Image via Niice.co Advertising has always been about emotions. Emotions lead to actions and, as such, influencing emotions is the most effective route to influencing actions. Actions, in turn, become habits, and these habits are the driving force that creates global brands. Marketers have never hesitated to exploit this relationship – in fact you could even argue that it’s the job of a marketer to do so. But we aren’t capable of influencing everything that drives human behavior. In his classic 1895 work on human psychology, The Crowd: A Study of the Popular Mind, Gustave Le Bon wrote: “The greater part of our daily actions are the result of hidden motives which escape our observation.” This holds true today, and it unsettles us as digital marketers. The utopian message that underpins our industry is that everything is measurable, with Google AdWords the gold standard bearer in this regard. Le … [Read more...] about Biometrics and neuroscience: The future of digital analytics?
The future of digital marketing
Good fishermen know where the fish are… so why is it that good marketers don’t always know where the best consumers are? Despite massive advancements in targeting, tracking and user insights, John Wannamaker’s adage — “Half the money I spend on advertising is wasted; the trouble is I don’t know which half” — may still be true. Even in the hyper-targeted and over-analyzed online marketing space, there are still many unknowns, but there’s light at the end of the tunnel — and it’s bright! The best advertising is relevant, in the moment, and served to an individual who has interest in a product or service they have not purchased. Digital marketers use keywords, contextual relevance and statistical algorithms blended with a touch of intuition to spend ad budgets as efficiently as possible. No matter what ad technology you’re using, the future of performance marketing is in the direct relationship with the consumer. And … [Read more...] about Remarketing For Search: Approaching The Promise Of Digital Marketing
Movies and TV have always pushed the limits of our technological capabilities. “Men in Black” has its memory-erasing Neuralyzer; “Doctor Who” features a flying time machine; and Jedis will once again wield light sabers in the world of “Star Wars” when the next film arrives. While fictional inventions often outpace what’s actually possible, not all technologies featured in popular media are far-fetched. Advancements in software and programming are making technologies like Iron Man’s bionic suit or Marty McFly’s hoverboard possible. Are Email Marketers Ready For The Big Screen? So how does this affect email marketing? Well, as technologies move closer to what big-time movie producers dream up, some of this tech will help marketers more effectively reach consumers. Heading into 2016, one of the most exciting advancements is facial-recognition software. Just last month, I was in Washington to discuss the future of privacy and technology … [Read more...] about How Facial-Recognition Software Will Shape The Future Of Email Marketing
Google’s Gingerbread (Android 2.3) offers near field communication (NFC) support, which can be used for both “contactless payments” and marketing purposes. People tend to think about and discuss NFC in the context of “mobile wallets” and payments exclusively but there’s a great deal more it can do. For example, Google has been testing NFC-based marketing in Portland with window decals for small businesses. The idea there is touch the phone (Nexus S) to the window decal and get a bunch of information about the business (e.g., Google Place page data). Big Plans for NFC Beyond Payments Google appears to have big plans for NFC and it’s starting to put those into action. The Wall Street Journal is reporting this morning that Google has teamed up with MasterCard and Citigroup (and POS company VeriFone) on NFC and mobile payments. Last week Bloomberg reported that Google and VeriFone were working together to install new NFC-enabled POS hardware and … [Read more...] about Google Joins Forces With MasterCard On NFC To Test The Future Of Digital Marketing, Analytics
Yesterday, as I was walking back from lunch, a middle-aged businessman stopped in front of me and took a picture of a dumpster with his smartphone — or at least that’s how it must have appeared to those uninitiated into the world of Pokémon Go. But I knew better, for at that moment, I happened to be playing the game myself. The businessman finished capturing his Pokémon, looked up at me and smiled sheepishly before scurrying off in pursuit of his next digital quarry. That’s when it occurred to me: The world of local marketing has fundamentally changed. For those of you who have yet to play the game (and as such, still have some semblance of control over your life), let me give you a brief rundown of the magical app that has kids, teenagers and adults alike lurking in nearby parks after midnight just to catch a few extra Pokémon. The freemium game uses your phone’s GPS and camera to turn the real world into a digitally augmented world teeming … [Read more...] about Pokémon Go, augmented reality and the future of local marketing