Digital asset management (DAM)
3 steps to superpower your DAM system
DAM promises to speed up processes by unifying content and making it easier to find. Here's how to make the promise a reality.
Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.
Digital asset management (DAM)
DAM promises to speed up processes by unifying content and making it easier to find. Here's how to make the promise a reality.
Constantine von Hoffman | Oct 26, 2022 at 2:46 pm ETThis GA4 assistant has tools to select goals you want to import, copy Google Ads links and add users who can access your current property.
Constantine von Hoffman | Oct 24, 2022 at 1:23 pm ETProgrammatic advertising is the inexpensive way to target an audience and get actionable, real-time performance insights.
Constantine von Hoffman | Oct 19, 2022 at 3:20 pm ETB2B martech spending may increase an average 13.5% over the next two years, down significantly from the 17.4% average increases since 2020.
Constantine von Hoffman | Oct 17, 2022 at 2:33 pm ETThe GA4 Setup Assistant in Universal Analytics will help you migrate to the new tool if you manage the tags correctly.
Constantine von Hoffman | Oct 17, 2022 at 12:12 pm ETUTM codes, text you add to a link to gives you more information, are a key element to get the most from GA4.
Constantine von Hoffman | Oct 12, 2022 at 10:50 am ETThe preferred solution: Spend more money on it. 70% of U.S. marketers expect their tech budget to grow next year.
Constantine von Hoffman | Oct 10, 2022 at 1:06 pm ETIn GA4 an Event is an interaction you want to track. Once you tag something as an Event, you then mark it as a Conversion to get it counted.
Constantine von Hoffman | Oct 10, 2022 at 2:14 am ETOnly 42% say they are utilizing all the capabilities of their martech stack.
Constantine von Hoffman | Oct 3, 2022 at 2:50 pm ETGA4's automated insights detect unusual changes in your data; custom insights can track your KPIs.
Constantine von Hoffman | Oct 3, 2022 at 1:07 pm ETMarketing operates in a complex, volatile environment and your thinking needs to reflect that.
Constantine von Hoffman | Sep 29, 2022 at 11:26 am ETDDA looks at your website data and assesses the probability of certain channels influencing conversions.
Constantine von Hoffman | Sep 28, 2022 at 12:46 pm ETGA4 isn't yet ready to be your main analytics tool, so start practicing with it now.
Constantine von Hoffman | Sep 26, 2022 at 12:39 pm ETUniversal Analytics' goals are called conversions in GA4. Here's how to organize them.
Constantine von Hoffman | Sep 19, 2022 at 11:43 am ETCustomer relationship management (CRM)
Marketers can create and share segments with CDP, enhance them with additional account attributes and activate engagement across channels
Constantine von Hoffman | Sep 16, 2022 at 11:48 am ETBIMI lets brands display their logos next to authenticated emails, protecting consumers from fraud.
Constantine von Hoffman | Sep 15, 2022 at 12:28 pm ETGA4 isn’t about page views — it’s about different types of trackable events which provide actionable data.
Constantine von Hoffman | Sep 14, 2022 at 1:42 pm ETThe fundraising broke records, but no one was minding the ROI.
Constantine von Hoffman | Sep 12, 2022 at 2:04 pm ETThis is a 14.3% increase from 2021 when spend was up 20.9%
Constantine von Hoffman | Sep 9, 2022 at 12:26 pm ET43% of people with disabilities abandoned an online purchase because of accessibility issues.
Constantine von Hoffman | Sep 7, 2022 at 10:07 am ETBrand loyalty is out, retail loyalty is in -- if there's a deal.
Constantine von Hoffman | Aug 31, 2022 at 3:04 pm ETA lot of the public’s online conversations are now happening in not-so-public places like Slack, Discord and Telegram.
Constantine von Hoffman | Aug 29, 2022 at 2:38 pm ETMost salespeople say their organizations aren't ready for online selling.
Constantine von Hoffman | Aug 24, 2022 at 12:00 pm ETMarketing artificial intelligence (AI)
Quality is improving but there's a big problem with AI inventing facts.
Constantine von Hoffman | Aug 22, 2022 at 1:03 pm ET"Thursday Night Football" on Amazon's CTV Prime Video will be company's first time measuring live streaming ratings.
Constantine von Hoffman | Aug 18, 2022 at 11:20 am ETDiversity and inclusion in marketing
Look for skills and potential instead of specific experience.
Constantine von Hoffman | Aug 17, 2022 at 12:56 pm ETEmails triggered by price cuts and back-in-stock have 25% first purchases rate.
Constantine von Hoffman | Aug 15, 2022 at 12:51 pm ET72% are more likely to buy from socially responsible businesses.
Constantine von Hoffman | Aug 11, 2022 at 2:21 pm ETAdobe Digital Price Index's first price drop since January 2020.
Constantine von Hoffman | Aug 10, 2022 at 11:47 am ETCustomers today want new insights, more content and less interaction with sellers.
Constantine von Hoffman | Aug 8, 2022 at 11:24 am ET89% say customer data isn't readily accessible to them.
Constantine von Hoffman | Aug 5, 2022 at 1:32 pm ETNearly two-thirds say the increases will be modest. No one expects budgets to be cut.
Constantine von Hoffman | Aug 4, 2022 at 12:58 pm ETOne-quarter of retailers are generating more than $100 million in revenue from their media networks.
Constantine von Hoffman | Aug 3, 2022 at 11:33 am ETWhile predictions are positive, not all actual earnings are following the plan.
Constantine von Hoffman | Aug 1, 2022 at 1:57 pm ETB2C and B2B companies are equally poor at compliance.
Constantine von Hoffman | Jul 27, 2022 at 2:16 pm ET62% of U.S. consumers say they'll stop buying from brands that engage in shrinkflation.
Constantine von Hoffman | Jul 25, 2022 at 2:49 pm ETIt would override state privacy laws and set tough standards for gathering and using personal data.
Constantine von Hoffman | Jul 20, 2022 at 12:47 pm ETOnly 3% of visitors will fill out a form to get content.
Constantine von Hoffman | Jul 18, 2022 at 2:19 pm ETDifferent products and markets need different ABM approaches.
Constantine von Hoffman | Jul 14, 2022 at 1:03 pm ETFirst impression, ease of use are most important to customer satisfaction.
Constantine von Hoffman | Jul 13, 2022 at 11:53 am ET