See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.
Collecting data is easy but finding smart ways to use it to deliver better, more compelling ads to customers is much more difficult.
So you’ve tagged your site. You’ve identified some interesting audience segments. You’ve got some great data, and you are ready to go! However, data only gets you to the door. The creative is what gets you through (and keeps you in the room).
Marketers get jazzed about programmatic due to the promise of big data — the promise of delivering the right message to the right person at the right time. However, brands quickly learn that even though collecting data is easy, finding smart ways to use it to deliver better, more compelling experiences to customers is much more difficult.
Econsultancy has published a new report in partnership with IBM which gives a comprehensive overview of real-time marketing.
The report author Jeff Rajeck offers his thoughts on this topic and provides more details about what is covered in the study.
What is real-time marketing? Well, first off, it’s not just about a well-timed tweet or other reaction to a real-time event. Instead, real-time marketing involves taking in real-time input from a customer and delivering a highly personalised, relevant and timely message back to them.
Snapchat’s CEO has spoken out against the growing popularity of targeted ads by warning that they may indirectly inflict ‘brand damage’ on those resorting to the technique.
Speaking to Adweek Evan Spiegel said: “Some of the stuff that happens on the Internet—like when a product you didn’t end up buying follows you around—that ends up feeling strange and maybe even winds up doing brand damage.”