Weekly Roundup #122 – DoubleClick, AI Mix & Content Tips

Scroll down for this week’s roundup that covers the latest developments in digital marketing – or click here to read last week’s, where we covered the forthcoming switch to HTTPS, how voice search can be used in the hospitality sector and how to improve your mobile page speed. Back to this week, where we discuss the following:


Google to Combine AdWords and DoubleClick

Adwords Doubleclick

In an effort to streamline their ad products, Google will combine AdWords and DoubleClick, which will start to appear by August this year. The two brands will become one streamlined product that is divided into three simple banners. Google thinks this will make it easier for brands to find the tools that they need for their campaigns.

After 18 years, AdWords will now become Google Ads – which Google believes represents its full range of capabilities. Although there will not be many changes made to AdWords in the transition to Google Ads, there is a new feature for campaigns for smaller businesses that will use machine learning.

DoubleClick ad products and the GA 360 Suite will now be Google Marketing Platform, which answers the demand for creative planning and performance measurement to combine. Sridar Ramaswamy, Senior Vice President of Ads & Commerce, explained that,

“We’ve heard from marketers that there are real benefits to using ads and analytics technology together, including a better understanding of customers and better business results.”

One of the notable features of the Google Marketing Platform is the ability for marketers to integrate third-party ad exchanges, measurement solutions and other products. Dan Taylor, Google’s Managing Director of Platforms noted that,

“We had built integrations between analytics and the creative planning and buying products, but now that will be much easier.”

DoubleClick for Publishers and DoubleClick Ad Exchange will also combine to create Google Ad Manager, which is said to be a unified solution. Google explains that they have seen the changes in the way that publishers monetise their content, and that,

“Ad Manager gives you a single platform for delivering, measuring and optimising ads wherever your audience is engaging—including connected TVs, Accelerated Mobile Pages (AMP), mobile games and other apps, and platforms like YouTube and Apple News.”


How Design Thinking can Improve the Customer Experience

Godrich interior design website
Source: Godrich

The importance of creating a positive customer experience has become one of the key focuses for businesses of all types, and Design Thinking is fast becoming integral to building customer experience.

Design Thinking is a way of problem solving that is holistic – not limiting itself to front-end, consumer facing, graphic design or UX/UI issues. Design Thinking can be applied to almost any business issue, coming up with innovative solutions that can be felt generally throughout the business and in a better customer experience.

Design Thinking has several strands, however each school of thought puts empathy, iterativeness and a collaborative approach as the core of their philosophies. The idea behind Design Thinking is that it is more innovative and groundbreaking than traditional research methods, such as surveys and focus groups, because, typically, it is not very fruitful to simply ask people what they want.

Design Thinking centers around being able to intuitively understand what the user wants – and combining these insights with those from data and solutions. Design Thinking believes that innovative thinking occurs when teams gather and implement their collective knowledge.

Rather than using research to validate the one idea, a team using Design Thinking calls for several ideas, all of which are realised, tested, iterated and refined in order to create a solution that simultaneously defines the problem whilst finding the solution.


How AI will Change Marketing Mix Modelling

AI Democracy And SEO

Traditional marketing formats, such as those on television, radio and billboards, can be hard to understand in terms of their impact and their ROI. It would take weeks or months before understanding if and how these types of marketing had worked, however, machine learning is being applied in these areas in order to measure their impact.

In only a few days, machine learning technology can show which elements of a campaign are the most successful, and how they are all working in combination.

Marketing Mix Modelling (MMM)

Traditional MMM can take up to six months to collect and organise the audience data from various sources before it can build a statistical model. The model itself holds many insights and information, however it is often redundant by the time the model is made, as the campaign ended weeks or months ago.

The latest version of MMM uses machine learning and computer power to speed up the process, meaning that the insights generated can be used to affect, change or cancel a particular campaign whilst it is still running.

It is a commonly-held belief in marketing that digital outperforms analogue, however, MMM creates an easy to compare measurement for the non-digital elements of a campaign.

Being able to compare both sides of a campaign means that marketers will gain insight into which medium or format is the most successful, and how the different elements work together.

There are predictions that MMM, machine learning and further developments in technology could bring insights in real time for all marketing channels. This would mean that there could be greater experimentation within marketing and genuine hyper-personalisation, as well as location data retargeted billboards and real-time bidding for traditional channels.



5 Tips for Creating Content

Content marketing

Sometimes inspiration strikes, however, for those moments when it is a little tougher to come up with ideas for content, there are some things that may help. Below are five sources that may kickstart some great content…

What’s Going On?

Use what is currently happening in your industry to form broader content for your brand. Consider collaborating with external voices, such as industry pros or trade groups – which has another upside in that they will be more likely to promote the content if they have been involved in its creation.

Also, if there is a trend or event that is happening in your field, use your content to discuss how this particular thing has affected your brand.

Data Mining

Data can be very useful in creating an idea for content. Either:

  • conduct your own survey – which can be displayed in an infographic or an article;
  • use existing data that can be built upon with your own personal knowledge of the topic;
  • or publish the trends that your company alone has noticed, as this could expand to become a series of discussions or investigations.

Understanding Events

Make the most of the events that your brand hosts or attends by creating content as a result. Even more routine business meetings can become part of the content creation – use it as a way to demonstrate a process or to set out a step-by-step how to.

This is an opportunity to show the audience the product, rather than telling them about it, so make sure this content truly adds value.

Inspiring People

People will always be a source of inspiration for content, because generally what they see, hear and know will be information that your audience wants to access.

Interviews, Q&As, articles and video work well when creating content about a person, and consider speaking with experts in the field, as well as discussing relevant topics with your clients.

Interviewing your competitors is another interesting tactic, and one that conveys a sense of confidence in one’s own product.

Seasonal Reviews

Content that speaks to the season or the cyclical nature of business is a way to stay relevant and up-to-date. A review at the end of the year can be an interesting piece, as can predictions for the year ahead.

The wider context can also be taken into consideration, for example, when the economy is in a downturn, content that speaks to budgeting and saving money will do well. On the other hand, when it is thriving, create content that speaks to this climate.


What Not to Say in your Marketing Emails

email 2017

You never get a second chance at a first impression – which is as true on email as it is in real life. We detail the seven opening sentences that could be derailing your sales emails – without which, you may see engagement and revenue rise…

My name is…’ is a boring and uninspiring first line. Plus, should the reader wish to know your name they can find it in the email signature or the ‘From’ field.

I work for…’ is another terrible opener, because it immediately seems as though the email is going to try to sell the reader something or other. Try to include the company name in a natural way, where it is lost amongst more interesting information.

Did you know…’ often sounds cheesy – though including a fascinating and original fact or stat can be compelling to audiences. Stats should be personalised for maximum impact, and should not disrupt the natural flow of the text as a whole.

Congratulations on…’ can seem like an impersonal and hollow remark, however this can be turned into a great opener should it be highly personalised. ‘I just learned of your recent … congratulations!’ is far more likely to hit the mark with the reader than a simple congratulatory opener.

I’ve been thinking…’ is too casual and personal to the writer. An alternative would be to start with a fact – which puts the recipient of the email front and centre – and then explain that it got you thinking about X, Y or Z. Avoid opening communications with an ‘I’.

I hope you’re doing well…’ is inoffensive, however it is also incredibly dull. Opening with this line doesn’t make anyone want to read on – it is far better to get straight to the point in the hope of catching the reader’s attention.

Did you find what you were looking for?’ is typical in follow up emails, however it is a vague message. Take the opportunity to be more specific, as this is a better way to start a conversation and a relationship.


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Sebastian Paszek

Marketing manager

Controlling the chaos of the digital landscape, Sebastian is a multiplatform executive, project manager and photographer.