When it comes to personalization, most marketers don’t get it right. They either do too little–e.g., indiscriminately blasting the same message and offer to everyone–or they go way too far, making people feel spied upon. Think about it this way: We call people creepy when they get closer to you than you want them to…
As with so many aspects of pandemic life, Americans continue to have conflicting views on in-person learning and whether schools should require vaccines to attend. A new Adweek-Morning Consult poll asked parents of 5- to 18-year-olds if they prefer hybrid or fully in-person learning: 39% said in-person while 36% said hybrid. That’s down from a…
As the United Kingdom (U.K.) evolves in a post-Brexit world, one of the areas that digital marketers will be keeping a close eye on will be the forecasted updates to data legislation. There is plenty of speculation on what form these changes may take, whether that be abolishing the barrage of cookie consent mechanics as…
Gone are the days where b-to-b marketing was all about rationale and numbers. More than ever, business customers are looking for partners they can build a meaningful relationship with, not just a transactional vendor-customer arrangement. In fact, it’s been shown that b-to-b marketing initiatives that tap into people’s emotions are seven times more effective at…
Think with Google is a new YouTube series that seeks to educate and inspire the next generation of marketers, advertisers, and creatives with tutorials from experts in privacy, digital transformation, and AI to name a few. In related news, the 2021 Forrester Digital Marketing Maturity survey, conducted on behalf of Google, found that nearly three-quarters […]
The post Are You Helping Your Clients Reach Digital Marketing Maturity? appeared first on Adpulp.
September’s only just begun, but that might be hard to believe judging by some retailers these days. With back-to-school wrapping up, Halloween is swooping in to take its place–swapping the pencils and backpacks that had taken over the shelves (and decor) of retailers for oversize spiders and smiley skeletons. And while search data from Profitero…
While some feel the time is ripe to cancel pumpkin spice altogether, the fall flavor still has a strong fanbase among American consumers–especially the younger cohorts. Some even feel the pumpkin spice season could start a little earlier. According to a Morning Consult survey conducted this month, a quarter of Americans said the end of…
Google has prolonged the life of third-party cookies on its popular Chrome browser to 2023, but the end is still coming. To continue delivering online ads with precision, large companies from PepsiCo to Procter & Gamble are seeking ways to collect first-party data in a shopper-friendly fashion. One popular method is direct-to-consumer platforms. Last week,…
As companies grapple with the future of office-based work in the unpredictable era of Covid-19, employees are also starting to think about–and shop for–a return to the physical workplace. According to data from ecommerce analytics firm Profitero, the surge in search terms related to back-to-work purchases suggests that the trend could rival back-to-school shopping as…
A recent lawsuit filed in Germany by the Irish Council for Civil Liberties (ICCL) has ensnared the IAB, the New York-based standards body for the digital advertising industry. The suit contends that real-time bidding (RTB) represents a major “data breach” under GDPR regulations because sensitive personal information is shared and traded openly as part of…
With the rise of fast fashion–a term coined in the 1990s to describe an industry shift toward cheaper, more disposable clothing–reusing, repurposing and reselling clothing has gained popularity among environmental activists and proponents of sustainability. But how much are Americans buying into that idea overall, especially given the cheap, ubiquitous convenience that fast fashion offers?…
Last month, Google made another announcement about its road map toward deprecating third-party cookies from Chrome. It’s not the first time this year that Google dropped a major announcement about its identity strategy; in March, the company announced it would not support industry-unified IDs for ad buying. The rest of the industry is left having…
Experts estimate that roughly 8 million metric tons of plastic makes its way into the ocean every year–and that by 2050, there’ll be more plastic than fish in the water. So whose fault is it? There’s no easy answer to that question, of course. But to find out how consumers feel about it, Adweek teamed…
How does an agency win so much new business, its hair catches on fire? For decades, the answer has been to win a truckload of trophies at One Show and Cannes. But that answer has worn thin. Today, savvy clients are looking for the creative firepower that’s capable of gathering a crowd and a team […]
The post Mekanism’s Unique Blend of “Soul + Science” Helps It Win New Business appeared first on Adpulp.
When I meet someone new, I may choose to share personal details about myself and my life in an effort to connect. I may reveal that I live in Toronto; that I love cycling and yoga; that I enjoy spending time on Instagram and LinkedIn. But in all of these instances, I only reveal what…
Big tech continues to crack down on brands and agencies’ access to consumer data in the name of user privacy, with Apple’s recent iOS update challenging marketers’ access to Identifier for Advertisers (IDFA) being the latest example. While such moves will set the ad industry back years, one-to-one digital channels are less affected and stand…
While influencer marketing has become an expected component of robust marketing campaigns–especially in beauty and apparel–there’s little consensus on how to build, track, measure and adjust those efforts. In an attempt to address that conundrum for brands, social analytics firm Tribe Dynamics developed a platform to track online brand conversations across Instagram posts and Stories,…
How do brand managers convince their peers inside the company that the company they work for competes on brand? How do these same brand managers move the discussion away from brand identity to brand experience and prove that better brand experiences lead to more sales, greater customer satisfaction, and increased valuations? Maggie Windsor Gross, head […]
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According to studies, overall alcohol consumption went up by as much as 14% during the pandemic even as bars and restaurants struggled to stay afloat amid Covid-19 lockdowns. In some states, laws were suspended or rewritten to allow establishments to serve drinks to customers via delivery services–something often still illegal due to Prohibition era legislation….
While it may have been hard to meet new people over the past 14 months, many Americans sought out new relationships through the faces on their TV screens–connected TV screens, that is. In a new Adweek-Morning Consult survey, respondents shared how their relationships with streaming services changed after the pandemic hit, and how they expect…
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