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Zero-Party Data: How To Leverage It And What To Avoid

Marketers have become obsessed with zero-party data — and rightfully so, as it’s the “holy grail” of consumer information. Savvy marketers use zero-party data to improve the personalization of their brand communications and, ultimately, to deepen their relationships with customers — a high priority these days.

What’s the Future of Cannabis Marketing&quest; Ask the Adult Beverage Industry

What’s the Future of Cannabis Marketing? Ask the Adult Beverage Industry

In my 20+ year marketing career, I have never encountered a product or service category that offers a more intriguing challenge than cannabis, and I seriously doubt I will encounter another.

Supermarket Sweep: Building Your Presence on Emerging Digital Marketplaces

Over the past year, digital marketplaces have crammed years’ worth of growth into just weeks. And while Amazon remains the biggest ecommerce player, the rapid acceleration of online shopping has produced several winners, Walmart.com and Instacart among them.

Amazing Ways to Schedule Your Posts – 4 Simple Steps

Social media plays a very important role for businesses in almost every industry. It offers them several benefits from expanding their reach, to building a community and dozens of others. It gives you instant access to your customers and helps keep them engaged with your company.

What Is The Answer To The Ad Industry’s Identity Crisis?

Google’s recent announcement that it won’t support user-level identifiers in its ecosystem, is just the latest step in its plans to change how consumers are tracked online.

Giving Voice to the Audio Creator Community

The fact that the vast majority of audio content is not easily accessible or discoverable makes you wonder how much this has held audio back as a medium?

Humanising Experiences

Culture is what differentiates us from the other living creatures on earth. Learning how to communicate with others is a social process regardless of the channel.

Connected Consciousness

It’s the curious nature of humanity, when these x-in-a-lifetime events arise, to look downwards and backwards, at our dashboards, in our rearview mirrors. But eventually, we realize we must look through the windshield and, once again, beyond the hood and to the horizon.

Why the Cookiepocolypse Actually Affirms the Open Web

In a blog post, a Google leader stated that, once cookies are phased out, “we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products.”

Getting Your KPIs Right: Should You Really Be Measuring Shopping Cart Abandonment Rates?

In theory, high shopping cart abandonment rates should reveal to eCommerce retailers that something is not working. However, online shopping carts are a feature that modern customers are utilizing quite differently than originally intended.

Why Your Creative Approach Won’t Work in the “Next Normal”

With the success of mass vaccination programs, the end of the pandemic feels more insight than ever before—and the return of in-person public life seems imminent.

With Google Shunning IDs, Companies Turn to Data Collaboration

In a move that slaps several large DSPs and data management companies in the face, Google is making it clear that on their properties, people can only be targeted in aggregate.

Five Tips to Make Your Next Virtual Company Event A Success

While there is still much uncertainty, how can businesses unaccustomed to virtual-only events ensure that those planned for 2021 will go off without a hitch?

How Our Industry Can Sell Better By Looking At The Software Sector

John McMahon, Cedric Pech, Jeremy Duggan. Familiar? Probably not. But they are the rock stars of selling in fast-paced software unicorns; businesses such as BladeLogic, BMC, Ariba, Parametric Technology Corporation (PTC),

Managing For Diversity on a Global Engineering Team Across Time Zones

Engineers knit together to create highly orchestrated agile teams, meeting together for daily standups, code review and collaborations, all of which must be approached differently in a remote setting.

Driving Engagement Through Creative UGC Campaigns

It’s not news to anyone in advertising that user-generated content (UGC) can be harnessed to develop effective ad creative.

Advertisers, Do You Know Where Your Audiences Come From?

The looming end of the third-party cookie has pitched the marketing industry into crisis mode. Advertisers and agencies are well aware that the data they collect and the third-party audiences they rely on will change in the near future.

Why Data Maturity Is More Puzzling Than You Think

The pandemic has proved a major catalyst for boosting data capability, but one misconception is still holding back progress: the belief that data maturity follows a linear path.

Embracing the Change that a Changed World Demands

Like any other part of the communications landscape, barter agencies have had to adapt tactics and strategies to keep pace with these larger shifts—and some have done better than others.

UK Supermarkets Must Stay Agile and Adaptable With Audio Advertising

The supermarket sector has remained front and centre during the pandemic, and 2020 proved to be a critical time for supermarket brands to stay in front of consumers.

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