How-to-cut-through-the-cognitive-marketing-platform-hype-to-realise-success

How to cut through the cognitive marketing platform hype to realise success

Posted on January 3, 2018

Consumers are surrounded by artificial intelligence, from the iPhone’s Siri to voice-first user-interface devices such as Amazon’s Echo to the emergence of autonomous vehicles through Google’s Waymo. The same is true for brands, which are bombarded by marketing technology platforms that tout how their latest artificial intelligence capabilities will give brands an edge in the marketplace and, above all, solve their marketing challeng...

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8-tips-for-getting-social-media-ads

8 tips for getting social media ads right

Posted on January 3, 2018

A friend recently complained to me that the targeted ads that persistently stud her social media feeds are not only disruptive but also frequently irrelevant. She uses social media primarily to keep track of friends and to follow artists and crafters that could offer her inspiration or technical knowledge. As she vented her frustration, I wondered why the ads she saw were still so consistently missing the mark despite the great leaps ...

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Apple-buys-app-development-service-Buddybuild

Apple buys app development service Buddybuild

Posted on January 2, 2018

Apple continues to ramp up its efforts to court developers by making it easier to create and iterate their apps for its platforms. The iPhone giant has now acquired Buddybuild, a Vancouver-based app tools startup that describes itself as “mobile iteration platform” focused on continuous integration and debugging tools — essentially giving an app development team a simple workflow for iterating and pushing their apps out into the world ...

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What-does-2018-have-in-store-for-marketers

What does 2018 have in store for marketers: Industry predictions

Posted on January 2, 2018

As 2017 comes to an end, it is time for those involved in the marketing industry to look forward to what the next 12 months could hold. From the growing ubiquity of AI and machine learning to the game-changing GDPR, 2018 promises to be just as eventful as its predecessor. We asked a range of industry professionals to gaze into their crystal balls and give us their predictions for what the new year has in store for marketers and ...

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How-agencies-are-adapting-to-continued-pressure

How agencies are adapting to continued pressures on their business model

Posted on December 29, 2017

The modern advertising agency is dead. Long live the modern advertising agency. Agencies are effectively mercenaries, independent entities hired to help a business conquer a market. That has always been the case and will remain the case in 2018. But recent pressures on agency business models are forcing these shops to shift how they serve clients and prove their worth. “The modern agency is going to have to really shift away from ...

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On-Facebook,-viral-reach-for-branded-content-ads-eclipses-standard-ads

On Facebook, viral reach for branded-content ads eclipses standard ads

Posted on December 29, 2017

If brands want to attract extra attention for their ads on Facebook, they may be better off paying a publisher or influencer to produce a branded-content post through their Pages and paying to promote that post as an ad instead of a post published to the brand’s own Page. On Facebook, people can extend an ad’s reach by sharing, liking or commenting on it, which can send the ad into their friends’ News Feeds. As a result of this ...

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Measuring-how-offline-marketing-drives-website-traffic

Measuring how offline marketing drives website traffic: The fundamentals

Posted on December 28, 2017

You may still favor “old school” methods to get the word out about your website. But how do you track this offline marketing? If you don’t measure the success of your effort, you’ll never know if it’s giving you a positive return. Fortunately, there are cloud-based solutions to help you with that. In this article, we’ll go over some of the ways you can track offline marketing with online tools. Set up Google Analytics and ...

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Thousands-of-major-sites-are-taking-silent-anti-ad-blocking-measures

Thousands of major sites are taking silent anti-ad-blocking measures

Posted on December 28, 2017

It’s no secret that ad blockers are putting a dent in advertising-based business models on the web. This has produced a range of reactions, from relatively polite whitelisting asks (TechCrunch does this) to dynamic redeployment of ads to avoid blocking. A new study finds that nearly a third of the top 10,000 sites on the web are taking ad blocking countermeasures, many silent and highly sophisticated. Seeing the uptick in anti-ad-blocking ...

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Group-of-seven-dominate-holiday-paid-search-advertising

Group of seven dominate holiday paid search advertising

Posted on December 27, 2017

New figures from Kantar Media’s AdGooroo platform show that an elite group of consumer brands dominated the click share in UK paid search advertising in the 2017 holiday season. The search marketing intelligence platform analysed google Desktop and mobile text ad activity on 990 top retail keywords from 1 November to 11 December. Among the most popular keywords for the period were ‘engagement rings’, ‘fitbit’, ‘washing ...

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Facebook-could-prevent-age-discriminating-job-ads-if-it-wanted-to

Facebook could prevent age-discriminating job ads if it wanted to

Posted on December 27, 2017

The ways in which Facebook’s advertising tools can be misused — and the fact that Facebook doesn’t guard them against such misuse — continue to come to light. Facebook and major companies including Amazon, Goldman Sachs, Target and Verizon used the social network’s ad-targeting options to run job-recruitment ads that were only targeted to people in certain age groups, according to a report published jointly by ProPublica and The ...

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