Marketing 101

Marketbridge’s Andy Hasselwander explained the “Cobra Effect” that is currently permeating digital marketing measurement and offered advice on what marketers can do to overcome it and make their measurement more dynamic and accurate.

Nostalgia is in right now — and perhaps this is partly a reaction to the ever-evolving technocentric landscape we live in. Familiarity can be comforting and a source of positive memories from the past; so, in many ways, it’s unsurprising that brands are harnessing nostalgia to evoke joy and connection for beloved brands, aesthetics, experiences, and media.

In this session, the TikTok Marketing Science team presented research compiled from Nielsen, NCSolutions, Fairing, Samba TV, and more to show how TikTok ads generate business outcomes and their effect on TV viewership.

Did you know that nearly half of gen Z consumers start their shopping on TikTok? TikTok does, apparently, which is why it’s launching a new feature to let buyers and sellers transact directly on the platform. They’re calling it TikTok Shop, and its aim is to let creators, merchants, and brands get their products into the hands of consumers without having to go to another site.

The advertising industry has always been chasing and debating the latest shiny object, and generative AI — cue the chorus of angels — may now be the shiniest of them all, despite the fact that it’s been around for years.

Marketers use personas to guide their efforts at segmentation and tailored messaging. By way of illustration, Willow Data Strategy offers numerous examples of the kinds of personas that might be used in the hospitality, gift, B2B, telecommunications, and financial industries.

How effective is the use of music and musicians in marketing?

Join us, as we walk you through this new data transfer program and how the ANA can help. We’ll provide you with key tips and advice on how to comply -- whether you’re transitioning from Privacy Shield to DPF or newly interested in joining the DPF program.

We've all probably seen countless thought pieces on why emotional connection is vital in B2B marketing. Many of these articles build an argument through speculation, or personal perspectives. We believe in hard evidence, so let's start by diving right into some of the research in this field.

Women and girls aren’t often the focus of media campaigns. They are often relegated to side roles and characters, or perpetuate negative stereotypes (often centering around unrealistic expectations). It’s exciting and refreshing when campaigns break this mold, however.

Marketers' initial approach to implementing martech software can make or break its future as a viable tool in their marketing stack. Its implementation is best conducted in four phases to align internally and with the martech provider on the goals of the initiative.

Google shared its three-step formula for developing a successful measurement strategy and improving ROI.

System1 highlights key holiday advertising strategies for success: effective storytelling, fostering community, tapping into nostalgia, utilizing recognizable characters or scenarios, incorporating magic, and leveraging popular holiday tunes.

Online publishers, whether they know it or not, are facing another existential crisis, perhaps even greater than those of the past. Publishing is based on a simple formula: Content creation leads to audience aggregation, which leads to monetization.

System1 delves into brand collaborations, emphasizing the importance of shared values, tapping into trends, combining familiarity with innovation, leveraging distinctive brand assets, and evolving with market shifts.

Citi has been committed to helping drive an equitable and inclusive culture. Citi’s Chosen Name program, originally launched in 2020, gives transgender and non-binary customers the choice to update their eligible Citi-branded cards to match their true identity.

Meeting Manners introduced new rules around meeting etiquette to help colleagues enjoy more productive days, feel less stress and ultimately, feel happier about where they worked.

In a moment when many Americans needed an uplift, Teleflora’s latest holiday campaign, “Leave No One Out This Holiday,” showed how the gift of a Teleflora bouquet can help turn the holidays from lonely to lovely.

Activating in Boston across OOH projections, taxi tops, free taxi rides for conference-goers, and a special web landing destination, Mailchimp surgically showed up in competitors' backyards to capture advanced marketers' attention that Mailchimp is the No.1 email marketing platform.

Pepsi invited fans to give Santa’s milk and cookies an upgrade with a twist: “Pilk” (Pepsi + milk) and Cookies. Pepsi teamed up with two of the biggest stars of the holidays — Lindsay Lohan and Santa — to give consumers a new, delicious way to unapologetically enjoy the festive season.