The future of marketing is now. Gone are the days of dumping money into programmatic advertising, chasing cookies around the Internet and hoping the lookalike segments somehow translate into a purchase. These one-and-done campaigns left even the savviest marketers unsure who they were advertising to, which campaigns were most effective and how to tie it …
Note: a version of this post originally appeared in Marketing Land. “Are we there yet?” As any parent who has endured a summer road trip with young, easily bored children can attest, there is no question more annoying. Especially after hearing it repeated ten times… within the first half hour. Sound familiar? If you’re a …
Identity continues to attract attention — and investment. U.S. marketers are responding to surging consumer demand for highly personalized, contextually relevant customer experiences by spending close to $900 million this year on services and solutions dedicated to solving identity resolution — a sum expected to triple to $2.6 billion in 2022 — according to researcher …
Do you know what your customers did today? How about what they did an hour ago? In fact, what are they doing right now? The answers to all of these questions matter. They mean knowing whether someone is shopping for a specific product, or just browsing options. Whether a shopper is searching for the lowest …
“What’s the value of a shopping cart?” This is the question Forrester Principal Analyst Brendan Witcher posed to listeners to kick off the recent Signal-hosted webinar The Age of Individualization: How Identity Is Transforming the Retail Experience. Imagine you’re going grocery shopping and the store doesn’t offer a cart, Witcher explained. As a marketer, you …
Increasingly, retailers are focusing on individualization to meet and exceed the expectations of the always-on, omnichannel consumer. But individualization’s true innovators are using identity resolution technologies as the foundation of their customer engagement strategies, including paid media. This webinar will deliver actionable steps to progress your retail brand’s marketing efforts from segmentation to individualization. Learn …
Note: A version of this post originally appeared in MarTech Today. Have you noticed anything different about the LUMAscape lately? Recently, the imposing cluster of logos representing the marketing technology landscape grew a little denser. Nestled under the data management platform (DMP) category, and to the right of the increasingly hyped customer data platform (CDP) grouping, …
Note: A version of this post originally appeared in Marketing Land. After decades of trying to fill a brand’s proverbial leaky bucket — continually flooding it with acquisition dollars instead of plugging the holes with retention spend — marketers are finally turning the tide. According to a recent Gartner survey of CMOs, marketing leaders are now …
Note: A version of this post originally appeared in Forbes. Scott Galloway’s new book, The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google, does a wonderful job articulating what makes each of these companies so uniquely successful. I’d suggest, however, that the key to their success can be located in their singular competitive advantage: customer data. …
Every day is Halloween for brands who can’t recognize their customers. Failing to identify customers across devices and channels is like failing to identify Halloween revelers obscured behind masks and makeup. If you don’t know who you’re engaging, you have no context for interaction, and the conversation inevitably takes a frightful turn. But every day …