Reuters and Hyundai rolled out their "smart thinking" campaign , which links ads for the carmaker to stories pegged as featuring "innovation, forward thinking and intelligence." If today's story choices are an indicator, the methods used to pick the so-called smart stories may need some fine tuning
Reuters and Hyundai rolled out their "smart thinking" campaign, which links ads for the carmaker to stories pegged as featuring "innovation, forward thinking and intelligence."
If today's story choices are an indicator, the methods used to pick the so-called smart stories may need some fine tuning.
One Reuters story with the carmaker's ads, "Telefonica deal to challenge Slim on own turf," dissects the Mexican billionaire's failure to enter the European phone market, which seems to imply an example of not-so-smart thinking.
Another piece with the Hyundai ads, "British motorists face spy in sky monitoring," outlines plans in the UK to charge drivers to use roads. Some 1.8 million people in the UK have signed petitions against the scheme, aimed at cutting traffic in congested areas. The "smart" thinking in this story is elusive for a car company that presumably wants people to drive more, not less.
News stories about the ad campaign stressed the "separation of church and state" between ad sales and editors at the news service. That's a good thing journalistically, though Reuters and Hyundai may well benefit from having a wise editor or two to review the "smart" story choices.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT