'Targeting' Category

How Machines are Changing the Role of the Marketer…in a Good Way

Posted by Glenn Pingul on May 30th, 2014 at 1:52 pm

There seem to be some misconceptions among marketers in terms of how the "rise of machines" will impact our role, and ultimately, our jobs. There's no denying that it can be intimidating to have someone – or something – come in and do your job potentially faster, smarter, and easier than you. But when marketers actually embrace the power of machines to scale to the masses what they do best, a complete transformation takes place.
Before I married my wife, I thought I was a pretty good cook. Not a chef worthy of any awards but I could get the job done. Gather a few ingredients, toss them in the saucepan, and voila – I had an edible meal. My wife put up with my lack luster attempts for a few years, but then one day she declared that while I’m good at getting the job done, she’s clearly superior when it comes to the creative art of cooking. Yes, her food had always been amazing but in my opinion it required way too much effort! So in an attempt to appease my loving wife, I grudgingly accepted my role as the sous-chef – shopping, chopping and steaming – all... Read more

The Marketer’s Tool Guide to Knowing Their Audience [INFOGRAPHIC]

Posted by James Lamberti on May 28th, 2014 at 12:27 pm

The digital industry is losing sight of their audiences in today’s multi-device world. Having the ability to accurately recognize and reach their audiences on any device is a marketer’s recipe for success, but the landscape has become quite complicated. From tablets to desktops to iOS and Android, methods of identification across these different channels are sprouting up all over. Each of them claims to offer the “best” solutions for reaching audiences on each specific platform. And just like plants in a garden, some of these identification technologies will flourish while others will wilt away.
It’s also more than just the environments that matter in terms of where identifiers can perform; it’s the fact that the capabilities of each of these tools  are far from uniform. Some are known for their accuracy, some for their ability to scale, and others for their approach to privacy, but few embody all three. So, how can we find a balance?

In an effort to simplify this complex landscape for today’s digital marketers, we’ve put together “The Garden of Identifiers” -- an illustrated guide for navigating the evolving landscape of mobile identification to make sense of the tools available to reach, grow and connect with today’s... Read more

Joseph Carrabis' Under the Influence: What's this survey about?

Posted by Joseph Carrabis on May 27th, 2014 at 2:17 pm

Hello, it's me again. How you been? Comfortable? You make a good living?

That last sentence is the punch line of an old joke; Some poor fellow has an automobile accident. Some people rush to help him. One person takes off his jacket, makes a pillow out of it, rests the injured fellow's head on it and asks, "Are you comfortable?" The fellow responds, "I make a good living."

For those not familiar with such things, the front of the joke is called the send up and the back of the joke is the punchline, although other disciplines know them as prime and release.

Truly good surveys (and I'll explain my definition in a minute) do the same thing; they prime and release. The priming part causes the participant to focus on something, the release part comes after the participant has stopped focusing on that thing and before they go onto the next thing. The release is when the brain and mind rest, essentially catching their neural breath, before going onto the next task in the survey.

A Truly Good Survey...

... has covert and overt elements. The overt part is the survey's look and feel, how it's delivered, how it's administered, how participants are... Read more

Dispelling the Myth about Customer Touchpoints

Posted by Jeannie Walters on May 20th, 2014 at 7:41 am

Creating an inventory of all of the touchpoints within the customer journey helps define a lot of moments, both good and not-so-good. When done thoroughly, a touchpoint inventory can be a great launch pad into your customer experience improvement initiative.

But what exactly IS a customer touchpoint?
According to Wikipedia:
Touchpoint (also touch point, contact point, point of contact) is business jargon for any encounter where customers and business engage to exchange information, provide service, or handle transactions.
Wikipedia is spot on, if you happen to be viewing your customer's journey from within the vacuum of your own organization. And too often, that happens to be the case. Customer touchpoints generally are not well understood or appreciated from the customer’s perspective. And they are definitely not just "business jargon." But they can be meaningless unless the company understands them as a complete inventory and as individual opportunities to improve the customer experience.
Awareness and understanding of  your customers’ current situations, and what drives them toward loyalty or defection, is the essential to delivering a superior customer experience. Understanding the actual touchpoints your customers have with your organization is a basic part of that understanding.
Most companies, when defining their customer touchpoints, list things like:

Direct Mail
Web Sites
In-Store Sales Associates
Welcome Letters/Customer Communications
Customer Service Call... Read more

Why Brands Partner with DSPs

Posted by Bill Guild on May 19th, 2014 at 3:04 pm

According to an Adage article last November, chief marketing officers are starting to work more closely with Demand Side Platforms (DSPs). Since many brands already partner with SEO services and retargeting services, it shouldn’t be surprising that this practice is spreading to programmatic media buying.  At the time of the CMO Club survey, 15.4% of CMOs polled were already working with DSPs to buy digital ads.
Some of the trade-offs of purchasing directly or through an agency are obvious.  Brands that purchase directly from vendors forego the agency’s expertise in programmatic disciplines and their experience with multiple vendors.  On the other hand, they forego the agency fee as well. Whether they buy programmatic through an agency or directly from the vendor is an individual brand decision and shouldn’t get in the way of a programmatic partnership.  Brands who build a partnership with their programmatic vendor, regardless of the billing relationship, will reap some not so obvious benefits.
Strategic Partnership
Certainly brands have a strategic partnership with their agencies.  That partnership helps them optimize their media mix, unify their messaging, and plan a complete program for building their brand and driving their revenue.  Strategic partnerships with programmatic partners also help brands excel.  Programmatic platforms... Read more