Marketers looking for ways to stay top-of-mind with consumers are turning to social media—and influencers—to build more personal (and profitable) connections.
In addition to impressive viewership, the Eurovision Song Contest provides insight into the emotions of the audience—through the mood of the songs they vote for.
As engagement with digital channels continues to rise, understanding the consumers behind those engagements is essential for matching the right message with the right audience.
Global marketers say building brand awareness is their top objective for the year ahead, followed very closely by new customer acquisition.
There is no substitute for live sports action, but the proliferation of content across an expanding array of platforms has sparked increased consumption of additional sports content—both related to and not related to live matches.
The quick wins as a result of conversion-dominated marketing may feel rewarding at the moment, but it often does not lead to long-term brand growth.
While brands can use data to inform messaging, leverage modern martech to improve targeting and measure engagement to gauge performance, there is one facet of marketing that modern technology can’t help with: consumer trust.
The widespread adoption of mobile payment services in Africa has many looking to crypto currencies as a natural next step—one that’s removed from conventional banking systems and offers protection against currency devaluation.
Big data sets don’t have rich details about actual people—from age, to income, to race and ethnicity—the way you do with a robust panel. These data sets, because they’re created by machine-to-machine transfers, also increase the possibility of waste and fraud.
Given the environment, it’s not surprising that many brands are exploring the prospect of bringing their marketing analytics in-house. In the face of all that’s happening in the world, it’s not an irrational notion. But it needs to be executed in the right way.