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Who, what, when, why, and how? These essential questions are the cornerstones of journalism, guiding students to highlight the most crucial information right at the beginning of any written piece. Marketers, however, may not always be accustomed to this format, especially those coming from diverse professional backgrounds. Even I, despite my journalism education, find myself…

The landscape of television is evolving, with CTV and streaming reshaping how audiences engage with their beloved programs. This Christmas, Netflix’s exclusive NFL broadcasts attracted an average of over 30 million viewers per game during its doubleheader. (Comparatively, last year’s Christmas triple-header on CBS averaged just under 29 million viewers.) Notably, it was last year…

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Later, a platform focused on influencer marketing and social media management, revealed on Friday that it has acquired Mavely for a total of $250 million. Mavely boasts a community of over 120,000 creators, a network that has reportedly generated upwards of $1 billion in gross merchandising volume for more than 1,400 well-known brands, such as…

Grasping the true expenses associated with events—and managing them adeptly—can be the key differentiator between a well-executed conference and a financial disaster. When initiating conference planning, teams typically concentrate on the major components: venue selection, catering, and production. However, experienced event professionals recognize that the secret to triumph is found in the finer details, alongside…

In the past, marketing has acted as the “guardian of the brand,” maintaining a consistent message across various platforms. With the introduction of AI, organizations can now create brand assets more rapidly and efficiently. However, this also brings new challenges. Here’s an exploration of how AI reshapes the boundaries and governance of marketing, along with…

Throughout the past year, the landscape of retail media networks (RMNs) has experienced the introduction of new in-store protocols and impressive growth. This positive trend is anticipated to persist. Below are several ways in which we foresee this evolving sector continuing to develop. Expansion of In-Store Networks “Although retail media networks have attracted some notice…

Are analytics reports overwhelming your marketing team? You’re certainly not by yourself. In today’s data-driven landscape, marketers face the challenge of deciphering the connections between data and real business challenges. One effective application of web analytics is identifying and minimizing customer friction points. During a presentation at the recent Fall MarTech Conference, Julie Jones, a…

There’s an ongoing conversation surrounding the optimization of marketing performance and the importance of testing. It’s a completely valid discussion. While technology plays a vital role, the insights gained from non-technical expertise truly drive impactful changes. My work often revolves around performance testing in collaboration with clients, and I consistently adhere to the principles of…

Marketing teams frequently implement changes, but significant shifts—such as optimizing the tech stack, accelerating time to market, or enhancing campaign performance—require a deliberate approach to communication and implementation. During a talk at the Fall MarTech Conference, Melissa Reeve introduced the “middle-out” approach, which serves as a framework for effecting meaningful change in marketing. As human…