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Showing posts from October 2, 2017
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USA Today Network’s VR ad studio head: We’ve shown there’s an audience for VR ads

USA Today Network’s in-house studio, GET Creative, developed 360-degree/virtual reality branded content for Pure Michigan promoting travel and tourism to the state. For the USA Today Network, virtual reality and 360-degree content is more than just hype. It’s becoming a revenue driver.For roughly a year and a half, the Network has been working with advertisers to develop immersive branded content that can be distributed across its media properties.The effort is spearheaded by the GET Creative unit, which launched in March 2016 as an in-house agency charged with executing projects for advertisers that can be promoted in all media that the USA Today Network operates in — including virtual reality (VR). The Network consists of over 90 local media properties and the flagship USA Today, reaching a combined audience of more than 100 million consumers in the US, according to the company.GET Creative’s first project was for Honda. The team used VR to promote the carmaker’s ultrafast two-seat I…

Gateway to success: How to prep your marketing campaign before the holiday season

Columbus Day isn’t in the same pantheon of shopping holidays as the likes of Black Friday or Cyber Monday, but if brands want to set themselves up for success during the holiday season, they shouldn’t overlook it.October often marks the start of the holiday marketing season, with brands preparing, testing messaging and experimenting with new tactics. Columbus Day (October 9 this year) offers the last long weekend before Thanksgiving — and the coveted weekend of Black Friday and Cyber Monday — making it a valuable opportunity for retailers to experiment with their marketing and e-commerce plans in preparation for the bigger spending weekends ahead.With much anticipation leading up to this year’s holiday season, now is the time to prepare and ensure everything is set to go by integrating these three strategies early on in your campaigns.1. Fine-tune your email listThe first way to set up your brand for success is by doing a bit of housekeeping on your email list and distribution setting…

Should marketing emails use a ‘no-reply’ email address?

I love talking with marketers, and I do it often. They ask me great questions about email and how to do it better. But every once in a while, I get a question that makes my head explode, and I got one of those at a recent conference.“Should we use a ‘do-not-reply’ address as our ‘from’ address?” this marketer wondered. “We want people to use our reply form, not just reply to the email.”I struggled to find a polite way to tell him that, no, that was one of the worst ideas he could have come up with, short of buying email lists, of course.I’ll go into the reasons why in a bit. But his question got me wondering: How many companies use “do not reply” or “no-reply” in their sending addresses?I searched through my Gmail inbox and thought I’d find maybe one or two benighted companies that hadn’t seen the light. I was shocked to find dozens of them. Woot, the company that once defined brand equity, email excellence and customer entertainment value for me, was the first one on the list.But an …

Does your website need an SEO audit?

Websites are like cars: they need maintenance. That may come in the form of updating the CMS, security or plugins. The same goes for SEO.A great SEO strategy will always need reviewing and constant scrutiny of analytics, in order to ensure that you remain on the intended path.To garner the most success from search engine traffic, a fully-fledged campaign is the best bet, where an individual or team can dedicate the correct amount of time to deliver results.SEO audits are a slightly different beast. Audit. A word associated with redundancies or the tax man knocking at your door. It’s a word devoid of happy connotations.But don’t be afraid, they can be very helpful. So where do they fit into the SEO ecosystem, and how can you tell if your website needs one?What’s involved in an SEO audit?Carrying on with the car metaphor, not all cars are the same.The fundamentals might be the same: cylinders, internal combustion, suspension, gears, wheels. But a Lamborghini is not the same as a Skoda.I…

Here’s why GDPR can drive the attitude shift that modern marketing needs

If you listen to the buzz about the coming onset of the General Data Protection Regulation (GDPR), you might think you have to throw out all your brand’s tech and data and start over.But recent chats with two privacy-conscious managers — Episerver General Counsel and Vice President Peter Yeung and TrustArc Senior Global Privacy Manager Darren Abernethy — suggest that, while GDPR compliance will require some changes at your company, perhaps even some big ones, the biggest change will be in attitude.In fact, the change could be comparable to what happened with brands’ environmental consciousness over the last decade or two. That change is reflected in the likelihood that, when most brands build a new factory, develop a new product or create new packaging these days, they have green energy, energy conservation, efficient resource management, waste product management and similar environmental concerns at top of mind.And they let their customers know about what good corporate citizens they…