The Drum – The 3 Universal Truths of Personalization in a Privacy-First World

Last night, I saw a streaming TV ad for my local Chicago news station. Except I don’t live in Chicago; I reside 400 miles away in the Twin Cities. As someone who makes her living in digital media buying, I felt that cringe moment. Someone, somewhere, screwed up. Marketing dollars aren’t endless, and as a marketer, I pride myself on being a good steward of my client’s media budgets.

While data on my geographic location might not feel invasive, it’s one of the many touch points available for consumer targeting. But this data-based performance is only as strong as its data-based audience inputs.

This is why it’s critical to consider the three universal truths of personalization when planning and executing campaigns: transparency, relevance, and compliance.

CEO Matters Podcast – Redefining the Agency Rockstar

Agencyland is always looking for the next digital rockstar. That one person who will solve an agency’s problems with one powerful chord. But is hiring a rockstar the most effective way to level up your agency, or is building a solid “rock band” team the way to go? We turn a magnifying glass on the reality of hiring shining stars, and how to harmonize uniquely diverse marketers to create a solid team greater than the sum of its parts.

Listen to Coegi’s CEO Sean Cotton and other guests on The Drum’s CEO Matters podcast below:

MarketingProfs – How to Humanize Your B2B Strategy in Five Steps

Oh, the humanity! You’ve lost a potential lead because your only attempt to reach out was a message buried in a pile of unopened LinkedIn In-Mail.

That person might get around to clearing those out on a rainy day and responding. But even then, you’ve likely missed the window when your marketing efforts would be credited for the result.

Thankfully, there is a better way to reach B2B audiences: Stop limiting yourself to traditional “B2B” strategies.

Fully 83% of business buyers say that you must treat them like a human, rather than just a sale, to win their business. Your audiences live full lives outside of the workplace. You have ample opportunity to humanize B2B marketing strategies with cost-effective digital media.

Use these five tips to improve your B2B marketing strategy:

Retail Media’s Impact on the CPG Marketing Mix

Retail media networks are having a historic year, with projected ad spend growing by $10 million YoY from 2020 to present in the U.S. alone. Even with the delay of cookie deprecation, CPG brands are flocking to these partners to gain access to end-to-end solutions including robust customer data sets, category and competitive insights, and sales attribution. It’s very appealing, especially for CPG marketers who do not have large customer databases.

Here’s how to use retail media in the marketing mix at each stage of your CPG brand’s growth…

The Drum – The Key to Breaking Into International Markets

Launching a brand in a new international market is no easy feat. Thankfully Ryan Green, vice-president of marketing and innovation at Coegi, shares some of the key challenges and considerations to make the transition as seamless as possible.

From a technical standpoint, you have to consider possible language barriers, time zone differences, dynamic advertising regulations, platform preference and availability, and more.

From a cultural perspective, there’s even more to unpack. What’s considered funny in the United States could be completely misunderstood, or even offensive, elsewhere. Holidays and lifestyles are likely to vary dramatically. The consumers’ day-to-day behaviors and perspectives are, simply put, nuanced and distinct. Because of this, the most important component of an international marketing strategy is cultural relevance.

The Drum – Future of TV Panel

Still grappling with the evolution of TV and what it means for brands and consumers alike? Then this session is for you. We’ll be covering the evolving television landscape: bundling (and un-bundling), the future of on-demand, and how traditional broadcast TV is keeping up. You’ll leave with a clear view of how brands can take advantage of the best of both worlds – both streaming and linear.

The Drum – Creativity in a Pinch

With inflation, material shortages, and cost of living crises, people and businesses around the world are feeling the pinch. Nobody reasonable would look forward to downturn, but necessity is the mother of invention and history shows us that times of struggle can encourage leaps of creativity. How are advertisers and brands getting creative in this particular time of strife, and how will the industry weather the difficult times ahead? We asked 7 agency leaders from The Drum Network.

Allie Webb, marketing and innovation strategist at Coegi

When clients have a limited budget compared to competitors, we must strategically focus more on the research portion of the customer journey. Why? Because 30% of people go with a different brand once they start researching. This allows us to draft off of the broader awareness spend of major players in the space while capturing attention by highlighting key differentiators of our brands. From there, we test creative messaging and corresponding audience engagement.

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