Rethink productivity: How doing less can help you achieve more
If you’ve chosen to read this, I’m assuming you might have a pretty full schedule that you want to manage better. That’s why I’ve kept this article short — so you can quickly learn some valuable time management tips and still have time to tackle whatever you need to do today. Maybe you’re even […]
How to build a full-funnel influencer marketing campaign
In this age of #ads, influencer marketing campaigns continue to be widely adopted by both upstart and traditional companies around the world. So far, though, it’s a strategy that has mainly been associated with brand-building goals. With more dollars than ever before being invested in influencer marketing, the big question many people have is: Can […]
YouTube viewers are going green. Here are 3 things marketers need to know
Eco-friendly brands and “clean” products have been gaining traction with consumers — and shelf space with retailers. Now we’re seeing people turn to YouTube as they look to make sense of this burgeoning category and live a more sustainable life. As a YouTube trendspotter, my job is to sift through the hundreds of hours of […]
Organic reach is elusive. It doesn’t have to be
Organic reach is like the golden ticket of marketing: Everyone’s looking for it, but it’s hard to come by. That was Tourism Australia’s dilemma when devising a U.S. campaign it planned to launch in the lead-up to the 2018 Super Bowl. After all, it knew it couldn’t outspend its global counterparts, and the “tyranny of […]
How one brand ‘sold out’ of a new product by buying into the power of influencers
Whether it’s a quick 30-minute dinner with the family or a decadent dessert to impress guests, people are always looking for new recipes. While aspiring chefs and bakers once turned on the TV to see what tips Martha Stewart had, today they’re heading online for inspiration. That type of interest creates huge opportunities for brands […]
4 ways brands are following viewers’ passions — and getting results
Viewers today have full control over what they choose to watch. Sure, many of them still tune into live TV for major moments (like certain long-awaited HBO premieres). But more and more, we’re seeing that people prefer to stream content that’s tailored to their interests at a time that works for them. That’s why, if […]
The way people are watching video in the living room is changing. Here’s how
<iframe src=”//www.googletagmanager.com/ns.html?id=GTM-KNLPWX” height=”0″ width=”0″ style=”display:none;visibility:hidden”></iframe> Viewers have more content to choose from than ever before — and certainly more ways and places to watch it. As a result, the traditional concept of primetime is being turned on its head. This is particularly true in the place most associated with traditional primetime: the living room. Viewers […]
How mobile is reshaping the B2B landscape for growth
There’s a new generation of B2B buyers out there. In the past, companies relied on personal relationships to build their brand. Whether it was in-person, at industry events, or over the phone, the human element between business and customer played a pivotal role in business growth. But digital changed that dynamic. B2B customers today do […]
How to personalize your creative at scale
Personalization matters in advertising. But creating ads that resonate with each unique audience can prove challenging for any marketer. That challenge is made even more difficult when your product addresses an issue most people would rather not talk about: cold sores. Cold sore relief medication Abreva traditionally advertises to a 35-and-over audience through media like […]
Pushing past perceptions: Cause marketing in the age of consumer cynicism
When I first joined the advertising industry over 30 years ago, marketers focused more on selling products than on aligning their brands with noble causes. It’s safe to say that things have changed since then. For example, between 2012 and 2017, cause-related ads on YouTube grew 4X among the top 100 brands. But as more […]