Category Marketing Technology


Elevate Your Content Marketing Strategy Using Visuals

October 6th, 2022 | Ermelinda Maglione, Content Marketer, Venngage

Marketing today is difficult. Every sector and specialty produce more content, making it difficult to compete and stand out. The constant bombardment of information shortens people's attention spans.

However, you might achieve good results using the content you already have. One way to accomplish this is by including visuals. One image may become multiple, so you can easily update different channels.

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Contextual x Emotional: Creating Stronger Brand Connections

September 22nd, 2021 | Jonah Cait, VP, Strategy and Product, Hotspex Media

In recent years digital advertisers have been focused on brand safety; the act of preventing ad delivery in unsuitable environments. When running programmatic campaigns, inventory filtering is highly recommended to ensure brand suitability, but let’s not kid ourselves – inventory that’s “not brand unsafe” doesn’t exactly mean it’s an optimal placement.

So what can we do differently? How can advertisers maximize the relevance and impact of their advertising? Here are a few tactics that advertisers are currently using:

Page Sentiment

Page sentiment is the classification of pages into one of three signals: positive, neutral, and negative. A recent study from IAS found that 80% of ad viewers were more receptive to ads near positive sentiment content, 93% were more favourable to ads near positive sentiment content, and 24% were more likely to remember ads near positive sentiment content.

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How AI has become critical to marketing success

August 18th, 2021 | Ermelinda Maglione, Content Marketer, Venngage

You may have already noticed that digital marketing strategies have become more diverse these past few years. The focus has shifted toward social media, SEO, content marketing, visual marketing, and, more recently, AI or artificial intelligence. It is therefore critical for marketers to consider the role AI can play in their marketing strategies and business plans. Here are four areas in which AI can have a positive influence on your marketing plans:

1. It helps you better understand your customers

You already have tons of data, thanks to a variety of digital marketing touchpoints. You know a lot about your customers, their characteristics, what they like, and the types of content in which they engage. However, AI can take that data one step further, allowing you to process the information to improve your understanding of customers.

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Marketing Mix Modelling: Getting It Right

July 7th, 2021 | Winston Li, Founder, Arima

Many marketers find it challenging to figure out the optimal budget they need to achieve their marketing objectives. Indeed, being able to correctly size your media budgets and determine the optimal way to allocate the money across a wide range of marketing channels is an essential exercise for every marketer. Successful businesses have always prioritized their marketing initiatives and having a robust Marketing Mix Model (MMM) is a key component. Having a well-designed MMM will give you the tools and information to avoid the risk of an under-sized marketing budget and, above all, will help you justify your resource needs.

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The Promise of Content Personalization: Best Practices and Cautionary Tales

July 7th, 2020 | Sean Stanleigh, Head of Globe Content Studio, The Globe and Mail

Let’s start with the bad news. According to a survey by McKinsey & Co., very few businesses are satisfied with their marketing efforts around personalization, which involves applying data and artificial intelligence on individual users to deliver them relevant offers and information.

The good news is that there’s lots of room for improvement, and therefore plenty of opportunity.

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The Case for a Research Tech Stack

May 19th, 2020 | Steve Mast, President and Chief Innovation Officer, Delvinia

In 2020, finding a marketer who isn’t using some form of Marketing Technology (MarTech) stack would be nearly impossible. In fact, chiefmartec.com says that in 2011 there were about 150 marketing solutions – today they are tracking over 7,000 technology solutions. These martech solutions support all aspects of marketing functions, from content development to marketing […]

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