Listrak, the leading cross-channel marketing platform for the retail industry, became the first provider in the United States to launch a Rich Communication Services (RCS) marketing campaign. Partnering with Dooney & Bourke, a renowned heritage handbag and leather goods brand, the test campaign during the 2024 holiday season demonstrated RCS's potential to more than double revenue per send compared to traditional SMS/MMS campaigns.

1. RCS Adoption in the U.S.

• Wireless carriers are set to roll out RCS support in 2025.
• Dooney & Bourke gained early access to RCS via Listrak and Infobip's partnership.
• RCS marks a new era in messaging, transforming brand-to-customer communication with interactive and personalized experiences.

2. The "12 Days of Dooney" Campaign

• The campaign targeted subscribers capable of receiving RCS messages.
• Messaging focused on dynamic and engaging holiday shopping promotions.
• The RCS campaign achieved over double the revenue per send compared to SMS/MMS.

3. Benefits of RCS Messaging

• Interactive features, such as multimedia content and dynamic engagement options, elevate user experience.
• Verified brand identities enhance trust, leading to higher conversion rates.
• RCS modernizes traditional text messaging, competing with apps like WhatsApp and GroupMe.

4. Industry Leadership and Collaboration

• Jamie Elden, CRO of Listrak, emphasized RCS’s potential to revolutionize customer engagement.
• Dooney & Bourke showcased its commitment to innovation by leveraging RCS during the competitive holiday season.
• Infobip, the global cloud communications platform, highlighted the North American messaging revolution through this collaboration.

5. The Global Potential of RCS

• With over a billion active users worldwide, RCS is set to redefine business communication.
• The channel supports text-like messages, multimedia files, voice calls, and video calls seamlessly via native messaging apps.

The successful partnership between Listrak, Dooney & Bourke, and Infobip highlights RCS's transformative potential in retail marketing. By delivering interactive and personalized messaging, brands can revolutionize customer engagement, differentiate themselves, and drive impressive results. As RCS adoption grows, businesses have an opportunity to lead the messaging revolution.

VaynerX, a leading modern communications company, and Ipsos, a global market research leader, have released key insights on the growing significance of Organic Social Media for marketers. This research highlights how Organic Social is transforming consumer engagement, building brand awareness, and influencing creative strategies.

1. Increased Investment in Organic Social

• 79% of marketers have increased their investment in Organic Social over the last three years.
• Half of the surveyed marketers plan to allocate more budget to Organic Social in the upcoming year.

2. Organic Social’s Versatility Across Marketing Funnels

• 87% of marketers agree it supports upper-funnel objectives like brand awareness.
• 84% see its value for mid-funnel objectives like engagement and consideration.
• 48% recognize its potential for lower-funnel objectives, including conversions.

3. Organic Social as an Insights Engine

• 72% of marketers believe it validates hypotheses before larger investments.
• 65% use Organic Social to inspire and guide product innovation.

4. Social-First Thinking: Beliefs vs. Practice

• 84% of marketers agree Organic Social determines winning content for scaling to other platforms.
• 68% view social media assets as the “new TV commercial.”
• However, only 47% prioritize designing campaigns specifically for social channels.

5. Barriers to Adoption: ROI and Executive Buy-In

• 42% of marketers cite difficulty in demonstrating ROI and securing executive buy-in as major challenges to expanding Organic Social efforts.

The research conducted by VaynerX and Ipsos underscores Organic Social Media's transformative potential in the marketing mix. As a versatile tool for all stages of the marketing funnel and a driver of insights and creativity, Organic Social offers immense untapped potential. While barriers like perceived ROI remain, the growing investments and belief in social-first strategies signal its role as a key growth driver for modern marketers.

Captello, a leader in innovative lead capture and engagement solutions, has announced the appointment of Nassir Jamal as Chief Technology Officer (CTO). With over 21 years of expertise in technology innovation, AI-driven solutions, and enterprise-scale architectures, Nassir brings a wealth of knowledge to propel Captello’s mission forward.

1. Nassir Jamal’s Extensive Background

• Over 21 years of experience in technology innovation across startups, Fortune 500 companies, and the public sector.
• Co-Founder and CEO of Revity, where he advanced sustainable nutrition through AI-powered vertical hydroponic farming systems.
• Expertise in AI solutions, enterprise-scale architecture, and sustainable agriculture through automation.

2. Nassir’s Role at Captello

As CTO, Nassir will spearhead initiatives to:

• Drive revenue growth with AI-driven demand generation.
• Enhance Captello’s position as a technologically advanced lead engagement platform.
• Fortify the company’s security and optimize its cloud infrastructure.
• Create thought leadership content and engage with the broader tech community.

3. Leadership’s Perspective on Nassir’s Appointment

Ryan Schefke, CEO of Captello, shared:

• "Nassir’s innovative mindset and proven track record make him an ideal fit for Captello’s growth and innovation goals."
• "His expertise in merging AI with practical applications will redefine lead engagement and customer success."

4. Collaboration and Strategic Vision

• Nassir will work closely with engineering, sales, and support teams to streamline operations and align strategies.
• His leadership highlights Captello’s commitment to customer success and staying at the forefront of technological innovation.

5. Impact on Captello and the Industry

• Nassir’s career has focused on bridging technology and human needs, a vision that aligns seamlessly with Captello’s mission.
• His guidance will ensure businesses using Captello’s platform achieve greater efficiency and success through cutting-edge solutions.

With Nassir Jamal’s appointment as CTO, Captello embarks on an exciting chapter of growth and technological advancement. Nassir’s expertise in AI and innovation, combined with his passion for practical solutions, reinforces Captello’s position as a leader in lead engagement and customer success.

Comscore, a global leader in consumer behavior measurement and analysis, has appointed Frank Friedman as Chief Data and Analytics Officer and Head of Measurement. With his extensive experience in agency, research, publishing, and client leadership, Friedman is set to spearhead Comscore’s data governance, currency adoption, and measurement strategies.

1. Frank Friedman’s Expertise and Career Background

• A seasoned operator with a career spanning agency, research, publishing, and client leadership roles.
• Formerly at The E.W. Scripps Company, Friedman negotiated Comscore’s first agreement and worked on integrating data into a cohesive system for both National and Local divisions.
• Experienced in driving efficiencies in planning and buying from his time at Publicis Groupe.

2. Frank’s Role at Comscore

As the Chief Data and Analytics Officer, Frank will:

• Oversee data governance and lead efforts to drive currency adoption.
• Develop tailored measurement strategies for diverse customers, acknowledging that "one size does not fit all."
• Shape the future of omnichannel measurement to adapt to an evolving digital landscape.

3. Leadership’s Perspective on Frank’s Appointment

Jon Carpenter, Comscore’s CEO, commented:

• "Frank has been a leader in challenging conventions and implementing strategies that drive meaningful change. His appointment will be crucial as Comscore enters the next phase of its transformation."

4. Frank’s Commitment to Advancing Data Analytics

• Friedman has held pivotal roles with industry bodies such as the Media Rating Council (MRC), Coalition for Innovative Media Measurement (CIMM), and Video Advertising Bureau (VAB).
• He is committed to advancing data analytics, ensuring rigorous measurement governance, and promoting collaboration across the industry.

5. Industry Impact and Future Vision

• Frank has a proven track record of using data to disrupt traditional models and drive growth.
• At Comscore, he will help define the next era of omnichannel measurement, particularly crucial as the ecosystem shifts towards digital and programmatic strategies.

Frank Friedman’s appointment as Comscore’s Chief Data and Analytics Officer and Head of Measurement marks a pivotal moment for the company as it continues to innovate and lead in consumer behavior measurement. With his expertise and leadership, Comscore is poised to further advance the industry’s approach to data, measurement, and customer insights.

Melissa, a global leader in data quality and address management solutions, has introduced the Address Container, an innovative Dockerized solution designed to simplify address verification deployment. This cutting-edge technology empowers developers to integrate Melissa’s address verification services into their software infrastructures quickly and efficiently.

1. The Innovation Behind Address Container

• Melissa’s Address Container leverages Docker’s containerization framework to provide a production-ready address verification service in minutes.
• The solution uses Melissa's core C++ address engine, housed in a Docker container, enabling easy deployment across various platforms like AWS, Google Cloud, and Microsoft Azure.
• Developers can pull the container from a Melissa-hosted repository, deploy it, and start verifying addresses instantly as a web service.

2. Key Features and Benefits of the Address Container

• Rapid Deployment: Developers can set up a fully functional address verification service within minutes, reducing weeks or months of traditional development time.
• Cross-Platform Compatibility: Seamlessly integrates with major cloud platforms and private infrastructures.
• Scalability: Easily integrates with tools like Kubernetes to scale resources based on real-time traffic demands.
• Developer-Friendly: Eliminates the need for custom web service layers, enabling developers to focus on higher-value tasks.

3. Support for Domestic and Global Address Verification

• The Address Container supports both the U.S. Address Object API and the Global Address Object API, offering comprehensive address validation for domestic and international use cases.
• Ideal for technology-driven organizations, especially those with high-volume needs that require reliable and scalable solutions.

4. Melissa’s Commitment to Innovation

Admound Chou, Vice President of Product Development at Melissa, emphasized that the Address Container underscores the company’s leadership in data quality innovation. The solution enhances developer productivity and empowers organizations to modernize address verification workflows with ease.

5. Proven Reliability and Performance

• The Address Container has undergone extensive testing in Melissa’s own production environment, ensuring it delivers reliable performance at scale.
• This solution is now available, providing organizations with a proven tool to optimize address verification in their systems.

Melissa’s Address Container is a game-changing solution that simplifies address verification for developers. By combining Docker’s containerization technology with Melissa’s powerful address validation tools, this product offers scalability, speed, and ease of use, making it ideal for businesses with high-volume address verification needs.

Zeta Global, a leader in AI-powered marketing solutions, has unveiled its first official brand campaign, “Achieve the Impossible™.” The campaign challenges marketers to push the boundaries of possibility by leveraging Zeta’s AI-driven platform, designed to deliver hyper-personalization, omni-channel experiences, and measurable ROI.

1. The Vision Behind “Achieve the Impossible”

• Zeta’s campaign reimagines what marketers can achieve with the power of AI, encouraging them to embrace bold strategies and achieve their biggest ambitions.
• The campaign features thought-provoking "Imagine If" scenarios, inspired by history’s most groundbreaking thinkers, showcasing how Zeta's platform can help marketers tackle today’s toughest challenges.

2. The Power of Zeta’s AI-Driven Marketing Solutions

• Zeta’s all-in-one platform leverages AI to deliver precision marketing, driving hyper-personalization, seamless omni-channel campaigns, and predictable ROI.
• Marketers can now create more engaging experiences while accelerating business growth and efficiency, thanks to the platform’s data-driven capabilities.

3. Strategic Intent Behind the Campaign

• Zeta's campaign is designed to transition the brand from being a well-known entity ("Zeta who?") to a must-have solution ("Why Zeta?"), solidifying its role as a leader in AI marketing innovation.
• “Achieve the Impossible” emphasizes Zeta’s mission to be an essential tool in the marketer's arsenal, helping businesses achieve what once seemed unattainable.

4. Creative Inspiration and Storytelling

• The campaign’s messaging is inspired by historical figures such as Beethoven, Nostradamus, and Sherlock Holmes, each known for their innovative thinking and ability to imagine the impossible.
• Zeta’s in-house creative team worked alongside customer feedback and market research to craft a campaign that resonates with today’s marketers.

5. Marketer-Centric Approach

• The campaign speaks directly to marketers’ aspirations, urging them to think bigger and embrace the vast opportunities AI presents.
• Zeta’s platform empowers marketers to drive success, positioning the company as a transformative force in the future of marketing.

Zeta Global’s "Achieve the Impossible™" campaign is a bold statement about the potential of AI to transform the marketing landscape. By combining visionary storytelling with cutting-edge technology, Zeta reaffirms its position as an industry leader, offering marketers the tools they need to push boundaries and achieve their most ambitious goals.

VinSolutions, part of Cox Automotive Inc., has announced an enhanced partnership with FordDirect, integrating its AI-powered Smart VINCENT tool into the VinSolutions CRM system. This integration benefits Ford Dealers and Lincoln Retailers enrolled in the CRM Data Edge program, significantly simplifying and expediting the sales process, allowing dealers to save time while researching and applying incentive packages.

1. Empowering Ford Dealers and Lincoln Retailers

• The integration streamlines the incentive search process by allowing dealers to push customer and VIN information directly into Smart VINCENT, removing redundant steps and the need for rekeying information across multiple systems.
• FordDirect aims to empower dealerships by improving operational efficiency, helping dealers focus more on customer relationships and providing exceptional car buying experiences.

2. Commitment to Streamlining the Sales Process

• "We are committed to delivering solutions that empower our Ford Dealers and Lincoln Retailers to operate more efficiently and focus on their customers," said Dean Stoneley, CEO of FordDirect.
• This integration reinforces FordDirect's ongoing commitment to making the sales process smoother for dealers, enabling them to serve their customers more effectively.

3. VinSolutions’ Accelerated Innovation

• Tracy Fred, Senior Vice President of Dealer and Software Solutions at VinSolutions, highlighted that this integration is the fifth in a series of innovative solutions introduced in less than a year.
• The integration reflects VinSolutions’ focus on improving the transactional aspects of the car-buying process, contributing to higher satisfaction for both dealers and customers.

4. Improved Customer and Dealer Satisfaction

• VinSolutions' Car Buyer Journey study revealed that streamlining transactions significantly boosts satisfaction for both dealers and buyers. This integration reduces time spent on negotiations, paperwork, and duplicative processes.
• By automating incentive searches, sales staff can focus on providing customers with the best possible deal, enhancing the overall experience.

5. Future Plans and NADA 2025 Showcase

• The VinSolutions CRM integration with Smart VINCENT is now available to over 400 Ford Dealers and Lincoln Retailers across the U.S.
• This and other innovations from Cox Automotive will be featured at the National Automobile Dealers Association (NADA) 2025 convention in New Orleans from January 23-26.

The partnership between VinSolutions and FordDirect marks a significant step forward in simplifying and accelerating the sales process for Ford and Lincoln dealers. With the integration of Smart VINCENT into VinSolutions CRM, dealers can now offer a smoother, faster car-buying experience, ultimately improving customer satisfaction and boosting operational efficiency.

pharosIQ, a leader in B2B marketing intelligence and lead generation, has unveiled significant AI advancements to its intent data and prioritization technology. These new AI models help marketing and sales teams focus on high-value opportunities, accelerate conversion, and provide actionable insights through pharosIQ’s proprietary engagement ecosystems. The innovations refine the targeting and engagement processes, ensuring efficient and measurable results for customers.

1. AI Enhancements for Precision and Growth

• The latest AI advancements streamline targeting and enhance engagement, driving faster revenue growth for customers. The enhancements are part of pharosIQ’s broader 2025 roadmap, setting the stage for future innovations.
• These AI-driven models help simplify complex buyer journeys and provide real-time insights that ensure meaningful customer engagement and measurable business outcomes.

2. Key AI Advancements

• Enhanced TAL Matching and Expansion AI: Integrates regional intelligence and corporate hierarchy recognition to refine global account targeting. This expansion creates more precise match lists for better business outreach.
• Optimized Persona Classification AI: Delivers in-depth role insights, accounting for global job title variations and industry-specific details, making persona targeting more accurate.
• Transformed Content Classification AI: Identifies buyer intent, business challenges, and niche use cases, offering content recommendations and suggestions for improved messaging and targeting strategies.

3. Results-Driven Approach Using Proprietary Data

• pharosIQ’s AI ecosystem, leveraging the company's extensive B2B content library and email engagement system, focuses on middle and bottom-of-funnel intent signals, offering deeper insights than competitors relying on top-of-funnel data alone.
• Early adopters have seen substantial results, such as an AI provider generating over $2.5M in sourced pipeline through an IQsyndicate and IQengage campaign. A cloud security firm achieved $4M in pipeline with a 20:1 return on advertising spend using IQsyndicate campaigns, all driven by pharosIQ's AI-driven signals.

4. A Data-Driven Future

• Jeffrey Rokuskie, CEO of pharosIQ, emphasized the company's focus on precision and relevance in its recent advancements. The integration of AI into their ecosystem allows customers to act on actionable buyer intent signals, confidently making data-driven decisions throughout the buyer journey.
• With the improvements, pharosIQ customers can accelerate lead generation tactics, ensuring more efficient and impactful engagements.

pharosIQ’s AI-powered enhancements are a game-changer for B2B marketing and lead generation. With refined targeting, precise persona insights, and advanced content classification, businesses can engage more effectively with their target markets. These innovations are set to drive growth and solidify pharosIQ’s position as a leader in B2B marketing intelligence.