“CMOs have a choice, embrace the future or cling to the past. To succeed today, they have to abandon mass-media thinking, and resist the urge to squander their budgets on trivial advertising or paid media.”
via Digital Polymath
“The nebulous realm of political advertising, issue advertising and microtargeting on digital platforms has sparked outrage and debate among industry leaders, political campaigners and citizens as to what needs to change in order to combat disinformation.”
“Protecting customer data was the leading challenge for 42.5% of CMOs worldwide and the top obstacle for working with data, named by respondents in a September 2018 survey from Forbes Insights and The Trade Desk.”
While trust in brands has dwindled, B2B buyers hold those same brands’ employees in high regard as authentic and compelling sources of information. They want to engage with them. However, buyers don’t trust paid ‘influencer’ shills — they’re not credible.
“Looking at the marketing subtopics that influenced business over the years, we find only three: marketing communications, customer relationships and channel management. The only one consistently on an uptrend since the 2000s is marketing communications.”
via INSEAD Knowledge
Nearly one-third of U.S. advertiser spending on programmatic display ads goes to tech and software intermediaries — the so-called “ad tech tax” — to execute ad transactions, before publishers receive the rest as advertising revenues.
“Nielsen survey research shows that earned presence is more likely than traditional paid marketing investments to influence consumers to switch brands. Recommendations and reviews, in particular, are forms of earned media that are more persuasive.”