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GOOGLE AND FACEBOOK’S AUTOMATION

According to marketingland.com GoogleFacebook and Amazon are the top three digital ad platforms in the U.S. Together they capture just under 70% of all digital ad dollars spent according to eMarketer. More than two-thirds of all digital spending!

Facebook and Google have been predicted to control an estimated 59.3 percent of all digital ad spend in the U.S. Both platforms have launched a series of capabilities to bring more automation into campaign management. Fundamentally, Facebook and Google’s updates are building machine learning into campaign strategy at higher level than other companies.

Introduced in 2019, the Google Local Ads format is designed for one purpose: to drive brick-and-mortar store visitation. Google Local Ads use a combination of display, text, and video assets across Google search, Google Maps, Google Display Network, Google My Business, and YouTube to optimize across platforms with the goal of driving brick-and-mortar store visitation.

Google collects data on their more than one billion active users across three million websites and apps to identify users’ demographics, behavior, location, and intent. They then use machine learning technology to identify consumer patterns to optimize budgets toward users most likely to visit a store location.

Facebook includes a list of inventory where advertisers can purchase media, including Facebook, Instagram, and Facebook’s related mobile apps, mobile websites, Instant Articles, and videos. In June 2019, the platform slowly started to introduce Instagram Explore as an additional placement for advertisers to display creative messaging. Facebook Search Results Ads are available to all advertisers. Ads that are added to the Facebook Search Results placement will appear both in general search result pages and Marketplace search results and are designed to fit each experience natively. Furthermore, they look similar to News Feed ads, have the same transparency and controls, and share the same “Sponsored” label as other ads across Facebook.

Advertisers are strongly encouraged to bid on automatic placements to achieve more efficient campaigns by selecting all available inventory. In 2019, 68 percent of competitor agencies have started adopting automatic placements or using at least four placements. Facebook’s bidding system leverages machine learning to help automate where ads are seen to maximize results. 

Platforms become more accessible for small businesses by automating day-to-day responsibilities that signals a trend for smarter campaigns by automating all digital campaigns within Google and Facebook, with more data signals to optimize what would be difficult to do manually .

#Google Local Ads #Facebook #Instagram #Instant Articles #Google #GoogleSearch #GoogleMaps #GoogleDisplayNetwork #GoogleMyBusiness #YouTube

Mailchimp free website builder

Mailchimp, known as an email marketing platform expanded into other marketing offerings for small businesses. They introduced a new website-building platform.

While the company already hosts basic landing pages visitors can click to from an email marketing campaign, the new website builder, launched in a beta version offers simple templates that businesses can use to build sites without coding skills needed. Business only needs domain name registration or can use generic name bussinessname.mailchimpsites.com to Create and host their website for free.

From now on users can reach clients and realize their marketing campaigns on the same platform, new  website builder  integrates with emails, landing pages, signup forms, social posts and ads.

Most effective digital marketing technique

According to SmartInsights.com Content marketing was the most effective digital technique based on the responses of global marketers in early 2018. When asked to identify the single activity they thought would make the largest commercial impact on their own or their clients’ businesses, 20 percent pointed to content marketing. Following that was artificial intelligence and machine learning, big data, and social media marketing.

Panel Discussion: Perspectives on the Development of the Digital Market in Macedonia

Posted by Marketing365

IAB Macedonia, the association that unites internet portals, agencies and advertisers in the country, on Thursday (05.09.2019), starting at 18:30 at DoubleTree By Hilton hotel organizes an open panel discussion on “Perspectives of digital market development in Macedonia ”.

The aim is to discuss current topics and challenges related to the further development of the Macedonian digital market, increasing internet advertising, developing new interactive advertising formats, online media self-regulation, registering online portals that adopt the IAB Code of Ethics and others. in the relation of advertisers-media-institutions.

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New employment trends to follow in 2019

Top Employment Trend no. 1
The way we hire is completely changed. Compared to a few years ago, candidates now have much more power over the availability of job search information.
According to surveys, the current job market is 90% candidate-driven. That means you no longer choose talent. But the Talent chooses you.
As a result, finding and hiring ideal job candidates, especially those with skills, has become extremely difficult, expensive and time consuming.

Top Employment Trend no. 2: Employment Marketing


What is Employment Marketing?
Employment marketing strategy is based on the implementation of marketing tactics in employment. Recruitment marketing is the process of nurturing and attracting talented individuals to work in your organization.

Importance of Employment Marketing ..
Employment marketing is a discipline that is introduced as a consequence of the current state of the labor market. Its main purpose is to keep abreast of the latest market trends and offer solutions to the companies that best accept these new challenges. Companies that are first to adopt these new hiring practices are likely to attract the best talent. This is why Employment Marketing will be the sole highlight of 2019 employment trends.

What is Incoming Recruitment?
Inbound Recruitment is a marketing strategy for hiring where you proactively and constantly recruit candidates to get them to choose you as their next employer. Your goal in incoming employment is to attract, convert and hire candidates.

Top Employment Trend no. 3: Employer branding

What is an Employer Brand?
Employer brand is a term commonly used to describe an organization’s reputation and popularity as an employer and its value to employees, as opposed to the more general corporate brand reputation and customer value proposition.

The Importance of Employer Branding
LinkedIn surveys have shown that more than 75% of job seekers research the reputation of the company and the employer’s brand before applying. Bad reputation companies are not only struggling to attract candidates, but also struggling to retain employees. This is why employer branding is one of the top employment trends in 2019!

5 add-on for Google Chrome that can help you for sure

“Check My Links”

The free Check My Links allows you to “comb through” all the links in the text you have published, or you just want to publish. After you install this Google Chrome plugin and open the page you want to check, click on Check My Links icon, and in the special window you will see all the links – those which are not ok are red, those who are problematic are yellow, and links with Where all is well are green. This way, you’ll know if you’ve linked something right or not.

Momentum

The Momentum is also a free add-on for Google Chrome that works by the principle “to do” list. Each time you open Chrome, the Momentum will ask you what is your main task (focus) for that day, which means that the point of this plugin is to guide you through your obligations and help you to skip anything or forget it. When you’ve finished all of the tasks you typed, just wait for them as ready or clear them. Useful, isn’t it?

“Grammarly”

If you are working in English, this add-on to Google Chrome is all you ever wanted to have! 🙂 guess, thanks to him you can say goodbye to grammatical errors both in blogs and on social media announcements, because Grammarly will correct you! And yes, it’s free!

“Discoverly”

With this free add-on, you’ll be able to discover all of your social media profiles (and common connections) to the person you’re interested in, and you might want to connect to. Given that Discoverly “cooperates” with Gmail, the same boxing will appear when you click an email.

“GYPHY”

You must know about GYPHY, only you might not know it was a Google Chrome add-on. Thanks to it, you can easily add a gif wherever you want.

3 most common mistakes on Instagram you shouldn’t do

#1 Buying followers

Popular companies work hard to build a strong presence on this social network, so that by purchasing your way to the top you will do no favours.

As an experiment, Hotsuite created a fake account and bought an Intsagram  followers to find out what would happen. The survey showed two main things with this tactic:

1. Engaging followers (engagement) has been flat. Although the first day there were 1000 followers, the content that was posted did not receive any  comments.

2. Risky audience. By examining the followers, there was a conclusion that it was mostly teenagers who published  some inappropriate content. These are not users that the brand wanted to connect to.

Instead of purchasing audiences, it is better to make a deliberate strategy, set smart goals, publish good content and engage the audience more.

#2 Ignoring numbers

When you create an account, it can be tempting to start setting up announcements and not looking too much at the response that the announcement has caused. But in order to use the full potential of Instagram, you must pay attention to the numbers. You can judge what type of content goes through the audience, which is the best time for announcements, or what headlines  triggered  highest engagement in the audience. All of this can be of great benefit when you want to spread awareness about your brand and develop business with social networks.

What should be measured on Instagram ?

  • number of followers, growth and their loss
  • their engagement ( lines and comments)
  • Use of your #
  • CTR for your URL in the description
  • Mention (How many others mention in your announcements)
  • Announcements Frequency
  • the demographic characteristics of your audience
  • the time of engagement of audiences
  • sales through Instagram (by creating a special Instagram coupon)

One way of following it, is certainly a Insights section on the account, which provides insight into who your followers are, when they are online, etc. You can also see Insights for individual announcements and Story.

Although numbers and statistics have not measured your success on Instagram, they can certainly help you to get the indication that you are doing something good or bad.

#3 Too many promotional activities

As with all other types of promotional tools and other social networks (especially Facebook), the constant imposing of its brand on Instagram is actually a way to keep the audience away.

If you have a product or logo in each picture, the followers will start to lose interest. Instead, try to do something more subtle, try to display interesting content with the values that your brand represents. If you’re not sure how to do this the best way, hire professionals to run your social networking profiles. You can also write a course from digital marketing and spread your knowledge.

For example, IKEA in Canada created an account that shows pictures of employees of people, the community they work in, the lifestyle content that they have in a subtle way closer to the audience and their products. This also builds a visual display of the brand showing how the products can look in reality.

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