…you don’t have to go all the way there in one leap. Theorem Inc.’s delivery head, Manuel Moreta, discusses the steps necessary for moving towards Dynamic Creative Optimization (DCO).
No one would deny that one of the major drivers of change in the digital marketing sector is the move to user-centric design. And it’s got to be seen as a positive development. Why? Because the only way to create compelling, personalized content that really connects with target groups is to make sure it’s produced at the most individualized, customized level possible.
Theorem Inc.’s delivery head, Manuel Moreta, says it’s time for still-hesitant chief marketing officers to make a decision here.
Where do you stand in the great Flash-versus-HTML5 debate? Aren’t we past that debate? I’m not saying it’s not an issue, as I’ll explain. And yes, there are still reasons to be aware of and favor Flash. But HTML5 is really where you need to be right now. Why am I so sure? Let’s take a quick rearview mirror glance at the road so far and what’s led us here.
In his first post in the new Theorem digital issues discussion space, the firm’s vice president of digital strategy, Nick Strauss, says that first, we need to answer some tough questions in order to get the trading-desk move right and then we need to decide what to consider before taking the in-house route.
The trading desk. To build or not to build? That is the question. And sometimes it really does seem as if we face a kind of Hamlet-style dilemma in the digital marketing world when we ask ourselves that Shakespearean question. Chief marketing officers have a number of options they can consider, but if you’ve definitely decided to go the in-house route and build a trading desk, there are a number of issues to explore. And there’s no easy way to choose the right path—as far as most chief marketing and chief revenue officers see it, at least.
In her first post for the new Theorem digital issues discussion space, the firm’s director of marketing Lisa Meyer reflects on learnings from two recent but very contrasting content marketing endeavors.
In the area of content marketing, a great way to think about where today’s marketing efforts are headed is to look at two examples of campaigns – one of which is generally taken to be a success, and the other one, the opposite.