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As marketing moves toward personalization (a trend made inevitable by mobile), it's clear that behavior isn't the Holy Grail many thought it was. After all, isn't it much more valuable to know who your customers are, rather than draw inferences from behavior? more
Vertical search sites—focused on shopping (e.g., Amazon), integrated search/discovery (e.g., Kayak), or tailored to high-consideration purchases (e.g., insurance)—are ideal places to advertise you relevant product or service. more
Automating marketing, including your Facebook marketing efforts, helps build long-lasting relationships with your customers; therefore, it has an impact on audience engagement levels—and your revenue. more
Search engine optimization and pay per click are very different, but it's time to stop thinking about them as polar opposites. SEO and PPC aren't enemies. They are allies. They complement and benefit each other. more
A growing number of marketers believe that bringing adtech and martech solutions in-house is the way to go for improved cost-effectiveness, transparency, and access to data. But does it make sense for your organization? more
US ad agencies unethically padded their profits with secret rebate schemes, according to a recent report by the Association of National Advertisers. Here's a look at other findings and takeaways for marketers. more
Most people like to feel part of an exclusive club. The brands that understand that desire can inspire people to both buy their products and adopt them as part of a personal lifestyle. more
The old methods of TV ad targeting and measurement need a serious upgrade. Enter addressable TV. It's the ability to show TV ads at the household level by using analytical profiling and segmentation. more
Advertisers' marketing efforts on Snapchat have been largely unsuccessful, leaving many marketing directors scratching their head and wondering, "Why is that?" Wonder no longer. more
Ad receptivity has always played a role in advertising's success, but today's sophisticated and message-bombarded consumers now make it an essential consideration in mobile advertising. more
Getting customers' attention doesn't guarantee capturing their business. You need to present the right information to your customers at the right time. In today's advertising, context is everything. more
Not too long ago, marketers were focused on behavioral- and audience-based buying. Now, the trend is account-based marketing. But those former trends can teach you a lot about account-based marketing. more
Fraud is an increasingly large problem in advertising, but marketers can (and should) be more proactive in solving it. These two approaches can help. more
More consumers than ever are using ad-blocking technologies. To prevent those ad blocks, publishers need to put consumers first and give them a sense of control. more
The year of the data-driven marketer has been declared several times in the past decade. However, we're only at the start of the journey. Here's what to expect from data-driven marketing this year. more
Programmatic TV works—but only for the right brands. To help you determine whether your brand is right for it, ask yourself the following questions. more
If you find a reputable marketplace that meets your clients' audience requirements and you combine that with valuable content, the results can be good—shockingly good. more
Marketers produce endless amounts of content, but if it's not delivered at the right place at the right time, it's just clutter. Here's why context now matters more than content. more
When the financial interests of agencies and clients don't align, many agencies fail to serve the client first. To make sure they get real results, marketers need to know potential agency conflicts of interest. more
Consumers don't merely want online purchases to arrive quickly; they also want brand recognition—which means creative presentations of packaging. If your brand doesn't provide it, customers will purchase from one that does. more
By using what is known about neuroscience, emotion, and human behavior, marketers can make small but strategic changes to their CTAs that drive more sales, make new connections, and boost their company's bottom line. more
Programmatic ad buying has led to the rise of "quantitative analysts." Here's what they do and why you need one. more
Many advertisers today are being deceived by ad partners. To avoid being duped, make sure you consider the following before choosing an ad technology partner. more
The vast majority of a person's time on a mobile device is spent on an app rather than a browser. Is your mobile advertising more focused on apps, too? more
Establishing a positive, active relationship with your customers is crucial to building your business. Check out these tips for getting customers to promote your brand. more
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