Ken Madsen

As the allure of RMNs grows, marketers will need to exercise caution given the numerous challenges ranging from the lack of transparency to regulatory risks, and the growing acceptance of conquest marketing and the leverage that provides retailers.

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Data is the biggest challenge most B2B CMOs are dealing with right now. There will be more changes to the main tools in the B2B marketing ecosystem in the next 12 months than in the last 12 years. - IP masking (already happening – will likely be systemic by the Fall – do you know which data sources and bidders are IP based? More than you’d think!) - Cookie deprecation (already happening – Google pushed till early next year because people just aren’t yet prepared – are you taking this reprieve to future-proof your business?) - Increasingly stringent privacy regulations (already happening – do you understand what will happen to data and your GTM motion when we rely on HEMs and MAIDs? Will the massive impact on our ability to scale media programs meaningfully impact your revenue?) These are questions many B2B CMOs are thinking about – but there’s a big issue. The only place to find answers is from data and platform vendors. These are good companies, and there are no bad actors, but they are also selling their own solutions in the best way possible. It’s extremely hard to navigate to the truth you need to be prepared for this emerging data environment. With that in mind, we’ve created The Data Dictionary for you to share with your team to do the basic job of codifying all the language and terms that matter when using data to execute an effective account-based (ABM) marketing strategy. It’s a living document that we will continue to update as the landscape evolves. It is the brain-child of the inimitable Mark Dye and I’m so proud to be able to share it. At The Imaginarium this is the work we do all day – Educate. Implement. Execute. We make sure our B2B clients identify the best possible system to drive growth, implement the tools and data that it needs to operate, and then support them through ongoing tactical execution. We do this for some of the best brands in the world. Let us know if you found the Data Dictionary helpful or if there are areas you think we should focus on as we continue to revise. Jonah Goodhart Toni Clayton-Hine Glenn Gaudet Dan Rosenberg Ali Manning Jessica Fernandez John Ruvolo Amanda Kahlow Patrick Reynolds Amanda St L Jobbins John McNeil Christine C. Cook Joe Zawadzki Putney Cloos Lynn Teo Gary Maggiolino Drew Neisser Gayle Meyers Christopher Burns Cynthia Gumbert Bernd Leger Hannah Budreski Scott Decker David Spitz Kate Ardini Frannie Danzinger Josh Golden Lynn Tornabene Janet Balis Jaime Punishill Anna Griffin Dan Petrossi Deidre Hudson Alicia Parker Jon Lombardo Jake Henry Jeremy Botwinick Jessica Koenig Jodi Lyons Miller @helen-shaw. https://lnkd.in/g5FGh6Es

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Marketers Vastly Understate The Sales Effect Of Creative And Significantly Overestimate The Impact Of Targeting Per Advertiser Perceptions and NCSolutions: * System1Group Chief Customer Officer Jon Evans says, “Creative is the number one factor in explaining the performance of your advertising, and yet most marketers still don’t realize it. That means that those who focus on getting the creative right have a huge competitive advantage.” * Andrew Tindall, System1’s SVP of Global Creative & Media Partnerships, asserts, “We need to be bold, unapologetically say no to things to get time to make better ads, and partner with the right agencies the bring the talent, tools, and knowledge to make work that works.” * Les Binet and Sarah Carter caution, “Don’t target too narrowly. It may be efficient, but it’s rarely effective. Tight targeting means low sales and profits.” Via the link below, executive summary, video explainer, and deck.

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Fauxvertising “The researchers from Stanford and Carnegie Mellon found that ad execs may not be particularly concerned about misinformation. They surveyed “decision-makers,” including CEOs and CMOs, and found that only 41% believed consumers react against companies whose advertisements appear on misinformation websites. That suggests, the researchers wrote, “that decision-makers believe that advertising on misinformation websites is probably commonplace…and has limited consequences for the companies involved.” Does this practice bother any of you? #advertising #adtech #consumers

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Pssst. Marketing leaders. Nervous to ask questions about data clean rooms? Here’s a cheat sheet for you. More of a guidebook, really. We laid out “12 essential strategies for marketers” to help wrap your head around how and why you should be using clean rooms and data collaboration. All 12 are important to understand, but here are my Top 4: 1. Build Richer Audience Profiles Leverage data clean rooms to go beyond basic demographics, combining your first-party data with retailers' email datasets and purchase histories to increase your first party data and better understand your audience. That way, you can compare match rates across channels while keeping personal data anonymous, in order to discover and refine your most relevant audiences. With these insights, you can tailor ad content and campaign strategies to specific interests and lifestyles, driving higher conversion rates. 2. Personalize at scale Now that you have increased the size and wealth of your, you have a better understanding of the specific needs and desires of different segments. That allows you to craft messages that speak directly to your customers. This level of personalization not only captures attention but also fosters a deeper connection with your brand, leading to higher engagement and conversion rates. 3. Retarget high-value, in-market buyers Imagine identifying users who visited your site, downloaded your app, added a product to their cart but didn’t convert. By matching your first-party behavioral data with retailers’ audience segments, you can precisely re-target these potential buyers with a special discount or related product recommendation. Example: Mondelēz International, a large US food and beverage company, collaborated with Pinterest and Albertsons’ Media Collective to enhance their targeting for a new charcuterie board campaign. By reaching in-market consumers who had purchased other brands of crackers, they saw a 16% sales lift and a 19% lift in new buyers! 4. Verify the reach of your campaigns Keeping track of your ad campaign's reach across numerous media channels can be a real challenge. By collecting impression-level data from each media partner through a data clean room, you can get a clear view of your cross-channel delivery and start measuring the quality of your audiences. Precise targeting, with robust data, is only valuable if it's driving results. Ensure you have a solution that is providing you with robust measurements so you can quickly optimize your campaigns. Download the full guidebook and check out all 12 strategies and reach out to LiveRamp with any questions!

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Is your intent data strategy truly giving you a competitive edge? Our new eBook, "The Deprecation of Third-Party Intent," explores the limitations of common data sources and the necessity of diversifying your approach. Discover how to move beyond false positives and bidstream issues to gain actionable insights. #B2BMarketing #IntentData #CompetitiveAdvantage

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CMOs, navigating your first 100 days? The latest CMO Success Guide from SBI, The Growth Advisory and The Pedowitz Group offers practical insights to help you excel in your new role. Whether you're aligning your strategy, refining your go-to-market approach, or leveraging AI for efficiency, this guide provides valuable benchmarks and best practices. Dive into topics like establishing a Revenue Growth Office, setting sales goals, and achieving marketing and sales alignment. Explore these actionable strategies and set the foundation for your success. 👉 Read the CMO Success Guide https://lnkd.in/eaDj3gBn #CMOSuccess #MarketingLeadership #RevenueGrowth #ThePedowitzGroup #SBIGrowth

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Maybe measuring last click isn’t the best way. It’s actually archaic and only building growth for Big Tech, and not your company. “Our research across hundreds of brands in dozens of categories shows that it’s possible to rigorously measure and strategically target the feelings that drive customers’ behavior.” If marketing is in the business of selling something… and we know we all buy things based off a myriad of emotions… then maybe it’s time to start measuring something else. It’s not rocket science. It’s emotional science. https://lnkd.in/euwMST4u #brand #marketing #storytelling #video #controlthenarrative #emotionsells

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Holiday shoppers are expected to spend $1,778 on average in 2024, up 8% from last year because of the rosier economy and higher prices. As brands anticipate a stronger Q4, they will have to adapt to shifting consumer behaviour, including changing media preferences and price sensitivity. Some brands are blending joyful messaging with value-driven offers to stand out in a competitive environment. Would you do a similar strategy for yours? Continue reading: https://heyor.ca/sRhw0v #MarketingStrategy #DigitalMarketing #ChristmasShopping

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As one who interacts with CMOs all the time I can tell you this topic is at or near the top of their collective priority list. And while I am skeptical of those who espouse best practices when it comes to generative AI - only because it is so nascent - I felt compelled to share this particular piece from my fellow CMSWire scribe, Tiffany Holland Why? Glad you asked. I felt compelled for the simple fact I agree with everything Tiffany opined on, which she breaks down into four truths, which are below along with my brief commentary. Do yourself a favor and read her piece. ➡️ Truth #1: Inaction With Generative AI in Marketing Is the Greatest Risk Yes, yes and YES. If I could climb the highest mountain I would and bellow this to the masses below. This ain't the time to "sit this one out" whilst the rest of the world, AKA your competition is taking full advantage. ➡️ Truth #2: Generative AI Offers More Value Than Just Operational Efficiency Tiffany deftly writes of the "narrow view" many CMOs and marketers have of Gen AI, which "offers only short-term benefits and overlooks the true power of machine learning." Dating myself big time here but this reminded me of the late 70's campaign professing that orange juice is not just for breakfast anymore. https://lnkd.in/e95uWbex ➡️ Truth #3: Generative AI Solutions Fails in the Traditional Marketing Model "Generative AI won’t deliver its full potential if organizations try to plug it into outdated operating models." Full Stop! Read and re-read that over and over and over and then, for the love of all things Holy, do NOT blame Gen AI if you do not adhere to this sage advice. ➡️ Truth #4: Ethical Governance of Generative AI in Marketing Is Critical I love that Tiffany saved this one for last because it is THE most important truth, by far. Gen AI and AI in general, is very much akin to the wild west right now; no rules of governance other than those self-imposed. Brands MUST self-govern the way they use Gen AI if for no other reason, it is the ethical thing to do. Please share your thoughts on all of this. I love a good conversation and yes, a debate if need be. Jeanniey John Aakansha Srota Manny Shelly Lou Jeff Raja Ted Lee David Alma Dom Rhonda #ai #GenAI #cmo

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Transparency Under the Microscope (Source: Digiday) Retail media networks are expanding to off-site channels, but marketers question ROI and performance transparency. RMNs are expected to capture $140 billion in ad spend this year, yet 55% of marketers cite lack of standardization as a key challenge. Concerns are rising over brand safety with made-for-advertising sites included in some offerings. Calls for greater transparency in the RMN negotiation process, CPM value, and retailer kickbacks continue to grow. Source Digiday: https://lnkd.in/gHQ3hf_H 🌎To learn more join the AdTechGod Slack Community: https://lnkd.in/g-XzVDkX ✉️Sign up for The Refresh newsletter: https://lnkd.in/g-gjn7GU

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Brand equity represents the perceived value of your company to your audience. It's how some companies can charge five times more for the same product compared to their competitors. Building brand equity relies on consistency: - 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 - 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁 𝗱𝗲𝘀𝗶𝗴𝗻 - 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝘀𝗲𝗿𝘃𝗶𝗰𝗲 Avoid experimenting just for the sake of change. Stay consistent. https://lnkd.in/gX5y5zRh

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Successful CEOs surround themselves with experts to advise. Analytics, impressions, CTRs - what matters? All these new numbers now in marketing don’t make sense. It’s like learning to read a balance sheet. 😩 With our help, CEOs and CMOs can now look at a dashboard, have the correct metrics, and know what #marketing success is. Let’s do this.

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While technology will cocoon consumers’ lives in years to come, nature will constrain them as societal conventions around growth and prosperity will be further unseated. This will create a landscape where assumptions that previously perpetuated culture and business are re-examined. At #dentsu, we are driven to innovate. Leveraging insights from 30,000 global consumers and 20 experts, our #ConsumerVision2035 report outlines the forces and trends that will reshape technology, culture, consumers, and brands over the next decade. Read the full report to unlock the perspectives needed to future-proof your business, create differentiation, and make an impact for your communities. #InnovatingToImpact

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3 ways retail media and merchant teams can use offsite contextual recipes to maximize in-store marketing.  1. Space utilization: 📌 In-store and onsite space is limited. Offsite inventory that contextually targets shoppers on relevant recipe content extends the retailer's digital environment—complementing in-store displays by aligning messaging that reaches new and lapsed shoppers when they are most likely to be thinking about food and building their grocery list. 2. Product placement: 📌 Shoppability across offsite publishers is becoming table stakes for creating an engaging customer experience. Shoppable in-recipe placements tap into relevancy by matching a shopper's mindset when building their list and planning their shopping trip. Merchant teams using historical sales data to build end caps and holiday merchandising plans will benefit from their retail media networks' offsite partnerships by aligning messaging across multiple touch points where shoppers are most reachable, away from retailer.com. 3. Visuals: 📌 Here are the Holiday food trends Chicory saw across the network of over 5,200 food/recipe sites. These offsite food trends can inform in-store visuals specific to a given retailer and allow RMN teams to find additional ways for products to stand out and benefit advertisers. Brands tapping into these trends can align with retailer plans by matching offsite messaging with onsite and in-store priorities. https://lnkd.in/gAh6km55.

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Customer and brand loyalty continues to be a strategic focus as we head toward 2025. Ultimately, the brands that treat loyalty as a commitment to creating meaningful, consistent interactions make customers feel valued and eager to return. It is exactly that long-term investment in customer relationships that brands can use to foster deeper connections, sustained growth and lasting brand advocacy.

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Gartner reports that marketing budgets are falling and most CMOs are banking on AI saving the day. But what are marketers giving up when they join this race to the bottom? Of course, we cannot lose sight of the transactional part of the funnel, but at some point you have to give people more than a rational reason to engage with a brand at the risk of commoditization. At @Firehouse, our approach has been to lean in even further into what we do best — strategy and creative — while sacrificing our media-buying department. We don’t need to handle all a big client’s business. We have to bring our care, thought, and creativity into every campaign, even the ones that go up one minute and disappear the next. I am not opposed to using AI. It’s about finding the right balance. Developing people’s affinity with a brand for long-term loyalty is the job of a good creative agency and precisely what AI doesn’t do well. Creativity and efficiency can be complementary. Just don’t hand over all your power and responsibility to the tool. #AI #machinelearning #Firehouse #creativity #agencies #marketing #advertising #efficiency

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