Rob Limb argues that while the terms 'precision', 'predictability', 'fact-based decision making' and 'real-time contextual automation' are thrown around freely, marketers should still be focusing on the customers behind the numbers and ad tech.
Marketing, advertising & media intelligence
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Back in the early days of the internet, pop-up ads started, well, popping up. Originally, they were seen as a way for advertisers to fight against the early stages of banner blindness and get in front of users without being directly attached to the content of a website. But readers found them intrusive and annoying and, eventually, technology was developed to block them. And it's happening again as Ad Blocking software grows in popularity. So are the supposed evils of online advertising worthy of drastic action? Or is it another unfair stake in the heart of publishers already dealing with a digitally-inspired existential crisis?
Having already covered all aspects of retargeting from the basic to specialised in the Get with the Program(matic) series, AdRoll's Ben Sharp looks at how marketers can measure their results more effectively.
Future Tense: Fairfax's Simon Tong on bloody noses, the fallacy of clickbait and the benefits of scale
You notice you are feeling a little bit moodier than normal. Irritable and a bit down, with a hot feeling in your chest that you cannot extinguish. The smallest things annoy you. Your flatmate forgets to wash their dishes, someone forgot to buy milk, you drop something on the floor twice in a row, this goes on for a few days. And then you feel it, the dull ache deep in your lower stomach, which becomes more and more intense like that feeling you get from a dead arm, but transferred to your lower abdomen. You’re also breaking out and you feel bloated, fatigued and genuinely sick. Then, as you curl up on the couch in foetal position with a hot water bottle nursing your tummy, cursing mother nature for dealing you this monthly slap in the face, you switch on the television, and what do you see? An attractive lady in a pad/tampon ad, looking at the camera, sensually even, muttering something about absorbency as she proceeds to strut down the street in a mini skirt, and you think to yourself, ‘I hate this woman’. Period.
Winning hearts, minds and search rankings: how content marketing can fight against fallacies—and competitors
In a world where search engines are increasingly becoming the first port of call for people trying to find information, Colin Kennedy says serious, rational messages compete poorly with more emotive, conversational and down-to-earth content. And whether it's trying to compete for space with conspiracy theorists or trying keep your competitors out of the top spots, content marketing can help.
Idealog’s Jonathan Cotton on our oft-misplaced enthusiasm when overhyped technology doesn’t deliver what it promised and why from now on he’ll be taking the next big technology launch with a grain of salt.
This week, AdRoll's Ben Sharp looks at why creativity is integral to an effective programmatic marketing strategy.
Scoop publisher and editor Alastair Thompson on the disruption of online news advertising and Scoop’s subsequent steps to sustain its platform through the introduction of an ethical paywall, dubbed ‘Operation Chrysalis’.
Through a new content partnership between Marketo and StopPress, we look at how technology is being used to automate marketing processes and what this means for industry. First up, Marketo's Rob Cooke reckons that while the industry has evolved significantly since the '80s, some core principles still remain relevant today.
Michael Goldthorpe discusses the evolution/his changing understanding of direct marketing, otherwise known as DM, from when he was a youngster when those two capitalised letters meant one thing: Danger Mouse. And now, as an adult where technology has changed the game completely, where direct marketing is no longer just a targeted letter sent to your mailbox and finally, he discusses whether the fundamentals have really changed all that much.
Based on the latest out of Nielsen, Nick Butler reckons Kiwi marketers will soon be targeting 45-year-old Cantonese-speaking Polynesians living in Auckland who are looking after a toddler at the gym while watching a video on their mobile about which organic takeaways are the best match for the authentic Basque cider they bought online. Possibly.
The online numbers—both in terms of usage and revenue—keep going up. But that's being driven by the addition of devices, not the addition of people, says Nielsen's Tony Boyte. And it's important to understand how those people behave and what content they consume.
According to Pure SEO founder Richard Conway there are a few shady SEO agencies out there that businesses should be wary of. He provides a list of things to look out for to show when the alarm bells should be ringing.
Growth HQ founder James Kemp says that part of the reason why he likes marketing automation is because he's lazy. And it comes as an added bonus that it has also generated some favourable results for his business.
After a short chat with his war veteran grandfather, DDB chief creative officer Damon Stapleton was reminded of how powerful simple language can be.