There are good reasons that content has long been considered the rightful king. When well placed and targeted, it has the primal ability to connect and spark consumer engagement, both short and longer-term.
Think back to the long-ago pre-pandemic days of 2019, when engineering leaders and hiring managers brainstormed the best ways to create supportive, inspiring team cultures.
As we look ahead to a new wave of winners and losers – yet to be decided in the post-Covid flux – businesses that walk the line between digital and real worlds may well come off the best.
Every decade or so there is a public service ad campaign so iconic that it defines the time in which it was made. The new ‘It’s Up To You’ campaign, aims to educate Americans about the COVID-19 vaccines and will almost certainly be the defining campaign for the 2020s.
Streaming TV advertising brings new opportunities to brands as first-party data and the digital infrastructure enables more advanced targeting and measurement capabilities. These capabilities give marketers more control over their campaigns resulting in better ROI.
In this era of inclusion, which has become synonymous with diversity, brands need to show what really matters. In the LGBTQ+ community, it’s important to connect through imagery that feels real and avoids using stereotypes as shorthand.
Working with a nonprofit can be a powerful way for a brand or corporation to express its values around civic or social issues. Let’s digest what it really means to work with a nonprofit and how to make the most of it.
Despite the pandemic, the benefits of attending conferences – albeit virtually or in person – have never really changed. Here, industry trade show regular, Josh Paterson of Grammatik Agency explores the benefits of the future of events and how a hybrid experience will be the way forward in the months ahead.
Advertising has long been about three things: audience, placement, and creative. But creative, the third path through these woods remains the road less traveled. This is a huge missed opportunity. Creativity is the most important factor in campaign performance.
The business world is moving towards sustainability. The benefits are clear: you can help the planet and help your business. In fact, one-third of consumers prefer sustainable brands according to a report by Unilever.
When did you start caring about workers forming unions and striking for better pay? How old were you when any alarm set in over the potential for monopolization of information and access to it became a critical concern in your mind?
A key goal for any business is brand loyalty. While one-off sales are always positive, it’s a loyal customer base and repeat business that truly sets a brand up for success.
Reactive marketing is the effort by brands to quickly produce content that responds to a current event, talking point or faux pas in a clever or thought-provoking way. It has roots in the newsprint advertising industry, but social media has been instrumental in its meteoric rise.
Digital transformation represents a fundamental change in how an organization delivers value to its customers. It’s the latest in a line of data-driven, tech-enabled shifts that have fundamentally changed modern marketing as we know it.
I can’t compare and contrast what it was like to lead a company before and during the pandemic, but I can share three lessons I learned during this time that my team and I will carry forward into the future.
The way brands excite consumers may have changed due to the physical, in-person limitations of the pandemic, but it doesn’t mean people aren’t looking for ways to recreate the experiences they had with their favourites pre-COVID-19.
Competition in healthcare grows daily, with the digital marketplace more congested than ever before. Delivering cut-through in this space requires a strong brand, a robust marketing strategy and a class-leading customer experience.
If 2020 was the year of upheaval, 2021 is the year of progression. Businesses and marketers need to be pushing forward. Now is the time to dominate your industry and tackle influence, attention and profits.
Ads.txt, created in the summer of 2017 by the IAB to help publishers exert more control over their advertising inventory, and Sellers.json, released in 2019 by the IAB for buyers, are both well-intentioned and technologically well-designed.
A recent Fortune article examined some of the eye-popping statistics surrounding the growth in eCommerce in 2020. Even as retailers across the world dramatically increase their online sales, Amazon remains the 800-pound gorilla in the marketplace.
Nicola Sturgeon is probably rubbing her hands together in glee right now. She’s pumped up, ready to take on Westminster with what she will no doubt argue is a renewed mandate for a second referendum.