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How Precisely Accurate Is Your Geo-intelligence?

Location data is an important source of real-world context and geo-insights for many industry verticals. Market research pundits are projecting USD $20 Billion will be spent on geo-insights by 2020. As location intelligence continues to become mainstream, marketers, advertisers, and smart city planners are busy purchasing as much 3rd party location data as they possibly can. Our blog post this week revisits the fundamentals to ensure the best return for your location data investment. What is a Location Signal? A…

Four Questions Marketers Need to Ask When it Comes to Brand Safety and Video

Video is everywhere and is continuing to grow in popularity over the text as the preferred way that people consume media. Facebook recently announced a push into video with their latest Watch hub to share content, and Apple with their latest iPhone just increased the size of their screen to enhance how we view it. As any new form of media consumption grows, we as marketers must prepare in advance how we wish to represent our brands to the world. Brand safety has indeed been the major theme in 2017 for…

A Marketer’s Guide to Measuring Social Success

How far would you agree with the statement that everything is taken more seriously when there are measurable and specific outcomes? In order to gain budget and confidence from others in your marketing strategies, you need to prove how your efforts contribute to the organisation’s business goals. Social media, like other channels, must prove its return on investment. Of course, that’s easier said than done. Whether you use social media to drive awareness, revenue, customer satisfaction, increase traffic or even generate…

It’s Not Just How Much, but Where and When We Are Connected That Matters

The amount of time consumers spend on connected devices (mobile phones, tablets, and connected TVs) is increasing and we don’t foresee this trend changing. While there are only 24 hours in a day, the amount of time spent on devices increase year over year and the proliferation of new devices and connected technologies has made it possible for consumers to be online around the clock. According to most industry analysts, the average American is consuming a record amount of digital content and now spends 12 hours, 7 minutes…

Why the DSP You Want May Not Be a DSP

It’s not surprising that according to Forrester’s recent DSP Wave analysis, finding significant differences among leading demand side platforms takes some work. “Differentiation is subtle,” concludes the report. That’s an understatement. The crowded nature of this market and its very commoditization have led the more differentiated and specialized players to avoid the generic DSP moniker altogether. They see the name as constraining at the least and at worst misleading, because they offer services and capabilities that go…

Stream Yield: How to Make (Repeatable) Video Revenue

If you’re a publisher of online videos, you probably know which story on your site had the most total-views. That’s easy enough. Almost everyone has analytics that show which story or video was seen by the most visitors that day or week or year. But the path to success, to truly optimize the value of your site’s content, involves many more steps. To create a sustainable online video publishing site, you’ll need to begin walking down that path. To start, do you know which videos were watched the most on mobile? Which ones…

In Salesforce, It’s Really About the Data

Salesforce has become one of the largest and most popular cloud platform providers in the world, and for 18 years, users have leveraged their marketing automation and CRM software to gain an edge over competitors. But when considering the advantages of using Salesforce, it’s important to take a step back and realize that Salesforce is only as useful for an organization as what goes into it. In other words, it’s really about data. Salesforce is a repository of information and a record of what your company has done. That…

Breaking Down the Best & Worst of Subject Lines

It’s a sad truth, but even after spending meticulous hours crafting the perfect cold email, the most likely outcome is that it is going to end up getting deleted. That’s why you have to take into account every aspect of your message, which includes the subject line. The first wave of attack, a solid subject line determines whether or not your email campaigns pierce the fog of war or stumble out of the gate. Maybe even more so than the actual email itself, the subject line can determine your cold email sales success. Here…

Three Lessons for Advertisers from Game of Thrones

The blockbuster HBO series Game of Thrones started its seventh season this summer, solidifying its place as a pop culture phenomenon. Variety reports the first episode drew more than 16 million viewers and more than 2.4 million mentions on Twitter, both network records. The excitement isn’t just limited to viewers wondering if Jon Snow can hold the North, or if Daenerys Targaryen will reclaim the Iron Throne. Increasingly, those in the advertising world believe this hit show has important lessons to teach the industry. Here…

Apps: Good for Your Business and Your Health

Mobile gaming in 2016 forever changed the way people use their smartphones. The reinvention of two different children’s media franchises, Pokémon and Mario, paved the way for some of the year’s biggest mobile advertising trends. However, it’s not just the popularity of Pokémon Go and Mario Run that is staggering. The important business implications and new opportunities for marketers to engage with audiences are the true game changers. One of the first businesses to take advantage of the game as a marketing tool was Huge…

Snapchat’s New Update Creates Huge Possibilities for Local SEO

In the State of Search Marketing survey, 74% of companies and 82% of agencies said that social media is either somewhat or highly integrated into their SEO strategies. In the past, this has meant the number of Facebook posts and Tweets but now, Snapchat could become a main platform for promoting your business locally. Snapchat has created its own responsive map called Snap Map which enables users to share what they are doing with their friends and people near them.  You can easily access the map by pinching your fingers…

Top 5 Tips for Cold Enterprise Emails

“Cold Emails”… Right off the bat the term isn’t very inviting. Throw in the fact that you ate about to send one to a massive company in hopes to strike up a rapport in an attempt to eventually reach a deal and you’ve made a huge undertaking all the more daunting. But in actuality, the differences between sending an email to a small business or a large enterprise aren’t as monumental as you might think. To help put you at ease, here are 5 things you should keep in mind when writing cold enterprise emails. You’re not Selling…

The Secrets to Pharma’s Success in Mobile Advertising

The Challenge The tortoise of digital advertising might pull off yet another win. In 2017, the pharmaceutical industry has learned important lessons from early adopters and is now enjoying enviable success. By focusing on a mobile-first strategy, harnessing the power and sophistication of mobile apps, and utilizing only the best performing placements, pharma’s digital advertising strategy is paying dividends. The pharmaceutical industry is known for moving slowly due to regulations, policies, and oversight. The Food…

The Three Best Prospecting/List Building And Automation Tools

Aside from the message itself, cold email campaigns live or die by the prospect list. If you aren’t reaching out to the right type of people you might as well just pack it up and go home. Building a prospect list isn’t as simple as finding a bunch of email addresses and sending them emails. It takes quite a bit of patience and research to find the lead most likely to respond to what you’re selling. Here are 3 of the best tools on the market to build a prospect list and deliver them the perfect campaign. ProsperWorks…

Hyperpersonalize Your Campaigns in Five Steps

Imagine that you’re a 23-year-old single guy, heading out to do some grocery shopping.  As you go into the store, you open the store’s mobile app, check out some deals, and hit the snack aisle. That’s when the push notifications start: Ping!  Great savings on diapers! Ping! Buy one, get one on baby formula! Ping! Kid’s toys!  Toddler clothes! Baby wipes!  Stock up now, mom! You’ve just been un-personalized: sent a deluge of completely pointless communication. Let’s be real:  we’ve all received plenty of…

Why CMOs Need to Know About Stack Fallacy

Claustrophobics beware, martech is crowded. According to Scott Brinker of chiefmartec, the latest count puts the number of marketing technology providers around 5,000+ - up from 3,800 just a year ago. With so many companies competing for the same marketing budgets, it’s reasonable to predict consolidation of the industry is inevitable. But the industry shows no signs, and may never. One explanation is the phenomenon of “stack fallacy.” The term, coined by Anshu Sharma partner at VC firm Storm Ventures, refers to…

Best Practices for Maintaining an Effective Customer Reference System

In my previous article in this series on building customer references for technology marketing, I described some of the most effective ways to ask your customers to be a part of your program – distinguishing the all too typical “can you do me a favor” request from requests that demonstrate the advantages for the customer to participate in your program. In this post, I’ll outline some systems and software that allow you to track the progress of your program and ensure your company delivers a united front. Once you have…

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 brand online do not follow that brand’s owned social media profiles, according to a study from Brandwatch. Meanwhile, nearly 40% of Twitter users report making a purchase as a direct result of a tweet by an influencer on the site. The disconnect is clear. Owned…

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 to total customer monetization and effective retention marketing. Know your customer – True identification of customers beyond data and technology challenges. (i.e. Active, Inactive, Loyal, Profitable, Type, Kind, One timer, Lost, VIP etc.) Today it’s…

Shining a Light on the CMO and CFO Relationship Using Marketing Performance Management

One relationship that has dominated our discussions of marketing leadership for the past 15 years is that between Marketing and Sales. So, what actually CMO and CFO share amongst each other to get the business run like a fine machine? How is this relationship critical to Marketing Performance Management? Today, in an age where marketing investments are under greater scrutiny than ever, and when CMOs are held accountable for their ability to deliver revenue, it’s time to focus on the relationship between Marketing and…