Partner Content

To create eye-catching, memorable campaigns that customers will actually interact with, the savviest marketers are thinking outside the box — moving away from the digital-first playbook in favor of an omnichannel strategy that incorporates both digital and offline efforts.

In the rapidly evolving landscape of marketing procurement, data analytics and artificial intelligence (AI) are becoming indispensable tools. But the first step to leveraging AI in marketing procurement is understanding what AI can help accomplish and expedite — and what it cannot.

Marketing success lies in making innovation feel familiar while still offering something new. The ideal formula for successful innovation is to ensure that a product is 80 percent familiar and 20 percent new. So how, then, do the best product developers and marketers achieve this balance of novelty and familiarity?

Often, corporate purpose and values define what a company prioritizes, but the company's culture stems from its employees' attitudes, behaviors, and interactions. When it comes to culture, it's not about talking the talk but walking the walk.

TeamSnap data shows youth sports parents are looking for brands that are cost effective. When it comes to snack preferences and choosing the right half-time crunch or post-game pick-me-up, the parents TeamSnap surveyed say they would choose price over quality.

As more events move to streaming and as programmatic adoption increases, there is opportunity for advertisers to make their message heard during live events.

Direct mail boasts an ecosystem that has been humming for decades, and new technology has added valuable options for integrating direct mail seamlessly with other marketing channels.

As TV approaches its fully digital future, many brands, agencies, and publishers fear the same problems that have plagued the online advertising ecosystem will now encroach on connected TV (CTV). Is there a way to ensure the sins of digital media won't impact the CTV advertising ecosystem, too?

The TV landscape has changed dramatically over the past decade. Now, so too must the TV upfronts.

Tapping into imaginative, innovative direct marketing tactics can help businesses create integrated and interactive omnichannel campaigns that don't break the bank.

How fans cheer on their teams differs from one generation to the next. But one thing that isn't changing is fans' commitment to their teams. Brands that can tap into that loyalty may find a highly receptive consumer base.

Can radio in all its forms — which include podcasts, streaming audio, and over-the-air broadcasts — be measured with every KPI movement attributed back to the medium? Yes, it can. Radio can be a full-funnel solution for brands, both on its own and by amplifying the performance of other media.

In a treacherous advertising climate, sustained success does not come from a stroke of luck or a viral blip for brands — it takes a meticulous blend of strategy and insight to bypass consumers' attention firewall.

How AI, the deprecation of cookies, and three other emerging trends will shape the course of marketing over the next five years.

While using data to optimize ad buys for linear and digital TV grows increasingly important for marketers in 2024, so does crafting a message that wins audience attention.

What exactly constitutes linear and non-linear in the increasingly digital landscape of TV? Is it the device, the programming content, or the ability to run addressable advertising? To find the answer, marketers need a better understanding of how content is distributed across platforms.

Nancy Smith of Analytic Partners shares her perspective on the challenges marketing leaders face with the speed of change, how new innovations influence consumer behavior, and how brands can leverage AI as a potential solution.

With interest in women's professional sports hitting a high water mark in 2023, marketers can expect an increased focus on women and girls across major sporting events in 2024, including the NCAA Finals, National Girls & Women in Sport Day, and arguably the most prestigious sporting event of the year: the 2024 Olympic Games.

The functions of the left and right sides of the brain help shape how people see the world around them and have specific implications for marketers. Appealing to one side of the brain or the other can sculpt consumer impressions, improve recall, and drive conversion.

Scoping season is all about collaboration. Each stage is a chapter of this partnership story. This journey is about creating something effective together, where each plan, discussion, and decision matters. Here's how to do it.