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.
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.
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.
There’s no denying the allure of securing quick sales. But conversion-oriented marketing alone falls short in supporting long-term brand success.
Nielsen’s EVP of Marketing Analytics Tina Wilson and American Family Insurance’s VP of Marketing Sherina Smith took the Brandweek stage to discuss the benefits that both short- and long-term initiatives deliver along the path to sustained brand viability.
The increasing appeal of podcasts to general audiences is exactly why brands and agencies need to be tracking engagement with them and leveraging the opportunities in their marketing strategies and campaigns.
To create engaging experiences for customers while garnering positive business results, marketers must continue to adapt and stay on their toes. Here are three ways how.
This issue of Podcasting Today presents an overview of who is listening to podcasts, how often they’re listening, as well as insights into the unique ability of podcasts to drive stronger brand recall than traditional forms of advertising.
Today, almost half (49%) of U.S. podcast listeners are light users: people who listen anywhere from one to three times a month. That’s a notable contrast from how the industry viewed the typical podcast listener five or 10 years ago.