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The Shift to Cloud Computing: A New Era for Rights Management in Media and Entertainment Businesses

We live in an era in which consumers control the show. This is especially true when it comes to the media & entertainment sector, where the explosion of digital content and the rise of the Netflix distribution model have made business operations more complicated than ever before. From managing content rights and availabilities to royalty and intellectual property, the digital age has required companies to adapt at warp speed to keep pace. Fortunately, cloud solutions offer an attractive resolution to this dilemma as…

The Third-Party Data Crisis: How the Facebook Data Breach Affects the Ad Tech

In April all the media was on air with the Facebook data breach and the consequent third-party data crisis. Facebook's biggest sin is, in fact, the case of Cambridge Analytica. What is it for the ad tech world? The financial success of the most famous social network is advertising. That’s how Facebook made $16 billion in profit on revenues of $40.7 billion in 2017. And that’s how the whole digital advertising ecosystem works; it’s a $330 billion market worldwide. Zuckerberg explains that Facebook doesn't sell user…

NFSM: Not-For-Social-Media: Live Video Thrives with Use Cases You Would Never See on the Social Platforms

For many consumers, the thought of live video automatically invokes social media experiences. And while plenty of companies are using social media to create and share live video content, it’s actually internal use cases, that would never make sense to appear on social media that are driving rapid adoption for many businesses. We can refer to these experiences as off-social, or Not-For-Social-Media live video experiences. According to Brandlive and IBM’s recent Live Video Benchmark Report, departments throughout many…

3 Pivots Marketers Need to Make to Improve Marketing Performance

From predictive analytics to machine learning and AI, the rise of data intelligence and new technologies have changed how brands approach marketing and the ROI they can create. While what we can measure and understand through data has advanced dramatically in the past three years, the reality is there are still some gaps for marketers today as they work to fully understand and impact marketing performance. The biggest gap is in the customer experience. Despite their best efforts, many companies today don’t truly take…

What We Learned from Our I-COM Blockchain Review

Blockchain is perhaps the era’s favorite new invention. This simple, programmatic solution creates trust among anonymous market players. This new technology is also positioned to clearly have a huge impact on marketplaces across industries everywhere. Yet beyond understanding the technology, many marketers are confused as to the potential scope and application of blockchain technologies to advertising ecosystem. This past year, the I-COM Data Science subcommittee convened a global team of blockchain experts to speak about…

How Blockchain Technology Could Disrupt Social Media’s Stronghold on Data

Will Blockchain come into its own next year? Blockchain is like the internet in the 90’s. People have heard of it, the buzz is growing, and there is a sense that it is important -- but few understand the size and scope of its future impact. Right now we see hundreds of competing blockchain protocols and very little standardization. 2017 was the year that brought awareness to the concept of blockchain. I expect 2018 to be the year we start to see consolidation, regulation, and more widespread early adoption. Also Read:  …

7 Tactics Every Digital Marketer Should Learn to Love in 2018

Committing to specific tactics can be difficult for a digital marketer. There are so many different approaches that it can be tempting to continuously swipe left in search of something better. While there are quite a few bad matches out there, there also are some strategies and channels that are keepers. These approaches aren’t perfect—some have even broken marketers’ hearts in the past—but settling down with them can lead to something beautiful. Specifically, every digital marketer who wants to improve the…

How Marketers Can Use Customer Behavior to Drive Revenue

In the past, marketers could get away with segmenting customers using primarily demographic and firmographic traits such as age, gender, income, ethnicity, occupation, industry, company size, geographic location, etc. But in today’s customer-centric world, understanding your customers based on demographics isn’t enough. As Netflix’s VP of Product Innovation, Todd Yellin, said: “It really doesn’t matter if you are a 60-year-old woman or a 20-year-old man because a 20-year-old man can watch ‘Say Yes To The Dress’ and a…

The Most Effective Way to Sell, Backed by Science

According to a recent survey by TOPO, it takes at least 18 touches to connect with a single buyer. With call back rates declining and consumers becoming increasingly wary of traditional sales tactics, it’s becoming more and more difficult for businesses to reach customers. Thankfully, there’s one sure-fire way to effectively reach prospects and customers – personal referrals and introductions. From the top of the funnel to the bottom, personal referrals are the golden ticket to success in B2B sales. 1. Customer…

OTT Explosion Provides Safe Platform For Marketers

The topic of OTT Explosion was a dominant force at CES this year. Maybe not as the unequivocal future of video programming, but at least as an offering on par with cable and satellite offerings. We know OTT’s been growing quickly in recent years (users doubled in 2017), so its prominence is no surprise. Pulling even with “traditional TV” is the surprising development, however, as the stage is now set for streaming to change the conversation around advertising as well. OTT now migrates from a side bucket of digital spend…

Forget Click-Through Rates, Focus on Emotional Engagement 

In early 2017, a report circulated that Facebook was targeting users based on their emotional state. The report claimed that advertisers could identify users who were feeling stressed or anxious and use that moment to make their pitch. Facebook denied the report, but it’s not out of the realm of possibility. Microsoft has applied for a patent for a technology for an advertising engine that would discern consumers’ emotional states from their searches, emails, facial expressions, movements and speech patterns. Also…

What Does Google Chrome’s New “Auto-Annoying-Ad-Blocker” Mean For You?

You’re probably already aware that on February 15th Google plans to release a new version of Chrome that will feature a built-in ad blocker intended to automatically remove disruptive ads from publisher websites if they fail to meet the new Better Ads Standards. You may also know that these standards have been defined by the Coalition for Better Ads, which is an organization that Google has joined and that offers specific guidelines for how the ad industry should evaluate and improve the quality of advertising for consumers.…

How to Pick the Right CRM: 3 Key Ingredients

Few CRMs meet expectations. According to Gartner Group, 55% of CRM projects fail to produce results. The most effective CRM systems emphasize three key ingredients: 1. Mobile accessibility 81% of users access their CRM using more than one type of device. Businesspeople, especially executives, need to be able to access their relationship data from anywhere. Given that most of us are tethered to our mobile devices, mobile optimization is especially critical. To be successful, CRM users need to be able to access contact…

Mobile CDN: What Is It and Why Is It Essential for Mobile Apps?

Mobile apps are turning out to be more popular among users than websites. In 2016, usage of mobile apps exceeded the usage of desktop and mobile web combined. Technically speaking, mobile apps are completely different than websites, but unfortunately, many mobile apps are still using the same content delivery infrastructure that was designed for websites over 30 years ago, thereby diminishing the user experience. Traditional Web CDNs mostly focus on the first mile (the distance between the origin server and closest CDN…

Voice of the Customer Program, An Alternative to Focus Groups

Businesses invest money and time on outside market research firms that bring together focus groups for product testing. The resulting feedback from a very small sample of prospective customers is frequently incorporated across business operations from product development to messaging and go-to-market strategy, indiscriminately. On top of all that, vocal executive teams will also want to weigh in on the process. In the end, the marketing team has blown a hole in their budget and makes major bets based on third-party…

8 Proven Strategies to Make Video Marketing Successful for Your Small Business

Every day, people watch billions of videos. TechCrunch reports that 8 billion videos are watched on Facebook every day, Bloomberg reports that 10 billion videos are viewed on Snapchat every day, and videos on Instagram and Twitter are climbing rapidly in popularity. Twitter even started to show view counts on their videos as businesses look for more detailed metrics. We saw the increasing popularity of video more than a year ago, when we wrote: For SMBs and entrepreneurs, video content will be especially…

Talk to People, Not Numbers: How Email Personalization Can Turn a Cold Lead Warm

Our inboxes are constantly flooded with sales pitches. Attend a single conference and you find yourself weeding through a slug of generic mass emails, that are little more than weak attempts to grab more of your money. With the rise of new sales and marketing enablement technologies, teams are now able to increase their communication cadence with prospects by staggering rates. What this means is that they no longer need to be drowning in the clutter of their inboxes. Rising from the clutter and staying afloat requires…

How NOT to Handle a Collaboration Request When it Comes to Influencer Marketing

In the world of PR and social media, pitching is a common tactic that is used across the board. If you're not familiar with the term, pitching is essentially the action of offering your idea to someone else in the hopes that they'll be on board with what you want to do. Some methods of pitching include: A PR agency pitching a client that they represent to a magazine editor so that their client is included in next month's issue A consulting agency pitching their expertise to a brand to showcase why their skill set is…

A Marketer’s Guide to Smarter Data Storage: Is Your Customer Data a Gold Mine or a Time Bomb?

We’re living in a golden age of data. Not only can you know how many people visited your site yesterday, but you can also buy data that tells you who they are, what they buy, and what other sites they frequent. This is amazing for marketers, as more and better data means more effective targeting. But with this bounty comes a huge challenge. You have to store all that data. You have to protect it. If you don’t safeguard it, you risk a host of repercussions – angry customers, costly lawsuits, and government intervention.…

How Natural Language Processing Is Shaping The Future of Communication

Our inboxes are overflowing with emails. On average, we send and receive a staggering 115 emails every day. Due to the proliferation of new digital technologies, we are communicating more quickly and with more people than ever before. It’s no longer realistic to assume that we can wholly read and appropriately respond to every email that hits our inbox. We need a way to better manage and organize our digital communication. Enter natural language processing (NLP). NLP, a field of artificial intelligence (AI), is a…