Articles

It’s no secret that consumers expect companies to care about their needs and personalize their individual journeys. Brands, once fueled largely by advertising, are now driven through customer experiences.

"Content marketing" and "marketing ROI" were among the most-consumed topics by brand-side marketers in the last week, according to Bombora Company Surge. For most companies, driving leads (or sales transactions in B2C) and brand awareness are a top business priority.

Shirli Zelcer, head of data and analytics at Merkle, explains the impact of privacy regulations around data collection and the deprecation of the third-party cookie and why both trends arecausing marketers to completely reevaluate approaches to customer experience.

By now we know that many of the changes brought forth by the pandemic such as digital self-service, social commerce and so on will be permanent. The elimination of in-person activities places more emphasis on digital transformation.

“First-party data” was the most-consumed term by brand marketers this week, as measured by Bombora Company Surge, followed by “conversion funnel” – and they are inextricably linked.

Across the B2B landscape, companies operate differently today than they did at the end of 2019. Some of the changes represent an acceleration of trends that were already in motion. Others represent a wholesale pivot in thinking. In both cases, one thing is clear: We’re not going back.

If you’ve been reading lately about the “future of work” concept, it has probably been in the context of human resources or operations. Many have focused on the logistics of working from home, the recruiting process for building a remote workforce or the technology required to provide digital shopping experiences.

SEO and UX are typically handled by different teams and thought of as separate initiatives. At a surface level, it makes sense; one focuses on ensuring discoverability on search engines, while the other works to build a site that provides engaging, relevant content to users.