Articles

Whether we want to admit it or not, our B2B buying decisions have an association with our personal desires. The reasons we choose one option over another tie back to personal needs and consequences. There is a natural cognitive bias that influences what we determine to be favorable options.

Dan Moore, Senior Strategy Director at Merkle, shares six tips you can use to build an online display advertising strategy that supports your consumer lending and mortgage product lines.

If your messages aren't getting through, it might be time to rethink your email marketing strategy. Columnist Jose Cebrian outlines some steps for developing a "good" sending reputation.

Since July 26, 2016, expanded text ads (ETAs) have been live in AdWords. This new ad format, which was launched with mobile users in mind, allows advertisers to create longer text ads with two headlines of up to 30 characters each and a single 80-character description line.

The only two things in this world that are consistent are death and change. If you are in the world of marketing technology, there is no time to contemplate change, because it is constant and rapid. Evidence of change in MarTech is highly visible and progressive as revealed by Scott Brinker from chiefmartech.com who has been charting marketing technology companies since 2011.

Across the spectrum of banking products, credit card portfolios remain a shining star. Low losses and strong net interest margins are driving robust profitability. Because of continuing positive long-term unemployment trends, consumers have been willing to take on more card debt, fueling healthy growth in the industry.

If you’re familiar with my column, you know I have generally been focused on direct response, bottom-of-the-funnel (email) marketing that drives the consumer to action. That’s changing (a little). These last-click-attribution type marketing tactics are fun and easy because they are predictable.

Just a few years ago, the paid search landscape could adequately be summed up as “text ads on desktop computers.” This simplicity meant analyzing performance didn’t require too much slicing and dicing to get meaningful takeaways from paid search data, and often a simple brand vs. non-brand look would do the trick.