When setting up a new marketing campaign on any channel, one of the first items that needs to be identified is the KPI you will be measuring success against. These metrics will vary based on a variety of factors, including the goal of the campaign, the channels you are using, and even devices targeted.Read More
2019 was a year of change for the digital marketing industry. Facebook and Google continue to dominate the advertising industry regardless of whatever scandals come their way. Meanwhile, new channels such as CTV continue to grow in popularity (now reaching over 60% of the US population) and ad share ($14.12 billion expected in CTV ad spend by 2023), as the number of cord cutters grows. But what is in store for 2020? Here are 5 predictions for how digital marketing will evolve this year.Read More
As students head back to school, many marketers are already looking forward to refresh their ad creatives for the holiday shopping season. While summer isn’t quite over and school hasn’t yet begun in most places, holiday shopping is already on marketers’ minds. Read More
Advertising has always been associated with creative thinking and eye-catching visuals. Every year we discuss the best Super Bowl ads more than the game itself. The biggest award show in advertising is focused on creative. The best scenes in the most famous TV show about advertising were often the creative pitches that wowed the clients.
The practice of audience segmentation has been taken to new heights in recent years by programmatic media buyers who use ever more precise targeting tools to refine audiences. They overlap targeting filters by time of day, geography, recent search behavior, sites visited, credit worthiness, and where a consumer falls in the purchase funnel. Ecommerce and B2B marketers, in particular, may work with audiences of a few hundred or a few thousand, which may be small but highly engaged and highly profitable audiences.