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  • Why Performance Is Paramount for Brands in 2023

    Industry Insights   January 30, 2023  

    “Performance Marketing” has had its time as a buzz word, but amid the current economic climate, it’s more important than ever. Consumer behavior has always been unpredictable, particularly in the last few years, and 2023 waters are looking to be quite murky. However, marketers can find clarity in measuring and optimizing performance.

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  • Performance Marketing Needs Top of Funnel Awareness

    Industry Insights   December 16, 2022  

    Brand marketers have been battening down the hatches as they navigate the current macroeconomic and geopolitical storm. While much of the conversation and strategizing has been around budgets and profit and loss (P&L) maneuvering with uncertainty clouding the horizon, it would be wise for brands to also allocate bandwidth to proactively devise a digital advertising strategy for 2023 and beyond. The “beyond” in this instance could be inferred as the paradigm shift from the era of personalized advertising to the era of personified advertising.

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  • Stop Worrying About Signal Loss and Concentrate on the Gains

    Industry Insights   December 16, 2022  

    The latest version of the IAB’s State of Data report makes it clear that the ad world is deep into an era of signal loss. Cookie deprecation looms, yet its state regulations that will likely deliver the crippling blow to behavioral targeting as we know it.

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  • Next-Level ROI: Investing in Diverse Audiences and Content

    Webinars   December 8, 2022  

    In this webinar, learn about female podcast listeners including their listening trends and how brands can use data to inform their podcast advertising strategies.

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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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  • Brand Marketers Can Forge a Personified Path to Growth

    Industry Insights   December 1, 2022  

    Brand marketers have been battening down the hatches as they navigate the current macroeconomic and geopolitical storm. While much of the conversation and strategizing has been around budgets and profit and loss (P&L) maneuvering with uncertainty clouding the horizon, it would be wise for brands to also allocate bandwidth to proactively devise a digital advertising strategy for 2023 and beyond. The “beyond” in this instance could be inferred as the paradigm shift from the era of personalized advertising to the era of personified advertising.

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  • Right-Sizing MarTech and Data Investment for Maximum ROI

    Webinars   November 30, 2022  

    For many years, investment in Measurement and Attribution tech and data represented a relatively small percentage of media budgets — but this is no longer always the case. In this webinar, learn about strategic approaches to value creation and optimization that work across a variety of practices.

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  • Omnichannel Measurement of Ad Spend

    Soundbites   November 16, 2022  

    Greg Fatica from Foursquare talks about how his firm does omnichannel measurement of ad spend.

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  • Evolving with Creativity

    Conference Highlights   October 26, 2022  

    To maximize ROI, get your fundamentals right, budget for test and learn, and be agile.

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  • Proactive Steps Marketers Can Take to Mitigate Recessionary Impacts on Their Brand

    Industry Insights   October 7, 2022  

    Marketing teams around the world are thinking long and hard about the ‘R’ word. From New York to London, it’s hard to avoid stories that predict an upcoming recession. This report from the World Bank warning that the risk of a global recession in 2023 continues to rise is just one recent example.

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  • Real Ways to Deliver ROI with Data Enrichment

    Industry Insights   September 29, 2022  

    The modern marketer’s job now extends beyond eye-catching creative, impression volume, and engagement metrics. Marketing teams must define customer bases with the highest lifetime value — and then deliver those audiences at appropriately scaled acquisition and retention costs. As the ad industry looks for ways to maximize the use of data and audience insights amid cookie deprecation, data enrichment is moving to the forefront.

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  • Getting Measurable Results from B2B Influencers

    Event Recaps   September 29, 2022  

    Katie Yun, director of social media enablement at Nationwide, shared insights into how complex industries can execute successful influencer campaigns.

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  • Bolster Your Mission by Leveraging CTV

    Webinars   September 21, 2022  

    In this webinar, learn from two leading nonprofit organizations as they share how their organizations utilized the emotional connection of television to track and improve ROI to support their missions.

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  • The Misunderstanding of ROI In Attribution

    Knowledge Partners   September 12, 2022  

    To ensure that marketers approach decisions in the right way, they need to understand how ROI is being calculated, the influences of ROI, the level of impact attribution modelling captures, and explore whether a channel or lever is truly incremental within a measurement framework.

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  • Rise in Marketing Budgets Tempered by Economic Headwinds

    B2B Marketer   August 24, 2022  

    Marketing budgets increased nicely in 2022, growing to nearly 10 percent of total company revenue, according to Gartner. But the upswing is muted by a downward economy. In an interview with B2B Marketer, Ewan McIntyre, chief of research and VP analyst at Gartner, said marketers are already feeling the negative impact of severe inflation and must continue finding cost efficiencies and moving toward a digital-first strategy.

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  • Evolving Trends in Acquisition: Case Studies in List Growth

    Event Recaps   August 9, 2022  

    Trista Murphy, vice president of integrated fundraising at Make-A-Wish America, joined Maureen McNally and Sarah Newhall from MissionWired to talk about the trends they’ve seen in nonprofit fundraising over the past few years.

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  • Seamless Is More

    B2 Awards   July 14, 2022  

    Software AG is the second largest software vendor in Germany with analysts consistently ranking the brand as leaders in all the connectivity categories they operate in. Yet, Software AG had virtually zero unaided brand recognition outside of the EMEA.

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  • How Lyft Leveraged a Hyper-targeted Campaign to Recruit New Drivers

    B2 Awards   July 12, 2022  

    Lyft created a hyper-targeted campaign to recruit new drivers after the pandemic disrupted recruitment and demand for the ride share service.

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  • Aruba Instant On Becomes Instant Hit

    B2 Awards   July 12, 2022  

    Aruba promoted its Aruba Instant On service with an integrated marketing campaign.

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  • Markers, Set, Go!

    B2 Awards   July 10, 2022  

    O2 enacted a lead generation program, targeting IT and procurement decision-makers across all public and private sector companies with more than 500 employees.

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