Foursquare, a business that specializes in geolocation technology, has just announced Sales Impact, a new product that is part of its suite of campaign attribution tools. Through the utilization of this tool, marketers are able to analyze the impact that multichannel campaigns have on sales by combining location and purchase details. In the past, the Foursquare Attribution goal utilized geolocation for consumers who were logged in to evaluate foot traffic to stores and other signals in order to estimate sales. Marketing professionals are able to better make the dots between campaigns and......
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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......
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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......
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DAMs are pieces of software that help a company store, organize, and make better use of all of its digital assets. A DAM is the “single source of truth” where marketers can find all versions of media assets that are useful. This includes photos, PDFs, images, audio, video, and even VR or other new forms. A DAM adds metadata to these files that tell marketers everything they might want to know about the file before they use it, like: Does the company have the right to use a picture forever, and if......
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Reaching the correct customer at the appropriate moment presents a more controlled environment for digital marketers. And customers cherish their privacy, which is why this new environment exists. Marketing automation firm Marigold and digital marketing consultant Econsultancy recently conducted a survey to examine consumer perceptions of marketers’ strategies and messages. These revelations offer direction for marketers looking to increase client trust and establish closer relationships. When the research was discussed at The MarTech Conference (free registration to access the complete program on demand), a number of winning techniques surfaced. Key conclusions from the conversation and some of the study’s results......
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What will customers remember about your website, product, service, or people? What will they say to their friends and coworkers about their experience? Will they even mention it? A huge amount of attention and resources are being directed toward incorporating AI into the customer experience, ranging from automating responses to social media comments to improving call center experience. Who knows where OpenAI’s Voice Engine will finally lead us? Do you think customers will discuss how “wowed” they were by their AI experience? I am willing to bet they won’t notice. AI-created experiences will be more “expected” than “exceeding.” So, how......
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I recall when the internet was spanking new, unfamiliar, and frightening to many people. The organization I worked for was quite conventional, and they promised never to create a website or allow staff to use email. Well, that was in 1996, and as you could expect, a few years later, they couldn’t fight it because the world had changed. It appears that AI is creating the next paradigm change. And instead of being a recent college graduate, I’m now one of those elderly folks who are dubious of what’s going on. But......
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In the ever-changing world of consumer packaged goods (CPG), my interests have centered on brands, consumer behavior, behavioral economics, and the fascinating field of artificial intelligence. What fascinates me the most about this scenario is AI’s ability to boost efficiency and innovation. AI: A Driver of Creativity and Efficiency AI is more than simply a tool; it is a revolutionary force for innovation that complements rather than replaces human intelligence. AI will significantly impact the workplace and the roles of those who work in creative fields. Many people I meet with discuss......
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How advertisers can survive and win with the Web3 shift The internet is evolving. Users are entitled to privacy. They can avoid Big Tech entirely thanks to cryptocurrency, blockchain, and decentralized apps. And they’re leaving in large numbers. When you add it all up, you have a perfect storm for advertisers: the data pipeline is drying up, ad costs are rising, and ROI is declining. Smart advertisers, on the other hand, aren’t afraid; they’re embracing this new Web3 environment, connecting with new consumers on their terms. They’re diversifying their ad expenditure and......
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