Our association clients often ask us what our process is for developing digital campaigns that will deliver the best results, whether that’s awareness for their brand or attendance for their conferences and events. Top marketing firms understand that a strong, repeatable process is key to getting the right messages and creative to the right audiences at the right time. They also know that analyzing results on a continual basis is the only way to optimize performance by revising and adjusting when needed.

At Bluetext, we take a disciplined approach to every campaign, and that begins with discovery. We start by asking three questions:

  1. What is the goal of the campaign?
  2. Who are the target audiences?
  3. What do you want them to do?

These might sound like simple questions, but you might be surprised at the discussion that follows within the association world to get to an agreement on each of those. Top marketing firms like Bluetext know that we have to act as both a facilitator and as a honest broker who can push each stakeholder to reach that agreement. The reason is that at most membership and trade associations, there are different “clients” who have different goals for each campaign. In some cases, it might be membership renewal, while for others in the same organization it might be registration for an event that drives revenue. For others, it might be awareness of the services that the association provides.

But it’s not until that decision is made that we can move on to the next question: Who are you targeting? Again, that might sound simple, but we’ve witnessed our share of knock-down, dragged-out fights inside organizations where stakeholders have a different opinion of the audience. In some cases, part of the client team might be focused on entry-level IT professionals for their particular association, while their colleagues might believe that the true target is the mid-level professional seeking to move up in their career.

But the most difficult question seems to always come down to, What do you want them to do? The easiest response might be to do something that drives revenue, whether it is to become a member of the organization, or to renew their membership. It might also be to attend an event or purchase a service. But it might also be simple awareness of the value of the trade association and the services it brings to its members.

For each of these possible answers, there might be a multi-step process to take the action. We don’t expect, for example, a new prospect to commit to attending an annual conference just because they receive an email or see a banner ad or paid social post. It may take a sophisticated email “drip” campaign that methodically delivers different types of information that drives them down through the sales funnel before they click on a landing-page for registration. Each step of the process requires clear messaging and strong creative. And each step requires effective analytics to measure performance of the subject line (for an email) or headline (for a banner ad). We are always A/B testing subject and headlines to see which are performing the best so we can adjust accordingly.

Top marketing firms will provide detailed methodologies and analytic tools before the campaign is launched so that organizations understand exactly how the campaign will run and achieve the desired results.

Learn How Bluetext Can Help Design and Execute Your Next Digital Campaign.

Acquia, the leading hosting and support company for Drupal open-source content management systems, has named Bluetext as a finalist in its 2018 awards for best digital marketing firms and website design. Acquia chose Bluetext for its work with Mindtree.com, one of the global leaders in digital transformation and technology services. Bluetext created a revitalized digital brand, a new website user experience, and a state-of-the-art Drupal content management platform for Mindtree.

Acquia considered more than 100 submissions from top digital marketing firms for its annual award. Among the factors it evaluated for for its best digital marketing companies and websites were client projects that demonstrated an advanced level functionality, integration, and performance, including the results and key performance indicators for each site. Acquia also evaluated overall user experience for each website.  Acquia called the breadth of submissions “inspiring…  and continues to affirm that Acquia’s partners and customers are setting the precedent for exceptional digital experiences.”

For the new Mindtree.com, Bluetext developed an intuitive, fully responsive user-experience that leverages personalization to serve relevant content to each user. The site was built on a Drupal 8 CMS platform to provide the flexibility and scalability that a large enterprise needs to support its digital marketing initiatives. Best of all, the web design reflects the vibrancy of the brand and its employees, a specific goal of the brand.

Bluetext and the website will be featured during Acquia’s annual Engage conference, where the best digital marketing companies and the foremost leaders in digital will take center stage to share their insights, revelations, and lessons learned in the quest to deliver best-in-class customer experiences.

Learn how Bluetext can deliver a great user-experience for your brand.

With the national mid-term elections fast approaching, state government election officials at every level are scrambling to assess their system’s vulnerabilities to hacking or other interference, with the goal of protecting those systems from all threats. Akamai partnered with Bluetext to develop a compelling outreach campaign to educate state decision makers on the solutions that Akamai can bring to their election systems.

Bluetext created a three-part creative approach that leveraged engaging images and headlines to drive awareness of Akamai’s solutions. These include a patriotic message of responsibility these election officials have for protecting democracy, as well as the use of the iconic “I Voted” stickers revised to read, “I thought I voted” as an emotional appeal to what’s at stake. The result was a campaign that cut through the noise and delivered the Akamai story to the target audience.

In today’s continually evolving digital landscape, top brands look to their digital marketing firms for direction on how best to leverage every tool to reach their target audiences. And while it’s easy for agencies to sit back and relax after they’ve set the strategy, the old school approach of “set it and forget it” will come up short. The best digital marketing companies know that they must continually analyze results and optimize their campaigns to achieve their clients’ marketing goals.

At Bluetext, for the past several years we have been managing digital campaigns for the National Retail Federation – the industry’s top association – to help drive interest in and attendance at their most important annual conferences. Perhaps the most challenging of those shows, Shop.org, takes place this September in Las Vegas. The conference focuses on e-commerce and digital strategies for retail brands who leverage online shopping as part of their sales mix. But for digital marketing firms to get retailers to travel to a show in Las Vegas isn’t the easiest task. We all love Vegas, but traveling there can be expensive and takes precious time away from their business.

For Shop.org, we worked with NRF to create more than just interest in the conference, channeling our efforts into making it a “must-attend” show for any retailer who also lives and dies in the online space. That meant building in urgency, highlighting the top-line speakers and attendees and letting retailers know what they would learn there. The best digital marketing companies recognize that digital campaigns have arcs and that the key messages must follow those arcs while optimizing along the way for the best-producing creative.

The arc we developed for Shop.org began with urgency. That included messaging that pushed registration deadlines and cost incentives for meeting those deadlines. 

 

The next focus was on the breadth and depth of the speakers who would be there, who would share their path to online retail success as well as the networking opportunities that come with those brand names.

The final focus was on the biggest names who would be there, in order to drive particular interest among retailers. With this year’s Shop.org, that meant tennis superstar Serena Williams, whose own clothing brand has become a huge success.

With this campaign arc firmly in place, we put on our web marketing agency hat and began analyzing the numbers. Some creative concepts that didn’t perform in our a-b testing were put on hold, while others that proved successful – especially the Serena announcement – were accelerated. The result was an uptick in visits to the Shop.org website as well as registrations to the show.

That’s what the best digital marketing companies do: Analyze and optimize for their clients.

Learn how Bluetext can analyze and optimize your brand’s digital campaigns!

Has your CMS become a drag on your organization? One of the most frequently-asked questions we get in conversations with clients is, “Should I upgrade my Content Management System?”.  As trends in marketing evolve, so do the feature sets of tools used by marketers. As your CMS begins to show its age, the costs of keeping it up to date and adding enhanced functionality increases.

For many technical, marketing and IT teams, a clunky CMS, or one that they have simply outgrown, can mean lost opportunities to update and management content and analytics from one of the most valuable corporate assets. To help you determine if your Content Management System is weighing you down, we have put together a list of questions that can help you decide if it is time to upgrade your CMS platform. 

First, Consider Refreshing your Brand

  • When was the last time your refreshed your brand? If you don’t remember the answer, it’s probably time for a refresh.
  • Is your brand identity fresh and modern? Take a look at your website, your logo, your digital assets and email campaign you use to sell your brand and connect with your customers. Also look at what your competitors are doing.
  • When was the last time you did market/user research to identify your target audiences? Do you know if you are you still marketing to the right audiences?
  • Does your messaging and positioning accurately reflect your current value proposition and customer pain points?

Asking yourself these types of questions should help determine if it’s the right time to progress your brand with a fresh perspective to meet customer preference and expectations. A brand refresh is the perfect timing for an update to your Content Management System. It also allows you to take advantage of the ever-growing feature sets that today’s platforms provide. Take the time to review the CMS market and do a comparison to determine what platform best meets your business needs.

Upgrade your Technology Stack

  • Does your current CMS platform allow your team to easily and effectively find, create and update content?
  • Are you managing several web properties across multiple technology platforms? Would it be easier if these were consolidated into a single platform?
  • Does your Content Management System provide you with the tools you need to effectively reach and attract you target market?
  • Is your Content Management System built for IT or is it built for Marketing?

Over the past few years, there has been a dramatic shift in ownership of Content Management Systems in the Enterprise. No longer are CMS’s provisioned and managed by your IT teams. No longer is it enough to provide an easy, structured way for non-technical users to create and manage content. No longer is it enough to provide useful tools such as WYSIWYGs, Form Builders, Workflow Tools and Enhanced Navigation Structures.

Today’s CMS’s are expected to not only support native content management tasks, but they are expected to support multiple digital properties. They are expected to keep up with ever evolving policies like accessibility and privacy. They are expected to enable a conversation with users based on what is known about them.

Improved Security

  • Is your current Content Management System supported by a company and/or a community?
  • Is your CMS currently up to date with the most recent version of the technology?
  • Do you have old legacy custom code preventing you from updating the underlying CMS technologies?

Security is always a concern when dealing with your website. The last thing you want is for the homepage of your website to become a poster-board for the hottest deals on the dark web. Having an old or outdated CMS leaves you vulnerable to well-known security vulnerabilities that are just waiting to be exploited. It might be time to get that ticking time bomb disarmed.

Most platforms provide tools to keep you informed about platform security and notify you both when a vulnerability is found and when a patch is presented. We highly recommend learning how your platform handles this type of communication to ensure you are in the know. Below are some links to useful information for Drupal/WordPress.

Reduce Maintenance Costs

  • Are you paying a hefty monthly retainer to keep the lights on for your CMS?
  • Do simple changes (like text or image updates) require a technical team to implement and/or take days or weeks to get updated?

Wouldn’t you like to use all of the money you are dumping into keeping your technology up and running into your marketing campaigns and content initiatives? If you are spending more money on your technology than you are on your marketing, it is likely past time to upgrade your CMS. A CMS should streamline your content management tasks and empower your team, not suck it dry.

Save Time

  • Do simple changes (like text or image updates) take days or weeks to get updated?
  • Are your page templates flexible and adaptable across desktop and mobile?
  • Are you spending a majority of your development efforts trying to keep your website up and running rather than enhancing it?
  • Does your system allow you to effectively market to your customers?

 If the answer to any of the questions listed above are “yes”, then it is likely you have outgrown your current CMS platform and need to upgrade.

Looking for help in determining if your organization is in need of a CMS upgrade? Contact Us Today!

The Federal government Buying Season is right around the corner. That means that any company that has the technology to help government agencies meet their mission requirements needs to start getting in front of those buyers quickly. The Federal Buying Season begins in August and runs through September as agency procurement officers will make their final selections to meet end-of-year spending requirements. With the government, allocated funds are often “use-it-or-lose-it,’ meaning they won’t carry on through the next fiscal year. Anything unspent becomes out-of-reach.

For government contractors and global brands who consider the agencies a key vertical, putting in place a comprehensive marketing campaign to reach these decision makers starts now. As we pointed out in our previous post, government agencies respond differently than commercial markets. For their Buying Season, they have mission requirements to meet and are looking for the best solutions that will help them do that. That’s why a marketing campaign needs to speak their language and not simply rely on the same campaigns targeted to the commercial sector.

Here are some of the key elements to consider when designing your Federal Buying Season marketing campaign:

  1. Start with Messaging. As we noted in our previous post, messaging targeted towards the needs of the government buyer is critical. Make sure that messaging talks to their pain points, their mission requirements, and the past experience you have in the market. Those are the three top components that this audience needs to see.
  2. The Creative Needs to Match the Market. Cutesy, humorous, out-of-the-box campaigns are ok, but within limits. Stay away from the controversial, but adding a little humor can be effective. We recently did a campaign for Intel that included a guy wearing pajamas on the bottom with a suit on top to demonstrate how its technology helps Federal telecommuters. It was clever, cute, and got people thinking while keeping far away from anything offensive.
  3. Go Directly After the Market. Programmatic campaigns, relying on sophisticated email workflows and paid banner and social media can be effective for driving leads if done in a way reaches those audiences in an intelligent way. Bluetext has had significant, measurable success with well-constructed campaigns targeted at government decision-makers and buyers.
  4. Coverage in Government Publications Gives Air Cover. A strong media relations component of the campaign can provide thought leadership, wide exposure, and air cover for the sales team. Many government tech trades are happy to publish submitted bylines from industry experts provided that they explore market needs and trends, and are not simply marketing pieces disguised as a news article.
  5. Drive Time is Prime Time. In the D.C. region – the home to most of the nation’s Federal executives – commuting is a fact of life. That means a captive audience twice a day every day during morning and evening rush hours. We are big believers in radio spots as well as broadcast interviews to reach this audience when they are most receptive.
  6. Leverage All of Your Company Assets. Every company has a number of Members of Congress that represent their employees. Turn these legislators into advocates for your brand. They can help open doors across the government.

Learn how Bluetext can help your brand with a successful Buying Season campaign. 

Technology and defense companies who include the public sector as an important market view mid-summer as their time to get busy. For marketing to the Federal government, whose fiscal year begins October 1, we call this the “buying season,” because in August and September agency procurement officers will make their final selections to meet end-of-year requirements. With the government, allocated funds are often “use-it-or-lose-it,’ meaning they won’t carry on through the next fiscal year. Anything unspent becomes out-of-reach.

That’s why a sound marketing strategy tailored specifically to the Federal agencies is so important starting after the July 4th holiday. Giving program managers and those in procurement your best effort to select your products or solutions for their purchasing decisions is essential during these next several months. Here are our top tips for marketing to the Federal agencies during the Buying Season:

  1. Federalize the Message. Big brands who sell to many different sectors often don’t have the in-house knowledge or expertise to deliver a message to Federal agencies that will resonate with their decision-makers, instead simply repurposing marketing and messaging developed for the commercial markets. Big mistake. Federal officials think differently – and react differently – than commercial clients. Because agencies have fixed budgets, ROI (return on investment) is less important. Yes, budgets can be tight and the best value is important. But that’s a little different than ROI. Government officials have mission requirements to meet and want solutions that will achieve those. Telling them how your product will do that will have a far greater impact than how much money they can save.
  2. Look Like You Belong. Government officials don’t want to see campaigns that aren’t relevant to their needs. Nor do they react to campaigns that don’t look like them. My favorite mistake that I see all the time is campaigns that use stock images of executives in ultra-modern glass office high-rises. That’s not what government offices look like, and it’s hard to see the connection.
  3. Make Them Feel Like They Belong. Create a government-targeted landing page that is easy for them to find on your home page. Otherwise, they won’t spend much time hunting around hoping to find marketing materials that talk about their challenges and mission requirements. Use images and color palettes that fit in but also leverage accent colors to stand out. But… give the Feds some credit. They won’t jump at a jet fighter unless there is something about that jet that means something to them. Find the right images, not just ones that you think look patriotic.
  4. It’s a Big Audience With Lots of Input. It’s easy to think that there are only a handful of Federal officials involved in purchasing decisions. While that might technically be true for the final decision, there are lots of people involved throughout the process. These include top officials who set the policy and goals, program directors who have to implement those policies, project managers who run the actual programs, researchers who might be tasked with exploring options and evaluating choices, and procurement officials who make sure the entire process is followed to the exact letters of the Federal Acquisition Regulations (the voluminous procurement Bible that includes all of the complicated purchasing rules). Make sure your marketing appeals to every step of the process, and every part of the sales funnel.

Need Help Marketing to the Federal Government? Bluetext Can Help. 

The term “Content Strategy” may be one of the mosts misunderstood concepts in the marketing industry. One of the reasons is that there are many different definitions for the term, not to mention that most agencies, organizations, and even core teams have differing opinions of what makes up content strategy and execution. Everywhere I have worked has handled content strategy in different ways, but all had one common trend: Content Strategy was integral to a successful website build.

One such definition by marketing guru Rahel Bailie states:

Content strategy deals with the planning aspects of managing content throughout its lifecycle, and includes aligning content to business goals, analysis, and modeling, and influences the development, production, presentation, evaluation, measurement, and sunsetting of content, including governance. What content strategy is not is the implementation side. The actual content development, management, and delivery is the tactical outcomes of the strategy that need to be carried out for the strategy to be effective.

Rahel Bailie, coauthor of Content Strategy: Connecting the dots between business, brand, and benefits and principal of Intentional Design

Rahel does a great job in articulating the essence of Content Strategy. At the end of the day, it is about the process that is put in place to deliver the right content to the right person at the right time. Content Strategy is not a set-it-and-forget-it task; it requires active attention and ongoing support to ensure success.

At Bluetext, content strategy is a key component of every website project. At the beginning of a project, we work with our clients to define the right balance of support required to ensure that they are successful. We strongly believe that without a well-defined and well-executed content strategy there is an abundance of business opportunity left on the table. Whether this be in the form of missed SEO juice, messaging gaps, or outdated and unimportant content, the bottom line is that your organization is missing out on some of its potential.

So what does a sample content strategy process look like?

In this blog post, we walk through a very high level overview of the core pieces required to have a successful content strategy. These are by no means the only things that make up content strategy and there will be different flavors/add-ons/adjustments based on your organization’s specific needs.

Step 1: Define your Audience

The core of a sound content strategy is defining your audience. A content strategy may have more than one target audience, but without at least a basic understanding of your users, you will effectively be shooting in the dark. For growing companies whose business goals are raising more capital, investors will be an important audience in your content strategy. Differentiating between primary and secondary audiences will help prioritize your website’s content curation, presentation, and execution.  Understanding the nuances of your audience — their goals and their behaviors — will allow you to tailor the content on your website such that you give them the best experience possible.

Sample Tasks:

  • Analytics Trend Analysis
  • Stakeholder Interviews
  • Market Research

Step 2: Define your Content Areas

Having a clear definition of what content you need and how it will be structured will help ensure a sturdy foundation for your website. Thinking through how content will be grouped and how a user will find content are key to being successful in this area. Outputs from Step 1 should inform how you construct your content areas. Do you need a page dedicated to target audience testimonials? Are you planning on being a thought leader in your space? Consider where on your site your content areas will be most effective at delivering your core messaging to your target audience.

Sample Tasks:

  • Sitemap Audit
  • ROT (Redundant, Outdated, Trivial) Analysis
  • Competitor Sitemap Analysis

Step 3: Define your Editorial Strategy

Editorial strategy covers many different topics. Defining the voice, point of view, and writing style will help you create a unified website that is easy for your user base to consume. The last thing you want is every page to read like it was written by a different author with no cohesion or consistency.

Sample Tasks:

  • Keyword Analysis & Planning
  • Competitor Research

Step 4: Define your Editorial Process

As I mentioned earlier, Content Strategy is not a “set it and forget it” type of task. It takes constant attention to keep up with not only your competition, but also evolving web trends and expectations of your user base. An editorial process will provide a guideline for you and your team to continually monitor and improve your websites content strategy.

Sample Tasks:

  • Blog Planning
  • Content Refresh Schedule
  • Ongoing SEO Analysis

Ultimately, the content strategy for every business, industry and organization will be a little bit different. The important part of a content strategy is that you have one, you are actively engaged and thinking about it and that you and your team understand it is a living, breathing thing.

Looking for help with your content strategy? Contact Us!

The realm of online marketing is constantly changing and being forced to adapt to new trends inaugurated by industry frontrunners.

Though many of these trends come and go, few are becoming as ubiquitous across all industries as the rising use of video for business.

Web marketing videos seem to attract consumers in a way very few other mediums can.

Though static images certainly have their uses, industry experts are realizing the limits of marketing with still photos and graphics alone.

With images, what your audience sees is immediately what they get. Compare this to an online marketing video that can deliver a significant amount of information quickly and creatively, all while retaining viewers’ attention, and it’s no contest: using video for marketing is the wave of the future.

And consumers seem to agree. One study found that having video on your landing page can increase conversion by 80%. Another found that people spend 2.6x longer on webpages that videos compared to one’s that don’t.

Consumers routinely find motion-based content more attractive than static content, suggesting it should be a consistent part of any ambitious business’s marketing strategy.

HughesNet Impresses with Polished Video Demo

Our client, HughesNet took advantage of creative motion marketing to produce a video demo for their mobile app:

HughesNet Mobile App from Hughes on Vimeo.

HughesNet’s video balances the need for concision with clear, guided visuals and audio to maintain their audience’s attention while still providing an informative and comprehensive demo of their mobile app.

This video demo succeeds by a following a set of key best practices for marketing with video.

  1. Guide Audience Attention

As opposed to cluttering the screen with a mix of complicated visuals, the HughesNet mobile app demo consistently guides viewers’ attention to a single or couple important locations on the screen.

In place of blocks of text or overly complex diagrams, the video uses a mockup of a smartphone combined with a helpful narrator to walk the audience through the array of features contained in the app.

The video succeeds in never allowing for viewers’ to be confused about where they should be looking or what they should be focused on.

  1. Use Clarifying Visuals

In addition to making sure the audience is looking in the right place, the demo is designed to make sure viewers know what exactly they are looking at.

As the narrator runs through the apps’ different features, a checklist appears so viewers’ can more easily keep track of everything being said. At the same time the smartphone displays the relevant feature, so viewers understand the app UI associated with that feature.

After going over features, the demo walks viewers through each step of finding and downloading the app, all of which is said aloud by the narrator and mirrored on the smartphone mockup.

By syncing the narrator’s directions with helpful on-screen visuals, it’s always completely clear what everything being shown and said means.

Another key element of successful visual presentation is ensuring your video works with or without audio. A majority of video on social media starts on mute which means you can’t rely solely on audio for messaging, especially for a video demo.

The use of kinetic text can help you solve for this potential issue while simultaneously adding some creative flair to your video. Text that is too kinetic to the point of being distracting, however, can take away from the clarifying role it should play.

  1. Keep things concise

Despite running through a list of different features and a helpful download guide for the app, the demo is still only 45 seconds long.

As people’s attention spans get shorter, it’s important not to bog them down with loads of technical information, especially in a video demo.

With the help of dynamic visuals, it’s completely possible to run through all relevant information while still keeping your videos short and to the point. Not doing so risks viewers leaving before they’ve received all the information you’re trying to give them.

The allure of online marketing video is here to stay. In order to produce compelling creative motion video that helps convert leads, it’s important to follow these guidelines.

In the digital world, keeping up with trends is critical, but even more so is starting them by putting out the highest quality content you can. More now than ever, this will require a comprehensive approach to video marketing.

Learn how Bluetext can get results for your digital marketing campaigns.

 

 

We’re now halfway through the year and it’s time to check in on some of the top digital marketing trends that we’re seeing for the second half of 2018. The past two years have seen a near-universal transition to digital marketing strategies being implemented across every industry. A digital approach to marketing is now a given. It’s now more a question of which tactics and strategies companies are going to follow to get the best messages in front of the right audiences, how they will measure those programs, and how they will manage the results. With that in mind, here is what we are seeing in the market here at the half-way point.

  1. Analytics is Everything. There’s an old saying in marketing: If you can’t measure it, you can’t manage it. In previous eras, measuring wasn’t so easy, particularly with online outreach and strategies. Today, that’s no longer a viable excuse, and top marketing agencies (like Bluetext) will be held accountable for results through analytics. That’s good news because when done correctly, marketing analytics tell you at every step how the campaign is performing. That allows us to revise and optimize campaigns in real time – for example, abandoning creative that isn’t performing as well as other themes. If your agency isn’t proactively incorporating analytics into their programs, it’s time to find a new agency.
  2. Video is Now the Norm. A report by Cisco demonstrates that video marketing continues to increase as an essential component to digital marketing campaigns. Cisco predicts that by the end of 2019, more than 82 percent of online marketing campaigns will include video. There’s a reason for this: Video is compelling and engaging, exactly what brands want to attract new customers. We’re already seeing this across social media platforms. But here’s the catch – it needs to enhance the experience, not get in the way. Too heavy a load time will drive customers away.
  3. It’s All About the Mobile. As the march of demographics moves on, a larger percentage of the workforce will be relying on their mobile screens for their first interaction with a brand. At Bluetext, we create mobile screens right alongside our desktop versions so clients can see and approve the mobile versions. This is significant for search engine optimization, as Google will continue to evolve its algorithms to reward websites that are mobile-optimized – punish those that aren’t.
  4. What Happened to Virtual Reality? We love virtual reality as a key tool in digital marketing and have created a variety of very cool and effective VR experiences for our clients. But not everyone has seen the light on VR, and it simply hasn’t caught on with consumers the way many of us hoped it might. But there is a glimmer of light at the end of the tunnel… with augmented reality. Apple’s ARKit for app developers is poised to make the delivery of augmented reality much more consumable for marketing.
  5. Blockchain Could be a Game-Changer. One of the hesitations we see with digital marketing revolves around the delivery of online ads, whether they are banner or social media. Part of the problem is measuring their delivering to the right target audiences at the right time. Even with the best analytics installed across a campaign, we can still only measure end results; it is difficult to verify which ads are delivered to which targets, and what they do when they see those ads. That is changing with blockchain technology. Blockchain can give us real verification on campaigns while protecting against over-serving ads and ensuring that bots aren’t pretending to be influencers.

Learn how Bluetext can get results for your digital marketing campaigns.