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Showing posts from May 30, 2018

How to hire the right people for your marketing team

“Digital Transformation” has become one of the most commonly used buzzwords in business today. As we scramble to digitize, personalize and virtualize more and more aspects of the human experience, it’s hard to find an article or research piece on organizational strategy without running into it.In many organizations, Digital Transformation is being led by marketing. It’s the biggest generator of data and the group that puts data to use most often.But transformation of any sort is hard to do. Companies are struggling, and part of the challenge is having the right people in place to turn big transformation goals into reality.This guide from Aquent will detail what your team needs to attain a state of true digital transformation, including:Six essential skills, 18 core capabilities.How to spot the right hire.The new “Marketing Buzzword Alert Barometer.”Tips on managing Digital Transformation and improving the Customer Experience.Visit Digital Marketing Depot to download “The Digital Marke…

How brands can find and keep customers without third-party data

If you come back in the next world as a kind of data, try to avoid coming back as third-party data.That’s because third-party data — collected in almost every way except a direct contact between a brand and its customers — is rapidly falling out of favor. It’s battling the new General Data Protection Regulation (GDPR), restrictions from Apple’s and Google’s browsers, and a general sense among brands that third-party data isn’t the highest quality.As we head into what is apparently a new era for customer data, in fact, a common refrain among some data providers, particularly Customer Data Platforms (CDPs), is that first-party data — directly collected by a brand about its customers or visitors — is the kind that brands should focus on.But can brands live on first-party data alone?[Read the full article on MarTech Today.]The post How brands can find and keep customers without third-party data appeared first on Marketing Land.

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DoubleClick Bid Manager opens up digital audio ad buying globally

As investment in digital audio advertising continues to grow, Google’s DoubleClick Bid Manager is rolling out support globally for buying audio ads programmatically across a handful of streaming services. The company announced Wednesday that advertisers can now buy ad inventory programmatically from Google Play Music, Spotify, SoundCloud and TuneIn, and soon Pandora.In the US last year, digital audio ad revenues topped $1.6, according to the IAB, an increase of 39 percent over 2016. Mobile accounted for roughly 75 percent of digital audio ad revenues in 2017.“We are thrilled to see DoubleClick embracing programmatic audio. This launch makes it possible for Bid Manager customers to reach Spotify’s highly engaged audience across video, display and audio formats,” said Zuzanna Gierlinska, head of programmatic, Europe at Spotify in a statement.The supported exchanges for audio ads are DoubleClick’s own Ad Exchange and Rubicon. DoubleClick Ad Exchange is the inventory provider for Google P…

Where we’re going, we won’t need websites 

As voice becomes the dominant force in search and people spend more time consuming content via social media, the future for the humble home page looks very bleak.If comScore is correct and half of all searches by 2020 are made via voice, a crucial question arises: will we still need websites?Even if the research is over-egged and the tipping point is reached a year or two later, the question still remains.As consumers increasingly get used to asking Alexa, Siri or Google for the news headlines, a dinner recipe or flight options for a weekend away, answers will not be provided by ten blue SEO links. Rather, the options will be weighed up by an algorithm before what is considered to be the best answer is read out.Remember Lycos and AltaVista?New technology can always delight early adopters, but as it becomes more mainstream, seasoned observers know some huge names may become casualties as the public adopts new behaviors. Remember AltaVista, AskJeeves and Lycos, as well as when Yahoo! wa…

Four ways Google is making SEO easier

One of the easiest ways to understand SEO’s importance to the marketing mix is to pay attention to what Google says and does. Google is very keen on good SEO because it makes the internet a better place for users. If the internet is a better place for users, then Google can sell more ads.Here are four things Google has said and done to help marketers improve SEO that you may not be aware of.Google added an ‘SEO’ audit to its Lighthouse extensionGoogle is actively giving developers advice on how to improve the sites they work on: its Lighthouse auditing tool now has an SEO component that can analyse any page for basic SEO competency and tell you how to make it better.This is a nice change for search marketers, who have for a long time made up for Google’s radio silence with research and educated guesswork. Some of the tips offered by the audit extension are fairly obvious and well known (tile tag exists, canonicals not broken, etc.), but others give an interesting insight into how Goog…