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TV advertising accounted for 71% of total ad-generated profit made by campaigns over three years – or the equivalent of £4.20 in profit for every £1 spent.
That compared with £2.43 for print, £2.35 for online video, £2.09 for radio, £1.15 for out of home, and £0.84 for online display advertising. Taken together, advertising created total ROI over three years of £3.24 for every £1 spent.
“This isn’t an attack on digital, but on the short-term thinking it has created. With digital and big data came tighter targeting and a razor-sharp focus on short-term ROI. Yet, ROI increases are an addictive drug, one that’s hollowing out the brand and leaving an empty carcass.” Tx to Antoinette Hoes for sharing
WoW… “51% of consumers turn to Facebook for trusted #recommendations related to major events, such as when searching for a wedding photographer.”
Love #data “Short-term measurement hurts long-term potential”,
“Just because digital data is instant, we tend to read it in the short-term and plan it in the short-term. Yet this study suggests that we need a long-term measurement strategy for digital that allows us to understand how it works in both long- and short-term.”
Read more at
“Because we can measure everything, we aim to be #data-driven.” … “But we’ve stripped out the specific #context of these people, these customers, and this moment in time. Luckily, we can learn what works in our specific context … but only by acting as constant learners who ask the right questions, not experts who profess to know the answer.”
Executives Are in Love with the Wrong Kind of Data
#Micro-moments have been accelerating consumer #expectations for “right here, right now” experiences. #data-proven by Google:
– Mobile searches for “best” have grown 80% in the past two years.
– smartphone users are 50% more likely to expect to purchase something immediately
“People take for granted that information is at their fingertips and tailored to their specific needs.”
How #RTLGroup and #Zalando handle #GDPR and #data together: “Registered users will be able to create a single ID and use the same details to log in across all four aforementioned sites (and any other company that signs up to be part of the synchronized login), and they can manage all their own settings via a unified data privacy center.
That means every time a person visits a site across any of the media company’s online portfolios, they’ll be able to login with the same details or stay logged in.”
With an eye on the duopoly, German broadcasters create a unified consumer login
Facebook predicts during of relationships