Marketing 101

In this video, Adweek's 2023 B2B Innovation Award Winner Heather Freeland, chief brand officer at Adobe, discussed creativity, reaching a B2B consumer, and generative AI.

Maximizing account retention, growth, and trust. That's the name of the game when it comes to successful Account-Based Marketing (ABM). But to do so effectively, you need to apply key principles that will differentiate your customer's experience and elevate your brand.

B2B Institute at LinkedIn shared how brands can build collective confidence among consumers by establishing a “customer promise.”

In this video, B2B Institute at LinkedIn shared how brands can build collective confidence among consumers by establishing a “customer promise.”

As the digital landscape evolves, learn why it is more important than ever to know what motivates and influences a company’s strategic value and how targets' purchase decisions are made.

Marketers often view their work through the lens of strictly B2B or B2C. But as the digital landscape evolves, it is more important than ever to know what motivates and influences a company’s strategic value and how targets' purchase decisions are made.

MNTN and Spot Pet Insurance discussed the parallels between connected TV (CTV) and digital channels and how digital strategies and tactics can be leveraged for CTV campaigns.

Drawing on the results of a recent study, Merkle described four seismic changes that it predicts will reshape the world of B2B by the end of the decade, along with the forces that it expects to contribute to their emergence.

In this video, Merkle described four seismic changes that it predicts will reshape the world of B2B by the end of the decade, along with the forces that it expects to contribute to their emergence.

Capcom shared how it worked with Nomadic Agency to reposition Street Fighter 6 as a social lubricant and more than just a fighting game.

How do marketers tap into psychology to persuade consumers to buy or act?

An increasing number of consumers are ditching their cable subscriptions in favor of more flexible and personalized viewing experiences. As of the most recent statistics, an incredible 88 percent of U.S. households own at least one internet-connected TV device, while the number of CTV users amounted to more than 110 million among gen Z and millennials.

2024 will be a year of disruption, transformation, and change. From the continued rise of AI to the growing importance of first-party data, it’s safe to say nothing will stay as it is now. Marketers will continue to prioritize finding ways to enhance segmentation and personalization — how they will do that, however, will change as regulations, tech advancements, as well as labor and partnerships adjust to evolving needs.

The weeks leading up to the holidays can be stressful for retail marketers desperate to hit their goals, and that can lead many to throw good money after bad tactics to gain some quick traction. A common example is the focus on reach. Too many retail marketers focus on acquiring customer contact information (usually email addresses) to get in front of net new shoppers and hit acquisition goals without any focus on the relevant data that can help them turn those email addresses (read: shoppers) into first-time buyers.

In today’s data-driven world, businesses strive to understand and connect with their customers on a personal level. This connection goes beyond mere transactions; it’s about building meaningful relationships.

A growing number of small- and medium-sized businesses (SMBs) are betting on generative AI and hoping to reap the benefits. But the technology is still evolving and prone to occasional "hallucinations" and inconsistent output. SMB marketers should start to experiment with employee-facing applications, rather than customer-facing use cases, to reduce the risk of negatively affecting revenue as they iron out any bugs.

Media agency Carat shares Dentsu data on which concerns about AI most worry consumers and which applications for the new technology they most support.

The AARP charts the expected growth of the 50-year-old-and-over population in the U.S., along with the expected growth in this demographic’s spending power.

MNTN Research shares insights that challenge the idea that people who view content via streaming skew younger.

Nielsen charts the recent decline in Hispanics’ belief that TV, brands, and politicians share their values.