Soapbox
Soapbox: The challenges of CTV ad targeting
The guesswork to hone in on the right viewers in the home at scale, along with dynamically changing IP addresses, have marketers frustrated by...
Soapbox: Acquisition is great, but retention is better
Increasing repeat visitors is far more cost-effective and easier than acquiring new...
Soapbox: Who owns revenue in the new buying environment?
Marketers are in a prime position with their diverse skillset to evolve into growth roles but how we communicate and report needs to...
Soapbox: Does the demise of third-party cookies mean we’re back to the future?
Buying media has an opportunity to be a creative profession again when blindly buying low-cost inventory on low-rent sites comes to an...
Soapbox: Are ad blockers breaking the foundations of digital marketing?
Now is the time to start rethinking what’s next for website...
Soapbox: The death of cookies will bring new life to advertising
We must create personalized experiences to demonstrate real value that is focused on the consumer’s...
Why focusing on martech is too myopic
While marketing departments have their own unique needs, building solutions in a vacuum can negatively impact the customer...
Soapbox: AI will help marketers focus on being human again
By replacing the technical grind, AI will free marketers to focus on the part of the job that requires the most humanity – engaging and...
Soapbox: Here’s why B2B should get better at episodic storytelling
It's time for brands to build on others' success by presenting their own stories as episodes to keep audiences coming back for...
Soapbox: Does gamification have a place in your organization?
Gamifying employee experiences that educate and shape behaviors is a natural extension of our increasingly gamified...
Soapbox: Consumers want personalization and data privacy so we need to solve the puzzle
Everyone in the martech ecosystem has a responsibility to practice ethical data governance as the pretext for...
Soapbox: Are we falling in love with technology or building what SMBs need?
Alleviating the burden with dozens of point solutions, a SaaS solution could deliver a one-stop-shop to help small...
Soapbox: Is mind-reading technology the future of consumer understanding?
There are ethical challenges in balancing the potential societal good of mind-reading technology with its truly dystopian shadow....
Do the marketing principles we learned in college still apply today?
Figuring out how to apply marketing theory to your business can be the secret to outmaneuvering your...
MQLs: What are they good for?
We need to change how we measure results - like marketing qualified leads - and focus on aligning our metrics to...
Soapbox: Hope is not a marketing strategy
When you give a creative team a strategic, authentic and singular insight, it will inspire great...
Soapbox: We need to be more skeptical about the insights we’re getting
In today's Soapbox, we must understand where our insights come from because we really don't want to be making major decisions based on faulty...
Soapbox: Publishers, stop giving lucrative content away to Amazon and Facebook
In today's Soapbox, the focus should be less on walled gardens and more on embracing the future as a forward-thinking digital...
Soapbox: ‘Intent’ should be every marketer’s #1 obsession
We need to be focused on what people are looking for and why we’re creating that...
Soapbox: In a world of AI and digital shortcuts, humans crave human interaction
In today's Soapbox, when it comes to customer service, businesses can't forget the importance of human...