June 26, 2018 News & Trends

With the digital landscape constantly shifting, it’s important for digital marketers to stay up-to-date on the latest industry trends. By doing so, they can keep pace with the competition and recognize new growth opportunities.

We’ve done the legwork for you and compiled the top martech news in one convenient location.

1. LinkedIn Debuts Carousel Ads

Carousel ads—which let advertisers display multiple images, all linking to actions (for example, “download now” or “call now”)—first appeared on Facebook in February 2015. Instagram and Twitter soon followed suit. Now, after several rounds of beta testing, carousel ads are available on LinkedIn.

LinkedIn’s carousel ads allow companies to share up to 10 different images on cards that users can swipe through horizontally. Each card can be customized with a different call to action. Unlike other social media platforms, LinkedIn has not yet integrated video into its carousel ads.

Sample LinkedIn Carousel Ad

Source: MarTech Series

A slew of over 300 advertisers—including Hewlett-Packard Enterprise, Volvo Canada, and TitanHQ—beta tested LinkedIn’s carousel ads. Nearly 75 percent of these beta testers received higher click-through rates versus standard LinkedIn Sponsored Content campaigns. Looking forward, LinkedIn carousel ads will allow brands to tell their stories in a more interactive format, building a deeper relationship with audiences.

For many B2B advertisers, calls are a valuable revenue driver and a popular conversion from social media ads like those within LinkedIn. To get a full picture of your ROI, it’s important to have call attribution for your LinkedIn carousel ads. DialogTech can help by providing that data and integrating it directly into our omni-channel marketing dashboard, where you can measure and report on online and call KPIs from LinkedIn together with those from Facebook, Twitter, AdWords, Bing, and more.

2. Bing and LiveRamp Announce Partnership

LiveRamp and Microsoft are partnering to deliver people-based targeting and retargeting services in Bing Ads Custom Audiences. This is similar to LiveRamp’s Google partnership, but with one key difference—Bing’s partnership will allow marketers to match offline identifiers such as email addresses to online identifiers like cookies. By contrast, Google’s partnership only allows marketers to match offline identifiers, like email addresses.

By integrating with LiveRamp’s identity resolution service, IdentityLink, Bing Ads Custom Audiences allow you to precisely target or retarget specific individuals from your existing CRM segments with search ads. Ultimately, this will allow you to provide your audience with a seamless, personalized experience across the entire digital ecosystem.

Since online customer journeys most often begin at the search level, Bing and LiveRamp’s partnership will be a boon to search marketers. For example, if you’re a credit card company, you can display a special introductory offer to a prospect searching for “most travel points.” When a current cardholder performs the same search, you could display an ad for an upgraded platinum card.

As an integration partner, DialogTech can feed your data on the call conversion you capture from Bing ads (as well as calls from any other marketing channel) into LiveRamp, allowing you to retarget callers who didn’t convert or upsell existing customers with the right Bing search ads.

3. Facebook Announces New Requirements for Audience Tagging

Back in March, Facebook announced they will no longer allow brands to use third-party data from providers in their ad targeting. Previously, Facebook had a feature called Partner Categories that enabled advertisers to supplement their audience targeting with data from brokers. This was data Facebook didn’t have access to on its own, and included everything from a consumer’s household income to the cereal their children eat.

As an additional measure of privacy, Facebook recently added new guidelines, which require advertisers to disclose the origins of their Custom Audiences information. When uploading a customer file, advertisers will need to specify whether they collected the information directly from the people, from partners, or from a combination of the two.

Facebook's New Guidelines for Audience Data Origin Source: Facebook

Additionally, when an advertiser and an agency partner share Custom Audience information, they will need to establish an audience-sharing relationship through Facebook’s Business Manager system and agree to a new set of Custom Audience Terms. Finally, every party on an ad account will need to accept the terms when uploading custom audiences, rather than just the admin.

Facebook's new shared responsibilities terms for adding custom audiences

Source: Facebook

This announcement, however, has no impact on businesses using DialogTech’s call analytics data in their Facebook ad targeting. The data you capture on callers to your business with DialogTech is first-party data, and it is still a great way to re-engage past callers and target new lookalike audiences with relevant, personalized ads on Facebook.

To stay up-to-date on the latest marketing and technology trends, you can visit DT University and follow us on LinkedIn, Facebook, Twitter, and Instagram.

Learn 7 marketing strategies to personalize the call experience and convert more callers to customers in our latest eBook, The Digital Marketer’s Guide to Personalizing Caller Experiences.

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About the author:

Derek Andersen

Copywriter, DialogTech

Derek is a copywriter at DialogTech. He graduated from Illinois Wesleyan University with a degree in Marketing and Creative Writing. He enjoys running, playing guitar, and staying up to speed on the latest news in marketing and technology.

See more posts by Derek Andersen

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