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As we head into the holiday season, Facebook is rolling out several new features for e-commerce marketers and brands. It is also launching promotional support for Black-owned businesses and training and software discounts for small businesses. Instagram ads with product tags. For more than a year, Instagram has been testing product tags for organic Shopping […]
Last year at Google Marketing Live, Google said it would be unifying custom affinity and custom intent audiences under a custom audience option. Custom audiences are available now in Google Ads for Display, Discovery, Gmail and YouTube campaigns. How custom audiences work. You no longer create custom affinity or intent audiences. Now, when you set […]
Predictive audiences in Google Analytics App + Web properties. Applications of machine learning have brought us into the era of predictive marketing in which bids, ads and targeting are optimized based on predicted outcomes. The latest sign of this in Google Analytics is the addition of predictive metrics and audiences in App + Web properties. […]
Consumers are experiencing a crisis of faith. According to the Edelman Trust Barometer, today only 52 percent of global respondents trust businesses. The figures are even more dramatic in the US, where a mere 48 percent are similarly trusting, down from 58 percent in 2017. Brands clearly need to re-evaluate their messaging strategies if they […]