Strategy

Strategy (65)

Alphabet Ramps Up Ecommerce

Alphabet has launched a variety of ecommerce initiatives that have industry analysts assessing if the company can compete against Amazon.com for shoppers. However, the parent company of Google, YouTube and other web properties may have another goal—maintain its dominance in advertising.

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Landing Pages Evolve as Technology Grows

The appeal of artificial intelligence, virtual reality, big data and other cutting edge technologies can cause digital marketers to overlook the importance of building landing pages, but new products are being created that could change that perception.

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Firms Rush to Promote Artificial Intelligence

Artificial intelligence and machine learning continue to create much hype among marketers and the technology has become the newest must-have for vendors seeking to further automate content creation and distribution.

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Success with Personalized Marketing Isn’t Guaranteed

Personalized marketing and even hyper-personalized marketing have become dominant buzzwords among many brands, but some industry watchers are questioning the merits of pitching content that is targeted to individuals’ unique interests.

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Amazon’s Rapid Growth Captures Industrywide Attention

Amazon’s recent ascent to the lofty position of being the nation’s third-largest advertising platform is sparking widespread discussion regarding the capabilities and limitations of the firm’s marketing and other concerns.

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Public Skepticism Forces Brands to Take Steps to Build Trust

Marketers’ distrust of advertising platforms was highlighted in 2017 when Procter and Gamble CMO Marc Pritchard said the megabrand company was curtailing its digital marketing due to a lack of transparency and potential for fraud.

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Content Marketing Facing Challenges Amid Rapid Growth

Content marketing is growing quickly as brands seek to attract customers and generate meaningful data about individuals that can be used for targeted communications. At the same time, many brands are struggling to efficiently create highly targeted content.

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Retargeting Increasingly Viewed with Skepticism

Many marketers view retargeting as a powerful strategy for converting prospects into clients, but some marketers are growing skeptical of the practice. One firm has even launched technology for replacing retargeting ads with images of kittens.

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Leveraging Transactional Emails is Key to Engaging Clients

Combining promotional messages within transactional emails is increasingly being viewed as a powerful way to address growing challenges associated with digital marketing.

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eSports Growth Creates New Marketing Opportunities

The rise of eSports is quickly disrupting the common perception of video gamers as social misfits who typically live in their parents’ basements.

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