236 Marketing Trends found for Corporate / Mergers/alliances/demergers

... much more to the deal than meets the eye. 

The extended partnership, which was announced at the Adobe Summit 2018 event, will see Adobe’s Experience Cloud run on Microsoft’s Azure. The two software giants will also work together with brands to help them envision and implement their integrated solutions.

The twin titans will also integrate their respective data models, the Experience Data Model and the Common Data Model creating a standard data model that defines and unifies the language for marketing, sales and services data.

Read the original unabridged Thedrum.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... professional services network periods over the last two years bar one.

In Q1 2017 there were 255 deals totaling $10.4bn, whereas in Q2 2016 there were 192 deals with a total value of $48.9bn, compared with Q2 2015 with 225 deals totaling $75.9bn.

In the the second quarter of 2017, there were five deals of more than $1bn. The largest - Sinclair Broadcast Group - announced the purchase of Tribune Media for $3.8bn. Sinclair's stated aim is to create an even bigger leader when it comes to the number of TV stations owned by one company.

Read the original unabridged MediaPost.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... communications.

Added Mr Rangaiah: "We are particularly interested in blockchain's potential to solve many of the issues facing programmatic buying today."

By design, blockchains are inherently resistant to modification of the data. Once recorded, the data in any given block cannot be altered retroactively without the alteration of all subsequent blocks and the collusion of the network. Functionally, a blockchain can serve as "an open, distributed ledger that can record transactions between two parties efficiently and in a verifiable and permanent way. The ledger itself can also be programmed to trigger transactions automatically."

A blockchain is typically managed by a peer-to-peer network collectively adhering to a protocol for validating new blocks. By design, blockchains are inherently resistant to modification of the data. Once recorded, the data in any given block cannot be altered retroactively without the alteration of all subsequent blocks and the collusion of the network

Read the original unabridged Warc.com article.

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... address the growing challenge of cross-channel identity and attribution in marketing.

The program brings together top level marketers, agents and data professionals across the full spectrum of the advertising ecosystem in a bid to address common issues related to measuring and tracking consumer behavior and interaction.

Addressing the Identity Council’s kick-off workshop Jacob Ciesielski, Vice President of Data Technology Solutions at FCB/SIX said: “We are now at a point where technology has surpassed our expectations as marketers.”

According to Mr Ciesielski, “Marketers are trying to leverage everything that is available to connect identities across platforms, create seamless user experiences, and personalize experiences.”

As mobile device usage continues to increase and consumer attention fragments from screen to screen, tracking the customer journey, online and off, is considered to be one of the biggest challenges of our time.

The DMA’s Identity Council bridges the gap by bringing diverse companies together to produce solutions that they may not have been able to develop themselves.

Read the original unabridged DMA article.

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... "annoying experiences."

Google's move, anticipated since word got out in April, will impact the entire advertising ecosystem because Larry and Sergey's Chrome is the world's most popular web browser for desktop and mobile users alike.

According to Sridhar Ramaswamy, senior VP of ads and commerce at Google: "We've all known for a while that the ad experience is a real problem, that has confused and angered users".

"We realised that solutions such as ad blockers punish everybody, including publishers who develop great content and are thoughtful about the ad experience they put on their site."

However, Google isn't calling its technology an ad blocker, instead classifying it as a "filter" that removes the ads that consumers hate most.

The hate list include pop-ups, ads that flash quickly, change colors or force people to wait ten seconds before accessing content on a publisher's page.

The plan to install such software on Chrome is a result of work by the Coalition for Better Ads, whose members include Google, Procter & Gamble, Unilever, WPP's GroupM, Facebook, Thomson Reuters and The Washington Post along with the Interactive Advertising Bureau and the Association of National Advertisers.

Read the original unabridged Adage.com article.

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... coax advertisers still spending big bucks in TV to look to its platform and audience-linked transactional data offerings, the latter being typically employed for digital advertising, prior to planning TV media buys.

Says Joe Kyriakoza, VP and GM of automotive at Oracle Data Cloud, "This is our first big move into the TV space".

Explains Mr Kyriakoza: "To put the partnership to use, an auto advertiser might work with Simulmedia to target luxury SUV buyers. The TV data firm would connect its viewer data to Oracle's data on in-market SUV buyers, which it obtains through several purchase transaction data relationships with credit card firms, research firm IHS Automotive and others.

Oracle can also layer-in a brand's own CRM data and push it through Simulmedia's system. All of which helps marketers to determine where on TV to best allocate their budgets.

Read the original unabridged AdAge.com article.

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...  big data and artificial intelligence, aiming to drive better performance and deeper intelligence for advertisers and marketers.

Amnet will have access to iFlytek’s expertise in machine learning, voice recognition and big data analytics, while iFlytek aims to use the deal to expand its services beyond AI technology to incorporate data-driven advertising.

iFlytek, which was founded in 1999, is one of China’s leading tech companies specialising in intelligent speech and language technologies. It has 70% of China’s speech technology market, having created the application largely referred to as 'China’s Siri' and also created China’s first AI project, iFlytek Hyper Brain.

According to Lawrence Wan, managing director of Amnet China: “With our iFlytek strategic partnership, we are exclusively co-developing breakthrough products that will fundamentally evolve advertising to a new level. This includes tapping into their marketing leading connection into China’s intelligent TV’s smart homes and intelligent cars, amongst others.“

Read the original unabridged TheDrum.com article

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... Azure cloud service.

The partnership highlights Publicis’s push to generate more revenue from intellectual property and compete with consulting companies, as well as Microsoft’s ambitions to expand its cloud-based offerings.

Cosmos gleans people’s behavioral data for marketers and constantly updates individual customer identities that are stored in the Microsoft cloud. Marketers are therefore able to use that customer information to create and send targeted emails and digital ads to individuals.

According to Shannon Denton, chief strategy officer of Publicis digital agency group SapientRazorfish: “How customers behave in real time changes how we market to them”.  

“When we’re competing with other agencies and also with consultancies, this data is a huge advantage. That’s the big play and why we’re going to continue to invest in this area.”

Read the original unabridged WSJ.com article.

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... seamless system spanning the two titans. 

The partners announced the deal yesterday (March 21) at the annual Adobe Summit, and emphasised the importance of using open source technology and software to de-silo the information they have at their joint disposal.

They went on to explain how this joint approach will help marketers more easily compile customer insights across various channels, creating a single view of the customer that can be used to personalize experiences across marketing touchpoints.

Extolling the sweetheart deal Scott Guthrie, executive vice president of Microsoft’s cloud and enterprise division said: “It’s going to enable to customers to go beyond the current (software) silos they have to navigate today”.

Data sharing between the twin titans  aims to provide businesses with better services by enabling crossover of users from one business to the other, expanding their pools of prospective customers.

Read the original unabridged The Drum.com article.

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...super-charged marketing cloud.

Both companies already provide so-called "marketing clouds", although Salesforce’s offering leans more directly toward brands’ customer relationship management needs (ie email, lead-generation and ad targeting) while IBM has gained notable recognition for Watson, its cognitive artificial intelligence system. 

Salesforce has an AI program of its own, dubbed Einstein. 

According to Salesforce's chairman and Ceo Marc Benioff: "The combination of Einstein and Watson will make businesses smarter and our customers more successful."

Read the original unabridged AdWeek.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.