The Digital Transformation Lab

6 Questions to Ask Your Programmatic Audience Targeting Partner With Nielsen’s recent acquisition of eXelate, it seems a fine time to talk about audience data – how to use it effectively for targeting, and how to ensure that this data works for your campaigns. Whether you’re working with programmatic partners to create and target custom audience segments, or activating a mix of existing first- and third-party segments, here are six questions to ask any potential programmatic media partners to ensure your campaign performs: 1. What Data Sources Are Used to Build the Target Audience Segment? Is the data source behavioral (e.g., site visits) or location-based (e.g., the user’s mobile device was observed at a particular location)? Is the data generated through first-party intelligence (e.g., using a pixel on your website), or by activating existing third-party segments? Understanding where the data used to build your target audience comes from is the first step in determining wh...

5 Strategies for Running a Successful Contest on Social Media Have you been looking for an inexpensive, effortless and exciting way to grow your brand on social media? Lately, there have been a ton of great online contests that are affordable and a measurable way to grow your sales, business, and brand. If you can get it right, you’ll be engaging consumers with your brand in a personal and playful way. Many businesses on social media have tried their hand at running a contest of one kind or another. Launching these contests isn’t the most challenging, but your positioning definitely has to be tailored to your market. Contests on social media need to be fun, they need to have some kind of creativity worked in, and be super easy to join. 1. Set yourself a goal. There are all kinds of reasons to launch a contest, but you need to know beforehand what your end goal is. 2. Be creative. What kind of contest are you going to hold? This is a great chance to try something new and i...

5 Strategies for Running a Successful Contest on Social Media Have you been looking for an inexpensive, effortless and exciting way to grow your brand on social media? Lately, there have been a ton of great online contests that are affordable and a measurable way to grow your sales, business, and brand. If you can get it right, you’ll be engaging consumers with your brand in a personal and playful way. Many businesses on social media have tried their hand at running a contest of one kind or another. Launching these contests isn’t the most challenging, but your positioning definitely has to be tailored to your market. Contests on social media need to be fun, they need to have some kind of creativity worked in, and be super easy to join. 1. Set yourself a goal. There are all kinds of reasons to launch a contest, but you need to know beforehand what your end goal is. 2. Be creative. What kind of contest are you going to hold? This is a great chance to try something new...

Mindset Matters: How leading marketers are driving growth As marketers plan for a future that is increasingly focused on mobile, they need to let go of traditional measurement practices. New research from Econsultancy and Google shows how leading marketers are using smarter measurement to drive growth. We know mobile has radically changed the consumer decision journey over the past decade. Today, people seamlessly move between channels and devices – from mobile to desktop to offline and back. As a result, our traditional rules and approaches to measurement no longer work. As marketers, we can't shy away from this new reality. Indeed, the leading marketers who are driving outstanding business results are those tackling these challenges head-on, and shifting their measurement mindset. Google recently partnered with Econsultancy to better understand how senior marketers are adapting their measurement practices for our mobile world. Our  findings  show that marketing...

كيف تكون على أعلى النتائج في محركات البحث؟ يعتبر إنشاء موقع ويب مألوف لمحركات البحث مثل Google أحد أهم العوامل التي يجب أن تكون على أعلى النتائج في محركات البحث. والسؤال المهم هو كيفية إنشاء مواقع إلكترونية تحتوي على مقالات للوصول إلى أفضل النتائج في محركات البحث؟ إن الإجابة على هذا السؤال ليست مطلقة ، ولكن إذا عملت على تطبيق بعض النقاط التالية ، فستحصل على نتائج جيدة وستظهر مقالتك في أفضل النتائج. مقالات SEO جيدة لتكون على أعلى النتائج في محركات البحث نصائح للوصول إلى أفضل النتائج في محركات البحث 1 – الكلمة الرئيسية الكلمات الرئيسية لتكون على أعلى النتائج في محركات البحث قبل البدء في كتابة المقالة ، حدد الكلمة الرئيسية الرئيسية سواء كانت الكلمة الأساسية قصيرة الذيل أو الكلمة الرئيسية ذات الذيل الطويل. تأكد من ظهور الكلمة الرئيسية في العنوان وعنوان url والفقرة الأولى والفقرة الثانية ، ويجب أن تكون كثافة الكلمة بين 1-2٪. حاول تقسيم المقالة إلى فقرات قصيرة ، والعناوين الفرعية “ H1-H6 ”. عرض الكلمات الرئيسية والعبارات إن أمكن ، ولكن...

5 Programmatic Mistakes That You’re Probably Making While the advertising industry is shifting to programmatic, many are still clouded by misconceptions. Hear from Yahoo's Craig Whitmer on the 5 things the industry is getting wrong about programmatic. The advertising industry is currently in the midst of a significant transition toward programmatic. According to  eMarketer , in the U.S., programmatic ad spend topped $10 billion in 2014 and is set to double that number by 2016. Despite this rapid growth, skepticism among agencies and brands still exists.  According to a 2014  survey  by Millward Brown Digital, 40% of respondents said that they don’t know where to begin when it comes to programmatic. The main reason? While this technology has been around for some time, many are still clouded by misconceptions.  Here’s my take on the five things the industry is getting wrong about programmatic advertising.  1. All KPIs are created equal...

أفضل 15 أداة لتعزيز استراتيجيات التسويق عبر تويتر من أجل النجاح في استراتيجيك التسويقية عبر تويتر، لا بد من استخدام الأدوات المصممة للتسويق التي لا توفر الوقت والجهد فقط، بل وتتيح نتائج أفضل وتساعد في تحسين الأداء وتتبعه. عندما يتعلق الأمر باختيار واستخدام الأدوات من الضروري أن تختار الأدوات الصحيحة التي تلبي احتياجاتك التسويقية، والتي تُبقي العلامة التجارية متماشية مع صورتها وقيمها، يمكن للشركات الاختيار من بين مجموعة واسعة من الأدوات التي تساعد في تعزيز استراتيجياتها في التسويق عبر تويتر، استنادا إلى الميزانية المخصصة لذلك، والرؤى والأهداف العامة والسوق المستهدفة والمنتجات والخدمات… وغيرها، إليك قائمة بأفضل 15 أداة لنجاح خططك في التسويق عبر تويتر : ‏ * Buffer * هي أداة جدولة، تسمح للشركات بإدارة مجموعة من حساباتها على الشبكات الاجتماعية، وصياغة التحديثات ليتم مشاركتها في المستقبل، توفّر الأداة أيضا إحصائيات مفصلة عن مرحلة ما بعد الأداء وأوقات النشر، بالإضافة إلى تبسيط عملية نشر المحتوى. ‏ * TweetDeck * كانت أداة مستقلة ولكن شركة تويتر قامت بالاستحواذ ع...

  The Power of Data Sharing and Second-Party Data   New smart devices and consumer touch points have created an explosion of digital signals and data. To get closer to the customer, marketers need to zero in on the customer data that really matters: the data that will help them recognize their multi-screening customers, provide personalized experiences, and more efficiently target their media buys. For two decades, advertisers have been heavily dependent on third-party data that’s collected and aggregated by vendors across multiple websites or offline sources. Third-party data is plentiful, so marketers can easily buy the massive data sets they need to fuel their campaigns. But it isn’t always fresh or reliable. First-party data, the data brands collect directly from their customers, has long been a part of the picture, though a much smaller one. A brand’s own customer engagement data represents the closest version of “truth” about its customers: who they are...