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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Richard Mollet, chief executive of The Publishers Association, has welcomed the "clarity... Continue reading at The Bookseller
[ The Bookseller | 2013-06-14 00:00:00 UTC ]
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Random House Group has launched its first online consumer insight panel, Bookmarks. The online... Continue reading at The Bookseller
[ The Bookseller | 2013-06-07 00:00:00 UTC ]
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Apple enlisted the services of Winnie-the-Pooh in trying to show a court that it did not tinker with ebook prices when it opened its electronic bookstore in 2010, according to the Associated Press.Apple enlisted the services of Winnie-the-Pooh on Tuesday in trying to show a court that it did not... Continue reading at Los Angeles Times
[ Los Angeles Times | 2013-06-05 00:00:00 UTC ]
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Canongate has acquired world rights in Creative Freedom, a book by artist, writer and documentary... Continue reading at The Bookseller
[ The Bookseller | 2013-05-16 00:00:00 UTC ]
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NEW YORK—Chris Wilkes admitted he was initially uncertain of how Hearst's digital efforts would play out—he even made sure to keep his old job when he started his work on tablets. Continue reading at Folio Magazine
[ Folio Magazine | 2013-05-15 00:00:00 UTC ]
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The upcoming version of WoodWing´s productivity plug-in Smart Styles will offer a variety of new features, further improving the productivity in print and digital publishing. The upgrade also provides compatibility withInDesign CC ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2013-05-14 00:00:00 UTC ]
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#digital publishing
Consumer protection laws will be updated to include digital purchases such as ebooks, the Queen... Continue reading at The Bookseller
[ The Bookseller | 2013-05-08 00:00:00 UTC ]
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Start-up company ReDigi had planned to allow users to sell used ebooks but were told by a judge that doing so would be illegal. Continue reading at The Christian Science Monitor
[ The Christian Science Monitor | 2013-05-07 00:00:00 UTC ]
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Chatto & Windus has acquired two non-fiction titles on the subject of journeys. Publishing... Continue reading at The Bookseller
[ The Bookseller | 2013-04-09 00:00:00 UTC ]
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Hachette UK has appointed current vice-president of global consumer insight at EMI Music, Louisa... Continue reading at The Bookseller
[ The Bookseller | 2013-03-20 00:00:00 UTC ]
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Macmillan US has settled the consumer class action case over alleged ebook price-fixing, having... Continue reading at The Bookseller
[ The Bookseller | 2013-02-11 00:00:00 UTC ]
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Ingram Content Group has been in the direct-to-consumer business since 2003, and as more publishers sell directly to consumers and retailers’ online businesses grow, Ingram’s business has evolved to permit different types of fulfillment. Continue reading at Publishers Weekly
[ Publishers Weekly | 2013-01-26 00:00:00 UTC ]
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Hilary Mantel's Man Booker Prize-winning novels Wolf Hall and Bring Up the Bodies are to... Continue reading at The Bookseller
[ The Bookseller | 2013-01-23 00:00:00 UTC ]
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Three CEOs at this year's Digital Book World conference spoke about how they are reaching out directly to consumers and what they can do better. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2013-01-17 00:00:00 UTC ]
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Guy Kawasaki says traditional publishers need to 'think about maximizing sales not minimizing losses' and offers 10 strategies to put them back on the right path. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2013-01-15 00:00:00 UTC ]
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Aptly titled new Tumblr "Lousy Book Covers" collects the delightfully dubious achievements in jacket design. The book Spending Christmas With a Yeti is already at a marketplace disadvantage, what with that title, but then there’s the book cover. Oh boy, where to start. The real-life... Continue reading at Fast Company
[ Fast Company | 2013-01-10 00:00:00 UTC ]
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Children's publishers' digital Christmas strategies are already being unwrapped, with... Continue reading at The Bookseller
[ The Bookseller | 2012-12-17 00:00:00 UTC ]
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Random House UK has launched its first digital consumer campaign for Christmas on dedicated... Continue reading at The Bookseller
[ The Bookseller | 2012-11-28 00:00:00 UTC ]
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An unlikely band comes together to heroically achieve a goal. A writhing sequence of events beset with bloody struggles, mysterious moments, and difficult obstacles overcome. This is the story of how Houghton Mifflin, HarperCollins, and Yudu brought Peter Jackson's production of Tolkien's... Continue reading at Fast Company
[ Fast Company | 2012-11-21 00:00:00 UTC ]
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Pan Macmillan is the latest publisher to start offering creative writing tutoring. It will begin... Continue reading at The Bookseller
[ The Bookseller | 2012-11-06 00:00:00 UTC ]
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