mike sands

  • ID graphs: The path to identity resolution

    Among consistently hot marketing subjects like mobile and social, or buzzed-about trends like artificial intelligence and marketing automation, identity is emerging as a key marketing topic. Recognizing customers across devices and stitching that information together into a single view has never been more relevant.

    Marketing Land- 8 readers -
  • Go for the gold: Mastering cross-device marketing

    The Rio Olympics broke records, but not just for athletic performance or medal counts. The 17-day event was trumpeted as the most ambitious media event in history, delivering an average total prime time audience of nearly 28 million viewers, one of the largest Olympic audiences in history. Viewers around the world were able to watch the amazing athletic feats of Simone Bile ...

    Marketing Land- 8 readers -
  • 3 digital marketing trends the customer-centric CMO must prepare for now

    Digital marketing is on the precipice of major change, driven by new technologies and the multi-screening, highly connected consumer. Consider the following recent research that demonstrate the pain points in the industry: While these statistics are concerning, for pioneering CMOs, they highlight the opportunities for improvement and forward momentum.

    Marketing Land- 24 readers -
  • 3 retail strategies to beat Amazon this holiday season

    It’s that time again. Time for retailers to rally their troops for the end-of-year holiday shopping season, getting strategies and technologies locked in for the critical period that will drive nearly 20 percent of annual retail industry sales. What should retailers plan in 2016? Forecasts so far offer some not-so-great news and some good news.

    Marketing Land- 7 readers -
  • Ads not performing? Strategies to steal from the email marketing playbook

    I don’t know a marketer today who doesn’t marvel at the pace the industry is moving. But ask any CMO what his or her priorities are, and chances are good that a key focus today was also on the priority list five, 10, even 20 years ago — and will continue to remain so for years into the future. What marketing goal could possibly stand this test of time? The answer: connecting with customers.

    Marketing Landin EMail- 7 readers -
  • The #1 way advertising budgets will change this year

    Brands continue to invest more in digital advertising: This year, spending on digital display ads in the US is anticipated to hit $32.17 billion, eclipsing search ad spending for the first time. However, a rise in spending doesn’t necessarily translate into better customer relationships or more ROI (return on investment).

    Marketing Landin Display- 11 readers -
  • Three ways to foster brand devotion in the Age of the Customer

    Brands have long relied on loyalty programs to build customer devotion. Rewards programs designed to motivate shoppers to purchase more frequently have grown in membership year after year: a Colloquy survey found that US loyalty programs reached 3.3 billion members in 2014 — a 26-percent increase over just two years — and the average household belongs to 29 loyalty programs.

    Marketing Landin Display- 10 readers -
  • 5 reasons people-based marketing will turn fed-up consumers into brand-loyal fans

    “It was the best of times, it was the worst of times.” While this quote was made famous in the 19th century, perhaps no truer words can be spoken about the state of digital marketing today. On one hand, marketing spend continues to increase. According to recent research from eMarketer, nearly a third of CEOs in the US say they plan to increase spending on advertising over t ...

    Marketing Land- 9 readers -
  • Three Reasons CRM Marketers Should Partner With Digital Media Teams In The New People-Based Era

    Facebook first introduced the concept of “people-based marketing” in 2014, and in less than two years, it’s gone from buzzword to business- driver. In the last quarter of 2015, Facebook reported $5.64 billion in advertising revenue — driven in large part by the growing popularity of its Custom Audiences offering that helps marketers target ads at real people, rather than cookies or devices.

    Marketing Land- 13 readers -
  • Out With The Old, In With People-Based Marketing: What Marketers Should Expect In 2016

    The beginning of a new year brings resolutions, new beginnings, and for many marketers, a fresh look at their strategies to reach and engage customers. Technology continues to advance, creating a marketing atmosphere where the only constant is change. It’s more challenging than ever to determine which digital trends will be the next big thing and which will be a flash in the pan.

    Marketing Land- 9 readers -
  • How The Cookies Crumble In A Mobile-First World

    Today’s digital technologies have the ability to connect people and brands in the most advanced, relevant ways ever seen. The promise of digital devices — and all the information that comes along with them — has made it possible for marketers and advertisers to connect with their customers with just the right information at just the right time.

    Marketing Landin Display How To's- 12 readers -
  • Why Digital Marketing Should Join The Sharing Economy

    Back in 2008, potential investors thought the idea of renting airbeds and rooms to strangers was a crazy idea. But today, Airbnb is upending the hospitality industry, serving an average of 425,00 guests per night — more than many global hotel brands — with expectations of generating $900 million in revenue this year.

    Marketing Land- 27 readers -
  • Much Ado About Data Onboarding: A Key to Real-Time, People-Based Marketing

    Much has been made about Google’s custom audiences solution, which was announced recently at Advertising Week. With this new solution, advertisers can upload their email lists to Google to target customers and lookalike prospects with ads across the company’s properties. Reaction from the industry has ranged from believing this is Google’s late, me-too attempt to compete wit ...

    Marketing Land- 24 readers -
  • It’s Alive: The Power Of First-Party Intent Signals

    My last column dissected the difference between first-, second- and third-party data and why first-party data in particular is critical to people-based marketing. But true people-based marketing does not mean reaching known customers with generic content. To do people-based marketing right, companies must reach those customers at the right time, with messaging that’s relevan ...

    Marketing Land- 9 readers -
  • Where Can Marketers Find The Best Customer Data? Under Their Noses

    Today’s marketers face unprecedented pressure to leverage data to deliver relevant and personalized ads, messages and customer experiences. The ever-increasing number of connected channels and devices means advertisers face stiffer competition when it comes to attracting consumers’ attention, in turn driving demand for people-based marketing, rather than simple guessing.

    Marketing Land- 6 readers -
  • Developing A Data Road Map: How To Implement A First-Party Data Blueprint

    Marketing is an increasingly data-driven discipline. Brands have an abundance of data from their customer interactions via the Web, mobile, email, in stores, advertising and more. And notably, research shows that marketers reporting the most success are doing the best job of harnessing and using this customer data — their own first-party data — to drive analytics, personaliza ...

    Marketing Land- 9 readers -
  • How To Begin Leveraging Your First-Party Data By Understanding The Landscape

    Known only a few years ago as “digital” consumers, today’s customers are now “always on” thanks to the ever-increasing use of multiple connected devices throughout the day and on the path to purchase. At the same time, consumers expect a greater level of consistency in their experiences across physical and digital touchpoints — making the need for a unified marketing strategy imperative.

    Marketing Landin How To's- 17 readers -
  • 3 Reasons Why It’s Time To Recognize Identity As The New Marketing Discipline

    In our fast-moving, data-crazed industry, CMOs spend their days crunching data, managing databases, worrying about budgets, buying media, deploying campaigns, working with vendors, evaluating new technologies, and on and on. The marketing environment has become so complex that it’s easy to lose sight of the reason all that data is so important.

    Marketing Land- 12 readers -