Direct-to-consumer marketing is picking up steam, as readily accessible data makes it easier than ever for brands to reach their customers. But are companies using this data effectively? Sean Surdovel, media product specialist for Taboola—a technology company that drives brands’ marketing results by targeting audiences when they are most receptive to new messages—took the stage at the Ad Age Next: Direct-to-Consumer conference on September 9 in New York to talk about the limitations of transactional marketing and the benefits of a full-funnel platform. Surdovel explained that while understanding your CPA is important, it's only one piece of the puzzle when it comes to business growth, especially given the number of marketing touchpoints required to generate a sale. The key to success is tying your digital efforts to content that will build value throughout your customer journey. The following creative strategies will help you optimize engagement and ROI at each stage of the consumer journey—from awareness and consideration to purchasing—and inspire loyalty for your brand. Creating awareness A picture may be worth a thousand words, but according to Forrester research, a single minute of video is worth about 1.8 million. Aside from ad format, there are many factors that influence consumer attentiveness to ads and influence the ROI they provide to brands. As cited at Ad Age’s DTC event, a joint study from Taboola and Nielsen found that when presented with the... Continue reading at 'Advertising Age'
[ Advertising Age | 2019-10-31 16:45:00 UTC ]
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Heather Morris, the author of bestselling title The Tattooist of Auschwitz, has been threatened with legal action in the US by the stepson of Cecilia Kovachova around whom her second novel is thought to be based. Continue reading at The Bookseller
[ The Bookseller | 2020-02-24 05:51:43 UTC ]
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Some good f*cking advice for creative roadblocks. So you gave up on your New Year’s resolutions. I’m sorry to hear that. It sounds like you might need some tough love to get back on track. And while I’m not going to give that to you, Jason Bacher, Brian Buirge, and Jason Richburg will.... Continue reading at Fast Company
[ Fast Company | 2020-02-22 07:00:34 UTC ]
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BackgroundIn conjunction with the Sharjah Market Focus at The London Book Fair in March 2020, the British Council will be offering two small grants of £3000 each to UK or UAE based organisations for activity taking place between 16 March and 31 October 2020. Together, the British Council will... Continue reading at British Council global
[ British Council global | 2020-02-21 12:31:03 UTC ]
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Ever-changing external landscapes present both threats and opportunities for media firms. Shifting marketing budgets and the proliferation of free content challenge publishers that rely on advertising and paid subscriptions. Yet the industry is not cowering: the results of Folio:’s 2020... Continue reading at Folio Magazine
[ Folio Magazine | 2020-02-18 15:48:16 UTC ]
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“Will” revisits, in the third person, the “Umbrella” author’s struggles with addiction. Continue reading at The Washington Post
[ The Washington Post | 2020-01-29 19:14:57 UTC ]
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Jonathan Rosenberg recalls the musicians who stirred public debate, outrage and pride. Continue reading at The Washington Post
[ The Washington Post | 2020-01-24 02:42:42 UTC ]
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SourceMedia is now officially known as Arizent, the publisher of American Banker, Financial Planning and The Bond Buyer, among others, revealed Thursday. More than simply a corporate rebranding, the B2B media and events firm says the change represents a new mission-driven direction and business... Continue reading at Folio Magazine
[ Folio Magazine | 2020-01-23 19:21:28 UTC ]
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Popular Science is launching a line of toys, a product category that tends to have royalty rates as high as 8% to 18% of retail sales. The post How Bonnier is playing for consumer revenue in 2020 appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2020-01-20 05:01:59 UTC ]
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One day after a statement claiming to represent over 90% of Sports Illustrated's remaining editorial staff accused the brand's new operator, TheMaven, of gutting the newsroom and putting "SI's reputation and long-term health at risk," Maven founder and CEO James Heckman defended what he called... Continue reading at Folio Magazine
[ Folio Magazine | 2020-01-09 18:24:45 UTC ]
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Innovative paid content programs and direct-to-consumer strategies are reshaping sustainable revenue models. What can publishers learn from marketers of personalized dog food, Merino wool sneakers or vegan meal subscriptions? The lesson is clear: find niche passions, eliminate middlemen and get... Continue reading at Folio Magazine
[ Folio Magazine | 2019-12-10 21:05:05 UTC ]
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In his keynote at FUSE Media 2019, Sheel Shah, VP of strategic partnerships and consumer products at Hearst Magazines, addressed how platforms disrupted the traditional media model – and how Hearst is using the reach of platforms to extract audience insights for consumer product development. Continue reading at Publishing Executive
[ Publishing Executive | 2019-12-05 21:43:18 UTC ]
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Leading UK arts funder Jerwood Arts will open the Weston Jerwood Creative Bursaries from 2020 to 2022 to literature organisations for the first time. Continue reading at The Bookseller
[ The Bookseller | 2019-12-05 00:51:46 UTC ]
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The Curtis Brown Creative writing school is launching a new course in writing an original TV drama serial. Continue reading at The Bookseller
[ The Bookseller | 2019-12-04 05:09:41 UTC ]
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James D. Zirin explains how Trump, throughout his life, has either ignored the law or used it as a weapon. Continue reading at The Washington Post
[ The Washington Post | 2019-11-22 13:00:00 UTC ]
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A jury of advertising journalists from around the world is convening in Amsterdam this week to select the best ads of the year--an honor distinct for two reasons. It's the only show judged by an impartial jury, meaning no brands or agencies vote. And it comes at both the end and the beginning of... Continue reading at AdWeek
[ AdWeek | 2019-11-19 22:51:24 UTC ]
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Paul Theroux encounters poverty and violence, kindness and hospitality, pride and melancholy. Continue reading at The Washington Post
[ The Washington Post | 2019-11-14 20:40:57 UTC ]
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The long-predicted digital media consolidation has finally come to pass. More than 100 online publishing companies are on pace to be sold this year, highlighted by the recent purchases of Refinery29, PopSugar and New York Magazine. The impetus for the sudden deal velocity is the direct result of... Continue reading at AdWeek
[ AdWeek | 2019-11-11 16:49:21 UTC ]
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The move was prompted by pressure from activist investor Elliott Management Corp. Continue reading at Advertising Age
[ Advertising Age | 2019-11-07 15:26:55 UTC ]
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The novel opens with Dracula arguing with his girlfriend and gets weirder from there. Continue reading at The Washington Post
[ The Washington Post | 2019-11-04 21:45:57 UTC ]
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You might not have to scramble to find pictures for your next company presentation. Microsoft Word and PowerPoint now have direct access to Adobe Creative Cloud Libraries that store everything from company logos to font styles. In other words, you... Continue reading at Engadget
[ Engadget | 2019-10-28 13:00:00 UTC ]
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