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Vorsprung Durch Dmexco

This week I attended the digital Disneyland that is Dmexco: 50,000 plus of the world’s digital business community descended in Cologne for what has proved to be, in my opinion, the best event in our sector. And digital paradoxes aside, technology can’t do this – sometimes you need real people and real time to engage. It starts in London. In the queue to board the plane, there were a dozen digital business owners that you haven’t seen in ages. And that theme of camaraderie and “old mates are best” continued all the way to…

The 3 Biggest Challenges Marketers Will Face in the Next 5 Years

The modern customer demands authenticity in a brand relationship. Yoplait learned this the hard way after trying for years to launch a successful Greek product to rival upstart Chobani’s massive success. Now, the New York Times reports, Yoplait has stopped trying to compete with industry trends and shrewdly looked within to its own French roots. Yoplait’s upcoming launch of Oui, a specialty product crafted using an old French method, is an example of when a brand cuts through industry noise to reclaim its own power.…

How to Spot a Social Media Account That’s Impersonating Your Brand

For anyone who’s wanted to throw their phone at the wall in frustration when confronted with another ‘please listen to the following 10 options’ after being on hold for an hour just to ask a company a simple question, the promise of getting someone to respond to you directly via a quick post on social media is an enticing one. Companies seem to agree too and are quickly responding to customers’ demands to use social media as a communication channel. Banks, utility companies, and retailers, in particular, are embracing…

4 Social Media Risks You Need To Prepare For

Isn’t social media fantastic? You can reach millions of people in seconds around the world, offering unrivalled opportunities to engage on a one-to-one level with your customers. But as with all things, there’s always a dark side, ready to bite you. It’s no use ignoring it, or thinking ‘it won’t happen to me’. Instead you need to prepare for the inevitable. People share bad stuff online. All the time. We won’t touch on the ‘why’ in this blog (unless you have a few thousand hours to spare!), instead we’ve shared four of…

The State of Ads.txt: Not a Big Clean-up Yet

Ad tech is not immaculate, let’s face it. The ecosystem is inhabited by bad actors and digital transactions are intervened by shady intermediaries. Tricky fraudsters like Methbot generate invalid traffic and get away with it. Programmatic has long lacked a mechanism for buyers to verify whether a supplier is legitimate to sell a publisher’s ad inventory. On the open exchange, buyers think they’re buying inventory from reputable publishers like NBCUniversal but often end up purchasing from impostor sites instead. As a result…

Is Unmoderated Social Media a Good Idea?

Go back in a time machine to the early 2000s and you’ll witness the birth of social media. It started off as a way of connecting with friends, chatting across the globe and sharing ideas. The original Twitter question ‘What are you doing?’ was deliberately designed to allow people to post their responses publicly, rather than between known connections (and is probably responsible for the whole ‘take a photo of your lunch’ trend now we think about it). Twitter made anonymity mainstream. 20 years on social media has changed…

Best Practices For Data-Related Insights When Building Smart Email Marketing Programs

According to a Radicati Group study from January 2017, there will be more than 3.7 billion email users worldwide by the end of the year. No other marketing channel comes close to the reach of email. Email also continuously outperforms other marketing channels, like social media or paid search. At the same time it remains the second most difficult marketing platform to execute. Image Source: kissmetric.com Email marketing is widely adopted but difficult to execute Delivering the astounding 30:1 ROI that email is reported…

What Makes Some Companies Heroes and Others Villains?

How Popular Narratives and the Way Businesses Measure Them Determines Success or Failure United Airline’s extremely public PR difficulties have overtaken the public conversation, unleashing a flood of ire toward the company and causing stocks to drop by what was at one point one billion dollars. It is a dire position to be in as a company, and though the need for response is obvious, the optimal response isn’t. United CEO Oscar Munoz issued three different statements, including one in which he assured United staff that…

It’s Not Just How Much, but Where and When We Are Connected That Matters

The amount of time consumers spend on connected devices (mobile phones, tablets, and connected TVs) is increasing and we don’t foresee this trend changing. While there are only 24 hours in a day, the amount of time spent on devices increase year over year and the proliferation of new devices and connected technologies has made it possible for consumers to be online around the clock. According to most industry analysts, the average American is consuming a record amount of digital content and now spends 12 hours, 7 minutes…

Why the DSP You Want May Not Be a DSP

It’s not surprising that according to Forrester’s recent DSP Wave analysis, finding significant differences among leading demand side platforms takes some work. “Differentiation is subtle,” concludes the report. That’s an understatement. The crowded nature of this market and its very commoditization have led the more differentiated and specialized players to avoid the generic DSP moniker altogether. They see the name as constraining at the least and at worst misleading, because they offer services and capabilities that go…

Stream Yield: How to Make (Repeatable) Video Revenue

If you’re a publisher of online videos, you probably know which story on your site had the most total-views. That’s easy enough. Almost everyone has analytics that show which story or video was seen by the most visitors that day or week or year. But the path to success, to truly optimize the value of your site’s content, involves many more steps. To create a sustainable online video publishing site, you’ll need to begin walking down that path. To start, do you know which videos were watched the most on mobile? Which ones…

Can Data Save Marketers? Six Steps To Effectively Leverage Data For Marketing Campaigns

The data ship has long since sailed. Today data is everywhere. In fact, data has grown at such an exponential rate that it has forced marketers to forge new paths in how they leverage data as part of their marketing campaigns. However, there is so much data and so many options regarding what to collect and how to leverage it that many marketers simply don’t know where to begin to move towards true people-based marketing. Here are six critical steps for marketers to effectively leverage data in order to drive successful…

In Salesforce, It’s Really About the Data

Salesforce has become one of the largest and most popular cloud platform providers in the world, and for 18 years, users have leveraged their marketing automation and CRM software to gain an edge over competitors. But when considering the advantages of using Salesforce, it’s important to take a step back and realize that Salesforce is only as useful for an organization as what goes into it. In other words, it’s really about data. Salesforce is a repository of information and a record of what your company has done. That…

Breaking Down the Best & Worst of Subject Lines

It’s a sad truth, but even after spending meticulous hours crafting the perfect cold email, the most likely outcome is that it is going to end up getting deleted. That’s why you have to take into account every aspect of your message, which includes the subject line. The first wave of attack, a solid subject line determines whether or not your email campaigns pierce the fog of war or stumble out of the gate. Maybe even more so than the actual email itself, the subject line can determine your cold email sales success. Here…

Three Steps Toward a People-Based Marketing Strategy

People-based marketing has continued its meteoric rise since the concept debuted at Advertising Week almost three years ago. In fact, a recent study commissioned by LiveRamp found it “has become a strategic imperative for virtually every brand,” with 92 percent of marketers saying that the inclusion of people-based tactics in digital marketing is “vitally important.” Defined as the ability to target real people across channels and devices using a persistent identity, a people-based approach enables marketers to deliver…

How Key Customer Loyalty Drivers Have Changed Over the Last Decade

The HVS Global Hospitality report A New Breed of Traveler finds that rising affluence, globalization, and increased access to communication technology have impacted the values of modern hotel guests. Experiences and the feeling of “being connected” are now more desirable than traditional hotel luxuries. This new segment of traveler is no longer looking for white-linen service, bellboys to carry their luggage or a concierge. When millennial travelers look for a hotel or enter a hotel, they want to feel connected and to be…

Don’t Let ‘Too Difficult’ Be an Excuse for Not Addressing Customer Engagement

Start To Listen To Your Customers And Look At The Organizational Silos That Exist In Your Business Navigating the route to customer engagement can feel big and scary. And yes, customer engagement strategies will eventually be company-wide initiatives involving multiple departments – but they don’t have to start that way. Not all departments need to be in the room from the start, and this certainly shouldn’t be a deterrent or prompt to brush the topic under the carpet for another quarter. You have to start somewhere.…

Three Lessons for Advertisers from Game of Thrones

The blockbuster HBO series Game of Thrones started its seventh season this summer, solidifying its place as a pop culture phenomenon. Variety reports the first episode drew more than 16 million viewers and more than 2.4 million mentions on Twitter, both network records. The excitement isn’t just limited to viewers wondering if Jon Snow can hold the North, or if Daenerys Targaryen will reclaim the Iron Throne. Increasingly, those in the advertising world believe this hit show has important lessons to teach the industry. Here…

Apps: Good for Your Business and Your Health

Mobile gaming in 2016 forever changed the way people use their smartphones. The reinvention of two different children’s media franchises, Pokémon and Mario, paved the way for some of the year’s biggest mobile advertising trends. However, it’s not just the popularity of Pokémon Go and Mario Run that is staggering. The important business implications and new opportunities for marketers to engage with audiences are the true game changers. One of the first businesses to take advantage of the game as a marketing tool was Huge…

How CMOs Can Turn Analytics into their Secret Weapon

True consumer connection has always been a key aspect of marketing, but because the industry is changing quickly, consumers are looking for more than just an emotional connection to a brand. While the emotional connection is foundational, it’s also elusive. Analytics provide the data and statistics needed to more accurately measure audience reach. Nearly every industry is seeing an explosion in the use of big data and analytics to drive business decisions, but the benefits of this phenomenon are no more marked than in the…