What does it take to carve out a great marketing strategy? This is a question that begins with careful planning, along with some simple truths around your objectives and the ideas driving your message. Before you can begin to map out the practicalities of a campaign and allocate the right spend, certain questions must be taken into account - questions that will keep you from veering off track, and help steer your creative efforts in the right direction.
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It’s been a tough couple of months for ad tech. First, some of the world’s biggest brands were accused of inadvertently supporting extremism through their advertising, and now Ad Lightning’s latest Ad Quality Report for Publishers has found that over 40% of online ads are larger than the industry standards, slowing down websites and harmfully impacting viewability. In the face of this, it’s hardly surprising that more and more consumers are turning to ad-blockers to curb their frustrations.View full post
Strategic media planning is not what it once was. Not only is understanding consumer behaviors and attitudes now more of a challenge, the availability of data and the ability to apply complex analysis is transforming what’s possible.
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Al Ries famously said, “marketing is not a battle of products, it’s a battle of perceptions.” Successfully shifting consumer perceptions in today’s media landscape is no easy feat, a challenge that begins and ends with a deep understanding of your audience. For the marketing and advertising world of 2017, fast-moving digital trends are urging marketers to be bolder in their approach, sparking more data-driven campaigns and more audience-centric storytelling. In 2016, we witnessed some of the most innovative examples of consumer-focused marketing at work, giving us a glimpse into the agencies and brands that are leading the way.View full post