Colby Walker

This is a must-read for CMOs! Mars United Commerce recently spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Link to read it in the comments 👇

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As the CTV landscape evolves, contextual AI is becoming essential for advertisers, addressing key challenges like targeting limitations, transparency issues, and lack of real-time insights. Jon Wallett, VP of Sales, East Coast at Seedtag, emphasizes that innovation in contextual targeting is crucial for future success. Seedtag's contextual AI, Liz, enables brands to develop effective audience strategies, enhance creative messaging, and gain valuable insights, all while adapting to real-time trends. Wallett argues that embracing these advancements will drive greater transparency and more inclusive, interest-based targeting, making contextual AI indispensable for modern advertising. Watch the full interview here to learn more 📺 : https://lnkd.in/eJ9Q3PDJ #ContextualAI #CTVAdvertising #InnovationInMarketing

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”Digital ads are only going to get more expensive” - me for the last 10+ years. Use them to grow your other channels while you can. A/B test your email lead capture, your first purchase offer, keep campaigns and flows hyper-personalized, provide value and keep open and click rates up. Invite them to in-person events, get creative! Run ads - don’t rely on ads. What you do ~after~ someone clicks your ad is everything. #dtc #marketing #digitalmarketing

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It's time to dispel the notion that shoppers in local independent retailers aren't important enough for advertisers and agencies to prioritize. Over the past twelve months, the NRS network's three-month moving average for same-store sales has outpaced the US Commerce Department’s Advance Monthly Retail Trade data. With over $19.1 billion in local sales, these shoppers are a significant and growing market. If you need help figuring out where to start, we can help.

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🚨 Shifting the cookie countdown to 2025 hasn’t changed the growing necessity for a new paradigm in digital advertising’s approach to data. Individual-level targeting might feel familiar, but change is coming, and clinging to the past will only become more costly, complex, and risky. In this piece, Marko Johns, UK Managing Director and International Head of Agency at Seedtag, explains how contextual approaches deliver effective and sustainable advertising aligned with the emerging privacy-first status quo. 🌱 Curious to learn more? 🔎 Read the full piece here: https://lnkd.in/etKk8vrR #SurveillanceAdvertising #Contextual #AI #PrivacyFirst #AdTech

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Exciting news! Path to Purchase Institute just published my latest article on Impulse Shopping. At Provoke Insights, we surveyed 1,500 individuals across the US to uncover who's most prone to impulse buying and which industries are most susceptible to impulse shopping. Our findings reveal crucial strategies for marketers. Big thanks to Melissa Conforto for her hard work on this project! #ImpulseShopping #MarketingInsights #marketresearch https://lnkd.in/e5DV3MUx

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Explore the impactful potential of predictive analytics in Jaime Bettencourt's newest article, spotlighted in BrandsJournal.com. “With 42% of consumers closely engaging with in-store messages, it's crucial for retailers to prioritise seamless interactions via digital signage, audio systems, and interactive kiosks”. In this piece, Jaime sheds light on the rise of predictive maintenance as a strategic move in retail, preemptively addressing disruptions and enhancing operations through proactive data analysis. Read the full article here to discover how a predictive, data-centric approach ensures your retail experience remains seamless and memorable!

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If you aren't REGULARLY reviewing your website analytics (or having someone do it for you), then you're missing a big opportunity to maximize customer volume and engagement. Checkout our video and article for tips on doing just that.

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This is a must-read for CMOs! Mars United Commerce recently spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Link to read it in the comments 👇

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A guest post for Smart Insights - Applying a strategic framework creates a system to make your plans easier to understand and gives a way to assign specific metrics to monitor, manage and measure the performance of your integrated marketing strategy.

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The dangers of trusting click-based MTA for measurement... I’ve been posting for a few years that multi touch attribution is dead. Changes to privacy and to the ad ecosystem means it’s not fit for purpose for making digital decisions. I’ve just seen the best case study for this you could ever want. Represent Clothing is one of Europe’s fastest-growing athleisure brands, who use TikTok and other impressions led channels to rapidly grow their audience. They’re up 71% Y-o-Y and attribute that success to Paid Social - but this is all super recent. By now most of us are sold on TikTok’s role in generating brand awareness. The audience is massive, and time on platform is huge. We also know it’s a tool for product discovery. But it’s still underinvested. GA is terrible at measuring TikTok, which doesn’t help – Last Click gives it 22X less credit than it deserves. A prominent MTA provider regularly updates on this – calling TikTok “one of the worst-converting platforms” and showing it apparently with a negative ROAS averaged across many customers (link to the report in the comments). The reality is that this view is a measurement limitation of MTA, not TikTok. Not surprising then that when using this platform before joining Fospha, Represent believed TikTok to be terrible. They were about to turn TikTok off completely when they onboarded to Fospha – and everything changed. They immediately saw they’d been underreporting it by 400% (about as much as GA) Within a month Represent more than doubled TikTok spend. By the end of BFCM, performance at blended level was 71% higher YoY. You don’t need to take our word for it – full case study here: https://hubs.ly/Q02DxqJG0 Question is... what are you missing because of your limited measurement?

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This is a must-read for CMOs! Mars United Commerce spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Link to read it in the comments 👇

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Some solid advice here!

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This is a must-read for CMOs! Mars United Commerce recently spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Link to read it in the comments 👇

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Marketers Vastly Understate The Sales Effect Of Creative And Significantly Overestimate The Impact Of Targeting Per Advertiser Perceptions and NCSolutions: * System1Group Chief Customer Officer Jon Evans says, “Creative is the number one factor in explaining the performance of your advertising, and yet most marketers still don’t realize it. That means that those who focus on getting the creative right have a huge competitive advantage.” * Andrew Tindall, System1’s SVP of Global Creative & Media Partnerships, asserts, “We need to be bold, unapologetically say no to things to get time to make better ads, and partner with the right agencies the bring the talent, tools, and knowledge to make work that works.” * Les Binet and Sarah Carter caution, “Don’t target too narrowly. It may be efficient, but it’s rarely effective. Tight targeting means low sales and profits.” Via the link below, executive summary, video explainer, and deck.

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Google made some important changes to the SERP yesterday. Here are some notes and recommendations from Backbone Media on what the Search Generative Experience means for brands/clients/retailers and how to evolve your SEO and SEM strategies in this new environment.

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Is Bing intentionally monetizing organic map listings in search? For a large #retail client’s  #affiliatemarketing program, we uncovered an anomaly in the Bing Map SERP (search engine results page) that turned a seemingly benign search into an affiliate-sponsored result. We’ve outlined some findings here: https://lnkd.in/dQr_DqiU #SEM #affiliatemarketing #marketingROI #searchengines

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In a metaverse of unlimited options, brands and their messages are easier to switch off than ever. As a brand, you have to create something consumers want to engage with. #BBASmart wearebast.com https://loom.ly/9js9g6A

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