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Marketing in 2025: What brands and marketers need to know
Discover the latest trends, best practices and technologies marketers will be talking about next year.
The new year is shaping up to be an exciting one for marketers. Emarketer is reporting that ad spend will surge across industries through 2026, including media and entertainment, retail and technology, to name a few. In-game advertising is also projected to spur growth, with mobile continuing to hold the lion’s share of spend for in-game advertising, although advertising on consoles is showing signs of life.
As the industry grows, consumer privacy protections will drive decision-making, especially as we move to a cookie-light future and experiment more with the possibilities of first-party and zero-party data collection.
As the industry changes, it is more important than ever that marketers and brands keep abreast of the latest trends and topics to make an impression. This ebook explores the future of data-driven marketing and examines what trends will be making headlines, including AI-powered SEO, ethical marketing, connected TV and interactive TV advancements, multicultural marketing, retail media networks and email newsletters.
It also looks at what drives Generation Z. What social media platforms does this digitally native group gravitate toward? How much time are they spending online? How much do they spend and what matters most to them (hint: mental wellness tops the list)?
Dive into his ebook to educate yourself on the latest trends, best practices and technologies that will drive marketing forward in the new year. Happy reading!
Susan Rush, Director of Content
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What marketers need to know about data, privacy as 2025 approaches
Key data privacy trends as marketing heads toward a cookie-light future.
By Jo Hamilton
The saying may be “content is king,” but marketers are realizing that data has become the true king, especially first-party data and zero-party data collection. Data creates new growth opportunities if companies can collect and use it efficiently while respecting consumers’ privacy.
The importance of first-party data was thrust into the spotlight when Google first announced its intention to phase third-party cookies out in January 2020. Its revelation in July 2024 that cookies wouldn’t be eliminated entirely doesn’t change the fact that marketers need to continue adapting their online targeting strategies for prospects and customers.
Privacy remains a concern for consumers. Brands must respect consumers’ desire to protect their information online and avoid be-
ing bombarded by irrelevant ads if they want ongoing loyalty and engagement.
So what can marketers do to both respect consumers’ wishes while also ensuring their messages reach the right audiences? Here are some of the ongoing data privacy trends and tactics marketers should be aware of heading into 2025.
Google’s move toward a cookie-light future
Google intends to let users opt out of online tracking, much like Apple’s App Tracking Transparency feature. It’s also developing its Privacy Sandbox to provide alternative ways for advertisers to target online consumers, one of which is via a Topics feature that identifies users based on their browsing interests. Google’s goal is to offer “a new experience in Chrome that lets people make an informed choice that applies across their
web browsing, and they’d be able to adjust that choice at any time,” Google Vice President of Privacy Sandbox Anthony Chavez wrote in a blog
Google’s decision not to eliminate third-party cookies entirely presents “a real opportunity for marketers,” says Andrew Pascoe, vice president of data science engineering at NextRoll. Even though it’s likely that most consumers will opt out, even a small proportion opting in will “provide marketers a baseline from which they can draw inferences on the audiences that can’t be reached through the third-party cookie channel,” Pascoe says.
Developing first-party and zero-party data
Brands building their own first-party and zero-party data will continue to be an essential strategy in 2025. According to eMarketer, 77%
of marketers are already pursuing first-party data as an alternative to third-party data, and almost 15% plan to in the next year.
Zero-party data collection involves consumers being willing participants to actively share their data. They do so in an effort to help brands shape products, by revealing personal information, purchase intentions and how they want to be recognized by a brand. When it comes to zero-party data, transparency is key.
Forrester once dubbed zero-party data as “gold.” Indeed, zero-party data offers marketers the chance to build trust with consumers, but “it’s going to be important for advertisers to be very clear about value exchange,” Pascoe says. “For example, offering discounts to learn about user preferences.”
Consumers want to know what brands plan to do with their data. USA Today Blueprint showed that 60% of consumers are
willing to share their data if they know how brands plan to use it and 63% said they would be open to sharing their data if they had a “clearer understanding of the benefits of sharing data.”
Alternative identifiers
The digital advertising industry will continue to innovate with alternative solutions to cookies. Alternative identifiers, which are privacy-focused and enable first-party data to be gleaned from information the consumer provides, have become an essential tool for buyers to activate their first-party data. Marketers can access cookie-less IDs being rolled out by various vendors, such as The Trade Desk’s Unified ID 2.0, Yahoo’s ConnectID and LiveRamp’s RampID
“Hands down, the most promising alternate identifiers are the ones that are rooted in user consent,” Pascoe says, advising marketers to
Google’s decision not to eliminate thirdparty cookies entirely presents ‘a real opportunity for marketers.’
—NEXTROLL’S ANDREW PASCOE
“find partners that are suited to the particular audiences you are trying to reach.”
Moreover, that value exchange needs to be rooted in trust, Pascoe advises, adding, “Advertisers should store consumer data securely, only work with trusted partners who value privacy to process it, and use these data for the benefit of the consumer as well.”
Data clean rooms
Data clean rooms also are emerging as a key tech for marketers, Pascoe says. Marketers can use this technology to share their own data, which gets blended with data from other advertisers and sources, enabling targeting at a greater scale while also maintaining user privacy and data security.
The uncertainty surrounding the future of third-party cookies and the sheer volume of alternative strategies can be overwhelming for marketers, but there’s no better way to overcome the confusion than by simply experimenting, Pascoe says.
“I recommend starting with one piece of the puzzle and actually testing it while the stakes are low. ‘Paying attention’ or ‘waiting and seeing’ are simply no match for hard-earned, real-world experience,” he says.
Conclusion
Data-driven marketing will be a key trend for brands and marketers in 2025. In fact, 71% said they have plans to boost their first-party datasets, per an IAB report. That data collection will be driven by the need to meet consumer privacy demand and navigate a cookie-light future. l
2025: The year for “hype” normalization
It will be a year to focus on practical applications for new technologies.
By Vibhor Kapoor
Looking ahead, 2025 will be a year of “hype” normalization. While several new technology trends have taken off over the last two years — generative AI, social commerce and retail media, to name a few — what lies ahead for business leaders is the need to right-size excitement around these areas versus actual impact.
In the Gartner Hype Cycle, when a new technology emerges, there is often a wave of excitement about its potential that Gartner labels the “Peak of Inflated Expectations.” After users cut through the hype and realize the limitations of the new technology, that peak is followed by a “Trough of Disillusionment.” Finally, these technologies reach a “Plateau of Productivity” where users identify applications for the technologies that provide value and a meaningful return on investment.
Many of these trends are rapidly moving to the Plateau of Productivity, with users finding meaningful applications for each. However, rationalizing these trends and recognizing that no one trend is the be-all and end-all is crucial. A combination of these and other strategies will help marketers do their best job building brands and driving growth.
Here are four trends I believe are key to utilizing this emerging technology to create long-term success in 2025:
Intelligence-driven decision making
Powered by augmented data and intelligence, 2025 will be the year of smart decision-mak-
ing. Bloomberg Intelligence estimated the generative AI market at $40 billion in 2022, growing to $1.3 trillion by 2032. AI advancements will remove the complexities of organizing data, understanding performance and gathering insights so leaders can focus on applying the smart recommendations generated as a guide to better decision-making. This is, at its heart, the value proposition of AI. In addition, generative AI will enable faster and more efficient data analysis, giving decision-makers more time to dig into strategic initiatives based on these findings.
Timelessness of storytelling
Storytelling will regain some of its glory from the past in 2025. As communication channels explode, lines between the real and the virtual blur, influencers get overused and brands seek attention aggressively, underscoring the importance of powerful storytelling. Stories that are in the right context, connected with the culture and authentic to the brand will become powerful in cutting through the marketing clutter.
Increased focus on impact
Complexity within marketing channels and technologies has 10X’ed over the last few years. Combined with a focus on profitable growth, this means there is even more emphasis on marketing ROI. Attribution models have struggled to factor in increasingly complex customer journeys in the past. AI and machine learning are addressing issues such as data silos where customer
data is dispersed across multiple technology platforms, often in different data formats. New solutions are providing both improved analysis of past campaigns and enhanced predictive insights. Understanding marketing impact versus activity with an emphasis on outcome metrics will remain central to marketing in 2025.
Video in marketing everywhere
The growth of video in marketing over the last decade will extend from short-form video on social media to streaming TV and digital out-of-home advertising. The power of telling stories and engaging with consumers on these two channels is immense. It captures the power of video with the attention that you cannot find on social media. As a result, its importance will receive greater recognition in 2025. When implementing any trend, a balancing act must take place to ensure the strategy seizes the moment while still supporting long-term business success. Today’s emerging technologies have the potential to supercharge growth when applied effectively. However, business leaders will need to continuously monitor these advancements, how others deploy them, consumer acceptance and contribution to return on ad spend and ROI as they develop plans for their organizations.
Vibhor Kapoor is the President of AdRoll, a marketing and advertising platform for business-to-consumer brands, and the Chief Business OfficerforAdRoll’s parent company, NextRoll. Vibhor oversees the product and marketing strategies for NextRoll and its subsidiarybrands. Before joining AdRoll and NextRoll, Vibhor held senior positions at Adobe, Box, Microsoft, General Electric and Hewlett-Packard. He earned an MBA from the J.L. Kellogg GraduateSchool of Management at Northwestern University and a Bachelor ofTechnologyfrom the Indian Institute of Technology. l
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How AI can drive modern marketing transformation
AI has the potential to revolutionize digital out-of-home advertising in 2025.
By James Weiss
The world of marketing moves at a rapid pace, yet nothing appears to break from traditional out-of-home advertising. OOH gives brands the opportunities to connect and engage with members of, and around, their target audiences in the real world. Billboards, transit ads and digital signage, among others, have been tried and true methods for decades. But as the digital marketing transformation continues to spread throughout myriad industries,
one question remains: Are OOH marketers ready for the rise of AI, and can AI deliver better and more unique kinds of data?
The state of OOH marketing
Traditionally, OOH marketing has relied on a combination of art and intuition. Marketers have typically measured success using factors like foot traffic, demographics and location such as high-traffic areas to determine where to place OOH media. The effectiveness of these advertising campaigns has often been mea-
sured using broad metrics like estimated impressions and brand recall studies. While these methods have merits, they also have clear limitations in both precision and adaptability.
The introduction of digital out-of-home (DOOH) advertising has already begun to shift the paradigm. DOOH allows for more dynamic and targeted messaging, with content that can be changed in real time. However, the full potential of digital OOH and OOH marketing, in general, may only be realized through the integration of AI.
and times for ad placements, anticipate consumer responses and allocate budgets more effectively.
■ Audience targeting and personalization. AI can help OOH marketers better understand their audiences by analyzing data from various sources, including mobile devices, social media and purchasing behavior. This information allows for more precise targeting and personalized messaging, making campaigns more relevant and engaging.
■ Enhanced measurement and attribution. One of the most significant challenges in OOH marketing has been measuring campaign effectiveness. AI can provide more accurate attribution by tracking consumer interactions with OOH ads and linking them to online and offline behaviors. This data-driven approach offers a clearer picture of ROI and campaign impact.
■ Creative optimization. AI can analyze the performance of different creative assets and recommend adjustments to improve
Marketers need to understand how AI works, how to interpret AI-generated data and how to apply AI insights to their campaigns.
The potential of AI in OOH marketing AI holds the promise of revolutionizing OOH marketing by providing better and different types of data that can enhance decision-making and campaign performance.
■ Real-time data analytics. AI can process vast amounts of data in real time, allowing OOH marketers to adjust campaigns at a moment’s notice and as needed, making it a highly attractive tool in a marketer’s arsenal. For example, AI can analyze weather conditions, traffic patterns and consumer behavior to optimize ad placements and content dynamically. This level of responsiveness is something traditional home advertising methods cannot match.
■ Predictive analytics. AI’s ability to predict trends based on historical data is invaluable. OOH marketers can use predictive analytics to identify the best locations
engagement. For instance, AI might suggest changing colors, fonts or messaging based on what resonates most with the target audience. This continuous optimization can lead to more effective campaigns.
How
willing are OOH marketers to adopt AI?
The willingness of OOH marketers to adopt AI is influenced by several factors:
■ Perceived value. OOH marketers are beginning to recognize the value that AI can bring. From predictive analytics to real-time data processing, AI offers capabilities that can enhance the effectiveness of OOH campaigns. The ability to deliver hyper-targeted messages based on real-time data is a game-changer. However, the perceived value must be strong enough to justify the investment in AI technologies.
■ Technology integration. The integration of AI into existing OOH platforms and pro-
cesses is another consideration. For many marketers, the adoption of AI requires a shift in mindset and operations. Those who have already embraced digital transformation are more likely to adopt AI. In contrast, those still relying on traditional methods may be slower to change.
■ Education and training. A significant barrier to AI adoption is the knowledge gap. Marketers need to understand how AI works, how to interpret AI-generated data and how to apply AI insights to their campaigns. As more educational resources and training programs become available, this barrier will likely decrease.
■ Cost. The cost of implementing AI can be a deterrent, especially for smaller companies with limited budgets. However, as AI technology becomes more accessible and cost effective, cost will likely become less of a barrier.
■ Industry trends. As with any technological shift, industry trends play a significant role in adoption. If major players in the OOH space start using AI successfully, others are likely to follow suit to stay competitive.
The path for AI in OOH marketing is clear
The willingness of OOH marketers to adopt AI is growing, driven by the technology’s potential to transform how campaigns are planned, executed and measured. While challenges such as cost, education and integration remain, the benefits of AI are becoming increasingly apparent. As AI technology continues to evolve and become more accessible, it is likely to play a central role in the future of OOH marketing as well as other forms of advertising.
For OOH marketers, the question is not whether to adopt AI but how quickly they can do so to stay ahead of the curve. Those who embrace AI will be well-positioned to deliver more targeted, engaging and effective campaigns resulting in increased brand awareness to help surpass the competition in an increasingly competitive landscape.
James Weiss serves as Managing Director of New YorkCity-based digital agencyBig Drop, leading the team in transforming brands through innovative digital solutions. James has extensive expertise in igniting strategic growth coupled with his dedication to creating client experiences. His background includes roles as an in-house marketing leader and account direction, equipping him with unique perspectives on branding, marketing, UX and website design. l
The rise of AIpowered SEO: Friend or foe?
While
AI can optimize your
website,
there also are possible issues to consider. Learn how AI-powered SEO can set you up for success.
By Mark Gadala-Maria
Thanks to AI, machines can meticulously analyze and optimize your every click, every scroll and every query. Its impact on search engine optimization strategies cannot be overstated. But what does the future look like for AI SEO tools? Will it continue to help you climb the SERP? Or search engines will penalize your site for abusing it.
Let’s discover what lies ahead for AI-driven SEO, and how you can effectively use it to keep the top spot on the search results.
How AI tools are transforming SEO
Let’s see how AI has revolutionized modern search optimization.
Start by uncovering the powerful keywords with SEMrush, which spots the hottest topics and related ideas, and Ahrefs generates keywords based on what your audiences are searching for.
Next, improve your content’s structure, readability and linking strategies with Surfer SEO
Also, don’t forget to keep an eye on the competition with AI tools SpyFu and Moz Pro SpyFu delivers competitor data, while Moz Pro hunts down backlinks and offers smart strategies.
There are several tools that offer a comprehensive solution (such as my company, Post Cheetah) to save you from hopping from one to the other.
Benefits of AI SEO tools: The friend
AI is supercharging SEO, but it’s not just about fancy tech. It’s about giving search optimization specialists the ability to get even better results.
Increased efficiency
AI tools automate tasks like SEO audits and find ways to improve your titles, descriptions and headings. They can even spy on your competitors’ backlinks and discover new linking opportunities.
Plus, they report on your website traffic, keyword rankings and how your SEO is doing overall.
This frees up search optimization experts to focus on other stuff, like creating amazing content and planning marketing campaigns.
Deeper content insights
AI also can analyze tons of data and find gaps in your content by looking at what people are searching for and what your competitors are up to.
Machine learning can even figure out what the audience really wants to know when they search for certain keywords, so your content hits the bullseye.
It also can monitor people’s behavior on your site and tell you if your content is confusing anyone.
With this kind of knowledge, you can craft content that’s super-targeted and informative and climbs up the search result list.
Personalized optimization
With AI, your organic search marketing becomes custom-made for your target audience.
AI SEO tools easily determine who your audience is and what they’re interested in, then
personalize your content and website tweaks for them. These programs can also dissect the top-ranking websites for your keywords and see what makes the audience tick.
Basically, AI takes the guesswork out of SEO and helps you laser-focus on connecting with the right people with the right content.
Predictive
analytics
Want to see into the future? AI can help with that, too!
It can analyze search trends, predict which keywords will be hot next and even spot new topics and content ideas that your audience will love.
This foresight lets SEO strategists stay ahead of the curve by creating content that anticipates what people will be searching for and what they’ll want to know.
Challenges of AI-powered SEO: The foe
Embracing AI for SEO brings a wealth of possibilities, but it also presents some difficulties worth considering.
One key point is that while AI is a remark-
While AI is a remarkable tool, it shouldn’t completely overshadow human expertise.
AI can be misused for manipulative tactics like keyword stuffing or producing low-quality backlinks. It’s crucial to stick to ethical SEO practices that enhance user experience and deliver genuine value, ensuring that AI is used responsibly and effectively.
AI-driven SEO: Friend, foe or partner
AI proves itself as a valuable tool for SEO, yet it can’t fully replace the human touch. The most effective strategy is to collaborate with computer algorithms.
When integrating AI into your search optimization, consider the following tips:
Firstly, partner with AI. Allow it to manage data and tackle repetitive tasks, freeing up SEO specialists to concentrate on crafting effective strategies.
Next, prioritize quality content
Humans excel at creating content that resonates with audiences, while AI can assist in pinpointing topics and optimizing content for maximum impact.
Additionally, use AI for data analysis. It can help make SEO decisions better by handling lots of information.
While AI SEO programs are transforming organic search marketing, it’s essential not to overlook SEO fundamentals. Key elements like ensuring your website’s technical functionality, optimizing content, securing reputable backlinks and centering efforts around user preferences remain pivotal.
By thoughtfully integrating AI into your strategy and staying true to these foundational principles, businesses can thrive in terms of search engine optimization.
In the end, AI emerges not as a sole friend or foe but rather as a dynamic partner. By harnessing its power alongside human creativity and expertise, businesses can unlock new levels of optimization.
able tool, it shouldn’t completely overshadow human expertise.
Search marketing success relies heavily on creativity, UX design and a deep understanding of human behavior — areas where computer algorithms fall short.
Also, using AI-generated content can lead to duplicated or unoriginal material. This may occur when tools simply rephrase existing content, offering little to no new value.
Search engines can penalize such duplication.
Lastly, you must acknowledge ethical considerations and the potential for exploitation.
Together, with AI as our ally, we can navigate the ever-changing landscape of SEO, driving toward greater visibility, engagement and success.
MarkGadala-Maria is a pioneer in developing innovativeAI solutions forSEO and digital marketing. As the founderof Post Cheetah, he has revolutionized content creation and optimization, leveraging cutting-edge technologyto drive exceptional results for businesses. His expertise and forward-thinking approach have established him as a leader in the digital marketing industry. l
Getty Images
Understanding Gen Z: Key insights for marketing success
Generation Z, a digitally savvy generation, values transparency, authenticity and opinions. They are reshaping the digital landscape, adopting unique online behaviors and supporting socially conscious brands. Their influence in the marketplace is undeniable.
To reach this demographic, marketers need to understand their preferred communication channels, media consumption, spending habits and priorities to effectively engage Gen Z.
Social Media Use
Video Content
Time Spent Daily
Daily Media Use
(SOURCE:
News Sources
What’s trending in media retail
As retail media networks become an integral part of advertising budgets, new opportunities and challenges arise, all of which require new strategies.
By Mike Driehorst
The retail media network* channel has progressed from the “new channel” phase a few years ago to the trendy phase to becoming an integral part of today’s marketing budget for many brands.
In 2016, $1 billion was spent on retail media in the US, eMarketer reports. That figure grew to $30 billion by 2021 and nearly $55 billion by the end of 2024. Retail media networks are on pace to account for 21.8% of all media spending by 2027.
As ad dollars have flowed into retail media networks, so has the number of opportunities. (Or, maybe have the expanded opportunities spurred more spending? It’s a classic chicken-or-egg question.)
Just a couple of years ago, RMNs primarily consisted of retailers like Amazon, Walmart and Target, plus those from clothing retailers, department stores and pharmacies. Today, you can also find RMNs in grocery stores (such as Kroger and Giant Eagle), retail category specialists (Home Depot), delivery services (Instacart) and discount warehouses (Costco).
Beyond retail
As RMNs and adtech overall have matured, more opportunities have presented themselves – such as rolling in connected TV – to reach beyond a retailer’s digital and physical properties with first-party data.
“It’s a significant step beyond traditional display ads and sponsored product listings, particularly for marketers who want the storytelling capabilities of TV, but with more audience targeting precision,” Yahoo’s Mike Merna tells a Forbes contributor.
Inmar Intelligence’s Leah Logan says the “retail media network” definition will continue to grow.
“In 2025, we expect to see more RMNs include in-store (both digital and physical sig-
nage), CTV and creators as vital parts of their media strategy. These channels provide more opportunities to unlock full-funnel advertising, particularly upper-funnel brand marketing efforts, unlocking the bigger budgets held by national brand marketing teams that RMNs are looking to win,” Logan tells Forbes
TRG’s Scott Luther cautions that, with the growing opportunity within retail media, brands still need to be strategic.
“The major strategic consideration is how much you have to invest in on-property – things like product listing ads, search ads and other inventory within the owned shopping environments (mobile app, website, email, etc.) – versus using the RMN’s first-party data to advertise to specific audience segments elsewhere online (including walled gardens),” Luther says.
It’s still about the data
Of course, with or without Google browser cookies, first-party data is key in marketing, and it’s the strength of retail media.
“The first-party data from retail media networks gives brands reliable insights into shoppers’ histories and behaviors. This data allows brands to reach shoppers with tailored messaging at crucial points in their shopping journey,” said Gaurav Pant, chief insights officer at Incisiv.
However, Pant cautions, as with other advertising media, brands have to make sure that the RMN’s first-party data suits their needs. That means, there needs to be a large enough shopper base, offer targeting options to reach the audience you want, offer seamless integration across digital and physical channels and the interface is user-friendly.
Another strength of retail media is the one-stop shop opportunity for omnichannel marketing.
“A cohesive omnichannel approach is essential,” Pant said. Brands should look for an RMN that offers:
■ Unified data platforms for a holistic view of online and in-store shopper interactions.
■ Consistent creative assets to ensure the same brand look and feel and messaging across all channels.
■ Omnichannel targeting to track and engage with shoppers.
■ Closed-loop analytics and measurement for accurate campaign reporting, even among distinct campaigns.
Retail media challenges
Still, with the growing opportunities within retail media, challenges remain. An IAB study found that with more opportunities comes increased complexity, with 69% of RMN ad buyers saying they want a simpler buying process. That same study also found that inconsistent measurement standards were a top challenge for 62% of RMN ad buyers, with almost 60% of them saying better transparency is needed.
AI in RMN
As it is nearly everywhere else in marketing, AI can improve a brand’s performance in retail media. EMarketer has a primer on how AI will improve retail media targeting personalization, including inventory data into ads so brands are not promoting an unstocked item and drilling down into the data to maximize its value for your campaigns.
RMN as the be-all, end-all
Let any advertising tactic, retail media has to be weighed within the confines of a brand’s objectives.
“Use the tactics RMNs offer intentionally. RMNs serve best for capturing demand from in-market shoppers, who are already likely to buy,” says TRG’s Luther.
“You must maintain a healthy balance of other tactics for growing demand and building a brand outside that path to purchase,” Luther says. l
In-game ads: The future of youth marketing
Learn how video games present unique opportunities for marketers.
By Isabel Kunkle
Forget the mall food court, the parking lot behind the 7-Eleven and the local bar when it comes to youth hangouts. For 40% of millennials and members of Generation Z, video games are the primary social outlet, a Deloitte study revealed. Deloitte Vice Chair Jana Arbanas explained that modern video games provide “interaction, socialization and utility and their popularity with younger generations could potentially transform the media and entertainment industry.”
Marketers aiming to reach this large demographic with its lucrative future got more good news from a recent Anzu study: 75% of gamers in Gen Z say that in-game ads actually make their experiences better, and 40% feel the same way about branded content. For a demographic raised on TV ads they can skip and online ads they can block, a medium where ads are positive elements can really stand out.
The basics of in-game ads
Since video games are the primary social venue for a lot of people, one main marketing technique uses similar strategies to those companies employ when advertising in out-ofhome locations like billboards and stadiums. At their simplest, in-game ads let brands’ names and logos appear in digital environments —like the recent partnership between Intersport and EA, which placed promotions for the sports retailer into stadiums in EA Sports FC 25.
Pokemon Go creator Niantic has taken in-game ads a step further with Rewarded AR. Brands can set up experiences with in-game rewards, like the huge coffee cup Circle K sponsored, which had a 76% engagement rate and 96% completion. The game company is also offering full production process management for brands’ creative assets, a feature that may become extremely important as brands attempt to engage gamers on their own level. (Last year, the Snapchat AR game was looking to attract the interest of marketers.)
Larger gaming environments like Roblox, Minecraft and Fortnite have also proven themselves as ways to reach young consumers. A Roblox campaign helped the Cleveland Clinic offer tools for mental health, Nickelodeon used the platform for a concert and programmatic media seems to be a big part of its future. Over on Fortnite, Disney set up an ESPN Football Island for young sports fans and plans a “whole new world” of gaming and entertainment.
Measurement and new formats
Measurement is a crucial part of any advertising medium, so it’s no surprise that companies like Anzu are developing techniques for detailed and accurate ad metrics. Data points Anzu’s technology measures include whether other ingame scenery partially or completely obscures an ad, where in the virtual world it is and how much of the screen it occupies. As games and in-game marketing become more popular, other crucial factors may well reveal themselves. Some companies have started running in-game ads that scenery can’t block — like Odeeo, which recently gained $5 million in a funding round for in-game audio ads. Odeeo’s 10-30 second commercials are personalized and don’t play if a user has their sound turned
off. The company reports a click-through rate of 1 to 1.5%, outdoing other kinds of audio ads and showing that the in-game market still provides fresh, unexplored ground for marketers willing to think outside the pop-up box.
Conclusion
Historically, video games haven’t drawn as much advertising attention as other media. Even now, only 3% to 5% of ad budgets go to gaming, largely because of myths about the medium’s brand safety, ease of use and expense, as well as the difficulty of measurement. As a result, gaming is a valuable market and one that few companies have tapped so far. That’s starting to change. More monitoring in online communities makes games safer for brands, games have developed entry points even for those who aren’t technologically savvy, and companies such as Anzu are developing sophisticated measuring systems. Marketers have started responding: a recent survey of advertisers found that more gaming investment is in the cards for 63%. Consumer packaged goods giant Unilever now spends three times as much on in-game ads as it did in 2021—and where the maker of Axe Body Spray goes, can the market in general be far behind? l
Photo by Ron Lach
Engaging conscientious consumers with ethical marketing
Explore how brands can build trust and boost customer engagement.
By Victoria Martinez
Ethical marketing and sustainable practices are principles that can serve as a foundation for building lasting relationships with consumers who have become more discerning and informed. In its Business of Sustainability Index, PDI Technologies found that 68% of American consumers are willing to pay more for products that are environmentally sustainable. A survey from HubSpot found 90% of
consumers believe brands should make social responsibility efforts.
The rise of the conscious consumer Conscious consumers look beyond the surface appeal of products and services. They are deeply concerned with the ethical practices of the brands they support and do research to gauge whether their values align. Websites like Good On You, Cruelty-Free Kitty and Ethical Elephant rate brands based on sustainability, eco-friendliness, sourcing and
animal cruelty to help guide consumer purchasing decisions.
Particularly with younger generations such as Generation Z, their purchase decisions are deeply influenced by their values. Dentsu research shows 90% of Gen Z’s concerns relate to social issues. In this demographic, 75% favor products with charity donations and 70% prefer brands with emotional intelligence in advertising, indicating a growing trend in conscious consumerism.
This shift in consumer behavior is reshaping marketing strategies and pushing brands to align their values with those of their customers. Trust and authenticity are crucial for brands seeking longevity and relevance in a crowded marketplace. Brands must demonstrate their responsibility through actions, communication and impact. In the digital age where information is easily available, consumers are skeptical of what they are told and want to see the proof before investing their dollars and showing brands their loyalty.
Ethical marketing requires core principles that prioritize consumer and planet well-being, including:
■ Transparency. Being open about products, services, pricing, sourcing and business operations as well as providing access to information about how the company makes decisions.
■ Honesty. Ensuring that marketing messages are truthful and not misleading. Brands that admit their faults, values and practices are more likely to be perceived as authentic.
■ Responsibility. Acknowledging the impact of business practices on the environment and society and taking steps to mitigate negative effects. Brands have a responsibility to do good, be socially accountable and self-regulate.
A brand’s commitment to these principles not only fosters trust but also cultivates loyal customers who believe in its values.
Brands leading by example
Several forward-thinking brands have successfully implemented ethical marketing into their strategies, gained loyal followers and set standards for others to follow. These include brands from the beauty industry, apparel and home goods. These brands have made an impact in the marketplace and are meeting the demands of their conscious consumers.
■ Warby Parker stands out for its Buy a Pair, Give a Pair program, which combines high-quality eyewear with social good. For each pair of glasses purchased, another is distributed for free throughout the world.
■ Patagonia, known for its environmental activism and transparency, has pledged 1% of sales to environmental preservation since 1985. It has awarded over $140 million to grassroots groups and created 1% for the Planet alliance.
■ TOMS, known for its One for One shoe donation model, donates 1/3 of profits to community organizations for sustainable change. It focuses on mental health, gun violence prevention, environmental sustainability, diversity, equity, inclusion and anti-racism, demonstrating the power of simple purchases.
■ Misfits Market and Allbirds demonstrate sustainability can be integral to business models, reducing food waste and creating eco-friendly footwear.
■ Lush highlights the importance of cruelty-free and inclusive marketing, showing respect for all life and diversity.
■ Dove takes social responsibility seriously with its Redefining Beauty and Positive Masculinity campaigns for body positivity and also focuses on cruelty-free and sustainable practices.
■ Climbing Trees is an ethical digital market-
90% of consumers believe brands should make social responsibility efforts.
ing agency that aims to grow digital brands and positively impact the world by being ethical, curious, caring and client-focused. They aim to become a net zero company and plant 1 million trees by 2030.
Benefits and consequences of ethical marketing strategies
Ethical marketing and business practices are important for establishing a good reputation and creating a positive impact on the environment and community. Consumers are increasingly aware of ethical practices and expect transparency from brands.
Misleading claims, greenwashing and a disregard for privacy are just a few ways that brands can alienate conscious consumers. In an era where word-of-mouth and online reviews can have real impact and influence, the fallout from unethical marketing can be detrimental to a brand’s reputation and its profits.
Shein and Temu have been widely criticized for labor law violations and unsustainable merchandising practices. Jimmy John’s came under fire when photos surfaced of the CEO hunting endangered animals, leading to a boycott of the brand. EthicalConsumer.org is one spot online where consumers can go to learn more about the practices of businesses and avoid supporting those that are not aligned with their values.
Looking ahead
Sustainability, social responsibility and ethical business practices are becoming increasingly relevant in today’s marketplace. Ethical marketing is expected to play a pivotal role in shaping the future of brand-consumer relationships. Brands willing to embrace the concept will be well-positioned to succeed in a growing conscientious market. l
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How do you develop an effective email newsletter system?
Best practices for building, marketing and measuring your email newsletter program.
By Kent Lewis
Since the first electronic mail (email) was sent in 1971, marketers have been looking for ways to optimize the channel to reach prospects and customers more effectively and efficiently. One of the most common – and effective – forms of regular email communication is in the form of a company newsletter. While hardly new or sexy, email newsletters are still a digital marketing stalwart and should be used to nurture relationships with your brand’s constituents. In this three-part series, we outline best practices for building, marketing and measuring an effective email newsletter.
Compelling numbers
Email marketing continues to prove itself as an effective sales and marketing tool. Brands of all shapes and sizes can benefit from leveraging existing marketing technology (martech) platforms to develop an email newsletter to reach out to past, current and prospective customers. The following article provides a road map to create an effective email newsletter program based on proven best practices, with a focus on strategic planning and competitive benchmarking.
For starters, email is still the most important source of information, particularly at the start of every day. According to OptinMonster, 58% of consumers check email before any other
information channel, including social media. Here are five additional compelling email marketing statistics to frame up the need and value of an email newsletter.
■ For every $1 you spend on email marketing, you can expect an average return of $40. That is a 40x ROI. (Litmus)
■ 18% of companies achieve email marketing ROI greater than $70 per $1 invested. (OptinMonster)
■ 60% of consumers have completed a purchase after receiving a marketing message by email. (Porch Group Media)
■ 42.3% of Americans subscribe to email lists to receive savings and discounts. (OptinMonster)
58% of consumers check email before any other information channel, including social media
objectives ranging from content to calls-toaction. When determining and clarifying the objective(s) for your email newsletter program, consider sales, marketing and business goals.
Prioritizing target audiences also is a critical step in the planning phase. While the primary focus should be on past, present and future customers, there are other constituents that should be considered. These audiences may include current employees, investors, partners, the press and the local community. Each audience has unique needs and wants, so focus initial efforts on hitting the sweet spot (i.e., shared areas of interest like company news).
With a defined objective – or objectives – ensure you can associate the objective(s) with measurable goals. For a holistic view of the newsletter program efficacy, consider tracking the following KPIs in a dashboard:
■ Email list growth (month-over-month)
■ Open/read rate (trending percentage)
■ Click-thru rate (to all or specific targeted website content)
■ Quantity/quality of conversions (inquiries, form fills, phone calls, walk-ins, etc.)
■ Bound and unsubscribe rates
■ Analyze competitors to inform newsletter strategy
Whether you are starting with a clean slate or looking to refine an existing newsletter program, one key data point to consider is competitors. Your competition can provide essential insights into what they believe customers want and can inform if not refine your newsletter design and content strategy. As a result, the first step in the competitive benchmarking process is to identify competitors with email newsletters and subscribe to as many as you feel are prudent. (I suggest at least five or six.)
elements of a newsletter design are easier to assess, however: all newsletters should look good on a mobile device, for example.
Delivery- Analyze subject lines, segmentation and/or personalization elements. Do the competitors’ subject lines intrigue you, your fellow coworkers or peers? Are the newsletters personalized in any way? This step may require the use of multiple email addresses and profiles to verify.
Performance- Look for unsubscribe rates, open rates, click-through rates and trackable elements (this may be exceedingly difficult if not impossible, based on the newsletter platform). One element of performance that can be evaluated is whitelist status (whether the emails are getting through to your inbox – vs trapped in the junk or spam folder).
Frequency and timing- Assess competitor email frequency and send times (factoring in industry best practices and research, included below). For example, if your competitors are sending emails near the start of the month, consider sending your email mid-month. According to MailerLite, the best time to send an email newsletter is between 9 a.m. and 10 a.m. and 11 a.m. and noon on Mondays and Thursdays (although this is a moving target).
With clear goals, target audience definition and insights from a competitive benchmark, your email newsletter is ready to take shape. In part two of the three-part series, we will address email newsletter template design and how to build your contact list to maximize the ROI of your investment.
Explore more from Kent about email newsletter best practices:
■ 1 in 3 US retail email list subscribers have purchased something from the brand whose emails they receive. (OptinMonster)
Define your goals, objectives and audience
The first step in the development of an effective email newsletter is to map the program to existing sales and marketing goals. Newsletters are highly effective in moving interested parties (mid-funnel) to conversion (bottom of funnel), over time. As a result, sales and marketing should be in alignment regarding
Once competitor emails arrive in your inbox, analyze the newsletter’s strengths and weaknesses. Here are four criteria to consider evaluating as you review competitors’ newsletters: Content- Assess value proposition, clarity, segmentation, personalization and engagement strategies. What content is of high value and should be included in your newsletter? Which content misses the mark and should be ignored?
Design- Evaluate visual appeal, mobile responsiveness, branding consistency and user experience. Since design is highly subjective, I recommend asking a handful of industry peers to provide their feedback (customers are ideal – as they are typically the target audience). What looks good to you may not appeal to a prospective customer. The objective
■ Template design and marketing best practices
■ Performance Optimization and analytics best practices
Kent Lewis founder of pdxMindShare, an online careercommunityand networking group mentioned onSeth Godin’s blog. Formerlya CMO and founderorco-founderof multiple agencies, he’s known as a thought leader in digital marketing. He’s been an adjunct professorfor more than 20years at Portland State University and a volunteer instructor for SCORE. Lewis co-founded SEMpdx in 2006, a tradeorganization forsearch engine marketing professionals, and has been named a Marketerof the Year bytheAmerican Marketing Association andTop100 Digital Marketing Influencers byBuzzSumo l
Multicultural marketing in an era of increased diversity
Embracing the buying power of culturally diverse consumers in 2025.
By Victoria Martinez
As we look to 2025 and beyond, it is important to consider the multicultural market when planning and creating an ad budget. This demographic, defined by a mix of ethnic, cultural and generational diversity, continues to grow each year. Collage Group reports that the US is set to become majority multicultural by 2042, with 42% of the population being of a minority group. For brands aiming to make a profit, having a marketing strategy that directly speaks to this audience is key.
By the numbers
The US Census predicts a 6% increase in the Hispanic population, followed by a 3% increase in Asian and 2% increase in other minority groups by 2050. The growing demographic and shift in buying power mean brands and agencies need to adapt their marketing strategies to effectively engage with culturally diverse consumers.
■ Buying power. In the US, Hispanic, African American and Asian American consumers lead the multicultural market with buying power expected to reach $7 trillion by 2025. (Insider Intelligence)
■ Hispanic - projected to reach $2.8 trillion by 2026, a 320% increase
■ African American - projected to reach $2.1 trillion, a 183% increase
■ Asian American - expected buying power of $1.9 trillion, a 367% increase from 2000 to 2026
■ Population growth. Within 25 years, non-Hispanic whites will account for less than half of the American population. (Forbes)
■ Digital engagement. Multicultural consumers are 10% more likely to engage with brands on social media than their non-multicultural counterparts, with high usage of platforms like Instagram, TikTok and WhatsApp. (Collage Group)
■ Influence on consumer spending. Fashion, beauty, entertainment and food trends are heavily influenced by multicultural audiences, with over 75% of Generation Z and millennials reporting that they seek brands that reflect their cultural values. (Media Tool)
■ Brand loyalty. 64% of multicultural consumers took action on a diverse or inclusive advertisement (WordStream) and 42% of Americans want to see more racial diversity in advertising. (Statista)
These statistics illustrate the growing influence of multicultural consumers and the need for brands to engage authentically with this diverse audience. Horacio Gavilan, executive director of the Hispanic Marketing Council, discusses the value of the multicultural market and offers key insights to consider when developing your marketing strategy.
Q&A: Expert insights into engaging with a multicultural audience What is the importance of multicultural marketing for brands and businesses?
Gavilan: There is no denying that multicultural segments are driving growth, with the US Latinos leading the charge. Today, 20% of Americans are Latino, with people under
35 already a multicultural majority. According to a recent report by the Latino Donor Collaborative, US Latinos wield $3.6 trillion in GDP — essentially making them the fifth largest economy in the world and surpassing major economies like India, United Kingdom, France and Canada. It also is the second fastest-growing economy just behind China, and yet corporate America invests less than 5% of its marketing dollars.
How can brands authentically engage multicultural audiences without falling into stereotypes?
Gavilan: Brands are barely scratching the surface when it comes to multicultural strategies. When it comes to Hispanic marketing, we at HMC call it Latino Coating, superficial marketing approaches coating products, campaigns, media or entertainment with Latino elements without a deeper connection, authentic messaging or meaningful representation. CMOs who continue to Latino coat are in peril of not only stagnating their brand’s growth but also kissing their careers goodbye. The general market is dead, and marketers need to wake up and follow the opportunity -it’s all about Latinos and multicultural markets as a whole.
Brands need the right partners to guide brands through the right cultural insights and develop the right messaging — it also is critical to invest at levels that reflect the
Horacio Gavilan
opportunity multicultural audiences provide. By working with multicultural marketing experts, brands can ensure they are developing culture-driven business strategies that not only gain executive-level endorsement and support but also build brand loyalty and shareability. While original creative is often critical to driving brand awareness, familiarity and trust, brands should also create deeper connections throughout the year by sponsoring and supporting the many cultural festivals and passion areas that offer deeper connections beyond Hispanic Heritage Month with a steady drumbeat throughout the year.
What are some key strategies for understanding the cultural nuances within these diverse communities?
Gavilan: There is no silver bullet when it comes to multicultural marketing. We are not a monolith, just as Caucasians are not monoliths. As experts in the multicultural space, we are able to navigate cultural cues, segment audiences and provide the right insights to ensure the most effective use of marketing dollars. To connect with the US Hispanic
B2B is a
The general market is dead, and marketers need to wake up and follow the opportunity — it’s all about Latinos and multicultural markets as a whole.
—Hispanic Marketing Council’s Horacio Gavilan
market, HMC’s Hispanic Market Guide serves as a road map to help marketers avoid the pitfalls of Latino coating. As the authoritative source for identifying companies with trusted Hispanic marketing expertise, the 25th-anniversary edition of the guide also featured a checklist of offending practices and stepby-step instructions on getting Hispanic marketing right.
Future outlook and emerging trends
Looking ahead, the multicultural market will
Connecting Buyers and Sellers
continue to grow and shape the way consumers engage with brands. Working with multicultural marketing experts, tapping into data and connecting in an authentic way with this demographic is crucial to harnessing their buying power. By aligning with their values, respecting their identities, embracing inclusivity and investing in multicultural marketing initiatives beyond the generic, brands will not only build trust and loyalty but also gain a competitive edge in a market where representation matters more than ever. l
Through the power of well-known brands, Future B2B delivers an unparalleled client and audience experience across newsletters, advertising, lead generation, content creation, webinars and live events.
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Our Services
Our established brands, like SmartBrief, ActualTech, and ITPro deliver expert-led niche newsletters, cutting-edge advertising solutions, pipeline-enhancing lead generation, and unforgettable live and virtual events.
Our turnkey services are crafted to expand your market reach, supercharge your lead nurturing efforts, and captivate your clients. Future B2B’s hyper-focused brands such as Mix, Twice, Radio World and others offer uniquely authoritative advertising opportunities to engage niche audiences with specialized content.
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CTV, iTV investment: Key actions for brands
Insights
from Dizplai CEO Ed Abis.
By Victoria Martinez
As streaming services gain popularity, brands must adapt their media strategies. Digital video will dominate linear TV, growing 32% faster than total media demonstrating the importance of incorporating interactive TV and connected TV technology into marketing strategies.
Ed Abis, CEO of Dizplai, advises brands to invest in iTV and CTV technology by creating engaging experiences that resonate with
their audience. Here are some key pieces of advice outlined by Abis that brands need to consider as they put this tech into their 2025 budgets.
Prioritize high-quality presentations. First impressions matter. Ensure that the interactive experience looks professional and polished. A high-quality presentation enhances credibility and encourages viewers to engage. If the content seems subpar, audiences may assume it isn’t worth their time. You have to invest in production value. Allocate resources
to develop visually appealing interfaces and seamless user experiences. This investment pays off by attracting and retaining viewers. Actively involve your audience. Value
Ed Abis
audience contributions. When you invite viewers to participate — whether through comments, polls or user-generated content — make sure to incorporate their input into your programming. This shows that you value their opinions and encourages ongoing engagement where you can create a feedback loop. Audiences are more likely to stay engaged if they see their contributions reflected in the content. Even if you can’t use everyone’s input due to time or space constraints, featuring a selection of audience interactions can make a significant difference.
Develop a clear interaction strategy. Different types of content require different interactive approaches. For example, a live sports event will have different engagement opportunities compared to a scripted drama. Customize your strategy to fit the content and the audience’s expectations. Additionally, remember to plan ahead. Don’t leave interactivity as an afterthought. Integrate interactive elements into your content planning from the
beginning to ensure a seamless experience. Leverage technology to enhance engagement. Utilize interactive tools to engage your audience. Incorporate features like real-time polls, prediction games or interactive scorecards. For instance, we collaborated with Sky UK to create an interactive boxing scorecard that allowed fans to score each round while watching the match. This not only increased engagement but also provided valuable insights that were incorporated into the broadcast.
The second component of this is to innovate with new technologies. Stay updated with the latest interactive technologies and consider how they can be integrated into your content to enhance viewer participation. Understand and meet audience expectations. It is important to acknowledge the desire for engagement. Modern audiences expect to interact with content, not just consume it passively. Recognize that viewers want their voices heard and their opinions
Don’t leave interactivity as an afterthought.
valued and be responsive. If you ask for audience input, be prepared to act on it. Ignoring audience contributions can lead to disengagement.
Build long-term loyalty. Fostering a community by regularly engaging with your audience helps build a loyal viewer base. Interactive experiences encourage viewers to return and participate again. Do this by creating ongoing opportunities for engagement. Make interactivity a consistent part of your content strategy, not just a one-time feature.
Set realistic expectations. Manage limitations and be transparent. While it’s important to use audience input, it’s also necessary to acknowledge that not all contributions can be featured. Be transparent about how audience interactions will be used. Focus on quality interactions. Prioritize meaningful engagement over quantity. Featuring select contributions that add value to the content can be more effective than trying to include everything.
In essence, brands should aim to create interactive experiences that are not only visually appealing but also genuinely engaging. By valuing audience participation and integrating it thoughtfully into your content, you enhance the viewing experience and build stronger connections with your audience. This approach not only differentiates your brand but also contributes to long-term success in the interactive TV and CTV space.
Ed Abis is CEO of Dizplai where he leads a team of experts who create active and engaging content campaigns and solutions for brands and audiences across multiple channels and platforms. With over 20 years of experience in the content and digital product industry, Ed has a deep understanding of how to connect with consumers and deliver value for clients l
