Influencer marketing – a nice-to-have tactic to boost brand recognition and favorability, but not impact your bottom line. Right?
Wrong.
Influencer marketing has been a popular technique for gaining eyeballs on campaigns. But Natalie Carson, senior account manager at Coegi, questions whether it has passed its sell-by date.
With ad spend continuing to rise and digital taking a bigger slice of that pie year-on-year, social too is growing its share. At a recent roundtable with experts from The Drum Network – from a global head of social to a founder of a leading social agency and a TikTok creator – The Drum asked: how is the role of influencers shifting in the modern marketing ecosystem?
Not sure how to incorporate your brand into the metaverse? To help get started, Coegi shares three strategies to drive brand success in the virtual world.
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.
The last few years have each been uniquely transformative for the advertising industry. Many agencies might be hoping for a slightly stabler 2022 – so while individuals are making commitments for the year ahead, what should the industry commit to?
Are there technologies, beliefs or ways of working we should be giving up? Difficult changes we need to make in service of long-term good health? Or any other bitter pills to swallow? The Drum Network caught up with some of its members to find out what they’re planning to prioritize in 2022.
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.
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.
Ryan Green is vice-president of marketing and innovation at Coegi. What you won’t necessarily see on his CV is that he spent most of his twenties as a professional (and successful) poker player. The Drum sat down with him to find out what it’s like swapping chips for pitches.
According to some, ‘influencers’ are out and ‘creators’ are in, heralding a shift from glitz and glamour to craft and artisanship. At the same time, regulators are ratcheting pressure on creators. So what does this moment really mean for online creators – and how can brands and conent-makers adapt to the shifting landscape? Coegi VP of Marketing and Innovation, Ryan Green, joins other industry experts in answering this question.
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.
