When you overhear a conversation on AI (artificial intelligence) technology, it’s easy to assume that the people in the discussion are either a) data scientists or b) avid fans of science fiction. AI, a popular subject explored for decades now in films like Metropolis, 2001: A Space Odyssey, and by MIT researchers is typically dubbed inaccessible by most people. Interestingly, however, AI is used by “common folk” on a nearly daily basis. From streaming music on Pandora or Spotify, to summoning Siri for help in sending a text message, or receiving alerts from a bank’s fraud support AI slips into…
When you’re preparing your marketing mix, there’s so much to think about. Why? Because there’s a ton of new tools, strategies, and opportunities that are pushed on marketers and businesses all the time — especially online. Facebook ads. Instagram ads. LinkedIn advertising. Google AdWords. Even Twitter pushes advertising when all you want to do is skim through your feed to make a few retweets. Today advertising options are seemingly endless, which can easily overwhelm or create a desire to jump on every possible platform. While this is a tempting maneuver, spreading ourselves too thin is a recipe not just for…
Publishers are busy. They’re preparing for the death of the third-party cookie, growing their subscriber bases, and consistently producing high-quality content.
They don’t have time to deal with sub-par ad server platforms that fail to deliver revenue and can’t integrate with their overall operations.
That’s why it’s so important to choose the right ad serving platform — one that can help seamlessly run ad campaigns, measure performance, and drive engagement across channels. This way, publishers can scale their digital advertising efforts and continue growing their businesses, even as the landscape continues to evolve and user behaviors change.
With that in…
There’s a lot to be said about how publishers will be impacted by a cookieless world, but advertisers are in a similar boat: They’re also faced with the task of revamping their ad targeting strategies and finding new, data-rich channels through which to drive engagement.
According to a recent study from Epsilon, 80% of marketers are still reliant on third-party cookies and 83% expect their advertising efforts to be affected when those cookies go away. Yet less than half are “very prepared” for this inevitable shift.
As third-party cookies are set to be a thing of the past, advertisers are looking for innovative ways like newsletter advertising to target their customers and generate revenue.
With that in mind, many are turning to a robust marketing channel that continues to stand the test of time: email.
Over 4 billion people now use email to correspond with their favorite people, publishers, and brands — and that number is expected to reach 4.6 billion in 2025.
In fact, customers prefer to…
Millions of news stories are published every day. As The Atlantic reported, The Washington Post alone publishes an average of 1,200 stories a day and The New York Times publishes 230 stories a day. And those numbers are only growing.
So, how do readers possibly sift through all that content and find the stories that matter most to them?
They use newsreader apps like Apple News, Google News, Flipboard, and Feedly. They can curate these apps and personalize them to their interests, so all their favorite stories from their go-to publications are in one place.
If there are two things that describe the modern digital marketing experience, it’s these: cross-channel personalization and multichannel messaging.
People can consistently access their favorite content across channels and devices. And publishers and brands make that process as easy as possible by providing relevant, real-time content recommendations. In fact, Harvard Business Review reported that 73% of customers use multiple channels on their journey to making a purchase.
As I said in our “Thinking Outside the Inbox” series:
There comes a time in every digital publisher’s life when they have an important realization: It’s way more valuable to build deep, long-lasting audience relationships with lifecycle engagement strategies than to chase quick viral hits.
Sure, a trending piece on social media can cause a rapid spike in traffic, but there’s no guarantee those readers will return or continue engaging with your platform. Investing in audience retention and loyalty, on the other hand, yields far greater rewards.
In fact, it costs 5X more to attract a new customer than to nurture an existing one. …
As business philosopher Jim Rohn once said, “One of the greatest gifts you can give to anyone is the gift of attention.”
Both publishers and advertisers know this well. Customer attention is often hard-earned and worth the reward — especially because it’s in short supply. As studies have shown, the human attention span recently dropped from 12 seconds to just 8 seconds.
That’s not too surprising. We have more apps, platforms, and devices than ever through which to consume information and content. And that means more distractions, options, and “shiny new things” to give our attention to.
So, how do…
“If at first you don’t succeed, try, try again.’
As the famous quote advises, you won’t always win on the first go-around. But there’s no need to get discouraged. What’s most important is that you just keep pushing on.
This is especially true when it comes to engaging customers online.
It’s understandable, of course. People get distracted. Or they need to do a bit more research. Or they just aren’t ready to engage with your content. That’s ok — that’s what a re-engagement strategy is for.
An effective re-engagement strategy can help you get in front of your website visitors…