Why Brands Should Ramp Up Their OTT Marketing Strategies

When the COVID-19 pandemic struck, video streaming skyrocketed as populations around the globe sheltered at home. The mass consumption of internet-delivered over-the-top (OTT) media wasn’t just a fad, though. As of year-end 2020, video streaming accounted for nearly one-fourth of total streaming among streaming-capable homes. Today, more than three-fourths of U.S. homes have at least one enabled connected TV (CTV) device for streaming OTT content. These figures suggest OTT media, with its ease of access and…

Bad Data is Bad News for Marketers

In recent years, marketers have had to juggle more priorities than ever before. And, as the COVID-19 pandemic has shown, they need to be able to quickly pivot their plans to ensure they are still reaching and engaging the right audiences as marketing and advertising budgets are slashed. Marketers can’t afford wasting time and money, especially as budget cuts continue to increase, but one surefire way to do that is if they rely on bad data. Marketing Technology News: Hyperscience Unveils A New Class of Intelligent…

How Marketers Can Improve ROI by Strengthening their Measurement Practices

It’s standard practice for marketers to measure the ROI of their efforts, though oftentimes the extent of their measurement is assessing impact on overall brand revenue. However, such a blanket measurement offers few insights into whether marketers dollars are working as strategically and effectively as they could be. For example, certain conversions would be more accurately represented in metrics specific to their medium (e.g., impressions for a commercial), while other marketing KPIs are not directly related to sales…

How to Balance Attracting New Customers and Retaining Loyal Ones

Overview: In today’s competitive landscape, brands can’t miss an opportunity to convert prospects or encourage past shoppers to buy again. The stakes are high for advertisers to strategically entice consumers and carry them along the path to purchase. While every brand strives to attract new customers and raise brand awareness in their respective industry, marketers can’t forgo opportunities to make past shoppers into repeat buyers. Given that, as a general rule, 80% of business comes from 20% of customers, encouraging…

The Problem with Perception: Why Marketers Must Rely on Data to Make Decisions

According to Nielsen’s Annual Marketing Report, which surveyed over 350 marketers globally, organizations often base their investments in digital marketing and advertising on perceived value, even when the effectiveness of those investments cannot be readily verified. But with their brands’ reputations and sales on the line, why do so many marketing departments pour resources into tactics they don’t have the data to justify? To illustrate, when asked to rank the most effective paid digital media channels, surveyed…