Advertising & Marketing

While conventional marketing thinking says that customers prefer personalized marketing experiences and are willing to share more personal data to get that, but new research shows that it may not.

Ad blocking and avoidance have their most immediate effects on publishers that miss out on ad revenues they would otherwise have received from serving content to ad blocking users. Ad avoidance is just one of the reasons the average non-walled-garden publisher is struggling with ad-based monetization, and alternative revenue strategies have been gaining importance in recent years.

eMarketer principal analyst Nicole Perrin discusses the EU’s recent ruling on the Google ‘Right to Be Forgotten’ case, the impact of culturally relevant ads, Kik Messenger shutting down and more.

Retailers rely on a variety of marketing channels to engage customers. But identifying the most effective channels is a process, which requires establishing clear objectives and key performance indicators.

Consumers are often creatures of habit. They know the products and the brands they like—and getting them to try something entirely new can be a challenge.

Creating an alluring social media presence is a tried-and-true strategy for direct-to-consumer (D2C) brands. Not only is social media a cost-effective way to reach consumers, but shoppers are more likely to research a D2C brand by looking at its social content.

In his two years in the role, Dunkin' Brands’ CMO Tony Weisman has led the company through a rebrand, updating Dunkin’s image to reflect its growing beverage priorities; expanded brand partnerships, working with companies that may not seem obvious for a business focused on drinks and donuts; and become laser-focused on user-generated content (UGC).