Marketers - next year, don’t over target your audience

‘Tis the season to be jolly—not least because conference season is winding down, affording us all a break from interminable discussions about how great programmatic is if only it’d work. There will be many New Year’s resolutions pieces for marketers to digest, of course, but I’d like to offer a counterintuitive one. Next year, brands and agencies should commit to respecting their audiences to build better relationships.

In the realm of digital advertising and marketing...

By Cristina Constandache, 21 December 2018, 0 comments. Categories: Best Practice, Data-driven marketing.

Better late than never: Why you should finally add instant messaging to your marketing mix

Last year we saw AIM sunsetted, the wildly popular instant messaging service used by tweens, teens and everyone else with a dial-up or DSL connection during the 90s and early 2000s. AIM eventually faded as SMS showed up in our lives and that has since been supplanted by messaging apps.

At its very core, these services have served as easy, expressive and cheap communication tools-an extension and progression from...

By Cristina Constandache, 05 April 2018, 0 comments. Categories: Mobile Marketing.