marketing technology

This category contains 24 posts

You Can’t Win If You Don’t Compete – Why Competitive Search Campaigns Are A Must for Advertisers

By Amanda Fiore and Oliver Nelson  Competitive paid search campaigns should always be a cornerstone consideration for your SEM campaign. While many industries understand the advantages of bidding against competitive terms we find healthcare and pharmaceuticals, in particular, continue to lag behind in their employment of these campaigns; we’re shocked each time we transition existing… Continue reading »

The Power of Local Markets

While traveling for the up-coming Thanksgiving holiday, take close account of your surroundings for tips on how to be a better planner and/or buyer.  There are generally several nuances that you can pick-up on while traveling that you can tap into when it comes time to write and execute your media plan.  Here are a… Continue reading »

Marketing Lessons from the U.S. Election

Depending on how you voted, you’re either cheering this week or you’re doing your best to cope with the nation’s choice for President of the United States.  But whatever your political leanings, there are several important takeaways from this election cycle that we can apply to our own campaigns.  Let’s share some learning in the… Continue reading »

Hiding Behind Garden Walls

When have walled gardens ever been good for digital advertising? As an industry, we are doomed to repeat our history with walled gardens because we haven’t learned from it sufficiently.  The truth is that most ad-supported walled gardens end up dying after marketers struggle to measure them and either can’t come to any meaningful conclusion… Continue reading »

Goodbye, Blockbuster.  Hello, Franchise Approach.

By: Amanda Fiore As the healthcare industry changes year over year, pharmaceutical companies must adapt to the ebb and flow. We have said goodbye to the “Age of the Blockbuster,” when high revenue-generating drugs took priority, bringing in at least $1 billion annually singlehandedly. Pharmaceutical companies typically launched one to two of these blockbuster drugs… Continue reading »

Don’t Throw Out The Programmatic Baby With The RTB Bathwater

Be honest.  When you hear the word “programmatic,” what’s the first thing you think of? If you’re like a lot of marketers, your brain might conjure up images of digital ads, ad exchanges, bidding algorithms and targeting personas.  And this is a problem. Digital has always had its issues with lingo and tech talk.  The… Continue reading »

Over The Rainbow? The Risks of “Too Much Publicity.”

Is there such a thing as too much publicity? In the age of social media, we’re programmed to share information and experiences in real-time – anything from celebrity encounters, to world travels, to baby’s first steps, to DIY projects. Whether it’s good or bad, news travels fast; and it travels even faster on online. For… Continue reading »

People of Ad Tech: Blackwood Seven North America CEO Mark Zamuner

Blackwood Seven North America CEO Mark Zamuner (whose company TWO NIL recently merged with EU-based Blackwood Seven) tells WIT Strategy Partner Bill Brazell that Artificial Intelligence can now inform media plans with client-transactional and media-placement data, benchmarking predictive results to actual results. Music: “Morning Rays” by Jim Duffy. Used with permission.

People of Ad Tech: GDM Group CRO Mark Hassin

GDM Group Chief Revenue Officer Mark Hassin tells WIT Strategy Partner Bill Brazell that marketers today find it difficult to work with multiple vendors toward widely varying KPIs — so ClickDealer and MobAir merged to form GDM Group, giving marketers a unified platform. Hassin said GDM Group’s international footprint — its employees speak 11 languages… Continue reading »

People of Ad Tech: Nudge CEO Ben Young

Nudge Cofounder and CEO Ben Young tells WIT Strategy Partner Bill Brazell that measuring the effectiveness of online marketing content is tricky. Moreover, contrary to conventional wisdom, many consumers prefer longer content. Young also describes an American business quirk that surprised him when he moved to NYC from New Zealand. Music: “Morning Rays” by Jim… Continue reading »

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