As media planners, we recognize that the audience we’re trying reach with our messages isn’t standing still nor are they only limited to a single media channel. Instead, consumers shift between media channels all day long, including both traditional and digital realms. By understanding the different consumer “touch points,” savvy marketers are able to better predict when and where they can place their messages so they get in front of the right consumer at the right time.
As marketers, it’s paramount that we create media plans that allow us to reach our target consumers no matter where they go. And that often means thinking ahead about what draws and holds consumers in the first place: what is it they are searching for and where will they think to look for it?
In this column, I will explore how digital advertisers can use these different channels to best reach dynamic audiences. This month, let’s look at the challenges and benefits of using digital video channels like YouTube to drive brand awareness and site traffic.
Effective app marketing is not about generating app page traffic, but rather about ensuring your app is discovered by targeted and relevant users who will install your app and use it regularly.
The use of psychology in marketing and sales is not new, but it may be more useful than ever in an attention economy where time is precious and focus is rare. How can you tap into a demanding consumer to check whether there is an actual interest in your product?
Email marketing is nothing new, but as our ability to harness big data improves, so does email’s potential as a marketing channel. In this article, we discuss data-driven personalization, what it means for email marketing, and how to deliver 1:1 communications at scale.
A recent rise in the need for higher scalability and agility has led people to start looking at deploying their CMS to the cloud. With the multitude of devices and platforms currently available, the headless architecture is being viewed as the modern answer to these problems.