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What Does Original Content Mean?

When I was launching the first Season of Survivor with the rest of the team at CBS in 1999, I remember getting a lot of very skeptical feedback. Who would have thought 18 years later Survivor would still be on the air, producing fresh, new episodes? “It’s not live!” “It’s reality television with cheap production value!”  “There’s no celebrity star appeal!” This was some of the feedback I received when I was out in the market pitching Survivor with Mark Burnett, the Executive Producer. Yet, here we are almost 20 years…

Resolving the Ecommerce Identity Crisis

By requiring logins for purchases, ecommerce platforms gain access to some of the most valuable first-party data in the ecosystem. Even after a single purchase, ecommerce platforms know a lot about an individual, from where they live to what kinds of products they prefer to what brands they prefer and general inferences on the socioeconomics of households and individuals. This knowledge enables a great deal of effective loyalty and retention marketing, particularly via email and direct mail. But as it relates to a person’s…

A Beginners Guide to Positioning a Strong Online Brand

Whether you’re starting a new business or revamping your company image, establishing your online brand is key to your success. So how do you go about successfully creating a strong online brand? Think before you act Don’t jump straight in at the deep end. Before you spend time, money and effort in promoting your business online, take a step back and think about what you want to achieve. Make sure you have a clear idea of who you are as a company, what your priorities, ethics and morals are as well as what your goal is…

Five Things to Consider When Marketing to College Students

As an industry, we love to treat young people as mythical beasts whose motivations and desires must be deciphered through tea leaves. Marketing to college students is particularly crucial since they’re a generation of consumers coming into their own during an observable time in an observable place. There are 20 million U.S. college students with $44 billion in estimated buying power, so they’re an important demographic for brands to reach. These five truths are the bedrock of any effective college marketing strategy……

How MarTech Can Help You Step Up Your Multicultural Marketing Game

You’ve seen the data. The demographics show more dots on the map and purchasing power is tipping the scale. Your company, however, is still struggling to get a real multicultural marketing strategy off the ground. But, you’re not alone. Out of the 88 billion dollars spent in digital advertising this past year, less than 10%  went to the largest minority group in the U.S., Hispanics, who make up almost 20% of the population. Given the fact that by the year 2045 the U.S. will be a minority-majority nation, marketers are…

Laying the Foundation for B2B eCommerce Success

The B2B eCommerce market is worth $6.7 trillion dollars—$1.13 trillion in the US alone.  This means that for most B2B merchants, eCommerce has become a core part of their business strategy. But, merely being “online” isn’t enough to keep up with changing consumer expectations and the pace of technological innovation. When we look at those B2B companies who are doing eCommerce really well, one thing stands out: a strong organizational commitment to digital commerce which ensures that these initiatives are well aligned with…

Don’t Abandon Your Brick & Mortar Strategy: Consumers Still Value In-Store Experiences

The rise of the digital era has caused consumer expectations to increase across all industries, but especially in retail. Consumers not only want the possibility to shop at the click of a button, but they are craving a complete omnichannel shopping experience that connects past experiences, present purchases and proactive ideas to their future. While there is certainly continued growth within online shopping, there remains a strong attraction for in-store visits and purchasing. Brick and mortar competition is at an…

People-Based Marketing: 5 Ways to Win

Among digital marketers, ‘people-based marketing’ has become something of a buzz term in recent years, with the likes of Twitter and Facebook developing a number of custom audience solutions for brands, and platforms such as LiveRamp collaborating with a broad range of agencies and brands to leverage customer data for hyper-targeted campaigns. This growing trend has recently hit the marketing mainstream. But what exactly is it? In short, people-based marketing refers to strategies that match customer data (such as a…

How WhatsApp Can Optimize For Ecommerce

Think back to the days when people used to call each other on landlines that had cords long enough to allow them to walk all around the house as they spoke to their friends and family. If you’re not old enough to have experienced that era, then you’ve definitely seen it in movies. The reality is that making phone calls isn’t as popular as it used to be. Text messaging is the new preferred method of mobile communication. In the last decade, the rate of text messages sent per month increased more than 7,700%. We’re talking…

New Study: 2018 PROMO Online Video Statistics and Trends

The future of online marketing is video content. It’s the leading format for brands and advertisers, and for good reason – consumers absolutely love video content. That’s why we decided to dig deeper to find out how, when, and where people prefer to watch videos online. The team at PROMO conducted a study of more than 500 individuals of all ages. We asked about their habits and preferences when it comes to watching online videos. As a result, we learned a lot about when and how people watch video, along with some…

Now Playing on an Uber Near You: Digital Video

Consumers have some basic expectations for their advertising. They expect TV ads to run 30 seconds or so, print ads to feature provocative headlines and direct response ads to try to direct us to do something. We also expect outdoor ads not to move, but that’s changing. Digital out-of-home (DOOH) advertising is expected to be a $4.5 billion market in the U.S. next year, up from $1.2 billion in 2016. Such ads -- often featuring video or animation -- are also showing up in new places. We now see video ads on Uber and Lyft…

Unmasking the State of Influence in Men’s Grooming

Friday, August 17 this year was National Men’s Grooming Day - a day when men can focus on their appearance and when salons, hairdressers and beauty parlors can cater to men with various offers. What better time to look behind the beard, if you will, to understand the brands that are favorites in men’s grooming among influencers, and how marketers can learn from these brands to scale their own influencer marketing programs. Traackr gathered data from the top beauty influencers to find out which men’s grooming brands were…

Overcoming Perceptual Vigilance & Harnessing Disruption to Capture Attention

Attention spans are short, and they’re getting shorter. Consumers today are bombarded with editorial, commercial and social messages through more devices and sources than ever. As a video platform we’re acutely aware of the challenges brands face when trying to engage consumers, and are especially conscious of the damage that irrelevant messages can do - to both brands and publishers. At video intelligence we firmly believe that context is the key to capturing and keeping a consumer’s attention. By delivering content…

Why Advertisers Can’t Ignore the Amazon Opportunity

In the ad world, Amazon isn’t in the same league as Facebook and Google. That’s because Amazon is in a league of its own. Facebook and Google are where consumers often hear about brands and products, but Amazon is where they buy them. That’s a crucial distinction for advertisers. Some 75 percent of online consumers now shop at Amazon most of the time. That means the company has an unmatched trove of consumer purchasing data. Such data combined with Amazon’s impressive reach has made Amazon become a burgeoning…

Marketers in the Flow: How an Enterprise CDP Fosters Happy, Hyper-Productive Teams

Drummers call it "the groove." Developers go into "hack mode." Financial traders say they're "in the pipe." Positive psychologist Mihaly Csikszentmihalyi devoted his life to studying this hyper-focused, hyper-productive state, which he dubbed "flow." According to Csikszentmihalyi, flow is that pleasurable, even blissful, state in which you have an energized sense of focus and are fully immersed in the activity at hand. Employers have good reasons for helping promote this state in their employees. In a multi-year study,…

Vertical Video is Spectacularly Misunderstood

Just when you thought vertical video might go away, it reappears with more verve than before. After turning heads on predecessors like Snapchat and Vine, Musical.ly and Instagram’s IGTV have resurrected the discussion on whether it’s truly safe to ignore vertical video in your strategy, or if it should be foundational to your plans. The media industry will tell you vertical video’s popularity is intuitive. We hold our phones vertically to complete most tasks, like typing, reading, and shopping. Why should watching video…

Demand Gen: A More Sophisticated Way to Sell

If cold calls are still a key part of your sales strategy, it’s time to change that. A study by the University of North Carolina revealed that 80 percent of B2B decision makers in the United States “absolutely, positively will not buy” as the result of cold calling. It’s not just that they don’t want to be bothered -- in reality, customers today have a wealth of information at their fingertips, and they are often uninterested in discussing a product they know nothing about. That’s why traditional lead generation, in which…

Blockchain Naysayers: The Real Source of Their Pessimism

As a promising technology in marketing, blockchain is facing its fair share of detractors at the moment. While the ad tech industry has repeatedly let down brands and agencies with half-baked solutions, certain parties have other reasons fueling their blockchain skepticism. In this article, I’ll address common concerns being voiced about blockchain and discuss why certain parties are rooting against adoption. Also Read: What Blockchain Means for Marketers Scalability challenges Programmatic advertising creates a massive…

What You Need to Understand About Content Intelligence

In the wake of disruptions brought on by technology and competition, both B2B and B2C companies have seen their operations turned upside down. According to the American Enterprise Institute (AEI), only 12 percent of the companies that were on the Fortune 500 list in 1955 were still on that list in 2016. AEI shares that most of these companies were victims of market disruption, innovation and creative destruction. With companies feeling more pressure to find ways to differentiate themselves from their competitors,…

What Work Worries Are Keeping Employees up at Night?

As a workforce, we’re stressed out, there’s no denying it. According to PwC, one in three UK employees are working with anxiety, depression or stress. Mental health problems affect around one in six people in any given week. It also doesn’t help that as a nation, the UK has one of the worst work-life balances in Europe. In fact, together - stress, depression and anxiety, are said to represent the second most prevalent self-reported illness caused or made worse by work in the UK. All you need to do is look at the trends in…