When it comes to choosing digital tools, marketers are often faced with the choice of a single vendor application suite or multiple best-of-breed packages for different functions. A new study shows that marketers are divided on which is the best approach.
It is always better to keep old customers happy rather than win new ones? Richard Foster, Chief Commercial Officer, Intelligent Optimisation calls for a climate change in digital advertising –urging marketers to drive growth by focusing on new customer acquisition, rather than continuously retargeting existing prospects.
BrightRoll has added a new custom dashboard for giving advertisers a “health scorecard” aimed at programmatic video campaigns, as the Yahoo-owned platform looks boost relevance for brands.
Creating ‘viral content’ has to be about more than just putting up stuff that people want to share but injecting the data back into the system as part of a feedback loop to improve content. Carla Faria, Director of Solutions (UK & Canada) at Say Media looks at the opportunities of harnessing the power of … [Read more…]
The Obama 2012 presidential campaign produced one of the most sophisticated direct marketing systems ever seen, pinpointing potential voters with the right messages delivered in the right format at crucial moments (helping to win the US election as a result). At last month’s DMA Technololgy Summit in London, Harper Reed, the campaign’s chief architect, revealed … [Read more…]