digital marketing

Sonia Chung, Boathouse’s new CMO, wants to help the agency (and the industry at large) take full advantage of its data.

Publishers, brands and agencies today are navigating a new landscape. With rising consumer expectations and evolving regulations, delivering personalized campaigns requires a fresh approach.

Incubeta announced its acquisition of RocketSource, a consultancy that helps advertisers understand what drives customer behavior using data science and predictive analytics.

Making Science recently launched an AI tool that helps advertisers optimize their marketing campaigns while maintaining creative control.

In a world where privacy regulations are tightening and third-party cookies are increasingly unreliable, first-party data has emerged as a cornerstone of modern marketing strategy.

If there’s one safe prediction heading into Cannes this year, it’s that AI will be everywhere: in panels, on yachts and splashed across every DOOH ad within a 10-kilometer radius of the Croisette. But behind the noise, something real is happening. We are witnessing a strategic shift. AI is evolving from a shiny object into a performance engine that helps marketers uncover hidden audiences and iterate faster while delivering relevance at scale.

Huggies Healthcare adopted a new digital marketing strategy which allows it to customize a media plan based on marketing channels, specific associations within an industry, media placement and other strategic parameters.

Pour one out for third-party data. These days, AB InBev’s digital marketing strategy is built squarely on first-party data.

Goodway Group has chosen Jay Friedman as CEO. Friedman assumes the chief executive position after more than 16 years at the company, most recently as president. Former CEO David Wolk moves into the role of executive chairman.

In 1973, Timberland – then called Abington Shoe Company – debuted its waterproof yellow boots. In 2023, the outdoor apparel and accessories company will observe the boot’s 50th anniversary. And Ezra Martin, Timberland’s newly minted vice president of marketing, Americas, will be rolling out a new marketing strategy for the occasion. Martin shares his insights on personalized customer experiences, localized campaigns and more.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Video Killed The TV Star Comcast’s and Google’s earnings calls last week mark two converging trends in brand advertising and the decline of linear TV. NBC is haggling with advertisers of the Olympics because ratings are down – 42% down – at the halfway […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Not Chump Change Another day, another fine against Big Tech. And this one could be the largest ever, or at least in Europe. The Wall Street Journal reports that Amazon faces a potential $425 million penalty proposed by a European Union privacy regulator, the […]

When Emily Giannusa watches television or streams something, it’s research. As VP of digital marketing at HBO, Emily has worked on campaigns for “Game of Thrones,” “Westworld,” “True Detective,” “Veep” and, most recently, “Euphoria,” an Emmy-nominated series for the Gen Z audience. The word authenticity gets tossed around a lot, but marketing “Euphoria” really did […]

A firm handshake is an integral part of the B2B sales and marketing cycle … which is kind of tricky in a world where even elbow bumps aren’t recommended. And so with in-person meetings and events off the table, B2B marketers are getting creative with their efforts and turning to digital at an accelerated pace. […]

Direct-to-consumer sales at Skullcandy are up more than 100% year over year. That doesn’t mean the audio, headphone and earbud company isn’t feeling the effect of the coronavirus situation like most everyone else. “Of course we are, “ said CMO Jessica Klodnicki. But the uptick validates Skullcandy’s long-term strategy to diversify its sales channels. It […]

Intellectual curiosity and a well-tuned BS detector. If the students in his digital marketing seminars come away with both, independent training consultant Steven Golus says he’s done his job. “You’ve got to have people who can do sniff tests in this industry, and to do that, you need a really good sense of the mechanics,” […]

The single malt scotch category calls to mind images of cigar-puffing captains of industry sitting on expensive leather chairs in exclusive smoke-filled clubs. The Glenlivet is looking to change that perception with a marketing strategy focused on attracting new customers with a progressive attitude, said Sona Bajaria, VP of marketing at French multinational wine and […]

Loyalty has never been a problem for Harry & David, an 84-year-old company that sells and delivers premium foods and gift baskets. When December rolls around, most of its customers don’t need to be reminded that it’s time to order their holiday-themed gourmet treats. The challenge is getting people to engage with the 1-800-Flowers-owned brand […]

Mark Jenkins spent his first two weeks as the new senior director of marketing at Roy Rogers Restaurants, manning the drive-thru window, making gravy, frying chicken and prepping salads. “As a marketing guy, I need to really understand the ops platforms inside the restaurant, the experience and the way things are built,” said Jenkins, who […]

When a company as large as SAP doubles down on digital, the executive org chart must change. For the last six months, the enterprise software company has had two primary CMOs: one who is responsible for brand and media and another who focuses on demand generation, life cycle marketing and bottom-line revenue. But they work […]

DoubleTree takes a cookie-first approach to marketing – the kind you can eat. But when it comes to data collection, the Hilton-owned hotel chain, known for handing out warm chocolate chip cookies to guests as they’re checking in, is interested in deeper data than just demographics and browsing history. “It doesn’t matter to me whether […]

Andy Kauffman, Marriott’s VP of digital marketing, loves running tests. “We’re very comfortable failing as long as we learn from that and iterate going forward,” said Kauffman, who oversees product and digital brand strategy for Marriott.com. “It may be an overused term, but we really do embrace a test-and-learn approach.” There are dozens of multivariate […]

“Marketer’s Note” is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Laura Koulet, Analyst, AdExchanger Research. Being a product manager taught me that building good product is complicated; one reason is that you have to evaluate not only where the industry is today, but where it will […]

Skullcandy knows that getting consumers to buy multiple designer headphones and earbuds can be a tough sell. After issuing an initial public stock offering at $20 a share in 2011, the Park City, Utah-based company’s stock fell as low as $4.80 last May and hovered at $9.54 on Friday. The company has vowed to turn […]

Skills in data-driven disciplines are in high demand, and many marketers are picking up the quantitative skills they need on the job. The problem, said John Deighton, a professor of business administration at Harvard Business School, is that while many marketers obtain quantitative skills as they work, business students, including marketers, are at a disadvantage […]

HP Autonomy, the British software maker that Hewlett Packard acquired two years ago for $10.3 billion and wrote down in a multibillion-dollar loss, is hoping to erase some of that bad press with its new HP Digital Marketing Hub. The Marketing Hub is a cloud-based interface that lets marketers identify customer segments, build prescriptive models […]

As an industry, data-driven marketing drives $156 billion in revenues and contributes 675,000 jobs to the US economy alone. These figures, published and heralded onstage to thousands of marketers this morning by Direct Marketing Association president and CEO Linda Woolley, were part of a 100-page Data-Driven Marketing Economy report distributed today at the DMA 2013 […]

Last week, Cologne, Germany became a hub of advertising news, discussions and deals when roughly 26,000 marketers and vendors descended on Germany’s fourth largest city for the 5th annual Dmexco conference. In many respects, Dmexco is like any other large ad tech conference with breakout sessions and an exhibit hall, but done on a much […]

As more marketers use data to deploy targeted offers, clear differences are emerging in how industry verticals embrace digital strategies, a study has found. Digital technology company Lyris and the Economist Intelligence Unit found in “The Digital Marketing Gap” that some of the most widely growing areas of strategic importance to marketers include: content to guide product research, the […]

IBM unveiled today a new initiative, Digital Experience, that allows organizations to create customized versions of IBM products. Noting that clients want the option of deploying either on-premise or in the cloud, this initiative is a reaction to new purchase patterns, explained Gary Dolsen, director of IBM’s digital experience software. “What we’ve found is customers […]