This year’s Limitless centered on agility — celebrating marketers’ ability to endure and excel through change.Hear from Salesforce leadership on the current marketing landscape.Learn from inspiring Trailblazers on digital transformation.See the latest Datorama product innovations.
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Contextual advertising tailors ads to the environment in which a user is browsing. Since ads are served based on the interest of the user, they are hyper-relevant, tapping into that user’s current frame of mind. Contextual targeting does this by using algorithms to select the advertisements based on keywords, website content, and other metadata.
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Marketing Week
Instagram is a global community of over a billion users, and with over two million active advertisers using the channel, it continues to be one of the most effective yet competitive channels for brands to engage with customers.
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The current paper answers two key questions: how direct mails affect different online and offline consumer activity metrics throughout the purchase funnel and how they interact with digital marketing communication tools. Analyzing data from two experimental studies from a large European insurance firm, the results reveal that direct mailing significantly influences consumer activity metrics in the online channel (i.e., online search and clicking behavior), in support of cross-channel effects of direct mailing. Additionally, the results show positive synergy between direct mailing and display advertising. Therefore, despite the rise of digital, direct mailing still serves as an effective marketing tool, both by itself and in combination with digital marketing.
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