Daily News: The High Stakes of Identity, Google Ads Campaign, Personalized Media Experience

Here is today’s roundup of news related to local marketing and advertising, local media, technology, local commerce, consumer behavior and more.

The High Stakes of Identity (April 10, 2019)
Street Fight: “Direct marketing has come a long way since physical mail addressed to “Resident” was state of the art. But while marketers have achieved an increasingly high level of sophistication, the problem of identity remains.”

A case study for delivering performance in a mature Google Ads account (April 10, 2019)
Search Engine Land: “Running a Google Ads campaign can be a case of you’re damned if you do and your damned if you don’t. If the campaign turns out to be a flop your obviously in trouble, but if it turns out successful, you can run into other challenges. Campaigns that are successful over a long period can present challenges in continuing to deliver performance and add value.”

Strategy vs. Tactics: What Marketers Need to Know (April 10, 2019)
Search Engine Journal: “Tactics without a strategy are more likely to lead to some strange amalgamation of Frankensteinian results rather than anything that resembles a successful offspring of digital performance.”

CMOs spent 29 percent of 2018 marketing budget on marketing technology (April 9, 2019)
Marketing Land: “Marketing technology increasingly accounts for a significant share of marketing budgets, and 2018 was no different. According to Gartner’s CMO survey, Martech ate up nearly a third of marketing budgets, making marketing technology the largest area of investment for marketing resources and programs. And, according to the survey, it’s expected to grow with continued investments in 2019.”

Google-Backed Study Finds People Willing To Trade Sensitive Data For Personalized Media (April 9, 2019)
MediaPost: “At a time when consumers, advocacy groups and regulators seem to be more vigilant than ever about consumer data privacy, a new study by Google and the National Research Group (NRG) finds a significant number of consumers are willing to share some of their most personal data with voice assistant technology in order to have a more personalized media experience.”


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