Martech

As businesses aim to cut costs, marketing leaders will do well to focus on performance measurement to budget more effectively for businesses. But can marketers afford to sacrifice long-term goals? Niall O'Malley, Director at Difference Engine, helps answer the question.

Enabling cost reductions will be key for retailers to attract today’s frugal consumer Consumers are becoming increasingly aware of the value of sustainability and the need to reduce their environmental impact. However, many are still far from willing to pay more for sustainable products. This is due to several factors, including a need to understand […]

After bleeding a 40% revenue loss, Twitter is trying its best to plug leaky holes. Several developers encountered the worst shock after getting messages from their customers that the third-party apps that eased their job of posting consistent Twitter feeds have turned defunct. The brands relying on these third-party apps will have to rely on […]

Consumers today have incredibly high expectations, so every misplaced landing page, extra checkout step, and delay increases the likelihood of them getting impatient and leaving the website. The right tools can help get the customer with unprompted discovery and personalised recommendations. 

YouTube's recent announcement to share advertising revenue with short video creators could be good news for brands. Will it create healthy competition among content creators? Will this encourage creators to create quality content, and what brands will gain from engaging short videos?

Finding the right influencer with the reach and niche that aligns with your brand can be tricky. Marketers are using algorithms to spot profiles with fake followings, identify patterns of interest and amplify brand messages Audiences are smarter than ever and less impressionable to cookie-cutter marketing tactics. If you are a brand that is looking […]

Consent Management Platforms can help marketing teams drive measurable results. As third-party cookies are phased out, it’s increasingly important to ask consumers to opt-in to sharing data directly, with the option to opt-out as easily.

Running an ecommerce business today is more challenging than ever. Competition is getting tougher while consumers are growing more demanding and will not miss the chance to switch to a competitor if your service quality is poor.

TLDR: Marketers get a lot of raw data, and tools like BigQuery could help turn such data into actionable insights. With BigQuery, gathering all that data from multiple sources into a data warehouse, including ad, site analytics, pre-conversion, and post-conversion data, is quick and easy.

Brands Use Cues, Triggers and Rewards to Find Relevance in a Customer’s Routine Space.