Dalita Keumurian

📺 TV advertising has evolved dramatically, shifting from age-and-gender targeting to advanced audience-based buying. Alison Levin, NBCUniversal’s president of advertising and partnerships, discusses this transformation on the latest AdExchanger Talks episode. Discover how advanced targeting improves ad relevance over traditional demo-based methods. Tune in to hear more!🎧

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Now that curation has earned its way into more and more programmatic circles, it's only fitting that Pesach Lattin has dived into the question "are all data curation solutions interchangeable?" Spoiler alert - they aren't, which makes this article a must read both those who are already capitalizing on curation and those just getting started. Drew Stein Audigent Ted Smith Greg Williams Jake Abraham Gina Cavallo Chris Meredith #data #curation #programmatic #programmaticdata

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"Purpose is dead. Long live purpose!" Two or so weeks ago, I had a thought-provoking conversation with Ken Beaulieu, head of the Association of National Advertisers' Center for Brand Purpose, about whether marketers are truly moving on from purpose or if it's simply evolving into something more profound. Ken shared research he conducted this past Spring with Internationalist Insights and was curious to learn my take on what it said about the evolving role of purpose in today's complex landscape. Some key topline insights I shared with Ken include: 🔍 Purpose: Evolving, Not Fading Despite sentiment among some marketers that purpose is "one and done," the ANA-Internationalist research reveals that purpose is very much alive and evolving. While 85% of marketers acknowledge that insubstantial purpose can harm a company, a strong brand purpose remains a “North Star” for organizational alignment and impact. 🔗 Beyond Marketing: A Holistic Commitment Purpose is maturing into what it is meant to be: much more than a marketing strategy. It's a company-wide effort transcending PR tactics, one that requires the commitment of the entire organization, from the C-suite to front-line employees to ensure it is embedded into brand DNA and business operations. 💡 Five Guidelines for Embracing Purpose: 1. Align Purpose with Organizational Goals: Purpose is most effective as a driver of decision-making and operations, not a stand-alone initiative or after-thought. 2. Communicate Authentically: Sincere messaging, backed by tangible actions, is crucial for resonating with all material stakeholders. Empower Stakeholders as Advocates: Engaged communities amplify brand reach and grow impact. 3. Cultivate an Ethical Supply Chain Across Sectors: Partnering with nonprofits and maintaining responsible practices enhance the honesty of purpose. 4. Embrace Continuous Improvement: Purpose is an ongoing tool for risk management and innovation. When activated effectively, purpose serves as a strategic compass for modern brands, guiding them to navigate today's shifting social landscape more fluidly. Embedding purpose in a brand’s DNA and business operations cultivates genuine engagement, enhances social impact, and drives profitable growth. For more in-depth insights, read my full article on the ANA's Industry Insights blog. (https://lnkd.in/eX7uGgcR) What do you think about purpose in today's landscape? Is it one and done or is its role evolving? Share your thoughts in the comments below! #Purpose #MarketingStrategy #Growth #Performance #CorporateResponsibility #SustainableBusiness #SocialImpact #BrandCitizenship #DoGood

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Annual #PR predictions post coming at ya (this time in a *new & improved* format thanks to our partner BrandSlap). I know you've been on the edge of your seat in anticipation! 📧 Email isn’t going anywhere, but AI inundation abounds. Bot pitches are clogging journalists' inboxes. We'll have to lean on other channels like X, LinkedIn and QWOTED for pitching. 📰 Publications as a piece of the puzzle. "Traditional media is dead and founder-led comms is the future" was the common refrain this year. What I believe to be true about that statement is that we'll be doing more comms via other channels in 2025 — LinkedIn, speaking, internal, short-form video, etc. Wrote about this recently for MarketingProfs (in the comments). 📐 We’re on the cusp of a breakthrough in PR measurement. More on that in the video, but I am impressed by what I am seeing from tools like Memo. 🤝 Are events back... for real this time? Based on what I am hearing from clients, we'll see a comeback next year for in-person activities. I am talking interesting, mid to large-scale events with cool activations and knowledgeable speakers… not desksides :). What did I miss?

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Excellent listen on the AdTechGod (™) pod with Catherine Perloff. A good glimpse into a bunch of topics from this year and into next: consolidation, shortening the supply chain, transparency, fraud, the role and impact of walled gardens, challenges creators are facing, and the influence of AI in journalism. Great to hear from the journalist perspective who can drill down clearly to the big key takeaways.

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Insightful webinars like this one are complimentary for Public Relations Society of America (PRSA) members! Learn about the benefits of belonging to our community of communication pros here: https://lnkd.in/eF-TshEj

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Building Trust or Driving Leads? Why the Best Marketing Strategies Do Both It’s surprising how often businesses treat branding and demand generation as opposing forces, choosing one at the expense of the other. But here’s the thing—both are revenue drivers, and both are critical for sustainable growth. ✅ Brand builds trust and loyalty. People want to buy from people—and businesses—they trust. A strong brand helps you create that emotional connection, making it easier to win customers and keep them coming back. ✅ Demand captures interest. It drives quick wins, filling your pipeline and delivering results today. This might sound like Marketing 101, but it’s a strategy that’s too often overlooked. In competitive markets, a strong brand isn’t just a “nice-to-have”—it’s what keeps your business human, differentiated, and resilient as new players enter. Check out my latest blog post https://lnkd.in/g4VJ8s2z to learn more about why brand and demand need to work hand-in-hand. (Yes, I just did that.) Would love to hear—how does your team balance long-term brand-building with short-term demand-gen goals?

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No wonder so many companies fail to see ROI from their conference sponsorship. The way so many of them approach sponsorship is broken - and the way conferences approach sponsorship is too. I recently attended a large conference that shall not be named and ever since, my inbox has been flooded with "Sorry we missed you at..." and "Great to connect at..." emails that are clearly automated. In almost every case, I spoke to no one from that company and did not stop by their booth. I didn't attend a session where they spoke, didn't ask for them to contact me, and left no behavioral clues that would indicate I'm a high intent lead. Now, I am just annoyed at the need to systematically unsubscribe from all of these lists I didn't ask to be on in the first place. I get it. In my role at Pavilion, my team puts on a lot of conferences. I know that you need sponsors to put on a good event that doesn't break the bank when it comes to attendee ticket prices. But I think the days of giving sponsors the entire attendee list should be over. It doesn't work, and it just annoys attendees. We stopped doing this about a year and a half ago at Pavilion for this very reason. And if you're sponsoring, it shouldn't matter. How is getting the contact info of a random person who had zero contact with you or your company any different than pulling a list from ZoomInfo, Apollo or the like? It's not. If you're sponsoring an event, it's on YOU to create an experience that makes the right attendees want to engage with you. If you do it well, they'll give you their contact info, and those contacts are GOLD. But spamming people who've shown no interest or intent? That's not only a waste of time and resources - - it's downright counterproductive. Do better sponsors. And do better, event organizers. Agree? Disagree? I can't be the only one who sees how ineffective this is for both sponsors AND event organizers 🤦‍♀️ #conference #sponsorship #marketing #kathleenhq

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How often do you leverage old-school approaches like direct buying, contextual advertising, and brand lift studies? See why legacy strategies like these are making a comeback as advertisers adapt to signal loss 👇 #DigitalAdvertising #Adtech

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On this episode of \#CultureConnect, explore careers in insights with a panel of experts from top brands, who have helped bring important perspectives and innovations to market, while amplifying diverse voices and experiences. \#advertisingresearch \#advertising \#the_ARF \#diversity \#insights \#inclusion

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How is your brand showing up in ChatGPT, Copilot, Gemini, Perplexity and beyond? Join us on September 26 to discuss the future of corporate and brand reputation management in the age of artificial intelligence. This topic's importance will grow as more people in business and consumer settings depend on AI answer engines and AI agents to deliver relevant and accurate information. #PR #AI #PublicRelations #Reputation #Marketing

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Insightful commentary on the impact of political ad spend on local advertisers from Clelia Zattoni "Political ad spend drives saturation and inflates CPMs, particularly for local and regional businesses caught in political hotbeds. For example, we had to guide a furniture advertiser to reallocate their budget away from [specific] ZIP codes and congressional districts to avoid the rising CPM costs driven by political ad buys." AdExchanger

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I appreciate how Alice Maggiore emphasized that PR, advertising, and marketing* are all different fields although there is overlap (and that’s usually because of a lack of resources). As the region grows, our communicators need the resources, either in-house or through agency support to manage internal growth effectively! * Not to mention design, video production, social media management, web development, event planning, etc that all falls into the “communications” bucket!

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This is helpful for those of us who don’t have a marketing team, the #solopreneurs and #smallbusinessowners looking for guidance for our #socialmediapresence and #personalbranding! And if you are considering outsourcing your social media, this report will help inform the questions you need to ask any potential service providers… Good work here, WideFoc.us!

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The Power of Trust in Marketing. In our latest *Marketer's Book Club* podcast episode, we discuss the pivotal role of trust in marketing as outlined in Seth Godin's "This Is Marketing." Godin argues that trust should be at the core of all marketing efforts, moving from transactional to relational engagement. Denise Black, Director of Offering Fulfillment at World Vision Canada, shares insights on the consequences of unethical marketing: "If you don't see the consumer as the person you're actually trying to serve... that's when you start using practices like overpromising." Discover how building trust can transform your marketing strategy and foster deeper connections with your audience. https://lnkd.in/eNSnJs9P

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In my role at Pavilion, I spend a LOT time thinking about how to run great live (IRL) events. In 2024, Pavilion has an ambitious events calendar that includes: ⭐ CEO Summit (took place in January in Scottsdale, AZ) ⭐ CMO Summit (in New York City in April) ⭐ CRO Summit (last week in Boston) ⭐ GTM EMEA (July 10-11 in London) ⭐ Women's Summit (October 14 in Austin, TX) ⭐ GTM2024 (October 15-16 in Austin, TX) ...not to mention over 150 Salon Dinners, and countless other happy hours and parties for members. After every event, we ask for feedback and get a lot of it, thanks to members and attendees who care enough to tell us what we're doing right, and more importantly, where we have room to improve. Here's what I've learned: ✅ Executives go to events for the networking and relationship building first, and the content second. It's important to build structured and non-structured networking time in to your event programs. At Pavilion, we do this through "Table Talks" - structured, 30 minute roundtable discussions after each block of content - along with lots of breaks and a post-event happy hour. ✅ Attendees value educational sessions that spend more time telling you **how** to do something than **why** to do it. If they're not leaving with actionable takeaways, you're doing something wrong. ✅ I'm getting a lot of feedback that attendees are craving more workshop-style sessions as opposed to "sit and listen to a speaker" type sessions. Think about how you can make sessions more interactive, and get attendees talking to each other. ✅ Sponsors who pay to speak would be wise to avoid anything that resembles a pitch. Audiences are smart and can smell a pitch a mile away. Once you start pitching, they tune out. Make sure your sponsored speakers are educating the audience and sharing something new. Review their decks, offer feedback, and if you must - require them to make changes in order to create a presentation that is a true value add. ✅ The venue and the food matter. If someone is going to spend money and make time for travel, they want to go somewhere nice and be fed good, healthy food. I'm seeing a preference for "un-conference" formats that are not in hotel ballrooms (ex. our 2025 CRO Summit will be at the Denver Museum of Art), and demand for food and beverage offerings that include gluten free, vegan, and non-alcoholic options. These are just a few of the takeaways I have from our events. ➡ What are you seeing - and what do you look for when choosing which events to attend? #b2bevents #kathleenhq

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By following these steps, you can potentially enhance your ability to acquire new skills, retain information and adapt to challenges more effectively.

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