Marketing 101

Today’s open web largely functions the way it has for 20 years. Meanwhile, modern walled gardens didn’t exist 20 years ago. As with humans, platform youth is the launch pad for sharp, quick, often divergent growth. The walled garden landscape is always evolving, with each of them offering a discrete experience.

Agility Lab Consulting shared insights demonstrating the business benefits of going beyond compliance requirements for consumer privacy.

The&Partnership shares eMarketer data demonstrating how audiences have allocated their viewing time between traditional and digital media since 2019, with a forecast 2024.

Researchers share survey data that reveals the things that mothers want to see more and less of in advertising.

Beyond Profit host Ken Beaulieu outlines why trust is so important to business success and provides four tips for how brands can make building trust a key piece of their brand purpose strategy.

Marketing Futures podcast host Mike Berberich explains the concept behind sonic branding, why it is such a powerful tool for brand marketers, and shares three tips for how you can begin leveraging the tactic.

Pamela Ghosal, Global Head of Brand and Communications at Phrase, provided some best practices for promoting your product in foreign markets, with localization as your guiding light.

Novo Nordisk launched their studio agency program in 2019. Over the last four years, the studio has undergone a transformation.

As part of his remarks at the 2023 Masters of B2B Marketing Conference, ANA CEO Bob Liodice shared data from Winterberry Group showing how B2B marketing budgets have been allocated between offline and online channels since 2019, with a projection for 2023.

The old way of casting a wide net for leads to drive revenue doesn’t work anymore. The "one-size-fits-all" marketing era? Gone. It's time to refresh the game plan.

As part of his remarks at the 2023 Masters of B2B Marketing Conference, ANA CEO Bob Liodice shared data from a survey of CMOs identifying what these marketing leaders are investing in to improve their digital marketing, with data analytics topping the list.

No matter the industry, it's becoming clear that traditional measurement methodologies are no more effective than the "spray and pray" approach ever was. Is it time for a more holistic approach?

Insider Intelligence shares data that identifies how large a share of CTV viewers and linear TV viewers each age group comprises.

Insider Intelligence shares data that compares U.S. ad spend on CTV versus linear TV and other channels, with a forecast for the years ahead after 2023.

AI is a practical and readily available tool at the marketer's disposal. Today, marketing teams can leverage AI to develop content, increase their output, and bring capabilities in-house previously thought unattainable.

Few have seen the evolution of in-house agencies from the vantage point of R/GA's Michael Olaye. In this video, learn why he sees a future in which AI empowers in-house agencies of all sizes to redefine their marketing potential.

AI can be used to free in-house agencies from process in order to better focus on creativity.

Retail media is becoming one of the fastest growing channels available today, representing the next evolution of advertising. So, why is this trend so hot now? First, the pandemic completely altered the way consumers engage and interact with brands. As consumers increased the amount of time they spent shopping online, brands followed, buying retailers’ digital space to get closer to these in-market audiences at the point of sale.

LinkedIn shares researchers that indicates that programmatic media providers are quite limited in their ability to target audiences precisely, reaching, for instance, a designated target of IT decision makers (ITDMs) just 14 percent of the time. Targeting by gender was shown to be accurate in 50 percent of cases.

Winterberry Groups shares the results of a survey that illuminate the factors that influence B2B purchase decision makers. Not surprisingly, online research ranks at the top of the list; however, social media and content for mobile devices also exercise an influence on these buyers.