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MarTech Privacy Debate Should Focus on Solutions that Work

This is likely to be an active fall for privacy issues, with California’s legislature considering a law that would dramatically disrupt digital advertising by changing how companies can collect information, the U.S. House Energy and Commerce Committee holding a hearing, and the European Union advancing the controversial implementation of broad new regulations. The Digital Advertising Alliance (DAA) has always welcomed an open dialogue with policymakers around the best way to create a positive digital advertising…

Gaining the Millennial Stamp of Approval on Social Media

Engrossed in technology and well versed in the over-played marketing anthem, millennials can smell insincerity from a mile away and one artificial move from your company could be death for your brand Establishing authenticity and a cohesive brand voice across all social media platforms is essential in establishing trust and loyalty from millennials. With the constant exposure to media, millennials have already witnessed the major missteps and triumphs of brands, resulting in a different set of expectations for…

AI + Humans Is the Perfect Recipe for B2B Growth

We are used to seeing AI and machine learning in our “consumer” lives -- from Netflix and Amazon’s eerily accurate recommendations about what we would like to watch or buy next, to our Nests having our home at the just right temperature when we walk in at night. We are comfortable cohabitating with AI at home, yet AI adoption by sales and marketing professionals is elusive.  We’re riding the crest of innovation in go-to-market technologies -- first CRM, then marketing automation and now applied AI for sales acceleration --…

How to Stay on Customers’ Radar – Without Bugging Them

We’ve all done it before: we’ve given away our e-mail address. Perhaps we discovered a new website or met someone at an event. Ultimately our e-mail ends up in the hands of a stranger, and to our dismay, this stranger does not really know what to do with it. With no apparent rhyme or reason, an onslaught of e-mails begins. As bad as it is to be on the receiving end of a poorly executed customer communications strategy, it’s even worse to be the one executing that strategy. Those who get it wrong not only elicit groans…

Why Organizing Business Intelligence Is a Necessity These Days (and How It Increases Sales)

Many businesses are leveraging business intelligence to streamline their customer service or to achieve excellence in other areas of business operation. For starters, business intelligence is the use of tools and systems to aid planning and strengthen decision-making in any organization. Business intelligence is more than a term and the scope stretches to areas such as customer support, research, market profitability and statistical analysis. Applying business intelligence involves a lot such as collating and analyzing…

How Marketing Ops Runs Marketing Like a Business

Two basic principles of running an effective business include efficiency (doing things right) and effectiveness (doing the right things). This is the secret sauce that marketing operations bring to the business of marketing that enables marketing to meet financial goals such as ROI, pipeline, and revenue. In the technology-rich environment of martech today, it’s easy to get sidetracked by all the bright and shiny toys available. This article looks at how marketing operations injects a new sense of purpose and perspective…

How Precisely Accurate Is Your Geo-intelligence?

Location data is an important source of real-world context and geo-insights for many industry verticals. Market research pundits are projecting USD $20 Billion will be spent on geo-insights by 2020. As location intelligence continues to become mainstream, marketers, advertisers, and smart city planners are busy purchasing as much 3rd party location data as they possibly can. Our blog post this week revisits the fundamentals to ensure the best return for your location data investment. What is a Location Signal? A…

Creating Individualized Customer Experiences: Top Insights from The Personalization Summit 2017

I recently attended my first Personalization Summit – an event dedicated to helping digital marketers deliver highly relevant, individualized experiences to their audiences across channels. It’s no secret that we’re in the Age of the Customer – and personalization is especially important and strategic to our organization because we feel that our digital presence should provide the same warm experience that occurs when two humans are conversing. I was hoping to get a little bit of inspiration in addition to a whole lot of…

Get a Standing Ovation from your Ad Audiences

Maximize ROI by getting the Right Message to the Right People (and Measuring Results) Digital advertising is rapidly shifting toward audience-driven strategies.  Brands can now focus on the audience they want to reach instead of blasting out ads and hoping they land on the right people.  Social platforms are making it easy, with multiple ways to create an audience for each ad.  But measuring audience effectiveness in terms of ROI is not always easy.  According to marketing statistics by the DMA, measuring ROI from social…

A Window on What You’re Buying: VR for Marketing Spaces

One of VR’s most unique features is its ability to allow people to experience something which is either a long way from them, or too complex or expensive to easily replicate in real life. With that in mind, nowhere does VR shine more than in the communication of spaces. Unlike viewing locations on an image, a website or a TV screen, the immersive nature of VR means that places can be ‘experienced’ versus simply being ‘seen’. Not only does this mean each fine detail can be communicated successfully to a prospective client…

Four Key Takeaways from AdWeek New York

NYC’s Advertising Week 2017 wrapped up on Friday after more than 100,000 leaders from the advertising, marketing, media and creative worlds spent five days debating, discussing and predicting the current and future state of the industry. From topical daytime panel discussions and evening networking events, to late-night parties where the more “direct” conversations took place, Advertising Week was a full-on celebration of the economic and social impact of the evolving industry. Topics such as the importance of diversity,…

Pain Relief: Delivering on the Promise of Premium

About a year or so ago, a study circulated that calculated consumers’ average attention span at eight seconds, a second shorter than that of a goldfish. In today’s “right now” economy where brands are vying for even a portion of these eight seconds, creating media experiences that excite people is more important than ever. For marketers to capture our attention we need to be, intrigued, excited and emotionally connected. The content creators that own the hearts and minds of audiences are best positioned to help brands and…

Why The Best Marketers Are Adding Online Experiences to IRL Events

Fall in the marketing world means more than just pumpkin-spiced lattes, it’s a hectic time full of industry conferences. All you road warriors know what I’m talking about… there are too many B2B marketing events, conferences, summits, and forums to keep straight. In the whirlwind of flights, happy hours and card-swapping, all those valuable in-person conversations can feel like they happened ages ago once you get back to the office. So how do the best marketers leverage the valuable connection of an in-person…

Marketing Trends: Rise of the B2B Consumer

When it comes to the business-to-business (B2B) world, marketers are rarely faced with the same fast-paced change that they have come to expect when dealing with consumers. Traditionally speaking, B2B commerce has always relied on a much longer customer journey than its B2C counterpart. Whether incorporating a new business partner, investing in a new technology or finalizing a commercial deal, B2B decision makers will rarely make a purchase on a whim. For this group, the age-old marketing tactics of Product, Place,…

Four Questions Marketers Need to Ask When it Comes to Brand Safety and Video

Video is everywhere and is continuing to grow in popularity over the text as the preferred way that people consume media. Facebook recently announced a push into video with their latest Watch hub to share content, and Apple with their latest iPhone just increased the size of their screen to enhance how we view it. As any new form of media consumption grows, we as marketers must prepare in advance how we wish to represent our brands to the world. Brand safety has indeed been the major theme in 2017 for…

Treacle on TV: How Search Spikes Can Help Baking Brands Get Noticed in the Unlikely of Places

With The Great British Bake Off now back on UK television screens, the baking fever has once again taken hold in the UK. We gasp in wonder watching contestants create intricate masterpieces out of dough, and laugh along at other unfortunate moments like the onset of melting icing. Baking shows like this have become a big part of prime-time television (the latest GBBO series pulling in a record 5.8 million viewers for new broadcaster Channel 4) and viewers are excited by the prospect of recreating these tasty creations for…

A Marketer’s Guide to Measuring Social Success

How far would you agree with the statement that everything is taken more seriously when there are measurable and specific outcomes? In order to gain budget and confidence from others in your marketing strategies, you need to prove how your efforts contribute to the organisation’s business goals. Social media, like other channels, must prove its return on investment. Of course, that’s easier said than done. Whether you use social media to drive awareness, revenue, customer satisfaction, increase traffic or even generate…

Super-Shopper Chat Bots Poised To Disrupt E-Commerce

Bots and AI are disrupting virtually every industry vertical. One of the most impacted will be ecommerce. As bots do the shopping for humans, many old assumptions will crumble leaving massive disruption in its wake. The current ecommerce industry is built around the assumption of the inefficient human shopper. Humans have limited memory and compute capacity. Humans are creatures of habit, favor the familiar and value convenience. Therefore, ecommerce businesses that are well known brands, that capture and retain credit…

How to Use Twitter to Find Sales Prospects and Generate New Leads for B2B Companies

By truly harnessing the power of Twitter and other social networks, B2B companies can identify new sales prospects, nurture them through direct communication, and convert them into qualified leads that have a higher chance of becoming customers. But, how can you turn Twitter followers into leads? In this article, I’ll discuss how B2B companies can use an approach of proactive social outreach to transform Twitter into a reliable source of quality leads. Demand Generation and Social Prospecting Before delving into lead…

3 Tips for Emerging from the Data Swamp Victorious

Did you know it’s estimated that bad data cost US companies $3.1 trillion in 2016? Many sales teams are entering data into their systems manually, leaving data sets muddied, duplicated and inaccurate. This is a huge problem for sales teams, as their jobs depend on having reliable and easy to access data at their fingertips. If not, their prospecting will quickly go to the wayside. This is where the struggle starts for many sales departments. Today’s sales technologies allow organizations to measure almost anything,…