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.
Ecommerce is constantly evolving. While bringing your checkout experience up to date is important, your strategy must also be ready to adapt to changing customer expectations. So how can retailers prepare their checkouts for the future?
ClickZ’s recent webinar on Mastering the Art of Data-Driven Attribution was a great reminder of the opportunities available for companies to make strides in this rapidly-evolving area of marketing.
The growing accessibility of third-party data is changing the way retailers do business. But what does it mean for the future of ecommerce?
Ecommerce marketing is all about coming up with new ideas to engage with customers. The latest trends are all about focusing on the customers and their needs, and that's a great way to improve your marketing efforts.