There’s a lot to be said about how publishers will be impacted by a cookieless world, but advertisers are in a similar boat: They’re also faced with the task of revamping their ad targeting strategies and finding new, data-rich channels through which to drive engagement.
According to a recent study from Epsilon, 80% of marketers are still reliant on third-party cookies and 83% expect their advertising efforts to be affected when those cookies go away. Yet less than half are “very prepared” for this inevitable shift.
As third-party cookies are set to be a thing of the past, advertisers are looking for innovative ways like newsletter advertising to target their customers and generate revenue.
With that in mind, many are turning to a robust marketing channel that continues to stand the test of time: email.
Over 4 billion people now use email to correspond with their favorite people, publishers, and brands — and that number is expected to reach 4.6 billion in 2025.
In fact, customers prefer to…
Millions of news stories are published every day. As The Atlantic reported, The Washington Post alone publishes an average of 1,200 stories a day and The New York Times publishes 230 stories a day. And those numbers are only growing.
So, how do readers possibly sift through all that content and find the stories that matter most to them?
They use newsreader apps like Apple News, Google News, Flipboard, and Feedly. They can curate these apps and personalize them to their interests, so all their favorite stories from their go-to publications are in one place.
If there are two things that describe the modern digital marketing experience, it’s these: cross-channel personalization and multichannel messaging.
People can consistently access their favorite content across channels and devices. And publishers and brands make that process as easy as possible by providing relevant, real-time content recommendations. In fact, Harvard Business Review reported that 73% of customers use multiple channels on their journey to making a purchase.
As I said in our “Thinking Outside the Inbox” series:
There comes a time in every digital publisher’s life when they have an important realization: It’s way more valuable to build deep, long-lasting audience relationships with lifecycle engagement strategies than to chase quick viral hits.
Sure, a trending piece on social media can cause a rapid spike in traffic, but there’s no guarantee those readers will return or continue engaging with your platform. Investing in audience retention and loyalty, on the other hand, yields far greater rewards.
In fact, it costs 5X more to attract a new customer than to nurture an existing one. …
As business philosopher Jim Rohn once said, “One of the greatest gifts you can give to anyone is the gift of attention.”
Both publishers and advertisers know this well. Customer attention is often hard-earned and worth the reward — especially because it’s in short supply. As studies have shown, the human attention span recently dropped from 12 seconds to just 8 seconds.
That’s not too surprising. We have more apps, platforms, and devices than ever through which to consume information and content. And that means more distractions, options, and “shiny new things” to give our attention to.
So, how do…
“If at first you don’t succeed, try, try again.’
As the famous quote advises, you won’t always win on the first go-around. But there’s no need to get discouraged. What’s most important is that you just keep pushing on.
This is especially true when it comes to engaging customers online.
It’s understandable, of course. People get distracted. Or they need to do a bit more research. Or they just aren’t ready to engage with your content. That’s ok — that’s what a re-engagement strategy is for.
An effective re-engagement strategy can help you get in front of your website visitors…
Many publishers and advertisers are still catching on to the benefits of push notifications, even though they have been around for a while.
Think about it. You’re used to getting push notifications on your smartphone. Every time you get a breaking news update, an Amazon delivery, or a special offer from a business — that’s a push notification sent directly to you, personalized to your specifications.
So, we know push notifications work, and it’s not like there’s a big learning curve for consumers. In fact, 72% of consumers have enabled them. …
This past year may have brought some ups and downs for publishers, but the 2020 holiday season course-corrected with a ton of e-commerce action.
According to Adobe, Cyber Monday was the largest U.S. online shopping day ever, with holiday buyers spending a record $10.8 billion. And as we head into 2021, publishers continue to enjoy increased traffic from a big year for news and content consumption.
Now, that doesn’t mean you can just sit back and relax and watch your numbers climb, of course. With that increased engagement and spending, you will have important opportunities to boost revenue and engagement.
There’s all this talk about the emergence of MadTech and how it can revolutionize the tools publishers and brands use to reach their customers.
But there are still some important questions that need to be answered.
We know MadTech is the convergence of digital marketing and advertising technology (MarTech + AdTech). And we know it can help publishers launch personalized content at scale, increase revenue, and make the most of their customer data.
So it’s crucial that publishers understand exactly what MadTech entails and how they can…
I help publishers and advertisers take back ownership of their audiences with first-party data, and send personalized automated multichannel messages.