Marketers have much to celebrate this year, according to an MDG Advertising infographic. Among five beneficial trends for marketers are smartphone ownership for better targeting and the growing popularity of purpose-driven content, especially among younger people.
Ninety-four percent of business-to-business decision-makers say they are likely to open emails from professional services organizations they are loyal to, while 51% say they would be extremely likely to open such emails, according to One North and Greentarget. Nearly half of respondents said they are loyal to just two or three of the average five professional services firms they do business with, and 95% look for those partners to be responsive, to display a deep understanding of their business and to be effective communicators.
Business-to-business marketers should take a nuanced approach when identifying decision-makers by job titles, as those vary significantly depending on the company and how prospects identify themselves on social media. Sonjoy Ganguly outlines how to use machine learning to ensure your automated marketing targets the right prospects.
Going all-in on ads.txtAdvertisers and publishers are fed up with the lack of trust and transparency, and counterfeit inventory within the advertising industry. In need of a way to detect unauthorized sellers and fake inventory, the IAB has launched a new initiative called Ads.txt. Read more
The power of leadership can go to your head, but as a leader, you must put your team before yourself, writes Bill Treasurer. Being of service to your employees and fulfilling your company's mission should always be your priority.
Twitter has confirmed it's testing a tweetstorm feature with users who are members of its Experiments Program. A "+" button in the compose box enables users to include multiple tweets in one conversational thread.
Fifty-three percent of marketers don't trust their media agencies when it comes to programmatic advertising, with 74% saying media shops don't give them a complete financial picture of programmatic ad buys, according to Infectious Media. Ninety-six percent of respondents said media agencies should have a role in programmatic, but 86% also said they would bring some elements of programmatic buying in-house.
How does GE, a 125-year-old company, keep its brand fresh and relevant year after year? It helps when the roots of the company are grounded in innovation, experimentation and disruption from its founder, Thomas Edison. CMO Linda Boff explains how she creates an environment to foster innovation at GE.