Marketing 101

The U.S. search engine advertising (SEM) market, dominated by Google Ads, continues to grow and is expected to reach over $136 billion US dollars by 2026, according to Statista. Although digital marketing involves a seemingly limitless and evolving landscape such as X competitors Thread and BlueSky, social commerce, marketing technology and data privacy, digital marketers will continue to invest in channels with proven return on investment, like SEM and SEO. In fact, according to Forrester’s 2025 Budget Planning Guide, “B2C marketing executives are more optimistic than ever about their marketing budgets: 92 percent plan to increase their overall marketing investment in the next 12 months.”

Learn how to uncover your organization’s MarTech needs and challenges while aligning with key stakeholders.

Generative AI (gen AI) is a game-changer and disruptor. From ideation to image creation to testing capabilities, the ability for generative AI to enhance processes is almost endless. For many companies and marketing teams, this evolving technology can help teams become more agile, creative, scalable, and data-driven. Below are resources aimed to help you better utilize generative AI while also understanding the ethical and legal implications.

How can you successfully market to pet parents? Pets are a beloved part of many families, and more and more brands are turning to various media channels to better reach the various demographics within the pet community. Below are helpful resources that showcase excellence and creativity when marketing to pet parents.

Learn the four key communication objectives, which, if followed, will give your MarTech business case clarity and earn it a receptive audience.

As we enter the new year, marketers continue to face a progressive transformation, with generative AI emerging as the most powerful tool in our arsenal. As traditional search marketing strategies evolve, savvy marketers are discovering unprecedented opportunities to leverage AI across multiple dimensions of their search marketing efforts.

AARP strives to enhance the quality of life for all as we age, celebrating unique traditions such as Lunar New Year and the Year of the Dragon. To achieve this aim, AARP has committed to reaching diverse, multicultural, and multigenerational audiences, focusing on Asian Americans and Pacific Islanders (AAPIs), the fastest-growing segment of the U.S. population.

The iconic Cadillac brand has a rich and storied history as a mark of excellence, and over the years has become a symbol of achievement and success in the Black community. To drive brand and cultural relevance with this community, the brand wanted to create an audio campaign that enabled Cadillac to celebrate the important milestone of hip-hop’s 50th anniversary.

Learn the four dichotomous principles that will allow you to strategically design your MarTech stack to suit the particular needs of your organization.

The ANA shares data comparing the average CTV CPM with the average CTV CPM offered on programmatic open marketplaces and private marketplaces.

Doritos was on a mission to re-launch the Doritos Dinamita brand as a unique subline due to increasing consumer demand for intense-flavored snacks. While brand love was strong, awareness and penetration remained low, which is why Doritos treated the relaunch of Dinamita as a new product launch with all new branding, packaging, and flavors.

Inspira shares data revealing generation Alpha’s content consumption preferences, revealing the percentage of this cohort who consume media from YouTube, linear TV, Facebook, Instagram, TikTok, and Snapchat.

Mastercard sought to increase brand opinion and preference among affluent Hispanics and Hispanic small business owners (SBOs) by focusing on the unique needs and aspirations of the community. In addition, the company also wanted to improve earned attention.

"Absurd Promises" was driven by a powerful dual objective from ASDRA (Asociación Síndrome de Down de la República Argentina), in partnership with VML Argentina, which was laser-focused on creating meaningful and lasting change for people with Down syndrome in Argentina.

Digital Marketing Company Jellyfish shares survey results that reveal the prevalence with which different age groups report having their decisions about brands or products influenced by LLMs like ChatGPT, Google’s Gemini, and Meta AI.

The ANA shares the results of a survey that reveal the tactics that are most popular among those marketers who use retail media networks.

Winterberry Group tabulates U.S. marketing expenditures on search, social media, linear TV, online display, and direct marketing. The data further drills down to divide that spending between expenditures made on brand and performance marketing.

As the National Park Foundation’s largest corporate donor, Subaru wanted to create an emotional commercial demonstrating that regardless of race, gender or physical challenges, everyone can share this amazing experience.

Technology company Kyndryl shares data that projects the growth in both users of and spending on generative AI over the next few years.

The NFL sought to create an international campaign aimed at inspiring all young people to achieve their dreams, regardless of their background. This was the NFL’s first international Super Bowl campaign, and ran in five countries: the U.S., U.K., Germany, Mexico, and Brazil.