Many of us approach our B2B marketing budgets with a combination of regret, hope and fear. We regret past budget choices, so we vow to make different ones. We hope to maximize our budget this time around, so we gather as much information as we can before allocating our spend. But ultimately? We still fear […]
Backed by research, trends and consumer surveys, Behr Paint’s annual Color of the Year campaign serves as an antidote for DIYers stuck in a state of “color paralysis.” The yearly launch of a single, on-trend color is designed inspire consumers to take on fall home renovation projects with style. According to Andy Lopez, Global Head […]
Marketing budgets are tightening as people brace for economic uncertainty, and CMOs and marketing teams are being asked to do more with less. As a CMO, I’m always focused on ways our marketers can think and act bigger, which is largely driven by a “louder and prouder” mantra I learned from a mentor early in […]
In a hilarious 2014 television commercial for Adobe’s suite of marketing tools, a downtrodden encyclopedia publisher kicks production into high gear based on a sudden, unexpected surge of clicks. Vendors around the globe—paper mills, shipping companies—are conscripted for the expansion frenzy. Unfortunately, it’s revealed that the clicks are all coming from a baby playing with […]
As AI permeates more areas of business, there is legitimate concern over whether it will eventually take jobs from people. It’s been a big area of debate in the research space, where I’ve worked for the past 15 years. Recently, I was invited to speak at the Board of Innovations Autonomous Innovation Summit, talking about the future […]
The planning and craftsmanship that go into producing video and CTV ads determine whether the campaign can generate genuine excitement—and advance your brand’s mindshare—or fade away as irrelevant background noise with increasingly distracted consumers. Product awareness, increased sales and brand loyalty are all up for grabs at the launch of a video or connected TV […]
Hinge’s slightly counterintuitive tagline—”The Dating App Designed to Be Deleted”—dares users to stop using its product. “Everything we do at Hinge is focused on getting people off the app and into great dates,” says Jackie Jantos, Chief Marketing Officer at Hinge. “We do this through the product experience, which is built to help focus you […]
The way we shop for groceries is quickly evolving in a digitally enabled, data-driven world. But which changes are meaningful to consumers? Understanding the customer journey, from preparing for a grocery trip to navigating store aisles and checking out or ordering online, spotlights how technology can optimize the moments that matter to shoppers. Grocery Trip […]
Editor’s Note: Despite Google’s recent announcement decision to scrap third-party cookie deprecation in Chrome, Colgate-Palmolive continues to test and invest in first-party data strategies as an alternative to targeting with cookies. CM sister pub AdExchanger spoke with the brand’s Chief Digital Officer Brigitte King about how CPG brands have increased their first-party data troves through […]
When I first began my career in sales, the phone book and landline were our most important tools. Now, we have dozens of solutions at our fingertips just to see who viewed an email. Over the years, technology’s progress promised efficiency, but it also added complexity. At B2B companies, the average marketing tech stack consists […]