iCrossing

It’s not all about visibility As we move into the fourth quarter, and the holiday season gets ever closer, it’s time to take a look into what the new year has to offer… For many, 2015 has been the year of content, and while there are no signs of this trend losing momentum, 2016 is likely to see an evolved approach quickly come to popularity. We are guaranteed to see new and innovative ways to reach consumers, as being present simply isn’t enough for modern day audiences so brands will need to think harder about how they seek to engage. Generating brand loyalty is going to be ever more important in 2016 and building that personal connection with your audience could make all the difference in beating your competitors. As the digital space gets ever more competitive, the goal for many will be to understand and connect with consumers in a way that builds brand loyalty, with content that cuts directly through to the needs of their target audience.

The Excel Solver Add-in can solve these types of problems and is defined as a: 'What-if analysis tool that finds the optimal value of a target cell by changingvalues in cells used to calculate the target cell' The Solver Add-in and linear programming have a wide variety of applications including, financial planning, production planning, and also, picking a premier league fantasy football team. The Official Fantasy Premier League which hosts the league has all the football players which are available to be picked, along with the total points they accumulated last season. This cell contains the total number of goalkeepers selected and it must equal 2.This cell contains the total number of defenders selected and it must equal 5.This cell contains the total number of midfielders selected and it must equal 5.This cell contains the total number of forwards selected and it must equal 3.This cell contains the total cost of all the players that are selected in the team and it must be less than or equal to 100.This range of 20 cells contain the total number of players selected within each team, and each cell must be less than or equal to 3. This range of 20 cells contain the total number of players selected within each team, and each cell must be less than or equal to 3.

Due to this brands need to understand how to work with bloggers, which bloggers are relevant to them and the types of campaigns that would work well with consumer engagement – getting the blogger involved from the outset to help shape the final execution. But no, Marius' team take it further to ensure that store staff are directly engaging with consumers in store, in curated product displays, in exclusive offers and in innovative, new ways to drive interaction, engagement and purchase. With examples from Ikea who are on a quest for clutter free houses across the globe, and Paddy Power's jester qualities to provide comedy to the public, Tim's session gave the basics for creating a powerful story to drive engagement. Delivering unique and meaningful experiences to their customers, with sub plots feeding into the overall story such as their recent Top of the Pots campaign; getting their customers to compete for the best jams and pickle recipes across the country and raising money for charity in the meantime, a fantastic piece of consumer engagement in an innovative and different way that truly resonated with their target audience.

’s been the year of the mobile for so many years now however, with recent changes to Google policy whereby description line 2 was dropped on mobile and replaced with ad extensions, it’s more important than ever to get the sitelink, callout or location extension right. To enhance your mobile bidding strategy further, it is vitally important to utilise the mobile bids adjustment feature at ad group level so as to ensure your bids are adjusted at the most granular level possible. Active View tags track the viewability of ads served by DoubleClick, which helps you determine how likely it is that an ad was actually seen by a user. Here you can also set a minimum viewability level, e.g. 40%, 50%, etc… to ensure greater viewability for your ads and ultimately make your spend more effective.