Ryan Reynolds

Simple yet effective. Product has published some ABC's of structuring search campaigns in the age of AI. Old is new where simplicity rules. https://lnkd.in/gsHjyCW3

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I'm a bit late to the game, but I just came across this fascinating piece by Gil Rosen on agentic AI and its role in reshaping customer experience. Definitely worth a read! 🔍 Really appreciated the focus on balancing personalization, efficiency, and empathy in AI-driven interactions. The concept of AI as a proactive collaborator feels like the next frontier in marketing tech. 👏 #AI #CustomerExperience #MarketingTech

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Vera Sidlova joined Affectiva's #HumanCentricAI podcast to talk about Kantar Creative Effectiveness Awards and what makes an ad truly effective. Listen to the podcast to learn and how you can apply these insights to your campaigns: https://lnkd.in/gN2DYnah #AdTestingAI #CreativeEffectiveness #Advertising #AdTrends #BrandStrategy #KantarCEA

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WARC's Future of Measurement report highlights key trends across four different areas: AI and the growth of synthetic data; the third-party cookie countdown; hurdles in holistic measurement; and how marketers can close the sustainability gap. On the latter, the report author Paul Stringer, PhD notes: - sustainability requires a more nuanced definition of growth - new regulations will increase pressure to measure emissions - how optimising for quality may benefit people and planet The report is packed with lots of useful frameworks and advice including from the likes of Sir John Hegarty and Michael Follett. More info here: https://lnkd.in/eVGZNmeG

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More great media for TAG 🎉 Big thanks to Mumbrella and B&T for covering our exciting new partnership with HubSpot’s Customer Platform. Kaan Kural: "TAG’s deep understanding of their clients’ needs, combined with their expertise, makes them an ideal partner to leverage the power of HubSpot’s Customer Platform." We’ve been busy behind the scenes: ✅ Setting up new HubSpot accounts ✅ Developing strategies to boost engagement and conversion ✅ Migrating our clients onto the platform ✅ Managing their ongoing activities via HubSpot Some of the industries we've been playing in include professional services, property, finance, SaaS and tech. This partnership is just the beginning... stay tuned 🚀

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Narrato: Empowering Teams to Produce High-Quality Content at Scale with Generative AI from Martech Zone - https://lnkd.in/ePZtPqBt

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Why did B2B SaaS companies avoid focusing on Brand for so long? Because when you're building a disruptive technology and don't have many competitors, you don't have as much pressure to stand out. Instead, many of these companies had to market and sell *behavior change* and new ways of doing things, on top of promoting a product. It's only natural to focus on demand when your company is among the few out there on the supply side. And, as a marketing leader, you can only focus on so many things at once. Messaging around behavior change, a new way of doing things, and an entirely new philosophy is complex and tough - particularly in a B2B environment with so many different members of the buying committee involved in a purchase. But the market is getting far more crowded today. MarTech in particular has exploded (just check out Scott Brinker's latest MarTech ecosystem landscape visuals if you need a reminder). And yet, people are still surprised the old "growth hacking" tactics don't work as well as they used to in B2B SaaS. The result? We have an entire "demand generation generation" - a cadre of folks who were trained to believe that growth hacking works better than brand building, and are only now just discovering how important Brand really is in the long term. Brands in industries that have been around for longer know better. SaaS is still so young by comparison. B2B SaaS marketers were able to focus short-term, to hit numbers, to satisfy investors, and to hit their growth targets. Because of the market they were in. Which has changed. These excellent quotes from Mark Ritson have never rung more true than they do today for B2B SaaS marketers: 🌟 "When we say “long”, what we really mean is mass-marketing, emotional, enduring, memory-structuring, demand-generating, TOFU, brand-focused, salience-driven communications. The kind of work that takes a long time to truly deliver and, when it does deliver, it happens via the short-term marketing investments that suddenly start to perform better." 🌟"And when we say “short”, what we really mean is micro-targeted, more rational, multiple campaigns, aimed at harvesting existing demand from the 5% of consumers who are currently in the market; BOFU, product- and proposition-focused ads with a clear behavioural objective. And, unlike the long stuff, it can and should be measured with more basic ROI calculations." 🌟"The point is that you can do both at the same time in an ad but it rarely works well, because you aren’t just trying to satisfy long and short agendas in the same 30 seconds, you are also being both rational and emotional. You are targeting a smaller group and the whole market. You are communicating the overall brand message and a specific product benefit." 🌟"You are trying to change memory structures and elicit an immediate response. You are aiming for the top of the funnel and the bottom. You are driving your marketing car in fifth gear and reverse at the same time."

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To secure buy-in and funding for your marketing plans, it's crucial to understand and collaborate with Finance colleagues rather than view them as adversaries. FDs need concrete data showing that marketing efforts benefit the bottom line. This involves presenting robust analysis of past performance, as well as scenario plans which anticipate different outcomes. By aligning your marketing agenda with financial expectations, you can foster cooperative internal relationships, ensuring everyone is working towards common goals. Here's a related thought piece from Dr Grace Kite https://lnkd.in/edFpaaN7

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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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Where do you prioritise your marketing budget - short term paid campaigns or long term brand building activities? 💪 Maybe you’re already a protégé of Mark Ritson’s data backed musings in this article and are already reaping the benefits of an integrated marketing strategy with brand at its heart. 🫣 Maybe you’re flaying around in ad learning, audience targeting vagaries, algorithm unknowns and hoping tomorrow’s conversions will be better. It’s not a 2-minute read but it’ll definitely be a thought provoking one - particularly if you’re in the latter camp. Thanks Marketing Association for sharing in your latest newsletter.

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Silos can destroy all momentum inside an organisation - creating politics, power dynamics and cultural biases. If an enterprise doesn’t align each of its markets around a central GTM strategy, then it risks wasting resources repeating the same failures across different regions and teams across the world. Without a central strategy, each regional team will be forced to create their own. They’ll hire their own agencies, create their own content and function like an entirely different company. Building a revenue focused GTM team in 2024 requires alignment around two things: #1 - A central data model for measuring impact to revenue #2 - A central GTM strategy that can be deployed across every region Creating a revenue focused GTM team — that works globally to create recurring impact across the customer journey — is a more effective way to win, retain and grow customers. #gotomarket #revenuemarketing #demandgen

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Silos can destroy all momentum inside an organisation - creating politics, power dynamics and cultural biases. If an enterprise doesn’t align each of its markets around a central GTM strategy, then it risks wasting resources repeating the same failures across different regions and teams across the world. Without a central strategy, each regional team will be forced to create their own. They’ll hire their own agencies, create their own content and function like an entirely different company. Building a revenue focused GTM team in 2024 requires alignment around two things: #1 - A central data model for measuring impact to revenue #2 - A central GTM strategy that can be deployed across every region Creating a revenue focused GTM team — that works globally to create recurring impact across the customer journey — is a more effective way to win, retain and grow customers. #go-to-market #revenuemarketing #demandgen

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Silos can destroy all momentum inside an organisation - creating politics, power dynamics and cultural biases. If an enterprise doesn’t align each of its markets around a central GTM strategy, then it risks wasting resources repeating the same failures across different regions and teams across the world. Without a central strategy, each regional team will be forced to create their own. They’ll hire their own agencies, create their own content and function like an entirely different company. Building a revenue focused GTM team in 2024 requires alignment around two things: #1 - A central data model for measuring impact to revenue #2 - A central GTM strategy that can be deployed across every region Creating a revenue focused GTM team — that works globally to create recurring impact across the customer journey — is a more effective way to win, retain and grow customers. #go-to-market #revenuemarketing #demandgen

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Silos can destroy all momentum inside an organisation - creating politics, power dynamics and cultural biases. If an enterprise doesn’t align each of its markets around a central GTM strategy, then it risks wasting resources repeating the same failures across different regions and teams across the world. Without a central strategy, each regional team will be forced to create their own. They’ll hire their own agencies, create their own content and function like an entirely different company. Building a revenue focused GTM team in 2024 requires alignment around two things: #1 - A central data model for measuring impact to revenue #2 - A central GTM strategy that can be deployed across every region Creating a revenue focused GTM team — that works globally to create recurring impact across the customer journey — is a more effective way to win, retain and grow customers. #go-to-market #revenuemarketing #demandgen

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Silos can destroy all momentum inside an organisation - creating politics, power dynamics and cultural biases. If an enterprise doesn’t align each of its markets around a central GTM strategy, then it risks wasting resources repeating the same failures across different regions and teams across the world. Without a central strategy, each regional team will be forced to create their own. They’ll hire their own agencies, create their own content and function like an entirely different company. Building a revenue focused GTM team in 2024 requires alignment around two things: #1 - A central data model for measuring impact to revenue #2 - A central GTM strategy that can be deployed across every region Creating a revenue focused GTM team — that works globally to create recurring impact across the customer journey — is a more effective way to win, retain and grow customers. #go-to-market #revenuemarketing #demandgen

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It's here! I have been floored seeing the care the team has put into writing such a helpful playbook. The value of understanding how all of the measurement methodologies (MTA, MMM, Testing, etc) work together to help direct the future of your marketing strategies is 🔥 I think often we get so lost in the buzzwords in Marketing that we don't understand the specific problems a specific methodology solves or when to use it. If you feel the same way, then this playbook is for you.

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How a Brand Transformed Non-Customers Into Advertisers Across 120 Countries. They used 2 techniques: - Ambient advertising which is about placing ads on unusual items or in unexpected places you wouldn’t usually see an advertisement. And Permission marketing is a concept developed by Seth Godin, and it refers to a form of advertising where the intended audience is given the choice of receiving promotional messages. Watch the Video 👇

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Coming soon from Burt Intelligence. : Market Intelligence! (#AD) Sign up for the webinar on June 26th to learn how Burt will enable publishers to discover hidden revenue opportunities, which SSPs you should be working with (but aren’t), and where this could be going next. ✏ Sign up here: https://lnkd.in/gJks-9ey (this is a paid promotion)

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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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