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Advertising Ethics in the Age of AI
B2C July 19, 2024Committing to ethical data and marketing practices can earn consumer trust — a commodity that's in short supply. The ANA's newly released Ethics Code of Marketing provides principles, best practices, and resources for making ethical decisions across six areas of marketing and advertising, including data privacy and artificial intelligence.
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Reddit Is Eager to Boost Its Stock with Brand Advertisers
B2C July 17, 2024Reddit has grown up. The 19-year-old social media platform has tamed its sometimes tumultuous, often passionate communities, enabling the company to broaden its reach with advertisers and promote its brand safety efforts.
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Will There Be a Next Generation of Marketers?
B2C July 12, 2024Most CMOs plan to hire new workers this year, according to a recent study. But the hiring smacks up against a growing number of traditional, junior-level jobs growing obsolete due to automation. If there's to be a new generation of marketers, the onus is on managers to offer training that accounts for marketing's AI transformation.
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AI Draws New Opportunities for Advertising Design
B2C July 10, 2024Generative artificial intelligence (AI) is rapidly changing how marketers conceptualize, craft, and distribute advertising creative. But as they integrate AI with their ad design, marketers need to be aware of several potential stumbling blocks.
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Can Your Job Survive an Ad Tax?
B2C July 3, 2024With many tax reforms set to expire after 2025, policymakers will feel the pressure to keep individual tax rates down while finding new sources of government revenue, but taxes on advertising could have a devastating impact for marketers.
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Brands Dial Up Their SMS Marketing Efforts
B2C June 28, 2024The level of real-time personalization and immediacy has made SMS marketing an increasingly important marketing tool for more and more brands. But as companies ramp up their investments in SMS marketing, they have to make sure to avoid a one-size-fits-all approach when targeting consumers and be cognizant of new regulations for the channel.
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Google Delayed the Demise of Cookies. Again. Now What?
B2C June 21, 2024Google's latest delay to shut down third-party cookies until 2025 presents another reprieve for marketers who are scrambling to develop fresh data strategies. One hurdle is whether companies will be able to dismantle their silos and share more first-party data across the organization.
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Fixing the Ad Agency Model
B2C June 7, 2024Agency consolidation continues to shake up the advertising industry. Rachel Barek, CEO and co-founder of Said Differently, says changes are brewing, as the current agency model does not meet marketers' needs.
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For the SMB-Agency Relationship, Success Comes from Trust
B2C June 5, 2024Agency-client relations can be problematic for SMBs (small-to-medium sized businesses), which have fewer resources than larger brands and less margin for error when hiring creative services firms. Yet despite the inherent challenges, SMBs increasingly see the value of marketing to fuel growth, with 94 percent planning to maintain or increase their investment in digital marketing spend in 2023, per a study by Taradel.
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What Is Red Teaming?
B2C May 31, 2024To combat cybercrime, a growing number of companies are developing red teams, or in-house groups designed to evaluate the effectiveness of an organization's cyber defense. As these groups start to proliferate, marketers may be recruited to assist in the endeavor and educate employees about the role they can play protecting the company against bad actors online.
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The Risk and Reward of AI in Email
B2C May 22, 2024A vast majority of marketers (87 percent) say they plan to maintain or increase their email marketing investments this year, according to a recent study. Part of that spending will need to go into strengthening their email safeguards amid a growing number of state laws designed to protect consumer privacy online.
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Influencer Marketing Is Changing the Game for Celebrity Athletes
B2C May 17, 2024Social media and influencer marketing have started to blur the line between celebrity athletes and brand ambassadors. The challenge for brand managers is how to harness the new constellations of stars without putting the company in jeopardy or alienating people.
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Real Influence Doesn't Require Being Real
B2C May 8, 2024Human influencers, move over. Nearly two-thirds of marketers said they are open to teaming up with AI-created virtual influencers, according to a new study. As the trend gains momentum, marketers need to ensure that their AI-driven partners are tightly controlled and sync up nicely with the brand.
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Marketers' Relationship with Social Media? It's Complicated
B2C April 26, 2024While damning, the widespread and growing accusations against social media companies have not been a deterrent for brand advertisers. In fact, they're boosting their spending on most of the major social channels, with beleaguered X as an exception.
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The Martech Playing Equalizer for SMBs
B2C April 24, 2024Despite being the majority in the U.S., small- and mid-size companies have long played second fiddle to their larger competitors. But cloud computing, digital platforms, and social channels have enabled smaller players to break down barriers and punch above their weight.
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Is Animation Marketing an Easier Sell for Brands?
B2C April 10, 2024While animation marketing enables marketers to create places, situations, and characters that transcend the real world, it also provides brands with the ability to suffuse their messaging with a kind of clarity that can often be elusive in a physical environment.
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An Olympic-Sized Opportunity for Brands
B2C March 29, 2024While not all brands have the ad budgets to be global sponsors of the Summer Olympics, companies of all sizes can get involved with this year's Games as well as peripheral events.
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How Agencies Deal with Clients' CMO Churn
B2C March 22, 2024The ongoing predilection among major brands to jettison the CMO role altogether and reassign marketing duties puts a major crimp in agency-client relations and makes it harder to foster meaningful partnerships.
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How Generative AI Can Give SMBs' Content Marketing Efforts a Jumpstart
B2C March 15, 2024SMBs have struggled with content marketing for years. Can generative AI help them embark on a different and more profitable course?
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In-Game Advertising Levels Up
B2C March 8, 2024In-game advertising is going exceptionally well. Retailers and major brands are expected to pour $7.9 billion into mobile gaming advertising in 2024, up from $5.5 billion in 2021. To maximize ROI, marketers will need to max out their user experience stats.
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