Marketing

Traditional marketing metrics are broken. Here’s what to look at instead.

The metrics that digital marketers have to deal with are bad. There, we said it. Open rates. CTR. Impressions. While offering bits and pieces of the story, none of these metrics actually tell you if a real person saw your message, engaged with it, and bought your product. Sure, old-school metrics serve a purpose -- it’s nice to know when one email outperforms another, so you can take note of its subject line, for instance…
Dan
August 23, 2019
People-Based MarketingSegmentation

Let’s end the confusion around “people-based marketing” once and for all

This is the latest edition of our "Big Ideas" newsletter, a monthly missive on the larger issues in the digital marketing industry. If you'd like to subscribe, click here. Hi all, “People-based marketing.” It's a phrase that gets thrown around in our industry too much. Like such overused stalwarts as “holistic,” “disruptive,” and “synergistic,” “people-based marketing” is being used by companies that don’t actually know what the term means. So let’s end the confusion: a true people-based…
Dan
August 22, 2019
CulturePeople-Based Marketing

We made the Inc. 5000 for the third year. Here’s why we’re excited for the rest of 2019 (and beyond).

We’ve got some news. We’re excited to announce that we’ve been included in the Inc. 5000 for the third time. The list is an annual guide of the 5,000 fastest-growing privately held companies in the U.S, and we’re in esteemed company. 2019 has been great so far, and the best is yet to come. Here are some reasons we’re grateful for the past 12 months -- and pumped about what’s in store. We continue to…
Dan
August 21, 2019
Multi-ChannelPeople-Based Marketing

Let’s talk about what paid search is (and what it isn’t)

Paid search, SEM, and SEO are three different things that have, over time, become entangled and mischaracterized in the digital marketing conversation. SEO was previously considered a component of SEM. But doing SEM didn't always mean SEO was a part of the effort. But when it was, SEM was paid search + SEO. Confused yet? Probably. Because it’s confusing. (And needlessly so.) So let’s clarify some things. For the purposes of this article, we’re going…
Dan
August 15, 2019
Audience InsightsPeople-Based Marketing

Why you need a people-based marketing platform that’s also a “one-stop-shop”

“People-based marketing” is a term that gets thrown around a lot in this industry. There are companies that tout themselves as being “people-based,” but in reality, they’re persona-based at best. They have users’ desktop cookies, and maybe their mobile IDs, but are unable to tie any of this back to actual people (the way you could with PII data that’s been ethically sourced). This makes it impossible for these companies to accurately resolve users’ identities,…
Dan
July 29, 2019
People-Based MarketingTargeting

Six essentials to doing paid search the right way

Let’s assume for a moment that you’re not running a paid search marketing campaign for yourself or a client. But you’re doing some other things very well, especially at the top of the funnel. You’ve built an audience and are running highly-successful display campaigns. You’re killing it on Facebook. Ditto for email. Things are running on (almost) all cylinders. Your creative is great. Your team is happy. Your boss is impressed. Because of all of…
Dan
July 23, 2019
Multi-ChannelPeople-Based Marketing

This is what “people-based marketing” actually means

“People-based marketing.” It’s one of those terms that gets tossed around too much. Much like “rebranding,” “organic growth,” and our all-time favorite, “synergy,” people-based marketing has been used so loosely that it threatens to become fodder for a Dilbert cartoon. The thing is, people-based marketing actually solves huge problems for anyone trying to sell a product or get a message across. But before you embark on a people-based campaign, make sure your partner is actually…
Dan
July 19, 2019
Multi-ChannelPeople-Based Marketing

Your ads might not be hitting real people. That’s a problem.

Marketers have a problem. They’re not sure they’re talking to real people. This is an issue, as you can imagine. The inability to accurately track who your message is hitting across a litany of devices -- the inability to know if your ads are even hitting real people (and not bots) -- creates a host of problems, not the least of which is wasted money. Only one-quarter of all digital ad spend ever reaches actual…
Dan
July 11, 2019
AutoDataMarketing

This is how auto dealers can pinpoint their next customer and increase sales

We hosted a free webinar this week. It was about moving metal. Perhaps this subject interests you. A key takeaway: car dealers can’t get too wrapped up in any one data point when running campaigns. Yes, location-based data is nice. But what’s really nice is location-based data mixed with knowing what’s already in someone’s garage... and knowing if they’re actively researching new cars online. (There are other things to know, which we dive into in…
Dan
June 28, 2019
GeofencingMobileTargeting

The secret sauce in identity resolution? Location-based data

Location data: it’s useful. C-suite execs use it to identify new markets and improve customer service. Retailers use it to understand who comes to their store. Car dealers use it to know if you’ve been near one of their lots lately. It’s an essential tool in any marketer’s arsenal, providing insight into user behavior, consumption habits, and identity. That last one is key: location-based data is an essential tool in identity resolution, one of the…
Dan
June 24, 2019