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Google accused of downplaying ad price manipulation
by Nicola Agius for Search Engine Land Google has been accused of downplaying how much it quietly increases ad auctions. The search engine admitted at the federal antitrust trial that it “frequently” inflates ad prices by as much as 5% without telling advertisers – sometimes 10%. But marketers are calling the search engine out for being too “conservative” with these figures as they believe the real number is significantly higher. Why we care. Advertisers are becoming increasingly frustrated with Google due to long-held suspicions around ad price manipulation and a lack of transparency. Although the industry accepts the search engine has a right to set minimum…
Content Marketing During a Downturn: Here’s What the Conventional Wisdom Gets Wrong
By Sharla Moody for Contently Recession. Downturn. Economic uncertainty. When these words start to appear, conventional wisdom tells businesses to cut their marketing budgets. It turns out that advice is dead wrong. As multiple researchers have found over decades of studies, stopping your marketing efforts during tough times is a mistake. Data shows that proactive marketing “pays off” during recessions—for brands across industries, including the likes of Toyota, Amazon, Coca-Cola, etc. As two marketing professors put it in a 2020 Harvard Business Review article: “Firms that maintain their marketing spend while reallocating it to suit the context … fare better than firms that cut their marketing…
The Pitfalls of using ChatGPT to Generate Marketing Content
While using advanced language models like ChatGPT can seem like an attractive option for generating marketing content, there are several pitfalls that businesses should be aware of. One of the main challenges is that language models like ChatGPT are not always able to fully understand the context and nuances of a particular marketing situation. This can lead to content that lacks creativity, originality, and authenticity. Another issue is that language models can sometimes generate content that is not aligned with a company's tone, voice, or brand personality. This can create confusion among customers and damage the brand's reputation. It is…
The Importance of ROI
ROI, or Return on Investment, is a crucial metric in marketing. It allows marketers to determine the effectiveness of their campaigns and strategies and assess whether they are generating a positive return on the resources invested. By measuring the ROI of their marketing initiatives, marketers can make informed decisions about where to allocate their resources, adjust their strategies, and optimize their efforts to achieve the best results. One of the main reasons ROI is so important in marketing is that it helps businesses allocate their resources in the most effective way. For example, if a particular marketing campaign is not…