The Practical, Data-Driven Persona Approach you can Use Right Now
September 12th, 2016 | Jen Evans, Marketing Futurist
The persona is a much-vaunted, much-maligned tool in digital marketing, helping marketers to define their audience. But most persona programs fall short for four major reasons: They’re fictional They don’t reflect the overall composition of the audience They aren’t data driven They don’t practically translate into marketing campaigns If your personas are not based on […]
Read MoreThe Hard Truth About Clicks, Exposed
August 30th, 2016 | Matthew Chung, Manager, Communications and Content
Despite clicks having been proven to have no correlation to real success, more media is being bought today based on the cheapness of the click than any other KPI. At a recent ACA Webinar, Ian Hewetson, VP Client Services at Eyereturn Marketing, shared the effect of the industry’s long-standing addiction to clicks and what marketers […]
Read MoreHow To Fast-Track Brand Growth By Leveraging Unique Brand Assets
August 22nd, 2016 | Matthew Chung, Manager, Communications and Content
State-of-the-art behavioural science proves that uncovering, evolving and maintaining distinctive brand assets are one of the very best ways to grow brands. Our brains are attracted to patterns, want to conserve energy, and are wired to hunt and gather. The new savannas are the shopping aisles, digital world, and e-commerce marketplaces. The winning brands are […]
Read MoreHow Out-Of-Home and Mobile Drives Consumer Interaction
August 10th, 2016 | Rosanne Caron, President, OMAC/COMB
As we become increasingly connected, our mobile devices become an essential tool throughout our path-to-purchase. Studies show marketers can utilize mobile and OOH to interact with active people on the path-to-purchase – turning airports, shopping malls, bus shelters and subway/LRT stations into points of sale. For example, a 2014 comScore study of mobile owners revealed […]
Read MoreProcurement Perspective: Save Time & Money With Whiteboard Sessions
July 26th, 2016 | Donald Lee, MDC Partners
MDC Partners’ Donald Lee is not new to the Procurement Game, but the 15-year veteran is relatively new to the agency side of the equation. With his first piece for ACA’s blog, Lee aims to start a conversation about how procurement, the client and agency can work better together. I do not believe marketing is […]
Read MoreLooking On The Bright Side Of Adblocking
July 19th, 2016 | Matthew Chung, Manager, Communications and Content
Adblocking is going mobile. According to figures from PageFair, a global authority on adblocking trends, at least 22% of the world’s 1.9 billion smartphone users are blocking ads on the mobile web. If this sounds like a large number, it’s because it is, and in-app blocking is now also a challenge. At a recent ACA […]
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