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These days, you need more than just a few slices of snappy marketing content to get people to buy into your brand. One of the most effective means of nurturing new business — not to mention a sense of loyalty and trust — is through social proof.

Social proof is a psychological phenomenon in which someone mimics the actions of someone else to reflect what they perceive to be correct behavior for a given situation. It’s Human Nature 101. It’s the reason why we scour Yelp reviews before trying out new restaurants. It’s the driving force behind FOMO.

When applied to marketing, social proof basically translates to: “This product/service worked for these people who are in a similar situation, so it will work for me.” …

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In the marketing world, there is a huge, ever-growing divide between creativity and data-driven marketing.

Many creatives worry that the increasing reliance on data will kill the freedom to take risks and try out some of their more outside-the-box ideas.

Advocates of data-based marketing argue that marketing dollars shouldn’t be wasted on potential crash-and-fail ideas that aren’t guaranteed to hit their target audiences.

Realistically, the best option for marketing success lies somewhere in the middle, with a strong melding of creativity and data working together to inform creative decisions and birth more targeted, more relevant advertising campaigns.

But why should you consider combining these seemingly opposed approaches for your own campaigns? And how do you go about creating a balance that will merit success? …

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Today’s advertising has become incredibly personalized. As such, consumers have come to expect ad experiences tailored specifically to them, targeted at their wants and interests. This strategy has become increasingly more common, with amazing results.

By making your video content more relevant to prospects, you can humanize your overall brand while simultaneously creating a more timely ad experience. Contextual data is the present and future of marketing, and companies that have realized this are reaping the rewards.

You can achieve success in this regard by creating dynamic video ads that use multiple levels of copy and creative, which are mixed and matched according to your audience segments. …

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