Marketing Strategies Column
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...
What the US data protection law will mean for ad tech and marketers
It's not just about GDPR and the California Consumer Privacy Act, marketers must be proactive about data privacy because a federal framework...
Identity management investment can pay off, and here’s how
Marketers must examine how people-based IDs differ and how quality impacts identity through activation. Learn how to evaluate your...
Marketing to millennials: It’s about loyalty and personalization
Let customers see your brand as a projection of themselves and leverage tech to create a tailored...
2019 will be the year the ad tech ecosystem solves its identity crisis
A unified ID solution is solvable but the catch is that we all have to work together. Here's how we can do...
What working with tech brands taught me about the future of agencies
As brands become more tech-integrated and act more like nimble startups, agencies must provide the agility, velocity and production processes to...
Here’s why a disciplined story is so vital to digital transformation success
Content is what makes a digital transformation run, so telling a story across all channels that is clear and consistent is more important than...
Marketing tools can be leveraged by sales teams, here’s how
Webinars, media coverage and video are marketing tactics that can be invaluable for...