Content marketing has a clickbait problem.
Spend any amount of time on the Internet, and those promoted stories start popping up. They’re not particularly subtle.
“Putting a girl in a bikini, putting a cut cate picture — all the tactics that get you to click on promoted content — but that is clearly just click-baiting you into something you didn’t expect,” said Peyman Nilforoush, CEO and co-founder of inPowered, which helps companies promote stories on the Internet.
It’s an issue that is well-recognized in the marketing community. Barry Feldman, an online marketing consultant, said the promotion of clickbait has as much to do with poor-quality content, as it does with tricking users into clicking.
Read the full article here.
As the fallout from the momentous failure that was Quibi continues, investors are now clamouring to get their hands on whatever money is still left. And it turns out, Australia is one such investor. The AFR has revealed that The Future Fund – the government’s intergenerational fund that invests savings from taxpayers – invested $50 million […]
The spat between 2GB host Ben Fordham and ex-TV celebrity chef Pete Evans continues as the two names go back and forth in what can only be described as a savage online war. The online fracas first started after Evans claimed during a Facebook Live COVID-19 could be cured with alternative treatments like sunlight in […]
The ACCC has said it is monitoring Apple and Facebook’s market dominance in online dominance, after a new report found Australians are “overwhelmingly” choosing these platforms. The competition watchdog has today released the first Digital Platform Services Inquiry interim report, which found the use of messaging platforms has “grown significantly” in response to the pandemic. […]
Freelancing marketplace Fiverr has appointed Bohemia, part of the M&C Saatchi Group, to handle its media in Australia launching with TV and BVOD. The partnership signals a time of significant growth for the platform, having reported 2.8 million customers to have bought a wide range of services from freelancers across more than 160 countries in […]
The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]
Jaguar Land Rover Australia has appointed social relations agency, Haystac, as its PR agency of record following a competitive pitch process earlier this year. Haystac, part of the BWM Dentsu Group, will deliver a comprehensive portfolio of services including trade and lifestyle PR, content creation, ambassador management and influencer engagement. Haystac joins its dentsu network […]
On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]
JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]
Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]
Here, McCann Australia chief strategy officer, Simon McCrudden (main photo) and SMART managing partner, Bob Price (pictured below) converse on human centred design, its role in our new world and whether we’re truly taking advantage of the impact putting people at the centre of our work has…. Human Centred Design. It’s become part of marketing […]
Worldwide media, CXM and creative communications company, dentsu international, has committed to become a Net Zero emissions business by 2030. The commitment includes a new science-based target to reduce absolute carbon emissions by 46% and offset all unavoidable emissions through certified greenhouse gas removal projects by 2030.
PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]