Articles

Brand marketer interest in “iOS app marketing” has grown considerably in recent weeks. As with most things, the pandemic has had an impact on our consumption habits – and that includes the amount of time spent on mobile devices.

The pandemic accelerated the shift of constituent behavior, experiences and interactions to digital channels. The key is to find the right balance between the online and offline channels — to engage the members at the right time in the right channels.

Marketers and advertisers must be aware that after experiencing a year of pandemic life, normalcy will not be flipping a switch. Brands must continue to innovate, remain nimble and keep an eye on consumer behavior to meet and exceed their expectations.

In this week's column, Michael McLaren reports how data suggests that marketer and agencies interest in “web copy,” “web content,” “target audience” and “audience segmentation” continues to hold strong among both brands and agencies alike.

A digital transformation is actually a business and operational transformation that leverages new digital tools for operating your business, delivering experiences, and building relationships in order to address customers’ rising demands.

Organizations are under increasing pressure to stay competitive and create connected experiences. Having technology in place that enables you to understand the characteristics of your target audience, with the ability to course correct the composition of your target audience groups in real-time, can put marketers in a better position to adapt to changing consumer trends.

In his MediaPost column, Michael McLaren discusses the need for marketers and brands to stay ahead of the curve by planning for shifts in consumer thinking and offering strategies required to stay relevant and impactful.

With digital brand engagement taking off at unprecedented speed and scale, it’s understandable that marketers are investigating how to optimize their web experience to match customers’ rising expectations.