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Content is the foundation of all communication – online and offline. No wonder, then, that content marketing has been one of the top online marketing disciplines for years. High-quality text and video content adds value for consumers and is als...
Meaningful brands: What are the key ingredients of your brand value?
Brand value – the value of a brand is much more than the mere monetary value, known as brand equity. The Meaningful Brands study provides advice on how your company can increase its brand value and improve its brand image.
Here’s how to strengthen your brand safety and suitability during the coronavirus pandemic
Search terms relating to the coronavirus are among the keywords that are currently being blocked by marketers the most. Oliver Hülse from Integral Ad Science explains why a good brand safety and suitability strategy should not simply focus on blocklists.
What should be borne in mind when using influencer marketing during the COVID-19 crisis?
What impact is the current situation having on influencer marketing? Should planned campaigns be jettisoned? And what is required for credible crisis communication? We asked some experts for their opinion.
Twitter Topics: how marketers can benefit from this new feature
Users can use Twitter Topics to follow trends of interest to them. Brands can take advantage of this for their Twitter marketing. After all, users also discover new accounts via the Topics feature.
90° turn: Vertical storytelling
Thanks to smartphones, mobile Internet usage takes place in portrait format. Vertical storytelling is used to take stories shown on social media, etc., and fill them with content. Learn how to use this method for your marketing.
The mere-exposure effect – Why content marketing works
Thanks to the workings of the mere-exposure effect, the brain reacts positively to stimuli that have previously been perceived subconsciously. This is precisely why content marketing works – but it also becomes clear why it takes time before a content strategy can deliver measurable results.
Gen Z: How to Reach the New Generation of Consumers
The latest generation of consumers poses a challenge to marketers, especially in terms of formats and channels. In this interview, Germany's youngest agency boss, Charles Bahr, provides us with important insights on his generation.
The dos and don’ts for your content automation strategy
As so often, content automation involves a lot of opportunities and pitfalls. Here, too, the correct dosage and targeted, well-prepared use are important.