Is it time to outsource your marketing?

first_img ShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr In many aspects of business, no matter the industry you’re in, you tend to see cyclical trends. The pendulum swings one way, then it swings back. Take marketing. Recent years have seen a trend toward brands bringing various marketing functions in-house, whether it’s programmatic media, creative, data analytics or technology. But now, that pendulum is swinging back. Look out for the tide turning in 2019. We’re seeing outsourcing of the marketing function on the rise again. Why is it happening? And is it the right thing to do?It all starts with data—the undisputed king of, well, everything. The rise of AI and machine learning means marketing can understand who the customer is, what they’re doing, and what their desires are, so that companies can hit their customers with just the right offers at just the right time. But it’s getting a little more complicated than that.Marketers, whether in-house or outside, need to be thinking about leveraging all of that data to do a better job of offer management, providing and enhancing the customer experience—the whole nine yards. But, the art of using that data may be changing. A little thing called GDPR swept over Europe like a tidal wave this year, and similar themes are making their way across the pond. It’s making things more difficult for in-house marketers not only because the customer data free-for-all is grinding to a halt—Facebook breaches, credit card breaches, even Alexa listening in on our conversations are making people extremely data-sensitive—but there is no one standard for data privacy in the U.S. right now. States are enacting laws and regulations on their own. So marketers need to be aware of the differing laws and do it one way in California, one way in New Jersey, another way in New York, and so on. Federal regulations seem to be a heartbeat away. Are we going to see a HIPAA-like regulation for customer marketing data? It just might happen. But one thing is for sure—you need people on the marketing front lines to make sure you’re playing by the rules. continue reading »last_img read more

Volleyball splits games over Bay Area trip

first_imgThe second set didn’t go much better for the Trojans, as they lost the frame by a margin of 8. USC managed to scrape out a victory in the third set, but the momentum of the match never seemed to shift, and Stanford closed it out in the fourth. The USC women’s volleyball team split its two matches on the weekend’s Bay Area road trip. USC dropped the first game Friday to No. 4 Stanford before picking up a win Sunday at No. 20 Cal.  “We just [have to] pass the ball a little bit better,” head coach Brent Crouch said. “If we can get it up to the net and distribute it a little more, that will help. If we are passing off the net or digging off the net, then we are going to have to put the balls to the left side.” USC got off to a dismal start Friday, losing the first set 25-12. Lanier, the Trojans’ most potent offensive threat, didn’t record a kill until the second set. Stanford took advantage of a couple of weak service return rotations and finished the set on an 11-1 run. The rotation, with freshman outside hitter Kalen Owes in the back row, continued to give USC trouble all evening. USC struggled to hit all night, posting just a .142 hitting percentage. The Trojans could not muster the offense that previously seemed automatic for Lanier. “It’s really about our first contacts,” Crouch said. “Can we serve really well, can we dig really well, can we pass really well — if we can do that, then we are going to score points at the net and we’re going to block at the net.” In the teams’ last matchup, when USC put up a fight against Stanford, the Cardinal were missing senior outside hitter Kathryn Plummer, last year’s AVCA National Player of the Year. Plummer returned for this matchup and led the Cardinal with 17 kills. USC needs to improve its passing to help last year’s Pac-12 Freshman of the Year, setter Raquel Lázaro, distribute the ball more evenly. Stanford managed to slow All-American senior outside hitter Khalia Lanier, who had averaged over 32 kills in her previous four games. Lanier was held in check by the Cardinal, hitting just .164. Two of Lanier’s three worst games hitting-wise this season came against Stanford.  The Trojans were able to effectively block in the final two sets of the matchup with Stanford and throughout the entire match against Cal. USC outblocked the Bears 10-4 to lead it to the 3-1 victory.  Lanier got back on track against the Bears, leading the Trojans with 16 kills and hitting .308. Other key players like Weske and senior middle blocker Jasmine Gross were able to step up offensively. Gross had 11 kills on 23 attempts and hit .391 overall. Overall, USC outhit the Bears .325 to .246. Freshman opposite hitter Emilia Weske assisted on five blocks against Cal. She also served a career-high six aces, helping USC earn a 10-6 advantage in that department.  Senior outside hitter Khalia Lanier bumps the ball. Lanier lost some momentum during USC’s game against Stanford Friday as she was held to a poor .164 hitting percentage. (Tal Volk / Daily Trojan) “I think we are one of the few teams that can execute the blocking game plan that we had versus Cal,” Crouch said. “A lot of other teams can’t do that. We are able to help in the middle and get to the outside.” USC hosts Oregon and Oregon State this weekend at Galen Center. The two matches will help solidify the Trojans’ seeding for the upcoming Pac-12 Tournament.last_img read more