Industry Insights

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which branded itself as the "easiest to use online advertising platform," Adwords has been described as complicated, outdated, and expensive.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
Today an average website updates many times every day and the sheer amount of content viewed, transferred, and downloaded via the Internet is so great that the demands of users far exceed the capabilities of traditional web hosting. Were we still using it and only it, loading times would be excruciatingly slow, and service would be unstable at the very best. That is why CDNs (Content Delivery Networks) are getting more and more prominent with every passing year.
- Posted Jul 04, 2018
Ad fraud technology is helpful until it isn't. Many publishers, brands, and agencies work with multiple solution-providers, which gets pricy, frustrating and even confusing. Their laundry list of grievances includes sizable data discrepancies between solution-providers, outlandish pricing, and network infrastructure shortcomings. All of these problems are solvable. They require solution-providers to stop pouring money into marketing activities and instead invest in their product. They also require the industry to band together to define ad fraud measurement standards and rethink MRC accreditation.
- Posted Jul 02, 2018
In today's modern B2B organizations we collect data on all areas of the business from your website's form submits to customer service calls. The good news is that with a simple data quality reporting you can identify and pinpoint when data cleaning is needed using five simple signs.
- Posted Jun 29, 2018
Why spend your time and marketing budget finding new topics and creating new content when you can use what worked wonders in the past. Repurposing content isn't a shortcut, consider it one of the guerilla marketing tactics that will help you create a lot of buzz in a relatively short time and with minimal efforts. But most importantly, it will save your brand from the damage caused by unoriginal and run-of-the-mill content. Here is how you can recycle your best social media content for more engagement.
- Posted Jun 25, 2018
Businesses know that a top-notch customer experience depends on their ability to effectively deliver online videos, websites, and downloads; but accomplishing this is easier said than done and there isn't a one-size-fits-all solution to quality digital experiences. There are, however, a list of common challenges businesses face when looking to bolster their online content.
- Posted Jun 22, 2018
To better understand the state of DX ecosystems, e-Spirit conducted a survey of more than 200 marketing and IT professionals in global companies across key verticals in the U.S. and EMEA. The goal was to learn how companies are developing and managing their DX ecosystems. The results are very telling.
- Posted Jun 15, 2018
Media planning and buying were once considered two separate functions. Then over time, planning, and buying began to more tightly collaborate as agencies saw the benefits of increased efficiency and enhanced performance stemming from merging planning and buying, including the optimization of campaigns mid-flight. Now some agencies are also merging creative with media to promote increased cost efficiency, faster time to market, and the ability for planning, buying and creative to work together in order to optimize messaging in real time.
- Posted Jun 13, 2018
As Scott Cook, CEO of Intuit said, "A brand is no longer what we tell our customers it is--it is what consumers tell each other it is." Social media has disintermediated the way marketers and publishers communicate with their audiences. The role of the gatekeeper gave way to the community manager, relinquishing some control to the audience in exchange for dialogue and engagement. And as authority has moved further away from brands so has the ability to shape brand perception.
- Posted Jun 08, 2018
You might be surprised to learn that there's no super-secret, newfangled technology that's enabling this miracle of cross-channel personalization. In fact, there's a somewhat unexpected, yet tried-and-true staple of audience engagement at the heart of this convergence: email.
- Posted Jun 06, 2018
To make sure the content running on your site is as per users' taste and interest, one could apply varied user-testing techniques to know whether it's being read and interpreted correctly by the users. Here are four tips to get the most out of your content test via user-testing techniques.
- Posted May 31, 2018
Intent data is becoming a holy grail in B2B marketing, but we use it in a notably different way. I'll talk about how intent data is redefining B2B marketing and how you might capitalize on this technique.
- Posted May 25, 2018
We've all seen the changes in our Facebook newsfeeds recently— more stories and posts from our friends and fewer from brands. Highly engaged fans can help salvage your Facebook presence, and the Latino audience might be the key.
- Posted May 25, 2018
The second purchase is pivotal for businesses. For example, in apparel, a one-time customer only has a 14% chance of buying again, while a second-time customer has a 27% chance of buying again. Nearly double the chances! Here are five insights that help brands generate the next purchase and build long-term customer relationships.
- Posted May 10, 2018
It's clear why publishers integrate these outside vendors into their website ecosystems; each generates unique value in reaching desired user experience and business objectives. The intentions are good. What's less clear is the hidden risks associated with deployment. With these good intentions come potentially negative impacts on site performance, as well as risks to privacy and security.
- Posted Apr 27, 2018
What is required is a context-sensitive solution that can efficiently manage and store large amounts of data and, if required, scale it horizontally. ECM more than fits the bill.
- Posted Apr 25, 2018
Facebook was a dream come true for marketers too. And marketers have tracked people and used their data without second thoughts. Why shouldn't marketers feed that data into artificial intelligence algorithms? Shouldn't customers want more personalized services, advertisements, and advice?
- Posted Apr 23, 2018
Rep. Blackburn's question about control of the virtual-self hits at the epicenter of our Facebook problem: regaining personal control of our virtual identities is the answer to data privacy. Only when my real world-self owns my virtual-self can I truly have the benefit of data privacy and set both the boundaries and price for its use. This is achievable today, and it will be the largest disruption in the history of digital advertising.
- Posted Apr 20, 2018
The Chinese ecommerce market is the largest in the world. In 2016, Chinese online sales reached $770 billion, including $100 billion in international transactions. With an average of $882 spent online per shopper, per year, in cross-border ecommerce transactions, international online shopping giants like Alibaba are surprisingly turning their focus from digital to physical commerce.
- Posted Apr 16, 2018
As the General Data Protection Regulation (GDPR) closes in, publishers are still unsure about where the line is being drawn. If you're confused about the status of your data collection strategy under the GDPR, read on.
- Posted Apr 13, 2018
By employing appropriate talent in these specific roles and equipping them with the latest multilingual and translation capabilities, multinationals can actually use the digital revolution to their advantage.
- Posted Apr 11, 2018
By 2020, e-commerce will represent close to 15% of all retail sales. While this growth is significant for players in the e-commerce sphere, it can also pose some challenges. As the market gets bigger, more competitors will want a slice of the profits. That is why it's essential for serious e-commerce store owners to differentiate themselves from the rest of the pack. Personalization is an excellent way for luxury e-commerce merchants to boost their business.
- Posted Apr 06, 2018
Technology has evolved to use a different power of suggestion: intelligently analyzing our behavior, and suggesting next-best actions we might like to take. Just about all of us have found ourselves drawn into the vortex of Netflix recommendations, for instance. But what if these tools not only recommended movies and songs and books, but actively helped us become more effective at our jobs?
- Posted Apr 04, 2018
I don't have to tell you how popular online video has become. Hopefully, you've already added it to your digital marketing strategy, because video can be the star of your content marketing plan, but only if you do it right. Here are six ways to make your videos work for you and take your marketing game to the next level!
- Posted Apr 02, 2018
How can you improve the effectiveness of your email program without a huge outlay of resources? One simple way is to include triggered messages in your repertoire of email campaigns. In this article, we'll explore one specific kind of triggered message that can have a direct impact on your bottom line: abandoned cart messages.
- Posted Mar 30, 2018
We thought it would be interesting to speak with practitioners who are working on the front lines, implementing WCM solutions on a daily basis, and get their thoughts on some of the most pressing questions companies face when selecting new WCM solutions.
- Posted Mar 28, 2018
Technology has advanced to make it easier to buy things, get places, and split tabs. However, when it comes to content, we're still surprisingly tolerant of the status quo. It doesn't seem to bother us that we have to swipe and tap around on our smartphones to find the content we want in those moments when we want it most. Let's explore why and how content discovery can catch up.
- Posted Mar 26, 2018
In the last month, digital advertisers who relied heavily on Facebook for content distribution have scrambled to adapt to the algorithm change. Now, the remaining digital media outlets must figure out how to drive traffic without the help of world's most influential social media platform. For those publishers, here are three tips to consider.
- Posted Mar 21, 2018
Facebook is changing its News Feed algorithm. This major change means that businesses really need to take a step back and refocus their Facebook strategy to make sure they minimize the impact. The key term to keep in mind when reshaping your Facebook approach is "meaningful interaction", which means that your audience needs to interact with your content, whether it be in the form of comments, likes and other reactions, or shares.
- Posted Mar 09, 2018
Pages
1
234