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Location-based marketing is nothing new, and it is not solely a digital responsibility, as mobile application developers and marketing agencies may have told you. Since lithography was invented in 1796, large and small businesses have placed posters and billboards along high-traffic roads and pathways in hopes of influencing a passerby to visit a store or buy a product. Direct mail has been proven as a superior location-based tool since the United States Postal Service (USPS) initiated the Zone Improvement Plan (ZIP codes) in 1963.
Posted Sep 03, 2014
Have you ever wondered how many people really see your tweets? Then Twitter has the tool for you, a new publicly available analytics board. The tool isn't entirely new. It's been around for awhile but was only available to verified users and advertisers. Now, anyone can use it.
Posted Aug 28, 2014
Monetate, a provider of testing and targeting, email optimization and personalization solutions, announced the launch of Monetate for Testing & Targeting -- an enterprise-grade, self-serve A/B/n and MVT testing solution.
Posted Aug 21, 2014
Lotame, a global independent data management platform (DMP), announced a strategic partnership with Nasmedia, a Korean digital media agency and media network. Through the exclusive partnership, Lotame's DMP will be integrated within Nasmedia's tech stack, and will give the agency's publisher and brand clients the ability to enhance their digital advertising strategies across multiple screens.
Posted Aug 14, 2014
More than 75% of global marketing leaders surveyed say content creation is their top priority for 2014, according to research by Ektron, a provider of content management and web experience management software. The research, in infographic format, "Digital Trends in 2014," identifies key trends and priorities for marketers, IT professionals, developers, and content authors based on a survey of over 400 global marketing, website, and digital agency professionals.
Posted Aug 07, 2014
TouchCommerce, a provider of custom online engagement solutions for brands, announced its newest solution, TouchStore, which enables retailers and enterprises with retail locations to enhance the omni-channel shopping experience for in-store customers by providing personalized online assistance through mobile devices. Instead of combating trends like showrooming (visiting a store to see a product before buying it online at a lower price), retailers are looking for ways to leverage these trends and offer new solutions that benefit both consumers and retailers.
Posted Aug 07, 2014
Stoddard + Partners, an ad-tech driven advertising agency providing services to support the needs of today's brands and consumers, has unveiled two proprietary products developed in partnership with Jeep, Chrysler, and Fiat. Blix, a retail analytics platform, and Tarp Tracker, a tool for brands, agencies, and broadcasters to measure TV spots and creative impact, were conceived as solutions for solving the attribution and measurement puzzle many marketers face.
Posted Aug 05, 2014
An interesting tournament with a passionate digital audience made the games not just a hit on the pitch but also proved to be key for several brands to leverage the enthusiasm and cloak themselves in the football fever. Not just the main sponsors, but also those who were far from the action used the World Cup beautifully to magnify and amplify their engagements and ride on the waves that the event created. So, what were the key five lessons marketers can take from the World Cup 2014? Read here:
Posted Aug 04, 2014
A survey of 400 marketers, conducted by OneSpot and The 614 Group, found that targeting precision is the top attribute that marketers value (65%) when it comes to distribution of the content marketing campaign but 47% of respondents said that they are not satisfied with their ability to target content distribution to the right audience. When scrutinizing the reasons behind this dissatisfaction, the study reveals that the number one (87%) method of distribution for content marketing programs is a company's own website.
Posted Jul 31, 2014
A recent survey by HubShout, an online marketing firm based in Virginia, suggests that content marketers have some great opportunities to leverage links to boost awareness and drive traffic to their sites. In fact, 33.6% of those responding indicated that the type of native advertising most likely to generate response is links incorporated at the end of articles. These links outrank any other type of native advertising.
Posted Jul 30, 2014
Since the 1950s, advertorials and product placements emerged, and, as the internet and online commerce took hold, Amazon blazed trails by serving up book recommendations to users based on their previous purchases and online behaviors. Today, these sorts of activities-designed to deliver advertising content, online or via mobile devices, to consumers who have demonstrated their potential interest in the product or service-are known as native advertising. The practice lives on a continuum between "annoying" and "useful," depending on the perspective of the consumer. The goal for marketers is to land somewhere closer to the useful end of the spectrum.
Posted Jul 28, 2014
When that content is finished, and ready for the world to see, we want to put our best foot forward. We not only want to present it in a way that we are happy with but we need to present it in a way that ensures the most amount of attention is paid to it. There are many different tools to make sure your content gets its due, but today we will focus on six.
Posted Jul 24, 2014
Brainstorming about the future of digital consumption can leave you overwhelmed by the possibilities, but data released from YouGov--a global research and consulting organization--sheds some light on the emerging expectations of today's youth. The study found that nearly one in two children, aged 8-15, feel that access to online content and downloads should be free.
Posted Jul 23, 2014
According to the "Online Personal Experience" study by Janrain, more than half (57%) of people are just fine with providing personal information to a website and as long as they benefit and the information is used responsibly. Janrain also found that 77% would be more trusting of companies collecting private data if the businesses were transparent about how the information would be used. But that's where the trouble lies. Many content providers are still struggling to use the information they collect in a way that truly improves the customer experience.
Posted Jul 21, 2014
TigerLogic Corporation announced it has added several new creative features to Postano, its flagship social product and visual marketing platform. The Postano version 2.5 release includes advanced social filtering options, a Style Editor for custom visualizations, new dynamic data visualizations, and other platform enhancements. Postano provides a platform that allows brands to creatively work with user generated content in new ways to develop campaigns. With Postano 2.5, brands now have the ability to customize their visualizations on the fly with added intelligence for approving content.
Posted Jul 17, 2014
Smaato, an independent global mobile Real-Time Bidding (RTB) ad exchange (SMX) and Supply Side Platform, announced the launch of the Smaato Self-Serve Publisher Platform (SPP), an enterprise grade mobile-first ad server.
Posted Jul 17, 2014
Few companies have the potential to dramatically alter the electronic content landscape like Google, which continues to regularly roll out new apps, tools and technologies that make digital publishers sit up and take notice. It's a big reason why Google's annual I/O conference is so closely watched by players in the industry. I/O 2014, held in late June, didn't fail to excite those eager to read the tech tea leaves and develop forward-thinking strategies for success. Here are five of the top takeaways from the conference of importance to content providers.
Posted Jul 16, 2014
A new study by Adaptly, Facebook, and lifestyle website Refinery29 has found that in digital advertising, sequencing ads that take individual consumers down the marketing funnel achieves better outcomes than a sustained call to action (CTA) message delivered over the same period of time. According to the report, sequencing ads on a personalized level increases overall view-throughs by 87% and conversions by 56%. Conducted in May 2014, the research was designed to help inform advertisers about how to improve their creative diagnostics, optimal frequency, and sequencing within Facebook.
Posted Jul 15, 2014
Covario, Inc., a leading independent search and content marketing firm, issued its Global Paid Search Spend Analysis for the second quarter of 2014, reporting that first half spending on pay-per-click advertising (PPC) by its enterprise technology, B2B, consumer electronics, and retail clients had a strong finish, rising 21% above the second quarter of 2013 and 2% ahead of this year's first quarter.
Posted Jul 15, 2014
Cloudwords, a cloud-based marketing globalization platform, announced Campaign Manager, a new enterprise-ready solution to provide marketers with a single strategic lens into all elements of multi-channel, multi-system, multilingual campaigns, programs and initiatives, allowing marketers to effectively plan, execute and track the localization of all marketing content for global launches.
Posted Jul 15, 2014
When the story of digital media is analyzed by scholars in the coming decades, I expect they will locate the current mobile migration as a critical moment in communication history. This is when the final shreds of 20th-century mass media were shed. This is when media consumption was, at last, completely detached from predictable settings and circumstances. Personalized, on-demand, fully untethered devices radically disrupt a media and advertising ecology that, during a century, had targeted its wares at morning newspaper readers, radio-prime-time and drive-time listeners, TV-prime-time viewers, and web office/home hours, etc. Sometime in the early 21st century, historians will recount that context became a fluid, highly fragmented concept.
Posted Jul 15, 2014
ActionX, a provider of mobile app and cross-screen retargeting, announced significant upgrades to its proprietary dynamic creative engine. Launched in Q4 of 2013, ActionX incorporates behavioral data into dynamic creative across mobile devices. The enhancements revealed include a new Mobile Pop-Up Shop rich media ad unit, which allows for expandable ad units that are informed by first party data.
Posted Jul 10, 2014
Most of us are familiar with using social media to post status updates about our vacation, photos of our family, funny videos we find on YouTube, or tweeting about our favorite sports team. However, when it comes to using social media for business purposes, it is important to understand that the rules are different. Anything you post can be considered a form of consumer advertising; as such, you need to be careful not to post misleading or false information. This is especially true if you work in a regulated industry such as financial services, banking, healthcare, law, or pharmaceutical.
Posted Jul 09, 2014
Metamarkets announced the launch of a real-time analytics platform for programmatic advertising. The technology enables exchanges such as Chartboost, Flurry, Inneractive, Millennial Media, MobPro, MoPub, OpenX, Smaato, and Vungle to visualize billions of events as they happen and to share live analytics with clients and partners.
Posted Jul 08, 2014
There's really no escaping it. No matter how innovative your use of the latest tools and technologies in digital marketing may be, no matter how closely you follow industry trends and implement solutions that reflect the cutting edge in digital marketing practices, it will always come down to the bottom line-at least, as far as your C-level executives are concerned. Being able to demonstrate the dollar-for-dollar benefit that your marketing efforts provide to your organization is the elusive brass ring that marketers are perpetually striving to grasp.
Posted Jul 07, 2014