First-party data is information that is collected directly from your customers with their consent. It is a valuable asset that can improve the ROI of your marketing efforts. It’s also becoming more important to gather as privacy regulations tighten and consumer expectations shift.

Google Performance Max was introduced in 2021 and we have been trialling it with our eCommerce clients over the years. It’s a great tool for advertisers who want to utilise all of Google’s advertising channels in a single campaign to achieve their conversion goals. However, it’s highly automated. Since it uses AI to maximise and enhance advertisers’ placements, it needs to be given the right strategic inputs.

AI is being used in both subtle and transformative ways to improve digital marketing. However, digital marketers are still figuring out the best way to gain a competitive advantage from the technology. Lean too heavily on AI and you could miss the human element of your campaign or lose control over your ad placements. Avoid AI altogether and you could get left behind.

Creative fatigue causes people to stop paying attention to ads. It happens when your target audience has seen your ad too many times and can have a big impact on the effectiveness of your campaigns.

TikTok has become one of the most popular social media platforms, especially among young people. Its engaging short-form videos and rapidly growing user base have instigated countless trends. As a result, brands have started tapping into the platform to reach their audience in a creative and authentic way.

Email marketing is a powerful method of building relationships with your customers. When a customer opts in to receive emails from you, it’s often a signal that they want to hear from your brand.

If you’re new to digital marketing, you might be wondering why everyone keeps talking about funnels. People are drawing upside-down triangles for a good reason. The digital marketing funnel is a simple way to visualise how customers become aware of brands and then purchase from them.

Digital ads have become a popular way for brands to reach their people and you might have noticed prices rising. While the internet can feel like an endless expanse, there are only so many placements available and price increases with demand. If you want to break through during competitive periods, you need a great digital advertising strategy.

AI has been adopted rapidly and is often seen as the key to gaining a competitive advantage in business. However, as more AI technology is packaged into off-the-shelf solutions, businesses need to think beyond ‘what’ tools they will use. To gain a real competitive advantage, we also need to imagine ‘how’ and ‘why’ we will use AI.

Meta’s AI-driven ad tools have now been grouped together under Meta Advantage+. The powerful product suite uses machine learning to connect the right creative, with the right audience, at the right time. It’s helping brands to reach people more efficiently, but how can you gain a true competitive advantage with a tool that all brands have access to?

Pinterest is a beautiful and visually-driven social media network that is emerging as one of the most powerful advertising platforms for brands. The people who use it are often planning for their future and looking for inspiration, putting Pinterest advertisers in a prime position to be discovered.

You may have noticed an unfamiliar brand called Temu popping up in search and social media. The new online marketplace launched in Australia in April and is already the eighth-largest online retail brand in terms of audience. Retail marketers will need to pay attention to the fierce online competitor with low prices and quick factory-to-consumer turnaround, similar to Amazon and Shein.

Google might have turned its own brand name into a verb, but that doesn’t make it immune to the rise of social search. There are now so many other ways for consumers to discover brands and they’ll happily sit back and relax while marketers rush to reach them.

We are hearing a lot of mixed opinions about GA4. Although the interface has been simplified, some people are finding the platform harder to use and are needing to rebuild reports. Learn how to use the transition as an opportunity to reset your marketing metrics.

How do some brands continuously produce one effective campaign after another? What do they know that others don’t? These brands don’t necessarily have a ‘secret sauce’. Many have a marketing feedback loop that constantly gives them feedback about what is and isn’t working.

AI is really smart, but it doesn’t always know what you know. While advertising platforms, such as Meta and Google suggest using broad audience targeting and letting AI find the right customer, this does leave space for tunnel vision. AI might find the demographics that are converting right now, but it doesn’t necessarily know which markets you want to spend more on today so that you can enjoy a return tomorrow.

As marketers, we have to keep up with emerging consumer trends to keep the brands we manage relevant. That’s becoming easier to do now that the world is becoming more digitised. We can tap into a variety of platforms and databases that are constantly gathering information about consumers.

Ruth De Luchi, our Founder and Managing Director recently wrote an article for Mumbrella explaining why marketers need to stay in tune with search trends.

Identifying your target customer is one of the most important elements of marketing, but we’re not always getting it right. Check out our latest feature in B&T to find out how to target your ideal customer persona using data, rather than assumptions.

Since launching Status Agency, I’m steadily becoming wary of common refrains that gradually become accepted truths. Things change quickly, no matter what business you’re in and the tricks that worked in the past won’t always work today.