IAB Finds Second-Half Ad Spending Better Than Planned, Full-Year Significantly Worse (mediapost.com)

Bauer Media has today announced the expansion of Bauer Illuminate for the automotive market, allowing auto advertisers to accurately target audiences at different stages of their car buying journey, using unique and invaluable first-party data gathered from Bauer’s network of high quality, brand safe automotive digital platforms. This first-party information aids brands to send targeted messages to relevant automotive cohorts at key stages of the car buying journey, increasing efficiency and engagement. This includes audiences looking at general car buying advice at an early stage (‘Awareness’ phase), to those further down the funnel and looking at certain body style or fuel type (‘Engagement’ phase), to consumers who are in deep research stage and typically eight weeks away from purchase (‘Intent’ phase). Early trials have shown that when targeting users during the ‘Engagement’ stage using Illuminate, dwell time increased by 50% and the number of users that engage with car adverts by 13%. The introduction of the service follows the launch of Bauer Autoventure in 2020, which married Bauer’s Automotive titles such as Parkers, Car, Fleet News, Automotive Management, Classic Car and Practical Classics with its market-leading audio business, providing automotive brands creative advertising solutions. With the expansion of Bauer Illuminate, auto brands will now be able to benefit from both Bauer’s creativity and insight to create campaigns with impact – especially as the industry rapidly moves to a cookieless world.

If you’re unsure about the answer to this question, I strongly advise you to pause for a moment and check. In light of the persistent rise in inflationary expenses, many brands are cutting back on their acquisition efforts without closely monitoring the potential shrinkage of their customer file. To illustrate this point, consider the case of one brand’s decision in 2022, which reduced its acquisition circulation by 34%, resulting in a 24% reduction in the 0-12M customer file. This reduction in the customer file meant they had fewer individuals to target with print materials throughout the year. Consequently, this contraction led to an estimated loss of $1,500,000 in top-line demand for 2023. There are many ways to dial in your acquisition efforts without aggravating your budget, but below are my top 5 strategies to consider as you plan 2024: read more at: https://cohereone.com/is-your-0-12-month-customer-file-shrinking/?utm_medium=email&_hsmi=280440906&_hsenc=p2ANqtz--2RMCk0KRLkt8nQfXB5LCibiZOfPApH28buNWyQ4TmEgBnqOxHmPz76aYYMnO60Vqexl-n9Gv33ljTKJ9fvU8POCXtPpJmsno09JIHt5RBjxnUtkE&utm_content=280440906&utm_source=hs_email

Omnichannel success is all about breaking down barriers between channels and building cooperation. Every company that strives for omnichannel success is trying to change from being company-centric or channel-centric to being customer-centric. In a channel-centric company, one channel typically dominates the others. In this business model, the company is more important than the customer; everything revolves around improving sales and making more money for the company. Retailers think first and foremost of their stores; other channels are an afterthought. Pure-play catalog or ecommerce companies concentrate only on their method of selling. A customer-centric business is totally oriented toward the customer. Customers decide when, where, and how they wish to shop with the company. From the customer’s perspective: *The customers control the relationship. *Customer service is seamless across all channels. *Customers see a single face/identity/voice/brand from the company, regardless of channel. *Customers have the feeling that the company cares about them and works for their loyalty. *Most if not all merchandise is available from all selling channels.