Mary Wallace says, “For hundreds of years, marketers have tried to get the right message to the right person at the right time. And for most of that time, there was little change in how this took place. But in the digital age, this paradigm has shifted drastically. With the internet, buyers can and do their own product research. They are no longer reliant on the slick product information provided by marketers and the madmen of Madison Avenue. Prospective buyers gather information via a multitude of different media, weigh their options, and make informed decisions. Progressive marketing... [...]

Peter O’Neill says, “I had great fun presenting our sales enablement (SE) execution landscape to Forrester clients last week in our regular client webinar service— an idea partly based on a report we published in September. That report introduced the concept of “the supply chain for successful sales conversations” and categorized about 45 different vendors and service providers in terms of six SE business goals, as shown below. We see these goals as the bridge between marketing automation and sales operations processes. The vendor list was the state of our knowledge when we submitted... [...]

Martin Beck says, “Twitter today announced that it’s giving mobile app advertisers a way to fine tune their ad targeting, allowing the creation of audience segments based on app actions such as install, purchase or sign-up. The basic idea is to help advertisers focus on reaching people who are most likely to engage and enable the exclusion of people who already are interacting with a company’s app. Product manager Kelton Lynn explained in a blog post: Tailored audiences from mobile apps can help you drive the highest possible ROI in your app install and app engagement campaigns. You... [...]

Ginny Marvin says, “Last week, Google released new research on factors that impact ad viewability, whichwe covered here. There was one particular data point that raised eyebrows: 56.1 percent of impressions served across Google’s display advertising platforms, including the DoubleClick, aren’t viewable. Wow, Google, the company that dominates the display advertising market, just admitted that over half the served through its platforms are never seen by the people advertisers are paying to reach. Zing! Right? There are several reasons why this isn’t the huge bomb it looks like at first... [...]

Erin Hogg says, “Selling a product online that customers would most likely prefer trying on in a brick-and-mortar store is a challenge. Felix + Iris, an online prescription eyewear retailer, provides a free home try-on option for its products with its Fit Kit. However, getting customers to take the plunge to try on glasses at home was a challenge, especially because the brand is new having launched in September 2014. Right from the get go, Jon Corwin, User Experience Lead, One Click Ventures (parent company of Felix + Iris), implemented A/B testing and optimization into every aspect of the Felix... [...]

Ratko Vidakovic says, “It is universally acknowledged that the ad tech industry is complex. Some would sayoverly complex. As a result, you will often hear people in the advertising world throw around terminology in embarrassingly incorrect ways. I don’t want you to be one of those people, so I’m writing this series to shine some light on the fundamentals of modern ad serving. My goal is to provide some clarity as to how most of the phrases we hear today — like programmatic direct, private marketplaces,open auctions, and so on — fit into the big picture. Since ad serving is where... [...]

Neil Patel says, “When people talk about “optimizing content,” they’re usually thinking of it as a technical task that requires “SEO best practices” and “relevant keywords.” In today’s content-driven world of digital marketing, I see it differently. In my experience, there are other factors that are far more influential in optimizing content. Optimizing content is less a matter of keyword presence and metadata and more an issue of trust, intent, quality, and authority. In this article, I will explain a six-step process that you can use as to create perfectly optimized content... [...]

Greg Sterling says, “In its third quarter earnings report Yahoo CEO Marissa Mayer surprised most people with the announcement that Yahoo would have more than $1.2 billion in mobile ad revenue for the year. Now eMarketer forecasts that the company will become the third largest mobile advertising company in the US in 2015. Accordingly it will pass Twitter, the current number three. The firm estimates that Yahoo will capture just over 3.7 percent of US mobile advertising revenue next year, compared with Facebook’s 16.7 percent and Google’s roughly 35 percent”. Forecast: Yahoo’s... [...]

David Moth says, “Programmatic marketing is still a bit of a mystery to many people, but as some of the world’s biggest companies are already using the technology it’s probably time to get onboard. A prime example of this is Mondelez, which has nine billion-dollar brands within its snacking portfolio and had net revenues of $35bn in 2013. At Econsultancy’s Get With The Programmatic conference this morning Mondelez’s area media manager Derek Luddem spoke about how the company is utilising programmatic marketing. Mondelez is facing huge and ever-evolving challenges due to changing consumer... [...]

Tim Ash says, “People abandon websites for various reasons. If you’re lucky, they’ll come back to finish what they started; but more often than not, they just forget about it. Abandoners can be hot prospects, and companies spend a lot of money trying to re-engage them so they’ll come back to the site and finish what they started. This is done both through retargeting (paid media) and remarketing (sending a series ofabandonment recovery emails) — two terms that are commonly considered interchangeable. Whether it’s remarketing or retargeting you’re using, the goal is essentially... [...]