In the Age of B2c Email List Dying Cses

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sk58963
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Joined: Thu Jun 09, 2022 11:52 am

In the Age of B2c Email List Dying Cses

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Feed Management is More Important Than Ever Over the past year, there’s been a clear change in the scope of product feed usage as the CSE landscape has shifted and Product Listing Ads have continued to evolve. When Merkle b2c email list moved into feed-based marketing there were more than ten major active CSEs and PLAs were just getting off the ground. Feed management was viewed as synonymous to CSE management because that was the main use case for a product feed. Fast forward to Q1 of 2016 and only two major traditional CSEs see meaningful volume, while PLAs have come to make up 70% of our retailer clients’ non-brand click traffic on Google. At the b2c email list same time, Google continues to show increasing favoritism to the PLA format, with the elimination of right-rail text ads and frequent tests for expansion. Yes, CSEs have consolidated significantly.

However, with the continual strong growth of PLAs and marketplaces, and sustained success in affiliate programs and display remarketing, the definition of feed management has morphed. Rather than just a way to run CSEs, feed b2c email list management has become an essential strategic element integral to success across many b2c email list digital platforms. Analyst Oversight Critical Component to Succeeding with Feeds Many retailers and agencies think about a feed as a set-it-and-forget-it file that requires initial set-up, but not much attention thereafter. However, our analysts have b2c email list proven time and time again that active management and collaboration on all feed-based marketing is essential to maximizing efficient revenue for that channel.

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We at Merkle are huge proponents of using the power of technology to manage marketing programs at scale, while also relying on b2c email list the intuition and creativity of human analysts. The analyst piece is critical to ensure that automated processes and their outputs are used in meaningful ways that are tailored to each retailer’s unique needs. For example, Google’s Dynamic Remarketing ads automatically populate with products a user viewed previously, with Google filling in the blanks with whatever products they deem relevant. Across a feed of tens of thousands of b2c email list products, letting Google decide which products are best to show any given customer is undoubtedly not an ideal solution.
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