During my visit toAdvertisingWeek New York, two topics grabbed my attention. Ad blocking, and marketers’ use of data to target audiences. One big question emerged again and again during the conference and in hallway conversations: Is ad blocking symptomatic of the overexploitation of user data? And what about the rise of Programmatic? The numbers confirms the trends: according to astudy from IAB Canada and Comscore, released in May 2016, one in six people in Canada will use an ad blocker; the ratio is an even higher 28% for male millennials, a demographic that is highly sought-after by marketers.
Machine learning. I’m sure I’m not the only one who’s starting to hear this term almost every day… In the news, in your professional life, in heated weekend debates, and from your geekiest, most visionary friends… There’s no doubt, it’s definitely a hot topic these days.
With their strong, engaged communities, influencers and YouTubers offer brands such attractive marketing opportunities that you could now refer to influence as an industry. Questions surrounding the quality of content, selecting the right communities, and brand fit have largely been covered. Also, although they still aren’t unanimous, best practices for how companies deal with influencers, as well as how influencers deal with their audiences, have evolved and been refined over the past few years, following the growth of the influence 2.0 phenomenon.
At the beginning of 2015 Adviso was mandated by Arctic Gardens, leading processor of frozen vegetables in Canada, to help them through their digital transformation, develop web assets, and deploy a content strategy through the launch of a new blog. With this content marketing project, Arctic Gardens's goal was to drive new audiences to its Owned platforms to become less dependant of media investments.
Tools for analysing digital performance are multiplying, and the data we have access to is increasingly vast and complex #bigdata. It used to be that access to this data was reserved to an elite few who had mastered the technology within which the data was held captive. But today, measuring our activities is practically a necessity for survival, and it has never been easier to collect data, especially on the Internet.
But what use is data without understanding? What’s the point of having thousands – even billions – of rows in a database if you can’t make them speak? Today, pulling insights from this data is almost more important than knowing how to collect it. A new career path has even emerged… The famous data scientist!
The web caught fire Tuesday after the announcement of the new Stories functionality by Instagram. The elephant in the room? This new addition is a carbon copy of the Snapchat Stories. Instagram CEO has even admitted to Tech Crunch that Snapchat deserved all the credit for this new format.READ MORE
If you’ve gotten this far, chances are you’re asking yourself this question. Or you’ve already decided to redesign your
site, but you came across this article and clicked to ease your conscience. Either way, I’m sure you’re busy, so I’ll get right to the point:
Whatever the reason, before dropping the wrecking ball on your website, figure out what you want to build in its place.
The only free tool in an otherwise mainly paid suite of Google products, Data Studio is resolutely interactive and collaborative, as much in terms of data design as reporting. The free version limits each account to 5 reports, as opposed to 1,000 in the paid version. Currently available in Beta in the US only, it should be available in Canada soon. As with the Google Analytics interface, the interface is very intuitive.