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WebMD’s Influence on Consumer Healthcare Choice

WebMD’s Influence on Consumer Healthcare Choice

WebMD wanted to shed light on the online patterns consumers use to make decisions on healthcare providers and how its brand fit into consumers' path. Incisive digital tracking from Luth Research, combined with traditional surveys, was used to add value to the brand.

Changing Seasons, Changing Behaviors

Changing Seasons, Changing Behaviors

Weather's impact on your mood and behaviors is well-documented, and during the pandemic the connection has become even more pronounced. But capitalizing on these real-time, seasonal moments can be difficult for marketers, requiring advanced insight to deliver effective messages.

Reaching the Total Audience on TV

Reaching the Total Audience on TV

The pandemic accelerated the transformation of both TV viewership and TV advertising. Both buyers and sellers need to come up with solutions to reach the total audience across all forms of TV, from linear to OTT/CTV. Bringing linear and digital TV together drives efficiency and scale for all advertisers. 

The Rise of First-Party Data

The Rise of First-Party Data

As the end to the third-party cookie grows nearer, many marketers are still concerned about how to recognize anonymous users in real-time. Third-party cookie deprecation makes your first-party data even more important, and this will deepen your customer relationships. 

Mining the Gold in Audience Data

Mining the Gold in Audience Data

Agencies and marketers know the value of data. After all they have a lot of it. The question is:  How can you mine the gold in your first-party audiences but not fully discount third-party audiences in the decision process? The best solution may be A/B testing multiple audience targeting strategies. 

Reinvent Your Marketing Strategy for the Next Normal

Reinvent Your Marketing Strategy for the Next Normal

Prioritizing media and promotions won’t be enough to succeed in 2021. To win, serve and retain customers in the next normal, marketers must reinvent their companies’ strategies around the 4Ps: price, placement, product and promotion.

TV Is Much More Than Just TV

TV Is Much More Than Just TV

The TV landscape has been evolving at breakneck speed. It is now a multichannel, multiplatform, multidevice conundrum. That means that TV is now a much more fragmented industry. Yet it is as essential as ever for marketing success.. 

Manage Your Digital Content Overload

Manage Your Digital Content Overload

You’d think the fast-paced consumption of digital media and content would be a marketer’s dream, but managing it in a way that lets you track all of the components of your brand’s story can get messy. That’s where digital asset management (DAM) comes in.

Best Practices for Smart Audience Segmentation

Best Practices for Smart Audience Segmentation

"The customer is always right." Regardless of whether you fully believe in that mantra, unlocking your target segments' nuances can have a real impact on your ROI measurements. It’s time to start building an audience strategy tailored to your needs.

What Differentiates Today’s B-to-B Marketing Leaders?

What Differentiates Today’s B-to-B Marketing Leaders?

Over the past year, no space has evolved as rapidly as business-to-business marketing. Many b-to-b CMOs have already shifted to an ecommerce model, or they have their digital transformation of customer experience well underway. These are the “frontier” CMOs. 

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What Ignites Brand Loyalty Today?

What Ignites Brand Loyalty Today?

Personal values, lifestyle and digital footprint may seem like different aspects of segmentation, but working together they form an intimate, 360-degree view of the consumer. A unified view of fresh consumer data (emphasis on fresh) is critical to driving brand loyalty amid disruption.

How to Get Started in Journey Management

How to Get Started in Journey Management

Journey Management unifies journey mapping, orchestration and analytics to deliver the best possible experience to your customer. All organizations, not just enterprise marketers, can now access high-end customer journey capabilities, no matter their budget or customer count. 

5 Ways Leading Brands Maximize Social Analytics

5 Ways Leading Brands Maximize Social Analytics

How do market leaders grow and maintain their brand presence? Brands like Porsche, Net-A-Porter and NARS Cosmetics are using social media analytics to engage audiences, nurture influencers, understand customer journey and measure the impact of their promotions. 

Best Practices for Content Monetization

Best Practices for Content Monetization

The media, entertainment and advertising industry is facing unprecedented pressures to transform. Leaders in the industry will take a data-first approach, leaning on new innovation in the cloud to provide greater access to data while maintaining strict governance. 

Let’s Talk About Performance Creative

Let’s Talk About Performance Creative

Marketers and agencies alike are fervently trying to solve the challenge of performance marketing. All too often the focus is on media, and creative gets forgotten. How do modern marketing teams transform production in an age where performance creative is the missing link? 

2020 Disrupted the Upfronts… What’s Next?

2020 Disrupted the Upfronts… What’s Next?

For TV advertising, 2020 forced a reboot of the Upfronts. Flexibility became the new North Star, with advertisers looking to reserve quarterly instead of a full year in advance. But what does this mean for 2021? A panel of leaders from Fox, Publicis and Amobee share their insights.

The Evolution of Mar Tech

The Evolution of Mar Tech

The marketing technology explosion of the past few years shows no signs of slowing down. New tools, new targeting, new analytics and new measurement solutions emerge constantly. But what are the critical shifts that every marketer needs to be aware of?

Brand Messaging Is Still Critical in a Demand-Gen World

Brand Messaging Is Still Critical in a Demand-Gen World

Brand teams create awareness at the top of the funnel, while demand teams strive for conversions at the bottom. Too often these departments operate in isolation, with separate budgets and different KPIs. This all-too-common model misses valuable opportunities to generate and convert demand over the long term.

What Agencies Need to Know About Social Media in 2021

What Agencies Need to Know About Social Media in 2021

One of the few certainties facing agencies in 2021 is that social media will play an even bigger role in client marketing and advertising. But social preferences continually evolve, and like many things in 2020, that evolution was accelerated by the pandemic.

The Current State of Customer Engagement

The Current State of Customer Engagement

Identity. Data. Experience. Over the past 18 months, digital marketing has gone through its fastest pace of change ever. Take a deep dive into these trends from  Merkle’s 2021 Customer Engagement Report.