Big Data is Critical to Marketing Effectiveness … But Challenges Remain Recent research by Informatica/D&B/Ascend2 asked 234 marketing professionals how they use big data and what there biggest challenges are. Key Objectives for a Data-Driven Strategy Revolve Around Personalization The drive for personalizing the customer experience by individual market segments is paramount to marketers. This […]
Tag Archives: advertising performance
B2B Decision Makers are Not Your Father’s Buyers Much is changing in the B2B marketing space, but most of all it’s the buyers themselves and how they make vendor decisions. Brands that understand this fundamental change will close far more business Fact : On average, buyers are 57% through their decision-making by the first sales contact Impact: It […]
Even in the Face of Compelling Evidence that Consumers are Digital … Brands Cling to What They Know Digital media consumption (daily time spent) surpassed Television in 2013 and the gap has widened significantly since. Mobile Time Spent Growing Rapidly Mobile is the big reason for digital time spent growth. Eventually Mobile will […]
Most Content Marketing is Fairly Mundane Stuff Many brands view their Content Marketing practice as another sales communications channel. Why not? The objective is to ‘sell something’ so why not use every buyer touch point to get your point across. Seems obvious the more sales messages, the more sales. The classic lower funnel strategy that’s worked […]
Achieving Maximum Performance in SMV Marketing Requires Human Intervention at Every Step “Drowning in data … starving for wisdom”**. No truer words ever spoken to sum up digital marketing and the advent of big data into the advertising world. Everywhere you look agencies are relying more and more on technology to drive decisions on ad spend. […]
ROMI Maximization ➟ Single Source Social/Mobile/Video Provider Given the proliferation and fragmentation of digital media opportunities, there are plenty of ways to spend ad dollars … and waste ad dollars. As Social/Mobile/Video (SMV) become the dominant consumer platforms, how do brands maximize ROI? Asset maximization can only be achieved through continual SMV optimization […]
The Right Attribution is Critical to Achieving the Lowest CPA Unbelievably, a majority of brands are still using single click attribution, a highly inaccurate methodology leading to poor decisions on digital media spend. Single click is not logical and there’s plenty of data proving it doesn’t provide a true-view of cause-and-effect So why is it […]
Strategically Bankrupt When it Comes to Engagement Marketing Not that this comes as a shock, but many brands still believe that posting on Facebook, doing inane, real-time Twitter marketing and running Search is a strong digital marketing initiative. They don’t understand it strategically and for many it’s simply too damn hard to grasp and integrate. […]
The Online Banner Gets No Love At least once a week I hear the online banner doesn’t work. Whether talking to a client, prospect, agency contemporary, media rep or reading some inane article in LinkedIn … there is little faith in the online banner. Why? Personal bias … a favorite observation is ‘I have never clicked […]
The Data Says: Clients Whiffing Big on Mobile Marketing Opportunity Insight ⇒ Brands Terribly Overspend on Print Consumers spend 4% of their time with print, yet brands spend 18% of their ad budgets there. While Mobile time spent is up to 24% … brands allocate only 8% of their spend to it. Source: Mary Meeker […]
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