The Local Marketing Playbook – From Social to DOOH

As a small business with limited time and money to get your brand out to your customers, it’s critical to focus on the strategies and tactics that will deliver the greatest impact. But where do you start and what should your playbook be? In my experience, an...

Customer Reference Friendlies, Allies & Champions

In my previous article in this series on customer references in technology marketing, I provided a few best practices for getting to know your customer champion and answering their upfront questions so they’re suitably prepared for marketing activities.  Internal...

Social is the Foundation for Great Customer Experiences

The business world is undergoing an unprecedented shift. A revolution that’s forcing every organization, from every industry, across every market to rewire how it operates. Contrary to what you might be thinking, disruption is not being driven by the internet, mobile,...

10 Tips for Naming Your Company

I’ve started numerous companies and have talked with and advised thousands of entrepreneurs and small business owners around the world. Here’s something we’ve all had in common: we all struggled to come up with a great name for our new company. If you’ve never named a...

Is Whitelisting a Win-Win for Brands and Influencers?

Social media is a primary gateway between a brand and its audience.  Many times the point of contact between a brand and its consumers is created by third parties — publishers, paid media and increasingly influencers. Consider that 96% of people that discuss a...

It’s 2017 and you still don’t know where your ads are running

Poor-quality digital ads aren’t going away, and ad fraud is making the problem even worse. In fact, digital ad fraud was estimated to cost marketers $12.4 billion globally in 2016, according to Adloox. That’s about the cost of twenty-nine A380 jets, eight Golden Gate...

Creating a Targeted Campaign Using Video

Imagine, for a moment, a world in which reality corresponds to your deepest desires almost as soon as you start entertaining them. Something along the lines of getting back home from work while cursing your car dealer and, suddenly, your digital device starts...

The Importance of Data Analytics in Marketing Strategies

We are producing more data than ever before. Every credit card transaction we make, each GPS pinpoint taken by your smartphone, and every click of the mouse we make online contributes to an increasingly large and varied dataset. Analytics is the software used to turn...

Driving Behavior Change through Triggers, Motivation, and Ability

Marketing is quite simply driving behavioral change. BJ Fogg, a teacher/researcher at Stanford University developed a behavioral change model over 10 years ago that simplifies change into three critical pillars: Triggers – The cue, prompt, or call to action to...

The $1 Trillion Dollar B2B Marketing Opportunity

When people think of ecommerce, companies such as Amazon, Walmart, or Apple come to mind, and for good reason: Retail sales for these business-to-consumer brands totaled over $201 billion dollars in 2016. Digital transformation that includes ecommerce is at the top of...

Match Rate Challenge: What Every Marketer Should Know

Match rates have been one of the hot topics in the ad tech world for some time now and still comes up frequently in conversations with digital marketers. The topic continues to perplex because match rates are a widely misunderstood metric that are not entirely useful...

The State of Affiliate Marketing By Oliver Roup, CEO of VigLink

Affiliate marketing should be part of every online business’s suite of digital products, and for good reason. In fact, the affiliate marketing industry is estimated to grow to 6.8 billion dollars by 2020. VigLink conducted a survey of 500 publishers and 100 merchants...

A Letter To Adtech Vendors: Innovate Or Get Out Of The Way!

Engaging new ad formats are here, and they’re ready to be deployed. However, there’s a bottleneck with regard to improving the overall inventory of the web (and especially mobile) advertising: adtech vendors. Despite the availability of unique creative formats that...

Is All That Big Data Making Your Head Spin?

Building a User-Friendly Marketing Data Ecosystem Welcome to the Jungle! Welcome to today’s Marketing Data Ecosystem.  It’s a myriad of data sources and tools that are supposed to help you to make more informed, “data driven” decisions; taking the guess work out of...

Video Header Bidding Lives and Dies with Latency (or Lack Thereof)

Video header bidding is on the horizon for ad tech firms. Now it’s just a question of whether or not they’re fully prepared for it. The oncoming growth of video header bidding is exciting, but not without challenges, either. Today, it’s used by a modest 10% of...

Has Programmatic Delivered on Its Original Promise?

When it first burst onto the market way back in 2006, programmatic was often touted as the answer to finally take digital marketers away from their one-size-fits-all approach. Digital advertising was a blunt instrument that needed to be more targeted, more relevant...

What Your Peers are Saying About Sales Enablement Platforms

Do you look at customer reviews before selecting a restaurant, hotel, or service? Odds are, the answer is yes. It’s common and accepted to do a little research to see what your peers are saying before booking that vacation or hiring a handyman. After all, real-world...

10 Key Steps to Total Customer Monetization

When it comes to customer acquisition, best practices abound. While there is tremendous lip service around customer centricity, companies struggle to execute effective customer retention and monetization programs in this era of big data. To help, here are 10 key steps...

Why are Brands Still Failing at Targeted Marketing?

Today’s marketers have more data available to them than ever before. From social media statistics to click through rates (CTRs), email opens to loyalty points, marketers would be hard pressed to argue that they don’t have enough customer information to play with when...

33 Questions to Ask When Evaluating a MarTech Solution Provider

When the time comes to purchase a MarTech software solution, the considerations are vast and varied. Ensuring you end up with the optimal solution and the necessary level of ongoing support is highly dependent on an organization’s approach to vendor selection. There’s...

It’s All So Quiet: Using Silence to Speak to Your Audience

Email marketing has the highest return on investment (ROI) of any channel and format, yet over half of consumers have considered deleting email accounts due to overzealous and irrelevant e-marketing campaigns. Marketers are all too aware of their role in the problem –...

Who owns the “I” in BI

It is well known that when it comes to gaining insights from your BI system, the more granular data you have, the more accurate the insights you will gain. While most of the existing BI solutions can process and store a huge amount of data with many dimensions, they...

De-blurring Lines Between ‘Ad Tech’ and Advertising

Advertising technology and advertising are two separate pieces of the same solution, yet both are commonly lumped together. The former creates the infrastructure on which the ad is delivered (and measured), while the latter is the actual final product delivered to the...

The App Trap: Why Every Mobile App Needs Anomaly Detection

If you’re one of the many consumers using native apps 90% of the time you’re on your smartphone, you know first hand that mobile apps are big business. So big, in fact, that they are expected to generate 188.9 billion U.S. dollars in revenues via app stores and in-app...

Website down? How to Track the Impact on Your Bottom Line

Costs of Unavailability Availability is one of the key measurements for every company with an online presence. The expectation of customers is constantly increasing, and today they expect access to the service at any time, from any device. They expect nothing less...

0-60 in Seconds: 4 Ways Tech Instantly Eliminates Manual Processes

It’s time to leave in the proverbial dust the redundant, tedious tasks that drag down your marketing team. By now, marketing leaders know that technology is crucial to staying competitive. But the organizations that are leveraging MarTech’s capabilities to virtually...

How Much Does Micro-Influencer Marketing Cost?

When brands first talk to us about influencer marketing, the first few questions that come up: “How much will this all cost?”, “Aren’t influencer paid absurd fees to take selfies?”, “Why not just pay to promote my own content on social media at lower CPMs”? Sure, it’s...

Top Five Reasons CMOs Need to Digitize Marketing Events

As CMOs are under pressure to drive a significant return on marketing spend that impacts their organization’s bottom line, the right strategies will be crucial to their success. National Instruments discusses why digitizing marketing events will help CMOs surmount...

Customer Spotlight: Rinck Advertising

For this Customer Spotlight we were joined by Laura Davis, President, and Katie Greenlaw, Director of PR at Rinck Advertising. Rinck is a full service marketing, advertising, and PR agency based in Lewiston, ME with additional offices in Annapolis, MD. Let’s see what...

What To Expect From Your Influencer Marketing Technology

The key to any successful influencer marketing campaign is a great influencer marketing technology. When considering working with an influencer marketing platform be on the lookout for these 3 pillars of Influencer Marketing: (1) Community, (2) Campaign Execution, and...

Influencer Marketing 2.0: Key Trends in 2017

With the continual drumbeat of attention on Influencer Marketing, from influencers garnering mainstream attention on CBS’s 60 Minutes and continuing to climb in Google searches to growing concerns about ad avoidance, and threats to traditional media, 2016 has been...

Fake News: Another Symptom of Programmatic’s Colossal Rise

The punches just keep on coming for programmatic advertising. It’s been blamed for the rise of ad fraud – including the unprecedented success of Russian botnet Methbot – as well as brand safety breaches where major brands have unknowingly financed extremists by...

Three Dangers of Affiliate Marketing and How to Avoid Them

The affiliate industry is nuanced. There are many players, layers, and moving parts. While some of these nuances are what make the affiliate model unique and valuable, such as connecting compensation to outcomes, there are others that are less desirable. What’s more...

Collaboration is Key in Conquering Brand Safety

Despite accounting for an impressive two-thirds of US digital ad spend in 2016, the path of programmatic has by no means run smooth. While it is true that programmatic has proven its worth as a cost-effective, far-reaching method of advertising, recent industry...

Cross-Device Verification Explained

Let’s try to agree on what is black and white… There is a lot of noise in the industry about the selection of cross device solutions. However, with all the conversation surrounding omni channel marketing, there is a significant gap in the understanding of the...

Lessons Marketers Can Learn from Manufacturers – Part 3

…continued from part 2 Getting on Board the Automation Train Manufacturing automation, predicated on an integrated stack where data from all over the plant informs decision-making, has several key impacts on the overall organization. These range from increased...

Lessons Marketers Can Learn from Manufacturers – Part 2

…continued from part 1 Leverage Data Wherever It Comes From  Manufacturers have become experts in smashing data silos, taking data from all over the organization to derive business critical decisions. For example, data collected in the production line can...

Digital Marketing Tips To Nurture Revenue for B2B Startups

In the B2B world, digital marketing is a whole different ball game. The tried and true methods used for consumers marketing usually don’t work in B2B marketing. There’s notoriously less traffic volume, downloads, and inbound leads – well, that is, for most B2B...

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