Assignment

Jun 12, 2024

ClickZ Digest

WHAT WE ARE READING

MARTECH

MarTechBot discusses why a B2B IT services company might see high engagement but low conversion rates. Potential reasons include targeting the wrong audience, ineffective messaging, lack of clear calls-to-action, poor landing page experiences, insufficient follow-up, competitive landscape, and lack of credibility or trust. To address these issues, MarTechBot suggests refining audience targeting, personalizing content, implementing lead scoring, optimizing conversion points, and nurturing leads with drip campaigns. Utilizing tools like Marketo, HubSpot, or Pardot can help in these areas. A comprehensive review of these factors can help pinpoint the reasons behind the lack of inquiries or meetings despite high engagement rates.

SEARCH ENGINE JOURNAL

Unlocking The Secrets Of Google Ad Auctions

In the world of search marketing, ad auction dynamics play a crucial role in determining ad placements and costs. Since the DOJ trial against Google, a few elements of the ad auction have gained visibility in the advertising community. Due to the nature of the trial, the nuances of the auction have been portrayed as serving primarily to increase ad costs. But while higher cost per click (CPCs) are rightfully viewed with skepticism, consider that they may be a side effect of something advertisers would actually want.

MARKETING DIVE

Ocean Spray unveils Just Add Cran campaign to fuel future creative

Ocean Spray has launched a new masterbrand campaign titled "Just Add Cran," featuring a new character, Johnny, who is the cousin of the iconic farmer duo from past ads. Developed with Orchard Creative, the campaign includes three ad spots that will air on streaming TV and be supported by online video, display banners, and social media. The ads promote Ocean Spray's juice blends, Craisins, and Zero Sugar Cranberry Juice Drink. This campaign marks Ocean Spray's first major brand overhaul in over two decades and aims to connect with consumers by bringing the cranberry bog to real-life settings.

SOCIAL MEDIA TODAY

YouTube’s Testing QR Codes for Channels, User-Generated Shorts Effects

YouTube is adding QR codes for channels, in order to facilitate faster connection, while it’s also testing effects creation for Shorts, and expanding access to its “Jump Ahead” feature for clips. First off, on QR codes. Now, you can access a unique QR code for your YouTube channel, to help facilitate broader connection. As per YouTube: “Up until now, creators who wanted to share their channel with others had to copy and paste the channel link, which is difficult to do offline. Now, we’re experimenting with Creator QR codes creators. In the experiment, users will be able to share their Channel QR code on or offline with others to easily scan.”

MARKETING WEEK

Müller Light Repositions With the Aim of ‘Reigniting’ Brand and Category Growth

Müller Yoghurt & Desserts is relaunching its Muller Light yogurt, repositioning the brand to meet consumer desires for more “positive and uplifting options” within the segment. The reformulated yogurt range is thicker in texture and will include added vitamin B6 to help with the reduction of tiredness and fatigue, and vitamin D, which supports the normal function of the immune system. Jon Piper, commercial director for Müller Yoghurt & Desserts, says the repositioning of Muller Light will be “key in reigniting the fire behind the brand and the entire category”, which has been in decline.

TOP VOICES

INSIGHT FROM AARON HASSEN

New Research: Consider This Before Placing That Next Ad

The legendary consultant and business master Peter Drucker once famously said, "The purpose of business is to create a customer." Yet, the difficult part for most marketers and advertisers is determining exactly how best to do that. The reason it’s hard is that the consumer and the market continuously change. Fortunately for us, we have informative research and experts like Ed Keller to guide us on where to invest. Ed Keller, CEO of Keller Advisory Group and Executive Director of Market Research Institute International, known for his groundbreaking studies on Word-of-Mouth Marketing, just released an eye-opening report on the impact of Creators on consumer behavior.

WHAT WE ARE LISTENING TO

MARKETING AGAINST THE GRAIN

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