How the automation of digital advertising is hamstringing the industry. When we think about the categories of marketing, like advertising, we think of the glamourous side – MadMen-style board rooms, creative strategy sessions, big-brand awareness campaigns on traditional media platforms, etc. Of course, the reality is far, far more boring, but...
Creative is the #1 mechanism behind the performance of your ad account. This is how you make ad creative that converts. Today's edition of The Marketer's Playbook is brought to you by the Psychology of Marketing newsletter. The best marketing is based on science, not assumptions, and in the Psychology...
Exploring the ethics of marketing and the impact that eCommerce as an industry has on the world. A quick note: This is a repost of one of the very first The Marketer's Playbook articles. Over time, many articles have been lost, but there are a few that have been found....
Younger generations are taking less risks. Why is that, and what impact does this have on consumer behaviour and marketing? Humans are becoming more risk-averse, and generally speaking, this is a good thing. Sure, risk aversion is important in marketing when looking at consumer psychology, but what's most interesting about...
How To Use Meta's Ad Set-Level Attribution Settings To Adjust Your Audience Segmentation 7-day click, 1-day view. 1-day click, 1-day view. All click, no view. What should you use? It helps to change the framing of this from a reporting question to a targeting question. That sounds weird, I know,...
How To Discover Hidden Audiences. I recently wrote a guest post on the Shoelace blog that was a think-piece about how you can discover previously hidden interest-targeting options for your prospecting campaigns. I call it the Interest Venn Diagram. I'll briefly explain how it works here, but for greater detail...
