Resources
4 Tips to Boost Marketing ROI During the Holidays
For marketers working within the retail, eCommerce, and consumer packaged goods industries the holidays are P-R-E-T-T-Y important. And in the era of COVID-19—an era in which consumers are watching their discretionary spending more closely than any point since the Great Recession—the stakes are even higher. With so much on the line, it’s critical you do […]
The Impact of Cooperation on Incrementality Measurement: A Lesson From the CPG Industry
Cooperation between manufacturers and sellers is an important ingredient to the successful, accurate measurement of incremental sales. CPG manufacturers and CPG retailers have been focused on organic growth driven by incremental sales—using everything from UPC codes and loyalty programs, to merchandising management and shopper marketing—to increase sales by better targeting: The right offers At the […]
The Future of Marketing: Is Addressability Going Away?
In recent months, curious marketers have been asking themselves a question: is addressability going away? At Zeta, we think the answer is pretty clear: Absolutely not. Here’s why… Addressability isn’t under threat—access to it is In the realm of digital marketing, addressability is a broad term. If a device or channel allows marketers to message […]
How to Create Innovative Customer Experiences with Zeta Channel Manager
Consumers own more cutting-edge technology than ever before, with households possessing an average of 10 internet-connected devices (smart speakers, smart TVs, laptops, etc.). The challenge is that these technologies don’t all interconnect. This limitation forces digital marketers to use an average of 91 different tools in a vain attempt to engage consumers across every channel […]
3 Strategies to Improve Engagement With Your Email Audience
Improving engagement is a common goal for many marketers. Why?—Because an engaged audience is more likely to cultivate brand advocacy, broaden market awareness, and drive an uptick in sales. So, with that being said, here are 3 email marketing strategies to improve engagement with your audience. Strategy #1: Create an exit survey Unsubscribers don’t have […]
5 Ways Consumer Behavior is Changing in the United States Forever
Thanks to the coronavirus pandemic, the economy is in a recession and everyday Americans are going about their daily lives in ways no one could have anticipated at the start of the year (working from home, virtual happy hours, etc.). Some of these changes are temporary (e.g. masks), but some are going to last. Here […]
Why CMOs Need Predictive Analytics Now More Than Ever
There are many factors (some more important than others) that contribute to the success of a marketing campaign. But of all the factors to consider, predictive analytics might matter more than any other. Predictive analytics are what make it possible for brands to communicate with prospects and customers in a more persuasive way, and set […]
What Personalized Marketing Across Channels Looks Like
From social to SMS, desktop to mobile, today’s customer is spending time on lots of different devices and in lots of different channels. Therefore, the goal of every enterprise marketer should be to learn which channels work best for connecting with each, individual customer. By obtaining that insight, marketers can better create content and campaigns […]
4 Marketing Tips for Travel Brands in 2021
In the eyes of travel professionals, 2020 can’t come to an end soon enough. Borders are shut, flights are cut, airlines are filing for bankruptcy, hotels are empty, and this is—without question—the worst year on record for the travel industry. At Zeta, we know the pain the entire sector is in, which is why we […]
How AI-Powered Marketing Automation Changed Things Forever
Artificial intelligence not only gives marketers the ability to understand the interests and behaviors of individual consumers—it also makes it possible to communicate with consumers in a personalized, 1:1 way at scale. In other words, AI-powered marketing automation allows marketers (and the brands they represent) to send relevant messaging across a multitude of channels to […]
4 Ways to Boost Mobile Engagement for Your Brand
Almost half (45%) of the world’s population owns a smartphone, and many of those 3.5 billion owners rely on said devices to connect to the internet every day. As far as 21st century technologies go, it’s an unrivaled level of consumer adoption, and it’s why brands are doing everything they can to boost mobile engagement. […]
Incrementality Is the Best Measure of Marketing Effectiveness
The move to digital promised marketers better feedback compared to traditional, offline media. But approximately 15 years into the transition, many marketers feel frustrated by a continued inability to see (with absolute certainty) which investments move the needle. The bad news is, the most common methods of measuring effectiveness—media-mix modeling, multi-touch attribution, and panels—are flawed. […]
