{"id":200,"date":"2020-09-22T12:05:00","date_gmt":"2020-09-22T12:05:00","guid":{"rendered":"https:\/\/favorite-news.com\/ar\/deep-dive-%d9%83%d9%8a%d9%81-%d8%a3%d8%ac%d8%a8%d8%b1-%d8%b5%d9%8a%d9%81-2020-%d8%aa%d8%b3%d9%88%d9%8a%d9%82-%d8%a7%d9%84%d8%b9%d9%84%d8%a7%d9%85%d8%a9-%d8%a7%d9%84%d8%aa%d8%ac%d8%a7%d8%b1%d9%8a\/"},"modified":"2020-09-25T13:36:34","modified_gmt":"2020-09-25T13:36:34","slug":"deep-dive-%d9%83%d9%8a%d9%81-%d8%a3%d8%ac%d8%a8%d8%b1-%d8%b5%d9%8a%d9%81-2020-%d8%aa%d8%b3%d9%88%d9%8a%d9%82-%d8%a7%d9%84%d8%b9%d9%84%d8%a7%d9%85%d8%a9-%d8%a7%d9%84%d8%aa%d8%ac%d8%a7%d8%b1%d9%8a","status":"publish","type":"post","link":"https:\/\/favorite-news.com\/ar\/deep-dive-%d9%83%d9%8a%d9%81-%d8%a3%d8%ac%d8%a8%d8%b1-%d8%b5%d9%8a%d9%81-2020-%d8%aa%d8%b3%d9%88%d9%8a%d9%82-%d8%a7%d9%84%d8%b9%d9%84%d8%a7%d9%85%d8%a9-%d8%a7%d9%84%d8%aa%d8%ac%d8%a7%d8%b1%d9%8a\/","title":{"rendered":"Deep Dive: \u0643\u064a\u0641 \u0623\u062c\u0628\u0631 \u0635\u064a\u0641 2020 \u062a\u0633\u0648\u064a\u0642 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\u0644\u0645\u0648\u0627\u0643\u0628\u0629 \u0647\u0630\u0627 \u0627\u0644\u062a\u0637\u0648\u0631. &quot;\u0647\u0630\u0627 \u064a\u0639\u0646\u064a \u0641\u0642\u0637 \u0627\u0644\u0642\u062f\u0631\u0629 \u0639\u0644\u0649 \u0623\u0646 \u062a\u0635\u0628\u062d \u0628\u0634\u0643\u0644 \u0645\u0633\u062a\u0645\u0631 \u0623\u0642\u0648\u0649 \u0646\u0633\u062e\u0629 \u0645\u0646\u0643 \u0648\u0644\u0627\u0642\u062a\u0631\u0627\u062d\u0643 \u0648\u062a\u062c\u0631\u0628\u062a\u0643.&quot;<\/p>\n<p>06<\/p>\n<p>\u0633\u0645\u0639<\/p>\n<figure class=\"wp-block-pullquote\" style=\"border-color:#212121\">\n<blockquote>\n<p><strong>&quot;\u0633\u0648\u0627\u0621 \u0628\u0642\u0648\u0627 (TikTok) \u0623\u0645 \u0644\u0627 \u060c \u0647\u0648 \u0641\u064a \u0627\u0644\u0648\u0627\u0642\u0639 \u063a\u064a\u0631 \u0630\u064a \u0635\u0644\u0629 \u0625\u0644\u0649 \u062d\u062f \u0645\u0627 \u0641\u064a \u0647\u0630\u0647 \u0627\u0644\u0645\u0631\u062d\u0644\u0629 \u0644\u0623\u0646\u0647\u0645 \u062a\u0633\u0628\u0628\u0648\u0627 \u0628\u0627\u0644\u0641\u0639\u0644 \u0641\u064a \u0623\u0636\u0631\u0627\u0631\u0647\u0645.&quot;<\/strong><\/p>\n<p><cite>CT DAVE \u060c \u0627\u0644\u0645\u0624\u0633\u0633 \u0648\u0627\u0644\u0631\u0626\u064a\u0633 \u0627\u0644\u062a\u0646\u0641\u064a\u0630\u064a \u0644\u0634\u0631\u0643\u0629 CT\u2019s LIVING FOODS<\/cite><\/p><\/blockquote>\n<\/figure>\n<p>\u0648\u0627\u062d\u062f\u0629 \u0645\u0646 \u0623\u0643\u0628\u0631 \u0627\u0644\u0623\u062e\u0628\u0627\u0631 \u0644\u0647\u0630\u0627 \u0627\u0644\u0639\u0627\u0645 \u0639\u0644\u0649 \u062c\u0628\u0647\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0647\u064a \u0645\u0633\u062a\u0642\u0628\u0644 TikTok \u062d\u064a\u062b \u062a\u062d\u064a\u0637 \u0627\u0644\u0645\u062e\u0627\u0648\u0641 \u0628\u0634\u0623\u0646 \u0627\u0644\u0623\u0645\u0627\u0646 \u0628\u0627\u0644\u062a\u0637\u0628\u064a\u0642 \u0648\u0627\u0644\u0634\u0631\u0643\u0629 \u0627\u0644\u0623\u0645 ByteDance \u0627\u0644\u0645\u0645\u0644\u0648\u0643\u0629 \u0644\u0644\u0635\u064a\u0646. \u062a\u0639\u062a\u0631\u0641 \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0628\u0627\u0644\u0645\u0646\u0635\u0629 \u0628\u0627\u0639\u062a\u0628\u0627\u0631\u0647\u0627 \u0641\u0631\u0635\u0629 \u0643\u0628\u064a\u0631\u0629 \u0644\u0644\u0648\u0635\u0648\u0644 \u0625\u0644\u0649 \u062c\u0645\u0627\u0647\u064a\u0631\u0647\u0627 \u0628\u0637\u0631\u0642 \u0645\u0646\u0639\u0634\u0629 \u060c \u0644\u0643\u0646 \u0645\u0635\u064a\u0631\u0647\u0627 \u0627\u0644\u0645\u062c\u0647\u0648\u0644 \u064a\u062c\u0639\u0644 \u0645\u0646 \u0627\u0644\u0635\u0639\u0628 \u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0644\u0644\u0645\u0633\u062a\u0642\u0628\u0644. \u0642\u0627\u0644 Dave \u0625\u0646\u0647 \u0628\u063a\u0636 \u0627\u0644\u0646\u0638\u0631 \u0639\u0646 \u0647\u0630\u0627 &#8211; \u0648\u0628\u063a\u0636 \u0627\u0644\u0646\u0638\u0631 \u0639\u0646 \u0627\u0644\u0645\u0646\u0635\u0627\u062a \u0627\u0644\u062c\u062f\u064a\u062f\u0629 \u0627\u0644\u062a\u064a \u0645\u0646 \u0627\u0644\u0645\u0642\u0631\u0631 \u0623\u0646 \u062a\u0631\u062a\u0641\u0639 &#8211; \u0641\u0642\u062f \u0623\u0637\u0644\u0642\u062a TikTok \u0628\u0627\u0644\u0641\u0639\u0644 &quot;\u0639\u0627\u0644\u0645\u064b\u0627 \u062c\u062f\u064a\u062f\u064b\u0627 \u0645\u0646 \u0627\u0644\u0631\u0642\u0635 \u0648\u0644\u064a\u0633 \u0627\u0644\u0645\u062d\u062a\u0648\u0649 \u0627\u0644\u0645\u0635\u0642\u0648\u0644 \u0627\u0644\u0630\u064a \u0646\u0631\u0627\u0647 \u0639\u0627\u062f\u0629\u064b \u0639\u0644\u0649 Instagram \u0648\u0627\u0644\u0645\u0646\u0635\u0627\u062a \u0627\u0644\u0623\u062e\u0631\u0649.&quot; \u0647\u0630\u0627 \u0627\u0644\u0625\u0628\u062f\u0627\u0639 \u0627\u0644\u062e\u0627\u0645 \u0648\u0627\u0644\u0623\u0635\u0627\u0644\u0629 \u0627\u0644\u0645\u0642\u0627\u0628\u0644\u0629 \u0645\u0646 \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0647\u0648 \u0634\u064a\u0621 \u064a\u062a\u0648\u0642 \u0625\u0644\u064a\u0647 \u062c\u064a\u0644 \u0627\u0644\u0634\u0628\u0627\u0628 \u0628\u0634\u0643\u0644 \u062e\u0627\u0635 \u0648\u0644\u064a\u0633 \u0645\u0646 \u0627\u0644\u0645\u0631\u062c\u062d \u0623\u0646 \u064a\u062a\u0644\u0627\u0634\u0649 \u0647\u0630\u0627 \u0627\u0644\u0627\u062a\u062c\u0627\u0647 \u0641\u064a \u0623\u064a \u0648\u0642\u062a \u0642\u0631\u064a\u0628\u064b\u0627.<\/p>\n<figure class=\"wp-block-pullquote\" style=\"border-color:#212121\">\n<blockquote>\n<p><strong>&quot;\u0625\u0630\u0627 \u0643\u0646\u062a \u062a\u0645\u062b\u0644 \u0639\u0644\u0627\u0645\u0629 \u062a\u062c\u0627\u0631\u064a\u0629 \u0631\u064a\u0627\u0636\u064a\u0629 \u060c \u0641\u0644\u0646 \u062a\u0636\u0637\u0631 \u0628\u0627\u0644\u0636\u0631\u0648\u0631\u0629 \u0625\u0644\u0649 \u0627\u0644\u062f\u062e\u0648\u0644 \u0641\u064a \u0634\u0631\u0627\u0643\u0629 \u0645\u0639 \u0645\u0646\u0634\u0626 \u0645\u062d\u062a\u0648\u0649 \u064a\u0631\u0643\u0632 \u0639\u0644\u0649 \u0627\u0644\u0644\u064a\u0627\u0642\u0629 \u0627\u0644\u0628\u062f\u0646\u064a\u0629 \u060c \u064a\u0645\u0643\u0646\u0643 \u0627\u0644\u0634\u0631\u0627\u0643\u0629 \u0645\u0639 \u0645\u0646\u0634\u0626 \u0633\u0627\u062d\u0631 \u0648\u0627\u0644\u062d\u0635\u0648\u0644 \u0639\u0644\u0649 \u0628\u0639\u0636 \u0627\u0644\u0645\u062d\u062a\u0648\u064a\u0627\u062a \u0627\u0644\u0631\u0627\u0626\u0639\u0629 \u062d\u0642\u064b\u0627&quot;<\/strong><\/p>\n<p><cite>\u0635\u0648\u0641\u064a\u0627 \u0647\u0631\u0646\u0627\u0646\u062f\u064a\u0632 \u060c \u0631\u0626\u064a\u0633 \u0642\u0633\u0645 \u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0623\u0645\u0631\u064a\u0643\u064a\u0629 \u0641\u064a TIKTOK<\/cite><\/p><\/blockquote>\n<\/figure>\n<p>\u0634\u062c\u0639 \u0638\u0647\u0648\u0631 \u0645\u0646\u0635\u0627\u062a \u0645\u062b\u0644 TikTok \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0639\u0644\u0649 \u062a\u0645\u0632\u064a\u0642 \u0643\u062a\u0627\u0628 \u0627\u0644\u0642\u0648\u0627\u0639\u062f \u0648\u0627\u0639\u062a\u0645\u0627\u062f \u0646\u0647\u062c \u062a\u062c\u0631\u064a\u0628\u064a \u0623\u0643\u062b\u0631 \u062d\u0631\u064a\u0629 \u0644\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a \u0648\u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629. Brands feel liberated to explore collaborations with a broader range of partners far beyond their traditional sandboxes. Trusting creators to know their audience and deliver great content means it\u2019s OK for the brand to relinquish a degree of control. The emphasis has shifted away from obsessing over consistency of tone and protecting brand assets. Instead, brands are focused on engaging the audience and inviting them to a party that is open to everyone.<\/p>\n<figure class=\"wp-block-pullquote\" style=\"border-color:#212121\">\n<blockquote>\n<p><strong>\u201cOne of the things we realized we needed to get ahead of the situation was communicating directly with our customers. \u2026 We needed to own the reality of the delays customers were experiencing.\u201d<\/strong><\/p>\n<p><cite>MAUREEN SHEA, CHIEF EXPERIENCE OFFICER AT IMPERFECT FOODS<\/cite><\/p><\/blockquote>\n<\/figure>\n<p>While it may seem counterintuitive to draw attention to problems, Maureen Shea, Imperfect Foods\u2019 Chief Experience Officer, recognizes that communicating frankly with customers pays off when hiccups are inevitable. When circumstances surrounding the pandemic created major obstacles in stocking and delivery, Shea\u2019s team made sure their customer care team was equipped to be transparent and communicative and \u201cget in front of\u201d the issues. \u201cWhen we did, we were actually seeing sentiments dropping prior to us effectively communicating here\u2019s what\u2019s going on with our systems and with the volumes, bear with us, we are going to turn this around. The sentiments immediately went back (up) and there was so much appreciation.\u201d<\/p>\n<p>07<\/p>\n<p>WTF\/Explainers<\/p>\n<p><strong>WTF are hashtag challenges?<\/strong><\/p>\n<p>Hashtag challenges drive a significant volume of content and user engagement on TikTok. The basic concept is to ask users to set a challenge asking users to film themselves carrying out a specific action or activity and post the video with an accompanying hashtag. The theme has to be interesting, funny or entertaining enough to move users to participate, and as more people take part, the challenge grows organically, potentially going viral. The #PassTheBrush challenge is just one example that blew up this year, livening up lockdown for many TikTok users and giving them a reason to make themselves up. The hashtag itself also has to be memorable, funny or otherwise worth sharing. On TikTok, audio is often a key component of hashtag challenges, with particular clips of music associated with specific challenges.<\/p>\n<p>Brands have found hashtag challenges are a useful hook for creating fun, shareable and viral content on TikTok. For example, Colgate\u2019s #MakeMomSmile challenge was simple, heartwarming and tied in appropriately both with the brand and Mother\u2019s Day celebrations.<\/p>\n<p>For decades, skincare brand Olay has struck a consistently serious tone with its advertising, which has focused on product innovation and the pursuit of perfect skin. The brand\u2019s #SpaDeOlay challenge embraced a more authentic, often humorous, vision of beauty. Olay encouraged consumers to share videos of their \u201chome spa.\u201d Some fans showed themselves being pampered by family members, while others included punchlines like a mother struggling to enjoy her \u201cspa\u201d while having to also bathe her kids. The refrain \u201cI used to be so beautiful, now look at me\u201d from CG5\u2019s track \u201cAbsolutely Anything\u201d adds a wry musical backdrop. \u201cThat gave Olay an opportunity to get home and get into their sweatpants, and just be imperfect, and that\u2019s the beauty of our platform,\u201d Hernandez said. <\/p>\n<p><strong>WTF are Universal Identifiers<\/strong><\/p>\n<p>Google\u2019s announcement that third-party cookies will be eliminated by 2022 brought Universal IDs to the fore as a possible solution for brands and marketers looking to maintain targeted ad systems. These are identities created by ad tech companies using first-party data from CRM and offline data that don\u2019t rely on third-party cookies, but still allow marketers to do \u201cintricate audience targeting.\u201d Holmes at AdColony said it\u2019s often a misconception that the changes coming with Apple\u2019s iOS14 are similar to those at Google, and Universal Ids aren\u2019t going to be a viable backup plan this time. \u201cApple is not asking, \u2018Hey user, can we please share your IDFA with marketers?\u2019\u201d he said. \u201cThis is \u2018Can we track you?\u201d and if someone says no, we can\u2019t track you, then that applies to universal identifiers too.\u201d<\/p>\n<p><strong>WTF is the ad tech tax?<\/strong><\/p>\n<p>The ad tech tax is the portion of the ad spending that goes to tech and software intermediaries before it goes to publishers. eMarketer estimated last year that ad tech tax makes up about one-third of total US advertiser spending. Holmes said that one of the positives that could come out of the launch of the iOS14 is that this ad tech tax decreases. \u201cIt\u2019s going to push middle players out, separating the players from the pretenders,\u201d he said.<\/p>\n<p>In other words, if opt-out rates do indeed end up being high, and, as many brands are fearing, marketers have to revert back to their advertising practices from 2014, except this time, there\u2019s greater transparency in supply chains. \u201cUnderstanding of what\u2019s out there, how an impression flows, how a bid flows \u2014 that education and that knowledge base is so much greater than it was five or six years ago, and that\u2019s going to be the key difference this time around,\u201d Holmes said. \u201cSo I would recommend while marketers are wading through this, really lean into your SPO (supply path optimization) and the people on your team that are tasked with this \u2026 so you can follow the money instead of just seeing who has permission to be selling the inventory.\u201d<\/p>\n<p>08<\/p>\n<p>Event Video<\/p>\n<p><strong>Day 1<\/strong><\/p>\n<p><strong>Day 2<\/strong><\/p>\n<p><strong>Day 3<\/strong><\/p>\n<\/div>\n<\/pre>\n<p><a href=\"https:\/\/digiday.com\/marketing\/deep-dive-how-the-summer-of-2020-forced-brand-marketing-to-change-for-the-better\/\">\u0421\u0441\u044b\u043b\u043a\u0430 \u043d\u0430 \u0438\u0441\u0442\u043e\u0447\u043d\u0438\u043a <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u0644\u0642\u062f \u0642\u0644\u0628\u062a \u0623\u0632\u0645\u0629 \u0641\u064a\u0631\u0648\u0633 \u0643\u0648\u0631\u0648\u0646\u0627 \u0627\u0644\u0639\u0627\u0644\u0645 \u0628\u0627\u0644\u0646\u0633\u0628\u0629 \u0644\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0648\u0627\u0644\u0645\u0633\u0648\u0642\u064a\u0646 \u060c \u0648\u0644\u0643\u0646 \u0643\u0645\u0627 \u0627\u062a\u0636\u062d \u060c \u0644\u0645 \u064a\u0643\u0646 \u0627\u0644\u0648\u0628\u0627\u0621 \u0633\u0648\u0649 \u0628\u062f\u0627\u064a\u0629 \u0644\u0645\u0648\u062c\u0629 \u0645\u0646 \u0627\u0644\u062a\u063a\u064a\u064a\u0631\u0627\u062a \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u0648\u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629 \u0627\u0644\u062a\u064a \u0645\u0646 \u0634\u0623\u0646\u0647\u0627 \u0623\u0646 \u062a\u062c\u062a\u0627\u062d \u0627\u0644\u0623\u0645\u0629. \u0623\u0634\u0639\u0644 \u0635\u064a\u0641 \u0645\u0646 \u0627\u0644\u0627\u062d\u062a\u062c\u0627\u062c\u0627\u062a \u062f\u0639\u0648\u0627\u062a \u0644\u0644\u062a\u063a\u064a\u064a\u0631 \u0645\u0646 \u0627\u0644\u0634\u0627\u0631\u0639 \u0625\u0644\u0649 \u0645\u062c\u0644\u0633 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u060c \u0645\u0645\u0627 \u062f\u0641\u0639 \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0625\u0644\u0649 \u0641\u062d\u0635 \u0642\u064a\u0645\u0647\u0627 \u0648\u0623\u0635\u0648\u0627\u062a\u0647\u0627 \u0648\u0639\u0645\u0644\u064a\u0627\u062a\u0647\u0627 \u0648\u0633\u064a\u0627\u0633\u0627\u062a\u0647\u0627. \u0641\u064a \u062a\u0645\u0648\u0632 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":201,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-200","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-5"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Deep Dive: \u0643\u064a\u0641 \u0623\u062c\u0628\u0631 \u0635\u064a\u0641 2020 \u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0639\u0644\u0649 \u0627\u0644\u062a\u063a\u064a\u064a\u0631 \u0646\u062d\u0648 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