Industry Insights

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
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
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