Search Results for All Content (access may be restricted)
Search returned: 28 document(s).
-
Are We Entering the Era of Niche Marketing?
Podcast Clips March 20, 2024Ryan Kutscher, founder and CEO of ad agency Launch Party, says we’re moving into the era of niche marketing. So why are so many agencies and companies resisting the trend? Kutscher says fear is the driving factor.
view -
The Power of Performance Marketing in 2024
Knowledge Partners March 15, 2024Wunderkind’s latest report digs into what performance marketing looks like in 2024 and beyond.
view -
How to Succeed on the Full Funnel Journey
Industry Insights March 4, 2024The marketing industry is transforming, as brands grapple to find the sweet spot between performance-driven tactics and long-term brand-building strategies. Historically, the industry has been divided between brands in two categories: performance brands or brand-building brands. What we are seeing now is a reconciliation of this divide. Marketers who understand the dynamics driving this shift to integrate the two will evolve and experience more powerful outcomes.
view -
Marketing Leaders Share Their Perspective on Key B2B Issues
Event Recaps February 29, 2024Marketing leaders from SAS, S&P Global, and LinkedIn came together to discuss key issues related to B2B marketing, including ways that marketers can affect change in their organization, how to determine the right brand-to-demand ratio, and the KPIs they favor most.
view -
Marketing Performance Versus Business Performance: What to Prioritize?
Industry Insights January 16, 2024The alignment of marketing strategies with overarching business objectives is becoming increasingly crucial in a business landscape more obsessed than ever with ROI. Traditionally, marketing performance has been evaluated through channel-specific metrics. However, this approach often overlooks the broader business objectives.
view -
Demand Side Platforms (DSPs) Deliver Users Cost-Effectively
Industry Insights December 21, 2023One of the biggest marketing technology events of 2023 was the bankruptcy filing of the storied Demand Side Platform (DSP), MediaMath in June. Despite the closure of MediaMath, DSPs are still delivering strong results for marketers.
view -
A Guide to Marketing Attribution
Industry Insights November 9, 2023Marketers understand today’s consumers don’t follow a linear path to purchase. They might discover your product through a Facebook ad, read reviews on a third-party website, click on a Google Ad, and finally make a purchase after receiving a promotional email.
view -
It’s Not About Personalization — It’s About Being Personal
Industry Insights August 23, 2023We have all heard the statistics that show that B2B customer experiences are lagging behind. Sixty-two percent of buyers feel that B2B advertising is too vague to be relevant to their business, while 64 percent feel that ads don’t always demonstrate a good understanding of their organization’s problems. The answer the industry is telling us is that personalization is key. B2B is the new B2C, with personalized experiences being the critical door-opener to success.
view -
It's Time for B2B to Go Big on Branding
POVs July 28, 2023Champions of Growth host Matthew Schwartz provides some valuable tips for B2B marketers to take a page out of the B2C playbook by going big on branding and achieving long-term success.
view -
6 Reasons Performance Marketing Is Recession-Proof
Industry Insights July 24, 2023Employing internal teams to market, optimize, and drive ROI is an expensive, fixed cost for Fortune 500 brands. The same can be said about service fees for an agency partner running brand awareness advertising. In times of economic uncertainty, performance marketing is a crucial conversion funnel due to its emphasis on accountability, measurability, flexibility, and risk mitigation.
view -
Inside Look at an In-House Performance Team
Conference Session Videos June 13, 2023What does it take for an in-house agency to specialize in performance and growth marketing? In this video, hear from the head of marketing operations at the University of Phoenix on how their in-house agency is structured to deliver marketing results and lessons learned along the way.
view -
CTV Isn't Ready for Performance Marketing Yet
Industry Insights May 23, 2023I believe it’s important for marketers to test emerging channels, particularly ones delivered through such an advertising-critical device as the TV. It’s also necessary to provide the players in the CTV space with feedback while testing this channel. That’s why we’ve run multiple CTV campaigns across a range of platforms for our clients.
view -
All Media Should Become Performance Media
Industry Insights May 17, 2023The digital media landscape and its associated advertising models are being shaken to their core by the move to a cookieless landscape and increasing privacy restrictions.
view -
How Brand Building and Performance Marketing Can Work Together
Event Recaps April 25, 2023In this session, BERA dove deep into brand equity and raised the question of whether or not brand building and performance marketing can work together.
view -
The Anatomy of a Performance Marketing Organization
Industry Insights March 9, 2023It’s no surprise that CMOs have been under constant pressure in recent years to deliver more from existing budgets. Advances in martech and adtech, coupled with availability of larger datasets to analyze, have helped the entire marketing ecosystem; this also means that marketers must find new ways to push scale and efficiency, as general improvements are available to everyone as “best practices.”
view -
It’s Time to Build Creative into Your Performance Strategy
Industry Insights February 27, 2023Brands and agencies are collecting record amounts of data about their customers and are building data-driven processes into nearly every aspect of marketing. The one area that has not traditionally been data informed the way it should be is creative.
view -
Why Performance Is Paramount for Brands in 2023
Industry Insights January 30, 2023“Performance Marketing” has had its time as a buzz word, but amid the current economic climate, it’s more important than ever. Consumer behavior has always been unpredictable, particularly in the last few years, and 2023 waters are looking to be quite murky. However, marketers can find clarity in measuring and optimizing performance.
view -
Performance Marketing Needs Top of Funnel Awareness
Industry Insights December 16, 2022Brand marketers have been battening down the hatches as they navigate the current macroeconomic and geopolitical storm. While much of the conversation and strategizing has been around budgets and profit and loss (P&L) maneuvering with uncertainty clouding the horizon, it would be wise for brands to also allocate bandwidth to proactively devise a digital advertising strategy for 2023 and beyond. The “beyond” in this instance could be inferred as the paradigm shift from the era of personalized advertising to the era of personified advertising.
view -
Is the Marketing Pendulum Swinging in the Right Direction?
Industry Insights October 25, 2022Today, it’s no question that brand marketers and advertisers recognize the value of smart digital advertising. In fact, digital advertising is well on trend to exceed 60 percent of global ad spend by the end of this year, according to Zenith Media. Although performance marketing is all the rage, it hasn’t necessarily been hitting its stride in the way it once did.
view -
Colgate Discusses the Latest on Brand & Performance Metrics
Industry Insights October 12, 2022Colgate Palmolive’s Renee Milliaressis, chief media officer, and Patrick McGraw, director of global analytics integration, recently sat down with the ANA’s Michael Berberich, senior director of content & marketing, to discuss their views on brand and performance metrics.
view