As digital and social media marketing continue to grow, the number of ads and messages being ignored is growing even faster. This article by Tessa Wegert outlines 3 strategies to make digital marketing more relevant, thus increasing results.

Discussion Questions:

  1. Identify the three ways brands can make digital marketing more relevant? Discuss the importance of each method.
  2. Toyota created a campaign with BuzzFeed that generated social lift of 1.3 times. Why do you think this campaign was successful?
  3. Examine the site Athlete Network. How does this illustrate the principle of targeting a specific niche?

About Dr. Ken Clow

Co-author of textbook.

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