What Is Brand Building?
Building Your Brand: An International Perspective Establishing a brand is a foundational step for any venture. However, truly building that brand demands a deliberate strategy centered on recognition, reliability, and broader market penetration. Brand building is essentially the ongoing work of promoting your brand. This encompasses increasing public knowledge of your brand, showcasing your offerings, […]
The Cookie Crumbles: A Marketer’s Guide to Measurement in a Post-Apocalyptic World
The Cookies End is Nigh (But Not Really) The marketing world is in a tizzy. The “death of the third-party cookie” has been prophesied for years, and now, with Apple and Google blocking them in their browsers, it feels like the apocalypse is finally upon us. But before you start stockpiling canned goods and building […]
5 Trends Shaping the Next Generation of Digital Marketing
The Digital Marketing Revolution: How Modern Technologies are Transforming Customer Engagement Digital marketing is undergoing a seismic shift, driven by innovative IT solutions that leverage cutting-edge technologies like artificial intelligence, automation, data analytics, and personalization. These advancements are empowering businesses to craft more efficient and effective marketing campaigns, ultimately enhancing the customer experience across all […]
In-Game Advertising & How To Own It
The gaming industry is booming, and in-game advertising is surging alongside it. Forget clunky banner ads – today’s IGA is sophisticated, strategic, and reaches demographics unreachable through traditional channels. Gone are the days of primitive graphics and limited ad options. The market is now a staggering $18.4 billion USD powerhouse, projected to climb even higher. […]
Estée Lauder Leads the Charge in Balancing Brand Building and Performance Marketing
Estée Lauder Companies, a powerhouse with Clinique, MAC Cosmetics, and La Mer under its umbrella, proves you can excel in both brand building and performance marketing. At eTail Palm Springs, Doug Jensen, Senior Vice President of Go-to-Market Analytics and Activation, presented a groundbreaking approach that achieves this perfect balance. The Challenge: Balancing Brand and Performance […]
WPP Embraces AI to Bridge Performance Gap
WPP closed 2023 with a solid performance, but not without acknowledging areas for improvement. While global organic revenue rose 0.9%, falling short of initial expectations, the U.S. market, a key driver, witnessed a 4.5% dip due to client cutbacks in tech, healthcare, and retail. This underscores WPP’s strategic shift towards Generative AI (AI). With a […]
Social Media Topples Google as Top Local Search Platform for Gen Z
Google, the long-reigning king of search, has been usurped by social media giants Instagram and TikTok for Gen Z seeking local businesses. A report by marketing platform SOCi reveals a stunning shift in search behavior, with Instagram (67%) and TikTok (62%) taking the top two spots for Gen Z local searches, pushing Google down to […]
Google’s Meridian: A Powerful Tool for Navigating the Cookieless Future
Marketers, rejoice! As third-party cookies crumble and traditional measurement tactics falter, Google offers a solution: Meridian. This open-source marketing mix model (MMM) equips you with the tools to measure campaign effectiveness in a privacy-focused and cookieless future. Don’t let the demise of old attribution methods leave you scrambling. Meridian empowers you to not only adapt […]