Marketing 101

During a session at ANA’s 6th Annual Data and Direct Marketing Conference, Kiley M. Rickert, director of the content management group at American Express, shared insights on the roles and responsibilities needed to create a successful content management team.

Team members at Acxiom discussed strategies for launching and managing a successful loyalty program, covering the value that loyalty programs can bring to your business, case studies from brands that are doing loyalty well, and some best practices.

It’s important to note that while generation z claims to consume the least alcohol, they are the most likely of any generation to try new brands. Inspira is targeting generation Z through the most popular channels of discovery: word-of-mouth recommendations and in store promotions.

This article explores the concept of social SEO, explaining its importance in modern digital marketing and providing ten practical strategies for optimizing social media profiles and content to improve brand visibility and engagement on platforms increasingly used as search engines.

PACO collective shares a detailed report that combines both quantitative and qualitative methodologies to shed light on generation Z’s attitudes toward diversity and the related responsibilities of brands.

System1 shares insights from its Test Your Ad Premium database to explore what creative elements to avoid and best practices in creating emotionally resonate ads that enhance the brand of auto-makers.

A nonprofit's journey to greater impact doesn’t just hinge on stellar campaigns and compelling missions. It's also about precision in reaching the right audience — those genuinely aligned with your cause and able to contribute. Amid the transformative power of technology, particularly AI and machine learning (ML), lies an often under-emphasized strategy: knowing who not to target.

How can brands level up their portrayals of women to ensure gender equality?

A brand's (re)launch is a down payment on future growth. It’s the fuel that keeps a business thriving, engaging customers and building relevance. That’s why companies often incubate launch efforts – whether for new products, services or corporate rebranding – for years, investing heavily in their debut.

The B2B landscape is rapidly changing. While it may have been unheard of in the past, today's B2B brands have begun borrowing pages from B2C's creativity playbook — and succeeding. In this webinar, learn about tools to help B2B marketers prepare their 2025 marketing strategy beyond the traditional channels.

What’s next when it comes to the use of third-party data? While there is still much uncertainty for the future of third-party cookies, long the backbone of online tracking and targeting, this update is forcing a radical rethinking of data strategies.

Attribution is at a critical juncture. So, what new innovations and solutions are available to help you keep up and achieve your goals? Consider the power of trusted location intelligence, fueled by AI. New developments in the space are unlocking untapped opportunities for marketers, providing rich insights into the customer journey from exposure to visits to purchase.

Unilever’s bleach brand Domestos conducted a social experiment with influencers to generate awareness and solicit donations for restroom hygiene in local schools.

Unilever launched a fake product to promote gender neutrality in the distribution of household chores in India.

Marketing Futures podcast host Mike Berberich shares how real, meaningful innovation can be achieved, even if your organization’s purse strings are very tight.

Jamp Pharmaceutical’s throat lozenge, Valda, utilized its small budget to create a bold marketing campaign using a heavy metal choir to drive awareness to its product through its target audience’s most used social media platform, TikTok.

Brand activation agency Inspira offers a thorough and helpful primer on programmatic marketing.

The throat lozenge brand Valda utilized its limited budget for a memorable subway performance which drove brand awareness and sales in Canada.

When integrating AI into your agency management program, it's crucial to ensure the solution meets enterprise-grade standards. This checklist will help you assess and evaluate AI models to determine their suitability for your organization.

Just when you thought you understood gen Z, there’s another emerging demographic — gen Alpha — following in its footsteps. Although the youngest in this cohort are still in diapers, the eldest are already brand aware and influencing what their millennial parents buy.