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Embedded Files
⟐ MARKETING COMMUNICATIONS WORKFLOW ⟐
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MARKETING COMMUNICATIONS CAMPAIGN WORKFLOW [ACTION PLAN] DIAGRAM
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MARKETING COMMUNICATION CAMPAIGN EXPLANATION VIDEO
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⟐ REMARKETING [COOKIE MAPPING] DIAGRAM ⟐
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REMARKETING [COOKIE-MAPPING] DIAGRAM [IN-PROGRESS]
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REMARKETING [COOKIE MAPPING] VIDEO
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⟐ PROGRAMMATIC BUYING DIAGRAM ⟐
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PROGRAMMATIC BUYING [REAL-TIME BIDDING] DIAGRAM [IN-PROGRESS]
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⟐ PAYPAL PAYMENT DATA DIAGRAM ⟐
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PAYMENT DATA ADVERTISING [IN-PROGRESS]
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⟐ EVALUATE EFFECTIVENESS WITH AB TESTING ⟐
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EVALUATING EFFECTIVENESS TO OPTIMIZE WITH AB TESTING [IN-PROGRESS]
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AB TESTING EXPLANATION VIDEO
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⟐ MEDIA CHANNELS METRICS STANDARDIZATION ⟐
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MEDIA CHANNELS METRICS STANDARDIZATION
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CHANNEL STANDARDIZATION EXPLANATION VIDEO
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⟐ DIAGRAMS - DIGITAL MARKETING COMMUNICATIONS ⟐
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STRENGTHS OF DIGITAL ADVERTISING
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DIGITAL ADVERTISING TEAM STRUCTURE
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MEDIA PLANNING & MEDIA OPERATION
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EVERCHANGING AD INDUSTRY
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COMMUNICATION CAMPAIGN DECISIONS
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COMMUNICATION CREATIVE METHODS
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STEPS OF MARKETING CAMPAIGNS
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DIGITAL MARKETING OVERVIEW
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CUSTOMER RETENTION & CUSTOMER ACQUISITION
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⟐ DIAGRAMS - MARKETING PRINCIPLES AND PROCEDURE ⟐
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HOLISTIC MARKETING PROCEDURE
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STP FRAMEWORK - SEGMENTATION & TARGETING
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STP FRAMEWORK: POSITIONING
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MARKETING MIX IN DIGITAL ERA
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B2C MARKETING EXAMPLE - PROCTER & GAMBLE ANALYSIS
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⟐ DIAGRAMS - DATA ANALYTICS PROCESSES IN MARKETING ⟐
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PHASES OF DATA ANALYTICS & DATA SCIENCE
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USES OF MARKETING ANALYTICS
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⟐ ARTICLES - TARGETING TECHNIQUES AND USER DATA PRIVACY ⟐
DESCRIPTION
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THE IMPACT OF USER DATA PRIVACY POLICIES ON RETARGETING AND THE FUTURE OF DIGITAL ADS [03/28/24]
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Starting in the early 2000s, the strategy of retargeting–also referred to as remarketing–has entirely innovated the advertisement industry with a vast increase in effectiveness. By retargeting the audiences who showed initial interest, the strategy has achieved 147% increase in conversion rate, 400% increase in engagement rate, and 1046% increase in brand search compared to regular ads. Starting from display ads, retargeting supported with its breakthrough results has emerged in nearly all digital channels including Search Ads, Social Media Ads, Email Ads, and Video Ads. In fact, companies usually spend 10% to 30% of their total digital advertising budget solely on retargeting given its ability to accurately customize and personalize messages.
However, retargeting recently encountered weighty obstacles surrounding concerns about data privacy policies. For a brief explanation, the conventional mechanism of retargeting tracks user history and behavior with third-party cookies in browsers and device identifiers for devices. In 2020, Apple announced IOS 14 and IPadOS 14 which began to ask users with a dialogue box whether their users want to opt in or opt out for being tracked by the apps. This new policy has resulted in 75% of Apple device users to disallow any tracking activities using their device IDs. Since the business model of Facebook has been profiting 94% from mobile ads, which heavily relied on data collection using device IDs, Apple’s new policy cost Facebook $12 Billion in ad revenue. This phenomenon is also happening in web browsers. Chrome is currently working to phase out third-party cookies to protect users from cross-site tracking activities by advertisers. The increasing effort of disallowing user data tracking by the largest digital channels is quickly reducing information from the majority of potential customers.
In the next few years where the most powerful targeting technique is continuously losing its unique strength, I strongly believe that there will be innovation in the digital advertising field with the use of first-party data. First, companies should begin to concentrate on finding relevant relationships between advertisement decisions and conversion paths. If companies can achieve this accurately, they can directly find out which ad choices resulted in most conversions or sales. The current attribution model and marketing mix model possess limitations in finding the exact connections, but developing methods of modeling will elevate the accuracy significantly higher. Second, machine learning can be used to overcome the challenges of data privacy policies. Even with an absence of third-party data, machine learning can create similar performance solely with first-party data. Machine learning has a capability to model from existing projects and create an optimized solution which benefits the most in performance. Moloco actually implemented this with Deep Neural Network, which enables to find powerful signals in available data from only first-party data. This allows ads to keep the high performance of retargeting by utilizing owned data more exploratively without tracking the user behavior from other sources.
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WAYS OF OPTIMIZING A MARKETING COMMUNICATIONS CAMPAIGN
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* Evaluating Effectiveness With AB Testing
* Media Channel Metrics Normalization and Budget Distribution
* Media Channel Personalization Tech (retargeting, RTB, segmentation, Ad Recommendation Algorithm, i.e., how do channels choose who to show Ads?)
* Consumer Research —> STP —> Message —> Mission
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