Are you still blogging like it’s 1999?
Locowise, a UK-based analytics firm, predicts six marketing trends that will bite the dust in 2018. Any surprises here?
Google AdWords Adds Targeting By Phone Number, Mailing Address
As of this month, advertisers can upload first-party data phone numbers and mailing addresses for Google’s Customer Match.
Previously, AdWords campaigns only allowed advertisers to upload anonymized email addresses as well as set broader targets around demographics and interests.
Read more from WordStream, a Premier Google Partner, here.
Case Study: Montana Tourism Campaign Success on Facebook Canvas
What’s Montana’s biggest competition? Colorado, says a $150,000 Montana Report of Findings resulting from a custom destination brand research study for the state conducted by Destination Analysts.
Playing to its strategic strengths with target audiences in key markets, Montana Department of Commerce renewed with Wisconsin-based marketing firm Hoffman York. Following some controversy about the out-of-state agency choice (The Travel Vertical, 3/22/2017), that agency has now opened an office in Helena, MT.
The Montana Office of Tourism and Business Development‘s Facebook Canvas campaign, called the first-ever by a U.S. state tourism office, is cited as a Success Story by Facebook Business.
The Results
The two-week campaign successfully showed skiers why Big Sky Country is a great winter destination. Comparatively, the campaign achieved:
- 7.5x higher click-through rate
- 2.6x lower cost per click with Canvas compared to typical Facebook ads
- 19x higher click-through rate to VISITMT.COM from Canvas
“Canvas enabled us to tell a story as big and diverse as Montana in a captivating way. Facebook’s 360 video, tilt-to-pan creative and cinemagraph integration let us paint Montana’s story in a way other platforms couldn’t. Precise targeting and in-depth metrics helped us optimize to reach peak engagement,” said Raylee Honeycutt, consumer marketing manager, MOTBD.
What else is new:
- Chatbots for trip planning on social media
- Photography and videography by Montana residents
- TV ads during 2017 Olympic winter trials
See more here.
Snapchat’s Influencers Are Fleeing to Instagram for Money
Is anyone surprised?
Brands want to know exactly who they’re reaching. But on Snapchat, there’s no easy way to tell how many views anyone is getting.
Related: “Influencers Are Earning How Much Per Post? $300K?” (The Travel Vertical, 9/5/2016)
“The disappearing-message service kept it tough for users to measure their audience. Facebook’s service swooped in.” – Bloomberg reports. Read about it here.
Case Study: San Francisco Travel & MMGY #AlwaysWelcome Campaign is Featured as Facebook Success Story
The destination marketing organization tested different video lengths and styles to identify best practices for its video ads, #AlwaysWelcome, and found that the best ad delivered 42% more views and a 3.8X return on ad spend. See how various elements of the campaign were tested and how the best results came to life here.
“As our content evolves to provide our audience with a richer experience and stronger connection to San Francisco, Facebook continues to be our top marketing channel to leverage and amplify our content, ensuring it gets in front of the right people at the right moment.” – Dan Rosenbaum, Director, Global Digital Marketing, San Francisco Travel
