Digital Technology
Backstage passes and custom shoes: Taking NFTs beyond auctions
SmartBrief’s Isabel Kunkle gives a how-to into what NFTs are, examples of recent campaigns and how marketers can tip their toes into the NFT waters.
Marketing
Digital Technology
Who holds the keys to the open web’s cookieless future?
Lotame’s Alexandra Theriault makes the case for the value of agencies in advertising’s cookieless future and argues that those with a “forward-thinking mindset” will develop relationships with supply-side platforms.
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.
Public Relations
Commentary: Why the ICCO World PR Report is a wake-up call
Sarah Evans looks at how public relations pros typically measure earned media – and makes a call to action for new metrics that don’t use ad value equivalents.
Digital Technology
Video measurement must evolve with changing privacy regulations
Video measurement must adapt to changing data privacy regulations and Accuity’s Seraj Bharwani makes the case for using data based on user-initiated behaviors like branded search and branded video viewership.
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.”
Digital Technology
How Google algorithm updates impact your SEO
Here are 4 steps to take after a Google algorithm update, courtesy of LinkGraph’s Manick Bhan.
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.
Digital Technology
Can Meta help millennials express themselves authentically?
SmartBrief connected with AJ Rowe, is a creative producer based in Brooklyn, N.Y., and head of content and culture at Hogarth Worldwide, to gain insight into millennials, not only how they interact with brands, but to discuss how Facebook’s parent Meta ca
Social Media
TikTok? Pinterest? How to choose the right social media platform
Choosing which social media platforms are right for your brand is the biggest challenge marketers say they face in social marketing, a recent HubSpot survey found. Find out how to determine which social plaform is right for you.
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.
Digital Technology
3 challenges to overcome with self-serve digital conversion tools
As marketers have turned to self-serve ad platforms, they’ve found that these tools can lack connection to actual purchase results. AdAdapted’s Molly McFarland shares how marketers can respond to the top challenges of self-serve digital conversion tools.
Digital Technology
Is Facebook too big to fail?
Lotame’s Mike Woosley examines the effect Facebook’s October 2021 outage and answers the question: Is Facebook too big to fail?
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.
Digital Technology
Extended deadlines or not, it’s time to move on from cookies
No matter when browser cookies finally crumble, DISQU’s Kevin Whitcher says the time is now to move on and develop “cookie alternatives that are fair to both consumers and the publishers producing the content they want.”
Brands & Campaigns
How a DEI commitment can innovate your marketing
An ethnically and culturally diverse marketing campaign starts with an inclusive creative brief, writes Rikki Roehrich, who offers steps on how to ensure your next campaign incorporates a DEI mindset.
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.
Social Media
How to find influencers for your next social campaign
A successful influencer marketing campaign starts with objectives, strategy -- and the right influencers. Here’s how you can find the creators and influencers for your next campaign.
Social Media
Why influencers are the secret sauce to successful social commerce
As brands go deeper into social commerce strategies, influencer marketing will become a key component to connecting with followers on social platforms and growing online sales revenue.
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.
Digital Technology
3 secrets to NFT marketing success
Kent Lewis of Anvil Media offers three tips to those seeking to launch NFT campaigns, based on his own work to auction NFTs to raise money for a local charity.
Digital Technology
5 easy changes Google could make to be less monopolistic
LinkGraph founder Manick Bhan looks at five ways that Google can be less of a monopoly, which would limit the potential for antitrust and class action lawsuits.
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
From TikTok to tuition reimbursement: Retailers adapt to the future of work
The labor market is tight, and retailers are feeling the squeeze when it comes to hiring workers. From TikTok's Resumes platform, to tuition reimbursement, to flexible work programs, find out how retailers are preparing for the future of work.
Marketing
The future of events: B2B marketers weigh in-person vs. virtual attendance
Many marketers are optimistic about the prospects of once again attending in-person events, and yet, many others still plan to stick with virtual conferences and shows. So what does the future hold for events?
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.
Sponsored
Q&A: Antronix’s optics expertise helps cable operators meet growing broadband needs
SmartBrief connected with Antronix’s Vice President of Sales Juan Bravo to discuss the company’s optics line, legacy networks and what's next for broadband.
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.
Sponsored
Supporting DOCSIS backward while moving forward
As the next evolution of DOCSIS is on the horizon, network reliability will be key, but so will backwards compatibility with legacy networks. Antronix can help cable operators meet customers' broadband needs.
Digital Technology
5 proven ways to market your growing franchise
Nicole Penn of Raydeus Local details five proven marketing techniques that franchise owners can use to keep in touch with digitally savvy customers.
Marketing Strategy
What we learned at ASAE 2021
SmartBrief’s Kelly Bragg offers key takeaways from the 2021 American Society of Association Executive’s annual conference, which dealt with how COVID-19 has affected advocacy efforts and global partnerships, communication skills and other topics.
Digital Technology
5 ways to write effective user-friendly product descriptions
Want to write user-friendly product descriptions that win over shoppers instantly? Use these tips to create product descriptions that appeal to shoppers.
Marketing Strategy
How to advance inclusion in adtech from within
Innovid CMO Stephanie Geno reflects on the DEI advancements made in the past year and offers four ways the adtech industry can continue to advance inclusion from within.
Digital Technology
Shopify vs. Amazon: What’s the best way forward for DTC e-commerce?
Marketplaces like Amazon offer an easy way to sell to lots of customers. Merchant service providers like Shopify make it easy to launch online stores. What is the best choice for DTC e-commerce?
Marketing Strategy
How to maximize marketing ROI with content creators
Zo Asmail raised $165,000 for a nonprofit with eight TikTok content creators. Learn how to launch a successful campaign of your own while maximizing your ROI on creator fees.
Marketing Strategy
What makes a good livestreaming campaign?
As livestreamed shopping continues to grow in China and starts to take root in America, there are many considerations for brands as they choose products to promote and influencers to work with.
Digital Technology
Opinion: Verification must evolve to power media performance
DoubleVerify CEO Mark Zagorski explains how verification must evolve “beyond basic quality standards to enable advertisers to better understand and achieve performance given new obstacles.”
Digital Technology
What the Google cookie delay means for the ad industry
Lotame CEO Andy Monfried explores the potential downsides and what the ad industry can do now that Google is postponing its phase out of third-party Chrome cookies.