Despite its proven impact on results, localization is still an overlooked opportunity for many brands with a mature e-commerce digital media program. Many multi channel retailers view localization as a means to capture online consumers and drive them to stores by targeting searchers utilizing a geographic modifier (“near me”, zip code, etc.) or placing ads […]
Display media has always been an exciting, dynamic marketing channel. With the ability to place media in front of almost any target audience, a multitude of different creative options available and nearly limitless data sets to buy and optimize against, display remains a critical (and ever-changing) part of the marketer’s toolkit. In 2017, we heard […]
As a long-time digital marketer, I’ve seen many trends in the ways brands buy digital media. Early on, brands leveraged digital as an extension of their offline buys, aiming to increase reach and frequency, with audience inputs limited to generalities like age, gender and household income. With the rise of programmatic, many brands used technology […]
In part one of this three part series on using aligned digital media strategies to boost business objectives, I reviewed considerations for new customer acquisition via digital channels and tactics. While acquisition remains a top priority for marketers today, it is equally important to retain those customers once they’re acquired. Customers dictate their relationships with […]
On May 15, I had the opportunity to speak at ClickZ Live Toronto. Representing DAC demands that a strong case be made for optimizing results, and the session did just that. In the age of converged media, integrating earned, owned and paid strategy is enriching consumer experiences and raising ROI for brands through effective lead […]
I distinctly remember reading Nicholas Carr’s cover story in The Atlantic a few years ago that asked the question, “Is Google Making us Stupid?“. At the time, I was pretty dismissive of Carr’s hypothesis that the way we process the scads of information available to us in the digital age is actually changing the way our […]
In recent years, as search engine usage has dominated headlines, there has been a widespread pessimism about the survival of the print medium. This applies not only to newspapers and magazines but especially to directional media like Print Yellow Pages directories. As media usage fragments further with the addition of iPads and continued adoption of […]