We've spent most of the autumn debating what we're going to do about ad blockers without thinking about the bigger picture. To us, Friday night brought that home. Yes, ads can be annoying and interruptive, and some that deliver malware or slow the browsing experience slip through, but without advertising we do not have free and open information. Without advertising we face the prospect of no news, news for which we have to pay, or government sponsored news.
What does a four-year college education get you today? Besides a large sum of debt, not much, especially if you’ve invested in a communications or marketing degree. The higher-education system is ill-preparing its students for our digital world.
Less Philosophy, More Skills
What is the number one KPI of a higher-education institution? Well, it should be, how well it sets up its students for future success. When colleges are not delivering a well-rounded education for the world of today and tomorrow, they are failing. Plain and simple. This is all too often the case for recent graduates looking for their first career opportunity.
Many of the jobs available for postgraduate marketing and communications students come from tech companies and digital startups, specifically ad-tech companies. Unfortunately, many of these students couldn’t tell you the difference between a DSP or SSP and would be hard pressed to tell you the meaning of acronyms such as CPA, RTB, CTR or IoT. By a show of hands, who can explain programmatic advertising? Who can tell me what a trading desk is?
There are the privileged few that can run a WordPress CMS and maybe even know a bit of CSS, but who can setup and execute an Adwords... Read more
Commerce is the name of the game in business, and whether a company needs help driving foot traffic, tracking attribution or finding new ways to reach customers online, it should be no surprise that there is a market for third party vendors that can help companies be more efficient and drive revenue in new ways.
Whether this vendor is a daily deal site like Groupon, an online marketplace like Amazon or eBay, a coupon aggregator that helps brands distribute offers, or a CRM platform that helps companies maintain relationships and drive future sales; if there is a need that a third party can solve, chances are that company exists today.
The problem is that each of these vendors probably exists tenfold.
LUMA Partners has become known for their product of LUMAscapes, industry mapping charts that have become synonymous with overabundance in the ad tech industry, and I personally have become very familiar with their Commerce LUMAscape, which contains all of the categories I mentioned above, along with buckets for Exchanges, Storefront/Cart, Social Commerce, Flash Sale Sites and many more.
My company, Sparkfly, currently competes in the Analytics bucket, and as I look out at the wider landscape, what I see is a need for... Read more
Despite ad tech's innovation and benefits, marketers have a dfficult time understanding how to extract value and tie it back to ROI. Here are seven tips on presenting the real value of ad tech to CMOs and marketing organizations.
Tags: ad tech, CMO challenges, creating audiences, engaging audiences, marketing challenges, marketing operations, marketing ops, Marketing processes, marketing tech, marketing technology
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Advertisers should look at online marketing as a fantastic opportunity that is only beginning to be used to maximum effect. Internet development has seen many transitions. Search marketing has been consolidated within the industry due to Google page rank becoming the most popular way of measuring relevance of a website. On the other hand, display advertising has not gained this same level of consolidation yet. Today it is still a fractured landscape that includes many types of service providers: ad networks, DSP's, DMP's, CRM, and resellers. This means that there are still opportunities for new companies to make it big.