Marketers: We Don’t Understand Our Tech Stack


Many advertisers are clueless about the media technology they're using to power much of their digital-media buying. That's according to a recent study by ID Comms, a U.K.-based media consulting company that runs agency pitches, media audits and offers cost tracking, digital media consulting and other services. The survey found that three quarters of respondents which included nearly 230 marketing, media and procurement professionals representing companies spending over $40 billion in advertising each year believe the most successful advertisers understand the impact of marketing technology on their business and have a strategy for making sure it adds value instead of complexity. Continue reading at AdAge.com

GroupM’s Rob Norman Retires After Three Decades — Well, Sort Of


Rob Norman, the outspoken global chief digital officer of GroupM, is leaving his full-time role at WPP's media investment group after more than three decades at the company. Norman, who had been CEO of GroupM North America before he took over the new chief digital officer role in 2012, will remain an advisor to GroupM and clients with a "reduced workload that allows him more time to pursue personal interests," GroupM said in a statement. He will leave the full-time role effective January 2018. Media is a tough business with its share of difficult moments, Norman tells Ad Age, and some keep at it because they have "unbound brilliance" or "unbound determination." Continue reading at AdAge.com

How to Define Purchase Intent in the Data Age


There's no question that today's marketers will be left behind if they're not using data in their digital advertising campaigns. The entire industry relies on both first- and third-party data when making their ad buys and targeting their audiences. However, despite understanding the power of data in theory, data providers and planners still lack clarity and confidence in the type of data they're using. Nearly two-thirds of marketers are not entirely clear on the origins of the data they employ in their ad campaigns. Beyond that, three-in-four marketers are not fully confident that the data they're using reaches in-market consumers. Recent events support the growing skepticism and mistrust when it comes to advertisers and data providers. Facebook has disclosed a series of measurement glitches that reflect material discrepancies between actual campaign performance and what was originally reported by the platform. Twitter has faced similar pressure from brands that are questioning Continue reading "How to Define Purchase Intent in the Data Age"

This Holiday Season, Make Your Marketing Merry and Personalized


Customer expectations will be at an all-time high this holiday season, which means marketers must work harder than ever to deliver bottom-line cheer. But there can still be good tidings for retailers (including brick and mortar). To meet customer expectations and overcome obstacles like increased competition from Amazon, deep holiday discounting and oversaturation of brand communicationsmarketers need to hone in on customer insights, digital marketing effectiveness and loyalty to understand what their customers really want. Don't let steep discounts alone be the determining factor for your success. Instead, consider these four strategies, supported by findings from Epsilon's 2017 Holiday Shopping Survey, that will help you know your customers better and reach them in the channels where they interact online and offline to drive meaningful customer engagement that lasts throughout the holiday season and beyond. Continue reading at AdAge.com

Chevrolet Scores with a Twitter Talk Show Tied to Soccer Sponsorship


Through exclusive content, fueled by Retweet to Subscribe and Twitter Moments, fans got the inside scoop and connection to Manchester United players they cravean experience only available on Twitter. The talk show delivered, making sure Chevrolet did more than stand out in timelines. During the series' first few weeks, the automaker connected with legions of football fans, racking up 44 million impressions for its videos and earning a 100 percent positive-to-neutral sentiment. Thanks to this campaign, Chevrolet expanded the possibilities of innovative video content on Twitter and, in the process, reinforced its brand identity among influential, passionate sports fans. Continue reading at AdAge.com

Your Tuesday Wake-Up Call: Cannes Gets an Overhaul. Plus, Brands Have a Hannity Predicament


Welcome to Ad Age's Wake-Up Call, our daily roundup of advertising, marketing, media and digital-related news. What people are talking about today: The Cannes Lions Festival of Creativity heard the industry's complaints. The event has gotten too big and too pricey, and it's scaling back. Ad Age's Lindsay Stein reports that Cannes is "trimming the event's length, cutting back prices and streamlining awards." The event in June will last five days instead of eight. It's getting rid of the Cyber, Integrated and Promo & Activation Lions. The price of a full-access "Complete Pass" is being trimmed by about $1,045 (but then again, the event is shorter, too.) All the soul-searching came after Publicis Groupe said it wouldn't participate next year, and WPP CEO Martin Sorrell called it "too expensive." Despite the changes, it's still going to be pricey: A ride to Cannes from the Nice Airport will Continue reading "Your Tuesday Wake-Up Call: Cannes Gets an Overhaul. Plus, Brands Have a Hannity Predicament"

How Alibaba’s Annual Shopping Event Raked in $25B


Every year on Nov. 11, Chinese internet giant Alibaba Group hosts the world's biggest shopping event, called Singles Day. Chinese consumers fill their online shopping carts beforehand and stay up until the clock strikes midnight to click the "buy" button, trying to catch the best deals before they sell out. Alibaba's event on Saturdayonce an unofficial Chinese celebration for the unmarried until Alibaba rebranded it as a Chinese take on Black Fridaybrought in $25.3 billion in transactions in 24 hours, up 39 percent from last year, which bodes well for Chinese consumer sentiment. Alibaba says 90 percent of sales during the event were on mobile devices. The number is even bigger if you take into account other Chinese retailers and e-commerce companies who have joined in. Alibaba's main rival, JD.com, hosted 11 days of sales culminating in Singles Day, with over $19 billion in total transactions. The are Continue reading "How Alibaba’s Annual Shopping Event Raked in $25B"