In today’s information-rich, mobile-centric world, people are more distracted than ever. Marketers used to be able to rely on TV ads or billboards to get in front of consumers. Now they must think mobile-first. Earlier this year, we hit a remarkable milestone: According to eMarketer, Americans now spend more time staring at the small screens in their pockets than the large ones in their living rooms. That’s because there’s no screen more personal than the mobile phone—which makes it both easier and more important than ever for brands to create relevance for their audiences. How can you ensure your brand is worth talking about? To break through the clutter, marketers must rethink how they approach their content strategy. Here are three things to master: 1. Have a distinctive voice. Nearly four out of five people on Twitter follow at least one brand, according to a study by Kantar TNS, so brands that want to stand out need to have a distinct personality. The more people can relate to that personality, the more likely they’ll engage with your brand and help you tell your story. People follow your brand account because they want to know what you have to say—so say something worth talking about. Wendy’s, a brand that’s just as interested in cultural events as its customers, uses its Twitter account to regularly plug into the conversation—like the recent argument over which quick-service restaurant’s chicken sandwich was the best. Y’all out here fighting... Continue reading at 'Advertising Age'
[ Advertising Age | 2019-10-22 15:19:20 UTC ]
Publishers are starting to see the results of Facebook Instant Articles, which launched widely last month, giving them a way to post fast-loading content directly to the social network. One publisher, on background, shared a week’s worth of data that showed the reach of Instant Articles versus... Continue reading at Digiday
[ Digiday | 2016-05-13 00:00:00 UTC ]
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French publisher Libération has gone all in on Facebook Instant Articles, publishing all 150 daily articles to the platform, according to Libération's head of digital, Xavier Grangier. Since January it has found time spent on articles has increased 33 percent to over four minutes, according to... Continue reading at Digiday
[ Digiday | 2016-03-23 00:00:00 UTC ]
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Random House Books has bought a book about the importance of spending time alone. Senior editor Harry Scoble bought UK and Commonwealth rights to Solitude by Michael Harris from Anne McDermid at Anne McDermid and Associates. Harris’ début, The End of Absence (Portfolio Penguin), explored the... Continue reading at The Bookseller
[ The Bookseller | 2015-04-11 00:00:00 UTC ]
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Since Tumblr first introduced in-stream sponsored posts in Spring 2013, more than 300 paid advertisers have gotten on board. The brand publishers contribute to an ecosystem of content creators and users who have posted more than 98.4 billion items, at an average rate of 83.3 million posts a day.... Continue reading at AdWeek
[ AdWeek | 2014-12-16 00:00:00 UTC ]
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Time-based metrics are used by almost every leading publisher to measure themselves, but there's been hesitancy to transact on the basis of numbers like time spent and ad exposure time. That could change soon though as a member Continue reading at Folio Magazine
[ Folio Magazine | 2014-10-24 00:00:00 UTC ]
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Patrick J. McGovern, who became a billionaire as founder and majority owner of Boston-based technology publisher International Data Group, has died. He was 76.He died Wednesday at Stanford Hospital in Palo Alto, Calif., the company said in a statement. No cause was given. He lived in Hollis, New... Continue reading at Advertising Age
[ Advertising Age | 2014-03-21 00:00:00 UTC ]
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At Publishing Perspectives, Porter Anderson looks at Bowker's new market research, at grassroots survey efforts, and at questions around ebooks' potential. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2013-08-13 00:00:00 UTC ]
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Books are among the items most commonly bought online, according to a report from market research... Continue reading at The Bookseller
[ The Bookseller | 2011-12-21 00:00:00 UTC ]
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Today brought two steps forward for transparency when it comes to readership of tablet media. With the tablet market still in its infancy, media buyers have been reluctant to put ad dollars towards an unproven platform where theres little consumer data. One prominent buyer, MediaVests Robin... Continue reading at AdWeek
[ AdWeek | 2011-07-21 00:00:00 UTC ]
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There have been tons of focus groups, studies and market research done on the topic: how do you intersect content and commerce? Continue reading at Folio Magazine
[ Folio Magazine | 2011-03-24 00:00:00 UTC ]
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Written By: Lisa Campbell Publication Date: Fri, 04/03/2011 - 10:08 Book Marketing Limited has began new research among publishers to predict what comes next in digital. The provider of market research is working on behalf of Publishing Technology to assess what impact e-publishing is having... Continue reading at The Bookseller
[ The Bookseller | 2011-03-04 00:00:00 UTC ]
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