By Shawn Lim Raymond Soto, director of emerging tech at USA TODAY takes The Drum through the publisher’s experiment with augmented reality in 2020 as it sought to boost its audience and engagement growth. To help its journalists with their stories reach the best audience, USA TODAY’s emerging technology team, led by Soto, works with them to translate the narrative into an interactive experience that resonates. Soto explains there are experiences the Gannett-owned publication has developed and created that are part of a larger initiative, for instance its Women of the Century project, where the publisher highlighted three women who were instrumental in Read full story › Source: The Drum...
Read MoreBy Mike Nutley Fill in the form below to download the free whitepaper. <script type="text/javascript" src="https://form.jotform.com/jsform/203232765693358″> For many marketers, the Covid-19 pandemic has meant having to respond to changing circumstances faster than ever before. Audi has kept customers up-to date about changes to showroom opening conditions around the world as governments have modified their lockdown rules. Direct Line performed more experiments on its website in 12 weeks at the height of the UK crisis than it had done in the previous three years. TSB relaunched its friend referral scheme in six weeks. What all these companies have in common is they use an agile approach Read full story › Source: The Drum...
Read MoreBy Claire Feeney Fill in the form below to download the free whitepaper. <script type="text/javascript" src="https://form.jotform.com/jsform/202992872605362″> Third-party cookies are going away. But why? And what does this mean for marketers, publishers, and advertisers? The why There are four main drivers pushing changes to third-party cookie tracking: consumer expectations, laws and regulations, browser changes, and ad blocking. Consumers today genuinely care about transparency and trust from the brands with whom they spend their money. For example, 80% of audiences say they’re more likely to purchase from companies they believe protect their personal information. Beyond this trend in customer expectations, global laws, privacy regulations and major Read full story › Source: The Drum...
Read MoreBy Alice Paul It is nothing new to note that companies and brands are developing an increasing awareness around the importance of having an online presence. Since 2020, the ongoing pandemic has only exacerbated the need to move online. E-commerce has become a saving grace for businesses all over the world, enabling them to continue trading as other routes to market are cut off. One sector that has traditionally battled the move to online sales is luxury. The internet’s ubiquitous convenience, coupled with the inability to create the ‘desired’ sales environment, has typically been viewed as incompatible with a luxury brand’s identity. Founded Read full story › Source: The Drum...
Read MoreBy Ottavio Nava Though it got a good start in 2020, 2021 is the year branded content will truly come into its own according to Ottavio Nava, co-founder and chief executive at We Are Social Italy and Spain. To make a success of the medium, he says marketers should glean lessons from the likes of Ben & Jerry’s, Lavazza and Circles.Life. Branded content reached new heights in 2020. Long seen as a valuable add-on to marketing campaigns, and particularly effective when combined with traditional paid-for models, we are at now seeing just how powerful the medium can be as a strategic brand building tool. With Read full story › Source: The Drum...
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