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Competitive Edge
Creating your Unique Value Proposition to gain your Competitive Edge.
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Ridiculous ads that mean nothing

Ridiculous ads that mean nothing | Competitive Edge |
Native advertisements should tell compelling narratives that are tailor-made to contextualize the brand for a particular audience in a way that makes the brand personally relevant to that audience.

When discussing (editorially) native advertising we focus too much on how integrative it is instead of how relevant it is.

Let's start with the same definition of native advertising from Forrester we've used in the previous article.

Any form of paid or sponsored content that directly and transparently contributes to the experience of the site or platform where it appears, by aligning with the format, context or purpose of that site or platform’s editorial content.

Emphasis is placed on how the content aligns with and contributes to the experience of the site or platform where it appears, instead of how it aligns with the advertiser's brand and how relevant it is to the goals of the advertiser.

To read the full article, click on the title.

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Via Marty Koenig
Marc Kneepkens's insight:

Totally agree with Marty. Relevancy is what it's all about.

Marty Koenig's curator insight, January 27, 2014 11:37 AM

All I can say is THANK YOU THANK YOU THANK YOU. Its about time someone talked about relevancy, authentic-ness and engagement in advertising, versus exposure for the sake of exposure - the outdated way.

The author is singin' my tune all the way. 

Scooped by Marc Kneepkens!

6 Basic Mistakes Marketers Make About Big Data

6 Basic Mistakes Marketers Make About Big Data | Competitive Edge |
Sure, we're all suffering from big data fatigue. But try to forget that for a moment. The real “eureka” behind big data is this: Having information is no longer confined to merely understanding the past.

Now — for the first time — big data offers marketers the ability to predict the future, and thus make smarter allocation decisions today. Voilá.

It may be the biggest step yet toward fulfilling one of every CMO’s deepest desires. McKinsey calls it "the biggest game-changing opportunity for marketing and sales since the Internet went mainstream 20 years ago." And researchers at MIT found that companies injecting big data and analytics into their operations achieve, on average, 5 to 6 percent greater productivity and profitability than their peers.

Yet many marketers misread the value, impact and urgency of applying big data — and by extension, advanced marketing analytics. (For a deep dive, a good read is the newly-published Big Data: A Revolution That Will Transform How We Live, Work and Think, by Ken Cukier, Data editor of The Economist and Viktor Mayer-Schoenberger, professor at the Oxford Internet Institute, and the recent Harvard Business Review cover story "Advertising Analytics 2.0" by Wes Nichols.)

Below are six mistakes that marketers make about big data:

To read the full article, click on the title...

Market Research Guide:

Marc Kneepkens's insight:

Very good points, with the ever changing tools, data and circumstances, interpreting big data for marketing purposes has been very different. Good article.

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