Marketing 101

It’s not too late to break down the silos and build a healthier, more collaborative culture at your business. You can get started with this POV from Matthew Schwartz.

See the open rates, click-through rates, and conversion rates for marketers’ uses of email and SMS, i.e., text messaging.

L'Oréal shares data from AdGreen that quantifies the relative share of the advertising industry’s carbon emissions that different aspects of marketing are responsible for, with travel and transportation leading the list by a wide margin. Further granularity is offered as to what components of travel and transportation emit the most carbon.

The ANA shares survey data revealing the proportion of organizations that offer their customers the opportunity to participate in a loyalty program, with additional granularity provided as to the proportion of organizations that are B2C- or B2B-oriented.

In the evolving world of adtech, 2025 is proving to be a pivotal year, marked by an increased focus on innovation and adaptability. What’s driving this momentum? It comes down to four powerful C’s: context, convergence, and curation, and the most important of them all, community.

How can my brand optimize the creative process using automation?

Daryl Travis examines five critical errors organizations make when attempting to build brand trust, illustrated through case studies of both failures (Wells Fargo) and successes (Zappos), while offering practical advice for businesses seeking to develop authentic consumer relationships.

Bonnie Isaac from Guardian Life Insurance shared actionable strategies for addressing creative team burnout, balancing workload demands, and fostering a culture of well-being that ultimately leads to stronger creative outputs and improved employee satisfaction.

Goldman Sachs' Head of Brand shared expert strategies for developing comprehensive creative briefs that align stakeholders, clearly communicate project requirements, and empower creative teams to produce effective marketing assets.

CarMax offers guidance on how to establish standard durations for the different types of work your agency might perform, ranging from voiceover reads to stadium takeovers.

The Brandtech Group shared practical tips on how marketers can leverage their marketing skills, taste, experimentation, and upskilling programs to supercharge their campaigns with generative AI.

In this video, the Brandtech Group shared practical tips on how marketers can leverage their marketing skills, taste, experimentation, and upskilling programs to supercharge their campaigns with generative AI.

Ashley Gilgrist from Canva shared research-backed strategies for incorporating AI into creative workflows. She discussed how AI is evolving into a strategic partner for marketing teams, enabling them to meet growing content demands while maintaining creative quality and team well-being.

In this video, Ashley Gilgrist from Canva shared research-backed strategies for incorporating AI into creative workflows. She discussed how AI is evolving into a strategic partner for marketing teams, enabling them to meet growing content demands while maintaining creative quality and team well-being.

B2B marketers are increasingly relying on digital channels to engage with customers and prospects, with LinkedIn leading the way as a powerful platform for networking and driver of business growth (see Figure 1). As generative AI reshapes the marketing landscape, companies must leverage new tools and technologies to enhance efficiency and drive greater value with their LinkedIn strategies.

How has SMB marketing evolved during the digital era? Some changes are obvious, others might surprise you. Corey Elliott of Borrell Associates Inc joined the On Scope podcast to cover it all.

How can I optimize my e-commerce marketing strategy?

Every SMB marketer seems to understand that their market is different from others, but they can’t always explain why or how. And that is really the key to success, as Corey Elliott of Borrell Associates Inc. explained during his appearance On Scope.

Every SMB marketer seems to understand that their market is different from others, but they can’t always explain why or how. And that is really the key to success, as Corey Elliott of Borrell Associates Inc. explained during his appearance On Scope.

When researching how SMBs are using AI, Corey Elliott, EVP of local market intelligence at Borrell Associates Inc., found a surprising difference in how expert marketers approach the technology versus those with less experience. He shared what he found during his appearance On Scope.