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How location-based advertising is reshaping marketing at events
When tens of thousands of fans gather next month in Brazil for the 2014 World Cup championship, they can expect to be met with messaging from hundreds of global brands as they stroll the sun-drenched streets of Rio de Janeiro and 11 other host cities. But if the most recent…
What it Means that Native Advertising is Going Mainstream
Brands are increasingly turning to native content to deliver their messages in a more user-friendly format that has the potential to add an element of credibility, which can be lacking from traditional avenues like display ads or most video campaigns. But a new survey suggests that for a majority of…
As Market for Video Ads Matures, Metrics Get More Sophisticated
Digital video is emerging as an increasingly vital tool for companies to communicate with and engage prospective customers. But despite the unique opportunities video presents, most enterprises continue to lag in the adoption of strong measurement capabilities, experts say. Writing recently for GigaOm, Rachel Delacour, CEO of BIME Analytics, noted…
On Big Data, Marketers Must Seek Balance
In an April 6 op-ed in The New York Times, psychologist Gary Marcus and computer scientist Ernest Davis provide some cautionary insight into the limits of Big Data, arguing that the hype surrounding the emerging field of data science has become so intoxicating that it’s luring many sectors of the…
Is it Time for B2B Marketers to Trade in their Funnels?
End users are relying more than ever on online sources of information to influence their purchasing behavior. But the idea that there is a single decision-maker determining whether to purchase your products or not isn’t true anymore. According to a survey of B2B buyers conducted by The CMO Council in…
Cross-Channel Success Means Overcoming the Structural Barriers
Marketing professionals are keenly aware that successfully engaging today’s sophisticated digital consumer requires a comprehensive approach that leverages multiple channels. Then why do so many companies continue to operate as if they were wearing blinders? The answer, according to a new report from Experian, is a lack of technology, infrastructure…