Published By: Progress
Published Date: Jan 22, 2019
While A/B testing has been around for years, many marketers haven’t tapped into the full potential of experimentation. Controlled experimentation removes assumptions and guesswork by truly measuring the impact of explicit changes. This empowers brands to conduct true data-driven marketing that is tailored specifically to their target audience.
Audience segmentation is key for successful ad campaigns. Without it, a brand is flying blind – wasting spend and resources.
However, the good news is that increasingly sophisticated technology makes it possible for brands to gain a deeper understanding of their target audiences – and how to reach them. This is especially true of location intelligence-driven advertising which can give more timely and complete insights into audiences than ever before.
As one of the world’s leading location platforms in 2018, HERE Technologies shares insights and solutions to buying location data for better audience segmentation.
Find out about the challenges and questions to ask when buying location data and download the Buyers Guide for Marketers.
As map providers move to a highly modular, platform-centric approach, get an understanding of the value being delivered and how you can harness the benefits and apply them to advertisement campaigns to attain more granular segmentation, precise targeting and a better audience experience. In this report by Counterpoint Technology Market Research, learn why the HERE Open Location Platform – described as super-rich, always up-to-date, and a neutral offering – is a leader in the location data arena.
Published By: MediaRadar
Published Date: Nov 21, 2018
Learn how the biggest brands are leveraging TV advertising to reach their target audiences. Find out what’s happening in the TV advertising landscape in our most up-to-date trend report.
Download the report to learn about:
the latest TV ad trends, including the types of ads Volvo and Burger King ran that creatively pushed the limits of what’s possible in TV advertising
what brands are spending the most on tv advertising and which categories spend the most overall
which new ad formats brands are using to build the biggest buzz
how the World Cup affected brands’ ad spend and placement
Published By: Evariant
Published Date: Nov 08, 2018
Healthcare CRM allow marketers to implement precision marketing techniques to target patients most likely to need a service, align to and improve the patient journey, and engage patients to drive loyalty and retention. Every hospital and healthcare system benefits from a correctly implemented CRM solution as it helps organizations build engaged and loyal audiences. Download this guide to learn to improve your marketing engine through the use of a healthcare CRM.
Adobe automates the process of turning insights into action by connecting Adobe Analytics to other solutions in Adobe Experience Cloud, including Adobe Target and Adobe Audience Manager. Four features make this possible:
• Anomaly detection. The technology automatically analyzes trends and determines if they are statistically significant — in milliseconds.
• Analyze play button. With analytics, you can take insights and connect them to your email, DMP, and personalization platform in seconds.
• Intelligent alert. A built-in alerting system sends an SMS text or email when it detects an anomaly. There are also predictive algorithms that help you forecast how often the alert is likely to trigger. You can set these to only notify you of the most important changes.
• Intelligent recommendations. It’s simply impossible to manually create every alert you might need, so Adobe is building machine learning directly into analytics to analyze users’ behaviors. Like a virtual data assistant, it co
Adobe offers powerful personalization tools that help you give your customers custom experiences every time they interact with you. With Adobe, you can take control of your data, use AI to achieve scale, and see incredible results.
Adobe Target helps marketers deliver relevant, personalized experiences to highly targeted audiences based on behavioral analytics and audience data. Powered by AI and machine learning, users can deliver individualized customer experiences at massive scale.
Published By: Qualtrics
Published Date: Oct 04, 2018
Advertising is a high-risk game. Done well, ads break through the noise, spark conversations about your brand, drive demand, and boost sales. Done poorly, ads bury your messages, damage your brand image, fail to generate revenue, and waste budget on expensive campaigns that fail to deliver.
With so much on the line, getting your ads right is crucial. How do you ensure success? Ad testing.
As the name implies, ad testing is validating your ad with your target audience prior to launch. You can test individual portions of your ad, like messaging, headlines, visuals or calls to action, or even initial reactions to early ad concepts.
Ad testing gives you the following benefits:
• Predict the effect on purchase intent
• Make informed go or no-go decisions on a specific ad launch
• Understand how your brand is perceived
• Get the highest ROI from your ad spend
Ad testing is one of the best ways to protect your advertising budget and maximize the chances of landing the right messaging with you
Published By: Qualtrics
Published Date: Oct 04, 2018
Every product needs a target audience. Market segmentation identifies subsets of a market based on demographics, needs, priorities, common interests, or other psychographic or behavioral criteria to better understand and communicate with that audience.
Segmentation can be as simple as splitting your potential market into age ranges or as complex as dividing your audience based on subtle behaviors, values, or beliefs.
To be truly useful, segmentation should enable you to target core groups of your potential customers with precision. Practically speaking, segmentation enables you to:
• Boost demand with messaging that resonates more with your market
• Grow your customer base by understanding what drives purchase behavior
• Increase revenue and profitability by discovering which customers will pay a premium for
• your product
As map providers move to a highly modular, platform-centric approach, get an understanding of the value being delivered and how you can harness the benefits and apply them to advertisement campaigns to attain more granular segmentation, precise targeting and a better audience experience. In this report by Counterpoint Technology Market Research, learn why HERE’s Open Location Platform – described as super-rich, always up-to-date, and a neutral offering – is a leader in the location data arena.
In the retail and eCommerce world, data can be your differentiator...or your downfall. To stand out, marketers are increasingly turning to first-party declared data to fuel their strategies.
Learn how retailers are using mobile attention to collect and activate declared data for:
Qualified lead acquisition and direct response
Relevant remarketing with custom audiences and retargeting
1-to-1 email personalization
Audience building and profiling
As marketers, we use data at every level, from determining Facebook targeting to timing a major product launch. But how often do we take a look under the hood at the quality and usefulness of our data?
In this playbook, we’ll cover the strengths and weaknesses of third-party, second-party, and first-party data and where declared data fits into the current data landscape.
You’ll learn plays for activating declared data for:
Qualified lead generation
1-to-1 email personalization
Custom audiences and personalized retargeting
Audience building and profiling
In this section, we’ll cover the definitions, sources, and strengths and weaknesses of third-, second-, and first-party data.
See the 2017 retail holiday recap for learnings you can use while planning for Holiday 2018.
Why the target audience should care: Get the trends from last year’s holiday season so you can predict your results this year. Find out why Black Friday online sales are expected to surpass Cyber Monday’s, why bigger retailers are stealing online share from smaller retailers, and why search advertising and mobile optimization should be your top priorities this season.
See your peers' biggest priorities, most important KPIs, and marketing spending for mobile devices and experiences.
WHY SHOULD THE TARGET AUDIENCE CARE?
Between September and October 2017, Adobe surveyed close to 500 marketers and IT professionals to explore current mobile trends and priorities, get a glimpse of where they're going with their mobile efforts, and learn what the most advanced organizations are doing to create the next wave of transformative mobile experiences. Read our findings and see how mature your mobile strategies are in comparison to your peers'.
Target, reach and engage your audience to drive measurable action and conversions with Yahoo Gemini native advertising solutions.
Get more customers
Native ads deliver up to 3.6X lift in searches for your brand name and services. Yahoo native ads e?ectively enhance your search campaigns.
Drive better results
Achieve results with targeted reach and up to 4x the performance of traditional banners.
Engage a mobile audience
650M of our 1B global users are on mobile. Consumers spend nearly 3 hrs. on their mobile devices each day.
Cost e?ective ads
Native ads deliver up to 3.6X lift in searches for your brand name and services. Yahoo Gemini native ads on Oath owned and operated sites and apps can be purchased on a CPC or CPM basis. Native ads will be served to your customers based on their geo, demo and interest targets.
As the number of tactics available to marketers has multiplied, it has become
harder and harder for many to determine where they should focus their resources.
Digital marketing, in particular, is becoming increasingly sophisticated and offers
opportunities for highly targeted and effective campaigns.
But as B2B marketers are designing integrated programs, many overlook a tactic
that has successfully generated leads and closed sales for decades: telemarketing.
Strategically deploying telemarketing to enhance engagement, nurture prospects
and improve your data can make the difference between revenue that goes to
your bottom line and revenue that goes out the door.
This kind of direct, one-to-one communication has a natural connection with the
B2B world, a field built around relationships and tightly targeted audiences.
Managing a sophisticated commerce marketing program requires more than a simple email marketing platform. Say goodbye to batch and blast messages and hello to relevance. Today's commerce marketers use an average of 7.2 marketing tactics to grow their business and keep shoppers coming back for more. Are you ready to add a few to your tool box?
To build or revamp your e-commerce program, you'll need tools to build subscriber lists in healthy ways, manage coupons, maximize transnational messages, and ping shoppers to remind them about whats waiting in their shopping cart. To stay ahead of the competition, you must also capture browse behavior and create triggered messages to nudge shoppers along in their buying journey, predict what a customer wants and recommend the right product. And, depending on your target audience, you may need to explore SMS.
• Our survey of companies that currently offer, or
plan to launch, so-called “direct to consumer,” or
over-the-top (OTT), video services in the market
suggests that the industry is maturing. Though
51 percent of those surveyed view their video
service as a money-making venture, 49 percent
see it as providing some other primary benefit to
the company. Not only are the types of OTT video
services offered to consumers becoming more
diverse, but the marketing and distribution are also
improving such that target audiences are more
likely to find new services intended for them
Download this eBook to learn how Telemarketing is perfectly paired with other forms of distribution to proactively assure that your content reaches your target audience at the right time and is of value to recipients.
Published By: Evariant
Published Date: Sep 07, 2016
Marketers face a unique challenge to allocate resources across a variety of tactics to target key audiences that need their product or service – with limited information on what combination of products or services will have the optimum impact, which target audience members are ideal fits, and what allocations will provide the best return on investment to the organization. Healthcare has its own myriad of challenges, including many local, regional, and national options for consumers, service line variations, and disparate demographics. The good news is that there is an emerging understanding of digital and multichannel marketing, and ample opportunity to define best practices, systematically calculate marketing effectiveness and return on marketing investment (ROMI), and use technology and data to create great business outcomes.
A recent Human Capital Institute report found that 69% of respondents are having difficulty filling critical positions and only 20% agree that they have a strong talent pipeline for critical roles. Competition is fierce and the power has clearly shifted from employers to the candidate. Today’s job candidates expect to be treated like consumers, and the most successful marketing teams know that consumers are increasingly suspicious of brands. These marketing teams implement strategies to foster trust and loyalty among their target audience.
Just like marketers, recruiters must have the ability to not only attract but engage candidates as well, and they are tasked with fostering that same trust and loyalty among the candidates they hire as well as the ones they don’t. It’s not enough to just leverage the latest tools and implement trend-setting processes in the recruiting department. Recruiters must also live the employer brand every day.
Living the brand encompasses demonstrating the EV
No marketer wants to risk the integrity of their brand by displaying ads in unsafe locations. In the great cross-channel chase for customers, advertisers want to engage target audiences in as many contexts as possible – across devices, media, and ad formats. Find out how the right brand safety tools can help your navigate this complex landscape, and deliver the right creative in the right context, every time.
Your recruiting strategy should be an integrated partnership
between strategy and tools. There is no secret sauce. However,
if you broaden your approach and your definition of recruiting,
attraction and connection, the goal of finding the right talent
becomes increasingly attainable. Try creating a multi-faceted
approach to talent attraction using target audiences and ads.
Create a robust strategy to connect with talent in your lead
management tool, social network, and career site or
recruitment technology system. Be willing to change and try
new tactics, even if it means starting small. There are countless
ways to approach a truly social strategy for recruitment – when
done right; they yield great results that can actually prove ROI.
Embrace that recruiting is marketing and change how your team finds, attracts and connects with the next great employee
for your company.
Published By: Intercom
Published Date: Oct 08, 2015
An effective messaging strategy means targeting the right users with the right message at the right time and place. Failing to do so leads to customers mentally, or literally, unsubscribing from you.
From the makers of Intercom, a customer communications platform, this book teaches you how to increase customer engagement in three ways:
1. Define the audience for your message by segmenting users according to behavior and action.
2. Craft a message for maximum impact; what voice, tone, format, and language to use.
3. Discern the right way and the right time for a message and know what you can do to ensure it is received in the most appropriate setting and in the most appropriate context.
Published By: Clicktale
Published Date: Jul 06, 2015
Learn how to choose the best format for your content that will best meet your target audience's needs. Discover why and when visitors tend to prefer video over text and vice versa. Leverage these insights to increase engagement.