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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Publishers are using new methods to give advertisers a better picture of ROI. The post Getting Creative With Accountability appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2015-09-17 00:00:00 UTC ]
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Facebook-centric entertainment and data firm Moviepilot has attracted a second round of funding worth $16 million, much of which it will spend promoting itself to consumers through branded content."We focus on content marketing when it comes to brand-building," said co-founder Tobias Bauckhage.... Continue reading at Advertising Age
[ Advertising Age | 2015-09-16 00:00:00 UTC ]
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#publishing platform
Affair between drama student and an older actor will feature in The Lesser Bohemians, due from Faber next autumn following award-winner A Girl is a Half-Formed ThingIt took Eimear McBride almost a decade to find a publisher for her first novel, A Girl is a Half-Formed Thing. Now, a year after... Continue reading at The Guardian
[ The Guardian | 2015-09-14 00:00:00 UTC ]
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Publishers may print many thousands of black and white books each year, but that does not mean our thinking about this sector needs to be so binary. The book business is a messy enterprise, with a long history and a changing future. There are no guarantees, with failure still a very likely... Continue reading at The Bookseller
[ The Bookseller | 2015-09-12 00:00:00 UTC ]
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Trinity Mirror's new digital strategy for its regional titles will see an increased focus on analytics and a drive to boost audience engagement, the publisher announced yesterday. Neil Benson, editorial director for regionals at Trinity Mi ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2015-09-10 00:00:00 UTC ]
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The organization is selling $99 tickets to the reading public for the first time, and offering author meet-and-greets as part of the package. Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-09-04 00:00:00 UTC ]
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Hodder & Stoughton will publish a new book by explorer Levison Wood, to accompany a television series. Wood’s Walking the Himalayas sees him explore five countries along the mountain range. Wood will present a Channel 4 series about his journey in spring 2016. Hodder and Little, Brown US... Continue reading at The Bookseller
[ The Bookseller | 2015-08-27 00:00:00 UTC ]
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Our ongoing series on illustrated book publishing in the US looks at the changing retail landscape for specialty and illustrated titles. The post Finding the Consumer for US Illustrated Books (Part 3) appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2015-08-27 00:00:00 UTC ]
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Over the past year, PC maker Lenovo has moved from making long, product-focused videos to short "snackable" videos tailored to where the buyer is in the sales cycle, and it's getting good results. In fact, video now ranks as Lenovo's No. 2 lead generator in terms of conversions to sales, right... Continue reading at Advertising Age
[ Advertising Age | 2015-08-21 00:00:00 UTC ]
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For years, the booksellers at TurnRow Book Company in Greenwood, Miss., have been obsessed with David Mamet’s Pulitzer Prize–winning play Glengarry Glen Ross. Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-08-21 00:00:00 UTC ]
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Free content on the web can only survive if consumers stop using ad blocking software but advertisers need to stop their ‘pay and spray’ approachThe sale of the Financial Times marked an important milestone in traditional media continuing it transformation into the digital world. Many... Continue reading at The Guardian
[ The Guardian | 2015-08-10 00:00:00 UTC ]
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Like other media industries, book publishing fundamentally relies on creativity. Here, agency executives offer some tips on managing creative people. The post On Managing Creative People in Publishing appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2015-07-23 00:00:00 UTC ]
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First the Serial podcast became wildly popular. Then President Barack Obama sat down for an interview with Marc Maron for the comedian's WTF program, and the audio-only format that is podcasting was validated like never before. The developments largely flew in the face of the increasingly... Continue reading at AdWeek
[ AdWeek | 2015-07-22 00:00:00 UTC ]
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Over the past two years Time Inc., the magazine company, has attempted to position itself as Time Inc., the digital content brand. Core to the push has been video, which Time Inc. has produced in multiple forms. On the Web, its video team, now ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2015-07-21 00:00:00 UTC ]
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With remand briefs now filed by both sides, the stage is set for a new decision in a closely watched copyright case. Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-07-17 00:00:00 UTC ]
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The theme of this year’s Children’s Media Conference (CMC), which took place 1-3 July in Sheffield, was “All Change”. Which is apt, because the children’s TV industry (from which this conference was originally born) is experiencing a disruption just as profound and perhaps more urgent than... Continue reading at The Bookseller
[ The Bookseller | 2015-07-14 00:00:00 UTC ]
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Scholastic celebrated 10 years of its Graphix kids' comics imprint, bestselling author Raina Telgemeier announced a new book, and Rep. John Lewis led a reenactment of his 1965 march in Selma, Ala. Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-07-14 00:00:00 UTC ]
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The traveling production, started by a group of writers, fuses music and literature in a scripted show. After launching in 2013, the group has now spawned a short story collection and forged ties with SIBA. Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-07-09 00:00:00 UTC ]
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The Quarto Group has launched QuartoKnows.com, a new consumer facing site that showcases and promotes the U.K.-based company’s entire global publishing program. Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-07-08 00:00:00 UTC ]
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Earlier this year, HarperCollins announced four new global offices as part of an effort to expand its worldwide publishing program. The move came in the wake of HC's acquisition of Harlequin and, for those involved, like Heleen Buth, editorial manager of HarperCollins Holland, the transition... Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-07-07 00:00:00 UTC ]
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