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Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Pat Friesen is a direct response copywriter, content developer, copy coach and creative strategist. She is also the author of "The Cross-Channel Copywriting Handbook," published by Direct Marketing IQ. Reach her at (913) 341-1211.

New technologies are tested first and foremost in the marketing department of Deutsche Bank. In an interview with DMEXCO 2018, expo and conference, Cologne, Germany, Tim Alexander, CMO of Deutsche Bank, talks about technology trends and how marketing is evolving into a strategic corporate function.

The markets may not be eating the auto industry’s dust as far as new car sales go in 2017, but President-elect Donald J. Trump may have introduced more certainty into forecasts with the promise to rollback environmental regulation, according to at least one industry analyst.

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In this session, Bruce Biegel will present findings from Winterberry Group's research "Going Global: The Cross-Border Audience Opportunity." This research is being pursued in order to advance the industry's understanding and practice of cross-border audience engagement, with an eye on helping publishers and marketers understand how varying marketplace conditions-including the availability of data and technology, as well as preferences for various approaches to media-are likely to impact efforts to identify, engage with and grow the value of addressable audiences in support of global growth strategies and in a range of geographic regions.

Marketers have a developing opportunity to leverage data and technology to expand audience engagement across borders. Though practitioners-including publishers, marketers and solutions providers-are eager to expand their approaches and develop audiences (or support clients' efforts) in new areas around the world, little information previously existed to guide that work.

Biegel will address what it takes to "go global" with audience development, including sharing:
- A comparative snapshot of the status and relative maturity of data-driven audience engagement practices and infrastructure in each of 12 representative regions (regions include: the U.S., Australia, Brazil, Canada, China, France, Germany, the Gulf Region, Japan, Mexico, South Africa and the U.K.)
- How the data and technology landscape differs across regions-and how those assets and tools shape any addressable opportunity
- An overview of the key ingredients for any organization to successfully "go global"-with a focus on vendor requirements and ideal organizational structures and processes; and
- The factors that are limiting or challenging these efforts.

Click here for more information (and to view for FREE) today!

 

Social media has been buzzing since before the World Cup matches began. An infographic from social media marketing firm Offerpop used data from social media monitoring firm Crimson Hexagon to demonstrate the opportunity to optimize user-generated content. Offerpop projects more than $5.7 billion will be spent on sponsorships and commercials throughout the tournament. With good reason: About 3.6 billion people tune in to watch. The marketing spend might seem huge, but because commercials only air at halftime, broadcast commercials will only account for 17 percent of gametime.

"Your first 10 words are more important than the next 10,000," wrote America's super-salesman Elmer "Sizzle" Wheeler (1903-1968). What are the first 10 words? In the world of advertising, they are called "headlines." Newspaper journalists call them "heds."

Cuba has proposed that a U.S. government delegation visit Havana next month for a second round of talks since June on resuming direct postal services, interrupted for the past 50 years, knowledgeable officials said Wednesday. Mail service between the United States and Cuba was cancelled in 1963 as Washington tightened economic sanctions on Havana. Letters and packages now go through third countries such as Mexico, Canada or Panama. Cuba proposed the talks be held Sept. 16 in Havana, according to the officials, who asked for anonymity because they were not authorized to comment on the issue.

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