Tag: Modern Marketing + Measurement

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.

Programmatic advertising is a lot like Formula 1 auto racing: The technology is powerful, but in order to actually win races, it needs to be driven by seasoned experts.

Since Google announced the phase-out of the third-party tracking cookie last year, the digital ad industry has been scrambling to prepare for a change in how business is done.

Despite relations between advertisers and publishers having their moments, both parties go above and beyond in their troubleshooting techniques to make them work.

It’s no secret that third-party cookies are going away. We read headlines daily about the approaching cookie-apocalypse.

2021 on paper is daunting.  But could 2021 be the year of rebirth? Q1 will bring Apple’s diminishment of IDFA.  We’re also wrestling with the best way to soften the impact of Google’s 2022 third-party cookie deprecation on Chrome. 

Marketing is an area of your business where you should never be satisfied with current results. There are virtually always new angles, methods, and trends you can implement to get the most out of your advertising spend.

Browsers are blocking third-party cookies in the name of privacy, but this alone won’t protect personal data within the digital advertising ecosystem. There is a far better and simpler solution for achieving this goal, in the form of contextual targeting.

Retailers are ready to make the most of limited in-store options and online shopping this year. And while the pandemic has undoubtedly accelerated the dramatic transformation of the consumer retail market, the trends that have been driving this transformation have actually been around for years.

Data: something digital marketers cling to and that’s universally relied on to make decisions. A silver lining of 2020 is that access to data has allowed marketers to make quick and informed decisions with each twist and turn.

The Super Bowl can be a huge performance-driver, which begs the question why would anyone invest the big marketing spend if it’s not going to go all the way to the end zone?

To effectively validate and enhance ROI, marketers must assess real actions rather than relying purely on basic metrics, such as click-through rates (CTRs). Achieving this will mean ensuring analysis produces robust and reliable insight by standardization, holistic and adding agility to their measurement approach.