Social media is no longer a fresh-faced rookie on the marketing scene – a fun, easy and effective way to get your name out there – it’s now a primary business engine. We rely on it to generate leads, push sales, provide customer service and analyze complex data.
Globe Content Studio, as a division of a major news outlet that reaches 20 million Canadians a month, has worked with a broad array of advertisers across every industry. We’ve learned how they think about, execute and extract value from social platforms, which means we’ve seen a lot of what works …and what doesn’t.
Many brands both large or small, in fintech or flower arranging, online or IRL, tend to make the same social media missteps. Which isn’t surprising, especially in 2021. But here’s the biggest one – and how you can avoid it.Read More
Are you a marketer that wants to squeeze more from your agency? Do you feel like they should be doing more? Delivering better results? Turning things around faster?
All sound like good ideas, right?
What’s surprising in our experience is that while most marketers aspire to have their agencies deliver more, better and faster, their approach almost always ends up having the opposite effect. Particularly now.
Hit hard by the great resignation, agencies are already scrambling to retain employees and fill gaps left by those who’ve already left. And if you’re already feeling the effects as a client, stepping up the pressure and asking for more will likely only make a bad situation worse.
“Depending how hard agencies have already been squeezed, marketers could face rate hikes of up to twenty percent.”Read More
In recent years digital advertisers have been focused on brand safety; the act of preventing ad delivery in unsuitable environments. When running programmatic campaigns, inventory filtering is highly recommended to ensure brand suitability, but let’s not kid ourselves – inventory that’s “not brand unsafe” doesn’t exactly mean it’s an optimal placement.
So what can we do differently? How can advertisers maximize the relevance and impact of their advertising? Here are a few tactics that advertisers are currently using:
Page sentiment is the classification of pages into one of three signals: positive, neutral, and negative. A recent study from IAS found that 80% of ad viewers were more receptive to ads near positive sentiment content, 93% were more favourable to ads near positive sentiment content, and 24% were more likely to remember ads near positive sentiment content.Read More
As the world navigates yet another new phase of partial reopenings and potential lockdowns, we’re at a crossroads. It’s natural that marketers are trying to meet the next moment. But here’s what our latest research says: if your marketing message focuses only on the changes in front of us, you’re missing an important part of the picture.
During the pandemic–as people stayed inside–they went inward. They adopted new routines and rituals. They redefined their values and reprioritized their time. In other words: people did the work. They really like who they became and they want to keep that up.
Last year millions of new users in Canada turned to Pinterest to navigate their “new normal” and to stay engaged and inspired during the lockdowns. These are the five different personas that emerged during the pandemic:Read More
In this blog article, Arundati Dandapani of the Canadian Research Insights Council (CRIC), discusses some of the challenges and opportunities of cross-platform audience measurement. On September 21, 2021 the CRIC is hosting a free webinar called The Future of Cross-Platform Audience Analytics, at which the ACA’s VP, Media Policy and Marketing Capabilities, Judy Davey, will be speaking, alongside other thought-leaders.
A Fragmenting Media Insights Landscape
Researchers and brands grappling with “audience measurement” are often struck by the methodological differences between self-report diaries (where consumers reported their radio listening and television viewing habits in diary entries) and the passive measurement of media consumption behaviour with devices installed in people’s homes. While the medium might be the message for most brands or insight marketers, consumers don’t really care about the make and shape of content so long as it gives them what they need.Read More
You may have already noticed that digital marketing strategies have become more diverse these past few years. The focus has shifted toward social media, SEO, content marketing, visual marketing, and, more recently, AI or artificial intelligence. It is therefore critical for marketers to consider the role AI can play in their marketing strategies and business plans. Here are four areas in which AI can have a positive influence on your marketing plans:
1. It helps you better understand your customers
You already have tons of data, thanks to a variety of digital marketing touchpoints. You know a lot about your customers, their characteristics, what they like, and the types of content in which they engage. However, AI can take that data one step further, allowing you to process the information to improve your understanding of customers.Read More