A few weeks ago, I hosted a panel about digital-first strategies at our annual SmartVideo Summit with marketing executives from Cox Communications and Citibank. As I opened the session sharing a few statistics about the connected nature of consumers, I looked out at the audience. Not one person was fazed. Brands and marketers now recognize consumers’ digital nature as a given, and the starting point of the conversation has shifted to how brands can change their philosophies to better engage with digital customers.Read More
The SmartVideo Blog
Three weeks ago, Verizon purchased AOL. Did this seem odd to you? It shouldn’t have. AOL has become a global mass media and digital distributor of content and products to both consumers and advertisers, notably in the form of digital video. Now, Verizon has acquired the ability to leapfrog others in the digital marketing ecosystem, particularly in the areas of data-driven, cross-channel, personalization and digital TV. And the event couldn’t be more well-timed, because today there are too many wasted ads, too much wasted ad money and wasted consumer time, all resulting in irrelevant consumer experiences across digital and TV. “When will digital marketing reach a point where this kind of waste is decreased? Pretty soon, because of the Verizon-AOL deal,” said Melissa Parrish, industry analyst and guest keynote speaker at SundaySky’s third annual SmartVideo Summit two weeks ago.Read More
Forrester’s Marketing Leaders Forum took place in New York City for the first time, after previous years in northern California. The theme of this year’s conference was “Connect, Engage, Deliver,” and the resounding focus of discussions was to put people front and center, not the marketer nor the business. In the age of the customer, individual people are the focus, which is why the following takeaways all speak to the power of engaging with individuals.Read More
More retailers – along with brands in just about every other industry – are using data to inform their marketing and customer service decisions. The benefits of a data-driven marketing approach are clear. A Forbes Insights survey of data-driven retail marketing executives found the majority achieved a competitive advantage in three key areas:Read More
Last week in sunny Santa Clara, Calif., LiveRamp hosted its annual RampUp! Summit with more than 1,500 brands, agencies and industry insiders in attendance. In addition to the excitement about the sun and warmth from the folks who had traveled from harsh winter weather, there was a buzz in the air about using data to run more efficient, cross-channel marketing programs. The morning kicked off with LiveRamp’s CEO, Auren Hoffman, and a fireside chat with Kevin Akeroyd, the GM and SVP of Oracle Marketing Cloud. Kevin made a significant statement that set the stage for the rest of the day: “There is zero reason why any advertising shouldn't be performance-based given all the data that is available.”Read More
As a global marketer, how do you effectively address cultural differences among your customers across regions?
Globally, we’ve shifted to a customer-centric world in which consumers choose to do business with the brands that speak to them as individuals. As such, marketers are adapting their ad programs to better relate to consumers on an individual level, but those targeting a global customer base still need to heed cultural differences to make their ads more effective across continents.Read More
30 seconds. $4.5 million. 111.5 million viewers.
The Super Bowl is the year’s biggest opportunity for advertisers to reach an audience of enthusiastic and focused viewers – but that opportunity comes with a steep price tag. Each year we hear grumblings about the high cost, yet networks continue to sell out their inventory and the number of new advertisers getting in on the game continues to grow. According to eMarketer and Kantar Media, first-time advertisers increased from six to nine brands between 2013 and 2014, and will reach 15 this year. But why are the brands willing to pay such a steep price?Read More
This post originally appeared on Internet Retailer on January 13, 2015.
In the retail world, we live by the statement, “With big data comes big opportunity.” Few, if any, industries are as rich in data as retail. Today, so much is being done to use this data to market retail businesses with greater effectiveness and efficiency. With an eye toward 2015, here are the mistakes you must avoid in order to ensure that you take full advantage of the big data opportunity and that your brand’s marketing focus is in the right place: on quality.Read More
This post originally appeared on CMO Essentials on December 8, 2014.
On a matrix of customer profitability and advocacy, every brand has an ideal customer profile. The ideal customer is more engaged, more loyal, transacts more frequently, costs less to serve, and is more willing to recommend the brand than the average customer.Read More
Savvy marketers recognize that big data plays a critical role in a brand’s ability to identify, reach and address customer needs on a one-to-one level. On the flip side, brands that do not take advantage of real-time big data will create sub-optimal experiences and incur unnecessary costs, negatively impacting customer relationships.Read More