What it takes to adapt to the new age of customer centricity
The holiday season brought improved Sponsored Brand ad copy approval times but policy enforcement was fairly inconsistent. However, new feature rollouts should continue to be helpful into the new year.
Modern advertising plays a proxy role, giving brands the opportunity to project a personality and proposition to the masses. We are coming to the end of the advertising age; that doesn't mean the end of creativity — in fact, the opposite, writes, Evan Nicholson, Sr. Director, Personalization and Experience Optimization Strategy at Merkle.
Companies should focus on working seamlessly across all channels, consolidating recurring tasks, leveraging data and instilling credibility in all aspects.
Brands need to invest resources into feed management and utilize format variations to ensure they appear in as many relevant queries as possible.