Fueled in part by a lack of transparency in the media buying process, the marketing industry faces a troubling rise in the number of fraudulent websites and bots that convert illegitimate traffic into ill-gotten revenue. The problem is so pervasive that it’s begun to skew data and give an inaccurate view of the digital marketplace. For brands, it means keeping an eye on where the money goes is more important than ever.
Netflix, Hulu, Amazon Prime, HBO, and Showtime provide valuable lessons for B2B marketers eager to ramp up their investments in streaming media.
Since 2015, this pasture-raised eggs producer, founded on principles for the humane treatment of farm animals, has grown its partner network from roughly 50 small family farms to approximately 200.
With 68 percent of U.S. homes owning pets, viewers of the Puppy Bowl and other animal-related programming are highly engaged, and often extend the conversation via their social channels.
Being relevant only gets a brand into the consideration set and means competing on price with competitors. But brands with a cultural magnetism create their own gravity beyond the functional dynamics of their category, resulting in a far deeper customer advocacy. Here’s how brands like New Balance, Delta Airlines, Michelob ULTRA, and Wendy’s use brand magnetism to build lasting connections with their customers.
With brands looking to achieve higher degrees of personalization while running multiple personalized campaigns in multiple markets, they won’t be able to keep up with the volume unless they have the right approach to content production.
To bolster the organization’s impact on cancer research, the V Foundation adopts a more aggressive approach to fundraising, one that emphasizes more rewarding and relevant experiences for donors.
Marketers’ overreliance on data has come at the expense of cultivating long-term planning and making emotional connections with consumers. Beware the perils of programmatic advertising.
Part of the problem? B2B brands are looking for a quick fix. But companies need up to a year to properly build a content marketing audience.
California’s data privacy law is a sea change for brands, enabling consumers to opt out of data sales and compelling marketers to track down any party to whom it has sold that consumer’s data during the preceding 90 days.
