Ulli Appelbaum

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in the Traditional Marketing Model "Generative AI won’t deliver its full potential if organizations try to plug it into outdated operating models."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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Squeezing the value: This article from Forrester suggests B2B CMO's aren't really expecting much in the way of budget increases next year. https://shorturl.at/FfVks, so getting the biggest bang for your marketing bucks is more crucial than ever. 💲 When KoalaB2B launched back in April, we did so because we believe in the power of #intent #data and its ability to shine a light on early buying behavior. 💳 Intent data is proving valuable to many. ZoomInfo's customer impact report suggests 62% of marketers engage more in-market accounts through intent. https://shorturl.at/4k4TR and plenty of others are achieving increased pipeline results. 🈺 So, if you're looking to maximise your budget and drive targeted leads through intent data then come check out www.koalab2b.com 🐨

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near 8 decades of marketing and marketing research experience Steve and I have taught one key lesson ... marketing is all about knowing matters to people not consumers enjoy the series .. more to come

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Sometimes the stars align, and you get to share your passions with the world. Sure, I know marketing - but did you know I'm the world's foremost expert on the ambrosia of the gods, otherwise known as Diet Mountain Dew? (Those of you who know me personally...know this to be true). I got a chance to talk to Charles Passy at MarketWatch about my love for doing the Dew (and a few thoughts on why it's not clicking with Gen Z). You can read about my absolutely appalling habits here: https://lnkd.in/eh32DfWj I'm completely aligned with Serenity Griffin, who is quoted on Mountain Dew's artificial coloring. To me, the neon green is part of the appeal, but for wellness-obsessed Gen Z, I get it! But the idea of a "clear" Mountain Dew soda is just so counter to the brand, I don't see how that could ever work (I imagine it going down the same path as Crystal Pepsi). If I were PepsiCo, I'd consider two campaigns: 1) Bring back DewMocracy. It is quite literally a bipartisan soda -- apparently loving Dew is a prerequisite for a United States VP. You could have SO much fun with that. And 2) Lean into being a guilty pleasure. Drink your dew while you're getting ready for a good bed rot. Enjoy the ultimate (but relatively benign) vice (see what I did there!?). #marketinginsights #publicrelations #genZ

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This is a great perspective on the "path to purchase." In this latest report, Mars United Commerce presents a new approach to the classic “path to purchase” that starts with shopper mindsets rather than the more traditional focus on behaviors or tactics in this latest report. Download your copy here: https://lnkd.in/gCkj6Ysz #pathtopurchase #ecommerce #commercemarketing #strategy

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Currently reading Sam Walton’s memoir, "Made in America," and I loved this quote from former Walmart CEO David Glass describing Walton. These qualities have become so important to embrace over the years. Running an agency, growing with the team, and refining how we serve clients is a constant process of trial, error, and adaptation. It means showing up every day with a mindset of improvement, trying new things, and having the courage to pivot when things don’t work out. Like Sam, I’ve learned that failure and being wrong are essential parts of growth. Without that mindset, missteps or feedback could hold you back from progress—and sometimes, you’re on the edge of something great. It’s about asking: What’s the takeaway? How can we do better? This past year has had its challenges, but it’s been full of reflection and refinement. I’ve spent more time in one-on-ones with the team, gathering feedback, and figuring out how we can improve for both clients and each other. We’re experimenting, making educated guesses, and adapting from missteps and surprises. I know not everything will go as planned, but staying flexible is key. It’s equally important to instill this mindset within the team to keep morale and momentum strong. Having a vision and setting goals is important, but loving the process and enjoying the journey is what makes it all worthwhile.

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The Science of Brand love This podcast presents an excellent overview. https://lnkd.in/gqqkP7ms

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Trust is declining. Marketing leaders feel it. Are there large forces at play, or is some of it is our “own damn fault” (h/t Jimmy Buffett). The 2024 Edelman Trust Barometer identifies significant skepticism about AI and technology innovation. The public doesn’t fully believe that business leaders can reduce risk and protect information when implementing or using this technology. That’s the larger force: tech marketing teams are attempting to engage and influence an audience with a distinct trust bias. However, closer to home, tech marketing leaders deal with business leaders who are influenced by the, often exaggerated, promise of AI and technology innovation. Firm leaders may believe AI will bring productivity and speed to marketing and are asking marketing teams to do more with less. Sometimes, a lot less. Is that fair? Probably not. But is everything “fair”? Nope. However, as marketing leaders, we must be honest and realistic about impacts, results, and expectations. Here’s how I’ve seen this play out: Firm leader: “We don’t need to invest in strategy and client research because ChatGPT will do that in minutes.” Marketing leader: ....crickets….🦗 Firm leader: “We can increase the quantity of our content, social posts, and ad generation using AI with no additional spending.” Marketing leader: ….crickets….🦗 If unrealistic expectations aren’t discussed and resolved, it creates problems. When unrealistic (but stated) expectations aren’t met, trust erodes. That’s the “it’s our own damn fault” scenario. Marketing leaders must proactively work on trust, even when difficult conversations occur. 𝗕𝗨𝗜𝗟𝗗𝗜𝗡𝗚 𝗧𝗥𝗨𝗦𝗧 If you are a marketing leader of a tech consulting firm and want to build trust in this low-trust world, start with these four (4) actions: 1️⃣ Have difficult conversations and avoid leaving unrealistic expectations unaddressed.  2️⃣ Be transparent about intent, plans, budgets, and results. 3️⃣ Put client and firm success above marketing (vanity metrics). 4️⃣ Be consistent, reliable, and honest. #ITconsulting #techconsulting #trust I’m David Smith, a marketing leader for tech consulting firms. How can I help your firm? ➡️ Becoming your marketing leader (fractional CMO). ➡️ Helping you define your marketing strategy and plan. ➡️ Establishing a marketing system to get the results you want.

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This is backward thinking. Of course, brands and marketers should seek to avoid backlash, but not by incentivizing persons of influence to stay "apolitical." What kind of society are we advancing if political ideas cannot be shared on free and open platforms? I submit that our goal should not be to keep brands away from political discussion but to require that those discussions be civil and responsible if brands are to be present. This is measurable, enforceable, and healthy for democracy. Brands don't suffer backlash because of adjacency to topics or opinions. They suffer backlash when those opinions are delivered in hateful ways or by hateful people. Remove the personal attack and you'll remove the controversy. It's really that simple to address brand safety for brands around political content. Let's help brands reward and celebrate responsible creators who help audiences better understand the most important issues of our day.

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While I can’t speak to the legitimacy of the accusations herein, this is still a worrying situation for advertisers everywhere. Publications whose reputations are staked on their image of legitimate business are not what many may expect to be perpetrators of MFA Ad fraud. That being said, we can better understand ad fraud by looking at the incentive changes on the supply side of these AdTech deals. Ad fraud particularly harms multicultural publishers, as their reach and impact receive decreased impact when improperly assigned to Ad spaces. #AdFraud #AdTech #ProgramaticSupplyChain

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📊 In the fast-paced marketing world, blending data with creativity can feel like a balancing act. Are you navigating this journey, too? You’re not alone. Cella's latest read explores how data-driven decision-making is transforming the way we approach marketing and creativity. Discover insights on striking the perfect harmony between numbers and innovation to drive impactful results. ✨ https://lnkd.in/ejJiS9mH #MarketingStrategy #Cella #RandstadDigital

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Worth a listen and then a contemplation. FutureView thoughts from my friend and inspiring colleague J. Walker Smith about the consumer mindset today based on Kantar insights and Walker's custom blend of additional research. I admit to finding a few surprises in here, and love the simplicity of "BORING" as a construct for how consumers are navigating continued disruption and the always-on frenetic pace. #consumerinsights #customer #brand

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Ever felt overwhelmed by the sheer number of AI tools claiming to revolutionize creative work? You're not alone. When we started working on Edelman’s 2024 AI Landscape Report, our mission was clear: find out which AI tools truly make a difference for creative teams in the enterprise environment. We dug deep to see: -Can these tools handle large-scale creative projects? -Are they secure and ethical for enterprise use? Looking Beyond the Hype: We prioritized data security, ethical use, and transparency because the unseen aspects of AI can have real impacts. Hands-On Testing: From generating images to editing videos, we put these tools through real-world scenarios to see if they deliver where it counts. I'm excited about what we discovered and would love to share more. If you're curious about which tools stood out and why, let's connect! Download the report here: https://edl.mn/3XP4Owk

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In 60 minutes, I’ll give you a crash course on how strategists can use ChatGPT to write strategy, find insights, and create benefit ladders. I’ll also reveal my 10 best question prompts. Sign up here 👉 https://lnkd.in/gpS8-4Ae

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In my interactions with clients, partners, and peers at LeadsCon three months ago, I still saw some mixed feelings about the FCC rulings. It was evident that there are a lot of positives but the implementation seems to be the tricky part. Most brands are looking at the FCC’s new regulations as an aim to close the lead generation loophole, transforming how consent is obtained in our industry. There is a stronger opportunity to build brand awareness and improve consumer experience right from the point of lead capture and discovery. Consumers generally don't want to speak to multiple providers on the same query. Now, they will have clearer expectations on who will contact them. This transparency will lead to better trust and higher engagement rates/ higher answer rates per lead. Consumers will only be marketed to about the product or service they gave consent to on the original website, and not bombarded by several related product or service marketing calls referencing the same single consent statement. We must begin testing new flows to understand and optimize for these regulations. The implementation deadline of January 25th will be here before we know it! One solution could be presenting a selection of brands to prospects while they are filling out lead forms. Giving consumers the choice of which brands they want to give consent to puts them in the driver's seat. We are doing a beta test of this with some of our partners and will get feedback soon on what the impact is on the performance of campaigns as a whole and to what extent it will improve the consumer experience. Want to learn more about how our solution can support different scenarios of consent capture? Visit https://lnkd.in/eGPRyr6z

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Struggling CPG brand? Marketers often update packaging as a quick fix. But the ROI is far greater when you take the time to address the strategic problems lurking underneath. https://lnkd.in/gxhsU-Ah #marketing #branding #strategy #cpg #roi #business #results #retailvoodoo #davidlemley🚨 Is your brand struggling? It might be time to rethink your strategy, not just your packaging. 🚨 Discover why a holistic brand strategy is crucial for sustainable growth and long-term success. Our latest insights dive into real-world examples, like Russell Stover, to show how strategic planning can revitalize your brand beyond surface-level fixes. Learn how aligning your brand's core values with market needs can lead to remarkable turnarounds. 👉 Read the full article: https://lnkd.in/gxhsU-Ah #BrandStrategy #Marketing #RetailVoodoo #Packaging #BusinessGrowth #DavidLemley

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A recent article from the AMA highlights a critical insight: many U.S. consumers feel ignored by advertising. In a digital landscape that is overflowing with content, personalization and genuine connection are key. As marketers, it's time to rethink our strategies! Understanding your audience and engaging them authentically can transform your marketing efforts. Let's focus on creating experiences that resonate and make consumers feel seen and valued. One size fits all doesn't work anymore. At shyft digital we talk lot about adapting your approach to connect authentically with your audience. I’d love to hear your thoughts on your approach!💡✨ Read the article here:

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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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