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Over 30% of brands to focus on improving communications to women in 2018 suggests Pearlfinders research

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Pearlfinders has released its latest annual Global Index research and with national and international news agendas being heavily focused on diversity issues in 2017 the new report shows that 33% of brands in Europe are planning to increase their marketing to female audiences during 2018.

Research for the Global Index is conducted throughout the year and sees some 10,000 interviews with brand marketers conducted to measure trends and to reflect the purchasing intentions of the brand at the time of interview.

2017 started with the global Women’s March and concluded with Time magazine declaring the #MeToo Silence Breakers its ‘Person of the Year’ demonstrating a major global cultural shift, which it seems brands are taking seriously and are planning to back heavily with increased female orientated communications in 2018.

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Findings suggest that in 2018 brands are set to increase their spend on Content by five per cent, increase spend on digital marketing to females by 3.1 per cent and increase consumer PR spend to women by 2.2 per cent, with the greatest year on year increases expected to come in the fashion and travel sectors.

Speaking of the findings Richard Dodgson, founder and creative director at Timebased Events, said: “We’ve been inspired by movements like Sheryl Sandberg’s ‘Lean In’, Verizon’s ‘Inspire Her Mind’ and Puma’s ‘Do You’, with powerful women and meaningful messages at the centre.

“We work with brands that build events to contribute to the culture their audiences care about, and we’re expecting 2018 to be the year of women. In 2018 it will be more critical than ever for agencies and brands to understand how to trigger female emotions – and events will be at the very heart of delivering this.

“Access to positive associations with the worlds of fashion, design, music, film and celebrity culture will be needed by sectors like consumer electronics and sports like F1, who will be looking to prioritise the female audience.”

Other top line findings from the Global Index suggest the following:

• 14% of brands are planning to review their advertising AOR
• 26% increase in brands overhauling youth marketing
• 47% increase in brands targeting young HNWIs
• 76% of FMCG Food brands planning agency reviews in 2018 want to enhance their healthy credentials
• B2B marketing is getting sexier – even in the Industry & manufacturing sector 15% of all upcoming marketing projects are seeking an integrated creative agency
• 28% increase in the number of brands citing “authenticity” as a 2018 marcoms priority

Reflecting on the Index findings and how they will impact on the industry in 2018 Serge Vaezi, chief strategy and creative officer,UK& EMEA at Ogilvy PR, said: “2018 will see the on-going rise of brands that look at their marketing model as needing to add value in order to generate ‘news’. These brands understand the necessity to ‘talk less and do more’ in order to earn cultural relevance. Why?

“The proliferation of ad blocking technology is showing no slow down. We are seeing a swing back towards traditional, established news brands in a clear backlash to ‘fake news’. And more brands are behaving in a way that consumers, media and influencers find genuine, authentic and interesting.

“Consequently more clients are asking for strategies to make them culturally relevant. Big, channel agnostic ideas are fine, but the consumer is ever more demanding in their desire to know what’s in it for them."

Reinforcing this view Alex Charkham, strategy director at FUSE, added: “Technologies and innovations that can help create experiences will become more central to brands’ strategies and will also mean greater accountability and measurement for clients – better linking online and offline behaviours/ identities. VR and AR have already started to be more consistently employed by brands.

“The next step will be data and AI enabled frictionless personalised experiences, content distribution built increasingly around individual interests, technologies that allow audiences to become creators and tools that support better real-time data collation.

“There is a watch-out here though for brands; in such a fast-moving landscape it will become even more vital to maintain a clear purpose and identity in order to ensure that innovative activations contribute to brand goals, rather than becoming an end in themselves.”

The Pearlfinders Global Index can be accessed here.

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Facebook cracking down on ads with clickbait headlines, sensationalized language

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In May 2017, Facebook announced it was doing more to demote ads that included shocking, disruptive or malicious content. On Wednesday, the company announced it was expanding its efforts in this area by further reducing distribution of — or disapproving — low quality ads.

Marketers using less than credible ad content will need to reconsider their strategy as their ads will continue to get less and less play — or be removed. Here’s a look at what’s changing.

Ads that withhold information. See the examples shown above. Any Facebook ads that include sensationalized or exaggerated headlines to generate a reaction, but fail to deliver the anticipated response on the landing page will also be demoted or disallowed.

Engagement bait ads. Another type of advertisement that will be penalized is any ad that withholds information to get people to click on a link to understand the full meaning of the post. Advertising headlines like “You won’t believe what happened next” or “You’ll be shocked when you see the results” are prime examples of this type of clickbait.

Ads with sensationalized language. Facebook says advertisers trying to promote ads with any of these attributes should expect to see lowered distribution in ad auctions. Ads flagged for low quality content may also be disapproved.

Why it matters to advertisers. Facebook says this heightened enforcement applies to all advertisers, but media, entertainment, political and issue ads may be impacted more as these are ad categories more likely to use such methods.Advertisers with multiple ads flagged for low quality content may see all of their campaigns impacted — meaning if Facebook identifies an advertiser habitually trying to post low quality ads, all of that advertiser’s campaigns may be penalized.

These latest updates are an extension of Facebook’s 2014 move to fight clickbait headlines. The company has since made improvements to cut back on the amount of spammy content in the News Feed.

The post Facebook cracking down on ads with clickbait headlines, sensationalized language appeared first on Marketing Land.

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Marketing Day: Facebook fights low quality ads, Pinterest updates Ads Manager, Twilio acquires SendGrid

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Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:

Online Marketing News From Around The Web:

The post Marketing Day: Facebook fights low quality ads, Pinterest updates Ads Manager, Twilio acquires SendGrid appeared first on Marketing Land.

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Dow Jones Media Group announces first-ever print edition of MarketWatch

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MarketWatch, the Dow Jones Media Group's (DJMG) imprint for stock market and trading news, has launched its first-ever print issue.

The special annual issue, named Best New Ideas in Money, has been scheduled as a print supplement to the Wall Street Journal on October 29. In advance, MarketWatch has rolled out digital content all through October, focusing on a single theme each day.

These include college tuition, data privacy, retirement, pay cycles, and cryptocurrency. This series takes a look at the macro level, and the growing influence of US state governments.

Jeremy Olshan, Marketwatch's editor-in-chief, described print as a "special medium" to package a specialized discussion like money.

“[Marketwatch] is certainly a digital business and publication but we're very willing and excited to experiment with all kinds of outputs, including print," he said.

Almar Latour, publisher of DJMG added: "This new franchise shows the strength of MarketWatch not just as the pulse of financial markets but as a marketplace for ideas.”

This special edition coincides with a year full of experimentation from the DJMG titles. Earlier this year, the media group turned Barron's corporate lifestyle section, Penta, into its own standalone site living on print and online. Barron's main page has also gone through a top-down redesign, which launched in September.

Latour added: “Increased depth and sophistication of our coverage mixed with smarter, targeted distribution to an affluent and aspirational and thinking audience are driving forces for our growth."

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