Everyone gets swept up in the latest marketing trends sometimes, even if we try to avoid it. Pick your acronym of the month and we’ve all spent time with it. VR. AI. NFTs. Maybe too much time.
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Taking risks is a crucial component of staying competitive. However, navigating the balance between calculated risks and safe, traditional strategies is not easy.
Let’s explore when to take the leap into risky campaign work.
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Third-party cookies have been on a steady decline, especially over the last five years. During that time, ad blockers became more widespread and major web browsers and apps began automatically disabling cookies. Most recently, Google started to restrict third-party cookies by default for 1% of Chrome users and is planning to ramp up to 100% of users sometime in 2025.
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Scattered consumer attention and greater audience fragmentation have made it challenging to devise a strategic, successful and results-driven media plan. So how do we know where to start? What are the right questions to ask before we delve into planning? We asked the experts on our Connections Team.
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Agencies are here to be your partner, and there are very specific ways to work that can accomplish that relationship. We’ve put together this list of “Green Flags” and “Red Flags” based on all our collective experiences of positive qualities your next agency partner should have, as well as some negative qualities to avoid.
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In Part 2, we continue outlining how the current state of AI impacts the marketing and advertising industry as well as how future innovations could change the way we work.
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As an agency, we rely on human experts almost constantly to do bigger and better things. And though we rely on computers to track how well we do something, we're certainly not asking them to take over anytime soon. As marketing innovation evolves, integrating AI technology has become a pivotal goal of many businesses.
However, when it comes to mistakes, the question arises…
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Our Executive Director of Connections, Mike Pocci, has a conversation with David McBee, the Executive Producer of Simpli.fi TV about creativity and data-driven strategy.
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In part 2, we continue evaluating our preconceived notions about AI with a focus on separating the fictional AI from the real-world benefits and dangers of AI. In addition, we will review the different types of AI, along with common misconceptions and assumptions about AI.
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Where did you first see Artificial Intelligence (AI)? Was it introduced to you as a fictional introduction? Like the idea of AI robots surpassing human intelligence and taking over? Or you may have heard about AI technology like virtual assistants. You may even have one in your home.
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With the big game fast approaching, we asked our Executive Director/Connections, Mike Pocci, about the value of tackling a Super Bowl spot and the risks and rewards when you do it right.
“Doing it right” can mean a lot of different things depending on who you ask. Ultimately, could this sought-after spot be a great return on your investment? We think so. However, many factors must align for that to be true.
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If you're an active social media user, chances are you've seen all sorts of influencer marketing content, especially on your Instagram or TikTok feeds.
Influencers are compelling because they have a trusted voice and can impact the perception of your brand through their dedicated followers, who can double as your brand's target demographic. Well-crafted influencer campaigns can help lift the curtain on a brand with their reach.
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Channel marketing has changed dramatically in recent years due to the complexity and variety of options becoming available for consumers. Marketers have had to step up their game in order to make sure they are eliminating unnecessary barriers for consumers who are shopping in-store. Certainly, the internet has changed the way we shop completely with online shopping more competitive than ever. That doesn’t mean that brick and mortar shopping experiences are going away anytime soon. So how can you make sure that you’re winning through the right channels?
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Across internet platforms like social media, broadcast radio or television and now streaming platforms it can be difficult to figure out where the best bet is to put ad dollars. With the introduction of the Metaverse and its various advertising offerings from companies like Meta or Roblox, Metaverse business opportunities are developing but are still very new.
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Product placement has come a long way since its first noted effort in the late 1800s, found within a published book. Now, it has evolved to become possible within the virtual landscape.
With digital platforms and AI tools creating new opportunities for brands to seamlessly reach consumers in day-to-day activities like video games or content streaming, it’s even more important for brand partnerships to be authentic and strategic to stay top-of-mind for consumers.
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Whether you like AI or not, it’s here to stay. In small doses, it’s a fantastic educational and research supplement, but when gone rogue—and in the wrong hands—it’s a little nerve-wracking.
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Research suggests that consumers believe brands are more focused on their brand image and reputation than operating responsibly. If consumers don’t believe your company cares about the planet, your brand loyalty isn’t the only thing that could be at risk.
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Our Director of Connections, Mike Pocci, had an 18-minute conversation with Mike Kartson at Spectrum Reach about the rising popularity of streaming TV, today's TV ecosystem, media consolidation (with surprising mergers) and an audience that’s more fragmented than ever.
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Every year, millions of Super Bowl viewers play amateur marketing critic, giving buffalo sauce–stained thumbs ups and downs to TV spots that represent billions of dollars in ad spending. But are these ads worth it? With the big day fast approaching, we asked our Executive Director / Connections, Mike Pocci, about the risks and rewards for brands planning to tackle a Super Bowl spot.
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The gigantic ecosystem of marketing touchpoints continues to become more complicated. Considering the expansion of traditional media channels into areas such as connected TV (CTV), over-the-top (OTT) and streaming audio, as well as the complexities of digital media, it’s not always clear how all these marketing channels are contributing to your brand awareness, website traffic, conversions and ultimately sales.
Enter marketing attribution.
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