3 Reasons Video Ads & eCommerce Are a Perfect Match

Posted by Katharine Panessidi on Wed, Jun 22, 2016

eCommerce is a business that often centers around visuals. So it makes perfect sense that videos are emerging as a preferred way to market eCommerce in the digital world. 

Video ads are a smart, cost-effective, and efficient method to convey your message to potential customers. From the moment a video ad is viewed, research has shown a measurable lift in ad recall, brand awareness, and purchase consideration.

The same study even showed that people didn’t have to view the entire video to drive their purchase decision, though the longer that people watched the video ad, the greater lift in ad recall.


However, viewing a video ad in full was not required for deciding to commit.

The powers that be at Facebook, YouTube, Snapchat, Twitter, et al. did not create their empires by being oblivious to such trends. Almost one third of consumers are using social networks to research products.  This is why these platforms continue to innovate on ways to present advertisers an opportunity to place themselves in front of potential customers with video.

Here are three reasons why video can be a perfect match for your company:

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Topics: video, video ads, advertising, ecommerce

Creating a Seamless Customer Experience

Posted by Katharine Panessidi on Tue, Jun 21, 2016

This year’s MITX eCommerce Summit on July 25th is focused on understanding what customers want and delivering them a seamless shopping experience. Defining and delivering a seamless experience can differ by category, however, because the same customer will behave differently depending on what they are purchasing. Combine the complexity of shopper behavior with selling a big-ticket item online, like furniture, and it requires a unique approach. An approach that respects and builds on the importance of brick-and-mortar stores to customers in a retail segment where 96% of the purchases still happen in a store.

Here are some learnings in how we approach turning furniture shoppers into furniture customers:

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Topics: e-commerce, seamless, customer experience, omnichannel, path to purchase, content, brick and mortar, MITX, mobile, ecommerce, attribution, retail

A Data-Driven Framework

Posted by Katharine Panessidi on Tue, May 31, 2016

Join us on June 2nd for the MITX Data Summit! Advisory Board Member, Victor Davidson, VP/Director, Analytics, Research & Technology, Havas Media, has written a blog that provides us with a sneak preview of what we'll be talking about on stage at this event. Register for the Data Summit here

I’m excited to join the MITX Data Summit later this week.  Having attended this conference multiple times, I know the content will be fantastic, and I always come away with some practical insights I can take to my clients.  In particular, this year we’ll be talking a lot about building a data driven marketing organization.  This is a topic I hear from clients quite often.  What is a data driven marketing organization?  I think it involves a number of different pieces, but where it differs from a traditional marketing organization is that decisions are made through a test and learn, metrics focused framework.  Nearly all marketing decisions can now be made using some type of data to evaluate their successfulness: from creative and media optimization to the selection of a technology stack and CRM tactics.

But what does this data driven framework actually look like you might ask.  I work within the DBi Consulting arm of Havas.  When we engage with clients, we use the tried and tested framework from the CRM and IT space: technology, people and process.  We align each of these in a matrix against data collection, communication and action.  In this way, we can help clients understand what technology they need, who will manage it and how it will fit into the larger organization.  What we’ve found is that most marketers actually have a strong awareness of the different technologies in the market.  For example, when I took a quick poll of my clients, nearly all of them had heard of a Data Management Platform (DMP) and most had a strong sense of what a DMP was used for.  Indeed, nearly half of them had already deployed a DMP.  I use a DMP as an example because I think this is the type of technology that underlies a truly data driven marketing organization.  

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Topics: marketing, digital marketing, measurement & analytics, MITX, data, advertising, analytics

Is PR ready for Big Data?

Posted by Katharine Panessidi on Tue, May 24, 2016

Join us on June 2nd for the MITX Data Summit! Advisory Board Member, Christopher Penn, Vice President of Marketing Technology, Shift Communications, has written a blog that provides us with a sneak preview of what we'll be talking about on stage at this event. Register for the Data Summit here

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The Data Talent Shortage is Not Where You Think

Posted by Katharine Panessidi on Mon, May 23, 2016

Join us on June 2nd for the MITX Data Summit! Advisory Board Members, Thomas Hubbard, who is the VP,  Head of Global Marketing at Kaspersky Lab, has written a blog that provides us with a sneak preview of what we'll be talking about on stage at this event. Register for the Data Summit here

Tom Hubbard is the Vice President, Head of Global Digital Marketing at Kaspersky Lab.  He is responsible for UX, Media, SEO, Analytics and Web Development, among many other activities, in 200+ countries. Prior to Kaspersky Lab he was the Vice President, Online Marketing at Euro RSCG Edge.

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Topics: Boston, data, advertising, analytics

Healthcare Innovation in the Age of the Empowered Patient

Posted by Justine Andrews on Mon, Mar 28, 2016

Dave Wieneke is the Digital Strategy Practice Director at Connective DX, a digital experience agency in Boston and Portland, Ore. We help organizations embrace the power of digital, align around the customer, and take control of their digital future. Dave can be reached via email at dwieneke@connectivedx.com.

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How to Take Advantage of Networking Events

Posted by Justine Andrews on Tue, Mar 1, 2016

A couple weeks ago was our Talent and Career Development Summit. The event brought together professionals from across industries and fields to talk about leadership, culture, and the workplace. Monica Faberman, an attendee, shares her experience.  

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Topics: career, Lessons, community, talent, Leadership, Innovation, networking, communication

5 TED Talks to Make You Rethink Leadership and Culture at Work

Posted by Justine Andrews on Tue, Feb 2, 2016

To prepare for our upcoming Talent and Career Development Summit, MITX Digital & Community Specialist, Justine Andrews, shares the top five TED Talks to spark conversation about leadership and culture in the workplace. 

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Topics: career, talent, Leadership, MITX

Meet Desiree Stolar, CMO & Co-Founder, Unshrinkit

Posted by Justine Andrews on Tue, Dec 15, 2015

At one of our MITX Up events earlier this year, Desiree brought her startup, Unshrinkit, to the table for advice and next steps. Over the next couple months, she took that advice and went all the way to Shark Tank! We contacted her and asked her a few post-Shark-Tank questions. 

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Topics: MITX Up, WomenLeaders, Innovation, start-up

How to Use Data and Analytics to Choose Where to Invest Your Marketing Dollars

Posted by Justine Andrews on Wed, Nov 25, 2015

This blog post is about how to leverage your data and analytics team. Charlotte Jackson, Senior Manager Strategy and Analytics at Sapient Nitro, talks about how to use data and analytics to choose where to invest your marketing dollars.

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Topics: marketing, strategy, data, analytics