Good morning, did you anticipate mobile growth following GDPR?

As the one-year anniversary of GDPR approaches, many digital marketers are looking back at the past year and how it has affected their efforts — and consumer behavior.

U.S. mobile audiences are up by nearly 17% on average compared with a year ago, according to a large consumer survey from Airship. Location sharing decreased in North America by 25%, possibly due to consumers’ privacy concerns.

According to MarTech Today’s Greg Sterling, the limitations on third-party data may have lead to growth in mobile; marketers are relying more heavily on first-party tools than they did a year ago.

On Wednesday, Dialpad announced the launch of a new AI-based solution for measuring outbound sales calls. The tool’s CRM-agnostic integration capabilities will give marketers better opportunities for sales insights. The voice intelligence software transcribes calls, analyzes conversations and measures customer sentiment.

Lastly, but certainly not least, we have exciting news about the upcoming MarTech East Conference in Boston. Our first keynote session has been announced: Cesar Brea, partner at Bain & Company, will deliver a keynote on the orchestration of marketing and martech.

Continue reading below for your Pro Tip on integrating location-based data in your email campaigns, marketers on the move and a curated reading list.

Jennifer Videtta,
Senior Editor

Pro Tip

Integrate location-based data in your email campaigns

“If you have a brick-and-mortar store, use customer location data to strengthen shoppers’ connections with their local stores. Display the nearest location and hours to each customer based on email open time,” explains Kyle Henderick of Yes Marketing. “Beyond that, highlight events at your customers’ local stores (like Lululemon’s free yoga classes) to encourage customers to actually walk into your location. Local staff stories, brand partnerships and more can create a better sense of community and encourage purchases – both in stores and online. Sweeten the deal with local offers they can redeem in stores.”

“Not a brick and mortar? Use the local data to ingest fun or pertinent information in your email. Display brand relevant news, location facts, upcoming events or weather as a way to speak to the subscriber’s surroundings.”

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Live Webinar: The Top 4 Digital Challenges Facing Consumer Brands And How to Solve Them - May 30

Sponsored by Mapp Digital

Large consumer brands are losing share to more nimble, digitally savvy challengers. Digital disruptors such as Casper and Dollar Shave Club operate with ultra-fast supply chains, using digital channels to create convenient and authentic shopping experiences. How do traditional marketers compete? Join our brand marketing experts as they tackle the biggest challenges facing consumer goods companies – and provide the strategies and tactics that will help you win.

Read More »

On the Move

PebblePost brings on new president to drive company’s programmatic direct mail aspirations

The digital-to-direct mail marketing platform PebblePost has named Jacob Ross as its new president, charging him with leading the company into its next phase of growth as a programmatic direct mail provider. He will report to CEO Lewis Gersh. “This year we are looking forward to bringing new product innovation to our brands that drives higher performance and addresses multi-channel attribution,” said Gersh, “I’m thrilled Jacob has joined this adventure; he will play a pivotal role in helping our company scale and grow.” Prior to leading PebblePost, Ross was the chief product officer for the martech platform MediaMath.

Kantar, a consumer and media analytics platform, has added two new executives: Petra Mašínová will serve as the global director for Reputation Intelligence and Gregory Aston as the global head of research for digital advertising intelligence. Mašínová will be based in Paris while Aston will be in New York. “We are thrilled to welcome Petra and Gregory to Kantar. Their experience and achievements are recognized across the industry and they will be a considerable asset to our talented global team of media research experts,” said Kantar chief product officer Richard Asquith. Aston comes to Kantar from Havas Media and Mašínová previously held senior roles at Newton Media Group, McCann Consulting and more.

Colson Hillier has been named chief marketing officer for Alorica Inc., a customer service automation and analytics solution. He will oversee strategic planning, product development and global marketing and communications initiatives. “Colson has a strong track record of packaging technology and digital platforms to build profitable business operations on a global scale,” said Alorica COO Greg Haller. Hillier joins Alorica with more than 20 years of experience across the data services, ad tech and fintech industries. Most recently he served as VP for emerging platforms at Verizon Wireless.

What we're reading

We've curated our picks from across the web so you can retire your feed reader

Twenty-five years of digitization: Ten insights into how to play it right  – McKinsey

A Brief History of Agile Marketing  – CMS Wire

AI voice assistants reinforce harmful gender stereotypes, new UN report says – The Verge

23 top resources for mobile app design – UserTesting

Google Aligns With Consultants On Cloud As Marketing Converges With The Enterprise – AdExchanger

Comcast’s Tech Unit Unveils Tool to Unify Linear and Digital Media Buys – Adweek