Related: Which coronavirus-related consumer behavior shifts are here to stay? It’s COVID-19’s world right now. Consumers – and marketers – are just living in it. The virus is having a palpable impact on how consumers shop and consume media and goods, and marketers need to figure out how to communicate with people in a new […]
It’s a little difficult to strike handshake deals when, you know, you’re not supposed to shake hands. An increasingly denuded 2020 events calendar – the live event components of the upfronts are the latest cancelations – could soon start to have a chilling effect on their ability to attract new clients. “Lead gen and pipeline […]
Jayne Pimentel, senior director of growth marketing at DraftKings, will speak at AdExchanger’s upcoming Programmatic IO conference taking place April 29-30, 2019 in San Francisco. Jayne Pimentel is hard on her technology partners, but that only makes the relationship better and more stable in the end. “I don’t want to say it’s a love/hate relationship,” […]
After a quarter-century in marketing roles at P&G – including seven as CMO – you learn a thing or two about how to grow a brand. Jim Stengel started at P&G in 1983 as a brand assistant on Duncan Hines, moving his way up the ranks to marketing chief by 2001. He handed the reins to Marc […]
Destination marketers get tripped up on attribution. A tourism board, like the Pocono Mountains Visitors Bureau (PMVB), for example, spans four counties across northeastern Pennsylvania and represents a consortium of hotels, restaurants and activity providers, which makes it difficult to gather real-time metrics on visitation. “Someone might click on an ad and visit our website, […]
“SMB” is not the first thing that comes to mind at the mention of SAP. But the enterprise software giant is actively courting small and medium-sized businesses like Veritas Studio Wines, a two-year-old boutique vino shop tucked away on a side street in the Hell’s Kitchen neighborhood of Manhattan. Veritas is plagued by many of […]
Colgate-Palmolive is eager to move away from last-click attribution. But similar to most traditional brands, the CFO is being cautious. Moving to more advanced attribution tactics, such as multitouch, isn’t cheap, in terms of vendor fees and internal human capital. “We would have to sell a lot of toothpaste to get return on investment in […]
The Federal Trade Commission (FTC) has sponsored content disclosures on the mind. A complete lack of disclosure led to an FTC settlement with Lord & Taylor in March after the brand enlisted bloggers to post images to Instagram promoting one of its dresses. As FTC senior attorney Robin Spector told AdExchanger at the time, “What we are […]
Outdoor gear retailer Cabela’s has a fairly straightforward approach to content marketing: “If it doesn’t add value, then we don’t produce it,” said the brand’s SEO manager, Jesse Farley. But the content landscape itself is anything but simple, and one of the core challenges is figuring out what’s relevant and how it’s resonating before even […]
All of La Quinta Inns & Suites’ 2015 insertion orders specify that it will pay for human traffic only. “As a brand that strives to do the most with our resources, and as a challenger brand in the space, it matters when our media dollars aren’t going to real people,” La Quinta director of media […]
