We asked ourselves: "What is actually behind the engagement rate? And how do different platforms actually generate engagement?" We took a look at our Content.ONE data and created a simple analysis comparing all forms of engagement across all platforms. Our blog post on the frequency of different engagement types can be found here. On the same topic, here is an article by Jürgen [...]
#Advertising impact
KPIs are right - advertising impact is not.
Here is a reference to a highly interesting article on the systemic problem of proving the advertising impact of online advertising and targeting. Its title: "The new dot com bubble is here: it's called online advertising" Effects - which ones exactly? KPIs from Google and Facebook don't tell the whole story You know how it is: you use targeting and all efficiency KPIs shoot up [...]
The Adidas case: an end to data-driven nonsense?
Here the Horizont guest article - THERE the commented lecture video Adidas' announcement that the brand has invested too heavily in online performance advertising in recent years is causing a stir in the industry. Companion boss Michael Heine hopes that the sporting goods company's change in strategy will lead other company managers to refocus on the essentials: Namely, managing their brands. Guest article by [...]
The Adidas case: a good night video for marketing managers
At #EffWeek in London, Adidas Global Media boss Simon Peel reveals something extremely rare: reality in marketing. (Reality means something that can be experienced by the senses. You can touch it, so at best it has something indirectly to do with "digital"). Success despite, not because of digital marketing In reality, the adidas brand is very successful - 40% growth [...]