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Digital experience management (DXM) refers to providing highly satisfying digital services to customers through an effective blend of strategy, process, and technology. DXM fundamentals remain more or less the same across industries, but the modus operandi may vary based on your objectives. Education is a rather vast field, and this article focuses on DXM for higher education (higher ed) organizations such as colleges and universities.
Posted Sep 26, 2016
There is no doubt that programmatic has revolutionized online media buying and that it offers significant benefits, but this road to opportunity is ridden with obstacles such as viewability and traffic fraud. Mobile programmatic advertising can be challenging in many ways but when done thoughtfully and strategically, the ROI can outweigh the challenges.
Posted Sep 23, 2016
ROLIK, a digital video ad marketplace, unveiled a public beta of its self-service platform at TechCrunch Disrupt. The ROLIK marketplace is a platform where video creators can seamlessly upload ads that were created using any professional tools, and for buyers to purchase high quality, finished digital video commercials without the headache associated with lengthy production cycles.
Posted Sep 20, 2016
OpenMarket, a provider of enterprise mobile engagement tools, announced the results of its newest survey. The company polled 500 US millennials, ages 18-34, on their use of SMS communications with businesses, with a focus on two-way texting capabilities.
Posted Sep 20, 2016
Adblock Plus announced its new Acceptables Ads Platform, but ad exchanges are not on board, and users may not be either.
Posted Sep 15, 2016
Optimove, a customer marketing cloud, announced that it has raised $20 million in growth funding from Israel Growth Partners, a private equity investment firm that focuses on later stage investments. The round marks the first funding for the nearly eight-year-old company, after three straight years of 100% year-over-year growth, according to Optimove.
Posted Sep 15, 2016
Adblock Plus, a popular browser extension for blocking online advertisements, running on more than 100 million active devices, launched the beta version of an adtech platform for publishers. Adblock Plus teamed with publisher platform-provider ComboTag to build what will be known as the Acceptable Ads Platform, an interactive platform that lets publishers and bloggers choose from a marketplace of pre-whitelisted ads that they can drag and drop onto their sites.
Posted Sep 15, 2016
Kenshoo, a provider of agile marketing solutions, unveiled Creative Manager at dmexco 2016. Creative Manager enables Kenshoo clients to manage, format, sequence, and optimize creative assets for leading rich media ads on Kenshoo's cross-publisher platform.
Posted Sep 15, 2016
Marketo, Inc., a provider of engagement marketing software and solutions, announced the availability of Marketo Account-Based Marketing (ABM) that brings together sales and marketing teams to target, engage, and measure key accounts in a highly coordinated fashion. Marketo ABM is the only solution that offers all the essentials for ABM success natively within a single, proven marketing automation platform.
Posted Sep 13, 2016
Kenshoo, a provider of agile marketing, released its third Mobile App Advertiser Trends Report, benchmarking key metrics for mobile app marketers. Among the key findings, mobile app installs in Q2 2016 increased 36% year-over-year (YoY) for the gaming sector, while overall ad spend on mobile app install ads across all industries increased 54% YoY; both metrics experienced Q4 declines (with retailers shifting focus to holiday sales) and Q1 booms.
Posted Sep 13, 2016
Today's online advertising environment is often seen as chaotic. Whether it's the ongoing struggle to squeeze digital dimes out of online advertising, the move toward programmatic placements, the increasing presence of ad blockers, or the plague of ad fraud, many publishers (and advertisers) are in over their heads. But a comScore report has some good news. According to "The Halo Effect: How Advertising on Premium Publishers Drives Higher Ad Effectiveness," "Premium publishers are more than 3x more effective in driving mid-funnel brand lift metrics, such as favorability, consideration and intent to recommend."
Posted Sep 12, 2016
SendtoNews, a North American online sports content syndicator, announced its partnership with Moat, a SaaS analytics company focused on building products for brand advertisers and premium publishers, to ensure the highest level of transparency and performance monitoring for SendtoNews premium video advertising network.
Posted Sep 08, 2016
As the Content Marketing Institute (CMI) defines it, "Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience-and, ultimately, to drive profitable customer action." It's the last bit of that definition that many companies are still struggling with, in part because it isn't often that we can point to this kind of content marketing and draw a straight line to a purchase. However, in the case of the REI app, I think I can do just that.
Posted Sep 06, 2016
The "Nielsen Global Trust in Advertising Survey" from 2012 indicated that 92% of global consumers said they trusted earned media-e.g., word-of-mouth and recommendations-more than any other form of advertising. That tendency bears fruit online. While there's definitely some marketing power and potential behind influencer marketers, it's important for marketers to understand that influencer marketing--or influence marketing--while it may have some unique nuances due to the online environment it exists in, isn't fundamentally different from the general marketing approaches and decisions they've been undertaking for years.
Posted Sep 05, 2016
U.S. marketers reported record levels of confidence in the practice of data-driven marketing (DDM) and its prospects for growth following the second quarter of 2016, even as they signaled that the revenues generated by their data-driven efforts grew at slower pace, quarter-over-quarter, for the fourth consecutive period.
Posted Sep 01, 2016
This is what happens when you actually understand your audience. It's not about bombarding your customers with ads, no matter where they go, based on old behavior. It's about understanding their interests, and offering them new products or services that you think will be useful to them.
Posted Aug 31, 2016
The demand for content has grown significantly over the last few years. The interaction customers have with your brand during their buying lifecycle has become the critical differentiator in today's global marketplace. However, you may be surprised to find how much of an impact content can have on the customer and how it can guide the buyer's purchase decision. It can either win over a lifetime's worth of wallet-share or alienate a customer completely.
Posted Aug 30, 2016
The programmatic ecosystem has evolved significantly over the past several years, and personalized retargeting as one of many programmatic solutions has become more and more prevalent. Today, it is obvious that using a single retargeter is not always optimal. In fact, running two to three retargeting campaigns with different providers can bring much better results without any additional cost. Here's why it works.
Posted Aug 29, 2016
Sizmek, an open ad management company for multiscreen campaigns, announced a partnership with interactive video solutions provider, Fuisz Video, to enable brand marketers and agencies using Sizmek to serve object level interactive videos that propel consumer engagement through a full-service offering that extends the capabilities of interactive video ads.
Posted Aug 25, 2016
"Bite the Wax Tadpole" doesn't exactly roll off the tongue as a memorable moniker for a company. Yet, that's how the brand name for Coca-Cola was interpreted by many when the beverage firm first initiated marketing efforts in China. Worse, Pepsi's former catchphrase, "Pepsi brings you back to life," was translated among the Chinese as "Pepsi brings your ancestors back from the grave." Corporate giants like the cola kings can survive such embarrassing faux pas, but not every brand has the resilience and resources to recover from a major marketing blunder.
Posted Aug 24, 2016
Rightpoint, a technology and design services agency, and SessionM, a provider of real-time personalization and loyalty technology, have partnered to provide clients with integrated marketing automation and data management capabilities based on customer behaviors and preferences. The partnership will serve enterprise clients across industries and platforms including iOs, Android, and Win8.
Posted Aug 23, 2016
More than 75% of DMA members surveyed said their organizations lack a clear enough understanding of cross-device marketing and media technologies to implement these capabilities with confidence. To tackle this challenge and improve the cross-device marketing ecosystem, DMA's Cross-Device ID (XDID) Structured Innovation Program has brought together marketers, media buyers, ad sellers and XDID solution providers, with the goal of elevating the market's XDID "IQ", reducing implementation barriers, and ultimately making it easier for XDID buyers and sellers to do business with confidence.
Posted Aug 23, 2016
Mobile video platform LoopMe has announced new optimization and reporting technology, PurchaseLoop. The new self-learning technology will use AI to continuously optimize mobile video campaigns toward brand metrics such as purchase intent, brand affinity, or product recall, helping deliver ads to the users most likely to change opinion and move along the path to purchase.
Posted Aug 23, 2016
YouAppi, a mobile growth platform for premium mobile brands has incorporated anti-fraud measures into the OneRun Growth Marketing Platform to detect and prevent illicit activity. With the cost of ad fraud (including both mobile and desktop) rising from $7.2 billion now to at least $50 billion by 2025, according to a report by The World Federation of Advertisers, YouAppi is releasing the following capabilities in its OneRun Platform to identify and block fraud protection solutions:
Posted Aug 23, 2016
General Mobile Corporation (GMobi) announced the purchase of MassiveImpact, a performance advertising platform specializing in social media promotion of mobile applications. With this latest acquisition, GMobi now provides app developers with a comprehensive advertising platform, encompassing a variety of web, mobile, and social channels.
Posted Aug 23, 2016