Tag: Modern Marketing + Measurement

As new solutions emerge to target audiences, both organizations and consumers must play a role in creating a more transparent and secure ecosystem.

While the 2021 holidays will be much different than last year’s due to the COVID-19 vaccine, consumers will continue to shop online instead of going into stores.

Most are very aware of the common consumer in-store checkout experience – items are totaled, the price is tallied, and the consumer exchanges cash or credit for their goods, which are condensed into a bag for easy carrying and accompanied by a receipt as proof of purchase.

From a global pandemic to a racial justice revolution, these past 18 months have accelerated cultural change and demanded that advertising keep up in order to stay relevant.

B2B brands are not selling to companies, they’re selling to people. And the reality is that people have come to expect targeted, personalized messaging that’s relevant to their needs in their own lives.

Dark marketing is a useful tool that allows brands to engage with consumers like never before, and will become substantially more important with the absence of third-party cookies.

Given the lingering impact of the pandemic on attitudes toward travel, it’s more important than ever that marketers be able to operate with scalpel precision in targeting their ad spend.

For too long marketing professionals have been too focused on the wrong metrics, or the metrics they use can be misleading.

TV has converged with digital-like campaign measurement and full funnel outcome-based insights are available across nearly all varieties of TV campaigns.

For the past decade, global supply chains have been running a seemingly normal path. Even a year and a half later, industries across the board are experiencing the impacts of supply chain disruptions. With massive labor shortages and continual shipping delays, there is increasing desperation to return “back to normal.”

As organizations continue to recover from changes and setbacks brought on by the COVID-19 pandemic, marketing teams will be critical cogs in the engine of innovation to move forward. In order to be successful, the CMO and CTO need to be more aligned than ever before. 

The most important step a leader can take to meet employees where their values are is to establish a culture of trust and empowerment. I only have to look at my own career to see how much this impacts employee and company performance.

With so much focus on how to establish and target audiences in a cookie-less advertising landscape, much of the attention has centered on the power of publishers and their communities of engaged and authenticated audiences.