Ni siquiera los publicistas son capaces de ver los anuncios
El último estudio sobre cómo los usuarios se relacionan con los anuncios se ha centrado en un grupo concreto de consumidores, aquellos que además de serlo - y por tanto potenciales receptores de la publicidad - son también profesionales de la publicidad. Los resultados de la encuesta no son muy diferentes a los que habitualmente se logran cuando se pregunta a consumidores 'de a pie'. A los publicistas la publicidad les molesta igual que a los consumidores ajenos a su mercado laboral.
Como apuntan en las conclusiones que eMarketer saca del estudio, trabajar en el mundo de la publicidad no es suficiente para no hartarse de los anuncios. Ser un profesional de la publicidad no es una vacuna, en definitiva, que sirva para prevenir los males que una publicidad abusiva tiene sobre la audiencia. Leer Más en Puro Marketing
If It’s ‘News’ on Twitter, Is It ‘News’ Everywhere Else?
A case study in how the country creates, disseminates, and consumes information.
The New York Times’s recent decision to strip bylines from the stories linked on its home page prompted outcries from journalists outside the paper. They follow certain reporters from the Times, not necessarily the Times itself, went the argument; removing the reporters’ names from the front page made it more difficult to notice their work. The implication is that such readers are readers of Reporter X before they are readers of the paper itself. Read more at Weekly Standard
The key is ... getting them addicted to our content': At ASNE, sharing lessons from Table Stakes
The four editors on the panel could probably do each others’ presentations, joked Neil Chase, editor of the Mercury News and East Bay News in the San Francisco Bay area. That’s the result of spending a year together talking through their challenges.
Four news organizations that participated in last year’s Knight-Lenfest Newsroom Initiative shared lessons behind their digital accomplishments on Wednesday in an ASNE panel in Austin, Texas, where the news leaders’ organization held its annual conference. Read More at Poynter
Americans expect to get their news from social media, but they don’t expect it to be accurate
Around two-thirds of U.S. adults say they get news from social media. (That figure is just about flat compared with 2017.) But 57 percent say they expect the news on social media to be “largely inaccurate.” (Pew interviewed 4,581 U.S. adults.) Read more at Nieman Lab.
Los 5 cambios que están marcando lo que ocurre en social media marketing
Los responsables de marketing deben tener en cuenta estas tendencias a la hora de tomar decisiones y perfilar su estrategia
Las redes sociales se han convertido en una parte muy importante de la estrategia de las marcas y de las empresas. Desde que aparecieron hace unos años y se hicieron populares entre los usuarios, las compañías y sus responsables de marketing han tenido que ir aprendiendo cómo funcionan, qué es lo que importa en ellas y qué deben hacer para conectar en ellas con la audiencia. Pero las redes sociales son un elemento vivo y en constante cambio, lo que hace que lo aprendido tenga que estar en recurrente actualización. Leer más en Puro Marketing
Three Ways to Reach Customers With Personalized Content: Data, Emotion, and Metrics
Plus, personalization is easily one of the most effective ways to turn visitors into customers: Fully 75% of shoppers agree that content customized around their interests influenced their decision to purchase.
However, many marketing teams still struggle with creating the kind of content that people crave. Half of online customers report they are "underwhelmed" with companies' personalization offers, and nearly 40% of marketers say they do not have systems in place needed to offer this type of targeted messaging. Read More at Marketing Profs
Twitter’s Flawed Solution to Political Polarization
How Cheap Are Fraudulent Ad Impressions?
Between April-June 2018, cybersecurity company Confiant analyzed more than 50 billion ad impressions across thousands of websites and found that, on average, the CPMs that publishers received for impressions that intermediaries later misrepresented were 54% lower than the CPMs they received for impressions that were correctly represented in programmatic auctions. These discrepancies are driven by outlier impressions with extremely low or high values, according to Confiant CPO Jack Cohen Martin. Because the price distributions for ad sellers hoping to avoid fraud follow similar patterns, raising price floors isn’t a panacea for ad buyers hoping to avoid fraud. Read More at eMarketer.