The Media Minute 9.21.22

Anyone who’s ever created content marketing collateral knows to include internal and external links. This digital marketing best practice is in place because it lifts your content in search engine rankings. If you’re looking to improve your link-building strategy, take a look at how to create backlinks to your site, examples of a backlink, and more from Mirabel’s Marketing Manager.

This article works through one of the main objectives for digital publishers, namely optimizing the conversion funnel – attracting new audiences and moving these users through the funnel toward being a paying, profitable subscriber. It is about finding the balance between engagement and frustration that’s essential for high conversion rates. Too much frustration (caused by blocking content with a wall) and your user will turn away and find content elsewhere. Whilst leaving too much content open may well increase engagement but won’t monetize your content… Which is why we’re proposing an engagement funnel that finds the perfect slots to gradually convert your visitor into a consented lead, member and then subscriber.

As publishers pursue the critical goal of revenue diversification, competing KPIs have become a significant blocker — not only slowing the pursuit of revenue streams but also compromising the user experience. According to Digiday+ research, emerging revenue streams for publishers include programmatic advertising, events, affiliate commerce and selling products. The challenge is publishers are managing these diverse business initiatives in siloed departments, with limited optimization across organizations.

Ideally, a CRM should complete and streamline tasks in the natural environment you’re already comfortable working in, then have the fruits of that labor appear in the shared system for all team members to access.  When it comes to your long-term plans and day-to-day sanity, you can’t leave that connectivity (or lack thereof) to chance. Before choosing that CRM, take stock in these basic operating processes to see how your potential system should complement the tools you already have in place.

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The Media Minute 9.14.22

The exponential rise of digital marketing required companies to embrace new methods of reaching current customers and potential leads. Email marketing quickly proved itself as one of the most effective digital marketing strategies. Today, the marketing strategy goes beyond sending monthly digital newsletters and product or service updates. In this blog, we’ll explore how email marketing automation works, which easy-to-use software help, and how email automation is used to nurture leads.

Adblocking sort of feels like the acid rain of the digital ad world – it was a huge and scary problem and undoubtedly caused problems, but it just… went away? Or at least stopped getting as many column inches devoted to it. Or maybe not – adblocking is back at 2018 levels, but that might be about to change again.

Google is once again pushing back its deadline for the end of third-party cookies on Chrome, this time to the second half of 2024. Publishers everywhere are breathing a sigh of relief, but this is no time for procrastination. Cookie deprecation is coming, and it will have a dramatic impact on the way publishers do business. Publishers have countless priorities competing for their limited time and resources, and the task of implementing alternative data solutions to replace third-party cookies can seem overwhelming.

Using a CRM for ad sales management is a fantastic step in fixing one of the biggest problems that ails publications. But using it for that reason alone is like using your smartphone just to make calls — you’re missing out on so much more! According to one report, 43% of CRM users use less than half of the features that their CRM offers … and I’d say that number is conservative. Regardless of whether that comes down to difficulty in understanding the system or ignorance as to all its capabilities, it’s an issue worth addressing if only because there’s so much potential on the other side.

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The Media Minute 9.7.22

In order to truly measure the success of your landing pages, you need to understand which analytics count and how to track the right metrics. By actively monitoring the performance of your landing page, you’ll be able to gain a better understanding of which analytics count and how to track them. To start, Mirabel’s Marketing Manager will cover which metrics you should track to create the best landing page. We’ll talk about how to measure the success of a landing page to generate leads, increase conversion rates, and create clickable content.

The privacy-first model for the internet has already arrived – although headlines and mindsets may not be aware of this yet. Already, nearly half of the internet is cookieless today, when taking into account desktop, mobile and tablet browsers, and beyond. Publishers and marketers still leaning on the crutch of third-party cookies are missing out on the cookieless internet, when in actuality, many consumers are spending time in the cookieless future. This is great news for publishers. Cookieless identity solutions far outperform their predecessors in measurement potential and audience visibility.

Despite heavy spending in Q1 2022, digital ads are now back down to spending levels in 2018, well before the pandemic hit. Publishers should brace for a potentially rough 4th quarter in 2022 and be extremely careful about their budget forecasts for 2023 as brands pull back on budgets, expecting lean times.

In publishing, the addition of digital advertising has opened a new world of revenue opportunities as well as many challenges. And the technological transition has brought with it opportunities for publishers that did not exist as publishers gain the ability to sell advertising inventory across the entire internet. It’s a challenge for many sales reps to understand how digital advertising works so they can take advantage of these opportunities. Here, then, is a beginner’s guide to selling programmatic advertising.

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The Media Minute 8.31.22

By prioritizing blog conversions within your content marketing strategy, you could be racking up high-quality leads and, eventually, quantifiable sales results. By optimizing your blog for conversions, you could also stay ahead of the competition. While there’s no one-strategy-fits-all model for increased conversion rates, Mirabel’s Marketing Manager will dive into key conversion metrics, how to optimize your blog for a high conversion rate, and more.

Google has begun rolling out a series of improvements to Search to make it easier to find helpful content “made by, and for, people”, part of a broad continuing effort to bring more authentic info into Google Search. According to the search giant, the “helpful content update” tackles content that seems to have been primarily created for ranking well in search engines rather than to help or inform people.

Thanks to Google, making sense of a world without third-party cookies continues to be a challenge. And it’s hard to plan for the end when it’s so unclear when that will be. The already-crowded market for alternative ways to do this will only get more crowded. To separate the wheat from the chaff, here’s a primer on how the different alternatives are shaking out. There are exceptions and nuances, of course, but in general the alternatives tend to fall into one of three categories.

Programmatic advertising, at its most basic, provides a variety of ways to automate the proactive efforts mentioned above. With that automation, opportunities abound to provide advertisers, publishers, and audiences only those quality ads that make sense. And with that quality comes ample opportunity for all to profit. With that inspiration, we present a glossary of programmatic ads terminology to help your ad sales reps get familiar with the terms and concepts that they will have to understand to sell programmatic ads.

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The Media Minute 8.24.22

In order to maintain deliverability, each campaign needs to be good enough to successfully pass through spam filters, be opened, read, and not marked as spam by your recipients. The best way to achieve this? By only emailing those who’ve opted in to your campaigns and optimizing elements like your sender name, subject lines, and content. For now, let’s specifically look at sender name best practices and optimizations.

Engagement metrics are considerably more valuable for publishers compared to page views and bounce rates. A new whitepaper by Poool looks into the most useful engagement metrics and also provides tips on building engagement backed by examples from a variety of publishers.

Audio is evolving rapidly. Going beyond podcasts, publishers are experimenting with audio articles, live/social audio, flash briefings, and so on. FIPP’s Innovation in Media report rounds up the exciting innovations happening in this area with informative case studies and valuable insights.

When it comes to magazine media and digital publications, reliable software tools are a necessity. From publishing CRM and magazine design, to circulation and subscription management, this ultimate guide to magazine software is an overview of the most popular software tools in the publishing industry.

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The Media Minute 8.17.22

One of the most important factors to consider when formulating your newsletter campaign is the template you choose. The best email newsletters should remain relatively consistent throughout each edition you send, be easy to read, and feature intriguing headlines and visuals. In this blog, we’ll take a look at some of our favorite email newsletter templates and explain the advantages that come with each design. By the end, you’ll have a better idea of not just how newsletters can look, but how your company can benefit from implementing specific features that will be most effective for your business and your target audience.

The Topics API is part of a series of browser APIs Google has introduced to Chrome to help ad tech companies adapt to the deprecation of third-party cookies. More precisely, the Topics API is designed to support behavioral targeting approaches, which have historically relied on third-party cookies. Rather than sending identified data (cookies) along the ad tech chain, Topics uses the browsing directly from a device to assign users to categories, known as “topics.” These topics are then exposed directly to ad tech vendors via the API, without ever requiring an identifier to leave the browser. Google Chrome believes this will enhance the privacy of its end users.

For businesses of all kinds, standard operating procedures are at risk. After cookies vanish, the job of monitoring website traffic, collecting user data to improve product and digital experiences, and delivering, measuring and attributing targeted advertisements will be affected… Effectively leveraging first-party data helps ensure strong outcomes for campaigns, user experiences and customer relationships. By successfully utilizing customer insights provided by the customers themselves, marketers are carving out a new competitive advantage for their organizations.

If you work in ad sales and depend on your CRM, some tools are absolutely essential. At the bare minimum, you will want your CRM to integrate with your email account. After all, if you spend all day in Outlook or Gmail, why not take advantage of it? However, there are plenty of other marketing tools out there that a publishing CRM can offer. And just because you aren’t using them now doesn’t mean that you shouldn’t be.



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The Media Minute 8.9.22

Developing and leveraging your customer database is vital to digital marketing teams. A growing database of customers means more potential engagement, buying decisions, and more. The information you get from your customers is also incredibly beneficial to guiding your sales and marketing strategies for lead generation. Knowing so much about your customers allows you to properly use those insights to create and adjust strategies. If you need a refresher on how to build and how to leverage your customer database, Mirabel’s Marketing Manager has a few ideas.

“Publishers need to cut through the marketing pitch that adblock wall vendors give them and really listen to what users want,” Marty Krátký-Katz, co-founder & CEO of Blockthrough, suggests. “Users install adblockers to avoid interruptions—and at the very basic level, the pop-up messages triggered by adblock walls are a disruption in the browsing experience. So, as a solution, adblock walls perpetuate the very problem that they intend to solve.”

The biggest winners in the protracted end of granular tracking in Google’s Chrome browser: procrastinators. Barely a week has passed since the announcement that the third-party cookie’s execution has been stayed further and there’s already evidence that ad executives are using it as an excuse to slow down post-cookie preparation plans.  In fairness, it’s sort of understandable. The further away a problem is, the less inclined someone is to tackle it — least of all marketers. Simply put, extended deadlines are an anathema to urgency, as the discourse over Google’s decision makes clear.

“You can’t teach an old dog new tricks.”  You hear that warning a lot when you plan for the future. I know I heard that plenty when I was a publisher helping ad sales teams transition from a print-focus to digital. As far as business expressions go, there are few that I disagree with more than that one. Its dismissing message bears no reality on what I experienced in helping salespeople and advertising teams make the leap to digital ad sales. So let’s dispel this oft-repeated phrase, once and for all.

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The Media Minute 8.3.22

With spam filters constantly advancing, digital marketers need to know what triggers spam filters in order to increase email deliverability and land in inboxes. That’s only half the battle, though. Email marketers also need to stay on top of subscribers’ behaviors and interests in order to continue getting opened, because engagement (clicks, forwards, and replies) affects deliverability. Both avoiding the spam filter and getting a campaign opened relies heavily on your subject line. It’s the first thing your subscriber sees in their inbox.

The use of algorithms to optimize ad performance has provided tremendous value for digital advertisers over the last decade. Publishers need to demand similar technology to optimize their performance, too. The major benefit of optimization algorithms in content recommendation ads is their ability to analyze thousands of ad-to-content combinations. This enables publishers to run ads that will generate the greatest revenue while providing advertisers the highest conversion rates and users the best experience.

There are two competing narratives on advertising at the moment. They sit uneasily with each other. But both are correct. Ad dollars are being spent, but they’re also being cut. Yes, these two things can be true at the same time. No, the latter perspective doesn’t make the former any less valid or vice versa. Really, it’s a matter of perspective.

At its most basic, an ad sales management program can track all stages of a sale through a customer relationship management (CRM) system. At its best, it’s a proactive tool that ensures work is done efficiently, effectively, and in step with every move that both your team members and your valued clients make. What’s important to remember is that these systems are a means for your business. In this article, we’ll go industry by industry to spotlight not just the systems that are available, but also the traits and capabilities you should look for and count on.

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The Media Minute 7.27.22

It’s easy to avoid common email deliverability problems, but coming back from a poor sender reputation is tricky. It’s a longer-term process that requires an organic increase in email deliverability. Take a few email marketing strategies from Mirabel’s Marketing Manager on how to improve your email deliverability and sender reputation

Investment in AI doubled in 2021, but the technologies are not a priority for smaller publishers. Faced with the day-to-day challenges of revenue generation and content creation, it is understandable that smaller publishers see emerging innovations in artificial intelligence (AI) as being low on their priority list. But in avoiding new technologies, they risk missing out to competitors who are working to understand the benefits of AI.

Inflation isn’t just making goods and services more expensive; it’s also pushing up the cost of reaching the market. Everything it takes to get a message out — paper, postage, transportation and ad space — has become more expensive in 2022. And that isn’t likely to change any time soon.  For most marketing professionals, these are uncharted waters. However, brands are adapting to a world where it costs more to do business by evaluating their existing marketing efforts, refining their offers and leaning on reliable partners.

One of the easiest ways to streamline everyday tasks is by implementing a customer relationship management (CRM) software. If you’re in the publishing industry and looking to optimize your processes and boost profitability, read on. Here are the key qualities to seek when looking for the best publishing CRM.

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The Media Minute 7.20.22

CRMs began as an addition to current software, evolving into browser extensions and apps to complement existing tools. Today, most companies rely on SaaS (Software-as-a-Service) cloud-based technology for this marketing necessity. However, the next generation of CRM will include AI capabilities. According to recent IDC projections, “Intelligent CRM applications will account for 20 percent of the AI applications market.”

Think loyal users drive conversion? The data indicates a more nuanced reality. According to Piano’s latest Subscription Performance Benchmark Report, nearly 30% of subscription conversions happen after 10 active days – in the first year of a subscription business. In year two, over 40% of conversions happen on the first day of engagement.

The U.S. ad market contracted 3% in June, marking the first decline since February 2021, according to a MediaPost analysis of data from Standard Media Index’s U.S. Ad Market Tracker. The contraction follows a steady deceleration of the U.S. ad market’s expansion coming out of the COVID-19-related advertising recession. Relative to June 2020, which fell 23.1%, June 2022’s ad market index actually expanded 36.6%.

The resistance that some production managers have in opening up their flatplans to the rest of the company is widespread. And it does easily boil down to an overall resistance to change. These are easily dispelled myths that can be addressed head-on for the better of the publication, the people who make it, and the process overall.

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