30-second summary: Consumers increasingly place their trust in known entities — family, friends, institutions and familiar brands. This shift is undermining investments in influencer marketing. Marketers and advertisers are using artificial emotional intelligence (AEI) technologies to gather insights on users’ reactions to products and services. Only 22% of marketers say they have in-depth insight into […]
Why marketers must have laser focus on first-party data
30-Second Summary: Invoca is a call tracking and conversational analytics platform. They recently surveyed 500 B2C marketers to understand how they use and access first-party data. The study revealed that two big hurdles marketers face with optimizing advertising performance are – Data quality and accuracy (46%), privacy and security concerns (42%) More than 27% don’t […]
Three ways to use predictive analytics to grow your business
30-second summary: Predictive modeling of customer behavior helps educate campaigns to drive loyalty or generate leads. Lead qualification modeling helps the sales team focus on the most probable customers to buy/close the deals. Both of these together help finance understand the CLV and educate the whole organization on the acceptable customer acquisition cost to drive […]
AI and automation can make marketers champions again!
30-second summary: While media planning used to be an agency pillar, many are shifting away from that model with the realization that traditional media planning isn’t effectively optimizing ad spend. By allowing AI to test ads and find new audiences, marketing teams will have the opportunity and time to flex their creative muscles and develop […]
Gartner reporting: Training, system integration and talent could help improve the effectiveness of martech stacks
30-second summary: The new Gartner survey on martech finds that this year’s average assessment of martech stacks’ effectiveness is about the same as last year – but both assessments indicate effectiveness has a ways to go. The biggest impediments to effectiveness: training, tech integration and talent recruiting. IT and marketing departments are now often working […]
Case study: US craft giant JOANN ushers in a new era with AI-powered copywriting
30-second summary: Building on its efforts to digitally transform and refocus on its customer, JOANN used Phrasee’s AI-powered copywriting to improve customer engagement at an enterprise level JOANN re-evaluated its brand strategy, becoming more sophisticated at leveraging data to better understand customers and maximize engagement with them The partnership with Phrasee saw JOANN achieve 10% […]
Tealium report: Consumers trust brands with their data, but with conditions
Consumers expect businesses to be the most responsible parties for protecting their data – more so than even the U.S. government. That’s one of the findings in a new report on the topic from customer data platform Tealium. Entitled “Trust is Golden: How Brands Can Prioritize Privacy in the Age of the Data” [free, registration […]
Stop wasting your data: Turn IP data into marketing dollars
Most retailers know they need to use buyer data to provide better targeted messaging, personalized advertisements, and customer rewards. But with so much customer data coming from so many different directions, many businesses are throwing away valuable information that could provide useful insights around customer behavior and their locations. Keeping track of internet protocol (IP) […]
Gartner report: Brands are ‘living organisms’ that must ‘continuously adapt’
Companies should find out the true impact of their brands on customer behavior. That’s a key takeaway from a new study by research firm Gartner, “Brand Survey 2019: Marketers Believe in the Power of Brand but Struggle to Respond to Disruption” [free, registration required]. Companies are certainly aware of the value of brands. Gartner’s survey […]
LinkedIn report: Many marketers are measuring ROI wrong
When marketers try to measure return on investment (ROI) too quickly, they’re not actually measuring ROI. That’s the key takeaway from a new study by LinkedIn of 4000 digital marketers on its platform, with the results summarized in a blog post today. The surveyed marketers came from a variety of verticals across 19 countries, and […]