Category: Branding

Steering digital messaging with behavioral science insights

The conjoined worlds of business and market research are constantly in flux. Changing media technologies demand new marketing strategies and adaptive research methodologies. Evolution is also driven by the dynamism of consumer needs and attitudes. Ad avoidance, overtaxed attention spans...

/ April 23, 2018

Programmatic is an amazing tool for branding. Here’s how to use it.

Programmatic is not just for conversions; it’s also a valuable part of your branding strategy. Historically, brand awareness strategies have been above-the-line advertising activities: TV, radio, print. These have a wide reach and so are great for upper-funnel marketing strategies....

/ April 9, 2018

Update these 3 organizational buzzwords to shift perceptions

When was the last time you tried to define or explain a commonly used industry phrase or term? For example, how would you define the phrase “pain points?” I might say to you, “What do you see as the pain...

/ April 4, 2018

Everything old is new again: How some traditional brands have used martech to support growth

Every day we hear of more and more well-known traditional brands shutting their doors. There’s no shortage of thoughts as to why this is happening (retail apocalypse, anyone?), but in many instances, it’s a simple case of a brand not staying...

/ April 3, 2018

Brands strive for authenticity as audiences turn a skeptical eye toward ads

Consumers are experiencing a crisis of faith. According to the Edelman Trust Barometer, today only 52 percent of global respondents trust businesses. The figures are even more dramatic in the US, where a mere 48 percent are similarly trusting, down...

/ March 23, 2018

All the right marketing technology for advanced TV media buying

Every marketer, regardless of discipline, has a holy grail in mind. For analysts, it may be having a holistic view of the customer journey. For creatives, it may be having the team and tools to conceptualize and generate impactful experiences....

/ February 15, 2018

A final call? Unilever threatens to pull ads from platforms swamped with ‘toxic’ content

Consumer packaged goods maker Unilever, an advertising force with a $9.8 billion annual marketing budget, is ringing the alarm bells that all is still not well in the environments fostered by the likes of Google and Facebook. Unilever Chief Marketing...

/ February 12, 2018

The power of shared beliefs: Market what you believe, not only what you do

For decades, marketing has been a volume-driven game — more emails, more ad placements and bigger billboards. The goal, of course, is to capture increased numbers of eyeballs for brand messages and to achieve a supersaturated share of mind. But...

/ February 12, 2018

Febreze aims to score another touchdown with this year’s #BleepDontStink Super Bowl LII ad

Last year, P&G air freshener brand Febreze made its debut appearance as a Super Bowl advertiser. The brand used its spot to promote its OdorClear Technology, creating a 30-second Super Bowl commercial titled, “America’s Halftime Bathroom Break.” “Our objective to...

/ February 1, 2018

Survey: Amazon, Google top SMB ‘Trust Index’

Local business network Alignable released its most recent small business (SMB) Trust Index Report, which reflects net promoter scores (NPS) from its member base. The company says it’s now monitoring “115 brands across 25 categories” and capturing ratings from more than...

/ January 30, 2018