Marketing 101

In a recent HubSpot survey, 90 percent of social media marketers said that an active, online community was critical to brands in 2023. Ninety-percent! You can’t get 90 percent of marketers to agree on a pizza order.

Understanding and connecting with your target audience through personalized communications is vital for success. Audience segmentation, the process of dividing your customer base into distinct groups based on specific criteria, is a powerful strategy to achieve this personalization.

The future of customer experience (CX) is promising, and its impact on in-house marketing and creative teams in Fortune 500 companies is set to be transformative. As businesses recognize the importance of CX in driving customer loyalty, differentiation, and revenue growth, these teams will evolve into vital contributors to a company's success in the CX era.

While traditionally focused on the Black Friday to Cyber Monday window, deal-seeking now extends throughout October and November. Google’s Richard Manso offers strategies for brands to capitalize on this extended period, including early engagement, aiding in wish list creation, and going beyond mere discounts.

How can brands connect with gen Alpha?

In this video, Mike Nelson, VP of marketing at Martin Guitar and Jenn Szekely, president of Coley Porter Bell, unpacked the legacy brand's history and the journey that took place to refresh an already iconic brand. They provided a snapshot of the rebranding process and learnings, focusing on the creativity needed to successfully reposition this heritage brand.

Mike Nelson, VP of marketing at Martin Guitar and Jenn Szekely, president of Coley Porter Bell, unpacked the legacy brand's history and the journey that took place to refresh an already iconic brand. They provided a snapshot of the rebranding process and learnings, focusing on the creativity needed to successfully reposition this heritage brand.

Guest speaker Eric Berggren discussed how to design effective customer value models and use them to turbocharge account-based marketing (ABM) programs.

Business inspiration hub Catalyzing Innovation offered recommendations on how brands can use generative AI to enhance creativity and marketing.

In this video, business inspiration hub Catalyzing Innovation offered recommendations on how brands can use generative AI to enhance creativity and marketing.

In this video, Vericast shared some of the results from a 2023 consumer survey, covering topics such as attitudes toward wellness, food, and food purchases.

Vericast shared some of the results from a 2023 consumer survey, covering topics such as attitudes toward wellness, food, and food purchases.

How can my brand connect with baby boomers?

Brands can prepare for a cookieless future by prioritizing first-party data collection and using it with second- and third-party data to derive deep insights about consumers. Doing so requires building trust, providing value, and prioritizing transparency.

Reducing energy consumption and promoting more sustainable business practices and production methods are just a few ways companies can fight climate change. While mitigating climate change can feel like a challenge and can’t be done quickly by one company or industry, it is important for companies to realize the influence and power they do hold — and make the changes they can.

The ANA shares the results of a research study that breaks down the costs that an agency review poses to the client, to the incumbent agency, and to the newly pitching agency.

Sounds Profitable and Signal Hill Insights partnered to conduct a survey on consumer habits when it comes to podcasts. Topics included churn, what leads to decreases in listening over time, and general perceptions of the medium and its creators.

Tony Au, of multicultural marketing agency Ethnicity Matters, identifies the key features of WeChat’s platform and advertising ecosystem.

Influencers are an effective way for increasing brand awareness, even if there are caveats marketers should be aware of. The right influencer can hand-deliver your brand to an entirely new audience, while the wrong influencer can hamper your growth.

Two-thirds of companies viewed retail media as a sales driver, but only 12 percent used it to build their brand, according to a new survey. Only 31 percent said it was a valuable marketing tool right now. The lack of consistent and industrywide measurement on the effectiveness of retail media investments is one reason brands remain cool to the market.