Customer Acquisition Strategy Archives

The distinction in between paid owned and made media

November 17, 2021 adminCustomer acquisition strategy, Digital marketing definitions, Media, Media channels

With the ever-rising value of social networks and online PR, online marketers are quickly adjusting their approaches of budgeting, reporting, and buying paid owned and made media to reach and engage their consumers Investment in media is often organized into …….
The post The distinction in between paid owned and made media appeared initially on Smart Insights. Financial investment in media is regularly organized into the 3 media ‘pails’ of made, shared and paid which each offer chances to affect clients….

Group Nine Leaning Into First-Party Data With New Insights Tool

June 21, 2021 T. B. SmithAdvertising & Marketing, Alibaba, Customer acquisition strategy, earnings, Jellyfish, MRC, Safari, Video Advertising Bureau

Group Nine Media, which publishes Thrillist, NowThis, The Dodo, Seeker and PopSugar, launched a first-party data solution called “In-GeNuity” earlier this month in response to the coming disappearance of third-party cookies. The product matches brands with users based on content preferences – such as bringing together pizza lovers and a pizza delivery service. “We can say, here’s a segment of Papa John’s, here’s everybody that watched 30 seconds of a Thrillist pizza video over the last six months and we think that they’re a better audience to download your app,”…

Key Considerations For Marketers Investing In A Customer Data Platform

June 20, 2021June 22, 2021 T. B. SmithACOS, Advertising & Marketing, Customer acquisition strategy, Rich Calkins, ROI

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by David Kaganovsky, Global Chief Technology Officer, Wavemaker GlobalAs the third-party cookie approaches its sunset, marketers are scrambling for alternatives. Could the customer data platform (CDP) be that solution, helping brands to thrive in a cookieless world? Let’s explore the question. Learning from the DMP experience There’s a precedent for the CDP: the data management platform (DMP). DMPs have been useful in media activation, aggregating first-party cookie data to perform complex…

Zeta Global Opens Its Books In Its IPO Filing

April 27, 2021 T. B. Smithad tech IPO, Advertising & Marketing, Brazil LGPD, Customer acquisition strategy, Mobile measurement

Zeta Global filed its S-1 paperwork Monday. Zeta has not yet determined the number of shares it will offer or the price. Zeta – whose offering combines marketing tech, ad tech and data services – reported $368.1 million in 2020 revenue, a 20.3% increase from the year before. Adjusted EBITDA was $39.6 million, up 62.7% from 2019. On that revenue, however, Zeta reported a net loss of $53.2 million. However, revenue growth and positive EBITDA are two signs investors look for when evaluating an IPO. Zeta describes itself as an…

How Axel Springer’s CEO Is Preparing For The Demise Of The Third-Party Cookie

April 1, 2021 T. B. SmithAdvertising & Marketing, Customer acquisition strategy, Safari

The end of the third-party cookie won’t happen for nearly a year, but thanks to GDPR, Axel Springer was prepared for the shift: the publisher hasn’t used third-party data in the ad campaigns it sells since the end of 2018. Instead, it’s shored up its technology, working to create scalable first-party data. The German news giant has created meaning out of what its audiences read, so green-leaning automakers can reach people who have shown an interest in environmental issues, and beer companies can reach sports fans. “Publishers like us really…

Data Startup Habu, Created By Former Krux Execs, Isn’t A DMP Or A CDP – So, What Is It?

February 15, 2020 T. B. SmithAdvertising & Marketing, Christmas, Customer acquisition strategy, holidays, Identity Data, LTV, Media channels, On TV & Video, Polar, Rich Calkins

Four former Krux and Salesforce executives launched a marketing data startup called Habu this week to help with omnichannel orchestration – just don’t call it a customer data platform. Habu, which means “hub” in Japanese, is positioning itself as a modular operating system for marketing data. Put another way, data management platforms failed to fulfill their promise and there’s an opportunity to help marketers use applications to plug and play based on their data needs. Although there’s overlap between what Habu is building and the technology you’d find in a CDP…