…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.
Wearables have become more pervasive among mainstream audiences, and with Apple scheduled to release additional information this week about its much anticipated iWatch, the wearable will become important not only among a new set of users but also among advertisers.
Apple’s announcement will likely include a release date for the iWatch, and a slew of new users will follow. Plus, a new screen is to be introduced. And if the second-screen experience causes a shift in the ways users experience content, it would be equally monumental—but different in its impact.
Both the way consumers interact with brands and those consumers’ expectations about how companies should respond to those interactions have undergone seismic shifts.
The recent rise in mobile capabilities—in particular, smartphones and tablets in the past six or seven years—has led to the emergence of the empowered, always-on consumer. And in this new, consumer-oriented environment, reaching out to and interacting with consumers have become more-complex endeavors for companies. That’s why brand marketers have to learn to become continuously relevant and responsive to the needs and desires of connected customers.