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Marketing in the Clouds Comes Down to Earth
With the top marketing cloud vendors pushing an open architecture message, making multiple acquisitions, and allowing independent solutions to be built natively on their platforms, the distinction between all-inclusive suites and customized stacks has never looked so hazy.
Sponsor Deadline: April 28
Launch Date: May 11
The Future of Programmatic
At the heart of programmatic is real-time bidding for ad inventory, at bewildering speed and scale. With that comes some great opportunities, especially programmatic personalization: The possibility of targeting bids at inventory best-designed to reach your chosen audience with the right message at the right time -- again, at scale. But there are also downsides, with dollars wasted on inventory which washes up on fraudulent sites with no audiences--or worse, on controversial sites, alongside objectionable editorial content. What's the future for programmatic, and how can brands best exploit its potential?
Sponsor Deadline: April 23
Launch Date: May 23
Far from being the dinosaur of brand marketing, direct mail is very much alive and well. Postal isn't going away anytime soon, and one of the best ways to develop a real relationship with customers is by putting marketing messages right in their hands. But that doesn't mean direct mail is untouched by digital disruption, from (near) real-time personalization of content to leveraging all that rich first-person data to support marketing efforts in other channels.
Sponsor Deadline: May 29
Launch Date: June 14
There's certainly no shortage of data these days, but how much of it clean and actionable? Are you buying lists packed with duplicate identities and out-of-date data on prospects no longer in market? Are you leveraging unstructured data — social own the road. And we don't just mean, if they bought some sneakers, maybe they'll buy another pair. We mean aggregating deterministic and probabilistic data to predict the customer journey with unprecedented accuracy and confidence.
Sponsor Deadline: August 30
Launch Date: September 14
In these times of the empowered consumer, traditional outbound marketing campaigns remain important — but they're not enough. B2C or B2B, prospects are now doing their own research, and relying on a wider range of inputs than ever before. A balanced customer acquisition strategy means wrangling social channels, engaging with advocates and influencers, and above all generating relevant content, at the right time and in the right place.
Sponsor Deadline: September 26
Launch Date: October 11
It's gone way past number-crunching. Innovative machine learning techniques — often working under the hood of cutting edge solutions — make it possible to understand not only what's resonating with customers now, but what they'll be looking for further data, images, videos — or ignoring it because it's just too messy? Quantity is a cinch: Quality needs to be top of your data wishlist.
Sponsor Deadline: October 26
Launch Date: November 9
Company of the Week
Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.
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