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The world of marketing is always evolving, leaving marketers constantly on their toes when it comes to new ways of reaching customers and spreading brand awareness.

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Aspen Marketing

Aspen Marketing Services is a leading global marketing services agency with offices and resources throughout the world. A division of Epsilon, Aspen builds long-term relationships with clients, many of which are in the Fortune 100. Clients benefit from Aspen’s comprehensive portfolio of in-house marketing capabilities, including direct marketing, digital marketing, experiential and event marketing, online and offline word of mouth, Hispanic marketing and advanced analytics.

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How to Use Forced Bold Text in Google Search Ads

Article | March 18, 2020

This does not appear to be an officially supported feature, use at your own risk. To enable it, simply enter your text into AdTools.org and paste the output into your search ad. Keep in mind that each bold letter will now occupy 4-character spaces of traditional ad text. As you can see, it is pretty simple to enable, but what can it accomplish? I delivered a statistically significant amount of ads in direct A/B tests to determine this. In these tests, I ran identical copy, and landing pages against each other with bold text in one version, and not the other variation. I set ad rotation to distribute evenly and used manual CPC bidding without enabling Enhanced CPC bidding. This delivered an 11.3% overall increase in click-through rate and no measurable impact on conversion rate.

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How to Reinvent Digital Advertising After the Death of the Cookie

Article | March 18, 2020

Proving that its privacy mission isn’t just talk, Google has taken its first major step towards blocking third-party cookies. In its latest policy update, Chrome 80 will stop supporting cross-site sharing, unless cookies are flagged in line with the SameSite internet standard. On the surface, this move is about online security and clarity. As long as technology vendors and publishers label cookies accurately, tracking and targeted ads can keep running. But with semi-restricted cookie sharing now the default for those who fail to flag, it seems like this will be a sizeable nail in the cookie coffin.

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Is customer experience enhanced by branding e-commerce shipping boxes?

Article | March 18, 2020

While an entire marketing industry exists around the concept of experiential packaging and its impact on the customer experience, the focus has been mostly on inner boxes. The Wall Street Journal reports retailers are attempting to offset shipping costs by selling ad space via package inserts that are placed on the inside of boxes, but printing on the outside of shipping boxes still remains a largely untapped market. While the outside of corrugated shipper boxes has been largely ignored, that seems to be changing. Some retail giants, such as Amazon, are driving the trend of branding shipping boxes. It has been more than four years now since Amazon made headlines by plastering its shipping boxes with advertisements for the movie Minions. Amazon has continued to use its shipping boxes to promote its own products.

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Pain device maker NeuroMetrix settles FTC false advertising case

Article | March 18, 2020

Pain treatment device manufacturer NeuroMetrix and its founder will pay $4 million and turn over money earned through a collaboration with GlaxoSmithKline to resolve allegations it made false claims about its flagship product. The settlement with the U.S. Federal Trade Commission was disclosed in a filing on Tuesday in Boston federal court and resolves claims against NeuroMetrix and Shai Gozani, its chief executive, related to its Quell wearable pain treatment device.

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Spotlight

Aspen Marketing

Aspen Marketing Services is a leading global marketing services agency with offices and resources throughout the world. A division of Epsilon, Aspen builds long-term relationships with clients, many of which are in the Fortune 100. Clients benefit from Aspen’s comprehensive portfolio of in-house marketing capabilities, including direct marketing, digital marketing, experiential and event marketing, online and offline word of mouth, Hispanic marketing and advanced analytics.

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