A single communication channel won’t work for marketers anymore.
Did you know that 92% of online ads aren’t noticed in 2017? Rewind about 20 years and the story was completely different.
AT&T purchased the first ever banner ad from HotWired.com in 1994 and a whopping 44% of the people who saw this ad clicked on it.
Since the beginning of marketing, there have always been two camps. Data and creative. These two groups have done their best to work together, at times awkwardly combining research with creative campaigns to engage their audiences. But have they truly integrated to create real value in the digital age?
Every few years, there are new buzzwords that begin to circulate the marketing industry. These words encourage companies to think differently about how they go to market. The goal is usually to make marketing more relevant and effective.
I was out bowling with some (millennial) friends the day that Pokemon Go was launched in the US. While I was waiting my turn to bowl, one of my friends showed me this new game that he described as ‘bringing his online and offline lives together.’ Even though it had only been around for only a few hours, he couldn’t stop playing it.
A number of years ago, the New England Direct Marketing Association invited me to speak about marketing metrics and which ones were important to track. Back then, consumers were just starting to research and buy products online. Large amounts of available data was starting to inundate marketers and since I worked at a business intelligence company, they wanted to hear my thoughts.
Everyone who has worked in business understands that we operate in a free market economy. At anytime a new company can enter a market at will, with the sole purpose of taking away your customers. There are many reasons this may occur.