What now for data-driven marketing?

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In a late-2017 Econsultancy survey, one in six brand marketers stated that “data-driven marketing that focuses on the individual” was “the single most exciting opportunity” for their organisation.

Following the Cambridge Analytica/Facebook scandal, though, things have changed. Concerns about public sentiment now override maximizing the use of consumer data, leaving data-driven marketing with an uncertain future.

Brand marketers still have a job to do, though, and many still feel that they are better off using data to help, even though they know that they have to tread carefully.

So how should marketers proceed in the current climate? How can they continue with their data-driven marketing plans?

To find out, I discussed the issue of data-driven marketing in 2018 with Alex Sibois, Managing Director APAC at Lotame and came up with the following suggestions: – Read

3 Ways To Monetize Social Media That Actually Work

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Everybody and their mother is using social media in some way these days – in fact, there’s now an estimated 2.62 billion active users of social platforms, and rising every day.

Heck, even dogs now have their own social media accounts.

However, it goes without saying that social media has significantly more potential than merely serving as a forum for sharing selfies and memes.

That potential is something that’s been recognized by nearly every company as an opportunity to help grow their business – many brands even feel ‘invisible’ without some type of social media presence.

In some ways, this is true – social media can be used as a powerful marketing tool by businesses in nearly every type of industry.

However, while social is a valuable marketing tools, the biggest mistake that most businesses make with their social media efforts is that they focus too much on vanity metrics.

How many followers do you have? How many likes or shares do you get? – Read

 

Are You Effectively Applying Digital Marketing In Your Organization?

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It’s natural to have confidence in your own approach to business growth. Confirmation bias encourages us to remain stagnant, and we sometimes follow advice from mentors without questioning it. But that confidence can lead you to keep making the same mistakes – especially when it comes to marketing automation.

It should be a simple goal: Build trust with your existing and potential clients based on the value you deliver. It’s possible that while you think you’re effectively pursuing that goal, you’re actually repelling potential clients unwittingly. Here are some of the most common mistakes to avoid with digital marketing. – Read

How to Grow Your Audience With Facebook Video Marketing

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Ever feel guilty spending hours on Facebook watching videos?

You’re not alone. According to one study, users consume as many as 100 million hours of video content each day on Facebook.

This makes Facebook video marketing a great opportunity for your brand to get in front of, engage, and grow an audience.

But while you may see the benefit, knowing how to use it to solidify your brand in the mind of your viewer can seem daunting.

In this article, I’m offering a few kick-ass tips to help you grow your audience and build your brand with Facebook video marketing! – Read

Is ‘measurement culture’ killing creativity?

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Data has redefined the marketing game in the last decade. Before, marketers would pump content out to their chosen medium and judge its success based on any increase in sales. Now, they sit on top of a pile of data that can tell them exactly how their campaigns are performing.

But is this ocean of data putting the focus of modern marketing too heavily on analysis, measurement and insight at the cost of creativity?

This seems to be a common view, according to a survey of 250 marketing decision-makers, with 72% saying that a ‘measurement culture’ is killing creativity. 64% said that the focus on measurable results meant that senior management were unwilling to support brand-building. – Read

Amazon’s Ad Boom

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Amazon’s US ad revenues hit $1.65 billion in 2017 and are expected to grow 48.2% this year. With the majority of product searches now initiated on Amazon, brands need to increase the visibility of their wares in the platform’s search results, according to L2’s Marketing Playbook report.

Traditional brands and large ad companies like WPP, Publicis, and Omnicom are all taking note of Amazon’s ad services. In fact, traditional brands now own more Headline Search Ads and Sponsored Products than either indie brands or Amazon’s own private labels. – Read

5 new ways to tell your brand story

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The digital era has transformed how PR pros must tell their stories.

In 2012, Coca-Cola declared that it was on a mission to “kill the press release” by 2015 and launched an ambitious brand journalism project to tell its own story. The result was Coca-Cola Journey, which transformed the company’s corporate website into a dynamic digital magazine and owned media channel that “makes (and sometimes breaks) Coca-Cola news.” While cutting down on press releases and corporate speak, Coca-Cola has managed to significantly boost its media coverage—and more importantly its audience engagement.

This example highlights how PR professionals need to fundamentally rethink the way they tell their stories. What methods can communicators use to ensure that their stories are not only heard, but also felt? – Read

In The Age Of Social Media, Should You Bother With E-Newsletters?

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Many marketers view e-newsletters as a kind of interesting relic or an outmoded stepping stone between newspapers and social media. They may pull their writers away from the weekly or monthly newsletter and focus them instead on social media. After all, you can post that same information online and reach your audience instantly, right? However, when used correctly, e-newsletters can still be a valuable marketing tool, especially in the age of social media.

In an almost mythic way, the greatest strength of social media marketing is also its greatest weakness. Social media is instant communication, but it is also fleeting. Your carefully written post about the latest development in your industry may reach thousands of people in a second. But by the next second, it is drowned out by a dozen other posts. – Read

6 trends shaping the digital advertising industry

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Digital channels are dominating the advertising market.

As the landscape expands, new avenues for distribution and, ultimately, new challenges are constantly presented.

What role will artificial intelligence play in the industry? Which channels will see the largest growth? How is data collection going to change?

Savvy brand managers must be aware of all these facets in order to develop a successful digital strategy. – Read

How Facebook ads target you

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Targeting ads, it turns out, is almost infinitely customizable — sometimes in surprising ways. The ads you might see can be tailored to you down to the most granular details — not just where you live and what websites you visited recently, but whether you’ve gotten engaged in the past six months, are interested in organic food or share characteristics with people who have recently bought a BMW, even if you’ve never expressed interest in doing so yourself.

Facebook made $40 billion in advertising revenue last year, second only to Google when it comes to its share of the global digital advertising market. Even with a recent decision to stop working with outside data brokers to help advertisers target ads based on things like offline purchases or credit history, this number is expected to grow sharply this year.

Here are some ways advertisers can target you through Facebook: – Read