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Especially Important for Companies

The YouTube acquisition — for which they paid $1.65 billion at the time in 2016 — may have turned out to be the best acquisition in Google’s history. Google video search. Image source: Google In addition to changing consumer behaviour, an important driver of this growth is the interweaving of branding and performance . It is very important for advertisers to map out the actual (financial) impact of video advertising in addition to reach, so that they can view it more as part of the total funnel. This poses a number of challenges, especially for companies with a complex customer journey . Not least when it comes to tracking . But the choice is actually simple. It just deserves attention, because video also offers an excellent opportunity to diversify within your online marketing effort. Unlike search ads, there’s a lot more competition when it comes to video.

Important for Companies

In addition to YouTube, channels such as Facebook, Instagram, TikTok and LinkedIn can also form an inexhaustible source for getting more return from every online marketing dollar. 4. Live commerce: it’s showtime! In May 2016, Alibaba pioneered Taobao Live . It marked the beginning of a new potential chapter in the way online products are sold. What started as an experiment quickly grew into an increasingly important means Russia Phone Number of getting people to make a purchase. During Singles Day, Alibaba already realizes many billions of dollars in turnover with the help of live commerce . During online live streams, advertisers combine multiple needs. Users can watch and shop at the same time, as well as enjoy some entertainment. Chinese influencers collaborate with l’oreal.

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Facebook already launched the Facebook Live Shopping Fridays last year and Amazon is also experimenting a lot in this area. With its own streaming platform that hosts daily shows about fitness, cooking and makeup, the possibilities are endless. 5. B2B will continue to grow strongly Of course, many developments take place everywhere. But specifically for B2B, many companies are still at the beginning. Many companies still struggle with the collaboration between marketing and sales, and also often have to contend with complex customer journeys. It is precisely these complex customer journeys that cause different types of challenges. Because a decision is often not made after a single statement, 2 telephone calls or a website visit, it is very important to measure the impact of all components properly where possible.

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