Anyone who’s been through a website refresh knows how invested stakeholders throughout the organization can be in the outcome. Fonts, colors, images, language ... from the C-suite down, few things invoke more passion than the public face of the company. But are people really focusing on the right things?
Imagine the novel idea of being able to read the news without a pop-up ad or a screen notification for a new email or a tweet from the White House. As some magazines have gone digital-only, other big publishers and brands have reversed course and leaned deeper into the ultimate lean back experience, print, with whole new publications.
Illustration by Alexis Beauclair
Nearly every ad you see online is tailored just for you. These digital ads are powered by vast, hidden datasets that allow advertisers to make eerily accurate guesses about who you are, where you’ve been, how you feel and what you might do next.
Many emerging technologies today are good for the planet and the long-term sustainability of our industries. The vast majority of them are good for business, too. Intelligent data collection and less wasteful production methods can help companies realise savings they didn’t even know were theirs for the taking.
Regardless if a business sells gluten-free pasta, real estate software or coaching services, a blog is the most powerful marketing tool. It helps establish the voice and tone of the business, displaying the personality and core values of the overall brand.
Published on schedules ranging from quarterly to once a year, each magazine is vying for readers’ attention in a time of ubiquitous screens. The subjects of these magazines vary, but what they have in common is their creators’ shared belief that time spent engrossed in a print publication is time well spent.
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A major concern facing digital advertising today is how to balance privacy concerns with sending consumers messages that are relevant to them. While relevant messages are important, many consumers are simultaneously becoming increasingly concerned about the use of merged databases.
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It’s hard to escape the buzz around machine learning. Practically every industry is talking about it. Today’s marketers are striving to deliver a relevant message to their customers. And while humans can’t communicate with large volumes of customers individually at scale, machines can.
In recognising the resilience of repurposed fabrics; the fragility of the environment; and ultimately the need for change, these individuals are creating beautiful, thoughtful and practical garments that stand the test of time, and represent a movement towards a more responsible, sustainable way of living.
The social influence market is just like any market. It uses currency (taste) to build capital (social status). This capital eventually gets monetized, and we inevitably discover that our internet “friends” may be making thousands and thousands of dollars for selling us brands, products, and ideas, just like celebrity pitch people did before them.