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Challenges, Budgets, Digital Transformation & Skills



Challenges, Budgets, Digital Transformation & Skills

Many different types of businesses have struggled over the past few years, and as a result, the marketing profession has had to adjust its goals, duties, and skill sets.

A company stops innovating and evolving, and it often undergoes a transition. There is less of a need for radical change when a company moves in parallel with its market, updating its products, services, Digital Marketing, and proposal to attract new consumers and increase the lifetime value of its present clients.

Marketers’ responsibilities as senior executives now include acting as revenue and growth drivers and company accelerators. They must also develop strategies for attracting and retaining the talent they need to succeed in today’s highly competitive, customer-centric (CX-focused) e-commerce marketplace.

What are the most considerable difficulties facing marketers and managers overseeing them in this more digital world?

Most significant obstacles facing the business world of marketing?

The most effective forms of digital marketing use online and offline methods of reaching and interacting with consumers. However, chief marketing officers (CMOs) and other top marketers have difficulties as budgets get cut, and upper management expects data to make educated business decisions.

So, let’s take a look at four of the main obstacles:

Delivering Greater ROI on Marketing Budget

It is now much more straightforward for marketers to calculate their efforts’ return on Investment (ROI), thanks to the wealth of data available across digital platforms. However, that isn’t very easy because 20% of C-level marketers name increased return on investment as their top challenge.

Return on investment (ROI) is significant since it illustrates the worth of marketing activities and can help chief marketing officers evaluate the success of each campaign. This will allow them to develop and launch more effective advertising in the future with more reliable information.

Achieving a Positive Return-On-Investment is complicated. If you have evidence to support your proposal, your leadership team is more likely to endorse it. CMO, Americas, Tech Industry.

These days, top marketers place a premium on return on investment (ROI) because it aids in selecting the most productive marketing strategies. It reveals trends in consumer habits and demonstrates marketing’s effect on revenue.

Attracting New Talent to the Marketing Team

It’s widely known that there’s a worldwide skills gap in the digital realm. The Economist Group emphasized combining technology and skill for marketing success.

There is a critical lack of talent, especially in these vital sectors that are given below:

  • UX designers
  • General digital marketers
  • PPC specialists
  • Data analysts
  • Search Marketing
  • Martech
  • CX specialists
  • Search Marketing

It’s hardly surprising that in today’s highly competitive digital market, most of these positions are concerned with either boosting the customer experience or increasing brand awareness. What’s remarkable is that general digital marketing skills are valued almost as highly as PPC, CX, and data analysis expertise.

Unlocking the Power of Data to Push Growth

Marketers’ valuable resource is data. It helps marketing teams and their managers learn about their customers, find ways to personalize their communications and launch effective campaigns.

Data is abundant, but it can be challenging for many CMOs and senior marketers to know how and where to use it. Smaller businesses might sometimes struggle to find skilled personnel to manage their data and turn it into actionable insights.

This is because many organizations are either relatively small in size or have limited resources, so they need marketers that can handle everything from content marketing to sponsored search to social media marketing.

Similarly, businesses will have to rethink their strategies for gathering client information in light of the decline of third-party cookies. While tools like first-party and zero-party data make this possible, businesses still need to adapt their thinking and give customers incentives to trust their personal information.

Integrating Traditional & Digital Marketing

Traditional and online marketing need to work together in all fields. Nowadays, customers encounter several connections along the marketing funnel, expecting a consistent experience from the beginning to the end.

Therefore, CMOs and senior marketers emphasize multichannel marketing as a consumer engagement and retention strategy. In the words of one chief marketing officer in the nonprofit sector: “We need a better understanding of the need to be omnichannel focused and digitally seamless.”

Marketing Skills & Digital Skill Shortages

Senior and mid-level marketers on workforce capabilities found that both groups felt severely limited in digital marketing expertise, particularly in data analysis, digital marketing strategy, and user experience design.

It’s a worldwide challenge for business executives to find and keep employees with the right mix of digital skills. Research on digital skills and employment trends reveals an employer’s nightmare as the employment landscape shifts to favor workers. Companies also offer attractive compensation and benefits packages to attract and retain talented individuals.

Leaders face the additional difficulty of filling skill shortages within their organizations through the training of both current and incoming employees.

In 2023, What’s Next For Marketing?

Marketers, especially those with cutting-edge knowledge and experience, have a promising professional future. In addition, chief marketing officers and other top marketers can see positive results from their efforts using a data-driven, customer-centric approach.

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Drive Conversions and Generate Engagement With Instacart Promotions



Drive Conversions and Generate Engagement With Instacart Promotions

Through deals and coupons, Instacart has saved consumers more than $700 million in 2022. As we dive into 2023, the leading grocery technology company in North America has big plans to help consumers save even more while also helping CPGs generate sales. Instacart recently announced an advertising solution that helps both sellers and consumers called Instacart Promotions. This exciting feature is designed to help drive conversions, boost sales, and generate overall engagement on the app.

Interested in this feature and how it can help your business on Instacart? Read on as we dive into everything you need to know about this ad solution including benefits, how to get started, and more.


What are Instacart Promotions?


Instacart Promotions is an advertising feature that’s now available to all brand partners, including emerging brands, within their open beta program. Promotions give CPGs the opportunity to offer new deal structures, promotions, and incentives with Instacart Ad campaigns. With this feature in place, consumers will have access to more promotions, coupons, and deals that are tailored to them within the Instacart Marketplace.

“With the launch of our new Instacart Promotions, all of our brand partners now have the ability to set up coupons and promotions that can drive meaningful business results while also passing on more savings opportunities to consumers. We’re proud to continue expanding our portfolio with additional self-service capabilities, ad formats that drive results, and measurement that brands need to understand the true impact of their campaigns on Instacart.”


– Ali Miller, VP of Ads Product at Instacart


Source: Instacart


How Do Instacart Promotions Work?


Promotions, now available in Ads Manager, gives consumers the ability to discover more promotions and savings opportunities within the Instacart app. These promotions now show up directly on product item cards before checkout for easy accessibility. Promotions allow advertisers to customize their campaigns to sync with their goals and objectives whether that be driving sales, building baskets, or boosting trials.

Instacart shared a recent example of a brand successfully utilizing Promotions… 

Athletic Brewing, General Mills, Sola Company, and Wells Enterprises (maker of Halo Top) are strengthening campaign performance by pairing Instacart Promotions with ad formats such as Sponsored Product and Display. Instacart Promotions include two new flexible and customizable structures: Coupons (“buy X units, save $Y”) and Stock Up & Save (“Spend $X, Save $Y”). 

According to Instacart, in the coming months, the company “will work to further enhance the new offering with new deal structures such as Free Gifts and Buy One, Get One (“BOGO”). The new deal structures will help brand partners run “Free Sample” programs that can win new customers and serve personalized discounts for different customer segments, such as “new to brand” and “new to category.”  


Example of Instacart Promotions

Source: Instacart


Instacart Promotions Benefits


Deliver Value and Savings to Consumers


With Instacart Promotions, you have the opportunity to deliver value and savings that will have consumers coming back for more. With this savings feature, your brand can stand out among the competition and offer a variety of deals to shoppers ie: “Buy X units, Save $Y”.


Hot tip: Ensure you are selecting products for your promotion that are well-stocked and widely available.  


Tailor Your Campaigns to Specific Objectives


With a variety of savings options available, your brand can structure deals to fit specific business goals and objectives. 


Hot tip: If you’re looking to drive visibility and awareness, try pairing promotions with Sponsored Product campaigns. 


Access Real-Time Performance Insights 


The Promotions beta program is live and can be accessed within Instacart Ads Manager. Within Ads Manager, advertisers can access real-time insights to maximize performance and adjust campaigns as needed.


Hot tip: Make sure your budget matches your discount and objectives.


“As an advertiser, Instacart’s unique offering to self-manage promotions is so exciting! Historically, making adjustments to offer values and other promotion parameters was a more manual process, but now we’ll be able to easily make optimizations in real-time based on redemption performance.”

Emily Choate

Emily Choate, Senior Specialist, Marketplace Search at Tinuiti


Interested in Instacart Promotions?


With Instacart Promotions, you have the opportunity to reach new customers, build bigger baskets, and drive sales. Interested in testing out the beta program or looking to get started with advertising on the app? Drop us a line – we’d love to help elevate your CPG brand on Instacart.


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(Re)Introducing your favorite Optimizely products!



(Re)Introducing your favorite Optimizely products!

It’s important to us that you, our valued customers and partners, can identify with the tools you use daily.  

In that pursuit, Optimizely set out to simplify the way we talk about our product suite. That starts, first and foremost, with the words we use to refer to the technology.  

So, we’ve taken a hard look at everything in our portfolio, and are thrilled to introduce new names we believe are more practical, more consistent, and better representative of the technology we all know and love.  

You may have seen some of these names initially at Opticon 2022 as well as on our website. In the spirit of transparency, the team here at Optimizely wanted to make sure you had full visibility into the complete list of new names, as well as understand the context (and rationale) behind the changes. 

So, without further ado… 

Which names changed?  

Some, but not all. For your ongoing reference, below is a complete list of Optimizely products, with previous terminology you may be familiar with in the first column, and (if applicable) the new name in the second column.  

Used to be… 

Is now (or is still)… 



Optimizely Digital Experience Platform 

A fully-composable solution designed to support the orchestration, monetization, and experimentation of any type of digital experience — all from a single, open and extensible platform. 

Content Cloud 

Optimizely Content Management System 

A best-in-class system for building dynamic websites and helping digital teams deliver rich, secure and personalized experiences. 


Optimizely Content Marketing Platform 

An industry-leading and user-friendly platform helping marketing teams plan campaigns, collaborate on tasks, and author content. 


Optimizely Digital Asset Management 

A modern storage tool helping teams of any size manage, track, and repurpose marketing and brand assets (with support for all file types). 

Content Recs 

Optimizely Content Recommendations 

AI-powered and real-time recommendations to serve the unique interests of each visitor and personalize every experience. 

B2B Commerce 

Optimizely Configured Commerce 

A templatized and easy-to-deploy platform designed to help manufacturers and distributors drive efficiency, increase revenue and create easy buying experiences that retain customers. 

Commerce Cloud 

Optimizely Customized Commerce 

A complete platform for digital commerce and content management to build dynamic experiences that accelerate revenue and keep customers coming back for more. 


Optimizely Product Information Management 

A dedicated tool to help you set up your product inventory and manage catalogs of any size or scale. 

Product Recs 

Optimizely Product Recommendations 

Machine-learning algorithms optimized for commerce to deliver personalized product recommendations in real-time. 


Optimizely Web Experimentation 

An industry-leading experimentation tool allowing you to run A/B and multi-variant tests on any channel or device with an internet connection. 

Full Stack 

Optimizely Feature Experimentation 

A comprehensive experimentation platform allowing you to manage features, deploy safer tests, and roll out new releases – all in one place. 


Optimizely Personalization 

An add-on to core experimentation products, allowing teams to create/segment audiences based on past behavior and deliver more relevant experiences. 

Program Management 

Optimizely Program Management 

An add-on to core experimentation products, allowing teams to manage the end-to-end lifecycle of an experiment. 


Optimizely Data Platform 

A centralized hub to harmonize data across your digital experience tools, providing one-click integrations, AI-assisted guidance for campaigns, and unified customer profiles. 


So, why the change?  

 It boils down to three guiding principles:  

  1. Uniformity: Create a naming convention that can be applied across the board, for all products, to drive consistency 
  2. Simplicity: Use terms that are both practical and concise, ensuring the names are something that everyone can understand and identify with  
  3. Completeness: Develop a framework that showcases the full and complimentary nature of all the products and solutions within the Optimizely suite 

 As the Optimizely portfolio comes together as a complete, unified platform, it’s important that our names reflect this, as well as support our 3 key solutions (i.e. orchestrate amazing content experiences, monetize every digital experience, and experiment across all touchpoints).  

Other questions? We’ve got you covered. 

Q: Why have you made these product name changes? 

    • We wanted to simplify how we talk about our portfolio. The renaming applies a naming convention that is both practical and concise.  


Q: Do the new product name changes affect the products I own? 

    • No, there is no impact to product functionality or capabilities.  


Q: Do the new product name changes affect who is my Customer Success Manager or Account Manager?  

    • No, there are no changes to your Customer Success Manager or Account Manager. 


Q: Do the new product name changes affect the ownership of the company?  

    • No, ownership of the company has not changed. We have only made changes to the Product Names. 


Q: Have any contact details changed that I need to be aware of?  

    • Only contact details for former Welcome customers has changed. These are the new contact details you should be aware of: Optimizely, Inc.| 119 5th Ave | 7th Floor | New York, NY 10003 USA. Phone: +1 603 594 0249 | 


Q: Where can I send any follow up questions I might have?  

    • If you have any questions about the Product Names, please contact your Customer Success Manager or Account Manager.  

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Email Marketing Trends 2023: Predictions by the Industry Stalwarts



Email Marketing Trends 2023: Predictions by the Industry Stalwarts

Every year, we see new trends entering the world of email marketing.

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