THUSDAY NOVEMBER 10th 2022

I want to sometimes introduce technologies that many CMOs and marketers may not know or use in their advertising mix. I've found that Pay-Per-Call is one of those technologies that seems to be used by many people, and then ignored by others. Instead of writing another article about how Musk is destroying Twitter for advertisers, I decided to have a little fun and introduce you to pay-per-call in a different way
 

The Walking Dead is a popular TV show that follows the life of Rick Grimes and his group of survivors. They have to fight off zombies in order to stay alive, just like advertisers do when it comes to pay-per-call. But what exactly is pay-per-call? 

Well, it’s kind of like a zombie—it won’t die anytime soon! In fact, it's much more than that: it has evolved over time and will continue evolving into one of the most important marketing strategies for businesses that want to reach people on their phones.

Pay Per Call Is Still Alive and Well
If you’re a fan of the Walking Dead, you know that even when it seems like everything is lost and there’s no hope left, people will still fight.

In the same way, pay-per-call advertising is still alive and well—it just looks different than it used to. 

In the past, pay-per-call was really just another form of telemarketing. You’d have a script and then someone who would call people on the phone with it—but now things are different! 

Now, pay-per-call advertising is more like marketing automation than anything else. With it, you can reach out to customers through many different channels all at once. This means you can use chatbots to talk to people who visit your website; you can send push notifications to people who have downloaded your app; and so much more!

Pay-per-call is not the same game it used to be. It's changed, just like a human turns into a Zombie. The old ways of paying for calls are still around, but they’ve been joined by a new wave of exciting opportunities that can make you more money than ever before, not leaving you hungry. 

Pay Per Call Mobile Will Take Your Marketing to the Next Level 
Mobile is the future of pay-per-call, and it's already here. I've seen a growing number of marketers using mobile devices to make calls—and that number is only going to grow as more people become accustomed to using their smartphones and tablets as part of their daily routine. 

As marketers, we need to keep up with these changes and figure out how to take advantage of them. Mobile pay-per-call is a huge opportunity for you to reach new customers and make more money than ever before.

With mobile-friendly tech, anyone can log into their account on any device at any time and make a call. 

This means that you'll be able to use your smartphone or tablet to make calls with just a few taps. In fact, some of our customers have told us they prefer making calls from these devices because they're easier than using traditional desk phones or landlines! You can also access our platform through your computer browser (such as Chrome) if you don't have access to another device.

Whether it's Google Voice calling or Skype calling—or even just text messaging—if there's one thing we've learned from The Walking Dead? It's this: keep moving forward!

Pay-Per-Call Will Soon Be on Top of Digital Marketing
You’re probably wondering, “what does this have to do with the walking dead?” 

Well, the pay-per-call industry is growing, and it's going to be bigger than ever in the future. 

Just like Zombies will be at the top of the food chain. 

Also, just like how new technology has helped zombies become more intelligent, digital marketing has allowed more people to get their hands on Pay Per Call Advertising.

 This means that the world of Pay Per Call is going to be bigger than ever before. It's not just going to be a good way for businesses to make money; it's also going to help them get more customers and clients. Pay-per-call will soon be on top of digital marketing because it works so well.

Pay Per Call is one way that businesses can leverage these statistics and reach new customers online. The cost-effective advertising option allows them the chance at revenue growth while also providing transparency into where those clicks are coming from – something that wasn't always possible before now!

You Can Get a Quick Start with Pay-Per-Call
Pay-Per-Call is like the Walking Dead because it’s easy to get started.

 Anyone can become a Zombie. 

This is a low-cost, no-hassle marketing tactic that can help you quickly test the waters and see if your Pay Per Call campaign is right for you. You don’t need a website or any digital marketing experience to implement this strategy either!

 Ever seen a zombie with a website? 

This is a great way to find out if your product or service is in demand without having to spend a lot of time or money on it first.

Pay Per Call is Highly Targeted
You might be surprised to learn that pay-per-call is a lot like the Walking Dead. Both are highly targeted, and both have a knack for sniffing out the humans.

In fact, pay-per-call is one of the most targeted forms of advertising. That’s because you can target your ads to specific demographics and locations in real-time—just like a zombie smells humans from afar. You can also target by gender, age group, and even based on keywords related to your product or service (if that’s what you sell).

But don’t worry about being eaten alive by remote prospects: when people call your number after seeing an ad on Google search results or Facebook news feeds as well as other channels where they aren’t always paying attention (like websites), they want something from you!

Always Experiment with Different IVRs
As a business owner, you often get the feeling that you’re in a zombie apocalypse when it comes to your PPC campaign.

 It seems like every week, someone new is trying to eat your brain (or wallet). If someone is trying to take your money, you should be doing everything in your power to get it back. And this includes testing different IVRs (interactive voice response systems) and making sure that people can easily understand what you’re saying when they call your number.

But what if there was some way for you to not only survive this terrifying new world but also thrive? Well, there is! You just need to think like a survivor from The Walking Dead and experiment with different IVRs, keywords and ad copy until you find something that works. 

And if one thing doesn’t work or performs poorly? Well then try another thing! Otherwise, you'll get eaten. And that's not good.

Consumers Can Get Quick Access to Information Through Calls! (Even in Times of Disaster)Think of pay-per-call as an easy, one-stop shop for all your needs. Think of it as a blood bank. Do you want a blood transfusion? You've got it! Do you want to know how much blood you need? Got that too!

But what if you're in a situation where you can't get out and access those services? Maybe you're stuck at home and feeling ill, or maybe there's some sort of disaster going on around you. With pay-per-call, that's not an issue because the information is accessible online—even if there are no stores open nearby.

You don't have to worry about being stuck without access to vital information during natural disasters either; with pay-per-call numbers available 24/7/365, it's possible for people in need of help (or answers) to reach out quickly.
 

Advertisers Can Speak to Qualified Leads in Real-Time (This One IS a Big Deal!) Zombies are always in real time

While there are plenty of ways that pay-per-call is like the Walking Dead, one of the most exciting is also one of the most obvious: It allows advertisers to speak with qualified leads in real time. Zombies are always in real-time. Does this make sense? We don't care. We just thought it was funny. 

The point is that pay-per-call is a real-time advertising medium, and this has several important implications for advertisers. For one thing, it means that you can get your message to people who are most likely to respond…right now! 

More importantly, though, the fact that you're speaking with potential customers in real-time means that you can tailor your approach based on what they say and do.

Imagine being able to reach out to a potential customer within seconds of hearing their name mentioned on social media or in a news article. Imagine being able to bring them into your sales funnel right away, instead of having to wait days or weeks until they go through your website and then maybe get back in touch with you. 

That’s what pay-per-call allows you to do!

While it may seem like a small thing, this kind of instant gratification can make all the difference when it comes time for closing deals and making sales!

Pay-per-call is also similar to the Walking Dead in that it allows advertisers to reach a highly engaged audience. Zombies are incredibly engaged, as they have nothing better to do than hunt humans (and eat their brains). You can’t really blame them for being so focused; after all, they only have one goal in life: Survival!

Now, you know how pay-per-call is like the Walking Dead. The good news is that you don’t have to worry about this being a short-term trend. There are plenty of companies still using pay-per-call for their business, and it’s not going anywhere anytime soon.

 In fact, it will only get more powerful as technology advances and consumers continue to rely on mobile devices for everything from making calls to ordering food delivery!
 

Pesach Lattin
Pesach@lattin.us
Connect with me on LinkedIn.

please send all releases to pesach@lattin.us 
 

The newest member of the TikTok team is a veteran of the tech world with a lot to prove. Kate Jhaveri has joined TikTok as its new global head of marketing. In her role, she will oversee both consumer and brand marketing for the company. She previously worked with Twitter, Twitch, Facebook, Microsoft, Apple and Dell. (READ ENTIRE STORY)

Impossible Foods has hired Leslie Sims as its new Chief Creative and Marketing Officer, according to a company press release. Sims will oversee the brand’s marketing strategy and creative development.

She joins Impossible Foods from Deloitte Digital, where she served as US chief creative officer. At Deloitte Digital, she worked with brands including IBM, General Mills and Girl Scouts. (READ FULL STORY)

Mike Fox, a seasoned brand marketer, has joined MUD\WTR as its Chief Marketing Officer, the first person to hold this position with the company. He comes highly experienced, having held leadership roles for world-renowned brands such as Facebook, Snapple, CNN and Sony. In the past 13 years, he’s specialized in scaling early-stage startups from local to national to global. (READ FULL STORY)
 

Namuk, the Swiss kid’s outdoor apparel brand, hired Sebastian Reinhard as chief marketing officer  responsible for national and international communication.Namuk, founded in 2016, launched its Re-Use platform last year and expanded into the bike and hiking categories with Giro and Lowa. Reinhard is responsible for growing the brand in Germany and the USA. (READ FULL STORY)
 

TheRundown
At least 10 News Stories you Must Know
(but don't have time to read!)

1. Disney CEO Bob Chapek is pivoting toward profitability, even as he continues to prepare the company for an uncertain digital future. With shares in Disney falling on Wednesday after it missed Wall Street estimates, Chapek took the stage at the Paley Center for Media in New York, where he addressed the company’s most significant near-term maneuvering: Making Disney+, and streaming generally, into a profitable business.

"Our investors expect us to have a return on that investment," Chapek told attendees. "That's why we're putting so much effort into creating a new model that will allow us to make our content available everywhere while also making sure we're getting paid."

2. The term "hot spot" is used in a new way that's more of a negative than a positive in terms of new advertising KPI: decarbonization. The term came up Wednesday during a panel discussion on the role of media planning in decarbonization at Ad Net Zero's global summit, after Nestle Media Lead Laure-Sarah Labrunie provided an example of how the global packaged goods marketer is making small, "hygienic" changes to mobile media in order to reduce its carbon footprint. Specifically, she said Nestle recently ran an A/B test of campaigns for Nescafe using two forms of mobile connectivity: 4G cellular connections, versus WiFi internet connections.

The latter resulted in a 45% reduction in carbon emissions—which is unheard of! (MEDIAPOST)

3.  Musk begs advertisers to come back while insulting them, threatening blackmail, and exposing employees' political preferences. During a Q&A on the “Future & Advertising” on Twitter Spaces midday Tuesday, Musk reiterated why his plan to begin charging Twitter users $8 a month to have their accounts verified with the platform’s blue checkmarks, which is something that many veteran users have objected to some of the most critical press coverage has focused on during his first couple of weeks as Twitter’s new owner

4. The past couple of years have been tough on businesses, and the next few are going to be even tougher. According to data released by Borrell Research on Wednesday, the economic pressures of the past few years will continue to impact advertising spending in 2023. Some media is forecast to grow double the average, but many will decline.Borrell forecasts that local advertising will hit $120.7 billion this year and $121.5 billion in 2023, representing 0.6% growth. Digital media such as search, display, and video is expected to grow 5.2% in 2023 while traditional forms of print, broadcast, outdoor and cable are collectively forecast to drop 6.5%. Broadcast TV will suffer the largest drop due to its inability to compete with streaming services and other digital options for consumers' attention spans.The forecast is fueled by the collapse of millions of businesses as a result of the pandemic and economic challenges in 2022 but also by the creation of twice as many new smaller businesses that are very different than those each replaced. (MEDIAPOST)

6.Walmart is like a one-stop shop for innovation.

It's not just about building its own solutions. It's about testing and trying out everything from the latest trends to the most cutting-edge technology, then using what it learns to build the solutions its customers want.For example, Walmart recently tested a giant drive-through self-service kiosk that can handle any kind of order—kind of like an ATM for groceries. And it's not hard to imagine how this could be used in the future: self-driving cars will come pick up your groceries after you've ordered them online, and then park themselves in your garage while you're out enjoying a nice meal with friends. Walmart doesn't stop there. They've also been testing using their employees as delivery people—which means they can take advantage of everyone's expertise while still giving customers the experience they want. And when they find out what works best? They either build it themselves or partner with someone who can help them do that! (OMNICHANNEL WALMART ON MEDIUM)

5. The war is over. Major League Pickleball and the Professional Pickleball Association Tour's VIBE Pickleball League are merging to form one global, co-ed, team-based league. The merged league will be called Major League Pickleball and will continue using the format and name of MLP's Steve Kuhn and PPA's Tom Dundon announced in a joint statement.

"Coming together as one team league allows us to build much bigger events, offer more prize money, enhance player development, pursue larger media and sponsorship deals," the league announced.

The combined league will continue boasting the top players in the world and maintaining its high-profile team owners it has accumulated in recent months.

6. Forbes is nearing a sale to a group of investors, although the total is likely to be lower than the $800 million it sought. 

The news was confirmed by Forbes CEO Mike Federle in a memo to staff. “The potential acquirer is a consortium of family offices and global investors that is strategically aligned with the Forbes executive team and our goals for growing the company,” Mr. Federle wrote, according to the New York Times.

In August, Forbes announced it was exploring a sale after it cencelled a plan to go public via a special purpose acquisition company (SPAC), with a valuation of $630 million. Since then, there have been reports of several suitors, including News Corp and private equity firm Blackstone Group LP.  

Forbes, founded as a magazine in 1917, it reported a 40% revenue increase YoY in 2021, according to the Times.

7.You could watch your ads over and over again, but your customers might not be feeling it. That's why YouTube is rolling out their new Target Frequency feature globally for YouTube campaigns. The new feature lets you show ads to users up to four times per week, depending on how often they've seen it before. YouTube says their systems will optimize for maximum unique reach at your desired frequency.

If you got it, use it: Also, if you're running connected TV (CTV) ads, you can now target first-party lists in Display & Video 360 campaigns. Basically that means you can show ads to people on your list when they're watching content on their devices. Pretty cool.

Related to that, Google is also rolling out "audience expansion for CTV," which is similar to lookalike audiences but for CTV ads—yet another way to help you reach more people who match your first-party data!

8. Elon Musk has been hard at work on Twitter. In another episode of “WTF Elon’s doing at Twitter today,” a Twitter product executive revealed that there will be three types of accounts: official, paid and unlabeled. Sorry fans, but the official type is not for purchase. They also tested the official ones briefly, then Musk had a fit of some sort and took it down.

10. In an official statement, Mark Zuckerberg confirmed Meta is reducing its team by 11,000 employees, about 13% of the workforce… and he's hinting at additional steps to make the company "leaner." Zuckerberg says they're taking these steps because they want to be more efficient and focus on their core business: screwing up what already works and being obsessed with virtual reality.  The company had already announced plans to lay off up to 4,000 employees earlier this year—and this latest move will bring that number closer to 15% of its workforce.

11.It's been a rough week for FTX.

Reuters reported that FTX used some of its customers' deposits to support Alameda Research from its financial difficulties, and Binance pulled out of the FTX acquisition as a failed bid to save crypto.

In response to these events, FTX CEO Sam “SBF” Bankman-Fried has released a message on Twitter saying he is working on a more thorough explanation of what happened. The message shows that he is unsure of what “the right pathway forward” is. A recent post on the Twitter account called Autism Capital highlighted more rumors saying that FTX employees knew that the company had been breaking the law since 2021 but continued working anyway. According to the tweet, the employees are now being used as “fall people.” Members of the crypto community responded to the tweet, saying that if they really knew, they should “be in jail.” 

15. Beyond Meat, a plant-based meat maker, said its revenue fell 22.5% in the third quarter because of weaker demand and price cuts.

The company reported net revenue of $82.5 million for the July-September period, far lower than the $93.6 million Wall Street had forecast, according to analysts polled by FactSet. Beyond Meat shares fell to a 52-week low of $11.56 before closing at $11.82 on Wednesday. They continued to fall in after-market trading after Beyond Meat released its third quarter results on Tuesday night. Beyond Meat President and CEO Ethan Brown said consumers have been switching to cheaper proteins like chicken because of high inflation—which hurts demand for products like Beyond burgers, which cost about $2 more per pound than lean beef ones—and they're also looking for healthier options. Compare this to Impossible Meat, which has been growing huge and just hired a great CMO

16. “The unique reach aspect is really coming down to how it’s being bought, if it’s being bought by one partner or multiple partners. Some app platforms don’t work when it comes to playing nice with others. If you’re buying via Roku’s OneView, when you’re only buying that one way then usually you get unique reach from that platform. But if you layer in a Hulu via [another partner], they won’t let you do a one-to-one add, and you’ll need another trigger to project what the overlap is.” (DIGIDAY)

17. In a press release, Coors Banquet, the official beer partner of Paramount’s “Yellowstone”, announced that they will be offering fans a chance to live like a Dutton. From now until Jan. 1, viewers can enter via a landing page to win the “Live Like a Dutton” experience. One winner will be selected to visit a Montana ranch with three friends and go horseback riding, roping and enjoy family-style meals. The winner will also be outfitted with gear from western outfitter Seager. The partnership comes after the season four finale of “Yellowstone” was the most-watched entertainment release telecast since 2017, bringing in more viewers than the football game also playing that night. (MarketingDive)

18. It's a sad day in the digital ad industry. The search industry is on the cusp of a major transition, with the decline of traditional search advertising—which is trapped in the headwinds of a significant increase in retail search.

But don't worry! The behavior of searching for products and services is strong, and the location of where consumers conduct their searches continues to change. So even though you might not have as many clicks coming in from clicks on your website, you could be getting more traffic from people looking for your products on retail websites like Amazon or Walmart. (MEDIAPOST)

The Watercooler
Impress your Co-Workers with these useless facts about marketing

"Most CMOs will tell you transparency is no longer an option, but a marketing requirement. Establishing and maintaining trust-based relationship between brands and their customers has and always will be at the core of the enterprise and remains the primary intent of any good CMO.

Adding transparency through advertising ‘is a worm hole’. Building long-term trust takes time and can be lost in a heartbeat. Collaboration and communication between in-house teams and external agencies is critical. The sharing of insights between internal tech and development teams working side by side with marketing teams can be a challenge."

– David Pugh-Jones, CMO CUDOS
 
 

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