Ken Carr's Daily Read

After a year, Twitter’s Promoted Trends, Tweets and Accounts are still a mystery to many marketers. As more companies test the offerings, best practices are emerging, and Twitter is planning ways to improve its ad platform and compete with other social network ad stars.

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Virtual goods economies are flourishing in social network games, virtual worlds and other online communities. This growth has opened opportunities for marketers to promote brands by leveraging players’ willingness to spend real money on virtual items.

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Customers want deeper engagement with the brands and products they care about. Innovative companies are rising to the challenge, realizing that customer collaboration is vital to keeping a competitive edge. Co-creation is catching on with many brands.

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Asia-Pacific is the largest regional market when it comes to mobile usage. But it is also highly diverse, ranging from leading-edge Japan and South Korea to emerging China and India. What these countries all share is rapid uptake of mobile internet access, which spells opportunity for marketers.

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The display advertising landscape boasts hundreds of ad inventory choices. By approaching the ad purchase process objective-first, media buyers can best identify a winning combination of inventory sources and buying methods.

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The increasing availability of online and mobile auto information is making it easier than ever for consumers to shop for vehicles on their own terms. It also means that marketers must be “always on” so they can reach these shoppers at all phases of the purchase process.

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Cutting the cord on cable TV has become a fashion statement of sorts. Surveys show there is a lot of interest but little action—so far. Marketers should be aware of what is happening with online TV video viewing today and what is likely to happen over the next 12 months.

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