The proliferation of digital information has created a new buying environment. As marketers, our historical high performing digital channels are seeing dwindling in results, many of us are going back to the drawing board to re-evaluate our strategies. The pressure is being felt on our sales counterpart as the majority of buyers are now more […]
Soapbox: Who owns revenue in the new buying environment? Read More »
The ad tech ecosystem is all atwitter over Google’s decision to eliminate third-party cookies from Chrome. It’s bad news for those who monetize ads on sites with content of questionable value, often authored by automation. It’s also bad news for the ad tech industry that has taken 40% off the top by facilitating buying on
Soapbox: Does the demise of third-party cookies mean we’re back to the future? Read More »
I work for a B2B SaaS product and one of my tasks is to produce a monthly analytics report that breaks down our lead conversion rates. I track the conversion rate of website lands > demo requests > trials > closed deals. Last month I was asked to create a Zapier integration that sent an
Soapbox: Are ad blockers breaking the foundations of digital marketing? Read More »
The death of cookies is a bitter pill for many of us to swallow, but it’s a transition that’s been a long time coming. Since the beginning of online advertising, the potential to target consumers based on every little behavior meant that the internet wouldn’t just sell people stuff. It would work better than any
Soapbox: The death of cookies will bring new life to advertising Read More »
The emergence of AI-powered martech has given marketers a lot to grapple with the last couple of years. Some have voiced fears of being replaced by automation. Others are excited by the potential time and cost savings. But with all the hype around new technology, we may have overlooked the most exciting part of the
Soapbox: AI will help marketers focus on being human again Read More »
Trends in storytelling generally stem from media and entertainment. Once these early adopters demonstrate success, edgy B2C brands borrow with pride. Then, B2B players catch on and test the tactic for themselves. And so it goes with episodic storytelling. Streaming services and premium television publishers are purposefully presenting stories as episodes to keep audiences coming
Soapbox: Here’s why B2B should get better at episodic storytelling Read More »
It’s an understatement to say that gaming has become a juggernaut in the realm of entertainment. So much so that in 2018, global gaming revenue was $134 billion, dwarfing the combined worldwide revenue from movie box office ($41 billion), video streaming ($36.6 billion) and music ($19 billion). So why has gaming become the number one
Soapbox: Does gamification have a place in your organization? Read More »
I think the WSJ’s piece is indicative of the type of criticism that most digital brands receive. Are you for your users or your own revenue? The answer isn’t simple. Similarly to other brands that put user experience on their banner (Amazon, Apple), digital brands have to constantly negotiate user experience and revenue. These brands
Soapbox: The compromise between UX and revenue is not so simple Read More »
It happened – Average Position is gone. Caput. Outta here. It was, at its best, a vanity metric and not a reliable indicator of how well your ads were positioned. On a small scale, you could have seventy ads in position one and thirty ads in position five for an Average Position of 2.2. An
Soapbox: Why I’m so glad Google ended our relationship with Average Position Read More »
The proliferation of digital, content-driven devices and channels (mobile, smart TVs, social media, etc.) have reinforced a notion that consumers prefer, even expect, personalized experiences. New research says this notion may be more complicated than that. While global internet users find some types of personalization appealing, there’s no consensus on what tactic is most desirable.
Soapbox: Consumers want personalization and data privacy so we need to solve the puzzle Read More »
