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Excerpt from The Drum As travel has been curtailed over the past two years, have tech solutions like VR and AR kept the dream of travel alive - and how else is technology empowering travel marketing? Despite how novel it feels in practice, using virtual reality (VR) tech to promote travel destinations is nothing new. Newspapers including The Financial Times were using 360° videos to profile cities as far back as 2016, and travel agents were using the wow factor of well-done VR experiences to sell packages the same year. Since then, the rise of consumer VR tech like the Oculus Quest has allowed marketers to go further still. There are any number of fantastic VR travel experiences, from the hard-hitting like Traveling While Black, to the fantastic city tours available on every piece of VR hardware. Andrew Kiguel is chief executive officer of Tokens.com, an NFT specialist with particular interest in the practical applications of VR. He tells The Drum: "We 've i...

As consumers demand more of brands and turn to those that demonstrate values and social responsibility, communicating those values can be critical to winning hearts and minds, gaining loyalty and building brand equity. The pandemic has forced many brands to refocus back on society and show they care by supporting projects that have a social impact. Meanwhile, concerns over climate change remain, with consumers wanting to see real actions not just rhetoric. To answer this, I talked to chief marketing officers, corporate communication directors and chief sustainability officers to probe the issue and used an online survey of 100 businesses by community engagement company Connect2, of which I am a founder. So, how well do the different departments work together, and what are the challenges? And how can purpose-driven marketing avoid becoming purpose wash? Many agree that to succeed, these departments need to integrate from the start. It can't just be CSR telling mark...

PHOTO: JodyHongFilms Towards the end of last year, my LinkedIn timeline was overrun by execs talking up the importance of ongoing learning and upskilling, and sharing the shiny new certifications they earned. I don't know whether this sudden flurry was because LinkedIn's algorithm decided I was interested, or if a significant increase of people got certified in the fourth quarter and wanted to make it public. The interesting thing was that not all the courses were academic certifications from traditional universities. While highly reputable, these certifications are more expensive and need specific time commitments. Instead, the certifications on display came from a range of players, including: MOOCs from Ivy Leagues: Paid certifications. Aggregator learning platforms such as Coursera and Udemy: Both free and paid certifications. Industry bodies such as Digital Marketing Institute, Online Marketing Certified Professionals and Content Marketing Institute: Pa...

The biggest platforms in the digital advertising landscape — Google, Amazon, Apple and Facebook — are making huge changes to accommodate current and upcoming consumer data regulations. And while many marketers bemoan this loss of data, thinking it will make it much more difficult to manage client campaigns, Sam Tomlinson, executive VP of strategy and analytics at marketing agency Warschawski, says this data, by itself, was never as valuable as once believed. "Decision-making was never that simple, and some of the data that may have been taken away wasn't that good," said Tomlinson in his presentation at SMX Next. "The same thing goes for conversion tracking; we have had that for a long time and it's been hit-or-miss." Source: Sam Tomlinson "Just because some data has been taken away and some control levers have been taken away doesn't mean that we're in a world of hurt," Tomlinson said. "It just means we have to...

It comes as no surprise that when sourcing products and services, B2B customers – like the rest of the world – find them online. In fact, 87% of B2B enterprises turn to search engines for new content. If your target audience is the typical B2B buyer, you need to appear prominently on relevant search engine results pages (SERPs). While SEO can certainly get you page one visibility, Google Ads are a great way to augment your organic presence – especially in super competitive results. Challenges In B2B Advertising There are several obstacles marketers face when setting up and optimizing B2B Google Ads campaigns. First of all, B2B keywords are expensive thanks to the amount of competition. Additionally, niche markets (usually B2B) often have low search volumes for many of their main keywords. Compound that with low conversion data, and it means Google's algorithms might not have enough data to 'learn' from. Furthermore, due to most B2B products and services hav...

Not long ago, in the depths of the pandemic, Starbucks faced an uncertain future due to plummeting sales and a growing concern over whether coffee drinkers would ever return to some semblance of their pre-Covid-19 routines. Recommended articles

Transport for London representatives announced yesterday that the controversial 'See their Side' advertising campaign, which sparked an online backlash last year over claims of "victim-blaming" and promoting a "false equivalence" among road users, has been officially stopped. The advertising campaign, which had a planned spend of almost £1 million, featured an angry altercation after a driver's car and a cyclist almost make contact. The inner monologues of both the driver and cyclist in the video show that they realise they have "scared" each other, leading to new-found empathy between the pair.  The advert was met with fierce criticism on social media for suggesting that the driver's fear of an angry cyclist from the relative safety of their car seat is equivalent to a cyclist's fear of almost being killed or seriously injured, and that all road users should share equal responsibility for inciden...

NEW YORK , Jan. 28, 2022 /PRNewswire-PRWeb/ -- For 78% of marketers, click fraud is their number one concern, especially since global losses from ad fraud in 2021 amounted to $65 billion . In terms of ROI, every $5 businesses spend on digital ads, $1 is lost to fraud. DesignRush, a B2B marketplace connecting businesses with agencies, leveraged its 11,000-agencies-strong network for quick insights – or "QuickSights" – on the best ways to detect and prevent fraudulent activity in PPC marketing campaigns. 1) LOOK FOR UNUSUAL SPIKES IN CLICKS Sarah Fung , PPC specialist at Launchpad, remarked that Google Ads already has a strong, built-in mechanism for detecting invalid clicks. "[...] use anti-click bot software to further deter these fraudulent clicks," suggested Fung. "[...] also look at unusual spikes in clicks and Analytics behaviors before reportin...

LONDON , Jan. 28, 2022 /PRNewswire/ -- Finsbury Media, the UK's leading digital marketing agency announced today that they will be partnering with the WD-40 Company to develop new advertising strategies and campaigns exclusively in the UK. Most commonly known for its water-displacing spray; WD-40 owns a wide range of maintenance products. Unveiling these campaigns is another way to solidify WD-40's position in the UK. Finsbury Media has been appointed to substantially expand the reach of WD-40 by running various social media and advertising campaigns. The partnership with Finsbury Media reinforces WD-40's marketing on several fronts using unique strategies and initiatives prioritising brand awareness. From multi-channel advertising campaigns to online education, the aim is to drive purchasing intent and product knowledge of all products in the WD-40 portfolio. These products provide customers with solutions at home, in workshops, and in factories around the globe. Finsbury...

Unistellar's eVscope has proven its ability to do serious astronomy, with more to come in 2022. There's a revolution underway in how amateur astronomers contribute to modern astronomy. Smartscopes—telescopes controlled remotely via tablets or smartphones—are making there way into the modern amateur telescope market and out into the field. These have the ability to not only bring deep-sky astronomy to light-polluted urbanites, but to lower the bar for entry into deep-sky astrophotography. One of the leading manufacturers of smartscopes is Unistellar. First offered as a Kickstarter project in 2017, Unistellar's line now includes the eVscope eQuinox, and the new eVscope2. The anatomy of Unistellar's eVScope. Credit: Unistellar The Age of Smartscopes But beyond just providing pretty pictures and a tour of the night sky, eVscope users are contributing to some serious science, in a big way. This is always the hallmark of any new breakthrough in technology: you never...

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It's not uncommon to hear digital agencies say that "charts are for clients, what we need is a Google Sheets file with marketing data to crunch those numbers". Make no mistake, there is a good place and time for Google Sheets, Supermetrics, or Google Data Studio to be used as means to manage marketing data. But what happens next? How does one decide how to adjust one's strategy, budget, or creatives? And is there a way to automate the decision-making process itself? Let's look at three user profiles, and how they would tackle this challenge. The "trust the process" guy Look, about 99% of all Google Ads campaigns run using Smart Bidding Strategies. This means that (in theory) you should set up your campaign and let Google itself figure out how to hit your KPIs. And, truth be told, sometimes it does! But most often you'll receive performance recommendations that burn up your budget even faster: Upgrade your existing keywords to broad matc...

Modern marketers are presented with a vast amount of data that requires careful analysis to identify new trends and offer the best customer service. The data could be from within your organization, the market, or competitors. Insight from this data guides businesses in making key decisions – and gaining competitive advantage. But sifting through this sea of unorganized data can be an overwhelming task. You could easily miss obvious patterns or possible errors and end up with a flawed analysis. To help, data visualization can convert complex data into a visual format for a quick grasp and analysis. Clearer presentation of information helps you make accurate decisions and better marketing plans. Also see: Top Data Visualization Tools  What Is Data Visualization?  Data visualization is the process of presenting data through a chart, graph, or any other form of visual context. You can visualize the data as a who...

Opinions expressed by Entrepreneur contributors are their own. You want to maximize your marketing efforts and be where viewers are as a business. But very few are using the sponsored newsletter to grow their customer leads. Newsletter sponsorships can transform your marketing strategy, allowing your business to reach millions of customers. Add newsletter sponsorships to your marketing arsenal to increase the conversion rates of your campaigns. These ads are already in front of qualified leads interested in your product or service. What Are Newsletter Sponsorships? Newsletter sponsorships are paid ads positioned within existing, high-performing email newsletters or lists. This branch of email marketing allows you to get in front of dedicated audiences who trust the source and are more likely to trust specifically sponsored content.  Related: Why AI Writing Assistants Are a Good Thing for Content Creation When marketing, there is a big differenc...

Email marketing is a marketing must-have for businesses that are looking to grow their owned audiences and improve their marketing ROI. However, successful email marketing requires the right software in place to help businesses manage email campaigns efficiently and effectively. We've rounded up the top email marketing software and platforms for small businesses to help you determine which one is right for you. Jump to: What is email marketing software? Back to top Email marketing software is a type of application that allows businesses to manage large-scale digital marketing campaigns via email. Unlike social media or display advertising, email marketing is a form of direct marketing that a customer or prospect has already signed up to receive. Email marketing software, then, helps businesses manage their contacts, email content, and campaign performance.  Small business email marketing software comparison Back to to...