Marketing 101

Andrew Kirk, executive director of marketing operations at CVS Health, provided a rundown of problem scenarios that often occur within the marketing pipeline and reviewed methods for how to avoid these scenarios.

Janna Ducich, SVP of marketing planning and operations at AT&T, gave an inside look at how the marketing operations team she leads oversaw a company-wide brand transformation over the course of two years, sharing six tips she learned during the process.

The panel of email experts shared real-world examples, case studies, and practical tips to empower your marketing team in navigating the post-Black Friday and Cyber Monday landscape successfully.

Taylor Swift's "The Eras Tour" in 2023 made it clear that music moves markets. So, it's little wonder why major brands such as Citi, Coors Light, and Taco Bell plan to strike up the band this year with significant investments in music marketing.

Health care technology company Medtronic shares the advantages and disadvantages of workflow tools that include Smartsheet, Teams, MS Project, Trello, and Workfront.

In marketing, consumers are at the core of every strategy. Boost consumer engagement and foster meaningful consumer connections with these expert tips.

Salesy, self-serving content is a major turn off for B2B technology buyers. To keep their interest, B2B marketers must develop thought leadership-based programming featuring up-to-date information that will help customers do their jobs better.

What exactly constitutes linear and non-linear in the increasingly digital landscape of TV? Is it the device, the programming content, or the ability to run addressable advertising? To find the answer, marketers need a better understanding of how content is distributed across platforms.

Is it too obvious to state that advertisers can only run commercials on platforms that allow advertising? And is it too much to ask that marketers can access information showing them how many viewers can and cannot view ads on SVOD platforms?

What does the year ahead look like for marketing and consumers?

How can I measure the ROI of my sponsorships? What are examples of effective sponsorships?

Partnering with people of influence to promote a product or service is nothing new. Social media influencers have been leveraged by B2C brands for over a decade – but now, B2B brands are trying to catch up as buying habits have shifted.

CognitivePath schematizes five steps that can be taken across five areas to help your organization’s marketing function achieve AI maturity.

For years, marketers have recognized the need to eliminate the destructive competition between their online and offline sales teams. But just because retailers have largely stopped pitting teams with separate P&Ls against each other to drive revenues doesn’t mean brands have realized ways to synthesize their omnichannel messaging and strategy.

The vast majority of the advertising industry agrees that a state-led approach to data privacy legislation does not work. But what might privacy look like in an ideal future, and is AI the answer?

Here are just a few of the benefits of marketing automation: an increase in sales productivity, a reduction in marketing overhead overall, a major increase in qualified leads, and bigger purchases from nurtured leads than their non-nurtured counterparts. Automation also saves you time, increases your efficiency and creates a smooth customer journey. And all that raises a question: Why aren’t tech marketers using it properly?

System1’s Jess Messenger discusses the importance of emotional response in holiday ads for brand-building and long-term growth. The piece also highlights the top-performing ads, emphasizing consistency, positive sentiment, and diversity as key factors in their success.

Comscore shares data on 18-to-24-year-olds that reveals which mixes of channels most increase aided awareness, ad recall, favorability, and purchase intent among them.

The cry for federal data privacy legislation has reached a fever pitch, as navigating state laws becomes increasingly confusing and costly. In response, advertising industry groups are working together to advocate for a single federal law.

While no one can say for sure what the new year will bring, it seems likely that the marketing industry will see more changes to transparency, accountability, privacy, automation, and the general utilization and capabilities of generative AI.