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Why CFOs Reject the Typical CMO Vanity Metrics

Why CFOs Reject the Typical CMO Vanity Metrics

In a survey of 50 CFOs in the U.S., respondents said one of their biggest concerns about their marketing organization is that CMOs measure in ‘vanity metrics’. The surveyed CFOs concluded that many data points digital marketers use (views, clicks) don’t matter to their ultimate goals.

via eMarketer

How GDPR Rules Will Affect Unprepared Companies

How GDPR Rules Will Affect Unprepared Companies

Marketers have strong incentive to tighten up their data, but the law’s vagueness and uncertainty around how stringently it will be enforced have created an environment where few companies feel prepared for GDPR.

via eMarketer

Blockchain: What Marketers Need to Know Now

Blockchain: What Marketers Need to Know Now

“Most interest in blockchain applications for digital advertising centers around bringing transparency to the programmatic ecosystem, which has been blasted in recent years as a murky black box plagued by fraud and shady players,” said Nicole Perrin, senior analyst at eMarketer.

via eMarketer

Four Ways to Improve Your Content Marketing

Four Ways to Improve Your Content Marketing

In the past decade, content marketing has become a widely established practice. Companies have hired writers and Chief Content Officers to run departments, create blogs and other materials, and, in the process, some have assured sales people that content marketing can mean the end of cold calling.

via HBR

Why Data Privacy Rules will Disrupt Digital Advertising

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Of more than 2,500 people surveyed, 83% thought regulation was needed – and 62% believed it was on the way within the next few years. Older respondents were most in favour of Wall Street-style controls on Silicon Valley, with 62% for, in comparison with 47% of Gen X, and 44% of millennials.

via World Economic Forum

Mobile Advertising will Surpass TV During 2018

Mobile Advertising will Surpass TV During 2018

Mobile advertising will grow more than three times faster than total media this year, 23.5% vs. 6.6%. Transitioning competition from traditional to mobile formats is leading to escalating ad prices as brands vie for mobile placements.

via eMarketer

Quest for Customer-Centric Marketing Leadership

Quest for Customer-Centric Marketing Organizations

Companies often say they embrace the concept and are making moves to change, or claim that they are already customer-centric. However, many can’t seem to fully commit to enacting the required operational, procedural and behavioral changes needed to be truly customer-first.

via Gartner