D-Day: The Cookie is Crumbling
Dana Hayes Jr. | Media Planning |       |  | We all know that the cookie is tired. The cookie works hard but can never fully complete the job we're tasked with: true 1:1 marketing at scale, across platforms. What is the next best options for marketers? As cookie-based targeting and measurement shows signs of strain and reveals inherent limitations, today's marketer is presented with the kind of option we could only imagine previously. I believe that proper audience targeting should be based on real people, not browsing behavior.... |
Social Retargeting: Where to Spend it
Parth Mukherjee | Display Advertising | |  | It has been a few months now since Facebook and Twitter announced retargeting capabilities on their networks. Speaking as a marketer, the news has been aplenty - Facebook launched retargeting on FBX (Facebook Exchange); Twitter launched retargeting; Facebook launched a retargeting alternative to FBX; Google tied up with Facebook for retargeting. Phew! Almost makes you wonder what else is going to happen in the next few months. In this column, I'll take you through the Facebook and... |
Video Advertising is Evolving in China
Guest | Media Planning | |  | In 2012, OTV (online television), or distinctively pre-roll video, was the darling of the China Internet for brand advertisers that “discovered” it and began to invest at scale. JPMorgan estimates OTV ad revenue in China topped US$1.1 billion in 2012 (RMB6.6 billion) and will rise another 40 percent this year, to over US$1.6 billion (RMB10 billion), making OTV the fastest growing media segment in the digital channel. Ad revenue for Youku, China’s top online video content site... |
Stuck in the Visual Web: 6 Strategies for Winning Short-Form Video
Tessa Wegert | Media Buying | |  | When Instagram launched its video capabilities this past summer, users hurried to try their hand at creating a 15-second clip on the social networking site. So too did brands: within days, companies like Burberry and Red Vines Candy were uploading their first attempts. The latter created a video that it turned into an ad for use on Facebook and Twitter. Since then, more than 80 different brands have welcomed Instagram Video into their digital campaigns. So says marketing company... |
Apple Ends Fiscal Year With Revenue Jump but Profit Fall
Matt Kapko | Mobile | |  | Apple banked a net profit of $7.5 billion on $37.5 billion in revenue during the last quarter leading into the all important holiday season. The Cupertino giant sold 33.8 million iPhones, 14.1 million iPads and 4.6 million Macs during the quarter. Profits dropped nearly 9 percent from last year's comparable period while revenues jumped 4 percent. iPhone sales increased 26 percent while iPad sales were essentially flat year-over-year. Mac sales also declined 6 percent from the... |
Can Analytics Help Save Obamacare?
Columnist Andrew Edwards makes the case for site analytics as the saviour for the ailing Affordable Care Act website, rife with issues since its launch.
Andrew Edwards | Convergence Analytics | Print version Sell Marketing Spend to Your CEO with Marketing Automation & Aligned Goals
Each step in the full marketing funnel tells a story with a set of data behind it. Become more effective at selling your spend to your CEO with these tips from columnist Christian Nahas.
Christian Nahas | Marketing Automation | Print version Content Marketing Is Not About Form, But Function
Our focus in producing content should be, first and foremost, what benefits the needs and desires of our audience. When that happens, content becomes nothing more than a vehicle through which we educate, inform, inspire or entertain consumers, no matter what form it takes.
Paul Chaney | Social Media Smarts | Print version The Keys to Understanding The Buyers Journey
In a follow-up to his article New Research Defines the Buyer's Journey in 3 Steps, ClickZ columnist Mathew Sweezey from Salesforce digs deeper into the buyer's journey and how marketers can recognize each phase.
Mathew Sweezey | Marketing Automation | Print version Social Users Expect One-Hour Response Time from Brands on Twitter [Study]
New research from Lithium Technologies shows that more than 70 percent of Twitter users expect a response from a brand they've tweeted within one hour.
Jessica Lee | Social Media | Print version Social Logins: Facebook May Not Be Too Big to Fail
New research from Gigya shows that although Facebook remains the dominant social login, Google+ is making gains in North America, Europe, and for e-commerce sites.
Susan Kuchinskas | Social | Print version Nissan’s Passion Genome Maps Shared Likes
The interactive experience creates so-called Passion Portraits and illustrates shared Facebook likes in support of its 2014 Versa Note model, which the brand says has ample space to carry around whatever its consumers truly care about.
Lisa Lacy | Strategies | Print version Killer Terms for Subject Lines & Calls to Action
Check out these top performing terms to use in email subject lines, SMS, social media and in your landing page call to action to increase conversion.
Sundeep Kapur | Social Integration | Print version Please Don't Stereotype Your Personas
Too often, personas are written as flat narratives, with no emotional hooks for our team members to understand them. Columnist Bryan Eisenberg explains how to give personas depth and truly emphasize with customers.
Bryan Eisenberg | ROI Marketing | Print version 5 Engagement App Strategies for Converting Fans & Followers into Content Marketers
Social engagement apps are shareable digital experiences that invite consumers (and their friends) into a social relationship with a brand. Done right, engagement apps can also create snackable, sharable content that is perfect for kicking off a content engagement relationship between brand and consumer.
Roger Katz | Social Media Smarts | Print version |
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