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»HP

Brand Transparency 2.0: Moving Beyond The Buzzword

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Emily Ketchen, head of Americas marketing at HP. Despite criticism that it is just a marketing gimmick, brand transparency is more relevant and meaningful than ever. It is becoming fundamental to how companies engage with customers. By... Continue reading »
by AdExchanger // July 15th, 2019 //
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Prog IO: Brands Are In-Housing And Agencies Are Adapting

The in-housing trend is real, but agencies aren’t getting kicked to the curb. Their role is simply evolving. “Agencies have been around for years, and they’re not going away,” said Freddie Liversidge, HP’s director of digital activation, speaking at AdExchanger’s Programmatic IO show in San Francisco on Tuesday. HP recently completed a multiyear process to... Continue reading »
by Allison Schiff // May 1st, 2019 //
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Don’t Lose The Human Touch When Using Marketing Automation Tools

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Emily Ketchen, head of Americas marketing at HP. Automation tools have changed marketing forever and for the better. Artificial intelligence (AI) and machine learning innovations allow marketers to reach our customers more pointedly than ever. Ninety-eight... Continue reading »
by AdExchanger // April 8th, 2019 //
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Measuring Experiential Marketing: Finding Tangible KPIs In Ephemeral Experiences

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Emily Ketchen, regional head of marketing, Americas, at HP. For experienced marketers, reaching consumers has often been about the numbers. The basic strategy is to develop a product marketing plan and then observe related spikes in... Continue reading »
by AdExchanger // October 10th, 2018 //
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OTT Audiences Are There – So Why Aren’t Advertisers Buying?

OTT audiences are prevalent and engaged. But while advertisers are buying, they’re not exactly beating down the doors. Watch any premium long-form show on an internet connection and you’ll see the same irrelevant message played so frequently it’ll haunt your dreams. What gives? The main issue is buyer confusion about how to transact on OTT... Continue reading »
by Ryan Joe // February 13th, 2018 //
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HP Autonomy Tries To Claw Back After Lawsuits And Write-Down

HP Autonomy, the British software maker that Hewlett Packard acquired two years ago for $10.3 billion and wrote down in a multibillion-dollar loss, is hoping to erase some of that bad press with its new HP Digital Marketing Hub. The Marketing Hub is a cloud-based interface that lets marketers identify customer segments, build prescriptive models... Continue reading »
by Judith Aquino // October 17th, 2013 //
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HP Aims To Prove The Value Of Its 1 Million Followers On LinkedIn

This week computer hardware and software marketer HP became the first company on LinkedIn to attract a million followers. HP believes the service can work as an advertising medium, as much as it can a customer relationship management or public relationship channel. "Our one million followers are connected to over 42 million people on LinkedIn,... Continue reading »
by David Kaplan // March 1st, 2013 //
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