Posts made in April, 2021

on Apr 1, 2021

By Jenni Baker Brands are increasingly expected to drive marketing messages forward with purpose at their heart – but how can they achieve this authentically to drive an emotional connection with audiences? According to Harvard Business Research, 64% of consumers say that when they connect with a brand, it’s generally because of a shared value. Now, because of that, it’s not surprising that 70% of CMOs see that having purpose in their marketing messages is a key priority. As part of The Drum’s Digital Transformation Festival, ‘The power of purpose’ panel, in partnership with Shutterstock, brought together creative minds to explore Read full story › Source: The Drum...

on Apr 1, 2021

By Kendra Clark Consumer packaged goods (CPG) companies will now have better insights into what ads actually translated to purchases and will be able to optimize their ad campaigns accordingly, thanks to a new partnership between Verizon Media and Catalina. Verizon Media is now the first demand-side platform (DSP) to integrate with Catalina’s powerful shopper data. For those unfamiliar with Catalina, the company has access to 236 million shopper cards, making it one of the preeminent suppliers of consumer package goods sales data. Verizon Media, meanwhile, boasts that its brands (including Yahoo!, TechCrunch and AOL) reach 900 million consumers across the globe. Together, Verizon Media Read full story › Source: The Drum...

on Apr 1, 2021

By Shawn Lim The issues of transparency, return of investments and brand reputation have diminished marketers’ faith in the leading social media channels. The Drum finds out how food and beverage firm Fraser and Neave (F&N) is adapting its social media strategy. Controversies around hate speech, online bullying, extremist content and fake news have demonstrated time and again that over-reliance on social platforms to reach customers can be dangerous for brand marketers. These controversies have had a negative impact on trust in some news sources, hurting the reputations of traditional media outlets, search engines, owned media and social media. The recent Edelman Read full story › Source: The Drum...