Using Prospecting Display as a Means to Feed the Remarketing Cookie Pool

display

In Digital, we are always on the lookout for a new ROI-producing channel.  We willed for that (unsuccessfully) with Facebook organic.  Mobile, while not a channel, continues to vex those struggling with sub-par conversion rates.  Programmatic display provided hope of a new standalone prospecting source that could yield efficient sales on a last-click basis.  Each has a solid place in the marketing mix, but none has emerged as the new high-producing direct response channel of its day.

An exception is that for marketers with a high level of resources and sophistication, programmatic display is that new channel from both a CRM and acquisition standpoint.  It is one of the key pillars to their DMPs.  For medium and smaller digital marketers, though, the amount of resources needed to build and activate a DMP may not be particularly accessible.  Continue reading

Dynamic Online Pricing: Maintaining Consistency with the Store

online vs offline pricingOn a recent business trip to Miami, I decided to check out a local fabric store (a hobby of mine).  I live close to NYC, which is where many people – even those who live thousands of miles away – aspire to buy fabric because of the assortment and quality.  In my case, though, I sometimes like to visit stores in other cities that have a strong design aesthetic, and Miami fits that bill for me.

In using Yelp to decide where to go, I came across one store in particular that had many reviews, which is among the criteria I use when assessing a business on Yelp.  Unfortunately, not many were positive.  The negative comments were consistent in that there was a certain complaint that the owner charges prices based on how a person physically looks.  Wealthier-looking people got charged more and vice versa.  This practice incensed this store’s clientele.

There was a recent article in the NY Times that talked about the widening gap among some service providers in terms of giving better amenities and exclusivity to customers who are willing to pay moreContinue reading

Best Practices for Retargeting (Part 1):  Are you reaching new customers or just annoying your best ones? 

retargeting best practicesJohn Wanamaker once said he’s wasting half his advertising but not sure which half.  In today’s programmatic buying, this sentiment can be updated to “I’m only buying the good half and annoying half of them with the wrong ad.”

Creative seldom has a seat at the table when planning a programmatic buy.  Media planners are more focused on the media logistics such as which audience to target and what to do in the platform itself to make it all work.  Continue reading

Oscars Coverage – Samsung is Killing It

oscarsThe Oscars haven’t started yet – Countdown to the Red Carpet is on right now – but I am impressed, so far, with Samsung for lining up key personalities to promote their new products at the event.

Casey Neistat has been vlogging for the past few days on attending the Oscars on behalf of Samsung.  None of us have seen his actual Oscar coverage yet, but he has been promoting the new products they supplied him with to cover the event leading up to today.

When asked who Guliana Rancic was wearing (they meant her gown and jewels!), she gave a shout out to Samsung for her smartwatch that she says can do just about anything.

Bravo Samsung for lining up these influencers.  Each reaches a completely different audience.  As such, this is a really great example of influencer marketing.

5 Digital Marketing Trade Show Musts

digital conferenceWith trade show season approaching, here are some tips for making the most of the digital marketing conferences.

  1. Walk the exhibit floor and talk to the vendors

You can get more out of a trade show by talking to the exhibitors than you can from the keynotes and content.  Many booths are manned by senior staff who will readily provide thoughtful and educated responses to your most challenging business issues.  Continue reading

Google Launches Customer Match: How to Maximize the Opportunity

Google's Customer Match and finding look alikes in Paid SearchGoogle’s Customer Match announcement earlier this week is welcome news to advertisers who have run successful first-party digital advertising campaigns with other media partners such as Facebook, Twitter, and the DSPs.  Google’s new product will enable advertisers to target their first-party data in search, You Tube, and Gmail. Advertisers upload their email files into the AdWords interface, and then Google matches it to their log-in data. From there, ads show to matched individuals.

Google has enabled first-party targeting with RLSA for some time but never before allowed it for search, which they said was due to privacy concerns. Continue reading

6 Ways to Say Goodbye to Last Click Tracking

Last Click Attribution causes channel overlapUsing last click attribution to evaluate the success of a digital campaign is an antiquated system. Most online marketers acknowledge this but use the model nonetheless.

If you break down the reasons why, they usually include some form of the following:

– CMOs are not in the day-to-day nor may they be digitally savvy depending on from where in the ranks they ascended. Continue reading