Ultimate Guide to LinkedIn Ads + How to Use Campaign Manager

LinkedIn: A website full of business professionals, job-seekers, senior-level executives, fresh graduates, and marketers alike. It’s the perfect place to advertise, don’t you think? It’s no secret that LinkedIn is bursting with advertising opportunities for B2B marketers. Adding LinkedIn ads to your repertoire of marketing channels could be extremely beneficial for your business.

Spotlight

Tribal Worldwide

Tribal Worldwide (www.tribalworldwide.com), a global creative agency, is headquartered in New York City with 60 offices spanning 42 countries around the globe. Since its founding in 2000, Tribal has expanded and been recognized well beyond its digital roots. By 2005, Tribal was named Interactive Agency of the Year by Adweek and was heavily recognized at the Cannes International Advertising Festival, where it took home the most Lions and the Cyber Grand Prix. In 2007, Tribal was the first “digital” agency to be named Global Agency Network of the Year by Advertising Age and in 2009 was the first to win the Grand Prix in Film at the International Advertising Festival at Cannes.

OTHER ARTICLES
Advertiser Campaign Management, CMO Strategy

How Campaign Health Metrics Can Help You Streamline Ad Campaigns

Article | June 3, 2024

Advertising metrics provide clear information on the success and failures of an ad campaign. They are a practical tool to track all aspects of your marketing activities as well as how your campaign compares to designated metrics. Take a look at your campaign health metrics to understand your campaign’s performance. These metrics aren’t exactly KPIs (key performance indicators) because they are not tightly connected to your marketing goals. However, they do support the important ad metrics. They can give you insights into how to improve an ad campaign on your level. Check out this list of valuable metrics to add to your armory if you really want to find the value of your content, the value of your audience, and the success of the advertising you're hosting. Cost Efficiency Metrics (CPCs, CPMs, CPVs) Understand what your initial interaction with your audience is costing you. Metrics like cost per click, cost per mille and cost per view are foundational to determining where you need to focus to optimize your campaign while ensuring you have an eye on the changing trends. Click-Through Rate To understand how relevant your ads are to your audience, you need to look at your click-through rate. A low click-through rate means your ads have a huge scope of improvement and that you might not be targeting the right audience to meet your marketing goals. To avoid losing your ad spend, quickly identify drops in performance and alter your ads to make them relevant to your target audience. Conversion Rate The conversion rate of your ad indicates the relevance of your landing pages and how well they are optimized for conversion. If the conversion rate is low, it means that your site’s content is not resonating with your audience or that the audience you are targeting isn’t right for your product or service. It could also mean that your audience isn’t at the right stage of the funnel to take an action. You can make changes based on how this metric looks. Impression Share This metric helps you understand how much you can scale your campaign through aggressive bidding. It can also highlight underperforming keywords and how you can enhance your campaign by adjusting the budget. Adjusting geo-targeting settings and improving ad quality are some of the ways to increase the impression share. On-Site Engagement To gauge the interest of the audience in your ad campaign, keep an eye on on-site engagement metrics like bounce rate, average number of pages visited, and average session duration. These are the real measures of the interest your prospects show in your ads. Quality Score A quality score helps you identify ways to improve your campaign. This score gives you a comprehensive look at all the individual scores that affect your campaign. The historical data that evaluates the changes in your campaign over time is visible here. You can pinpoint which changes led to a positive impact and which didn’t. Bottomline Campaign health metrics are your answer to improving your ad campaigns. Taking note of what is working and what isn’t is the right way to constantly enhance the performanc

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Advertiser Platforms

Strategies for Overcoming Implementation Challenges in CRM

Article | January 9, 2024

Unlock the full potential of the CRM system with expert strategies and address issues and challenges in CRM implementation through tactical solutions for customer engagement and business success. Contents 1. Introduction to CRM Implementation 2. Challenges in CRM Implementation 2.1. Data Migration and Integrity 2.2. Scalability 2.3. Data Security and Privacy 2.4. Cost Overruns and Budget Management 2.5. Inadequate Training and Support 2.6. Integration with Existing Systems 2.7. Measuring ROI and Performance 2.8. Mobile Compatibility and Remote Access 2.9. Data Quality Management 2.10. Vendor Reliability and Support 3. Future Proofing CRM 1. Introduction to CRM Implementation Implementing a customer relationship management (CRM) system requires precise alignment with corporate objectives, rigorous system selection, and comprehensive stakeholder engagement to ensure seamless integration into business operations. Successful CRM implementation is a continuous journey of adaptation and improvement, central to building strong customer relationships and achieving business growth. The key strategies for successful CRM implementation that emphasize the importance of meticulous planning, customization, and ongoing evaluation to fully harness the system's potential will be presented below: Strategies for successful CRM implementation: Avoiding the Challenges Strategic Alignment: Begin with a clear CRM strategy that aligns with the business goals, ensuring the system supports customer engagement and growth objectives. System Selection: Conduct a thorough evaluation of CRM platforms, focusing on scalability, integration capabilities, and customization options. Choose a solution that fits the company’s unique business needs and technological infastructure. Stakeholder Engagement: Secure buy-in from all levels of the organization through effective change management practices. This involves clear communication, setting realistic expectations, and involving key users in the implementation process. Customization and Data Integrity: Tailor the CRM to business processes while ensuring data accuracy through a thorough audit and cleansing of existing customer data before migration. Training and Support: Develop a structured training program tailored to various roles within the organization, complemented by ongoing support to enhance user competency and adoption rates. Monitoring and Continuous Improvement: Establish metrics to evaluate CRM performance, with regular monitoring and feedback mechanisms to continuously refine and improve the system's effectiveness. 2. Challenges in CRM Implementation The selection of a CRM platform aligns with and propels business objectives forward. Integrating this system within the existing technological infrastructure without disrupting workflow, comprehensively training staff across diverse functional areas, and maintaining impeccable data integrity are just the tip of the iceberg. Each of these components presents its own challenges, demanding a nuanced approach and a depth of understanding that transcends primary operational considerations. The CRM industry’s market value is going to grow at a significant growth rate (CAGR) of 13.9% from 2024 to 2030, as stated in Grand View Research. Strategically overcoming these barriers necessitates a blend of foresight, expertise, and meticulous execution. Some of the common challenges in CRM implementation are listed below: 2.1. Data Migration and Integrity The implementation of a new CRM system, the consolidation of data from diverse sources, or the merger with another entity calls for data migration. Regardless of the circumstances, it is imperative that organizations comprehend and meticulously manoeuvre through this procedure. A primary obstacle encountered during data migration pertains to the assurance of data integrity during the transfer process. Data inconsistencies and inaccuracies can significantly affect customer relationships, decision-making, and overall performance. While taking technical factors into account, organizations must also consider the potential repercussions for their consumers and employees. Change can be intimidating and upheaval-inducing, particularly when it pertains to data that is indispensable for the execution of daily activities. It is critical to establish protocols and procedures to ensure continuous data management. This encompasses routine evaluations and examinations, in addition to explicit protocols for data input and upkeep. Ensuring the veracity of data and preserving the integrity of CRM systems are both dependent on data governance. 2.2. Scalability Scalability in CRM is a complex challenge that goes beyond simply managing an increasing volume of customer data. It requires a harmonious blend of technological, human, and strategic elements. At the heart of scalability is the need for a flexible infrastructure. Here, cloud-based systems play a pivotal role as they provide the adaptability necessary to accommodate growth without significant modifications. The integration of artificial intelligence and machine learning further enhances scalability by offering predictive analytics and automation to streamline operations. Moreover, a strategic approach to data management, emphasizing rigorous governance and integrating diverse data types, is crucial for maintaining data integrity and leveraging information for personalized customer engagement. Encouraging an innovative culture within organizations, along with investing in ongoing learning and development for teams, ensures both the workforce and the CRM system can adapt and expand. Achieving scalability in CRM necessitates a multifaceted strategy prioritizing flexibility, intelligent data use, and an environment conducive to continuous improvement and innovation. 2.3. Data Security and Privacy Integrating customer relationship management systems into businesses marks a pivotal advancement in leveraging consumer data for marketing, strategic planning, and analysis. However, this evolution brings data security and privacy challenges to the forefront. The complexities of data-driven methodologies within CRM systems necessitate a strategic and comprehensive approach to uphold data oversight and maintain consumer trust. Ensuring optimal data oversight within CRM implementations requires balancing data utilization for business growth and safeguarding consumer privacy. Organizations must adopt a rigorous policy framework compliant with data protection laws and emphasize customer privacy as a cornerstone of their operations. A privacy-first culture is essential, transcending legal requirements to embed data privacy into the organization's DNA through clear data policies, ongoing training, and a structure that prioritizes privacy at its core. Additionally, leveraging advanced technology, including encryption and AI, is paramount to fortifying data security as an essential defense layer to complement policy measures. During 2022, the worldwide number of malware attacks reached 5.5 billion, an increase of two percent compared to the preceding year.. Forming strategic partnerships with industry peers, regulatory bodies, and cybersecurity experts is a proactive step toward enhancing data protection standards. These alliances provide valuable insights and foster a collaborative approach, strengthening an organization's privacy strategies and contributing to industry-wide improvements. 2.4. Cost Overruns and Budget Management Overcoming obstacles in CRM implementation, particularly financial ones, requires shifting from traditional budget management to a proactive, agile approach. The complexity of CRM systems often leads to escalating costs, posing significant challenges. These can stem from a lack of proactive planning, early underestimation of change management efforts, and insufficient stakeholder involvement, leading to scope creep and budget overruns. To counter these primary challenges organizations face when implementing a CRM, a multifaceted strategy focusing on strategic reserve planning, agile budgeting, and data-driven decision-making is needed. Strategic reserve planning involves detailed risk assessment and allocation of funds for identified high-risk areas, moving away from a generic contingency fund approach. Agile budgeting allocates resources in cycles, matching the project's iterative nature, allowing for more flexible and responsive financial management. Data-driven decision-making utilizes CRM-generated insights for informed budgeting, enabling proactive adjustments. Cultivating a culture of financial agility that is supported by executive sponsorship and enhanced financial literacy among non-finance staff ensures that financial awareness permeates all levels of the organization. 2.5. Inadequate Training and Support Addressing the deficit in CRM training is crucial for maximizing the system's potential and ensuring successful implementation. With adequate training, employees may fully utilize CRM features, leading to underperformance and failing to achieve the desired return on investment. The consequences of inadequate training extend beyond mere inefficiency; they can lead to data inaccuracies, user resistance, and a negative perception of the CRM system, compromising its integrity and effectiveness. 74% of companies say CRM software gives better access to customer data. To overcome these challenges, organizations need to adopt a tailored approach to training that addresses the diverse needs and learning preferences of their workforce. CRM systems evolve, introducing new features and updates that require ongoing training to ensure users remain proficient. Providing accessible training resources, user forums, and communities for knowledge sharing are key strategies for fostering a culture of continuous learning. Proactive support efforts, such as regular user surveys and the establishment of superuser advocates, can help detect and resolve problems early, maintaining the CRM's efficacy. 2.6. Integration with Existing Systems Integrating a CRM system within an organization transcends mere technological implementation and requires an understanding of existing legacy systems and cultural dynamics. The question of challenges in CRM implementation and how to solve them will remain persistent until the blending of the new with the old, ensuring the CRM coexists with and enhances the organization's ingrained processes and cultural fabric. Successful integration requires a holistic approach, encompassing data management, process adaptation, and, most importantly, human factors. Moreover, data governance and the strategic use of ETL tools and data warehousing are crucial for seamless data integration and utilization. The future of CRM integration lies in adaptable, scalable solutions that balance customization with sustainability, as exemplified by the rise of SaaS and cloud-based platforms that offer flexibility and innovation while minimizing infrastructure costs. 2.7. Measuring ROI and Performance Unlike traditional ROI metrics, CRM's value encompasses both tangible outcomes, such as increased sales, and intangible benefits, such as customer loyalty and brand reputation. Calculating CRM's ROI necessitates cross-functional collaboration, recognizing that value is not solely derived from sales enhancements but also from cost reductions in customer service and improved interdepartmental communications. CRMs have been shown to increase conversion rates by up to 300%, revenue by 29%, and sales team productivity by 34%. Key Performance Indicators (KPIs) are fundamental in guiding CRM strategies toward achieving organizational goals. Continuous monitoring of these KPIs enables organizations to adapt quickly to market changes and customer behaviours. User feedback, coupled with data-driven analyses of usage patterns and customer interactions, paves the way for targeted system optimizations. 2.8. Mobile Compatibility and Remote Access The strategic adoption of mobile CRM empowers modern businesses with real-time customer engagement from anywhere. Still, it also brings challenges such as security concerns, user adoption hurdles, device and platform compatibility issues, data synchronization needs, and cost considerations. Ensuring the security of customer data against the increased risk of mobile device loss, theft, or compromise is critical, necessitating stringent security measures like two-factor authentication and data encryption. The mobile CRM market size was USD 32.8 billion in 2022 and is anticipated to reach USD 56.2 billion in 2032, growing at a rate of 5.5% from 2023 to 2032. Additionally, ensuring that mobile CRM is compatible across various devices and operating systems is essential to avoid user experience and productivity setbacks, which calls for optimization across platforms. Maintaining data integrity demands regular synchronization processes and protocols for resolving data conflicts. Furthermore, mobile device procurement, software licensing, and maintenance costs must be carefully balanced against the long-term benefits of increased efficiency, enhanced customer engagement, and streamlined operations. 2.9. Data Quality Management The critical importance of data quality in CRM systems forms the bedrock of modern customer-centric business strategies, transcending mere technological upgrades to become a central operational necessity. The advent of AI and machine learning technologies has provided CRM systems with the capability to actively monitor and correct data quality issues, learning from system modifications to prevent future data degradation. This marks a shift towards viewing data quality management as a continuous, integral process rather than a series of isolated tasks. The International Data Corporation (IDC) states that during 2020, the amount of data that has been created, captured, and replicated across the world will be more than 59 zettabytes, and over the next 5 years, the world will create more than three times the amount of data compared to the previous 5 years. To maintain data quality, an agile management strategy that adapts to the dynamic nature of data and market changes is essential. This requires infrastructure and personnel that can respond swiftly to evolving data needs. Overcoming obstacles in CRM data quality management is not solely a technological endeavour. It is a comprehensive strategy that integrates technology, culture, and governance. Organizations that prioritize and invest in data quality can establish themselves as industry leaders, leveraging their CRM systems as a vital component of their operational and strategic success. 2.10. Vendor Reliability and Support Implementing a CRM system is a collaborative effort that requires prioritizing vendor reliability over traditional evaluation methods. It's about focusing on the vendor's ability to deliver on promises, foresee integration challenges, and adapt strategies to meet the client's unique needs. This process calls for a partnership that spans the entire implementation process, from design and data migration to user training and change management. This approach encourages customization and ensures the sustainability of the CRM solution, making each stakeholder an integral part of its success. For effective vendor selection, it's crucial to evaluate their technological roadmap, update their history and assess the strength of their partnerships. Also, service level agreements, support team interactions, and feedback from existing customers should be reviewed. The goal is to foster a relationship beyond transactions, promoting continuous engagement and growth for both parties. Ensuring vendor reliability involves a rigorous assessment of their product development methodologies, commitment to risk management, and quality of customer service. Agile development practices, adequate customer support, and proactive risk management strategies indicate a vendor's commitment to maintaining a durable and flexible system, differentiating genuine partners from mere suppliers. 3. Future-proofing CRM As organizations strive to harness CRM systems' full potential, they are confronted with challenges ranging from data integrity and scalability to data security, privacy, and vendor reliability. Overcoming these difficulties in CRM implementation requires a cohesive approach integrating meticulous planning, agile methodologies, and a commitment to fostering a data-driven culture. The strategies for CRM implementation to address the challenges with foresight and precision enable organizations to unlock the transformative power of CRM systems. This, in turn, enhances customer engagement and drives sustainable business growth. The future of CRM is dynamic and promising, with technology playing a pivotal role in transforming how businesses understand, interact with, and deliver value to customers. By embracing AI, prioritizing data privacy, and creating seamless omnichannel experiences, companies can leverage CRM systems to meet and exceed customer expectations. As we move forward, the emphasis will be on using CRM as a tool for managing customer relationships as well as a strategic asset for driving customer success and business growth.

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Advertiser Platforms

Next Wave Sales Acceleration: Trends and Innovations in 2024

Article | April 5, 2024

With the rise of sales innovation, discover the sales acceleration trends that will set businesses apart in 2024 digital marketplace and learn how the advanced systems revolutionize sales strategies. Contents 1. Introduction 2. Sales Acceleration Trends for Veterans in 2024 (top 10 of these) 2.1. Projecting Market Insights and Growth 2.2. Prioritizing Automation in 2024 2.3. Adopting Sales Acceleration Software 2.4. Assessing Impact of COVID-19 on Market 2.5. Increasing Significance of Sales Engagement 2.6. Integrating Sales Technology with CRM Systems 2.7. Focusing on Virtual Selling, from In-Person to Hybrid 2.8. Implementing Influencer Marketing Strategies 2.9. Art of Selling in Personalized Servicing 2.10. Extensive Videos for Better Sales 3. Summing Up 1. Introduction Currently, sales acceleration is heavily influenced by digital transformation. Businesses are leveraging technologies for predictive analytics and automating routine tasks to free up sales representatives for more strategic activities. Social selling has also become a staple, a trend accelerated by the global shift towards remote work, making video conferencing and digital presentations, the key-sales-process components. Looking forward, IMARC Group expects the sales acceleration market to reach US$ 386.3 Billion by 2032, exhibiting a growth rate of 14.8% during 2024-2032. In the growing industry of sales and customer engagement, the integration of novel technologies and innovative strategies has become paramount for businesses seeking to accelerate their sales processes and achieve a competitive advantage over other businesses. Emerging trends such as AI, machine learning, advanced customer relationship management systems, and automation tools are revolutionizing how sales teams interact with prospects, streamline operations, and close deals more efficiently. Also, the adoption of social selling, virtual selling techniques, and sales enablement platforms further enhances the ability of sales professionals to engage with customers in a more personalized and effective manner. Learn more about the sales acceleration trends and innovations in 2024 in the sales acceleration guide below. 2. Sales Acceleration Trends for Veterans in 2024 The sales acceleration industry is poised to witness significant growth in the coming year, driven by a renewed focus on customer experience and the adoption of data-driven sales strategies. Below are the top 10 trends, with their market insights, for businesses to follow and strategies to increase revenue with high returns of ROI: 2.1. Projecting Market Insights and Growth Factors in sales acceleration market share, including market drivers and constraints, such as technological advancements and consumer behavior shifts, also affect the impact on the market. The use of segmentation analysis to pinpoint high-growth areas and applying forecasting models like linear projections or ARIMA is beneficial for future sales predictions. Leveraging advanced analytics and feedback from sales and customer interactions can enhance the accuracy of growth forecasts, helping to identify investment and expansion opportunities in rapidly evolving markets. Not too many executives (except the top probable 2%) have the dedication to constantly read up and stay aware of what’s happening on the outside. This signals a remarkable opportunity for veterans in the industry to capitalize on the expansion and lead in shaping the trajectory of the sector. 2.2. Prioritizing Automation in 2024 Automation has become non-negotiable in today's sale acceleration toolkit, and in 2024, the focus will turn to generative AI and large language models (LLMs) for enhanced sales and further enhancements. Intelligent solutions that automate mundane tasks, predict buyer intent and provide personalized recommendations will not only streamline processes but revolutionize the customer sales experience. Additionally, automation can help businesses automate redundant tasks like data entry and lead qualification, which instantly frees up sales teams to help them focus on more strategic tasks. Around 40% of sales tasks can be performed by AI and automation. 2.3. Adopting Sales Acceleration Software The adaptation of advanced sales acceleration software is crucial for a competitive edge. From platforms that optimize sales funnels to those that integrate seamlessly with customer relationship management systems, choosing the right software is a strategic decision that can significantly boost sales productivity and efficiency. The sales acceleration tools for 2024 promise a better future for accelerated sales. In the post COVID-19 period, 8 out of 10 decision makers say that omnichannel is now as or more effective than traditional channels. 2.4. Assessing Impact of COVID-19 on Market COVID-19 has irreversibly changed the way sales professionals approach their business. The inflection point of the pandemic accelerated the digital transformation that had been brewing in the sales industry for many years. Now that in-person selling is becoming more viable, the dynamics of sales interactions have transformed, with a lasting impact on customer expectations and engagement. Also, the COVID-19 impact on sales acceleration has led to better and efficient adoption of omnichannel sales and social selling. In the post COVID-19 period, 8 out of 10 decision makers say that omnichannel is now as or more effective than traditional channels. 2.5. Increasing Significance of Sales Engagement Engagement, perhaps more than any other factor, is the salient difference between a stagnant sale and a conversion. The focus on fostering genuine engagement is becoming paramount. Whether it's through personalized messaging, proactive communication, or creative digital outreach, the sales force must seek avenues to captivate their audience. 67% of buyers agree that business data can and should be used to better engage buyers. 2.6. Integrating Sales Technology with CRM Systems Integrating sales technology with Customer Relationship Management systems is a significant move in sales acceleration, enhancing efficiency and effectiveness throughout the sales process. By synchronizing data across platforms, sales representatives gain real-time access to customer information, purchase history, and communication logs, ensuring a cohesive and customized approach to sales. Between 2024 and 2028, the number of businesses adopting a CRM tool is projected to climb by 12% annually. This connectivity fosters better lead management, improves follow-up precision, and increases conversion rates, directly impacting revenue growth. Additionally, the integration offers valuable insights into customer behavior and sales performance, allowing for targeted marketing strategies and data-driven adjustments to sales tactics. The seamless integration of sales technologies with CRM is essential to offer a comprehensive view of customer interactions. By ensuring all touchpoints with the customer are recorded and analyzed cohesively, sales teams can gain insights that lead to more informed and effective sales strategies. As per Forbes, 85% of CRM users expected an improved customer experience to be one of the best benefits of Sales CRM Software. 2.7. Focusing on Virtual Selling, from In-Person to Hybrid The shift from in-person to virtual and hybrid selling models marks a transformative trend in sales acceleration, driven by the digital age's need for flexibility, efficiency, and scalability. The emergence of hybrid selling models combines the convenience of virtual engagement with the personal touch of in-person meetings tailored to customer preferences and the strategic value of face-to-face interactions. This approach enhances customer experience and enables sales teams to optimize their strategies using advanced technologies and immersive demonstrations. It is predictedthat by 2025, 80% of B2B sales interactions between suppliers and buyers will occur in digital channels. The shift toward virtual selling is not about replacing in-person interactions but creating a flexible hybrid model that caters to both remote and local customers. This requires a nuanced approach to newer technology and strategies in sales utilization1, communication strategies, and the sales process itself. 2.8. Implementing Influencer Marketing Strategies Influencer marketing, once the domain of consumer goods, is finding its way into B2B advanced system sales strategies. This nuanced approach leverages thought leaders and prominent figures within an industry to influence the purchasing decisions of other businesses. By identifying and working with the right influencers, sales can be accelerated with greater credibility and in alignment with the customer’s trust network. Brands are poised to significantly ramp up their use of highly targeted campaigns, along with a focus on niche influencers or nano-influencers. 2.9. Art of Selling in Personalized Servicing The art of selling in a world inundated with digital advancements lies in personalized servicing. This is not just about knowing a customer’s details and purchase history but also about understanding their preferences and industry dynamics and offering tailored solutions that speak to their specific needs. This human-centric approach amidst a technologically enabled market highlights the importance of emotional intelligence and rapport-building in sales. 44% of sellers deploypersonalized web experiences 2.10. Extensive Videos for Better Sales Video content has proven to be an effective sales tool, allowing for personalization, engagement, and product demonstration in a single medium. Extensive video libraries and live demonstrations facilitate a deeper connection with prospective buyers, particularly when complemented by the right analytics to track viewer interactions and preferences. Videoconference connections are critical and are preferred over audio or phone calls by 3 out of 4 B2B buyers 3. Summing Up Looking ahead, sales acceleration is to become even more personalized and data-driven. Digitalization will continue to evolve, offering even more nuanced insights into customer behavior and effective sales acceleration strategies. One can expect greater emphasis on data privacy and security, with businesses adopting advanced measures to protect customer information in compliance with global regulations. The integration of AR and VR into the sales process is anticipated to grow, providing immersive experiences that can significantly enhance customer engagement and conversion rates. Blockchain technology might emerge as a tool for ensuring transparency and security in sales transactions, particularly in industries where trust and authenticity are critical. Summarizing the sales acceleration trends and innovations in 2024, sales acceleration can no longer rely on traditional tactics to ensure success. It demands a forward-thinking approach that incorporates the latest technologies with a deep understanding of personalized customer service. For veterans in the field, the challenge is both to unlearn outdated practices and to lead by example, showcasing how to leverage the new trends to drive sales growth. As we stand on the brink of a new era, the sales force that embraces these changes with enthusiasm and adaptability will write the success story of sales acceleration in 2024 and beyond!

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Social Media Advertising

Bing Ads vs. Google Ads: The Pros & Cons of Each Platform

Article | May 20, 2021

When it comes to PPC advertising, it’s not uncommon to think: Bing Ads vs. Google Ads. On top of that: Which platform has more reach? Is Bing less expensive? Which has more targeting capabilities? Which will produce more conversions and revenue? While many PPC advertisers view the two platforms as competitors, they actually work best hand-in-hand. Google undoubtedly has the majority of the search market, but Bing advertising certainly shouldn’t be forgotten. Rather than Google Ads vs. Bing Ads, marketers should be thinking Google Ads plus Bing Ads.

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Spotlight

Tribal Worldwide

Tribal Worldwide (www.tribalworldwide.com), a global creative agency, is headquartered in New York City with 60 offices spanning 42 countries around the globe. Since its founding in 2000, Tribal has expanded and been recognized well beyond its digital roots. By 2005, Tribal was named Interactive Agency of the Year by Adweek and was heavily recognized at the Cannes International Advertising Festival, where it took home the most Lions and the Cyber Grand Prix. In 2007, Tribal was the first “digital” agency to be named Global Agency Network of the Year by Advertising Age and in 2009 was the first to win the Grand Prix in Film at the International Advertising Festival at Cannes.

Related News

Display Advertising, Social Media Advertising

MyTradeZone.com Joins Certified Trade Mission to Hong Kong to Explore Business Expansion Opportunities in Asia

MyTradeZone | November 28, 2023

MyTradeZone.com, a trade and Social Networking for businesses, is pleased to announce its upcoming visit to Hong Kong from December 4th to 8th, 2023. Bachir Kassir, founder of MyTradeZone, will join a delegation of American companies to Hong Kong as part of a U.S. Department of Commerce Certified Trade Mission organized by IBS Global Consulting with the support of the Hong Kong Trade Development Council and the U.S. Commercial Service. The delegation, comprising a diverse group of American companies, aims to foster cross-border partnerships, explore export opportunities, and deepen economic ties between the United States and Hong Kong. The visit to Hong Kong presents an exciting opportunity for MyTradeZone.com to expand its global reach, tap into new markets, and establish key connections with Hong Kong's dynamic business community and trade associations. With Hong Kong's strategic location as a gateway to the Asia-Pacific region, robust financial services sector, and reputation as a major international trade hub, this visit holds immense promise for American enterprises looking to navigate the Asian market. Led by Tonya McNeal-Weary, Managing Director at IBS Global Consulting, the delegation will engage in a series of high-level meetings, networking events, and industry-specific forums during the five-day visit. These activities are designed to facilitate mutually beneficial partnerships between U.S. and Hong Kong businesses across various sectors. [MyTradeZone.com] is a disruptive business networking platform, and is like an always open trade show: • Businesses: Add company profile page. Showcase products & services. Network locally and around the world • Event Organizers, Trade Associations, & Networking Groups: Provide value-added offering to members & sponsors in a public or private setting • Creators & Group owners: Monetize your creations via peer-to-peer payment enablement • Advertisers and Marketers: MyTradeZone's B2B search engine offers highly targeted and cost-effective advertisements to both buyers and sellers • Business Professionals: Grow your professional network, chat, connect, follow, takes notes, share and collaborate As an official member of the delegation, MyTradeZone will have the opportunity to gain firsthand insights into Hong Kong's business landscape, explore regulatory frameworks, exchange best practices, and forge lasting relationships with key stakeholders. Additionally, the itinerary includes tailored site visits to cutting-edge facilities and industrial parks, showcasing Hong Kong's commitment to innovation and entrepreneurship. The visit to Hong Kong aims to enhance trade cooperation and seeks to highlight the enduring friendship between the United States and Hong Kong. As both economies continue to recover from the challenges posed by the global pandemic, this visit becomes even more crucial in reinvigorating trade ties and promoting long-term economic growth. About MyTradeZone.com MyTradeZone is a social networking platform for businesses. We are working on the next thing to disrupt business networking. MyTradeZone is a forward-thinking B2B media technology company reshaping how businesses connect and network. MyTradeZone's B2B search engine offers highly targeted and cost-effective advertisements to both buyers and sellers. MyTradeZone is also a perfect companion offering to trade show organizers and networking groups offering value added benefits to both members and sponsors.

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Advertiser Platforms

Stagwell (STGW) and MNTN Partner to Forge a Unified Performance Marketing Ecosystem for Brands

PR Newswire | January 12, 2024

Stagwell (NASDAQ: STGW), the challenger network built to transform marketing, is partnering with connected TV (CTV) advertising leader MNTN to broaden the market of performance advertising for brands. With the partnership, brands will now have access to a comprehensive set of buying solutions that combine the best of MNTN's Performance TV platform with Stagwell Marketing Cloud products, providing added streaming, performance PR and performance influencer capabilities in a one-stop shop. Stagwell and MNTN's strategic partnership allows for a more unified approach to brand and performance media, offering brands access to advanced technologies and a comprehensive suite of tools enabling brand campaigns on television to now seamlessly coexist with other digital channels. "For too long, brand and performance media have battled to co-exist in an industry that worships creative ideas and measurable metrics separately," said MNTN President and CEO Mark Douglas. "Now Stagwell's performance-focused clients can see their brand campaigns at work through MNTN Performance TV and not only qualify but quantify results of traditionally less measurable media." "Stagwell believes all media is performance media, and our partnership with MNTN is our next step in creating an integrated ecosystem of technology and media solutions that enable speed to market, improved outcomes, and ultimately, scaled brand performance for clients," said Stagwell Chairman and CEO Mark Penn. "In combination with SMC tools, including social, streaming, and PR capabilities, brands can now attach metrics to their big marketing ideas in a granular way." Meeting Client Demands The partnership between Stagwell and MNTN Performance TV addresses the growing importance of performance advertising for modern brands, offering a comprehensive suite of buying solutions that feature cutting-edge targeting, measurement, and automated optimization technology. The collaboration introduces an innovative approach to television advertising, offering brands metrics that matter together – reach and revenue. Expanded Toolset MNTN clients will now benefit from an enhanced suite of tools, incorporating products from the Stagwell Marketing Cloud. This includes: PRophet, a generative and predictive AI platform for PR professionals Koalifyed, an influencer discovery and campaign management platform ReachTV, the largest streaming television network targeting travelers in airports Together, Stagwell and MNTN aim to meet the evolving needs of modern brands in a performance-driven landscape. Stay tuned for insights from Stagwell's Mark Penn and MNTN's Mark Douglas at CES next week, where they will discuss the power of this collaboration. Brands and/or journalists interested in connecting on the ground should contact ces2024@stagwellglobal.com for more information. About MNTN MNTN is the Hardest Working Software in TV, bringing unrivaled performance and simplicity to Connected TV advertising. Our self-serve technology makes running TV ads as easy as search and social and helps brands drive measurable conversions, revenue, site visits, and more. MNTN is one of Fast Company's Most Innovative Companies of 2023 and was recently named one of the Next Big Things in Tech for its upcoming VIVA creative suite. For more information, please visit https://mountain.com/. About Stagwell Stagwell (NASDAQ: STGW) is the challenger network built to transform marketing. We deliver scaled creative performance for the world's most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com.

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Ad Tech and Martech

Inuvo's IntentKey AI Powers the Privacy-First, Post-Cookie Era

GlobeNewswire | January 11, 2024

In the wake of Google's phase out of third-party cookies starting in January 2024, Inuvo, Inc. (NYSE American: INUV), a leading provider of marketing technology, powered by artificial intelligence (AI) that serves brands and agencies, has announced its continued commitment to a cookieless future with its IntentKey AI, outlining the ways its technology can already work around Google’s changes. IntentKey, powered by a large language model, creates cookieless audience models by leveraging over 25 million AI-identified concepts that represent consumer intent signals across the web. These concepts are used to understand why an audience is interested in a product and why URLs are visited. IntentKey models help marketers reach their audiences in today’s post-cookie landscape. "Google’s fast timeline, closing cookies by the end of 2024, has caught some marketers off guard, but Inuvo has been preparing for a while. IntentKey can align, predict, and activate audiences across platforms without relying on cookies or other trackers,” said Inuvo CEO Richard Howe. “As the industry moves rapidly toward a cookieless reality, IntentKey stands ready to power more relevant digital experiences through ethical data practices and intended audiences - not identity-based audiences." Featuring Non-Personal Identifying Information (NPII) that maintains consumer privacy and prevents personal data exposure, IntentKey enables brands to securely connect with high-intent audiences in the moment audiences signal readiness to engage. This approach eliminates the need for cookies to create audience models. IntentKey has delivered performance that beats incumbent media by up to 67%. With the demise of the third-party cookie in 2024, led by Google and Apple, IntentKey stands ready to power the next generation of digital marketing through privacy-forward, cookieless audience models that provide both faster and more accurate audience targeting capabilities to drive results. To learn more, visit inuvo.com. About Inuvo Inuvo, Inc. (NYSE American: INUV) is a market leader in Artificial Intelligence built for advertising. Its IntentKey AI solution is a first-of-its-kind proprietary and patented technology capable of identifying and actioning to the reasons why consumers are interested in products, services, or brands, not who those consumers are. To learn more, visit www.inuvo.com.

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Display Advertising, Social Media Advertising

MyTradeZone.com Joins Certified Trade Mission to Hong Kong to Explore Business Expansion Opportunities in Asia

MyTradeZone | November 28, 2023

MyTradeZone.com, a trade and Social Networking for businesses, is pleased to announce its upcoming visit to Hong Kong from December 4th to 8th, 2023. Bachir Kassir, founder of MyTradeZone, will join a delegation of American companies to Hong Kong as part of a U.S. Department of Commerce Certified Trade Mission organized by IBS Global Consulting with the support of the Hong Kong Trade Development Council and the U.S. Commercial Service. The delegation, comprising a diverse group of American companies, aims to foster cross-border partnerships, explore export opportunities, and deepen economic ties between the United States and Hong Kong. The visit to Hong Kong presents an exciting opportunity for MyTradeZone.com to expand its global reach, tap into new markets, and establish key connections with Hong Kong's dynamic business community and trade associations. With Hong Kong's strategic location as a gateway to the Asia-Pacific region, robust financial services sector, and reputation as a major international trade hub, this visit holds immense promise for American enterprises looking to navigate the Asian market. Led by Tonya McNeal-Weary, Managing Director at IBS Global Consulting, the delegation will engage in a series of high-level meetings, networking events, and industry-specific forums during the five-day visit. These activities are designed to facilitate mutually beneficial partnerships between U.S. and Hong Kong businesses across various sectors. [MyTradeZone.com] is a disruptive business networking platform, and is like an always open trade show: • Businesses: Add company profile page. Showcase products & services. Network locally and around the world • Event Organizers, Trade Associations, & Networking Groups: Provide value-added offering to members & sponsors in a public or private setting • Creators & Group owners: Monetize your creations via peer-to-peer payment enablement • Advertisers and Marketers: MyTradeZone's B2B search engine offers highly targeted and cost-effective advertisements to both buyers and sellers • Business Professionals: Grow your professional network, chat, connect, follow, takes notes, share and collaborate As an official member of the delegation, MyTradeZone will have the opportunity to gain firsthand insights into Hong Kong's business landscape, explore regulatory frameworks, exchange best practices, and forge lasting relationships with key stakeholders. Additionally, the itinerary includes tailored site visits to cutting-edge facilities and industrial parks, showcasing Hong Kong's commitment to innovation and entrepreneurship. The visit to Hong Kong aims to enhance trade cooperation and seeks to highlight the enduring friendship between the United States and Hong Kong. As both economies continue to recover from the challenges posed by the global pandemic, this visit becomes even more crucial in reinvigorating trade ties and promoting long-term economic growth. About MyTradeZone.com MyTradeZone is a social networking platform for businesses. We are working on the next thing to disrupt business networking. MyTradeZone is a forward-thinking B2B media technology company reshaping how businesses connect and network. MyTradeZone's B2B search engine offers highly targeted and cost-effective advertisements to both buyers and sellers. MyTradeZone is also a perfect companion offering to trade show organizers and networking groups offering value added benefits to both members and sponsors.

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Advertiser Platforms

Stagwell (STGW) and MNTN Partner to Forge a Unified Performance Marketing Ecosystem for Brands

PR Newswire | January 12, 2024

Stagwell (NASDAQ: STGW), the challenger network built to transform marketing, is partnering with connected TV (CTV) advertising leader MNTN to broaden the market of performance advertising for brands. With the partnership, brands will now have access to a comprehensive set of buying solutions that combine the best of MNTN's Performance TV platform with Stagwell Marketing Cloud products, providing added streaming, performance PR and performance influencer capabilities in a one-stop shop. Stagwell and MNTN's strategic partnership allows for a more unified approach to brand and performance media, offering brands access to advanced technologies and a comprehensive suite of tools enabling brand campaigns on television to now seamlessly coexist with other digital channels. "For too long, brand and performance media have battled to co-exist in an industry that worships creative ideas and measurable metrics separately," said MNTN President and CEO Mark Douglas. "Now Stagwell's performance-focused clients can see their brand campaigns at work through MNTN Performance TV and not only qualify but quantify results of traditionally less measurable media." "Stagwell believes all media is performance media, and our partnership with MNTN is our next step in creating an integrated ecosystem of technology and media solutions that enable speed to market, improved outcomes, and ultimately, scaled brand performance for clients," said Stagwell Chairman and CEO Mark Penn. "In combination with SMC tools, including social, streaming, and PR capabilities, brands can now attach metrics to their big marketing ideas in a granular way." Meeting Client Demands The partnership between Stagwell and MNTN Performance TV addresses the growing importance of performance advertising for modern brands, offering a comprehensive suite of buying solutions that feature cutting-edge targeting, measurement, and automated optimization technology. The collaboration introduces an innovative approach to television advertising, offering brands metrics that matter together – reach and revenue. Expanded Toolset MNTN clients will now benefit from an enhanced suite of tools, incorporating products from the Stagwell Marketing Cloud. This includes: PRophet, a generative and predictive AI platform for PR professionals Koalifyed, an influencer discovery and campaign management platform ReachTV, the largest streaming television network targeting travelers in airports Together, Stagwell and MNTN aim to meet the evolving needs of modern brands in a performance-driven landscape. Stay tuned for insights from Stagwell's Mark Penn and MNTN's Mark Douglas at CES next week, where they will discuss the power of this collaboration. Brands and/or journalists interested in connecting on the ground should contact ces2024@stagwellglobal.com for more information. About MNTN MNTN is the Hardest Working Software in TV, bringing unrivaled performance and simplicity to Connected TV advertising. Our self-serve technology makes running TV ads as easy as search and social and helps brands drive measurable conversions, revenue, site visits, and more. MNTN is one of Fast Company's Most Innovative Companies of 2023 and was recently named one of the Next Big Things in Tech for its upcoming VIVA creative suite. For more information, please visit https://mountain.com/. About Stagwell Stagwell (NASDAQ: STGW) is the challenger network built to transform marketing. We deliver scaled creative performance for the world's most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com.

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Ad Tech and Martech

Inuvo's IntentKey AI Powers the Privacy-First, Post-Cookie Era

GlobeNewswire | January 11, 2024

In the wake of Google's phase out of third-party cookies starting in January 2024, Inuvo, Inc. (NYSE American: INUV), a leading provider of marketing technology, powered by artificial intelligence (AI) that serves brands and agencies, has announced its continued commitment to a cookieless future with its IntentKey AI, outlining the ways its technology can already work around Google’s changes. IntentKey, powered by a large language model, creates cookieless audience models by leveraging over 25 million AI-identified concepts that represent consumer intent signals across the web. These concepts are used to understand why an audience is interested in a product and why URLs are visited. IntentKey models help marketers reach their audiences in today’s post-cookie landscape. "Google’s fast timeline, closing cookies by the end of 2024, has caught some marketers off guard, but Inuvo has been preparing for a while. IntentKey can align, predict, and activate audiences across platforms without relying on cookies or other trackers,” said Inuvo CEO Richard Howe. “As the industry moves rapidly toward a cookieless reality, IntentKey stands ready to power more relevant digital experiences through ethical data practices and intended audiences - not identity-based audiences." Featuring Non-Personal Identifying Information (NPII) that maintains consumer privacy and prevents personal data exposure, IntentKey enables brands to securely connect with high-intent audiences in the moment audiences signal readiness to engage. This approach eliminates the need for cookies to create audience models. IntentKey has delivered performance that beats incumbent media by up to 67%. With the demise of the third-party cookie in 2024, led by Google and Apple, IntentKey stands ready to power the next generation of digital marketing through privacy-forward, cookieless audience models that provide both faster and more accurate audience targeting capabilities to drive results. To learn more, visit inuvo.com. About Inuvo Inuvo, Inc. (NYSE American: INUV) is a market leader in Artificial Intelligence built for advertising. Its IntentKey AI solution is a first-of-its-kind proprietary and patented technology capable of identifying and actioning to the reasons why consumers are interested in products, services, or brands, not who those consumers are. To learn more, visit www.inuvo.com.

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Events