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Healthcare’s Digital Experience Needs to Catch Up With Its Patients
I recently spoke with Jaime Lyons, SVP of Engagement Strategy at Mighty Union, about the gap between what consumers expect from digital experiences and what hospitals are delivering. -
The Performance Measurement Gap: Why Marketers Need to Connect Media Spend to Revenue
Performance marketing has a measurement problem, and it’s costing brands money as US advertisers are paying more for media while getting less visibility into what their investment delivers. Privacy changes have weakened traditional tracking, customer journeys now span more channels, and AI answer engines are changing how people discover brands before they ever reach a website. -
What Happens When Out-of-Home Gets Easier to Measure?
Out-of-home advertising has a familiar advantage: people encounter it while doing something they already planned to do. They are walking to work, waiting for a train, heading to a game, or moving through their city. On Modern Marketing and Measurement, we spoke with Chris Grosso, CEO of Intersection, about the harder question for marketers: how to buy those placements efficiently and compare their results with the rest of a media plan. -
There Is No Cheat Code in Marketing
Marketers have often been guilty of reaching for a shortcut. Every era seems to produce a new way of trying to work around the system, from hidden text and keyword stuffing to buying followers, clickbait headlines and gaming social algorithms. The tactics change, but the goal is usually the same: find the loophole, beat the platform, get the result faster. -
A Very Bearista Christmas
Starbucks’ Bearista is bringing friends for Christmas. -
Better Identity Comes From Connected Systems, Not Bigger Platforms
More than half of CMOs say their marketing tech stacks have meaningful gaps. The tempting response is to buy a bigger one. -
Why Independent Agencies Are Moving Ahead in the Programmatic Race – Q&A With Mint Square CEO Christoph Berg
We sat down with Christoph Berg, CEO of MINT Square, to talk about the changing balance of power in the advertising industry, and why accessible programmatic technology is the key to independent agencies thriving in the next era of competition. -
Big Spirits Brands Make Smaller Ones Invisible to Customers. And Creativity Alone Won’t Help
The “brand presence gap” between legacy and new spirits brands may be growing, but there are still ways to break through. -
When Ad Blocking Becomes a Measurement Problem
Ad blockers are designed to stop unwanted advertising from reaching the browser. That is their obvious function. Their less visible effect can be far more significant for marketers.
Recent Articles
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Mr. Peanut Returns To The Macy’s 100th Thanksgiving Day Parade: Get a Sneak Peek at the PLANTERS’ Float
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Elizabeth Van Lierde, Author
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A Creator Brief Should Make the Next Decision Easier
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The Sameness Trap — Why the Brands Breaking Their Category’s Unwritten Rules Will Outshine the Rest This Season
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Healthcare Websites Need to Start Thinking Like Their Patients, Featuring Jaime Escott of Mighty Union
FOCUS ON ARTIFICIAL INTELLIGENCE
Is the Open Web Dying? It’s Complicated.
Don’t treat agents as a threat to traffic, but as a new audience worth serving.
When AI Writes, Who Owns the Thought?
AI can give us more information to think with. The danger comes when we use it to remove the need to do the thinking ourselves.
Everything We Tried First to Get Marketers Using AI Failed
That success dip, at the beginning, is going to happen. But make sure you are actually paving the way for future success.
AI Visibility Is Platform-Specific. Your Strategy Should Be Too.
One of the biggest strategic mistakes marketers can make is treating every AI platform as equally important. The right priority depends on the company’s audience, buying journey and industry.
