Performance marketing
MarTech is your source for performance marketing content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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Why out-of-home may be the ultimate location-based (digital) marketing medium
OOH has evolved into an exciting medium that combines high-impact creative with digital targeting and measurement.
Post-holiday analysis: connected TV becomes performance TV
The 2019 holiday shopping season proved connected TV advertising’s direct response potential.
More than 200 million smart speakers have been sold, why aren’t they a marketing channel?
Is it an excess of caution or a lack of imagination?
B2B buyers consume an average of 13 content pieces before deciding on a vendor
A mix of first and third party content is required to seal the deal.
Social shorts: Instagram tests new Stories trimming tool, WhatsApp hits 2B users, Pinterest to verify merchants
The social media marketing week in review: A round up of news and announcements you may have missed.
Marketers struggle to stay ahead of technology advancements
Technical acumen ranked as the third biggest challenge when deploying digital marketing initiatives, according to a recent survey of CMO consultants.
500+ malvertising Google Chrome extensions disabled, removed from Web Store
Google was able to confirm the finding and discovered over 500 instances of the malware by seeking a "fingerprint" by security researcher Jamila Kaya.
Shopify revenue grew 47% in Q4 as merchants take advantage of new marketing capabilities
The ecommerce provider reported annual revenues of $1.57 billion and continues to invest in new technology.
California takes on the internet (again) with bill aimed at food-delivery abuses
The state is increasingly trying to regulate the digital economy, with direct and indirect impacts for marketers.
LinkedIn Sales Navigator adds features to streamline workflows
Faster lead imports to Salesforce, new alert notifications and search features are among the updates.
Customers want more text-based customer support options from brands
Your customers want to text for live support. Are you ready?
7 mistakes to avoid when optimizing your Instagram account for SEO
Search engine optimization is a powerful tool for increasing your website traffic. But your Instagram account is also crying out for attention and wants to appear at the top of search results.
Facebook buys AR startup building a 1:1 digital map of the physical world
The acquisition appears to be about augmented reality, but Scape Technologies' capabilities go way beyond AR.
Paid search marketers can find success with top of funnel campaigns
The key to finding success with these type of campaigns is knowing when to leverage them.
Social Shorts: Facebook introduces a new Messenger API for businesses, Instagram passwords exposed by social startup
The social media marketing week in review: A round up of news and announcements you may have missed.
Pinterest Shopping ads gain momentum as company revenues top $1 billion in 2019
The company also noted measurement and attribution improvements for advertisers on its .
The importance of building brand awareness through Amazon advertising
Marketers should be looking at the brand-building potential across both display and search ads because Amazon is not just about direct response anymore.
Snapchat added users, increased revenue in Q4, but ‘still extremely under-monetized,’ says Spiegel
The CEO says Snapchat is focused on attracting more advertisers to the platform.
Chrome’s coming changes to video ad blocking could impact YouTube
Mid-roll ads of any length are deemed "intrusive" in updated Better Ads Standards.
Quora adds features to help advertisers measure and attribute conversions more accurately
Advanced Match and Conversion Windows are now available.
Justice Department homing in on Google Ad Manager in antitrust probe
The feds are interviewing publishers and ad-tech rivals about whether Google has too much control "over the monetization of digital content."
Pro Tip: Here’s why content audits are so important
Content management is never a one-and-done process so a revitalization plan is simply good SEO strategy.
YouTube kicked in $15 billion as Google ad revenues topped $134 billion in 2019
YouTube alone is slightly larger than the size of Amazon's ad business.
TikTok 101: A primer for brands
How brands like Chipotle and E.lf. are marketing on TikTok in 2020.
Lessons from 2019’s holiday email sending (hint: mobile dominated)
Messages that are custom to a specific user’s wants and needs are the ones that resonate, especially when based on behavioral signals.
Dentsu Aegis’ 4Cite acquisition highlights ad industry’s move away from 3rd party data
The first-party data solution will become part of performance marketing agency Merkle.
Amazon’s booming ad business grew by 40% in 2019
With plenty of runway ahead, Amazon quarterly ad revenues surpassed $4 billion for the first time in the fourth quarter.
Social shorts: Dark mode comes to TikTok, Facebook rolls out new tool to give users more privacy
The social media marketing week in review: A round up of news and announcements you may have missed.
IPG Mediabrands starts using Nielsen’s podcast audience insights to inform media decisions
IPG agencies will have access to audience and purchasing behavior data from 35,000 podcast listeners.
Will the Discover feed be Google’s next cash cow? What advertisers are saying about Discovery campaigns
Early looks at the new campaign type and native ad formats that have had little fanfare since launching in beta last year.
Facebook warns of targeting limitations, says Checkout will take time
The company reported record revenues of $20.7 billion for the fourth quarter of 2019, but said privacy changes will affect growth.
How to win Agency of the Year: Interview with a judge
Past winners of our coveted Agency of the Year awards -- awarded for both SEM and SEO specialties -- have included Metric Theory, Rise Interactive, Wolfgang Digital and Wpromote. Make 2020 the year you and your team are awarded the highest honor in search.
The digital marketing transformation led by Google and Amazon
It’s worth the time investment to consider how we can continue to evolve our advertising strategy along with the biggest platforms.
GoDaddy buys content creation app Over, plans to integrate features into its product suite
Small businesses use Over to easily create digital content.
Brands are neglecting transactional emails, leading to deliverability issues and lost customers
Latest email benchmark report indicates that email senders recognize the importance of transaction email, but aren't prioritizing user experience.
Is your marketing department the ‘useful idiot’ of your business?
In politics, the useful idiot is someone who can be misled into supporting a dubious cause that goes against his own best interest. In marketing, the outside actor here is ignorance and it's time to change that.
Marketers should be able to get more than 60% location opt-ins if they follow best practices
Control and value are key to convincing the "it depends" crowd to share their data.
What Apple’s strong iPhone 11 sales mean for marketers
Safari is the most popular mobile browser in the U.S. by a significant margin, with big implications for marketers.
How emerging email innovation will impact marketers in 2020
Email strategist April Mullen shares advice about how issues with CCPA, AMP and BIMI will change how we approach email marketing this year.
Pinterest debuts AR feature that lets users try on lipstick before buying
Brands that are part of the initial rollout include Estée Lauder, Sephora, bareMinerals, Neutrogena, L’Oreal, NYX Professional Makeup, YSL Beauté, Lancôme, and Urban Decay.