Industry Insights

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
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
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
The sooner you start producing visual content and sharing it with your audience, the better. Why? The answer is simple—it drives traffic, leads, and sales to your business. 21118
- Posted Mar 07, 2018
A landing page is the gateway to your brand online. Whether it's your homepage, or a specific page users land on after clicking from a search engine results page (SERP), this is your first opportunity to convert visitors into customers. It behooves you to design this page thoughtfully and to maximize its effectiveness.
- Posted Mar 02, 2018
Google's Arts & Culture app came out a few years ago. So why are you suddenly hearing so much about it now? Because Google introduced a selfie feature. Surprise, surprise: everyone suddenly discovered a newfound interest in arts and culture. Marketers can learn a lot from the app's sudden success, from how to create marketing campaigns that stand a chance of going viral to planning ahead for the future. But first, let's back up a minute.
- Posted Feb 27, 2018
With YouTubers uploading videos at the rate of 60 hrs of video content per minute, being noticed on YouTube is easy task. Social media managers who work hard to get views for brand videos, sometimes fall short because of the sheer competition on the platform. This post describes five marketing tools and how you can use them to get your brand to shine on YouTube.
- Posted Feb 02, 2018
Large organizations are in the best and worst positions to deliver the great customer experiences which are a foundational element of business success today. These companies have access to the enormous amount of market and contact information required to create and deliver individualized experiences to customers, yet disconnected departments, processes, and technologies prevent them from tapping into this vast wealth of data.
- Posted Jan 29, 2018
Ad fraud keeps making headlines with estimates of its total damages climbing. With bots evolving and rapidly multiplying, and fraudsters becoming increasingly sophisticated, advertisers are not the only ones who feel the pain. As fear and doubt whittle away ad spend, publishers and viewers are also paying a heavy price.
- Posted Jan 15, 2018
The bain of every marketer's existence is a lack of audience engagement. If people aren't interacting with the content on your website and social media accounts, business will surely suffer. Luckily, other industries have already figured out the secret to engagement—it's time to look at other industries to see what they're doing right. One industry worth looking to for inspiration is online education. Online teachers have the same struggle with student engagement as teachers in more traditional classrooms—and they have some tips and tricks to share.
- Posted Jan 10, 2018
With an unpredictable landscape and an increase in competition from the endless supply of new media companies, both digital and traditional publishers are facing unforeseen challenges when looking for new ways to engage and retain their audiences. There are a few key tactics that successful publishers are executing that other companies should consider to stay relevant: leveraging social video, gearing content to target audiences, and investing in digital to grow reach.
- Posted Jan 08, 2018
How can brands make sure they are putting quality over quantity and making the most of their annual marketing spend by learning from 2017 tech advancements? We explain three approaches brands can take to allocate their 2018 marketing budgets in ways that will bring about greater conversions and returns learning from and optimizing from 2017.
- Posted Jan 03, 2018
MarTech decision makers must find solutions that enable them to excite prospects, optimize the online customer journey, differentiate in the market, convert, and easily scale in order to produce the best results and meet desired organizational goals. Here are three key strategies to follow while making MarTech purchase decisions in 2018.
- Posted Jan 01, 2018
Finding ways to boost your email click rate is key to generating more leads and increasing sales. To get your emails read this year, there are a few ways retailers can optimize their email strategies to, not only increase click rates, but conversion rates as well. It all starts with striking a good initial impression and cultivating the relationship from there in a series of welcome emails that tell a new customer or subscriber everything they need to know about your brand.
- Posted Dec 20, 2017
As "always on" audience-driven engagement further infiltrates marketing consciousness, those brands that want to create high quality content more efficiently-and strategically take into account the diverse interests of their audience-are starting in-house content studios. These operations generate a variety of content forms and types and are led by trailblazing, first-generation content leaders. In 2018 content studios will continue to flourish, but there will be some things to watch out for.
- Posted Dec 18, 2017
Not all online shopping experiences are created equal. Poor web and mobile experiences like load time delays, error messages and lost shopping carts can damage a company's reputation and turn customers away. Here are four strategies e-retailers can use to optimize their websites to meet peak demand not only during the holidays, but throughout the entire year.
- Posted Dec 15, 2017
The consensus is in. Mobile marketing industry experts agree that not only does retargeting work, it also outperforms new users when it comes to retention, events, and, most importantly, revenue events. To discover the differences and advantages of each user group, we dove into the data across 140 mobile apps
- Posted Dec 13, 2017
There has been a lot said about the importance of website content and blog posts. Not only does good content reduce your site's bounce rate, but it also comes in handy for optimization. SEO specialists spend days and nights working to master Google's algorithms trying to rank first. Let's leave aside all the other means for a second, and focus on one very important SEO component: content.
- Posted Dec 08, 2017
Everyone has heard the cliché, "every company is a technology company". While we know that's not true, it is true that every company is powered by technology. It used to be that an internet connection and a Microsoft office subscription was good enough for small companies, and for larger companies, same thing but add some servers. Now, though, with the influx of data that needs to be managed, a solid IT infrastructure is more than necessary.
- Posted Dec 06, 2017
Efficiently creating compelling content to support broadcast and digital marketing campaigns with cohesive and consistent messages across multiple channels is the new name of the game. A holistic approach to this process, backed by the appropriate expertise, systems and technology is the way to get there. While still in its infancy for even the largest brands, there's one industry that's been at this for a while and has paved the way: Hollywood.
- Posted Dec 06, 2017
Many businesses struggle to get their blogs going because they believe their industry doesn't have good potential to craft interesting posts. In reality, it all comes down to how creative you get with your writing. The more unique and compelling your posts are, the more powerful your blog is in growing your brand. Regardless of what line of work you are in, there will always be ways you can use your content to stand out among the competition.
- Posted Dec 01, 2017
Apple's latest version of Safari in macOS High Sierra includes Intelligent Tracking Prevention, which prevents first-party cookies from being used in a third-party context beyond one day, and purges them completely after 30 days. No matter your industry, attracting return visitors through increased engagement will ultimately build your revenue stream. Here are three engagement strategies to keep visitors on your site and draw them back in after they've exited.
- Posted Dec 01, 2017
It's getting harder and harder to "game the system" with exploitive linkbuilding strategies and blackhat SEO. In short, it's not just about keywords; it's about creating a cohesive and appealing user experience. This is known as organic optimization. A strong linking structure and other internal SEO best practices can provide that. Here are four considerations to keep in mind when optimizing the internal SEO of your website.
- Posted Nov 22, 2017
Fall is my favorite time of year - the foliage is stunning, everything smells like pumpkin spice, and I get to wear cozy sweaters and rain boots! Fall is also a great time of year to start thinking about year-end, and how you can improve your content management strategy to set yourself up for success in the year ahead. Easier said than done, right? I like to start by using the process of elimination. In this post, we'll review five content management pitfalls you should avoid right now to help you improve your content marketing strategy.
- Posted Nov 17, 2017
Recently, Facebook announced they will eliminate "dark posts" (a post that has been published for advertising use that is seen by select members of the public) in an effort to offer greater transparency in its advertising offerings, largely in response to Russian meddling in the 2016 U.S. presidential election. As this is a global initiative (many countries have encountered similar election meddling), rollout begins in Canada in mid-November as part of the Facebook Canadian Election Integrity Initiative, before implementation in America in the summer of 2018 (ahead of mid-term elections). While all political advertisers will be required to disclose their identities for their ads to run, this change impacts all advertisers, politically-focused or not.
- Posted Nov 06, 2017
So here is a quick question for you: what marketing strategies are you implementing this holiday season to grab a giant slice of the ROI pie? If you are still wondering and looking for answers, we have your back. We asked a number of email marketing pros frequently asked questions about email marketing strategy and Implementation, and we're sharing their answers with you to make your holiday emails stand out in noisy inboxes.
- Posted Oct 27, 2017
Content distribution is a crucial step in any marketing strategy. Content marketing can be highly effective, however, without clear goals, quality content, and a distribution plan, you are investing in the activity with a very low payoff.
- Posted Oct 25, 2017
Creative teams play a pivotal role in driving the success of digital assets — whether being utilized across content marketing campaigns, ecommerce platforms, or social posts — but they are often hampered by inefficient design, and approval processes.
- Posted Oct 20, 2017
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