Marketing Strategies Column
The analytics market is consolidating. What does this mean for marketers?
Unless you have highly niche or specific needs, it’s time to review your tech stack and plan for a potential platform...
Reimagining classic ad campaigns for a multi-screen world
Here are a few best practices using well-known commercials from the past to illustrate the new demands on...
Email marketers: Get more creative with customer data
Use subscriber personalization techniques with first-party data you already have, like loyalty program information, location and name. But you...
Applying the ‘Jobs to be Done’ theory to your email marketing campaign
Businesses need to know the problems their customers are solving and email marketing is a great way to learn about...
Contextual audience targeting: Pivot your audience strategy from cookies to content
Here are four steps for advertisers and publishers to establish and execute a GDPR-safe, contextually-based audience targeting...
Why you want ‘clumpy’ binge-buying customers
By understanding binge purchasing, you can uncover a new metric to measure and predict CLV – and choose which customers to focus on and when....
Screening the screenless: Marketing’s next frontier
Just as marketers have jockeyed for SEO position in the past decade, marketers may now look to do the same through personal assistant...
How National Public Radio reinvented itself for an on-demand audience
At MarTech West, NPR's Meg Goldthwaite highlighted how agile the news organization has become in developing different listening formats for...
Inspiring a data-first culture through internal activism
At MarTech West, a case study offers advice on how to gain control over data, variable naming and the business logic for...
Content alone is not going to win the streaming war. Here’s why
Disney, Apple, Netflix and Amazon all think pure subscription-based services are the answer but consumers...
In the battle for mobile engagement, branded apps hold untapped value
To effectively market in a mobile world, brands need to think of their apps as mobile video...
Using technology to plan an effective people-based audience activation strategy
A well-designed identity strategy using audience analytics and insights can tie disparate forms of ecosystem data together for a global view of...
Why digital out-of-home should be integrated into your 2019 marketing mix
With advances in location and time data, advertisers now have the ability to track consumer movement in the real world to measure outdoor...
TV ad platforms have some catching up to do
There are lessons from models like Facebook that TV platforms can learn from to adapt and realize their catch-up growth...
Martech in 2020: Agility, operations and decisioning are vital to success
To win in the next few years, attracting top talent, collaboration and Intelligence to leverage the martech stack will be vital for success....
The new age of ‘customer’ data
The martech ecosystem needs a new class of tools for data buyers and sellers that curates and leverages data both online and...
Why DuckDuckGo matters
The growth of DuckDuckGo suggests users are in the market for a platform whose value proposition is built on protecting...
What are marketers’ options for handling ad blockers?
Revisit your revenue model to creatively adapt to users who are increasingly embracing ad blockers. It's time to try whitelisting and native...
A strong central stack of technology begins with the CMO
Chief marketing officers must map new technologies to core business objectives and articulate how they contribute to meeting goals. Here's...
Unlocking metrics that matter
Technology that gives consumers a voice to tell brands what they think helps marketers measure the more valuable nuances below the top-line...