Author: Syndicated

In the first two parts of this series, we covered the fundamentals of getting the right people and processes in place and gauging your organization’s readiness for change. But funding and standing up a new technology is only the beginning.

The marketing technology landscape is crowded with new and integrated solutions. Customer data platforms (CDPs) offer organizations a massive opportunity to aggregate, organize, and utilize customer data from a multitude of sources into activation-ready audiences. While this is a critical piece to any organization’s tech stack, many vendors claim they can offer identity resolution capabilities which may be misleading to marketers.

Upgrading legacy technology platforms to power key use cases is top of mind for many marketers. However, getting the most out of new technology requires addressing organizational and operational factors as well. In the first part of this series, we covered the people and processes your organization will need to consider when implementing a new tool.

Added value has always been a standard practice in media negotiations. Historically, added value was synonymous with “freebies” – if a brand bought $100K of media from a partner, that partner would throw in $10K worth of free inventory or impressions. That’s changed. Current media strategy shifts focus to data-led, optimizable tactics including programmatic, SEM, and social.

Historically, political seasons have caused broadcast TV cost per point (CPP) and cost per impression (CPM) to increase compared to the surrounding quarters. During these times, some markets (DMAs) can be costly for brands to advertise in – and this upcoming election season in 2022 will be no different. There are several battleground states in the 2022 election that we expect to have high demand for broadcast TV spots, including:

Retail’s big reunion is just days away and we can’t wait to engage with retailers from across the country. As a leading data-driven customer experience agency, Merkle helps retail brands drive innovation to connect with consumers throughout the customer journey from initial awareness to purchase and nurturing brand advocates. And as the focus shifts from brand equity to customer equity, we ensure that brands meet consumer expectations with streamlined payment options, order management, and fulfillment services.

Brands are working hard to deliver frictionless, connected experiences to nurture loyalty among customers and prospects. Clear, timely, and transparent communication is unquestionably a key component. Behind the scenes, integrated technologies build on top of each other’s capabilities, multiplying value and enabling new experiences that offer brands the opportunity to differentiate themselves and capitalize on efficiencies.

In a recent article, we discussed .

Most marketers can agree that personalization is critical in today’s advertising. Consumers expect brands to know who they are, and personalized approaches help marketers spend ad dollars wisely.

To deliver those personalized experiences in any vertical requires strong audience and first-party data strategies. However, the entertainment vertical, especially in television, has unique nuances and challenges to navigate. Whether it’s advanced or linear TV, marketers need to factor several considerations into their audience approach.