Sat.Feb 25, 2023 - Fri.Mar 03, 2023

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Brands Still Aren’t Grasping How to Sustainably Support Black-Owned Media. BOMESI Can Help

Adweek

The summer of 2020 ushered in more than a life-shifting pandemic. At the time, the murder of George Floyd was considered the mark of collective reckoning, a definitive tipping point as multiple industries honestly and, in many cases, publicly reevaluated their tacit participation in systemic racism. While protesters across the globe demanded equal and just.

Media 314
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Where Does PR Fit Into Your Marketing Strategy?

Ad Rants

Public relations and marketing used to be like oil and water, two separate entities that didn't mix. There was a set PR team and a set marketing team, and brands needed both to succeed. PR and marketing firms had two sets of goals and thus two separate ways of reaching and achieving said goals. The rise of digital media, however, has led to blending between the two practices.

Marketing 187
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Why do I need a Tech Lead?

The Ad Tech Blog

Most of the founders, C-level or VP-level, won’t have any objection to hiring a tech lead. For them, it is someone who will take care of things they don’t want to do: Interview engineers. Decide which technologies to use. Organize the work. Make sure the team is productive. Fire the underperformers. Thus, the tech lead becomes some sort of wildcard, a jack of all trades with enough technical knowledge and management skills to shield the company executives from the day-to-day developm

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The Great Restructuring: How Generative AI Is Changing Creative And Media Agencies

AdExchanger

Generative AI is the talk of the town. At creative and media agencies, everyone from designers to copywriters to marketing leaders are giving generative AI programs like ChatGPT and DALL-E The post The Great Restructuring: How Generative AI Is Changing Creative And Media Agencies appeared first on AdExchanger.

Agency 138
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How to Stay Competitive in the Evolving State of Martech

Marketing technology is essential for B2B marketers to stay competitive in a rapidly changing digital landscape — and with 53% of marketers experiencing legacy technology issues and limitations, they’re researching innovations to expand and refine their technology stacks. To help practitioners keep up with the rapidly evolving martech landscape, this special report will discuss: How practitioners are integrating technologies and systems to encourage information-sharing between departments and pr

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Marketers Should Care About De-influencing, the TikTok Trend that Won’t Quit

Adweek

Influencer marketing is maturing. Creators are leaving #TikTokMadeMeBuyIt back in 2022, declaring 2023 the era of #De-influencing instead. As "eat the rich" storylines permeate culture (see: The White Lotus, The Glass Onion, The Menu and your Twitter timeline), Gen Z is mounting its own push against capitalism on TikTok. In the simplest of terms, "De-influencing".

Marketing 285
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What is your digital marketing maturity?

Smart Insights

Use our digital marketing maturity models to assess new opportunities for upskilling and digital transformation Ever since I’ve been involved in working with businesses to improve their digital marketing, I’ve seen huge variations in digital capabilities. That's why at Smart … The post What is your digital marketing maturity? appeared first on Smart Insights.

Marketing 125

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Marketing in the age of the omnipresent consumer

Martech

Multichannel. Omnichannel. Omnipresent. Beyond buzzwords, these marketing strategies aim to deliver a better customer experience — and drive greater business results. Using the right combination of channels is essential in today’s dynamic landscape. Here’s how to successfully engage with your audience and better fulfill their changing needs and preferences.

Marketing 108
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Transport App Bolt Wants People to Break Up With Their Cars

Adweek

We've all seen those movie montages that show heartbroken characters as they mope around doing something aimlessly while a slow, sad song plays over just to reiterate that they aren't happy after a fight with their one true love. Well, in the month of February, international tech company Bolt has produced a campaign replicating exactly.

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Maybelline enlists its first-ever digital avatar for mascara launch

Marketing Dive

The virtual ambassador, named May, will help launch the Falsies Surreal Extensions Mascara and support future metaverse activations.

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Cookies Are Behind Us. Probabilistic Data Is Ahead

AdExchanger

If we are to build a more virtuous circle of data usage, consumers must be at the center. How do we get there? The industry must break its addiction to The post Cookies Are Behind Us. Probabilistic Data Is Ahead appeared first on AdExchanger.

Cookies 103
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Retail media advertising: How e-commerce is becoming AdTech’s next frontier

what retail media advertising is what a retail media network is how the changes in the privacy landscape benefit retail media networks how retail media network functions market overview of retail media networks

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How to apply for an AdSense account without getting banned?

Monetize More

Wanna monetize your site with ads? Whether you’ve only recently started a business online or have been going for a while, Google AdSense is the most popular ad network for publishers and the best way to start monetizing your traffic with display ads. This ad network offers a wide range of ad units for multiple platforms and devices and includes optimization tools.

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When Designing Customer Experiences, Don’t Confuse Speed With Ease

Adweek

With the click of a button, you can buy almost anything under the sun from millions of sellers and have it on your doorstep in two days. Going to the airport? Download an app and skip to the front of the line. Need to send money to friends and family? A growing list of companies.

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Marketing mix modeling: A marketer’s guide

Martech

Boards and the C-suite expect CMOs to lead the way to profitable growth in 2023 despite various macroeconomic pressures manifesting into the “ triple squeeze ,” making everything more expensive. And although marketing budgets, as a share of revenue, rebounded last year to more than 9%, according to the 2022 Gartner CMO Spend and Strategy Survey , they are still lower than they were in 2020, forcing CMOs to achieve more with less.

Marketing 100
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5 DSP Tweaks to Increase Programmatic Performance From an Expert Media Buyer

Ad Monsters

It takes one second to press the “launch” button. Millions more go into fine-tuning all the tumblers before and after. This piece by Kateryna Novatska tells how never to regret launching a campaign and never drain your media buying budgets away. Programmatic display CPMs may be cents, but they bring few clicks and often zero conversions.

CPC 106
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ABM Evolution: How Top Marketers Are Using Account-Based Strategies

In times of economic uncertainty, account-based strategies are essential. According to several business analysts and practitioners, ABM is a necessity for creating more predictable revenue. Research shows that nearly three-quarters of marketers (74%) already have the resources needed to build successful ABM programs.

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Do Meta, Snap’s new AI bets signal a social media shift?

Marketing Dive

This week saw Meta announce a new AI-focused product team and Snap release its OpenAI-powered chatbot, My AI, begging the question as to how social networking could evolve.

Media 107
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WPP Adds a CMO as Robert Wheeler Is Named GroupM Marketing Chief

Adweek

WPP's media group GroupM has named Robert Wheeler as its chief marketing officer for North America. Wheeler, who served as group vp and corporate communications lead at WarnerMedia, has joined the executive leadership team reporting to North America CEO Kirk McDonald. He will be responsible for shaping and developing GroupM's internal and external narrative along.

Marketing 248
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Why CMOs must be the company’s biggest advocates for digitalization

Martech

Marketers play a glass-half-full role in business. We’re expected to see a product or service as it is and create a compelling, transformative message no matter the type of offering. It’s a strategic process for connecting a target audience to the company’s products and services. There’s no sleight of hand. In other words, the company provides the steak, and marketing offers the sizzle.

MarTech 99
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How The Arena Group Lowered Its Brand Safety Block Rate For Direct Sales

AdExchanger

Publishers, such as The Arena Group, are now partnering directly with brand safety solution providers to lower their block rates for direct-sold inventory. The post How The Arena Group Lowered Its Brand Safety Block Rate For Direct Sales appeared first on AdExchanger.

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ABM Success Recipe: Mastering the Crawl, Walk, Run Approach

Shifting to an account-based marketing (ABM) strategy can be both exciting and challenging. Well-implemented ABM motions build engagement with high-value accounts and drive impactful campaigns that resonate with your audience. But where do you begin, and how do you progress from crawling to running? Watch now as Demand Gen experts delve into the essentials of each stage of the ABM process.

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Brand Safety and Belt-Tightening Are Hitting Social Media Ad Revenues

VideoWeek

Twitter has flown into trouble since Elon Musk’s takeover in October, losing up to 80 percent of staff, decimating its content moderation team and reinstating enough banned accounts to fill a dystopian music festival. Brands and advertisers have made their disapproval clear, nearly halving the social media firm’s ad revenues as more than 500 of the company’s top advertisers flocked away from the platform.

Media 106
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Schweppes Wants Consumers to ‘Like It Like That’ and Drink It Straight

Adweek

Schweppes is a beverage that is considered a mixer with a spirit. In this whimsical naval spot, it aims to encourage consumers to drink it straight with its new strategic brand platform "I like it like that." The beverage brand tasked TBWAParis with creating a campaign that would transform Schweppes into an "aperitif" consumed before.

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Three things ChatGPT needs which only you can provide

Martech

Many people writing about ChatGPT have used the gimmick of revealing at the end that it was written by ChatGPT. Not only is it now cliché, it’s a bad idea for more important reasons as well. These reasons underscore the missing elements in discussions claiming ChatGPT will either solve all our problems or bring on the zombie apocalypse. 1. Authenticity Authenticity and its connection to the consumer — to our customers — has always been critical to messaging success, especially during and a

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RTB House Releases Results From FLEDGE API Testing

Exchange Wire

RTB House, the ad tech platform powered by unique deep learning algorithms, today (February 27th, 2023) releases a second instalment of FLEDGE API testing. This follows its whitepaper, released in October, outlining the initial results of early-stage experiments. The research found [.] The post <strong>RTB House Releases Results From FLEDGE API Testing</strong> appeared first on ExchangeWire.com.

Ad Tech 105
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How Intent Data Helps Marketers Convert A-List Accounts

One of the biggest challenges for any B2B marketer is understanding your prospects’ next move — who is most likely to buy and when. Without these insights, marketing campaigns can feel more like guesswork, with high investment and little return. We’re here to tell you there’s a better way. By tracking buyers’ digital footprints and online activity, such as website visits, product reviews, and spikes in content consumption, you can engage prospects with a message that really resonates.

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Looking to SEO-Optimize your Content? Top Challenges and Pitfalls to Avoid

Martech Series

Every marketer must evolve with the evolving SEO landscape. That said, It isn’t an easy feat!! Before we tell you how you can SEO-optimize your content, here are some challenges to anticipate while implementing your SEO game plan. 1. Dealing with the algorithm changes and staying on top of them When dealing with SEO, one thing is sure, there will be thousands of unanticipated twists and turns your way.

SEO 102
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How PlayStation Is Building Its Creator Strategy With LeBron James

Adweek

LeBron James fans will know that, off the court, the basketball icon is an avid gamer. King James regularly interacts with his 52.8 million Twitter followers about his passion for gaming. And his fandom for Sony's PlayStation console is legendary, as evidenced by an earnest image circling online from 2003 that shows him (on the.

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OpenAI unveils ChatGPT API at very low prices

Martech

OpenAI has released APIs for ChatGPT and Whisper (which does speech-to-text conversion) at a price the company says is 10 times cheaper than its existing models. “ChatGPT and Whisper models are now available on our API, giving developers access to cutting-edge language (not just chat!) and speech-to-text capabilities,” the company said in a blog post.

Food 101
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American City Business Journals Scales Up Its Direct Sales Business With A Self-Serve Platform

AdExchanger

American City Business Journals earns about 90% of its revenue from direct sales. So it is looking to invest in technology that can streamline its direct business as much as The post American City Business Journals Scales Up Its Direct Sales Business With A Self-Serve Platform appeared first on AdExchanger.

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Solving the Biggest Tech Challenges in RevOps

In this eBook, we’ll run through real-world examples that show how RevOps teams can benefit from modern solutions for the access, management, and activation of their GTM data. Whether you need to improve lead response times, boost adoption of core tools, improve lead qualification, or target and automate your GTM motions, you’ll find examples of how revenue teams are solving some of the toughest problems in modern business.

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OOH Advertising and Its Evolution

Martech Series

There couldn’t be more exciting time than this to indulge in the out-of-home advertising field. OOH campaigns have stayed in constant demand over the past few years. As we glide into the next decade, the industry manifests immense excitement about what the future has in store vis-a-vis real-world advertising. Before delineating the trends, evolutions, worthwhile tools, etc., in the OOH advertising domain, let’s first walk you through its basics.

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The ‘Death of the Undifferentiated SSP’ Isn’t Hitting All Ad Tech

Adweek

Amid choppy economic waters for the advertising industry, supply-side platforms have been particularly challenged of late, with Yahoo shuttering its SSP and laying off more than 1,600 employees, SSP EMX filing for bankruptcy and layoffs at several firms.

Ad Tech 222
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Siri and Alexa may be used by protesters to attack customer support channels

Martech

“Hey Siri, lead a protest.” Virtual assistants like Siri and Alexa, which are a growing part of the digital customer experience, from discovery via search marketing to customer support, may soon be used by protesters to disrupt organizations by flooding customer support channels , according to a study by Gartner. They believe this is one consequence of the increasing use of virtual assistants for legitimate customer support requests.

MarTech 91
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Mobile marketing statistics compilation 2023

Smart Insights

Consumer mobile usage and adoption. Use our mobile marketing statistics compilation to inform your digital marketing strategy and mobile user experience "Mobile to overtake fixed Internet access by 2014" was the huge headline summarizing this bold 2008 mobile marketing prediction … The post Mobile marketing statistics compilation 2023 appeared first on Smart Insights.

Marketing 100
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Drive GTM Efficiency with Tech Stack Consolidation

Consolidating your tech stack is an effective cost-saving measure that drives GTM efficiency and adds value to your enterprise. With a cohesive, integrated tech stack, your revenue teams can deliver an excellent customer experience that sets you up to win faster than your competitors.