Monthly Archives: March 2017

Marketers digital capabilities lag

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.

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Top marketing challenge? Proving ROI

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.

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Are brands out of touch with consumers?

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

Online advertising fraud out of control

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.

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