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
On 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.
John 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.”
With trade show season approaching, here are some tips for making the most of the digital marketing conferences.
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