Marketers and data scientists alike laugh in the face of such philosophical pessimism. That’s because, with sophisticated marketing mix modeling, predicting the future is what marketing professionals try to do. And, in 2023, with access to vast amounts of data and…
SKAdNetwork (SKAN) is an attribution framework developed by Apple. It was introduced in 2018 to protect user privacy while still allowing advertisers to measure the effectiveness of their ad campaigns. The framework provides a way for advertisers to receive aggregated data abou…
Programmatic advertising is marketing in easy mode. You can purchase ad space on thousands of apps and websites instead of dealing with publishers directly. And for the dollars you put in, you get a bunch of impressions, clicks, and conversions. So you can see exactly what you got in return…
Artificial intelligence and machine learning already play a huge role in advertising. For years, Meta, TikTok, Google, and other platforms have used AI to enhance the targeting capabilities they offer advertisers. Generative AI is now making a big impact. Major brands like…
When you’re busy managing campaigns and budgets, it can be hard to keep up with the latest innovations in the marketing world. That’s why we’ve compiled this list of digital marketing tools to make your life easier in 2023. You’ll likely be familiar with some of the tools, but…
The story of Tinder’s marketing in its earliest days is legendary, as the new and unknown app hit 15,000 users in its first week. One might assume that early and clever design decisions – the swipe! – meant Tinder was born poised for success. Well, not quite. The Tinder team also…
The top-level goal of brand marketing and performance marketing is to generate sales. But there are significant differences between the two. Brand marketing is typically a more long-term strategy. This is because it can take time to establish an emotional connection with consumers that…
As an ad channel, Twitter has always had its ups and downs. After the takeover, there are still benefits and risks in using the platform in your marketing mix. Elon Musk is a successful businessman. And like other social media platforms, Twitter relies on ad revenue. It’s highly unlikely that he will do anything that risks 90%…
When confronted with changing circumstances, Airbnb has found a way to adapt its marketing strategies to the needs and preferences of its customers. You can capitalize on opportunities and react quickly to overcome challenges by being agile and willing to adapt….
Custom Product Pages are still early and will likely improve over time, especially when they will be more equally distributed to users in the future. As of today, they’re an exciting opportunity to promote specific features or to differentiate audiences for an app. However, they’re not an automatic win ‘just because’ they’re customized…
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