Five people-focused domains must be mastered in order to measure and manage individual relationships, better align influencer programs, and optimize the overall cumulative impact on behavior. These domains, or “spheres,” encompass not only traditional digital and offline engagements, but also personalized experiences and orchestrated campaigns built on today’s cloud marketing platforms.
Against a backdrop of rapid, disruptive change, brands must innovate to place real people at the heart of everything they do.
Navigating the convergence of martech and ad tech isn't for the faint-hearted, but contributor Jose Cebrian describes the possibilities now arising.
Financial marketers can improve their ROI by constantly using new and unique data sources that your competition may not have. Here's how to sharpen your strategy, improve your media plan, refine audience targeting, and increase engagement efforts.
Many nonprofit charities are starting to see changes in the donor composition of their fundraising programs. This is due in large part to the huge generational shifts occurring in the U.S. population today. As next-generation donors become the dominant givers, their needs and behaviors also have a greater impact on the giving process.
There's been a lot of talk of how European and US multi-national companies will deal with GDPR. But are US companies actually prepared to enable GDPR with the multitude of media and platforms through which they regularly interact? How will the organization respond at scale to requests for data? How will they enact their consumers’ right to be forgotten?
Google has long been visible in these auctions, not only through Express but also Play and Store. Andy Taylor evaluates its presence and assesses how it's changed over time.
Selling on Amazon requires a different approach than advertising on Google. Customers behave differently on each platform, the capabilities vary, and selling parameters are not the same.