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Gains won during peak shopping season will turn to dust in 2024 unless app engagement is built all year round, argues Sue Azari, eCommerce Industry Lead at analytics firm AppsFlyer The 2023 holiday season gave app marketers many reasons to be confident. Smartphone use reached a tipping point over desktop, driving 51.8% of online sales over Black Friday in th...

Marketing analytics is not just an investment in the collection of data; it’s an investment in understanding and delivering value to the customer, which is central to the success of any D2C or e-commerce business. As the direct-to-consumer (D2C) and e-commerce landscapes evolve, savvy businesses recognize the immense value of marketing analytics. Far beyond ...

The digital landscape is a fluid place rather than a stable entity. Modern digital marketing is as dynamic as its media—every year, a new platform is created, user behavior changes and marketing strategies must be refined. In 2024, a defined digital growth strategy will merely be more critical than necessary. Even though there are a lot of alternatives, what...

In the age-old art of marketing, digital terrain is forging a new method for brands to interact with consumers. As we look forward to 2024, the engagement of consumers in the digital sphere, specifically in marketing, cannot be missed. The importance of this interaction in the marketing activities’ revitalization and engagement cannot be overemphasized. Mark...

Building a strong online presence is no longer optional now. Everyone from small businesses to large giants is trying to make up for the instant attention in a congested arena, thus making it key to know how people get involved with their target audience. Concerning the issue, the digital engagement metrics fill in the gaps. By applying responsible user beha...

One significant area where sustainability meets MarTech is in the realm of performance marketing strategy. Businesses are optimizing their digital campaigns to not only drive sales but also to promote sustainable practices. By incorporating eco-friendly messaging and showcasing green initiatives, companies can attract environmentally conscious consumers whil...

In 2024, the convergence of sales and marketing functions has become imperative for businesses aiming to thrive in a competitive landscape. With the evolving dynamics of consumer behavior and technological advancements, a seamless integration of sales and marketing efforts is crucial. This integration is facilitated by leveraging innovative strategies such a...

Liam, could you please provide insight into your journey that led you to assume the role of CEO and co-founder of Krepling? My brother and I started a consignment marketplace for streetwear and fashion brands called The Kingsfare. I always had an interest in sneakers and it sparked the idea to create this business. After a few years, we were approached to se...

Tim, could you briefly share your journey to becoming VP of Experience at Rightpoint? In my previous career path, I was a graphic designer working in advertising, marketing and branding before coming to Rightpoint nearly 14 years ago. Intranets were merely a part of my work here, and not something I really loved at first. Over a few years and a lot of innova...

It is impossible to overestimate the importance of originality and innovation in marketing in the current, intensely competitive corporate environment. Successful businesses must use these essential components to differentiate themselves from the competition and draw in their target market. The foundation of contemporary marketing initiatives is performance ...

AI has powered real-time bidding and search engine optimization for some time. However, recent applications of techniques such as machine learning, deep learning, computer vision, neural networks, and large language models have all evolved in ways that are ideally suited to the optimization of digital campaigns and content. This progression suggests we are n...

It’s generally accepted that the digital marketing industry made some mistakes during the 2010s, thanks mainly to its over-dependence on third-party cookies and user tracking. Broadly speaking, the creativity associated with digital advertising campaigns went through a period of decline, particularly when it came to the quality of campaigns delivered on mobi...