A weekly round-up of the industry’s top stories and research curated by the ARF.
Editor’s note: The two pieces from Think with Google and Digiday discuss two perspectives on AI (Artificial Intelligence) and marketing.
Sponsored by IBM Watson Marketing
More than half of the executives surveyed in a 2017 PwC report said that AI solutions were already increasing their companies’ productivity. As usual, marketers are at the forefront, embracing AI at a particularly rapid pace.
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Editor’s note: A Marketing Science Institute (MSI) Best Paper Award Winner (short summary)
As marketers’ use of big data is increasing, their data management efforts may increase customer data vulnerability or at least perceptions of susceptibility to harm. Yet most firms have little insight into the potential negative ramifications of their big data efforts or how to prevent them.
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Avoiding ads is increasing across all platforms. There’s never been so many ways to advertise to customers – or for them to avoid advertising. Among the issues discussed were understanding and measuring ad avoidance and finding solutions, as well as how this impacts youth and women audiences.
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Effectiveness is the key measure by which all marketing should be judged, but what is the secret to creating effective marketing? While it clearly depends on the brand and its objectives, there are threads that run through the best marketing, whether it’s a clear strategy, a creative idea that stands out from the crowd or results marketers can measure.
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We marketers are always experimenting with new content formats and new vehicles. And lately, the trend is moving toward longer pieces and more fleshed-out, substantive ideas. Here are a few examples I’ve seen just these past few weeks. Many of these projects have been developed in partnership with established publishers, too.
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More than one in four American adults (26%) reports going online almost constantly, according to Pew Research Center. Another 43% go online several times a day, 8% once a day, 11% less than once a day, and another 11% do not go online at all.
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The automotive industry is much more than just about driving a vehicle, it is an extension of your home, office, and life. With autonomous driving, shared services, electric vehicles, and artificial intelligence (AI), there is information on the latest trends and strategies to market auto brands to buyers.
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Two critical aspects of ad effectiveness are attention and engagement. Greater attention coupled with greater engagement leads to greater brand recall and purchase intent. But in this distracting and fragmented media world, these metrics have been difficult to quantify and measure. How does a marketer capture consumer attention to an ad and make a positive connection with that consumer to the product advertised?
Google’s answer to ad blockers is simple: Just ask consumers to turn them off. Surprisingly, this seems to be working, at least for publishers that have participated in Google’s Ad Choices program. The initiative gives publishers technical tools to identify users who have ad blocking software enabled, and then address them directly with customized messaging.
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People are becoming more suspicious of sharing data through third parties.
According to a recent Vision Critical survey of digital buyers in North America, 80.1% of respondents said they would be comfortable sharing personal information directly with a brand for the purposes of personalizing marketing messages. But just 16.7% said they would be OK with sharing this type of information through third parties.