The pursuit of inclusive marketing is a shared goal, but the path to achieving it remains elusive. In this article on The Drum, Coegi’s Stephanie Dwyer outlines four actionable steps to foster inclusivity within the intricate customer journey of today.
Category: Marketing Publications
MediaPost – Why All Marketing Should Be Niche
There are very few institutions in American life (besides maybe Taylor Swift) that are truly ubiquitous today — not sports, higher education, the Supreme Court, or even beer. Mass appeal is still possible, but there are strong headwinds to this approach.
In this article from MediaPost, Coegi’s SVP of Marketing and Innovation, Ryan Green, discusses why brands should ditch the mass messaging and turn their focus on niche audiences in today’s landscape.
MediaPost – 8 Mid-Market Brand Tips to Outsmart the Competition
Very few brands have the budget of the P&Gs of the world. But proactively planning the core components of your brand marketing strategies and building continual learning into your day-to-day will help the team accomplish more with less. Coegi’s Elise Stieferman shares eight mid-market brand tips to gain market share from enterprise brands by using a flexible advertising strategy:
The Drum – The Concept of a Marketing ‘Funnel’ is Flawed
The traditional marketing funnel no longer works for the modern customer journey because it makes assumptions about consumer behavior that are great in theory but not reflective of reality. In this article on The Drum, Coegi’s Elise Stieferman explains why it is time to drop one of advertising’s favorite concepts and how your brand can strategically drive performance in the modern marketplace.
The Drum – Prepare for the ‘Trough of AI Disillusionment’: H2 2023 Predictions
As we hit the second half of 2023, The Drum brings you a tasting menu of Drum Network leaders‘ predictions, from AI disillusionment to… fungal growth and changes for pet owners. Elise Stieferman, director of marketing and business strategy, Coegi predicts that “AI will be H2 2023’s Dr Jekyll and Mr Hyde: both hero and villain for marketers, depending on expertise and perspective.” Learn more from Elise and other industry leaders in this article on The Drum.
The Drum – Attribution Matters: Navigating an ‘Uncomfortably Complex Topic’
Attributing results to particular channels or campaigns is arguably digital marketing’s most dogged problem, with an array of approaches mutating as platforms change. Coegi’s SVP of Marketing and Innovation advises that “it’s not just GA4 that will upend your attribution models. The latest iOS17 update will reportedly strip link trackers from being passed through message, mail, and private browsing. It’s yet another action chipping away at the scale and effectiveness of last-click attribution and website analytics.” Learn more from Ryan and other experts here.
The Drum – Stop Making Ads, Start Creating Content
Our industry has come a long way from the days of every banner flashing ‘Click Here’ or ‘You’ve Won a Free iPod’, but true creativity is still being shackled by the perception that ads meant to drive performance have to look and feel a certain way. In reality, everything a brand releases to the internet plays a role in how that brand is perceived, so why is there still such a disconnect between brands’ organic and paid content? Coegi’s Savannah Westbrock argues the real future of creative is not ads but content – performance-driven, consumer-centric, and driven by cross-discipline teams.
The Drum – Your Data Strategy Can be a Community-Building Strategy
How do the world’s most beloved brands like Lego and Trader Joe’s earn lasting spots in the hearts of consumers? They use consumer data the right way, creating meaningful experiences that build relationships between individuals and the brand. Not to simply create transactions.
You can do the same (even without the theme parks or Hawaiian shirts).
Read more on The Drum:
PM360 – 5 Digital Media Tactics to Amplify Public Health Marketing
Mass media public service announcement (PSA) campaigns on print, billboard, and linear TV have been the status quo for years. But we can do better. Digital media is transforming what’s possible for public health marketing, allowing brands to raise awareness in a much more efficient, measurable way.
Here are five actionable digital tactics you can use to engage audiences and elicit the behavioral changes needed to support important public health initiatives.
Read more in PM360:
Retail Touchpoints – How to Drive Wine Sales with Digital Marketing
How can your wine brand stand out among thousands of competitors? It’s about more than having the most eye-catching packaging or best shelf spot — although these are important factors. To get people to reach for your product repeatedly, learn how to stand out across the customer journey using a digital-first media strategy.
To accomplish this effectively, wine brands need to:
- Establish emotional connection and awareness to drive brand trial
- Move into the consideration set for target audiences
- Grow in-store and ecommerce wine sales
Read more about how to drive wine sales through digital marketing on Retail Touchpoints:
