Marketing Mistakes Can Sometimes Be A Good Thing

Oops emails, TBD subject lines, sending messages to the wrong segment, sending notifications at the wrong time – even the most data-driven marketer is going to screw up sometimes. Embrace the mistakes, said Spencer Burke, VP of growth at Braze, speaking at the MAU show in Las Vegas on Wednesday. “It’s not something you need toContinue reading »

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Prog IO: Brands Are In-Housing And Agencies Are Adapting

The in-housing trend is real, but agencies aren’t getting kicked to the curb. Their role is simply evolving. “Agencies have been around for years, and they’re not going away,” said Freddie Liversidge, HP’s director of digital activation, speaking at AdExchanger’s Programmatic IO show in San Francisco on Tuesday. HP recently completed a multiyear process toContinue reading »

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How Wyndham Personalizes Media And Creative

Travel is a personal experience, and travel marketing should be too, according to Sheila Schottland, senior director of brand marketing at Wyndham Hotels & Resorts. “People travel for different reasons – family, business, leisure – and they have different needs,” she said. “Because these moments are relatable, we make sure that our media mix follows suit,Continue reading »

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After Years Of Chasing Clicks, Monster Doubles Down On Its Brand

After 15 years as the biggest player in the online job search category, Monster got comfortable at the top – and began losing market share to competitors. The company had stopped innovating on its core product and pumped all marketing spend into low-funnel media at the expense of its brand. At the same time, newContinue reading »

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The Real Reason McDonald’s Is Acquiring Dynamic Yield

McDonald’s is buying an Israeli startup called Dynamic Yield that provides personalization software to brands and publishers – but this acquisition is about a lot more than tailoring menus based on the weather or serving up customized content. The deal, announced late Monday, is the first major acquisition McDonald’s has made in around 20 years, andContinue reading »

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The NFL Tackles Targeting With An Assist From Adobe

National Football League players train during the offseason – and so does the NFL’s marketing team. From January through July, Aaron Jones, the NFL’s director for club and international marketing, is busily stress-testing his marketing stack and experimenting with new tools to prepare for August and September, when it’s all about activation. “Then, it’s like BlackContinue reading »

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ANGI Homeservices Keeps Its Marketing Mix In Good Repair With Combo Of Brand And Performance

Allison Lowrie is at home with data-driven marketing tactics. As CMO of ANGI Homeservices, the IAC-owned parent of Angie’s List, HomeAdvisor and Handy, Lowrie is helping the company infuse a performance mindset into how it approaches offline channels. HomeAdvisor, which connects homeowners with home improvement professionals online, advertised during the Super Bowl for the firstContinue reading »

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Mastercard CMO Raja Rajamannar: Marketing Is Facing An ‘Existential Crisis’

Marketing, once largely a creative occupation, now requires understanding of data, tech and business. And many CMOs don’t have the necessary skills. “Clearly, marketing folk are not able to justify their existence,” said Mastercard CMO Raja Rajamannar. He added: “There is such a significant component of technology within marketing that without understanding how to leverageContinue reading »

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How Massage Envy Built Its Data-Driven Marketing Strategy From Scratch

When Jeanna Corley started working in Radio Shack’s marketing operations in 2014, she knew it would be a short-term gig. But the CEO at the time, Joseph Magnacca, coached her into the role, promising there’d be no red tape and, as a marketer, she’d be able to do whatever she wanted. “So, take a risk,Continue reading »

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Gucci Gets Its House In Order With A Digital-First Mindset And A Penchant For Experimentation

While most luxury brands take themselves quite seriously, Gucci likes to have a little fun, especially with its marketing. “We’re a brand that puts great emphasis on joy and optimism,” said Robert Triefus, EVP and CMO at Gucci for more than a decade. “We’ve put creativity at the center of everything we do since weContinue reading »

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