Tag: marketing

December 20, 2023

The demise of third-party cookies, while a step forward for data privacy, is anxiety-inducing for marketing and advertising teams. A recent Adobe survey revealed that 75% of marketers worldwide still rely heavily on third-party cookies to reach target audiences. That […]

July 22, 2022

A significant difference exists between business-to-business (B2B) and business-to-consumer (B2C) marketing. In B2C marketing, your messaging encourages an individual to purchase a product or service. In B2B marketing, businesses targetother businesses. The automotive industry is an excellent example of B2B. […]

March 4, 2022

As the online world continues to evolve, businesses have found success in utilizing tracking tools to guide marketing tactics and build their platforms. There are many components to online tracking, the most popular of which include cookies and tags. Cookies […]

January 20, 2022

Analytics is an important part of managing a business today. There are many types of analytics techniques, with predictive and prescriptive analytics being two key ones. But what is predictive analytics, and what is it used for? Predictive Analytics Today […]

October 5, 2021

The pandemic has served to both accelerate digital transformations and refocus many organizations attention on their customers overall digital experience. While during the early days of the pandemic marketing budgets were either on pause or reduced, many companies have reinvested […]

August 26, 2021

Marketing automation has usually focused on driving sales, mainly using past purchase or late funnel behavior (e.g., paid search) as a predictor of an imminent purchase. While effective at boosting sales numbers, this widely implemented strategy can result in a […]

January 4, 2021

The lure of subscription pricing is the guarantee of recurring revenue for your business. Once a customer flips the switch to turn on your subscription, it’s easy money: Easy to recognize your revenue. Easy to determine your margins and profits. […]

November 25, 2020

Remember CCPA? Now give it an adrenaline shot. Californian consumers now have more personal data protection rights than ever before. The state this month passed Proposition 24, or the California Privacy Rights Act (CPRA), which amends provisions and strengthens enforcement […]

November 24, 2020

According to a Pega Systems study, 35% of businesses have a C-level sponsor for CX and in 36% of companies, it’s led at the director level or below. Yet C-level sponsorship can be an essential factor in being able to […]

November 11, 2020

The reported breach earlier this year of millions of records involving Oracle’s BlueKai web-tracking cookie and email-tracking technology raises the questions of the perils of working with data brokers for marketers. Marketers can use the tracking tech offered by platforms […]

November 6, 2020

The audience is the currency of marketing, or it used to be until recently. Over the years, marketers have emphasized building audiences as the go-to method for closing sales and converting visitors into customers. Yet, sometimes marketers take a clinical […]

October 19, 2020

Customer data is one of the most valuable assets for any brand. After all, if you have data on a customer’s previous browsing, buying behavior and demographics, you can predict what they’re likely to buy — plus when they’re likely […]

July 23, 2020

Some marketing departments undoubtedly will have to deal with smaller staffs this year beyond because of budget cuts. Some already have made marketing-staff cuts, whether it’s full-timers, contractors or agency team members. OK, so this isn’t a new phenomenon. However, […]

June 29, 2020

COVID-19 has separated the leaders from the laggards when it comes to omnichannel marketing and experiences, according to a report from Gartner. Researchers noted in the April report the world health pandemic has “magnified disparities between omnichannel innovators and those […]

June 22, 2020

The global pandemic is reshaping the way employees work and the structure of organizations. According to Forbes, roughly 36 million jobs have been lost since the lockdowns began in the U.S., and the University of Chicago believes 42% of these […]

February 20, 2020

Marketers by now know machine learning has made an impact on marketing personalization efforts. Machine learning includes personalization use cases in the areas of lookalike modeling, churn analysis, cross-sell/upsell analysis and many others, according to a Forrester report last year […]

October 22, 2019

Marketing is undergoing transformative change at many organizations. ICF, a global consulting and digital services company with over 7,000 employees, wanted marketing to be more of a strategic asset. It sought to change both marketing’s processes and how the marketing […]

August 13, 2019

CIOs clearly need to get closer to their firm’s marketing team and the CMO. Marketing, for most, is the major stakeholder for what IT does in digital transformation. For this reason, I wanted to understand what the role of IT […]

June 21, 2018

Price matters, a lot. In an era of hyper price transparency, the subtlest price discrepancies will drive consumers to purchase on channels with the lowest price. Often consumers make buying decisions in two steps: first, what they want to buy; […]

June 14, 2018

When you think of workgroups with a significant amount of crossover, marketing and IT aren’t the first that come to mind. Both have generally functioned independent of one another, but as more companies make the shift to data-centric technologies, marketers […]