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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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.
Byte, the successor to Vine, has officially launched – and it’s ready to compete with TikTok
The app will soon roll out a pilot program to help creators monetize content on the platform.
Your reputation depends on a solid (and legal) online review strategy
As consumers rely more heavily on online reviews, having a strong review management strategy in place can help your online reputation stand out.
Social shorts: TikTok opens new office in LA, Instagram removes IGTV button, Facebook deals with more lawsuit trouble
The social media marketing week in review: A round up of news and announcements you may have missed.
Systematically upgrade your existing content: Here’s how (and when) to do it
Leverage your current SEO after an analytics review to see what types of search queries generate impressions and clicks.
Tapad partners with AcuityAds to deliver improved ad targeting capabilities across devices, CTV
The partnership will combine Tapad's identity resolution platform with AcuityAds' targeting solutions, with a focus on CTV.
New Instagram Stories tool lets you quickly feature Story mentions from other users
The tool shows the total number of mentions, making it especially useful for brands managing a high volume of UGC.
There’s been a nearly 70% decline in always-on location data, since iOS 13 rollout
More than GDPR and CCPA, operating system privacy controls may impact the the availability and quality of location data.
Marketers respond to Google Chrome cookie decision with mixture of hope and fear
Most marketers see the move as inevitable, while some express cynicism and see Google as the primary beneficiary.
The Amazon ad juggernaut: What’s your experience been?
Stop putting it off. The window of opportunity to fill out our survey (and potentially win a pass to SMX) is closing soon.
DoubleVerify launches CTV certification program to help curb ad fraud
The first ad tech platforms to be certified include Amobee, MediaMath, SpotX, The Trade Desk and Xandr.
Pro Tip: Manage writers the way they want to be managed – with structure
Be clear with writers fueling your content marketing strategy about each step of your content development, review and approval process.
Merkle launches digital advertising solution for retailers to monetize their customer data
New Stream Media aims to help retailers develop media programs for brands. The solution taps Google's ad stack.
Pinterest taps market research firm IRI to measure offline sales lift
The deal has taken two years to implement but should be significant for CPG advertisers on the platform.
Social shorts: Instagram tests web DMs, TikTok explores curated content streams, Pinterest passes Snapchat in users
The social media marketing week in review: A round up of news and announcements you may have missed.
The volatility of online political ads could be TV’s salvation in 2020
Digital marketing will face legislation challenges this year that may boost TV’s influence, at least in the short-term.
Why the retailers closing stores probably won’t see a major ecommerce uptick
There's an underappreciated relationship between online and offline retail.
LinkedIn Pages adds tools to help businesses connect with users in more personal and interactive ways
New features include the option to Invite connections to follow a managed Page, the ability to stream LinkedIn Live from Pages, and new posting options.
Here’s how to modify your ecommerce campaign for B2B and B2C
There are many similarities and relevant tactics to connect businesses with consumers and other businesses.
Google Chrome: Third-party cookies will be gone by 2022
Chrome will replace third-party cookies with browser-based tools and techniques aimed at balancing personalization and privacy.
Brightcove launches all-in-one video campaign app
Brightcove Campaign integrates with a number of marketing automation platforms.
The state of retail media in 2020
Online retail is evolving, and quickly. Join us on Thursday, January 16th, for this live webinar and learn how retail brands can survive and thrive in 2020.
Google Ads enables bid simulator for Target ROAS, budget simulator for Maximize clicks, conversions
See projected impact of making bid or budget changes in your campaigns using these smart bidding strategies.
3 Easy steps to complete your annual PPC checkup
Use these techniques to make sure your PPC accounts are in great shape all year long.
LinkedIn user rate to grow faster than expected through 2023
U.S. monthly users will top 62 million in 2020, eMarketer estimates.