Introduction In a highly competitive environment, businesses must be able to meet and satisfy changing consumer needs. The contemporary consumer is much more assertive than ever, indicating the market through their decisions and manners. With technological development, businesses need to keep moving forward in order to not be out of place. In this article, w...
As the business world becomes more and more competitive, attracting people’s attention and turning this interest into actual sales is an ongoing battle. Most of the time, classical marketing strategies lead to results which are not quantifiable. It is within this context that performance-based marketing becomes a strategic model for measuring outcomes. This ...
Could you share some insights into your professional background and journey that led you to the role of Chief Marketing Officer at Acxiom, as well as your experiences and expertise in the field of customer intelligence? I joined Acxiom, now part of IPG, as a marketer 26 years ago. Before that, I started my career as a Royal Navy officer, before my eyesight f...
In the ever-evolving landscape of B2B manufacturing, the combination of artificial intelligence (AI) and account-based marketing (ABM) has ushered in a new dawn of efficiency and effectiveness in converting target audiences into clients. As B2B businesses strive to reach and engage with their customers, AI-enabled technologies play a pivotal role in reshapin...
Stay ahead in the evolving landscape of marketing dynamics by knowing the difference between demand and lead generation. In the web of marketing, there are two terms that tend to interweave with each other, creating a riddle for professionals: demand and lead generation. Although they have the same objective of enhancing business performance, their approache...
Katrina Smart The IAB predicts the rapidly growing retail media industry in Europe will reach €25B by 2027. As the market continues to grow, and an increasing number of new retail media networks launch across Europe, the challenge to determine the best investment becomes even more complex. Although the European market is much more nascent than the US, retail...
Many companies and organizations currently utilize data analytics to assess their performance and understand customer motivation in an effort to pivot where needed to drive engagement and sales. Though this relentless pursuit of “why” has dominated the analytics landscape since inception, many advancements have conversely led to a deluge of data, making the ...
AI in marketing is a topic unlikely to catch modern marketers by surprise, bearing in mind all the tools seamlessly incorporated into everyday operations. AI features hidden in social and search engine advertising solutions, email marketing platforms, e-commerce tools Also Read – Data Collaboration Is Getting Harder – Time for an OpenAPI for Data 1. Challeng...
AI is a disruptive technology in marketing with the potential to revolutionize decision-making processes, efficiency, and the quality of customer experiences. Its prospects of personalized experiences, campaign optimization, and data-centered insights indicate a new era in engagement efficiency. However, the adoption of AI in marketing faces several challeng...
From personalizing user experiences to predicting market trends, AI is turning heads, raising eyebrows, and reshaping how we approach marketing. But how exactly is this intangible yet compelling force influencing our strategies and tactics? More importantly, what does this mean for the world of marketing as we know it? If these questions have sparked your cu...
From personalizing user experiences to predicting market trends, AI is turning heads, raising eyebrows, and reshaping how we approach marketing. But how exactly is this intangible yet compelling force influencing our strategies and tactics? More importantly, what does this mean for the world of marketing as we know it? If these questions have sparked your cu...
Just about ten years ago, the OpenAPI spec became a hot topic for programmatic advertisers. Today we use the term “interoperability” to talk about connecting pipes across the digital advertising ecosystem, but back then, we simply talked about the fact that everyone was drowning in complexity. Publishers, brands and agencies had too few technical resources t...
