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Challenges around viewability, media metrics and transparency in the advertising inventory supply chain have festered for more than a decade, and they’ve recently hit a fever pitch. We see marketers increasingly demanding accountability for their digital media spends and looking for transparent and standard metrics to support digital advertising effectiveness.
Thanks to the power of the internet, digital marketers today have access to unprecedented amounts of consumer data. Unfortunately, many businesses are still not making the most of it. Departments are siloed, campaigns are inefficient, and the disparity between large companies with big marketing budgets and small companies with limited budgets seems to be growing ever wider.
The New Year is a great opportunity to reflect on progress and challenges from the previous year and prepare for what’s ahead. Even with all the trends that helped marketers navigate through 2016, there are some big ones to consider and prepare for in 2017. I’ve rallied together my top predictions for martech trends in 2017. 1.
If you’re like me, you probably spent much of your spare time last year following the presidential election. Digital media rose to be front and center in politics, and given President-elect Trump’s preference for Twitter as a means of communicating with the American people, digital is here to stay in the political realm.
I usually write this column, but, this time I invited a colleague of mine at Magnetic to write about a subject he is passionate about that I think you will find interesting: personalization. Tyler Marcum started in an entry-level position at Magnetic; he has risen up through the ranks and now holds a prominent position as our Brand Marketing Specialist.
Navigating change in anything is never easy. Change requires of us new ways of thinking and doing that we may not have prepared for or expected. Nevertheless, change is here to stay, and fighting it is futile. This brings me to holiday shopping. Yes, holiday shopping. Over the past few years, we’ve seen some big changes, primarily in the way people shop and the way that bran ...
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.