-school shopping season begins. Summer merchandise clears out, only to be replaced by notebooks, furnishings, backpacks, and other essentials. It all underscores one guiding principle that marketers and businesses both understand: Back-to-school is big business.

The [A2] National Retail Federation predicts that 2018's back-to-school (BTS) and back-to-college (BTC) season will generate more than $82 billion, with shoppers purchasing everything from clothing to electronics to school supplies. Adtaxi believes that merits a fresh approach in digital marketing, so we rounded up a few innovative strategies to kick off the school season in style.

Get Creative on Social Media

Social media is a game changer for BTS and BTC marketing campaigns. Kids, parents, and teachers all use it to generate shopping ideas, which provides businesses with a natural way to build brand recognition and attract both new and returning customers. A few ideas include[A3] :

·      Build a buzz around BTS and BTC sales on social media by giving your followers a chance to win a prize or a shopping spree for every share or reaction they give to a post. To keep people interested, randomly choose winners once a week.

·      Showcase popular new merchandise and have your audience vote for their favorites using a brand- or product-specific hashtag. This not only increases sharing potential, but also gives customer engagement a boost.

·      Invite customers to post pictures of themselves in your store or with your product in exchange for exclusive savings, coupons, or invitations to private sales.

Jazz Up Your Site Content

While [A4] social media marketing is a key part of any good digital advertising strategy, the importance of keeping your content fresh and optimized with keywords designed to get your posts in front of your audience can't be understated. According to the Content Marketing Institute, content marketing leaders experience over seven times more site traffic than non-leaders. Keep the content interesting and relevant, and don't forget to follow SEO best practices. Also, don't overlook the power of providing unexpected and creative extras, like a study time music playlist.

Create a Cross-Platform Experience

As [A5] important as keeping the strategy and content fresh on your social media pages, website, and mobile apps may be, it's even more important to give your audience a seamless experience across all platforms. This is a great way to increase customer engagement, reach them at different points in the buying process, and increase the odds of your customers becoming and staying loyal to your brand.

Use Different Voices for Different Audiences

Understand [A6] who you're talking to and tailor your content and ads accordingly. Kids want to know that it's "cool," while adults need to understand why they should invest money in your brand. Likewise, what excites someone in junior high is going to be very different from the things that college kids enjoy. Use a more authoritative tone in your blog posts and social media content to engage with adults.

Tip: Don't overlook the fact that teachers are part of the BTS demographic, and they often bring additional spending power to the table!

Partner with Community Groups

Take [A7] a page out of grassroots marketing efforts and create partnerships with local community groups to increase your brand's reach, which is also a great way to build a local presence. A few examples include offering coupons to YMCA members or discounts to summer camp kids and parents.

These ideas are just the tip of the iceberg when it comes to adopting innovative, fresh digital marketing strategies. BTS and BTC are huge opportunities for businesses and marketers alike to get in on that $82 billion of spending while increasing brand recognition and reaching out to their target customer.

 [A1]Source: http://adage.com/article/cmo-strategy/summer-back-school-marketing/309647/
 [A2]Source: https://nrf.com/media/press-releases/back-school-and-college-spending-reach-828-billion
 [A3]Sources: https://info.wyng.com/blog/7-back-to-school-visual-marketing-ideas
https://www.godigitalmarketing.com/learn/blog/how-to-use-social-media-for-your-back-to-school-promotions
 [A4]Sources: https://blog.hubspot.com/marketing/blog-search-engine-optimization
https://contentmarketinginstitute.com/2016/08/content-marketing-stats/
 [A5]Sources: https://www.econsultancy.com/blog/69690-what-is-cross-channel-marketing-and-why-do-you-need-it
https://www.revlocal.com/blog/paid-advertising/this-is-why-you-need-a-cross-platform-advertising-strategy
 [A6]Sources: https://marketingland.com/smarter-approach-back-school-marketing-213807
https://www.kingstonwebworks.com/back-school-marketing-tips/
 [A7]Source: https://www.entrepreneur.com/article/280211

Boosting Social Media Marketing Efforts With IGTV

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In June, Instagram marked two peaks in its 8-year history. The popular social media site reached a new milestone of one billion users, and it announced the launch of Instagram TV, or IGTV. Described by some as a hybrid between Instagram Stories (the circles of your friends at the top of your feed) and YouTube, IGTV offers plenty of new marketing opportunities for advertisers who use Instagram in their social media marketing strategies.

Advertisers and publishers have moved quickly to explore IGTV over the past month because it provides a much wider canvas on which to work. One reason for the fast attraction is that IGTV's time lengths for videos have been extended. Before, branded videos on Instagram were kept simple, adhering to the platform's 1-minute limit. Now, IGTV offers everyone a 10-minute minimum time limit — and for some premium advertisers, a 60-minute time limit on videos.

As Advertising Age points out, this may lead to experimentation by brands to take full advantage of the 1-hour time length with off-the-wall videos, like the one the article features of teen star Cole Sprouse eating a hamburger for an hour.

What Is IGTV?

IGTV is a new platform from Instagram dedicated to videos. It gives brands and everyday social media influencers the opportunity to expand brand presence on Instagram TV. The new TV format is designed for viewing on your mobile phone.

How Does IGTV work?

To get started on IGTV, go into your Instagram brand account and click the TV icon on the top right. Follow the prompts in Instagram to set up the channel. You don't get to pick a new name—the channel is the account name. When you are ready to shoot a new clip or upload an existing clip, use the "upload video" prompt that appears. Note that you can upload from a desktop browser at Instagram.com. Here is a step-by-step guide to the IGTV upload process.

Remember, this format is geared toward seeing original vertical videos. Brands that have hundreds of horizontal videos can still upload these clips, but users will have to turn their smartphones sideways to watch them.

If you're looking to make the most of your social media marketing efforts on this new platform, here are some IGTV tips.

Offer brand-related tips or use your IGTV video to share a key point about your brand or product. Keep it simple, funny, or unique. Try different ways to grab people's attention, because a swipe right will happen faster on IGTV than with a remote channel switcher.

Teach viewers how to use products. Why not offer tips for viewers on how to use the product or service? Show the product or service in action, in its actual environment. Let viewers see some things they might not know about your product. From home and garden items to software essentials, showing how your product is best used is natural for marketers using IGTV.

Interview experts or tell personal stories. Another way to experiment with IGTV is to use the brand channel to tell personal stories that can relate to the brand (or not). Invite some of the brand team experts to share their favorite stories about working with that particular product. Or you might choose to interview the brand's CEO to talk about how the product is created. A behind-the-scenes view of a top brand is always an interesting view.

Display brand culture and products with crisply edited videos. Show your brand culture and products using high-quality, professionally produced videos. Mixing these high-quality productions with mobile phone clips from your phone can help to balance the feel of your channel.

As of mid-July, IGTV is not showing any advertising. This is an opportunity for brands to upload their previous ads to their IGTV channels to give it that traditional TV experience that we know and love. You can also contact Adtaxi if you have any questions on using IGTV. You can bet there will be more developments in this fast-moving niche.

 

In Rapidly Evolving Digital Age, Retailer Success Stems From Personalization

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Our VP of sales and strategic accounts and the creator of Quantum, Brian Kroll was recently featured in a Total Retail Article focusing on retailer's success using personalization.

As retailers scramble to keep up with an ever-changing media landscape and constant technological advancement, the need to adapt and embrace new models has become abundantly clear. In order to stay ahead of the curve — and possibly to stay in business — retailers must not only listen to evolving consumer demands and habits, but respond to and anticipate them. Today’s consumers are perpetually omnichannel and “always on” with digital media, so the key to thriving in this challenging retail environment is adaptive personalization within your omnichannel customer experiences.
— Brian Kroll

Kroll dives into what personalization means, how to put it together and what's in store for retail. Read the full article here.

From inspiration to innovation, here's how Adtaxi and local tech leaders fuel creativity

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We were honored to be featured in a recent article highlighting how leaders in the tech space are continuing to innovate to keep a competitive edge. Our Vice President of Operations Doug Gesiorski shared how ideas can be expanded through interdepartmental collaboration. With 2,600 monthly campaigns, the operations team stays ahead of the game through strong cross-team collaboration, communication, and a great incentive program. Read the full article from Built in Colorado to learn has creativity helped the team overcome challenges, accomplish awesome things, and much more.

 

 

Adtaxi's Innovation and Initiatives

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Over the last 20 years or so, company culture has become a dominant talking point among businesses, entrepreneurs, and workers. It’s also become increasingly important as more businesses realize a strong company culture helps build identity, enhance your brand, and attract and retain top-tier talent. Adtaxi understands that company culture is all about its core values. Coupled with the company’s continual drive for innovation, its culture and initiative make it a unique – and wonderful – place to work. Just ask its employees!

A Welcoming Culture

“At Adtaxi, our guiding principles shape our collaborative and innovative company culture,” as one person notes. “Adtaxi’s advancements are made possible due to our company culture that is welcoming, collaborative, and pushing to be more innovative each day. From Adtaxi’s beginnings in 2010 to its position as one of the most innovative marketing agencies in the country -- the company has undergone quite a transformation.”

And that starts at the leadership level. The company builds a strong foundation for its positive culture by fostering a strong commitment to teamwork, an element that’s so crucial to its success as a company and within the small groups that work within it.

A Client-Centered Approach

At the heart of what makes the company so special is its commitment to its clients. The company knows that digital moves fast, and that’s what pushes it to find new solutions that drive their clients’ success with holistic, multi-channel approaches. As one employee says, “We strive to build strong, long-term partnerships built on transparency, trust, and most importantly, performance, and our clients’ goals are at the center of our operation.” 

A Passion for Innovation

From the top down, everyone strives to create cutting-edge technology. That’s a huge part of what everyone loves about working here. “Staying ahead of the curve is in our DNA,” as another employee says. After all, everyone is aware of technology’s pace, and how quickly the solutions they innovate could become outdated and surpassed by the next big thing. That’s why leadership encourages everyone at Adtaxi to continue working to find a better way and to “focus on how they can move the needle beyond just standard best practices.”

A ‘Quantum’ Leap

Need more proof that innovation is part of what makes this such as great place to work? Consider how our award-winning search pacing technology was born. As one employee explains, “Our team created our award-winning platform out of necessity. After testing a number of third party pacing tools, we were unable to find one efficient enough to meet our needs. So we decided to build our own.”

And from our unique approach to conversion-based campaign management evolved Quantum, Adtaxi’s newest game-changing tool evolved. Now, our clients can harness the benefits of machine learning and omnichannel optimizations for a unique approach that treats every business to targeted strategies designed to increase conversions.

This one innovation is changing everything. Quantum is disrupting the advertising landscape with its powerful algorithm that starts by analyzing campaign performance before recommending budget allocations that best meet the objectives of the campaign. Then, it optimizes to give advertisers the highest value for the lowest cost. It’s so effective that Adtaxi clients see increases in everything from form leads to digital conversions. 

From using scripts to make sure campaigns are running smoothly to innovating award-winning technology to building a company culture that values it employees and encourages constant learning and teamwork, it’s clear that Adtaxi is a unique place to work. As one person notes, “Our company was founded on technology, and the tools we have at our disposal will always be at the heart of our business, promoting our core values, and contributing to our successful work environment and achievements.”

What's New: Online Shopping and Technology Trends

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A few weeks ago we released the results of its 2018 Online Shopping and Technology Trends Survey. An inaugural initiative, the survey examined Americans’ online shopping habits, behaviors and preferences—covering topics from voice assistants to augmented reality to privacy concerns to mobile apps and beyond. Let's take a close look at a few of those stats here in this infographic.

See How Bing's Shopping Campaigns Are Changing

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In April 2018, Bing unveiled some new features for its Bing Shopping campaigns that could make them more effective. These new features don’t just bring extra value for advertisers; some experts suggest they are poised to give competitors a run for their money. Let’s look at some of the changes and how you could benefit. 

Why It Matters

Shopping ads are big news in 2018. Experts estimate they account for around 60 percent of the clicks on Google and about 33 percent of the clicks on Bing – stats that clearly demonstrate the domination of Shopping campaigns in retailers’ paid search click volume arena.  But it’s even more interesting when you factor in a little background on Bing’s reach.

An estimated one in five people rely on Bing for their online searches. Not only that, Bing's audience spends an average of 32 percent more time shopping online from their desktop computers than other internet searchers and their average click-through rate is roughly 50 percent higher than AdWords. Factor in some positive new changes and we’re talking about a golden opportunity for brands and advertisers to reach more people and even potentially see a boost in conversions.

New Feature 1: Multiple Images

Now you can spice things up with up to 10 images in the product feed. This gives you a great opportunity to show products from different angles, giving shoppers a comprehensive view. This is important because we all know that great photos are at the heart of successful shopping campaigns.

New Feature 2: Product Status Reporting

Bing added four new columns to its Product Groups reporting grid to help advertisers better understand exactly what’s happening in their campaigns. You can easily see the data across multiple accounts or shopping campaigns using the Product Match Count Report. This gives you a detailed overview of the matched products at several levels: campaign, ad group and product group – information you can use to optimize your campaigns. These new additions include:

●      Products Submitted: Displays the number of products you upload to the Merchant Center.

●      Products Ready to Serve: Displays the number of products free from processing errors and ready for people to bid on

●      Products Targeted: Displays the number of products people are bidding on

●      % Products Targeted: Displays the percentage of products you've submitted that are being bid on in the group

Universal Event Tracking

Universal Event Tracking (UET) is a convenient tool available through Bing Ads. It allows businesses to verify their domains as they set up their merchant center account and create their online store. This speeds up the process so sellers can get down to business faster while buyers still have peace of mind. Bing rejects merchants who lack a privacy policy on their website, try to claim unverified domains or lack valid SSL certificates.

Product Rejection Notifications

No product left behind! That might as well be the rallying cry behind this new feature. Bing's targeted product insights are all designed to help you keep all your products active in your shopping campaigns. Product status is important. Now, marketers can sign up for product rejection statuses that allow them to stay on top of any issues and fix them quickly.

In the end, successful marketing campaigns – whether they’re for Bing Shopping or not – are all about having the right insight, innovation and optimization tools at the ready. Adtaxi partners with the best in the industry, including Bing, to deliver the performance our clients need to succeed. Visit Adtaxi.com to learn more.

 

Google's Mobile Indexing and What It Means for Your Business 

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Is your company's mobile website being easily found by potential customers on their devices? If not, it's time to make some big changes because Google is now ranking business websites based on the mobile version rather than the desktop site.

Google announced this "mobile-first" change in late March. Mobile-first means its Googlebot will crawl your company's mobile site first for search engine optimization (SEO) indexing and ranking. Historically, Google has used the desktop version of your website's content for its crawling, indexing, and ranking practices.

Why the change? Not every company is using responsive web design for its mobile site, and, according to Google, that was causing issues for mobile searchers. So Google is switching to mobile-first content gathering, and recommending to site owners to make their content mobile-friendly as fast as they can.

Remember, this is mobile-first, not mobile-only. Google will still index your desktop site content, but keep in mind you're likely to lose out against more mobile-savvy competitors. Google's change is a reflection of the immense growth of the mobile web. It's estimated there are now some 10 billion mobile-connected devices in use around the world, which is leading to big growth in the ecommerce industry. 

Let's take a look at what Google's mobile-first indexing means for your content, and what steps you need to take to stay on top of SEO development.

Understanding Mobile-First

Having mobile-friendly and fast-loading content can help your mobile search results perform better. Typically, search rankings are affected by your site's load times, mobile-friendliness factors, relevant content, low-quality visuals, and proper meta tags, among other factors. If you gain site visitors from ads you've placed, do you want those mobile visitors to visit a site that loads slowly, enables pop-ups, and isn't overly optimized for mobile? Of course not! That's why your site needs to speed up its mobile capabilities.

One way to check how well your site is performing in mobile is through Google's Search Console service. If your site is already optimized for mobile, you likely have been notified via Search Console that mobile-first indexing is enabled for your site.

How Your Site May Be Affected by Mobile-First Indexing

Your site might be affected by this indexing move to mobile-first if you haven't made the necessary changes to your site's design. Here are some of the possible ways:

●      You maintain a separate mobile site (or sites) for your company. Does your company still use highly optimized, separate mobile sites? If so, you'll need to revamp this into a unified responsive design because the content, structured data, and meta data needs will all change.

●      You do not have a mobile site yet. If this is the case, why not? It's time to hire a website designer to get your site mobile-friendly, because that's where you'll find more potential sales. If you're unsure of what to do, use this free Google tool to check your site's mobile-friendliness factor. 

What It Means for Advertisers

Advertisers should pay close attention to becoming mobile-first. If you're offering a poor mobile user experience, you'll lose conversions and your bounce rates will soar. That could lead to a much lower pay-per-click (PPC) ad quality score, and higher cost per click (CPC). Ad budgets will shrink. Over time, all of these costs will accumulate, leading to higher costs per acquisition. That has a serious impact on leads and sales, and can put your business out of business.

So it's time to make changes. Try testing Accelerated Mobile Pages (AMP) for your site. This will help your site's indexing. Also, try using AMP ads. They load faster, and can lead to a better user experience and higher click-through rates for advertisers. Getting a more responsive design for your site will help you join the mobile revolution.

Why Do Employees Love Working for Adtaxi?

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Adtaxi is all about optimization, innovation, and creating a thriving business that puts clients first while valuing the people working to meet those goals. Clients love that the company helps them solve complex challenges with solutions that drive their success. But what do Adtaxi's employees love about the company? It turns out there's a lot to love, including the following five reasons employees enjoy working here.

Forward-Thinking Vision

Ask employees, and you're likely to hear things like, "Very innovative and forward thinking. Seems to always consider how major structural changes are going to affect the employees, and tries to take steps to ensure they are positive." After all, the heart of Adtaxi's guiding principles is the company's drive to help its clients create meaningful results using the latest digital technology. It understands that digital moves fast. That's what keeps Adtaxi creating solutions like Quantum, a proprietary platform that integrates machine learning and human expertise for the ultimate in campaign optimization.

Employees Have a Voice

Adtaxi "has an entrepreneurial spirit that allows employees to be the same way. If you have the drive, desire, and passion to make yourself and the company better, [it provides] an environment to do so," notes one employee. "It is also exciting to be big enough to have scale that impacts many, but still small and nimble enough to change quickly." As part of the company's vision, employees can provide feedback to executive-level leadership, creating an open, transparent environment that allows everyone who works there to feel that he or she is important and valued.  

An Amazing Company Culture

Flexibility and a collaborative environment makes for a great place to work. But Adtaxi takes company culture to a new level with paid time off and work-from-home opportunities that support a healthy work/life balance. As one employee says, Adtaxi has an "incredible culture, very hands on. No one is breathing down your neck and micromanaging every little thing you do. Huge flexibility with the work and optimizations we're allowed to do as campaign managers for our accounts, and great employees that I see as friends and peers rather than just coworkers."

Employees also enjoy in-office perks such as massages and food, as well as out-of-office perks like tickets to sporting events. Another employee notes Adtaxi has "good relationships with Google and Bing, resulting in direct training from them, free swag, and trips to Google/Bing HQ if the employee is interested."

The Cutting Edge of Digital

Adtaxi understands how quickly technology evolves. That's why it has created a climate of innovation to stay on the cutting edge of digital, and at the forefront of adtech. "Advanced technology is applied to solve the problems of customers," says one employee. "Employees are supported through ongoing training to enhance their knowledge and skills, empowering them to remain competitive in the marketplace."

Efficiency and Quality Are Priorities

One of the company's goals is to become a thought leader in the industry. It understands that innovating and valuing employees are important steps, while also placing emphasis on quality results and efficient processes. "Our in-house product team develops tools for us to improve our efficiency and quality," states an Adtaxi employee. "We have a good culture due to free food and extracurricular activities, and we hire people who are ambitious and have a good attitude."

Discover more about Adtaxi's core values and the difference it's making in digital marketing. Visit Adtaxi.com today.

 

 

What YouTube's Audience-Targeting Feature Means for Ads

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Digital disrupts everything. And when it comes to advertising, the steady tidal wave of change affecting how we watch television has really shaken things up. In fact, by the year 2019, experts estimate cord cutters will number over 19 million in the United States alone. While cable television might have reigned supreme in years gone by, consumers are more in control than ever before.

Our ever-evolving technology has created a new generation of connected viewers indulging in online media consumption, which includes watching content digitally. Video giant YouTube notes that users viewing content on connected televisions represent explosive growth in its audience, with an estimated 150 million hours of YouTube content streaming on television screens around the world.

Google's YouTube unit has a solid reputation of giving advertisers new ways to hone in on their target audiences. In 2018, the company announced a plan for advertisers to reach viewers watching YouTube on their televisions, as well as cord cutters and folks who just don't watch that much traditional television. Here are the essential things you should know about this new audience-targeting campaign.

Targeting Light TV Viewers

Do you watch most of your television online? If so, you might belong to YouTube's new audience segment for Google Adwords: "light TV viewers." This savvy move comes in the wake of a steady growth in digital video viewing, and gives advertisers additional flexibility to target their audiences more effectively. With this category, advertisers can choose the devices they want to target with their marketing efforts, including desktops and mobile devices.

AdWords and DoubleClick Bid Manager Targeting via TV Screens

This program gives advertisers their first-ever opportunity to target online television viewers. Advertisers can reach those watching YouTube on their connected televisions using DoubleClick Bid Manager and AdWords. These options already exist for advertisers who advertise using YouTube ads on computers, tablets, and mobile phones. With this new rollout, advertisers will be able to modify their content to make sure it's optimized for television viewing.

YouTube TV Ad Inventory Availability in Google Preferred 

In 2017, Google threw its hat into the virtual pay-television market with the launch of YouTube TV. When it launched, it provided subscribers with about 50 different live channels, and didn't include ads. That will change starting in 2018's fourth quarter as Google extends its Google Preferred ad program to many of the networks on YouTube TV. This is significant largely because Google Preferred has long been a premium ad program on the top-tier, most-popular YouTube channels.

By making the jump to YouTube TV, Google can turn the volume way up on the number of opportunities for monetization available to advertisers. This is likely just the beginning of the new and innovative options advertisers will have to update their strategies in today's fast-moving digital world.

 

Proof Positive: Adtaxi’s ‘QUANTUM’ Significantly Boosts Campaign Performance

 

 

—Revamped Adtaxi.com Unveils Data on Recently Launched Optimization Engine—

DENVER (June 18, 2018)—Adtaxi—one of the nation’s fastest-growing digital marketing agencies—today launched its new company website. The revamped Adtaxi.com features a total redesign, interactive content, educational resources and a full report detailing the highly anticipated results of its performance assessment of Quantum, the company’s new optimization algorithm. Data revealed considerable gains when evaluating cost per action (CPA) of Quantum-powered campaigns against non-Quantum campaigns.

“When developing Quantum, we knew the technology would provide a cutting-edge option for advertisers that yielded unparalleled results—and now we have the numbers to prove it,” said Chris Loretto, EVP of Adtaxi. “Our goal since day one has been to provide superior value for our partners across a broad range of industries by delivering top-quality performance that in turn boosts sales. Quantum’s demonstrated success reflects this mission, and we are eager to share its benefits on our new and improved website.”

For the analysis, insights were derived from thousands of Quantum and non-Quantum campaigns across Social and Programmatic RTB, broken out by Auto and Ecommerce. Below are some of the key results: 

Social - Facebook

●      Quantum campaigns reduce the average CPA by 18% over non-Quantum campaigns

●      Automotive campaigns perform 34% better with Quantum for Social vs. non-Quantum for CPA

 

Programmatic RTB

●      Quantum for Native shows a 38% reduction in CPA over non-Quantum campaigns

●      Quantum for Pre-Roll shows a 55% improvement in CPA over non-Quantum campaigns

●      Automotive campaigns realize a 33% decrease in CPA with Quantum

●      Ecommerce campaigns see a 41% reduction in CPA with Quantum

“Applying Quantum to our digital advertising efforts has significantly increased performance metrics,” said Sal Gonzales, Owner, Volvo of Culver City. “Soon after launching our campaigns with the new platform, we noticed a sizeable uptick in sales numbers—propelling the dealership to not only meet, but exceed our quarterly goals. Maximizing efficiencies in advertising is a huge win for us.”

Launched in early April, Quantum is the next evolution of Adtaxi’s proprietary platform, Magellan. The new algorithm leverages machine learning to drive cross-channel optimizations and deliver exceptional performance. All the same powerful single-platform optimization capabilities of Magellan remain available with Quantum—now with the addition of a true digital omnichannel solution. First offering the omnichannel capability to Auto advertisers, Adtaxi plans to expand to Ecommerce and additional categories in the near future.

Connected TV Is Expanding — Here's How to Leverage It

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Adults spend more than 10 hours and 45 minutes consuming media every day, with much of that screen time taking place on computers, mobile devices, and connected televisions. An estimated 70 million households have connected TVs, which give these households more options for streaming their favorite movies, shows, and videos. In the process, these devices are giving live television a run for its money, especially when it comes to advertising.

As connected TV (CTV) becomes increasingly popular and continues to expand, advertisers, marketers, and brands need to find new ways to connect with audiences. To help you create your game plan, we've created a quick guide to exploring what CTV advertising is, along with ways to leverage its unique power.

How Is CTV Advertising Different?

Connected TV has transformed how we consume media, making content available on just about any device. It has also changed how we approach television. No longer must we sit down in front of the television at a set time on a specific day to catch our favorite shows.

CTV has also turned advertising on its head. There's no standard way to measure CTV advertising. There are no cookies to track, and it isn't tied to conventional demographic-based audiences in the same way as traditional television.

But even with the new challenges it presents, CTV advertising offers some serious benefits, including an immersive larger-screen experience (as compared to digital advertising alone), and an unprecedented ability to target audiences precisely while creating interactive ads that really resonate.

Ideas for Leveraging CTV

Advertisers just getting started in the CTV universe would do well to start by familiarizing themselves with the format's capabilities, understanding the devices consumers most often use, and understanding the formats those devices support. Once you have a solid feel for those details, you can dive into some savvy ideas for leveraging CTV's growing popularity.

Targeting Audiences Using Data

CTV advertising gives advertisers a huge opportunity to really hone in on their target audiences. Ideally, brands can use first-party data to target their audiences and tailor their campaigns accordingly. Then, they can use geography and other details to hit a bull's eye with those viewers. For example, ads could be based on viewer location and weather conditions. If it's a hot and humid day in one city, that anti-frizz shampoo and conditioner ad will run. If it's sunny and warm, a sunscreen ad might run instead.

Interactive Advertising

Keeping viewers engaged has been tricky, even for traditional television advertising. After all, it's easy to get up and leave the room for a quick break instead of watching commercials. But many CTV advertisers have found success with interactive advertising that encourages viewers to engage with the ads instead of hightailing it for the bathroom or a refill on their snacks. Combined with targeted ads that rely on user data to provide rich, relevant content to viewers, interactive advertising adds value to the viewer experience and receives a click-through rate of up to 6 percent, compared to the 0.0175 percent click-through average of most digital ads.

Optimizing Content for Multiple Platforms

CTV isn't just about televisions. Viewers can watch their programs on a variety of devices, and you want to reach those viewers no matter what device they're using. That's why it's critical to optimize content for use across computer and mobile platforms in addition to televisions.

For example, Adtaxi's programmatic advertising pinpoints the audience, uses a best-in-class tag management platform to gather data from brands' websites, and uses first- and third-party data and cross-platform targeting to deliver an amazing, cohesive experience designed to boost conversions. Learn more about how Adtaxi could help you leverage all the benefits of CTV advertising.

GDPR Has Arrived: What This Means for Advertisers

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GDPR is here. Are you prepared?

GDPR, or General Data Protection Regulation, is a new European Union law to protect European citizens’ data and privacy rights. It took effect on May 25. Over the past few months, companies have had to adjust their guidelines and send out updated privacy notices.

The GDPR affects any business or organization that collects and processes the personal data of residents in all European Union member countries by giving people more control over their data. There are strict rules about compliance, and hefty fines for not following them.

The full text of the General Data Protection Regulation law is here. Here is what you need to know about what constitutes personal information, what types of personal information the law protects, how that information needs to be handled, and what penalties exist if information is handled improperly.

What Is Considered Personal Information?

Under GDPR, personal information for European Union citizens includes:

  • Basic personal identity information, including name, address, ethnicity, and ID numbers
  • Basic internet data, including a person’s IP address, internet location, and cookie data
  • Health information, medical history, and biometric and genetic data
  • Any type of political leanings or bias
  • Sexual identification

What Is Protected?

GDPR gives European consumers protection from data breaks, breaches of security, stolen identity cases, and other issues involving personal information. They have a right to know how their private data is being collected, and to control their data and opt out if desired. Companies must comply with these consumer requests.

How Do Businesses Handle Personal Information?

If your company sells products or services online to any European customers, it is legally required to be compliant with the new law, even if your business isn’t physically located in the European Union. GDPR’s impact will be seen on large advertisers, small e-commerce companies, and many other businesses in between.

Some of the questions companies must ask themselves about personal information and privacy controls are:

  • Do we have procedures in place to handle any privacy hacks or breaches?
  • Do we have the necessary staff trained to handle personal privacy invasions?
  • Does our current data privacy policy already meet GDPR compliance, or must we make revisions?

With GDPR in effect, companies must alert all their EU users about any hack, breach, or misuse of their data. In recent months, more companies have done this voluntarily, but GDPR makes it mandatory.

What Are the Penalties?

The fines for non-compliance can be costly. If a company is found not to be in compliance with GDPR, it might face fines of 20 million euros or 4 percent of global revenue (whichever is higher). Fines will handed down according to the nature of the non-compliance or the seriousness of a data breach, among other factors.

Fines can be given to companies that impair the rights of the data subjects, or for inability or failure to put the necessary processes into place.

EU consumers will likely become more at ease with emerging digital privacy practices as a result of GDPR’s insistence on more clarity on privacy and data. But getting compliant with GDPR is the big issue for many international brands and companies. For instance, if an advertising business sends emails to a potential client, those emails would have to be targeted to that person’s role within the business, not the specific person. Emails to potential individuals can’t be sent unless those people explicitly give permission to contact them. Fewer emails to consumers likely means less engagement and thus less revenue.

So, advertisers, you must be more careful when doing business in EU member countries. GDPR will likely lead to companies gathering much less data on consumers than in past years unless they are granted permission by those consumers. Consumers will likely allow just enough basic data to complete any transactions or order agreements. Only time will reveal GDPR’s full impact.

5 Questions to Ask Your Digital Advertising Agency

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Digital marketing is the way of the modern advertising world. Teaming up with the right digital advertising agency benefits your business in many ways, including consistency, expert insight, and assured return on the investment (ROI). You get to save time and money while digital advertising experts help grow your business.

One glance or Google search and you’ll see there are tons of agencies out there. But in this crowded marketplace, one thing remains crystal clear — not all agencies are created equal. That’s why you should approach choosing an agency the same way you would approach choosing a new hire. Ultimately, you need to know how the agency will handle your campaigns. Even more so, you need to know you can trust those with whom you’re working.

To help you get to the heart of whether the digital agency you’re considering is right for you, we have compiled a list of five key questions you should ask.

What Level of Transparency and Accountability Can You Expect?

There are tons of problematic aspects to our digital world. Although having the transparency conversation can feel awkward at first, it’s best to know before you sign on with someone. After all, ad fraud, measurement miscalculations, and a lack of actionable data can pose serious problems for advertisers. You need to know how the agency you’re considering handles serious issues that could have an impact on your campaigns.

The bottom line is that you want to know how the agency will act on your behalf. Ask where your ads will likely run, and whether the agency will take any steps to make sure your ads aren’t displayed near content that could hurt your brand. Also, it’s good to understand how your advertising budget is spent. For example, if any discounts or rebates are offered, are the savings passed on to you? Ironing out all the uncomfortable details ahead of time lets you know exactly what you can expect throughout your relationship with the agency, and that’s the basis of building a positive, profitable partnership.

What Is Your Optimization Strategy? 

As the best digital agencies understand, there’s no set-it-and-forget-it, one-size-fits-all approach to digital advertising. That’s where a solid optimization strategy comes into play. This delicate balance of technology and an expert human touch allows your campaign to constantly change and evolve along with its performance and the newest trends and threats. The right agency can deliver meaningful results by individually tailoring each digital campaign, and leveraging the latest technology to spread the campaign across multiple media channels and platforms for maximum ROI.

Can You Describe Your Cross-Channel Campaign Management Approach?

Many advertisers believe cross-channel campaign management should be the top priority. Before technology exploded, businesses could pick one channel, such as display advertising, and call it a day. But with today’s digital smorgasbord, advertisers can choose from search, social media, display, and video advertising for mobile devices, desktop devices, or both. That’s why cross-channel advertising, or spreading your campaign across marketing channels and devices, is the ultimate strategy for boosting conversions and your bottom line.

What Are Your Attribution, Performance Metrics, and Reporting Process?

This is all about measuring consumer behavior and the effectiveness of your advertising efforts. All the data available to digital advertising agencies provide an unprecedented opportunity to understand the different touch points throughout the consumer journey, along with insight that can improve targeting for future campaigns. Understanding how the agency you’re considering handles all of this is key to building a well-rounded, professional relationship. Does the agency measure only key performance indicators like impressions, click-through rates, engagement metrics, and average cost-per-click? Or does it place a heavy emphasis on measuring a campaign’s success based on its conversion rate?

Can You Describe How You Approach Collaboration on Campaign Adjustments?

Once you understand the reporting process, you know how the digital advertising agency measures your campaign’s success. But how does it decide which adjustments to make? While many agencies might prioritize technology over everything, the best agencies understand the importance of the human element of collaboration — both with each other as a team and with their clients.

For example, Adtaxi wants to partner with clients, not simply act as a vendor. That kind of relationship building is only possible with a vibrant belief in collaboration for campaign adjustments and more.

How to Build a Well-Rounded Cross-Platform Video Advertising Strategy

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If you’re still working out your video advertising strategy, it’s time to get moving. Video advertising is growing and becoming more popular every day. The sooner your team figures out a well-rounded, cross-platform video ad strategy, the faster you’ll start to reap the benefits for your company.

The landscape for advertisers is huge, from connected TV (offering programming via Apple TV, Roku, Hulu, Amazon’s Fire TV, Google’s Chromecast, and others) to the social media (or “second screen”) format, where viewers by the millions are watching Instagram, Facebook, and YouTube videos on a daily basis.

eMarketer estimates marketers will spend more than $22 billion on U.S. digital video advertising by 2021. As the numbers grow, so does the complexity of video advertising, with new advertising formats, changing platforms, device-specific strategies, and multiple ways of buying and selling goods.

Video Ads on Specific Platforms

Connected TV: Connected TV (CTV) content is delivered to a TV screen with web connectivity. It’s growing at a fast clip. About 50 percent of U.S. internet users watch digital video daily on connected TVs, and 22 percent of these viewers are watching digital video on Hulu, Roku, Amazon Fire TV, Google’s Chromecast, and others in what is considered prime time in the U.S. (8 p.m. to 11p.m.). You need to be in this category for your advertising placements.

Connected TV is beneficial to viewers and advertisers. Viewers get an on-demand experience for the programs they want to watch, when they have time to watch. Advertisers get a wide array of programming content and ideal demographics at varying price and reach levels. Expect Connected TV to become heavily ad-supported in the coming years, especially with new data measurement innovations like automatic content recognition (ACR) emerging to transform the numbers.

YouTube: The granddaddy of video sites wants you to be a YouTube advertiser to reach your desired customers in segments as short as 6 seconds, or up to several minutes. The video giant offers six different ad formats:

  • Display ads appear above the right-side column video suggestions list.
  • Skippable video ads (aka. TrueView ads) can be skipped after the first 5 seconds, so it’s important to make those precious seconds count. Think high-energy, graphic-heavy visuals.
  • Bumper ads are 6-second ads that can’t be skipped. But they are short and you can win over your viewers.
  • Non-skippable video ads are used by some brands, but viewers dislike them. YouTube has recently changed the times for these ads to 15 to 20 seconds, which is more bearable for viewers.
  • Overlay ads are banner ads showing along the bottom of a video.
  • Sponsored cards are the small call-to-action ads that show at the bottom of a video. They are fairly non-obtrusive, and often lead to clicks for more information.

Facebook: Advertisers have known for years that videos help increase engagement on Facebook. Now there’s an even better way to capitalize on video advertising. Earlier this year, Facebook introduced its new ad format Collection, which it says “makes it easier for people to discover, browse, and purchase products and offerings in a visual and immersive way.”

Facebook offers advertisers four layouts in Collection to showcase their businesses and products.  Big brands including Tommy Hilfiger, Sport Chek, and Lowe’s have already tested Collection ads. According to Forbes,Sport Chek reported its conversions rose 28 percent when using GIF ads in its campaign.

Facebook wants its advertisers to excel. The social media giant suggests brands should follow these five steps to win at Facebook advertising:

  • Set a business goal and define your audience.
  • Create a hypothesis about your audience.
  • Extract data points.
  • Compare your data to your hypothesis.
  • Build and test your creative.

Instagram: Small businesses have a great opportunity to make a splash with creative advertising on Facebook’s “little brother” platform. Instagram’s video ads can unlock potential customers who may have already seen your videos. Sharing content and asking your followers to share your content is effective on Instagram.

Here are some tips for getting started with Instagram advertising.

  • Keep your ads short. Mobile use = lower attention spans.
  • Try out text, captions, and word bubbles to ensure your content is seen.
  • Use the recommended 7 to 10 hashtags to get your ads seen other than the main Instafeed.
  • Be consistent. Can you manually post every day? If not, automate that action using Hootsuite and other services.
  • Get video clips of customers and fans. Bring the human element into your ads.

6 Ways to Make Your Video Ad Strategy Effective

To make your video advertising strategy as effective as possible, explore your options. Know the nuances of your audience, your desired platforms, and your marketing angles. Incorporate these tips into your video ad strategy to make it well-rounded and cross-platform.

  1. Make great content. Your best practice for video advertising is to make great, compelling content for your ad. Make a video for your brand, your product, its benefits, or how it works. But above all, make it compelling enough for viewers to click within 10 seconds.
  2. Shorter is better. Video ads are getting shorter all the time. Younger video viewers are seen as a key reason for shorter ads. Your brand has 10 seconds or less to convey your key selling point in your ad. Do whatever you can to make it work, such as faster narration, stunning visuals, or compelling brand graphics. YouTube is offering 6-second video ads to marketers, and it’s making advertisers do more with less. Think With Google recommends that advertisers create these 6-second snippets as part of an overall theme at work, not as just the six most compelling seconds from a recut 30-second spot. Many of these bumper ads are created to make a funny or clever point in moments, hoping viewers will click for more.
  3. Create relevancy with your audience. Target, target, target. Make sure your product, brand, or service is relevant to your viewers on a specific platform. Working in Instagram? Make sure your ad is relevant for its primary audience of those aged 16 to 29. Doing ads on Facebook? Be relevant to older women, who are the primary users on Facebook.
  4. Appeal to viewers’ emotions or incite an emotional reaction. Video works best, according to Ad Age, when key psychology elements are brought into play. Emotions including love, joy, pride, laughter, and nostalgia are all key components for a video ad director to help move viewers. Plus, there is growing data from social media (especially Facebook) around users’ relationship status, work status, birthdays, anniversaries, marital status, and work relocations (among others) to give brands more ability to create emotional ads that work.
  5. Mix up your production elements. From bold colors to handheld devices, your ads can capture that slice of authenticity when you mix up your production elements. Knowing your target audience well can inform your decision on the type of production you’ll use. Whether it’s hand-drawn animation and emoji graphics or cell phone video and high-gloss imagery, the choice of production should suit your ad’s goal and call to action.
  6. Provide clear direction for what viewers should do next. Video ads should include clear calls to action. You can use graphic pop-ups with words asking viewers to subscribe or buy now. You can also include a screenshot in your ad to make clear what you want the viewer to do next. As the screenshot is showing, use an audio overlay with the same information.