Category: Blogs

The 3 Step CPG Marketing Strategy to Gain Lifelong Customers

Posted on by Elise Stieferman

How to Build an Effective CPG Marketing Strategy

Consumer packaged goods (CPG) – a massive category with a lot of nuances to consider. Some goods are purchased daily, while others have a longer life cycle ranging from months to years. 

The goal that unites all CPG brands? The need to build brand affinity to gain a lifelong customer, regardless of the frequency of purchase. Achieving a high customer lifetime value requires ongoing, personalized investment. It’s about relationships, not just reach.  

There is a low switching cost for CPG brands, and competitors can swoop in and take your customers. There will almost always be MANY other choices and consumers are becoming less loyal. Building loyalty requires going beyond transactions and forming authentic relationships that delight users and create long-term brand advocates

So, how can brands create a CPG marketing strategy that optimizes the consumer experience – that attracts new customers and nurtures existing ones? We recommend a three-pronged approach to accomplish this goal:

  1. Be consumer obsessed
  2. Invest in outstanding content
  3. Lead with digital marketing tactics

How To Be Consumer Obsessed

If you don’t understand and deeply care about your key consumers, going beyond demographics, you will lose their attention every time. That’s why it’s critical for brands to do extensive research on their best customers. Understanding consumers’ pain points is a key first step in this learning phase – what challenges will your product solve for? How will it make consumers’ lives better? Make sure you acknowledge how you will alleviate their frustrations as you go-to-market. 

Next, determine what motivates these individuals:

  • Are they parents focusing on creating a safe home environment? 
  • Are they executives seeking products that insinuate prestige and luxury? 
  • Are they athletes looking to enhance their healthy lifestyle and improve performance?

Understand your audiences on a granular level to ensure you are speaking their language and appealing to what they care about.

Lastly, ensure you’re placing this message on channels where your core consumers are most engaged. This improves marketing ROI by decreasing media waste. Consider things like:

  • Their hobbies and interests
  • Where they most commonly shop
  • Which websites and social media platforms they visit
  • What publications or streaming services they subscribe to

At the end of the day, make the customer the hero of your brand story, rather than yourself. This will allow your brand to show up during foundational times and influence key decision-making moments. Remember, it can even impact generations of consumers as parents pass on their preferences to their children.

Why It’s Important To Invest In Outstanding Content

Once you understand your target audience, work on cultivating a memorable brand image and voice. All the audience research in the world will not reach its full potential unless the content you’re promoting is highly relevant and engaging. Even the strongest media strategy cannot override the impact of poor creatives on performance. 

So, how do you achieve creative content excellence? This, of course, goes back to point number one – know your customers and what keeps them coming back. You shouldn’t speak to the safety-focused mother the same way you speak to the influence-focused executive. However, consumers are inundated with ads every day. It’s important to be strategic in showcasing your brand’s story, ensuring your ads are impactful and not disruptive for the wrong reasons. 

Now, this can get very expensive, very quickly – if not done strategically. That means your brand does not need to show up on EVERY channel. Instead, create one or two meaningful content pieces, and identify ways to adapt this to each channel.

Lead With Digital Marketing Tactics

The purchase funnel is becoming shorter as information is available at our fingertips. Consumers can search for a product, read reviews, compare brands, and make an informed purchase in a matter of minutes. Most of the time, this is done digitally. Fortunately, this is also an environment where CPG brands can test and learn quickly.

A digital media strategy helps brands account for each stage of the consumer journey – whether on D2C, e-commerce marketplaces or in-store channels. Digital media placements also allow CPG brands to evaluate their content effectiveness and make small adjustments before buying the expensive TV spot or billboard. Start small and build scale once you have done the analysis to understand what works and what doesn’t. 

CPG marketers have an exciting opportunity to identify ways to drive marketing ROI for their brand. The key is straying away from early mass media investment. Instead, prioritize smart learnings through audience-first digital activations with creative excellence. Here’s how to bring this to life:

Create Brand Awareness and Affinity

Every effective CPG marketing strategy starts at awareness – testing and amplifying messaging with prospecting audiences. Then, by activating a flexible, omni-channel approach, we can learn who our best audience is. We’ll also learn what channels we can reach them on and what messaging resonates best with them.   

Get in front of potential customers early in the discovery phase. Search and retail media channels are particularly effective tactics to show up where consumers are actively looking for products. Consider these CPG brand awareness building tactics:  

Prime Audiences to Purchase

Crossing the boundary from ad impression to ‘add to cart’ can be challenging. After reaching users in the discovery phase, deploy smart segmentation and retargeting to stay top of mind. It’s important to reach users across various media touchpoints from social to display to digital video with an omnichannel strategy. 

Tips for establishing consideration: 

  • Target messaging and use effective frequency exposure across channels to make sure your product makes the shopping list. 
  • Understand how many interactions you need before a customer will remember your brand and make a purchase to optimize your budget.

Move Seamlessly to Sales Conversion

As a consumer nears purchase, machine learning and algorithms need to get to work. Use AI to predict and serve the right messaging at the right time. Also, use technology like dynamic creative optimization to tailor messaging to complement previous touchpoints – such as add to cart or existing cart reminders.

Tips for keeping your clients loyal to your brand: 

  • Use loyalty card data to understand frequency and cadence of purchase to serve your ads in the right place at the right time. 
  • Serve ads for complementary items to previous purchase, with sufficient buffer time post-purchase 
  • Surprise customers with incentives, promotions, or gifts

Want to learn more about how to create a best-in-class CPG marketing strategy for your brand?

We’ve got you covered. View the complete CPG Digital Marketing Playbook below.

Coegi’s CPG Digital Marketing Playbook

Top Consumer Trends for 2023: What They Mean For Digital Marketing

Posted on by Coegi

Consumer behavior trends are constantly evolving. This is especially true for shopping preferences in 2023 as 90% of consumers are noticing price increases. Consumers are switching brands more than ever before. Brands must be highly adaptive to consumer trends to keep up with these changes and fend off the competition. 

So, brands, it’s time to meet (and reintroduce yourselves to) your consumers. 

Here are our top six key consumer trends for 2023, and the insights you need to capitalize on these trends for your brand: 

  1. Customer-first approach
  2. Brand loyalty risk
  3. Omni-channel shopping
  4. Social commerce proliferation
  5. Connected device adoption
  6. Influencer growth

Apply these 2023 consumer trends to your brand’s marketing

#1 – Taking a Customer-First Approach

Putting customers first is no longer an added value proposition – it’s an expectation. 19% of marketing executives report ‘fostering relationships with customers and increasing brand loyalty’ is their top priority for 2023. To do so, brands need to find unique ways to engage consumers and authentically insert themselves into their story. As a Netscribes article quotes, brands must, “go beyond the commodity to fuel engagement and advocacy by delivering context-specific interactions at the right junctures of the consumer journey.” 

Key takeaway: Brands must build a relationship with consumers in order to break through the clutter. Prioritize first-party data collection to understand your customers and provide a more personalized experience based on their interests and needs.

#2 – Preventing Brand Loyalty Risk

In the face of an economic downturn, consumers display less brand loyalty. Surveys found nearly 60% of US consumers are less brand loyal due to increasing costs of goods. Household names are losing their power as curious and price-conscious consumers shift towards value, price, and convenience. However, loyalty programs can help. 78% of consumers report that strong loyalty programs make them more likely to purchase from a brand or retailer. 

Key takeaway: Create ways to incentivize customer loyalty, either financially or with exclusivity. Remember – it’s more expensive to win over new customers than invest in your existing ones!

#3 – Optimizing Omni-Channel Shopping

Consumers are split between online and brick-and-mortar shopping. 75% of consumers report purchasing and researching products on both in-store and online channels, per McKinsey’s 2022 Consumer Pulse Survey. So, brands must give both channels attention to ensure they work together seamlessly and enhance the consumer experience. Integrations such as click-and-collect shopping help bridge this gap. 

Key takeaway: Blend traditional and digital channels to be present at every key customer touchpoint. Then, ensure the shopping process is seamless from exposure to check out to shorten the path to conversion.

#4 – Taking Advantage of Social Commerce’s Proliferation

Social commerce is on the rise with platforms such as Instagram, TikTok, and Pinterest adding new in-app shopping features and shoppable ad formats. Through these integrations, brands can engage customers in the moment without disrupting their social experience. E-Marketer forecasts over 50% of US users will make a social commerce purchase in 2023. When done well, social commerce promotes quick product discovery, a simplified shopping experience, and less friction in driving purchase.  

For more on social commerce, view our full 2023 Social Media Advertising Trends article here.

Key takeaway: Explore different tools to utilize social commerce, making it as easy as possible for a customer to add your product to their cart. Consider retargeting audiences from paid social media or influencer campaigns with shoppable ads to build trust and drive ROI.

#5 – Understanding Connected Device Adoption

Expect greater adoption of smart technologies in 2023, including connected cars, connected TVs, and smart speakers. More responsive technology advances, such as click-to-buy CTV ads or seamless re-purchasing through smart home devices, will pave the way for IoT-driven commerce. As these technologies continue to develop, test ways to use these devices to enhance your customer experience and drive e-commerce.

Key takeaway: Do the research to understand if your consumers are taking advantage of these advanced technologies. If they are, test interactive ad formats on connected devices and explore other IoT integrations such as voice shopping applications with smart speakers. 

#6 – Lean Into the Growth of Influencer

Influencer is the new word-of-mouth marketing. Authentic and relatable content from social creators drives full-funnel results for brands who do it well. Social media platforms are making it easier for influencers to monetize content and collaborate with brands, further paving the way for the social commerce boom. In 2023, the influencer market is projected to reach $6.16B, with TikTok on pace to gain the largest share of influencer ad spend by 2024. 

Key takeaway: Blend influencer marketing into your paid social media strategy to build authenticity, grow trust, and boost e-commerce. Adopt an omnichannel influencer strategy across multiple platforms and lean into useful, entertaining short-form video content to maximize exposure and engagement. 

Use these 2023 consumer trends to analyze your current CPG marketing strategy. Take your advertising to the next level by leaning into high growth areas and being the first to adapt to changing consumer preferences in 2023. 

For more marketing trends, view our 2023 Digital Marketing Trends and Predictions podcast episode.

HIPAA Compliant Healthcare Marketing and Ad Targeting

Posted on by Coegi

Healthcare Marketing Compliance Guidelines

In healthcare marketing, compliance is of the utmost importance. At Coegi, we work with many healthcare and pharmaceutical clients to continuously navigate this highly regulated industry. Continue reading to learn more about what it means to be a compliant and ethical healthcare marketer with this guide. 

Who sets the regulations for healthcare marketing compliance?

In 1996, the Health Insurance Portability and Accountability Act (HIPAA) was passed to protect sensitive patient health information from being disclosed without consent. However, when it comes to understanding HIPAA for healthcare advertising, there’s a lot of room for interpretation. This leaves many advertisers unsure if certain marketing capabilities are compliant and ethical. 

This is especially true for pharmaceutical advertisers using health information to target audiences for prescription drugs, medical devices, and other pharmaceutical products through media. To provide an industry standard, there are committees devoted to giving pharma advertisers direction – including  the Interactive Advertising Bureau (IAB), the Digital Advertising Alliance (DAA), and the National Advertising Initiative (NAI). 

The NAI is one of the leading bodies for defining healthcare marketing compliance regulations. Founded in 2000, the NAI published a set of codes for targeted advertising and online profiling that is supported by the U.S. FTC. The most recent revisions to the code provide media targeting best practices, including a definition for Sensitive Health Information to provide pharmaceutical advertisers with more concrete direction for targeting consumer populations.

How does HIPAA affect healthcare ad targeting?

The first step is understanding if your brand’s core consumer audience falls under the ‘sensitive’ category. This will impact targeting capabilities. According to the NAI, there are two subsets of sensitive information: 

  1. Data about a health condition or treatment derived from a sensitive source 
  2. Data about certain sensitive conditions regardless of the source of the data

The NAI only provides a few sensitive categories. These include drug addiction, STDs, mental health, pregnancy termination, cancer, and all conditions predominantly affecting children that are not treatable with OTC medications. For other health conditions, the NAI provides guidance to help determine whether pharmaceutical targeting segments are considered sensitive. However, this guidance does not offer a clear list of compliant targeting capabilities. 

One of our leading media buying partners, The Trade Desk (an NAI member), also has a healthcare targeting policy. Using its own multi-factor analysis process, it defines whether a condition is high, medium, or low sensitivity to determine allowable targeting capabilities. Coegi recommends using these guides to inform client conversations and recommendations when aligning on the brand’s own definition of sensitivity. 

How do you approach pharmaceutical targeting compliantly?

The goal is to aggregate enough compliant data about an individual to create a complete picture. This allows you to meet their needs accurately while preserving their privacy. Make sure pharmaceutical advertising campaigns are compliant by examining the data sources informing them. Look for two specific criteria:

  1. Consent: Guarantee the audiences reached provide the brand permission to market to them
  2. Deterministic data: Validated user information so marketers know they’re reaching a person who gave consent

Despite the challenges, pharmaceutical brands still have a variety of ways to target patients. We can use first-, second-, and third-party data and machine learning to identify relevant consumers who are likely to be receptive to receiving advertising from your brand.

Best Practices for HIPAA Healthcare Marketing Compliance

  • Ensure FDA and HIPAA compliance of campaigns including messaging and targeting with legal counsel.
  • Use de-identified information from third-party data providers for patient behavioral targeting.
  • Gain opt-in consent from users for sensitive health segment targeting and geo-targeting. 
  • Leverage data partners to reach HCPs on a 1:1 basis at scale. 

Healthcare Consumer Ad Targeting

Once you determine whether your target is in the sensitive or non-sensitive condition category, use the following tactics to reach healthcare and pharmaceutical consumers:

Modeled Targeting

Modeled targeting using de-identified information from third-party data providers is compliant according to the NAI. The NAI’s Guidance for Health Audience Segments quotes, “the use of offline marketing segments that are also modeled, not based on any user-level purchase, behavior, or activity, would also be considered non-sensitive.”

From a blog post by Yeehooi Tee of PulsePoint, not all audience models are created the same. It is critical to analyze data collection methods. There are key factors to understand when evaluating health data segments. These include the source of the seed data, modeling attributes, the seed-to-output ratio, and many others. 

Contextual Targeting

There are no regulations on using contextual targeting for a consumer audience. This is a popular approach for reaching patient and caregiver audiences in a compliant manner. 

Connected TV is a useful medium for contextual healthcare targeting. A TV ad for a specific health condition can feel less invasive, yet still relevant, using contextual targeting. With third-party data partners, personal information is de-identified for HIPAA-compliant CTV targeting.

Geo-Targeting

For both sensitive and non-sensitive conditions, geo-targeting a consumer audience requires the user’s opt-in consent to target by location data (like a clinic location). However, even with opt-in consent, there are still limitations for sensitive topics, such as reproductive health or addiction recovery, when it comes to location-based targeting. 

There are other forms of targeting patient audiences using geographic data. For example, using data partners, pharmaceutical brands can target programmatic buys to specific zip codes that over-index for a condition. Using anonymized provider prescription data, data can be matched to zip codes with the highest lift in specific prescriptions and even mapped to these households via IP addresses. This enables omnichannel online targeting to reach healthcare consumers through display, video, native, and social media channels. 

Condition-Based Targeting

We use third-party data providers to access unique condition-based healthcare segments. This anonymized data is not subject to some of the strict HIPAA guidelines, as it cannot be tied to personally identifiable records. This allows you to reach your relevant audience at scale with minimal media waste. 

Interest Targeting

Interest-based targeting can reach patients as well as caretakers with interest in a specific condition or topic. This expands reach to the key decision-makers in the healthcare process. The content consumers are reading or searching for online typically defines “Interest”. To engage these individuals as they are consuming relevant information, consider contextual targeting methods mentioned above. 

For more of my tips on the best strategies and channels for healthcare patient and provider targeting, view the video below:

Healthcare Provider Ad Targeting

Healthcare providers are relatively easier to target than patient segments due to publicly available information and fewer privacy restrictions. However, there can be challenges with achieving scale and managing higher costs. Regardless, brands can reach HCPs across the wide range of content they consume and the multiple devices they use.

Because you’re targeting by profession rather than a condition, there are fewer restrictions for HCPs. Let’s explore some of the most effective forms of compliant audience targeting for HCPs: 

ID-Based Targeting

ID-based targeting allows pharmaceutical brands to reach HCPs with a compliant audience-first approach. National Provider IDs are personal identifiers for specific healthcare providers, including their practice location and specialty. 

Utilizing this data set via demand-side platforms (DSPs) such as PulsePoint, MedData, CrossIX and HealthLink allows for compliant, one-to-one HCP targeting across multiple channels and devices.  Brands can target HCPs both by specific medical specialty or by an individual NPI number. 

Geo-Targeting

Brands can also use NPI numbers to target relevant practice locations for particular physicians or specialties. By targeting a geo-radius around point-of-care locations with high volumes of particular diagnoses or treatment types, brands can remain compliant with HIPAA and the NAI while also reaching the target audience. Another opportunity for geo-targeting physicians is geo-fencing industry conferences and events where large groups of professionals congregate.  

Contextual Targeting

Contextual targeting tools can look at categories, keywords, and tags on web pages to deliver highly relevant content to HCPs through programmatic channels. At Coegi, we map these to the National Library of Medicine MeSH Taxonomy to ensure the most relevant terminology is applied to our digital media. 

Rx and Dx Targeting

Through data partnerships, brands can target NPI numbers of providers who commonly prescribe certain prescription codes. Likewise, brands can target by diagnosis using ICD-10 codes to find their core HCP customers. 

Depending on each client’s goals, Coegi provides a recommended HCP targeting strategy. Even with fewer restrictions, we investigate and understand the source of the data segments associated with NPIs. 

For more on healthcare marketing compliance and best practices, read this Q&A article with more insights from myself and Pulsepoint’s Malcolm Halle or contact Coegi today. 

Pinterest Advertising Tips & Best Practices

Posted on by Coegi

Pinterest is a frequently overlooked social platform for advertising, with many marketers defaulting to Facebook and Instagram. However, it can be an excellent tool for brands looking to reach niche audiences in a discovery mindset. Inspiration is a key driver in marketing effectiveness, and Pinterest is where consumers go to be inspired.

Pinterest users are action-takers who intend to make purchases, plan projects, or develop new skills. This sets Pinterest apart from other social media platforms where users just skim through and like friends’ posts or news headlines. In other words, Pinterest is the ideal site to increase brand awareness and consideration.

If you’ve historically been hesitant to use this platform, read on to learn more about how your brand can capitalize on Pinterest ads.

What is Pinterest?

Pinterest is a social curation platform that acts as a digital inspiration board. It lets users create, share, and categorize online content per their interests. Marketers should think of Pinterest as a combination of a powerful visual search engine and online social community, making it the perfect place to promote product discovery among potential customers. 

What are pins?

Users can upload and save images from the internet and add captions, descriptions, and links. These are known as pins. Pins can be saved or uploaded to customizable boards on user’s accounts to have multiple points of inspiration. 

What do people use Pinterest for?

85% of Pinterest users use the platform as their first stop before beginning a new project. So, Pinterest is using this intel to lean heavily into commerce, giving users the opportunity to create shoppable pins and shopping lists. These shoppable pins are look native in the user’s feed, creating a less disruptive advertising experience. Additionally, Pinterest has new AR features that allow users to try out products virtually before purchasing. People use the platform to discover and research products and brands, making it the ideal platform to reach your audience before competitors do.

Types of Pins

There is a diverse range of ad formats you can leverage on Pinterest. Idea pins, how-to pins, downloadables, video pins, idea pins, shopping pins, and collection pins are just a few examples. Some of the newer and more valuable formats that marketers can utilize are idea pins, try on pins, and collection pins.

Idea Pins

These pins are Pinterest’s interpretation of the “story” concept that other platforms such as Snapchat and Instagram have used. Idea pins are short form video content or a series of images. These pins are usually demonstrations or how-tos. 

Pinterest Idea Pin Example

Try-On Pins

Try-on pins use augmented reality technology to allow the user to test out a product before purchasing. From trying out makeup to seeing how a new couch would look in their living room, try on pins allow users to visualize the product in their life before purchasing. 

Pinterest Try-On Pin Example

Collection Pins

These pins consist of several elements – one large main hero asset and three smaller secondary assets. Once clicked, collection take users to a page where they can view the hero asset up close next to the secondary assets. This can help brands showcase multiple complementary items or highlight different product features in one view.

Pinterest Collections Pin Ad Example

Who Uses Pinterest?

The platform has over 400 million monthly active users, who utilize the platform to plan projects, make purchases, and become inspired. Pinterest’s user base is primarily female, with 60% of their global audience consisting of women. Unsurprisingly, women are also the most likely to make purchases on Pinterest.

However, the user base is steadily diversifying, with male and Gen-Z users growing by 40% this year. Additionally, 45% of social media users who bring in an average household income of over $100K are active Pinterest users, meaning Pinterest users are high earners and high spenders.  People in many different life stages, and with many different interests (from new homeowners to hobbyists to gift shoppers), utilize Pinterest. 

How to Advertise on Pinterest

To start advertising on Pinterest, you must first create a Pinterest Business account. This gives you access to analytics, exclusive pin formats, and the ability to create ad campaigns. From there, you will receive a prompt to select a campaign objective. 

Pinterest advertising objectives include: 

  • Brand awareness – Brand awareness helps consumers to discover your brand, products and services
  • Video views – Video views optimize the quality and duration of views, as well as completion rates
  • Web sessions – Web sessions drive visitors to your website and increase awareness and consideration
  • Conversions – Conversions encourage users to take action, such as signing up for a mailing list, or adding items to their cart
  • Catalog Sales – Catalog sales aide in the discovery process, helping users find products and services

These objectives determine your spend and ad formats, so choosing one that most accurately reflects your company’s business goals is important. 

How to Target on Pinterest

Advertisers have several options when it comes to targeting. You can target users who have already interacted with your brand online, find new customers through lookalike modeling, target by keywords, or even create a target audience by uploading a mailing list.

Pinterest also gives users the ability to target by interest with their premade interest targeting options. For example, if you were advertising a modern chair, you could select “contemporary design” or “modern home aesthetic” in order to refine your audience even further.

4 Pinterest Advertising Tips

Here are four best practices to maximizing your advertising efforts on Pinterest:

  1. Keep it Visual: On Pinterest, visuals are everything, so it is important to tailor your creative to the platform. Users are looking for pins that look good on their boards, so make sure your creative is high quality and aesthetically pleasing. 
  2. Mix it Up: The most successful Pinterest marketing campaigns are experimental, so vary the type of pins you use. Like many other platforms, short-form video content typically performs well on Pinterest. Video ads autoplay on mobile devices, which highlights your ad against other pins. Mix in different styles of content to keep your audience engaged. 
  3. Lean into Analytics: Pinterest ads manager allows advertisers to track their campaigns and access valuable analytics. Use these metrics to understand trends and optimize business goals. 
  4. Be Descriptive: Utilize the description for each pin to give the user helpful, inspiring context and let them know why they should save your pin. 

Pinterest ads offer brands a great opportunity to reach reach and persuade niche audiences. If you’re in search of a new platform to breakthrough the noise and engage consumers, don’t over look Pinterest.

For more tips, view our 2023 Social Media Advertising Trends article here.

Win Over Audiences with Effective Finance Content Marketing

Posted on by Maggie Gotszling

Financial literacy is in short supply. Brands who lean into an education-first finance content marketing strategy can build lasting customer relationships, when done right. 

Consumers are making a substantial investment when they choose to work with your financial institution. Outside of the financial commitment, the decision of which company to work with also requires a significant amount of time and research. This is true whether selecting an institution for banking, loans, or retirement funds. 

As a marketer, it’s important to be proactive in answering key consumer questions to win their trust and business. Some questions our financial services clients are regularly addressing include:

  • Which business offers the best rates? 
  • Can I solve all my financial needs in one place? 
  • What accounts and funds are best for me? 

But, these questions are truly just scratching the surface. To win over audiences, you must build a robust, flexible finance content marketing strategy that:

  • Simplifies communication between the business and consumers 
  • Delivers useful content in the most opportune areas  
  • Leans into innovation, fearlessly breaking the mold 

Building a line of communication with finance content marketing

To persuade consumers to trust and invest in your financial services, you must understand their motivations, financial literacy and relationship with your brand. But don’t stop there. 

Go more in-depth to find out what their research process looks like, understanding what and who impacts their financial decisions. Additionally, discover what channels they use to formulate an opinion about your financial brand. Are they watching financial channels on YouTube? Searching on Google to see if you’re on a list of top local banks? Reading brochures on the benefits of opening certain accounts? 

47% of consumers worldwide turn to their wealth manager or investment adviser when making important financial decisions, followed by educational resources from financial institutions (41%), whereas friends and family as well as social media are only at 25%. Yet, when it comes to making overall financial decisions, Gen-Z is turning to video while Millennials and Gen-X continue to first turn to search engines.

Financial Education Sources by Generation

Figure out which channels your target demographics are turning to, create a unique communications strategy by product, and meet them where they are. Formulate a financial customer journey with your marketing to help answer their questions and ultimately persuade them to call, email, or fill out a contact form.

Leading with quality content

Depending on the risk of the financial decision, consumers may need a lot of time in the consideration phase. They’re weighing their options, researching and consulting with trusted sources. Regardless of the product or service line, sharing high quality educational content is your opportunity to show up early in the consumer journey.

Even if you’re just trying to get a consumer to open a checking account, taking the time to produce a high quality digital brochure or a video ad explaining your value creates an opportunity to build high lifetime value. The average consumer retains the same checking account for an average of 17 years.

Establish yourself as a helpful guide throughout the financial decision-making process, featuring your organization’s subject matter experts as authorities in the financial industry. Also, use consumer intel as the foundation for your content marketing strategy. Then create informative, empowering content personalized for your target audiences that addresses those top of mind questions and helps them feel in control of their finances. 

Educating financial advisors vs end users

The process of creating and distributing content becomes slightly more complicated in a B2B2C marketing model. If a third-party business or individual is responsible for the final sale, you must arm them with information to best represent your value. With B2B content, you can be more technical and include common industry jargon. However, your B2C consumers need different materials. Lean into high-level content, providing enough information where the consumer understands the benefits without being overwhelmed or intimidated. 

Link these two paths by creating a series of content around the most important topics for explaining your product and service value. This allows the consumer to interact with multiple, digestible pieces of content that guide their research and discovery process.

Then, create a two-pronged advertising strategy to amplify content in key channels that make sense to each respective audience. With financial advisers, perhaps it’s serving amplified content alongside well-known financial journals, television programs, and LinkedIn, whereas content amplified for consumers could appear on YouTube, Google, or even TikTok. Either way, it’s critical to create an omnichannel experience with multiple touchpoints that keep your brand top of mind. 

Identifying the greatest opportunities

Even though you should be implementing an omnichannel experience, that doesn’t mean your strategy should be throwing dollars at the wall hoping something sticks. That’s especially true in terms of marketing channels and tactics. Use measurement tools, such as media mix modeling, to understand the channels driving the highest return in your campaigns. Then, align your most valuable, informative content with highly trusted channels. And finally, determine unique KPIs to define success and keep your marketing accountable. 

Breaking the mold

It’s easy to get into a rhythm of what’s comfortable and familiar in your marketing. But, it’s important to consistently keep a pulse on what’s happening across the finance spectrum.

  • What trends are impacting marketing execution?
  • What matters to your customers today? 

Based on these learnings, test a variety of content marketing executions. This can vary from your standard display banners to custom articles, podcast placements, email marketing – you name it. Begin building reach with expanded target audiences (achieving sufficient scale is key!) by using adjacent topics to your typical content. This will position your brand as a helpful thought leader.

Financial literacy is still lacking across much of the population, especially younger generations. Brands have a major opportunity to drive finance consumer leads through education – a pivotal, but often overlooked, part of the consumer journey. 

For tips on how to incorporate a financial content strategy into a full-funnel digital marketing, view our Ultimate Guide to Financial Marketing.

CTV Advertising Best Practices: Q&A with The Trade Desk 

Posted on by Coegi

Your CTV advertising questions answered.

If you’re interested in streaming television advertising but have never run a campaign, you likely have many questions. How do I create an effective campaign? Is it worth the time and money? How will I know if it’s working? 

In this Q&A article, we sat down with two CTV experts – Jake Richardson, Director of TV Partnerships at The Trade Desk, and Hannah Schatz, Director of Programmatic Operations at Coegi. They answered common questions about connected TV so you can feel confident using this high-impact channel to reach your brand goals. 

What is something most marketers don’t know about connected TV advertising?

Jake: One of the biggest unlocks we hear from clients is that certain TV shows or events are not available for programmatic purchasing. While that was once true, we’ve made great strides with our TV partners. They have realized the value of having programmatic inventory. Now, anything available on linear can be reached via streaming or connected TV. That even includes things like live sports.

Hannah: Connected TV is not bought, sold, or delivered the same way as traditional TV advertising. With CTV, ad slots are not determined by certain air times or channels. Rather, CTV ads are shown one at a time to a specific target audience/viewer.

What’s the biggest misconception among advertisers about CTV?

Jake: Pricing – many believe connected TV is less ‘efficient’ than linear TV on a household reach basis. However, the true power of CTV advertising is that marketers can tap into consumers on a more precise data-driven basis, with individual households. This makes that inventory substantially more appealing than traditional TV where targeting can be limited to a DMA or age and gender at best. What’s a better use of budget: spending it on households that are not interested in your product or spending it on audiences that have shown interest or even purchased previously?

Hannah: The idea that premium TV content is only available on one platform. For example, a brand wanting to reach Bravo viewers can access them on Hulu, but also on other streaming platforms such as SlingTV, DirectTV Stream, and FuboTV.

How can brands ensure they are running ads on high-quality CTV inventory?

Hannah: Look at what you are buying before launching your campaign. DSPs, like The Trade Desk, package their premium CTV inventory into private marketplaces (PMPs) of different categories (News, Live Sports, Entertainment, etc). Without executing through PMPs, the buy is open to all inventory coming through as “CTV” in the bid stream. This can result in buying less desirable ad slots.

For more tips on selecting CTV inventory to maximize your budget, view the video below:

What targeting approaches should marketers consider to reach their audiences on CTV?

Jake: One of the most important pieces of advice we give to our clients and brands is to start with an audience-first approach. With linear TV, we use contextual parameters to help narrow our audience. However, with CTV we have incredible user data that allows more granular targeting. Relying on contextual parameters in an audience-first world hinders your ability to unlock CTV’s full potential.

Hannah: Consider what is more important to you: the platforms your brand appears on or the audience you want to reach. If you want to target a niche audience AND only be on 2-3 streaming platforms, you will likely lack scale. Instead, be open to casting a wider net in terms of inventory if targeting a small audience. On the other hand, be open to targeting a broader audience if you only want to appear on a few streaming platforms. 

How can brands control CTV ad frequency?

Jake: Ad oversaturation isn’t just wasting money. It diminishes the consumer experience with your brand. The benefit of buying CTV via platforms like The Trade Desk is that it allows for holistic frequency capping. This means you can control and leverage frequency across not just CTV buys, but across the entire media mix. 

How can marketers measure the impact of CTV advertising on business results?

Jake: Traditionally, we don’t think of CTV as a direct response channel. By combining CTV buys with your omnichannel digital approach, marketers can track traditional digital KPIs – even on CTV inventory. Leveraging the power of multiple digital channels working together gives advertisers the most out of their CTV buys. 

Brands and advertisers can also evaluate campaign efficacy in real-time and shift accordingly when marketing goals change. Also, you can add in data from retail media partners like Albertson’s, Target, or Walgreens for greater performance insights and, in some cases, to measure tangible sales results.

Hannah: CTV advertising success is not just measurable by front-end metrics like video completion rates or cost per completed view. I often recommend running a brand lift study. This provides insight into how your video ads impacted an audience’s awareness or consideration of your brand. CTV also allows for offline conversion tracking. This records how many times a viewer was exposed to your ads before taking a key action. 

What strategies can brands use to connect measurement results from omnichannel campaigns?

Jake: Omnichannel measurement is one of the key differentiators of platform-based buying, as compared to buying television in siloes. We counsel clients to bring as much of their existing digital buys into the platform. Then, they can measure campaigns across all of the publishers and channels. By leveraging linear TV audience data via our Audience Accelerator product, advertisers are also able to understand their linear TV footprint and adjust their digital channel strategies to ensure these buys complement one another.

Hannah: It’s important to take advantage of real-time measurement and optimization. CTV advertising offers more flexibility than linear TV. For example, CTV can measure which creative message worked best, as well as what audience responded the most with the final action, such as a product purchase. Those converted users can then be suppressed from targeting on other channels running in tandem. This ultimately leads to less media waste.

How is CTV advertising evolving to drive lower-funnel conversions?

Jake: Much of this shift is being driven by the addressability of CTV measurement; but also by emerging channels. More and more, we are seeing interactive creative that evokes a response. This comes through both third-party vendors and publishers themselves. We’ve found that new creative formats are increasingly able to drive toward brands’ KPIs thanks to technological innovation in the space.

Hannah: Pixels, site visits, and site activity can be tracked on any programmatic campaign, including CTV. As a result, you can measure CTV by the number of lower-funnel activities such as: 

  • Number of site visits driven
  • Cost per site visit 
  • Conversion rate of on-site actions. 

This allows us to refine TV campaign objectives beyond broad awareness and reach. 

What should marketers consider when balancing cost and effectiveness on CTV?

Jake: Since marketers can now activate in real-time on an individual household level, they can better determine which impressions are worth their dollars. Instead of spending money on ‘cheap reach’, media buyers can make every impression count. While CPMs may be more costly on a per-unit basis, omitting out-of-demo impressions results in biddable CTV with much greater inherent value.

Hannah: Consider what placements are going to elevate your brand’s position. Some are more costly but have powerful engagement. For example, supplementing your buy on a large live sporting event to reach many users on multiple streaming platforms can have a major impact worth the premium. 

What should marketers consider when putting together their CTV creative strategy?

Jake: Marketers should treat CTV creative much like they do traditional television creative. This is a chance to tell a story. It’s also an opportunity to engage closely with your customer on the largest screen in the room. 

Also, keep in mind that you can target a very specific set of viewers. For example, a food delivery service using the offerings at The Trade Desk could activate real-time weather data to target streamers with warm dinner options in Kansas City when it’s raining. I cannot understate the effectiveness of this kind of real-time pivot.

Hannah: As you tell your story, keep a cohesive narrative, whether you have 15 seconds or a full minute. Also, ensure your video is of the highest quality possible as premium publishers have thresholds on things like bitrate. Finally, run A/B tests to determine which creatives resonate best with your audience. 

How can brands be more innovative with CTV advertising?

Jake: One of the best things about CTV is the speed and agility and the ability to test and learn more quickly. You can improve campaign relevance and effectiveness in ways that can be challenging to achieve on linear. 

Hannah: Consider incorporating emerging ad formats and tactics to increase overall ad relevance and engagement. For example: 

  • Interactive ad elements such as map functionality or QR codes 
  • Dynamic creative optimization to deliver personalized ads to target audience groups
  • Real-time geographic data to deliver CTV ads to your target audience based on their location/environment 

Finally, what are your best tips for running a successful CTV campaign?

Jake: Iterate, iterate: iterate! The power of CTV is real-time feedback. Taking the data and measurement that comes part and parcel with a CTV buy will allow you to quickly adjust buying behavior. The end result is higher return on ad spend and less waste.

Hannah: To maximize CTV campaign success, focus on three key areas: audience, context, and measurement. 

  • Audience: Avoid wasting media dollars by taking advantage of addressable CTV targeting. Activate first-party audiences by purchasing data from partners like Catalina, retail media providers, or exposure data from Samba TV.  
  • Context: Make sure your ads are running around high-quality programming that is relevant to your audience. 
  • Measurement: Establish CTV campaign KPIs that are clear, meaningful, and trackable. This will enable you to attribute success and see its value in your overall strategy. 

Download our CTV Ecosystem Infographic here to understand the key terms and players in the streaming landscape. 

For more strategic tips and information, access our Connected TV Advertising Guide.

3 Myths of Influencer Marketing: Debunked | Webinar

Posted on by Coegi

 

Are you falling victim to one of these common myths of influencer marketing? 

  • Influencer marketing is an awareness-only tactic
  • Influencer marketing is too expensive 
  • Influencer marketing is only for CPG brands 

If this is you, it’s time to change your mindset! 

Hear from Coegi and our guests from TikTok, Tagger and @BakerBanter as we reframe these three major biases around influencer marketing. 

What you’ll learn:

  • How to influence your bottom line using influencers
  • Innovative strategies to maximize your influencer budget
  • Why nearly all brands should be using influencers

Watch Now: 

Why should brands use influencer marketing?

Nearly ⅔ of US brands worked with influencers, often called creators, in the last year, and for good reason. Brands are seeking solutions to build brand authenticity, especially among younger generations who value genuineness over polish. 

Consumers tend to trust creators’ recommendations more readily. So adding the weight of an influencer’s opinion has a myriad of benefits: 

  • Adding relatable faces to represent your brand 
  • Reaching highly engaged, diverse audiences 
  • Improving customer acquisition, retention, and loyalty 

Despite these benefits, brands often believe influencers are not a viable option due to their particular industry, budget, or goals. So we brought together experts to shed light on the three key myths of influencer marketing.

Three Common Influencer Marketing Myths

Myth #1: Influencer is an awareness-only tactic

Whether your goal is top of the funnel, bottom-funnel, or somewhere in between, social media creators can influence buying decisions and drive measurable impact. Yes – influencer marketing originated as an upper-funnel, awareness tactic. But the creatorverse, and social media at large, have expanded and evolved since its beginnings. 

The recent proliferation of influencer-driven social commerce is further indicating this down-funnel shift.  With trackable coupon codes, UTMs, shoppable posts, and more now being incorporated into influencer marketing tactics, brands are able to more easily tie business results to this content. 

Myth #2: Influencer marketing is expensive

The cost of a sponsored influencer post can range anywhere from $10-10K+, making it a viable option for ANY marketing budget. Nano and micro-influencers with smaller, but highly attentive, follower bases are a lower-cost option for growing brands looking to build a reputation, whereas macro-influencers come with a heftier price tag but can make a significant splash. Additionally, the barriers to entry for influencer marketing are much lower than many other digital channels with the right reach out and process. 

Myth #3: Influencer marketing is only for CPG brands

Sure, having a physical, consumable product an influencer can hold up, wear or demonstrate is visually effective. But service-based brands, non-profits, and B2Bs, among other brands across a wide variety of industries, have also established strong influencer relationships that pay dividends. Some prolific examples of this are Audible.com, BetterHelp, and Robinhood. 

Best Practices of Influencer Marketing

Ready to get started? 

Here are three key influencer marketing tips to launch a successful strategy: 

  • #1 Incorporate influencer into your broader media strategy

Influencer should be woven into a holistic marketing strategy, not treated as a one-off tactic. Consolidate your paid media and influencer within one agency so budgets and channel activation can be handled fluidly and with greater agility. 

  • #2 Be strategic with your influencer selection

Find influencers that authentically match your brand values, have a following that overlaps with your target audience, and use photography and video that complement your brand aesthetics. 

  • #3 Build accountability through measurement

Take a blended approach of measurement tactics to tie influencer spending back to meaningful metrics. For more clearly attributable sales, use discount codes or affiliate links that allow backend tracking. 

For help capitalizing on the true ROI of influencer marketing, reach out to Coegi for a strategy consultation today.

To continue learning more, download The Practitioner’s Guide to Influencer Marketing.

Cookieless Attribution and Measurement Solutions

Posted on by Coegi

Cookieless Attribution and Measurement Solutions

Cookies have been the underpinning for most digital marketing performance measurement for over twenty years, which has allowed advertisers to measure post-click conversions and attribution for sales impact. As a result, channels like paid search and display retargeting typically stand out as ‘performance channels’. Simply put, cookie deprecation takes away the easy button of using off-the-self audiences and straightforward conversion tracking.  However, without third-party pixels, determining clear return on ad spend will become more challenging, especially for marketers who continue to rely on click-based attribution models.

Without cookies, it is imperative that you develop more meaningful ways of understanding how customers make decisions and how it impacts business results, a topic we recently covered on The Loop Marketing Podcast.

How to calculate marketing ROI in the cookieless future

In this new paradigm, marketers will need to rely more heavily on strategy to get the greatest and most accurate ROI. 

The ability to calculate marketing ROI starts with having a strong measurement strategy in place prior to campaign launch. Smart marketers know to look beyond online conversion data and search for correlations with business performance to determine true directional success. Advertising campaigns need to be set-up to achieve business goals rather than just vanity metrics. It’s important to know when to incorporate more robust analytical solutions to understand what’s impacting your bottom line. 

Cookieless measurement solutions

Some methods for measuring media campaigns in the cookieless future include: 

  • Media mix modeling (MMM): MMM works by isolating one variable at a time to see the impact of removing or adding a tactic. It allows deeper understanding of how omnichannel campaigns work together and incrementally impact key outcomes. 
  • Advanced measurement studies: Exposed vs. control consumer studies track brand lift, sales lift or foot traffic lift to provide greater insights into the real impact of advertising on difficult-to-measure business goals. 
  • Overlaying multiple data sources: Brands can match up Google Analytics conversion data, or sales data, with paid media data. While more time and knowledge intensive in terms of the analysis needed, this is effective to look beyond media data alone and instead looking holistically at the brand to understand marketing’s impact. 

Place less emphasis on media efficiency metrics and more emphasis on effectiveness. Look at correlations between business and media data to identify incremental conversions compared to your company baseline. 

To achieve this, marketers will need to identify leading indicators of success by channel and tactic and optimize towards those metrics.  

Will the cookieless future impact walled gardens?

Walled gardens, such as Facebook and Amazon, leverage their own first-party user data. As a result, cookie deprecation will affect them less in terms of targeting. 

Within platform confines, advertisers will still be able to track individual users, though the windows of attribution can vary. Due to this, walled gardens allow for brands to conduct some closed-loop measurement. That being said, there will be limitations on attribution, and less deterministic targeting as privacy laws continue to become stricter.

Walled garden pixels will have limited ability to pass back data to the platform once cookies are gone. We can expect front end marketing performance metrics to decline, even if backend business performance remains the same. Plan for shifts in attribution, using strategies like those laid out above, as we get closer to cookie deprecation.

Cookieless attribution tips

Begin testing and learning today to proactively understand what will and will not be effective in the cookieless future. 

  1. Begin benchmarking current performance ASAP: compare performance of cookie-based vs. cookieless tactics. Then, analyze backend data to determine the effect on business results and set expectations accordingly.
  2. Consolidate to fewer platforms, or find a way to ID map: Platforms are developing their own internal ID tracking frameworks. The more platforms you execute your media through, the more disparate measurement systems you have to consider. This will also minimize duplication across platforms. 

The deprecation of third-party cookies will undoubtedly impact the way marketers approach digital media. But a data-driven media plan tied into a holistic cookieless attribution and measurement solution will ensure your business continues to grow by reaching the audience in the right place at the right time.

How to Uncover Insights in Marketing Research

Posted on by Savannah Westbrock

The tools we use to conduct marketing research and understand our target audiences and industries are constantly evolving. Traditionally, syndicated research tools have been the go-to resources to understand media consumption and behaviors.

But brand challenges require much more than knowing how many hours a day consumers watch TV to put together a successful marketing strategy. 

How to Find Meaningful Marketing Research Insights

Use both qualitative research and quantitative research to unveil unique marketing trends and audience learnings for brands. From social listening tools to focus groups to macro-level industry reports, you need multiple sources to achieve a 360 degree view with your marketing research. Instead of always turning to the same default tools and platforms, take on a journalistic mentality and get creative to discover unique insights that will differentiate your strategy from competitors. 

Lean into your creative side. Use out of the box tactics to search for answers to questions such as: 

  • What’s the press coverage on this topic? 
  • What changes are happening in the vertical? 
  • What’s happening in adjacent industries? 

From this type of information sourcing, you can then better contextualize the second or third party data embedded in syndicated research and build custom insights for your brand.

It’s also important to look at your own historical first party data, when available. Evaluate what’s been successful and not in order to provide a starting point to build baseline learnings.   

Balancing the Art and Science of Market Research

Marketing research is both an art and a science. You need some specific numbers to justify assumptions and hypotheses. But there’s also an element of simply trusting your intuition. A lot of times it’s right and a lot cheaper than running complex, time consuming studies. Your team’s instinct and experience is going to become increasingly valuable in finding insights and closing the gaps. 

Sometimes, simply putting yourself in your audience’s shoes and mimicking their behaviors reveals more than any survey could tell you. As an example, if your audience are heavy Twitter users and the data indicates they use certain hashtags – actually read through that content. Go to the subreddits they might frequent. Watch the Hulu shows they’re watching. Use this time of exploration to see if you can unveil something new about how your audience is living day to day.  

Avoiding Research Pitfalls

With so much data available, you can use research to essentially prove any point you want. This makes it easy for bias to creep into statistics, intentional or not. If you think the audience is Millennial Moms, there will undoubtedly be evidence somewhere pointing to confirm this assumption.

To avoid this, be transparent when your data does not back up your hypothesis. This is one of the more powerful things you can do to form trusting relationships with your colleagues and clients. It’s okay to admit if the research is refuting your initial assumption. Use this as an opportunity to build a bridge with this learning and adjust your strategy to continue making your marketing smarter.  

Additionally, when using third-party studies, it’s important to remember that people answering surveys aren’t always going to be completely truthful about their media consumption or lifestyle. Take a step back before blindly trusting what you’re reading and hearing.

Watch this video for more tips on avoiding common research mistakes:

Finding the Big Idea

Strategists are always digging for the ‘big idea’. The groundbreaking tactic, message, or plan the world has never seen before and will make you millions. If you have a predestined big idea in your head, don’t let that blind you from finding something even better. You need to ground yourself by exploring a variety of research sources without forcing anything. Allow the data to weave together a story rather than reverse engineering your predetermined story to create a successful path forward for your brand. 

Key Takeaways

In the impending privacy-first marketing landscape, there will be more emphasis on planning and finding the right research. Decision making is coming back to the hands of marketers, rather than left to platform algorithms.

Take a balanced, creative approach to the market research process and unlock the most meaningful insights to improve your bottom line and build customer loyalty. 

To hear more about Coegi’s approach to marketing research, contact us for a discovery call today.

3 Ways to Improve Marketing Campaigns Using AI

Posted on by Jacob Amann

Are you using artificial intelligence for your marketing? 

If not, you’re likely spending unnecessary time and effort launching and optimizing advertising campaigns.

Which creative assets are best for this audience? How much should I bid for a particular ad placement? Who is my target audience? 

AI can help you answer all of these questions, minimizing guesswork and assumptions. 

How does AI boost marketing campaign performance?

To distill it down, AI uses algorithms to sort through data using a set of rules to complete automated tasks. To function optimally, the algorithm needs a goal to optimize towards. So it’s up to humans to tell the machine what that goal is and if the campaign is succeeding or not. These guardrails are necessary to ensure actions aren’t taken that create cost reductions, but are actually detrimental to marketing goals. 

With this strategic foundation in place, artificial intelligence can significantly improve campaign performance, save time, and increase efficiency.

Here are the top three ways you can use AI to improve marketing campaigns:

1) Campaign Optimization

The most prolific use for AI in marketing campaigns is for media buying automation and optimization. 

Automatic bidding allows media buyers to place appropriate bids for each ad placement in the open market. This ensures you are reaching your target spend levels and pacing evenly across campaign durations. 

Artificial intelligence tools can also optimize pre and post bid to improve campaign performance and learnings: 

  • Pre-Bid Optimization: Analyze site visitation patterns and social media following before a campaign launches for faster learnings and more accurate targeting.
  • Post-Bid Optimization: Pull insights from millions of data points to understand what worked and what didn’t. These learnings provide a roadmap for improving future campaigns and identify tweaks throughout the campaign. 

These automations allow you to focus on meaningful data and strategic thinking. Use them to repurpose your time to more strategic tasks while platforms manage the day to day operations. Look for anomalies and trends in the data, but let the AI do the heavy lifting. Then you can take a more inquisitive approach to determining the “why” behind the data points.

2) Audience Targeting 

The second way you can use AI to improve marketing campaigns is by expanding and refining audience targeting. Using AI, you are able to expand your first party and/or pixel data to find more people who look like your existing customers. Whether it be similar media consumption behaviors, demographics, or other behavioral attributes, this technology can find people most likely to convert. 

In a post-cookie world, AI-assisted targeting will be particularly important. Many brands will have less complete customer profiles due to less availability of consumer data. There will be an increasing need for AI to rapidly test various targeting tactics to find your best audiences in a way that’s both measurable and efficient. 

3) Creative Optimization

Finally, creative optimization is another impactful way to leverage artificial intelligence. Consumers are demanding more personalized, exciting moments from brands. To drive action, ads need to be hyper relevant to your niche audiences’ motivations, but also break through the clutter of other “personalized” ads. 

Dynamic creative optimization is an AI feature that delivers the optimal combinations of creative imagery and headlines to individuals in real-time. This takes the guesswork out of the creative process while improving ad personalization. By letting computers sit on top of the data, you can gain valuable insights into what creatives drive the most impact among core audiences. 

Here are a few tips to make the process of exploring AI go a little smoother:

Bonus AI Marketing Tips

  • Build a strategic foundation: AI saves time and resources, but there’s no point in capturing data if you don’t know your key business objectives.
  • Test and learn: The digital world changes fast. Use data in real-time to make decisions and see if things are working – and if they’re not, to make smart pivots.  
  • Remember the human element: We can’t forget feelings, relationships and human interaction. Make sure human insights from your team and your audience are still part of planning and optimization processes. 

If you’re a marketer, start getting more familiar with AI. Don’t expect to get it all right at first. Ask questions and talk with experts in this space. Start learning and move forward from there.

To work with Coegi and leverage our Data & Technology experts for your brand, contact us today. 

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