Marketers today need fast feedback on whether their campaigns are likely to succeed or not. While automated pre-testing provides the opportunity to anticipate how well a campaign will perform, many will still want to check whether the in-market performance is on track for success and properly analyzed search and social data can help provide that feedback.  by Nigel Hollis

In the latest episode of "Behind the Numbers," eMarketer staffers consider recent regulatory changes covering internet access, and discuss the implications for platforms, marketers and consumers.

A few weeks ago I wrote about being authentic and genuine, both as a brand and a person. Unfortunately, there’s a downside to always being authentic, because that can lead to incredible rudeness.  How do you balance “being yourself” with being professional in the workplace?

One in three people—2.48 billion—worldwide used a social network in 2017, eMarketer estimates. Rising social network use in emerging markets in Asia-Pacific, Latin America and the Middle East and Africa drove an 8.7% gain over 2016.

On top of that are increasing operating costs and diminished revenue as a result of digital “badvertising” (fraud and middle men), along with the pressure to address issues like like social media addiction, and mental health problems attributed to social media.

Despite reporting strong financial growth and making attempts to expand its offerings beyond social media, the platform came under increasing fire from several quarters for various reasons, among them allowing offensive content to flourish and facilitating the purchase of discriminatory advertisements.

HispanicAd in association with Adam R Jacobson are proud to announce the availability of the 2017 Hispanic Social Marketing Report for our readers.

 

 

 

Burson-Marsteller and TSE Consulting, have published their second annual "Olympic Sports Social Media Ranking," which analyses the social media footprint of the International Olympic Committee (IOC) and its 40 International Sports Federations.

The practice of celebrity endorsements appears to be in trouble with at least one key demographic—millennials.

This set of interviews with top Chicago marketers on the topic of the challenges and opportunities of digital missed calling out the elephant in the room. Most digital campaigns lack what is required for them to be effective.  By Nigel Hollis

It’s no secret that in addition to traditional television, viewers also have access to a plethora of subscription video on demand content and virtual multi-channel providers. As the options for these streaming services have grown, so have the means by which viewers can view them on their TV screens.  Consumers, in turn, are taking action.

Univision continues to expand its original digital content with the launch of “¿QUÉ CREES?” (What do you think?), a social-first daily show dedicated to covering entertainment news, trends, celebrity news and gossip. “¿QUÉ CREES?” is created for YouTube and is designed to meet every pop-culture enthusiast needs.

Once upon a time, social media marketing was very different than it is today. Marketers could open a page on Facebook, write a bunch of fun posts and watch the fan count go up. But that all changed when Facebook began drastically reducing the reach of organic (nonpaid) posts.

In the fifth and final episode of our "Critical Challenges" series, we dig into the topic of brand safety, featuring highlights from our one-to-one interviews with top marketing executives from around the world.

An examination of Facebook and Instagram campaigns measured by Kantar Millward Brown finds longer-term brand impact is boosted when brands communicate in a more personable and human way. How do you do that? Think of the audience as human beings to be engaged not targets to be cajoled.  by Nigel Hollis

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