Marin Masters 2017: Discovering Growth, Content in Context, and Feed Management
This is the second article on our annual customer summit, Marin Masters. At this year’s event, our presenters explored several key advertising trends that impact digital marketers today, with a focus on driving more clicks, conversions, and revenue.
One of our keynote speakers, Erik Hawkins, Director of Global Product Marketing at Facebook, explored how mobile has impacted customer growth. Mobile has transformed entire industries—think about how eating, dating, or shopping habits have changed—by putting users in control of the overall narrative.
Facebook’s research shows that people consume a piece of content faster on mobile (1.7 seconds) than on desktop (2.5 seconds). Mobile users also browse five fewer products than desktop users. For advertisers, Erik’s advice was clear—the customer journey has changed too much to wait for people to come to you. Today’s top brands must be proactive; they should create purchase intent and reach out to meet customers where they are.
Content in Context
Laura Masters from Oath delved into the importance of brand safety for advertisers, identifying several high profile recent incidents where brands were burned by association with low quality inventory, fake news, and offensive content.
In fact, 75% of consumers feel that brands are responsible for the content their ads appear next to—so advertisers are fully justified in their concerns. Consumers in turn are seeking out trustworthy content from reliable sources, which creates a tremendous opportunity for premium media brands to leverage their established reputation.
In addition to the priority of brand safety, Laura emphasized the message that premium content simply drives better results for advertisers. Check out Laura’s presentation titled The Importance of Content in Context.
Patrick Hentschel from Feedonomics built an excellent business case for designing and optimizing your product feed on Google Shopping and with Facebook Dynamic Ads. Linking your product inventory to an optimized data feed can deliver outstanding results for advertisers. Patrick explained that high feed quality lowers your cost per acquisition (CPA), increases your rank/relevancy, and drives up return on ad spend (ROAS). You can view Patrick’s presentation titled Transform Your Marketing Efforts with Feed Management. Marin and Feedonomics are working together to offer feed management optimization to all our customers, so contact us if you’d like to learn more.
See you at Marin Masters 2018!