In recent years, advertisers and their ad agencies have prioritized attention measurement in their efforts to forecast and maximize outcomes. The idea is simple: if attention can be accurately assessed, it can assist forecast and improve the performance of advertisements, from increasing brand lift to driving sales and even modifying campaigns in real time. However, while attention is vital, it does not provide the complete picture. To properly understand what drives success, marketers must examine data quality, audience relevancy, creative execution, and the context of the ad. The complexities of assessing attention......
Continue Reading
I keep a screenshot on my desktop as a reminder. Every few months, I click on it to remind myself of a crucial lesson I failed to learn sooner. It begins: “If you don’t make time for your wellness, you will be forced to make time for your illness.” This also is true for marketers and martech managers who must handle various campaigns, tight deadlines, and constantly expanding technologies. In the race to generate outcomes, it’s tempting to neglect the value of one’s personal well-being. Overwork takes its toll Twenty years ago,......
Continue Reading
You started a campaign, generated leads, and now nothing. The leads are not converting into sales. Sales claims the leads aren’t good enough, while marketing claims sales did not follow up promptly enough. Sounds familiar? The actual issue is that your teams are not in sync. This gap means squandered chances, since competition shows no signs of slowing down. To achieve meaningful revenue growth, sales and marketing must collaborate.Why sales and marketing misalignment harms your business. Why do silos exist? Misaligned goals, fragmented tools, and poor communication are frequently the root causes......
Continue Reading
ChiefMartec and MartechTribe report that there are more than 14,000 martech tools available. It’s an overwhelming number that no one can keep track of. To make matters worse, many of these tools become data islands in the martech archipelago, storing little amounts of data particular to their role. This data fragmentation limits the insight we can obtain into our data because no platform can handle everything you know about contacts. Developing martech tools is expensive, and marketing budgets are unlikely to cover the costs. Most marketers would want a smaller number of......
Continue Reading
People who work in digital ads and marketing really felt what the U.S. Federal Trade Commission (FTC) said on July 24, 2024. The FTC made it clear that hashing, which is often used by businesses to hide personal information, is not a foolproof way to protect privacy or identity. This is not new knowledge; it is well known that hashing as a privacy measure has its limits and can go wrong. But the FTC’s clear position sends a strong message to the business. One that could have big effects, especially since data......
Continue Reading
This article will go into more detail about workflows and look at how AI, and more especially visual workflow builders, will change how marketing teams work. From experts to techies who are creative A lot of marketing companies depend on experts. In a smaller business, one person may be in charge of all digital marketing. In a bigger business, social media, SEO, and email marketing are usually handled by different people. A bigger company might even specialize even more, telling the difference between paid and organic social media, or they might even......
Continue Reading
No longer a “nice to have,” having the tools and data to make choices based on data is a must. Teams that plan based on gut feelings and anecdotes are falling behind more advanced brands that use data insights and predictive analytics. The best way to run ads is with data-driven marketing. But it will be hard to change the way people act and make decisions so that they can use better knowledge. This is the first of three articles that will help marketers make the switch to making decisions based on......
Continue Reading
Around 150 years ago, skilled artisans and makers were needed to make things. Now, flexible, computer-driven, and automated manufacturing systems are used. The same thing will happen in marketing in less than 50 years, as AI completely changes the way marks work. But marketers can easily lose the productivity gains that AI brings if they don’t change how they do marketing generally. We’ll talk about the history of marketing systems, how AI flips these systems on their heads, and some new ways to do marketing in the AI era. What marketing tools......
Continue Reading
Do you know that you have your own info on intent? You don’ need to get it. If you run campaigns, especially on accounts you already have, you have access to much more detailed info than you could buy. It’s only important that you know where and how to look for it. When you find it, you’ll know that what people are selling or telling you about “signals” isn’t really true. What intent signs really mean People who work as marketers have told us that a prospect’s desire for information is linked......
Continue Reading
The most important thing in a friendship is to know and be known. You need to listen to your people to get to know and understand them. Even though it seems so clear, a lot of marketing misses this point of view. Brand stories focus too much on the brand itself and not enough on why the brand exists, even though companies say they are “customer-obsessed.” When deciding to buy, B2B buyers need even more understanding, knowledge, and reassurance. To build a long-lasting connection that benefits both parties, here are some important......
Continue Reading