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20 expert predictions: Here’s what successful marketers will do in 2019

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Aaron Strout

Mobile

2019 mobile marketing predictions from industry veterans

Augmented reality will continue to give marketers the ability to layer on data and computer generated graphics on top of video, photographs and day-to-day life through our phones.
Aaron Strout

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Alexis Sanders

SEO

2019 in search: Find your seamlessness

Companies should focus on seamlessness across all channels, consolidate recurring tasks, leveraging data to build personalized experiences and instilling credibility in all aspects.
Alexis Sanders

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Andy Betts

Martech

AI, automation and analytics: 3 critical strategies for CMOs in 2019, and beyond

Smart CMOs aren’t concerned about the shiniest new kid on the block or getting the sexiest toys. They’re figuring out a stack with AI-powered tools in all the right places.
Andy Betts

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Andy Taylor

SEM

Google Shopping is largest growth opportunity for most online retailers in 2019

Brands need to be investing time and resources into feed management and proven campaign optimization tactics like query mapping.
Andy Taylor

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Brittany Page

SEM

‘Hey Alexa, how do I get my product visible in Amazon search in 2019?’

When creating content, focus less on optimizing for keywords and more on optimizing for user experience.
Brittany Page

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Chris Loretto

Martech

Digital marketing in 2019: Here’s where we’re headed this year

With Facebook recently introducing AR ads — following the lead of Snapchat — we have only scratched the surface of what this technology can accomplish.
Chris Loretto

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David Dowhan

Martech

3 ways marketing AI will advance in 2019

We’ll see experimental marketers embrace AI across additional programmatic channels, such as radio and direct mail, which will help drive further education, development and adoption across the martech ecosystem.
David Dowhan

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Kirk Williams

SEM

Shopping ads for the small budget: Here’s what to expect in 2019

I think we will see full integration of Google’s page crawling service into Google Merchant Center by the 2019 holidays. In other words, I think we’ll see the feed begin it’s gasping, final breaths.
Kirk Williams

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Kyle Hendericks

Email

Email marketing trends to expect in 2019

To maximize revenue from email marketing campaigns, marketers need to ensure they are sending relevant content to high quality value email subscribers and stop focusing on the total quantity of emails sent.
Kyle Henderick

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Nick Worth

Analytics

Want to create better experiences and brand loyalty? Lean on your data

Now more than ever, consumers expect brands to understand them and treat engagements as evidence that they are committed to knowing them better as individuals.
Nick Worth

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Rick Jones

Content

10 trends in digital content for 2019: Management is vital to success

Forward-thinking organizations will take full advantage of AI to learn behaviors around supporting and automating collaboration for various users and their unique content needs.
Rick Jones

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Rob Rasko

Martech

Evolution of ad tech in 2019: Streaming services and content ownership

Pros who understand digital media and programmatic advertising are already sought after, and the opportunities that will be created by Amazon’s HQ2 will only turn up the heat in the fight for talent.
Rob Rasko

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Ryan Kelly

SEM

Are ad-supported tiers too much temptation for Netflix or Prime Video to resist?

Netflix would have to build an ad business from scratch, but it has already built one of the most sophisticated internal digital marketing teams and is one of the country’s largest advertisers.
Ryan Kelly

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Ryan Phelan

Email

4 1/2 predictions for marketers in 2019

Marketers must get smarter about how we explain and implement and do things in a scalable way instead of buying a technology that just allows us to check a box in our reports to the directors of our companies.
Ryan Phelan

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Sam Bocetta

Martech

Hacking and phishing will increase in 2019: What digital marketers need to know

Most of what we do on mobile devices is snappy and instinctive. So if a notification looks genuine, we only occasionally verify whether it could be a fake.
Sam Bocetta

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Susan Wenograd

Paid Social

Paid social requires sharpening your blade in 2019

As the paid social avenues have grown, diversified and stumbled, there’s a growing awareness among advertisers about the perils of relying on last-click attribution.
Susan Wenograd

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Jim Yu

SEO

New ways to approach SEO in 2019: Accountability and customer experiences

Consumers are not only looking to identify a product or service to meet their needs, they’re using search to learn everything they possibly can.
Jim Yu

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Julian Baring

Analytics

Data ownership is shifting so enterprises are stepping up their tech game

Dynamic advertising media that addresses every user in a personalized way will increasingly liberate us from the same boring banner used in programmatic in the coming year.
Julian Baring

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Peter Isaacson

B2B

5 predictions for B2B marketing in 2019

By integrating technologies such as CRM, marketing automation, and ABM platforms, marketers can start to share data across these applications.
Peter Isaacson

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John Steinert

ABM

Planning for 2019: Can’t-fail ingredients for tastier ABM

If it’s going to require too much training for your team to experience the value, you’re looking at a non-starter.
John Steinert

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10 questions with… Anna Watkins, UK managing director of Verizon Media

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In an attempt to showcase the personalities of the people behind the media and marketing sector, The Drum speaks to individuals who are bringing something a little different to the industry and talks to them about what insights and life experience they can offer the rest of us. This week's 10 Questions are put to Verizon Media's UK managing director Anna Watkins.

What was your first ever job?
It would have been washing my dad's car to earn my £1 pocket money each week. Smart man.

Which industry buzzword annoys you most?
Relatable.

Who do you find most interesting to follow on social media?
@POTUS is truly mind-boggling.

what is the highlight of your career (so far?)
Working with such a creative, inspiring and intelligent bunch of people every step of the way.

What piece of tech can you not live without?
It's baffling that I was born in London yet still seem to use Citymapper every day.

Who or what did you have posters of on your bedroom wall as a teenager?
Adam Ant and Count Dracula (aged 7). I'm not quite sure what that says about me.

In advertising, what needs to change soon?
We need a truly diverse workforce.

If you could change anything about a social media platform you use, which one and what would you choose to do?
It’s more a question of changing myself – I need to flex my creative muscles if I’m ever to make more than one friend on Tumblr…

What is (in your opinion) the greatest film/album/book of your life?
Scarface / Sign of the Times / War and Peace – delusions of grandeur, mine and theirs.

Which industry event can you not afford to miss each year and why?
The big awards bashes – it's like going to a series of weddings where you know half the guests.

The Drum's 10 Questions With… runs each week with previous entries available to view here.

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Mobile carriers end data sharing with location aggregators; should marketers worry?

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The collection and use of real-time mobile-location data has emerged as a critical piece of the larger data-privacy debate. A recent run of negative stories have conveyed the impression that location data usage by marketers is tantamount to spying on consumers.

We’re also starting to see lawsuits, like one recently filed by the Los Angeles City Attorney against the Weather Company, for allegedly misleading consumers about how their location data would be used. More suits will likely follow.

Carriers cut off data sharing. The negative coverage and exposure of some high-profile abuses have motivated major U.S. mobile carriers to cut off location data sharing with third party “location aggregators.” The latest to do so is AT&T, following a story by Motherboard that indicated carrier data was getting into the hands of unauthorized third parties — bounty hunters, in this case — and being used for legally dubious purposes.

As a practical matter, these moves are unlikely to significantly impact use of location data by advertisers on major platforms or in the programmatic ecosystem. AT&T owns AppNexus; Verizon owns Verizon Media Group (the rebranded Oath). Location data will probably still be available to advertisers on these platforms — they’re not “third parties.” (We’ve asked Verizon for clarification on this point and will update the story if they respond.)

Calls for more regulation or legislation. Location data are so valuable and widely available that abuses are inevitable. Some of these increasingly frequent reports are adding momentum to calls for federal data privacy legislation. The carriers’ decision to cut off location aggregators is at least partly an effort to preempt investigations and potentially forestall regulation.

Some location data companies embrace the proposition of clear regulatory or legislative guidelines, however.

For example, PlaceIQ CEO Duncan McCall recently told me in email: “I think that the California Consumer Privacy Act and hopefully a similar federal law (as a state-by-state patchwork of different laws would be good for no one) will not only give consumers protection and confidence, but will finally give the digital data and location data ecosystem a well-thought out set of rules and guidelines to adhere to. This will bring stability and predictability to the industry, and help weed out some of the “wild west” players that have had no interest in investing for the long term good of the ecosystem.”

Most location-data companies also say they adhere to ethical data-collection practices and are scrupulous about being “good actors” in the ecosystem. Some are vocal about the responsible and/or socially beneficial use of location technology. And some organizations (e.g., NAI) are seeking to enforce transparent and ethical data collection standards. Foursquare told me in email that their apps and partners seek opt-in consent for use of location data.

Why you should care. Location data is available from a wide range of sources in the market, including app developers and the programmatic bid stream. The loss of carrier location is not a significant blow to the ecosystem.

However it is reflective of a trend toward the tightening of access to location information more generally. While it remains to be seen whether federal privacy legislation passes in 2019 (multiple bills have been proposed), California’s Consumer Privacy Act will go into effect January 1, 2020. Other states may enact similar or more strict laws, which would lend further impetus to comprehensive federal legislation.

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Catalina adds first attribution tracking service

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Best known as a provider of retail marketing intelligence based around loyalty cards and in-store printed coupons, Catalina this week released its first attribution service.

Called Catalina Multi-touch AttributR, it traces a path from digital advertising — in various channels on various devices — to a purchase made in a store with a loyalty card. The company is able to track purchases down to the UPC bar code level.

At the level of the Diet Coke flavor. Coca-Cola, for instance, can now track how a web site ad shown on a computer affects the purchase of a Diet Coke, as well as whether the flavor chosen is Twisted Mango versus Ginger Lime. Additionally, the attribution service can report if it’s the first time this consumer bought Twisted Mango.

Previously, Catalina measured how its printed in-store coupons affected buyer behavior, but it didn’t track the impact of ads. The new attribution solution is the company’s first effort to link digital ads to buyer behavior, and it plans to add addressable TV ads to the system.

Catalina tags the digital ad with its own attribution pixel, which is called when the ad is shown and provides data on the specific campaign deployments.

But the connection between the ads shown, the various devices used by a single individual, and the in-store purchases are actually made by consumer data firm Experian on Catalina’s behalf, through such persistent identifiers as phone numbers or email addresses.

“Not in the business of knowing who you are.” In the new attribution service, the retailer sends the loyalty card ID to Experian, which matches it with the digital cross-device profile of a given individual and with the ads shown to the user on those devices. Experiam then returns a report to Catalina that uses an anonymized ID.

Catalina CMO Marta Cyhan told me the company deals only with anonymized IDs because “we’re not in the business of knowing who you are,” although Experian does have PII.

The data is updated daily to a self-service dashboard for brands (see below) and, since Experian tracks profiles, the attribution can also include the effect of ads on repeat purchases, new buyers of a product category and other consumer behaviors.

Difference from NCS. Catalina, which filed for bankruptcy protection last month, is also known as a partner in Nielsen Catalina Solutions (NCS), which employs data from the in-store coupons and loyalty cards. But, Cyhan said, Catalina’s new attribution measures individuals across multiple channels deterministically, since the actual people are known through the Experian matching, while NCS is focused on measuring single channels through probabilistic modeled data.

Additionally, she said, Catalina’s new solution is updated daily, includes buyer behavior changes and provides granularity down to the UPC level, while NCS provides post-campaign reports on overall sales lifts.

Why you should care. Catalina’s shopper data is used widely by marketers, and this first attribution service will help brands determine the impact of their paid media spend.

Additionally, Catalina is providing a very fine level of granularity, down to the individual product bar code, with a very high level of certainty. This approach could provide the kind of accurate, return-on-spending results that major consumer brands have clamored for.

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