Advertisers love the sexy “big idea” for creative branding campaigns.
And therein lies the fundamental aversion to getting down into the detail and considering the potential advantages offered by data.
Google has unveiled Analytics 360 Suite, “a complete measurement platform” targeted at enterprise marketers.
According to Google VP of Analytics, Display and Video Products, Paul Muret, Google Analytics 360 Suite is designed to give marketers “a complete view of the consumer journey and then make sense of it all.”
Once they have insight, Google aims to help marketers drive results.
Pharma companies are not doing a great job at reaching physicians through social, and their ability to advertise to consumers could be eliminated in the US if the American Medical Association (AMA) has its way.
But the pharmaceutical industry’s largest trade group, the Pharmaceutical Research and Manufacturers of America (PhRMA), isn’t targeting physicians or consumers in what could be its most important ad campaign.
As we know, programmatic technology has created a new industry and, consequently, had a major impact on the entire value chain between advertiser, agency, tech provider and media owner.
No one has been immune to this disruption – where attention has been almost solely focused on the automation of buying and selling, and how data and analytics are utilised.
It still surprises me that audience engagement remains overlooked as a key metric for campaign success, because focusing on engagement helps align all players in the market and satisfies both marketer goals and consumer needs.
Why is that? Well, for advertisers, having pricing options that are tied to consumer engagement rather than impressions ensures that we’re only paying for ads that are seen and engaged with.
If taking the lead on trends is part of your brand identity, then it follows that Topman should offer up a crop of fresh ideas in its creative strategy as much as on its shopfloor.
Last year, while it proffered cool military and camel styles to its sartorially conscious customers, Topman applied a creative programmatic strategy to the big fashion trend of khaki.
It shot the khaki look onto five different models, each of which matched to one of the brand’s five different types of customer.
Email marketing is still one of the most popular ways brands communicate with and provide value to their customers.
Here are three things that leading brands in Asia-Pacific do with their email marketing, with case studies to prove it.
The tide may already have turned towards big data, but the waves are about to get a whole lot bigger.
From watches and wearables, to beacons and smart home systems, connected devices are expected to exceed 38bn by 2020, and each one will generate valuable data about what consumers think and how they behave.
Recently, we’ve covered the trends in display advertising as well as some of the issues which came up in 2015.
But in order to add some depth to our coverage of how display is changing and what you need to do to use it more effectively, it’s helpful to look at some recent case studies.
We hosted a series of Behavioural Marketing Roundtable in Melbourne on Friday, November 13th and dozens of client-side marketers came to discuss the trends, best practices, and issues they are facing.
Here’s a summary of what was said.
Econsultancy held the Behavioural Marketing Roundtable in Sydney on Wednesday, November 11 and dozens of client-side marketers came to discuss the trends, best practices, and issues they are facing.
Here’s a summary of what was said.
Behavioral marketing strategies are become more common in APAC, but there is still a lot of uncertainty about what it actually involves and how it works.