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How to manage SEO campaigns during economic downturns

Search Engine Land

They also affect the approach and resources allocated to marketing activities. Because no two recessions or economic downsturns are the same, marketers operate in uncharted waters every time one occurs. As a result, organizations look to maintain their advertising/marketing effectiveness without increasing spend.

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Why your marketing strategy should still be cookie-less despite Google’s shift

Martech

Restoring core marketing fundamentals Cookies offer a reassuring but largely misleading flow of consumer data. Cookies also encourage complacency, resulting in redundant, disruptive or misaligned campaigns. Various sources create more intentional, aligned and personalized marketing campaigns, even without third-party cookies.

Trust 125
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Google’s cookie pivot leaves 88% of industry in uncertainty: IAB

Martech

If the changes disrupt current practices, it could create major challenges, making marketers doubt the accuracy of their metrics and the success of their digital ads. Accurate measurement of campaign performance and targeting specific audiences are key to successful digital advertising.

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AI-powered martech news and releases: October 31

Martech

Do consumers trust AI? Do they trust companies to use AI? consumers said they trust OpenAI, Google, Apple, Microsoft, Samsung and Amazon to use AI, according to a Lippincott survey. Highest: T-Mobile 28%, lowest: Olive Garden 13%) 51% mostly trust companies to use AI ethically, according to Salesforce. answered yes.

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5 ways to align PPC campaigns with business objectives

Search Engine Land

Campaign goals and objectives should be regularly discussed because they are the ultimate measure of success, vary among different people in the company and change over time. Alignment with overall business goals Agencies often promise to improve campaign performance but may not know how the client defines performance.

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First-Party Data: How You Can Succeed in a Cookieless World 

Salesforce

Trust has always been an important tool in this, as customers need to trust that you’re going to keep their data secure. But given the ongoing transformation in advertising, building trust is now more crucial than ever before. Without trust, even the most strategic marketing efforts can falter.

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How advertisers can take the lead in reducing carbon emissions

Martech

Advertisers, large and small, are making bold promises to eradicate the industry’s carbon footprint in the next decade. But the lack of accurate and reliable data on the real carbon impact of digital campaigns has continued to be a significant roadblock to achieving net zero. Breaking down the carbon cost of an advertising campaign.