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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[caption id="attachment_159535" align="aligncenter" width="768"] magCulture founder Jeremy Leslie[/caption] NEW YORK—During the second annual ModMag NYC summit last week, organized by the London-based magazine shop and creative studio magCulture, creatives from across the industry attempted to... Continue reading at Folio Magazine
[ Folio Magazine | 2019-06-04 13:56:27 UTC ]
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Step into one-of-a-kind life journeys in Michelle Obama’s ‘Becoming’ and ‘In the Land of Invisible Women’ by Qanta A. Ahmed. Continue reading at The Christian Science Monitor
[ The Christian Science Monitor | 2019-05-30 08:35:36 UTC ]
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Mac Barnett reflects on a trio of new projects, which, he says, “represent three different approaches to writing—and three different strains of my personality.” Continue reading at Publishers Weekly
[ Publishers Weekly | 2019-05-30 04:00:00 UTC ]
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Henry McNamara, a partner at Great Oaks Venture Capital, shared his perspective on the future of the DTC category, around saturation, expected scale and veering off of the internet’s crowded toll roads: Facebook and Instagram. The post VC Henry McNamara: ‘The term direct-to-consumer is outdated’... Continue reading at Digiday
[ Digiday | 2019-05-28 04:01:15 UTC ]
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While many publishers remain hesitant to produce videos for Instagram’s IGTV without a formal monetization system in place, Meredith Corporation is rolling out a slate of 20 original series for the long-form, vertical video app. The media company has launched 18 series across its brands to date,... Continue reading at Publishing Executive
[ Publishing Executive | 2019-05-23 17:10:11 UTC ]
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As the first National Writing Day approaches, the co-founder of the Ministry of Stories explains how creative writing can transform children’s lives. Continue reading at The Bookseller
[ The Bookseller | 2019-05-21 06:24:35 UTC ]
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Eyeing the success Facebook and Instagram have had in raking in ad revenue from direct-to-consumer brands, YouTube is plotting its own approach. The post YouTube is targeting direct-to-consumer brands with a ‘DTC council’ appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-05-17 04:01:28 UTC ]
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US agency ICM Partners and Curtis Brown Creative are teaming up to launch a six-month online novel-writing course. Continue reading at The Bookseller
[ The Bookseller | 2019-05-16 00:00:00 UTC ]
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After Will Self lambasted creative writing courses for failing to provide their students with a living, MA Creative Writing course director Julia Bell pens her response. Continue reading at The Bookseller
[ The Bookseller | 2019-05-09 00:00:00 UTC ]
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Launched earlier this year and looking for commercial fiction, Boldwood Books promises to publish its new titles in ebook, audio, and print-on-demand on the same day internationally. The post Interview: Amanda Ridout on Her Boldwood Books’ Rights Strategy appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2019-05-06 00:00:00 UTC ]
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Will Self has declared literature to be "morphing into a giant quilting exercise", suggesting that no current creative writing graduates will make a living from literary fiction. Continue reading at The Bookseller
[ The Bookseller | 2019-05-03 00:00:00 UTC ]
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Platforms and publishers today face an age-old challenge when it comes to advertising: creating and carrying ads that are effective for the advertiser without annoying the consumer. MediaLink kicked off Digital Content NewFronts today with its annual breakfast and panel during which four... Continue reading at AdWeek
[ AdWeek | 2019-04-30 00:00:00 UTC ]
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A cohort of ad industry veterans and tech platforms are launching BritePool, an identity solution for digital advertising that aims to provide consumers with some level of control over who uses their data. Along the way, it hopes to offer agencies and brands an alternative to the so-called... Continue reading at Advertising Age
[ Advertising Age | 2019-04-25 00:00:00 UTC ]
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Brit + Co is in pivot mode. The digital media company, which made a name for itself as a lifestyle destination site for women over the course of its eight-year existence, announced layoffs and changes to its business model this week. “It’s not news that the media industry has been... Continue reading at Advertising Age
[ Advertising Age | 2019-04-25 00:00:00 UTC ]
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Half of all Americans over the age of 12 have listened to an audiobook in the past year, according to a new consumer survey. Growth can be attributed to more people listening in cars and advances in technology. Continue reading at Publishers Weekly
[ Publishers Weekly | 2019-04-25 00:00:00 UTC ]
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In its newly commissioned stage production, the emirate Sharjah has opened its year as UNESCO's World Book Capital with a new tale for the ancient canon of the Arabian Nights. The post Sharjah Becomes UNESCO’s World Book Capital With a ‘Scheherazade’ Stage Premiere appeared first on Publishing... Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2019-04-24 00:00:00 UTC ]
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Less than 2% of authors and illustrators being published in the UK are British people of colour, new BookTrust research has revealed. Continue reading at The Bookseller
[ The Bookseller | 2019-04-16 00:00:00 UTC ]
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Dame Helena Morrissey challenged trade leaders over key aspects of their diversity strategies, as the Publishers Association's new president Peter Phillips laid out his aims for the year. Continue reading at The Bookseller
[ The Bookseller | 2019-04-12 00:00:00 UTC ]
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The stage adaptation of Patrick Ness’ award-winning YA novel A Monster Calls has won an Olivier award in the ‘Best Family and Entertainment’ category. Continue reading at The Bookseller
[ The Bookseller | 2019-04-09 00:00:00 UTC ]
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Vogue may still be best known for its print edition, whose September fashion issue, though thinner each year, remains a relative bible against its competitors. But some may be surprised to learn that 13.3 million U.S. adults visited Vogue.com in February, according to comScore data, an increase... Continue reading at Folio Magazine
[ Folio Magazine | 2019-04-05 00:00:00 UTC ]
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