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“Native Marketing On A Budget” – 6 Tips

Du behöver inte ha en stor budget för att lyckas med din native kampanj. Här är våra 6 bästa tips för hur du lyckas nå dina...

Tailoring Tech Pitches: Insights from Invisalign's Kamal Bhandal

In this AdExchanger Talks episode, Kamal Bhandal, Global VP of Brand & Consumer Experience at Invisalign, shares practical guidance for ad-tech and mar-tech vendors pitching brands. He emphasizes that brand marketers are tech-savvy and should not be underestimated, and urges vendors to tailor pitches to each brand's specific needs. Bhandal also stresses transparency about what the technology can and cannot do, encouraging the use of concrete, real-world examples of success and clear disclosure of limitations. The interview notes Invisalign's move to bring its data operations in-house about four years ago and touches on how branding strategies intersect with product development. Additional topics include Invisalign's social-centric Super Bowl strategy, marketing to doctors vs. consumers, experiments with the metaverse, the value of first-party data, and a light anecdote about caring for a pet alpaca. The episode advocates practical storytelling over generic sales pitches.

In fünf Schritten zum Social ROI

This article outlines five steps to measure the return on investment (ROI) of social media activities. It argues that social marketing can strengthen customer relationships and influence purchases, but practitioners must use concrete metrics rather than soft indicators. The five steps include: being present wherever consumers shop (brand pages, online shops, social channels, and search engines); noting that buyers consult about 10.4 information sources before buying; recognizing that online peer discussions can increase spend (about 11% more per transaction); acknowledging that consumers trust other consumers’ opinions almost twelve times more than company messages; and leveraging fresh user-generated content to improve SEO and keyword discovery. It also describes ROI as a function of increased transactions, higher revenue per transaction, and reduced product returns, and promotes testing different content formats and channels to optimize the social marketing mix. The article is authored by Scott Anderson of Bazaarvoice.