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Top 6 trends for publishers in 2017
It’s been a topsy-turvy year for publishers in 2016, with big pushes into video, native advertising and even VR. But the end of the year saw the rise of Donald Trump, and questions about the power of social media and filter bubbles, along with the upside of a “Trump bump” in paid subscriptions and donations at the New York Times, ProPublica and other places. With 2016 soon coming to a close, let’s look ahead to how the biggest trends of the past year will influence the digital media business in the year ahead.
Navigating the customer journey labyrinth
Few topics are as pervasive in marketing circles these days as those related to the “customer journey.” According to a new ebook from IBM, nearly 80% of consumers feel the average brand doesn’t understand them as individuals, so it is clear that CMOs are right to be focused on initial engagement. Given the myriad variables involved in the customer journey planning and optimization process, it’s easy to get off-track.
Media climate change is real. Are you ready?
Without a doubt, fact checking and fake news are a couple of the topics that dominated the media mindset in the final months of 2016. But as we head into the New Year—and a drastically different political landscape—it is a good time to take a clear-eyed look at what lies ahead. So, here’s my “forecast” for 2017.
DCN’s recommended reading: week of December 8, 2016
Here are some of the best media stories our team has read so far this week: The Wall Street Journal | Ad Agencies Probed Over Contracts to Produce Commercials (4…
Ad-spending growth will slow in 2017
In the wake of this year’s U.S. presidential election, it’s difficult to place a whole lot of confidence in data of any kind (regardless of which side of the political aisle you reside on). Fortunately for us digital marketers, one or two percentage points don’t often have monumental effects on our campaigns. As an emerging channel, digital – warts and all – is still more effective than its offline counterparts, even considering its weakness when it comes to reporting and performance data.
What you need to know about digital video advertising in 7 charts
Okay, let’s start off with an obvious—but critical—fact: Just about everybody’s watching digital video. According to comScore, almost every demographic watches some form of digital video each month. That said, it is clear from the comScore chart that there are segments that are consuming more than others.
Stamping out fake news will take collaboration by platforms and publishers
Since Donald J. Trump became president-elect of the United States, attention on “fake news,” its role during the U.S. election, its contribution to social media echo chambers (and subsequently, our understanding of reality) has taken America by storm. By one professor’s estimate, at least 120 fake news sites exist. Apparently, fake news entrepreneurs can earn anywhere from $10,000 a month, to $3,000 a day.
Mobile marketing is huge. But how are marketers supposed to make it work?
In the wake of this year’s U.S. presidential election, it’s admittedly difficult to place a whole lot of confidence in data of any kind (regardless of which side of the political aisle you reside on). Fortunately for us digital marketers, one or two percentage points don’t often have monumental effects on our campaigns. As an emerging channel, digital – warts and all – is still more effective than its offline counterparts, even considering its weakness when it comes to reporting and performance data.
Survey reveals how marketing pros make data-based decisions
Marketing has become a data-driven function and its success hinges on whether marketing managers can reliably measure the effectiveness of their marketing initiatives. The key to achieving this lies in our ability to analyze diverse datasets so we can make informed decisions based on quantifiable information. Success among today’s marketing pros means improving the bottom line and deepening customer relationships, while keeping teams in tune with an evolving marketplace.
Media winners and losers post-election
Donald Trump’s ascent to president-elect of the United States was a complete shock — that is, according to mainstream media experts and journalists, many of whom initially considered his campaign a joke. Now, just as Americans are divided, the media is even more polarized, with journalists forced into a moment of self-reflection as they gear up to cover the new administration. Let’s take a moment to consider how the media business fared during the campaign and election cycle.
DCN’s recommended reading: week of November 17, 2016
Here are some of the best media stories our team has read so far this week: Recode | Facebook says it miscalculated more metrics, but it’s telling advertisers not to…
DCN’s recommended reading: week of November 10, 2016
Here are some of the best media stories our team has read so far this week: Politico | How Trump Took Over the Media By Fighting It (16 min read)…