Marketing 101

Most web browsers are slowly slipping away from third-party cookies, and no one can deny that it caused quite the turmoil in the advertising industry. No wonder various marketers and advertisers are constantly searching for alternatives to reach consumers. Evidently, behavioral advertising can now be considered a challenge because it leverages cookies - leading to a favorable edge for contextual advertising.

How are marketers optimizing their personalization strategies, and how do consumers feel about them?

With the need to raise brand awareness and consideration with two distinct audiences of mortgage brokers, The Change Company created a campaign around characters known as the Closer Twins, a duo who could tap into the target audience’s emotional desire to win big and be highly effective at their profession.

This year’s Cannes Lions International Festival of Creativity was a prime moment for brands, agencies, creatives, and technology companies, following a pandemic-induced hiatus. Key themes included sustainability, diversity, equity and inclusion, data and technology, brand creativity and effectiveness, talent, and business transformation — backed by numerous resources, insights, and events.

The Great Resignation has challenged businesses across industries, and the media vertical is no exception. Agencies and holding companies are struggling to source and retain talent, leading some to question whether there are enough skilled candidates to go around.

As a marketing professional who’s spent most of my career helping businesses with their marketing needs, I am here to announce that text marketing is here to stay. In this fast-paced world, this form of marketing just makes sense. Texts are direct, to the point, and don’t take a lot of time to draft or send.

Despite the growing power of the “silver economy” and traditional notions of aging being constantly upended, advertisers continue to give the 50-plus market short shrift. As the size of this market — and its immense wealth — grows, can brands continue to afford to ignore them?

ANA just ran a virtual conference dedicated to attention metrics. I learned so much — and want to share that learning.

Paul Donato from the Advertising Research Foundation explains why high levels of attention are a prerequisite for advertising effectiveness.

Digital transformation is the enablement of improved customer experience and operational efficiency through the adoption and integration of digital technology.

The importance of attention metrics has been widely debated. In this session, the ARF explores both sides of the debate covering issues including whether attention metrics can serve as a primary or secondary currency and connecting attention metrics to outcomes.

Paul Donato from the Advertising Research Foundation (ARF) explores both sides of the debate on the effectiveness of attention metrics, including whether it can serve as a primary or secondary currency, as well as connecting attention metrics to outcomes.

World Vision's Hilary Reynolds shared how her organization mobilized a multi-tiered, omnichannel campaign to promote its disaster relief efforts in Ukraine and surrounding nations. The aim was to provide critical resources to women and children displaced by the war.

Over the last several years, data privacy concerns have grown in both awareness and magnitude. Marketers and consumers alike have had to ask difficult questions and consider the implications of how data is shared, sold, and used across companies and platforms in a rapidly evolving digital ecosystem.

Performance marketing is misunderstood. In the marketing family, it is often regarded as the transactional, cold, and bottom-line focused cousin to the beautiful and inspiring storytelling of brand marketing. But that mental model is out of date. The truth is that done right, agile data-driven creative and inspiring brand creative are two versions of the same thing, and when they work together, they can be a brand’s superpower.

Being "consumer-obsessed" isn't a new idea for marketers. We are living in an age where data is used to refine targeting, and marketers target products and services to different demographics by tailoring messages (and how those messages are received). However, to do this successfully, consumer demographics need to be understood beyond shallow and superficial narratives.

Shoe manufacturer ASICS shared tips on data collection and offered an overview of its loyalty program.

CKE Restaurants shared its approach to running loyalty programs for quick serve restaurants.

An environmental activist, social entrepreneur, and artist, 22-year-old Maya Penn has already launched a sustainable fashion brand and a related nonprofit organization, among other noteworthy accomplishments. She shares her perspective on how brands can best weave purpose into their business and speak to the concerns of gen Z.

Account-based marketing — carefully planned, targeted messages and content focused on key accounts — is increasingly where B2B marketers are investing their energy and budgets.