Technology has drastically changed how – and where – customers interact with brands. As expectations evolve, advertisers face the challenge of creating positive customer experiences by reaching them on the right channels at the right times. Fortunately, marketers have a powerful weapon available to them, which is the first-party data that they already own. As …
The more things change, the more they stay the same. John Wanamaker’s old chestnut about wasting half his ad spend (but not knowing which half) pre-dates digital marketing by more than 100 years and yet it remains as true today as ever. Advertisers still waste media dollars, largely because targeting remains imprecise. They regularly retarget …
With publishing powerhouse Time Inc. entering the “people-based marketing” arena, it becomes clear that addressable media is fast becoming the future of marketing. Facebook coined the term in 2014 when it launched its people-based solution, Custom Audiences, allowing advertisers to upload and match their customer email lists with Facebook’s huge audience of logged-in users to …
In the New Year, as marketers fine tune their marketing strategies around known customers and their actual behaviors, more awareness of the challenges associated with these people-based marketing strategies will surface. Marketers now understand that the tactics and platforms of years past cannot all identify and keep up with today’s on-the-go consumer or deliver on …
This is the first of eight blog posts detailing Signal’s New Year’s predictions, as outlined in the recently published report, “How Digital Marketing Will Change in 2016 – What Marketers Need to Know Now.” For the report, Signal’s distinguished panel of in-house digital experts and thought leaders discussed what marketers really need to know to …
For many Internet users, closing a pop-up ad is virtually instinctive at this point, and more and more people are taking the extra step of downloading ad-blocking software to their computers. With ad-blocking software installed, display and pop-up ads are prevented from being served, and users are free to surf the Internet without watching thirty-second …
Today, Signal announced the results of a study that found 80% of digital publishers say they need better data-driven capabilities to help advertisers target customized audiences at scale. The study, conducted by Econsultancy and Signal, reflects the fierce level of competition for ad spend in the publishing industry, and the pressure that publishers feel to …
In a product roadmap meeting the other day, Blane Sims, Signal’s SVP of Product, made an astute observation: [tweetable]“At Signal, we started by making the impossible possible. Now we’re focused on making the possible easy.”[/tweetable] That seemed like a very useful benchmark for testing out new marketing trends and technologies, so I thought: Let’s test …
First-party data isn’t new. What is new is the growing realization among brands of how vitally important this data is to their business. And further, it turns out that companies reporting the greatest impact from their customer data are much more likely to be using first-party data than other companies. Today, along with Econsultancy, we’re …
Two weeks ago, Signal formally announced the launch of its Global Strategic Consulting Practice. Ana Milicevic joined Signal late last year to build the practice, which will help brands that are building out their cross-channel marketing capabilities. I spoke with Ana about this new business unit at Signal, and what it means for our current …