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receive content covering advertising and employer branding tips and best practices.","Stay updated",{"_createdAt":869,"_id":870,"_rev":871,"_type":872,"_updatedAt":873,"body":874,"category":962,"chapters":964,"estimatedReadingTime":935,"headers":1805,"image":1806,"linkedResources":32,"preface":351,"product":1808,"publishedAt":352,"related":1841,"resourceType":4098,"sidebarCta":4106,"slug":4107,"subcategory":4108,"tags":4110,"title":357,"visible":2235},"2024-03-27T15:07:11Z","16479f51-0921-4d8d-af11-0477e7e15425","LIB4H7UiOBRX1pcyrOTIz8","resource","2025-04-25T17:24:52Z",[875,898,905,913,920,928,938,946,954],{"_key":876,"_type":877,"children":878,"markDefs":893,"style":897},"70b4b52068e0","block",[879,884,889],{"_key":880,"_type":881,"marks":882,"text":883},"86d16e0935fa0","span",[],"B2B Tech marketers face a number of challenges in their daily work lives. From crafting compelling messaging, collateral, and campaigns, to driving more leads or trials (and making sure they’re of the highest quality!), to keeping prospects engaged even when it could take ",{"_key":885,"_type":881,"marks":886,"text":888},"1981f6f4f5a0",[887],"56138c36578f","more than 3 months to close a deal",{"_key":890,"_type":881,"marks":891,"text":892},"8252bfaec9be",[],", and proving your return on marketing investment, you’re usually one of the busiest people in the room. ",[894],{"_key":887,"_type":895,"href":896},"link","https://www.marketingcharts.com/customer-centric/lead-generation-and-management-106075","normal",{"_key":899,"_type":877,"children":900,"markDefs":904,"style":897},"68bea1b483e3",[901],{"_key":902,"_type":881,"marks":903,"text":684},"ceefe002b24d",[],[],{"_key":906,"_type":877,"children":907,"markDefs":912,"style":897},"e3f74a6397ac",[908],{"_key":909,"_type":881,"marks":910,"text":911},"99bf2f08d574",[],"But, when you discover your new product or service is a great fit for the developer and technical community, you find yourself faced with a new challenge. How the heck are you supposed to market to an audience that isn’t particularly fond of...marketing? ",[],{"_key":914,"_type":877,"children":915,"markDefs":919,"style":897},"51d19f2c98fd",[916],{"_key":917,"_type":881,"marks":918,"text":684},"52a8ab50348a",[],[],{"_key":921,"_type":877,"children":922,"markDefs":927,"style":897},"6675325df93a",[923],{"_key":924,"_type":881,"marks":925,"text":926},"537f3ea5501f",[],"Not to worry. We’ve included everything you need to start advertising to the developer and technical community in this guide. In it, we’ll discuss: ",[],{"_key":929,"_type":877,"children":930,"level":935,"listItem":936,"markDefs":937,"style":897},"f97e8f05df57",[931],{"_key":932,"_type":881,"marks":933,"text":934},"c427e8b46613",[],"Why developers are important in the B2B tech buying process ",1,"bullet",[],{"_key":939,"_type":877,"children":940,"level":935,"listItem":936,"markDefs":945,"style":897},"2c35a735e635",[941],{"_key":942,"_type":881,"marks":943,"text":944},"86c5f496067d",[],"How to set expectations for your advertising campaigns ",[],{"_key":947,"_type":877,"children":948,"level":935,"listItem":936,"markDefs":953,"style":897},"63c74d67fa17",[949],{"_key":950,"_type":881,"marks":951,"text":952},"3a4bdc969fdd",[],"Best practices for creating ads and landing pages that resonate",[],{"_key":955,"_type":877,"children":956,"level":935,"listItem":936,"markDefs":961,"style":897},"8d163b055bd4",[957],{"_key":958,"_type":881,"marks":959,"text":960},"e5fa3b78b589",[],"Where and how to reach the developer and technical community",[],{"_createdAt":309,"_id":310,"_rev":311,"_type":12,"_updatedAt":312,"slug":963,"title":315},{"_type":15,"current":314},[965,1040,1126,1553],{"_key":966,"_type":967,"body":968,"slug":1037,"title":1039},"234da6ac378e","chapter",[969,977,984,992,999,1018,1022,1029],{"_key":970,"_type":877,"children":971,"markDefs":976,"style":897},"2e62da9c53fd",[972],{"_key":973,"_type":881,"marks":974,"text":975},"b6e2211b410e0",[],"Developers and technologists may be a challenging and unique audience for advertisers to reach. But before we address that, let’s review why they’re an important persona to make sure you include in your marketing strategy. ",[],{"_key":978,"_type":877,"children":979,"markDefs":983,"style":897},"4d58ea6ead55",[980],{"_key":981,"_type":881,"marks":982,"text":684},"d591dc91d7a0",[],[],{"_key":985,"_type":877,"children":986,"markDefs":991,"style":897},"3657f7773621",[987],{"_key":988,"_type":881,"marks":989,"text":990},"61f5e88a9412",[],"It used to be that executives and managers in corporate IT departments told developers what tools and technologies they could use. As companies have accelerated their digital transformation and moved to the cloud, the role of the developer has evolved too. They now find themselves with more control over the tools and technologies they choose to use every day, as well as having a strong influence over the tools being deployed across the organization.",[],{"_key":993,"_type":877,"children":994,"markDefs":998,"style":897},"eb315662709c",[995],{"_key":996,"_type":881,"marks":997,"text":684},"46babbb78a06",[],[],{"_key":1000,"_type":877,"children":1001,"markDefs":1015,"style":897},"fd529190fa89",[1002,1006,1011],{"_key":1003,"_type":881,"marks":1004,"text":1005},"6c1a029a196d0",[],"Unsurprisingly, ",{"_key":1007,"_type":881,"marks":1008,"text":1010},"5b11af85d7dd",[1009],"a0173f5f3fbf","senior-level positions have the greatest amount of influence",{"_key":1012,"_type":881,"marks":1013,"text":1014},"e08b1affb70a",[]," when purchasing new technologies. But with the exception of students, at least 62% of all developer types have at least some influence on purchasing.",[1016],{"_key":1009,"_type":895,"href":1017},"https://survey.stackoverflow.co/2024/work/#4-influence-on-technology-purchases",{"_key":1019,"_type":28,"asset":1020,"source":1017},"2856d884876d",{"_ref":1021,"_type":31},"image-3a2686cb86401883696f471f11db05f1f0dc9a3b-2400x930-png",{"_key":1023,"_type":877,"children":1024,"markDefs":1028,"style":897},"b95aeeb86d28",[1025],{"_key":1026,"_type":881,"marks":1027,"text":684},"b24364eaacf5",[],[],{"_key":1030,"_type":877,"children":1031,"markDefs":1036,"style":897},"cf657614d656",[1032],{"_key":1033,"_type":881,"marks":1034,"text":1035},"c7cb8892c1970",[],"While it may be hard to break through to this audience, it’s important to make them advocates of your brand and products. If you don’t, and only focus your marketing efforts on traditional IT decision makers, you could be missing out on significant sales opportunities.",[],{"_type":15,"current":1038},"why-developers-are-important","Why developers are important in the B2B tech buying process",{"_key":1041,"_type":967,"body":1042,"slug":1123,"title":1125},"8806b2a4c007",[1043,1051,1058,1066,1073,1081,1088,1096,1103,1111,1118],{"_key":1044,"_type":877,"children":1045,"markDefs":1050,"style":897},"00b75f8d8b3a",[1046],{"_key":1047,"_type":881,"marks":1048,"text":1049},"00f89fb5f1550",[],"Now that you have a better understanding of the role of the developer in the buying process, let’s get back to strategizing your advertising campaign. ",[],{"_key":1052,"_type":877,"children":1053,"markDefs":1057,"style":897},"5542d955d7a6",[1054],{"_key":1055,"_type":881,"marks":1056,"text":684},"577c75520b61",[],[],{"_key":1059,"_type":877,"children":1060,"markDefs":1065,"style":897},"aa3070d5cf9a",[1061],{"_key":1062,"_type":881,"marks":1063,"text":1064},"f7b7d6ad48d1",[],"As with any campaign, you’ll want to define success metrics. You may look at industry benchmarks for general B2B campaigns, or even your own historical data to try to forecast engagement and conversions. While you’re not wrong in doing that, you won’t be comparing apples to apples for campaigns targeting developers.",[],{"_key":1067,"_type":877,"children":1068,"markDefs":1072,"style":897},"31d5376e564c",[1069],{"_key":1070,"_type":881,"marks":1071,"text":684},"fcf160eb8b41",[],[],{"_key":1074,"_type":877,"children":1075,"markDefs":1080,"style":897},"e848a8cc8b84",[1076],{"_key":1077,"_type":881,"marks":1078,"text":1079},"9cf48bcf30de0",[],"Here’s why. Developers are naturally skeptical of advertising. They typically won’t respond in the same way even your traditional IT decision makers will. They’re researchers. When they see an ad that’s interesting to them (we’ll talk about that in the next section), most typically won’t click. Instead, they’ll finish the task in front of them and visit your website on their own.",[],{"_key":1082,"_type":877,"children":1083,"markDefs":1087,"style":897},"ecd6e6f17015",[1084],{"_key":1085,"_type":881,"marks":1086,"text":684},"e4f034bbd432",[],[],{"_key":1089,"_type":877,"children":1090,"markDefs":1095,"style":897},"75febe2d96a9",[1091],{"_key":1092,"_type":881,"marks":1093,"text":1094},"ed24df34d53a0",[],"Keep this in mind when planning for and setting expectations around the performance of your advertising campaigns. You may not see the highest click through rates, but measure and understand what happens after a developer views your ad.",[],{"_key":1097,"_type":877,"children":1098,"markDefs":1102,"style":897},"5196534ffb4d",[1099],{"_key":1100,"_type":881,"marks":1101,"text":684},"bb779f8570a7",[],[],{"_key":1104,"_type":877,"children":1105,"markDefs":1110,"style":897},"36dff68141fc",[1106],{"_key":1107,"_type":881,"marks":1108,"text":1109},"51456dd0d2340",[],"Here at Stack Overflow, aggregated campaign performance analysis indicates that the majority of conversions coming from campaigns that run on our site happen not after a click, but after an impression, in a 30 day window.",[],{"_key":1112,"_type":877,"children":1113,"markDefs":1117,"style":897},"3fc39b736a65",[1114],{"_key":1115,"_type":881,"marks":1116,"text":684},"c31460014581",[],[],{"_key":1119,"_type":1120,"citation":1121,"copy":1122},"4675e6ec4f82","quote"," Stack Overflow Internal Metrics","Seeing an ad on Stack Overflow influences developers to search out more information on their own. On average, 83% of conversions from advertising on Stack Overflow happen without a click.",{"_type":15,"current":1124},"set-expectations-for-your-campaigns","Set proper expectations for your advertising campaigns",{"_key":1127,"_type":967,"body":1128,"slug":1551,"title":952},"e110ba1b043f",[1129,1137,1144,1153,1161,1170,1178,1186,1193,1201,1209,1217,1224,1232,1240,1248,1255,1263,1271,1278,1286,1294,1302,1309,1316,1323,1331,1339,1346,1353,1361,1368,1376,1384,1391,1399,1407,1414,1422,1430,1437,1445,1453,1460,1468,1475,1482,1490,1498,1505,1537,1544],{"_key":1130,"_type":877,"children":1131,"markDefs":1136,"style":897},"2c26ade5bcb9",[1132],{"_key":1133,"_type":881,"marks":1134,"text":1135},"129f668213280",[],"If you’re not careful in your approach to ad creative and landing pages (or website), you’ll likely be disappointed in the outcomes of your developer marketing campaigns. So what are the subtle differences between compelling developer marketing and tactics that fall flat? How is the creative approach for developers really different than any other B2B audience? What do you need to do to grab a programmer’s attention? ",[],{"_key":1138,"_type":877,"children":1139,"markDefs":1143,"style":897},"e3e8648c36fc",[1140],{"_key":1141,"_type":881,"marks":1142,"text":684},"0993401551ef",[],[],{"_key":1145,"_type":877,"children":1146,"markDefs":1151,"style":1152},"a4d26ca2ba89",[1147],{"_key":1148,"_type":881,"marks":1149,"text":1150},"7161fa0a6901",[],"Tips for creating display ads for developers ",[],"h3",{"_key":1154,"_type":877,"children":1155,"markDefs":1160,"style":897},"2d97e2c14c16",[1156],{"_key":1157,"_type":881,"marks":1158,"text":1159},"522ba214a728",[],"The good news is that you don’t need to do anything too drastic. Developers want you to be honest with them and prefer simple ads that convey value. Follow these tips to get started:\n\n",[],{"_key":1162,"_type":877,"children":1163,"markDefs":1169,"style":897},"0cdb860e570e",[1164],{"_key":1165,"_type":881,"marks":1166,"text":1168},"59814f007e87",[1167],"strong","1. Speak in their language",[],{"_key":1171,"_type":877,"children":1172,"markDefs":1177,"style":897},"6531ff87ea88",[1173],{"_key":1174,"_type":881,"marks":1175,"text":1176},"97a16ca530290",[],"Whatever you do, do not use buzzwords or marketing fluff. In many cases, just calling out the specific technology that you’re targeting is incredibly powerful. ",[],{"_key":1179,"_type":877,"children":1180,"markDefs":1185,"style":897},"4e8f0e5e15bc",[1181],{"_key":1182,"_type":881,"marks":1183,"text":1184},"dab28bfc8e74",[],"For example, if you’re marketing an iOS platform that’s geared towards programmers of all ages, mention the phrases “iOS” and “all skill levels” directly in your copy. When there’s a correlation between ad copy and your target audience, you can expect much stronger campaign performance.",[],{"_key":1187,"_type":877,"children":1188,"markDefs":1192,"style":897},"9f7b6c6799b0",[1189],{"_key":1190,"_type":881,"marks":1191,"text":684},"7b04108320b4",[],[],{"_key":1194,"_type":877,"children":1195,"markDefs":1200,"style":897},"109a477fae14",[1196],{"_key":1197,"_type":881,"marks":1198,"text":1199},"acc2fafe4ce7",[1167],"2. Be honest and straightforward",[],{"_key":1202,"_type":877,"children":1203,"markDefs":1208,"style":897},"74c873ef92b8",[1204],{"_key":1205,"_type":881,"marks":1206,"text":1207},"db306e9f13be0",[],"Developers often feel misled by dishonest advertising campaigns. In some cases, advertisers promise much more value upfront than their platform actually provides. ",[],{"_key":1210,"_type":877,"children":1211,"markDefs":1216,"style":897},"c86f6d61210f",[1212],{"_key":1213,"_type":881,"marks":1214,"text":1215},"949a895a7976",[],"In others, they can’t find a thorough breakdown of a product’s features before signing up for a product trial. To get their attention, be as sincere as possible in your ad copy—and outline all of the facts on your landing page.",[],{"_key":1218,"_type":877,"children":1219,"markDefs":1223,"style":897},"af239215742e",[1220],{"_key":1221,"_type":881,"marks":1222,"text":684},"b106180ea719",[],[],{"_key":1225,"_type":877,"children":1226,"markDefs":1231,"style":897},"72dc319502e5",[1227],{"_key":1228,"_type":881,"marks":1229,"text":1230},"2c614ebc3600",[1167],"3. 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Until about 1999, the developer role sat under the IT department, responsible for all the software purchased and used throughout a company. This created problems because the IT people were enterprise software buyers, but not software users. They didn’t know what users really wanted. ",[],{"_key":1929,"_type":877,"children":1930,"markDefs":1934,"style":897},"a18d29f38558",[1931],{"_key":1932,"_type":881,"marks":1933,"text":684},"97a9019a5dc9",[],[],{"_key":1936,"_type":877,"children":1937,"markDefs":1942,"style":897},"f873eeedc322",[1938],{"_key":1939,"_type":881,"marks":1940,"text":1941},"b37cca59a302",[],"The launch of the first SaaS company, Salesforce, changed all of that, enabling business leaders to buy their own software. The subsequent rise of SaaS companies ushered in a new era of software deployments and a corresponding buying model in which software users – from both the business and technology departments – no longer had to ask IT for permission to purchase resources. 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While we’re beginning to see alternative solutions emerge, the following cookie-based tactics are already facing tough challenges:",[],{"_key":2312,"_type":877,"children":2313,"markDefs":2318,"style":1635},"a20fbf6ec14f",[2314],{"_key":2315,"_type":881,"marks":2316,"text":2317},"19ecfc56935f0",[],"Remarketing and behavioral targeting",[],{"_key":2320,"_type":877,"children":2321,"markDefs":2326,"style":897},"ba2951afcd07",[2322],{"_key":2323,"_type":881,"marks":2324,"text":2325},"0328adf6e9ee",[],"This has been the bread and butter of digital marketing. Without third-party cookies, marketers will lose the ability to build cookie-based audiences. They’ll no longer be able to serve ads across the internet to users who have visited their websites or serve ads based on someone’s browsing behavior.",[],{"_key":2328,"_type":877,"children":2329,"markDefs":2334,"style":1635},"0522fdec40b2",[2330],{"_key":2331,"_type":881,"marks":2332,"text":2333},"7fbea47d47030",[],"Account-based marketing",[],{"_key":2336,"_type":877,"children":2337,"markDefs":2342,"style":897},"fa312ad2fd01",[2338],{"_key":2339,"_type":881,"marks":2340,"text":2341},"81b4346c2de1",[],"Marketers have relied on the third-party cookies to support their account-based marketing strategies so they can target very specific attributes within a group of prospective customers. Without cookies, narrowing that audience to a specific persona based on demographic or firmographic targeting has become more challenging.",[],{"_key":2344,"_type":877,"children":2345,"markDefs":2350,"style":1635},"a2d72ed0312e",[2346],{"_key":2347,"_type":881,"marks":2348,"text":2349},"c2faceae54950",[],"Programmatic advertising",[],{"_key":2352,"_type":877,"children":2353,"markDefs":2358,"style":897},"ecd8ca2a2d98",[2354],{"_key":2355,"_type":881,"marks":2356,"text":2357},"31581ec156d3",[],"As advertisers pressured their technology partners for high-quality scale, ad tech companies delivered programmatic advertising. This method relies on third-party cookies to collect anonymized user data, segment audiences and serve personalized, targeted content at scale. When the browser blocks cookies, this highly lucrative and popular strategy will no longer work. Adtech companies that have built demand-side platforms (DSPs) or data management platforms (DMPs) will be most affected by this change. DMPs rely on cookies to collect anonymized user data and segment audiences. Publishers may also suffer because they will lose the ability to find and scale those audiences.",[],{"_key":2360,"_type":877,"children":2361,"markDefs":2366,"style":1635},"3062ec91587d",[2362],{"_key":2363,"_type":881,"marks":2364,"text":2365},"eac1f4a3cc410",[],"Attribution",[],{"_key":2368,"_type":877,"children":2369,"markDefs":2374,"style":897},"8e451ebae61d",[2370],{"_key":2371,"_type":881,"marks":2372,"text":2373},"f48a980358ed",[],"Marketers constantly debate which touchpoint attribution model (i.e. first click, last click, etc.) can take credit for generating revenue. Those discussions will subside without a third-party cookie to track view-through conversions and activity across multiple digital touchpoints.",[],{"_type":15,"current":2376},"marketing-strategies-at-risk","Some B2B marketing strategies may crumble without cookies",{"_key":2379,"_type":967,"body":2380,"slug":2650,"title":2652},"e87606b16d14",[2381,2389,2397,2416,2427,2442,2464,2481,2492,2496,2503,2511,2519,2527,2535,2543,2551,2559,2567,2575,2590,2597,2605,2627,2634,2642],{"_key":2382,"_type":877,"children":2383,"markDefs":2388,"style":897},"e1971f64aae0",[2384],{"_key":2385,"_type":881,"marks":2386,"text":2387},"c49cf4fa0b9e0",[],"Advertisers, ad tech providers, marketers and publishers are forced to revisit their data sourcing and storage strategies, while finding alternative solutions to handle cross-site engagement and attribution. 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Privacy Sandbox includes a set of web browser APIs designed to maintain privacy while still delivering the ability for advertisers to target and measure campaign effectiveness.",[2414],{"_key":2407,"_type":895,"href":2415},"https://privacysandbox.com/",{"_key":2417,"_type":877,"children":2418,"markDefs":2423,"style":897},"135f04f69379",[2419],{"_key":2420,"_type":881,"marks":2421,"text":2422},"f42a76ef6235",[],"The following APIs are specifically dedicated to ad targeting and measurement:",[2424],{"_key":2425,"_type":895,"href":2426},"205df49e78c2","https://blog.chromium.org/2020/01/building-more-private-web-path-towards.html",{"_key":2428,"_type":877,"children":2429,"level":935,"listItem":936,"markDefs":2439,"style":897},"928432350f30",[2430,2435],{"_key":2431,"_type":881,"marks":2432,"text":2434},"29573baec5c60",[2433,1167],"72e4564fe3f7","The Protected Audience API",{"_key":2436,"_type":881,"marks":2437,"text":2438},"29573baec5c61",[]," (formerly known as FLEDGE): based on remarketing and custom audience use cases. It enables advertisers to re-engage with website visitors by leveraging advertiser-defined anonymous groups (interest groups) and conducting on-device ad auctions to display ads.",[2440],{"_key":2433,"_type":895,"href":2441},"https://developers.google.com/privacy-sandbox/relevance/protected-audience",{"_key":2443,"_type":877,"children":2444,"level":935,"listItem":936,"markDefs":2458,"style":897},"17c69ac4d160",[2445,2450,2454],{"_key":2446,"_type":881,"marks":2447,"text":2449},"266341e524de0",[2448,1167],"7285ab22a4ad","The Topics API:",{"_key":2451,"_type":881,"marks":2452,"text":2453},"266341e524de1",[1167]," ",{"_key":2455,"_type":881,"marks":2456,"text":2457},"266341e524de2",[],"based on interest-based advertising. The API assigns relevant topics to a browser based on recent user activity.",[2459,2461],{"_key":2448,"_type":895,"href":2460},"https://developers.google.com/privacy-sandbox/relevance/topics",{"_key":2462,"_type":895,"href":2463},"bb6f6f250aea","https://developers.google.com/privacy-sandbox/relevance/attribution-reporting",{"_key":2465,"_type":877,"children":2466,"level":935,"listItem":936,"markDefs":2479,"style":897},"1f2692adfa04",[2467,2471,2475],{"_key":2468,"_type":881,"marks":2469,"text":2470},"8ef6d472312e0",[2462,1167],"The Attribution Reporting API",{"_key":2472,"_type":881,"marks":2473,"text":2474},"8ef6d472312e1",[2462],":",{"_key":2476,"_type":881,"marks":2477,"text":2478},"8ef6d472312e2",[]," enables advertisers to measure the effectiveness of ad campaigns through various privacy enhancing practices, such as encryption, time delay, etc. This ensures measurement while safeguarding individuals' data from disclosure to third parties.",[2480],{"_key":2462,"_type":895,"href":2463},{"_key":2482,"_type":877,"children":2483,"markDefs":2488,"style":897},"d32d2fbaba09",[2484],{"_key":2485,"_type":881,"marks":2486,"text":2487},"9787bfa2660d",[],"The Privacy Sandbox APIs are accessible within Google's ads platforms. Google is encouraging ad technology partners to test and participate in growth and development efforts, ahead of the third-party cookie deprecation.",[2489],{"_key":2490,"_type":895,"href":2491},"8b5be391ae26","https://developers.google.com/privacy-sandbox/3pcd/chips",{"_key":2493,"_type":1120,"citation":2494,"copy":2495},"d043001c0e8b","Harikesh Nair, senior director of data science and ads measurement at Google ","We encourage other ad-tech providers to integrate with the ARA (Attribution Reporting API) to retrieve the conversion data they need, and process the ARA’s output to help maintain accurate measurement in a post-third-party-cookie world.",{"_key":2497,"_type":877,"children":2498,"markDefs":2502,"style":897},"3dbecb8303f1",[2499],{"_key":2500,"_type":881,"marks":2501,"text":684},"78c25076be960",[],[],{"_key":2504,"_type":877,"children":2505,"markDefs":2510,"style":1635},"6ba2c83e7f6e",[2506],{"_key":2507,"_type":881,"marks":2508,"text":2509},"f4f9c38d75b00",[],"Increased focus on first-party data",[],{"_key":2512,"_type":877,"children":2513,"markDefs":2518,"style":897},"a0e12d822efb",[2514],{"_key":2515,"_type":881,"marks":2516,"text":2517},"c3b650f44c930",[],"Larger publishers have already started to build their own data marketplaces using first-party data. This consent/privacy-driven advertising ecosystem will likely be adopted by publishers of all sizes working to build, engage and monetize their audiences.",[],{"_key":2520,"_type":877,"children":2521,"markDefs":2526,"style":1152},"4c22016618b3",[2522],{"_key":2523,"_type":881,"marks":2524,"text":2525},"1248af388662",[],"Walled gardens",[],{"_key":2528,"_type":877,"children":2529,"markDefs":2534,"style":897},"85e1ffb864c0",[2530],{"_key":2531,"_type":881,"marks":2532,"text":2533},"5c9a4ef82143",[],"For B2B marketers, Google, Facebook and LinkedIn are the largest walled gardens. These platforms require password-protected logins that can provide data and insights into users across devices and properties. Google has access to more data than all of these companies, gathering engagement and purchase information from an entire ecosystem of properties including Search, Gmail, YouTube, Drive, Photos, Chrome and its voice-activated Google Assistant. More publishers might begin to create their own walled gardens. They may put some or all their content behind a login or paywall which could have an impact on advertising strategy and available solutions.",[],{"_key":2536,"_type":877,"children":2537,"markDefs":2542,"style":1152},"f791a47568e0",[2538],{"_key":2539,"_type":881,"marks":2540,"text":2541},"b06eb35634150",[],"First-Party data analytics",[],{"_key":2544,"_type":877,"children":2545,"markDefs":2550,"style":897},"197d14ef7f29",[2546],{"_key":2547,"_type":881,"marks":2548,"text":2549},"5bd16dcbef52",[],"Advertisers should take a closer look at their own first-party data from websites, CRM, social media channels and other sources. Closely analyzing this data may provide deeper insight into which strategies and tactics impact the buyers’ journey so that marketers can sharpen messaging across these channels.",[],{"_key":2552,"_type":877,"children":2553,"markDefs":2558,"style":1152},"d1659a61bb18",[2554],{"_key":2555,"_type":881,"marks":2556,"text":2557},"17ae9eae879d0",[],"DSPs will have to pivot",[],{"_key":2560,"_type":877,"children":2561,"markDefs":2566,"style":897},"86e6a37a197c",[2562],{"_key":2563,"_type":881,"marks":2564,"text":2565},"3917d40c2cba",[],"Of course, this first-party data won’t be available to DSPs and advertisers may consider more direct or programmatic guaranteed deals.",[],{"_key":2568,"_type":877,"children":2569,"markDefs":2574,"style":1635},"9144ca5764f3",[2570],{"_key":2571,"_type":881,"marks":2572,"text":2573},"c303912fd2670",[],"Contextual advertising and targeting",[],{"_key":2576,"_type":877,"children":2577,"markDefs":2587,"style":897},"1b0f113eddad",[2578,2583],{"_key":2579,"_type":881,"marks":2580,"text":2582},"144cfacc31000",[2581],"1ac0fd2f1dbb","Contextual targeting",{"_key":2584,"_type":881,"marks":2585,"text":2586},"144cfacc31001",[]," ensures ads are relevant to the user because it’s based on the content around it. 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Furthermore, contextual advertising offers a more brand-safe approach to ad delivery, empowering marketers with greater control over their campaigns. ",[],{"_key":2606,"_type":877,"children":2607,"markDefs":2624,"style":897},"612f5d996b28",[2608,2613,2617,2620],{"_key":2609,"_type":881,"marks":2610,"text":2612},"7a26c41b1f260",[2611],"8e1e70e21df3","The global market for contextual advertising",{"_key":2614,"_type":881,"marks":2615,"text":2616},"945d3f61317e",[]," is projected to reach $562.1 billion by 2030, marking an increase of $199.8 billion from the year 2022.",{"_key":2618,"_type":881,"marks":2619,"text":2453},"7a26c41b1f263",[1523],{"_key":2621,"_type":881,"marks":2622,"text":2623},"7a26c41b1f264",[],"As AI and other machine learning technologies continue to evolve, contextual targeting is poised to become an essential part of the B2B marketing playbook.",[2625],{"_key":2611,"_type":895,"href":2626},"https://www.researchandmarkets.com/reports/4804634/contextual-advertising-global-strategic",{"_key":2628,"_type":877,"children":2629,"markDefs":2633,"style":897},"b0ab4725e49a",[2630],{"_key":2631,"_type":881,"marks":2632,"text":684},"21eb033e991c0",[],[],{"_key":2635,"_type":877,"children":2636,"markDefs":2641,"style":1635},"a37ab91958ca",[2637],{"_key":2638,"_type":881,"marks":2639,"text":2640},"23a69018d9f90",[],"Content, creative and customer experience will win",[],{"_key":2643,"_type":877,"children":2644,"markDefs":2649,"style":897},"28a31264b340",[2645],{"_key":2646,"_type":881,"marks":2647,"text":2648},"d88e6102498f0",[],"Content must be tied to context. Advertisers will have to be more cognizant of key points in the customer journey to add more value. Creative will need to be engaging and focus on target audiences to really resonate with readers and impact their decisions.",[],{"_type":15,"current":2651},"whats-next","In a post-cookie world, what’s next?",{"_key":2654,"_type":967,"body":2655,"slug":2702,"title":2704},"8b0a4c7c6526",[2656,2664],{"_key":2657,"_type":877,"children":2658,"markDefs":2663,"style":897},"1586468c62cf",[2659],{"_key":2660,"_type":881,"marks":2661,"text":2662},"9d55a06275eb0",[],"With contextual targeting, content strategy and production will become more important than ever. The right content offer will need to be presented at the right moment to drive awareness and engagement.",[],{"_key":2665,"_type":877,"children":2666,"markDefs":2698,"style":897},"8d181b922550",[2667,2671,2676,2680,2685,2689,2694],{"_key":2668,"_type":881,"marks":2669,"text":2670},"bf351288f1d10",[],"Leveraging deep insights into the developer community, ",{"_key":2672,"_type":881,"marks":2673,"text":2675},"bf351288f1d11",[2674],"4e0938f1028a","Stack Overflow Advertising",{"_key":2677,"_type":881,"marks":2678,"text":2679},"bf351288f1d12",[]," enables you to effectively showcase your product or service to developers in a ",{"_key":2681,"_type":881,"marks":2682,"text":2684},"bf351288f1d13",[2683],"721cc60b9f37","brand safe environment",{"_key":2686,"_type":881,"marks":2687,"text":2688},"bf351288f1d14",[],". 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",[],{"_key":2766,"_type":1507,"elements":2767},"d9fd16a1d2a6",[2768],{"_key":2769,"_type":1511,"body":2770,"icon":2790},"d96515b17751",[2771],{"_key":2772,"_type":877,"children":2773,"markDefs":2787,"style":897},"deb76e06a8ec",[2774,2778,2783],{"_key":2775,"_type":881,"marks":2776,"text":2777},"ecb7f053dfe4",[1523],"Learn more about third-party cookie deprecation in the ",{"_key":2779,"_type":881,"marks":2780,"text":2782},"d722ffe3f659",[1523,2781],"3e38101068f5","“A World Without Cookies”",{"_key":2784,"_type":881,"marks":2785,"text":2786},"c531efcfd88e",[1523]," eBook.",[2788],{"_key":2781,"_type":895,"href":2789},"https://stackoverflow.co/advertising/resources/world-without-cookies/","SpotAlert",{"_key":2792,"_type":877,"children":2793,"markDefs":2798,"style":897},"93cbfb1ed25f",[2794],{"_key":2795,"_type":881,"marks":2796,"text":2797},"0eb7558f2bb60",[],"This article explores creative ways for measuring campaign success, which can be used in conjunction with Stack Overflow's foundational contextual targeting approach.",[],{"_key":2800,"_type":877,"children":2801,"markDefs":2805,"style":897},"6f9949b70255",[2802],{"_key":2803,"_type":881,"marks":2804,"text":684},"a9e3c8b289020",[],[],{"_key":2807,"_type":877,"children":2808,"markDefs":2813,"style":1635},"5fdf1b99a629",[2809],{"_key":2810,"_type":881,"marks":2811,"text":2812},"d2c25a08c2390",[],"How to track ad campaign success without conversion pixel tracking",[],{"_key":2815,"_type":877,"children":2816,"markDefs":2820,"style":897},"06e174e7c952",[2817],{"_key":2818,"_type":881,"marks":2819,"text":684},"268022b6654d",[],[],{"_key":2822,"_type":877,"children":2823,"markDefs":2828,"style":1152},"87dc1934d0e8",[2824],{"_key":2825,"_type":881,"marks":2826,"text":2827},"a2dfb79b5a380",[1167],"A/B Testing",[],{"_key":2830,"_type":877,"children":2831,"markDefs":2845,"style":897},"a230287b5d21",[2832,2836,2841],{"_key":2833,"_type":881,"marks":2834,"text":2835},"fd6c897bd8390",[],"Although this might sound simple if you’re an experienced marketer, A/B testing is often underutilized in day-to-day campaigns. A/B testing, also known as ",{"_key":2837,"_type":881,"marks":2838,"text":2840},"930a3c3442b7",[2839],"99eff2f319d5","split testing",{"_key":2842,"_type":881,"marks":2843,"text":2844},"b68d03847e6b",[],", is a marketing experiment wherein you split your audience to test variations on a campaign and determine which performs better. This gives you creative freedom to see what resonates with different personas to ultimately increase site traffic, leads, sign-ups, purchases, etc.",[2846],{"_key":2839,"_type":895,"href":2847},"https://blog.hubspot.com/marketing/how-to-do-a-b-testing",{"_key":2849,"_type":877,"children":2850,"markDefs":2854,"style":897},"cfa6e6aab482",[2851],{"_key":2852,"_type":881,"marks":2853,"text":684},"0257b19765400",[],[],{"_key":2856,"_type":877,"children":2857,"markDefs":2862,"style":897},"748e08d1d22c",[2858],{"_key":2859,"_type":881,"marks":2860,"text":2861},"55ffac80b074",[1167],"Here are some examples of elements you can test:",[],{"_key":2864,"_type":2865,"points":2866},"e9b155f3b75f","keyPoints",[2867,2868,2869,2870,2871],"Copy (header, body, CTA text)","Images/graphics  ","Colors  ","CTA buttons  ","Tone of voice",{"_key":2873,"_type":877,"children":2874,"markDefs":2879,"style":897},"3c4bfce9f026",[2875],{"_key":2876,"_type":881,"marks":2877,"text":2878},"e704b226e8010",[],"The key principle in A/B testing is the importance of isolating variables, which means changing only one element at a time. This approach enables a direct association between any differences in performance and the particular variable in question.",[],{"_key":2881,"_type":877,"children":2882,"markDefs":2887,"style":897},"88fec1f23360",[2883],{"_key":2884,"_type":881,"marks":2885,"text":2886},"e70e5c1353550",[],"Whether you're new to running ad campaigns on Stack Overflow or you've partnered with us before, Stack Overflow CSM team will assist you in implementing A/B testing for your next campaign.",[],{"_key":2889,"_type":28,"asset":2890},"d3a1e74a96a3",{"_ref":2891,"_type":31},"image-e0c31b7ade027bce51ba910b190bbbcc3f4d2e17-1200x630-png",{"_key":2893,"_type":877,"children":2894,"markDefs":2899,"style":1152},"83c0db1af8fd",[2895],{"_key":2896,"_type":881,"marks":2897,"text":2898},"a88ea050515a",[1167],"Audience & Platform Evaluation",[],{"_key":2901,"_type":877,"children":2902,"markDefs":2907,"style":897},"6c0f4e8ddadc",[2903],{"_key":2904,"_type":881,"marks":2905,"text":2906},"e790d8a90b180",[],"Landing pages are versatile and can serve more than just the purpose of a user's next stop, you can also test high-quality leads and engagement metrics across platforms. To set up a test like this, create multiple landing pages with slightly different messaging, copy, or creative elements in a multi-channel ad campaign in which users are brought to after clicking on an ad. ",[],{"_key":2909,"_type":877,"children":2910,"markDefs":2914,"style":897},"7efed97ae11a",[2911],{"_key":2912,"_type":881,"marks":2913,"text":684},"d9cedfb96cf3",[],[],{"_key":2916,"_type":877,"children":2917,"markDefs":2922,"style":897},"e32b3a328033",[2918],{"_key":2919,"_type":881,"marks":2920,"text":2921},"75b167563c18",[],"For each landing page, you’ll be able to see which audience on which platform had the highest success rates based on what is most important to your marketing goals. For example, one advertising platform might have had higher quality leads taking action (i.e. free trial sign-ups) on landing page 1, while another advertising platform might have had higher cost efficiency on landing page 2.",[],{"_key":2924,"_type":877,"children":2925,"markDefs":2929,"style":897},"6c6315314094",[2926],{"_key":2927,"_type":881,"marks":2928,"text":684},"5b3ff061b95b0",[],[],{"_key":2931,"_type":877,"children":2932,"markDefs":2937,"style":897},"4738d20462fd",[2933],{"_key":2934,"_type":881,"marks":2935,"text":2936},"730788982aa60",[1167],"This test can inform:",[],{"_key":2939,"_type":2865,"points":2940},"dba0eccc350d",[2941,2942,2943,2944],"Cost efficiency","Click engagement  ","Qualified leads  ","Content engagement rates",{"_key":2946,"_type":877,"children":2947,"markDefs":2952,"style":897},"c8e6a36e6390",[2948],{"_key":2949,"_type":881,"marks":2950,"text":2951},"4f80fcaf63040",[],"Understanding the behavior of various audiences on various platforms can help inform your marketing strategy moving forward. Stack Overflow is simply one advertising channel you can test this on!",[],{"_key":2954,"_type":28,"asset":2955},"ed301a4341d0",{"_ref":2956,"_type":31},"image-94b1d69bb0d7b88599c62120a2ec83807b341fa8-1200x630-png",{"_key":2958,"_type":877,"children":2959,"markDefs":2967,"style":1152},"78297c689f57",[2960,2963],{"_key":2961,"_type":881,"marks":2962,"text":2295},"48d18c01b6d20",[],{"_key":2964,"_type":881,"marks":2965,"text":2966},"fb8a22316526",[1167],"Incrementality Testing",[],{"_key":2969,"_type":877,"children":2970,"markDefs":2984,"style":897},"f9035ed383a4",[2971,2975,2980],{"_key":2972,"_type":881,"marks":2973,"text":2974},"cd18d4df6fc10",[],"Lastly, incrementality testing, is a third creative measurement option if you have a large advertising budget at your disposal. Incrementality testing is often confused with a classic A/B test - A/B testing differs from incrementality testing in the control group where one portion of the audience is not served any ads at all during this time. So, whereas classic A/B testing lets you compare versions of an ad, incrementality looks at ",{"_key":2976,"_type":881,"marks":2977,"text":2979},"9365154b3a03",[2978],"afba402ef376","whether running a given ad",{"_key":2981,"_type":881,"marks":2982,"text":2983},"3afa0b26e16c",[]," is better than not running it at all.",[2985],{"_key":2978,"_type":895,"href":2986},"https://www.appsflyer.com/blog/tips-strategy/incrementality-testing-for-marketers/#:~:text=Incrementality%20testing%20compares%20a%20test,positive%2C%20neutral%2C%20or%20negative",{"_key":2988,"_type":877,"children":2989,"markDefs":2993,"style":897},"e2b3d4360e70",[2990],{"_key":2991,"_type":881,"marks":2992,"text":684},"e2a9daa6d8b80",[],[],{"_key":2995,"_type":877,"children":2996,"markDefs":3006,"style":897},"9f5f8b0d6aba",[2997,3002],{"_key":2998,"_type":881,"marks":2999,"text":3001},"5ff017dca0770",[3000],"43a98426879b","Incrementality testing",{"_key":3003,"_type":881,"marks":3004,"text":3005},"e1ce4be6b5bd",[]," focuses on impact and effectiveness of your campaign. The most widely used approach involves conducting geo or market tests.",[3007],{"_key":3000,"_type":895,"href":3008},"https://influencermarketinghub.com/incrementality-testing/",{"_key":3010,"_type":877,"children":3011,"level":935,"listItem":3020,"markDefs":3021,"style":897},"d3e869a97c7f",[3012,3016],{"_key":3013,"_type":881,"marks":3014,"text":3015},"65760bef27990",[1167],"Geo-targeting",{"_key":3017,"_type":881,"marks":3018,"text":3019},"e4e6f2dacb91",[]," - targeting specific geographic areas with the campaign and comparing the behavior of those areas to non-targeted areas to determine the incremental impact.","number",[],{"_key":3023,"_type":877,"children":3024,"level":935,"listItem":3020,"markDefs":3033,"style":897},"3f11b94a42ba",[3025,3029],{"_key":3026,"_type":881,"marks":3027,"text":3028},"d71062baa9590",[1167],"Matched market",{"_key":3030,"_type":881,"marks":3031,"text":3032},"9166de576fae",[]," - selecting a similar market where the campaign is not run and comparing the outcomes to the test market where the campaign is run. This provides a way to measure the impact of the campaign across different markets.",[],{"_key":3035,"_type":877,"children":3036,"markDefs":3041,"style":897},"069e2ca6ddb9",[3037],{"_key":3038,"_type":881,"marks":3039,"text":3040},"948cba8902eb0",[1167],"Metrics you can measure:",[],{"_key":3043,"_type":2865,"points":3044},"40a3fd63decf",[3045,3046,3047],"Impact on ROI/ROAS  ","Incremental profit  ","Incremental lift",{"_key":3049,"_type":877,"children":3050,"markDefs":3055,"style":897},"c29225e148d1",[3051],{"_key":3052,"_type":881,"marks":3053,"text":3054},"093cba3c97020",[],"For those with a smaller budget, a similar effect to incrementality can be achieved by periodically turning your ads on and off. You can observe the impact of your ads by comparing organic traffic or leads during the periods when the ads are active with the periods when they are inactive. Additionally, you can experiment further by focusing on a single channel and measuring the impact on organic traffic or leads when ads are alternated between on and off periods.",[],{"_key":3057,"_type":877,"children":3058,"markDefs":3062,"style":897},"a86ca3e9220c",[3059],{"_key":3060,"_type":881,"marks":3061,"text":684},"b70d733100fc0",[],[],{"_key":3064,"_type":28,"asset":3065},"229e8af787fa",{"_ref":3066,"_type":31},"image-ab553c0b849c21e1b74f363035337f3ac5c5fe8b-1200x630-png",{"_key":3068,"_type":877,"children":3069,"markDefs":3074,"style":1635},"082ce282a012",[3070],{"_key":3071,"_type":881,"marks":3072,"text":3073},"31942d9db00f",[1167],"Conclusion",[],{"_key":3076,"_type":877,"children":3077,"markDefs":3103,"style":897},"153d2a3abf13",[3078,3082,3086,3089,3093,3096,3100],{"_key":3079,"_type":881,"marks":3080,"text":3081},"7182c8089c8f0",[],"A world without cookies or conversion pixels might sound scary, but with our foundational contextual targeting, alongside creative measurement testing, we are uniquely prepared for industry changes like this one. Leveraging deep insights into the developer community, ",{"_key":3083,"_type":881,"marks":3084,"text":2675},"7182c8089c8f1",[3085],"be62c9c7a436",{"_key":3087,"_type":881,"marks":3088,"text":2679},"7182c8089c8f2",[],{"_key":3090,"_type":881,"marks":3091,"text":2684},"7182c8089c8f3",[3092],"801269e82e8e",{"_key":3094,"_type":881,"marks":3095,"text":2688},"7182c8089c8f4",[],{"_key":3097,"_type":881,"marks":3098,"text":2693},"7182c8089c8f5",[3099],"dfe61fee87a5",{"_key":3101,"_type":881,"marks":3102,"text":2697},"7182c8089c8f6",[],[3104,3105,3106],{"_key":3085,"_type":895,"href":1734},{"_key":3092,"_type":895,"href":1700},{"_key":3099,"_type":895,"href":1768},{"_key":3108,"_type":877,"children":3109,"markDefs":3113,"style":897},"bdd2cec1ee0b",[3110],{"_key":3111,"_type":881,"marks":3112,"text":684},"76db357ce62e0",[],[],{"_createdAt":309,"_id":310,"_rev":311,"_type":12,"_updatedAt":312,"slug":3115,"title":315},{"_type":15,"current":314},{"_type":28,"asset":3117},{"_ref":389,"_type":31},{"_ref":1810,"_type":31},[3120],{"_key":3121,"_ref":3122,"_type":31},"8405df4c9ff6","04eba8a8-29cf-463d-8914-d7dd35ef3d48",{"_type":15,"current":393},{"_ref":382,"_type":31},{"_createdAt":3126,"_id":3127,"_rev":3128,"_type":872,"_updatedAt":3129,"body":3130,"category":3205,"chapters":3207,"displayContents":2235,"image":4090,"preface":362,"product":4092,"publishedAt":363,"resourceType":4093,"slug":4096,"subcategory":4097,"title":368,"visible":2235},"2024-03-14T11:28:30Z","31e131a5-c8d2-4d32-b914-67139fbf96c4","YOzJ9ZhzPYruOclNCZx2Fy","2024-03-26T14:40:04Z",[3131,3150,3157,3165,3173,3181,3189,3197],{"_key":3132,"_type":877,"children":3133,"markDefs":3147,"style":897},"f511677247d0",[3134,3138,3143],{"_key":3135,"_type":881,"marks":3136,"text":3137},"a1d6e4322dd10",[],"As people spend more time online, the competition for consumer attention is fierce. Consumers currently spend ",{"_key":3139,"_type":881,"marks":3140,"text":3142},"01cc1491b419",[3141],"75277b168e73","more than eight hours a day on the internet",{"_key":3144,"_type":881,"marks":3145,"text":3146},"9e4221906208",[]," looking at hundreds of different pieces of content on their smartphones, tablets and laptops. With so many options facing consumers, how can you ensure that your product or service stands out in a crowded marketplace?",[3148],{"_key":3141,"_type":895,"href":3149},"https://www.statista.com/statistics/262340/daily-time-spent-with-digital-media-according-to-us-consumsers/",{"_key":3151,"_type":877,"children":3152,"markDefs":3156,"style":897},"e076548cf6ed",[3153],{"_key":3154,"_type":881,"marks":3155,"text":684},"4ecf44c3f0ff",[],[],{"_key":3158,"_type":877,"children":3159,"markDefs":3164,"style":897},"85736a16cd0e",[3160],{"_key":3161,"_type":881,"marks":3162,"text":3163},"8fc950d1863a",[],"Many marketers are struggling to keep up with constantly changing consumer preferences. But behind that challenge lies an enormous opportunity to earn attention with product-focused content that helps your audience solve a problem, work faster or improve quality. The key is understanding the product life cycle and matching the right life stage to the best strategies and tactics.\n",[],{"_key":3166,"_type":877,"children":3167,"markDefs":3172,"style":897},"c7456a473050",[3168],{"_key":3169,"_type":881,"marks":3170,"text":3171},"8e8e860a2b78",[],"In this eBook, you will learn about:",[],{"_key":3174,"_type":877,"children":3175,"level":935,"listItem":936,"markDefs":3180,"style":897},"6c47a485ceb3",[3176],{"_key":3177,"_type":881,"marks":3178,"text":3179},"a59ad8620f33",[],"Product life cycle marketing and how it can help guide your marketing campaigns",[],{"_key":3182,"_type":877,"children":3183,"level":935,"listItem":936,"markDefs":3188,"style":897},"55548b1d0017",[3184],{"_key":3185,"_type":881,"marks":3186,"text":3187},"e078378b02f6",[],"The stages of the product life cycle",[],{"_key":3190,"_type":877,"children":3191,"level":935,"listItem":936,"markDefs":3196,"style":897},"2142302f6532",[3192],{"_key":3193,"_type":881,"marks":3194,"text":3195},"107c6524053c",[],"Marketing strategies and tactics for each stage of the product life cycle",[],{"_key":3198,"_type":877,"children":3199,"level":935,"listItem":936,"markDefs":3204,"style":897},"02fb1fb43433",[3200],{"_key":3201,"_type":881,"marks":3202,"text":3203},"bcb04885f82e",[],"How the Stack Overflow advertising portfolio can support your product through the product life cycle",[],{"_createdAt":309,"_id":310,"_rev":311,"_type":12,"_updatedAt":312,"slug":3206,"title":315},{"_type":15,"current":314},[3208,3242,3502,3777,4002],{"_key":3209,"_type":967,"body":3210,"slug":3239,"title":3241},"ef61a31a6a7b",[3211,3219,3223,3231],{"_key":3212,"_type":877,"children":3213,"markDefs":3218,"style":897},"9f3f3440feb3",[3214],{"_key":3215,"_type":881,"marks":3216,"text":3217},"e098004c97170",[],"The product life cycle is the progression of a product through five distinct stages: development, introduction, growth, maturity, and decline. The model was developed in 1965 by a German economist, Theodore Levitt, who published an article, “Exploit the Product Life Cycle,” in the Harvard Business Review. This model is still used today by business owners and marketers to make important decisions about advertising budgets, product prices, and packaging.",[],{"_key":3220,"_type":28,"asset":3221},"b8acc94ecd1f",{"_ref":3222,"_type":31},"image-93a6149fc8bbc67eab969ca9a19bcc299356266f-1070x487-png",{"_key":3224,"_type":877,"children":3225,"markDefs":3230,"style":897},"f00780074d3e",[3226],{"_key":3227,"_type":881,"marks":3228,"text":3229},"db4ca50b3bed",[],"In a previous eBook, Stack Overflow provided guidance on how a customer-first marketing strategy can help B2B companies build and strengthen their brand. But how can learning about the product life cycle support our marketing efforts?",[],{"_key":3232,"_type":877,"children":3233,"markDefs":3238,"style":897},"29a90fd11d25",[3234],{"_key":3235,"_type":881,"marks":3236,"text":3237},"e32668783ab3",[],"\nIt's important for marketers to understand which stage your product is in so you can make better decisions for promoting it. As your product matures and grows, you can respond to changing customer needs by highlighting different features, updating messaging, and using new channels to reach specific audiences throughout the life cycle. This is called product life cycle marketing (PLC marketing). Let’s explore the stages of the product life cycle and how to leverage each one for your marketing efforts.\n",[],{"_type":15,"current":3240},"what-is-the-product-life-cycle","What is the product life cycle?",{"_key":3243,"_type":967,"body":3244,"slug":3500,"title":3187},"cfe1bb1bd09c",[3245,3253,3261,3268,3276,3284,3292,3299,3306,3314,3321,3329,3336,3344,3352,3359,3366,3373,3381,3389,3397,3404,3412,3419,3426,3433,3441,3448,3456,3464,3472,3479,3486,3493],{"_key":3246,"_type":877,"children":3247,"markDefs":3252,"style":1635},"ae1b9e233968",[3248],{"_key":3249,"_type":881,"marks":3250,"text":3251},"ea44e54c3afc0",[],"Introduction stage: ready, set, launch\n",[],{"_key":3254,"_type":877,"children":3255,"markDefs":3260,"style":897},"5f96910f9818",[3256],{"_key":3257,"_type":881,"marks":3258,"text":3259},"93d1b43ddb72",[],"Theodore Levitt’s article identifies the initial stage of the product life cycle as the Development Stage. In that incubation stage, the product is conceptualized and built. Since marketers focus on promoting existing products, we will start with the Introduction Stage – also known as the Product Launch – when the marketing team reveals the product to the world.",[],{"_key":3262,"_type":877,"children":3263,"markDefs":3267,"style":897},"c0a05c793889",[3264],{"_key":3265,"_type":881,"marks":3266,"text":684},"03d728efa67f",[],[],{"_key":3269,"_type":877,"children":3270,"markDefs":3275,"style":897},"ec6c9a4dfdb4",[3271],{"_key":3272,"_type":881,"marks":3273,"text":3274},"80b1e9f4e7af",[],"Preparing for a product launch is a great time to build awareness for your company and its brand identity. Focus on a couple of core benefits that the company and your new product provide and start creating content that highlights your expertise. In the pre-launch phase, work with the Product Team to gather positive feedback from customers who have tested the product and see if they will provide testimonials. You may consider providing samples or free trials to influential members of your target audience.\n",[],{"_key":3277,"_type":877,"children":3278,"markDefs":3283,"style":897},"4cfdcf782394",[3279],{"_key":3280,"_type":881,"marks":3281,"text":3282},"6ae989eeefcc",[],"Upon launching the product, the marketing team needs to focus on creating demand and driving brand awareness even higher. Education is key. 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We call it “Topic Tag Targeting.” Currently, we have more than 60,000 Topic Tags active on the site. We use these tags to contextually target your ads.",[],{"_key":3888,"_type":877,"children":3889,"markDefs":3894,"style":897},"0ffe546071fa",[3890],{"_key":3891,"_type":881,"marks":3892,"text":3893},"822b85b1d238",[],"Here’s how it works:",[],{"_key":3896,"_type":877,"children":3897,"level":935,"listItem":936,"markDefs":3906,"style":897},"806d6fef876f",[3898,3902],{"_key":3899,"_type":881,"marks":3900,"text":3901},"4d2892128e4f",[1167],"Every question has a tag",{"_key":3903,"_type":881,"marks":3904,"text":3905},"f8a43c3dcc8b",[]," – Between one and five Topic Tags are assigned to every question on Stack Overflow. Each tag matches the content. 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",[],{"_key":3920,"_type":877,"children":3921,"level":935,"listItem":936,"markDefs":3930,"style":897},"ce0f6e409497",[3922,3926],{"_key":3923,"_type":881,"marks":3924,"text":3925},"cfcc962b1a23",[1167],"We help design campaigns based on precise relevance",{"_key":3927,"_type":881,"marks":3928,"text":3929},"be9aa11730d2",[]," – Stack Overflow targets ads based on your Topic Tags. Our goal is to ensure that your ad reaches the right person with the right message at the right moment in a highly relevant environment.",[],{"_key":3932,"_type":877,"children":3933,"markDefs":3938,"style":897},"22927139d7c2",[3934],{"_key":3935,"_type":881,"marks":3936,"text":3937},"39630ec4f9bc",[],"Stack Overflow also provides you with the flexibility to create additional targeting parameters, specific to your company’s goals, including:",[],{"_key":3940,"_type":877,"children":3941,"level":935,"listItem":936,"markDefs":3950,"style":897},"4cdbec0cdd44",[3942,3946],{"_key":3943,"_type":881,"marks":3944,"text":3945},"1918d3520892",[1167],"Geo targeting",{"_key":3947,"_type":881,"marks":3948,"text":3949},"e19095ff85dc",[]," – As the largest online community of developers, our members come from all over the world. If you want to focus on a specific region, here are the 10 countries where we see the most traffic: US, India, UK, Germany, Canada, France, Brazil, Russia, Australia, and Spain.",[],{"_key":3952,"_type":877,"children":3953,"level":935,"listItem":936,"markDefs":3962,"style":897},"4b95ddc48ee1",[3954,3958],{"_key":3955,"_type":881,"marks":3956,"text":3957},"5ce82ef9388e",[1167],"Account targeting",{"_key":3959,"_type":881,"marks":3960,"text":3961},"2af214fb34ca",[]," – Support your prospecting, cross-selling and nurturing efforts by selecting from our predefined list of more than 9,000 companies you can reach on our network. 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You can add these engaged users to your targeting criteria.",[],{"_type":15,"current":4000},"direct-to-developers","Direct to developers in-depth",{"_key":4003,"_type":967,"body":4004,"slug":4088,"title":3073},"a5a242ff4111",[4005,4013,4020,4028,4046,4053,4061,4080],{"_key":4006,"_type":877,"children":4007,"markDefs":4012,"style":897},"0bbc57753738",[4008],{"_key":4009,"_type":881,"marks":4010,"text":4011},"00a642cb4fcd0",[],"Behind every successful product is great strategic marketing. Every stage in the product life cycle offers opportunities to experiment and improve your marketing strategy. 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