Targeting on Facebook Just Got a Whole Lot Harder

Facebook launched Partner Categories back in 2013 to give marketers an effective way to use third-party anonymous data to create hyper-targeted campaigns. Data mining companies like Experian and Acxiom collect demographic and behavioral data on other channels, then pass it along to Facebook. The social media network is then able to match the data to users’ profiles so advertisers can target them.

But, back in March, Facebook released a brief statement announcing that it would be disbanding Partner Categories in the interest of its users’ privacy. Although it did not elaborate on the reasoning, it is likely due to the privacy concerns of its users, especially in the case of the Cambridge Analytica scandal that went down this past March.

Last week the hammer finally dropped, and Partner Categories are no longer available to be used in new audience targeting. Before panic sets in, I think we should be looking at this as an opportunity to improve our marketing and take back some control. Let’s start by discussing about how this specific change is going to impact advertisers.

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Three Marketing Resolutions for 2018

As 2018 is the first year of business for Bern Digital, I want to get things started properly. Last week I decided to sit down and think about three marketing concepts that I want to apply in my own business and as I deliver work for partners.

My goal was not to set three measurable and achievable milestones to aim for, such as acquiring five new leads through my website, because I want to avoid being too focused on tactics. At the same time, I also didn’t want to reach for something so unrealistic that it doesn’t make sense, like integrating a VR component into every marketing campaign.

This led me to three concepts that I believe are mature enough to be applied to a wide variety of businesses, can help to differentiate my partners from their competitors, and will lead to long term growth. Here’s what I came up with…

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The Importance of Brand Stories in Sports

Stories are Important in Sports - Rocky Balboa

Everyone loves a good sports story.

“Storytelling” is undoubtedly one of the top marketing buzzwords of 2017, and for good reason.

As the number of engagement platforms continues to skyrocket so too does the competition for a share of consumer attention. The current landscape demands that businesses in all industries excel at connecting with their target audiences in a meaningful, emotion-driven manner to drive business results. That applies to sports as much as any other business, where creating relationships with fans is critical to lasting on- and off-field success.

Stories are the key to establishing and reinforcing those relationships.

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IOC: Don’t Even Consider Tweeting About The Olympics

Official IOC Rio 2016 Olympics Look and Feel

Planning a campaign to take advantage of the hype surrounding the Olympics in Rio? That might not be the best idea.

AdWeek is reporting that the International Olympic Committee and the United States Olympic Committee will be enforcing their right to prevent businesses from speaking publicly about the Olympics.

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“Industry Standard” Is A Dirty Word

industry-standard-dangerous-comparison-concept

There is more than one type of dirty industry standard.

Yeah, I know industry standard is two words, but the title is much catchier this way.

On their own those two words are great for describing major economic segments and mediocrity. When combined they form one of the most dangerous and misleading phrases in business and marketing.

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