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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. -
The Connection Economy: Why Memory Matters More Than Attention
Open any marketing deck right now and someone, somewhere, is about to say the word “attention.” We can thank psychologist and economist Herbert A. Simon, who argued back in 1971 that attention, not information, was the scarce resource. Fifty-some years later, that theory couldn’t be more relevant. Brands jump on never-ending social trends and elbow their way into major sporting events for a three-second window of eyeballs, hoping proximity to the moment counts as belonging to it. -
Pharma Marketers Need to Optimize for the Question
For years, healthcare marketers have built digital strategies around search behavior. We study the terms healthcare professionals use, understand the information they are seeking and develop content that helps brands appear at the right point in that journey. Generative AI is changing that behavior in a meaningful way. Physicians are increasingly asking complete, highly specific clinical questions and receiving synthesized answers without necessarily visiting the websites that supplied the underlying information. -
Performance Audio Is Becoming a Global Conversation
One of the most interesting things about working across global advertising markets is seeing similar consumer behaviors take shape in very different places. Digital audio is one of the clearest examples. Across Europe, the U.S., Australia and other mature advertising markets, streaming music and podcasts have become part of everyday life, accompanying commutes, workouts, workdays, shopping trips and time at home.
Recent Articles
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Healthcare Websites Need to Start Thinking Like Their Patients, Featuring Jaime Lyons of Mighty Union
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Why Travel Data Matters to Brands That Don’t Sell Travel
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Simulations Are About to Make Failure Cheap in Advertising
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Healthcare’s Digital Experience Needs to Catch Up With Its Patients
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The Performance Measurement Gap: Why Marketers Need to Connect Media Spend to Revenue
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.
