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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Jason Fox, VP of digital, explains where the flagship magazine is headed after ancillary brands shut down. The post How Consumer Reports Is Planning Its Digital Future appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2015-07-07 00:00:00 UTC ]
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The co-ordinator of Independent Bookshop Week has said this year's IBW is what the Booksellers Association has "always envisioned", with the event taking on a "creative life of its own." Meanwhile booksellers said their events had been "well attended" this year and that IBW 2015 was "the biggest... Continue reading at The Bookseller
[ The Bookseller | 2015-06-30 00:00:00 UTC ]
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After Facebook convinced publishers to go all-in on exclusive content with Instant Articles, it hopes advertisers will do the same. In a presentation at Cannes Lions this week, Facebook's chief product officer Chris Cox showed ad buyers mock-ups of a new mobile format that takes over a screen... Continue reading at AdWeek
[ AdWeek | 2015-06-26 00:00:00 UTC ]
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A group of children’s authors, including this year’s Carnegie winner Tanya Landman, is preparing a letter to the education secretary protesting against the way writing is taught in schools. Continue reading at The Bookseller
[ The Bookseller | 2015-06-25 00:00:00 UTC ]
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Indies have sprung into action for Independent Bookshop Week, holding Tiger Tea parties, author readings, summer parties and happy hours. The dedicated week of activity in independent bookshops, co-ordinated by The Booksellers Association, runs from 20th-27th June and is designed to encourage... Continue reading at The Bookseller
[ The Bookseller | 2015-06-23 00:00:00 UTC ]
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Grey, the fourth book in EL James’s erotic series, is released on the birthday of her fictional male anti-heroFifty Shades of Grey author EL James is ringing in the birthday of her fictional anti-hero, Christian Grey, by releasing the fourth book in her series of erotic novels in the dark hours... Continue reading at The Guardian
[ The Guardian | 2015-06-18 00:00:00 UTC ]
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Late last month, Wyatt Mitchell left The New Yorker for Apple. The question is, why?At the end of May, word quietly slipped that New Yorker creative director Wyatt Mitchell left the publication for a job at Apple. And the man taking his place will be Nicholas Blechman, former art director at The... Continue reading at Fast Company
[ Fast Company | 2015-06-16 00:00:00 UTC ]
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Add AOL to the list of publishers that have gone from selling ads to making ads.AOL has created an internal division called Partner Studio that is charged with creating content for advertisers. Both the name and type of work may sound familiar. AOL-owned Huffington Post has its own in-house... Continue reading at Advertising Age
[ Advertising Age | 2015-06-16 00:00:00 UTC ]
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Scottish publishers and book festivals are among the recipients of £2m of funding from Creative Scotland. The arts organisation has awarded grants of between £1,500 and £100,000 to 88 different artists and groups across Scotland, including Freight Books and the Borders Book Festival. Freight... Continue reading at The Bookseller
[ The Bookseller | 2015-06-04 00:00:00 UTC ]
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For the third year running, children’s book creators will take over an author’s stage for an entire day, and devotees of books for young readers will be happy to learn that today is that day. Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-05-29 00:00:00 UTC ]
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Arts Council England (ACE) has launched a £1.2m fund to support creative writing in schools. Meanwhile, ACE's recently appointed chief executive Darren Henley has urged the government to cease cuts to art funding. Between October 2015 and October 2018, ACE will invest in three funding awards... Continue reading at The Bookseller
[ The Bookseller | 2015-05-29 00:00:00 UTC ]
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In The Art of War, Sun Tzu tells us, “In the midst of chaos, there is also opportunity.” Approaching the publishing market in China, it can be hard to distinguish the opportunities from the chaos. Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-05-28 00:00:00 UTC ]
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The decibel level on both the performance platform and audience floor is apt to be stratosphere-high this afternoon, 2:30–3 p.m., when three authors known for their prowess for parody take to the Uptown Stage to spar—er, talk—about books. Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-05-28 00:00:00 UTC ]
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Reba Riley remembers her 29th birthday well—she was weeping on the floor of her closet while friends and family waited to help her celebrate. Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-05-27 00:00:00 UTC ]
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BookExpo America shifts to midweek this year, running Wednesday through Friday rather than Thursday through Saturday as in years past. The show comes to New York City’s Javits Center next week, May 27–29, and the change in scheduling is aimed at making way for BookCon, which is open to the... Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-05-22 00:00:00 UTC ]
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Library users have been staging sit-ins at the Library of Birmingham as it switches to shorter opening hours following council cuts. Continue reading at The Bookseller
[ The Bookseller | 2015-05-19 00:00:00 UTC ]
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Travel rewards programs don't exactly scream "creativity," but FCB Brazil stepped way out of the box to promote the Smiles loyalty platform. Previously affiliated solely with Gol airlines, it's now an independent business attached to a number of other global partners. The agency created Trip... Continue reading at Advertising Age
[ Advertising Age | 2015-05-12 00:00:00 UTC ]
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Ever since the Internet dropped a bomb on the status quo in media, many publishers have been struggling to adapt. Even when they seem to make some headway, The post New Strategies for Content Monetization appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2015-05-12 00:00:00 UTC ]
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While the Daily Mail relies largely on licensed video to drive views, Elite Daily is investing heavily in original video. The Daily Mail-owned millennial publisher doubled its video team from 8 to 16 last month, though it already has substantial scale, attracting 9.9 million monthly views on... Continue reading at Digiday
[ Digiday | 2015-05-11 00:00:00 UTC ]
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Shindig!’s Jon Mills and Andy Morten on the perils of striking a magazine publishing deal without the proper paperworkJust before Easter, Jon Mills and Andy Morten signed off the 47th issue of Shindig!, the music magazine the two of them have been producing for around 20 years. Although... Continue reading at The Guardian
[ The Guardian | 2015-05-10 00:00:00 UTC ]
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