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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Stop managing your PPC campaigns the difficult way
It’s time to embrace easier, simpler and time-saving ways to manage and optimize your ads.
TripAdvisor launches self-service ad platform for SMBs
It presents display ads but the audience intent profile is closer to search marketing.
Commerce marketers: Take our Amazon Advertising survey, enter to win an SMX All-Access Pass
It'll take less than 10 minutes and the All-Access pass is worth nearly $2,000.
Chatbots saved businesses $300,000 on average last year, study finds
Businesses report revenue growth and savings even as consumers indicate there is room for improvement.
Digital advertising is not the dot com bubble, improper attribution is
The real problem in paid search right now is our belief that we can track everything.
Performance marketing comes to television
Long a pure branding play, advertisers can now unlock television’s potential with Connected TV.
Snapchat’s new ad format lets advertisers extend 6-second non-skippable ads
The new format maintains the 6-second non-skippable format with the added ability to extend runtime up to three minutes.
Shutterstock’s new music subscription offers affordable music licensing for content creators
The $149 per month plan includes standard licensing to more than 11,000 music tracks, with hundreds of tracks added monthly.
Are ‘influencers’ scam artists or gatekeepers?
Influencers are steroids, sometimes they inject a quick burst of needed energy and sometimes they do nothing but cause cancer.
NRF says 70 million consumers will shop online during Cyber Monday, predicts online holiday sales up 14%
More than 165 million people will shop during the five-day stretch between Thanksgiving and Cyber Monday, according to the NRF's survey.
Facebook releases several ad personalization capabilities
Machine learning enables dynamic selection of ad formats, creative, and text with each impression.
TikTok teases social commerce capabilities with shoppable video test
The company confirmed the ecommerce feature is in beta.
Email marketing: It’s the audience, stupid
The people you're trying to reach are arguably the most important element to consider as you build your email marketing strategy.
Google on building a better holiday omnichannel strategy
From optimizing for omnichannel ROI to dialing up in-store foot traffic, Google outlined key considerations for holiday campaigns at SMX East.
Verizon Media policy shuts down bot-controlled inboxes from reporting data
Significant changes in the email industry are shaping the dynamics between email service providers, deliverability companies and email marketers.
Don’t abandon traditional in-home advertising channels, they still work
There’s a growing disconnect between where brands are spending ad dollars and where consumers are actually making purchase decisions.
Amazon tops Google in Q3 smart speaker market report
Most significantly, the smart display category grew 500% globally.
Salesforce names Microsoft Azure as public cloud provider for Marketing Cloud
The expanded partnership between Salesforce and Microsoft also includes plans for new integrations to connect its Sales and Service clouds with Microsoft Teams.
How retailers can optimize Facebook ads for direct response vs. brand building
Achieve your Facebook advertising goals by fine tuning four critical factors: audience, ad creative, budget allocation and measurement.
Yes, you are making keyword research harder than it should be
Get better results and maximize your budget by keeping things simple.
Entries are now being accepted for the 2020 Search Engine Land Awards
Get the recognition your team deserves. Enter your best-performing campaign now.
LinkedIn adds Data Validation to Sales Navigator
In addition to new integrations and features, Data Validation will sync data between users' CRM and LinkedIn, keeping contacts up-to-date.
Search Engine Land unveils Periodic Tables of PPC at SMX East
The new resource breaks down key facets of paid search marketing, from ad types, to analytics and more.
Make your remarketing more effective and less annoying with call tracking data
If your customers frequently purchase on the phone, you might be sitting on a goldmine of remarketing data.
CPG marketing platform Quotient buys location data provider Ubimo
The deal continues Quotient's evolution beyond its origins as Coupons.com
A story of a loyalty app: How mobile applications can keep improving your customer experience
The key to exceeding your customers' expectations is in their hands.
Jivox debuts first-party identity solution to power ad personalization
Hybrid cloud container technology allows data collection to reside on brand domains without third-party cookies.
Instagram to begin removing “Like” counts for U.S. users as early as this week
The change could shake up influencer marketing and the ways brands measure success.
Social Shorts: Another Facebook data breach, LinkedIn translation settings and 2020 digital ad spend forecasts
The social media marketing week in review: A round up of news and announcements you may have missed.
How to avoid the creep-factor when building digital experiences powered by machine learning
The purpose of tech is to advance the human experience, not the other way around, says Katrina Taylor, head of user experience and product design for fashion rental site Armoire.
Email marketing: Infrastructure intelligence
To ensure emails are delivered as intended, marketers may need to wade into the technical nitty-gritty.
WhatsApp rolls out SMB product ‘Catalogs’ to support local discovery and commerce
SMBs can upload images, price lists and links for all their products or services.
Moving holiday email campaigns over the finish line
It’s time to dig deep, gear up and find inspiration to survive the holiday season slog.
Let’s kill the hourly rate: We are leaving money on the table
Creating a win-win partnership for agencies and clients depends on the understanding that marketing is an investment center, not a cost center.
Twilio study finds consumers prefer email and text when communicating with brands
An overwhelming majority of consumers report that they are annoyed by the current communications they receive from businesses.
The adtech trends rounding out 2019: Programmatic growth, measurement standards, privacy implications
Looking to 2020, adtech players can expect new capabilities driven by a customer-first approach grounded in privacy, brand experience, and standardization.
FTC issues ad disclosure guidelines for social influencers, aims to reduce deceptive content
Understand the legal disclosure requirements for your social influencer campaigns.
Sprinklr adds live chat component to its marketing platform
The feature will be part of Sprinklr's Modern Care solution and allow users to enable a chatbot or assign chat conversations to live agents.
To gain actionable customer insights, ask the right questions
Tom Shapiro, CEO for Stratabeat, outlines the critical questions brands should be asking their customers to deliver valuable digital experiences.
Personalization gains wide adoption, but marketers can do better [Report]
While the right tools may be in place, marketers' use of individual data sources for personalization is low.