In 2015, my co-founder and I set out to change the way marketers build relationships with their customers. Why? The relationship between customers and digital media had fundamentally changed, but marketing hadn’t evolved with it. I saw that there was a big signal-to-noise problem, and unless brands were being hyper-relevant, they couldn’t get their marketing signal strong enough to be heard over the static. I also saw that dark social was on the rise, where
To Entice Email Signups, Publishers Must Prove their Personalization Prowess with Contextual Signups
The publishing industry appears to be going all-in on the power of email newsletters to engage audiences and drive business. First, Axios announced back in September that it was expanding its local news coverage with the launch of eight new city-specific newsletters. Now, The Atlantic has announced the launch of five new email offerings, in addition to more than a dozen other specialty e-mail subscriptions already in circulation. What these and many other publishers know is that targeted email
How Can Contextual Advertising Help Us Prepare for a Cookieless Future?
Google recently announced that it is delaying its plans to phase out third-party cookies in the Chrome browser until 2023, a year later than it originally planned. However, while the announcement may feel like a backward step in the battle for consumer privacy, the wider industry continues to press on with plans to deprecate the use of third-party cookies. Apple launched changes to IDFA (ID for Advertisers) as part of its iOS 14.5 update, which
Lessons Learned: Social Media Platforms and Blockchain Mass Adoption
The inception of blockchain as a solution to secure data is a welcome change. All the more now, as social media platforms have leveraged their pervasive presence to abuse people’s privacy constantly. It is a fact. A fact that has attracted massive public outcry in the last few years. Just last year itself, Facebook came under heavy fire for misusing the personal data of 1 million users in England and Wales. The Mark Zuckerberg-led social media giant
Cheetah Digital: How to Engage Customers In The Trust Economy
Consumers have built up a wall to protect themselves against bad actors, and have raised their standards for the brands they spend their money with. Consumers want to purchase from brands who not only demonstrate social responsibility, but who also listen, request consent, and take their privacy seriously. This is what’s called the trust economy, and it’s something all brands should have at the forefront of their strategy. Value Exchange With individuals exposed to more than
