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How Marketers Can Improve ROI by Strengthening their Measurement Practices

It’s standard practice for marketers to measure the ROI of their efforts, though oftentimes the extent of their measurement is assessing impact on overall brand revenue. However, such a blanket measurement offers few insights into whether marketers dollars are working as strategically and effectively as they could be. For example, certain conversions would be more accurately represented in metrics specific to their medium (e.g., impressions for a commercial), while other marketing KPIs are not directly related to sales…

A Crowded Optimisation Landscape

Unfortunately, a website is no longer enough for a significant or successful digital presence. Essentially, a presence is non-existent without some consideration of search engine optimisation (SEO). But this too has become one of the basics of ‘going digital’ – a must, rather than a ‘nice to have’. Which begs the question – has the playing field been levelled? And if so, how can your business possibly get ahead when it seems everyone is in on the so-called secret for success? Well, Nate Burke, CEO of Diginius, a…

Four Ways Brands Can Set Themselves up for Success in 2021

Market context In many major markets around the world, particularly the U.S. and U.K., 2021 looks like it’s going to be a very different and very much more positive year than 2020. With vaccines effective against coronavirus now administered to around 40% of the population in both markets, the prospect of a return to something much more like normality is fast-becoming real. Data from Standard Media Index of media investment in the major English-speaking markets worldwide show that ad spend fell by 9% in the U.S. in the year…

Harnessing the Power of Data for the Greater Good

The term artificial intelligence (AI) may lead some to conjure their worst fears. Through sci-fi movies and pop culture, many of us have been misled to believe that AI is synonymous with evil robots that will one day take our jobs and take over the world. While AI is one of the most intriguing and promising emerging technologies, it’s also the most feared. People tend to think of it as ominous and futuristic. Most are unaware of the positive impact it can have and just how much we already rely on AI in our everyday lives.…

Empowering Programmatic Traders Through Continued Education 

Programmatic traders are the lifeblood of digital advertising, an industry expected to grow by more than 21% this year. That growth, however, has arguably come at a cost: New technologies and processes are released constantly, creating challenges for traders who are the key decision-makers and troubleshooters for live, in-market campaigns. According to a 2019 survey, 97% of traders reported that the increasing number of channels and formats makes their jobs more challenging. Marketing Technology News: MarTech Video…

Looking for a MarTech or Tech Job in Another Country?

Here are 7 Tips that Can help! For tech professionals, remote work isn't a new fashion trend. Over the past decade, remote work opportunities have grown by 91%. The increase is due to new technology and the fact that both employers and employees are discovering numerous benefits to remote work.  The COVID-19 global pandemic supercharged the work-from-home environment: 85% of companies indicated that productivity went up when their workers went remote. Employers see the powerful possibilities of remote work, while tech…

Light at the End of the COVID Tunnel: Advertisers Take Stock of Pandemic Best Practices

Advertisers have come a long way since the panic of March 2020. Last spring, when stay-at-home measures were first introduced around the country, out-of-home and movie theater advertising fell practically overnight. Meanwhile, consumers’ time spent on social media, publisher websites, mobile gaming, and streaming platforms (remember Tiger King?) shot up, and advertisers reacted by increasing their digital spends. Through trial and error, advertisers learned what approaches work best in a pandemic – and what pitfalls to…

Exceed.ai Helps SaaS Companies to Better Nurture and Qualify Leads

The SaaS economy has been steadily growing with more companies offering their products or services under the software-as-a-service model. According to Gartner’s forecasts, SaaS revenues are set to grow to $121 billion by 2021 and $141 billion by 2022. SaaS companies deal with customers in a setup that may not be similar to what traditional businesses are accustomed to. The approaches in attracting customers that work with conventional businesses may not be as effective when it comes to marketing SaaS solutions, conducting…

AI-Powered ‘Intelligent’ Marketing Will Keep It Real

Last year I attended the Marketo Marketing Nation Summit and had the opportunity to be entertained by keynote speaker James Corden of the CBS Late Late Show and of “carpool karaoke” fame. Central to Corden’s talk was the importance of truth and transparency in both comedy and marketing. And aside from the obvious irony in today’s era of alternative facts and fake news, he made a great argument for keeping things real. In addition to Corden, the buzz at the summit was all about the latest trends in marketing tech,…

Measure Your Marketing Campaigns Using Link Tracking

There’s no denying the benefits of the all-pervasive SMS. There are numerous examples of brands successfully using SMS as a medium of communication for their marketing campaigns. Apart from being a great customer acquisition tool, it is also the best medium to deliver personalised messages. But connecting to your opt-in customers or prospects via. an SMS is only half the battle won. Here’s an optimal way to derive valuable customer analysis from your SMS campaign and increase your marketing ROI. Link Tracking In link…

Social Media Marketing Moves from Megaphone to Targeted Conversations

The emergence of social media in marketing has drastically revolutionized the ways marketers and brands engage with consumers. Moving away from more traditional digital tactics, brands have started leveraging influencers to amplify their messaging, assist with reaching out to new and existing audiences, and, ultimately, to aid in driving increased sales. A recent study conducted by Demand Gen Report suggests that 87% of B2B buyers give more credence to content with influencers. Yet, many brands are not fully embracing…

Know Thy Customer, Know Thy Market: Helping Startups Succeed

Let’s imagine you have an idea for a business that seems bulletproof. You can’t find anyone who will tell you it’s not. With this confidence, you build a prototype, and by golly, it works. Your friends and colleagues love it, and it looks like there’s real potential here. The good life beckons. So you throw more of your own money, and maybe some more from other people, into the project and launch it. And it fails, miserably. What went wrong? Our budding entrepreneur put the cart before the horse and missed the parade.…

Join The Brand in 2018

How Do You Market To A Marketer? That’s the real brief as we wake up every day. Consumers are way too adept and onto it. They’re seeing the same new news we are. Connecting is a pretty hard needle to thread – and our industry has never been more dynamic. There’s always a new insight, a new wrinkle that comes up overnight. There’s no annual update in Vegas for continuing education in advertising. It’s every day. We’re ready for it – and we’re constantly building the team and the talent who want to push each other…

Data in the New Year: Five Steps for Success in 2018

The numbers say it all: the big data and business analytics revenue forecast is set to reach $150.8 billion in 2018. This massive industry is growing at a rapid pace and it’s evident that companies understand that making data work is an absolutely necessity for success. However, there’s still a disconnect. We’ve never had this much data available to us – yet, we struggle with what to do with all of the information. Organizations fail when they’re not able to operationalize insights that translate into an actionable…

Tech vs. Touch: 4 Marketing Trends to Watch in 2018

Are we shaping technology, or is technology shaping us? The relationship between tech and human touch has changed the nature of marketing in ways that are unprecedented but still predictable. New technology motivates us to discover what is uniquely human, emotionally rich, and wildly creative. In turn, we push technology to relieve us of experiences that feel robotic, impersonal, and routine. This dynamic fuel some of 2018’s most important marketing trends. Archetypal branding The language of “customer experience,”…

Eight Predictions for 2018

It is that time of year again.  As we close out 2017 and look towards the new year, what trends will emerge and take center stage in 2018?  Here are my top 8 for ’18. Direct Mail & OOH (Out of Home) Get Reinvented What is old is new again thanks to digital signals and the growing popularity of identity graphs, that can link devices and signals to individuals and/or households. New and existing providers are breathing new life into these channels with innovative solutions that allow marketers to retarget consumers off a…

Facebook & Google: A Media Duopoly Under Scrutiny

From their humbler beginnings as a social media platform and a search engine, respectively, Facebook and Google have today become mass media for many audiences, providing content focusing on national politics, prominent brands and individuals, and much, much more. A 2016 Pew study found that at least 66% of Facebook’s 2 billion users rely on the outlet’s news feed as a news source.  For many, the “Big Two” even serve as their only sources of media. More than just a filter bubble, consumers are being fed information designed…

Five Smart Campaigns To Make The Most Of GeoLocation

It’s a truth so self-evident that sometimes it is overlooked: For marketers a key benefit - maybe THE key benefit - of mobile adoption is the ability to know where customers are at any time. Or at least, the ability to deliver campaigns and experiences based on the customer being present in a specific location. That knowledge has led to some pretty poor marketing. “Hey, let’s send an untargeted push notification to everyone within five miles of our store telling them we have a sale on!” are words unlikely to be taking up…

Tailor Direct-Marketing Efforts and Up Consumer Engagement with Mobile Marketing

Heard the one about the digital business that turned its back on conventional marketing and trebled engagement rates with their customers as a result? If you’re in mobile - to any extent - you should probably pay attention. Icelolly.com, a fast-growing UK-based travel comparison site, has put big data to good use, delivered the kind of mobile experience that users expect, and seen plenty of benefits from that approach. Setting The Scene I recently spoke to Darren Kunar, CRM Communications Manager with icelolly.com - the…

Six Steps to Achieving Customer-Centric Marketing

Broadly speaking, being customer-centric in your marketing represents a shift from a sole focus on company objectives to a focus on customer objectives first. The thought is that happy customers will lead to the meeting of your company objectives -- sales. Significantly, it also swaps “go with your gut” marketing to data-driven marketing. That’s because such marketing relies on learning from and activating against signals (data) that your customer is giving you. Ultimately, this is about building up individual-level data…