While brands shouldn’t abandon their traditional advertising strategies, they certainly do need tailored initiatives to engage with their audiences—especially as the media landscape fragments across platforms and services.
The growth of the influencer market is incredibly complex, with influencers at every different level. The key to success is choosing the best roster of personalities and maximising the effectiveness of this roster.
Given the environment, it’s not surprising that many brands are exploring the prospect of bringing their marketing analytics in-house. In the face of all that’s happening in the world, it’s not an irrational notion. But it needs to be executed in the right way.
There’s no denying the allure of securing quick sales. But conversion-oriented marketing alone falls short in supporting long-term brand success.
Nielsen’s EVP of Marketing Analytics Tina Wilson and American Family Insurance’s VP of Marketing Sherina Smith took the Brandweek stage to discuss the benefits that both short- and long-term initiatives deliver along the path to sustained brand viability.
While influencer marketing represents a sub-category within the broader social media landscape, it’s one that brands should approach with a focus on long-term collaboration. But step 1 for any collaboration involves identifying an influencer that fits the brand’s personality and purpose.
The increasing appeal of podcasts to general audiences is exactly why brands and agencies need to be tracking engagement with them and leveraging the opportunities in their marketing strategies and campaigns.
To create engaging experiences for customers while garnering positive business results, marketers must continue to adapt and stay on their toes. Here are three ways how.
It’s time for brands to focus on back-to-school—even though August just started.
The pandemic is far from over, and we will feel its effects for years to come, but the resilient media industry is bouncing back, with certain constituents pulling out ahead of others.