Marketing 101

Brands wield tremendous power and influence; thus, a brand has the power to promote inclusivity and create change in positive ways. This feat can be accomplished through creative content, messaging, and partnerships. It only takes one voice to provide support, relief, and connection.

In an increasingly interconnected digital landscape, data collaboration has become a linchpin for business success. As cookie support declines and stringent privacy laws multiply, companies face the double-edged sword of needing more data collaboration and more data security. This has led to the rise of data clean rooms.

Over the past several months, the increased availability of high-quality generative artificial intelligence (AI) has changed the way we write and create. Epitomized by systems like ChatGPT and Midjourney, this new game-changing technology is having a ripple effect across all industries, actively bestowing on us the ability to generate content, solve problems, and answer questions faster and often more accurately than most people can manage.

A one-size-fits-all approach won’t suffice when it comes to capturing and retaining the attention of your audience. This is where audience segmentation comes into play — a powerful strategy that enables you to divide your target audience into groups, allowing for personalized and targeted marketing efforts.

Advertising and media can help us create a better world through exceptional content that sheds light on various subject matters and issues. When it comes to climate change, brands and corporations have a responsibility to change their practices and decrease harmful emissions and other production methods that are outdated and unsustainable. While ads can’t save the world, they can help raise awareness and be the catalyst for change.

Advertising software company MNTN shares findings uncovered by leveraging AI to evaluate over 1,800 CTV commercials — findings that illuminate the best length and emotional tone to use when advertising on CTV.

The agency tripleclix shares data from the Entertainment Software Association that breaks down the gamer population demographically by age and gender.

Battle lines are being drawn stemming from a flurry of legislation at the federal and state levels designed to limit the use of social media among teens and children. Dozens of prominent advocacy groups have voiced opposition, saying the bills would limit free speech and allow state attorneys general to decide what constitutes “harmful” content.

Don’t get caught with your hand in the cookie jar. It’s time to cash in your chips and prepare for the demise of third-party cookies.

MNTN shared best practices on how brands can optimize creative on connected TV to differentiate themselves and fuel durable growth.

Winterberry Group shared research that sheds light on the industry’s relative level of analytics maturity.

While email is still a marketing workhorse for B2B companies — 76 percent of respondents in a recent survey credited email marketing for the company’s success — many brands are struggling to find adequate resources and internal support and investment. Is AI the answer?

It’s no secret that the way to build brand loyalty is through authenticity. Consumers connect with realness — with stories that they can relate to. Consumers yearn for connection; and that connection is what fosters long-lasting relationships and loyalty to brands.

We are in an era of burnout. And it makes sense: People have a lot to contend with right now, from the concerning effects of climate change, the economic downturn, political uncertainty and strife, technological changes, and the lingering shadows of COVID-19.

What are trends and best practices for content marketing?

We all have implemented KPIs to measure progress against our work. Agency KPIs are essential for any organization to measure its progress against predetermined agency objectives and priorities. KPIs let advertisers focus on what matters most, align relevant resources toward achieving those goals, identify areas that need improvement, and take corrective action.

Gordon Moore, the co-founder of Intel, died this year. He was 94. In 1965, he predicted that the number of transistors that could be placed on a silicon chip would double at regular intervals for the foreseeable future, thus increasing the data-processing power of computers exponentially. He predicted computers would be more expensive to build but cheaper to buy for consumers since so many would be sold.

This issue of Marketing Futures’ Pulse collects resources examining best practices for creating marketing prompts for use with generative AI.

The Sesame Workshop Strategic Partnerships team discussed how Sesame Street works with brands to reach parents, build brand awareness, and support Sesame's mission to help children grow smarter, stronger, and kinder.

Nielsen Sports' Nye Sleeper led a discussion on sponsorship measurement designed to highlight how brands are successfully measuring and optimizing sponsorship investments alongside the measurement of other marketing activities.