DMA 360 is a cutting edge, custom built platform that allows members of the DMA to keep up with the rapidly changing marketing landscape. DMA 360 allows buyers of media and marketing services to learn the best new marketing techniques and to discover the best new media and marketing service companies. Every Thursday, we deliver some of the top insights from the platform in Thursday 360.
Michelin Stars and Marketing Success
For this campaign InsideHook decided to keep the same service-oriented approach applied to TAG’s TwentyFourSeven while leveraging influential talent, in this case Chef Ludo, to help amplify interest and engagement amongst our audience of affluent adventure-seekers. When amplifying this content on social we went one step further than simply targeting a lookalike audience and created a custom audience cohort deemed most likely to engage with the content based on their identified interests in the realms of food and travel as well as their proven affinity for similar types of content based on their content consumption history. This ability to target by affinity is especially relevant and successful for InsideHook since the nature of our content is niche, interest based as opposed to news and pop culture we are able to gain a deep understanding of our audience’s genuine content affinities. This affinity targeting proved much more valuable and predictive of user engagement than the influencer component did, which showed us that our audience is much more interested in the experience being shown than the “experiencer” or rather the talent shown within the context of the experience.
A Fresh Approach
IBM Case Study: Fresh Direct Holistic View of Customer
Rich and Immersive Experiences
Director of Enterprise Applications at Holland America Line, Therron Hofsetz, shares his take on the future of digital marketing in 15 seconds including where machine learning meets the cruise ship industry.
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