The growing investments in content marketing should be carefully scrutinized within a framework that optimizes the ROI of the content spend.
Consumers are living their lives mobile-first, so why haven't brands and marketers fully invested in the space?
As the factors driving the success of online ad campaigns continue to evolve, it's important that we continue to similarly evolve the means and methods by which we are measuring effectiveness.
Content marketing is shifting from experimental to mainstream, but some brands are skeptical. Here are three reasons why "tried it, doesn't work" could be an incorrect analysis of the situation.
With new behavioral datasets, direct response and search marketers view iGRPs as taking a step back in measurement. Here's why.
TV will become the next medium to be transformed by data-driven marketing. The wealth of digitally enabled data becomes relevant in the delivery of specific ads to specific households for TV advertising.
The Tencent and Alibaba mobile commerce war will continue to heat up and there will be a new competitor for Baidu in China and beyond.
An agency report detailed digital media trends for China, the third largest ad market worldwide. Here are 12 key facts extracted from the report.
Sophisticated audience targeting, propensity modeling, and cross-channel execution are all now in play in the mobile marketing space.
OMD executive Bhasker Jaiswal thinks so, and he shares four tips to help marketers develop a multiscreen media plan in China.