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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The merger partners are two of America's least favorite cable companies, according to the magazine's new survey.Merger partners Comcast Corp. and Time Warner Cable Inc. are two of America's least favorite cable companies, according to a new survey from Consumer Reports. Continue reading at Los Angeles Times
[ Los Angeles Times | 2014-03-26 00:00:00 UTC ]
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Roughly $166 million in settlement funds collected as part of a deal to settle state and consumer charges of ebook price-fixing began flowing to consumers today. Continue reading at Publishers Weekly
[ Publishers Weekly | 2014-03-25 00:00:00 UTC ]
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Trinity Mirror is to launch the next phase of its digital-first strategy with a restructure of its operations in the north-east by taking a giant step into the future.Under the slogan Newsroom 3.1, the company is introducing a new publishing process in its Newcastle and Teesside newsrooms. In... Continue reading at The Guardian
[ The Guardian | 2014-03-25 00:00:00 UTC ]
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Karen Stevens's collection of essays offers practical advice and inspiration for those embarking on the long, lonely journey of writing a novelAccording to Karen Stevens, "writing a novel is the longest and loneliest journey a writer can embark upon". Her collection of essays by established and... Continue reading at The Guardian
[ The Guardian | 2014-03-21 00:00:00 UTC ]
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Todd Selby's third and latest book shows us where top fashion designers--including Iris Van Herpen, Dries van Noten, and Nicola Formichetti--go to work."With fashion, people often associate it with marketing, and they forget the other side of it, which is the creators," says Todd Selby, a... Continue reading at Fast Company
[ Fast Company | 2014-03-20 00:00:00 UTC ]
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Barnes & Noble as disclosed some modifications to its agreement with Microsoft that will give B&N the option to not develop additional Nook Window apps. Continue reading at Publishers Weekly
[ Publishers Weekly | 2014-03-13 00:00:00 UTC ]
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Not all content is equal -- at least when it comes to trust.A new study conducted by Nielsen on behalf of InPowered, a technology startup, found that consumers are actually quite sophisticated in how they utilize different sources in the buying process. And they, in fact, favor third-party... Continue reading at Advertising Age
[ Advertising Age | 2014-03-13 00:00:00 UTC ]
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"There are a lot of people doing a lot of things we used to do," Stephen Page told the... Continue reading at The Bookseller
[ The Bookseller | 2014-02-27 00:00:00 UTC ]
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Apple had no knowledge that publishers were engaged in a conspiracy in December 2009 or at any other point, the company said in its appeal against a district court ruling which found Apple and five major U.S. publishers had conspired to fix ebook prices.The district court’s findings show that... Continue reading at PC World
[ PC World | 2014-02-26 00:00:00 UTC ]
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IPPR report calls for advertising, film and TV to support businesses outside London and to help develop non-white talentThe UK's creative industries need to embrace regional and ethnic diversity if they are to play an improved role in helping the economy, warns a report from a leading... Continue reading at The Guardian
[ The Guardian | 2014-02-24 00:00:00 UTC ]
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WhatsApp, Facebook's bold $19 billion acquisition, may be best known as a cross-platform instant messaging service for smartphones. But it could become an invaluable distribution tool for publishers.The post Do publishers need a WhatsApp strategy? appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2014-02-21 00:00:00 UTC ]
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Meredith, like many publishers, is still trying to figure out how to effectively make money on mobile. Its latest strategy: “gamify” its mobile apps. The publisher has inked a one-year deal with Kiip, an ad tech startup that serves users branded “rewards” in exchange for completing certain... Continue reading at Digiday
[ Digiday | 2014-02-18 00:00:00 UTC ]
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At the January 27 inaugural gala for Seriously Entertaining, a monthly “literary cabaret,” the actress Uma Thurman read three fiery passages as part of a literary quiz called “Tip of My Tongue.” Continue reading at Publishers Weekly
[ Publishers Weekly | 2014-02-01 00:00:00 UTC ]
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Penguin Random House UK has announced a new sales leadership structure, and a new team bringing... Continue reading at The Bookseller
[ The Bookseller | 2014-01-28 00:00:00 UTC ]
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Booksellers as far away as New Zealand, Guatemala and Denmark joined the ABA's Winter Institute to talk shop and pick up tips about better bookselling. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2014-01-24 00:00:00 UTC ]
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Library chief, Roy Keating, says show will explore field from Misty comics and superhero classics to graphic novelsBoys in the late 1970s probably assumed the girls comic Misty was all boring romance, puppies and ponies. How wrong they were. They were full of "incredibly dark, weird,... Continue reading at The Guardian
[ The Guardian | 2014-01-23 00:00:00 UTC ]
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Two Ravens Press is to publish Jonathan Pinnock's latest book, Take it Cool, later this year... Continue reading at The Bookseller
[ The Bookseller | 2014-01-22 00:00:00 UTC ]
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In a signal of its deepening commitment to native advertising, Hearst Magazines launched a new native ad campaign yesterday for Lancôme on MarieClaire.com.The post Inside Hearst’s Native Ad Strategy appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2014-01-15 00:00:00 UTC ]
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And it's a mess in there! Here's proof that you don't have to be a neat freak to be wildly successful.Swiss-born curator and art historian Hans Ulrich Obrist is arguably one of the most active minds in the art world today. Named art's second most powerful figure by Art Review in 2010, he's... Continue reading at Fast Company
[ Fast Company | 2014-01-13 00:00:00 UTC ]
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Random House Enterprises is to launch its first interactive online creative writing course. The... Continue reading at The Bookseller
[ The Bookseller | 2014-01-08 00:00:00 UTC ]
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