Global ad spend more than doubled over past decade
Matthew ValentineGlobal advertising spend is set to exceed $1trn (£820bn) this year for the first time.
The right promise to the right buyer can increase B2B marketing effectiveness, says LinkedIn
Josh StephensonThere are huge benefits to B2B brands in understanding their buyer group, according to the second iteration of the LinkedIn B2B Institute and WARC’s customer promise research.
Find the ‘winning combination’: How brands are adjusting following Google’s cookie U-turn
Grace GollaschWhen Google announced its rethink on ditching third-party cookies last week emotions across the industry were mixed, but for brands including Boots, Pearson and Symprove objectives are much the same.
Commercial radio continues to capture growing share of listeners
Grace GollaschUK radio listeners are switching to commercial radio as 40.5 million adults over the age of 15 tuned into a commercial network each week this quarter, up from 39.1 million a year ago.
Marketers urged to prepare for ‘low-cookie world’ as Google abandons plans to deprecate third-party cookies
Grace GollaschRather than removing third-party cookies, Google has proposed an “updated approach” that claims to “elevate user choice”, but experts encourage marketers to continue pursuing other forms of targeting and measurement.
Cookies are dying for a reason and it’s time for senior marketers to talk about it
Gerry D’AngeloFor the last four years our industry has been discussing the demise of cookies, almost never stopping to ask whether they were truly a good idea in the first place.
Synthetic data is as good as real – next comes synthetic strategy
Mark RitsonAI customers can now deliver a 95% match to real survey results, which will ultimately feed a fully automated process of marketing strategy and execution.
Marketoonist on anecdotes and data
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketers prioritising analytics as martech budgets recover
Ellen HammettInvestment in martech is bouncing back after a period of cuts and uncertainty, with a clear focus on first-party data and advanced attribution, new research reveals.
Four ways to find out where your customers are coming from
Marketing Week PartnerUsing effective methods of tracking referral channels means marketers gain a 360-degree view of their business’s leads.
Coca-Cola: The future is ‘AI meets human ingenuity’
Charlotte RogersA mixture of artificial intelligence and human ingenuity represents a path to future growth, says Coke’s European CMO Javier Meza.
‘A different way of building brands’: Diageo on using AI to get closer to ‘real consumers’
Grace GollaschDiageo is using AI to better understand “real behaviour, not unintended”, which it is using to drive innovation.
Marketoonist on marketing math
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
CMOs urged to use latest cookie phase-out delay as a reminder to get ‘on track’
Grace GollaschThe CMA has raised further concerns about the introduction of Google’s Privacy Sandbox, which has now been delayed until 2025, but the hold-up is not expected to make any “meaningful difference” to advertisers, experts say.
Why brands must move fast to keep pace with consumer AI adoption
Niel BornmanAI is making strides in retail personalisation and marketing content creation, and will continue to be a game-changer alongside expert human judgement.
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