Consideration as media KPI?

10/20/2021

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Craft

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Tobias Schwarz

As a researcher and someone who loves numbers, Tobias Schwarz, Director of Crossmedia Redbox, is glad that concrete goals in brand communication have long been standard practice. However, he is always surprised about one particular media task: increasing consideration. In this article, he explains why brand relevance is not something you can outsource to your…

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Will Digitally Conditioned Customers Return to Retail #IRL?

04/05/2021

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Jens Schnückel

For non-food retailers, the corona pandemic is increasingly turning into a disaster. Not only do retailers struggle with the economic losses caused by the lockdowns, which have not been compensated for by the shop counter’s digital extension, the current re-opening of their shops is now being threatened by the next disillusionment: Homo Corona Digitalis.

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Will Human Craft Make a Comeback In The Post-Cookie Era?

03/01/2021

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Craft

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Lee Beale

If necessity is indeed the mother of invention, then 2021 could be the year in which agencies will truly transform the way they operate. Lee Beale, managing partner at Crossmedia USA, explains why a critical approach to third-party data is long overdue.

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CRM – A Powerful Antidote

02/03/2021

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Craft

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Anne Bologna

CRM is back! Anne Bologna, Chief Strategy Officer at Crossmedia USA, is convinced that modern CRM tools will finally enable brands to build real relationships with their customers. Could CRM in fact be the Holy Grail of digital-based advertising?

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