Marketing report-related content consumption activity increased over the past month as measured by Bombora Company Surge (R).
“Creative Optimization” and “Dynamic Creative” were among the top search terms this week as measured by Bombora Company Surge (R). ”
– Michael McLaren, CEO of Merkle B2B
NEW YORK, NY, UNITED STATES, April 2, 2021 /EINPresswire.com/ – Posted by Michael McLaren, CEO of Merkle B2B
Last week we examined how marketers are re-prioritizing their audiences to keep up with the changing consumer preferences and behaviors that have defined 2020. Again, intent data suggests marketers and agencies are interested in “web copy”, “web content”. “Target group” and “target group segmentation” continue to be strongly represented by both brands and agencies.
Marketing reporting content consumption activity has also increased over the past month as measured by the Bombora Company Surge (R). With the average person now spending roughly 42% of their waking life online, it has become increasingly important to measure their brand’s progress online. Once you’ve established measurable and achievable marketing goals, it’s important to compare and contrast the various success metrics to determine what is right for your business. By tracking marketing usage through systematic practices, business leaders can begin to correlate whether or not the use of marketing resources has had a real impact on the company’s sales process and identify actionable steps to improve marketing performance to achieve their goals.
“Creative Optimization” and “Dynamic Creative” were popular search terms this week. Most marketers understand how storytelling can become an essential element in engaging with the consumer. Nonetheless, too many fall into the trap of serving generic ads for generic audiences, leading to ad fatigue. Dynamic Creative Optimization (DCO) offers more personalization on a scale, but with creativity and context. With data that informs rather than dominates the creative process, brands have the best chance of getting the results they want.
“Multichannel marketing” increased dramatically in mid-March. Whether you’re in B2B, B2C, D2C, or anywhere in between, your customers expect access to the information they want to be easy. They expect brands to know who they are and where they are on the journey, that conversations are seamlessly connected across channels, and that experiences are forward-looking. Businesses need to focus more than ever on staying relevant to their customers – otherwise they run the risk of becoming out of date. This can be achieved by maximizing your first party datasets to inform the customer experience in real time.
This column was first seen in MediaPost:
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April 02, 2021 at 5:09 pm GMT
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