The Digital Marketing Performance Gap: Digital Marketing Is Fully Integrated Across The Company And Used To Evaluate Marketing Decisions To Reach Its Full Potential

Marketers have used digital marketing to navigate through incredibly difficult business conditions, connecting with customers stuck at home during the pandemic, digitizing products and services, and driving revenues. Now, it’s time to build on those gains by redoubling their commitment to deepening data and digital mastery, building a culture of

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If You Use Data Judiciously, Focus On Increasing Trust And Transparency, And Offer People Control Over Their Personal Data, Your Ads Are Much More Likely To Be Accepted By Consumers

Data gathered on the web has vastly enhanced the capabilities of marketers. With people regularly sharing personal details online and internet cookies tracking every click, companies can now gain unprecedented insight into individual consumers and target them with tailored ads. But when this practice feels invasive to people, it can

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What Social Media Analytics Can’t Tell You Is Customers Who You Actually Hear From Social Media Are Not Representative Of Your Customers As A Whole

If you think your careful attention to social media analytics, monitoring, and customer relations means you know your customers better than ever before, think again. Rather than enlightening you about your customers, all that social media data may actually be misleading you – because it’s only showing you a narrow

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Branded Content, Cultural Branding And Crowd Cultures: In The Era Of Social Media, Brand Building Has Become A Bit Of Challenge

Marketers originally thought that Facebook, YouTube, and Twitter would let them bypass mainstream media and connect directly with customers. Hoping to attract huge audiences to their brands, they spent billions producing their own creative content. But consumers never showed up. In fact, social media seems to have made brands less

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GDPR: Enforcement Of The EU General Data Protection Regulation What The GDPR Is And How Its Provisions Impact Enterprises And Their IT Infrastructure

Through the power of information technology, any enterprise that sells products or provides services via the internet is technically a global business. Regardless of whether your organization is a one-person operation selling novelty T-shirts or a Fortune 100 company providing sophisticated cloud computing solutions, you are likely to have customers

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Creative Advertisement: Which Product Categories Are Best Suited To Creative Advertising And Which Type Of Creativity Have The Most Influence

Do highly creative ads really inspire people to buy products? Studies have found that creative messages get more attention and lead to positive attitudes about the products, but there’s little evidence linking those messages to purchase behavior. To address this gap, Reinartz and Saffert developed a consumer survey approach that

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Why Is Traditional Advertising On The Rise, And Will The Trend Continue

Pundits have long predicted the demise of traditional advertising. However, it is alive and well and headed for growth for the first time in a decade. The authors explain seven factors driving this trend, including the ability of traditional ads to break through digital clutter, the decline in third-party cookies,

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Consumer Data: There’s A Delicate Balance Between Helpfulness And Overuse In Expectation Of Creating Better Customer Experiences

Marketing has traditionally used detailed customer data to improve the customer experience. But with pushback on data tracking, can the security function work with marketing to deepen customer trust? When you download a shopping app and consent to the privacy policy, the company behind the icon on your screen can

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The Cookieless World: As Web Browsers And Tech Companies Are Disabling Third-Party Cookies, How Organizations Can Continuing To Deliver Relevant Campaigns To Consumers

With third-party cookies systematically disappearing, how can marketing organizations use other data strategies to effectively target and engage with their customers? Over the past decade, marketers have been experimenting in the digital world to strengthen brand-customer relationships. For example, a proliferation of social channels has altered how marketers interact with

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Use Of Data Science In Marketing And Ethical, Privacy And Targeting Issues Involved In Data Mining | A Dissection With Shawndra Hill – Facebook Principal Scientist

Facebook principal scientist Shawndra Hill and Professor Olivier Toubia examine the past, present, and future of the role of data science in marketing. Shawndra Hill, a principal scientist at Facebook and a senior lecturer in the Marketing Division, joined Olivier Toubia, Glaubinger Professor of Business and Chair of the Marketing

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Sensemaking: How To Help Your Customers To Figure Out What They Need To Know When They Are Overwhelmed With Information

The amount of product and service information available to B2B customers – reports, blogs, display ads, email marketing, and more – has become overwhelming, leading to indecision and a sharply reduced likelihood of making a substantive purchase. The best reps have turned this conundrum into a prime selling opportunity. Above

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