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How to clarify marketing metrics to impress the C-suite

Martech

While it is relatively easy to define “top of the funnel” (TOFU) and “bottom of the funnel” (BOFU) metrics, such as click-through rates and sales conversions, the metrics for middle-of-the-funnel (MOFU) activities are often ill-defined and generic. In this chaotic environment, the clarity of intended outcomes often gets lost.

Finance 124
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2024 Predictions: Advertising and digital media

Martech

Attention metrics will capture marketers’ attention and meaningful engagement As seen in our 2024 data predictions , the phasing out of third-party cookies is almost certain. Marketers can use them to complement or replace traditional clicks and views. Attention metrics are tied to engagement time, focus and quality of interaction.

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How AI is reshaping the content creator industry

Search Engine Land

Analysis has shown that the general drop in traffic to small independent sites was not caused by the unhelpfulness of their content but by an overall drop in click-through rates. In the U.S., this number is 360.

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How SEO can work with digital marketing teams

Search Engine Land

For example, meta descriptions are like paid ad headlines, so studying high-performing ad copy and click-through rates can help improve SEO content’s impact on search results. While it originated from link building efforts, in 2024, digital PR encompasses much more. Likewise, SEO teams can learn from paid media teams.

UX 105
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How AI is advancing advertising and changing consumer engagement

Search Engine Land

AI in action (2024 and beyond): Users are becoming increasingly comfortable with AI tools and are extracting tangible value from them in their daily lives and work. The more visual you can make them, the more they will likely stand out and then, the better they’re likely to get in terms of your click through rate.

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Better Google RSA creation and optimization in 3 steps

Search Engine Land

At SMX Advanced 2024, I highlighted the biggest pitfalls marketers face with RSAs, which make a difficult task even harder. Most accounts will benefit from running ads that better qualify the click, filtering out wasted clicks from your anti-audience and driving more conversions with less spend. Processing.

CTR 77
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The science behind high-performing calls to action

Martech

For example, instead of Download our guide, use Dont miss the trends shaping 2024. Dig deeper: 4 cognitive biases and psychological drivers for influencing behavior How to use visual cues to trigger action Visual cues play an essential role in creating CTAs that attract attention and drive clicks.