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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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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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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"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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Open sharing has been around forever, accelerating progress in diverse fields. Computing (e.g., Homebrew Computer Club), code (open source), and even academic publishing ("open access", which goes beyond peer review) are just a few that have multiplied their social impact thanks to this... Continue reading at Wired
[ Wired | 2013-12-30 00:00:00 UTC ]
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Harry Potter creator J.K. Rowling says she is working on a play about Harry's early life, expected to hit British theaters within the next two years. Continue reading at The Christian Science Monitor
[ The Christian Science Monitor | 2013-12-21 00:00:00 UTC ]
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Kurt Vonnegut worked at a car dealer after publishing his first novel, and Philip Glass worked as a plumber while crafting his music. So while you may be itching to ditch your 9 to 5, take a lesson from these legendary creatives and pursue your passions while still collecting a pay check.No... Continue reading at Fast Company
[ Fast Company | 2013-12-06 00:00:00 UTC ]
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To any small newspaper publisher still holding out against a digital platform, consider a visit to Linton, N.D. There, few publishers serve as small or rural a community as Allan Burke, whose family-owned Emmons County Record, a 3,100-circulation ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2013-12-03 00:00:00 UTC ]
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This summer a judge ruled that Apple arranged a conspiracy with major publishers to raise ebook prices. Now Apple faces a class action lawsuit from plaintiff states and a consumer class. Continue reading at The Christian Science Monitor
[ The Christian Science Monitor | 2013-11-20 00:00:00 UTC ]
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