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Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?
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Digiday+ Research deep dive: Publishers large and small put their resources into first-party data
Eighty-two percent of publishers overall say they're already using first-party data to prepare for the end of the third-party cookie, and nearly half are requiring users to register and integrating first-party data segments into DSPs – indicating that first-party data is the clear path forward for publishers heading into the post-cookie world.
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Media Briefing: Why publishers hope chatbots will be the latest retention tool
Publishers hope the chatbots they are developing will be the latest retention tool to keep readers onsite and to get them to consume more content.
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SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
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How programmatic advertising will evolve this year on the heels of audio growth and privacy changes
Comscore’s programmatic division Proximic released a State of Programmatic study highlighting the growth of audio and podcasting, other digital advertising channels and challenges around third-party data.
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Why podcasters are selling subscriptions through third-party vendors
Many podcasters are turning to third party platforms like Supporting Cast and Supercast to launch or grow their subscription businesses beyond Spotify or Apple.
Social media is on the top of every marketer’s mind nowadays. Despite what a social media guru might tell you, there’s not much of a recipe for success yet.
Nobody has the answers to what makes a brand succeed in the consumer-controlled world of social media, at least judging from a panel on the topic at the New York Brand Advocacy series. But that doesn’t mean brands can sit on the sideline.
One of the key areas for brands is finding advocates they hope can do their advertising for them. According to presented statistics, 94 percent of consumers trust word of mouth versus only 14 percent who trust ads. Not surprising. Are you going to trust your friend’s recommendation for a new face cream, or are you going to trust an expensive ad, with a smiling woman with perfectly retouched skin, designed to make you want to buy the face cream? Of course, you are going to trust your friend’s advice; it’s not like she has an endorsement deal with the brand, she just likes the cream because it works.
This is easier said than done, of course. Not only do they elicit more trust from other consumers than marketers or ads, they cost nothing (besides any rewards or benefits brands give as a thank you to advocates). As JetBlue communications manager Morgan Johnston acknowledged, “We built our brand on word of mouth, mostly because it’s cheaper.”
The next step is trying to get consumers to participate with a brand. That means, of course, listening to customers. “The way to build advocacy is to build relationships, and the only way to do that is to listen,” explained Avi Savar, founder of Big Fuel.
The bottom line is there’s no guarantee of success in any of this. People wanting an easy playbook for success in social media will be disappointed, according to Fuggetta.
“We are all trying shit, some of it works and some of it doesn’t,” he said.