Bridget Bidlack says, “Here’s an interview with Bridget Bidlack, Vice President of Global Product Management, Experian Marketing Services about how Ad tech/Mar tech convergence enables companies to meet consumer demands. Q: What does the convergence of advertising and marketing technology mean for marketers? BB: The collision of ad tech and mar tech, or what is now being coined “mad-tech,” is revolutionizing the brand experience for both marketers and consumers. We’re now able to move beyond the relevant ad and the personalized email to create experiences that transcend the channels. Traditionally,... [...]

Brian Westnedge says, “It is no secret to digital marketers that email delivers business value. 72 percent of customers rate email as the most preferred method of communication and for every $1 spent, email marketing generates $38 in ROI. Unfortunately, the most valuable marketing channel is also the least secure. Every day, marketers pay a hidden phishing tax—in lost brand trust, in reduced email performance, and in diminished ROI. Email fraud costs companies around the world billions, and can destroy brand reputation—customers are 42 percent less likely to interact with a brand after... [...]

Spencer Collas says, “Incorrect data, especially an invalid or incorrect email address for a customer, has huge potential for lost revenue. For many organizations, email is the hub of the marketing strategy. An email address is the key data point that connects a customer’s activities across multiple channels and devices. Without an accurate email address, your chances of linking your customers’ cross-channel behaviors are vastly slimmer, leaving you in the dark about both their behaviors and their preferences. That’s why it’s so important that organizations collect the right email... [...]

Brian Westnedge says, “It is no secret to digital marketers that email delivers business value. 72 percent of customers rate email as the most preferred method of communication and for every $1 spent, email marketing generates $38 in ROI. Unfortunately, the most valuable marketing channel is also the least secure. Every day, marketers pay a hidden phishing tax—in lost brand trust, in reduced email performance, and in diminished ROI. Email fraud costs companies around the world billions, and can destroy brand reputation—customers are 42 percent less likely to interact with a brand after... [...]

David Kepets says, “Pushing the envelope with kinetic email Now is the time to push the envelope with email. Marketers have been apprehensive to test new ideas with email marketing but are intrigued by the possibilities kinetic email brings to the table. So what is kinetic email? It’s the ability to include interactive and dynamic actions within an email that are executed in the code via HTML and CSS. “Interactive” is the key word here. “Interactive” can be interpreted in a couple of ways: 1. Multiple taps or clicks: The user interacting with the content 2. Movement: Items moving... [...]

Enag georgy says, “These days, people are always looking for the latest buzzword. For a while it was big data, which introduced a level of scale and speed in terms of processing and making sense of data that no one had yet experienced. Today’s buzzword is predictive analytics, but many organizations don’t know where to begin to make it a reality or to translate it into business value. They look to my team for guidance on what we’re doing and best practices we can share. Ironically, the spotlight on predictive analytics has actually emphasized the need for marketers to return to fundamentals.... [...]

Courtney Cunnane says, “The Chief Data Officer is a marketer’s new best friend Marketers have long sought to gain as much information as possible about the consumer. The more we know, the more likely it is that we’ll be able to increase conversion and customer loyalty. However, data is not always easy for a marketer to access or manipulate, making data management and insight difficult. This is especially true when we consider the state of data management today. Most organizations suffer from a high degree of inaccurate data and segmented data sources. Most data management occurs within... [...]

David Gamber says, “5 key questions from the 2016 Digital Marketer Webinar In our recent webinar, Shift happens: How marketers are navigating their biggest challenges of 2016, Spencer Kollas, VP of Global Deliverability at Experian Marketing Services, and Sal Tripi, AVP Digital Operations & Compliance at Publishers Clearing House spoke about the biggest marketing challenges of 2016, including the organizational steps required to center cross-channel marketing programs around the customer. Check out their answers to our viewers’ most pressing marketing questions: Q: How can I convert... [...]

Brienna Pinnow says, “Achieve maximum impact with addressable advertising This is an exciting time for digital marketers, with the growth of new devices and channels bringing more opportunities to intelligently and creatively engage. However, this rapid channel growth also means there is more potential to overspend on marketing and advertising programs that do not achieve maximum impact. For this reason, it’s more important than ever to leverage for both traditional and emerging channels. Through addressable advertising, you can use first, second and third party data to provide a better... [...]

Yvette Mitchell says, “Consumers have come to expect real-time relevant interactions with brands. The response on the supply side: The convergence of ad tech and marketing tech. The response on the demand side: Brand marketers eagerly working with business partners to create integrated cross-channel marketing experiences. This means that customer data and actions across channels and devices should affect the email, mobile, display, TV, web or social message received or viewed by the customer. To effectively execute on this real-time experience requires marketers, much like basketball players... [...]