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The Top 25 Most Influential PPC Experts of 2020

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Paid Media Marketers – the time has come! We are releasing the latest edition of The Top 25 Most Influential PPC Experts.

A few quick notes before you check out the list:

There is a complex formula for calculating influence in our industry. (You can read more about the methodology below the list.) Our scoring methodology only takes account of what someone has done within the last year to demonstrate their expertise.

Note: Despite COVID-19 derailing conferences, any speaking opportunities scheduled for March or April of 2020 were still counted.

We also included the Top Rising Stars in PPC. We asked our readers to submit the names of PPCers just starting to build their reputations in our industry who also show potential to become an influencer.

Without further ado…

The Top 25 Most Influential PPC Experts of 2020!

The Results

We gave readers complete freedom to write in names of influential experts (and rising stars!). We saw all the usual suspects but were also introduced to some new folks on the scene, both in the US and throughout the world.

We also want to point out that if an expert didn’t get voted into the Top 50, they weren’t included in the process for ranking the Top 25. So if you think you should be considered for this list, make sure you’re telling your co-workers and friends to vote you in!

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The Methodology

All metrics are normalized into a standard scale so that they can be compared and tallied using the same rubric. Some of the measurements we list below sound a little like apples and oranges, but we used a weighting and normalization scheme specifically to ensure that no single thing created a bias for any particular PPC expert.

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The metrics we measured can be roughly defined as belonging to five categories:

  • Conferences
    Speaking engagements
  • Twitter Engagement Score
    Influence measurement using tools like Sparkscore’s tool
  • Online Influence
    Podcasts, webinars, videos, online events
  • News Mentions
    Mentions in blogs, interviews, news articles, etc
  • Vote Totals
    The votes, nominations, and enthusiasm of you, the PPC community!

All metrics were based on what the individual has done within the past year (May 2019 – April 2020). We feel this truly measures the impact of an influencer, by making sure all efforts were up-to-date and we weren’t accounting for activities that had taken place more than two years ago.

There is plenty of room for debate (we have certainly learned that much), but we always do our very best to ensure that the scores are objective and that they rely on actual data, not opinion. The list is crafted from a 1:1 comparison of the numbers in our formula, and nothing more.

The Reaction

As always, we want to hear from you!

Tweet @PPCHero with your thoughts, feelings, and emotions. We want to hear it all!

Past Top 25 Lists:

The Top 25 PPC Experts of 2019

The Top 25 PPC Experts of 2018

The Top 25 PPC Experts of 2017

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The Top 25 PPC Experts of 2016

The Top 25 PPC Experts of 2015

Congratulations to everyone that made the Top 25!

PPChero.com

MARKETING

Old Navy to drop NFTs in July 4th promo update

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Old Navy to drop NFTs in July 4th promo update

Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.

In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.

“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”

Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.

There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.

Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.

Support. This activation is supported by Sweet, who’s played a major role in campaigns for other early NFT adopters like Burger King.

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The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.

“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”

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Read next: 4 key strategies for NFT brand launches

Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.

Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.

While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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