Omnichannel marketing is an iterative program design that allows brands to reach the same people over time across a combination of offline and online channels. The underlying objective of any omnichannel marketing program? To increase customer acquisition (or current customer value), reduce ineffective media, and realize operational efficiencies. Many brands think they engage in omnichannel […]
Online travel agencies (OTAs) are the latest casualty of COVID-19, and that’s welcome news for the hotel brands seeing their own operations decimated by the global pandemic. With consumers more focused than ever on personal health, it seems their long-standing obsession with rate parity (the backbone of the online travel agency operating model) is over. […]
Things have changed in digital marketing since the last recession. As a matter of fact, they’ve changed a lot. That’s good news for brands still looking to resonate with prospective and current customers. Especially given the uniqueness of this recession and its neutralization of the more “traditional methods” of marketing: Billboards, event sponsorship, transit wraps, […]
When the economy hits a brick wall, most brands look to cut one thing above all—the marketing budget. But based on available evidence, cutting marketing spend in a recession doesn’t make sense. In fact, data shows that companies who stay the course with their marketing (i.e. the maintain spend as well as relevant, ROI-positive campaigns) […]
There is a misguided belief amongst brands in all industries that first-party data is inherently valuable—it’s not. First-party data is only valuable if it can be translated into actionable insights that enhance a brand’s understanding of the customer. In other words, extracting customer intelligence from first-party data is where the true value lies. However, most […]
COVID-19 is driving a permanent increase in online retail forcing household brands from Target to Walmart to Starbucks to change the way they do business forever. Learn more in this in-depth article from the Zeta Research Team.
What is the importance of marketing messaging for quick-service restaurants? What rules do QSRs and LSRs need to follow to do marketing messaging properly? These are questions every quick-service and limited-service restaurant needs to learn how to answer if they want to be successful marketing in the years ahead.
Zeta’s Digital Trends Update offers insights on things like media spend, site engagement, internet traffic, and more. Digital Trends on the Up… Airtravel Retail Hospitality Digital Trend FLAT or on the Decline… Video CPMs Display CPMs Out-of-Home Shopping Consumers are resuming their normal commercial patterns as states ease back on social-distancing regulations. Strong consumer confidence […]
To help the restaurant industry recover from the mind-boggling loss of business related to coronavirus, identity resolution is a MUST. This is especially true in the ultra-competitive space of fast-casual and quick-service dining. Identity resolution links every customer touchpoint through a single, real-time portal that makes omnichannel personalization possible. It is how restaurant brands can […]
Improving the customer experience for car buyers is critical for both dealers and OEMs—it’s the easiest way to maximize retention and boost long-term sales. But how do you do it? Here are 3 best practices.