Search Marketing Knowledge Center

It’s Time to Diversify Lower-Funnel Tactics

Industry Insights May 21, 2024

E-commerce conversion rates for many brands have surprisingly taken a downturn in recent months. Recent industry data from Belardi Wong reveals a 7 percent decline in conversion rates for apparel and an even steeper 11 percent drop for home goods. This unsettling trend underscores the imperative for ecommerce brands to rethink their bottom-funnel remarketing strategies.

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15 Guidelines for the Use of Principal Media

Industry Insights May 21, 2024

Principal media is on the rise. Changes in agency compensation models from marketers as well as pressure from marketers to extend payment terms and "drive media costs down" have led agencies and holding companies to accelerate the use of principal media. Increasingly, advertising agencies are now acting as principals rather than agents.

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How The Met Drew Young Visitors with Verizon and Roblox

In-House Excellence Awards May 20, 2024

To inspire enthusiasm in young people, The Metropolitan Museum of Art partnered with Verizon to create a Roblox avatar collection that brought the metaverse to the museum’s halls.

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Heinz Promotes Limited-Edition Sauces with "Limited-Time" Celebrities

In-House Excellence Awards May 19, 2024

When Heinz set out to launch its new limited-time sauces, the brand eschewed the traditional partnership and, instead, teamed up with “celebrities” who know a little something about a limited-time in the spotlight in a campaign that paired limited-time sauces with limited-time celebrities.

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How Kraft Changed Minds About the Word “Moist”

In-House Excellence Awards May 19, 2024

To help combat public disdain for the word “moist” — a key feature of its mayonnaise — Kraft created a guerilla-style, mixed media campaign that aimed to make “moist” the Webster Dictionary’s 2023 Word of the Year.

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How Audi Let Fans Direct a Brand Film Via Instagram

In-House Excellence Awards May 19, 2024

To help send off its popular R8 model, Audi allowed fans to serve as the directors of a farewell film for the car by voting on various creative elements via Instagram Stories.

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Northwell Health Highlights Centenarians in Stellar Cross-Media Holiday Campaign

In-House Excellence Awards May 19, 2024

To help its brand stand out during a crowded holiday season, Northwell Health created a campaign that leveraged the powerful stories of centenarians and their plans for the future, inspiring its audience to take their health more seriously in the name of longevity.

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Marketing News Quiz for May 18, 2024

Marketing News Quiz May 18, 2024

In this week's marketing news quiz: an ad banned in Times Square, the career highlights of Mary Wells Lawrence, and a new McFlurry flavor from McDonald's.

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The Power of Sports on Local Broadcast TV

Knowledge Partners May 18, 2024

A survey of over 5,000 adults by Dynata Research reveals that linear TV is the preferred medium for viewing sports, demonstrating the significant influence of local broadcast TV on sports viewership and advertising impact.

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How Heinz and a Shipwrecked Sailor Went Viral

In-House Excellence Awards May 18, 2024

When Elvis Francois survived 24 days adrift at sea on a bottle of ketchup, Heinz wanted to help him get a new boat. There was just one problem: Nobody could find him. So, Heinz sent a message in a bottle adrift into the sea of the internet to #FindTheKetchupBoatGuy.

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Highmark Health Encourages Mental Health Awareness

In-House Excellence Awards May 18, 2024

Highmark Health urged residents of Western Pennsylvania to reflect on their mental health by asking, “How’s it going?”

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The State of Walled Garden Misinformation: Implications for the 2024 Elections

Industry Insights May 17, 2024

While advertising on social platforms offers marketers precise targeting and highly customizable messaging, many brands are cautiously navigating the open nature of these complex and massive platforms.

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Influencer Marketing Is Changing the Game for Celebrity Athletes

B2C May 17, 2024

Social media and influencer marketing have started to blur the line between celebrity athletes and brand ambassadors. The challenge for brand managers is how to harness the new constellations of stars without putting the company in jeopardy or alienating people.

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Canva Blankets New York Advertising Week

In-House Excellence Awards May 17, 2024

During New York Advertising Week, Canva launched an out-of-home campaign of digital posters just for advertising creatives. Designs were inspired by New York and all designed in Canva, to show that Canva is meant for advertising creatives.

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Mr. Mucus Takes Over Social Media for Reckitt

In-House Excellence Awards May 17, 2024

Reckitt created a social media handle for America’s snottiest mascot (Mr. Mucus) and generated content with the character.

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PepsiCo Appeals to Football Fans’ Nostalgia for Players of Yore

In-House Excellence Awards May 17, 2024

PepsiCo promoted its portfolio of drinks and snacks to football fans with an ad that imagined football legends coming out of retirement.

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Everything Wrong with TV Measurement: The Attribution Playbook for TV Advertisers

Knowledge Partners May 16, 2024

In this report, Marketing Architects identifies top challenges facing advertisers when measuring TV’s effectiveness and provides a playbook for solving them.

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PopCorners Breaks Boundaries with Breaking Bad

In-House Excellence Awards May 16, 2024

PopCorners provides the perfect snack but not enough people know about this. Teaming up with iconic <em>Breaking Bad</em> characters on the biggest stage, the Super Bowl, the brand created a campaign that demonstrated how iconic characters and established visual style can be applied innovatively to a completely new context to propel brand equity.

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Creators Move Down Funnel to Performance Marketing

Industry Insights May 15, 2024

Creator marketing has officially moved down funnel and become a true performance marketing channel. Whether they’re paid affiliate commissions, flat fees per post/video, consulting fees, or a combination of the three, today’s creators are motivated to increase their marketing partners’ sales.

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