Cedato is out this week with an open version of its private video ad supply-side marketplace, along with what it says is the first supply path optimization (SPO) for video ads. The video ad platform’s previous marketplace was a private one for its own clients. That’s now called Cedato X Direct, and the new open […]
Cedato launches Video Supply Path Optimization in its new premium marketplace Read More »
How do you know whether your social advertising is doing as well as it should? This week, social media marketing platform Socialbakers is providing one kind of yardstick. It’s a “near real-time” social ad performance benchmark, based on data from the company’s 2,000+ clients. The Prague-based company describes this as near real-time, although it’s updated
Socialbakers unveils a ‘near real-time’ social ad benchmark Read More »
According to Gartner’s 2017 CEO survey, 58 percent of respondents said growth was their top business priority this year. In addition to business leaders focusing on growth, the survey revealed that product improvement and technology were rising priorities among CEOs. “Almost twice as many CEOs are intent on building up in-house technology and digital capabilities
Once a year I teach a class in the MBA program at the College of William and Mary in Virginia. For the last seven years, my charter has been to introduce MBA students to the real world of B2B marketing. This year, I brought a special guest to help me talk about this real world:
3 talent acquisition strategies, Part 3 Read More »
The General Data Protection Regulation is a measure adopted by the European Union to protect user privacy and data of European citizens. While on the surface, this may appear insignificant to US marketing activities, the enactment of the GDPR will, in fact, present challenges for any US company doing business in EU countries to comply
GDPR-ready? How US email marketers can avoid hefty new EU fines Read More »
At least 62 percent of B2B companies surveyed this year have a full Account-Based Marketing (ABM) program in place, compared with 41 percent in 2016, according to SiriusDecisions. Those who have found religion when it comes to ABM would even say it’s mission-critical. That same SiriusDecisions survey reports that 91 percent of the respondents stated
Why ABM has become a critical strategy for B2B marketers Read More »
As customer journeys, customer experience and customer data become the key drivers of modern marketing, analytics tools have become the compasses. To help marketers learn about their options, Gartner is out with a new “Magic Quadrant for Digital Marketing Analytics” for what it describes as the “booming business” of analytics. It notes, for instance, that
New Gartner report spotlights analytics tools that map customer data across channels Read More »
I recently worked with a very well-known “unicorn” (a private company valued at more than $1 billion by investors). The unicorn’s founder proudly told me that they were building their own AdWords campaign management software and that they had even hired an engineer from Google’s AdWords team (because, you know, one engineer probably knows the
The great martech debate: Build vs. buy Read More »
By now, we can all agree — digital has changed everything. So, it only makes sense that digital is responsible for blurring the lines between the marketing strategies of business-to-business (B2B) companies and those of business-to-consumer (B2C). Now that we can reach individual customers at scale, we have to start treating every customer as a
Forget B2B and B2C; the future of marketing is P2P Read More »
A multinational startup is planning on using blockchain-generated crytocurrency to pay its influencers — and to let its influencers pay their followers. Founded last year, the Warsaw-based indaHash has seven offices worldwide for its work with brands and 300,000+ influencers in about 70 markets, CEO and co-founder Barbara Soltysinska told me. A brand uses a
indaHash plans cryptocurrency to pay influencers and their followers Read More »
