Industry Insights

As the landscape is rapidly changing, there are a few key issues that all players must consider. But for brands, in particular, marketers must figure out the right balance between in-house teams and agency support to operate most efficiently.
- Posted Feb 12, 2019
Personalization is the key to growing more customers into your best customers by delivering intent-driven experiences to every customer, every time. In order to do this, here are a few best practices to incorporate into your business strategy.
- Posted Feb 07, 2019
If we examine ourselves like an archaeologist trying to piece together the habits, beliefs, and norms of a distant culture, we can better understand our ourselves. Why do we create this content the way we do? Perhaps we can reverse engineer the unspoken ideas that shape our work today.
- Posted Jan 30, 2019
France's Supervisory Authority (CNIL) has fined Google $56.8 millions Euros for what the data protection watchdog believes is a violation by the multinational tech company on EU's General Data Protection Regulation (GDPR).
- Posted Jan 29, 2019
2019 presents new B2B marketing challenges, from generational shifts in key decision makers to buying cycles that are more collaborative and customer-centric. To successfully execute campaigns that truly resonate with today's B2B buyer, it's critical for marketers to understand three key elements.
- Posted Jan 28, 2019
Email bombing can hurt your brand, but how do you protect yourself from being tricked by malicious bots? Combines these nine steps to protect your brand and your customers from email flooding attacks.
- Posted Jan 25, 2019
Publishers have tried various methods to win back share from the Facebook/Google duopoly. Not all have been successful. But there are some battle-tested tactics that stand out. These offer hope for publishers that are tired of losing business to Google and Facebook.
- Posted Jan 23, 2019
As more organizations choose to market their brands overseas, website translation has become high on the priority list. But straight translation doesn't necessarily work for every language, even with expert localization services applied. As such, this article will consider when it might be more appropriate to commission bespoke articles in other languages.
- Posted Jan 21, 2019
How do we best ensure that video delivered via email is reaching our audience? Let's look today at some best practices to adhere to when integrating video and email for customer outreach.
- Posted Jan 18, 2019
Video today is already eclipsing the written word, and, if we get things right, the video of tomorrow could be even more disruptive. Here are three opportunities to address in 2019.
- Posted Jan 14, 2019
Many marketing teams are starting to wonder what lies ahead for social media. There were tons of new trends and features that debuted in 2018, which changed things dramatically for online marketing. While there are certainly no guarantees, experts have made some predictions based on data and past trends that online marketers should keep in mind as they start to develop their strategies for the upcoming year.
- Posted Jan 11, 2019
Why are some big retailers still experiencing site outages during the biggest online shopping weekend of the year? There are several factors at play.
- Posted Jan 09, 2019
Mastering the art of brand storytelling isn't easy. Here are five best practices, gleaned from one of the world's biggest brands, on how to successfully build an authentic content marketing voice.
- Posted Jan 07, 2019
Unless you have a cohesive content marketing strategy in place, all the time and money you are spending on your efforts might be for naught. Here are 3 steps putting together a content marketing strategy.
- Posted Jan 04, 2019
Ai may be the buzzword du jour of 2019, but it really does have practical applications. AI can help content marketers improve on the three E's: Enrichment, Execution, and Experience. Find out how technology can help you do your job better.
- Posted Jan 02, 2019
With every Google algorithm update comes a change in the way Search Engine Optimization (SEO) works. One has to redefine and relearn the best practice. SEO is not done once and over, rather, it is a continuous effort. Like any other channel, SEO work calls for experiments or tests to improve our understanding and improve the strategy.
- Posted Dec 21, 2018
Data Management Platforms (DMPs), which in the past were central to a brand's programmatic advertising strategy, are being reconsidered both for usability and cost. Ad-tech has evolved in the last 10 years and so have DMPs, but needs have evolved as well. Given the big budgets that marketers need to operate their DMPs, brands are now asking -- do we even need one?
- Posted Dec 19, 2018
The sight, sound, and motion of television creates a powerful branding experience that cannot be replicated with a digital display ad. That said, the targeting and measurement capabilities in OLV increase the effectiveness and accountability of advertising. The answer is not to choose one or the other; it's combining the best capabilities of both TV and OLV into one holistic approach. 
- Posted Dec 17, 2018
The evolution of the spam filter, with increasingly more sophisticated ways for determining which content is contextually relevant to the recipient, has all but eliminated the need to cross-check campaigns against those long lists of words to use and/or avoid. Yet more and more messages get stuck in email purgatory putting the marketer's reputation at risk. What gives? Here we take a closer look at the current state of spam filters.
- Posted Dec 14, 2018
As a new year approaches, the need for a hyper-connected content workflow should be top of mind for all enterprises, regardless of industry. Without this, businesses risk being left behind and encountering significant problems.
- Posted Dec 12, 2018
Does the US need a national data privacy law? Companies who understand the importance of data protection can help create better customer experiences.
- Posted Dec 10, 2018
The holidays are fast approaching, but it's not too late to make some last minute tweaks to ensure your holiday emails perform as efficiently as Santa's workshop. We all know the holidays are a critical time for email marketers, so every positive change you make can have a real impact on the bottom line.
- Posted Dec 07, 2018
Do you want to include video in your marketing strategy but have a limited budget? Here are a few suggestions to spend your time and money wisely.
- Posted Dec 05, 2018
If your company works with international customers, or plans to, you might be contemplating a website redesign to stay relevant and competitive. This is also an ideal time to localize that redesigned website in your customers' preferred languages. Learn the best practices for a smooth and scalable localized website redesign.
- Posted Dec 03, 2018
Marketing companies are the perfect target for cybersecurity attacks. Here's why, and how to stop them.
- Posted Nov 13, 2018
If you're interested in adding influencer marketing to your strategy this year but have questions about how to separate the real influencers from the frauds, we have five tips to help you vet your partners.
- Posted Nov 02, 2018
The U.S. midterm elections are nearly upon us, and digital platforms like Google and Facebook are still figuring out how to deal with fake news. Learn more about how Google is addressing the credibility issue.
- Posted Oct 29, 2018
Never before has there been so much honest competition in the e-commerce space from competing retailers and online publishers that you are keenly aware of. And now there's a new form of competition-the type that lurks in the shadows, visible only to your most prized possession-potential customers.
- Posted Oct 24, 2018
Integrating new technologies into a customer engagement/marketing plan needs to be carefully measured to maintain consumer trust and ensure they feel comfortable adopting a new platform. This plan should include strategies for transitioning consumers from one channel to another, alleviating fears about the risks of new technology and, most importantly, helping to define the unique value of devices like a digital assistant for their day-to-day needs.
- Posted Oct 15, 2018
Facebook's investment in Stories overall will certainly come at the cost of one platform: Snapchat. The past 10 years of social media analysis tells us that Stories, as a format, won't be appealing forever. Content formats come and go. So, the time is now to invest in Stories.
- Posted Oct 12, 2018
Today's businesses face a new reality: customers now communicate via numerous digital self-service channels such as web, chat, and text. While 93% percent of organizations agree that providing a seamless quality experience across all channels is important, less than half actually think they're very effective in meeting that goal.
- Posted Oct 10, 2018
Belated Happy International Podcast Day (IPD)! Podcasts have had a lot of ups and downs. That's OK. Because having a massive burst of enthusiasm followed by feelings of disappointment is totally normal for emerging technologies.
- Posted Oct 08, 2018
Small business and enterprise customers alike have shared a common frustration with Google's overly complex interface and left many marketers scratching their heads. Compared to the newer, sexier advertising platforms like Facebook which branded itself as the "easiest to use online advertising platform," Adwords has been described as complicated, outdated, and expensive.
- Posted Oct 05, 2018
Startup marketing can be a very complex endeavor. In order to get the most bang for your buck, you'll need to be patient, plan, revise, and research. There are only so many hours in the day and time management for new companies is extremely important.
- Posted Oct 03, 2018
By getting back to the basics of email marketing, you can bring a new level of sophistication to your program. Here are four simple steps to take that can have an immediate impact on your email campaigns.
- Posted Oct 01, 2018
Business plans are exhaustive and all-encompassing, outlining the vision of what a business is trying to achieve and a strategy and tactics for achieving that vision. Organizations should follow the same process as they design and implement content management plans. The overarching mission of these plans should be improved data integrity, increased employee productivity, and comprehensive data security. With that goal in mind, what are the three most important strategies and supporting tactics in a content management plan?
- Posted Sep 24, 2018
A smart content strategy will ensure customers keep coming back. A well-executed strategy can be an incredible engagement tool that attracts consumers, grows your audience, and influences visitors to make a purchase. But finding the content that will speak best to your customers can be a challenge. Here are four quick and easy tips to help your marketing team spot the exact kind of content that will work best for your brand.
- Posted Sep 21, 2018
Augmented reality (AR) is rapidly growing; projections from ARtillry found that AR revenue will reach a staggering $14 billion in 2021, up from $975 million in 2016. One reason for the growth is that brands are starting to see the benefits of AR as an immersive ad format. Here's a closer look at precisely how marketers can start benefiting from augmented reality now.
- Posted Sep 17, 2018
Evergreen content has long been a staple of content marketing strategies but with the rise of apps like Snapchat, time-limited content is making in-roads. Here are four reasons why you should invest in content that eventually disappears!
- Posted Sep 14, 2018
A good creative brief is an integral part of any marketing campaign--that includes content marketing. Follow these rules to deliver a useful creative brief to your content team.
- Posted Sep 12, 2018
It's better to focus on sitewide improvements like site speed, maintaining a responsive site, and keeping design clean first. Once you are ready to look at individual pages, exploring the places users leave your site is a fantastic start.
- Posted Sep 10, 2018
Content marketing is about showing people that your products or services are better than those of competitors. Incorporating psychology into your messaging is perhaps the best way to do this while making people more confident in their decisions. The most successful brands on the planet use a number of psychological tactics to compel people to buy. Ultimately, this is the difference between outstanding marketing and mediocre marketing.
- Posted Sep 03, 2018
Statistics, dashboards, and tools for campaign optimization are at everyone's disposal. The problem is, the picture of measured KPI and ROI they provide can be far from the true state of things. Today, advertisers and publishers should be well-informed and prepared in order to raise the brand in ever-changing ad tech reality.
- Posted Jul 30, 2018
If you ask any person with a mobile device when the last time they booked a vacation through a travel agent was, they may give back a strange, are-you-serious glare. However, they will probably recall last year's two-day Joshua Tree camping trip inspired by an Instagram post, or how they openly sourced Hawaii vacation itineraries on Facebook.
- Posted Jul 23, 2018
Emerging audience research and entertainment technology is leading to ever more personalized advertising, and the shift was especially obvious in the midst of this year's World Cup fever. A simple television campaign is no longer enough to hook FIFA fans-the shift to digital and social platforms allows for a new wave of engagement and audience interaction.
- Posted Jul 20, 2018
People in service-based businesses have always struggled with using Instagram to advance their enterprises. It doesn't need to be that way.
- Posted Jul 18, 2018
5 Steps for publishers to protect their inventory and reputation.
- Posted Jul 13, 2018
Here's how Facebook's algorithm and AI-backed technology is changing the game for advertising, and how you can take advantage of these tools.
- Posted Jul 11, 2018
Every day, ethical and well-meaning publishers receive emails from industry vendors, promising a 500% revenue lift if we enlist them as a partner. They may even cite a specific case study from a publisher who achieved these miraculous results. Of course, they'll neglect to mention that this publisher was only targeting a specific niche audience segment - or that they doubled the number ads on a page. They'll never provide the full picture behind the story, much like that 50-pound weight loss tale. We'll never see that "results not typical" disclaimer.
- Posted Jul 09, 2018
Google "rewards" sites that it believes have implemented best practices for a solid consumer experience, and penalizes those that are not completely optimized. While they are promoting sites that do it well, they are also looking for reasons to decrease rankings when some of these basic recommendations have not been met. Here are five keys to ensure your site is fully optimized for mobile.
- Posted Jul 06, 2018
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