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How Retailers Can Make The Most of the Holidays – Part 1

How Retailers Can Make The Most of the Holidays The holidays change people. Someone’s otherwise stoic Aunt Jane turns into a stand-up comedian and someone’s otherwise sober Uncle Reginald becomes a lush. But the holidays also change how people consume content and make buying decisions. We’ve worked with a host of retailers to help them analyze their data in order …

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Three Opportunities Every Retailer Needs to Consider

These are topsy-turvy days in the world of retailing. Longtime brands like the Gap, and the malls they call home, are facing punishing times. Notable ecommerce brands, like Bonobos, are now planting flags offline. These are interesting times indeed, and they’re packed full of opportunities. Here are three things that we believe every retailer needs to seriously consider. Pure Plays …

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Programmatic Advertising: Clearing Up Some Misconceptions

You can’t escape the topic of programmatic ad buying these days. It’s seemingly everywhere. In all the hype and hoopla, however, considerable confusion has crept in. Here are four misconceptions that we encounter on virtually a daily basis: Just Calling It “Programmatic” Doesn’t Make it So “Programmatic” is used to describe so much that it’s become diluted to the point …

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The Rise of the CM/IO

There’s no escaping the fact that, in our digital, data-driven world, marketing must work hand-in-glove with IT. In fact, marketing is (or at least should be) so data-influenced these days that CMOs and other marketing leaders must be adjunct CIOs of sorts. The “M” of marketing no longer even makes sense without the “I” of Information, and vice versa. Collaboration between …

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Estimate Your Missing iOS 6 Mobile Organic Traffic

When Apple released iOS 6 in October 2012, Google Analytics began hiding Organic Traffic referrals from the mobile Safari browser and recording it as Direct Traffic. The iOS 6 update to help searcher privacy was not anticipated by Google, causing search traffic to be filtered through as direct. With the global increase in mobile and tablet usages, this is becoming …

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How to NOT SUCK at Brand Content

Every nano-second eleventy bajillion pieces of content are published by brands. Some of it — like this, this and this — is really good, but most of it whispers meekly to a deaf and disinterested audience, the product of some wrong-headed thinking. I left publishing five years ago and have worked with clients big and small from Tokyo to Romania. …

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Beacons: What You Need to Know

Digital marketing is a great tool for reaching the right people; however, it doesn’t always reach the right people at the right time. In-store traditional advertising reaches people at the right time, but is difficult to track and measure. Enter beacons, the newest buzz in digital & mobile marketing. But what are beacons? Why should you care? And should you …

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There’s No Such Thing As ‘Consumers’

“There’s no such thing as consumers. Only people. And people don’t live to buy your brands. They just live.” — Rishad Tobaccowala I was sitting in the third row in a high-tech conference room. There were maybe 300 people in the audience and, on stage, the Chief Marketing Officer of one of the world’s most famous and important companies delivered …

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Human Nature @Scale

The world is changing, technology is changing, the way people behave is changing, but human nature has not and, more than likely, will not. People want to feel like individuals, not demographics. They want to feel like they are respected and appreciated contributors to a whole that is both larger than and of themselves. It has always been this way …

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Encouraging Your Data to Mingle & Dance

Too often, data that could otherwise help shape more creative and effective marketing communications is rendered impotent because it’s kept in its own silo. For instance, call center data stands in one corner while social media data stands in another, the two never given the chance to mingle, let alone dance. In these situations, a good dose of silo busting …