Marketers can still gain success for their brands on Amazon with the right strategies, even though it’s an increasingly competitive place for sellers. Brand building platform Heyday has partnered with many successful D2C brands, focusing their efforts centrally on Amazon to build customers and awareness. Their fine-tuned strategy helps new brands grow, and since their start in 2020, Heyday has also acquired several of these brands, and received $800 million in funding from investors in the process. Amazon is still the space to launch brands despite intense competition Amazon remains a leading site for D2C brands and e-commerce sellers, claiming around 40% of online sales in the U.S. For brands, that means it’s still the place to launch products and connect with customers. … [Read More...]
The Trade Desk launches OpenPath
Today, the Trade Desk announced the launch of OpenPath, which allows publishers the ability to integrate directly with their DSP, gaining direct access to premium publishers as an alternative to Google Open Bidding. The Trade Desk will turn off Google Open Bidding on its platform, said CEO Jeff Green in a company statement. The Trade Desk will also remain “committed to serving only advertisers.” Publishers who have signed onto OpenPath include Reuters, The Washington Post, Conde Nast, Hearst Magazines, Hearst Newspapers, Tribune Publishing, CafeMedia and others. Read more: Sharing The Trade Desk’s Unified ID will not end adtech disruption. Why we care. The Trade Desk has taken the lead in many ways in evolving the adtech landscape away from Google. There are competitive reasons for this, … [Read More...]
IDG Communications acquires Selling Simplified
B2B Marketing-as-a-Service platform Selling Simplified was acquired by business publisher IDG Communications. With the acquisition comes 160 million B2B records specific to the tech industry, as well as the company’s Demandcentr system, which monitors behavioral context and builds purchase intent around specific contacts. Selling Simplified’s customers include agencies and B2B brands, such as Juniper Networks, Mediacom and Marketo. <!– START INLINE FORM –> Get the daily newsletter digital marketers rely on. Processing…Please wait. SUBSCRIBE See terms. <!– END INLINE FORM –> IDG, which owns media brands like CIO and Macworld, will add Selling Simplified’s capabilities to a tech stack that it has built up through other acquisitions over the last 18 months. In this time, IDG acquired ABM platform Triblio, B2B … [Read More...]
How Instacart’s new ad products disrupt grocers while strengthening brand relationships
Last week, Instacart, the platform that offers grocery delivery and pick-up from local stores, announced new Instacart Ads products that boost CPG brand exposure to customers. The new products include brand pages and display ads available through Instacart’s Ads Manager portal, providing reporting for brands through data insights and shopping behaviors on Instacart. Brands can then use these insights to identify advertising goals, set budgets and bid for Sponsored Products on Instacart. Why we care. These new ad tools and brand pages presumably put CPG brands in the driver’s seat, allowing them to speak more directly to customers. The problem is that retail grocers are at risk of getting left out in this relationship. And as with any other single ad environment, it also creates the … [Read More...]
How email marketers everywhere can learn from privacy success in the UK and EU
Marketers who were fretting when Apple announced Mail Privacy Protection (MPP) last year might have been missing the opportunity brought on by the new policy to build more trust with customers, and ultimately score a higher ROI. Email performance in the U.K. and EU, where the effects of GDPR were more concentrated and were enacted prior to California CCPA, suggest a brighter future, according to Guy Hanson, Vice President of Customer Engagement at data and email solutions provider Validity. Positive trends for email performance Hanson points to a recent email analytics study announced by email optimization company Litmus that showed that ROI for U.K. & EU companies was up to 46:1, compared with 34:1 for U.S. marketers. Read more: Mail marketing will be a success story … [Read More...]
Yahoo’s new partnership with MikMak brings native ads and analytics to CPG brands breaking into e-commerce
Today, Yahoo announced a new integration with MikMak that makes the ecommerce platform’s add-to-cart functionality and customer insights available for advertisers. Advertisers will be able to take advantage of this functionality in native ads and display inventory on Yahoo. Viewers of the ads will also be able to choose from multiple checkout options, an increasingly important feature in the CPG space as these brands make inroads in e-commerce. The analytics capabilities provided through this partnership also give brands the ability to capture demographic, psychographic and behavioral insights from first-party data. Yahoo made moves last year to plug advertisers into ecommerce through its partnership with Shopify. Why we care. Yahoo, formerly Verizon Media, is growing in both directions to elevate ecommerce opportunities for … [Read More...]
2022 Predictions: CTV and cross-channel advertising
2022 will be another year of growth for streaming services, Smart TV adoption and ad-supported video on demand (AVOD). The CTV landscape will continue to mature with more advertisers, more viewers and more robust programmatic offerings and data partnerships. More streaming While growth for some subscription services slow down, like for Disney+, old standbys like Netflix see another surge. That’s because viewers bounce around to watch the latest hits, like Squid Game. And when streaming services land another hit, viewers are more likely to cut the cord from linear TV, and replace live TV content they used to watch on cable with OTT services like YouTube TV, fuboTV or Sling. And those are ad-supported, with ads frequently sold programmatically. When ads are bought and sold programmatically… [Read More...]
2022 Predictions: E-commerce everywhere
Next year, e-commerce will be a driving force in how marketers engage with customers. E-commerce strategies will penetrate channels like TV, social media and in-store experience, to a greater extent than marketers could have imagined. Marketers will adapt their e-commerce strategies to be more personalized, simplify their customer data and marketing stack, incorporate shoppable ads and even retrain their in-store associates to better accommodate digital-first shoppers. Simplified stack The future of e-commerce will be driven by personalization. To improve accuracy in messaging, as well as ROI, brands will have to simplify data sources and their e-commerce stack, according to Tracey Ryan O’Connor, Group Vice President at personalization technology company Qubit, which was recently acquired by AI-powered experience platform … [Read More...]
Cyber Monday set to be biggest spending day of year
Adobe projects between $10.2 and $11.3 billion to be spent online this Cyber Monday, which would make it the biggest e-commerce spending day of the year. This means it could run steady with last year, when $10.8 billion was spent online. The Black Friday numbers indicate a slight headwind from last year. Black Friday and Thanksgiving Day were down and even, respectively, this year. With Black Friday, e-commerce spending came in at $8.9 billion, down from $9 billion in 2020. Turkey Day was at the same level this year as last year, at $5.1 billion. According to the Adobe data, consumers are spending earlier online this year. In the period between Nov 1 and Nov 28, consumers spent $99.1 billion, up 13.6 billion year-over-year. Why we care. … [Read More...]
Good morning: The B2B playbook is expanding
MarTech’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s digital marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily. Good morning, Marketers, the B2B playbook is expanding. B2B marketers are finding their contacts on channels traditionally associated with consumer marketing. Social media is relevant, and not just LinkedIn, but Facebook, too. Because much of my digital time is spent researching digital marketing, I even get TV-style vendor ads against some of my OTT programming. But just because the playbook has expanded, doesn’t mean that the goals for B2B marketers have altered significantly. It’s just that the landscape is … [Read More...]
Targeting B2B personas in the right channels to optimize campaigns
Cloud-based visual merchandising software company One Door teamed up with B2B marketing platform Influ2 to get more traction in their campaigns. In providing solutions for consumer retailers, One Door’s clients include Best Buy and T-Mobile. “Our mission is to help retailers transform how they plan, execute and analyze their in-store merchandising and we do this with our cloud based platform called Merchandising Cloud,” said Ken Kuperstein, One Door’s Director of Marketing, at our recent MarTech conference. According to Kuperstein, his B2B marketing and sales team has 15 to 20 targets at any one account that they need to engage in order to sign a new customer. By transforming their B2B strategy, they were able to take a more successful and efficient approach … [Read More...]
How to meet your brand goals by organizing your content strategy
“As digital presence becomes a greater emphasis for businesses, a lot of companies are looking to find out how best to merge all of their activities and teams,” said Ryne Knudson, Senior Content Marketing Specialist for Brandfolder, at our recent MarTech conference. As a digital asset management (DAM) company, Brandfolder specializes in getting digital content organized and out in front of customers. “There’s so many moving parts,” said Knudson’s colleague, Leya Kritz, Brandfolder’s Demand Generation Manager. “And it comes to [how you manage] your remote teams, the massive amount of content, personalization, and products that are going to market. It’s about hitting the right audiences at the right time.” They both agree that marketers have to “strike the right balance” between quality and … [Read More...]
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