Tagged 'Digital Marketing'

Choice Impressions: The Diamond in the Rough

Posted by Bill Guild on September 3rd, 2014 at 12:01 pm

How advertisers use them and what publisher may do about them.
Back in June, I had the privilege of sitting on Joanna O’Connell’s panel at the Cynopsis Digital Big Monetization Summit in New York.  A lively conversation ensued which revealed some of the friction between publishers and advertisers. On the one hand, publishers are represented by supply-side partners that are working to sell blocks of inventory at favorably negotiated prices. Advertisers, on the other hand, are represented by demand-side partners trying their best to cherry-pick impressions and acquire them at rock bottom prices.  My post-conference thoughts reflected on the difference between the premium impressions we have become accustomed to and the new choice impressions.
Premium impressions come from premium publishers.  They are, in fact, defined by the publisher that generates them. Choice impressions, in contrast, occur naturally and can be found anywhere.
Choice impressions are those where the confluence of audience, content, and creative conspire to produce advertiser value.

The impression is choice (as in the preferred cut of meat, or the best seats in the house), because it represents a highly qualified consumer who is currently engaged with content that is relevant to the brand’s message in the creative.  Having caught the right... Read more

Three critical CMO-CIO gaps companies need to close now

Posted by Robert Davis on August 7th, 2014 at 8:19 am

“Marketing is more about digital now.” Well, yeah - it was really no surprise when recent research from Accenture identified the encroaching digitalization of every aspect of marketing as the most important reason why CMOs and CIOs think they need more alignment and interaction. Research from Forrester backs this finding up: 51% of CMOs describe their relationship with the CIO as important, vs. the 30% who said it was important in 2011. So everything’s great, right? Well...
The gaps in CMO/CIO relationships that threaten the success of marketing tech
Data from Accenture Interactive's recently released 2014 CMO-CIO Alignment Study suggests that when you get down to specifics, significant gaps still exist between CMOs and CIOs – gaps that need to close and close fast if CMOs are going to be able to show enough business value from their escalating marketing technology investments.
This new research offers a detailed view into the attitudes and behaviors that drive current CMO/CIO relationships, and in doing so uncovers some uncomfortable truths. Because Accenture has taken the unusual step of publishing the study on Tableau Public as an interactive workbook, I was able to freely slice and dice the data, comparing findings across geographies and industries, and comparing companies... Read more

5 misconceptions about copyright for professionals

Posted by Miles McNamee on July 28th, 2014 at 9:30 am

Where would your company be without published information? Whether you’re researching advances in cloud computing and security, sharing best practices for risk management, staying abreast of industry and legislative regulations, or helping companies expand into new markets, you know sharing published information is vital to giving your clients sound guidance.

9 Email Marketing Rules You Have to Implement Today

Posted by Courtney Wiley on July 25th, 2014 at 4:36 pm

As a modern marketer, email is at the heart of your online marketing efforts . . . so it's important to take the time to make sure that every aspect of your strategy is optimized. That's why I've developed a list of nine rules over the years that have proven themselves worthy across entrepreneurial startups, SMBs, and global enterprise organizations. (Just be sure to test these guidelines to determine which work best for your target audience.)
1. ALWAYS take into account local time when sending emails. The best times to send are 9:00 a.m., 3:00 p.m., and 4:00 p.m.
2. NEVER be verbose in email body copy. Keep your text to 145 words or less.
3. ALWAYS use the "curve" method when writing an email subject line: Play on curiosity, urgency, relevance, value, and emotion.
4. ALWAYS keep your email subject lines to 50 characters or less.
5. NEVER send more than one email to your recipients per day.
6. ALWAYS use a good aesthetic mix of images and text in your design. A good rule of thumb is one image for every 15 lines of copy.
7. NEVER cheat and use "FW:" to imply that the email has come from a trusted source.
8. NEVER put the unsubscribe button... Read more

3 Things You Should Demand From Your Agencies Today (#3 Is Critical)

Posted by Nathaniel Kangpan on July 23rd, 2014 at 12:39 pm

It's incredible to witness the speed at which the scope and volume of marketing data has been increasing.  It's laughable what was considered big data for most of us even as little as 7 years ago.  I distinctly remember being brought in as a consultant in the mid 2000s to work  with a top tier, global retail bank on a 'big data' project to analyze a customer portfolio of roughly 500,000 records. It was considered a big data project at the time because their analysts could no longer handle the quantity of records since Excel at that time capped out at ~65,000 rows.

Now it's common for marketing analysts to work with millions or even billions of records in impression logs, transaction files, etc.  Oddly, most agencies and ad tech companies don't ultimately provide their clients with any of this detail, choosing instead to report entire campaigns as a single line item in a document generated once a month (like it's still 2002). If the data is available, you should have access to it.

In my opinion, here are three rights you have as a client when you work with an agency or ad tech partner these days:

#1: Knowing where your campaigns... Read more