Chance Chapman

A pragmatic approach that asks the industry to "reinforce the foundations of a digital advertising ecosystem that values authenticity and penalizes deceit." It's time to go back to the future and demand that advertising is placed alongside quality content.

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

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JUST RELEASED: Are your campaigns effectively reaching your target audiences? In collaboration with Qrious Insight, the Game-Changing Shift report series delves into social advertising effectiveness. How does personal media choice affect brand campaigns? We’ll explore the impact in 4 categories, starting with QSR. Check out the full report.

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https://lnkd.in/gSNGxFQp The Spencer Stuart annual CMO Tenure Study offers compelling insights into the evolving role and stability of CMOs, particularly noting the tenure stabilization at 4.2 years for Fortune 500 CMOs. It's intriguing that B2B CMOs tend to have longer tenures compared to their B2C counterparts, with 4.5 years versus 4.0 years respectively. This difference likely reflects the distinct challenges and market dynamics each sector faces. The study also highlights the increasing trend of CMOs taking on broader responsibilities and the significant number of first-time CMOs being promoted internally, suggesting a strong emphasis on leadership development and succession planning within organizations. It is great to see that women now represent half of Fortune 500 CMOs. I believe it's important now for companies to turn their attention to improving development and support systems for diverse high-potential leaders. #CMOtenure #B2BMarketing #Leadership #WomeninMarketing

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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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Out of home is measurable! With the right planning, we can tell you everything from how much an OOH campaign improved brand metrics to how many people saw the ad and visited the business.

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What do you think, is it worth the hype? A colleague shared this article with me today, and it is too good not to share more broadly. IMHO, most public sector orgs are far from ready for GenAI: 1.) because the tools are not mature enough, and 2.) because most orgs have some housekeeping to first (e.g. data, policy, processes). As my colleague pointed out, we haven't even really tapped into the full potential of more mature types of AI yet and some are ready to leap ahead to the unknown of GenAI. I'm here for it and excited about it, BUT...use caution when running toward the shiny new thing! https://lnkd.in/ePsappRB

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Is wokeism a smart marketing strategy? This topic is addressed in my latest blog post. Common sense advice for a complex world. https://burghardgroup.com/

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Post purchase branding is even harder to get over the line than big budget brand campaigns. Try asking the CFO for money to spend on people who have already bought your product. There are ways to achieve this by stealth though. People make rewarding connections with people who share their interests and passions and though those interests may not be brand specific, brands can engage with these networks. They can also do it by creating their own communities but the focus must be on interaction not action - it's not a performance marketing tool, it's top of funnel. However, it is also where post purchase opportunities lie. People interacting with like minded people meets confirmation and affiliation needs. Laura Mulcahy Carl Sarney Jemimah G. Jo Wyld

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AI Revolution in Google Search and Ads: Stay Informed to Seize Opportunities The digital landscape is evolving at lightning speed, and AI is at the forefront of this transformation. Google Search and Google Ads are no exception, with AI-driven innovations reshaping how businesses reach their audiences. Here’s what you need to know: AI in Google Search: Google’s search algorithms are becoming more sophisticated, leveraging AI to understand user intent better and deliver more relevant results. Features like BERT and MUM enhance contextual understanding, making SEO strategies more complex yet rewarding for those who adapt. AI in Google Ads: AI is revolutionizing PPC with smart bidding, responsive search ads, and automated targeting. These tools use machine learning to optimize ad performance, targeting the right audiences at the right time with minimal manual intervention. While this increases efficiency, it also requires a nuanced understanding to fully harness its potential. Risks of Falling Behind: Lack of knowledge about these advancements can lead to missed opportunities and wasted resources. Here’s why: 1️⃣ Ineffective Strategies: Traditional SEO and PPC tactics may no longer yield the desired results. Without adapting to AI-driven changes, your campaigns could underperform. 2️⃣ Increased Competition: Competitors who stay ahead of these trends will capture a larger market share, leaving you struggling to catch up. 3️⃣ Resource Misallocation: Investing time and money in outdated strategies can drain your resources without delivering ROI. Staying informed ensures your efforts are aligned with current best practices. Staying Ahead of the Curve: Equip Marketing Group is here to help you navigate these changes. Our team stays updated on the latest digital marketing trends, ensuring your strategies are optimized for AI-driven Google Search and Ads. Don’t let ignorance of these crucial changes hold you back. Embrace AI, stay informed, and turn these advancements into opportunities for growth and success! https://equip.agency/ (330) 600-3092 #DigitalMarketing #AI #GoogleSearch #GoogleAds #SEO #PPC #MarketingStrategy #EquipMarketingGroup

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Midwest Digital Marketing Conference is in about two weeks, get your tickets! If you're coming, make sure to register for my session, Transformative Search: Emerging Search Trends and AI Innovations. #googleai #google #paidsearch #digitalmarketing #ai #artificialintelligence #wavemaker

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As our digital world continues to create a more singular portal for brands and diverse audiences, customers and ancillary audiences have fewer and fewer venues in which to view product and service brands in isolation. These brands are almost always viewed in the context of the larger, umbrella corporate brand. And yet, many organizations continue to allow under-supported and misunderstood brands and branded assets to exist outside of stronger parent brands. (Read the full post, below.) Check out our white paper: The Case for Brand Consolidation https://lnkd.in/g877aH7G #brands #corporatebrands #subsidiarybrands #brandarchitecture #brandplatforms #brandconsolidation

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Fractional CMO vs. Consultant: Unpacking the Differences for Your $20M Business ** Confused by Fractional CMOs and Marketing Consultants?** Consultants offer project-based expertise, often for specific tasks. Fractional CMOs become an extension of your team, providing ongoing strategic guidance and execution oversight while building your team internally. Think of a Fractional CMO as your marketing partner, driving long-term growth. https://lnkd.in/gX-85eCq #fractionalCMO #marketingconsultant #growthstrategy

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Folks, we have an exciting webinar TODAY on the hottest topic in the media industry right now: Retail Media or Commerce Media. We have an outstanding panelist lined up, and you definitely don't want to miss it. If you're a CPG marketer, this topic is a must for you. I assure you that you'll walk away with actionable insights to bring back to your organization. Click the link below to register. Looking forward to seeing you there!

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This is a must-read for CMOs. Mars United Commerce spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Brand CMOs and CEOs shuold also take note. Link to read it in the comments. #retail #brand #growth #CMO #Marketing

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Dive headfirst into B2B marketing with a sparkle of wit and a pinch (or perhaps a handful) of absurdity. Five ways to make your content shine. Get the tips. https://ow.ly/lX8h50PTB4X #B2BMarketing #AccountingMarketing #B2BMarketingTips

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