RTB House Editorial Team

From the printing press to Deep Learning, the history of marketing shadows all our great leaps forward in communications technology. It is the marketer’s job to identify how these novel technologies can be used to reach potential customers, and educate them about products and services that enrich their lives.

The printing press let us create posters, radio and television enabled us to speak to people in their homes, and the internet gave us new ways to sell to people. Today, we’d like to take a moment to dive into how marketers can take advantage of the next big leap forward in technology: Deep Learning.

Have you ever downloaded the data Facebook has on you? Or Google? The sheer breadth of data collection has 86% of consumers worried, and this has led to a number of users leaving data-hungry social media platforms. It has also forced organizations like Google to do some soul-searching and adjust their approach to user data, notably by retiring third-party cookies.

In an environment where customers have countless ways to engage with a product before purchasing, we need to rethink how we approach marketing activities. To achieve this, marketers often use a concept coined by Google called the “Zero Moment of Truth” (ZMOT). This represents the moment when customers engage with a product or service online before they make any commitments to purchase it.

Making the most of ZMOT is the key to a successful marketing strategy, particularly regarding retargeting, and this article will help you understand how to do just that.

Retargeting is one of the most powerful marketing tools in any brand’s arsenal, but building an effective retargeting campaign is as much an art as it is a science. To maximize the effect of their retargeting campaign, clients naturally want data that proves a retargeting provider is worth their salt. To do this, many companies rely on incrementality testing.

This makes sense, as incrementality testing is considered the gold standard for good reason. However, they are not a catch-all solution. They aren’t cheap to run, and without a dedicated analytics team to interpret the results, companies can end up spending money on a test they can’t interpret.

Let’s take a deep dive into incrementality testing, see how it works, and what you need to run one.

Every January, many of us lay out our plans to make the coming twelve months “the year of…”

What’s 2023 for you? The Year of Discovery? The Year of Wellness? The Year of Exercise? The Year of My Career?

Digital advertising comes with excellent conversion rates if done correctly. On the other hand, it is much easier to cross the line and annoy your audience. How? For example, by showing them your ads one too many times. This article will cover ad fatigue, its impact on your business, and how to avoid it.