B2B marketers rely on marketing automation

As well as privacy wars and fake eCommerce ads

The gloves are suspended between Apple and Facebook. By implementing a new transparency policy for applications, Apple has created the situation where Facebook can detect user activity in different applications only if the user does everything in its power to monitor it in secret.

As more than 80% of users visit Facebook on their mobile phones, Facebook’s ability to target ads based on interests and behavior and, therefore, the value of ad space can drop dramatically. According to the New York Times, Mark Zuckerberg disputed that the company’s business would be hurt, but Zuckerberg has said some strange things over the years.

While Google is trying to compete with Facebook for its walled garden, its FLoC solution has been criticized by privacy advocates, blocked by Microsoft Edge, and the possibility of a standard WordPress blocker. 41% of the world): There are already WordPress plugins that individual websites can use to block FLoC.

Let’s look back at multidimensional warfare, the kind of disruption that creates great uncertainty for marketers and publishers.

How Slim.io reimburses your CO2 emissions

Climate and environment were when Smartly.io, the social advertising platform, was identified, but it was the changes that caused the pandemic that triggered the Smart team. “Last year’s events offer a new insight into the impact some of our businesses have on the environment or the world at large,” said Robert Rothschild, smart CMO, vice president, and head of global marketing.

He made a smart decision to partner with Compensate, a non-profit organization that helps companies measure, reduce and offset carbon emissions. the ability to leverage your experience, your ability to manage carbon footprint calculations in the most scientifically accurate and efficient way,

Pay the cost of the service, but channel revenue to support traditional and innovative carbon capture projects by removing CO2 from the atmosphere. Customer compensation, like Smartly, can be “neutralized” by saying that more CO2 is removed than is produced by your company. “In our case, we bought and canceled more than 11,000 carbon credits,” Rothschild said, “removing more than 7,000 tons of CO2 from the atmosphere.”

The main source of Smartly’s carbon footprint appears to be business travel. The plan is to reduce these emissions by considering the amount of urgent and necessary travel and looking for alternatives to air travel.

Why are we interested?

 We may not see the martech and adtech sectors as the main contributors to carbon emissions unless we depend on a cloud-based company that depends on server farms, but the Smartly.io initiative reminds us that every company has the power. to create an imprint.

Martech batteries vary widely, but B2B marketers rely on marketing automation

In terms of technology, marketers say they are likely to cut, wait, or buy if they cut a budget. Interesting is the automation of B2B marketing in the “like” and “like” columns. respondents thought they were needed and others thought they could live without him. Colin Reid, the senior executive analyst at Gartner, who provided the information during the company’s latest marketing / Xpo symposium, noted that this division falls mostly on the B2B and B2C lines, with companies focusing primarily on B2B to provide the technology that must be delivered before throwing. of “I like it”. column.

The analysts also highlighted the martech practices of advanced brands: “No technology product other than web analytics and digital marketing is accepted by 100% of the Genius and Gifted brands. Instead, brands with highly advanced intelligence and martech stacks combine some of the leading marketing technologies for analytics, data management, advertising, personalization, and multi-channel marketing. ‘

Follow fake e-commerce contests

According to a new study from brand protection firm Incopro, one in five fake e-commerce ads comes from just 3% of repeat offenders. Eliminating this group of illegal sellers could not prevent the loss of $ 78 billion a year in brand losses.

The study is the result of a statistical analysis of 1.5 million IP applications from over 750 brands. They searched 34 platforms, including popular marketplaces and social networking sites, and found that a strictly enforced three-attack policy to insult fake posters would protect brands and consumers.

Incopro offers two basic tips for e-commerce markets:

(1) the identity of all sellers must be confirmed; To be

(2) All sellers must be removed from the market or social site if they are identified more than three times as sellers of illegal goods and services (“three strikes”).

According to Incopro, 68% of the buying platforms surveyed have a policy of banning recurring customers. Only three of the platforms (Alibaba, AliExpress, and Taobao) ban sellers.

Because we care. Why don’t e-commerce markets and social platforms want to build trust between merchants and consumers? As big brands focus their strategies more on social commerce, they need to ensure that the environment is safe for their brand and doesn’t waste their profits.

Google Ads announces the steps for a smooth transition with Apple’s ATT activation

According to Apple’s transparency policy yesterday, iOS users must accept or decline data sharing between applications. As a result of these changes, Google is working on and measuring how it reports conversion data for the advertising service on iOS14.

Here are some details for advertisers promoting web-based conversion goals:

• Google no longer sends the Google Click Identifier (GCLID) for iOS 14 ad traffic to some Google apps. As a result, you may notice a decrease in reported site conversions.

• Advertisers promoting screens, videos and other campaigns promoting web-based conversion goals may experience fluctuations in performance as Apple’s ATT policies take effect and Google expands large conversions for more iOS 14 traffic.

Support from Christophe Combette, product manager for the Google Ads group, is also exploring how advertisers promoting iOS apps can see the changes.

Quote of the day Following Apple’s transparency policy “is a big step in the right direction, at least because Facebook is sweating,” says Gennie Gebhart, co-director of the Electronic Frontier Foundation

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