Expert Advice for Marketing Leaders on MarTech, AI, & CX
Articles and insights on marketing measurement for marketers and CX professionals.
This article was written by Greg Kihlström for MarTech. In this final
article in the series, we’ll uncover how data can play an impactful role as we engage and retain existing customers, ideally turning them into lifetime loyal supporters of our brand and advocates to their friends, peers and colleagues.
This article was written by Greg Kihlström for MarTech. Marketing analysts are evolving from report builders to strategic advisors. Uncover how AI, automation and data democratization are redefining their roles.
Attribution has long been one of marketing’s thorniest challenges. With consumers increasingly shifting between devices, channels, and even physical locations, determining which strategies truly drive conversions can feel like a daunting puzzle.
The quest for effective brand awareness strategies remains paramount for businesses seeking to capture consumer attention and drive engagement. Among the myriad of advertising channels available today, out-of-home (OOH) advertising stands out as a powerful tool that not only enhances brand visibility but also fosters community connection and engagement.
Continuous improvement in customer experience (CX) is paramount for organizations aiming to maintain their edge when competition is fiercer than ever. With consumers having unprecedented access to a plethora of competitive brands, businesses must adopt a customer-centric approach to
design and measure success, thereby creating exceptional user experiences.
Email remains a cornerstone communication tool, despite its long-standing presence as a legacy channel. However, one of the most intriguing aspects of email marketing is its continual evolution, particularly in the area of personalization. The insights shared on The Agile Brand podcast highlight how this evolution is driven by changing consumer expectations and technological advancements, necessitating that marketers remain agile and innovative in their approaches.
In an era where customer experience is paramount for business success, the decline in customer feedback has emerged as a pressing concern. This phenomenon, often referred to as “feedback fatigue” or the feedback recesssion, poses a significant barrier to meaningful customer engagement and ultimately impacts a company’s ability to improve its offerings.
In digital advertising, are we chasing the wrong metrics? While short-term ROAS might look impressive, are we missing the bigger picture—whether those customers actually return? What happens when we shift our focus to Lifetime ROAS instead?
Today, I’m joined by Mitsunaga (Mitsu) Kikuchi, CEO of Shirofune and Rocco Baldasarre, Head of Business Development for Shirofune in the USA. Shirofune is a leading digital advertising automation platform that has transformed how advertisers optimize campaigns with long-term growth in mind. Shirofune helps brands reduce ad management time by 50% while unlocking greater ad performance beyond just short-term wins.
Improving conversion rates is not merely a desirable goal; it is a necessity. As businesses strive to capture the attention of their target audiences, the need for a data-driven approach becomes paramount.
As digital channels often dominate discussions about advertisement measurement, the significance of out-of-home (OOH) advertising is being increasingly recognized—not just as a supplementary channel but as a measurable and effective medium.
