Author: Elise Stieferman

It’s time to redefine ROI as a way of remaining diligent in evaluating what’s working and what isn’t over time, because creating a highly profitable campaign takes time. Instead of thinking of ROI as return on investment, view ROI as a return on insight. Insights allow you to understand how media touchpoints are resulting affecting business outcomes and measuring the data points that matter at every step of the consumer journey.

So what steps do you need to take to build sustainable accountability into your marketing strategy?

Advertising has always been riddled with challenges on what’s ethical and what isn’t. This is even more relevant with digital advertising, as powerful data and a complex ecosphere become available to more and more marketers.

Here are three key ethical gray areas to be aware of in digital advertising – and tips for how marketers can navigate them.

Challenger brands often succeed thanks to a scrappy, nimble ‘underdog mentality’ – but they can lose that edge as they grow. Coegi’s director of marketing and business strategy, Elise Stieferman, argues that as brands grow into household names, it’s important to keep thinking like an underdog.

The martech and data ecosystem is anything but straightforward. A constant influx of new technology, platforms, regulations and trends make it overwhelming for marketing practitioners to choose the right strategies, let alone for non-practitioners to fully understand. This confusion can cause marketers to throw up their hands and say “well, this is how we’ve always done it,” creating a dangerous confirmation bias. And then executives are frustrated when this same marketing strategy doesn’t offer a crystal clear ROI.
However, with a sound strategy based in data and curating continual insights, you will not only be driving success for your marketing team, but also winning over the brand executives.

So here are four ways marketers can build an effective marketing strategy that leading executives can get behind.

You get what you pay for. This adage is considered way too infrequently in the world of digital advertising, especially programmatic. There is so much pressure placed on gaining efficiency, both in execution and cost, that marketers have begun to prioritize “added value” impressions over meaningful business results.

But efficiency, while important, does not equate to effectiveness.

So how can marketers change the narrative around programmatic CPMs? Read the article to find out.

Early entrants in the loyalty marketing space are seeing the enormous opportunity this data holds for their own companies as well as other brands looking to reach those same consumers. Furthermore, brand marketers without access to these robust customer databases are realizing they need to find long-term targeting solutions (and fast) as they face the impending challenges of the cookieless future.

Thus, retail media networks were born and have exploded, with a new solution seeming to emerge every other week. Read the article to learn what brands can learn from retail media’s success.

Marketing leaders across industries such as pharma, healthcare, financial services, and manufacturing have multiple stakeholders to consider when developing an effective marketing strategy.

On the one hand, as a marketer you have to influence business decision-makers and convince them that your product or service is superior to competitors’, offering greater value. On the other hand, you have to provide sufficient education to those decision-makers so they feel comfortable and competent enough to sell the offering to your other target audience: the consumer.

That relationship constitutes what marketers call a business-to-business-to-consumer (B2B2C) model. And that model can be daunting if you don’t have a recipe for success.

Programmatic video advertising is expected to grow an additional $10 billion over 2021’s monstrous growth in 2022, according to eMarketer. Many growth brands are seeing the benefits of incorporating this highly engaging medium in their marketing mix.

Twitter reports that users are 10x more likely to engage with a tweet including video, and LinkedIn similarly reports its users are 20x more likely to engage with a LinkedIn post with video embedded.

However, there are still those who are unwilling to make the upfront investment to create these assets, fearing it requires too much money and too much time. That’s understandable, especially for brands operating with a very lean marketing budget.

Read the article to learn three reasons why your brand should avoid leaving video out of the marketing strategy.