State Farm has spent tens of billions of dollars on TV advertising and brand marketing. But programmatic media buying also has a big role to play in helping nurture leads, says Alyson Griffin, State Farm’s head of marketing.
Performance marketing is more effective when it’s woven into a broader strategy that also includes branding efforts, according to Ally Financial CMO Andrea Brimmer.
In the face of persistent economic uncertainty, marketers are simultaneously hustling to satisfy quickly changing consumer appetites and striving to squeeze the value out of every last marketing dollar. Not to mention needing to adopt full-funnel marketing approaches and allocate spend to channels as flexibly as possible.
In October, Anagram spun off from programmatic platform Digilant and relaunched as a full-service media agency. Since then, it’s set its sights on serving the little guys: midmarket brands.
If you’re a marketer who wants to hear a comforting bedtime story about how brand marketing will endure during the impending recession, you’re not going to get it from Sir Martin Sorrell. The conventional thinking goes that if companies maintain their investment in brand marketing to stay top-of-mind, even when the going gets tough, they’ll be […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. LOL Remember Comscore Rankings? Digital publishing is in a period of self-reflection. Instead of bragging about mass reach, the new norm will be looking at rational numbers to evaluate reach and readership, writes Brian Morrissey, former president and editor-in-chief of Digiday who now writes […]
“The Sell Sider” is a column written by the sell side of the digital media community. After this exclusive first look for subscribers, the story by AdExchanger’s Allison Schiff will be published in full on AdExchanger.com tomorrow. Driving downloads is important. But Ben Webley, CMO of game developer Scopely, is looking for users who want to stick around. “We’re […]
Todd Ballard, GoPro’s CMO, has his work cut out for him: Encourage people to buy action video cameras when nearly half the humans on Earth already have access to a sophisticated, high-quality camera embedded directly in their phone. Once a darling of Wall Street, GoPro’s stock has mainly been on a downward spiral, with a […]
Direct-to-consumer brands have just as much to learn about retail as traditional retail brands can learn from DTCs. “DTC founders make the mistake of thinking we know everything, just because we were able to scale and build our businesses faster,” said Nate Checketts, CEO and co-founder of Rhone, a men’s sports apparel startup founded in […]
When DoorDash partnered with The Cheesecake Factory in December to give away 10,000 free slices of cheesecake, the food delivery app set up a cross-functional war room to deal with the logistical complexity. Free food is always a strong customer acquisition tool, but if marketing pushes an offer and product isn’t in the loop, users […]
