Posts by Gideon Spanier
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Advertising effectiveness vs. efficiency: what is important?
Brands prioritising short-term wins over long-term brand-building could end up falling short of the competition
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How to tackle marketing fraud
Fraudulent marketing, ranging from fake news disseminated by robots, to fraudsters syphoning off advertising cash, is coming under increasing scrutiny
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Is it time for the digital advertising industry to grow up?
Marketing chiefs suffering from channel fatigue are draining the digital swamp and demanding greater quality of advertising outlets
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Why ‘direct to consumer’ brands are dominating in retail
The growing trend of selling direct to the consumer has major implications for marketers and customers alike
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Personalisation: don’t get too close because it’s creepy
There’s a fine line between skilful targeting of personalised ads and getting too close for comfort
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Delving into dark social
The ‘dark’ side of social sharing explained
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How digital is boosting the market research business
Big data surveys may be more lucrative in a flat market, but high-end qualitative research remains important to the industry
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Can business keep up with “The Now Economy”?
Constant demands of an always-on economy mean businesses must transform to meet the growing expectations of consumers