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

Digital trends in HR

Digital HR is about leveraging technology in order to make HR more effective and drive better business value.
Digital HR is a process optimization in which social, mobile, analytics and cloud (SMAC) technologies are leveraged to make HR more efficient, effective, and connected.
The sole application of new technologies is not what makes HR digital. Digital HR should also align culture, talent, structure, and processes to balance efficiency and innovation, as well as to sustain a measurable impact on the greater organization as it continuously transforms.”
According to Dave Ulrich, the digital HR journey of any company involves four phases:

1. HR efficiency. In this phase, companies invest in and build technology platforms that efficiently manage HR processes; often through existing HR technology providers.
2. HR effectiveness. In this phase, technology is used to upgrade practices in people (staffing, training), performance management, communication, and work.
3. Information. In this phase, information is shared for business impact. Data is accessible, internal data is combined with external data, and people analytics is leveraged to create business-relevant insights.
4. Connection/experience. In the final phase, digital HR is leveraged to create a connection between people. Social networks are leveraged, experiences between people are created, and technology enables a stronger feeling of belonging.

How Digital HR is transforming Human Resources

Just as digital technology has changed our everyday lives, it’s now transforming HR. It enables HR to (among other things):

Use data & analytics
Slowly but surely, HR is starting to understand the value data analytics can add to the business. Preselection, learning & development (L&D), employee engagement, you name it; there’s HR technology out there to measure every single part of the employee lifecycle.

Improve the employee experience
For 21st century employees, the line between their professional and personal lives has become blurred. Yes, they’ll check their social media account during office hours, but they’ll equally check their work emails during the weekend.
As such, they expect to be treated as customers and they want their employer to provide them with a similar user experience when it comes to the digital work environment.

Be competitive in the war for talent
Millennials and generation Z – in other words, the (future) workforce – are constantly connected to social media and glued to their phones. Companies that use these digital technologies for various HR purposes – think sourcing, preselection and learning & development for instance – have a significant competitive advantage when it comes to seducing this demanding generation of workers.

Source  https://www.digitalhrtech.com/digital-hr-trends/