Blog Activity

  • Join DMCNY at the March Luncheon for an educational discussion on Revolutionizing Customer Acquisition and the emerging tools and trends to find your best new customers – and best ROI. Most marketers and sales pros acknowledge the importance of keeping up with emerging customer acquisition tools and trends in this dynamic digital environment.


    Our panel will address four key topics, which provide insight into specific new methods of identifying, nurturing and converting customers:

    • Social-based lead gen for B2C
    • Artificial Intelligence-driven lead gen for B2B
    • Influencer marketing/amplification
    • Bottom-up marketing automation

    We’ll show what’s new, and how these functions interact to provide more cost-effective prospecting and conversion.

    Meet the Speakers:


    Thursday, March 9, 2017 - 11:45am to 2:00pm

    Member Price: 

    $75

    Non-Member Price: 

    $90
  • Event Recap: Annual Outlook

    DMCNY kicked off the new year with Bruce A. Biegel, Senior Managing Director of the Winterberry Group and Petsky Prunier advisor. Biegel's presentation gave insight on major events of 2016, the forecasts of 2017 and the macro trends that will drive the media mix. 

    Click here to download the presentation. 

    To watch Bruce's full presentation visit the DMCNY YouTube channel, with exclusive attendee interviews from the luncheon. 

    Check out the latest media coverage from out January Luncheon in Target Marketing Magazine:

     What Marketers Must Consider for 2017

     

  • Client Services Director – Publishing

    Wiland
    Thursday, 2017, February 2

    Job Title: Client Services Director – Publishing

    Location: New York, New York

    Description/Requirements:

    The Client Services Director (CSD) is the primary Client contact within the Wiland organization.  This individual is responsible for meeting or exceeding revenue goals for their assigned book of Clients and ensuring Client satisfaction and retention. 

    Tasks and responsibilities of the Client Services Director position include:

    1.       Increase Revenue for all Assigned Clients - Up-sell/Cross Sell to existing Clients, create and maintain Client Development Plans, develop and deliver recommendations and proposals, assist Clients and Brokers by providing marketing materials within assigned pool of clients.

    2.       Develop Strong Client Relationships - Communicate regularly with Clients, understand Client’s business, goals and challenges, strategize with Clients on solutions and opportunities.

    3.       Deliver World-Class Service - Maintain timely Client issue resolution, adhere to quality control procedures to provide error-free work, sustain a high level of service and support of Clients.

     

    CONTACT

    Abby Sailer

    asailer@wiland.com 

  • Insights on Programmatic from our first Marketing Masterclass

    DMCNY partnered with the New Marketing Institute (NMI) to present a dual certfication Marketing Masterclass in programmatic and omnichannel marketing on October 28, 2016.  The NMI is the educational arm of DMCNY member MediaMath.  The day-long workshop was high energy and incredibly intense.

    Some of the key takeaways are captured below.  If any of this makes you scratch your head, and perhaps wish you'd joined us in the first place, we'll be holding this workshop again next year.  We'd love to hold other Masterclass events, so tell us what kinds of topics you are most interested in!

    In the meantime, check out the public courses held all year from the New Marketing Institute.  

    Key Masterclass Takeaways (in no particular order)

    1. In addition to the more well known targeting criteria - demographic, behavioral, placement/publisher, day-part, technology/device and geo - new contextual targeting techniques are ways to place advertising - native or display - through the keyword context of the content on any site.  For example, targeting sports content on any site might be valuable and a complement to publisher sites.  Contextual targeting does allow restrictions on the kinds of content, for example, passing over sites that are heavy in keywords you want to avoid.
       
    2. Website conversion ads are the most used on Facebook.  Advertisers are trying to draw people out of Facebook and to their owned sites.  In the most recent quarter, Q2 2016, Facebook earned more than 6.2 BILLION dollars in advertising revenue.  That's not a year. That's a quarter.  Boom!
       
    3. The reason Facebook (and other social) advertising is so powerful is not just based on the huge reach, although that helps and Facebook reached 1.7 B+ people in the last quarter.  It's because Facebook now allows for retargeting people you already know or who have visited your site recently, plus layered, rich targeting that is both cross device and dynamic (able to be constructed via data-driven elements in real time).
       
    4. Social advertising connects the dots for finding people across device - a huge challenge for digital marketers - by recognizing you even when you are not using Facebook.  Because most of us are logged into Facebook on multiple devices, even if we don't have the Facebook app or page open, the Facebook identity pixel allows for cross device targeting at the user level.  Google does this, too.  You can use rich and dynamic advertising types like carousel (scrolling) images and video.  

    5. Technologies that don't rely on cookies (like JavaScript across devices or Mobile In App Pixels in apps) are emerging in ad serving, utilized by Data Service Providers (DSPs) like MediaMath's TerminalOne, and solve the problem of cookies not being usable on most mobile browsers.
       
    6. Identity Management is the process allowing marketers to connect with customers in the world of mobile. It starts and ends with the audience.  This programmatic approach enables targeting attribution and analytics in both cookie-based and cookieless environments as well as across devices.  Make sure your DMP is utilizing an identity management solution that protects your data and your customers.   Deterministic identity signal are verified, usually "determined" when someone logs in.  Probabilistic signals are based on statistical probability and achieved algorithmically using thousands of different data points.   Be sure to be comfortable if your DSP uses probabilistic methods to associate devices to a user.
       
    7. Mobile is not a channel, it's a way of living.  Thus, there is a huge amount of data that can be derived, analyzed and used for audience targeting - regardless of device.  It's about where that person is in their life, not their Internet access.
       
    8. Video ad serving technology allows interactivity within a video ad.  It can be as simple as clicking on a logo or swiping in a different image or content set during the ad play.
       
    9. A review of the players in the Programmatic ecosystem:
    • Advertiser/Brand
    • Agency - Ideally have relationships with publishers and networks and run an active trading desk with both technology and knowledge to help get the right placements at the best price.  Also have data tracking and measurement expertise.
    • Ad servers - Includes DoubleClick, Conversant and Sizmek.  These firms are a centralized source for ad placement across a variety of sites, devices and formats using various targeting criteria.  Gives you tracking reports.
    • Data Providers and Suppliers Includes BlueKai, Eyeota, Experian and Helix.  They provide outside (second and third party) data to help identify more specific audience profiles.  Also help build a custom audience to expand your reach.
    • Ad Exchanges  Includes Yahoo!, OpenX and  AdX from Google/DoubleClick. These are  a central way for buyers and sellers to connect., almost like a shopping mall. It’s the place where store owners and consumers meet up.  Here you buy individual impressions by audience target.
    • Ad Networks Includes Google, Conversant.  Somewhat replaced by Exchanges, and have evolved into a way to find combinations of contextual content (e.g. travel) on a fixed set of validated sites.
    • Creative Optimization Includes SpongeCell, Celtra, Flashtalking . Their essence is that they make really engaging ads whether they’re algorithmically personalized or they’re engaging because they involve rich media.  These technologies help improve creative performance through a tagging algorithm that uses real time data to construct an ad in real time, using data like time of day, weather, demographic, device, location.  The category is called Dynamic Creative Optimization.
    • DSPs - demand side platforms like MediaMath's TerminalOne , Google, The Trade Desk, DoubleClick Bid Manager.  It's a way to automate bids on inventory across sites and formats These combine placement with management tools.  Connects advertisers and agencies with publishers and exchanges along with data providers.  Usually also offers creative optimization (testing tools) as well as verification reports on placement reach and interactivity.
    • AnalyticsPlatforms can aggregate measurement data from the various DSPs or ad servers. The DSP is needed to actually action on the analytics - placing the ad via various ad servers and exchanges.
    • Verification Services like DoubleVerify and  Integral Ad Science measure viewable impressions and help protect brand safety.
    • SSP - supply side platforms like Rubicon and Smaato.  These support the sell side (publishers and ad networks) managing the sales of their inventory across ad networks and exchanges in order to optimize return and CPMs.

     

  • New Mentoring Partnerships & Some Darn Good Advice for New Marketers!

    A new Baruch College partnership gives DMCNY members a chance to serve as a mentor for students looking to explore the great field of data-driven marketing.  in fact, the "Executives on Campus" program makes it easy for every member to participate - you can meet students on the midtown campus for one night of networking in the Fall or Spring, or you can sign up to mentor a student directly for a full semester.  Most mentors have 5+ years experience in marketing, but what it really takes is a big heart and a willingness to listen and guide aspiring marketers into our very dynamic and ever-changing field.   

    Won't you share your passion with some emerging bright starts?  Can you join a one-night student-professional networking evening?  Sign up today for more information or fill out the registration form on the Baruch website.   

    To jumpstart the partnership, we asked some of our best known and admired luminaries, our Silver Apple winners, to lead off the mentoring relationship with Baruch.  We took the opportunity to ask them for some good advice for new marketers and interested students on the benefits of a career in marketing, the importance of networking and the future of our industry.

    As expected, there's some good counsel here for all of us, no matter how much experience we have - and some insights worth sharing with everyone on our team.

     

    Ginger Conlon, editor and content marketing consultant, Silver Apples class of 2015:  Marketers need to be a bit of a unicorn. Marketing professionals should have an expertise in a specific area, but also have at least a foundational understanding of marketing technology, analytics, and finance. They don't necessarily need in-depth knowledge of all of those areas; what they do need is enough of an understanding to speak with IT, data analysts, and the finance folks in a way that will be productive and foster a collaborative environment.

    Lawrence Kimmel, digital marketing consultant, Silver Apples class of 2003:
    Marketers need an insatiable curiosity. Data literacy. Social media expertise.   When preparing for a career in marketing, students should ask themselves (and not me!) "What are my goals?  And what do I have to do and learn to achieve them?"  To help get the answers, every human encounter should be considered an opportunity to network. Every human being can help enlighten us and make us more successful personally and professionally.

    The future of marketing (and life) is about the intersection of humanity and technology...creativity and applied science...imagining what's possible and championing what's transformative.  Bright students and young marketers with inventive minds and inability to get stuff done will enjoy a lifetime of exciting challenges and professional success.

    Scott Fenwick,Vice President, Sales Training & Development, ValueClick Media, Silver Apples Class of 2012:  The key skills for marketers today are analytics and an understanding of the power and impact of the multiple channels available for delivering messages.  The best way to get ahead in marketing is to keep striving to do more than your job description, and ask, "What else can I do?"

    As things change, things remain the same.  As it was centuries ago, and it is today, aspiring marketers should fearlessly be asking people they admire and respect for advice.  As they meet these people, they should try to establish a mentor or advisor relationship - formal or informal.  Trade associations and internships provide new opportunity as well.  Marketing will always be around.  Like everything else, it will require adjustment to the latest trends and technologies, but there will always be a need.   Students will enjoy a career in marketing because it has been and always will be the home of creativity (both good and bad) has subliminal and overt influence on society.  And that is pretty exciting.

    Peg Kuman, Vice chairman of Relevate d/b/a DataMentors, Silver Apples class of 2015:  Todays' marketing professionals need the ability to communicate in a logical, articulate, literate manner. That means in writing, in speaking and in thought.   Adopt an attitude of lifelong networking and learning.  Networking isn’t something you start at a particular time in education. It’s something you do as part of life- from elementary school, volunteering, junior high, high school, team sports, theatre arts, intramural sports, church, social activities and so on.   A great question to start off a conversation with an experienced marketer or businessperson is, "How did you get into this business?"

    This is a great field to join as buying and selling are part of our society at large. Marketing - the business of selling products and services - will be around as long as humans are around. The future is as exciting today as it was when we did not have technology to speed communication, distribution and delivery. 

    Blog written by Stephanie Miller, Direct Marketing Consulting 

     

     

     

     

     

     

     

     

     

     

     

     

     

  • Come kick off a great marketing summer with our Networking Event!
     
    Wednesday, June 7, 2017 - 6:30pm to 8:30pm
  • Don't miss our biggest event of the year!
     
    Thursday, November 9, 2017 - 6:00pm to 10:00pm
  • Join us at the Yale Club for a fall luncheon and networking!
     
    Thursday, October 5, 2017 - 11:45am to 2:00pm
  • April Networking - enjoy the evening with clients and colleagues!
     
    Wednesday, April 19, 2017 - 6:30pm to 8:30pm
  • More details coming on the topic!
     
    Wednesday, May 10, 2017 - 11:45am to 2:00pm

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