The identity race heats up (again)

In addition to the SME process for SMEs, there is a lack of opportunities to address climate change

we found a study that suggests that environmental messaging may be the biggest mistake in the marketing world. What does your organization say about the health of planet Earth? What steps is your organization taking on the path to sustainability? Your customers are listening.

Vaccination with vaccinations also helps to make people healthier. I had my first recording of Moderna last week. It was an easy step with efficient operations and compassionate medical staff at the Ford Foundation in Midtown Manhattan.

To prepare for unknown challenges with pandemics, some companies (even smaller SMEs) have taken relatively simple steps to move forward. I interviewed SIGMA Equipment, head of the valuation department, Randa Doleh, and the story of his company took me back to 2020. When they started looking for a suitable CRM system in 2019, they had no idea that people to the whole country would not arrive. such countries. a way to increase the demand for food packaging machines (which they sell).

A CRM journey for small and medium-sized businesses during the pandemic

Indiana equipment supplier SIGMA Equipment implemented a new CRM during the pandemic. SIGMA Equipment started as Sigma Packaging and is still helping manufacturers with the purchase and sale of packaging and processing machines in the food and beverage, pharmaceutical, health and beauty, and consumer goods.

The implementation of Insightly’s CRM took place at a time when SIGMA Equipment was experiencing significant changes in the needs of manufacturers and internal organizational changes during the pandemic.

According to jury president Randa Doleh, the marketing software was developed internally before the new CRM.

“Given our growth rate, we could not continue to rely on the current software,” Doleh said. “We needed a scalable solution.”

She said she was ‘impressed with the flexibility of Insightly CRM, ready to use. This has enabled the organization’s departments to develop customized solutions while connected. This has enabled them to make more strategic decisions to serve customers and manage growth.

“The primary use of CRM is for departments to communicate with customers,” Doleh said. “It spans multiple departments and we all need a complete overview of the customer.”

When this comprehensive view of the customer is available to multiple teams, it also creates strategic opportunities for different divisions. “If I get our sales force, I’ll have to take a step back to see what other divisions can benefit from, which means we can really increase our production,” Doleh said.

The race for identity resolution is (again) fierce

With the disappearance of third-party cookies, the identification space – alternative ways to find and engage consumers – has created a scene of intense activity. Here are the latest moves:

Infutor and Unified ID 2.0. Infutor, its own database identity management, and management solution have announced that it is joining the Unified ID 2.0 ecosystem. This universal identifier was developed by The Trade Desk but is maintained by the open-source auction solution

Todd Schoenherr, Vice President of In factor Strategy, told us: “Infutor is adding Unified ID 2.0 data and has already added Unified ID 2.0 to the graph of more than 266 million people and 120 households in the United States. Infutor customers have public access to The Trade Desk for activation and In factor, data will be available on The Trade Desk for use in campaigns. “


 The in-app advertising platform introduced its own in-app mobile identity solution, UnifID (known as ‘unite’). unified is designed to help app publishers make their advertising inventory more reliable and valuable, and it also serves as a standalone or standalone identification solution.

Publishers can send audiences based on primary data upstream to DSPs to attract media purchases. They can also integrate data from ATS, ID5 (see below), and Britepool from LiveRamp.

Mediavine and ID5. Mediavine, the complete platform for ad management services, has partnered with ID5, an identity solution for digital advertising. Mediavine’s Grow. It is a public engagement mechanism that helps a large number of small publishers to collect and manage their target audience’s personal data. ID5 looks for a stable, verified, and encrypted primary user ID.

The partnership extends the reach of publishers beyond their verified audiences. It offers a deterministic and probable direction.

Why do we care?

It is ironic that this explosion of competitive efforts to establish universal identifiers. You may ask if these identifiers are universal, why do we need them so much? We would also like to see more variations in the names. “The light of unity is so powerful that it can illuminate the entire Earth,” said Persian religious leader Bahá’u’lláh. Or at least the entire accessible public.

 Are brands too modest when it comes to climate messages?

Yesterday was Earth Day, a great time to ask what brands are doing to communicate with their audiences about climate change. The creative analytics platform searched around 280,000 ads worldwide to find out what brands say about climate change and how messages differ by region. While more than 80% of respondents in a global survey of consumer confidence, by age and gender, believe that brands should help improve the environment, only 2% of the ads analyzed by CreativeX mention positive climate initiatives.

Some brands see the need to spread positive messages. The automotive industry, for example, wants to talk about reducing emissions and electric vehicles. It is a leader in the sectors of climate-related advertising content, followed by fashion. The EMEA leads the regions with 3.7% of ads on climate-related topics, led by France. Latin America has the lowest percentage, although consumers have invested both in the environment and in Europe.

Why do we care?

Hopefully, it’s clear why we care about the environment. But from a marketing perspective, it is surprising that brands really pose problems for consumers, as opposed to a clear focus on diversity and inclusion in current advertising strategies.

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