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Search returned: 353 document(s).
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How to Bolster Loyalty Marketing
Trends and Technology February 21, 2025In an attention economy shifting into overdrive, loyalty programs are an increasingly crucial asset for marketers, as they provide an opportunity to distinguish their brand from competitors, strengthen relationships with customers, and drive sustained purchases.
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How Marketers Brace for the European Accessibility Act
Trends and Technology February 14, 2025Despite ample lead time, many brands remain ill-prepared for the European Accessibility Act, which goes into effect on June 28, 2025. Those marketers who haven't already started may need to enhance their websites and algorithms to comply with the comprehensive new law and cater to people with disabilities.
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Are Companies Squandering $3.5 Trillion in Brand Value?
Trends and Technology February 7, 2025The tension between performance marketing and branding has created a strategic paradox that threatens sustainable business growth. While company values are becoming more and more important to consumers when it comes to what they purchase, marketers are having an increasingly tough time explaining to C-level executives the nuanced, compounding value of investing in branded advertising.
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How Will Trump 2.0 Affect Marketing and Advertising?
Trends and Technology January 17, 2025Donald Trump's first term in the White House put businesses' ability to deduct advertising expenses on the chopping block. Experts say his next term could have equally significant — and surprising — implications for the industry.
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Let's Talk About Marketing Talk
Trends and Technology January 3, 2025Gone are the days when marketers communicated among themselves or with their agencies, as if in a large fraternity where everyone understood the jargon. As marketers grapple with a dizzying number of media channels, online platforms, and suppliers, the need to communicate in unambiguous terms has become urgent.
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Digital Advertising Has a Carbon Problem, but There's a Solution
Trends and Technology December 27, 2024The advertising industry, which is a major contributor to rising greenhouse gas emissions through digital advertising, has a growing role in reducing carbon levels and fostering sustainability.
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Ad Agencies Have New Designs on Marketing
Trends and Technology December 23, 2024Ad agencies are starting to launch their own design practices, expanding the breadth of services they offer client-side marketers who have growing and unique demands.
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Engaging Generation X
Trends and Technology December 20, 2024As brands engage gen X, they must navigate the generation's complex mix of financial concerns, multigenerational caregiving, and an unconventional approach to retirement.
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How Marketers at SMBs Ensure They Have the Right Skillsets
Trends and Technology December 2, 2024A skills-based recruitment strategy — rather than strictly relying on education level — is an increasingly popular ingredient for small- and medium-sized businesses (SMBs) that are eager to attract, retain, and grow marketing talent. SMBs can fill in any potential knowledge gaps through training programs that take a long-term approach.
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Stopping Burnout
Trends and Technology November 22, 2024Burnout is taking a serious toll throughout the workplace, leading to lower productivity and higher absenteeism, among other costs — marketing teams may be increasingly susceptible.
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How Brands Bolster Their Product Placement Strategy
Trends and Technology November 15, 2024The rise of streaming TV is opening up new opportunities for product placement for marketers eager to distinguish their products with consumers. But the execution has become much more complex, as successful product placement efforts require a strategic collaboration among brands, vendors, and content creators to ensure the product fits seamlessly within the narrative.
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Rapid Change Is Driving a Need for Marketing Training
Trends and Technology November 8, 2024Adding more budget for marketing training has seldom been more important, as nascent technologies upend traditional advertising practices and CMOs are increasingly held accountable for driving growth. Heightened training also plays into current hiring trends, with 83 percent of CMOs planning to hire this year, per a recent study.
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The Continuing Education of In-House Agencies
Trends and Technology October 29, 2024As in-house agencies proliferate, training has become an increasingly important part of the remit. Marketing managers need to show their in-house staffers how to avoid groupthink, maintain an outsider's perspective, and build relationships with other departments throughout their organization.
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Advertising's Role in Global Warming
Trends and Technology October 26, 2024Infographic: In a new report from the ANA and Scope3, the ad industry's contributions to carbon emissions are laid bare. How can the industry go greener, and can it improve its ROI in the process?
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Who Said Personalization Would Be Easy?
Trends and Technology October 18, 2024The rise of personalization presents growing challenges to marketers, with 51 percent of consumers saying that they have been frustrated by receiving irrelevant content or offers from brands they're not interested in, per a recent study. To deliver more relevant messaging, marketers must stop focusing so much on the tech tools enabling the personalization and put more emphasis on the user experience catering to individuals.
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How Do Marketers Fix Broken Agency-Client Relations?
Trends and Technology October 11, 2024Stephanie McCarty, chief marketing and communications officer at Taylor Morrison, didn't intend to spark an industrywide debate when she dropped an article on LinkedIn detailing her frustrations with ad agencies. She received a mouthful in return from brand and agency reps alike and now has a much sharper sense of how both sides can enhance their relations and spark better outcomes.
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Women's Sports Could Be a Net Win for Marketers
Trends and Technology October 4, 2024Brand advertisers are scrambling to partner with the expanding number of women's sports leagues, including the WNBA, the Professional Women's Hockey League, and the National Women's Soccer League. The field presents growing opportunities for marketers, what with women's elite sports expected to generate more than $1 billion in revenue for the first time in 2024, a 300 percent spike from 2021.
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TV Advertising Requires the Right Mix of Linear and Connected TV
Trends and Technology September 25, 2024A funny and inevitable thing happened on the way to streaming nirvana: the market quickly saturated, and now the narrative has shifted to the so-called "Great Re-Bundling," or merging, combining, and forming alliances among the various media providers — just like the cable era. As the industry sorts itself out, marketers need to deploy a platform-agnostic approach to their advertising spending.
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Guerrilla Marketing Should Be More than a Stunt
Trends and Technology September 18, 2024As social media and the rise of artificial intelligence-driven content blur the lines between creators and advertisers, guerrilla marketing may become an increasingly viable marketing vehicle, though perhaps still as elusive to define as it is to spot a 6-foot-7 Sasquatch in the wilds of Central Park.
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Brands Maintain Ad Spending on TikTok Despite Potential Ban
Trends and Technology September 13, 2024Advertisers are keeping close tabs on the TikTok saga, which will culminate by April 2025 when the Chinese-owned app must divest to a new owner or face a ban in the U.S. Despite the uncertainty, ad spending has continued (mostly) unabated, with a wide range of brands and nonprofits using the app to spark engagement and get into the conversation.
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