Advertisers must become ‘militant’ over digital metrics
Facebook has outlined a number of ways it will address the most recent errors found in its metrics but advertisers are demanding more.
By Sarah Vizard
By Sarah Vizard
By Sarah Vizard
Marketers overestimate consumers’ digital habits
Charlotte RogersNew research shows a significant disparity between advertisers’ assumptions of TV viewing habits and real consumer behaviour.
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Mark Ritson: Facebook’s erroneous video metrics show no one has a clue about digital
Mark RitsonFacebook has admitted it overstated how long users watch videos for on its site by up to 80%, but this is just a symptom of a digital ecosystem in which two players dominate and measurements look increasingly meaningless.
Is digital advertising ‘getting worse’? UK consumers seem to think so
Sarah VizardUK consumers are the most likely to think online advertising is ‘getting worse’ or becoming more ‘creepy or intrusive’ when compared to their European and US counterparts.
Budgeting and changing strategy: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From cautionary tales from the budgeting and planning frontline to the changing nature of retail, it’s been a busy week. Here is my take.
Nike pledges to ‘stay on the offensive’ as it increases focus on demand creation
Chris SutcliffeThe sportswear retailer is feeling buoyant after a strong first quarter, and vows to stay on the offensive into the rest of the year.
How Dunelm’s top marketer shifted focus from product to customer
Josh StephensonSean McGinty tasked himself with putting the customer at the heart of Dunelm when he joined the business from Aldi earlier this year.
Justify budget requests with a solid set of projections
Grace KiteRunning the numbers through different scenarios enables you to identify the budget that’s needed to reach your targets and will make it more likely to be approved.