In this week's column, Michael McLaren reveals an interesting disconnect between brands and agencies when it comes to “customer segmentation.”
Search engines continue to release new tools and capabilities that allow marketers to use more automation than ever before. With automation leveling the playing field, marketers need to find new ways to use their proprietary business intelligence to keep an edge over their competitors in search.
Changes to third-party cookie policies are forcing a seismic shift in how marketers acquire, retain and engage with consumers. Are retail media networks the solution?
Hotel brands must ensure they capture guests early in the booking funnel, providing trip planning suggestions, promoting top destinations, and showcasing positive reviews to appeal to the desire to plan and research.
Digital transformation represents a fundamental change in how an organization delivers value to its customers. It’s the latest in a line of data-driven, tech-enabled shifts that have fundamentally changed modern marketing as we know it.
With the increase of online shopping and digital self-service portals, price sensitivity and, more recently, price optimization have become relevant topics among companies tweaking (or in some cases overhauling) their pricing strategy as ecommerce, B2B, B2C, and brick-and-mortar brands alike navigate the impact of the coronavirus on their business.
With the push and pull of various internal and external factors at play, we believe 2021 will be a banner year. The unexpected resiliency of the digital ad market, coupled with the pent-up demand for traditional advertising, will force marketers the world over to adapt and transform quickly.
Third-party data has long been a staple in how nonprofit brands craft personalized experiences, but that approach will be met with serious challenges in the years ahead. Constituents want to feel deeply connected to the organizations they care about, without worry that their privacy and personal data are being exploited.