Industry Insights
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Why Radio Is the Ideal Place to Share Brand Stories
Industry Insights March 29, 2022Consumers have strong expectations that the brands they choose both support and align with the values that are important to them. Recognizing what drives consumers, brands are laser-focused on living their mission, principles, and ethics. As such, brands market their products and services grounded in that mission and the shared values and beliefs between the brand and its target customers.
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Is It Live, or Is It an Infomercial?
Pulse March 25, 2022The COVID-19 pandemic and the quarantines that followed quickly changed the way brands could sell and show off their products, fostering a need for marketers to get inventive with their tactics. The online space also evolved during this time, becoming increasingly dominant and the perfect place to welcome creativity beyond banner ads, video, and social posts. Enter livestreaming, a tactic already well established by gamers and other communities as a way to connect with one another in real-time. What better way for marketers to connect with consumers with so many traditional methods inaccessible for the foreseeable future? Similar to a television informercial or home shopping network, livestreaming offers all of the benefits of those models but cuts out production costs and call-center intermediaries. While brand livestreaming is mainly centered in Asia at the moment, there is a huge opportunity and an eager audience ready for marketers to connect with everywhere else. Read on for more information about the livestreaming trend, how to do it, and what other brands have done in this space.
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What the C-Suite Needs to Know About ABM
Industry Insights March 25, 2022The buzz in sales and marketing circles around account-based marketing (ABM) refuses to die. And with good reason, because ABM works. A full 87 percent of B2B marketers surveyed by ITSMA reported that the ROI from their ABM initiatives outperformed their other marketing investments, and companies are seeing three times higher win rates with larger average deal sizes (91 percent of companies reported increases in average deal sizes with 25 percent seeing average increases of over 50 percent) when using ABM.
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A $340 Billion Industry Is Ripe For Disruption with the Metaverse
Industry Insights March 24, 2022Technology has empowered us to achieve so much more — to do things that could not be imagined before. And still, one thing that has not changed is the dread we experience when we enter the world of customer service.
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Half-Human, Half-Machine, All Marketing: Managing Algorithmic Limitations
Pulse March 24, 2022When AI-based algorithms were introduced to the marketing world they were an immense game changer: they upped the ante on how brands could target their existing audiences, and they sped up the process of understanding how to build new ones. As machine learning grew exponentially, however, it also lost much of its human touch. Without a balance of human input and safety checks, algorithms can adopt human biases (including hate speech), and cannot adapt fast enough to real-time crises like COVID-19. The resources here discuss how marketers can best work with algorithms to ensure they reach desired targets with efficient, optimized results, and avoid communicating the wrong messages.
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'What They Said' at the ANA In-House Agency Conference
Industry Insights March 18, 2022ANA just concluded our 2022 In-House Conference. The following provides great quotes and insights from some of the conference speakers (in order of appearance).
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Consumers Seek Greater Control Over How Marketing Offers are Communicated
Ethics Issue Alerts March 17, 2022As we move toward a new normal, there are shifts in behaviors and trends in how and where we work and live and do business. Part of the consumers’ focus on data and privacy issues includes seeking greater control on how marketing offers are being communicated in promotional mail and online display ads.
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Industry Leaders Reflect on Brand Purpose as a Competitive Advantage
Industry Insights March 17, 2022We might sometimes be tempted to think of brand purpose as something that organizations pursue strictly out of altruistic motives. However, the power of brand purpose lies in its ability to drive all aspects of a business and galvanize the workplace.
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5 Behavioral Science Tips That Boost E-Commerce Conversions
Industry Insights March 16, 2022E-commerce brands often spend substantial resources on ads to drive website traffic, but rarely optimize conversion rates enough to turn increased traffic into sales.
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Brands Must Work to Unify Identity Data to Create a Single Customer View
Industry Insights March 16, 2022Marketers are about to feel the effects of third-party cookie loss and mobile ad id depreciation in an entirely new way. As brands embraced identity as a new targeting option, third party data has acted as the “glue” between sets of first party data. A marketer typically doesn’t house every insight about an individual in a single database and works with a variety of partners and providers. Third-party data knits these disparate insights together.
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Who's on First? Party Data Efficiency in the Wake of the Cookie's Demise
Pulse March 16, 2022As the news of the cookie’s so-called demise has spread far and wide (and we’ve previously discussed here), there have been a number of potential strategies laid out for marketers looking to navigate this brave new world. While further leveraging influencers or re-designing loyalty programs have emerged as two possibilities, we’ve also witnessed a natural tendency to focus on party data above all. This makes sense, as it’s the “death” of third-party data (in reality, privacy regulation barriers) that prompted a re-examination of how to properly use consumer data in the first place. Enter (or, re-enter, as it may be) first- and zero-party data, best explained by this chart from Cheetah Digital:
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A New Framework to Define and Measure a Brand’s Ingenuity
Industry Insights March 15, 2022Leaders know that innovation is vital to success. But what does this frequently-used term really mean today — and why does how you define it matter? Answering this question is an urgent need for businesses seeking to drive new solutions amid the significant challenges the world faces today, from climate change and inequality to pandemic recovery and geopolitical instability. A meaningful understanding of innovation helps inform a brand’s vision, which is the foundation for brand health and performance.
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How Agencies and Marketers Can Optimize Local CTV & OTT Advertising
Industry Insights March 15, 2022In this in-depth Q&A, David Buonfiglio, VP, Digital, TVB discusses local CTV and OTT advertising strategies with Jenn Scilabro, SVP, Digital Sales, Nexstar Digital. From optimizing digital and linear media mixes to measurement and fraud, Jenn shares Nexstar Digital’s current and future vision.
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On a Mission for Plant-Forward Living: A Q&A with Michelle Peterson of Pressed
Industry Insights March 15, 2022Twelve years ago Pressed Juicery set out on a mission to pave the way for plant-forward living by making real, healthy food accessible to everyone. Pressed Juicery has now evolved to simply Pressed, expanding to a full array of plant-based foods to keep their customers nourished throughout the day.
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Can Advertising Be Just as Sweet Without Third-Party Cookies?
Industry Insights March 14, 2022Under pressure from privacy advocates and regulatory bodies, major browsers such as Google Chrome and Apple Safari are expected to phase out these tiny nuggets of behavior-tracking code by 2023. Media companies are working on more privacy-compliant alternatives. But it’s unclear whether any of these options will attract enough industry backing by then to truly help marketers deliver personalized advertising experiences to consumers.
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'What They Said' at the ANA Media Conference
Industry Insights March 9, 2022ANA just concluded our 2022 Media Conference presented by our good friends at the A+E Networks. The following provides great quotes and insights from some of the conference speakers (in order of appearance).
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4 Compelling Ways to Make Your Newsletters Appeal to Gen Z
Industry Insights March 9, 2022The oldest gen Zers will turn 25 years old in 2022. That’s old enough to be starting their adult lives: buying cars, grocery shopping for themselves, and deciding where to get their news and entertainment. Email is already an important channel for gen Z.In a recent study by CM Group, 23 percent of gen Z obtains news and information from newsletters, the same as millennials.
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Crisis in Ukraine: How the Industry Is Responding
Pulse March 9, 2022Russia’s invasion of Ukraine has sent shockwaves throughout the world; and with so much information sent digitally today, the events have been unfolding in real-time with no filter, and often with no commentary. People around the world are looking for a response from those with the power of global conversation, and brands are naturally part of this.
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Why Brand Responsibility Should Be Your Priority
Industry Insights March 9, 2022Over the past few years, brands have wrestled with the question: What is a brand’s responsibility to consumers and to the world? Based on the amount of ink dedicated to the topic, it’s clear that brands have no easy answer. Whether you want your brand to serve as an advocate for social justice, climate action, or for nothing at all, you can’t escape brand responsibility in 2022.
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How Can CMOs Rebuild Trust with CEOs?
Industry Insights March 8, 2022Over the past decade, chief marketing officers have experienced a regression of trust, appreciation, and longevity. With average tenure of CMOs falling below 40 months and the median tenure at 25.5 months, corporate marketing leaders are searching for answers as the value and recognition of their work is minimized and marginalized.
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