In the digital age of AI and automation, our world is more connected than ever before. Yet, genuine human connection is rare and therefore particularly valuable. As marketers, we always look for ways to understand our audience better in order to be able to offer relevant solutions and services. Searching for real, empathetic communication beyond […]
In a world of information overload, aggressive marketing strategies in an attempt to capture your audience’s attention often fail. If your campaign goes unnoticed, your marketing efforts feel irrelevant. In the end, when the right message does not reach the right people at the right time, it means a hard-earned advertising budget goes to waste. […]
It’s the rule of the game – brand success in advertising depends on how engaged your audience is. But what determines if individuals are truly engaged with your ads? While viewability remains device-centric rather than human-centric, it alone cannot accurately measure the true level of human attention given to advertising. This is where attention metrics […]
In Part I of our publication, we introduced you to some actionable tips by Kantar that can help you strengthen your brand equity. Why is this such an important topic for us marketers? Because the greater the equity, the more desirable the brand is amongst consumers, retailers and employees; the more seamlessly it can fence off competitors; […]
An effective brand strategy will help you define your market position, understand customers better and create revenue growth. However, are you torn between performance marketing and brand building? Wanting to invest in your brand’s future but also to secure the bottom line and ROI? In either case, the struggle is real – and happens on a […]
Did you think that the past twelve months of paid advertising activity would be marked by reduced spend and lower performance metrics? Metadata, the first operating system for B2B marketers, hypothesized so, too – only to admit that they were wrong. In their newly released B2B Paid Social Benchmarks report comparing “pre-recession” 2022 to “post-recession” […]
Do you have a favourite soft drink/chocolate/coffee brand? Guess what – the one that immediately comes to your mind holds the most brand equity with you. According to a Gartner study, 81% of organizations expect to compete based on customer experience. And what is brand equity? It’s the epitome of customer experience – how consumers think and […]
Do you know that platform plays the biggest role in how much your creative can achieve? When it comes to attention as the new currency for advertising, we look up to Prof. Karen Nelson-Field and her expertise. Recently, she presented on two interesting stages – Cannes in Cairns 2023 and the ThinkPremiumDigital event. At the latter, together with […]
What do fine dining and the number of clicks on your ad campaign have in common? Quite a lot, it turns out, but only for the marketing gourmands out there who can tell the difference. For every $3 spent on digital ads, $1 is lost to ad fraud. Therefore, according to Dr. Augustine Fou, a renowned independent […]
“Data is the new oil” – nowadays, we keep hearing what British mathematician Clive Humby once said back in 2006. It rings true even more in light of the latest developments in generative AI and the increasing concerns regarding the use of consumer information. Data is indeed the new oil of the digital economy. How […]