As we enter the final stretch of 2017, many marketing managers and decision makers will be starting to prepare for next year.

A constant theme of modern marketing is the breakneck pace of technological change. Every year sees innovations in the way that consumers interact with brands and in the methods that companies can use to reach out to their audiences.

2017 has been no different, with a host of new technologies breaking into the mainstream. So, what will UK marketers be aiming to incorporate into 2018’s sales and marketing strategies? Digital content company Purch asked 100 marketing managers in a bid to find out.

Read the rest of this article by Colm Hebblethwaite on MarketingTech.

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Purch president and COO, Doug Llewellyn, discusses how different web properties at Purch serve audiences with content and information, enabling better and more informed purchase decisions around IT products and services. Doug also explains how Purch enables its marketing customers to reach intent based buyers and how he seeks to optimize customer content and increase the lifetime value of a member. 

Listen to the full podcast with marketing expert Scott King.

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Last month, Facebook announced additional metrics to give advertisers more insight into consumer behavior, including how many visitors come to their websites after clicking on ads and whether those individuals are new or returning visitors…

And as the balance of power between Facebook and advertisers shifts more in favor of the latter, here are the four demands marketers should make in order to glean as much insight as possible:

More Third Party Verification

According to Mike Kisseberth, chief revenue officer at digital publishing and marketplace platform Purch, the key phrase is third party verification. In other words, it’s not that these new metrics aren’t interesting measures marketers will like, but these marketers are still stuck having to simply trust Facebook. Third party verification, on the other hand, would enable marketers to take the data more seriously.

“Third party verification is important because it allows you to trust the numbers there,” Kisseberth said. “As marketers, the responsibility is ultimately on you to know if [ad dollars] are contributing to the revenue of the business…I think there’s a balance point – third party verification is something marketers want, but they also…[need] to figure out if the money they’re spending is actually contributing to sales. You have a third party measuring whether it’s viewable, but did it actually drive performance at a level that is justified given the spend?”

Read the full article by Lisa Lacy here: http://www.thedrum.com/news/2017/07/17/here-are-the-four-metrics-every-marketer-should-demand-facebook-and-other-walled

 

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John Potter, chief technology officer, Purch 
Most publishers are slow to adopt server-to-server connections because they don’t have the technical know-how to integrate and scale these products. But under the direction of John Potter, tech network Purch — which runs websites like Live Science and Top Ten Reviews — built its own server-side product and has sold 100 percent of its display inventory through it since November. Potter says going to server-to-server was the only way Purch could bring on enough demand partners to get the true value of its inventory. Purch has already integrated 30 demand partners into its server-side product without slowing its load times. By the end of the year, it will likely add another 10 partners, Potter says. — Ross Benes

Read more on Digiday.com: https://digiday.com/media/digiday-changemakers-media/

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