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Top Stories Amazon, Google, Apple Lead In Loyalty MediaPost (10/12) “Over the past few years it has been more difficult for non-digital or non-social networking brands to build the kind of engagement that resonates with consumers emotions and builds loyalty, said Robert Passikoff, Brand Keys founder and president. Traditional brands must work harder to create the emotional connections necessary to foster loyalty, he says.”
Time Inc Cuts Circulation, Frequency of Magazines MediaPost (10/11) “Time Inc. confirmed to Publishers Dailyit will cut the circulation ofTimeandPeople en Español, as well as reduce the frequency of the latter,Sports Illustrated, Fortune, MoneyandEntertainment Weekly. Timemagazine will cut its circulation by one-third, from 3 million to 2 million per issue. Its frequency will stay the same at 44 issues per year."
Publicis Creates a New Data Division Called Spine, and Shifts DigitasLBi to Its Media Hub Adweek (10/11) “According to the release, Spine will feature new assets including PeopleCloud, a cloud-based platform that will identify sources of client growth at an individual level, and a centralized data and analytics team made up of 3,500 engineers, analysts and strategists.”
Industry Perspectives Audience-Based Planning is the Next Battleground for Media Agencies Digiday (10/12) “Audience-based planning essentially assembles different data sets like brands’ first-party data; device IDs; data from Amazon, Google or Facebook; and agencies’ purchased data sources to build a consumer identity graph, and then matches it with publishers’ inventory, without disclosing personally identifiable information, according to media agency executives.”
With GDPR Just Seven Months Away, It’s Time For Publishers To Look Under The Sofa AdExchanger (10/11) “Media companies will be particularly hard-hit because of their reliance on data. At this stage, publishers around the world should be sitting up in their seats. There’s no greater challenge to a publisher’s relationship with its readers than the 'right to be forgotten,' as the EU’s GDPR legislation fiercely protects.”
The New CMO Role in Digital Commerce Marketing Land (10/11) “CMOs and marketing leaders still must have the tremendously important skills to tell rich stories that speak to consumers. But if they are tasked with overseeing digital commerce at some level, the missing pieces are technological and data expertise, along with the business acumen typically associated with a general manager.”
How AI Can Stop Tomorrow's Malware Threats Today CSO (10/11) “One of the lesser-known facts of malware is that it’s usually derived from existing code and tweaked a little to evade most signature-based AV solutions. More importantly, AI-based systems can safeguard businesses from future threats by running an almost infinite number of simulations on known malware.”
Why It Pays to Skip the Form (and Embrace Chat) Marketing Land (10/11) “For most brands, requesting prospects to opt in before they receive anything is commonplace, but for no fault of their own. However, just because you’re suddenly sending your content to a much larger contact list doesn’t mean you’re getting the right message in front of the right person — or even at the right time.”
Research Insights The Trials of Collecting Location Data eMarketer (10/12) “A recent study from location intelligence platform CartoandHanover Research, which defines location intelligence as turning location data into business outcomes, found that nearly half (47%) of US C-level execs surveyed said that ensuring data quality and accuracy was a challenge they faced when collecting location data.”
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