Opinion: Page 12
The latest opinion pieces by industry thought leaders
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Separating programmatic native fact from fiction
Early concerns that programmatic drives down the value of branded content campaigns have evaporated as ad tech has evolved, writes Francis Turner, U.S. GM and chief revenue officer at Adyoulike.
Francis Turner • Nov. 7, 2017 -
4 ways to avoid the fat-finger attribution problem
With all the buzz about ad fraud, one might think every false click was the result of a sinister bot. The reality, according to GlassView's Lexi Golden, is that fat fingers are often the culprit.
Lexi Golden • Nov. 1, 2017 -
Marketers need to redefine how they think about SEO
Rather than attempting to 'optimize' search engines, quality SEO work is actually focused on the user, writes Merkle's Adam Audette.
Adam Audette • Nov. 1, 2017 -
Why brands should care about mobile performance marketing
Performance campaigns won't replace brand advertising, but they do have a place once in-app behaviors that equate to a higher ROI have been identified, writes Dale Carr, founder and CEO at Leadbolt.
Dale Carr • Oct. 26, 2017 -
3 things mobile marketers must know ahead of the holidays
Shifting consumer behavior and augmented reality should be factors in holiday marketing strategies this year, writes Jeff Hasen of Possible Mobile.
Jeff Hasen • Oct. 24, 2017 -
Psychographics and influencer marketing are a natural fit
People's likes, dislikes or even political leanings all paint a more actionable picture for marketers than knowing basic demographic information, writes Influencer Marketing Hub's Werner Geyser.
Werner Geyser • Oct. 24, 2017 -
It's time for mobile UX to catch up with biometric security
A fingerprint, voice or facial photo are safer and easier than typing a password on a mobile device, according to Lori Cohen, so why haven't consumers latched on?
Lori Cohen • Oct. 19, 2017 -
How to search out the right emoji strategy for your brand
Ayima's Sales and Marketing Director Neil Dawson lays out a few great examples of emojis in marketing and where to get started on the tactic.
Neil Dawson • Oct. 19, 2017 -
US marketers spend 10x more on sports than music — but why?
Marketers can help people find their sound by leveraging audience-specific data, writes Rosemary Waldrip of Music Audience Exchange.
Rosemary Waldrip • Oct. 17, 2017 -
AR is on the launching pad, but are marketers ready?
Many brands recognize the opportunity is now to embrace the emerging tech, but most don't know how, according to AdColony's Ryan Griffin.
Ryan Griffin • Oct. 17, 2017 -
Are you ready to market on voice-controlled devices?
The emerging tech presents powerful tools that brands can adopt to remain top-of-mind among consumers, but it doesn't come without challenges, writes Wpromote CEO Mike Mothner.
Mike Mothner • Oct. 11, 2017 -
Getty
How marketing strategies are changing to accommodate transition to the cloud
Tech advancements necessitate different go-to-market approaches in everything from product and pricing to sales channels and marketing strategy, writes author Dan Blacharski.
Dan Blacharski • Oct. 11, 2017 -
9 tips for successfully onboarding new IoT app users
Developing an onboarding plan for apps is never easy, especially with IoT products, writes Barefoot Solutions' CEO Hunter Jensen.
Hunter Jensen • Oct. 5, 2017 -
Getty Images
4 major legal issues facing online and traditional retailers
The past decade has seen a dramatic shift in the way retailers engage with consumers, introducing new legal issues along the way, write Joseph Lewczak and Louis DiLorenzo.
Joseph Lewczak and Louis DiLorenzo • Oct. 5, 2017 -
Why marketers should tune into YouTube's in-app sharing feature
Though met with little fanfare, the new offering could hold a wealth of user data, writes Josh Niederriter, head of programmatic at Fetch.
Josh Niederriter • Oct. 2, 2017 -
Intersecting the what and why of consumer behavior to strengthen insight
Pairing digital tracking with better surveys enables marketers to get smarter about building accurate consumer profiles, writes Toluna's SVP of Digital Products Phil Ahad.
Phil Ahad • Oct. 2, 2017 -
How to find Facebook's top influencers for better social targeting and engagement
IBB Consulting's Prateek Duble breaks down his firm's analysis of 20 million TV fans on Facebook to identify the most impactful influencers.
Prateek Duble • Sept. 21, 2017 -
MobileSmith
5 ways to boost your text message marketing list
As mobile marketing continues to evolve, focus remains on apps and social media — but SMS is still a vital way to reach customers, according to CodeBroker's Dan Slavin.
Dan Slavin • Sept. 20, 2017 -
How to drive decision-making through upstream analytics
Using upstream analytics, marketers can track the customer journey across multiple websites for added clarity, write Jumpshot's CEO Deren Baker and VP of marketing Randy Antin.
Deren Baker and Randy Antin • Sept. 20, 2017 -
Seasonality's impact on mobile app installs
Many apps face "seasonal app disorder," but there are ways to drive installs year-round, writes Braavo Capital's Mark Loranger.
Mark Loranger • Sept. 15, 2017 -
Why brand building is dead ... but building a brand that drives sales is alive and well
Eyeview CMO Jeff Fagel details lessons that can be learned from upstarts like Dollar Shave Club and The Tie Bar, which are outsmarting legacy businesses.
Jeff Fagel • Sept. 14, 2017 -
How to make your B2B podcast stink less
Podcasts are inherently worthless if no one tunes in. And yet, a stunningly large percentage of B2B marketers seem to ignore that reality, writes The Content Firm's Evan Schuman.
Evan Schuman • Sept. 12, 2017 -
5 ways AI will redefine the CPG rules of engagement
As digital assistants become less of a passive filter and more of an active manager, consumer goods brands must market to this new customer representative, write SapientRazorfish's Ramiro Amaral and Pascoe Craig.
Ramiro Amaral and Pascoe Craig • Sept. 7, 2017 -
Playable ads work — so why haven't marketers caught on?
Brands shouldn't fear developing interactive snippets of gameplay if they want to drive mobile conversions, argues Bryan Buskas, chief customer officer at AdColony.
Bryan Buskas • Sept. 7, 2017 -
Everything you thought you knew about analytical modeling has changed
The industry is facing the arrival of an entirely new consumer that marketers must engage with via machine learning — which changes everything, writes Cordial's David Baker.
David Baker • Sept. 6, 2017
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