Conde Nast Biography Eerily Foreshadows Next Recession
A new biography of Condé Nast has more details about how his business setbacks affected him personally, leading me to ponder what the next recession will do to the publishing industry.
“Condé Nast: The Man and His Empire” by Susan Arnold builds on prior biographies of the pioneering publisher of Vogue and Vanity Fair with quotations from letters that Nast wrote to his second wife, Leslie Foster, who was 35 years younger than him. He describes professional disappointments that must have stung deeply after a storied career of building an international magazine empire.
The market crash in 1929 that ushered in the Great Depression hammered the value of Condé Nast Publications; its stock fell from a peak of $93 to $4.50 a share. He lost control of the company, but continued to run it while coping with health problems and a divorce from Foster.
When he died in 1942, his estate was valued at $21,600, while his debts totaled more than $5 million.
Condé Nast Publications recovered during the 1940s and 1950s under Nast’s successor, Iva “Pat” Patcévitch, who Nast had hired as a personal assistant in 1928 after meeting him at a party in Manhattan. The Newhouse family bought the company in 1959 — and the rest is history.
Nast’s personal debts, equal to about $80 million in today’s dollars, made me think about his terrible reversal of fortune.
Some of his financial woes must have been self-inflicted — or perhaps imposed in grueling divorce settlements. He had a reputation for living in luxury, an image he actively cultivated as an arbiter of taste, quality and style — Vogue incarnate.
While the Great Depression was ruinous for Nast, the Great Recession that followed the 2008 financial crisis was terrible for the publishing industry. Advertisers slashed their media budgets and prepared to endure an uncertain period. Print ads never recovered, as audiences migrated to digital media, mobile apps and social networks.
To spur the last recovery, central banks like the Federal Reserve slashed interest rates to record lows and started buying up assets, while the U.S. government went ever deeper into debt to fuel spending.
During the next recession, those policy makers are in a weaker position to stimulate the economy by urging more debt-fueled spending — which is President Trump’s current prescription as the federal deficit balloons past $1 trillion next year.
But no one has ever defied the business cycle, and this record-long recovery must end sometime. Publishers need to be prepared for that growing possibility.
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September 3, 2019 at 06:46AM
50 Content Marketing Influencers and Experts to Follow 2019
Content Marketing World 2019 is upon us. As the largest content marketing conference in the world, CMWorld brings together a stellar array of talented professionals who are filled with curiosity for future trends, marketing knowledge, and aspirations for new successes. For the past 11 years leading marketers from all over the world have gathered in Cleveland, Ohio for one of the world's strongest content marketing event, and this year is set to be the biggest and best yet. Readers of our blog know we have a long history with the conference starting at the beginning, with nine years of speaking and attending along with seven years of partnering with the Content Marketing Institute to develop speaker and influencer content marketing campaigns. Our partnership resulted in a interactive digital experience filled with show-stopping insights from top marketers who will be taking the stage this week. If you haven't yet experienced it, have a look here: Another TopRank Marketing tradition that has been imitated in recent years but never truly duplicated, is our annual list of content marketing experts ranked according to their social influence, a helpful compilation derived from the excellent 200-plus #CMWorld speakers. List Methodology: For this list we utilize the Traackr influencer marketing platform to filter the content marketing experts who are speaking at the current year's Content Marketing World conference using a large number of criteria including the relevance of the individuals to the topic, the degree to which their networks engage, the size of their networks, and other factors. Online data is pulled from blogs, Twitter, Facebook, YouTube, Instagram, SlideShare, Flickr and other platforms. The focus topic in question is most definitely "content marketing," and everyone included on this list is:
50 Content Marketing Influencers Speaking at CMWorld 2019BIG congratulations to Pam Didner for the top spot and to the other three in the top spots: Christopher Penn, our CEO Lee Odden, and Heidi Cohen. Congrats AGAIN to Ann Handley for being the Most Engaging Content Marketing Influencer out of this year's group of speakers, based on Traackr's analysis. Pam Didner @PamDidner Author, Effective Sales Enablement Presenting: 5 Creative Ways Content Marketers Can Better Support Their Sales Team Presenting: How to Leverage Your Existing Marketing Programs and Content to Enable Your Sales Team Christopher Penn @cspenn Co-Founder, Trust Insights Presenting: AI for Marketing: Specific Applications of Artificial Intelligence and Machine Learning to Enhance Your Marketing Campaigns Presenting: How AI Will Change Content Marketing Forever Lee Odden @leeodden CEO, TopRank Marketing Presenting: Content Marketing Fitness - 10 Exercises to Build Your Marketing Beach Body Presenting: How to Develop a B2B Influencer Marketing Program That Actually Works Heidi Cohen @heidicohen Chief Content Officer, Actionable Marketing Guide Presenting: The Continuous Content Distribution Playbook: How To Keep Your Best Content Visible and Viable While Saving Your Sanity Jay Baer @jaybaer Founder, Convince & Convert Presenting: Mouth Moves: How to Conquer the New Frontier of Voice Content, Alexa, and Smart Speakers Brian Fanzo @iSocialFanz Millennial Keynote Speaker, iSocialFanz Presenting: Press The Damn Button: How To Stand-Out From the Bad News and Fake News On Social Media Michael Brenner @BrennerMichael Keynote Speaker, Author & CEO, Marketing Insider Group Presenting: Content Marketing 101: Setting and Documenting Your Strategy and Building Your Team Andy Crestodina @crestodina Principal, Strategic Director, Orbit Media Presenting: Asking the Right Questions: How to Use Original Research for Valuable Content That Drives Business Results Presenting: How to Analyze Content Performance Using Google Analytics: From Basics to Advanced Presenting: Maximize the Value of Your Google Analytics Ian Anderson Gray @iagdotme Founder, Seriously Social Presenting: Strategies, Tools and Techniques to Level Up Your Impact and Authority Through Confident Live Video Christoph Trappe @CTrappe Chief Content Officer, AC Business Media Presenting: Publishing Forum: How Publishers Use Content Marketing to Monetize Their Audiences Julia McCoy @JuliaEMcCoy CEO, Express Writers Presenting: A Masterclass on Creating & Publishing Authority-Building SEO Blogs Bernie Borges @bernieborges CMO, Vengreso Presenting: Why You Need Content for Effective Sales Enablement Viveka Von Rosen @LinkedInExpert Chief Visibility Officer, Vengreso Presenting: A Whole New World - Reanimating your Desiccated Company Page on LinkedIn: Building Your Brand, Encouraging Employee Advocacy and Inviting Engagement with LinkedIn Pages. Ann Handley @MarketingProfs Chief Content Officer, MarketingProfs Presenting: What Do We Want? CONTENT. When Do We Want It? ASAP. Your Strategic Approach to Sane + Sustainable Success Erika Heald @SFerika Consultant, Erika Heald Consulting Presenting: Community Rx: The Proper Care and Feeding for a Highly Successful Online Community Presenting: How to Define and Document Your Brand Voice Dennis Shiao @dshiao Marketing Consultant, Dennis Shiao Consulting Presenting: Community Rx: The Proper Care and Feeding for a Highly Successful Online Community Drew McLellan @DrewMcLellan Ad Agency Owner & Consultant, Agency Management Institute Presenting: Agency Edge 2019: How and Why Clients Around the World Choose Their Agencies Robert Rose @Robert_Rose Chief Strategy Advisor, Content Marketing Institute Presenting: Welcome to Content Marketing World 2019 Presenting: Content Marketing Strategy For Agencies – How To Create, As Well as Deliver, Content Marketing Strategy To Clients Presenting: Technology Forum A. Lee Judge @ALeeJudge Global Digital Marketing Manager, Hexagon Geosystems Presenting: Content Marketing for the Robots (Search Engine Marketing) Andrea Fryrear @AndreaFryrear President and Lead Trainer, AgileSherpas Presenting: Failure is Feedback: How to Succeed at Agile Marketing by NOT Doing These Things Andrew Pickering & Pete Gartland @AndrewAndPete Co-Founders, Andrew and Pete Presenting: The Secret Rule for Getting Massive Content Marketing Results in a Fraction of the Time Katie Martell @KatieMartell Executive Director, Boston Content Presenting: Trust Fail: How Brands Can Earn Back the Trust of Skeptical Buyers Tom Martin @TomMartin President, Converse Digital Presenting: Turning Conversations Into Customers Jay Acunzo @jayacunzo Founder, Marketing Showrunners Presenting: Creativity Impossible: How to Avoid Stagnation and Consistently Exceed Expectations Juntae DeLane @JuntaeDeLane Founder, Ditgital Branding Institute Presenting: Why Your Brand Works In The “Real World” But Fails When Online Cathy McPhillips @cmcphillips Vice President of Marketing, Content Marketing Institute Presenting: Getting the Most From CMWorld 2019 George Stenitzer @GeorgeStenitzer Founder & Chief Content Officer, Crystal Clear Communications Presenting: How to Use AI to Unlock Secrets Inside Questions Matt Heinz @HeinzMarketing President, Heinz Marketing Inc Presenting: Customer Engagement Benchmarks: How Today’s Top B2B Brands Increase Action, Intimacy, Conversion & Loyalty Scott Monty @ScottMonty CEO & Principal, Scott Monty Strategies Presenting: Curate Your Way to More Subscribers Kristina Halvorson @halvorson CEO, Brain Traffic Presenting: How to Conquer Content Chaos Donna Moritz @SociallySorted Visual Content Strategist & Founder, Socially Sorted Presenting: Travel/Tourism/Hospitality Forum - The World's Biggest Visual Content Team: How to Leverage Key Visual Storytellers, Strategies and Tools to Better Manage and Share Your Destination Experiences Kathy Klotz-Guest @kathyklotzguest Founder, Keeping It Human Presenting: 185 Comics Walk into a Storytelling Bar… Tom Augenthaler @taugenthaler Consultant, 551 Media LLC Presenting: What the ... Influencer Marketing! Amy Higgins @amywhiggins Content Strategist, Salesforce Presenting: Charting the Course to a Career in Content Marketing Joe Lazauskas @JoeLazauskas Head of Marketing, Contently Presenting: The Content Marketer of the Future: 5 Big Traits You Need to Thrive in the Coming Marketing Revolution Aaron Orendorff @AaronOrendorff Founder, iconiContent Presenting: How Connecting Content and Commerce Is the Future (And Can Drive 1,447% B2C Growth) Arnie Kuenn @ArnieK Founder & CEO, Vertical Measures Presenting: Should You Fire Your Chief Marketing Officer? My Farewell Gift Learned From 13+ Years of Being CEO of a Digital Agency Leslie Carruthers @LeslieCarruther President, The Search Guru Presenting: Retail & eCommerce Forum Berrak Sarikaya @BerrakBiz Integrated Marketing Specialist, Yesler Presenting: So You Think You Want to Start an Online Community? What to Know Before You Open the Doors Joe Pulizzi @JoePulizzi Founder, Content Marketing Institute Presenting: Getting the Most From CMWorld 2019 Presenting: Keynote - MKTG 2030 Ardath Albee @ardath421 CEO, Marketing Interactions, Inc. Presenting: Personalization that Drives Profitable Engagement: Activate, Don’t Alienate Andrew Davis @DrewDavisHere Author, Brandscaping & Town, INC. Presenting: Loyalty Loop: How Small Content Adds Up to Big Business Presenting: Video Marketing Makeover: Transforming Boring Case Studies and Testimonials Into Stories That Inspire Action Ashley Zeckman @azeckman Senior Director of Agency Marketing, TopRank Marketing Presenting: Guardians of Content Vol 1: How to Scale B2B Influencer Content to Save the Galaxy Amber Naslund @AmberCadabra Senior Content Marketing Evangelist, LinkedIn Presenting: Disrupting Thought Leadership: What It Really Takes To Create a Personal Content Platform That Works Ian Cleary @IanCleary Founder, RazorSocial Presenting: A Strategic Step-By-Step Approach to Drive More Traffic and Conversions From Your Existing Content Presenting: Content Optimization & Distribution Strategies Amy Balliett @AmyBalliett Founder and CEO, Killer Visual Strategies Presenting: How to Achieve a 70% Conversion Rate Using Interactive Content John Hall @johnhall Co-Founder and President, Calendar.com Presenting: Maximize Your Time To Focus On What's Most Important For Your Company's ROI Buddy Scalera @BuddyScalera Associate Director, Social Media Safeguarding and Solutions, Novartis Pharmaceuticals Company Presenting: We Can Do Better: How to Be a More Effective Marketing Professional Marcus Sheridan @TheSalesLion Keynote Speaker, Author and Partner, IMPACT Presenting: The Perfect Content Marketing Organization: 7 Essential Qualities of the World's Most Successful Content Marketing Companies Amanda Todorovich @amandatodo Content Marketing Director, Cleveland Clinic Presenting: How to Transform Your Corporate Blog into an Owned MEDIA Platform Presenting: #CMWorld Cleveland Clinic Health Summit
Spread the Content Marketing Wisdom & LoveStatistical analysis, no matter how deep and well-researched, can only go so far in finding the people who you'll find the most helpful and influential in your daily professional marketing lives, which is why we'd love it if you'd please share the name of content marketers that influence you most in the comments section below. To further your own content marketing expertise, here's a bonus list of some of our best recent posts about content marketing:
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September 3, 2019 at 05:37AM
Avis, Ford Team To Connect Rental Cars
Rental cars are getting more connected.
Late last year, Ford and Avis Budget Group agreed to connect more than 35,000 Ford vehicles in the rental company’s U.S. fleet.
Connected vehicle car renters can manage their entire rental experience through the Avis mobile app, including what type of vehicle they want to rent, extending the rental duration and returning the vehicle without having to interact with anybody.
“With more than 100,000 connected vehicles in our Avis Budget Group fleet and growing, the relationship with Ford Commercial Solutions is a significant milestone to achieve a fully connected fleet by 2020,” Arthur Orduña, chief innovation officer, Avis Budget Group stated at the time.
Now Avis is expanding the connected car program, with plans to connect 14,000 Ford vehicles in the Avis Budget Group’s European fleet.
The connected cars also provide telemetry data in real time, including mileage, fuel level and vehicle condition updates so fleet managers can more quickly process data and do faster rental car turnarounds.
Over time, such connected vehicles will also connect to things around them, such as traffic lights and other vehicles. This is just another of the dots being connected within the Internet of Things.
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September 2, 2019 at 07:15PM
16 Can’t-Miss Acts at the Greatest Content Marketing Show on Earth: #CMWorld 2019
Come one! Come all! Come several! Come few! Step right up! Don’t be shy! You there in the back, with the funny hat, step right up! You over there with the earrings and the weird mustache, come on in! There’s room for everyone under the Big Top, and it’s time for the Greatest Content Marketing Show on Earth! That’s right, Content Marketing World is mere days away. There is no more exciting place for a content marketer to be next week than Cleveland, OH(sure, it would be great if it were in Hawaii next year, but Cleveland is not without its charms). There’s a lot to look forward to: The opening night festivities! The keynotes! The sessions! The potential to see amazing marketing geniuses do bad karaoke! If you’re headed to the big show, you have some tough decisions to make. There’s no way to see every must-see session live — there are 120 over just three days. But we’re here to help. Here’s our list of sessions we’re particularly excited to see. Use it to help guide your schedule-setting.
16 Can’t-Miss Sessions at Content Marketing World 2019Lee Odden and Amisha Gandhi Time: 9/3, 1:00 p.m. Lee is the CEO of TopRank Marketing (maybe you’ve heard of him), but editorial bias aside, he’s well-recognized as a leading authority on B2B influencer marketing. Lee is doing for influencer marketing what Joe Pulizzi did for content: Turning it into a disciplined marketing strategy that gets results. Amisha is the founder of the SAP* Global Influencer Program, responsible for creating and maintaining influencer relationships for a Fortune 500 brand, another pioneer in the B2B influencer marketing space. Put them together and what have you got? An intense working session that will equip you with plenty of practical experience to apply to your own program. Joe Pulizzi Time: 9/4, 8:15 a.m. Going to Content Marketing World and missing Joe’s keynote would be like going to the Vatican and missing the Pope. Joe continues to be one of the guiding voices of content marketing. He’s sometimes thought-provoking, sometimes controversial, sometimes downright shocking — but he’s never boring. Maliha Aqeel Time: 9/4, 10:15 a.m. Customers are demanding consistent, and consistently exceptional, brand experiences. To meet that demand, marketers must step out of their comfort zone and work alongside sales, customer service, and customer experience. Maliha Aqeel has been working to build a holistic brand model at Ernst and Young, and her insights here are sure to inspire. Dipanjan Chatterjee Time: 9/4, 10:15 a.m. Here’s your first difficult choice: Forrester Vice President Dipanjan Chatterjee is presenting his company’s research on marketing for voice interaction at the same time as Maliha’s presentation. If your organization is exploring the potential of voice search and smart assistants, this is definitely a can’t-miss session. Pick the one most relevant to your current needs, and catch the other one on the replay. Carlos Abler Time: 9/4, 11:20 a.m. We’ve followed Carlos’ emergence as a content marketing thought leader for the last few years, as he’s gone from up-and-comer to sought-after public speaker. His work with 3M* has been consistently excellent. This session seeks to turn content marketers into “social entrepreneurs” to deliver hyper-relevant content. Lee Odden Time: 9/4, 2:00 p.m. I may not be the most physically fit guy in the world, but my content marketing strategy is totally buff. It’s all thanks to Lee’s content marketing fitness regimen: It’s all about trimming the fat, getting back to basics, and avoiding the temptation of new shiny objects. This session will help you ditch your content marketing bad habits and become a lean, mean, ROI machine.
#7: What Do We Want? Content. When Do We Want It? Asap. Your Strategic Approach To Sane + Sustainable SuccessSpeaker: Ann Handley Time: 9/4, 3:05 p.m. Ann Handley is a brand unto herself. Her name is synonymous with entertaining, high-quality, educational content. Just read the description for her session for a preview of how charismatic, relatable and knowledgeable she is. Just as you should never miss a chance to hear Lee Odden talk about influencers, you should never miss Ann Handley talking about content creation. Zari Venhaus Time: 9/5, 10:15 a.m. Personalized content marketing at scale: That’s the dream. Martech is the only way we’re going to make that dream a reality. And until we have unlimited budgets, we’ll have to justify the expense of all that shiny new tech. As the Corporate Marketing Communications Director at Eaton, Zari has plenty of experience to bring to what promises to be a practical, tactical session. Robbee Minicola Time: 9/5, 10:15 a.m. Robbee is the Senior Director at Microsoft, so she’s bound to have the inside track on what’s happening with artificial intelligence. The idea of using AI for good — promoting diversity and inclusion in content, overcoming natural human biases — is particularly exciting to me. April Henderson and Laura Ramos Time: 9/5, 11:20 a.m. Data nerds, rejoice: April and Laura from Forrester Research are here to bring their insights about the evolving nature of B2B consumers. This session promises to teach five data-driven best practices in creating more empathetic content.
#11: Walking The Tightrope: Architecting Teams To Deliver Consistently Innovative Content Marketing ResultsSpeaker: Carla Johnson Time: 9/5, 11:20 a.m. If you’re in charge of a marketing team, this session is essential. Carla is a keynote speaker and an experienced practicing CMO who has worked with dozens of innovative brands. She’s had to take diverse groups and turn them into productive teams over and over again throughout her career. She’s sure to have fresh insights to help your team be more productive. Tameka Vasquez Time: 9/5, 12:20 p.m. Will AI replace content marketers? What skills should we be developing to survive and thrive as technology takes over? Are we freaking out a little too much? Tameka, Assistant VP of Marketing at Genpact, promises a refreshing new take on what machines mean to marketing. Amisha Gandhi, Tom Augenthaler Time: 9/5, 12:20 p.m. This session brings together an accomplished brand practitioner (Amisha Gandhi from SAP*), and a B2B Influencer Marketing consultant with a proven track record in the field. If you're just getting started with influencer marketing, or looking to level up to a more strategic, long-term program, this is the session for you.
#14: Disrupting Thought Leadership: What It Really Takes to Create a Personal Content Platform that WorksSpeaker: Amber Naslund Time: 9/5, 1:45 p.m. In a way, personal thought leadership is just content marketing with yourself as the client. Amber Naslund of LinkedIn* has been instrumental in developing the social media site as a platform for thought leadership. Their forays into long-form social and personal publishing have set a new standard for the industry. This session will help you choose the right topics, develop your personal voice, and distribute your content where it will get seen.
#15: Ushering In The Era Of Integrated Marketing: How (and Why) Content Teams Can Drive Organizational TransformationSpeaker: Shafqat Islam Time: 9/5, 1:45 p.m. Already comfortable with your personal thought leadership? Attend this 1:45 session and start thinking bigger about marketing’s role in your larger organization. As I said, businesses are starting to take a more holistic approach to marketing/sales/customer experience, and someone needs to drive the bus. This session promises practical advice on reforming your teams to meet the challenge. Ashley Zeckman Time: 9/6, 8:00 a.m. You’ll hear a lot about personalized, more relevant content throughout your Content Marketing World experience. TopRank Marketing’s own Ashley Zeckman offers one of the best ways to create that next-level content: Ongoing B2B influencer marketing at scale. Learn what brands like Dell* and Adobe* already know: How to co-create amazing content with influencers regardless of your industry or vertical.
See You Under the Big TopThe TopRank Marketing crew have brought you the best of #CMWorld for five years running, and we’re ready to bring the noise this year, too. We hope to see you there, but if you can’t make it, we have you covered. Look forward to liveblogs, tweetstorms, tons of takeaways and dozens of selfies. Subscribe now to stay up-to-date on Content Marketing World and beyond. *Disclosure: SAP, 3M, LinkedIn, Dell, and Adobe are TopRank Marketing clients.
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September 2, 2019 at 05:35AM
Digital Marketing News: Influencers Trusted More Than Friends LinkedIn Expands Audience Data New B2B Studies & More
Digital Marketing News: Influencers Trusted More Than Friends, LinkedIn Expands Audience Data, New B2B Studies & More
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August 30, 2019 at 05:31AM
Nissan Increases Involvement With College Sports
Nissan North America is increasing its involvement with sports, signing on as the official corporate partner of the NCAA.
The automaker is now in its 14th year of sponsorship of the Heisman Memorial Trophy Award and the Heisman Trophy Trust, says Allyson Witherspoon, vice president, marketing communications and media, Nissan North America, Inc. Now, Nissan will also be the official corporate partner of NCAA Men’s Basketball and the Final Four thanks to a two-year deal.
“This is kind of the next feather in our cap when it comes to college sports,” Witherspoon tells Marketing Daily. “We're covering all of the biggest sports moments, in the fall as well as the spring.”
The deal was presented to Nissan dealers at a national meeting in Chicago tonight along with the new Heisman House TV spots, the first of which breaks tonight on ESPN. The NCAA partnership officially begins Sept. 1 -- the first day of the NCAA’s academic calendar.
The new Nissan College Program will include partnerships with 33 of the most high-profile college athletics departments from eight key regions: Southeast, Central, Midwest, Atlantic, Northwest, Northeast, Mountain and West.
The relationship with the schools will extend beyond the basketball and football seasons and could involve other sports, Witherspoon says. Besides football and basketball, there are 22 other NCAA sports.
“There's a lot of opportunity for us depending on what the season is,” Witherspoon says. “So I think again we'll you know our focus will really be around football and basketball, but our relationship with those schools allows us to expand into other sports as well.”
As an official corporate partner of NCAA Men’s Basketball, Nissan will have a robust presence on linear television and streaming in the form of commercial inventory, in-game features and vignettes throughout the season. CBS Sports and Turner Sports jointly manage and collaborate on the NCAA’s Corporate Champion and Partner program.
Throughout the NCAA basketball tournament, digital will be a key space for Nissan to connect to consumers as they follow NCAA March Madness across all platforms and devices. On the ground, Nissan will have a robust on-site activation presence at the 2020 Men’s Final Four in Atlanta.
Now in its ninth year, this season’s Nissan Heisman House campaign features nine Heisman Trophy winners in a series of TV spots airing on ESPN beginning tonight and running throughout the college football season. The season’s opening spot, “Road to the Heismans,” will air during tonight’s UCLA vs. Cincinnati game and features the song “Boys Are Back In Town,” originally recorded by Thin Lizzy.
All 2019 Nissan Heisman House campaign spots were directed by Anthony and Joseph Russo, the Emmy Award-winning directors known most for their work on Marvel films and the comedy series "Arrested Development."
“The Heisman House campaign continues to be a tremendous opportunity for Nissan to creatively feature our robust vehicle lineup and innovative technology in front of the massive college football audience,” said Witherspoon.
This year's campaign includes five 45-second spots and five 15-second spots featuring the Nissan Rogue, Altima, Armada, Maxima and GT-R 50th Anniversary Edition. Nissan Intelligent Mobility also remains a major focus.
Nissan will again provide college football fans the opportunity to vote for their favorite Heisman Trophy candidates. Nissan’s fan vote -- the voice of the public -- is cast along with other Heisman voters from sports journalists and previous Heisman winners. Fans can vote through Twitter or at nissanheismanhouse.com via their mobile devices.
As in previous years, the Nissan Heisman House Tour, featuring a simulated Heisman House, will travel to different college campuses throughout the U.S. The Tour provides fans an opportunity to enjoy the Heisman House living room, take photos with the Trophy, and meet Heisman Trophy winners as well as ESPN on-air talent.VIDEO
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August 29, 2019 at 09:19PM
D2C Brands Have Higher Click-Through, Conversion Rates On Mobile
A study has found that direct-to-consumer (D2C) brand advertisers have higher click-through and conversion rates on mobile inventory than on desktop inventory.
The LiveIntent study analyzes dozens of D2C brands running marketing campaigns with LiveIntent, which reaches 250 million verified people monthly.
The findings suggest the click-through rate (CTR) for D2C brands is three times higher on phones than on desktop, and the conversion rates for D2C brands is 50% higher on phones than on PCs.
Kerel Cooper, SVP global marketing at LiveIntent, attributed a high CTR and conversion rate to the high usage rate of email on mobile compared to desktop.
In an email to Digital News Daily, Cooper said mobile devices were not optimized for actual purchases in the past, adding that D2Cs "have been pioneers in building mobile friendly purchase pages." D2C checkout pages have the "luxury of simplicity," he said, because D2C brands are often "singularly focused on one product -- a toothbrush or a mattress -- the simplicity lends itself to an easier check out than, say, a big box store, which has thousands of products to purchase.”
Mobile increases clicks and conversions and keeps costs down. The data shows that D2C brands have a 25% lower cost per conversion (CPC) on mobile inventory compared to the rate on desktop computers.
D2Cs have always spent heavily on marketing and advertising, Cooper said, because it was the only way to get around the disadvantage of not being in big-box stores.
“They need a hefty budget to create relationships with customers to make up for not being around foot traffic,” he said, pointing to changes in the D2C model that has become so popular.
Evidently the LiveIntent platform has been flooded with D2C brands that sell everything from apparel to furniture to wellness tools to bedding, he said. DTCs launch direct relationships with consumers when they understand how simple it can be to run acquisition campaigns in incremental inventory.
As for D2C product ads, they seem to perform best in consumer-focused publications like newsletters that are about shopping tips, travel news, or general news perform the best for D2C brands looking to find audiences -- driving conversion rates and clicks 5 times higher for D2C brands.
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August 29, 2019 at 02:23PM
Gartner Optimistic About Visual Search As An Emerging Technology
Visual search -- the ability to initiate a search query using an image captured by the camera lens on a mobile device -- has increasingly become a channel that can drive consumers from becoming aware of a product to making a purchase.
Gartner classifies visual search as an emerging technology, which puts it right on par with findings from eMarketer survey suggesting that few consumers "regularly" use it.
On average, only 3% regularly use visual search and only 10% have used it in the past, according to the findings. On the other site of the spectrum, 7% are familiar with the technology, according to an eMarketer ecommerce survey conducted in June 2019 by Bizrate Insights and published in August 2019.
Gartner Analyst Mike McGuire points to artificial intelligence (AI), which sits high on the list of transformational trends, as an important technology that supports visual search platforms like Google Lens, Google Apps for Android and iOS, and Prism.
Google, Microsoft, Pinterest and other augmented reality vendors continue to invest in visual search. Their platforms use computer vision and AI to identify the image.
“Marketing success depends on the maturation of these technologies and mature data and image metadata and tagging capability on the marketing team,” wrote McGuire in a report titled Hype Cycle for Digital Marketing and Advertising 2019.
ASOS, a U.K. online fashion retailer, already uses visual search. Its search tool, Style Match, integrates into the ASOS mobile app, so customers can zoom in on a man’s suit in a magazine picture, for example, and receive suggestions on similar suits, McGuire explains.
McGuire calls visual search a tool that will enhance the customer experience, benefiting brands most in e-commerce, content marketing, product and search marketing. Amazon also supports this media.
Earlier this month, Mondo released a study showing that 21% of the 1,000 marketers surveyed cite visual search as an important marketing strategy for their organizations through 2020. Visual search fell in line behind strategies such as experiential marketing, micro-moments, and motion design.
Gartner rated visual search as an “on the rise” strategy, along with over-the-top TV advertising, consent and preference management and personification. At the peak are advanced supply-side bidding, customer journey analytics, real-time marketing, conversational marketing, artificial intelligence for marketing, and customer data platforms.
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August 29, 2019 at 01:27PM
Academic Group Frustrated By Facebook's Data Difficulties
While they don't directly impact Facebook’s bottom line, the company’s ties to academia add an air of respectability to its vast mobile data-grabbing practices.
Threatening those ties, the Social Science Research Council is accusing Facebook of jeopardizing an existing data-sharing initiative.
First announced by Facebook in 2018, the effort was intended to encourage independent research into the role of social media in elections and democratic systems more broadly.
Among other benefactors, the effort has been funded by the Laura and John Arnold Foundation, the Democracy Fund, the William and Flora Hewlett Foundation, and the John S. and James L. Knight Foundation.
Now, however, the council’s backers are saying that technical difficulties associated with making data available to independent scholars have bogged down research efforts.
They say that 83 independent scholars whose proposals were selected for funding have been given access only to a portion of what they were told they could expect.
“This has made it difficult or, in some cases, impossible for them to complete the approved research,” the funders said in a letter to the SSRC.
The backers are also frustrated by what they see as Facebook’s inability to give a definitive timetable for when the full data set will be made available. The council has given Facebook until September 30 to turn over the promised data.
For its part, Facebook says it remains committed to the project.
In the wake of the Cambridge Analytica controversy, Facebook has been far more careful about giving third parties access to user data.
This summer, for example, the tech titandebuted
a market research app that prioritized transparency, data safety and participant compensation.
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August 29, 2019 at 07:01AM
PSFK Research Paper Launch: Exploring The Impact Of Wellness & Fitness Boom On Women’s Apparel
How apparel brands are activating to help consumers achieve their wellness goals and showcase their healthy lifestylesGet More Ideas With The PSFK Daily Newsletter
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August 29, 2019 at 06:32AM