Strategy

Strategy (116)

Public Skepticism Forces Brands to Take Steps to Build Trust

Marketers’ distrust of advertising platforms was highlighted in 2017 when Procter and Gamble CMO Marc Pritchard said the megabrand company was curtailing its digital marketing due to a lack of transparency and potential for fraud.

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Content Marketing Facing Challenges Amid Rapid Growth

Content marketing is growing quickly as brands seek to attract customers and generate meaningful data about individuals that can be used for targeted communications. At the same time, many brands are struggling to efficiently create highly targeted content.

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Retargeting Increasingly Viewed with Skepticism

Many marketers view retargeting as a powerful strategy for converting prospects into clients, but some marketers are growing skeptical of the practice. One firm has even launched technology for replacing retargeting ads with images of kittens.

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Leveraging Transactional Emails is Key to Engaging Clients

Combining promotional messages within transactional emails is increasingly being viewed as a powerful way to address growing challenges associated with digital marketing.

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eSports Growth Creates New Marketing Opportunities

The rise of eSports is quickly disrupting the common perception of video gamers as social misfits who typically live in their parents’ basements.

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Ad Blocking Becomes Marketing Opportunity

The use of ad blockers is continuing to grow at a rapid pace. While ad blockers may be causing frustration for many marketers, some firms are embracing the technology by launching novel web browsers or by providing perspective on how to engage individuals who have opted out of receiving advertisements.

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QR Codes: Can the Technology Still Catch Fire?

QR codes and other similar matrix barcode technologies for mobile phone scanning have had a checkered history. Recent developments, however, have some industry observers saying that use of the technology could still grow quickly.

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Retargeting Gaining Steam, But Has Room for Improvement

Retargeting and remarketing are growing in popularity as ecommerce firms roll out new services and brands seek to boost sales with strategies that offer high ROI.

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Facebook Ban of Third Party Data Causing Marketers to Rethink Advertising Strategies

The combination of the Cambridge Analytica scandal and the European Union’s General Data Protection Regulation (GDPR) has prompted Facebook to ban the use of third-party data when advertising on the company’s social media platform.

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