Zheng Zhang explores the evolution of the ad tech ecosystem and outlines key features of this programmatic era. He highlights the challenges many advertisers currently face when aiming to achieve secure and efficient ‘easy advertising’ and advises that specific, emerging technologies can be leveraged, to advance solutions and diversify the user experience in a highly saturated market.
Digital innovation has led to countless changes in our modern world but, sometimes, accepting the challenge of change can be difficult. Authors Alison and Scott Stratten warn entrepreneurs and marketers not to be over-enthusiastic when it comes to harnessing the latest technology, because not everyone is quite ready to wholeheartedly embrace this ‘age of disruption’. The Strattens’ message is to look before you leap: analyse your data carefully, focus on loyalty and know your market first.
Marketing automation is being used increasingly to allow the social media team to focus on the quality of the marketing creative, targeted at the right audience, says Jeremy Wood, who champions end-to-end management as the ideal social ladder to reach the dizzy heights of customer engagement and insight.