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On the second day of the Shop.org annual conference, Steve Lubomski, of H&M, presented two key case studies of their marketing efforts in the first half of 2012. The biggest was, of course, their SuperBowl campaign with David Beckham at the helm.
As half of the SuperBowl audience is women and not a lot of people cater to them, they took a chance with their first SuperBowl ad that lead them to garner almost 2 billion impressions in a month.
For steaming music subscription service Spotify, the web hasn't been all that important.
To play their favorite tunes, Spotify's users fire up Android and iOS apps, or download a Spotify desktop application.
But as the company looks to increase its exposure through social media and partnerships with companies like Yahoo, that's changing.
Marketing, by any reasonable measurement, is a fast-evolving industry. Many of the most sought-after roles today, such as social media marketer, didn't even exist a decade ago.
What does the future hold for digital marketing? One thing is for sure: more change.
For consumers in the United States wanting to give HBO their money for a subscription that doesn't require a cable bundle, the popular cable network delivered bad news earlier this year: thanks, but no thanks.
But HBO's response to the grassroots Take My Money, HBO! campaign didn't answer the question: can HBO ignore cord cutters forever?
Google may be online advertising's 800 pound gorilla, but using its digital dominance to push into traditional advertising markets has proven to be a real challenge.
In 2006, for instance, Google began trials of a platform designed to help advertisers more efficiently purchase ad inventory in newspapers.
In 2009, the search giant killed the offering. Ditto for a similar platform created to move radio ad inventory.
So perhaps it won't come as a surprise that Google has decided to throw in the towel on Google TV Ads, an extension to AdWords that made it possible for advertisers to "bring digital buying and measurement technologies to traditional TV advertising."
As the affiliate marketing industry is facing new challenges, affiliate management is becoming a progressively intricate endeavor. However, opportunities to market your business successfully through affiliate programs are now more plentiful than ever.
Today I am thrilled to bring you a Q&A with Kevin Edwards, former Chair for the IAB's Affiliate Marketing Council, and currently Strategy Director at Britain's largest affiliate network, Affiliate Window.
Consumers expect to be able to access video content as part of their online experience, but websites have to make sure the content fulfils some sort of objective.
It’s no good creating video content for your site without first coming up with a strategy and measuring its performance over time.
Our Online Video Best Practice Guide covers all you need to know about what's happening in online video, including best practice tips, platforms and techniques.
Here we summarise the section that looks at four key performance indicators that make for decent overall objectives...
This week it's all about sports and whiskey on our weekly showcase of The Dachis Group's Social Business Index.
Our focus is on two well-known brands – Olympic sponsoring footwear specialist and a drinks distributor – as analyzed by Stephanie Fuller of the Dachis Group team.
We've also taken a glimpse at the top twenty brands on the Social Business Index, a real-time ranking of more than 30,000 global brands based on their performance in the social space, to see how the biggest brands in social are faring.
Just 6% of UK consumers own a TV with built-in Wi-Fi despite the fact that in the past three years more TVs have been sold in the UK than there are households.
The findings come from a Deloitte survey of 4,000 UK consumers which also found that TV viewers will watch one trillion ads in 2012.
It adds to a growing body of evidence which suggests that connected TV is failing to catch on with consumers.
Up to 70% of homes have at least one way of connecting their TVs to the internet either through an integrated connection or through a games console, yet just 16% of respondents use their TV to watch catch up TV on a regular basis.
Almost half of respondents had never used their TV to watch video-on-demand. Furthermore, just 5% of respondents said they use connected TV apps ‘frequently’.
Thanks in large part to the popularity of video on the consumer internet, video has become a more important part of many companies' B2B content marketing strategies.
For obvious reasons, the process of creating an effective B2B video is a bit different than creating a B2C video, but that doesn't mean that it's an impossible undertaking.
The market for real-time bidding (RTB) may be a nascent one, but many experts believe RTB will have a significant impact on the ways marketers buy media and the ecosystem of companies in the space is growing rapidly as evidenced by our new Real Time Bidding (RTB) Buyer's Guide.
Although much of the RTB action has been in the display market thus far, the amount of RTB video inventory available is growing too and is expected to account for nearly a quarter (22%) of online video spend in 2013.
An age-old debate in marketing that has begun to rear its head once more: are effective marketing and adverting campaigns born out of art or science?
Creativity lies at the very heart of bringing a campaign to life, but in an era where marketing budgets are under the watchful eye of the board performance has to be measured to demonstrate an impact on business goals.
Recent research brought this to my attention, which found 80% of CEOs believe marketers are “too disconnected” from the financial realities of companies.