LIFTmktg - Ad Agency

As marketing pros, we're always thinking ahead and planning 6-months, or more, down the road. Even though it's August, in our minds its already December and January! Prep for our client's season holiday campaigns are in full swing and 2025 planning about to commence! Palm trees swaying. Heads are swirling. #lift #liftmktg #advertising #marketing #marketinghumor #agencylife

At LIFT, we are a digital marketing agency and we are actively running campaigns in the US and Canada. We’ve been keeping an eye on the surcharge updates for Google ads served in Canada as the new tax will impact our clients and budgets who advertise internationally.   In summary, as of October 1, 2024, Google will be adding a 2.5% Canada DST Fee to all paid campaigns for ads served in Canada. The fees are being added to cover part of the cost of complying with Digital Services Tax legislation in Canada. The tax, approved in the Canadian Parliament in June, will add a 3% levy on foreign tech giants that generate revenue from Canadian users.   This imposed fee will significantly impact budget planning and spend. "This will increase the cost of running ads on Google and will likely spur similar action on the part of other platforms if they decide to follow suit," the Interactive Advertising Bureau of Canada said on its website. For now, Google will be the first tech advertising giant to pass along the fees to advertiser clients, but we are keeping a watchful eye to see if other digital giants follow.   This is just another moment for ad agencies to navigate and it’s our job to keep our clients informed about these changes and how they may impact their online business. "Digital service taxes increase the cost of digital advertising," a Google spokesperson said in a statement. They said the "surcharge is to cover part of the costs associated with complying" with the tax.   The Information Technology Industry Council, whose membership includes Google, Meta, Apple and Amazon, also urged the Biden administration to "immediately address Canada’s measure that targets U.S. companies and attempts to ring-fence the digital economy." The Office of the United States Trade Representative said in July it is open to using all available tools to halt the tax.   For more information  https://lnkd.in/eCKGqdv #LIFT #LIFTmktg #LIFTadagency #digitalmarketing #digitalnews #digitalagency

LIFT welcome’s Mookie Blaylock to the team. Weighing in at 4lbs, he is a force to be reckoned with. Mookie brings unrivaled cuteness and overall adorability to the LIFT agency bench. Mookie’s role with LIFT will be SVP of Positivity and he will be in charge of turning all negativity, meh and or otherwise boo, into optimism, uplifting, undeniable joy. Please join us in welcoming Mookie! Thank you to Kristen for recruiting Mookie! #liftmktg #liftmarketing #puppy #minidashchund #cute

With the surge of popularity, the widespread acceptance of skateboarding, and the brand endorsements of skateboarding, it is safe to say that the sport is healthy and thriving - so much so that it was welcomed into the Olympics back in 2020, and is still going strong in its own world of competitions (Street League Skateboarding, the X-Games, etc.). Just earlier this week, Yuto Horigome (pictured) won his second back-to-back gold medal for Japan in the 2024 Olympics.   The landscape of skateboarding culture has been reshaped by the rise of social media platforms like TikTok and Instagram. These platforms have become virtual playgrounds contributing to the rise of skateboarding by taking it from an image of outcasted, troublesome, and rejected, to a well-accepted and booming industry. Pairing the accessibility from social media with the growing streetwear fashion trends that are based out of skateboarding culture, TikTok and Instagram have shed light on a new breed of skateboarding influencers who wield significant influence over trends, culture, and consumer behavior within the skateboarding community.   Brands have recognized the power of skateboarding influencers  -- Whether it's sponsoring a skateboarding influencer to represent their brand at competitions, endorsing their products through sponsored content, or collaborating on limited-edition merchandise.

😮After all that… Google is no longer eliminating third-party cookies on Chrome. On Monday, Google announced that they are planning to keep third-party cookies in the Chrome browser. Since 2019, Google has been working on the initiative to phase out third-party cookies (tiny packets of code meant to track users on the internet). Instead, users can still disable them or to enhance user privacy while preserving advertising effectiveness, Google plans to roll out a new solution: a one-time prompt that enables users to set preferences that will apply across Google browsing experiences. “We are proposing an updated approach that elevates user choice,” wrote Anthony Chavez, vice-president of Privacy Sandbox, in a blog post. “Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time.” The news was meant with mixed reviews: "Advertising stakeholders will no longer have to prepare to quit third-party cookies cold turkey," eMarketer analyst Evelyn Mitchell-Wolf said in a statement. Lena Cohen, staff technologist at the Electronic Frontier Foundation, said cookies can lead to consumer harm, for instance predatory ads that target vulnerable groups. "Google's decision to continue allowing third-party cookies, despite other major browsers blocking them for years, is a direct consequence of their advertising-driven business model," Cohen said in a statement. What do you think? #LIFT #LIFTmktg #digitalmarketing #digitaladvertising #google #cookies

LIFT’s lead Digital Media Strategist, Palmer, takes a closer look at the increasing use of AI and its role in gamification when it comes to driving consumer purchases and improving conversion rate.    Did you know that e-commerce sites use gamified chatbots to enhance the shopping experience, particularly focusing on customer engagement and purchase behavior? The narrative begins with a hypothetical scenario of a customer interacting with a chatbot on an e-commerce site, highlighting the potential of gamification in making the process enjoyable and engaging.   If you haven’t noticed, chatbots are increasingly being integrated into various stages of the consumer interaction process across different industries. The concept of gamification—incorporating game-like elements into non-game contexts—is identified as a promising approach to increase user satisfaction and conversion rates.   There are generally 2 types of gamification chatbots. Game-of-Chance Chatbot: uses random rewards (e.g., spin-the-wheel) and effectively triggers hedonic motivation and enhances purchase behavior. Knowledge-Sharing Chatbot: focuses on quizzes and informational content and primarily activates utilitarian motivation and emotional engagement, leading to lower purchase outcomes. Our findings and takeaways: Gamified chatbots can significantly influence customer engagement and purchase behavior. Hedonic motivations (enjoyable interactions) are more effective in driving sales than utilitarian motivations (practical benefits). The style of gamification matters: reward-based, chance-driven games are more effective than knowledge-sharing games. Marketers should align gamification elements with the desired customer motivations to optimize engagement and conversion rates. Resource Definitions Utilitarian Motivation: Driven by practical benefits and goal-oriented tasks. Hedonic Motivation: Driven by enjoyment and pleasure derived from the shopping experience.   #lift #liftmktg #liftmarketing #adagency #ai #digitalmarketing #digitalstrategy

Last night’s ESPYS awards celebrated a landmark year for women's sports. Simone Biles, A'ja Wilson, Caitlin Clark, Dawn Staley and JuJu Watkins were among the honorees. Simone Biles earned best comeback athlete weeks before she competes at the Paris Olympics. The most decorated gymnast in history withdrew from the team competition at the Tokyo Games to prioritize her mental health. Caitlin Clark of the Indiana Fever also earned two trophies, for record-breaking performance in becoming the NCAA’s all-time career scoring leader, and as best college athlete, for her Iowa basketball career. “JuJu” Watkins won best breakthrough athlete. Ranked number one recruit in her class by ESPN. Congrats to all of the honorees, men and women, and to all those who deliver great achievements and moments in sports – in and outside of the game. 

Summer vibes and good times + life offline 😊Fun holiday weekend activities recap! LIFTmktg.com

It’s just about time for the 47th Annual Saratoga Jazz Festival! This weekend! We are so excited to go to Saratoga Performing Arts Center to taste the craft beers and check out the vendor tents. Let’s not forget the non-stop music! 2 days and 2 stages and 22 artists - featuring some of our favorites -Samara Joy, Norah Jones and Laufey – to name just a few! WE ARE. SO. READY. FOR. THIS. WEEKEND! #SPAC #Sarartoga #JazzFest #Weekend #LIFTmktg #LIFTagency #LIFT