Today's marketers operate in an environment shaped by algorithms that surface signals in real time, showing us what resonates, what converts and where attention is moving. Data is no longer a support function. It is the foundation of modern marketing.
Marketing experiments are controlled changes to a marketing message or campaign to improve reach or conversion rates. These tests can be a small, single tweak or a campaign-wide experiment. Successful marketing experiments assess both quantitative data and qualitative factors, and the campaign results directly feed the next iteration of marketing materials.
BSkyB is investing 40 per cent of its £15 million yearly display budget on real-time bidding (RTB), a figure which could be further driven higher by the growth of Facebook's Exchange.
With digital trends accelerating, it's more important than ever that marketers know how to build strong, data-driven marketing strategies. Data-driven marketing is a type of marketing strategy that is based on using consumer information to develop and optimize marketing campaigns and messaging. It is extremely impactful because marketing efforts are based on online trends and are specifically tailored to the organization's target audience.
"What we saw was that a few years back we were heavily educating the market and the brands to understand what data means. Today the education process is still ongoing but people have now all heard of or are working with a DMP. They are all aware of the importance of that strategy and investment," he says, "In terms of next year, we'll continue growing our existing base of clients because once you integrate a DMP platform in a client-side business,
At one of her many soccer tournaments at just 10 years old, she arranged for her team to take a shuttle to a neighboring hotel to join a soccer party-not to socialize, but to gather market intelligence on the other teams and give her squad an advantage in the next day's game. It's safe to say Larsen has carried that same spark of ingenuity throughout her career.
Performance marketing agency Wpromote has acquired full-service creative shop Giant Spoon to form a new agency, Wpromote x Giant Spoon, per a company announcement. Terms of the deal were not disclosed. Wpromote CEO Andrea Bendzick will lead the merged agency, which promises to support creative strategy with data-driven results and to streamline processes for clients by integrating media, creative, data and full-funnel strategy all in one place.
Recent research at our direct response marketing agency, conducted in partnership with a research firm, shows that direct mail continues to gain ground. We surveyed 350 B2B and B2C marketing strategy leaders across the United States to gather insights on direct mail usage. As part of this research, we found that 67% of marketers saw improved performance over the past year, with only 3% seeing declines-the best year-over-year outcome of any channel we measured.
In a world of fluid identities and real-time data, personas are obsolete. B2B is no different from B2C in the sense that we are marketing or selling to individuals. Those individuals are humans, with their own past experiences, preferences, prejudices and personalities-and all of those things impact the way they receive and interpret information, and their propensity to buy at any time. Rigid personas flatten complexity and miss nuances, and when overused, potentially even alienate prospects and limit revenue opportunities.
Diageo turned food search behavior into a new media moment, inserting cocktail inspiration directly into recipe journeys. With FlavorPrint AI crunching sensory data and real-time food queries, the brand delivered ultra-relevant drink pairings at the exact decision point - setting new standards for AI-driven personalization. Lesson: Don't wait for consumers to search for your product - use insight to meet them where the intent already lives.
