Marketing Today

AI personalization is creating new possibilities for how quickly creatives can be tested, optimized and adapted across audiences. For marketers, that creates an increasingly important tension: personalization can only become as dynamic as the teams and processes enabling it. Creative and media have always been connected, but they have often operated on different cycles. Creative […]

Most conversations about AI today revolve around productivity, efficiency and speed of execution.  We use AI to draft content, build presentations, generate campaign ideas, summarize research, refine copy and automate repetitive tasks. These are valuable applications. But most are downstream applications — actions taken after the strategy has been defined, the problem framed and the

AI has dramatically expanded what marketers can personalize – across audiences, creative, channels and customer journeys. But greater capability has also exposed a harder question: can the organization actually operate personalization at the same scale that technology now makes possible? The constraint is increasingly less about generating another variation or identifying another audience. It is

A shopper asks an AI assistant to find a portable speaker under $150 that can arrive before the weekend. Product quality matters. Reviews matter. Price matters. But so does something marketers have traditionally considered further down the purchase journey: whether the product is actually available when the consumer wants it. That distinction is becoming more

Almost every marketer I meet wants to tell me about their content team. How much faster it is moving. How many variations they can test in a day. How work that used to take a week now takes an afternoon. I nod along, because all of it is true and most of it was hard

For decades, executing marketing plans around funnels has been one of the most enduring frameworks in business. Consumers moved from awareness to consideration, from consideration to purchase, and from purchase to loyalty. It is also becoming one of the least representative of how growth actually happens now and modern growth is increasingly ecosystem-driven. Consumers no

For much of the last decade, marketers have been obsessed with attention. How to capture it?  How to buy it?  How to optimize it?  How to convert it? Yet one of the clearest messages emerging is that attention alone is becoming a weaker predictor of growth. Trust, increasingly, is becoming a more valuable asset. Consumers

The returns your dashboard can’t see are the ones that compound. Let me give you a number that should stop every CMO in their tracks. Kroger ran a brand campaign. Standard attribution tools measured the impact. What they captured was 17% of the actual sales effect. The other 83% was real, measurable, and happening —