marketers Picture

Why marketers’ picture of seniors is getting old

It’s a lazy stereotype typically played for laughs: a befuddled senior trying to figure out how to turn on an antiquated desktop computer. It turns out, it’s as wrong as it is outdated. “I love YouTube! I’m a YouTube fanatic. I get up in the morning and get on YouTube.” This rousing endorsement didn’t come…

marketers Story

The Story Arc: A Marketer’s Roadmap to Greater Impact

September 1, 2021 Content Because of its ability to draw readers in, storytelling has become a potent format for B2B writers. Just like everyone else, many businesspeople enjoy consuming information in story form versus other formats. Because they come with a beginning, middle and end, stories propel audiences along a path that’s both easy and…

marketers shift

‘Marketers have to shift their expectations’: Despite turmoil in parts, Facebook’s ads business holds up against Apple’s privacy crackdown

Long-term gains seldom come without short-term pain as the state of Facebook’s ads business bares out.The social network has been at the sharp end of Apple’s crackdown on in-app tracking since it started three months ago. Media dollars have been paused and reallocated as marketers saw their ability to personalize ads impaired without an abundance…

creating marketers

How marketers are creating long-term customer relationships by leveraging householding

Humans are social beings, wired for connection. It’s no surprise, then, that the most successful brands foster long-term relationships with their customers. After all, marketing has always been about building an emotional link that creates a long-term alliance, which results in repeat usage and purchase. Neuromarketers point out that consumers are more inclined to buy…

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As NIL era arrives, marketers find an influencer playbook

There’s a new crop of influencers on the horizon for marketers after the NCAA’s recent adoption of a policy allowing college athletes to benefit from their name, image and likeness (NIL).Basically, the long-awaited ruling means college athletes can start making money for their influence. Marketers have been eager to pony up. In the week since…