Marketing Strategy
Advertising to Gen Z? Personalize it
Consumers prefer personalized ads across the board, but Generation Z in particular expects them, per a new study.
Marketing Strategy
Marketing Strategy
Q&A: Pantheon’s CMO on data-driven marketing
In this interview, Christy Marble shares how brands can use data-driven marketing to engage and delight customers.
Marketing Strategy
Event marketing in the Zoom era
Event marketing transformed dramatically during the pandemic, with today's attendees expecting personalized experiences virtually and in person.
Marketing Strategy
Music enhances shopping experience
Music can be an important part of the customer experience for small businesses, a Spotify study recently highlighted.
Marketing Strategy
Q&A: Career advice from Optimizely’s CMO
Kirsten Allegri Williams tells SmartBrief that the role of chief marketing officers is growing and offers advice for aspiring CMOs.
Marketing Strategy
Podcasts are growing, even as Facebook draws back
The opportunities in podcast advertising are expanding, even as Facebook steps away from its nascent platform to prioritize video.
Marketing Strategy
To reach diverse audiences, trust the influencer
Influencers can help brands reach diverse audiences, but only if marketers are willing to trust them.
Marketing Strategy
B2B marketers adjust to shifts in buyer behavior
Forrester's most recent survey of B2B marketing leaders finds that their top priority is addressing shifts in buyer behavior.
Marketing Strategy
IAB: As video ad spend soars, connected TV shines
Connected TV presents a growing opportunity for marketers to reach audiences digitally, according to the Interactive Advertising Bureau.
Marketing Strategy
What if Elon Musk ditches Twitter advertising?
Elon Musk wants to switch Twitter over to a subscription model, which could affect advertising on the platform.
Marketing Strategy
3 reasons why brand consistency matters
Brand consistency is essential as content marketing becomes a more common tactic.
Marketing Strategy
Marketing tips from Meta’s community playbook
Meta recently published a playbook to help marketers drive engagement and brand loyalty through social communities. Here's what it says.
Marketing Strategy
Cannabis marketing remains a challenge
Cannabis brands have their hands tied when it comes to marketing, even as the industry gains legitimacy.
Marketing
Mine your Zoom calls for video marketing
In an era of Zoom calls and casual TikTok videos, your video content marketing doesn't have to be polished.
Marketing
Brand enthusiasts back beliefs, not products
For effective word-of-mouth marketing, brands need to consider the "primal branding" model.
Marketing
In-person events are back. What do marketers think about it?
SmartBrief surveyed marketers about in-person events now that mask mandates have been lifted across the country. A lot has changed since last summer.
Marketing
With all eyes on digital, think out of home
Marketers spent more on out-of-home advertising during Q3 of 2021 than they did a year prior. Here's why -- and how you can use OOH ads to reach target audiences.
Marketing
7 powerful digital marketing strategies for your small business
Need effective digital marketing strategies for small business owners to grow their business? Read this post to find 7 effective tactics you can implement immediately.
Marketing
Understanding the influence of heritage on Black consumers
Numerator’s Amanda Schoenbauer details findings from her firm’s study on Black consumers, and how their heritage influences their shopping.
Marketing
Brand voice: 3 steps to success
What's your brand's voice? Do you know? Discover three ways to develop your brand's voice.
Marketing
Fewer people, more ROI: Why smaller, hybrid events are best
Splash CEO Eric Holmen details why hybrid events using today’s event technology coupled with smaller in-person components provide the best ROI and event outcomes.
Marketing
How to implement effective DEI marketing strategies
Marketers play a central role in company diversity, equity and inclusion initiatives, and more brands are investing in DEI initiatives. What are some of the hurdles companies face when it comes to implementing effective DEI marketing strategies? And how can they overcome them?
Marketing
3 HR strategies for 2022 to help you grow talent
Here are three HR strategies from Digital Turnbine that has enabled it to withstand changes amidst the Great Resignation.
Marketing
To reach Hispanic consumers, marketing nuance is key
Learn why Hispanic marketing requires a deep understanding of the cultures and traditions that make up this vital demographic – and how you can succeed in reaching them.
Marketing
Why conversational marketing works
Marketers are looking for more ways to reach customers today that facilitate engagement, conversation and a more meaningful connection rather than simply relying on one-way messaging.
Marketing
Hybrid events: A marketer’s best practices guide
Hybrid events are here to stay and Ambreen Ali offers five tips to help marketers engage both virtual and in-person audiences.
Marketing
People are not spoils of war
Lupine Creative CEO Kate Wolff says the time of seeing advertising agency employees just as “talent” or a “commodity” are over. To build healthy employee cultures, “we need more empathy, transparency, and authentic curiosity.”
Marketing
5 marketing experts share their 2022 trends
Experts from across the marketing spectrum share their insights for what marketers should plan for in 2022.
Marketing Strategy
4 ways marketers can prepare for 2022
As 2022 gets underway, marketers must understand these shifts and be prepared to shift strategies to address them. Here are four trends to watch.
Digital Technology
How to launch a video marketing plan
Marketers know they need a video marketing strategy, but you still may still have some questions about how to execute such a strategy. Get your answers.
Marketing Strategy
Benefits and pitfalls of thought leadership
Thought leadership is a powerful way to cement your reputation as an expert and a trustworthy influencer. These strategies can give your business that competitive edge needed to stay top-of-mind with consumers, generate sales leads and close deals.
Marketing Strategy
How marketing associations see 2022 shaping up
Representatives from Refersion, Anvil Media, Attock, as well as trade groups OAAA, MMA, IAB and AAF offer their take on what marketers can expect in 2022.
Marketing Strategy
What writing 4,700 microstories taught me about marketing
Author and content marketing writer Jesse Stanchak offers four marketing lessons he learned from writing nearly 5,000 microstories on Twitter.
Marketing Strategy
Why marketing’s age-old sexism problem is easy to fix
Though today’s marketing still has a sexist issue, Sway Group’s Danielle Wiley offers an easy solution to fix it: Influencer marketing. And, here’s how.
Marketing Strategy
It’s not business, it’s personal.
Emmanuel Probst looks at how brands can deliver long-term satisfaction that’s built around consumer anticipation for their product and create positive memories post-purchase.
Marketing Strategy
Creating the most effective OOH ads for the holiday season
AdQuick’s Matthew O’conner provides three tips for successful OOH ad campaigns as we head into the 2021 holiday season.
Marketing Strategy
Opinion: Why Biden’s “gig economy” policy needs a rethink
Croud US Managing Director Kris Tait argues what the Biden administration has it wrong about the gig economy, and how a new generation of workers in the advertising and digital industry are keen to explore these new types of working models.
Marketing Strategy
Full-funnel marketing in the age of mobile
AdColony’s Jean Ortiz-Luis reveals study results that apps are gaining ground on websites as a way to reach consumers as part of a full-funnel marketing approach.
Marketing Strategy
Pushed to reinvent, retailers rethink collaborations
Gap and Walmart, Abercrombie and Fitch and Zappos, Kohl's and Sephora -- Retailers are increasingly collaborating with other retailers. What's behind this unusual strategy? Why are retailers turning to direct and indirect competitors to drive business?
Marketing Strategy
How retailers can pivot their brand identities and adopt brand values
Consumers tend to gravitate toward brands that are authentic with their brand identities and values.
Marketing Strategy
3 things missing from your D&I marketing
Emerald-Jane (EJ) Hunter of myWHY agency explains three mistakes commonly made in a company’s diversity and inclusion marketing efforts -- and how to fix them.
Marketing Strategy
Life after cookies: Retailers test 4 targeting alternatives
Third-party cookies are practically in the rearview mirror. Where does that leave retailers looking to deliver targeted, personalized messaging to their shoppers? Take a look at four cookie alternatives some retailers are already testing.