And they’re off! Brands are scrambling to bring their offline data online for digital activation, pitting marketers in a neck-and-neck race for customers’ attention — not just in their inboxes, but in social and display ads across the internet. Thanks to data onboarding, in-the-moment buyers are now receiving in-the-moment advertisements across channels, devices and platforms. …
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 …
For marketers, the ability to onboard data from your offline sources, such as a CRM, is a critical step towards ensuring advertising campaigns are efficiently reaching their intended audience and driving conversion. However, if your brand’s chosen adtech vendor’s data onboarding and activation process takes too long, you run the risk of serving irrelevant ads …
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 …
Note: This post originally appeared on The Drum. Given the breakneck speed at which new engagement channels emerge and the dubious incentives that drive manufactured scale and reach, it’s no wonder that the ad tech world is notorious for over-promising and under-delivering. The latest example of waving the “Mission Accomplished” banner too soon is happening …
I overheard the following lament from a B2C marketer the other day: “We want to run more customized ads to our best customers, to make each message they see from us seem more relevant. But onboarding our customer data with multiple vendors is so time-consuming. Plus, the match rates aren’t great, and we don’t get …
Customer Relationship Management – or CRM – hasn’t always been referred to that way. In fact, the concept of CRM marketing originally began with marketers recording their sales and customer relationship history manually using a pen and paper. By the early 1990’s, software was developed that enabled sales teams to make their processes more efficient …
Today’s advertisers want to reach real people, in real time, who are interested in their brand. This goal is clear, but it’s difficult to achieve. To accomplish this vision, known as people-based marketing, marketers must unlock the full potential of their first-party data. And that means marketers need a fast, simple and transparent way to …
A version of this post originally appeared in Marketing Land. Much has been made about Google’s custom audiences solution, which was announced recently at Advertising Week. With this new solution, advertisers can upload their email lists to Google to target customers and lookalike prospects with ads across the company’s properties. Reaction from the industry has ranged …