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Three Tips for New CMOs Navigating the Digital Age

Everything I read states that the average lifespan of a CMO is anywhere between 2.5 to 3.5 years. As a senior marketer, I’ve worked with many CMOs, and, I believe this short-lived tenure is attributed in part to a disconnect between what the CMO thinks the role of marketing is versus what other executives expect from a marketing department. Traditionally, in the B2B world, we’ve been pushed to focus on finding leads, but my experience has taught me that hitting a lead goal could have zero-impact on the business and it’s more…

Looking for a Quick AI Solution? A.C.T. Now!

AI is already changing the world. As consumers, we encounter AI every day, from customer service chatbots to smart Netflix recommendations to spam filters on our inboxes. In the business sector, AI’s disruptive force has convinced many business leaders that they better embrace AI soon to avoid being left behind. They’re not wrong. Yet many companies are struggling to get near-term results from their AI initiatives, concluding that it will take more time than expected to instill AI into the company’s processes…

Addressing the Future of Digital Media

The Journey to Making Digital Media a People-Based Advertising Marketplace by John Lee & Michael Connolly People-based advertising has been a hot topic of discussion in the industry trades in 2018. As an idea, it seems simple when written down: leverage data to ensure that each media campaign is only shown to the desired audience. In a world where marketers are plagued with fraud, non-human traffic, and other non-savory issues within digital media offerings, it is no surprise that a 100% accountable advertising…

How Digital Technology Can Make a Sales Manager Ridiculously Successful

Many Outbound Sales Teams Have yet to Realize the Greatly Untapped Potential of Digital Omnichannel Technology Jane, an inside sales director, was handed her new KPIs from executive management. Her sales reps were now expected to increase the conversions achieved each month from 2.46 percent to 3.26 percent. Jane’s surprise then turned into astonishment when she saw the accompanying budget for the next year was reduced by a third. The management was essentially asking her to achieve more with less! It did not take Jane…

Don’t Be a Content Zombie: 4 Tips for Branded Halloween Videos

With Halloween around the corner, it’s crunch time for brands to capitalize on the billions of dollars that consumers spend annually on the holiday. In the US alone, consumer spending for Halloween is projected to hit a whopping $9 billion, and this figure also continues to soar in other parts of the world. Every year, celebrants rush to purchase costumes, candy, and so much more — marketers would be remiss if they skimped on this gargantuan marketing opportunity. Video has become a massively popular medium for marketers…

Fortnite Beats Another Boss, The Android Store, On Way To Mobile Esports

Fortnite has conquered the game world since its launch last fall. Now it’s taking on the mobile app-store business, at least on the 2-billion-user-strong Android mobile platform. In bypassing the Google Play store that just about every other Android app must channel through to get seen, Fortnite owner Epic Games demonstrated both its market oomph and saved itself as much as $50 million, one recent study projected. Just as importantly, Fortnite and its chosen app-store alternative, Samsung, are bringing together the…

Is Omnichannel Sales Killing the Need for Sales Reps?

Enterprises have been eagerly deploying new digital sales technology for more than a decade. Customers can now purchase on websites, mobile devices, social media, and even chatbots, without encountering a live person at any point during the sales process. This model represents a 180-degree transformation from the traditional model of in-person and relationship-based selling. So where does this leave salespeople, who are increasingly being removed from the customer journey? In the rush to embrace digital transformation,…

How to Stand Out in the Inbox During Seasonal Events

While working at his previous email marketing business, Mike recognized the challenge of data aggregation in the e-commerce space, launching Fresh Relevance in 2013 with co-founders, Eddy Swindell and Pete Austin, to solve this data-need and optimize the customer journey. What do Valentine’s Day, the Super Bowl, Mother’s Day and Black Friday have in common? They’re all massive marketing opportunities for brands. What else do they have in common? There’s such an abundance of promotions around them that they’ve become…

CPQ: A Foundational Component of Digital Experience Platforms

In the 1990s, SAP campaigned for businesses to embrace enterprise resource planning systems to integrate and automate essential business processes. Two decades later, Forrester took this idea even further with a push for the digital experience platform (DXP) — a new “box” of software solutions designed to power the customer experience and feed customer insights back into the enterprise. The reason behind the crusade for DXPs makes sense. As the internet evolved, people wanted to make purchases and conduct business online.…

7 Tips for Boosting E-Commerce Sales with Live Chat

It’s 2018, and e-commerce is truly having a moment that is showing no signs of ending. Convenience, necessity, leisure, and the pursuit of better deals are just a handful of the factors that are attracting buyers to their devices instead of physical stores. For companies hoping to capitalize on the changing retail landscape, it is important to have the right tools in place to deliver the customer experience that buyers want. The pressure to deliver on that customer experience — which includes the ability to communicate…

Marketing Science Starts in Physics Class

Some of the most important lessons for programmatic advertising are taught in high school physics classes. It’s quite clear to me that we’ll all do well to drown out some of the noise, buzz and hype in the space, and remember these rules as the world of marketing becomes more data-driven. In school, most of us learned that an electron is in a fixed orbit around the nucleus of an atom. The assumption made is such that there is a definitive place where that electron exists. Read More: Programmatic Advertising Best for…

Why Refrigerator TV Is the Next Cool Ad Opportunity

If you want to see the future of connected computing, check your fridge. Many prognosticators believe that the mobile era is a placeholder until we reach an age of ubiquitous computing. The first test of this hypothesis will be whether smart refrigerators catch up in the way that smartphones have. OK, that’s an unfair comparison. A smartphone is a versatile device that can be used to do everything from tell time to navigate to play games to yes, make phone calls. A smart refrigerator, by contrast, is maybe a two-trick…

Three Advanced TV Strategies CPG Brands Can Use to Increase Revenue

In a 2017 report by Credit Suisse, they projected that the current distinction between ‘media’ spend (TV, digital, print, radio, outdoor and cinema) and ‘below-the-line’ marketing spend (price promotions, PR, sponsorship, direct mail and telephone marketing) would continue to blur in the future of advertising. This co-branded television campaign by Tylenol and Stop & Shop targeting caregivers is a perfect example. Further, with advances in data-driven television ad buying and the scale that can now be achieved through…

Mobile App Optimization Techniques That Work

With the latest developments in mobile connectivity, the number of people using mobile apps and the number of uses for smartphones is increasing every day. Other than through word of mouth and promotions, people mostly discover new mobile applications directly on app stores, specifically on Google Play and App Store. As a result, the need to optimize new applications for higher rankings in these stores becomes increasingly important. The application store algorithms take into account several criteria for classifying and…

Streaming Media and The Regional Advertising Challenge

For many broadcasters, the promise of streaming to a global audience is bittersweet. Broadcasters all over the world can now connect with their diaspora communities and grow audiences globally via streaming platforms. However, many of these streams include audio ads that cater to a geographically local audience and often these ads are not relevant to distant listeners. For these stations, the diaspora audience presents an expense that is not offset by additional revenue. This is especially important given the rise in…

Video on Demand Services Are Driving Tremendous Growth

The popularity of Video on Demand (VOD) streaming services is driving tremendous growth and the space just keeps getting hotter. Digital advertisers can learn a lot from how VOD providers have managed to scale their audience with varying degrees of success. A recent ONS survey shows that close to half of all adults said they had watched Netflix, Now TV, Amazon Prime Video or a similar internet-based service over the past three months. It’s clear that more people are moving away from traditional TV services, preferring to…

How to Turn Your Instagram Page into a Revenue Channel

In the era of social media, every marketer understands the brand value of a strong online presence, particularly on the most popular platforms such as Instagram. From what began as a simple photo-sharing platform, Instagram has developed into an essential tool for businesses, especially B2C. Consider the value proposition of Instagram — a highly visual platform, with millions of highly engaged users, in large, thanks to the thousands of influencers with mass appeal and the ability of brands and individuals to influence…

Goat Yoga And Community Outreach: Building Your Business By Sponsoring Events

Almost 90% of consumers think that businesses should invest in a cause that matters to their community, from a local charity to an international humanitarian effort. Consumers shop with their hearts, so to speak, supporting or rejecting businesses based on the positions they advocate. It may be shocking, but 87% of consumers buy based on values, whereas 76% boycott based on values. Brand loyalty is hard to come by these days, but one of the most effective ways to reach customers is to support the issues customers care about…

The 5 Crucial Skills of Marketing Operations Leaders

It’s undeniable! The marketing profession has seen an incredible rise in marketing operations. The advent of sophisticated marketing technology and the steady progression toward a “digital-first” marketing mix has forced businesses to elevate their level of talent and spend. According to McKinsey and Co, companies that invest in marketing operations can experience a 25% increase in overall marketing effectiveness. The rapidly growing role of marketing operations attracts hybrid workers — people who can think strategically…

Blockchain and Adtech: First Things First

Let’s not get way out ahead of ourselves. Yes, blockchain will solve many of digital marketing’s longstanding structural challenges. Far better, it will usher in a new wave of innovation. Publishers, marketers and their customers will benefit greatly, with more meaningful interactions that engender trust and loyalty—and produce better results at lower cost. But first things first. Read More: SendGrid Taps Carrie Palin as Chief Marketing Officer The mere availability of better technology does not yield the…