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'How to humanize your agency, build a positioning of expertise and make a personal connection with your best prospects. This is a guest article written by Jeff Fromm. Jeff is an Executive Vice President at Barkley, which is among the largest independent advertising agencies in the U.S. and the largest employee-owned agency. He is the founder of the ShareLikeBuy.com conference and co-author of “Marketing to Millennials.
'I like to think I’m a good writer. I like to think I’m a good presenter. Alas, I still haven’t figured out how to sell a client a piece of work they do not want to do. Has anyone… really? Precious few clients are predisposed to do breakthrough work. For most, advertising (regardless of platform) is just a line item. An ever-smaller box to be checked.
'You don’t tug on Superman’s cape. You don’t spit into the wind. You don’t pull the mask off that old Lone Ranger. Thanks to the late Jim Croce, you know all that. I know it, too. And I’m sure the people at Jewel Food Stores know it. But what Jewel didn’t know is that you don’t mess around with Mike – meaning basketball great Michael Jordan — by running a full-page ad in Sports Illustrated congratulating him on his entry into the Basketball Hal
It’s the start of a new year and I personally love kicking things off with our splash at the crazy, action-packed Mobile World Congress. It was clearly our biggest one ever, in terms of the number of products we launched leading up to the show, the number of successful meetings and the noise we created. Very excited that we headed into MWC riding a wave of successful product launches.
AI adoption is reshaping sales and marketing. But is it delivering real results? We surveyed 1,000+ GTM professionals to find out. The data is clear: AI users report 47% higher productivity and an average of 12 hours saved per week. But leaders say mainstream AI tools still fall short on accuracy and business impact. Download the full report today to see how AI is being used — and where go-to-market professionals think there are gaps and opportunities.
'skip to main | skip to sidebar. nick burcher. Personal thoughts on the evolution of media and advertising. Saturday, 15 February 2014. Visualising the storm through plane tracking apps #ukstorm. The UK was really windy last night and there were many problems at Londons Heathrow airport. The departure and arrival screens at London Heathrow tell a story: but its only when you start looking more closely at the data behind this that you really begin to understand what is going on.
'Mary Furlong and a slew of impressive sponsors present: The What’s Next Boomer Business Summit For more than a decade, MFA has collaborated with the American Society on Aging (ASA) to present the What’s Next Boomer Business Summit in conjunction with ASA’s annual Aging in America national conference. Scheduled this year for March 11–15 in San Diego, California, Aging in America is the nation’s largest multidisciplinary conference on aging issues… I’ve been to a few: 14 March 2006 What''s Next?
'Profiling ensures you’re deploying your time, energy and resources on high probability targets. The advertising industry has dramatically changed over the past five years. This change has had a tremendous impact on lead generation and prospecting. The power has shifted to decision-makers due to the vast amount of information found online. Instead of chasing new business, it is now more important to be found by your best prospects.
'Profiling ensures you’re deploying your time, energy and resources on high probability targets. The advertising industry has dramatically changed over the past five years. This change has had a tremendous impact on lead generation and prospecting. The power has shifted to decision-makers due to the vast amount of information found online. Instead of chasing new business, it is now more important to be found by your best prospects.
'“Why the long face?” I would have preferred a snowstorm. Seriously. Watching the Superbowl was like watching the proverbial car crash. I gaped for a while and then moved on. Honestly, did the Denver Broncos forget what day it was? They were awful. However, so was most everything else. Including the commercials I happened to catch, which, given I’d stopped paying attention to the TV, were not all of them.
'We try not to use this space for shameless self-promotion but we have an upcoming event in New York City that we’re so excited about that we just can’t help ourselves. Venable is sponsoring a day long advertising symposium on Tuesday March 11th at the Vanderbilt Club in New York City. Now listening to us talk about advertising law probably isn’t all that exciting, after all you can read what we have to say from the comfort of your own office but we’ll be joined by many of our Venable colleague
In the first post of this series, we discussed the framework and elements which can help evaluate the native ad solutions available in the market today. Once you have finalized on a partner to power your native ad needs, you get to the next most important step - identifying what ad concepts can work for your property. The beauty of native ads is that they blend seamlessly with the content.
'Learn how to accelerate your agency’s positioning, inbound lead generation, network and referral business. Since 2007, I’ve conducted over 170 new business workshops for agencies in North and South America and Europe. No matter what country, I find there are some common problems when it comes to business development that makes it harder than it needs to be.
what retail media advertising is what a retail media network is how the changes in the privacy landscape benefit retail media networks how retail media network functions market overview of retail media networks
'In a recent survey, 63% of agencies state that there will be more competition for new business. Guest post written by Mark Sneider, Owner/President of RSW/US. Most agencies seemed to have a good year last year and most of them that we talked to with seemed to be starting out the new year on a solid footing. I know in our RSW/US outsourced agency new business world, more of our clients are winning business, more of them are being looked at by marketers we introduce them to, and more of their ow
'P&G will spend a hundred million dollars for you to push that button… In the paper version of USA Today, writer Bruce Horowitz gives megabrand, P&G the “early gold medal for social media,” in regard to commercial domination at the winter Olympics in Sochi. Using You Tube views and number of videos made as criteria, so far the Cincinnati based company has garnered just over 27 million views and has “pushed” out 39 videos.
'Are you ready for some ads! Now that the Superbowl is over (one can argue it was over after 12 seconds), Adland has already begun planning for the Mongolian Cluster F**k that is Cannes. Festival officials have started naming its 2014 jury presidents. The list contains the usual high profile suspects, a collection of CEO’s and Chief Creative Officers from the world’s largest holding company agencies: David Sable (Y&R), Susan Credle (Leo Burnett) and Amir Kassaei (DDB).
'Careers can be had in Adland but almost certainly not at the same company. Whether one resides on the client side of marketing or plies his craft at an agency, transiency is a fact of life. People come and people go, some egregiously, but most harmoniously. Such is the ebb and flow between marketing’s coral reefs. Few denizens stick around. Back in the day, a new employee may have entered into a marketing position, say at Kraft Foods or Leo Burnett, envisioning a full career spent in service to
ZoomInfo customers aren’t just selling — they’re winning. Revenue teams using our Go-To-Market Intelligence platform grew pipeline by 32%, increased deal sizes by 40%, and booked 55% more meetings. Download this report to see what 11,000+ customers say about our Go-To-Market Intelligence platform and how it impacts their bottom line. The data speaks for itself!
'From my morning run in Berlin… I’m not going to lie to you. This post is likely to be scraggly. That’s because I’m in the 11th hour of a painfully long journey home from Europe and my mind is running on reserve power. I believe I’m over Colorado now. California is but two states away. I think. My biological clock tells me it’s 4:30 AM. Focus, Steffan!
'Maybe they’ll listen to you… The other day I was riding home from a fantastic hike in the mountains, driving my wife’s convertible with the top down, on yet another glorious sunny day in Marin County. In two hours I was to begin a journey to Berlin (I’ve never been!) for a creative conference. So many blessings in my life…. And yet I was fretting.
'We have written a lot about the emerging legal issues with “native advertising” and eagerly track case development at the NAD ( Qualcomm , eSalon and Shape ) as well as the FTC. And so much more is covered in the marketing press about what native advertising is and how can it be scaled. Marketers agree the ideal of native advertising is to create content so compelling that consumers flock to engage, and in the process connect with the brand behind the content.
'The FTC scored two recent victories in advertising cases litigated in California, and, in both cases, the court accepted the FTC’s view of the world with little exception. You can expect that the FTC will cite to these cases frequently going forward. Lights of America. In 2010, the FTC sued Lights of America Inc. and its principals in the Central District of California alleging that the company overstated the light output and life expectancy of their LED light bulbs on the product’s packaging
Incorporating generative AI (gen AI) into your sales process can speed up your wins through improved efficiency, personalized customer interactions, and better informed decision- making. Gen AI is a game changer for busy salespeople and can reduce time-consuming tasks, such as customer research, note-taking, and writing emails, and provide insightful data analysis and recommendations.
The research team at InMobi is excited to release our latest series of research reports dubbed the Mobile Media Consumption research. This report is the third in the series to cover 14 countries on an on-going basis to keep abreast of how mobile devices have changed the way we consume media. From our research results it clearly reinforces that the growth of the mobile media is immense throughout the globe and constantly reshaping how we interact in our everyday lives.
Last week, we announced the launch of our Native Ads Platform. While native advertising is the latest buzzword in the industry, critics are holding their verdict on whether they are here to stay. If you are a part of the booming mobile internet industry and your livelihood depends on the popularity of your mobile business (app or website), you are most probably on the other side of the fence and are thankful for the innovations focused on enhancing the user experience and monetization opportunit
We are very excited to be going to Barcelona, third year in a row, to the largest gathering of mobile professionals. With the phenomenal growth and success of InMobi, every year has meant a bigger presence for us and this year is no different. [link] On the heels of our highly disruptive Native Ads announcement, we are launching three more exciting new products at Mobile World Congress.
'If you have not encountered the Consumer Protection Bureau odds are you will as the CFPB has authority over virtually every type of consumer financial transaction. With a lengthy confirmation and constitutional battle over the recess appointment of its Director now behind it, the CFPB has ramped up an already active regulatory and enforcement agenda.
In today’s ultra-competitive markets, it’s no longer enough to wait for buyers to show obvious signs of interest. Instead, sales teams must be proactive, identifying and acting on nuanced buyer behaviors — often before prospects are fully ready to make a purchase. In this eBook from ZoomInfo & Sell Better, learn 10 actionable ways to use these buyer signals to transform your sales strategy and close deals faster.
'The motor oil wars have given us advertising lawyers much to ponder, including whether to use industry standard or proprietary testing. A recent decision from NAD is a very definitive statement against use of torture tests to support ?comparative claims. In this case the ad itself showed the test – two cars, each on a dynamometer running at 75 miles per hour on an incline with a 1600 pound load.
'We will first tell you what you need to do if you are engaged in native advertising and wish to avoid coming within the busy lens of the NAD monitoring program. For those who are interested in the debate around this issue, we will then tell you why we, respectfully, disagree with the NAD’s views on this topic, again (see here and here , prior blog posts on qualcomm and esalon).
'Every year, we look forward to the Super Bowl. For the commercials. Our friends and family laugh at us, but they get it since advertising law is what we do. This year, when the game did not prove to be an equal match up, after exhausting the wing and nacho bowl, many others turned to commercials as their prime source of entertainment (after Bruno Mars of course – we were doubters but he owned that stage!
'In a recent decision it looks like the Advertiser played a bit of chicken with the NAD. The Animal Defense Fund challenged advertising by Chicken of the Sea regarding its sustainable fishing practices including “dolphin safe” (And while maybe not a trend, we have noticed more filings in recent years by public interest groups.). Chicken of the Sea said there are laws regarding such claims, primarily the Dolphin Protection Consumer Information Act, which preempt the NAD’s review
As prospects define their problem, search for solutions, and even change jobs, they are generating high-value signals that the best go-to-market teams can leverage to close more deals. This is where signal-based selling comes into play. ZoomInfo CEO Henry Schuck recently broke down specific ways to put four key buying signals into action with the experts from 30 Minutes to President’s Club.
'The Federal Food, Drug, and Cosmetic Act and the Nutrition Labeling and Education Act of 1990, along with all of their corresponding regulations, create a complex and uniform system of food labeling requirements. Neither of these statutes provides for a private right of action, but more and more consumer class action and other claims are being brought, under both federal and state law, based on alleged violations of federal food labeling regulations.
'Private Sector Schools and Third-Party Student Recruitment under FTC and CFPB Scrutiny The Federal Trade Commission (FTC) and the Consumer Financial Protection Bureau (CFPB) are intensifying their regulatory and enforcement focus on proprietary schools and third-party marketing companies. In the fall of 2013, the FTC released revised Vocational School Guides (School Guides), which advise against deceptive marketing practices by businesses that offer vocational training.
'Advertising to Baby Boomers. Beginning in 2003, My business blog for Creative Services, Copywriting, Consulting, and Speaking. Youll find all sorts of information about the current trends in advertising and marketing to this unwieldy, diverse demographic. 28 February 2014. Creative Alliances. I’m tired. No real post here. I have an excuse. Shingles.
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