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Learn how to plan smarter campaigns that focus budgets where they work hardest. There’s a new type of transparency in customer relationships. The interruptive model of advertising is weakening in favour of engagement. The challenge to persuade consumers to give their attention grows ever greater. Social media needs to tie together PR, advertising, customer how to write a business prospectus and corporate messaging, and create news, discussion and entertainment customers want to engage with. With the right direction, brands can help nurture consumer generated content, boosting discussion and the reach of their messages.
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Web publishers have a new role in making their content exportable and participative. Digital Web Analytics Academy » Web Analytics 2. It’s not about the technology, it’s about the people. That may seem like an odd learning point for a web analytics Academy, but while every website has a smart stats package, how many firms have ‘data analysts’ to interpret what it says or act on what they learn? If you do then rest easy: you’re well ahead of the pack and gaining ground on your competitors.
For every dollar spent on software, put ten or more into the people who interpret it. We talk about SMART marketing objectives a great deal and I’ve posted some examples in one of the public Search Academy Classroom comment pages. Media planners in six countries told us the same thing: there’s nothing more frustrating than having sales teams get the numbers wrong. It wastes our time, and if they don’t know the difference between impressions, uniques and reach when they’re selling, how can we trust the numbers after? Our tutor’s message: get the numbers clear before taking anything out to your agency.
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Worse yet, soil has a harder time holding water, making it ever more reliant on irrigation.