In the hyper-paced world of digital marketing and analytics, marketers are often hard pressed to keep up with the constantly changing news of the day. Between planning, executing and optimizing campaigns who has time to dig through the news to find relevant industry updates?
Seeing that this is an issue for most of our clients, we often cut through the noise and deliver updates on the most impactful trends in digital marketing and analytics. Now we’ve decided to open these insights up to everyone by publishing a weekly roundup of the most important news.
Here’s what our team of digital marketing and analytics experts are keeping track of this week.
- Taptica Invests in Video Advertising by Acquiring RhythmOne: Advertising technology company, Taptica, made its second investment in TV by acquiring RhythmOne for a reported $176mm. This is after acquiring Tremor Video DSP in 2017. It’s clear that Taptica is placing a big bet on Connected TV (CTV). We’ve been watching this space evolve on both the consumer and technology sides for a long time and agree that it’s going to be a hotspot for advertising growth.
- Google and Salesforce Team Up to Provide Better Analytics: It’s rare that large marketing technology and analytics platforms decide to ‘play nice’ because they are constantly battling to gain a larger and larger share of client’s advertising dollars. That’s why it was both surprising and refreshing when Google and Salesforce announced a partnership between their Analytics 360 and Marketing Cloud products respectively. This week it seems the two have made good on their promise by opening-up the interconnected functionality. We often talk about the need to integrate platforms, so it will be great to see how impactful this massive partnership will be for marketers and analysts.
- Cision Acquires TrendKite to Provide Better Insight into Communication Programs: Global PR and Communications vendor, Cision, acquired measurement tool TrendKite to provide communications teams with better visibility into the performance of their efforts. Measuring PR and Communications programs has traditionally been difficult to do. At W2O, we’ve created a team of experts with deep industry knowledge and analytical skill to help clients gain visibility into program performance.
- Cisco Report Shows Benefits of Companies Securing Customer Data: After the European Union enacted the General Data Privacy Regulation (GDPR) last year, many companies were left scrambling to come into compliance. While this report shows that many companies are still not quite there, it also shows that many are already receiving the ancillary benefits of gaining better control of customers data including fewer data breaches and shorter sales delays. W2O has taken a special interest in helping new and existing clients stay or come up to compliance because we’ve seen these benefits as part of the process as well.
Those are the four pieces of news we are watching closely this week. Watch this space weekly as we’ll continue to keep you updated on digital marketing and analytics trends.