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As a provider of pet health insurance, Petplan possesses "a lot of data and a lot of different data points," says Gerry McGoldrick, chief digital officer of Petplan. The challenge, he says, was, "How do we leverage all that data and really begin to have a one-on-one conversation with our prospects?" In other words, Petplan wanted to provide a more personalized experience for its site visitors.

Posted Apr 06, 2016

In advance of the 2016 TV Upfronts, AOL announced the launch of self-serve programmatic TV buying to give marketers a clearer view of valuable audience buying opportunities, and to better plan, purchase, and measure their TV ad investments. This self-serve module extends AOL's ONE by AOL: TV managed module, which launched in 2014, and is part of the company's open, unified programmatic platform ONE by AOL, which launched in April 2015.

Posted Apr 05, 2016

Collective Bias, a leader in shopper-focused influencer marketing, published results of a large-scale national survey investigating how U.S. consumers' online behaviors impact in-store purchase decisions. The survey, fielded to nearly 14,000 adults in early March, found that 30% of consumers are more likely to purchase a product endorsed by a non-celebrity blogger than a celebrity. Of that number, 70% of 18 to 34 year-olds had the highest preference for "peer" endorsement.

Posted Apr 05, 2016

Monetate, an experience marketing platform for brands worldwide, announced the release of its latest global Ecommerce Quarterly report (EQ4 2015). The report explores the age old ecommerce conundrum--do marketers focus on finding new visitors or new ways to keep their existing ones? The Monetate EQ4 2015 looks to answer this question with real-world examples from leading brands Graham & Brown, Ballard Designs, Calendars.com, and Waitrose, as well as best practices for driving both acquisition and retention.

Posted Apr 05, 2016

Adaptive Medias, Inc., a video technology company that supports publishers, content producers and brand advertisers, announced that it has executed a Letter of Intent ("LOI") to merge with Los Angeles-based digital advertising technology company AdSupply, Inc. Adaptive Medias will pay $8 million in cash and issue stock representing approximately 53% of the Company post merger to AdSupply in consideration for the merger.

Posted Apr 05, 2016

At the end of last year, Laura Martin, senior analyst for entertainment, cable, and media at Needham and Co., LLC, authored a very interesting report on the future of TV. The report focuses on the continuously fragmenting video content landscape, which has made it increasingly more difficult for media companies to sustain the same level of profit per hour of content. In a world in which consumers' media attention is split among linear TV, digital subscription-based platforms, and digital ad-based platforms, media companies are faced with the increasingly difficult challenge of maximizing profits.

Posted Apr 05, 2016

HookLogic, a provider of performance marketing for brands, announced the expansion of its native ad units on the mobile sites and apps of major ecommerce players including Macy's, Target, Peapod, Sears, Staples, Walmart, Toys 'R Us, among others. The company says its extensive network and seamless, multi-device friendly ad format make HookLogic's role in the future of mobile advertising even more critical for brand advertisers.

Posted Mar 30, 2016

Consumer technology publisher DigitalTrends.com has begun using Header Bidding technology to allow for improved access and functionality to the publisher's ad sales inventory. It was announced by Andrew Budkofsky, EVP of sales and partnerships for Digital Trends. Header Bidding, which the company recently moved out of Beta testing, replaces the need for ad exchanges and streamlines the buying and selling process by making available inventory more accessible to advertisers and in a more timely fashion.

Posted Mar 29, 2016

Distil Networks, Inc., a provider of bot detection and mitigation, published, "The 2016 Bad Bot Landscape Report: The Rise of Advanced Persistent Bots," an annual report that identifies statistically significant data on global bot traffic. Bad bots are used by competitors, hackers, and fraudsters and are the key culprits behind web scraping, brute force attacks, competitive data mining, online fraud, account hijacking, data theft, unauthorized vulnerability scans, spam, man-in-the-middle attacks, digital ad fraud, and downtime.

Posted Mar 29, 2016

Janome wanted to overhaul its website--not just to make it easier to use, but also to make it more appealing to a younger generation of sewers inspired by creations they see on such sites as Pinterest and Etsy.

Posted Mar 28, 2016

Who has time to create and manage content, ads and social media platforms? Let alone do it effectively? As an entrepreneur, you want to focus on the core aspects of your business rather than fret about marketing strategies and tools. That's why we're providing a list of some of these tools, recommended by those with experience.

Posted Mar 25, 2016

eTrigue Corporation, a provider of cloud-based marketing automation, announced enhanced A/B email testing for eTrigue DemandCenter marketing automation that goes beyond simply measuring opens and clicks, instead relying on goal-oriented, business-relevant metrics when determining the best-performing email. DemandCenter campaigns now contain a built-in A/B email test step that conducts the email test over a selectable time period, to a selectable audience sample size. At the conclusion of the test duration, the highest performing email is then programmatically sent to prospects for the remainder of the campaign.

Posted Mar 24, 2016

Is great customer service really worth the effort? It might seem like a no-brainer, but many businesses struggle with this question. The answer is yes: loyal customers are satisfied customers. Therefore, succeeding in today's business world requires an intimate understanding of your customers in an effort to build loyalty.

Posted Mar 24, 2016

Centro, a provider of enterprise-class software for digital advertising, announced capabilities for political ad-buyers to automate how they reach U.S. voters at scale on brand-safe publishers. Within the Centro Brand Exchange, an invite-only ad marketplace of premium journalistic sites, marketing teams for political campaigns of all sizes can reach liberal, conservative, and political enthusiast audiences across curated publishers. Centro also protects publishers by screening advertisers before they are allowed to serve ads; implementing advertiser block lists; and reviewing creative to ensure it complies with the standards of the publisher.

Posted Mar 22, 2016

In 2015, I did something, well, a little weird. I bought a Barnes & Noble membership. There is a store just minutes from my house, and I realized that I'd been spending a lot of time and money there during the past year-whether on tea in the cafe or on books-and if I had a $25 membership, it would have more than paid for itself. (Members get discounts on pretty much everything.) I finally caved when I found a new John Irving hardcover on the shelves. Usually, I wait for paperbacks, but as a longtime Irving fan (who had been struggling through some books that weren't exactly page-turners), I just couldn't wait.

Posted Mar 22, 2016

Want a happier reader? It's no secret that offering more personalized content can increase engagement. The good news is that effectively executed personalization can yield an enviable ROI. How much? McKinsey research reveals that personalization can deliver five to eight times the ROI on marketing spend and lift sales 10% or more. "Big Data, Analytics, and the Future of Marketing & Sales" suggests companies that place data-driven personalization at the core of marketing and sales decisions improve marketing ROI by 15% to 20%.

Posted Mar 21, 2016

Evergage, a real-time personalization platform company, announced the availability of Evergage SmartSearch and Evergage SmartSort to help improve the customer experience, aid in product and content discovery, and promote the most relevant results for each individual visitor in real time.

Posted Mar 17, 2016

Apple appears to be adding native ads to its Apple News feeds. Business Insider reported that the company updated a developer specification document to include native ads. Sponsored content will appear directly in news feeds with regular news stories.

Posted Mar 17, 2016

If you're one of the many businesses who focuses exclusively on the so-called "grey pound," you're missing a trick. The boomer generation has long been associated with robust spending power and tons of disposable income, and marketers, as a result, have tended to focus on appealing to this audience alone. Read on for four reasons you need to embrace multi-generational marketing, as well as insight into how you should go about it.

Posted Mar 16, 2016

Choozle, a programmatic advertising platform that connects marketers with big data insights and real-time bidding across display, social, mobile and video, announced the launch of Account Based targeting tools which includes CRM matching capabilities and IP addresses targeting. As the newest integrations to Choozle's platform, CRM matching and IP address targeting will enhance and simplify the audience targeting process for programmatic digital advertising campaigns.

Posted Mar 15, 2016

Brandify, a provider of location-based digital marketing solutions that enables brands to connect better with their consumers, announced the availability of the company's new mobile platform, Brandify Mobile. The Brandify Mobile Stack is an integrated mobile-local solution creating a complete mobile customer experience. The Brandify Stack is made up of the following three products: The Brandify Stack, The Brandify App, and Mobile Attribution Insights.

Posted Mar 14, 2016

A large chunk of ad spending is already being done programmatically. eMarketer predicts programmatic will make up 67% of total digital display ad spending, or $21.55 billion, in 2016. That's up from 2015, when it accounted for 59% of spending, or $15.43 billion, according to the researchers. The figures include programmatic buying for banners, rich media, video, sponsorship, and additional ad units showing on desktops, tablets, mobile, and other internet-connected devices. Programmatic advertising is creeping into more forms of media too, including television and radio.

Posted Mar 14, 2016

Today, many companies' digital efforts have transitioned from simple web publishing to more full-blown customer experience management (CXM), as they seek to take advantage of the web, as well as other channels (such as offline, print, and mobile), to conduct core commercial operations and grow their businesses. Digital experience management is the digital component of CXM. It is a cross-organization discipline and includes strategies and practices to acquire, nurture, and manage users throughout their journeys. Users are customers, employees, prospects, and other people who digitally interact with the firm.

Posted Mar 09, 2016

Kenshoo, an agile marketing provider, released its latest Mobile App Advertising Trends Report, benchmarking key metrics for mobile app marketers. Among the key findings, total spending increased 155% year-over-year (YoY), while mobile app installs increased 196% YoY, resulting in an overall decrease in the cost per install (-14%) YoY.

Posted Mar 07, 2016

The majority of enterprise-level companies have a content strategy. However, almost half aren't using buyer personas to generate demand, and about 50% don't design content to target buyers' pain points, a recent survey of B2B marketers found. "2015 Enterprise B2B Demand Generation Research Study," conducted by the demand-generation firm, ANNUITAS, focuses on companies in the B2B space with more than 2,000 employees and at least $250 million in revenue.

Posted Mar 07, 2016

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