Dear chief marketing officers: If you haven’t received the news flash yet, one of your top three tasks to ensure your survival in 2018 and beyond is to develop an Amazon strategy. Let’s start with what we know: The digital duopoly of Google and Facebook, which according to WPP’s Group M ended the year 2017…
With linear TV audiences more fragmented than ever, the Super Bowl is one of the last remaining TV events that still draws large audiences at scale. Last year’s showdown between the New England Patriots and Atlanta Falcons not only corralled 111.3 million television viewers, but it was also the most talked-about television program on social…
Around the world, people are increasingly conscientious about the products they buy, the services they choose and the food they put on their tables. More and more purchases are increasingly motivated not just by price and product, but by the values and purpose of the company behind the brand. Lately, it seems purpose-driven advertising is…
Data, the new, sexy buzzword formerly known as the old, unsexy buzzword has in many ways been pitched as the great equalizer. After all, we can all buy the same set of stats and figures. Data is literally a commodity. As such, there’s a temptation to commoditize all firms that use it. But to do…
Looking back on it now, it’s clear that 2017 was a momentous year for marketing. Artificial intelligence moved from hype to driving unprecedented personalization. Companies began breaking down silos, recognizing that delivering a connected consumer experience requires teams working together. The past year was also paramount for data management, with companies tapping insights to better…
Mark Zuckerberg recently shared that Facebook is revamping the news feed to prioritize content from friends over content from brands, businesses and publishers. Facebook’s stock price dropped 5 percent immediately following the announcement. This change should not be taken lightly. While Facebook does update its news feed algorithms regularly, as Adam Mosseri, Facebook’s news feed…
With Super Bowl LII fast approaching, there’s no doubt that creatives have been putting their heads together to come up with what they hope will be the year’s most talked-about Super Bowl commercial. However, in today’s world, it’s not enough to simply develop a compelling spot for game day. As the role of digital and…
Last week, Mark Zuckerberg announced a massive shift in what Facebook’s 2 billion users will see on their news feeds: fewer posts from businesses and media companies, and more from friends and family. It’s a change that Zuckerberg says is a direct result of community feedback that “public content–posts from businesses, brands, and media–is crowding…
When data-driven analysts prognosticate about industries like mobile advertising, they tend to be very … well, data-driven. They look at increases in ad spend in certain areas, movements from big companies in the space or investments in certain technologies. While there is certainly a place for data in understanding what’s next for mobile creative, some…
Amazon, Google, Microsoft and Facebook are investing in AI-enhanced devices that provide answers when we ask questions. We’re at the beginning of a big year for voice-based marketing as these companies double down on these investments and brands experiment with new customer experiences powered by voice. According to our recent survey of 1,000 consumers, 73…
As Election Day 2016 approached in the United States, thousands of specifically targeted Americans began seeing racially, politically and religiously charged ads on Facebook with headlines like “Don’t Mess With Texas Border Patrol” and “Satan: If I Win, Clinton Wins!” The ads spanned the spectrum of divisive American issues. Some promoted far-right positions while others…
Back in the early days of digital advertising, portals and ad networks stepped in where websites struggled. They were able to aggregate sites and audiences to achieve much more scale, leading to better forecasting, larger audiences, pricing efficiencies and bigger buys. Some websites stayed independent, but most became part of something larger. Enter demand-side platforms…
As global leaders gather in Davos next week to try to create a shared future in a fractured world, what’s the role of marketers and creative agencies? In this era of seismic disruption, technology is overturning entire business models and transforming the way that customers live, buy and think. Marketing today requires thinking well beyond…
“Is it going to look good in a selfie?” The answer to this question can make or break a modern brand. With good reason, too: the way a product is going to be discovered, shared, talked about and bought is today more important than the product itself. Modern beauty brands figured out that, as long…
I’ve seen the rise of mobile and omnichannel retail from within the industry. Ten years ago, when I worked at Walmart.com, Amazon was becoming a powerhouse beyond books and Walmart was redesigning its delivery network in response to rising ecommerce sales. When I was at Apple in 2011, the company was redefining the concept of…
Kicking off the tech industry calendar, the Consumer Electronics Show is a prime opportunity for innovators to make their mark on often-crowded marketplaces, or to introduce their goods to valuable new audiences. So it was surprising to me that this year, retail innovation was a somewhat underwhelming affair in comparison to the buzz around other…
The FCC’s recent vote to eliminate net neutrality stands to impact some of the country’s most enterprising innovators. It’s a shortsighted action likely to result in unintended consequences for many individuals and businesses. One industry certain to feel the effects is online marketing. Consider specifically influencer marketing, a field comprised mainly of small businesses which…
My favorite book is always the one I’m reading now. I get vested in the story, in the characters, in the voice of the writer. The last few pages can feel like a kind of death (a sense of foreboding, a final ending), which is why I often sequentially, and sometimes obsessively, read the works…
It’s finally done. Without much in the way of fanfare, and just in time for CES 2018, one of the TV industry’s most challenging obstacles has been cleared: consumers have mastered the art of accessing the wealth of content sitting behind the notorious “input button.” According to recent streaming meter data from my company, Nielsen,…
It’s a new year, and you’re likely considering the personal and professional goals that will help you improve your life and advance your career. By building your brand and nurturing your network, you can do both. Once you reach a certain stage of your career, you’re probably not landing a job through a Monster.com application….
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
