A look at the BEM targeting model | PANDORA talks women who "DO" campaign | Execs discuss brands finding success with chatbots
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March 28, 2017
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A look at the BEM targeting model
MediaCom's Liam Brennan writes that taking a behaviors, emotions and moments -- or BEM -- approach to ad targeting can help marketers avoid over-targeting and losing out on valuable, potential audiences.
Advertising Age (3/24) 
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eGuide: Tips to Ensure Your Creative Hits the Mark
Download this eGuide to learn best practices for developing effective creative and tips for incorporating user feedback during creative development to ensure your final work hits the mark with your target audience.
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Marketing Strategy
PANDORA talks women who "DO" campaign
Worldwide jewelry brand PANDORA has launched a "DO" campaign to urge women to have confidence in themselves and stay true to their beliefs. "As a brand, you need to empower women as individuals -- each woman has her own unique passions and interests, and celebrates special moments in her own way," the brand's marketing vice president, Glenda Wolman, said.
CMO (Australia) (3/27) 
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Execs discuss brands finding success with chatbots
Executives from Twitter, Facebook Messenger and Viber discussed branded chatbots during a SXSW panel, explaining why bots with charm, such as Cover Girl's model-based bot, or those that offer utility, such as American Express' concierge bot, tend to resonate more with consumers. "Consumers don't care whether they are talking to a chatbot or a person as long as they are getting their needs met," Viber's Ido Iungelson said.
Marketing Dive (3/27) 
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How to Revive a Struggling App
Your mobile app may not be performing well, but location technology can help bring an underperforming app back to life. Download this eBook and learn how location-aware technology can help you boost performance, engagement and installs.
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Creativity and Marketing Innovation
McCann's "Fearless Girl" to remain in NYC until Feb.
McCann's "Fearless Girl" to remain in NYC until Feb 2018
(Drew Angerer/Getty Images)
The "Fearless Girl" statue created by McCann for State Street Global Advisors has been granted permission to stay in its position opposite the Wall Street bull until February, after a campaign supported by local politicians. "Now, she'll be asserting herself and affirming her strength even after her temporary permit expires -- a fitting path for a girl who refuses to quit," said New York Mayor Bill de Blasio.
Adweek (3/27) 
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Video in email can increase your revenue by 40%
Nothing connects people to a message as quickly as video. When businesses included video in an email they saw an increase in click through rates of 200% to 300%. Find out how easy it is to incorporate video into your email campaigns and boost your bottom line. Learn more!
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Marketing Insights and Trends
Report: Global internet ad spend to reach $205B this year
Global internet ad spend is predicted to increase 13% this year to reach $205 billion, per Zenith Media. Social media is predicted to be the fastest growing form of internet ad spend, increasing 20% to reach $55 billion.
The Drum (Glasgow, Scotland) (3/27) 
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How neuro/biometric testing could transform advertising
Neuro and biometric testing methods are coming to advertising, enabling marketers to gain deeper insights into consumer behavior and buying triggers. NeuroStrata's Thom Noble explains that the technology will revolutionize the industry, saying, "Quite simply, it can mean a complete reset of how to conceive, brief, and deliver marketing activity."
CMO.com (3/24) 
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Get a Master’s from a Top PR Program
The 100% online Master of Arts in Strategic Communication is taught out of American University's School of Communication, located in the nation's media capital and named among the top PR programs by PRWeek for 2017. Get Started.
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Measurement and Technology
4C Insights debuts product suite to bridge gap between TV, digital
4C Insights has unveiled tools to help TV advertisers gain a more in-depth understanding of viewers, using social media analytics, real-time viewing stats and household-level data. Products in the suite include programmatic buying with predictive capabilities and linked digital and TV ads.
Broadcasting & Cable (3/27) 
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Become a Leader in Marketing
Learn effective marketing techniques applicable to today's saturated world with an online MBA with a concentration in Marketing from King University. Earn your degree in as little as 16 months. Online courses enroll year-round with no GMAT required for admission. Start classes as early as this summer. Learn more.
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ANA Update
The essence of great storytelling
As the media landscape continues to grow, organizations are finding it challenging to bridge the communication gap between content marketing, social marketing, social support, and the overall customer experience. In this video, learn why the essence of marketers' storytelling efforts should be how their brands empower and inspire people.
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Last chance to enter the B2 Awards
The deadline to enter the 2017 B2 Awards, honoring the best work in B2B marketing, is Friday, March 31. Corporate marketing teams, agencies, media firms, services providers, and anyone working in B2B is invited to submit an award-worthy campaign from 2016. Winners will be recognized at the 2017 ANA Masters of B2B Marketing Conference. Enter now.
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