While brands shouldn’t abandon their traditional advertising strategies, they certainly do need tailored initiatives to engage with their audiences—especially as the media landscape fragments across platforms and services.
Big data sets don’t have rich details about actual people—from age, to income, to race and ethnicity—the way you do with a robust panel. These data sets, because they’re created by machine-to-machine transfers, also increase the possibility of waste and fraud.
Today, brands and content creators committed to making an impact with their messaging to Black consumers are demonstrating their commitment by collaborating with—and elevating—the HBCU community.
The growth of the influencer market is incredibly complex, with influencers at every different level. The key to success is choosing the best roster of personalities and maximising the effectiveness of this roster.
Good content is always the foundation of any influencer marketing. These best practices still hold true: Content must be relatable and authentic.
The arrival of the fall TV season and the return of football (with fans) combined to drive big viewership in September, with broadcast programming gaining 2 share points to represent 26% of total TV usage.
Given the environment, it’s not surprising that many brands are exploring the prospect of bringing their marketing analytics in-house. In the face of all that’s happening in the world, it’s not an irrational notion. But it needs to be executed in the right way.
Diversity and inclusion are critical components in today’s media, and the media industry is taking note, particularly when it comes to the demand for authentic television programming featuring the U.S. Latino population.
There’s no denying the allure of securing quick sales. But conversion-oriented marketing alone falls short in supporting long-term brand success.
Now is the time for marketers to prepare for a world without third-party cookies if they want to be able to outperform their competitors.