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- ⌛ 1985 Marketing Playbook for 2024, Microsoft Ads AI-powered Ads, and more
⌛ 1985 Marketing Playbook for 2024, Microsoft Ads AI-powered Ads, and more
Shaival Mehta
July 09, 2024
Your AI curated newsletter
9th July 2024
Using the power of AI to save you hours skimming through unimportant articles.
TOP RANKED ARTICLES OF THE DAY
1. Can a 1985 Marketing Playbook Fix Measurement Problems in 2024?
Marketing attribution models are broken and outdated. Marketers need to ditch these models and return to a simpler approach, similar to the strategies used in 1985.
Why the 1985 Model?
Back in 1985, a Coca-Cola campaign in Ohio was measured by comparing sales results from different billboards.
No detailed promises were made about the outcome; the focus was on overall sales lift.
Problems with Modern Attribution
Third-party cookies are dying, and new privacy regulations make tracking difficult.
Ad blockers and incognito browsing further hinder tracking.
Multi-device usage complicates the attribution process.
Sophisticated attribution is still somewhat viable for large-scale digital ads but not for mixed-channel journeys.
Modern Measurement Strategies
Instead of relying on attribution, use overall before-and-after metrics.
For example, Visit Oslo's campaign couldn't track exact viewer journeys but saw a significant increase in demand, indicating the campaign's success.
This approach fosters creativity and doesn't stifle human and imaginative marketing efforts.
Balancing Zero-Click and Search Rankings
Zero-click content, where users get information without clicking away, is on the rise.
Brands still need to optimize for search rankings as many users rely on search engines.
SparkToro, for example, has adapted by creating a self-contained newsletter while pondering how to gain recognition from search engines.
Practical Tips
Focus on branded traffic rather than product-specific searches.
Have transparent conversations with stakeholders about the limitations and failures of attribution models.
Emphasize the importance of long-range assessments and brand strength over short-term attribution metrics.
Ditching attribution models and adopting a 1985-style approach can lead to better, more creative, and effective marketing strategies. Measuring overall impact rather than dissecting each touchpoint allows for a more holistic and successful marketing campaign.
2. Microsoft Ads releases AI-powered asset recommendation for video and display ads
Microsoft Advertising has rolled out AI-powered asset recommendations for video and display ads. This new tool aims to streamline the creative process, enabling marketers to scale their efforts across multiple formats. Here’s how it works and why it matters for agency founders and marketers:
Streamlining Ad Creation with AI
Input and Generation: Marketers provide a landing page URL, and the AI generates video ad recommendations.
Editing and Refinement: These AI-generated assets can then be edited and refined to better suit the campaign’s needs.
Benefits and Impact
Efficiency: The AI tool simplifies creating assets for video, display, and Connected TV (CTV) ads, allowing for more cohesive cross-platform campaigns.
Creativity Boost: By handling the initial asset creation, AI frees up marketers to focus more on strategy and creative refinement.
Microsoft’s Position in AI Advertising
Leadership: This move positions Microsoft as a leader in AI-powered advertising, competing with other major platforms.
Innovation: Microsoft plans to continue innovating in this space, aiming to help marketers achieve their goals more efficiently.
Practical Tips
Leverage AI for Initial Creation: Use AI tools to handle the groundwork of asset creation, saving time and effort.
Focus on Refinement: Concentrate on refining AI-generated assets to align with your brand’s voice and campaign objectives.
Cross-Platform Consistency: Ensure that your video and display ads maintain a consistent message across all platforms.
Microsoft’s AI-powered asset recommendation tool is set to revolutionize the way video and display ads are created, offering efficiency and creative freedom for marketers. Embracing these tools can lead to more effective and cohesive advertising campaigns.
3. Meta Pushes GA4 Integration, Boasts 22% Conversion Boost
Meta is pushing advertisers to integrate their Google Analytics 4 (GA4) data with their ad accounts, promising a 22% conversion boost. This integration provides a streamlined process to enhance campaign performance and deliver more accurate insights.
Integration Steps
Use URL Campaign Builder: Generate trackable links with UTM parameters.
Define Variables: Set up ‘facebook’ as the source, ‘paid’ as the medium, and specify your campaign name.
Add Trackable Links: Incorporate these into Meta ads.
Measure in GA4: View performance in GA4 under Acquisition > Traffic Acquisition.
Benefits
Gain insights into how Meta ads influence traffic and behavior.
Understand cross-platform user journeys.
Achieve more accurate conversion attribution.
Industry Implications
Meta’s GA4 integration signals a trend toward holistic analytics. As third-party cookies phase out, such integrations will be crucial for effective campaign measurement and optimization.
Limitations
GA4 has privacy constraints and doesn’t track ad impressions, possibly undervaluing upper-funnel campaigns. Some advertisers are turning to specialized paid tools for comprehensive tracking.
Integrating GA4 with Meta ads can significantly boost conversions and provide deeper insights, though it's essential to be aware of its limitations and consider additional tools if necessary.