“As data starts to get pulled back, the ability for brands and technology companies to deliver the same quality feed I experience today starts to be impacted,” said Emily Anthony, director of media services at Merkle.
B2B marketers today are wrestling with the complexity of integration, according to Michael McLaren, Global CEO of the B2B Group at Merkle. Organizations are thinking beyond individual point solutions, and are looking at how technology, data and content can help develop more holistic experiences. That is why he believes merging with consultancy Digital Pi is a natural fit.
Today’s B2B buyers expect brands not only to understand who they are and what they need, but to also meet them at every stage of their buying process with personalized content aligned to their journey.
"Even though LinkedIn has a much smaller portion of the population than Facebook does, it holds its own because of the professional context, according to Alex Stolarski, director of paid social at B2B agency DWA."
Some may think artificial intelligence (AI) and machine learning (ML) personalization is all about altering banners and landing pages. However, AI can also create high-quality video, audio and images – and tune them to the emotions of individuals.
DWA, a Merkle Company, a leading technology-enabled, data-driven performance marketing and media agency with a B2B focus, has appointed Michael Kostainsek to be VP, Global Client Partner. He will be based in DWA’s San Francisco office.