Marketing 101

R3 lays out the characteristics that distinguish zero-party data and first-party data.

According to Harvard Business Review, and a lot of anecdotal evidence that we can all point to, companies cut marketing budgets in a recession. Not only that, retail brand budgets can be the first to get slashed as they are the hardest to connect to sales numbers. For the brand budgets that are left, advertisers worry how they can drive any meaningful value if they can’t get the reach or impact that they might feel they need.

No matter how pretty your analytics are, if marketing does not contribute to an organization’s bottom line, leadership will never fully recognize the value it provides. At the end of the day, it does not matter if your marketing dashboard is in the green if the business is in the red.

Nearly 20 years after social media channels emerged amid gleeful predictions that they would help to tackle societal problems and bring people together, parts of the market have turned into toxic stews of conspiracy mongering, name calling, and mean-spiritedness — not the best adjacencies for brand advertisers.

Katrin Ribant, CEO at Multifaktorial, and Michael Berberich, ANA Marketing Futures Committee leader, discussed ChatGPT’s potential to transform the way brands communicate with customers and explored whether AI will ever take marketers’ jobs.

With the advent of AI and synthetic media across the marketing ecosystem, ethics may not always be factored in and may instead become an afterthought. This can lead to risk for brands.

Is there a future where artificial intelligence technologies like ChatGPT replace marketers entirely? Katrin Ribant, CEO at Multifaktorial and technology expert, shared her opinion on the matter.

Sustainable direct mail marketing practices can help businesses further their environment initiatives, offering a more eco-friendly alternative to digital-only or digital-heavy campaigns.

The identity landscape is in a dramatic state of upheaval right now, and today’s changes have massive implications for the reality that advertisers and publishers will be operating within the next one to three years. Suffice to say, things are going to look different.

Anteriad shares how companies can identify and understand their buying groups.

How can my brand effectively connect with mothers?

Burt’s Bees and Hellmann’s shared how they leveraged Public Good Software’s sustainability campaign framework to compel consumers to take eco-friendly actions.

DirecTV Advertising’s latest report explores how new show discovery is affecting consumer behavior, as well as affective ad strategies in the space.

According to Bombora Company Surge, during the last 90 days, interest in ABX (Account-Based Experiences) increased 53 percent while interest in ABM (Account-Based Marketing) decreased by 55 percent.

ChatGPT, the large language model chatbot that debuted to great fanfare in 2022, can drive marketing efficiencies and foster creativity, but brand managers need to ensure that humans are the ultimate arbiters for what kind of messaging will resonate with their audiences. Even brand managers who are not in testing mode when it comes to ChatGPT need to understand its widespread implications for marketing and advertising.

It’s no surprise that CMOs have been under constant pressure in recent years to deliver more from existing budgets. Advances in martech and adtech, coupled with availability of larger datasets to analyze, have helped the entire marketing ecosystem; this also means that marketers must find new ways to push scale and efficiency, as general improvements are available to everyone as “best practices.”

Anteriad offers tips for those trying to plan out how they’ll collect, organize, and update data.

Over the years, advertisers have had to rely on a combination of faith and indirect measurement to infer that their advertising on broadcast and CTV works. However, as CTV advertising has gained momentum, conversations around attribution and measurement have become front of mind to better understand how it all works and which ads drive real business outcomes.

Discussions about improving marketing effectiveness can often focus on the different measurement approaches and advanced analytics tools that marketers should employ.

What is the state of influencer marketing, and how can I best leverage influencers?