As a B2B marketer, you are often caught trying to serve two masters: the need to drive engagement for specific campaigns or periods relative to the business vs. the overall goal to drive persistent ROI throughout the year. In any scenario, it’s becoming more clear that the “campaign” mentality no longer serves. Even marketing’s cousin, […]
‘Always On’ is at the heart of every ABM strategy — here’s why Read More »
Podcasting ad revenues are expected to jump 85 percent this year compared to last, from $119 million to $220 million. But that estimate by the Interactive Advertising Bureau (IAB) assumes that advertisers are fairly happy with how the podcasts, ads and audiences are measured. In further support of that aim, the IAB has released the
IAB releases its newest Podcast Measurement Guidelines Read More »
The revolution in customer relationship marketing (CRM) continues with an exponential increase in the points of data available to leverage for marketing. Data is more robust, measurement tools are better, and channel capabilities are improving — not only on their own, but also in their ability to orchestrate marketing across channels. All of this is great
Practical advice for planning a CRM marketing stack upgrade Read More »
Luxury goods manufacturers put a lot of stock and pride into the superior craftsmanship and unique experiences they offer — and for good reason. What they bring to the market needs to be of the highest quality and incomparable to a forgery or knockoff; otherwise, they’ve lost their value proposition. But with an ever-growing market
How authentication can be a compelling branding asset Read More »
After so many years of teases, we might as well call it. In 2017, marketing and ad tech turned the corner toward becoming pseudo-human. Arguably, we turned the corner long ago, but let’s just say that we’ve been able to make out the actual curve in the last 12 months. It’s nowhere near marketing tools
Janrain took another step this week to go beyond its origins as a provider of social sign-ons. The consumer identity management provider launched its Identity Groups, which allow device and account owners to set up their own private groups, with various levels of access. Essentially, it’s a kind of consumer-controlled version of Microsoft’s Active Directory.
One thing that’s been both helpful to the companies I’ve worked for and to my own success has been a willingness to do the work necessary to improve processes. It started with asking the question, “Why can’t we do this better?” And sometimes it started by someone telling me, “You must do this better!” The point
This year was a tumultuous one for brands across the board. Newsfeeds were dominated by Amazon, on pace to become the first trillion-dollar company any day now. The Facebook-Google duopoly grew even more powerful, raking in half of global ad revenues this year, and more than 60 percent in the US, according to eMarketer’s digital
“Budgets recede amid demand for results.” That’s Gartner’s headline on their latest CMO budget research report. Kudos to Gartner for continuing to track the growth of CMO technology spend and to their PR team for the dramatic spin — but, honestly, who cares? I certainly don’t, and it’s not just because I’ve had to dedicate
CMOs should be measured by their results, not their spend Read More »
If you’re a Russian disinformation agent planning to disrupt next year’s federal election with fake political ads, at least one demand-side platform (DSP) is suiting up to stop you. DeepIntent is launching this week a private beta of a new feature called Verified Ads that checks whether submitted political ads originate from a genuine, US-based
DeepIntent decides to take on the Russian ad army Read More »
