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Why Will RCS Messaging Be More Effective Than Apps

Businesses across industries are always looking for new ways to effectively communicate and engage with customers via a mobile device. Over the last few years, many businesses relied on their own branded app as a way to conduct this type of communication with customers. However, there is recent evidence that a growing number of consumers are beginning to eliminate apps from their phones, with fewer app downloads and lower app engagement. According to an article in PC World, app downloads decreased more than 20% last year,…

Pessimistic Security, Embedded AI and GDPR to Reign Supreme in the Legal Sector in 2018

Roy Russell, CEO of Ascertus Limited, highlights the top three technology trends in the legal sector in 2018 The Shift From Optimistic to Pessimistic Security Will Gain Momentum It is widely acknowledged that, be it intentionally or inadvertently, people are the weakest link for organizations when it comes to security. With law firms being an especially attractive target for cybercriminals, and vulnerable as their security measures are often found to be inadequate; clients will demand tangible, demonstrable and even…

Location Will Be Used To Enhance More Aspects Of The Shopping Journey: 2018 Predictions

Marketers will continue to embrace use cases for location data beyond proximity-based push alerts and advertising. Location will be used to enhance more aspects of the shopping journey, including in-store augmented experiences, simplified mobile checkout, product reviews and tutorials, and in-store navigation. Machine learning will be applied to location data audiences. Up to this point, audiences have been largely defined by devices that have been to a location. We’ll start to see predictive modeling used to find devices…

4 Questions Every Marketer Should be Asking about Device Graphs

With the proliferation of mobile devices and the increasingly complicated nature of the consumer journey, a growing proportion of marketers have adopted cross-device tactics to ensure their digital marketing is effectively reaching consumers. According to Winterberry and the IAB, last year over 50% of marketers said that cross-channel measurement and attribution was occupying the most time and resources. This sentiment has increased this year. While marketers don’t need to be convinced of the importance of cross-device…

Are Creative Marketplaces and Dynamic Creative Optimization the Future of Online Advertising?

Machine learning and creative marketplaces are impacting the online advertising industry in noticeable ways. Facebook and Google are drastically changing the face of online advertising with machine learning algorithms that simplify the process of acquiring high-value users. They simplify user acquisition management by automatically optimizing placement, audience targeting, bids and budgets. Facebook’s Dynamic Creative allows advertisers to further automate creative testing workflow and performance by dynamically…

Creating Individualized Customer Experiences: Top Insights from The Personalization Summit 2017

I recently attended my first Personalization Summit – an event dedicated to helping digital marketers deliver highly relevant, individualized experiences to their audiences across channels. It’s no secret that we’re in the Age of the Customer – and personalization is especially important and strategic to our organization because we feel that our digital presence should provide the same warm experience that occurs when two humans are conversing. I was hoping to get a little bit of inspiration in addition to a whole lot of…