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Trustworthy Accountability Group (TAG) White Paper Highlights Need for Global Standards to Tackle Industry Challenges

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Trustworthy Accountability Group (TAG) White Paper Highlights Need for Global Standards to Tackle Industry Challenges

A Consistent and Scalable Global Approach Is Required to Address Key Brand Safety Challenges and Criminal Activity in Digital Advertising

The Trustworthy Accountability Group (TAG), an advertising industry initiative aimed at fighting criminal activity in the digital advertising supply chain, published a White Paper – “Global Standards for Local Markets: A Roadmap for Establishing Global Harmonization in Digital Advertising Standards“ – highlighting the need for consistent and scalable global standards to tackle cross-border industry challenges, such as brand safety and fraud, whilst leveraging the needs and expertise of national markets.

Released at this year’s DMEXCO conference in Cologne, Germany, the TAG White Paper identifies challenges requiring global consistency and outlines existing industry standards in areas such as ad blocking, fraudulent traffic, viewability, malware, ad-funded piracy, and ad misplacement. It highlights the importance and benefits of a global approach in addressing these challenges to ease compliance burdens, reduce regional inconsistencies, ensure broad industry adoption, and foster greater consumer and business trust.

Also Read: Havas Edge Appoints Neil Nguyen to the Role of Global Chief Digital Officer

The TAG White Paper proposes a global standards framework in digital advertising that also meets the needs and requirements of national markets – i.e. ‘global standards for local markets’ – through collaboration with local and regional entities. The Paper identifies how markets, such as the UK, France and the USA, are building on successful existing industry programmes to achieve this.

The White Paper echoes a call made by the World Federation of Advertisers (WFA) in its recently published Global Media Charter. The WFA raised eight areas of concern for brand advertisers, such as brand safety issues, and concluded “these issues are best addressed via a global framework with local action.

Also Read: InMobi Launches Global In-App Programmatic Exchange in EMEA to Provide Premium Mobile Ad Experiences

Speaking at DMEXCO, Nick Stringer, Vice President of Global Engagement & Operations at TAG, said, “Global challenges require global solutions, and we must work as an industry to create a consistent framework across countries and regions that promotes the effectiveness and growth of digital advertising worldwide. Advertisers want to see a consistent approach across markets, and several industry programmes are working collaboratively to build and connect global standards to meet the needs of advertisers across the world’s digital markets. This paper provides a strong rationale for the continued harmonization of global standards, and TAG looks forward to engaging with international stakeholders to advance that goal.”

Recommended Read: Scout24 Media Makes Advertising Business More Secure

Orders365 App by Balluun: Order Capturing and Product Catalogue on the Go

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Orders365 App by Balluun: Order Capturing and Product Catalogue on the Go

Balluun enriches its B2B Market Network solution. Anywhere and anytime, sales representatives have now access to the complete product catalogue and inventory with search and filters for an efficient sales visit in an app.

As part of the Balluun365(TM) white-label social e-commerce platform, Balluun launches Orders365 – contributing more agility and efficiency into the B2B buying and selling process, and offering a seamless integration and synchronization with the web-based marketplace.

Orders365, launched first as an iPad App, allows sales representatives to quickly showcase products, share lists of products discussed, draft quotes and even capture orders while in conversation with customers and on the go. The application is easy to use, intuitive and enables sellers to present product images and descriptions beautifully, in an accurate way and with prices which are always up to date – thus increasing efficiency and saving time. No internet is needed to present products, brands, latest arrivals and innovations to buyers and place orders.

Also Read: TrustArc Expands Industry Leading Compliance Solutions with First Privacy Certification for Data Processors

Balluun is changing the international B2B market with its industry-specific market networks, on which wholesalers, retailers, exporters, importers as well as suppliers and buyers can exchange business information, buy and sell online while networking and contacting each other directly.

Balluun – Powering the Future of Business Networks

The leading provider of B2B social e-commerce worldwide. Since 2012 we have been promoting B2B marketplaces around the world 24/7/365 by launching industry-specific digital marketplaces which directly connect wholesalers, retailers, suppliers, brands, products and consumers.

Also Read: comScore Partners with Adobe to Help Marketers Deliver Hyper-Personalized Messages in a Post-GDPR, Post-Cookie Era

Our platform allows trade-show organizers and trade associations to easily and cost-effectively create and scale their own digital marketplaces to expand their business by engaging their industry-specific audiences digitally. Our partnership model allows these organizations to build a competitive advantage with a low-cost investment and a high revenue share opportunity.

From our headquarters in Zürich to our development center in Silicon Valley and our offices in New York, London, Lausanne, and Hong Kong we empower business-to-business communities, commerce and services worldwide by providing patented and established technologies, an open and scalable Cloud solution as well as efficient marketing, sales and customer success services.

Recommended Read: Havas Edge Appoints Neil Nguyen to the Role of Global Chief Digital Officer

Influencer Platform and Agency ACTIVATE Launches First-to-Market IGTV Support; Hires Influencer Industry Veteran Lauren McGrath to Lead ACTIVATE Studio

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Influencer Platform and Agency ACTIVATE Launches First-to-Market IGTV Support; Hires Influencer Industry Veteran Lauren McGrath to Lead ACTIVATE Studio

The Network Expands Their Offerings to Streamline Workflow for Influencers and Marketers, Onboarding Longtime Influencer Expert, Lauren McGrath to Lead Strategy and Execution

Influencer marketing technology platform and agency, ACTIVATE, formerly Bloglovin’, announces a set of new product offerings to their influencer marketing workflow and insights reporting suite, called ACTIVATE Collaborations, including first-to-market support for IGTV as part of broader workflow support for a variety of content types. ACTIVATE also announces the new hire of Lauren McGrath as Vice President of ACTIVATE Studio and Strategy to lead influencer strategy and help drive product innovation.

ACTIVATE Collaborations aim to deepen marketers’ ability to manage, measure and analyze influencer collaborations across all available content platforms:

  • Flexible Content Support – Deep workflow support to review, approve and track performance for Instagram (IGTV, Instagram Stories, Instagram images), YouTube, Blog content, and more.
  • Native Click & Conversion Tracking – Distribute unique tracking links for each influencer’s multiple pieces of content, across all social platforms

Also Read: Beckon Introduces New Artificial Intelligence Capability; Empowers Marketers to Turn Messy Marketing Data into Actionable Insights with a Single Click

  • Streamlined Workflow – Thoughtfully integrated features, including Goals, Surveys, Deadlines, Shipments and Attachments, to increase velocity between influencers and marketers
  • Conversations – Facilitate streamlined seamless messaging through a universal inbox that supports interchange of all types of documents – images, videos, PDFs, etc.
  • Expanded YouTube Analytics – Robust reporting showcasing first-party audience, engagement and viewership data.

“From the beginning, ACTIVATE has built campaigns with the creator in mind, thanks to a deep understanding of digital creators from our very beginning as Bloglovin’,” said CEO of ACTIVATE, Kamiu Lee. “In offering a full view of an influencer across all platforms, taking into account where they have built engaged audiences, and providing robust workflow and insights, ACTIVATE seeks to enable meaningful, scaled collaborations between marketers and influencers. We’ve added these additional updates like content support with IGTV because we are committed to what matters most – building relationships and helping influencers and marketers drive impactful content where audiences want to see it most.”

McGrath will lead ACTIVATE Studio, the network’s white glove influencer management suite. Studio leverages the ACTIVATE Platform, that also allows brands access on a self-serve basis. In overseeing ACTIVATE Studio, McGrath will be responsible for managing influencer strategy, ideation and execution, building influencer relationships and partnering with product to drive platform strategy. Most recently, the company launched products ACTIVATE Discover and ACTIVATE Circle. Both allow for more streamlined influencer selection, with Discover enabling access to a curated network of influencers, showcasing their content alongside deep performance and audience data. ACTIVATE Circle is a newly launched program that hand-selects a collective of outstanding influencers who will receive special access to beta-launched features, ACTIVATE events and initiatives, and more. ACTIVATE Circle will not only be under McGrath’s purview, but she will be responsible for growing ACTIVATE’s mission of cultivating the most extensive, segmented and dynamic database of influencers – from Sneakerheads to Twinfluencers to Beauty Unboxers .

Also Read: Zendesk Acquires the Company Behind Base to Deliver Software Designed for Salespeople

“Now more than ever, strong strategy, transparency, authentic storytelling, and deep relationships are the keys to successful influencer marketing,” said Lauren McGrath, new VP of ACTIVATE Studio and Strategy. “ACTIVATE was built on these same principles, and our platform is tirelessly evolving to capture and report on the growing intricacies of the influencer ecosystem. I look forward to collaborating with the ACTIVATE team to provide a best-in-class experience to brands, agencies and creators alike, defying convention to design and facilitating partnerships that foster sustained creator-brand relationships and spark meaningful connections with relevant audiences.

Former talent and influencer engagement executive for Refinery29 and Lippe Taylor, McGrath is one of the industry’s leading experts on engaging today’s digital stars. She brings more than 10 years of experience working with talent ranging from celebrities to micro-influencers and collaborations with brands from Cartier to Target. At Refinery29, she helped launch the company’s dedicated influencer division, the Here&Now Collective.

“Through her deep expertise in building influencer strategies as well as her relationships with creators of all types and followings, Lauren brings unsurpassed expertise in developing our ACTIVATE Studio and technology platform,” said Lee. “I am extremely excited to welcome her to the team, and look forward to working closely with Lauren to help ACTIVATE evolve with the future of this industry.”

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Stitcher – Now the Parent Company of Midroll Media and Earwolf – Builds on Its Promise to Be the Best Place in the World for Podcasting

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Stitcher - Now the Parent Company of Midroll Media and Earwolf - Builds on Its Promise to Be the Best Place in the World for Podcasting

Stitcher, a leader in podcast content creation, distribution and advertising, unveiled a new logo and brand identity, reinforcing its place as a leading player across the podcast ecosystem as it becomes the primary brand for The E.W. Scripps Company’s podcast operations.

Stitcher’s new branding comes as the podcast industry undergoes massive growth. Podcasts’ share of total audio consumption has doubled over the past four years, according to Edison Research, while podcast ad spending has increased 86 percent year over year, according to a recent IAB and PwC report.

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Founded in 2007, Stitcher was an early leader in podcasting. By 2016, the popular podcast listening platform was operating in concert with two other veteran podcast brands: the leader in podcast advertising Midroll Media and top comedy network Earwolf. The three brands have since solidified their combined strength in all parts of the ecosystem: content production, distribution and monetization.

To set up the company for continued growth and underscore consumers’ adoption of the Stitcher brand and its journey to becoming ubiquitous with podcast listening, Stitcher is now the parent company to Midroll and Earwolf. Other networks of original content also fall under the Stitcher umbrella.

Stitcher CEO Erik Diehn said the changes reflect the transformation that has been underway for some time at the company to attract new advertisers, listeners and top creative talent.

“Our combined brands and companies – Midroll, Earwolf and Stitcher – were all individually early pioneers and leaders in podcasting,” Diehn said. “Earwolf was one of the first podcast networks; Midroll helped create and grow the podcast ad sales marketplace; and Stitcher was one of the first true podcast apps. Each of these has evolved and thrived individually, and today we mark the beginning of those pieces coming together to form the world’s strongest end-to-end podcast company.

Also Read: Valossa Introduces Video Recognition Solution for Reviewing Inappropriate Video Scenes

“Under the combined Stitcher brand, we will connect talent, listeners and advertisers in new and exciting ways and help millions of new listeners discover this incredible medium.”

One of the world’s most popular podcast listening services, the Stitcher app delivers more than 100,000 podcasts. Stitcher also creates original content and runs a growing Stitcher Premium service that now offers 20,000 hours of content to engaged podcast fans.

Stitcher’s new logo – which exudes a more modern, bold look – also complements the many improvements to the Stitcher app over the past year that make it the best place to listen to and discover podcasts. The Stitcher app is available for free download for Android and iOS devices.

The company’s operational structure and business units’ operations have not changed. Midroll will continue as the leader in podcast advertising, and Earwolf will continue as home to the world’s top comedy podcasts.

To support its growth, Stitcher continues to expand its content, ad and production staff and has opened new state-of-the-art studios in New York City and Los Angeles.

Stitcher is a wholly owned subsidiary of The E.W. Scripps Company.

Recommended Read:  New Content Personalization, Segmentation Tools and Insights to Be Salient Features of Nosto’s New Platform

GSTV Launches OCTANE, Providing End-to-End Insights, Targeting, and Attribution Capabilities for Data-Driven Advertisers

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GSTV Launches OCTANE, Providing End-to-End Insights, Targeting, and Attribution Capabilities for Data-Driven Advertisers

New Offering Codifies Partnerships with Leading Analytics Providers including Acxiom, Placed, Dstillery, and IRi

GSTV, the national video network powering active consumers in over 200 DMAs, announced a breakthrough new analytics offering called OCTANE. The service is already transforming how brands connect high-fidelity behavioral data with national advertising campaigns, driving quantifiable business outcomes for some of the world’s leading marketers.

OCTANE supplies powerful insights through new sources of transactional, geospatial, and digital behavioral data, providing enhanced perspective into consumer activity before, during, and after a location-based media exposure. This offering enables advertisers to make data-driven decisions as they develop media strategies, target valuable audiences, and measure campaign ROI.

Also Read: CoreMedia Launches CoreMedia Content Cloud in Response to Strong Demand by Iconic Brands

Over the past 12 months, as GSTV continues to scale its national network — now reaching 1 in 3 US adults monthly — the company has built and extended capabilities with best-in-class analytics providers including Acxiom, Placed, Dstillery and IRi. These partnerships, combined with ongoing collaborations with Nielsen, Carto, and MFour, form the backbone of the OCTANE suite of insights, targeting, and measurement offerings.

“Advertisers need more than just data to be successful, they need credible, conclusive insights, paired with targeted, national reach,” said Eric Sherman, SVP Insights + Analytics at GSTV. “We developed OCTANE with this in mind. Our focus on robust methodologies and concise, actionable outputs has been well-received by our clients to date.”

Also Read: Content is The “Lion Factor” in Succeeding with ABM and Person-Based Marketing

In addition to rigorous ROI analytics, OCTANE offers data-driven planning and optimization tools. For example, GSTV is a launch partner for Dstillery’s Dscover Maps, a geospatial insights tool which enables advertisers to identify audiences on the GSTV video network based on past real-world and digital behaviors. And this fall, GSTV will release a ground-breaking study demonstrating that, among other things, consumers spend 1.7x more in the hours following a fuel transaction.

“In an increasingly complex video advertising ecosystem, it’s more important than ever to demonstrate and quantify scalable impact on consumer spending,” said Sean McCaffrey, President & CEO of GSTV.  “Our investment in OCTANE brings our clients a new level of analytical insight and rigor to the already potent combination of premium content delivered to a massive audience in an engaging environment.”

Recommended Read:  Spotify Deepens Relationship with Nielsen to Measure Effectiveness and Reach of Its Global Advertising Platform

MullenLowe Profero Australia Appoints Hamilton Jones to Managing Director

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GSTV Launches OCTANE, Providing End-to-End Insights, Targeting, and Attribution Capabilities for Data-Driven Advertisers

Former Deepend MD Joins to Evolve the Agency’s Business Transformation Capability

MullenLowe Profero, the global digital transformation network of MullenLowe Group, has announced the appointment of Hamilton Jones as managing director for Australia.

Hamilton joins from Sydney-based digital agency Deepend, where he helped build customer-led design and strategic design practices in his role as managing director.

An expert in harnessing technological change to fuel business innovation, Hamilton has also worked with strategic design outfit Designit (part of global tech consulting firm WIPRO), running transformation services in APAC.

Also Read: CoreMedia Launches CoreMedia Content Cloud in Response to Strong Demand by Iconic Brands

Hamilton will boost MullenLowe Profero’s expertise in business transformation, offering over a decade of senior strategic management to the network’s clients, which include Harley Davidson,100PLUS, Millennium and Peninsula Hotels.

Hamilton replaces previous MD Chris Henderson, who is leaving MullenLowe Profero to relocate back to Europe with his family, after three successful years with the agency.

Vincent Digonnet, MullenLowe Group APAC CEO, thanked Chris for successfully transforming a digital agency into a genuine Business Transformation operation with Experience Design and technology at its core, and welcomed Hamilton to the MullenLowe family. “Hamilton’s 20 years of digital experience, spanning strategy, service design, product development, media and marketing, make him such an exciting appointment for us at this particular point in time.

Also Read: Oath Unifies Ad Tech Under New Brand, Adds Advanced Features to Drive Growth for Advertisers and Publishers

“His experience and his skills will allow us not only to strengthen our capabilities, but to scale them. We are delighted to welcome him to the team.”

Hamilton Jones added, “Being able to contribute to the journey of transformation in digital through an agency like MullenLowe Profero is an exciting opportunity.

“The team here is well established with highly capable experience design and product development people, and I’m really looking forward to getting started.”

Recommended Read: Content is The “Lion Factor” in Succeeding with ABM and Person-Based Marketing

SPi CRM Announces Company Rebrand to Inspiro

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SPi CRM Announces Company Rebrand to Inspiro

SPi CRM, a pioneering leader in customer relationship management outsourcing, announced that, beginning, the company will operate under the new brand name Inspiro.

“This new brand not only captures our promising future ahead, but also the essence of our company’s inspiring and award-winning culture,” commented president and CEO Maulik Parekh. “Our remarkable success so far demonstrates that inspired employees equate to happy clients and customers. We’re delighted to welcome a new chapter in our company’s history, with this fresh and uplifting brand.”

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Inspiro offers multi-language, omnichannel solutions, covering the full customer engagement lifecycle. The company prides itself on earning decades-long partnerships with some of the biggest international names in industries like media and entertainment, telecommunications, travel and hospitality, retail and ecommerce, banking and financial services, insurance, technology, and energy and utilities. Inspiro is a wholly-owned subsidiary of the Japan-based Relia Group.

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With the new name, the company also unveils its new logo, a new tagline – Experience Excellence – and website

“While we’ve changed our brand, we’re still the same company and team,” Parekh added, “dedicated to providing our clients with exceptional customer experience and our employees with an inspiring career path.”

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8th Wall Web Brings Augmented Reality to Websites for the First Time

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8th Wall Web Brings Augmented Reality to Websites for the First Time

8th Wall announced the launch of 8th Wall Web, the world’s first augmented reality (AR) solution of its kind for mobile web browsers. With 8th Wall Web, interactive AR content that could previously only be experienced by downloading an app can now run directly on any existing website. 8th Wall Web makes all augmented reality features immediately accessible by most smartphones with a camera and web browser.

Until now, browser-based AR experiences required the use and recognition of visual cues or image markers, like QR codes, in a user’s physical environment. 8th Wall Web allows brands, for the first time, to offer seamless interactive AR experiences on their websites without the use of image markers or requiring the user to download an app. With 8th Wall Web, industries including ecommerce, advertising, gaming and entertainment can now reach billions of people within their existing mobile web browsers.

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Built entirely using standards-compliant JavaScript and WebGL, 8th Wall Web is a complete implementation of 8th Wall’s Simultaneous Localization and Mapping (SLAM) engine, hyper-optimized for real-time AR on mobile browsers.

8th Wall Web features include:

  • 6DoF Positional Tracking: Allows the user to explore their space and interact with AR content using only their smartphone camera.
  • Surface Detection: Allows detection of the ground or other flat surfaces such as tables for precise virtual object placement.
  • World Points: Points in the world can be detected and used by an AR experience for visualization.
  • Hit Tests: Enables interaction with points and detected surfaces in a scene.
  • Lighting Estimation: Lighting levels in the user’s real world can be used to match lighting in an AR scene.

Also Read: GDPR Changes Buying Behavior and Mobile Usage Continues Rapid Growth, Smaato Research Shows

“AR transforms the way people can use the web, whether it’s taking a closer look at a product on an ecommerce site, interacting with immersive branded content or being guided through a recipe with AR in the comfort of your own kitchen,” said Erik Murphy-Chutorian, founder and CEO at 8th Wall. “However, app installation is currently a major barrier to AR mobile adoption; 87% of smartphone users in the U.S. download no more than one app in a given month. 8th Wall Web extends the reach and impact of developers’ AR features and creates a tremendous opportunity for them to reach customers on a scale that would not otherwise be possible.”

“As augmented reality technology evolves, developers need new intuitive and efficient ways to keep up with users’ needs and expand reach,” said Jitesh Ubrani, senior research analyst, IDC. “8th Wall Web will help industries, including ecommerce, advertising, gaming and entertainment reach a larger addressable market of more than 3 billion users within their mobile web browsers. Tools like 8th Wall Web are essential for the continued proliferation of strong AR experiences.”

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Mobiquity Technologies and Gopher Protocol Announce Share Exchange

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Mobiquity Technologies and Gopher Protocol Announce Share Exchange

Intend to Pursue Partnership to Enhance Technologies and Growth

Mobiquity Technologies, Inc., a mobile location data intelligence company, and Gopher Protocol Inc., a company specializing in the creation of Internet of Things (IoT) and Artificial Intelligence enabled mobile technologies, including a global platform with both mobile and fixed solutions, announced they have closed a share exchange agreement providing for ownership in each of the respective companies and now expect to pursue a strategic partnership with the goal of enhancing each other’s technologies, growth and sales.

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With numerous opportunities for working together, the parties intend to develop a strategic partnership.  The first steps in moving towards a deeper partnership will initiate with a pilot project, which is expected to include the integration of the Mobiquity Passage platform into the ECS Prepaid Platform.  The ECS Prepaid Platform booked 1,134,725 transactions from 9,855 terminals amounting to gross revenue of approximately $13.4 million during the three-month period ending June 30, 2018. During the pilot, Mobiquity will also assist in marketing the GopherInsight Microchips technology by utilizing the Mobiquity ADvantage platform and utilizing Mobiquity’s SDK inside Gopher affiliated apps for enhanced marketing and location services. The parties will also utilize each company’s resources and people on future products and joint ventures, which for example, may involve Mobiquity promoting and distributing Gopher’s GuardianPack mobile applications through its Passage and ADvantage platforms.

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“The synergies between our two companies for location services and marketing is what makes this planned strategic partnership unique and we expect will prove to be advantageous for both companies. We see our teams working together on numerous current and future projects,” said Douglas Davis, Gopher’s CEO.

Dean Julia, Mobiquity Technologies’ CEO, said “After a long period of due diligence and negotiations, we see this strategic partnership as a near and long-term growth opportunity for both companies. We also look forward to working more closely with the entire Gopher team.”

Recommended Read: Purch Finalizes Sale of Consumer Business to Future PLC

Ericsson Emodo Partners with Axonix to Launch Emodo Supply, the First-Ever Carrier-Verified Media Supply Solution for Programmatic Advertising

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Ericsson Emodo Partners with Axonix to Launch Emodo Supply, the First-Ever Carrier-Verified Media Supply Solution for Programmatic Advertising

The Digiday Technology Award-Winning Emodo Platform Verifies Bid Requests Using Carrier Data in Order to Tackle the Industry’s Inaccuracy Problem at the Inventory Level

Emodo, Ericsson’s mobile advertising and data monetization platform, unveiled Emodo Supply, the first and only carrier data-powered product that enables demand-side platforms (DSPs) to filter media supply for accuracy, thus bringing clean and reliable inventory into the programmatic environment. By filtering media supply prior to the bidding process, Emodo Supply ensures that only carrier-verified, high-quality inventory is purchased for campaigns, reducing wasted ad spend and improving ROI.

While the mobile advertising industry actively tackles media viewability and fraud issues, little has been done to combat the major data inaccuracy problem. An internal study found on average 33 percent of data from specialty data vendors and a whopping 57 percent of data from advertising exchanges are inaccurate. Inaccurate data means marketers are targeting the wrong people, which can lead to ROI challenges.

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Emodo is on a mission to systematically build solutions for the advertising ecosystem to bring verifiable accuracy into the programmatic environment. The company’s unique relationships with carriers enable it to safely leverage anonymized, privacy-compliant carrier data as a truth set for scoring the accuracy of other mobile data. This is the foundation for Emodo Supply, which uses carrier data as a filter to remove bad data at the supply level, ensuring only clean, verified data and inventory is made available on DSPs.

“The ad ecosystem is focused on transparency as a proxy for quality. Media agencies are savvy — they know there are mobile data problems in the ecosystem,” explained Alistair Goodman, General Manager at Emodo. “By leveraging carrier data as an accepted truth set, debates about accuracy become real solutions that improve media delivery. Verified supply gives advertisers the confidence that high-quality data and inventory is consistently applied to their programmatic campaigns.”

With Emodo Supply, advertisers can be confident that the data used in their targeted campaigns is accurate, leading to decreased wasted spend and increased ROI. Mobsta, a location and audience targeting specialist, is a current Emodo client partner and already uses mobile operator data to help create and verify their unique audience segments.

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“Mobsta has seen first hand the value of mobile operator data,” said Denise Breslin, Managing Director at Mobsta. “Not only does it enable us to verify our audiences, now, with Emodo Supply, agencies and their clients can also be reassured that their investment in location advertising is verified against the only real location truth set. We feel there is a real opportunity to grow investment in this space.”

In addition to Emodo’s ongoing partnership with BidSwitch, Emodo has partnered with Axonix, a programmatic trading platform that facilitates the trading of unique telco-verified audiences. This partnership allows Emodo Supply to maximize the pool of verified media supply by operating as an independent platform and develop direct connections with hundreds of DSPs, publishers and supply partners.

“We’re excited to partner with Emodo to launch this supply product,” said Zee Ahmad, Global Head of Strategy and Business Development at Axonix. “Emodo’s capability to leverage mobile operator data in real time will add enormous value to demand-side decision makers, enabling them to determine the quality of location signals in the same way they utilize other verification products.”

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How it works:

  • Supply matches AdID to carrier data to determine if specific bid requests are accurate.
  • The platform then uses historic data as a training data set for a pre-bid machine learning predictive algorithm, scoring accuracy in real time.
  • A high score correlates with a high location data accuracy and only that data is accurate enough to use.

Emodo Supply was recently named Digiday’s Best Location-Based Platform, validating the uniqueness and effectiveness of Emodo’s growing platform business. The product launch comes on the heels of an active year for Emodo, with the company unveiling four novel offerings in the past six months. In May, it released Emodo Verification, a tool to help advertisers gauge the accuracy of mobile data used in their campaigns. Then, in June, the company launched Emodo Audiences, which makes carrier-verified mobile audiences available via programmatic tools or managed service. Earlier this month, to fill the gap that products alone cannot, Emodo announced the rollout of the Emodo Institute, a brand new program focused on the research, education, and resolution of the mobile data concerns that hinder the effectiveness of mobile advertising.

Recommended Read: Emodo Unveils First-Ever Institution for the Mobile Programmatic Ecosystem

180byTwo and PeerLogix Extend Relationship with Direct Integration of OTT Data

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180byTwo and PeerLogix Extend Relationship with Direct Integration of OTT Data

PeerLogix, the leading OTT (Over-the-Top)/Streaming Television Audience Discovery Platform, and Global Audience Solutions provider, 180byTwo, announced that, in response to continued growth in demand for OTT-driven data insights, the two will expand their relationship announced earlier this year. In addition to continuing other connections throughLiveRamp’s Data innovators program, the two companies have now created a direct integration, allowing 180byTwo to incorporate Peerlogix’s OTT data even more thoroughly into its own deterministic B2B and B2C audience segment offerings.

Also Read: PeerLogix Expands Team, Prepares for Q4 Growth

In the first half of this year we have seen an increase in the adoption of OTT data usage by advertisers and agencies as they have become more aware of its power to deliver truly unique audience targeting segments. The ability to combine accurate and granular segments with highly actionable viewership preferences — including movie/TV titles, actors, genres, and more – has created next-level targeting campaigns and audience extension strategies that have already shown to be game-changers. This new direct integration will provide 180byTwo B2B and B2C partners with seamless access to PeerLogix’s library of historic and real-time OTT/streaming viewership data, enabling their clients to identify and target unmatched combinations of behaviors, preferences and actions in real-time.

“With their deep connection into the content consumption data space our partnership with PeerLogix helps us deliver on our vision of providing a universal 360-degree audience targeting offering,” explains 180byTwo CRO, Ben Goldman. “When combined with our own wealth of deterministic business and consumer data – from both online, offline and mobile sources – including PeerLogix’s OTT data directly into our own proprietary methodology reflecting our belief in providing marketers with an unparalleled approach to accurate targeting of the right person from every conceivable angle.”

Also Read: PeerLogix Announces Partnership with Largest Third-Party Data Marketplace

“We are thrilled to take our partnership with 180byTwo to this new level of direct integration,” adds PeerLogix CEO, Ray Colwell. “We have always understood that the real power of OTT viewership data is its ability to be combined with myriad alternate data points to create synergies that elevate audience targeting to new levels. With its wide array of data pools — from offline records and census data, to mobile-based location and app usage insights — 180byTwo is already pushing the envelope with regard to what is possible. In opening up their access to our vast library of highly actionable historic and real-time content consumption data, we are excited to see the new offerings they create, and we look forward to helping their clients reimagine what is possible.”

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Scout24 Media Makes Advertising Business More Secure

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Scout24 Media Makes Advertising Business More Secure

Successful Implementation of the Media Trust’s Digital Vendor Risk Management Solution

The Media Trust announced the successful implementation of its Digital Vendor Risk Management (DVRM) for Scout24 Media, one of Europe’s leading digital marketers. The digital risk platform helps companies identify and resolve security, privacy, and quality risks across their mobile apps and websites. For organizations like Scout24, DVRM helps make their advertising business with third parties on their online marketplace even more secure and further optimize the high security and data protection standards of the Scout24 Group.

Also Read: Tinder Welcomes Jenny Campbell as Chief Marketing Officer

“Thanks to our collaboration with The Media Trust’s risk management platform, we have complete insight into the third-party code that runs through our platforms,” says Vaughan Belhamine, Vice President Product, Scout24 Media. “The platform allows us to be at the forefront of data protection regulation and to take a proactive role to ensure that we only work with providers who comply with the GDPR rules.”

“Online marketplace operators with ambitious growth targets like Scout24 are focused on customer acquisition and securing their digital assets,” says The Media Trust CEO and founder Chris Olson. “A single platform that lets them prevent web-based malware, demonstrate compliance with a growing number of consumer data privacy laws, and evaluate the quality of ads will help them effectively manage their digital risks.”

Also Read: The Race Is On: Jumpshot Releases the Competitive State of Ecommerce Marketplaces Data Report

Scout24 Media, through The Media Trust, has introduced continuous, client-side scanning of its ad tags across four digital marketplaces: AutoScout24, FinanceScout24, ImmobilienScout24, and TruckScout24. As soon as violations or suspicious activities occur, the Scout24 team receives a notification alert and works with The Media Trust to resolve problems with third parties. Scout24 Media is thus continuously improving GDPR compliance on its online platforms.

Recommended Read: Mobile Internet Giant Cheetah Mobile Secures Publishing Rights for Ministry of Games’ Trade Town

InMobi Launches Global In-App Programmatic Exchange in EMEA to Provide Premium Mobile Ad Experiences

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PRNewswire
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0
InMobi Launches Global In-App Programmatic Exchange in EMEA to Provide Premium Mobile Ad Experiences

Enabled and Optimized for Brand Safety, Fraud Detection, Audience Verification and Viewability Measurement

InMobi, a global provider of enterprise platforms for marketers, has launched the InMobi Exchange for programmatic buyers in Europe, Middle East and Africa (EMEA), to meet the rising demand of in-app programmatic advertising. The InMobi Exchange is one of the largest independent platforms for mobile in-app advertising, and is anchored on the company’s commitment to trust, transparency and brand safety.

The InMobi Exchange, reaching approximately 1.6 billion users across over an estimated 22,000 apps, blends both the InMobi Network and InMobi Exchange demands into a single auction. With the InMobi Exchange, advertisers and agencies can now buy both private marketplace and open exchange inventory via a single platform, allowing them to bid confidently on a broad array of placements, including video, native and display.

Also Read: Veer VR Unleashes Interactive VR for All with World’s First Cross-Platform, Coding-Free VR Content Creation Tool

The appetite to buy in-app mobile advertising programmatically continues to increase daily in EMEA. The UK remains the dominant advertising market in Western Europe, with $15.95 billion expected ad spend in 2018, with $570.48 millionexpected in France, according to eMarketer. Meanwhile, and despite Germany’s reluctance to dive into programmatic marketing, spend has grown significantly over the past two years and will be worth almost $1.55 billion by the end of 2018.

InMobi Exchange provides four layers of security for its partners through the removal of invalid ad traffic, guaranteed brand safety checks, audience verification, and viewability measurement through deep partnerships and integrations with industry leading partners.

Also Read: H2O.ai Named a Strong Performer in Notebook-Based Predictive Analytics and Machine Learning in Latest Evaluation by Independent Research Firm

“The buy side is suffering from a serious lack of trust and transparency in what is being sold to them programmatically, and fraud has been one of the main drivers,” said Abhay Singhal, Co-Founder and President, Advertising Cloud at InMobi. “InMobi has consistently outperformed on industry benchmarks and we work with only the highest quality app publishers to maintain a zero tolerance policy towards fraud. This launch will accelerate our growth exponentially enabling us to capture 10-15 percent of the programmatic market by 2020.”

Recommended Read: Kaltura Announces Advanced Advertising Solution Together with Yospace and SpotX

Havas Edge Appoints Neil Nguyen to the Role of Global Chief Digital Officer

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PRNewswire
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0
From Customer Experience to Citizen Experience: Global Havas Study Uncovers Shift in Demand

Havas Edge is pleased to welcome Neil Nguyen as Global Chief Digital Officer. Neil has joined the team to provide executive leadership to Edge’s digital media practices, data and analytics and technology teams.  Nguyen will help fuel faster innovation in digital performance marketing, ensuring Edge’s clients continue to outperform the market in all facets of digital marketing and media.

Neil brings with him over 20 years of experience leading digital, media, advertising, and entertainment companies and was previously President and CEO of Sizmek, Inc., one of the leading buy-side ad tech platforms.  Prior to his time at Sizmek, Neil held the position of President and CEO of DG, Inc. (now Extreme Reach), the market leading video content delivery platform utilized by 95 of the top 100 Ad Age Advertisers, Syndicators and DRTV advertisers for post-production services, ad delivery and syndication worldwide.

Also Read: Shareablee Adds Industry’s First Branded Content Advertiser Search to Its Monetize Suite

Steve Netzley, CEO of Havas Edge, commented, “We are proud to have some of the greatest minds in the industry working at Edge, and Neil brings a heightened level of expertise to our technology and digital offerings as well as global experience to the Agency.  Under his leadership I know that we will increase our overall technology and digital strengths to help our global network expand to meet the needs of our performance marketing clients.”

Also Read: Gimbal Launches Cross-Device Location Attribution

Nguyen joins the team just as Havas Edge announces their creation of the Edge Performance Network (EPN), a full-service, global performance marketing network.  The Edge Performance Network offers clients expertise in all aspects of performance marketing, from analytics to strategy, creative and production, media planning and buying across all channels, as well as the industry’s best attribution and modeling capabilities.

“Edge is at the forefront of outcome-based advertising and has been the clear leader in offline when it comes to performance marketing,” Nguyen said.  “I am thrilled to join the leadership team at Edge to help execute the vision of EPN, further enhancing the technology capabilities that solidifies our value propositions to our clients and expanding the suite of digital media services.”

Recommended Read: Immersive Technology Has Arrived: AR and VR Set to Become Mainstream in Business Operations in the Next 3 Years

comScore Partners with Adobe to Help Marketers Deliver Hyper-Personalized Messages in a Post-GDPR, Post-Cookie Era

By
MTS Staff Writer
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0
comScore Partners with Adobe to Help Marketers Deliver Hyper-Personalized Messages in a Post-GDPR, Post-Cookie Era

Integration Helps Brands Deliver Contextual Advertising at Scale Based on Page-Level Relevance and Safety

comScore, a trusted partner for planning, transacting, and evaluating media across platforms, has announced a partnership with Adobe that empowers marketers to achieve more brand-safe, relevant advertising via advanced contextual targeting through Adobe Advertising Cloud.

The pre-bid targeting solution leverages comScore’s proprietary technology to help brands reach customers in more appropriate environments without the use of cookie-based information—a genre of targeting that is increasingly in-demand in the post-GDPR era.

Also Read: comScore Adds Smart TV Data to Marketing Solutions through Partnership with Inscape

comScore’s contextual technology crawls page-level content from more than 300 million URLs each day and employs a self-learning algorithm to understand word associations and pairings across roughly 350,000 topics. The technology then classifies the core content of each page against industry standard and custom categories, brand safety criteria, and predicted viewability to drive placement and bid decisions – and in near-real time.

“Contextual targeting has proven to be an efficient strategy for reaching relevant consumers without the use of cookie-level data and we’re excited to partner with Adobe Advertising Cloud to offer their customers a pre-bid targeting solution that leverages this approach,” Anthony Psacharopoulos, EVP at comScore. “Paired with our post-campaign verification and measurement solutions, partners can be confident that they are targeting audiences in relevant, brand-safe environments while continuously optimizing and improving over time via a holistic, closed-loop solution.”

Also Read: comScore Announces Campaign Ratings to Solve Cross-Platform Video Ad Measurement Challenge

In addition to sophisticated targeting capabilities that can be used to improve relevance, the solution also helps advertisers:

  • Refine biddable inventory using robust, pre-built filters to ensure brand-safe delivery
  • Target or avoid pages with specific keywords, names, brands and phrases
  • Align campaigns with discrete content ratings (G, PG-13, R)

“The implementation of GDPR in Europe marked a watershed moment for digital marketers from around the world—and the recently passed California Consumer Privacy Act further underscores the need for advertisers to supplement behavioral campaigns with contextual solutions that deliver relevance without the use of personal browsing data,” said Ben Wilkins, Managing Director of UK and Ireland at Regital, which uses the solution.

“Contextual advertising, delivered programmatically, provides marketers with performance without compromise when built on a foundation of trusted and sophisticated data,” said Sahil Gupta, Director, Global Partnerships for Adobe Advertising Cloud. “Our partnership with comScore allows us to help marketers to use data to make smarter media decisions and drive their businesses forward.”

Recommended Read: comScore Launches Enhanced Custom Reporting to Advance Mobile Capabilities

Amazon Marketing Agency CPC Strategy Acquired by Elite SEM

By
Viraj T
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0
Amazon Marketing Agency CPC Strategy Acquired by Elite SEM

Enables Businesses to Demonstrate Compliance with Comprehensive Global Standards

San-Diego based agency, CPC Strategy has been acquired by Mountaingate Capital backed Elite SEM. This is Elite’s third acquisition since 2017. Elite SEM will leverage on CPC Strategy’s expertise in retail, e-commerce and especially the Amazon channel where Elite expects to cover half of its 2018 revenue.

Elite and CPC combining forces will bolster the former’s expertise in search and social marketing. Elite will also have exclusive access to CAPx along with CPC’s bid optimization platform.

CPC Strategy works with both, brands as well as sellers and offers –

  • Strategy and advisory services
  • Media planning and placement services
  • Creative and content services
  • Data and analytics services

Also Read: Deloitte’s Acquisition of Magnetic’s Business Platform Enables New Capabilities for Deloitte

CPC Strategy, along with Amazon-only sellers, has in the past worked with clients like-

Zach Morrison, President, Elite SEM, said “the acquisition of CPC Strategy is our response to the escalating demand from Elite’s most successful clients for strategy and execution in the Amazon marketplace, including its media offerings, creative services, and analytics, and the integration of Amazon with other performance media channels. More than a year ago, we set out on a mission to find a solution at scale to meet this demand, and no alternative came close to CPC Strategy. We’re thrilled to welcome an outstanding team of true digital media thought leaders to the Elite partnership.”

The combination of these two companies will be a force to reckon with, especially in media strategy and client servicing and retention. Their combined workforce of approximately 500 professionals include-

  • Performance media specialists
  • Integrated media strategists
  • Data scientists

Both the companies share a deep commitment towards creating a positive work environment.

Also Read: HubSpot Launches Bundled Suites to Achieve Sophisticated Sales, Marketing and Service Goals

The acquisition follows Elite’s previous ‘Experts Only’ model, the scope of which was to maintain and develop a specialization for every practice area that Elite operated in. The ‘Experts Only’ model also aimed at bringing in a more holistic approach for clients by applying Integrated Media Strategy and Marketing Science.

Rick Backus, CEO of CPC Strategy said, “For our clients and for our dedicated team members, the benefits of joining forces with one of the most respected and successful agencies in our space were very convincing. We are aligned strategically and extremely motivated to continue to build innovative solutions that drive improved client results through digital media with our new partners at Elite and also Mountaingate Capital. Together we have one of the strongest, most experienced, and most tenured management benches in the performance marketing industry and have never been more bullish on our future.”

“This transaction brings together two outstanding management teams and is an ideal match on culture and strategy, as both companies have a distinguished history of leveraging technology and human capital in the digital media marketplace,” said Colton King, Managing Director, Mountaingate. “We are excited to see the benefits of joining forces accrue to all of our stakeholders, most importantly our clients and our employees.”

Elite SEM will continue to work with its industry collaborations and third-party technology. However, this acquisition will help Elite’s Service teams to assess market gaps, in turn, helping such teams recommend the best platforms to its clients.

Recommended Read: Marketing Technology Bulletin Covering the Week Gone By

New Content Personalization, Segmentation Tools and Insights to Be Salient Features of Nosto’s New Platform

By
Viraj T
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0
New Content Personalization, Segmentation Tools and Insights to Be Salient Features of Nosto’s New Platform

Leading AI-Powered E-Commerce Personalization Platform, Nosto Expands Its Inventory to Deliver Targeted Shopping Experiences and Much More

Nosto leads the market when it comes to personalizing the e-commerce sphere and enabling retailers with AI-powered tools. Now, Nosto is bolstering its existing platform by adding fresh capabilities like New Content Personalization, Segmentation Tools and Insights. These additions are empowering the e-commerce domain to provide targeted and unique online shopping engagements to customers. Brands are confident that Nosto’s upgraded platform will deepen a customer’s relationship with them across all channels such as –

Nosto as an enterprise has been showing tremendous growth from the past few years. Here are some facts about the organization-

  • Nosto has grown at 260% over the past three years
  • The company collaborates with 2500 brands globally.
  • Nosto has driven $10 billion worth of Gross Merchandise Volume(GMV) through its customer stores since its inception
  • The enterprise averages at 22 percent GMV growth for retail customers. The figure is higher than the GMV growth rates for e-commerce retailers (14%)

Also Read: Digital Customer Engagement Platforms Spredfast and Lithium Technologies Announce Merger

Jim Lofgren, CEO of Nosto, said “when we first launched Nosto, our focus was on delivering AI-powered, personalized recommendations for products across an online store in real-time. Today, we’re expanding these capabilities by leveraging our vast network of retail data to deliver even more robust experiences — a fully personalized shopping experience with web content perfectly fitting the customer across any digital channel. We’re energized by what we have been seeing during the beta period of these new products — increased sales and deeper brand relationships with retailers.

Nosto’s goal has been to deliver an expanded platform to transform the way people experience online retail by making those experiences far more relevant and personal. In order to deliver a truly personalized brand experience, retailers need to go beyond products and look at the brand experience as a whole. Today, we’re delivering tools that enable our retailers to leverage our proprietary AI and machine learning algorithms, which now can be used to create memorable brand experiences at scale, ultimately driving more sales.”

Also Read: The AI-Powered Shift in the Food and Beverage Industry

Here is a brief describing the elements of the new launch from Nosto-

Content Personalization

Nosto’s Content Personalization Platform has surpassed the era of product recommendations. E-commerce retailers are leveraging the platform and providing customized shopping experiences to consumers depending on real-time insights and personas. This is the dawn of fully customized customer journeys when individuals interact with brands.

Customer Segmentation

Artificial intelligence that powers Nosto’s platform identifies the exact position of a customer in the shopping funnel. The platform does it through updating real-time transactional data helping e-tailers leverage on targeted advertising capabilities. This drastically improves customer experience as relevant content appears due to real-time insights.

Gaining Insights

Nosto has thoughtfully built a separate insights platform for e-commerce retailers so that they can make the most out of real-time data. The data is what powers the AI engine which enables harnessing the entire customer data from the e-commerce website. Ultimately, e-commerce stakeholders can gain deep insights through which they can explore newer avenues of entrepreneurship.

Targeted advertising is going to be critical in the near future to gain customers. Nosto’s platform has the perfect components for a robust e-commerce personalization experience. With companies like Salesforce, Monetate, reflektion etc. also churning similar products, there is tough competition for Nosto. However, one thing is for sure that the e-commerce industry will reap huge benefits from personalized platforms.

Recommended Read: SutiCRM’s Latest Software Version Is Packed with New Features Enhancing the User Experience

Spotify Deepens Relationship with Nielsen to Measure Effectiveness and Reach of Its Global Advertising Platform

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PRNewswire
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0
Spotify Deepens Relationship with Nielsen to Measure Effectiveness and Reach of Its Global Advertising Platform

Spotify and Nielsen announced an expansion of their relationship to include the adoption of Nielsen Brand Effect across Spotify in the US, Germany, Canada, Mexico, UK, Spain, France, Netherlands, Japan and Australia. This will allow marketers to measure and optimize their national advertising on Spotify and gain a deeper understanding of how their ads resonate and affect brand lift with their target audience.

With the integration of Nielsen Brand Effect on Spotify, advertisers will be able to delve more closely into how their messages connect with audiences and examine the effectiveness of campaigns in raising brand awareness, perception and purchase intent. The integration captures exposure to audio, video, and display formats heard or seen across desktop, mobile and connected devices. These insights will help marketers make more informed media investment decisions across their mix and drive increased campaign performance on Spotify.

Also Read: Nielsen Acquires Digital Games Market Intelligence Provider, SuperData Research

“Advertisers of all sizes come to Spotify to connect with consumers in an environment that millions worldwide love and trust,” said Brian Benedik, Global Head of Advertising at Spotify. “As our advertising platform matures, we’ve set out to prove that Spotify is so much more than the cool kid on the block; it’s a valuable platform that delivers major impact for brand advertisers. With Nielsen’s industry leading measurement tools in our arsenal, we’re able to prove just how big that impact is.”

Also Read: Nielsen And Meredith Corporation Renew Multi-Year Agreement For Local TV Audience Measurement

“Modern marketers are increasingly faced with questions across every facet of their advertising execution and we’re excited to collaborate with Spotify to help provide greater clarity into the campaign optimization process,” said Jessica Hogue, Senior Vice President of Digital Solutions at Nielsen. “Whether an advertiser is looking to make decisions on creative format, length or placement, Nielsen Brand Effect will be able to help bring real insights based on real people to better inform those choices on maximizing the value of their investments.”

Spotify’s adoption of Nielsen Brand Effect marks the latest expansion in the two companies’ collaboration. The company currently provides clients with the ability to use Nielsen Digital Ad Ratings to measure audience reach across campaigns on Spotify. In addition, Spotify uses Nielsen Catalina Solutions to demonstrate offline sales lift and works with Nielsen Media Lab and Nielsen Consumer Neuroscience to capture audience engagement.

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Emotional vs Distress Purchases – Tapping into Customer Response

By
Evan Kypreos
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0
Emotional vs Distress Purchases - Tapping into Customer Response

https://www.trustedreviews.comMarketers agree that understanding customer need is key to any business. Forming that understanding however can involve scrambling in the dark for insights on audiences. As companies build increasingly unwieldy datasets, the access to behaviour that the internet has allowed us can sometimes mean that overload of information is just as bad as not having enough.

The good news is that there are some easy ways to tap into how your customers feel – with the context of who is buying from you and listening to their feedback.

Read More: The Trouble with Digital Advertising Agencies

Sense and sensitivity

It’s important to be sensitive to the attitude of the consumer when they purchase goods and services – and understanding what their emotional context is likely to be. In 2016, Trusted Reviews carried out research with market research agency Hope and Anchor, and found that different purchase types require a different kind of response.

In the case of a distress purchase, which is usually a search triggered by need, the challenge for brands is to be the reliable anchor that people will turn to or default to instantly when they want to buy their replacement item. This applies to, for instance, white goods and smaller appliances such as kettles that many consumers will buy largely when their current model has broken down. In fact, we found that 70% of large tech goods purchases were driven by the need to replace a broken model. The solution to this is through brand building, establishing yourself in people’s minds through familiarity and relevance.

But then there are more emotional need cases – such as with the smart tech, AV, and mobile comms categories. Purchases made in this area tend to be more driven by the desire to upgrade to something more attractive, or just own something new. In the UK, for instance, we found 73% of AV purchases were made with the desire to ‘get something new or upgrade’. The clear obstacle here is time, with tech moving so rapidly that consumers question whether they should wait for the next model. Rather than building familiarity as with a distress purchase, the key here is to inspire consumers through storytelling and build up an emotional desire to purchase now.

Read More: For Brands, It’s Time To Start Paying Attention…To Attention

At Trusted Reviews, we tailor editorial depending on the user journey. For example, articles about buying a washing machine are a lot more utilitarian than ones about buying a new TV, where new technologies, and the benefits these bring to the experience, need to be explained to consumers.

Respond, react

It’s not just the emotional context that brands can rely on to understand the consumer purchase journey. The search for any item tends to start on the web, as 92% of consumers check companies out online, while 85% of consumers trust online reviews as much as personal recommendations. This is a crucial too but needs to be built on a foundation of trust. For example, Reevoo, the user-generated content (UGC) platform, verifies any consumer before they can review a product to ensure that they are a real customer, establishing mutual transparency between both the brand and the users relying on reviews to inform them about the quality of a product or service.

Read More: What Type of Content is Best for Lead Generation?

Encouraging reviews and UGC can achieve two goals for companies looking to tap into how their customers are feeling. It can reassure other customers of the legitimacy of the company’s service, and provide the business with valuable market research about what parts of their product and customer experience work, and what needs improving. When we apply this to the customer purchase journey, if customers need reliability in a distress purchase, they can quickly be assured that the product is right for them. In the case of inspiration for a more emotional purchase, they’ll have plenty of feedback to trawl through to ensure that the highly personal purchase they’re about to make is a fit.

Marketing is an art as well as a science. Looking at the emotional context as well as listening to customer feedback can help not just marketers, but a business overall to understand its customers and tap into what they need to drive sales and build relationships.

Read More:  Four Signs Your Document Management Tools Need a Fresh Look

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