Mary Reilly Dantzler

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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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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NEW TAXONOMY HELPS NEWS PUBLISHERS BYPASS BRAND SAFETY BARRIERS - Local Media Consortium launches NewsPassID with a new content taxonomy for programmatic ad deals. - Advertisers can buy brand-safe, contextually targeted inventory from vetted news publishers via a private marketplace. - New system bypasses automated keyword blocklists, addressing issues of demonetization for news content. - At launch, 5,000 vetted publishers offer inventory across multiple formats, categorized into 10 high-demand content areas. - The platform minimizes ad tech intermediaries, allowing publishers to collect the majority of ad revenue. 📖 Article by Anthony Vargas at AdExchanger : https://lnkd.in/gixraBh8 🌎To learn more join the AdTechGod Slack Community: https://lnkd.in/g-XzVDkX ✉️Sign up for the Marketecture Media newsletter: https://lnkd.in/gm85yuaf

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How is AI changing Google Ads? If your leveraging or considering paid ads (PPC), you should listen to this podcast by Jared Correia and Desire'e Martinelli. They discuss: 1. Proper Conversion Tracking on Google Ads. 2. Setting Up Effective Landing Pages for Higher Conversion Rates. 3. Overview of Automated Campaigns and AI in Google Ads. 4. Potential Ethical Violations with AI-Generated Ad Copies. https://lnkd.in/ed_-Xf2g

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Subliminal advertising has been a topic of fascination since the 1950s, but does it still work in today’s ad-heavy environment? 📺 One fascinating fact: consumers process millions of bits of information unconsciously every day, meaning many ads still affect us even if we don’t realize it. But with attention overload, the real question is—should brands focus on what’s hidden, or on capturing attention openly and authentically? Check out this insightful piece by Infillion’s Jamie Auslander on the evolution of subliminal messaging in advertising. #Infillion #AdvertisingTrends #SubliminalMessaging #ConsumerAttention #MarketingInsights

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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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Some good points are made by PubMatic’s Andrew Baron in AdExchanger’s latest Data-Driven Thinking column. Ironically, cookies were never that big of a problem in the first place—your humble, anonymous cookie is far less personal than a hashed email (which, as the FTC recently reminded us, is in fact still PII). But to the writer’s point, years of worrying about their impending deprecation have led to some very positive changes. First- and carefully curated and enhanced second- and third-party data will always yield better results, assuming you can protect the privacy of the consumers who produced it. And yes, whatever more personally identifiable data you’re working with—whether it’s sell-side targeting, modeled audiences, or contextual signals—alternative IDs have shown great promise in creating a layer of privacy protection. However, the real challenge arises when these identifiers traverse the bidstream and are shared with third parties. No matter how secure your encryption, once data leaves your control, it’s vulnerable to exploitation or reverse engineering. Anything can happen. The signals aren’t the problem—it’s the way we’re sharing them. We built Symitri to solve these inherent privacy challenges in adtech infrastructure. By ensuring that personally identifiable data never leaves the control of its owner, Symitri offers truly deterministic targeting without sacrificing privacy. With Symitri, you can achieve precision, performance, and privacy—no compromises necessary. #Symitri #Privacy #DataProtection #Trust #TRUSTX https://lnkd.in/eS9Aem8B

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Feeling invisible in a crowded market? Join the ranks of the top 30% adopting integrated marketing strategies and triple your leads. Transform your game plan now. In the conquest for visibility, the heroes are not the loudest but the most resonant. Integrated marketing is your forge – a place to meld careful data analysis with human-centric stories, turning scattered touchpoints into a tapestry of consumer trust. 🎯 Imagine a customer's journey, streamlined and seamless, weaving through Facebook ads to email chains, all emblazoned with your consistent, tailored message. Consistency breeds familiarity, familiarity breeds trust, and trust? Well, that breeds conversions. 💡 Data-driven precision enables the kind of personalization that can seem uncanny – the right message to the right person at the right time. Your CRM isn't just a tool; it's your lead-generation compass. 🤝The symbiosis between your sales and marketing teams is non-negotiable. It's the keystone of an integrated strategy. Share insights and align goals – make the internal as cohesive as the external. 🚀 Brace for the future – augmented and virtual realities await. Immersiveness is the next frontier. Brands like IKEA and Sephora are already there, offering experiences that are more memorable than a mere ad. Integrated marketing isn't just a technique, it’s your round table, bringing together diverse channels in a democratic display of story and precision. Adopt this holistic approach and see how invisibility fades away to reveal a stage where your brand claims the spotlight. Curious about integrating your marketing efforts? Drop a 💬 below or DM me and let's chat about hitting that bullseye for your brand. -MarketingStrategy -LeadGeneration -IntegratedMarketing -BusinessGrowth -Innovation -MarketingTips -FutureOfMarketing -BrandVisibility -CRM -Personalization Read more on the blog: https://lnkd.in/dSQRFU26

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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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Hey Jessica Kao Kudos for bringing live MUGs back to Silicon Valley! 🚀 Fourteen years of SV MUG is quite an achievement. I remember how incredibly useful those meetings were, especially in the early days when the Marketo community was small, compared to the 8,000 certified experts today. I've been reflecting more on Marketo recently, especially with Jon Miller's thoughts on the future of marketing automation. I've always seen Marketo as a developer's platform for marketers—it offered immense flexibility but also came with the risk of creating a “Frankenstein” instance if not carefully managed. In the early days, Marketo opened the door for non-tech marketers to develop new skills in a new era. Marketo did a fantastic job fostering a vibrant community that thrived on discovering the latest tricks and workarounds. The product's complexity fueled the growth of experts and consultancies like Digital Pi, which helped companies either implement Marketo, clean up messy instances, or crank out campaigns. But as we look 18 years ahead, major shifts are evident. Marketo feels increasingly outdated, and its role within Adobe’s ecosystem continues to evolve. What was once an all-in-one solution now finds itself in a more complex, interconnected martech landscape. The vibrant community, once energized by the Marketo Summits, now faces a new era of B2B marketing transformation. So, it’s great that SVMUG is keeping the tradition alive with an in-person meeting this month – I’m looking forward to it. I have a suggestion for the next featured speaker: Jon Miller. Imagine Jon at a SVMUG meeting, sharing his vision for the future of marketing automation post-Marketo.  What do you say Jon Miller? Mixing the old with the new could be fun. Hey, I'd wear my vintage Marketo t-shirt!

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Google 🍪 announcement + Oracle 💰 settlement signal a shift to Consumer-centric advertising. The recent #adtech developments at #Google and #Oracle may seem disconnected at first, but they signify a significant shift towards consumer-centric advertising. Alongside Apple, these tech giants are embracing privacy concerns and strategically repositioning themselves by prioritizing consumers. This move aims to reduce risks and drive growth by empowering consumers, advocates, and next-gen companies to innovate new approaches in place of legacy adtech. The ripple effect is evident, with companies like Amazon and Meta expected to follow suit to mitigate the legal and financial risks highlighted in the coverage of Oracle's recent settlement. I transitioned from retail and ecommerce to adtech two decades ago with a vision to revolutionize advertising by attacking the inefficiencies of offline methods adopted in the digital realm. Seemed like an easy fix but it turned out to be a long slog. I also saw the inherent risk from cookies that hold adtech together to this day. Now it seems the consumer is finally getting a seat at the advertising table, and they don't like cookies or spam. For advertising and publishing businesses, the time is ripe to pivot towards alternative strategies in alignment with this evolving landscape. Seeking expert guidance to navigate these transformations could be the key to staying ahead in this dynamic environment. DM me for a chat or simply to chew the fat :) Google announcement - https://lnkd.in/gu9a-wba Oracle coverage- https://lnkd.in/gA9H-Fey My take from 2013 - https://lnkd.in/gB8QCjF

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Forrester’s Rick Bradberry and Amy Hawthorne share their thoughts on the need for Revenue Process Transformation and introduce the Forrester Opportunity Lifecycle at #B2BSummit.

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With the rise of apps and social media, is your brand's website losing relevance? Merkle's Chanelle de Nysschen considers why a strong web presence is crucial for maintaining your brand's unique identity. Explore the debate in The Drum's latest feature: https://bit.ly/3TfNcHa

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Here's what you should (and really shouldn't) do when it comes to Personalized Video.

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Our Gartner Marketing Symposium/XPO opening keynote emphasized the need for leading CMOs to stop simply reacting to disruption, and instead to anticipate and re-direct it to help their orgs evolve. A great tool for this is Gartner Futures Lab's Tapestry of Trends, which recently published and is available to Gartner clients here: https://lnkd.in/eREZy_VB Not a client? Check out our insights here: https://gtnr.it/GExpert Tapestry examines the political, environmental, economic, societal, and other forces that will impact your business in the coming years and what you should do about them today. #cmo #digitalmarketing #marketing

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The central question of B2B Marketing should be "who should be our next 10 customers..." and everything you do should be built around the answer. Today's newsletter is Part 2 of "The Main Things That Work in Enterprise Marketing (and Cost $0)" https://lnkd.in/ekpc8DK2

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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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