Guest Authors

It is widely accepted amongst marketers that making decisions backed by data can help improve marketing performance. But how are marketers updating their data-driven strategies to navigate a changing landscape?  What better way to answer…
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While live streams and virtual events can successfully bring geographically disparate audiences together with maximum convenience and minimum cost, over the past year audiences around the world have also been experiencing digital fatigue…
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It is no secret that cutting through the digital noise is becoming increasingly difficult as we continue to become more and more virtual as a workforce. Remote work is more pervasive than ever, with the majority of work related events…
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Benjamin Franklin once noted: “by failing to prepare, you are preparing to fail.” I’ve been watching this axiom come to life in mobile monetization for the past year-plus so far, but it was on an American Airlines delayed flight where I saw…
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Customers are the life source of any business, and any business with a contact centre realises that the relationship with their customers does not end at the point of purchase. Over the past 18 months, the role of customer service has…
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With addressable impressions on the open web set to fade out of view, advertisers are increasingly looking to contextual targeting to deliver campaign results without using personal data or identifiers. Those who'd written off contextual…
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Most effective ad campaigns have one thing in common -- they’re relatable. When your consumers relate to your messaging, they’ll pay attention. If your content doesn’t connect with their lives, it makes it nearly impossible for them to…
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 It’s no secret that the mobile gaming market is hot right now. With 2.5 billion players and $77.2 billion in revenue, 2020 was a banner year for the industry and that ascent has continued in 2021. Gaming apps now account for roughly 25% of…
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Corporations and organizations all over the world have prioritized the development of new and more impactful means to effectively engage clientele, customers and employees across incredible distances. However, with the ongoing pandemic and…
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In the past decade, first-party data has exploded. Marketers now have more first-party customer data than ever before, and it's spread across more systems than ever before too. And expectations to deliver highly personalised experiences…
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B2B marketers spend a lot of time identifying target customers and creating ideal customer profiles, i.e., subsets of target customers who are likely to become high-value accounts. This process helps B2B companies accelerate the sales cycle…
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Attention is the media commodity on everyone’s lips, but if it is to mean anything to brands, argues Mike Follett, managing director of eye-tracking specialist Lumen Research, now is the time to move from being attention spectators to…
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When did expectations become so low for advertisers? Brands knowingly spend billions of dollars on fraudulent impressions and continue going back to the same well as if the water isn’t contaminated. Frequency abuse, no verification,…
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Gaining true customer loyalty has always been a goal for businesses. However, the battle for consumers’ time, attention and loyalty is fiercer than ever before. There is so much choice and so little friction at purchase, that…
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By now, we’re all painfully aware of global supply chain issues. From groceries to apparel, PCs to cars, appliances to toys – everything is in short supply. The effect of these shortages is rippling down from the manufacturer to the…
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After 18-months of uncertainty, the 2021 holiday shopping season should provide brands, marketers, and retailers with their first clear look at just how the pandemic has permanently shifted consumer behavior. Holiday retail sales are…
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In an era where personalization has become an absolute necessity, as brands queue up for the holiday, many are likely building dozens of micro-segments to capture the needs and preferences of various audiences that will inevitably seek out…
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In April 2020, the agency to which my partners and I had committed our careers and reputations suddenly shuttered. On a normal Tuesday afternoon (or as normal as any day could be in the early weeks of the pandemic), countless employees…
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Black Friday can be quite a hectic time, and ecommerce owners and marketers are constantly looking for ways to improve their chances of success. Recently, Omnisend analyzed more than 229 million emails sent out during last year’s Black…
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The transition to e-commerce had been steadily growing for years, but the start of the pandemic rapidly accelerated this trend. With lockdown restrictions forcing consumers away from in-person shopping, they have become increasingly…
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