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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…

Death of The 3rd Party Cookie

The digital ad industry relies heavily on third-party cookies. These little pieces of code get placed in your browser as you move from site to site, letting advertisers collect data about your interests and serve you related ads. They differ from first-party cookies because they are placed by an object on the page (e.g. an ad) that originates from a different domain than the one you are visiting. So if you visit, say, Macy’s website, Macy’s can place a first-party cookie to collect data about your visit. But if you visit a…

Infusing Military Tactics Into Marketing to Win Customers

When you think of marketers, you likely don’t think of them using military strategies as one of the tactics in their business. But, that’s exactly what marketers at some of the top e-commerce companies in the world are doing. Businesses are using the flank military strategy to win over customers. The flank military strategy is a strategic and concentrated movement where someone surrounds a particular area to achieve an advantageous position over an enemy. But how does this apply to marketing? New entrants to a retail…

The New Disruptor-Conversational Marketing and its Practices

Would You Like To Understand What Customers Really Want And How To Give It To Them? Then Start Conversations! Conversational Marketing Is The Latest Buzzword In Marketing Conversational marketing is a unique and emerging marketing methodology through which brands use one-to-one conversations that are personalized in order to learn and remember customer interests through automated technology. In short, conversational marketing is a distinctive interaction of ‘You tell me and I’ll listen’ instead of I’ll tell you and you…

How to Develop and Offer Products That Delight Customers

When developing new products, businesses typically ask their customers a single question. They provide a long list of features and ask, “For this product, which of these features do you most prefer?” This seems like a straightforward question. Many product development teams would take these results and immediately begin developing whatever features were selected most frequently. Some teams dig deeper. Rather than accepting the results at face value, they question if their customers selected features they’ve come to…

Why Does the Programmatic Auction Type Matter

As buyers continue to push for greater transparency, greater attention is being focused on the programmatic buying process, particularly in regards to the auction mechanics. Full disclosure of the inventory being offered is crucial to transparency and the ads.txt initiative will push the industry further in this direction. Beyond verifying the authenticity of the inventory, how the auction is conducted is one of the other areas where greater transparency is needed. But why does the auction type matter and what can be done…

Arm Your Marketing Campaigns With Opinions That Matter

While there’s a proliferation of data for marketers and communicators today, the time for analyzing them has shrunk tremendously. And then, there’s the human factor. Individual reactions can sometimes be very different from what the data says, making it critical to capture voices and opinions of people that matter most to your business (existing customers, prospects, peers, employees) before launching any marketing campaign. We call this ‘market-powered data’—combined with the stats that you already have from various…

Don’t Fall for These “Urban Myths” About Email Marketing!

We’ve all heard the story about the snake that survives being flushed down the toilet and now lives in the sewers of New York City… or the one about the traveler who wakes up in a bathtub full of ice and discovers he’s missing a kidney. These urban myths live on through word of mouth and their sensational twists and turns never fail to thrill— but some people actually believe they’re true. The world of email marketing has its own set of urban myths — beliefs and “conventional wisdom” that have been passed down over the…

The Fight Against Fraud: Why DSPs Should Build Their Own Fraud-Detection Tools

Our industry is plagued with fraud. Global industry bodies are now involved, with the IAB releasing Ads.txt guidelines and Trustworthy Accountability Group (TAG) developing focused programs. Many platforms rely on specialized third parties like Integral Ad Science (IAS), Forensiq, and others to keep the ecosystem safe. However, working predominantly with external partners carries risks and reduces control. One classic outsourcing rule states that business-critical processes shouldn’t be outsourced unless they’re a commodity.…
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