Mike Weber 🛒

Is your #ABM activity living up to expectations? So often, ABM programmes get off on the wrong foot, or spin their wheels. Here's our digest of the biggest inhibitors to ABM success, along with some thoughts on how to overcome them.

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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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I’m excited about what the future of retail media means for our media tech clients but also for marketing leaders in general. BCG does a great job outlining why CMOs will want to increase retail media spend—and how RMNs need to step up their game to help them justify greater investment. If we are to believe analyst projections of $100 billion in U.S. retail media spend over the next 2-3 years, it seems many of the items on BCG’s RMN “to-do” list need to happen, especially: - Offering a more seamless customer experience across online and in-store to boost performance across the full consumer journey - Providing more and more data and actionable reports to enhance transparency, insight, targeting, and personalization - Deepening relationships to deliver increasingly tailored media solutions that are unique to each advertiser and its consumers - Achieving a level of sophistication that matches—or at least approaches—the performance, scale, and precision of leading digital ad platforms like Google and Meta (e.g., as Amazon has done) https://lnkd.in/gKJ53T-x

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Why is video the future of #B2B marketing? 📈 Merkle's Sonya Hand and other execs reveal how video is helping brands break through the noise and connect with decision-makers in new ways. Explore the full discussion in The Drum: https://bit.ly/3XdzgPf

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In the world and industry of #digitalmarketing, this is why it is important to diversify your strategy, campaigns, and social platforms! #lookattheanalytics #demographics #salesfunnels #sustainability

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This article from Forrester got me thinking. What actually makes a good advertising experience? The authors make the point that… “Partnering uncritically with Google at the expense of other initiatives further strains the value exchange between brands and consumers.” When browser histories are cleared and cookie caches are emptied—that’s a vote. A vote for less retargering and less “personalization”. A vote for a better experience. A relevant experience. Instead of continuing with the status quo, the authors recommend testing and learning from #contextualtargeting and developing direct #retailmedia relationships among a few others. Give it a quick read and let me know what you think. 🤔

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