News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Stephanie Miller / ClickZ / August 19, 2013
We live in an age where the Mad Men of advertising wrestle with the Math Men of marketing analytics. Is the creative the most important element? Is the data? I say, “Pooh” to anyone trying to have this debate. The fact is that data-driven marketing is only successful when both parts of our brain, our teams, and our attitudes are in play.
- Creatives benefit from improved insights, informed (and predictive) personas, better strategic direction, and lots of proof that their brilliance works!
- Quants benefit from real-time data inputs and messaging that engages and feeds the analytics
New SIIA/ABM Survey: 96 Percent of Business Media Users Rely On Trade Magazines and Websites To Make Purchase Decisions
Laura Greenback / SIIA / August 6, 2013
ABM, a division of SIIA, today released research – “the Value of B-to-B”– showing that business-to-business media, including events, magazines, websites and more, are extremely effective in connecting buyers and sellers. The Value of B-to-B report was sponsored by Adobe Systems Inc. and supported by marketer organizations ANA, ISBM and BMA, as well as eight trade publishing companies. Some key takeaways include:
- Trade media have reach: 96 percent of media users polled visit b-to-b websites and read print magazines. 73 percent visit these websites at least weekly, and
Erika Morphy / CRM Buyer / August 6, 2013
Brands are not necessarily convinced that mobile video will be a major platform, even after Facebook does enter the space. They have a point — any number of promising ad formats have spectacularly crashed and burned. Still, the expectation of a significant shift in this direction is strong enough that brands would do well to avoid being caught unawares.
Mobile marketers beware: A new ad format is poised to become very popular and very much in demand — and there are questions whether the mobile ecosystem will be ready to handle it.
That format is online ads. Of course, it is a channelRead More
Ben Plomion / ClickZ / July 24, 2013
Display advertising has made major leaps over the past few years; today, it’s a tool tailor-made for direct response marketers with a programmatic mindset. Unfortunately, many direct response marketers – haunted by memories of display’s days as a low-click crapshoot – remain reluctant to embrace modern display advertising. Simply put, they don’t know what performance display looks like. It’s time to debunk those myths.
Myth No. 1: Display Can Only Be Used for Brand Awareness
Right…and social media can only be used for contests. Display is muchRead More