Saturday, October 20, 2018

Weekend Favs October 20

Weekend Favs October 20 written by John Jantsch read more at Duct Tape Marketing

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week.

I don’t go into depth about the finds, but encourage you to check them out if they sound interesting. The photo in the post is a favorite for the week from an online source or one that I took out there on the road.

  • Carrot – Ensure important messages from company leadership don’t get lost in the shuffle.
  • Personably – Create an incredible on-boarding process for your new hires.
  • Jotform PDF Editor – Convert data from forms into clean, elegant PDF documents.

These are my weekend favs, I would love to hear about some of yours – Tweet me @ducttape



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Friday, October 19, 2018

Oracle Attains Highest Score for Current Offering and Strategy Categories in The Forrester ...

Forrester Research recently evaluated 6 top Marketing Automation Platforms in The Forrester Wave™: B2B Marketing Automation Platforms, Q4 2018 and we’re exceptionally pleased to share that Oracle is a leader in their assessment.

As more B2B marketing teams are evaluated based on their ability to increase revenue, the requirement should be to leverage technology that builds preferred customer experiences and keeps a total revenue picture at hand.

According to the Forrester report, Oracle attained the top-ranked score in the current offering category and the highest possible score in the strategy category out of the 6 marketing automation platforms assessed. Below are a few observations.

Marketing automation as we know it has come a long way in a short time. According to Forrester, “Savvy marketers are re-engineering their lead-to-revenue (L2R) process to transform marketing from a top-notch supplier of leads for the load-bearing sales channel to the architect of customer engagement across the entire customer life cycle.” At Oracle Marketing Cloud, our customers inspire us to act on a vision and strategy to empower progressive B2B organizations of all sizes to evolve from managing basic automated email marketing campaigns to orchestrating some the most engaging and strategic, adaptable cross-channel experiences possible across the entire customer life cycle.

For this report, Forrester assessed Oracle Eloqua and its extensibility and functionalities with Oracle BlueKai, Oracle Data Cloud, Oracle Maxymiser and Oracle Content Marketing that make up our B2B focus in Oracle Marketing Cloud. When evaluating Oracle’s platform, Forrester noted, “Oracle aims to help its customers create consistent, compelling, and connected experiences for customers and believes a data-first approach is the best way to deliver on that vision.”

Based on the unpredictable and distinct nature of each customer’s journey, Oracle believes a data-first approach better enables marketers to understand each customer’s passions, priorities, and preferences so they can deliver meaningful 1:1 experiences. When armed with the right knowledge, marketers can engage with prospects and customers in the most relevant way and at the most opportune time - no matter the channel or device. 

Forrester also remarked that “Oracle Eloqua’s program and campaign canvases make it easy to plan and execute the multistage contextual interactions to support complex B2B buying cycles.” One of the ways that we continue to support programmatic and data needs of our customers is by simplifying our CRM and other third-party integrations with Oracle Eloqua’s program canvas. The program canvas is a straightforward integration design tool for CRM and third-party application integrations that marketers can easily understand and use. Oracle has recently released a new simplified turn-key integration for Oracle Sales Cloud and has another coming very soon for our customers using Salesforce. 

In addition to offering deep functionality for marketing tasks and tactics, Oracle Eloqua also provides vertical-specific solutions for B2B organizations. These solutions are tailored to industry requirements and regulations in areas such as financial services (asset management and insurance), not-for-profits, entertainment, wealth management, manufacturing, and life sciences.

Oracle is proud to be named a leader in this Forrester Wave report and believes that it sets the bar for current industry leading B2B marketing automation platform offerings and strategy. We remain committed to providing an innovative and integrated portfolio of best-of-breed components to power the full customer life cycle experience across marketing, sales, and service.

Want to learn more about current B2B marketing automation trends and capabilities?  Download The Forrester Wave™: B2B Marketing Automation Platforms, Q4 2018.



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Gartner’s first Magic Quadrant report on ad tech scans the multi-channel giants

The report focuses on what it calls “foundational technology,” even as the ground keeps shifting. The post Gartner’s first Magic Quadrant report on ad tech scans the multi-channel giants appeared first on Marketing Land.

Please visit Marketing Land for the full article.


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Top Brand Personalization Secrets From Scott Monty at #Pubcon 2018

The post Top Brand Personalization Secrets From Scott Monty at #Pubcon 2018 appeared first on Online Marketing Blog - TopRank®.



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Facebook Attribution now available to all advertisers

The attribution solution was in beta for more than a year. The post Facebook Attribution now available to all advertisers appeared first on Marketing Land.

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Marketing Day: Social commerce, the Coalition Against Ad Fraud, more

Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. The post Marketing Day: Social commerce, the Coalition Against Ad Fraud, more appeared first on Marketing Land.

Please visit Marketing Land for the full article.


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4 Reasons to Get AMP’d Up About Google AMP with Google’s Ben Morss

What’s up with Google AMP? That’s what a room full of marketers were determined to find out on Thursday’s Pubcon Pro session with Google’s Developer Advocate, Ben Morss. In his session, Ben outlined the current state of Google AMP, why marketers should care, and how it can work along with PWAs (progressive web apps) to deliver a seamless, fast and immersive experience. Below are four top takeaways from Ben’s session:  1. Speed = Money There are real world consequences for bad user experience on your website. Some of the stats Ben included to illustrate exactly how include:
  • 53% of users abandon a site if it takes longer than 3 seconds to load according to a Doubleclick study of Google Analytics Data.
  • One additional second of load time can lead to a 3.5% decrease in conversion rate and a 2.1% decrease in cart size according to a Radware report.
The message is clear -- people will leave your site if it’s slow, which leads to fewer conversions. And of course, Google uses loading time as a ranking factor. It’s in the best interest of your business to focus on page speed as a key objective, if not for your rankings than certainly for your customers and prospects.  2. You can use Google AMP to help speed things up Google AMP can help you speed up your site by:
  • Discouraging or banning things that will slow down your site
  • Removing or banning distracting ads
  • Waiting to load elements until they’re needed
Ben also emphasized that AMP was created to help improve the look and feel of surfing the mobile web. Sure, you can create a dull, featureless website through AMP, but it’s not recommended. The sites that have the best success using AMP are ones that utilize AMP HTML, AMP JS and AMP Cache. This allows for exciting, interactive design experiences that load quickly. Developers can control the design and CSS of their site, while mitigating the risk of accidentally slowing down their mobile sites after adding image files that are improperly sized, or Javascript that slows down load times. 3. PWAs and AMP make a great team A PWA is a progressive web app - it provides an app-like experience on the web. It should be fast, integrated with the device, reliable, and engaging. Like the mobile web, PWAs have a lot of reach and are discoverable anywhere. And like an app, PWAs have a lot of power, and are a user friendly experience. If you do a PWA the right way, Ben says, you get the best of both worlds. So, what are the benefits of PWAs?
  1. You can use an app shell for fast transitions. The shell loads before the content, and dynamic content then populates the view.
  2. Users have the power to add the PWA to their home screen like an app for easy access, without having to download an app.
  3. PWAs can provide a full screen experience on mobile and on desktop, similar to an app interface for a more immersive experience.
  4. Users can access content within a PWA offline through caching
  5. Users can opt-in to push notifications, though Ben cautions that we should use those notifications wisely.
 4. AMP and PWAs can be used together for the best of both worlds - speed and experience Using AMP helps users discover the content through AMP search results, and have a seamless page loading experience. The content is delivered quickly. Then, when they click in to additional pages, they’re upgraded to the PWA experience to continue to browse. This helps not only deliver content quickly, but provide an engaging experience throughout the browsing process. Can this be done without AMP? Certainly, according to Ben. Does that happen often? Definitely not. The reason being that it’s common for developers to inadvertently slow loading time by adding additional script elements or files that aren’t optimized - he even admitted that it happens at Google. AMP helps reduce that risk. You can go to amp.cards to see a demo of the AMP to PWA experience. It’s worth a look! Note - it works best in mobile. Did you miss Pubcon Pro this year? Or just want to revel in the glory of what was? Check out the rest of our Pubcon Pro live blogs here.

The post 4 Reasons to Get AMP’d Up About Google AMP with Google’s Ben Morss appeared first on Online Marketing Blog - TopRank®.



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Survey: Social commerce held back by security, privacy concerns

However social media influence on purchases via other channels is strong. The post Survey: Social commerce held back by security, privacy concerns appeared first on Marketing Land.

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How to Drive Sales with These 11 Instagram Marketing Strategies

In today’s competitive landscape, your business needs to leverage as many distribution channels as possible to increase sales.

By now, I’m sure you understand the basic concepts of applying a social media marketing strategy.

You’ve created business profiles on the most popular networks. You’re sharing content on a regular basis. Your efforts have helped you get more followers.

But you’ve got to elevate your game and learn how to convert your social media followers into customers.

According to research, 74% of consumers use social media to guide their buying decisions. And 71% of people are more likely to buy something based on a social media recommendation.

Simply put, consumers are eager and willing to use social platforms to find new brands, conduct research, and aid the purchase process.

As a marketer, you need to recognize the latest social media trends and use them to your advantage.

Instagram is the fastest growing social media platform. This social network makes it very easy, friendly, and appealing for brands to reach their target audiences.

Take advantage of everything Instagram has to offer. I’ll show you the top 11 ways to drive sales on Instagram.

1. Run contests and giveaways

Promotional contests and giveaways are two of my favorite strategies for brands to engage with their audiences on social media.

If you can learn how to run a profitable giveaway, your efforts will result in more sales.

I know what some of you are thinking. How can you make money by just giving away your products?

Let’s review an example to show you what I mean. Here’s a look at how Lander used this strategy on a recent Instagram post:

lander

The company is giving away a smart lantern, power bank, phone case, and lightning cable.

Doing this increases the exposure of its page. It gives people a reason to follow its profile and engage with the brand.

As you can see, this giveaway is a bit different from the ones you may have seen in the past. Lander partnered with other brands to sponsor this giveaway.

Again, this strategy will drive more users to its page. These other accounts will post information about the giveaway and direct users to follow Lander’s profile to win.

Here’s a look at the caption from one of the other accounts it partnered with:

caption

There are plenty of other ways to get creative with this marketing tactic.

Instead of giving away items at random to your followers simply for liking a post and following your account, you could run a more structured contest that requires skill.

Contests that encourage user-generated content are the most effective.

To enter, ask your followers to upload a picture and tag your brand. This strategy will expose your company to anyone who follows the users who enter.

If someone sees that their friend is promoting a brand, they’ll be more inclined to follow your profile and potentially enter the contest as well.

Now that you’ve got these users interested in your products, you can use other strategies to get them to buy. Even if they didn’t win the contest, the product you were giving away is still on their minds.

2. Take advantage of the “swipe up” feature

The swipe up feature is a game-changer for businesses.

For years, you probably had some trouble getting users on Instagram to navigate to your website from a specific link. You would post content and then direct people to click a link in your bio.

But that strategy has lots of faults.

First, it’s an extra step for the user. They have to navigate to your profile page and then make another click.

People don’t want to go through that hassle.

Plus, what if you want to promote two different landing pages? Or maybe three? or four?

You will not have multiple links in your bio. That’s too confusing.

The swipe up feature eliminates this problem. Now you can use your Instagram story to drive traffic directly to specific landing pages.

Here are a couple of examples:

swipe up

Once your business profile reaches 10k followers, you’ll have access to this feature.

Just promote a product or service on your story, and add the swipe up function with a link to a landing page about your promotion.

If you’re advertising a specific product, a logical landing page would be to the product description on your site. There, the user can look at additional photos and add the product to their shopping cart.

These lead magnets are a great way for you to drive more traffic to your website and ultimately increase conversions.

3. Use shoppable posts

If you have an ecommerce brand, you need to take advantage of shoppable posts.

This strategy allows you to sell products directly through the Instagram platform.

The reason why I love this feature so much is because it increases the chances of getting your current and prospective customers to buy something. Here’s why.

Right now, you’re relying on consumers navigating to your website to buy your products.

This can be from organic traffic, paid ads, or direct navigation.

The problem is that people probably won’t do this every day. But they’re active on Instagram daily.

In fact, 500 million people use Instagram on a daily basis. So there’s a great chance your target market falls into this category.

Here’s an example of a shoppable post from Patara Shoes:

patara shoes

It’s simple. This post is just a regular image that includes one of the brand’s products.

You also see a tag of the product by name, the price, and a link to purchase it. All someone has to do is click on the tag, and they’ll be directed to the website.

This is much easier than having to manually search for the product by opening a web browser. Shoppable posts increase conversions.

Check out the caption. It’s creating FOMO—the fear of missing out. I’ve discussed this strategy in the past.

Telling users they have only a few pairs of these shoes left nudges them to buy right now.

If you’ve never sold products on Instagram before and don’t know where to start, check out my complete guide on how to increase your ecommerce product sales with shoppable posts on Instagram.

4. Post the same product more than once

If you post a product once and then never promote it again, people may forget about it.

Think about the way users behave on Instagram. They quickly scroll through their feeds.

The first time they see your product, they may not have a reason to buy it. But if they see it more than once, it may start to pique their interest.

According to a study from Sprout Social, more than 60% of people need to see something on social media between two and four times before they buy it:

number of times

I’m not saying you should post the exact same image four different times on your Instagram page. That’s boring and might even cause people to unfollow you.

Get creative.

Start with a post of just the product. A few days later, you can share another image of the product on your Instagram story.

The following week, run a contest to promote the same product. Weeks later, you can share a video of the same item being used in a demonstration.

Posting the same product multiple times increases the chances of people buying it.

5. Partner with social influencers

Using social influencers to promote your brand, products, and services is an extremely efficient tactic.

In fact, 94% of marketers say their social influencer strategy was effective for their companies.

That’s because social influencer followers trust them.

We know that 82% of people are likely to follow recommendations made by micro influencers. And 94% of consumers believe these influencers are highly knowledgeable.

Basically, if you can get an influencer to promote your brand, you will get sales.

Instagram is the primary social platform for influencers across the globe.

influencers

This is a cost-effective marketing strategy.

Most influencers will charge only a few hundred dollars or so for a post. However, if you’d rather work with celebrity influencers, be prepared to spend significantly more.

But for the most part, that’s not necessary.

I recommend looking for influencers who have between 10k and 50k followers. These people have more authentic interactions with their followers and higher engagement rates.

Plus, the cost per post will be less.

If you’re struggling to find the right influencer to promote your brand, review the top 10 platforms for effectively managing social influencers.

6. Respond to comments and messages

I know it may seem like a time-consuming and tedious task, but you need to respond to your followers on Instagram.

By responding directly to comments on your post, you will add a human element and personal feel to your brand, which people really appreciate.

This strategy is especially important if people are asking questions or voicing complaints about your business. Respond to these comments as fast as possible to come up with a resolution.

It shows other users who see your responses on social media that your brand values customer service.

Consumers are willing to pay more for good service. You can expect to see an increase in sales by communicating with your customers effectively on social media.

7. Go live

The majority of the strategies I’ve discussed so far focus on Instagram posts. But that’s not the only way you can reach users and drive sales.

Like other social networks, Instagram has a live broadcast feature.

This is your chance to engage with your audience in real time.

Users can comment on your broadcast. Acknowledge those comments. Answer their questions. Show them you’re listening.

Social media users love watching live videos.

live video

What’s a good reason to go live?

That decision is yours. But there are lots of different ways to get creative with these streams.

Give your followers a tour around your office. Introduce them to your employees. Show them how products get made at your manufacturing facility.

If your company is at an event, give your followers exclusive access to what happens behind the scenes.

This type of content will keep your audience engaged, get them excited about your brand, and ultimately increase the chances they’ll make a purchase.

8. Run targeted ads

How can you reach people on Instagram who don’t follow your account?

Some of the strategies, such as location tagging, running contests, and working with social influencers can accomplish this.

However, those strategies don’t always expose your brand to people within your target market. Running targeted advertisements will do this.

Instagram has been acquired by Facebook. You can set up your ads the same way on both networks.

You can use parameters such as age, gender, and location to select your ad audience. You can even take that one step further and target users based on their interests.

Here’s an example of a targeted Instagram ad from Tentree:

tentree

As you can see, this post looks like any other post on Instagram. The only difference is that it says “sponsored” where the location tag would normally be, and there is a CTA button at the bottom.

But when a user is scrolling through their feed, this post blends in with the rest of the content they’re consuming. It’s not invasive or annoying.

Yes, you’ll have to pay if you want to run Instagram ads. Those of you who don’t have the funds in your marketing budget for this right now would want to stick with the free strategies on this list.

However, if you can afford it, I recommend at least trying it out to see how it works for you. This can be a great way to drive sales by reaching a new audience.

9. Use your story to showcase products

Earlier I mentioned examples of posting content to your Instagram story.

But now you can use your Instagram story to sell your products the same way you did with shoppable posts.

As of June 12, 2018, Instagram brought the shopping feature to stories.

Here’s a look at an example from Madewell:

madewell1

As you can see, the post is promoting a silk button-down cami.

Since the shopping feature on stories is new, the post features additional text as a way to tell the users the post is clickable.

If you tap on the button as instructed, you’ll be redirected to the brand’s website. From here, you’ll have an option to buy the product displayed in the story:

madewell2

Use this strategy if you’re running an ecommerce shop.

As I said before, people need to see a product multiple times on social media before they decide to buy it. Add shoppable stories to the list of ways to showcase your products.

10. Connect your followers to your Facebook page

If your company has an Instagram profile, it probably also has a Facebook page.

Since Instagram was acquired by Facebook, these two platforms have lots of features that work together. I mentioned this earlier when I talked about running targeted ads.

Now you can sync your Instagram followers with your Facebook business page.

Once this process is complete, you can use messenger bots to nurture those users.

There are more than 300,000 active monthly bots on Facebook messenger. Clearly, other businesses are taking advantage of this strategy already.

Jump on board now before your competitors’ bots steal your customers.

11. Offer discounts to your followers

Everyone loves a good deal.

Share discounts with your followers on Instagram to encourage them to buy.

Instagram is a great platform for running flash sales. Since your story disappears after 24 hours, you can use that type of post to share a promo code.

This will make your followers feel as if they’re getting an offer other people don’t know about. That feeling of exclusivity will also encourage them to buy.

Look at how J. Crew offered a discount in this post:

jcrew

Notice anything different about this post?

The reason why I used this as an example is because it also uses another strategy I discussed on this list. This is a targeted advertisement.

Don’t think your promo codes should be limited to just your profile posts and stories.

Combining that deal with a targeted ad can be extremely effective. That’s because your ads will have CTA buttons bringing users directly to your website.

If someone clicks on the “shop now” button in the J. Crew ad, they’ll be able to use the promo code right away. This is much easier than having to navigate to a new window.

Conclusion

You can’t rely on website traffic alone to sell products. Take advantage of other distribution channels as well.

Social media influences consumers’ purchasing decisions.

Since Instagram is growing at such a rapid rate, it makes sense to use this platform as a primary method of driving sales.

Plus, as you’ve seen from this list, Instagram has features that allow businesses to sell items directly through its platform.

If your Instagram marketing strategy needs improvement, refer to this guide.

Once you implement these strategies, it will be easier to generate sales from Instagram users.

How is your business using Instagram to drive sales?



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Digital Marketing News: D&B’s New B2B Report, Facebook in 3D, & Google’s New Discover Feed

The post Digital Marketing News: D&B’s New B2B Report, Facebook in 3D, & Google’s New Discover Feed appeared first on Online Marketing Blog - TopRank®.



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Collision Course; Marketing Can’t Achieve Customer Centricity On Its Own

For marketers and customer service professionals, customer experience has always sat at the very core of their role in driving greater value for organisations. However, according to the Harvey Nash/KPMG CIO Survey, the recent surge in adoption of AI and chatbot technologies means some 60% of UK CIOs report leadership teams are now also looking at IT for support. 

Of course, to keep customers happy and loyal, all organisations need to figure out how they can keep up with the customer experience standards set by industry disrupters – and make the necessary internal changes to ensure it happens sooner rather than later. Where marketers and customer success teams might once have assumed ownership of the customer experience, they are now expected to share it, and play well with other departments being brought into the mix.

So what does this mean? Ultimately customer experience (CX) has always been at the centre of the organisation. What’s changing is its practitioners. In today’s market, CX practitioners come from all different parts of the business and must work cohesively to ensure the outcome is a seamless journey through on and offline channels.

Delivering this invites challenges not only in how teams are restructured and realigned with each other, but also how the wider organisation understands its purpose as a business and reports on its performance as such. Here we consider some of the chief barriers facing organisations looking to drive greater value through enhancing the customer experience.

Competing priorities

According to the recent report published by the CX Network on the Global State of Customer Experience, competing business priorities are now the number one challenge for customer experience practitioners when it comes to increasing the customer-centricity of their organisations.

Sales, for example, is a traditional area where sparks might fly with one team focused solely on short term financial results and the other looking at longer term trends and customer satisfaction. Crucially, this is no longer the age of the seller – with the birth of assistance technologies, the required mindset is one of guidance. 

Equally, where IT might have seen its role as simply to ‘keep the lights on’, it is now an integral part of creating one, single record of all interactions between a brand and a customer that now range from online to social media, from customer support to chatbot. 

Senior buy-in

Another second key challenge identified by CX Network in keeping customer experience on top of the agenda is a lack of buy-in from the top to the bottom. With that is a lack of understanding from senior internal stakeholders in regards to their responsibility and impact on the customer experience. 

Customer experience is the responsibility of everyone within the company. Getting CEO level support to involve everyone from the initial start of a CX programme is key to cultivate companywide customer centricity, bringing everyone on board to share a common understanding. 

Rip and replace

With senior leadership buy-in, the route map for customer centricity can be drawn in any conceivable way. Importantly, rather than embarking on a rip-and-replace mission, it is important decision makers understand how CX can complement the current culture to enhance the business’s competitive edge. 

After all, the unique identity of a company is often crucial to its success. But, the culture does indeed need to accommodate to customer expectations, aligning to actually fulfil feedback where possible. This change must be driven from the top and rooted in the awareness of the value of CX – how it benefits client loyalty and the bottom line.

The CX and ROI relationship

Another perceived barrier is the absence of connecting the CX programme to tangible and measurable business results. Having clearly defined objectives and tying them to business results are key to keep CX a high priority initiative. 

However, treating people only as rational actors where information, clicks and purchases are the only currencies of a brand interaction will likely not end well. 

Instead, viewing every step of the customer journey as an opportunity to strengthen a mutually beneficial partnership, and designing the experience to trigger positive emotions, will endear customers and the people they happily recommend to the brand. 

As an added benefit, a more fully human approach can boost the job satisfaction of everyone on the brand side as well, making stars of brand managers who understand the need to engage people more fully as human beings

It is up to customer experience practitioners to disband outdated roles to ensure marketing, sales and IT align to, with, for, and around the customer. Balancing the flexibility of practitioners to deliver positive emotions, rather than hard results, with the need for sustainable, profitable change around the customer is a fine line. Go too far and the initiative falls down, but executed well, the business levels the playing field with market disruptors.

Check out our free guide to streamlining your customer experience. Discover how top-notch customer experience can help you move away from a short-lived, campaign-centric approach: 

 



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Thursday, October 18, 2018

Fizziology employs Watson linguistic analysis to match endorsing athletes’ personalities with brands’

The matchmaking is based on social posts by brand advocates and by the athletes themselves. The post Fizziology employs Watson linguistic analysis to match endorsing athletes’ personalities with brands’ appeared first on Marketing Land.

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Coalition Against Ad Fraud releases ‘first standardized document’ to pin down mobile fraud

CAAF is focused on performance ad fraud on mobile devices. The post Coalition Against Ad Fraud releases ‘first standardized document’ to pin down mobile fraud appeared first on Marketing Land.

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