This document provides an overview of omnichannel marketing strategies. It defines omnichannel as developing a customer-centered promotional approach through continuous communication across all communication channels to optimize long-term customer relationships. The document reports that interest in omnichannel strategies is surging as they are seen to drive real value. It identifies several competencies needed for marketers and publishers to succeed with omnichannel, including customer analytics, rich cross-platform content, and operational infrastructure aligned with customer engagement.
The Impact of Owned vs. Paid media April 2017Tom Collinger
The Medill IMC Spiegel Research Center at Northwestern University in partnership with Publicis Media conducted a study on the influence of Paid vs. Owned media on sales. The study looked at media and earnings data for 800 brands across 50 categories. This was a presentation given at the Advertising Research Foundation’s 2017 conference.
How fluent are you in paid media? The vocabulary that was once exclusive to the advertising industry has become required learning for today's top PR professionals. This quick guide defines key paid media terms and explains why they matter to all communicators.
Mobile Essentials: HCMC - Paid, Owned, Earned of Mobile MarketingDacey Calisura
Understand the Paid, owned and earned opportunities in mobile marketing. Presented at the Mobile Essentials event in HCMC, Vietnam on 27th October, 2015.
Copyright 2015.
wwww.vietnamdigitalacademy.com
info@vietnamdigitalacademy.com
www.vietnamworks.com
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach --or risk connecting with the fleeting customer.
Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.
While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.
”The Converged Media Imperative,” a new research report co-authored by Altimeter Group Analysts Rebecca Lieb and Jeremiah Owyang, explores today's media landscape, and provides a success checklist and actionable recommendations for converged media deployment.
A presentation given at the Direct Marketing Club of New York on the need for brands to embrace cross-device marketing. Plus a concrete plan to quickly adopt a cross-device posture in your marketing. Includes actual cross-device campaign case studies.
The Impact of Owned vs. Paid media April 2017Tom Collinger
The Medill IMC Spiegel Research Center at Northwestern University in partnership with Publicis Media conducted a study on the influence of Paid vs. Owned media on sales. The study looked at media and earnings data for 800 brands across 50 categories. This was a presentation given at the Advertising Research Foundation’s 2017 conference.
How fluent are you in paid media? The vocabulary that was once exclusive to the advertising industry has become required learning for today's top PR professionals. This quick guide defines key paid media terms and explains why they matter to all communicators.
Mobile Essentials: HCMC - Paid, Owned, Earned of Mobile MarketingDacey Calisura
Understand the Paid, owned and earned opportunities in mobile marketing. Presented at the Mobile Essentials event in HCMC, Vietnam on 27th October, 2015.
Copyright 2015.
wwww.vietnamdigitalacademy.com
info@vietnamdigitalacademy.com
www.vietnamworks.com
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach --or risk connecting with the fleeting customer.
Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.
While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.
”The Converged Media Imperative,” a new research report co-authored by Altimeter Group Analysts Rebecca Lieb and Jeremiah Owyang, explores today's media landscape, and provides a success checklist and actionable recommendations for converged media deployment.
A presentation given at the Direct Marketing Club of New York on the need for brands to embrace cross-device marketing. Plus a concrete plan to quickly adopt a cross-device posture in your marketing. Includes actual cross-device campaign case studies.
According to Forrester, consumers trust expert opinions 6x more than advertising when deciding what product to buy. But earned media is impossible to control and difficult to scale. Until now. Read this research paper from inPowered and Marketing Evolution to understand how major brand marketers are leveraging their earned media, written by trusted category experts, to drive serious lifts in brand favorability, advocacy, and purchase intent and achieve ROI 7-14x campaign investment levels.
The 2013 promise of “programmatic everywhere,” it seems, is rapidly becoming a 2014 reality.
This white paper, published in partnership with the Interactive Advertising Bureau, will explore the programmatic dynamics and present a snapshot of how publishers, marketers and technologists are “going global” in their practice of programmatic audience development across each of 12 markets.
As digital marketing budgets continue to grow, so do concerns over ad fraud, viewability and brand safety.
This whitepaper examines the top threats to ad quality and offers an in-depth view of Conversant’s holistic approach to ensuring the highest level of ad quality for its clients.
Topics include:
- Marketplace challenges and the damage poor ad quality can cause
- The necessity of advanced proprietary ad quality technology
- Conversant’s holistic 8-part solution
- Data's crucial role in preventing fraudulent activity
Giving an overview of why Paid Owned and Earned Media (POEM) is more relevant than ever before. Understand the what the channels are; reason for growth; and how to approach it.
Whether it’s advertising via old standbys like TV, newspapers and radio or newer media like mobile and online, earning consumer trust is the holy grail of a successful campaign, according to Nielsen’s latest Trust In Advertising report. The good news for advertisers is that consumers around the globe are more trusting now than they were several years ago. In fact, the study reveals that trust in online advertising is increasing, as is trust in ads on TV, radio and movie screens.
Word-of-mouth recommendations from friends and family, often referred to as earned advertising, are still the most influential, as 84 percent of global respondents across 58 countries to the Nielsen online survey said this source was the most trustworthy. Trust in advertising on branded websites increased 9 percentage points to 69 percent in 2013 as the second most trusted format in 2013, a jump from fourth-place ranking in 2007. Sixty-eight percent of survey respondents indicated that they trust consumer opinions posted online, which ranked third in 2013, up 7 percentage points from 2007.
“While TV remains the front-running format for the delivery of marketing messages based on ad spend, consumers globally are also looking to online media to get information about brands,” said Randall Beard, global head, Advertiser Solutions at Nielsen. “On the flipside, earned advertising channels have empowered consumers to advocate for their favorite brands, something that shouldn’t go unnoticed by brand advertisers.”
Demystifying Social Business Trends for the Insurance IndustryCognizant
We explore how the insurance industry can embrace social media and networking. Far beyond a mere marketing channel, social business in insurance can be used to recruit employees, design products, collaborate, analyze, and much more.
What's Driving Digital Marketing in 2014? Conversant ResearchConversant, Inc.
A major Conversant research study evaluating
attitudes, plans and actions of both brand
marketers and agencies reveals a shift in focus
among marketers in 2014. As pressure for driving
results becomes stronger, marketers are moving
away from piecemeal tactics and experimentation
and doubling down budgets on those strategies
and tactics that they can count on to deliver a
higher return in the coming year.
DIMENSION 2018 - Momentum towards IntegrationKantar
Now in it's second year, Kantar Media explores the key communication planning, buying and measurement issues faced by the industry from the twin perspectives of the industry’s leaders, and the consumers they are trying to reach.
Posted by Dave Hochman Owner of DJH Marketing Communications, Inc., a PR & Content Marketing firm located at the Jersey Shore. Contact us at djhochman at djhmarcom dot com
Programmatic Everywhere: Data, Technology and the Future of Audience Engageme...ANTS
This white paper would not have been possible without the significant contributions of more
than 260 executive-level thought leaders—including sponsors, contributors and reviewers
representing all segments of the advertising, marketing, media and technology industries. In
particular, Winterberry Group is grateful to our research partner, the Interactive Advertising
Bureau, as well as the following sponsors for their generous support of this research initiative
According to Forrester, consumers trust expert opinions 6x more than advertising when deciding what product to buy. But earned media is impossible to control and difficult to scale. Until now. Read this research paper from inPowered and Marketing Evolution to understand how major brand marketers are leveraging their earned media, written by trusted category experts, to drive serious lifts in brand favorability, advocacy, and purchase intent and achieve ROI 7-14x campaign investment levels.
The 2013 promise of “programmatic everywhere,” it seems, is rapidly becoming a 2014 reality.
This white paper, published in partnership with the Interactive Advertising Bureau, will explore the programmatic dynamics and present a snapshot of how publishers, marketers and technologists are “going global” in their practice of programmatic audience development across each of 12 markets.
As digital marketing budgets continue to grow, so do concerns over ad fraud, viewability and brand safety.
This whitepaper examines the top threats to ad quality and offers an in-depth view of Conversant’s holistic approach to ensuring the highest level of ad quality for its clients.
Topics include:
- Marketplace challenges and the damage poor ad quality can cause
- The necessity of advanced proprietary ad quality technology
- Conversant’s holistic 8-part solution
- Data's crucial role in preventing fraudulent activity
Giving an overview of why Paid Owned and Earned Media (POEM) is more relevant than ever before. Understand the what the channels are; reason for growth; and how to approach it.
Whether it’s advertising via old standbys like TV, newspapers and radio or newer media like mobile and online, earning consumer trust is the holy grail of a successful campaign, according to Nielsen’s latest Trust In Advertising report. The good news for advertisers is that consumers around the globe are more trusting now than they were several years ago. In fact, the study reveals that trust in online advertising is increasing, as is trust in ads on TV, radio and movie screens.
Word-of-mouth recommendations from friends and family, often referred to as earned advertising, are still the most influential, as 84 percent of global respondents across 58 countries to the Nielsen online survey said this source was the most trustworthy. Trust in advertising on branded websites increased 9 percentage points to 69 percent in 2013 as the second most trusted format in 2013, a jump from fourth-place ranking in 2007. Sixty-eight percent of survey respondents indicated that they trust consumer opinions posted online, which ranked third in 2013, up 7 percentage points from 2007.
“While TV remains the front-running format for the delivery of marketing messages based on ad spend, consumers globally are also looking to online media to get information about brands,” said Randall Beard, global head, Advertiser Solutions at Nielsen. “On the flipside, earned advertising channels have empowered consumers to advocate for their favorite brands, something that shouldn’t go unnoticed by brand advertisers.”
Demystifying Social Business Trends for the Insurance IndustryCognizant
We explore how the insurance industry can embrace social media and networking. Far beyond a mere marketing channel, social business in insurance can be used to recruit employees, design products, collaborate, analyze, and much more.
What's Driving Digital Marketing in 2014? Conversant ResearchConversant, Inc.
A major Conversant research study evaluating
attitudes, plans and actions of both brand
marketers and agencies reveals a shift in focus
among marketers in 2014. As pressure for driving
results becomes stronger, marketers are moving
away from piecemeal tactics and experimentation
and doubling down budgets on those strategies
and tactics that they can count on to deliver a
higher return in the coming year.
DIMENSION 2018 - Momentum towards IntegrationKantar
Now in it's second year, Kantar Media explores the key communication planning, buying and measurement issues faced by the industry from the twin perspectives of the industry’s leaders, and the consumers they are trying to reach.
Posted by Dave Hochman Owner of DJH Marketing Communications, Inc., a PR & Content Marketing firm located at the Jersey Shore. Contact us at djhochman at djhmarcom dot com
Programmatic Everywhere: Data, Technology and the Future of Audience Engageme...ANTS
This white paper would not have been possible without the significant contributions of more
than 260 executive-level thought leaders—including sponsors, contributors and reviewers
representing all segments of the advertising, marketing, media and technology industries. In
particular, Winterberry Group is grateful to our research partner, the Interactive Advertising
Bureau, as well as the following sponsors for their generous support of this research initiative
Developing effective value creation in digital advertising. Focuses on how programmatic media buying strategy can identify value which enables brands to build upon customer relationships. By aligning operations and analysis around overall marketing strategies programmatic media industry participants can increase the vale they provide.
Social Media a platform to increase sales & visibility - WhitepaperNIIT Technologies
Insurers are considering it extremely critical to monitor all social media activity relating to business, products and brands. Though return on investment for social media initiatives can be difficult to measure, the benefits of communicating with clients regularly creates a consistent message. This whitepaper examines the areas where social media has a significant impact.
The creative process for programmatic: A guide for marketersIAB Europe
Brands can find more success with programmatic if they build their creative strategy using the data from their programmatic campaigns. This guide helps marketers and agencies understand how to connect the dots between data and creative, and equips them with a 5-phase framework to make this a reality in their next campaign.
Il processo creativo da implementare per il programmaticEffie Italy
questa completa presentazione di Doubleclick, esplora il processo da attuare per ottenere una creatività che possa ottenere il massimo dell'efficacia, quando inserita in un processo di programmatic planning
ANA programmatic-financial-fog 22-5-17Brian Crotty
A new study of programmatic media trading was released last week. The study, entitled “Programmatic: Seeing Through The Financial Fog” is a joint initiative between the primary US advertiser trade group the ANA, its Canadian equivalent the ACA, Ebiquity (EBQ.L, N/R) and Ad/Fin, and was undertaken to investigate costs and economics of programmatic advertising ecosystem. The study is relevant to digital media technology owners large (i.e. Alphabet’s Google (GOOGL, Hold) and small (i.e. The Trade Desk (TTD, N/R), to digital publishers, agency holding companies including IPG (IPG, Hold), Omnicom (OMC, Hold), Publicis (PUB.PA, Hold) and WPP (WPP.L, Hold) and providers of measurement and data services such as Nielsen (NLSN, Hold) because of the benchmarks the study provides and because of the implications the study suggests about the industry’s evolution.
Babelfish articles oct 16 mar 17 28-3-17 reduxBrian Crotty
In a world where it is increasingly difficult to keep up, let alone stay ahead, I am sharing a collection of meaty articles that passed my screens over the last 6 months. I have divided into 6 topics - The first articles in each section are important reading for those who can´t afford to tread water.
Sharing a collection of articles that I found interesting over the last 6 months - First 20 are important reading for those who can´t afford to tread water.
Sharing a collection of articles that I found interesting over the last 6 months - First 20 are important reading for those who can´t afford to tread water.
Winterbury Group / IAB: Omnichannel Audience Engagement June 2013
1. Taking Cues From the Customer:
“Omnichannel” and the Drive For
Audience Engagement
A WINTERBERRY GROUP WHITE PAPER JUNE 2013
WITH THE
SUPPORT OF
IN PARTNERSHIP WITH