BRIDGE Insights

Multi-ChannelPeople-Based Marketing

How to hire the next generation of government workers

In its attempts to recruit younger workers, the government is facing some challenges. Since the 1980s, the median age of the federal workforce has climbed from 30 to 42. Around 7% of the federal workforce is under the age of 30. According to LinkedIn, “government” is one of the industries losing the most millennial job switchers. According to the 2018 Federal Workforce Priorities Report, agencies faced a host of problems in recruiting and hiring new…
Dan
June 11, 2019
Audience InsightsMulti-Channel

The Fourth of July marketing guide

Coming soon: fireworks. And hot dogs. And burgers. And lots of red, white and blue tank tops. Oh, and an effective July 4th marketing campaign from your brand, agency, retailer, or charcoal, gas, or electric grill company. Yep, Independence Day is approaching fast. Anyone looking to market something -- from gyms with summer specials to auto dealers looking to move metal -- should have a plan in place. Whether you have goods to sell or…
Dan
June 7, 2019
MobilePeople-Based Marketing

When the 5G wave hits, it will make identity resolution more important than ever

5G is going to be a big deal. It’s predicted that over 1.4 billion devices will be running on the fifth-generation network technology by 2025. According to PCMag, you’ll be seeing the first big 5G applications to pop up around 2021 or 2022. Before that, you’ll see wireless carriers mentioning 5G as they compete for space in consumers’ minds. 5G will also make identity resolution -- already a difficult issue for marketers -- that much…
Dan
June 5, 2019
AutoMulti-ChannelSegmentation

How to market cars to Generation Z

Let’s start with the good news. Generation Z wants to buy cars. When the time comes, 92% of them want to own one. Now, for the slightly-more-difficult news: in general, they expect a shopping experience different from anything that has come before. Gen Z, that technology-ensconced group born between 1995 and 2009, is its own beast. They’ve never had to use a dial-up modem to download music on Napster. They don’t really remember a time…
Dan
May 29, 2019
MarketingMedia

Five ways to use Instagram for your Father’s Day marketing campaign

People like to spend money on dad. Sure, they don’t spend quite as much on him as they do on mom. But Father’s Day still presents a formidable haul for brands, retailers, and marketers (anyone with something to sell, really). According to the National Retail Federation, Father’s Day spending was tracking at $15.3 billion in 2018. More than 77 percent of Americans celebrate the holiday, with consumers spending an average of $133 per person. Being…
Dan
May 21, 2019
DataMarketingPrivacy

This was the most important conversation at the LUMA Digital Media Summit

On May 14, we attended the Luma Digital Media Summit, an event that separates itself from similar events through its sheer volume of heavy-hitters, and the ideas these heavy-hitters bring to the table. There were CEO’s, COOs, and EVPs from The New York Times, Axios, Snap, Verizon, Accenture, Publicis, and GroupM, among others. The keynotes and firesides had information -- good information -- and, in general, we can report that the future of the digital…
Dan
May 17, 2019
MobilePeople-Based MarketingPrivacy

Mobile Advertising IDs, explained

You want to create the best experience possible for your users and make sure they’re getting served with ads they actually care about. That can get tricky on mobile devices. Enter the MAID. Mobile Advertising IDs -- or MAIDs, for short -- are strings of digits assigned to mobile devices. Android assigns them. So does Apple. If you’re into cooking, news apps use them to float food-related content to the top of your feed. Instagram…
Dan
May 15, 2019
DataPrivacy

What happens when a mobile app is non-compliant in its data policy?

You’ve got a mobile app and lots of happy users. That's good. But one surefire way to submarine this good thing is to be non-compliant in your data privacy policy. Not only would you erase any goodwill with your users, but you might also be fined by regulators. Let’s take a closer look at the consequences of non-compliance, so you can better avoid that scenario. What are the penalties for violating privacy regulations? If you…
Dan
May 9, 2019
DataPrivacyTargeting

PII vs. non-PII data: what the heck is the difference?

There are two types of data in this world: the data that can identify an individual, and everything else. When it comes to data that can identify people, think things like postal addresses and phone numbers. When it comes to “everything else,” think IP addresses and location. One data set identifies an individual. The other doesn’t, but still provides information that’s useful for a marketer, an app developer, or a news website looking to optimize…
Dan
May 7, 2019
Multi-ChannelTargeting

This is the terrifying question keeping marketers awake at night

You want to reach someone. The problem is, they consume media in more places than ever. They watch Netflix on an iPad. They read the Washington Post on an iPhone. They use a desktop for work, but only some days, because one day a week they work from home and use their laptop. Pretty cool for them. Not as cool if you’re a marketer trying to deliver a message to them. And we haven’t even…
Dan
April 30, 2019