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»marketing

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Leading With Action Can Reduce The Risk Of A ‘COVIDwashing’ Backlash

"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... Continue reading »
by AdExchanger // April 30th, 2020 //
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CMOs Vs CTOs; Ads Get A Boost In Google Maps

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... Continue reading »
by AdExchanger // February 27th, 2020 //
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Publisher Advertising And Marketing Teams Are Starting To Converge

“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... Continue reading »
by AdExchanger // January 31st, 2020 //
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Streaming 2.0: Beyond Content

"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... Continue reading »
by AdExchanger // December 12th, 2019 //
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Podcast: The Information Advantage

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... Continue reading »
by Zach Rodgers // November 6th, 2018 //
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Podcast: Belinda Smith Discusses EA's Marketing Arts

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,... Continue reading »
by Zach Rodgers // January 17th, 2018 //
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Johnson & Johnson Adapts A Brick-And-Mortar Legacy To Targeted Digital Campaigns

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... Continue reading »
by Alison Weissbrot // October 21st, 2016 //
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Coca-Cola And Target Play Matchmaker With Marketing And Procurement

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... Continue reading »
by Alison Weissbrot // May 4th, 2016 //
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ANA Masters: How The Power Of Positivity Is Affecting Marketing Budgets

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... Continue reading »
by James Hercher // October 19th, 2015 //
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Top-Down Support Drives Successful Change In Marketing

"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... Continue reading »
by Joanna O'Connell // March 11th, 2014 //
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