B2B entrepreneurs depend on advertising and marketing automation: Tuesday’s each day transient
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Good morning marketers, and are you ready for three dimensional warfare?
The gloves are taken off between Apple and Facebook. With the implementation of new guidelines on app tracking transparency, Apple created a situation where Facebook can only track user activity across multiple apps if the user does not choose to opt for stealth surveillance.
With over 80% of users accessing Facebook on a mobile phone, it could massively affect Facebook’s ability to target by interest and behavior, thereby undermining the value of its ad inventory. According to the New York Times, Mark Zuckerberg has denied his company’s business is being affected by Apple’s policies – but then Zuckerberg has said some strange things over the years.
While Google is trying to compete with Facebook to become its own walled garden, its FLoC solution has been criticized by privacy officers blocked by Microsoft Edge, and there is a possibility of standard WordPress blocking (which accounts for about 41%) of the websites of the World) – There are already WordPress plugins that individual websites can use to block FLoC.
For the second time, let’s assume multidimensional warfare: the kind of disruption that creates great uncertainty for marketers and publishers.
Editor in Chief
How Smartly.io overcompensates its CO2 emissions
Climate and the environment were topics that Smartly.io, the social advertising platform, had been very interested in for a while, but it was the changes brought about by the pandemic that spurred the Smartly team to action. “Last year’s events have created a new awareness of the impact of some of our activities as a company would impact the environment or the world in general,” said Robert Rothschild, CMO, VP and global director of marketing, Smartly.
Smart decided to partner with Compensate, a non-profit organization that helps companies measure, reduce and offset carbon emissions. “We had the opportunity to leverage their expertise and ability to manage the carbon footprint calculation in the most scientifically accurate and efficient manner,” said Rothschild.
Compensate charges fees for its service, but channels that revenue to support both traditional and innovative projects related to carbon capture – the removal of CO2 from the atmosphere. Customers like Smartly can “overcompensate” by helping to remove more CO2 than is caused by their own activities. “In our case, we actually bought and retired more than 10,000 carbon credits,” said Rothschild, “which has removed more than 6,000 tons of CO2 from the atmosphere.”
The largest source of Smartly’s carbon footprint was business travel. It is planned to reduce these emissions by examining what volume of travel is urgent and necessary and examining alternatives to air travel.
Why we care. We may not see the martech and adtech industries as a huge contributor to carbon emissions – unless we count a cloud-based company’s reliance on server farms – but Smartly.io’s initiative is a reminder that each A company involved in this is its ability to reduce (or offset) its carbon footprint.
Read more here.
Martech stacks vary significantly, but B2B marketers rely on marketing automation
Interestingly, when it comes to technologies that marketers say they would most likely cut, keep, or buy if the budget fell, the automation of B2B marketing showed up in both the “keep” and the “cut” columns some respondents thought they were essential and others thought they could do without them. Colin Reid, Senior Director Analyst at Gartner, who provided insights at the company’s recent Marketing Symposium / Xpo, noted that this split has been largely between B2B and B2C, with businesses mostly focused on B2B and technology in the Insert column “Keep”.
Analysts also highlighted the martech practices of high performing brands, noting: “100% of Genius and Gifted brands have not adopted a single technology product other than web analytics and digital marketing tag management. Instead, brands with high digital intelligence and complex martech stacks combine some of the most important marketing technologies for analysis, data management, advertising, personalization and multichannel marketing. “
Learn more about B2B Marketing Automation Platforms >>
Tracking down fake e-commerce offers
One in five fake e-commerce offers came from just 3% of repeat offenders, according to a new study by brand protection company Incopro. Eliminating this cohort of illegal sellers couldn’t prevent brands from losing up to $ 78 billion annually.
The study resulted from a statistical analysis of 1.5 million IP enforcement actions for over 750 brands. They examined 34 platforms, including popular marketplaces and social websites, and found that a strictly enforced “three strikes” policy to insult counterfeit posters would protect brands and consumers alike.
Incopro makes two basic recommendations for e-commerce marketplaces:
(1) All seller identities should be verified. and
(2) All sellers should be removed from the marketplace or social website if they are found to be selling illegal goods and services more than three times (“three strikes”).
According to Incopro, 68% of the sales platforms they surveyed currently have guidelines to eradicate repeat offenders. Only three of the platforms (Alibaba, Aliexpress, and Taobao) prohibit the illegal sellers.
Why we care. Why shouldn’t ecommerce marketplaces and social platforms want to build trust between sellers and consumers? As big brands focus their strategies more on social commerce, they need to be sure that the environment is safe for their brand and not wasteful of the bottom line.
Google Ads announces steps to make the transition smoothly when Apple’s ATT goes live
After Apple’s app tracking transparency guidelines were released yesterday, iOS users are now prompted to accept or decline data sharing between apps. As a result of these changes, Google is updating the way that conversion information for the ad service is reported and measured 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 traffic that comes from ads on a handful of Google apps. As a result, there may be a decrease in reported website conversions.
- Advertisers running display, video, and other campaigns promoting web-based conversion goals may experience fluctuations in performance when Apple’s ATT guidelines go into effect and Google expands modeled conversions to more iOS 14 traffic.
The support piece from Christophe Combette, Group Product Manager at Google Ads, also looks at how advertisers promoting iOS apps may also see changes.
quote of the Day
Regarding the transparency of Apple’s app tracking transparency: “This is a big step in the right direction, if only because it makes Facebook work up a sweat,” said Gennie Gebhart, Deputy Research Director of the Electronic Frontier Foundation
About the author
Kim Davis is the editorial director of MarTech Today. Kim was born in London but has been a New Yorker for over two decades and started studying enterprise software a decade ago. His experience includes SaaS for business, data-driven city planning for digital displays, and applications of SaaS, digital technology and data in marketing. He first wrote about marketing technology as the editor of Haymarkets The Hub, a specialty marketing tech website that later became a channel for the established direct marketing brand DMN. Kim joined DMN in 2016 as Senior Editor and became Executive Editor, then Editor-in-Chief, a position he held until January 2020. Prior to technology journalism, Kim was the associate editor of a hyperlocal news story for the New York Times website, The Local: East Village, and previously worked as an academic publication editor and music journalist. He has written hundreds of New York restaurant reviews for a personal blog and has been an occasional guest on Eater.