Marketing 101

Over the past few years, the marketing industry has seen a substantial increase in digital ad spend and brand exploration in terms of virtual and immersive strategies for customer engagement. While statistics show that ad spend on gaming sits at around $6 to $8 billion in the U.S., representing less than 6 percent of total digital advertising spend, the growth trajectory for advertising across gaming platforms is projected to be fast-paced with very minimal limits on the potential these platforms offer brands in terms of customer engagement.

Coke and other brands with product placements in Season 4 of Stranger Things earned $27 million in brand value according to a YouGov study. If that doesn’t count as audience attention, then I don’t know what does. Yet, many digital advertisers don’t think about it that way yet.

The act of playing an ad on a screen is wrongly shrouded in myth. It's time to shine a light on some of the misconceptions surrounding video ad serving and see it clearly as a non-subjective logistical step in the campaign activation workflow. Here are four myths about video ad serving and why marketers shouldn't give them a second look.

Google defines micro-moments as occurring, “when people reflexively turn to a device –increasingly a smartphone – to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped.”

The average U.S. consumer has approximately 55 apps installed on their smartphone, according to T-Mobile Advertising Solutions. But how many of those apps are they actively engaging with? For too long, mobile marketers have focused solely on raw app install counts as their primary measure of success. But it’s time the industry at large started paying closer attention to what happens after the install.

Consumers are hanging on to their pandemic streaming habits. This elevates connected TV (CTV) as a critical channel for reach – which, it turns out, is just in time for the rebound of many marketers getting back into the market.

Marketing teams around the world are thinking long and hard about the ‘R’ word. From New York to London, it’s hard to avoid stories that predict an upcoming recession. This report from the World Bank warning that the risk of a global recession in 2023 continues to rise is just one recent example.

How can I adopt an agile marketing approach in my organization?

J. Schmid offers an infographic that identifies five basic anthropological facts and their implications for marketers.

Marketers are under increased pressure to prove ROI, which means teams must keep an eye on the bottom line while continuing to grow the brand. Here are three ways to ensure the marketing team is consistently building both the brand and the business.

Neustar shared tips for the use of clean rooms in data collaboration and provided a case study that illustrated its advantages.

Winnie Shen from Zeta Global explains how to leverage data to give stakeholders enabled intelligence.

Winnie Shen from Zeta Global discusses the best ways to target customers.

Christmas in July? Not quite. But the shopping season, previously relegated to the last several weeks of the year, is now in perpetual motion due to online shopping. What's more, amid a creaky economy and the potential for a recession later this year, consumers are gathering up their gifts earlier than ever.

Influencer marketing is no longer in its infancy. Globally, it now feels like it’s going through its messy teenage years but is quickly moving toward maturity. One sign is the shift from campaign-based influencer interactions to fully-fledged always-on influencer programs.

The modern marketer’s job now extends beyond eye-catching creative, impression volume, and engagement metrics. Marketing teams must define customer bases with the highest lifetime value — and then deliver those audiences at appropriately scaled acquisition and retention costs. As the ad industry looks for ways to maximize the use of data and audience insights amid cookie deprecation, data enrichment is moving to the forefront.

How can I encourage loyalty within my customer base?

Effectively gathering and quantifying consumer data is no longer a luxury, but a necessity in today’s market. Huge quantities of data can be amassed at dizzying speeds, and the amount of campaign information accessible to marketers has grown at an exponential rate. Between 2010 and 2020, the amount of data utilized by marketers increased from 1.2 trillion gigabytes to 59 trillion gigabytes, according to Forbes. However this statistic does not take into account the ways in which that data was communicated.

How can I create an effective B2B customer experience?

Advertising hangs in a delicate ecosystem, and recently, it’s at the mercy of environmental shifts beyond its control. The call for more trust, privacy, and transparency has led to the impending sunset of third-party cookies. Technology proliferation and increasingly complex digital landscapes has contributed to leaky media budgets and confusion about where media dollars are really going. Unlocking the right data around existing media spend can help restore balance between value, ROI, and spend transparency.