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

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

State of the CMO 2020

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

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Latest Videos

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Google collects as much data as it can about you. It would be foolish to believe Google cares about your privacy. I did cut off Google fr...

Phil Davis

ACCC launches fresh legal challenge against Google's consumer data practices for advertising

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“This new logo has been noticed and it replaces a logo no one really knew existed so I’d say it’s abided by the ‘rule’ of brand equity - ...

Lawrence

Brand Australia misses the mark

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IMHO a logo that needs to be explained really doesn't achieve it's purpose.I admit coming to the debate a little late, but has anyone els...

JV_at_lAttitude_in_Cairns

Brand Australia misses the mark

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Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

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Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

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Blog Posts

The obvious reason Covidsafe failed to get majority takeup

Online identity is a hot topic as more consumers are waking up to how their data is being used. So what does the marketing industry need to do to avoid a complete loss of public trust, in instances such as the COVID-19 tracing app?

Dan Richardson

Head of data, Verizon Media

Brand or product placement?

CMOs are looking to ensure investment decisions in marketing initiatives are good value for money. Yet they are frustrated in understanding the value of product placements within this mix for a very simple reason: Product placements are broadly defined and as a result, mean very different things to different people.

Michael Neale and Dr David Corkindale

University of Adelaide Business School and University of South Australia

Why CMOs need a clear voice strategy to connect with their customers

Now more than ever, voice presents a clear opportunity to add value to an organisation in many ways. Where operational efficiencies are scrutinised, budgets are tighter and discretionary consumer spend at a low, engaging with an audience is difficult.

Guy Munro

Head of innovation and technology, Paper + Spark

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