Martechnology

We all have struggled with creating the first successful and profitable campaigns as advertisers, getting over many obstacles before reaching a successful and profitable one. With years in the industry and a lot of trial and error in campaign creation, we have eventually collected a long list of good practices. Dive into this article to learn about them, so you can successfully create your first winning campaign.
First of all, let’s start by explaining some basic terms.

What is a Demand-Side Platform?

A demand-side platform is a programmatic advertising platform where ad buyers can pur

How is the Metaverse affecting the ecommerce industry?

We are seeing a slew of companies make strides in the Metaverse, which is defined as a collective and digital shared space that immerses users in a growing collection of increasingly popular virtual engagement models. According to SMartBrief, 41% of consumers say that they’d like to shop in virtual worlds, so high-profile retailers are creating Metaverse-specific strategies and launching marketing initiatives focused on targeting consumers and increasing engagement, sales and customer loyalty. Luxury fashion brands including Gucci, Bal

There are multitudes of records science packages, but the maximum important ones would be product and patron revel in. Most tech giants are leveraging statistics technology to anticipate purchaser desires and expectancies. They create algorithms and couple them with records to create predictive AI models that assist optimize all commercial enterprise functions. Data technological know-how facilitates product builders and entrepreneurs estimate product demand and provides pragmatic recommendations on how the product can be advanced. It also helps the brand create hyper-personalized client stud

Charting your marketing communications roadmap might look like a herculean task, and you may end up asking yourself- Do we really need to do this? And here’s the answer- yes, you do!
The right marketing communications plan helps you cut through the clutter and differentiates your brand in a very subtle, yet professional way. Because you don’t send out a series of robotic messages that sound bizarre on different platforms.
With a well-thought-out Marcom strategy, you take an integrated approach and create messaging that resonates with your audience. Here’s how!

We’re in an era where consumers have a heightened attention to privacy, but at the same time, want brands to provide highly personalized experiences. So how do brands blend privacy and personalization in a post third-party world? By way of first-party data!
But before we talk about first-party data strategies, let’s talk about what first-party data actually means.
It’s data that’s given with consent and is more accurate than third-party data sources. It’s the data your audience is giving directly to you. With first-party data, you can analyze how consumers interact with your brand so you ca

This has led to the assembling of the programmatic industry with wide changes that prioritize customer privacy. GDPR (General Data Protection Regulation) led the way, and Facebook and Google have also made voluntary changes, the latest one is the removal of third-party cookies from internet browsers. Apple’s Safari blocked these third-party cookies in 2017, Followed by Mozilla Firefox late last year, and Google Chrome, which accounts for around 62% of browsing, has recently announced a two-year transition period to do the same.

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Successful brands often have something in common, they surpass customer expectations. If you ask me, it’s the most important metric of this era. Many customers want to trust you and feel valued and most businesses know that. They have dedicated people constantly working on customer experience (CX). They have customer experience data coming in. And for almost every brand, it is a digital-first world now. Brands can’t win on customer experience unless their approach keeps pace with the new methods people research, compare, purchase and share their experiences.

Agile marketing centers around “sprints” – campaigns that are typically of short duration and where participants measure results frequently, iterate to optimize results in the current campaign and apply lessons learned to future efforts.Agile marketing is usually a budget-friendly approach when compared to a traditional marketing campaign, which might roll out over many weeks or months.

The effects of the pandemic are waning for eCommerce merchants, with people eager to return to in-store shopping. Economic forces are also playing a role in consumer spending, as evidenced by major retail brands reporting declines in their eCommerce business. These challenges leave merchants searching for new approaches to boost customer engagement and conversion and enhance the customer experience while keeping a close eye on their budgets.
Adding to the mix, paid media campaigns have become more expensive and less effective, especially with leading browsers planning to block third-party co

Let’s start with the big ones and investigate the key differences between Google and Facebook ads to help you determine which ads best fit your business’s goals. Facebook and Google ads have a lot of similarities. For instance, both have billions of active users with countless targeting options. If your business only has the budget to run ad campaigns across one of the two platforms, though, it’s essential to look at the high-level differences between the two.

AI also plays an increasingly integral role in ad automation, helping advertisers test, iterate, and optimize performance. Still, many envision a grander future — one in which AI can manage ad campaigns independently.Though that future is possible, today, it’s just hype. Even AI pioneers only entrust the AI systems with specific problems. In the advertising industry, AI is mostly used for quantitative analysis because it cannot grasp human emotion or creativity. Until it is, the best advertising will rely on a marriage of AI and human ingenuity.

With 85% of consumers feeling that brands bear responsibility for ensuring their ads run adjacent to content that is safe (DV/Harris Poll), following a year of social disruption involving a divisive presidential election, racial injustice, and COVID-19, it’s no surprise that brand safety is a top priority for marketers.
But, the ways in which brands are approaching brand safety measurement are wrong — especially as we enter into an online world driven by the creator or “passion” economy

The design and the content are the core elements of a good website. To create content-focused websites, you need to choose a content management system (CMS) to power the site. The CMS is essential to the success of practically any well-designed website because it allows users to add, change, and remove content without the need for a tech expert to get things going.
You need to have a basic understanding of computers, to get the site up and operating. However, with so many content management systems available now, choosing the ideal one for your needs can be difficult. There are many excellen

With privacy laws getting more stringent due to the shift away from cookies and the collection of other personal information, targeting and adding value to ad placement utilizing contextual data is at the forefront of the industry, especially as CTV/OTT supply continues to grow.
I remember years back when contextual products were on every activation in-market, and now I can’t wait to see what unique contextual offerings emerge as innovation pushes away from cookies and into context.

Of course, profits are key to running a business, but that’s not its purpose. The brand purpose is the reason your brand exists, which is more than just money. You created your business to improve the lives of your customers by solving their problems, and that’s where you can create an emotional connection.
What Is a Brand Purpose?
Brands used to be in the power position. They spoke to customers and dictated the terms of the relationship, regardless of what the consumer thought. The philosophy was that if a customer didn’t like the brand, they could move on.

Marketing professionals have just begun to unleash the complete power of Data Management Platforms. In a true sense, DMP deployment gained momentum with the knowledge of how and why to use it. Initially, marketers had an ambiguous notion of its placement. DMP draws customer information from first, second, and third party data. They connect to the data points as well as the end content execution.
Briefly speaking, DMP collects and organizes customer data gathered from multiple sources and channels. It creates a complete overview of a brand’s audience. Advertising and marketing campaigns furth

Conversational AI is becoming common day by day. Not only for commercial objectives but also for entertainment. When computers converse with humans, developers put forth a lot of effort to make the interactions as human-like as possible.
This article will walk you through the major components of conversational AI, use cases, how it works, and more.

What is Conversational AI?
Conversational AI is a set of technologies that allow human-like interactions between humans and computers via automated messaging and speech-enabled applications.
By detecting speech and text, interpreting intent,

The 5Ps of marketing have changed dramatically. Are Traasdahl from Crisp, shares tips on how brands can gain a competitive advantage in the omnichannel marketing space.
Rapidly changing consumer attitudes and behavior. Surging growth in online grocery shopping. Higher expectations for an omnichannel experience. An evolving competitive landscape. No doubt, things have changed radically in the retail business, especially in the past year.

1. Could you tell us more about your journey as the founder of Soup Agency?
I have always been passionate about Marketing, I like the fact that the industry doesn’t stay still and the landscape is forever changing. After working for a number of different companies over last 10 years I knew it was time for me to take the next step and branch out on my own. It wasn’t an easy road and at times the challenges hit harder than the wins. For the first 2 years I was a one-woman show and ran the agency myself. I still remember the day I hired my first employee, the significance of that moment meant I