Lessons about creativity can come from the most surprising corners of the world – group dynamics among chickens, for example. In this article, we look into the benefits of adopting creative ‘green zones’ inspired by our feathered friends. Four ways you can build a collaborative mindset into your process are:
1 – A Shared Vision
2- Bringing Together Diversity
3 – Building Safety and Trust
4 – Essence Before Form
The world of CPG marketing is both exciting and challenging. This category presents broad audiences that present major revenue opportunities for brands. But the competition is heavy, especially when you are competing with mega brands with mega budgets.
Establishing a marketing strategy that captures consumer attention in this crowded space can feel like an exhausting mountain to climb, especially for newer brands trying to make a name for themselves. But, with a focused approach that places the consumer at the center, CPG brands can break through the clutter and take market share.
The healthcare and pharmaceutical industry as a whole is pivoting toward data-driven, digital strategies. Events, provider education and patient treatment itself have shifted from being primarily in-person to blended online experiences.
Measuring the business impact of cross-channel digital campaigns can be complex and challenging given the additional restrictions when obtaining personal identifiable information (PII) and staying HIPPA compliant. However, using the proper tools and strategies, meaningful measurement is absolutely possible for healthcare brands.
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.
The world of consumer packaged goods (CPG) marketing is bursting with growth opportunities for unique, compelling brands. With these opportunities comes significant competition as brands strive to differentiate and dominate within cluttered categories. However, strategic marketers can use this to their advantage and create a smart plan that builds impact with their most qualified audiences. Read the article to learn how to create a smart CPG marketing strategy.
Healthcare marketing has undergone a major transformation as patients change their healthcare practices and preferences. In particular, younger healthcare consumers are changing the game through their desire to take an active role in decision-making for their health. A one-size-fits all approach with generic local TV buys is no longer sufficient to get new Gen-Z and Millennial patients to walk through your doors. Instead, it’s important to create an overarching strategy that resonates, and then tailor your messaging and marketing mix to subsets of consumers based on their values, motivations, and behaviors. Read the article to learn how to grow your reach with the younger consumer base.
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.
Today’s shopper is looking for authenticity in the products they choose to invest in. If a person loses trust in a brand, they are quick to pivot to a different brand offering a similar product. Brands build trust through producing quality products, living by their value statements, hiring inclusively and more. But there’s more to the story.
For advertisers, the first year of the new decade was especially testing with nonexistent live entertainment and low prospects of major gatherings.
These unsettling realities—coupled with unpredictable consumer demand resulting from ongoing economic uncertainty—paint a bleak short-term picture for advertisers of all stripes. Alongside challenges, however, uncertainty also creates opportunity.
Where is that opportunity? For advertisers, it’s where we all are: at home, watching something on a screen. Enter CTV.
The primary effects of cookie deprecation will be audience targeting limitations and measurement specificity. Successful marketers will need new and better ways of understanding how customers make decisions, what leading indicators drive business outcomes and how to aggregate this data to understand directional success.
