Google is refining the options it gives advertisers for excluding categories of sites from their display network campaigns on the Google Display Network. [Source: Marketing Land]
LinkedIn added 19 more integrations and three new categories — Marketing Analytics, Audience Management and Media Buying — to its three-year-old Marketing Partner program. [Source: MARTECH TODAY]
Facebook’s continuing to expand its efforts to restrict the reach of spam and misleading content, announcing yet another News Feed algorithm change, this time solely focused on a practice called ‘cloaking’. [Source: Social Media Today]
Google AdWords extensions are more powerful than ever, and they just got another major mobile upgrade. Mobile sitelinks are becoming interactive, while callouts and structured snippets are gaining more real estate. [Source: Search Engine Land]
Google has launched tools like their Ad Experience report, which provides data on how the ads on your site fare in regards to the Coalition’s recommendations. Google also says that they’re reviewing sites daily and recording videos of poor ad experiences so they can include further visual guides within the Ad Experience report to help advertisers update their sites in-line with user expectations. [Source: Social Media Today]
Twitter wants you to know that its ads work — offline. To demonstrate Twitter ads impact real-world behavior, the company tapped Foursquare and Nielsen to show how telco campaigns on Twitter produced a meaningful effect on store visitation and sales. [Source: MARTECH TODAY]
Facebook announced on Wednesday that it will begin rolling out a revamped version of its existing home for videos that caters to the original, episodic shows Facebook has been licensing to make people think of it as a digital video service on par with YouTube, Netflix and Hulu. [Source: Marketing Land]
A year after Pinterest first started testing promoted video, the platform’s now opening the option to all advertisers, giving brands a new way to connect with the Pinterest audience. [Source: Social Media Today]
Bing Ads advertisers that have the Universal Event Tag (UET) implemented may now see estimated conversion impact when looking at budget suggestions in their accounts. [Source: Search Engine Land]
After appraising Audience Network publishers’ ad placements last year and this year offering advertisers more control over where their ads are placed within the ad network, Facebook is now instituting a higher standard when charging for clicks on brands’ ads. [Source: Marketing Land]
Expert Opinion:
1. Improved customer experiences can reap long term benefits for brands
Customer experience is one of the most important factors affecting the overall revenue generation of a brand. Despite understanding the importance, marketers often seem to lack a robust customer experience strategy for their brands.
The latest study done by Salesforce suggests that 75% of users expect a consistent experience wherever they interact with brands and 64% of users demand immediate interaction. Customers expect a proactive approach and personalised experiences from companies.
Enhanced customer experience can benefit the brands with:
– increased preference from customers to purchase your offerings
– brand loyalty with higher chances of repurchasing
– improved customer retention
– stronger word-of-mouth publicity
Although no proven theories suggest the impact of customer experience on revenue, marketers believe that it plays a significant role in increasing the ROI and improving the overall performance of a company.
With the rapid rate of digital innovations and varied experiences provided by various brands, it becomes crucial for marketers to work on building a strong customer experience strategy in order to gain their customers’ trust and flourish their businesses.
– Sai Narayan, Associate Director & Head of Marketing, Policybazaar.com and Paisabazaar.com
