Reinforcing first-party data strategies is essential for securing consumers’ loyalty
By strengthening how they source and leverage their own first-party data, marketers have the opportunity to understand consumers on a more meaningful level and therefore, be in position to excel when it comes to personalization.
How to plan ad campaigns amid the global supply chain disruption
The supply chain may be slow this holiday season, but marketers can’t afford to be. Here’s how marketers can move quickly to stay top of mind for consumers despite supply and shipping complications.
In today’s media industry, every second really counts
Today, 15 seconds is most common for TV ads; comparably, ads on the internet can be as short as a single second. For brand advertisers, that means that regardless of platform, every second matters.
4 tips for authentic branded content
When branded content is built into marketing strategies and supported by real consumer voices, brands and audiences alike can enjoy more authentic and lasting interactions.
The not so hidden problem with big data sets
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.
Navigating the path toward successful in-house analytics
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.
Marketers need to balance brand and response marketing for growth
There’s no denying the allure of securing quick sales. But conversion-oriented marketing alone falls short in supporting long-term brand success.
The death of third-party cookies is an opportunity—not a pitfall—for marketers
Now is the time for marketers to prepare for a world without third-party cookies if they want to be able to outperform their competitors.
Using audiences to close the gaps across the media ecosystem
First-party data is powerful. That’s unquestionable. But it’s limited. Why? Because it only captures the engagement that happens when a consumer is “with” the brand.
3 ways to thrive in the age of adaptation
To create engaging experiences for customers while garnering positive business results, marketers must continue to adapt and stay on their toes. Here are three ways how.