Bethany Steffen

According to Mike Treff of Code and Theory, animated logos and interactive elements on websites can effectively communicate brand stories and deepen consumer relationships. Brands that leverage motion to make their digital assets more memorable and compelling, thereby increasing user interaction and product visibility. The strategic use of motion in digital branding not only enhances user experience but also sets a precedent for how brands can creatively engage consumers in an increasingly competitive digital landscape. #BrandStrategy

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Understanding and integrating the user's intent is how you create more profound, lasting relationships with your users. It’s one of the critical pillars of our Intelligent Experiences. Get a deeper dive from the legend Chidi Achara #IX #Huge

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At #ShoptalkFall, dentsu and Merkle's Holden Bale will unveil exclusive data and insights on the future of retail and “unified commerce,” including growth forecasts and consumer shopping behavior. Check out the full agenda here: https://bit.ly/4eT813C

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Generative AI can collect responses and analyze them more quickly and efficiently, to glean takeaways quickly and accurately. Move past the “wow” phase and start asking “how can I use this to grow my business?” https://lnkd.in/gzRJYwtu Visit our Insights to Activate #GenAI portal to 🎞 Hear how (April 17 webinar) 📚 Read how (Point of View) ❤️ https://lnkd.in/g78i_p2s #insightstoactivate

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What ultimately leads a customer to convert is tricky to quantify. Here are eight funnel metrics to elevate marketing efforts. https://adobe.ly/3yeH4aH

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The next step in Bing generative search: today we’re rolling out an expansion of generative search to cover informational queries https://lnkd.in/eAtRs6W6

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Don’t miss out on this opportunity to future-proof your digital strategy and discover how to leverage AI, retail media channels, and influencer collaborations to supercharge your marketing efforts. Webinar leader, Jeremy Kagan who literally wrote the book on Digital Strategy. #webinars #digital #advertisingagencies

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What do you do when your brand is hated? Amtrak is trying to crack that brief. Per the WSJ, they’ve just launched a new ad campaign trying to reframe their train experience as more reliable and comfortable. “A hotel on wheels,” they say. It’s not an easy challenge to solve. 83% of Americans are aware of Amtrak but only 23% consider them. Considering that the amount of people then that actually follow through on a purchase, this is a problem. And for somewhat good reason. Amtrak has a long history of unreliability, breakdowns, delays, spotty WiFi service, and more. It’s historical baggage isn’t easily solved by an ad campaign, from the company themselves exclaiming “we’re better now!” I can’t fault Amtrak for trying and the strategy makes some sense. The campaign leverages ads that juxtapose Amtrak against parts of the airline or driving experience people also hate - middle seats, gasoline costs, etc. But a reason to hate the other guys more is not a reason to love YOU. And Amtrak’s reported budget isn’t bigger to afford this campaign, and it’s media choices are relegated to online environments and transit hubs, reaching people in-market who likely have already made some sort of travel decision vs. building a new brand in more impactful formats. We live in a pretty polarized time to say the least where it’s easy to hate brands and tell other people on social media how much you despise them. And with ones with as much historical baggage as Amtrak, I’m not sure a traditional ad campaign is the answer. Maybe it’s taking this money and investing even more in their product, which they have been doing alongside this campaign - an underrated necessity for any brand trying to change public perception. If you are trying to stand for quality, there is only so much lipstick you can put on a pig. Maybe it’s more B2B type marketing because it seems Amtraks problem is not demand but supply. Perhaps a campaign targeted to legislators in DC is more appropriate. Maybe it’s a more stealth approach than being noticed in the foreground and becoming an easy target for potential customers to dismiss the new Amtrak they see. Or maybe it’s more partnerships with brands their potential customers trust, or an open acknowledgment in their ad campaign that they have fixed the most common problems people see in their product vs. just pointing out the problems with their competitors. There are always many answers to answer a brief. The point is acknowledging all of them, fighting through them, and figuring out what the main problem you have your brand is and what the right route to answer it is. For Amtrak, it’s that nobody likes them. Will traditional ads really change that? https://lnkd.in/eBzAjGqR

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🌟 Astounding advancements in AI-generated design in less than a year! 🚀 ✨ In less than 12 months, the capabilities of AI-generated design have soared dramatically. Slide 1 features AI-generated images showcasing the impressive advancements, compared to the images in Slide 2, which were generated using the same prompts just 10 months ago.   Key takeaways: ⚙️ AI-generated images from 10 months Ago: • Disjointed and randomly placed counters and kiosks • Chunky, floating ceilings lacking integration • Miscellaneous lighting disrupting image backgrounds • Some usable ideas, but overall designs lack cohesiveness and presence   💡 Today's AI-generated images: • Seamless flow in interior spaces, creating cohesive environments • Strategically located interactive monitors and signage • Fully realizable, buildable structures • Inviting environments with a unified, compelling presence   🎨 Can you envision the future of AI-generated design a year from now? Are you incorporating AI-generated design into your creative process? Let's push the boundaries of innovation together! 💡✨ #artificialintelligence #midjourney #exhibitions #eventmarketing #exhibitdesign #immersiveexperience

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Hard to believe that this continues to be hotly debated and protested by both client and agency slide leaders. The answer seems obvious. I would argue against testing a Brand's positioning strategy with consumers. If the right leaders have the right inputs / data (especially consumer and competitive understanding), I recommend not testing a strategy per se. Rather, I encourage clients to move briskly into creative development and then test the creative. This serves as a disaster check on the strategy and also paves way to getting business building creative in market.

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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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In this part of our adaptive organization series, Slalom experts share how leaders can navigate AI-driven disruption with agility and resilience. #ImWithSlalom https://slalom.ws/3YQGWrz

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You don’t need a crystal ball to understand your customers. 🔮✨ With cookies fading away, it's time to rethink your approach. From flexible data tools to privacy-first strategies, LiveRamp has you covered. Ready to see the future clearly? Read the 5 key insights for addressable marketing success.

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Yahoo's latest collaboration with Inspire Brands is reshaping TV advertising with the Yahoo DSP. By streamlining CTV buys primarily with one platform, harnessing the potential of PMPs, and implementing advanced identity strategies, Inspire Brands is elevating targeting and efficiency while setting the stage for the future of media buying. Want to delve deeper into this groundbreaking approach? Read more in AdExchanger: https://lnkd.in/ezuPdQw8

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AI is here to stay, showing tremendous impact, especially on creative workflows But what’s really happening right and how is it impacting marketing and creative professionals? Let's find out. https://lnkd.in/g7AixHxU

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Here's Accenture 59-page playbook on sustainability. Good reading. https://accntu.re/3V3c1aS Or, just check out my blog, not that I'm anywhere near Accenture. But... https://bit.ly/47UoLn9

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