Andrew Daley, vice president of marketing at Zipcar, spoke with eMarketer about how the rental car company plans to manage and operate its marketing ecosystem in 2016.
Chris Thorne, CMO of The Honest Company, an eco-friendly retailer, talks about engaging with millennial mothers and discovering what they value.
When it comes to personalization, marketers may still be stuck on the basics. However, many agree that technology is making it much more straightforward to personalize at scale, according to September 2015 research.
To some extent, US ad and marketing professionals are using data-driven marketing, according to July 2015 research. Most are primarily using it to maintain databases.
Marketers are constantly looking to get value from their data-driven marketing efforts. According to research, insufficient availability or functionality of supporting technology is a challenge to doing so.
Marketers are increasingly adopting and incorporating new technologies into their strategy. According to a July 2015 survey, almost a third of respondents said it takes four to six months to fully integrate new technologies into their marketing efforts.
Jon Moore, chief product officer of Trainline, an online seller of train tickets for UK train services, discusses how its mobile app has streamlined the travel process for its consumers.
Nearly two-thirds of CMOs worldwide don’t currently use digital advertising to better understand the audiences within their CRM database, according to September 2015 research.