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.
- New Report Details the Effectiveness of Personalization: Personalization is loosely defined as customizing individual user experiences based on past behavior and predicted user preferences. It has been one of the most sought after, as well as the most elusive, areas of digital marketing. Personalization requires many things to be executed well – customer data, scalable infrastructure, a creative UI team and more. That is why many marketers never get past including a user’s first name in the corner of their website. This report from ARM Treasure Data and Forbes, however, explains that personalization is still worth striving for because it drives results; 54% of companies who use personalization exceed their revenue targets.
Main Takeaway: Personalization is now expected from users. So, while it remains difficult to execute, it’s more important than ever to invest in personalization. We’ve helped many clients go through the process of organizing data, understanding users, and delivering personalized experiences. We often see this as one of the most impactful efforts a marketing team can go through.
- Mailchimp Becomes Full-Service Marketing Platform: Mailchimp has long been known as the CRM and email platform of choice for small businesses. It was seen as a great platform for flower shops and local restaurants to get their word out through a simple and intuitive email interface. That was until two years ago when Mailchimp listened to its customers and started to add a broader array of marketing tools like Facebook ads, display ads, and more. This week’s announcement solidifies the scope of Mailchimp’s expanded functionality which will allow small business owners to spend less time switching between marketing tools.
Main Takeaway: The right marketing tool or tools completely depends on the size and needs of the business. For small businesses with limited resources, the ease of platforms like Mailchimp is imperative. However, for larger companies with complex marketing campaigns and a need for detailed analytics, a best-of-breed approach may be best. At W2O we pride ourselves on being platform agnostic, which means we can work with any existing platform or recommend and implement new platforms.
- OpenAP Aims to Bring TV Ad Buying into the 21st Century: Last month, WarnerMedia pulled out of OpenAP, the consortium that planned on building an ad network that would allow advertisers to buy audience-based media across major TV networks. The future of OpenAP, and TV ad buying generally, was left uncertain but the consortium has announced that they plan to move ahead without WarnerMedia.
Main Takeaway: Audience-based TV advertising hold so much promise because the TV clearly commands a captive audience but has been difficult to target thus far. However, the ecosystem of platforms and partners continues to be messy which is making it difficult for advertisers to place bets on any one horse. We recommend staying flexible while this nascent area of digital marketing sorts out. That is why we review platforms and partners at the beginning of every TV buy to make sure new opportunities do not pass our client’s by.
Those are the three 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.
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