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FICO Scores and Customers: What Marketers Can Learn from the Power of Scoring

As marketers, you’re working with massive amounts of data to better understand real-time customer behavior, navigate purchase intent, and unify multiple touchpoints across devices. How do you qualify which information is the most impactful for aiding that customer through the purchase journey? A customer engagement score is to marketing what a FICO credit score is to financial services. For years, your FICO credit score has been the defacto way for financial institutions to understand your credit -worthiness. Those…

AI Helps Marketers Get Personal

Today’s consumer is conditioned to expect a hyper-personalized experience. The likes of Amazon, Spotify and Netflix have raised the bar to the point where consumers in their droves are shifting their attention and business to organizations that genuinely recognize, appreciate and value them as individuals. By now brands should be aware that a  half-hearted attempt at customization may result in public derision and possibly, dilution of their brand value. Yet there are still toe-curling incidences of mistargeting people in…

The Best 3 Ways Your Business Can Utilize Hyperlocal Marketing

In this globalized age, where internationally recognized brands’ marketing efforts spread far and wide, it can seem like the new industry buzzword ‘hyperlocal’ is a recent phenomenon. In fact, before the advent of the internet, TV, or radio — markets were very much hyperlocal in nature. However, with today’s technology, marketing to micro areas can be done in a much more efficient and impactful way than merely shouting the loudest. With ‘Near me’ Google searches increasing by 500% from 2015 to 2017, this could be a…

Innovation 101: How to Instill Innovation in Your Tech Company

A simple statement to make, but where do you start? This is a common ideal embodied within many companies who are trying to set themselves apart by leveraging their key talent to create new and, you guessed it, innovative products. Employers must encourage their team players every day to bring new ideas to the company table — but how? The challenge employers face today is identifying key motivational drivers to encourage employees to think outside the box and push themselves beyond their limits. Technology companies such…

Cashing out on your Audience Databases: Here’s Why your Online Viewers Really Matter

Video is the hottest buzzword in marketing today. As much as it is a means to distribute content, the audiences that video amasses on social media pose a highly rewarding opportunity for ‘social listening.'  More than 75% of all internet traffic today is video streaming, according to a recent CISCO report.  And all those video views provide brands with a treasure trove of consumer insights, through the data. This explains why more and more brands that understand data have jumped onto the online video bandwagon. But as…

Is Your MarTech Stack Ready for the Visual Era?

Images > Text Visual is the universal language that moves people. That’s because most people prefer seeing something rather than reading about it. One reason we make that choice is that it’s a lot quicker. Our visual acuity has been honed by millions of years of evolution. According to research from 3M, we process visuals 60,000 times faster than text. The internet has adapted to our dominant sense, and images now dominate the modern web. We communicate with images online and via mobile with our friends, family, and…

5 Keys to Building a Data-Driven Culture and Marketing Organization

Why Developing a ‘Sherlock’ Mindset Is Vital to Marketing Success Data plays a vital role in marketing today — from audience intelligence and targeting to campaign optimization and personalization to drive customer growth and retention. Marketing organizations at all levels of data maturity are investing to improve their ability to quickly and automatically collect, analyze, and act on available data. Today there are a plethora of different MarTech solutions available to marketers to test and optimize millions of…

The Very Real Benefits of Selling With Virtual IT Labs

Let’s start with some quick statistics. According to researchers at Gartner CEB, an average tech buyer is 57 percent through the purchasing process before speaking to a sales rep. Further, when it comes to complex purchases, there are typically seven decision-makers to convince, covering at least three different functions. Sales Performance International also reports that, while companies in the US spend $20 billion on sales training every year, employees forget 84 percent of those lessons within 90 days. Consider The…

Apple iOS, Privacy and the Future of Ad Attribution

In March, Apple quietly released SKAdNetwork, an API that allows ad networks and advertisers to directly attribute installs from the App Store without relying on a third-party mobile app attribution provider. While the move can be seen as an effort on Apple’s part to further protect consumer privacy, it may also have a broader impact on the advertising landscape by transforming the approach that mobile marketers take to app advertising measurement. Typically, attribution vendors track users across mobile platforms, using…

Why Vertical Video is The Future of Video Marketing

In the past few years, smartphone manufacturers have been improving their product quality rapidly, especially in the camera department. Today’s flagship smartphones can capture images and record videos with comparable quality to some entry-level DSLRs. In addition to that, the displays on smartphones are high-quality so watching movies on the go is no longer a pain in the eyes. These two factors alone are enough to change the way we consume and create content. If you’ve been browsing the internet long enough, you must…

Why Smarter SSPs Would Be a Boon to Publishers and Advertisers

Supply-side platforms (SSPs) are perhaps the most undervalued and inherently powerful links in today’s digital supply chain, and yet their current offerings do not fully reflect this strength. It’s high time that SSPs evolve their business models to become more than mere plumbing in the elaborate media-buying ecosystem. Doing so promises to deliver enhanced value not only to the SSPs themselves but also to the publishers and advertisers that they serve. We’re already starting to see some of the largest platforms in the…

The Next Evolution of Cross-Device Shopping

Our industry is witnessing a massive shift in consumer behavior — one that’s going to entirely reshape how marketers connect and enable shoppers going forward. Just as programmatic advertising has become table stakes and marketers have started to get their arms around their cross-device strategies, it’s time to prepare for the next upheaval. Welcome to the Age of Voice Today’s consumers are increasingly embracing audio assistants. While such assistants aren’t new, consumer comfort with them has never been higher. And as…

How Marketing-Savvy DTC Brands Supercharge Their Ad Performance

Dollar Shave Club. Warby Parker. Casper. These and other upstart direct-to-consumer (DTC) brands are a disruptive force. In eliminating the middle person, they offer consumers an appealing alternative to established brands in terms of price and experience. DTC brands have a major advantage over competitors: They convert on their website, so it’s much easier for them to know which media channels are working. That’s why these brands are rewriting the marketing playbook. For such brands, it’s not about choosing digital media…

Why In-App Programmatic Video Advertising is the Hottest Trend

Needless to say, mobile video consumption is flourishing rapidly and that too in-app, as compared to mobile web in the past. This is catching marketers’ attention in a mobile-centric world where their core focus is on generating higher Return on Ad Spend (ROAS). Tremendous in-app video consumption on mobile devices, non-intrusive ad user experience, and precise targeting with adherence to the highest quality media metrics are few of the reasons making marketers think of only one solution and that is — programmatic…

Marketing With AI/ML in Mind During the Coming Year

The first and foremost thing any marketer needs to do is get a handle on their data. Start by answering these questions: What data does my organization currently gather? What data could my organization collect? Once you have determined the data you have access to, you can begin to look at how Artificial Intelligence and Machine Learning can generate value for your organization. The algorithms used in AI and ML need a large amount of data and a relatively continuous stream of new data — usually the more, the better. Data…

Eight Common Chatbot Myths Debunked

Chatbots are one of the hottest topics in technology today. We read and hear a lot about it, naturally, there are a number of misconceptions too. The interest for bots is not going to slow down. A study shows that 80% of businesses want to start using chatbots in the next two years. To implement the technology properly, companies should be aware of the real potential and limitations. Read More: botique.ai Sets in Motion Its AI-Driven Chatbot Platform for Customer Experience Management Like any new technology,…

Chattribution: How Live Chat Data Drives Conversions

As it has matured, live chat has become a proven digital engagement tool helping organizations drive sales and conversions and deliver top-of-the-line customer service. But what if organizations could connect their live chat service to revenue? Chat attribution – or “chattribution” – provides this ability, enabling organizations to understand precisely how live chat is contributing to their top line. Today’s mature live chat empowers marketers to create powerful proactive campaigns while chattribution shows what works.…

Automation and Jobs in Paid Search

It’s the trillion dollar question on everyone’s mind, “Are jobs going to be created or destroyed by automation?” The simple answer is that both will happen, but it’s the balance of jobs created versus the jobs that will be lost that is key for us and future generations. Predictions from analysts vary wildly here, with some trusted publications estimating 400 million net jobs lost globally over the next 50 years while others expect a completely proportional balance between the two. The truth is, no one really knows. When this…

7 Tips For Improving Email Accessibility

The average person sends and receives more than 100 business emails each day, and the number continues to rise, according to Radicati Group. The inbox is now a battleground for attention, so it’s more important than ever to make sure our emails are being read. Sadly, many marketers are writing engaging subject lines for emails that add a lot of value to recipients, and yet they aren’t reaching as many people as they could because they’re overlooking the importance of accessibility. Read More: Email Marketing Statistics…

Customer Expectations Are at an All-Time High — How Marketers Can Rise to the Occasion

When it comes to creating the best, most seamless customer experiences, a brand can only be as good as its understanding of its customers. According to a recent consumer marketing survey by Selligent Marketing Cloud, it’s clear people expect more personalized engagement from brands but are hesitant to allow them access to their individual data, making it extremely challenging for brand marketers to succeed. Of the 7,000 consumers surveyed across the US and Europe, 33 percent expect brands to anticipate needs before they…