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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Pearson has been forced to defend its business strategy at its a.g.m today (29th April), with shareholders voicing their anger over the decline in the company's share price. However, c.e.o John Fallon has vowed "we will get Pearson growing again". Continue reading at The Bookseller
[ The Bookseller | 2016-04-30 00:00:00 UTC ]
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Harlequin UK and Harlequin North America are joining forces to jointly acquire and promote fiction for their respective trade imprints across world English markets. Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-04-13 00:00:00 UTC ]
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The Interactive Advertising Bureau planned to release a new tool Monday that allows ad designers, developers and ad operations teams to verify that their HTML5 ad units meet the current bureau's guidelines.The tool, which works for mobile and desktop, analyzes elements such as file weights,... Continue reading at Advertising Age
[ Advertising Age | 2016-04-11 00:00:00 UTC ]
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FESTIVAL OF BOOKS Travel stage Pico Iyer in conversation, plus safety tips, budget travel and more. When, where: 10 a.m.-5 p.m. Sunday on the USC campus. Admission, info: Free admission; parking $12 in USC lots. events.latimes.com/festivalofbooks SPAIN Presentation Tom Harter, president of... Continue reading at Los Angeles Times
[ Los Angeles Times | 2016-04-10 00:00:00 UTC ]
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Calls for increased diversity and inclusivity were the focus of poet Claudia Rankine's AWP keynote presentation as well as many panels and conversations throughout the conference. Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-04-01 00:00:00 UTC ]
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Social platforms are prioritizing video. But what works on YouTube doesn’t work on Facebook. What works on Facebook won’t work on Snapchat. With this in mind, publishers including Refinery29 and LittleThings have broke down the walls between different departments. Others, like The Atlantic and... Continue reading at Digiday
[ Digiday | 2016-03-31 00:00:00 UTC ]
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After four years of litigation, the Apple price-fixing case is over. But when can consumers expect to see the $400 million in refunds coming their way? Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-03-11 00:00:00 UTC ]
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Ahead of her appearance on March 7 in a Digital Book World practicum, Nielsen's Jo Henry talks about the new importance of knowing the target reader. The post Bringing the Reader Into Focus at DBW: Jo Henry on Your Consumer appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2016-03-01 00:00:00 UTC ]
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As Snapchat’s ad platform evolves, the top publishers that helped pioneer advertising there could lose some autonomy to strike their own deals. The messaging and media app wants to stop looking at Discover, where publishers like BuzzFeed, Vox, Cosmo, IGN, MTV and others post daily editions, as... Continue reading at Digiday
[ Digiday | 2016-02-29 00:00:00 UTC ]
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Penguin Random House has launched a "Creative Responsibility Manifesto", which includes a formal programme to improve diversity, in a bid to become a “force for good in society above and beyond” the books it produces. Continue reading at The Bookseller
[ The Bookseller | 2016-02-25 00:00:00 UTC ]
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During a keynote at Barcelona's Mobile World Congress, Zuckerberg also pledged his support for Apple in its battle with the government.As expected, Mark Zuckerberg was quick to support Apple in its ongoing standoff with the FBI during his keynote address Monday at the Mobile World Congress in... Continue reading at Fast Company
[ Fast Company | 2016-02-23 00:00:00 UTC ]
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Nielsen sees 55 percent of those surveyed on global consumer confidence saying that in the fourth quarter of 2015, they believed the were in recession. The post Consumer Confidence: A Recessionary State of Mind appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2016-02-11 00:00:00 UTC ]
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While the focus was primarily on the offerings for adult readers among the 625 booksellers attending this year's Winter Institute, children's publishers and authors also took their turns in the limelight at the annual gathering of publishers' reps, authors, and booksellers. Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-02-02 00:00:00 UTC ]
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The frenzy to distribute digital content across social platforms has given rise to a tangle of measurement questions for publishers and their advertisers. It's impossible for publishers to get a real-time, competitive read on their content because they're at the mercy of the platforms to report... Continue reading at Digiday
[ Digiday | 2016-01-27 00:00:00 UTC ]
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The Onion’s ClickHole, which aims to parody viral publishers from BuzzFeed to Upworthy, isn’t embracing the distributed content model. It still wants people to watch its videos on ClickHole, which is why it only distributes to YouTube and Facebook after a video has lived on ClickHole.com for... Continue reading at Digiday
[ Digiday | 2016-01-26 00:00:00 UTC ]
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Penguin Random House UK has launched its consumer website Penguin.co.uk, and a new corporate site Penguinrandomhouse.co.uk, designed to showcase its eight publishing divisions and their imprints. Continue reading at The Bookseller
[ The Bookseller | 2016-01-21 00:00:00 UTC ]
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"There is a neat parallel between the best way to design a systems landscape, and the best way to design a network of people." All ears? Me, too. Continue reading at The Bookseller
[ The Bookseller | 2016-01-14 00:00:00 UTC ]
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In a fascinating talk, Ken Burns, Terry Tempest Williams, and Mark Kurlansky delved deep into the creative process. Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-01-09 00:00:00 UTC ]
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WH Allen has acquired Terence, the "definitive" illustrated biography of design "visionary" Terence Conran. Continue reading at The Bookseller
[ The Bookseller | 2016-01-08 00:00:00 UTC ]
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The board of Scottish arts development body Creative Scotland has said it will not pass on the 3.6% funding cut planned by Scottish government for 2016/17 to its regularly funded organisations. Continue reading at The Bookseller
[ The Bookseller | 2015-12-24 00:00:00 UTC ]
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