jerryking + marketing + content   1

Advertisers Try New Tactics to Break Through to Consumers - WSJ
By SUZANNE VRANICA
June 19, 2016

companies are rewriting their marketing playbooks. Some are blurring the line between advertising and content, in the hopes of passing through the filter of what consumers actually see and read. Others are diving deeper into data and location targeting on the theory that consumers will embrace ads that they find relevant.......Marketers have been drawn to digital advertising because of the promise of targeting consumers with more precision. But the backlash over the quantity and intrusiveness of digital marketing, and the adoption of ad blockers, is forcing them to figure out other ways to capture users’ attention......Advertisers like Coldwell Banker Real Estate LLC are embracing so-called native ads, which seamlessly blend into a user’s feed and are harder to distinguish from editorial content.

“Native ads have 50% higher click-through rates than any of our [display] banner inventory,” ....Alison Lewis, chief marketing officer of J&J’s consumer business, said that for decades, the company would create two 30-second TV spots, two billboard ads and five print ads every year. That is “not how the world works today,” she said.
advertising  offensive_tactics  Johnson_&_Johnson  Netflix  content  backlash  location_based_services  Coldwell_Banker  marketing  precision  target_marketing  playbooks 
february 2017 by jerryking

Copy this bookmark:



description:


tags: