Stories by Matt Kapko

Social Media

How Facebook's Creative Shop aims to boost marketing ROI

Facebook has no problem selling ads and encouraging marketers to launch campaigns on its platform, as consistently demonstrated by its financial results. However, the quality of campaigns varies widely. Facebook says it wants to help marketers and brands be more creative and increase the impact of their work by collaborating with a growing team of specialists who work at a special division within the company that's dedicated to this purpose, called Facebook Creative Shop.

Digital Marketing

How Marketing Teams Can Capitalize on Demographic Shifts

Many modern businesses live and die by the stories they tell -- and the stories that are told about them. It's crucial to strike the appropriate tone in today's always-connected forum of oversaturated media and crowded mobile and social distribution channels, but it's no longer about one narrative from a single voice.

Social Media

How to Make Sense of Facebook's Marketing Policies

Marketers have devised all sorts of creative ways to promote and sell their brands on Facebook. Of course, there are many marketing tactics Facebook doesn't want to see on its platform, and it created a specific set of policies to weed them out.

Social Media

Snapchat Says Its Weaknesses Are Actually Strengths for Advertisers

Snapchat just recently started to include advertisements in its popular ephemeral messaging app, but its advertising strategy is notably different than its competitors' strategies. Snapchat says it has no interest in tricking its users into clicking ads by blurring the line between advertising and organic content created by actual users.

Social Media

How brands can convert Facebook users into customers

Marketing is sometimes considered a niche form of storytelling, but its stories mean nothing if they don't make brands resonate with potential customers and ultimately lead to sales. Many modern marketers view the people who connect with their brands on social media as potential leads that could become customers.

Digital Marketing

6 digital marketing pros define programmatic advertising

In conversations with marketing professionals, it's rare for five minutes to pass without the topic turning to programmatic advertising. Ad dollars spent on direct programmatic initiatives are expected to reach $9.8 billion by the end of 2014, according to eMarketer.

Social Media

Most CEOs still don't get social media

Social media is a virtual ghost town for most CEOs with participation among the world's most elite leaders at embarrassing low numbers. A staggering 68 percent of CEOs at Fortune 500 companies have no social media presence at all, according to a new study from CEO.com and Domo.

Social Media

Apple Lays Out Its Social Media Aspirations

Apple CEO Tim Cook unequivocally tells PBS' Charlie Rose that the company has no plans to be in the social media business. "We have no plans to be in the social networking area," he tells Rose without hesitation.

Digital Marketing

How social networks are changing mobile advertising

For digital marketers, the road to riches on mobile screens has been long and riddled with holes of divergence. But the pursuit, which harkens back to the pre-smartphone era, has gotten more promising thanks to social media.

Social Media

Twitter Flips Ad Model to Rival Facebook's Structure

Twitter is moving away from its cost-per-engagement model for ads and putting objectives like app installs, follows and leads front and center. Campaigns on Twitter will now begin with the end goal in mind, enabling advertisers to only pay for specific actions they deem most effective in achieving that objective.

Featured Whitepapers

State of the CMO 2019

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Brayden Manchee

How National Tiles used digital personalisation to deliver 15 per cent of revenue online

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Dexx Mason

ASMR: Flash in the marketing pan, or something more?

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Melbourne Fashion Week: Using digital and insight to drive engagement and attendance

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What automated design is going to do to 3D printing and product customisation

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Yolanda R. Skillman

Report: Accountability key to marketing's influence in business

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Blog Posts

Why direct response advertising is winning this year

In response to the COVID-19 crisis, brands around the globe are going into hibernation and waiting out the ongoing storm. CMOs have dramatically slashed their budgets across every single form of media, digital included.

Sabri Suby

Founder, King Kong

Taking back control of your tech

To win in customer experience, brands need to take back control of their technology.

Michael Titshall

VP, managing director, R/GA Australia

Brands with internal customer insights capability will survive and even thrive

According to The Australian Bureau of Statistics, two-thirds of Australian businesses across all sectors have reported taking a hit to revenue or cash flow due to COVID-19. About one in 10 said they have paused trading altogether. In 70 per cent of cases, this was due to COVID-19.

Pip Stocks

CEO of BrandHook and founder of Hearsay

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