Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "digital marketing"
- While 75% of procurement execs say their role managing media has been successful, only 26% of marketing execs say so, according to a new ANA study.
- But many see skills and measurement as key barriers to growth, WARC and MMA report.
- Instead of their standard search shopping campaigns, Tecovas digital team launched Google Smart Shopping on their product feed with huge success. Tecovas' Performance Marketing Manager, Paige Malloy, will share the implementation requirements for their testing; which resulted in greater efficiency, more revenue volume, and better ROAS for the western boots and apparel retailer.
- Professional sports players may get a break during the off-season, but for the Arizona Cardinals' marketing team, this is the time to engage fans on a different level and aim them toward season ticket products. Arizona Cardinals' Email Marketing Analyst, Angie Weyman, explains how the brand is using hyper-segmentation routines to isolate season holders from ticket buyers from non-buyers in order to tailor messaging for these different relationships with the team brand. Their use of dynamic content insertion and careful measurement is giving them a fuller picture of these different fan sets and what it takes to engage them whether players are on or off the field.
- Email remains the main fundraising funnel for political campaigns. But as SMS becomes increasingly important for organizations, voter mobilization, and fundraising, integrating the two messaging channels is critical. NRCC's Digital Fundraising Director, Taylor Black, shares learnings from recent Republican campaigns about how text and email can amplify and reinforce one another in unexpected ways. The two channels can reference and even quote one another to create a cross-channel conversation with users.
- The report is from Stagwell's MMI and Harris Poll, which found that 98% says its important to work with brands that align with their values.
- The soft-serve shop 16 Handles has always been about the on-premise experience of personally personalizing customer desserts. It is a case study in building in-person delight. But as the company has moved into delivery and on-app ordering it has been challenged to digitize the experiential dimension of the brand across channels. The Founder and CEO of 16 Handles, Solomon Coi, shares how the brand thinks about making WOW omnichannel.
- The all digital wireless carrier, Visible, developed a top to bottom approach for market infiltration via data and market research. The challenger brand's head of brand marketing, Pearl Servat, shares with us how they leveraged a marketing mix of digital and traditional channels to introduce prospects to the brand at various touch points and drive consumers to its digital storefront. Learn how Visibles repeatable & scalable marketing strategy is reshaping what meaningful experiential activations looks like for a digital-first brand.
- Retail Media Networks (RMNs) have added new inventory, targeting, sales and measurement opportunities...and headaches, to the digital ad market. Kim, who manages media buying for Mindshare CPG clients, maps the terrain. How are the RMNs from Walmart, Target, Kroger, etc. plugging into existing infrastructures, offering new and difference metrics of success, creating new challenges for marketing teams?
- Data-Centric approaches to marketing work best when all areas of a marketing organization understand the principles and tools for using data. As Empower's Brett Mowry outlines, data maturity often means moving companies away from "centers of excellence" and towards a more democratized structure where all marketers work more collaboratively and holistically with a common understanding about leveraging a CDP, managing 3rd party data and mapping customer journeys.
- Hunter Douglas has been on a five-year journey of bringing ever more of its media buying and planning in-house, first search, then social, and now Video and programmatic and branding. But as Tiffany Leung explores, this has been more than an operational shift. It required not only changing KPIs, staffing and messaging but a cultural shift to value a data-driven approach to all aspects of marketing, internal organization and event onboarding customers.
- Through surveys and data, Joybird found their customers wanted more inspiration and engagement when shopping to style their rooms. In response, at MediaPost's D2C Insider Summit, Eric Tsai, the furniture retailer's vp of marketing & business development, shows us how they turned to a 3D planner tool on Pinterest. It enabled shoppers to click on a photo, drag it into a scene and create a customizable 3D design space; resulting in greater engagement, a 50%+ lift in AOV and an enhanced shopping experience for their customers.
- But over half of marketers expect to use cookies as identifiers in two years, and slightly less expect to use email, a study by MMA Global and Boston Consulting Group finds.
- As one of the world's leading brand licensors, Meredith has had commerce in its DNA for decades. Online, the company has learned from its innovations across every emerging e-comm opportunity. From shoppable video to inspiration-to-shopping cart deep integrations with retailers like Walmart, GM of Commerce Content Chloe Reznikov walks us through how these next-gen e-comm models bring publishers way beyond the affiliate link.
- Baird Capital Analysts late Tuesday lowered stock estimates for a majority of Internet companies the group covers to reflect the impact from a possible mild recession.
- Many consumers describe personalized ads as "annoying," but others say such messaging is "useful" or "enjoyable."
- The ability to teach students coding skills and the importance of data is crucial to the future of digital advertising. About 58% of students in a study agree that the ability to write software code is either equally or more valuable than learning a foreign language for their future career choices.
- Consumers who use digital pinboard platform Pinterest are the most likely to engage with promoted or sponsored posts on social media.
- Advertisers on Facebook and Instagram spread their spending more broadly across the purchase funnel.
- Online video is the most popular category of digital media, with 77% of marketers saying they will spend more on the channel.
- After surging during the second and third quarters, the price of digital advertising grew more moderately during the final three months of 2021.
- Email personalization is the top method, with chatbots now in second place, Persado and Coresight Research report.
- The acceleration of streaming this past year has made video even more critical to a brand's growth strategy. Lexmark's director of marketing operations, Mike Dattilo, shares how he's successfully targeting SMB users to expand their audience and increase brand awareness and conversions through performance video.
- Visible Wireless, a retail brand of Verizon, doubled down on social channels to find and cultivate communities that wanted an alternative telecom model. And in turn those communities have informed everything about how the brand grew - from product development even to media planning. Visible's digital marketing lead, Sarah Baker, shows us what a grass roots media strategy looks like?
- Managing campaigns now takes an average of nine types of software or digital platforms.
- How do you grow your brand in an extremely fragmented market? For GetYourGuide [GYG], it took consumer data, timing and making a spectacular splash. Already a market leader in Europe, the travel booking site wanted to boost their brand awareness in the United States, so they turned to out-of-home media to help. In early 2021, with news that domestic travel in the U.S. was expected to open before Europe and the U.K., they knew it was the optimal time to strike. After collecting data on American's newly acquired habits during lock down, GYG created specific messaging on how consumers could experience those interests in real life. Zip-code lookalike technology determined GYG's target geographic areas for the OOH placements; which included billboards to maximize reach and transit and place-based screens to drive website traffic. The campaign cut through the clutter, resulting in a 500% lift in unaided brand awareness, while driving over 42k online conversions - - exceeding GYG's direct response goals.
- Changes in data strategies have led many brands to increase their media spending on streaming platforms, as well as consider privacy policies.
- What do you do if your company is being described as "stodgy" by Millennials? How do you attract a younger audience without alienating your Gen X and successful Boomer clients? That's what Windermere Real Estate was facing. With a nearly 50 year legacy and flashy brands like Zillow and Redfin invading their space, Windermere needed to step up their game. Easier said than done when your budget is limited, and you're up against VC-backed and publicly traded companies with plenty of money to spend. So they needed to get creative and find a space where they could stand out. That space was Spotify. The music platform, a favorite among Millennials, gave Windermere the space to create their own branded station with home-themed playlists that could appeal to all generations. Spotify also provided branded QR codes to directly engage consumers with Windermere's station in an off-line environment, i.e. OOH, business cards and TV ads. Since launching their branded station, Windermere has earned more than 100K monthly active users and seen an 18% increase in direct traffic to their website. Spotify now plays an integral role in Windermere's media strategy.
- Every click is a hurdle, not an invitation for users. And every form to fill is a mountain for them to climb. EIS veteran Chester Bullock explains how reducing that friction has increased email's effectiveness in driving qualified leads and at the same time leveraging customer brand loyalty.
- When Policygenius streamlined its manual insurance matchmaking process and redesigned its email program, the brand needed to maintain its roots in human connection while providing expertise to guide customers through the insurance shopping process. Sometimes it's the little things, it turns out, that keep messaging personal, not just personalized.
