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Digital Marketing Predictions To Watch This Year

Blog

Olivia Hull

This Year’s Top Digital Marketing Predictions

Many trends that helped you keep that competitive edge in 2023 continue to develop this year, providing essential insights for your strategic planning. With the advancement of AI and the growing desire for human connection,…

Ecommerce and retail brands are always seeking new ways to reach their target audiences with relevant branded content. Connected TV (CTV) has emerged in recent years as an effective medium for extending brand reach to qualified viewers, gathering detailed analytics and insights, and driving cost-effective digital ad campaigns. Today we dive into the reasons ecommerce and retail advertisers need CTV to succeed in today's market, the key challenges these industries face, and CTV strategies every ecommerce and retail brand can quickly implement. Common CTV Challenges Facing Ecommerce and Retail The art of reaching the right user at the right time — and with the right messages — can prove intimidating for brands still transitioning from brick-and-mortar operations to the online marketplace. As more consumers turn to online shopping for its convenience and variety, more brands emerge to obscure the market with virtually endless product offerings, making it difficult to stand apart from the competition. CTV is one solution to this problem, offering brands an opportunity to engage audiences through content they’ve already elected to view. With more eyes on streaming services than ever, it tracks that CTV ad spend continues to outpace projections. Brand marketers should also be prepared to invest in high-quality creative and precise targeting to stand out in a field growing increasingly crowded — CTV isn’t the secret marketing weapon it once was. Creating engaging and relevant video content requires time and resources, which can require significant investment for brands unaccustomed to running video ads online. However, high-quality video content designed for CTV campaigns can easily be repurposed to fit the needs of other channels. Why Ecommerce and Retail Brands Need CTV One of the main benefits of CTV is its ability to reach a highly targeted audience. With CTV, brands can target specific demographics, interests, and behaviors to connect with users matching their ideal customer profile. This degree of specificity is far beyond the capabilities of traditional TV advertising, making CTV a powerful tool for brands in virtually any vertical. CTV campaigns also provide detailed insights into consumer behavior. Brands can track who sees their ads, how long they watch, and whether they’re taking action as a result of the ad’s messaging. This data informs and refines strategies and campaigns for improved results — not just through CTV, but across all channels and platforms. Lastly, CTV is widely considered a cost-effective advertising solution compared to traditional TV advertising. With CTV, brands can reach customers with precision targeting and reduce wasteful ad spend. What Makes a Good CTV Campaign? There are a handful of common traits today’s best-performing brands share when winning over customers with CTV advertising: Invest in high-quality video content. Consumers expect video content that is both engaging and relevant to their interests. Brands that can create a video that resonates with their target audience are likely to see success with CTV advertising. Base CTV targeting and messaging in data. By carefully monitoring ad performance, brands can hone their targeting parameters and creative assets for better results. This data can also be used to identify new opportunities and trends to stay ahead of the competition. Integrate CTV advertising with other marketing channels. Brands that integrate CTV advertising with social media and email marketing can create a more cohesive experience for new customers — and maintain a consistent brand voice throughout their marketing efforts. Partner with an experienced CTV advertising agency. A good agency can provide expertise and guidance on how to create effective CTV campaigns, helping brands maximize their advertising spend and achieve their marketing goals. CTV is quickly becoming an essential advertising tool for ecommerce and retail brands. While CTV may pose some initial challenges to brands new to targeted video or the broader digital ad environment, those that invest in high-quality CTV campaigns and work with experienced partners can generate a healthy ROI. By adopting a proactive approach to CTV advertising, brands position themselves for success in the years ahead.

Ecommerce

Olivia Hull

Why Ecommerce and Retail Brands Should Be Running CTV

Ecommerce and retail brands are always seeking new ways to reach their target audiences with relevant branded content. Connected TV (CTV) has emerged in recent years as an effective medium for extending brand reach to…

How To Create a Content Promotion Strategy That Works

Digital Marketing

Jennifer Flanagan

How To Create a Content Promotion Strategy That Works

Content establishes brand credibility and builds rapport with customers at every stage of the buyer journey, giving them the information they need to trust your brand and its products. But if no one can find…

Free Digital Marketing Campaign Audit

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How To Get the Best ROI From Social Media

Social

Sheri Cosgrove

How To Get the Best ROI From Social Media

Social media is a powerful tool that your brand can use to reach new audiences and build social proof. And because social media is a popular form of entertainment and connection for everyday consumers as…

The great shift to Google Analytics 4 (GA4) is underway and offers users a plethora of tools and features that go beyond what was possible with UA. The recently launched GA4 platform has created quite a buzz in the digital marketing world, and advertisers are already weighing in on the advantages (and pitfalls) of the new platform. Here’s the latest on GA4 for brand marketers. Benefits of GA4 GA4 introduces new features for advertisers and revamped tracking methodology to ensure data is collected and stored in compliance with today’s widespread privacy regulations. Marketers will immediately benefit from GA4’s new data acquisition and management model, which is better equipped to track every detail of the customer journey without the need to implement Google Tag Manager. GA4 also refines the process of cross-device tracking but does not collect or store IP addresses (meaning an easier time for users looking to keep personal data secure). GA4 is built to make the most of first-party cookies as third-party data makes its inevitable exit. The introduction of the parameters tab and new data visualization tools gives marketers additional tools to efficiently manage and act upon first-party data. While familiar functions may appear under new labels, the ability to filter this data through reports and explorations makes the platform a powerful home base for marketing metrics and insights. Challenges With GA4 As with any new technology, there is a learning curve when it comes to navigating the layout and functions of GA4. This can be especially true for those who are familiar with the old UA layout. Although GA4 offers numerous benefits for improving your data-driven marketing efforts, there are some hurdles users have faced with the new platform. One of the biggest changes between GA4 and its predecessor is the limited data that can be collected. With a partial view of user interactions and behavior, it can be challenging to gain a holistic view of your audience’s needs and wants. This means you will need to explore how to leverage the limited data to your advantage. Another major hurdle that marketers have mentioned is the difference between hit types and events. UA has hit types, while GA4 has events. These two are not the same, so understanding the difference between hit types and events is crucial in getting the most out of your analytics. GA4 has definitely shaken things up in the world of data tracking and attribution, with the loss of multi-touch models causing concern among users. The change in access to only last-click and data-driven methods for attributing conversion metrics means data and tracking visibility may be impacted. Growing pains are to be expected after nearly a decade with UA as the default marketing tool for many digital teams. However, GA4 is designed to give you deeper insights into your customers and how they interact with your products and services. With its advanced features and capabilities, GA4 helps you optimize your marketing strategy and create better customer experiences. In the ever-changing digital ecosystem, GA4 provides marketers with an even more sophisticated solution to gain greater insights, allowing for more targeted and personalized marketing strategies. GA4 can be a bit tricky to navigate, but with the right approach and some diligence, you'll be able to make the most out of the platform and boost your analytics game.

Data & Analytics

Dawn Paul

GA4 Update: What Advertisers Need To Know

The great shift to Google Analytics 4 (GA4) is underway and offers users a plethora of tools and features that go beyond what was possible with UA. The recently launched GA4 platform has created quite…

How Programmatic Looks Without Third-Party Cookies (Part II)

Digital Marketing

Olivia Hull

How Programmatic Looks Without Third-Party Cookies (Part II)

Third-party cookies are going away as part of Google’s attempt to create new internet privacy standards that put the control over user data back into the hands of the very users who produce it. In…

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