Spending on digital channels continues to rise. At the end of 2016, global spending on digital advertising was set to top $180 billion, according to Magna Global, which projects double-digit growth through 2020. Unless advertisers improve their performance, they will need to outsource cam- paign development and execution, for which they will pay a heavy price in terms of consumer engagement. To add the most value, agencies need to improve their own capabilities, but the bigger opportunity lies in building long-term partnerships with their clients based on the development of mutual skills.
Advertisers are screaming bloody murder. First, it was click fraud, now it’s ads appearing on hate speech videos on YouTube and Breitbart. More and more I am hearing from clients who are fed up with online ads and it shows no signs of letting up. Continue reading
According to a survey, the top three marketing challenges of respondents is “proving the ROI of marketing activities”, “collaborating between departments/offices” and “adapting to changing consumer behaviors”. While proving marketing ROI remains a top challenge, marketing departments are struggling to keep up to pace with changing consumer behaviors.
Luxury brands may have to adjust their marketing. Today, most Millennials aren’t interested in spending their hard earned money for “status” brands as everyday brands close the gap with what luxury brands have to offer. Continue reading
A recent survey showed that 69% of Americans said business leaders do not understand the challenges they face in their life, the highest percentage of any country. Americans of all ages, incomes, and political leanings believe corporate America is headed in the wrong direction. They also want to buy from, invest in, and work for companies they consider to be just, and they consider employment issues to be the primary determinant of whether a company is just. Continue reading
It’s time to bury the myth that social media marketing can actually help brands achieve their marketing goals. The “so called experts” should be called out and so should marketers who followed their foolish, self-promotional nonsense. Continue reading
I like to take the pulse of online social media users, so a colleague of mine shares his media company’s research with me and the newest findings indicate that there could be a serious problem with facebook’s ads. Continue reading
Financial Times: Online advertisers are starting to wonder “what exactly they are paying for”. Although digital marketing is “vastly more efficient” than conventional advertising, because online ads on social media or websites can be tightly targeted at specific audiences the level of click fraud has brands asking if online ads are really worth the money.