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Maggie Clapperton

Recent Posts

Video Marketing Metrics You Should Care About (Other Than Conversions)

Nov 08, 2016 / by Maggie Clapperton

I’m going to go out on a limb and assume that as a digital marketer in 2016, you’ve at least flirted with the idea of video advertising. Given the right creative talent, it is easier than ever to develop and distribute video on a shoestring budget. But what about after the video is launched? Of course, everyone and their grandmother will be asking about conversions… After all, new customers are the point of advertising. But what other metrics can confirm that your video advertising is successful?

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7 Ways to Tell You’re a Digital Marketer Who Understands Great Content

Oct 25, 2016 / by Maggie Clapperton

It takes a special breed of digital marketer to execute great content marketing. If you follow these best practices, you can be sure you're one of them: 

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Ad Blocking In the Age of Free Content: Something's Gotta Give

Oct 18, 2016 / by Maggie Clapperton

The IAB Tech Lab is taking action to fight ad blocking” is not a statement bound to thrill most internet users. More than 69.8 million Americans will employ an ad blocker in 2016, a number expected to blossom to over 86 million in 2017. As more users resort to ad blocking, publishers are forced to take varied measures to circumvent them. Turns out, the cost of “free” online content is advertising. In light of this, is there a balanced solution? Can we reconcile user expectations with the needs of publications?

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Major Brands Are Bringing Programmatic Advertising In-House, Should Ad Agencies Be Worried?

Oct 11, 2016 / by Maggie Clapperton

As technology infiltrates the ad industry, many major brands are opting to keep much of their marketing in-house… Procter & Gamble, Unilever and Netflix to name a few. Seeking full control of their business, these industry giants are hoarding their media budgets (and their data) to themselves, starving the hands that once fed them. But what, if anything, does this mean for an advertising industry whose death was reported as early as 1994? Can the value of ad agencies really be usurped by their own clients?

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Digital Marketing Showdown: Native Ads vs. Banner Ads

Sep 09, 2015 / by Maggie Clapperton

For many brands, the term “online advertising” is synonymous with banner ads and pay per click (PPC) campaigns. And historically, this approach has been met with great success—until now, that is.

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