Digiday’s Post

Is the future of marketing in finance? It seems media agencies are veering into uncharted territory, blending finance-based marketing and business intelligence into their offerings. The drive? To stay ahead amid economic pressures and rising competition from consultancies. But here's where I diverge. The core of marketing's value isn't always found in spreadsheets and financial models. It's in understanding human behavior, crafting compelling narratives, and building relationships. Numbers alone can't capture the essence of brand loyalty or the emotional impact of a well-told story. While financial acumen is invaluable, especially in strategic decision-making and optimizing performance, it should not overshadow the creative and relational heart of marketing. Let's not forget that at the end of the day, our goal is to connect, not just calculate. Building communities, real connection, and engagement. In an era where everything is quantifiable, the true art of marketing lies in what we cannot quantify. Thoughts? #branding #brand Check this out: https://lnkd.in/dcXdJp3H

CFOs and CMOs hugging it out? Welcome to the marketing of the future - it's not just intelligent, it's revolutionary. Visualize a marketing landscape where financial acumen is just as valuable as creative genius. Spending every penny wisely isn't merely an advantage; it's a lifeline in this competitive market. Gone are the days of just creating captivating ads. The future is about strategic planning that intertwines financial intelligence with marketing strategies. The result? Strategies that are sharper, ROIs that are improved, and messages that genuinely connect with your audience. It's time to bid farewell to the era of disjointed marketing and embrace a new era of data-driven strategies that perfectly sync with your business goals. Learn more about this marketing paradigm shift (https://lnkd.in/gQRHEakz).

Awareness or Performance - Neither works in my opinion. I heard an interesting interview yesterday where they noted the continued push/pull within marketing teams to be awareness-focused or performance-focused. It started with a recap of the '90s and why ads were so iconic then.....(mainly because every ad house in the '90s was awareness-focused). They raised an example of the "Got Milk" campaign where its main focus was to grow California's acquisition and whether or not being so top-level accomplished this goal, being one of the most iconic ads from the period. Did it work? The short of it - no, it didn't work. It was great at building awareness and memory. Everyone knows these commercials. But it was really poor at driving action. They were only able to stem further loss in the region. Here is where Performance comes in The solution nowadays is going all in on performance, right? Nope..... Performance marketing gets a bad rap when it is too highly focused on the lower funnel, looking at driving conversions. Those looking to build the equity of the '90s aren't a fan. Furthermore, being too performance-driven makes you look like any other player in the category. We lose that brand-building ability and we get 100% focused a creating a click, a sale, an action. Performance + Creative Matters I'm going to go back to a talk that John Denny gave where he spoke about balancing the two and focusing on creativity while driving performance. "Smart businesses don't choose between these two routes--they do both, and they both in balance". I fully agree with the idea (and have tested it) that performance marketing (personalized targeted ads) plus brand-building creative is the right approach. Curious to hear your thoughts. https://lnkd.in/ejJF_wtf

Unlock the secrets of mastering cross-channel marketing—dive into our latest article and supercharge your brand's digital strategy today! https://lnkd.in/gN3RmiG2

Digital advertisers are investing more in bottom-funnel channels and strategies. Whatever cause you see driving this, how would you react as an agency leader? Follow that trend (focus less on exploratory/top of funnel efforts) or capitalize on the impression share that's freed up from this shift by continuing to invest in growth-oriented approaches? 😎 https://lnkd.in/gWxVuBZm

In today's fast-paced digital world, it's easy to get caught up in the newest trends and tools. But, when it comes down to what really matters in marketing, it's not just about making noise; it's about making a real impact. Cutting through the clutter means focusing on tactics that not only reach people but move them to act. It's about investing in strategies that transform views into value and clicks into customers. Let's get real about our marketing choices. #DigitalMarketing #GrowthMindset

Marketing without reporting is like riding a bike while blindfolded — you’re probably going to be hit by something you never saw coming. Reporting meetings are a crucial part of every marketing campaign because it’s your opportunity to review if campaigns are running efficiently and effectively. At the end of the day, we know our partners want their advertising campaigns to achieve a return on investment. Reporting meetings are our time to show our partners the results of campaigns to give them context for their metrics and to answer the question: “What does it mean to me and why should I care?” In other words: ROI! ☑️Here’s what you can expect in your reporting meeting with Federated Digital Solutions. https://bit.ly/46zXqGF

👇🏼👇🏼👇🏼👇🏼👇🏼👇🏼👇🏼👇🏼👇🏼👇🏼👇🏼👇🏼👇🏼👇🏼👇🏼 Marketers, I encourage you to start your day by reading this very thoughtful piece by Andrew Kandel, CEO of New York Interconnect. He rightly points out that, at their best, advertising campaigns and indeed marketing in general, are all art forms that are informed by ever improving science. Unfortunately in this era of hyper-accountability, however, the art of the campaign, punctuated by “never been done before innovations” designed to garner the attention of the target audience and, ideally, inspire them to take an action, is being supplanted by the flawed and uninspiring science of downfunnel economics built on the foundation of a programmatic ecosystem that has been shown to be unsafe, unsound and unaccountable. The science is commoditizing marketing which, at its core, needs to create meaningful differentiation to create impact to drive real growth. This piece is powerful and deserves your attention! Here’s a brief sample: “On a sugar high of conversion-based marketing—or, doing the bidding of someone else’s sugar high—the marketer has ceded control; they’ve ceded creativity; they’ve ceded visibility from a content perspective, singularly prioritizing the goal of “outcomes only.” Unbeknown to them in the moment, they are dangerously moving themselves lower- and lower-funnel, and they’re losing their brand-building muscle as well as muscle memory.” Andrew Kandel in Adweek #marketing #innovation #campaignmanagement #campaignstrategy https://lnkd.in/egD3B_Kp

Marketing without reporting is like riding a bike while blindfolded — you’re probably going to be hit by something you never saw coming. Reporting meetings are a crucial part of every marketing campaign because it’s your opportunity to review if campaigns are running efficiently and effectively. At the end of the day, we know our partners want their advertising campaigns to achieve a return on investment. Reporting meetings are our time to show our partners the results of campaigns to give them context for their metrics and to answer the question: “What does it mean to me and why should I care?” In other words: ROI! ☑️Here’s what you can expect in your reporting meeting with Federated Digital Solutions. https://bit.ly/3RLqvuM

🎯 Advertising: Elevating Tactics to the Forefront Strategy is often hailed as the mastermind in marketing. But let's shift our lens and spotlight tactics – the unsung heroes that turn visions into victories. Here's why elevating tactics could be the key to unlocking new levels of success. Tactics: The Real Drivers of Success 🚀 While strategy provides a broad framework, it's the tactics – those actionable, specific steps – that truly move the needle. From SEO to social media ads, these are the tools that directly engage your audience and yield measurable results. In a fast-paced market, being tactical means being agile and responsive. Strategy as the Backdrop, Not the Spotlight ⚠️ Think of strategy as the stage upon which the real action happens. It sets the scene, but the tactics are the actors that bring the play to life. By focusing on tactics, we're prioritizing real-world impact over theoretical planning, ensuring that our efforts are grounded in what works here and now. Embracing a Tactical Mindset 🌟 Adopting a tactical mindset means being in tune with the market's pulse, ready to adapt and pivot as needed. It's about testing, learning, and iterating quickly. This approach empowers us to make data-driven decisions that can lead to rapid growth and innovation. 🤔 A New Perspective... Are we giving enough credit to the power of tactical execution in our advertising efforts? It may be time to shift our focus and let tactics take the lead. 💬 Your Thoughts? Do you prioritize tactics in your advertising strategy? How has a tactical approach benefited your campaigns? Share your experiences and join the conversation about this tactical shift in advertising. #MarketingTactics #AdvertisingStrategy #BusinessInnovation #AgileMarketing #TacticalExecution