Category: Branding

Dive Brief: As multiple social media platforms adapt to shifting user habits, Adam Mosseri, head of Instagram, recently announced that the app is pivoting away from being primarily a photo-sharing app.  Instead, the platform will enhance its features in four key areas: creators, video, shopping and messaging, Mosseri said a week ago in a video.  During the video, Mosseri noted that the COVID-19 pandemic “accelerated the shift of commerce from offline to online by a number of years, and we’re trying … Continue reading “‘We’re no longer a photo-sharing app,’ says head of Instagram”

Dive Brief: Dunkin’ drove 238% higher engagement with audio ads when piloting a new solution that dynamically matches ad content to what the user is listening to in real time, according to details shared with Marketing Dive. Developed by AI Music, the Sympaphonic Ads tool automatically adjusts the background audio of marketing messages to fit with different music genres. The intention is to cut down on production times for campaigns while delivering a less intrusive listening experience to consumers. AdsWizz … Continue reading “Dunkin’ drives audio ad results by matching background music to listeners’ tastes”

Data and technology can help clarify customer behavior at the earliest stages of the decision journey. Here’s how. Agrowing share of the marketing budget is managed according to the principles of targeted-performance marketing: personalized messages, direct impact measurement at the level of individual users, near-time optimization, and partial automation. This is especially true for digital marketing activities that drive conversion and purchase. But what about the media spend focused on the earlier stages of the consumer’s decision journey, such as brand … Continue reading “Performance branding and how it is reinventing marketing ROI”