Digital Marketing Musings

This episode dives into the dos and don’ts of email deliverability. Gaia and Andreah are joined by Merkle’s Tracy Davis, Director of Engineering for Marketing Campaign Platforms, and Philip Nawrocki, Manager of Non-Profit Digital Technology. Highlights include: • What is Apple’s mail privacy protection? • How can you make sure your email ends up in the inbox, not spam? • Why should you never use image-only emails? • How can you practice good data hygiene? • Why should you work with your network team? Resources: • 4 Ways to Improve Email Deliverability (https://www.merkle.com/thought-leadership/white-papers/email-deliverability) • Top Email Marketing Trends for 2023 (https://email.uplers.com/infographics/email-marketing-trends/) • The Dynamic Duo: How Data and Technology are Transforming Personalization (https://www.merkle.com/blog/dynamic-duo-how-data-and-technology-are-transforming-personalization) • What’s Holding Brands Back from Personalization? (https://www.merkle.com/blog/whats-holding-back-brands-personalization) • Implications of Apple’s Mail Privacy Protection (MPP) (https://www.merkle.com/blog/implications-apples-mail-privacy-protection-mpp)

In this episode, Gaia and Andreah chat with Matt Bond, Senior VP of Print Production & Global Studio at Merkle about the future of direct mail. Highlights include: • Is direct mail dying? • What are the benefits and drawbacks of direct mail? • Why are creative and copy crucial to the direct mail experience? • How can brands ditch the siloed approach to digital and print engagement? • What’s the difference between using traditional acquisition tactics and digital printing equipment? • Why should direct mail be a part of value touchpoints across the entire customer journey? Resources: • How a Modern Twist on Direct Mail Can Better Engage Customers (https://www.thedrum.com/profile/merkle/news/how-a-modern-twist-on-direct-mail-can-better-engage-customers) • The Forgotten Enabler of Online Personalization & Identity: Direct Mail (https://advertisingweek.com/the-forgotten-enabler-of-online-personalization-identity-direct-mail/) • A Direct Mail Fundraiser’s Best Friend Just Might Be Digital (https://www.nonprofitpro.com/article/a-direct-mail-fundraisers-best-friend-just-might-be-digital/#ne=b30638c314425bd24582e8e03d188600&utm_source=nonprofit-pro-today&utm_medium=newsletter&utm_campaign=2021-06-22) • Why Direct Mail Still Matters in the Digital Age (https://thefinancialbrand.com/news/bank-onboarding/direct-mail-financial-marketer-digital-geo-targeting-millennial-93072/) • Infographic: Solving the CX Disconnect (https://www.merkle.com/thought-leadership/white-papers/infographic-solving-cx-disconnect)

Welcome to Season 3 of Digital Marketing Musings! Gaia and Andreah are joined by Merkle guest Gary Kagawa, VP Media Strategy. This first episode of the season discusses what trends are following us into 2023, and where digital marketing is headed this year. Highlights include: • How will economic uncertainty affect market spend? • What does the future of social commerce look like? • How are brands jumping into video? • Will TikTok be banned in the US? • Why is DEI and corporate responsibility more important than ever? Resources: • How to Maximize Tech Investments in an Inflation Economy (https://www.merkle.com/blog/how-maximize-tech-investments-inflation-economy) • Build Your Data-Led Inflation Strategy (https://www.merkle.com/thought-leadership/white-papers/build-your-data-led-inflation-strategy) • Performance Media Report, Q4 2022 (https://www.merkle.com/thought-leadership/white-papers/performance-media-report-q4-2022) • 2022 Retail Media Research Report (https://www.merkle.com/thought-leadership/white-papers/2022-retail-media-research-report) • Gaming Creative, Part 1 (https://www.merkle.com/thought-leadership/podcasts/digital-marketing-musings/creative-gaming-part-1) • The Dynamic Duo: How Data and Technology Are Transforming Personalization (https://www.merkle.com/blog/dynamic-duo-how-data-and-technology-are-transforming-personalization) • Could Generative AI Be the Answer to Making Content at Scale Possible? (https://www.merkle.com/blog/could-generative-ai-be-answer-making-content-scale-possible)

Welcome to another exciting season of Digital Marketing Musings with Gaia and Andreah. Stay tuned to dive into the latest trends and topics with us and our expert guests. Subscribe to be notified when new episodes drop!

This is Part 2 of our two attribution episodes and the final installment of season 2! Gaia and Andreah continue to chat with Merkle’s Ilon Weeldreyer, Director, Performance Media, Steve Pomeroy, VP, Analytics, and Jason Meek, Marketing Analytics Professional about all things attribution. Highlights include: • What’s the difference between deterministic and probabilistic reporting? • Why does Merkle value aggregate-level data modeling? • What is Merkle’s Merkury identity resolution? • How do marketers know what attribution methods to apply when? • How should we optimize performance? • Why should you be strategic when you look at success KPIs? Resources: • Centralize Your Analytics and Get Solid Insights, Fast. (https://www.merkle.com/news-and-events/webinars/centralize-your-analytics-and-get-solid-insights-fast) • Marketing Mix Modeling (MMM) for B2B – A Primer (https://www.merkle.com/blog/marketing-mix-modeling-mmm-b2b-primer) • Information Design for Marketers: Making Your Data Stand Out with Preattentive Attributes (https://www.merkle.com/blog/information-design-marketers-making-your-data-stand-out-preattentive-attributes) • Digital Marketing Musings: Attribution Best Practices in 2023, Part 1 (https://www.merkle.com/thought-leadership/podcasts/digital-marketing-musings/attribution-best-practices-2023-part-1) • Merkury – Powered by Merkle (https://merkury.merkleinc.com/)

In Part 1 of our two Attribution episodes, Gaia and Andreah are joined by Merkle experts Ilon Weeldreyer, Director, Performance Media, Steve Pomeroy, VP, Analytics, and Jason Meek, Marketing Analytics Professional. The guests discuss the age-old problem of attribution and what it looks like today. Highlights include: • What is last-touch attribution? • What goes into choosing an attribution model? • How does attribution account for how long media is effective in the market? • Why do we work with all layers of attribution? • How can marketing and finance teams work better together? Resources: • Marketing Mix Modeling (MMM) for B2B – A Primer (https://www.merkle.com/blog/marketing-mix-modeling-mmm-b2b-primer) • What is the Real ROI of Attribution? (https://www.merkle.com/blog/what-real-roi-attribution) • How to Measure Digital Audiences and Media in the Cookieless Future (https://www.merkle.com/blog/how-measure-campaigns-cookieless-future) • The Inside Scoop: What We’re Thinking About as MediaPost’s Search/Performance Marketing Agency of the Year (https://www.merkle.com/blog/inside-scoop-what-were-thinking-about-mediaposts-searchperformance-marketing-agency-year) • How to Win at Customer Experience – Infographic (https://www.merkle.com/thought-leadership/white-papers/adobe-journey-customer-experience-infographic) • Powering Personalization at Scale with Adobe Customer Journey Analytics (https://www.merkle.com/thought-leadership/white-papers/powering-personalization-scale-adobe-customer-journey-analytics)

Gaia and Andreah are joined by Trevor Hadick, Director, Performance Media at Merkle, to discuss how the healthcare and pharmaceuticals industry plays into current market challenges and trends. Highlights include: • What is the healthcare “product”? • Who is the healthcare customer? • Why must healthcare brands measure and connect online and offline components? • Where do healthcare and nonprofit brands overlap? • How does HIPPA affect healthcare marketers? Resources: • Cancer Treatment Center of America Used Addressable TV to Deliver Critical Messaging to Patients (https://www.merkle.com/thought-leadership/case-studies/cancer-treatment-centers-americar-used-addressable-tv-deliver) • Performance Media Report, Q4 2022 (https://www.merkle.com/thought-leadership/white-papers/performance-media-report-q4-2022) • Healthcare Marketing Takeaways from DTC National (https://www.merkle.com/blog/healthcare-marketing-takeaways-dtc-national) • Meeting the Insurance Needs of Audiences Impacted by Inflation (https://www.merkle.com/blog/meeting-insurance-needs-audiences-impacted-inflation) • Ignite Your ABX (https://www.merkle.com/thought-leadership/white-papers/ignite-your-abx)

This episode explores user intent and digs into what matters most in moments of search. Gaia and Andreah are joined by Merkle experts Kacie Gaudiose, SEO Content Strategy Lead and Matt Mierzejewski, SVP Search Capability Lead. Highlights include: • What is the current state of SEO, SEM, and content strategy? • How is Merkle approaching user intent to inform content strategy? • What is Merkle Matrix? • How does Merkle Matrix identify the deeper meaning behind user data? • How can marketers put a face to the user behind the search bar? • Why is it important to understand how Google is responding to users? Resources: • Google’s Helpful Content Update for SEO (https://www.merkle.com/blog/googles-helpful-content-update-seo) • How You Can Embrace Paid Search Automation to Maximize Outcomes (C:UsersmlrowlandDownloadsHow you can embrace paid search automation to maximize outcomes) • Advanced RSA Optimization and Why It’s Necessary for Search Marketers (https://www.merkle.com/blog/advanced-rsa-optimization-and-why-its-necessary-search-marketers) • Q3 2022 Customer Engagement Report (https://www.merkle.com/thought-leadership/white-papers/customer-engagement-report-q3-2022) • Embracing Ethical AI (https://www.merkle.com/thought-leadership/white-papers/embracing-ethical-ai) • Q4 Performance Media Report (https://www.merkle.com/thought-leadership/performance-media-report) • Unlocking Customer Data: Important Lessons from Ecommerce Innovators (https://www.merkle.com/news-and-events/webinars/unlocking-customer-data-important-lessons-ecommerce-innovators)

Gaia and Andreah are joined by Merkle’s Melissa Reilly, Associate Director, Marketing Communications, and Jane Yeo, Media Strategy Manger. The guests discuss insights and trends from the Q4 2022 Performance Media Report which surveyed 250 marketing decision-makers. Highlights include: • Why did CPC and CPM see less YoY growth this quarter? • How are ongoing trends going to impact brands in Q4? • Why are customers craving a frictionless holiday shopping experience? • What are the benefits of the shopping ad format? • What is out-of-home marketing? • Why should brands tighten up tech and data integrations? Resources: • Q4 2022 Performance Media Report (https://www.merkle.com/thought-leadership/performance-media-report) • 2022 Retail Media Research Report (https://www.merkle.com/thought-leadership/white-papers/2022-retail-media-research-report) • Meeting the Insurance Needs of Audiences Impacted by Inflation (https://www.merkle.com/blog/meeting-insurance-needs-audiences-impacted-inflation) • Last-Minute Engagement Promotions for the Holidays (https://www.merkle.com/blog/last-minute-engagement-promotions-holidays) • 2022 Holiday Preparation: Meeting Consumer Needs in an Uncertain World (https://www.merkle.com/blog/2022-holiday-preparation-meeting-customer-needs-uncertain-world) • Understand How Inflation Impacts Your Shoppers: Use Data to Customize Your Offers and Messaging (https://www.merkle.com/news-and-events/webinars/inflation-isnt-one-size-fits-all-using-data-speak-your-customers-language)

This episode features guests Megan Cameron, VP, Monetization Strategy, and Jeff Sevaldson, Director, New Stream Media. Listen to hear these experts chat with Gaia and Andreah about the selling side of retail media networks, growing to a $60 billion industry by 2024. Highlights include: • What are retail media networks? • How do retail media networks bring the shopper experience to life? • Why are retail media networks not just another shopper marketing tactic? • How can retail media networks strengthen retailer-brand relationships? • How can retailers expand relationships with endemic and nonendemic brands? Resources: • How Merkle’s Megan Cameron is Giving Retail Media a Boost (https://adage.com/article/special-report-40-under-40/40-under-40-megan-cameron-vp-new-stream-media-merkle/2427616)– Ad Age, 40 Under 40 • 2022 Retail Media Research Report (https://www.merkle.com/thought-leadership/white-papers/2022-retail-media-research-report) • Merkle Research Highlights Ways for Retailers and Brands to Enhance the Shopper Journey through Retail Media Networks (https://www.merkle.com/news-and-events/press-releases/2022/merkle-research-highlights-ways-retailers-and-brands-enhance) • Adweek Commerce Week 2022: Takeaways for Brands, Retailers, Agencies, and Partners (https://www.merkle.com/blog/adweek-commerce-week-2022-takeaways-brands-retailers-agencies-and-partners) • Understanding Today’s Market: CPG (https://www.merkle.com/thought-leadership/podcasts/digital-marketing-musings/understanding-todays-market-cpg)