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Sales Gets a Big Part of the Content Marketing Conversation at Content Marketing World

2018 marks the 8th year for Content Marketing World, the world’s largest conference dedicated to content marketing. 2018 also marks my 8th time as an attendee to this conference, and my 7th time as part of the speaker roster. This year, I chose to be a track moderator, introducing all of the presenters in one track on a single day, ensuring sponsors were mentioned and covering some general housekeeping for the attendees. I was assigned to moderate the Sales Track on Day 1, and my four presenters did not disappoint. Here are…

Programmatic Is Not a KPI

Talking to the CMO of a well-known retailer earlier this year, I heard a familiar viewpoint; “I guess we’ll have to look into doing programmatic soon. Everyone else seems to be doing it.” Well, she wasn’t wrong. With over 80% of display ads traded programmatically this year and spend expected to reach $65 billion by 2020, the majority of brands are utilizing this technology, but is following the crowd reason enough to invest? In short, the answer is no. If a company’s programmatic goals extend no further than adoption,…

How Sales Can Shake The Dust Off And Re-Engage With Customers

In the 1950’s and 1960’s, the “Mad Men” of Madison Avenue were innovators in a new era. A new consumer class helped the post-World War II economy boom, emerging mass media like television brought brands into living rooms, and optimism was on the rise. All of these factors modernized the advertising industry and helped launch most of the global brands we know today. More than half a century later, advertising is global, but not as glamorous. While new technologies have transformed selling, consumers have become smarter…

Building a Business in Your Consumer’s Pocket

Think about your average morning for a moment — what do you do, eat, read or think about? No matter your different responsibilities or tasks throughout a day, chances are that by 9 a.m., you have already used three or more mobile apps to enhance your morning routine. Apps are integrated seamlessly into most people’s day — from the moment we wake up to the moment our head hits the pillow at night — we see timelines, newsfeeds and emails full of content, nearly all of which comes by way of mobile applications. The app…

18 Video Marketing Ideas for Every Stage of the Buyer’s Journey

Read More: Five Tips to Perfectly Time Your Webinar and its Promotion Videos have long been present in people’s lives. From TV commercials and movie trailers to shows and vlogs streamed on mobile phones, the moving picture clearly enraptures consumers. The rate at which it’s getting increasingly crucial is something marketers should pay attention to. Impact Bound cited a report where it found video marketing to be 600% more effective than print and email combined. That alone tells you that if your company hasn’t…

Social is the Unexplored Frontier of Digital Promotions

Juniper Research says that consumers will redeem $91 billion in digital offers by 2022, up from $47 billion in 2017.  Almost 60% of US internet users redeemed a digital offer or code at least once in 2016. And, three quarters of consumers spend $10-50 more than planned when they use a digital promotion. In short, digital promotions are big business. The biggest question for marketers is neither whether brands will continue to offer offers or if consumers will continue to use them. The real question is what digital…

Breaking Tradition: Re-defining the Modern Sales Team

I recently spoke with a marketing leader who was lamenting the static nature of sales leadership in her company. The CRO (chief revenue officer) was on a hiring tear for a sales profile he referred to as “door knockers.” I was absolutely floored when I heard this! Here we are living in the digital age complete with abundant demographic, behavioral and predictive data about prospects and customers that can be served up in real-time and this guy wants to hire “door knockers.” This particular CRO is running a traditional sales…

Has Your Website Refresh Been Successful?

Like maintenance work on your car, a refresh of your organization’s website is one of those tasks that seems to roll around every few years and entail far higher costs than anticipated. However, also like car maintenance, a website refresh is often critically necessary. Your organization’s branding or messaging may have changed, or maybe your site just looks like something that was built on GeoCities in 1995. Whatever the reason, you’ll want to ensure that you’re measuring the results of a website refresh in order to…

5 Predictions About the Future of Conversational Commerce

Once the territory of a few niche companies, Conversational Commerce is trending with some of the biggest brands in the world — and it’s working better than anyone could have hoped. Walmart, king of consumer goods, recently formed an incubator called Store No. 8. The debut product of this incubator, Jetblack, provides personalized shopping support to customers through text messages. Jetblack’s AI assistants make suggestions to shoppers based on their previous activity. Thanks to this investment, Walmart is dominating…

Raising the Bar for Corporate Diversity and Inclusion

There’s been a lot of media attention on the prevalent racism, sexism and economic divides existing in our country today--particularly the inequalities we are seeing in the technology industry. In marketing alone, men are almost twice as likely as women to be a director, and over four times more likely to be CEO or Managing Director. On the content side, only 19% of advertisements target minority groups. But we are seeing that when we create inclusive material, it resonates. Case-in-point, look at the box office success of…

It’s Time to Give Marketers Control Over their Data

We all know the saying about teaching someone to fish, and the lesson therein – empowerment and ownership of a process are infinitely more valuable than simply providing a deliverable and calling it a day. So why do so many walled gardens and data management platforms (DMPs) insist on simply selling audiences, rather than empowering customers to create them? Semasio’s mission is to give marketers control, transparency and ownership of their data and audience strategies. We believe in empowering customers because that's…

Five Tips to Perfectly Time Your Webinar and its Promotion

Webinars are immensely popular, thanks to their ability to engage large audiences and drive leads. So naturally, marketers put a great deal of effort into their planning and promotion strategy. Many factors contribute your webinar’s success, but timing is absolutely crucial. So what do the numbers say about the best time to promote and host your webinar? Here are five proven scheduling best practices, according to statistics gathered from 350,000 webinars last year. Read More: The Anatomy of Sales Decisions: Blending…

The Anatomy of Sales Decisions: Blending Data Science and Behavioral Science to Accelerate Sales Results

To learn more about decision-making in enterprise organizations, attend Anaplan CEO Frank Calderoni’s Dreamforce speaking session on Tues, Sep 25, at 1pm. In the world of sales, decisions are everything. What to sell, where to sell, how to sell: the future of our organizations, as well as the success of our employees, depends on how we decide (and re-decide) these questions, every day. Read More: Connected TV for CTV: Fresh Insights from DMEXCO 2018   For years, sales leaders have based decisions on experience and…

AI-Powered Conversation Bots Empower CMOs to Prove ROI

Marketers know by now that television, like most non-digital channels, is fading fast. In 2017, American TV ad spend dropped for the first time since 2009. Meanwhile, digital advertising shot up by double digits. As more consumers (especially millennials and the up-and-coming Generation Z) continue to cut the cord, television ad spending will become less and less relevant. Instead, digital ads will drive more sales in a measurable way. Not all digital advertising is created equal, though, especially in B2B circles.…

Connected TV for CTV: Fresh Insights from DMEXCO 2018  

Over 40,000 visitors and 1,000+ global ad tech industry leaders gathered  in Cologne for DMEXCO 2018, so the place was literally brimming with people, ideas, and spirit of innovation. Trying to achieve greater competitive advantages today companies actively merge and explore new advertising mediums like connected TV. In-house and white label solutions were also the main zones of interest at DMEXCO as brands keep looking for a greater business independence and transparency. Read More: Even Advertisers Avoid Their Own…

Even Advertisers Avoid Their Own Ads—Here’s How to Make Them Better

When’s the last time you skipped an ad on YouTube or fast-forwarded past a commercial on your DVR? There’s no shame in admitting it—even if you’re a marketer who eats, sleeps, and breathes advertising in your day job. In fact, Pressboard recently conducted a survey that found that advertisers, of all people, are just as averse to ads as anyone else. 98% stream ad-free content on platforms like Netflix or Prime Video, for example, and 79% own a DVR they use to skip commercials. We might just be the only industry that…

Two Simple Steps to Keep Vendors GDPR Compliant at Events Like Dreamforce

I am so over GDPR GDPR came into force on May 25 and it is having a profound effect on the event and corporate entertainment industry. Dreamforce is a huge user conference but also a massive exhibitor event. And as a large percentage of the attendees are from the EU, every partner exhibiting in the Expo and running parties should be concerned about GDPR. Whilst most marketers roll their eyes and complain about the cost of supporting GDPR, it is driving the right behavior: consented engagement. BTW It is not that hard.…

Top 5 Mobile Ad Tech Trends at DMEXCO 2018

The digital economy is evolving at breakneck speed and DMEXCO, which took place in Cologne on September 12 and 13, gathered thought leaders across the digital marketing industry under one roof. The 41,000 visitors-strong event is held annually in Germany, so the focus is both on global and European topics. This year’s motto was “Take C.A.R.E.” – a timely reminder that the digital economy is aware of users’ needs and the ad tech industry should be making a shift towards more transparent communication. With pivotal changes…

Branding to Store Benchmark Study: On Average It Costs Just $6 to Drive a Consumer to Store

Until now there has been almost no investment in testing the returns generated by mobile advertising.  We, therefore, wanted to demonstrate the effectiveness of this channel that we were seeing in the numerous successful campaigns run on our Hawk Demand-Side Platform (DSP). To do that we chose our drive-to-store tool, ‘Branding To Store’, a powerful mobile advertising solution for retailers wanting to drive customers to their outlets and FMCG brands that need to attract consumers to stores that stock their products.…

The Dawn of the Platform Age: Digital Marketing Maturity at Last?

Industries function much like living things. They’re born, they grow rapidly, and—eventually—they hit maturity. In the ad tech and martech spaces, growth has been the hallmark of the past 20 years. But sure enough, we’re approaching an inflection point at which our industry will enter into maturity. Welcome to the Age of the Platform. So what does the digital marketing space look like when it reaches maturity? Well, as expected, there will be fewer players. Think of the automotive industry. Once characterized by hundreds…