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Why RCS Could Sound the Death Toll for Mobile Apps

In the age of the 24/7 consumer, the smartphone has become an essential tool, enabling us to achieve an ever-expanding range of tasks while on the go; from banking to shopping to booking a holiday. Therefore, as consumers our never-ending quest for convenience means we naturally gravitate towards apps or services that make our lives more efficient and convenient. This trend is changing the way we use smartphones. Mobile app use is in decline and the types of app we most frequently use is evolving. We’re now spending…

The End of Brand Demolition

Imagine a world where it’s considered okay for salespeople to follow customers out of a store and trail them from shop to shop, perhaps into a café and then from the mall to their home. Then what if the sales rep continued popping up for the next month, asking about the dress the shopper had looked out. Pretty outrageous? However, that’s the status quo created by adtech online. This is not normal. This is not good customer service or the best use of our brightest brains. It’s grubby, irritating and often fraudulent, with…

To Become a Tech Titan, You’ve Got to Build a Tribe

Marketing is the science of emotional connections. As the great Al Ries and Jack Trout famously said, the marketing battle doesn’t happen in the physical domain; it happens in the “mind of the buyer.” As consumers, when we buy products or services beyond those that serve our basic needs, we’re not buying the physical manifestation of those products. We’re buying our emotional connection to them. We drive BMW because of our emotional connection to the attribute “the ultimate driving machine”. We run with Nike…

Top Tips For Tackling Software Translation

If you’re working for a B2B technology provider, you will probably find translation to be a tricky topic. After all, it isn’t just about translating your system into another language, word for word. Instead, it includes the adaptation of the text into the proper context. Through our continuous quest of adapting our platform for different markets, we have collected several learnings, both in terms of challenges faced as well as our solutions. Common Challenges Faced Establishing a market fit First of all, you’ll find it…

Five Instagram Tips Every Real Estate Agent Should Know

The real estate marketing landscape has undergone a dramatic change in recent years. No longer are billboards, benches, and colorful blazers the best ways to stand out. It’s a digital world and home buyers and sellers are spending more time looking at social media than ever before. Of the social networks, Instagram is one of the fastest growing in existence. Instagram plays into our growing global smartphone addiction. This photo and video sharing platform works primarily via mobile. There is a desktop version, but its…

The Year of Advanced TV: Leveraging Data in New Ways

In 2018, more than 50 percent of marketers are likely to include Advanced TV buys in their schedule. But for many traditional television advertisers, Advanced TV remains a daunting concept. That’s understandable. Advanced TV, as an umbrella term that encompasses everything from data-driven targeting to programmatic placement, is a fast-moving yet nuanced opportunity. (For more background on the market forces driving Advanced TV, as well as the requirements for advertising execution in this realm, check out part 1 and part 2 …

Taking Control of Performance Marketing Data

Traditional performance marketing involves sharing the responsibility for lead generation with companies outside your organization (e.g. distributors, resellers, agents, and alliances). This creates an element of risk because you’re putting your brand reputation in the hands of others, and sharing consumer data with companies and people you have no direct control over. Also Read: Data 101 to Set Your Data-Driven Marketing Ablaze Technology and Data Over the last decade, advances in data management technology have driven…

How AI Can Be Used To Shape Your Customer Experience

AI is driving change in the contact center industry, making it a more accessible, friendly place for a customer. AI is changing the relationship companies have with their customers. ZaiLab chief product owner Catherine Collins believes that changing technology goes hand in hand with a changing customer. The time to adopt is now. ‘Contact centers are a hassle to deal with,’ says Catherine. ‘No one has the time to sit on hold while their call is transferred to the next available agent, let alone the patience to repeat their…

The Year of Advanced TV: How (and Why) Marketers Can Embrace the Opportunity

Advanced TV and all that it encompasses – programmatic TV, addressable TV, connected TV, linear audience targeting, set-top box video on demand, interactive TV and even second-screen syncing – is coming into its own in 2018, and the benefits to marketers are substantial. And the word seems to be out: Per Forrester Research, more than 50 percent of marketers are likely to include Advanced TV buys in their schedule this year. That said, despite investment intentions, many marketers still struggle with the definition of…

A 6-Step Plan to Ensuring Account-Based Marketing Success

It’s not so hard to imagine a future with near 100 percent adoption of Account-Based Marketing (ABM). According to a recent survey, nearly 60 percent of B2B organizations have already implemented ABM, and another 27 percent intend to start doing so this year. Where does that put you? If you’re like other organizations, you probably worry about the pitfalls and hurdles that stand in the way of implementing ABM—like not having a basic view of your target audience, not having the right data or not having the proper…

Is Your Marketing Operations Team Leading the Customer Journey?

Mapping and operationalizing the customer journey are critical activities for today’s B2B marketer. As more companies turn away from product-centric strategies and embrace customer-centric strategies, the pressure mounts for marketing to lead the transition. Yet, how ready is marketing to step up to the plate and what prepares marketing for this challenge? Based on my work with hundreds of marketing organizations, when marketing has a strategic Marketing Operations (MO) department, marketing successfully leads the transition…

How to Leverage Partnerships and Martech to Win in China

China is a tough market for Western brands to crack. But with Chinese ecommerce sales surpassing $1.1 trillion in 2017 and representing about half of all retail ecommerce sales worldwide, cracking it is an increasingly valuable -- if not vital -- pursuit for global brands. Entering any new international market often feels daunting. As the world’s largest ecommerce market, China can seem even more challenging. After all, when entering China, it’s imperative for online businesses not only to manage basic marketing tasks…

The Future Of Video Marketing: Education And Artificial Intelligence At The Heart Of Change

With predictions that video will account for 80% of all internet traffic by 2019, it is not surprising that marketers are moving away from traditional display ads and investing in a stronger video offering that offers much more engaging and captivating experiences for brands. But how can marketers ensure such investment is directed in a way that enables them to prepare to profit from this growth? 17,000 hours of video marketing content is expected to be published every second by 2021. In such a crowded market, content…

Activating Customer Data with AI-Based Technologies in Business

To meet growing consumer expectations in a digitally-driven world, companies are dealing with large amounts of data and aim to create personalized consumer experiences at different touchpoints to stay relevant. The various consumer touch-points of an enterprise generate a wide variety of digital data and are also potentially great interaction points to improve an enterprises engagement with customers. Furthermore, as enterprises adopt digital technologies for their internal and external processes, a large amount of digital…

For Retailers, the Time for Digital Migration Is Now

Technology has taken the world by storm and changed the way we do business. Businesses need to adapt to new trends and tailor their customer experiences towards a more digitally-savvy target market. According to the MIT Center for Digital Business, companies that have migrated online are 26% more profitable than their competitors. When we look at the history of retail, we see a shift in the way traditional retailers operate. The birth of online shopping and AI has impacted the way retailers communicate and sell to their…

Implementing Multi-Touch Attribution: 7 Best Practices

The term “omnichannel” may be a buzzword, but it represents a significant shift: marketers now need to reach and engage their best customers wherever they are – whether online, on their device, or on the go. While continuous growth in the digital space has created more opportunities, it’s also brought new challenges. Marketers can target consumers more precisely with more personalized, relevant information than ever before. But tracking, measuring and optimizing this activity across an ever-growing number of touchpoints…

When Organic Installs Turn Rotten

Botnets continue to damage and dilute established mobile marketing and analytic practices, but it’s not just paid acquisition that’s suffering. Emerging disciplines like app store optimization (ASO) are being equally threatened by the increasingly sophisticated efforts of mobile fraudsters. Left unchecked, mobile botnets could cost lawful publishers billions in the years to come. With a combined 5 million apps available between the Google Play and Apple App Stores, marketers can’t afford to leave any stage of their…

Mastering Customer Experience in the Era of the Empowered Consumer

Thanks to digital, consumers are more empowered, and their buying journeys are more complex than ever before. At any given moment, they expect highly relevant, friction-free brand experiences on the channels and devices that are right for them. In fact, more than half of consumers are prepared to walk away from a brand that doesn’t offer a personalized and relevant experience. Meeting and even exceeding these expectations is possible, but not using the siloed, channel-specific strategies that marketers often resort to…

The Year of Advanced TV: Why It’s Finally Arrived

Media consumption habits have changed fundamentally over the past 10 years. Checking Instagram, reading news online, doing business on the phone, and watching TV on the tablet now mix seamlessly with old habits like channel surfing, listening to radio, and reading magazines. The entire media consumption pattern has changed, and the new media paradigm is one of choice. Perhaps nowhere are these transformed consumption patterns as evident as in the realm of TV and digital video. Over the past decade, TV viewing habits have…

How to Document Your Content Marketing Strategy

Content marketing is 62% less costly and generates up to three times more leads than outbound marketing. No longer do you have to reach out to the consumer, you can now have them come to you instead. That’s the power of content marketing. But, it’s much easier said than done. Developing and publishing content takes careful planning. You need to research and stay consistent to generate sales or leads. You’re probably already using various platforms to produce content and understand that it requires great organization.…