Mark Schwartz

CMO’s and agencies are so enamored with bottom-funnel targeting tactics that they totally lost the ability to move people effectively—their judgement is out of balance with real needs today. The targeting down funnel ‘disease’ gives marketers a feeling that they aren’t being wasteful but so much is showing they aren’t being effective either. “This ….reveals …a fundamental mismatch. Respondents are applying bottom-of-funnel tactics to what they've identified as top-of-funnel brand building objectives.”

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Jennifer Kattula, could not agree more -> "Generative AI is transforming marketing and how brands engage with their audiences. As much as I love AI, robots will not replace human taste, craft, curation, or nuance" What a wonderful conversation with Kristin Reagan from Annalect. Highly recommend this read.

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AI search has been redefining the consumer path to purchase. In my latest piece for Mediapost, I dig into why this channel is rapidly becoming a top driver of conversions, and what brands need to consider to win in this new landscape. Read more here: https://lnkd.in/eW5cKf5R #BrandInsider #networkedexperiences #connectedcommerce

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Most would agree with the perspective on the programmatic ecosystem shared by PubMatic's CEO, stating that it is “multifaceted, certainly complex.” Unfortunately for marketers, this is dramatically compounded by the lack of transparency, which allows intermediaries to siphon media dollars into fees, direct advertiser investment to “owned” solutions, and compounds the failure to constrain non-human traffic.

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Jon Watts from AdExchanger “There’s this promise in the industry of completely accurate, deterministic data that matches sophisticated and vast advertising targets and attributes onto individuals and households,” Watts said. “This leads marketers to believe that when they buy against a particular target, they’re reaching that target – and, unsurprisingly, the truth is much more complicated than that.” This why Eaglecom talks more about economic media buying approach than precise targeting for nonprofits when it comes to to driving giving demand. https://lnkd.in/ewcJA37t

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CMOs Are More Focused On Growing Revenue Than Brand Awareness https://lnkd.in/g8jyVmuY Chief marketing officers are increasingly prioritizing direct revenue outcomes over traditional brand awareness efforts, influenced by economic pressures, performance measurement demands, and AI‑enabled tracking. This shift reflects a need for more measurable impact on business performance, with revenue growth becoming a leading strategic metric for modern marketing leaders. #CMOInsights #RevenueGrowth #MarketingStrategy #BrandVsPerformance #BusinessImpact #DataDrivenMarketing

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