Understanding the Consumer Journey and Using Programmatic Advertising To Join It Together

Marketers have always tried to target their prospects depending where they are on the consumer journey, that well-trodden path from raising awareness in a cold prospect to garnering brand loyalty. But if the consumer journey is such a long-standing tenet of marketing theory, why is it ignored by so much programmatic advertising? This article will take a look at how programmatic advertising can tie in with each stage of the consumer journey.

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How to Produce Quality Content to Increase Your Traffic and Conversions

You know the old adage: Content is King! And it’s as true now as it has ever been. But the nature of content and the way publishers need to exploit it has changed. Google algorithms are moving away from the SEO keyword model and a rating sites much more like real users. So, what can publishers do to produce and exploit content to get more visitors and more conversions?

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There’s No Point in Omnichannel Marketing if You don’t Have an Effective DMP

Omnichannel by its very nature is extremely complex. With the goal of providing the consumer with a seamless experience, tracking a consumer journey is key, but also very tricky. A customer might first see a product on a display banner, then they might use a search engine to look for that product the following day. They may then use a smartphone to find a retailer, then use an app or browser in the physical store to make online price comparisons. Finally, they might use a laptop a day or two later to actually make the purchase.

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