Tag: Modern Marketing + Measurement

Consumer data is the latest battleground for companies to win dominance over their competition. They are clamoring to build honeypots of data that can be leveraged for their own benefit and purposes.

Paradigm shifts are hard. When you’re used to doing something a certain way, realizing that you can do it in a completely different way (and get similar results) is really hard to grasp.

The events of last year forced many retail companies to reevaluate their messaging, planned social content, and even the diversity of their boardrooms.

Modern advertising is a data-driven practice. So as new regulations and browser policies take hold, many fear a coming data crunch.

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.

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.

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.” 

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.

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.

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

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.

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.

Customers are the lifeblood of every business. That is why it is important to put a modern strategy in place to keep them happy. In this modern-day and age, many businesses consider automating their processes and one of the aspects that they are focusing on is customer communication.

While “data-driven insights” has been a buzz term for years, it received heightened focus in 2020 amidst the pandemic and as companies began to measure customer sentiment more frequently.

While the pandemic undoubtedly did a great deal of damage, many categories are starting to see an uptick in digital ad spend and user acquisition and cost per click rates are starting to slowly rise again.

It’s clear that brands need to work on authenticity, but that can be easier said than done when you’re promoting a business on social media. The bar is high, and distrust is the default setting for most media users.

This announcement further cements Google’s position to lead with a transparent and privacy-first approach to advertising within its Chrome ecosystem and products. It also reshapes the competitive landscape for data companies moving forward.

When considering the ways marketplaces can generate revenue, there are three basic options available to operators: subscription fees for membership (for buyers or sellers, or both), transaction fees (charged to buyers or sellers, or both), or advertising/media fees.

In marketing, the more precisely you can define your audience, the more accurately you can predict whether that audience contains your best prospects – and the more quickly you can use that knowledge to find and convert more customers. And one key tool that helps you do that is segmentation.

To provide a good customer experience across multiple channels, banks and credit unions will need to think more about bringing channels together, and a good first step is through marketing automation.