marketing

GroupM is restructuring, as AI looms over the business model of agency holding companies, and one-click campaign planning comes for agency jobs.

In her last week at AdExchanger, Senior Editor Alyssa Boyle reflects on three years of change, and stasis, in the CTV space. Then, how Ozempic is changing the marketing world.

The ad agency holding company WPP is on the up and up and remains confident in its clients’ continued investment in marketing projects despite a challenging macroeconomic environment. WPP is “well positioned to deliver sustainable, long-term growth” after seeing broad-based growth in 2022, said CEO Mark Read during the company’s earnings report on Thursday.

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Augie Ray, vice president analyst, customer experience and marketing, at Gartner. Brands are struggling with what to say in advertising and outbound communications during the COVID-19 pandemic. The desire to be […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Mark It Down A 2019 report in the Harvard Business Review declared that marketing has lost prominence within the overall business hierarchy, based on US ad expenditures decreasing. Two of its authors revisited the topic in a new article, noting, “Many scholars and practitioners […]

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Kerel Cooper, senior vice president of global marketing at LiveIntent. There’s a famous line between editorial and revenue at every legitimate publisher. Newsrooms aren’t influenced by the teams responsible for revenue, and nary do […]

“On TV and Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Mike Bloxham, senior vice president of global media and entertainment at Magid. With all the talk of the streaming wars and the arrival of services from the leviathans of the media business, it’s easy […]

AdExchanger Talks is a podcast focused on data-driven marketing. Subscribe here. Jounce Media founder Chris Kane gave a popular presentation at Programmatic IO New York on the buzzy discipline of supply-path optimization (SPO). In this episode, Kane comes into the AdExchanger studio for a deep dive on SPO and the ways advertisers can use it to optimize […]

Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. Our guest this week is Belinda Smith, a senior brand marketer at Electronic Arts who is also the author of many smart AdExchanger columns. Belinda is a font of insights for any marketer thinking about bringing their media buying activities in-house. When she joined EA, […]

Johnson & Johnson saw the writing on the wall when it began marketing in a digital world. The 130-year-old CPG giant was born and raised in what Alison Lewis, CMO of J&J Consumer Brands, called a “right-handed world.” “We were dominated by brick-and-mortar, Mom was the CEO of the household, big players used size and […]

If marketing is the creative visionary of a big brand, procurement is its practical, strict counterpart. Marketing wants to spend big on the big idea, and procurement wants to save as much as possible. The two often can’t see eye to eye – and marketing budgets suffer. At the ANA’s Financial Management Conference in Boca […]

Marketers are known for a near obsession with data – metrics, iteration and ROI – but a string of CMOs at this year’s ANA Masters of Marketing conference avoided the firm ground of data and measurement in favor risk-taking and experiential concerns. “Advertising isn’t dead, but it’s craving courage,” said Arby’s CMO Robert Lynch, pointing to […]

“Marketer’s Note” is a weekly column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O’Connell, Director of Research, AdExchanger.   As part of my ongoing look at companies’ migration toward a customer lifecycle management approach (or not, as I must always point out, as this is by no means […]

Enterprise software companies are racing to soak up marketers’ budgets by building out their marketing suites with acquisitions, partnerships and new products. Those players include Adobe, Salesforce.com, Oracle and IBM. As the year comes to a close, here’s a snapshot look at these companies’ marketing stacks and some of the gaps that each company has […]

LinkedIn delved deeper into marketing with its launch Tuesday of Showcase Pages, through which companies can feature specific products within their branded pages. Designed as an extension of LinkedIn’s Company Pages, users that follow Showcase Pages will receive updates on products, events or other content. “We tell marketers, ‘Yes, we’re a professional network, but people […]

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 […]

Retail marketers are focusing most of their digital marketing efforts on paid search and email, according to new findings from Forrester Research and Shop.org’s joint State of Retailing Online 2013: Marketing and Merchandising report, released today. Mobile optimization, unsurprisingly, is another area of interest as more commerce companies look to the mobile device as a vessel […]

“Old marketing has always been about archery. You’re there to hit the target and shoot the same arrows over and over again. New marketing is a lot like ping pong. It’s real-time decisioning. You’re leveraging business data, and not just media and marketing data. It’s requiring a lot of new skill sets, especially people who […]

Cross-channel marketing is one of the most common buzzwords marketers hear everyday, but only 8% of marketers have effectively implemented cross-channel strategies in their interactions with customers, according to results from a recent survey presented yesterday at Experian Marketing Services’ Client Summit in Las Vegas. The main obstacle is data. “Data is a blessing and […]

Salesforce.com introduced today a new addition to its Marketing Cloud – Social.com, which allows marketers to apply their CRM and social listening data to their social ad campaigns. Creating targeted ads, marketers frequently run into the “silo issue” of being unable to connect their various customer data sources, noted Gordon Evans, VP of marketing at Salesforce.com. […]

“The key thing to realize is that you don’t find customers anymore. They find you. To make that happen more often, you need to think like a media company and produce the content that people want to consume. We get about 10,000 leads a month from our blog and 30% of those leads came from […]

Nearly a year after launching a collaboration and productivity platform for marketers, Shift unveiled its Open Marketing Cloud, a suite of social promotions, media buying, community management, and analytics applications available through partnerships with 12 tech companies. The Open Marketing Cloud brings together apps from the following firms: Aggregate Knowledge (media intelligence platform), Convertro (conversion-tracking), Curalate (Pinterest […]

Facebook’s first deep hardware integration is a custom version of the Android operating system, packaged on a new HTC smartphone called “HTC First.” “We didn’t want to build our own phone or an OS,” CEO Mark Zuckerberg said during the press conference at Facebook’s Menlo Park headquarters. “We want to provide the best experience for […]

Marketing executives for pharmaceutical companies are stepping up their use of digital technologies and analytics to save money and fine-tune their targeting efforts. That includes hyper-personalization through retargeting and other digital ad technologies. According to a recent survey by management and tech consultant Accenture, more than 80% of the 200 executives surveyed named cost reduction […]

The first quarter of 2013 was marked by some notable acquisitions—Google acquired Channel Intelligence; Twitter snapped up Bluefin Labs and Facebook agreed to buy Microsoft’s Atlas DMT. Merger and acquisition activities for marketing and other sectors have generally cooled down, however, according to a new report from The Jordan, Edmiston Group, Inc. (JEGI), an investment bank […]

Imagine having a conversation with a mobile ad that goes something like this: “I like the Celtics.” The ad: “Did you know the Celtics are playing in this city at 8:00 pm  tonight? Go Celtics.” Voice recognition software maker Nuance Communications claims brands will be able to engage customers in such two-way conversations through its […]

Winning a hotel guest takes more than a swimming pool and a spa package. Like its competitors, Starwood Hotels & Resorts Worldwide looks for opportunities to give its accommodations an edge over other hotels. With more than 1,100 properties in nearly 100 countries across nine brands, the company has strong brand awareness. But that isn’t […]

Following its string of social media acquisitions, Oracle has pulled all its social capabilities into one product, allowing marketers to create and publish content, listen to and engage customers, and analyze interactions from a single interface. Unveiled at the South by Southwest conference, Oracle’s Social Relationship Management (SRM) product ties together capabilities gained when the […]

It has become de rigueur at the Interactive Advertising Bureau’s annual conferences for executives to take to the stage for sessions that were half encouraging and half lecturing industry professionals for getting the science of digital marketing right, while not quite nailing down the art side of the equation. This year’s IAB Annual Leadership Meeting […]

Last week, IBM released the results of its “State of Marketing 2012″ (on Slideshare) survey. The results dovetail with IBM’s own technology plans as it relates to marketing and media as the press release revealed: “The new survey of the marketing industry finds that chief marketing officers (CMO) and chief information officers (CIO) must join […]