EU data privacy rules to shake up digital marketing world | How Ford's marketing team controls costs while staying creative | Northwestern Mutual's CMO targets ads to women
May 23, 2018
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EU data privacy rules to shake up digital marketing world
Consumers are already seeing changes due to the EU's upcoming implementation of the General Data Protection Regulation. And marketers face profound changes to current digital targeting practices, including the loss of some of the data they collect for targeting.
Harvard Business Review online (tiered subscription model) (5/21) 
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CMO Insights
How Ford's marketing team controls costs while staying creative
Jim Farley, Ford's president of global markets, is spearheading a cost-cutting campaign for the brand as it pushes creative boundaries and expands digital efforts to reach consumers on a personal basis. "We need, as an industry, much more professionalism and deeper thought into how customers use the product in reality," Farley says.
The Wall Street Journal (tiered subscription model) (5/18) 
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Northwestern Mutual's CMO targets ads to women
Aditi Gokhale, Northwestern Mutual's chief marketing officer, is focusing on selling financial services to women, targeting this as a market with a great deal of potential. Gokhale reports that traditional financial advice ads are aimed at men but notes women are major financial decision-makers: "[A]dvisers' sales conversations have largely skewed toward men. We saw an opportunity to connect with women on a one-to-one basis."
The Wall Street Journal (tiered subscription model) (5/20) 
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7 Tips from Industry Leaders on Dynamic Content
In this free guide, see 7 simple ways marketers can use dynamic content to connect with audiences in a more organic and personalized way. Grab your copy to find out: How top brands like Netflix and Amazon use dynamic content. Get the guide
Innovation at Work
How American Express is utilizing brand experiences
How American Express is utilizing brand experiences
(Charley Gallay/Getty Images)
American Express' Deborah Curtis talks about the company's focus on brand experiences and its collaborations with Justin Timberlake, the NBA and Coachella to engage with card members. Curtis also discusses the Amex Music app and how the brand uses "digital touchpoints to not only inform the experiences we create but also to connect these experiences for our customers to make them more personal, more meaningful, more joyful."
BrandChannel (5/17) 
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New Balance creates shoppable AR Snapchat experience
New Balance has launched an augmented reality campaign on Snapchat that enables Liverpool FC soccer fans to try on the team's new uniform virtually and then purchase it from the platform. The experience is accompanied by the team's anthem, "You'll Never Walk Alone."
MediaPost Communications (5/22) 
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Study: In-app ads drive the most in-store visits
Study: In-app ads drive the most in-store visits
(Luis Robayo/AFP/Getty Images)
A study from Cuebiq has found that driving an "incremental in-store visit" costs advertisers an average of $23. The research also found that in-app campaigns drive the most visits, followed by combined mobile and digital campaigns.
Marketing Land (5/18) 
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Audit: One-fifth of ad spend goes to programmatic
Both demand-side and supply-side programmatic platforms capture about 10% of the ad spend that flows through them, according to a GroupM audit. Altogether that amounts to about one-fifth of the funds sent to publishers.
eMarketer (5/21) 
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How TV advertising is changing
Brian Steinberg reviews some of the tactics TV networks are exploring to connect with cross-platform viewers, including CBS' partnership with Nielsen to dynamically insert targeted ads into the network's shows that are being viewed via connected TVs. Fox Networks Group and NBCUniversal are experimenting with shorter prime-time ad time, and Samantha Bee, host of TBS' "Full Frontal," announced the creation of a mobile game app that's designed to encourage viewers to vote and is open to sponsorship from advertisers.
Variety (5/21) 
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PR Council Updates
Data Detox: Tools to Revamp Your Agency
Join the PRC for an essential E-Learning Series. Learn how to detox your data and revamp it to impress clients and gain business results. This webinar series will cover analytics, search engine marketing and paid media & targeting. Register here.
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Creativity + Curiosity: The Currency of Business Today -
Executive Education workshop with Barby Siegel, CEO of Zeno Group
Today, creativity is an essential part of doing business. Creativity used to be reserved for consumer brands, big campaigns and a select group of people. Now it lives all around us. Whether you're a B2B or B2C company, Barby will reveal what it takes to unleash creative bravery, including insights from the 2018 Cannes Lions. Join us on July 9th.
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