Netflix’s long list of suggested movies and TV shows is a fantastic example of a personalized user experience. In fact, about 70 percent of everything users watch is a personalized recommendation, according to the company. Getting to that point hasn’t been easy, and improving on its recommendation system is an ongoing process. Netflix has spent […]
The ROI of recommendation engines for marketing Read More »
In April, San Francisco-based Protagonist launched an AI-powered platform that looked at online articles and comments to find the “underlying beliefs and motivations of consumers.” These messaging narratives were then made available to inform a client brand’s marketing strategy. Protagonist defines narratives as “deeply held beliefs that drive human behavior.” The company’s technology was originally
Protagonist adds action tools to its narrative analytics for brands Read More »
We’ve all been exposed to a dodgy online shopping situation, or caught out by a vendor that definitely didn’t have access to the official merchandise they claimed to sell. Just ask this guy: But, while receiving a not-as-advertised fashion item can make for a funny story, when your business relies on something you can only
Everything you need to know about the IAB ads.txt initiative Read More »
We’ve covered a lot of ground thus far in terms of how to market to developers, from how to deploy content marketing to the importance of not making assumptions about them on the basis of the developers you may happen to know. I’ve got a pretty vital word of advice to add to all of
B2B developer marketing? It’s complicated. Read More »
Persado is the kind of tool that can make copywriters and other creatives nervous. Founded in 2012, it employs artificial intelligence to generate emotionally-targeted marketing text for emails, snail mail, Facebook newsfeed ads, landing pages, display ads, and even messages on receipts from checkout counters in stores. It’s not too difficult to imagine a time
Persado now generates emotionally-targeted marketing messages for individuals Read More »
Programmatic is one of the most exciting channels for personalization. We have lots of data at our disposal, which we can use to tailor to whom we show ads, when we show it to them, and what we show them. Amazing. But not always amazing. There’s a fine line between relevant and creepy, and if
Don’t creep me out! Here’s how to get personalization right in programmatic Read More »
In my previous article, I discussed the importance of delivering a great customer experience — and using Customer Lifetime Value — as a concrete, quantitative metric to understand how well your business is doing at delivering a great customer experience. Delivering a great customer experience requires marketers to do two important things. First, marketers must
Is your martech stack keeping pace with changing customer behavior? Read More »
More and more marketers are using mobile location data to target their ad spend: In 2015, eight in 10 marketers worldwide used location targeting for mobile advertising, according to eMarketer. In the near future, mobile location data will saturate media buying and attribution reporting in the mobile-first era, becoming a fundamental characteristic of advertising. But
A look at 3 use cases 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 »
