Colin Parker

Subliminal advertising has been a topic of fascination since the 1950s, but does it still work in today’s ad-heavy environment? 📺 One fascinating fact: consumers process millions of bits of information unconsciously every day, meaning many ads still affect us even if we don’t realize it. But with attention overload, the real question is—should brands focus on what’s hidden, or on capturing attention openly and authentically? Check out this insightful piece by Infillion’s Jamie Auslander on the evolution of subliminal messaging in advertising. #Infillion #AdvertisingTrends #SubliminalMessaging #ConsumerAttention #MarketingInsights

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My latest article on CMSWire asks CMOs, CEOs, and hiring agencies if industry experience is necessary or overrated. The deeper question I'm getting at here is: are too many great CMO candidates not even getting interviewed because they lack prior industry knowledge? Share your thoughts! Thanks to Sue Keith, Club CMO, Eric Pairitz, James (JD) Dillon, Doug Zarkin and Gaurav Bhatia for being a source! #cmo #marketing #humanresources

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A compelling argument for the importance of experiments and the use of Bayesian modeling. The objection/notion of isolated, walled garden experiments is slowly becoming obsolete. As advertisers increasingly leverage open-source or proprietary geo/user-based experimentation on their own internal metrics, the need for incrementality testing as the gold standard for establishing media causality becomes undeniable. Incorporating experimental data into a Bayesian framework should enable more accurate and actionable insights in this regard.

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I've penned a little something for the marketing tech wizards over at MarTech. The subject? ABM Platforms! Is it all “huzzah!” or just a mighty “blah”? I embark on a hearty investigation of how these technologies cracked open the very vaults of digital media for the #B2B marketing crowd. Laying out the trifecta of roles #ABM platforms tackle: Predictive Analytics, Account-Based Programmatic, and Account-Based Measurement. And then, hold onto your hats, because I dive—like a Sinclairian sleuth—into the murky hidden costs: inter-departmental wrangling, annual fees that curl the toes, and the complexity of operating these self-service platforms. In a thrilling final act, I propose some exciting alternative approaches. Prepare for thrills, spills, and don’t worry, they all live happily ever after. Dive in below!

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The central question of B2B Marketing should be "who should be our next 10 customers..." and everything you do should be built around the answer. Today's newsletter is Part 2 of "The Main Things That Work in Enterprise Marketing (and Cost $0)" https://lnkd.in/ekpc8DK2

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So there are numerous compelling reasons why technology startups should use press releases. Press releases can help capture journalists' attention, expand reach beyond the current customer base, build trust among consumers, and garner interest from potential investors. For more insights on how #pressreleases can benefit your technology startup, listen to our latest podcast episode https://bit.ly/3VPWwmT #mediacoverage #pressreleases #marketing #startupmarketing

Always a treat talking to the mighty Drew Neisser. Drew's built one of the most vibrant communities in B2B. I loved chatting about unbundled ABM – and the importance of approaching Account-Based Marketing systemically. By the way – stay tuned. We have some big announcements in the upcoming weeks about unbundled ABM, both understanding it better, and also helping to provide some solutions that will give companies more choices about how to unlock account-based digital marketing. #B2B #unbundledABM

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You're likely spending too much on Google Ads and you don't even know it. While Big G tries to make it as easy as possible to set up search campaigns, a lot of times, the provided defaults can lead to wasted spend and missed opportunities. I've seen accounts use up to 40% of their budget outside of their target location because they didn't have the setting "Presence" selected. Check out some of my other budget optimizations for Google Ads: https://lnkd.in/gxSY5-xN

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Learn what it takes to crack the code on lead generation

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Great article - these points still resonate for me on the #CMO role: **Data-Driven Insights**: Leverage data insights to drive strategic decision-making (but you have to HAVE the data). This enables CMOs to better understand customer behaviors and preferences, leading to more effective targeting and personalization. **Expanded Organizational Influence**: CMOs are now playing a more integral role in business strategy. Their influence extends across various departments, enabling them to contribute to broader organizational goals and drive innovation (marketing spread more thin as their stakeholders now reach the entire organization plus clients). **Enhanced Customer Journeys**: With the rise of digital platforms, CMOs are tasked with creating seamless and engaging customer experiences across all touchpoints. This requires a holistic approach to managing the customer journey, ensuring consistency and satisfaction at every stage (but requires insights shared from the business that marketing doesn't often receive).

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Action Items for the Growth Marketer: Leverage AI-driven data insights to optimize both inbound and outbound marketing strategies. Balance your efforts on new customer acquisition with strategies focused on customer retention and expansion. Let JoeMarketing assist you with your PLG motion. Learn more about our GTM, PLG, and SLG services here, or contact me here. #PLG #ProductLedGrowth #GTM #GoToMarket

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Are we talking about this enough? We have not seen an anti-trust ruling like this in decades, perhaps you recall the case against Microsoft in the 90s? It had a huge impact on Microsoft. What impact do we think this will have on Google? For Microsoft, it inspired/forced product innovation. https://lnkd.in/e9BCnQ2a #letstalkaboutgoogle #adtech #google #digital

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"What is the unique advantage that you and only you can provide that no one else has?" -Kevin Indig's litmus test on what's needed to create differentiated content in 2025. As new search patterns shift how content is discovered, brands that stand out are those that use their proprietary data to tell uniquely relevant stories. Undifferentiated brands have no chance. Focus on what sets your brand apart 👉 combine that with precision in execution 👉 Stand out from the crowd Catch Kevin's full webinar recording here for more : https://lnkd.in/gHFK7NxJ

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🔮 We’ve dusted off our crystal balls to see what 2025 holds for podcast advertising—and the future is looking bright. With 9 million new listeners in the U.S. alone each year, podcasting's continued growth brings new opportunities for brands to connect with highly engaged audiences in more ways than ever. But as the medium evolves, so do the challenges. That’s why we asked some of the sharpest minds in the industry (I do not count)—including experts from Acast: Valerie Reimer, and Shantae Howell (she/her); Sounds Profitable's Bryan Barletta; and Tinuiti's Shasta Cafarelli—to share our predictions for 2025. From the rise of omnichannel campaigns and advancements in AdTech to the untapped potential of emerging markets, these insights give you peek into what's next in the podcast queue ⏭️ https://lnkd.in/e3zYtvyu #PodcastAdvertising #DigitalMarketing #AdTech #MediaTrends

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This article inspired a new idea to use AI..testing marketing creative is enormously time consuming. Techniques like lift studies, media mix and attribution modeling and incrementality testings are all great, but take weeks. But using AI, which is great at breaking something down into its component parts, tagging all the elements of your creative, and then quickly running lot of ads and something like a multi-arm bandit experiment to see which is superior could take less than a day. Used this one for email message testing once and you can get an answer with 2% of your send audience in hours, then unleash to the other 98%. Should work for creative testing too. Not only does this save resources, but it also reduces missed opportunities. #AIinMarketing #CreativeImpact #MarTech

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📧 With billions of emails sent daily in the U.S., standing out in crowded inboxes is tough for marketers. But here's the good news: a compelling subject line can make all the difference! To boost your email campaign success, follow these best practices for standout subject lines. https://bit.ly/4flrw5U

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Training is absolutely important, however I'd frame is slightly different in this context of collaboration. Marketing leaders should ensure a culture of collaborative continuous learning where marketers will thrive while continuing to up-level skills (amidst the fumbles that inherently occur while learning) in our ever rapid evolving marketing profession, AI's impact being one element. "...only a quarter of marketing professionals have said they’ve received any training on how to use AI within their organizations, which Hinds sees as a missed opportunity. “Training is essential for multiple different reasons… They are not only more confident in their ability to use the technology, but they’re also more optimistic about them and more enthusiastic that that AI will have a positive impact on their work and their marketing success.” Thank you Asana and Meltwater. #marketing #CMO #AI

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