Categoria: Tendências
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GSK Targets Patient-Adjacent Audience With Award-Winning Initiative
Most companies target their content to people who will use their products. But GSK did it differently. It targeted a patient-adjacent audience with its Carerhood program, which was named Best Content Marketing Program in Health Care.
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How To Use LLMs for Competitive Research and Gap Analysis
Is your content strategy falling flat? Learn how to use AI for competitive research and gap analysis to uncover audience insights, identify missed opportunities, and win more traffic
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Journalists are using generative AI tools without company oversight, study finds
Nearly half of journalists surveyed in a new report said they are using generative AI tools not approved or bought by their organization.
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Why creators see Twitch’s monetization and moderation updates as the latest salvo in the livestreaming wars
Twitch is expanding its monetization and moderation tools, which creators see as an attempt to regain ground lost to competitors.
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How to grow a creator-based newsletter business, with Puck’s Sarah Personette
Puck’s newsletters have grown into franchises, with its anchor journalists becoming franchise managers, the company’s CEO said on the latest Digiday Podcast episode.
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Marketing Briefing: How the desire for cultural relevance is changing marketers’ planning cycles
Culture is ever changing, ephemeral and impossible to predict — and yet, today’s marketers are more beholden to the cultural zeitgeist than ever.
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Amazon launches Alexa+, and marketers want ads
If Alexa becomes a bigger part of Amazon’s ecosystem, it opens up even more real estate for ads.
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WTF is attribution modeling?
Despite signal loss and last-touch bias limiting its usefulness, marketers are still turning to attribution modeling to measure the impact of their ad spend.
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News U.K. rethought brand safety, and is starting to profit from it
The publisher has increased its brand safe ad inventory by up to 20%, up from 16% just six months ago.
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News podcast listeners over-index on video podcast consumption
News podcast listeners are more likely to use YouTube to watch videos and consume and find podcasts, compared to non-news podcast listeners, according to a report.