Michael McLarenMember since June 2015Contact Michael
- CEO - Merkle B2B Group Merkle Inc
- LinkedIn: https://www.linkedin.com/in/michael-mclaren-2551612/
- Twitter: michaeljmclaren
- New York New York
- 10017 USA
Forever curious about the intersection of creativity, technology and data - their impact on marketing communications and the endless possibilities for connecting with customers in new and different ways
Articles by Michael All articles by Michael
- For Both Brands And Agencies, This Week's Interests Are All About Branding in
This week, the top three most searched terms among marketers all centered around branding: "brand building strategy," "brand equity," and "brand protection." This essential facet of the overall marketing mix is a main area of focus for marketers who have placed heightened emphasis on performance driven strategies and tactics in recent years.
- As Cookie Nears End, Interest Piques For Clickstream Analytics in
"Clickstream analytics" has seen an uptick in intent among brands. We can infer from this data that brands are reacting to the impending demise of the third-party cookie, coupled with their further embrace of first-party site data.
- Year Ending On An 'AI' Note For Both Advertisers And Agencies in
The amount of rapid change that we, as an industry, have experienced over the last 12 months has been nothing short of extraordinary. We close out the year by looking at intent data for the month of December.
- 'DoubleClick' Clicks, 'Facebook Mobile Ads' Don't in
We have just witnessed a dramatic surge of interest in "DoubleClick search," coinciding with news of the FTC's lawsuit against Google for monopolizing the online ad market.
- Brands Focusing On 'Social Activation,' Agencies On 'Brand Ambassadors' in
Intent data for "native advertising" has been consistently rising since August, amid ongoing efforts to provide more seamless, streamlined, and responsive customer experiences in a highly saturated digital space.
- Post-Election Signals: 'DoubleClick Search,' 'Yammer,' 'Telephone Consumer Protection Act' in
"DoubleClick Search" saw a significant uptick among brands, signaling rising marketer interest around search marketing overall.
- Interest Spikes For 'Cognitive Computing,' 'Customer Advisory Board,' 'Brand Protection' in
"Cognitive computing" saw increased interest among brands and agencies during the second week of November. Defined as "the simulation of human thought processes in a computerized model," cognitive computing employs various information sources and technologies to mimic how the human brain works.
- 'Online Video,' 'Conversion Funnel' Soar in
Online video took center stage in the past few months as many cord-cutting Americans streamed election content from major outlets on Internet-connected devices. Predominantly used as a branding channel, online video also offers the personalization and cost efficiency lost in many traditional TV buys.
- 'Amplified Intelligence' Accelerates: 'Copy,' Too in
By augmenting our abilities, 'amplified intelligence' enables increased operational efficiencies and more effective decision-making, offering businesses a competitive advantage.
- Lead-To-Account Matching, Predictive Lead Scoring Both Spike in
The last week saw increased intent among brands for "lead-to-account matching." Matching new leads to existing accounts is a way to focus on customer retention and upsell. In absence of company-issued email addresses, brands need to find ways to map leads to businesses.
Comments by Michael All comments by Michael
- 'Local Marketing' Surges, 'Content Marketing' Erodes
Thanks for the feedback. We are looking at a relatively small sample scale from week to week and accordingly, our commentary is simply meant to provide insights into interests and,from this, indicate potential intent to take an action. It is a hyper focused view into the challenges brands and agencies are being faced with every day – with the goal of bringing awareness to those areas where we might be able to anticipate needs. We focus on those topics with the with the highest % of interest spikes each week. Hope this clarifies. Michael