Fabio Marciano

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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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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This month, Reagan Colpitts wrote about the ways ECPs can make the most of their patient base through word-of-mouth marketing. She wrote: "Whether it’s online influencers or the people closest to us, we’ve all been influenced to purchase something or try something new. Chances are you’ve visited a store or tried a service because someone recommended it. "That recommendation is the strength of word-of-mouth (WOM) advertising, which is eight times more powerful than traditional advertising. It transforms your patients into loyal brand advocates and can be a game changer in expanding your patient base." Read the full article for her five best tips on increasing your word-of-mouth advertising: https://lnkd.in/etH4PBB3 #optometry #opticianry #optometrist #optician #eyecareprofessional #ecp #IECP #independenteyecareprofessional #privatepractice #optometricphysician #optometrystudent #independentpractice #independentstrong #independentODs

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The vultures of short form content and influencer driven marketing are circling millennial and Gen-X marketing. Read on to learn why most modern marketing is doomed to fail the emerging demographic of Gen-Z consumers. https://lnkd.in/ewzv-c27

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Fellow Marketers, a must read report to equip you for 2025. Gartner paints a concerning picture of the Marketing challenges into 2025: - Marketers Are Overwhelmed by Change - Many CMOs aren’t fulfilling their growth potential - Customers feel misunderstood, and many campaigns underperform Of course the question is WHY (interestingly I see data for some of the same challenges in other roles), what is the answer to that in your case? https://lnkd.in/ebiHJ-7y #CMO #chiefmarketingofficer #marketer #marketing2025 #gartner #gartnerreport #change #growth #CMOLeadershipVision #leadership #board

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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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Since 1943, Maslow’s Hierarchy of Needs has been a preeminent framework used by marketers to better understand the needs of target consumers. Some 80 years later, our physiological needs haven’t changed, but what we want as consumers — as it relates to our safety as individuals, our desire to connect with communities, and our own self-actualization — is evolving faster with each generation. Gen Z is the prime example: As the first generation to exist in both physical and digital realities, any effort to connect with this group authentically, and meet their needs in both realms, demands new ways of thinking. That’s why Mindshare collaborated with the Gen Z consultancy JUV (now known as UTA’s Entertainment Marketing Next Gen practice, following a March 2024 acquisition) to create a new model. Our goal in revising the framework is to create a better understanding of everyday tensions in the Gen Z experience, so brands can connect with them as consumers more meaningfully.

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Spotlight on 2024 Pitcher Awards Good - For-Profit Organizations Category Winners Social purpose campaigns play a pivotal role in today’s business landscape. Beyond profitability, companies are increasingly recognizing their responsibility to address societal challenges. These campaigns align brands with meaningful causes, fostering goodwill, trust, and loyalty among consumers. Now, let’s delve into two remarkable campaigns from the 2024 Pitcher Awards that exemplify this impactful approach. #PitcherAwards2024 #SocialImpact #AfricaCreativity #BestAds #ImpactfulInnovators #PurposeDrivenMarketing #CreativeGoodness #ProfitWithPurpose https://lnkd.in/dB7Hgik9

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When it comes to holiday campaign planning and activation, the saying "If you're not early, you're late" can be applied. As consumers increasingly spread out holiday spending across several months, Stephanie Warner Juhas explains why it is key to connect with them sooner rather than later. Schedule a strategy call to get started today! https://hubs.ly/Q02FQBs80 #DigitalRemedy #PerformanceMarketing #HolidayMarketing #HolidayShopping #HolidayCampaign #HolidayPlanning #MediaStrategy #MediaPlanning

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This Journal of Marketing study finds that influencers with smaller followings provide more ROI than influencers with larger followings, challenging the prevailing thought that larger audiences guarantee better outcomes 🎧 Read an in-depth recap of this research: https://lnkd.in/g-GFrn-W The full study by Dr. Maximilian Beichert, Andreas Bayerl, Dr., Jacob (Yanco) Goldenberg, and Andreas Lanz is available here: https://lnkd.in/ebX7itfd #influencermarketing ##followers #socialmediamarketing

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Well said Nathan W. Adams. "My take: Healthcare orgs can get ahead of consumer dissatisfaction by amping up their engagement strategies, including how effectively they communicate with members. According to McKinsey, 67% of members found health and wellness media to be helpful in their healthcare journey. This number should be even higher, IMO. Relevancy is everything." Recent CMS rulings are forcing MA plans to scramble on benefit design. This will result in significant AEP shopping! Smart plans are working to strengthen current member relationships in advance of AEP to minimize defection. Linkwell Health is helping MA plans drive greater digital engagement to impact retention while lowering costs with AI driven/proven journeys. #Medicareadvantage #memberretention

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Commerce has evolved rapidly, rendering your old strategies obsolete. That is of course assuming you have a commerce strategy. In this new era, foresight & agility are key for Consumer Brands. The Interpublic Group (IPG)'s Guidebook for Winning in Commerce provides a roadmap for navigating the emerging challenges, such as how ... 🔍 Invisible commerce is reshaping traditional touchpoints. 💸 Demand for convenience is challenging margins. 💬 Product communities are democratizing brand trust. Addressing these is crucial to stay competitive and win profitable share. Use this link - https://lnkd.in/gh_3EF8f - to download the pdf report and learn how to turn these challenges into your opportunities. #Commerce #ConsumerBrands #DigitalTransformation #Strategy

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Are you telling the right stories for your business or organization? Don't miss our next #LunchandLearn with The Marketing Apothecary on "Unlocking Your Marketing Potential with the Power of Story" on Sept. 12. Register to learn how to use the 7-part #Storybrand framework to tell your story: https://bit.ly/3z3w3cU

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CPG brands, Can you relate? See how you can solve these challenges in our guide: 10 Ways to Build Consumer Engagement for tips and tricks to improve your strategy: https://lnkd.in/e2saTdGH #CPGMarketing

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While more than half of consumers are frustrated when brands send irrelevant content and offers, 85% love when they get it right. “Consumers’ favorite brands are getting personalization right,” says Campaign Monitor by Marigold’s latest Consumer Trend Index study. “85% of consumers say their favorite brand treats them like an individual.” 78% say they’re likely to engage with an offer tailored and personalized to their interests, up from 72% last year. The survey also found that, using the ultra-scientific terms of what consumers find “cool” with their personalization, 84% were “cool” with birthday offers and 80% with recommendations based on past purchases. Of course, all this leads to the importance of getting that personal first- and zero-party data. In exchange for that information, 91% of consumers would accept discounts and coupons from brands. Other valuable offers include reward points (89%), early or exclusive access to offers (83%), and a chance to win something (81%). #personalization #marketingpersonalization #firstpartydata #zeropartydata #consumerpersonalization #consumerengagement #customerpersonalization #customerengagement #publishing #publishingindustry #digitalpublishing #mediapublishing #digitalmarketing #digitalmediamanager #digitalmediamanagement #MarketingManager #MagazineManager (Photo Source: Marigold)

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If your customers have a pulse, then they have emotions. This article is almost 9 years old, yet it still holds the key to what’s holding a lot of companies back. “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. We call them ‘emotional motivators.’ They provide a BETTER gauge of customers’ future value to a firm than ANY OTHER metric, including brand awareness and customer satisfaction, and can be an important new source of growth and profitability.” It’s not “new” any longer. A shift is happening. #brand #creative #customerexperience #emotions #beyondthebot https://lnkd.in/euwMST4u

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🚀 Experienced CMOs Can Be Hard-to-Find, Pricey, and Not Always Available When You Need Them! With CMOs On-Demand from Compass Marketing Boston, gain access to a trusted, seasoned marketing professional who will seamlessly integrate into your team, understand your business inside-out, and drive your high-impact marketing initiatives. Whether you're a startup, small or medium-sized business, or an established enterprise, our Fractional CMOs bring a wealth of knowledge tailored to your unique needs. Our Fractional CMOs Are: 💼 Experienced Marketers. With 10+ years of experience leading brands in an omnichannel environment, each CMO has held leadership roles at The Coca-Cola Company, Kraft Heinz, Wayfair, Amazon, Starbucks, Procter & Gamble, and startups like Proud Source Water and Balanced Health Botanicals. 💼 Nimble Leaders. Experts at driving corporate growth initiatives, with hands-on experience scaling businesses of all sizes. 💼 Cost-Effective. Get the marketing leadership you need—without the recruiters, training, and exit costs! Plus, each CMO is backed by the Compass Marketing team, boosting your team’s strength and providing the resources to swiftly execute your growth plan. 💡 Interested in hearing more? Schedule a 30-minute complimentary call with us to talk about your business needs, so that we can propose the perfect candidate(s) for you. 

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In today’s market, consumer responsibility is crucial. The latest research, "The New Rules of Engagement," explores how brands can better serve a more responsibly minded consumer base. True customer-centricity—putting consumers first—requires bold strategies, yet many brands struggle to meet this standard. There is a huge opportunity in helping consumers waste less through smart use of technology. Imagine products tagged with QR codes, enabling efficient replenishment and minimizing waste by ensuring items are used before more are purchased. Unconditional customer-centricity means understanding consumer needs so deeply that, even if your product is unavailable, you suggest a competitor’s product that meets their needs. This kind of commitment fosters brand loyalty. Looking ahead, marketing must evolve beyond just selling; it should focus on education, communication, and facilitation. By leveraging data from smart devices, we can help consumers make better choices and live more sustainably. Let’s push the boundaries of customer-centricity and lead the way in a new era of responsible marketing. #DigitalTransformation #CustomerExperience #Multichannel #Omnichannel #Martech #Adtech #Ecommerce #Data #AI #ArtificialIntelligence #PredictiveAI #GenAI #Riyadh #KSA #Saudi #Expo2030 #SaudiArabia #Vision2030 #GigaProjects #GlobalMetropolis #RiyadhExpo2030 #Dubai #AbuDhabi #UAE #Emirates #Automotive

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