Explains the benefits of targeting and reach and explains key differences, such as how tight targeting can benefit short-term activation campaigns, whilst reach can be favourable for long-term brand growth strategies.
Mobile location marketing offers significant potential to augment consumer understanding and deliver more relevant advertising but brands need to be careful to be on the right side of the line between convenient and creepy.
Institute of Practitioners in Advertising, October 2018
Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
Ian James, WARC Best Practice, October 2018
Outlining the benefits of mobile location marketing and showing how organisations can deliver the mobile moments needed to win, serve, and retain digitally empowered customers that choose to opt-in to location marketing.
Dora Heinkel (†), Pia Blasé, Martin Oxley, Andre Schuenemann and Ralf Becker, ESOMAR, Congress, 2018
A global study revealed that, while consumers share their location data, most feel stressed or vulnerable when doing so. The findings also gave insights in how to appropriately address consumers’ privacy needs and concerns.
Brooke Hemphill, Event Reports, Advertising Week APAC, August 2018
Mass personalisation is considered the ‘holy grail’ of marketing communications. This article offers practice advice on using data to effectively target and retain customers using the ‘fish, catch, keep’ model.
Location data showing not just where someone is now but also where they’ve been in the past can be a highly effective way for advertisers to “nudge” consumers towards making a purchase, according to a new report from global media ...
NEW YORK: Dun & Bradstreet, the business information provider, is developing its offer around data, including segmentation and targeting, in order to accelerate conversion for B2B marketers, according to one of its top executives.
NEW YORK: Media giant Viacom has taken a significant step forward in the crowded and competitive arena of ad-targeting technology with the announcement that it has secured a new licensing deal with Fox.
This article, taken from the Warc Toolkit 2017 report, discusses how to achieve marketing effectiveness in the digital age by striking the right balance between close targeting and mass reach, and between short- and long-term strategies.
Mobbie Nazir, WARC Best Practice, November 2016
This paper explores the use of social within the roster of a campaign's media use; a broad term, it refers to a collective of online communication channels built on community-based input, interaction, content-sharing and collaboration.
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