Partner Content

While many marketers currently find themselves in unexpected and challenging situations, they could benefit from using this moment as an opportunity to prepare for what’s next. Doing so will require data and the right technology to wield it. So what should brands do to harness the full effect of data in 2020 and beyond? Here are three ways marketers can put data to work.

By using the right data to identify differences between two outwardly identical groups, a brand can make better decisions which to reach and how. One key data point that can have major implications for a brand’s marketing ROI? Financial durability.

The disruption of TV and the decay of linear reach are here. Technology is giving consumers new ways to view TV content, but TV ad planning and measurement often live within legacy tools built for that time when TV was linear only. That’s changing.

For marketers, the primary benefit of keeping the data close is helping customers transform and adapt their marketing strategies to a rapidly changing landscape. Brands also need to benchmark themselves against macro trends and make data-driven decisions to better navigate the new terrain shaped by the pandemic.

A strategic, companywide approach to governing production spend is still a relatively new concept for many CMOs, but the approach can help marketers simplify and optimize complex processes by consolidating and standardizing data across all production activity. Here’s how to get started.

Before rushing to copy the offline marketing efforts of direct-to-consumer brands, it’s crucial for traditional brands to first understand the overall purpose driving the strategy. The timing, messaging, and medium also play a part in the broader scheme of the campaign.

Since the pandemic began, video consumption has grown across all categories. But most marketers struggle to take advantage of video because they are caught between traditional linear TV and digital video and they lack the tools to handle both at once.

As more and more people look to brands to affect positive social change, companies that demonstrate leadership, confidence, responsibility, and, above all, safety, are likely to be rewarded.

Brands have to turn run-of-the-mill interactions with customers and prospects into something remarkable and unexpected. Such experiences not only boost the top and bottom lines but also strengthen brands and turn their customers into advocates for their products and services.

Partnership breeds trust and collaboration, and there are significant competitive advantages for brands that can establish deep connections with the right set of partners. To help in that selection process, here are three aspects of connectivity that are vital for marketers looking to create stronger integrations and partnerships across media, data, and technology.

As traditional television markets are transformed by emerging technologies and world events, the time has come for marketers to set aside the GRP and make the leap to impressions.

What can a brand do to differentiate itself and deliver exceptional customer experiences? It starts with connecting data and getting it into an actionable state. Here are four capabilities marketing organizations need to develop insights and take action.

As time goes on and consumers get conditioned to a “new normal,” they will likely become increasingly open to hearing promotional messages from brands and organizations. They may also welcome some light-hearted advertising, as a break from a stressful environment.

The coronavirus pandemic has clouded the future of programming, making it difficult for marketers to find strategies that inspire confidence. But there is good news. With a surge in video viewing, lower ad prices, and improvements in targeting and measurement, taking a data-driven approach to linear TV can grant marketers the flexibility, targeting precision, and accountability they need at precisely this moment.

Blending empathy and intelligence with a strong dose of creativity is the most effective way for brand marketers to deliver consumer-centered experiences that drive purpose, affinity, and revenue.

The only way to future-proof against the evolving adtech-martech ecosystem is to design a marketing strategy with an identity-based approach at its center. But that’s no easy task. Doing so successfully requires four critical building blocks.

To bolster and exceed their ROI goals, marketers need systems and processes to enable their teams and partners to leverage video assets without any friction or slowdowns.

Radio has long been known as a deeply personal, trusted, and supportive partner for consumers, communities, and companies of all stripes. Fostering unity is part of the DNA of the more than 15,000 radio stations across the country.

While under stay-at-home orders, fewer women are choosing to wear makeup as often as they were prior to the pandemic, according to a CivicScience study. But that’s not all. Changes in consumer habits brought on by the coronavirus could have long-term implications for the beauty and skincare industries.

Personalization is not a matter of simply aggregating data across various first- and third-party sources. The challenge is developing the creative strategies that can leverage the data in a responsible manner, foster new collaboration models, and codify the knowledge.