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Cookie Syncing Is Not Cross-Device

The AdTech industry has invested a massive amount of time and energy in salvaging the utility of cookies as a means of helping advertisers better find their target audiences. Unfortunately, all of the current industry efforts fall flat when it comes to creating better experiences for consumers, advertisers and publishers, and that’s due to one basic reason: They don’t solve for cross-device. Our industry can’t expect antiquated cookie syncing technology or an industry cookie consortium to solve its consumer identity…

Thanksgiving Day a Boon for Video Advertisers

Black Friday and Cyber Monday continue to be some of the biggest days of the year for consumer spending, but what about consumer attention? Advertisers must be planning their holiday campaigns strategically; just because consumer spending peaks on Black Friday and Cyber Monday, this doesn’t necessarily mean these are the days for brands to double down in media spend. Read More: A Marketer’s Thanksgiving Using performance and consumer attention data for all Sightly customers across all verticals in the US, sourced…

Facial Detection Technology: Why No Activation Is Complete Without It

In 2018, brands are pushing the envelope and embracing new ways for consumers to interact with their brand, products, and services. Traditional advertising and marketing don’t cut it anymore as research continues to suggest that today’s consumer prefers to engage with an experience, rather than a thing. This is no secret to marketers, nor is the fact that determining ROI on an experience is no simple task. Enter, facial detection technology. Read More: Emotional Metrics and Analytics: Sailing into a Brave New World of CX…

The Future of Analytics: 6 Predictions

Analytics have become an important part of the decision-making process for many companies in the past few decades, particularly with corporations using data assets as a core competency and point of origin. My work in the past few decades in the data and analysis field have brought forward six predicted trends to watch for in the near future:  1. Deliberate Data-Culture Initiatives Companies openly articulate their need to shift their organization's culture to become more data-inspired in decision-making related to…

Three Influencer Marketing Practices to Leave in 2018

In the second quarter of 2018, global advertising spend on Instagram was up 177 percent year on year, according to Merkle. Marketers are shifting more of their budget than ever before into social media and the investment in influencer marketing continues to rise. It’s an effective way for brands to tap into specialised audiences, achieve wide reach and have their product seen in a different light by prospective customers. These authentic product placements can result into impressive engagement for brands who often fail to…

14 Things Surfing Can Teach You About Business (and Life)

Many business people draw lessons from football coaches, mountain climbers and historical figures such as Attila the Hun. Too few take cues from surfing. In addition to serving as an enduring source of joy, surfing can also teach important business principles — if you’ll only pay attention, and listen to the waves. Embrace the Whole Experience The surfing journey is as much about getting to the wave as it is about being in a wave. The percent of time that you spend actually riding a wave is very, very, very low. Mostly,…

Preparing for Bid Management? Start with the Basics

Since the 90s, Content is King has been adopted as a fundamental digital advertising mantra with intentional strategies designed to support it. Agencies and businesses alike have worked tirelessly to create unique, relevant content as a means of driving more qualified traffic to their websites. As with anything practiced over decades, oftentimes the fundamentals become easy to overlook in lieu of focusing on what’s new or next. In digital marketing, look no further than what’s happening currently in the evolution of SEO.…

Mobile Behavior – Ready to Enter the ‘Safe-Zone’?

Have you ever reached for your smartphone when you did not have anything to say in a social situation? Or when you wanted to avoid a conversation with a stranger when waiting for your bus? Or perhaps when you simply wanted to read the latest gossip or news during your lunch break? We all have personal experience of resorting to our smartphones in situations of social awkwardness or boredom. But what can we discern from such behavior and how can we, as marketers, tailor our approach for maximum engagement during smartphone…

5 Crucial Factors for Real Marketing Automation Success

It’s touted all over the internet: Businesses using Marketing Automation software are seeing better success with lead generation. According to a study by VB Insights, four in five users increased their leads by using Marketing Automation software and almost as many (77%) saw an increase in conversions. The problem is, these types of statistics position the tool as the hero. Adopting Marketing Automation software will naturally save time and generate a better return on investment, it seems. Of course, that’s not entirely…

How to Use Heat Maps Analytics to Enhance Your Onsite SEO

You often see heat maps displayed in most places these days. Basically, you can find them anywhere there's data to display — weather reports, real estate sites, and in this case, a company's landing page or website. Have you ever wondered why? Apart from displaying large volumes of data for more comprehensibility, heat maps provide a great way to see through data to trends and understand what to do next. And nowadays, heat maps are great for representing complex statistical data. As most people know, heat maps use…

Digital Transformation: Setting Yourself up for Success

Of the many challenges currently faced by CMOs, digital transformation ranks top of the priority list. Here are some statistics that suggest it is perhaps the number one priority for many CMOs: 87% of companies think that digital transformation is a competitive opportunity. 27% of senior executives think digital transformation is now a matter of survival. 33% of organizations see digital transformation as a huge challenge. Today’s executives estimate their companies are 25% of the way towards realizing the…

Top Digital Marketing Strategies for the Holidays

The holiday shopping season is officially in full swing and sales are expected to be up 4.1% in 2018 according to the National Retail Federation. As Christmas rapidly approaches, brands are knee-deep in holiday campaigns to drive sales and increase end of year revenue. Although sales are up overall, Black Friday’s in-store sales are down 9% from 2017 and brands are forced to be more creative with their advertisements and how they market to local customers using digital and mobile optimization. As a creature of habit (and…

6 Ways to Make 6-Second Ads Work Harder

About a year ago, Christopher Heine of AdWeek declared the fourth quarter of 2017 as, “The incubator phase of the six-second video ad unit." For many advertisers he predicted that 2018 would be “go time” for the 6-second ad, implying that the new format may come to dominate the world of online video. While Heine’s prophecy of the rise of the 6 second ad may have proven prescient to a degree, these snackable units have yet to replace longer form ads, and for good reason. As we come to the end of 2018, we can see that…

Not Another Social Media Network

Who likes the idea of image-based searches? (cautiously raises hand) You snap a picture of an item and a new browser window appears that allows you to make an immediate purchase. Or what about when you’re not sure what to make for dinner but you know you want it to have potatoes in it? Take a picture and Google will show you a slew of pictures of top-rated recipes with potatoes. I mean… if the buyer journey has become that easy, count me in. With that capability, I no longer have to search — which just fuels my growing…

The Future of AI: Are Jobs Under Threat?

Technology has greatly increased especially in this 21st century. This implies that human efforts are used less as computers are gaining more importance. Take the browsing through the internet for instance. Every time you decide to search something such as locksmith classes for example in your browser, the search engine shows the most relevant content tailored to your search. This is all thanks to the algorithms used and the help of Artificial Intelligence. Read More: Automation and Jobs in Paid Search The Evolution of…

In the Era of the Digital Customer Journey, Consistency is Key

The birth of online shopping occurred in 1994 when one customer made history by purchasing a CD via the Internet. Just one year later, Amazon debuted. Today, as online shopping’s popularity grows, so do the ways in which consumers communicate with companies. As a result, digital channels have become a natural part of the customer journey. In fact, digital channel interactions are expected to overtake voice interactions for the first time this year. Between web, email, chat and social media, the customer journey is much more…

Four Bot-User Interactions You Should Consider Before Launching an Infant Chatbot

Well, We Weren’t Expecting That! During her recent London Fashion Week catwalk show, Victoria Beckham got more than she bargained for. Amidst rumors of a divorce from her husband, David Beckham, Victoria launched an automated Facebook messenger app — ‘Victoria’ bot — for her fashion line. What she didn’t bank on was her fans using the bot to interrogate her marriage, personal life and even her views on politics. Not only that, but the automated bot only seemed to confirm suspicions that the Beckhams were on rocky roads and…

Prediction Series 2019: Six Trends Shaking up Customer Care in 2019

As 2018 comes to a close, it’s time to reflect upon this year’s Customer Care industry highlights, and to think about what’s expected to happen next year. To help you plan for 2019, we report on six major trends that are set to shake up the industry. New Messaging Channels The growth of business messaging platforms was part of our predictions last year. In 2019, we expect the use of messaging in Customer Care to increase even further. The growing number of customers using messenger platforms (1.5 billion on WhatsApp and…

Making Better Decisions with the Right Data

We’ve long-known that data is a marketer’s most valuable resource, many calling it the new oil. Companies are allocating billions of dollars to acquire more of it. Their investments are also quickly expanding to new technologies, such as Artificial Intelligence (AI) and Machine Learning, to help process and analyze data. As these technologies enable smarter decision making, even the most sophisticated MarTech stacks will fall short if the data doesn’t provide the value required for accurate predictions. As AI and Machine…

Account-Based Marketing vs. Inbound Approach: 7 Differences to Keep in Mind

Is there a middle way to deal with the two marketing approaches? Many marketers believe that the two approaches cannot coexist in a single company as it would be hard to implement them due to their various differences. On the other side, some believe that one does not exclude the other since each can benefit the company in its own way. The simplest mode to get an idea regarding the difference between inbound and account-based marketing is simply by comparing their sales funnels. Two opposite sales funnels. Despite…