As a user requests a webpage, the marketer’s goal is to serve the most relevant ad that has the greatest chance of response.
So what does marketing research reveal that helps to achieve this goal? Currently, very little.
Dec
11
Even for beloved brands, path to purchase is a marketing battlefield
In: advertising, big data, content marketing, customer journey, customer relationships, data driven marketing, digital marketing, market research, marketing, media, mobile, path to purchase, programmatic advertising, shopper insights, shopper journey, shopper marketing
2 Comments
7 priorities for addressing the slippage between the brand preferred and the brand bought, revealed by adopting a path to purchase framework.
Nov
17
Harnessing the new marketing ATOM
In: advertising, big data, content marketing, market research, marketing, media, programmatic advertising
2 Comments
A truly transformational part of digital marketing is that brands can now become Media, attracting their own audiences.Researchers need new metrics to guide brand as media success.