The battle between those who specialize in certain marketing practices is prevalent throughout the industry. Individuals, departments and indeed agencies are all involved. After all, they are often competing for the same budget, beating their chests and promoting their own channel as the most valuable.
“Better the devil you know than the devil you don’t.” That famous quote applies to the many marketers who default to last-click attribution , even with its well-documented failure to take the entire customer journey into consideration. During ClickZ’s latest Masterclass on paid search optimization , in association with Fospha and Kenshoo , we surveyed 800 marketers on their greatest challenges. 36% cited maximizing return on their advertising spend, while an additional 24% consider “accurately attributing value to each marketing channel” to be their biggest struggle.
With multinational technological companies Google and Facebook conquering the field of online advertising revenue , many smaller companies and indie publishers are left wondering where they’ll end up in the digital world – if they’ll end up anywhere at all. According to data recently released by the Interactive Advertising Bureau , digital advertising revenue in the U.S. increased by 20% in the past year.
Pinterest has announced its long-awaited move into the self-serve paid search space, after a period of trial campaigns with select partners. With innovative visual search technology and an ambition to corner the ‘discovery’ phase of search, this could prove an enticing complement to AdWords for many brands