Companies looking to remain competitive must now find ways to address consumers as unique individuals with highly specific, personal preferences. This is the essence of data-driven marketing. By gathering rich, relevant data on consumer behavior and demographics, businesses can target their leads and customers on a far more personal level, optimizing their engagement rates while […]...

A new executive has joined the ranks of Twitter’s global business marketing team, the company announced Monday. Gap Kim will oversee global business marketing at Twitter, aiming to help businesses improve results from platform’s advertising capabilities. Gap Kim to serve as Twitter’s new head of Global Business Marketing. Tech veteran with Facbook, Google history. Reporting […]...

Some companies still hesitate to invest in search engine marketing under the impression that paid ads don’t have an impact on purchasing behavior.  After all, why pay for traffic when you can earn it with a well-executed SEO strategy, the thinking goes. This view, however, is short-sighted. The value of SEM goes beyond establishing and […]...

For today’s marketer, technology touches everything we do, from the CRMs that house our client data to the design software that powers our most daring creative. In fact, the martech-enabled ways in which we create more personalized and meaningful connections with our customers have moved from being experimental to foundational as the tool landscape grows […]...

The U.S. Federal Trade Commission (FTC) has been busy lately. The agency followed up its recent $5 billion Facebook fine with two new settlements last week and this morning, with YouTube and credit reporting agency Equifax. YouTube fine about kids and data collection. According to a report last week in The Washington Post Google and […]...

As a CMO, you see your C-suite colleagues as smart people with lots of common sense. That’s especially true when it comes to business or finance. But C-suite business savvy doesn’t always translate into digital smarts. And it’s why your colleagues can sometimes do things that place the company’s reputation on the line. Consider these […]...

Last week, I shared my favorite reasons to attend MarTech… I’m back today to share eight more awesome reasons… our intensive, half-day workshops! Join us in Boston, Monday, September 16 from 1:00pm – 5:00pm for one of eight in-depth workshops led by recognized industry experts. Each workshop tackles an exciting, thorny, and pressing aspect of […]...

Google is opening up Google video partners inventory to TrueView for action ads. Why we should care TrueView for action video ads are specially tailored for performance advertisers with a call-to-action banner that appears during and after the video plays. If you’ve found success on YouTube with TrueView for action ads, this can help you […]...

Marketers have relied on third-party tracking cookies for the last 25 years to track consumer behavior online. Nearly all ad tech and martech platforms use cookies for targeting, retargeting, display advertising and behavioral marketing in general. Now, that’s all changing. Smart cookie-blocking technology led by Apple’s Intelligent Tracking Prevention (ITP) and Firefox’s Enhanced Tracking Protection […]...