Search Marketing Knowledge Center

A Movement to Reduce Online Hate

Beyond Profit January 31, 2023

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Anita McGorty, who leads Engage Responsibly as executive vice president at the ANA, joins host Ken Beaulieu to discuss why humanity is under attack online and what we can do about it.

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Online Travel Trends: Search and Social — An R3 Category Report

Knowledge Partners January 4, 2023

R3 shares insights on travel trends impacting the decision-making process of travelers, and strategies travel brands are leveraging to accommodate them.

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Is BeReal a Lucrative Platform for Brands?

Pulse December 15, 2022

Besides the fact that the app is more ideologically similar to gen Z's wants, the app has reached "3.3 million downloads globally in Q1 of this year, a 390 percent jump from Q4 of 2021, according to data.ai. It sits in the No. 1 spot for free apps in Apple's App Store," as reported by Marketing Brew. These numbers are telling an important story: Gen Z is tired of promoting stilted selves.

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Influencer Marketing vs. Influencer Relations: Maximize ROI with More Creative Campaigns

Event Recaps December 1, 2022

Shifting from transactional, standalone influencer marketing campaigns to influencer relations initiatives can help brands rise above the noise and drive what matters.

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The Upside and Downside of Social Platforms

Soundbites November 16, 2022

Foursquare's Greg Fatica explains what makes measuring social platforms easier or more difficult than other channels.

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Measuring the Power of Social Advertising with Location Technology

Conference Sessions November 16, 2022

In this video, Foursquare’s VP of Client Solutions, Greg Fatica, discussed how leading brands are using location technology to understand the real-world impact of their social advertising and ultimately to better plan and optimize across the evolving social landscape.

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First Chair Litigator's Perspective with Kathryn Farrara

Conference Highlights November 10, 2022

To successfully navigate metaverse activations, build agility and a dedication to co-elevation into your legal strategies.

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FTC Regulatory Trends in Social Media Marketing and Consumer Reviews

Event Recaps November 9, 2022

This panel featured diverse perspectives from industry veterans and Serena Viswanathan in the FTC's Division of Advertising Practices. The panelists examined regulatory trends in social media marketing and online disclosures, as well as what marketers can expect given the FTC's proposed updates to the Endorsement Guides.

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Absolut Brings Its World of Cocktails to Life with a Commitment to Inclusion

Conference Sessions November 6, 2022

Absolut Vodka, a Pernod Ricard brand, has long been committed to the LGBTQ+ community. In this session, learn about how they brought their 40 year+ allyship to a new level this year with Absolut.Land, a metaverse activation for Coachella.

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The Role of DEI in the Metaverse

Conference Sessions November 6, 2022

For consumers, being present in the metaverse enables freedom bringing infinite possibilities for identity expression. But this freedom can also facilitate acts of bias, bullying, and hate. Hear how Meta is tackling these issues and striving to use their position to have a positive impact on society.

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BeReal: What Brands Need to Know

Event Recaps November 2, 2022

Digitas’s Christina Goswiller provided a look at the emerging social media platform BeReal, reviewing its history so far, where it may be headed, and sharing some examples of how brands like e.l.f. and Chipotle are already making use of the platform.

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Using the Power of Social to Promote a Transition in the World’s Best-Selling Hiking Boot

Event Recaps November 2, 2022

Jane Smith, senior director of digital marketing at Merrell, shared how her brand approached creating connections with a wider audience, sharing insights on a social media strategy that was powered by partnerships with influencers and the creation of a new community of hikers.

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How to Know When a New Social Media Platform Is Worth Your Team’s Time and Effort

Soundbites November 2, 2022

Digitas’ Christina Goswiller offers her perspective on how marketers can determine which new social media platforms are worth time and financial investment and explains why sometimes even spending time and effort on a platform that ultimately fizzles out can be beneficial to the brand.

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Exploring the Links Between Creative Execution and Marketing Effectiveness

Knowledge Partners October 29, 2022

Measuring the efficiency of creativity in advertising has historically been challenging. This paper provides a technical Marketing Mix Modelling approach (object detection algorithms and multi-stage econometric modelling) that demonstrates an objective approach to creative measurement.

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FUNdamentals of Ethical Marketing: Join our Interactive Game — Is It Ethical?

Webinars October 26, 2022

In this webinar we continue the conversation with the second webinar in our series on the world of marketing and ethics. Using a gameshow model, we look at several recent examples of marketing and ask the pivotal question — is it “ethical”?

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These Candy Brands Brought People Together

Industry Insights October 21, 2022

During the fall months, and during any holiday season, it’s candy’s time to shine (or maybe, better yet, melt in your mouth). Whether it’s Halloween, Dia de los Muertos, or Thanksgiving, having treats on hand can help make the holidays feel special, and more easily shared with others. It’s a small gesture, but sharing a delicious moment matters. Of course, candy and snack brands know this.

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The Transformational Opportunity for Social Video

Webinars October 20, 2022

The changing nature of video presents new challenges for marketers, especially given the rise in consumption of video through social media platforms which regularly roll out new formats and capabilities. In this session, learn the best practices for scaling video assets effectively.

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