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Reviewing advances and setbacks in the marketing technology and ad tech industries in any given year is like watching a NASCAR race: There are drivers who push the limits and either succeed or fail and others who can’t quite get out of the starting gate. But some things remain constant each year: Technology gets smarter, and marketers, digital enthusiasts and consumers get m ...
We all know digital video is leaving its mark on television, but the jury is still out as to just how significantly it’s affected. TV still dominates in terms of viewership and ad spend, but data shows that consumer behaviors and marketing dollars are shifting. The driving forces behind these shifts seem to be that people today are managing multiple screens (sometimes simult ...
Since its invention, advertising has always been about scale. The largest advertising platforms, whether they are TV, print or digital, have always generated vastly more revenue than their percentage share of people’s time would suggest. Combining Yahoo and AOL provides real scale for Verizon, but only time will tell if it’s enough to catapult the platform into the league of ...
The 2015 holidays were a boon for digital retailers. For the first time, more people shopped online than in stores between Thanksgiving and Black Friday weekend. This shouldn’t come as a surprise; we all know the web is swimming with holiday shoppers. Yet marketers still struggle with getting in front of the right people and winning their attention during the busy shopping period.
Imagine the ultimate online shopping experience: An hour after you search online for a pair of shoes for an upcoming event, your favorite shoe retailer delivers a variety of relevant shoe recommendations, including new arrivals, directly to your inbox. You decide to revisit the retailer’s site, continue browsing and see recommendations for complementary items that pique your interest.
It’s no secret why marketers rely on and continue to invest in email. In 2015, there were more than 4.35 billion email accounts and nearly 2.6 billion email users worldwide. And according to eMarketer’s Retail Email Marketing: Benchmarks and Trends in the US, internet users of all ages continue to open promotional emails, welcome targeted messages when shopping and think of e ...
The digital advertising industry is no stranger to keeping up with new advances, but many are struggling with today’s most important challenge — the necessity to leverage precision data to achieve a client’s business goals. The convergence of ad tech and martech is pervasive, and so, too, is the personalization of data.
There’s a big gap between what people want and what they experience online. People still see ads follow them around the web featuring items they’ve already bought or receive offers that are nearly irrelevant to them. What people want is the type of experience that I had when I used to buy suits from Zegna.
It’s no surprise that mobile usage is growing by leaps and bounds, but today’s ad spending doesn’t necessarily match up with the amount of time consumers spend on their devices. Mobile commerce is expected to reach $245 million by 2017, but we are still living in an era where desktop takes a majority of the ad dollars.
As an optimist, I always start the year thinking about how to improve. I saw 2015 as a great year for innovations in marketing technology, and the quiet holiday period provided me with time to reflect on opportunities that we can capitalize on in 2016. Each year, we discover new marketing strategies and come closer to solving some of the industry’s toughest challenges, such ...
The use of data is becoming more and more sophisticated, and third-party companies no longer have a data monopoly. More data is now held by brands and retailers, resulting in their ability to merge customer data with prospecting data so that they can reach people with more personal marketing at scale.
The holiday season is a great time of the year to break away from the day-to-day, indulge in food and drink and get your hands on some great deals. But for marketers, the most wonderful time of year can also be the most stressful. There’s tremendous pressure to influence people and turn purchase intent into sales at the tail end of the year.
These past few weeks, there has been much controversy and commentary on ad blocking, and a good majority think it’s unethical. It’s reasonable to expect that mass ad-blocking adoption will cause a slow, painful death for many small publishers, so the concerns are valid. On the other hand, some (myself included) think that everyone should stop complaining and focus on the next steps.
In a time when marketers want more audience segmentation and data is king, it can be easy to forget that our goal is to reach people — real people like me, who have their own shopping behaviors, interests and distinct preferences. Over the past few years, every click, like, follow, search and purchase has been turning people into units to be targeted, tracked and acquired.
This weekend my family and I went swimming in the Delaware River, so I can’t believe we’re already thinking about the holiday retail season. But if your advertising strategy isn’t in place by September, then it probably never will be. Like it or not, we’re already feeling the cool pressure of Q4 upon us.
Just a few short years ago, the marketing industry was focused on understanding and leveraging the surplus of digital technologies rapidly being developed to help improve customer retention and acquisition. While marketers have made huge strides since the birth of e-commerce two decades ago, they’re still not utilizing the digital space to its full potential.
Mobile, wearables, interactive TV and other sexy visions of the future are dominating industry headlines right now. However, if a headline includes the word “banner,” it’s typically adjacent to something along the lines of “dead, death or dying.” No one pays attention to display advertising — the euphemism we use to make the banner ad more appealing.
Everyone loves a great story — a story that quickly captures your attention, keeps you engaged and speaks directly to you. Today, there is no shortage of information shared between brands and consumers. And although there might appear to be an overload of information, marketers are the ones responsible for building great stories to pique our interest and influence our decisions as consumers.
Each year, marketers look forward to seasonal promotions to drive a spike in sales. Prior to each event — whether it’s the Super Bowl, Mother’s Day or Back-to-School (BTS) — search and site activity send strong signals of buying intent, which is critical to new customer acquisition and retention.
The Super Bowl is one of the largest televised events of the year, making it a quintessential vehicle for advertisers. Last year’s Super Bowl telecast of the Seattle Seahawks’ victory over the Denver Broncos set the record as the most-watched television event in U.S. history. Super Bowl XLVIII also set the record for the most-viewed online live stream of a sports event in the U.S.