By Michael Bürgi Cannes Lions is officially underway, and holding company Omnicom is wasting little time forging ahead with unveiling partnerships with major publishers and platforms as it digs deeply into harnessing the power of ‘live’ — be it live sports, live shopping or even live-streaming.

Today, Omnicom is announcing separate partnerships with Disney and with Walmart, Digiday has learned.

The Disney partnership centers around live sports, with the holding company working with Disney in concert with The Trade Desk to programmatically take advantage of big moments in live sports events for Omnicom clients. Think a major call in an NFL game or a clutch basket to tie a college hoops game — Omnicom is hoping to help clients take advantage of those moments in real time through programmatic access. Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV. …read more

Source:: Digiday

By Adam In today’s hyper-competitive marketplace, the key to driving revenue is about effectively reaching and engaging your audience. While many businesses employ various marketing channels, omnichannel marketing is the true path to success. This strategic approach unifies all customer touchpoints to create a seamless, consistent, personalized experience. Whether you’re a local mom-and-pop shop striving to connect with your community or a global brand aiming to capture market share, an intelligently implemented omnichannel marketing strategy is a luxury and a necessity for increased sales in this digital age.

Driving Sales Forward

The core difference between traditional multi-channel marketing and omnichannel lies in its unwavering focus on the customer. Multi-channel means using several channels; omnichannel integrates them, ensuring a cohesive journey regardless of how or where a customer interacts with your brand. This integration yields significant benefits that directly impact your bottom line, all while keeping the customer at the heart of your strategy:

Enhanced Customer Experience: Customers expect fluid transitions between online and offline interactions. Omnichannel delivers this, allowing them to start a purchase on their phone, continue on their desktop, and pick up in-store without losing context. This frictionless experience fosters satisfaction and encourages repeat business.

Increased Customer Loyalty and Retention: Customers are likelier to remain loyal when they feel understood and valued. Omnichannel strategies enable personalized interactions based on past behavior, building stronger relationships and increasing customer lifetime value (CLV).

Higher Conversion Rates: A consistent message and personalized offers across all touchpoints guide customers more effectively through the sales funnel. This tailored approach significantly increases the likelihood of conversion.

A Step-by-Step Guide to Implementing an Omnichannel Strategy

Implementing an effective omnichannel strategy requires careful planning and a commitment to continuous improvement. Here’s how to get started:

Step 1: Understand Your Customer and Map Their Journey

This is the foundational step. Whether you’re a small boutique or a multinational corporation, deeply understanding your target audience is paramount.

Gather Data: Go beyond basic demographics. Utilize surveys, interviews, website analytics, social media insights, and customer service interactions to discover their needs, preferences, pain points, and motivations.

Map the Customer Journey: Visualize every potential touchpoint a customer might have with your brand, from initial awareness to post-purchase support. This process, known as customer journey mapping, is a crucial step in understanding and optimizing the customer experience. Identify all online and offline interactions. For a mom-and-pop store, this might include a local flyer, their Facebook page, an in-store visit, and a follow-up email. For a global brand, it could involve search ads, mobile apps, social media, chatbots, physical stores, and customer service lines.

Identify Pain Points and Opportunities: Where do customers encounter friction or inconsistency? Are there gaps in the experience? For example, can a customer check in-store stock online? Can they seamlessly transition from an abandoned online cart to an in-store purchase?

Step 2: Select and Integrate Your Channels

Prioritize quality over quantity. It’s better to excel on a few relevant channels than to spread yourself too thin. Identify Key Channels based on your customer journey mapping, and determine which channels your audience actively …read more

Source:: Social Media Explorer

By Digiday Editors
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Member Exclusive Ad Tech Briefing: Public companies’ first loyalty is to shareholders — why do advertisers give them an easy time?

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Dynamics in ad tech, particularly within the demand-side platform sector, are in flux, causing media agency practitioners considerable head-scratching. That’s why it’s good to talk with peers.

Media buyers attending Digiday’s Programmatic Marketing Summit last month expressed a desire to evaluate their DSP partnerships and explore opportunities to shift more spend to more favorable, i.e., transparent, platforms that better align with client needs.

Many wanted to explore the impact of trends, such as the rise of Amazon’s DSP on the ad tech market (particularly its potential to undercut market leaders, including The Trade Desk and Google’s DV 360), so fervently that a virtual follow-up session was called for. Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV. …read more

Source:: Digiday

By Tim Peterson This video is sponsored by Index Exchange. For more information about sell-side decisioning, check out this report.

A lot of decisions are made between the time someone shows up on a website and when an ad loads on the page. But many of those decisions are left up to advertisers and the demand-side platforms they deploy to do their programmatic ad buying. Fewer decisions are made by publishers and the supply-side platforms they use to sell impressions.

But it doesn’t have to be that way. With programmatic processes speeding up, publishers and SSPs can do more merchandising of impressions before they are put up for auction. This merchandising can take different forms — such as setting price floors, adding contextual signals and affixing brand suitability scores to a bid request — all of which can fall under the umbrella term of sell-side decisioning, as the video below explains.Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV. …read more

Source:: Digiday

By News Edition People often casually refer to selfish behavior as being “narcissistic” but true narcissism runs much deeper. People with Narcissistic Personality Disorder (NPD) take their self-centeredness to the extreme, often at the expense of others. They can behave in ways that are very damaging to social relationships, especially intimate ones. They can be very entitled, arrogant, and have a superiority complex, which can wear down the mental health of their children, spouses, and friendships over time. Only 1% of the population is officially diagnosed with NPD, but experts estimate that the real number is much higher. 

Narcissism is one of the “dark” personality traits in the Dark Tetrad, along with psychopathy, Machiavellianism, and sadism. There are different subcategories for narcissism, with their own unique ways of expressing their selfishness, but some behavioral signs are consistent. For example, narcissists often have control issues and have unhealthy competition with those around them. Common tactics they use to manipulate their loved ones include love bombing, silent treatment, gaslighting, and minimizing others’ achievements. These can be extremely hard to detect when they choose to be selective with what and how they share their life on the internet.

Living with a narcissist can be extremely toxic; eventually, close family can decide they’ve finally had enough. However, escaping a narcissistic relationship requires careful, strategic planning. Finances will have to be separated into different accounts, wills will have to be redrawn, and contact information will need to be updated – all without the knowledge of the narcissist, who may try to sabotage the escape plan. This process can be very emotionally draining, so it is important to try to build a sense of narcissism in social relationships to avoid building a bond with these dangerous personality types.

The post Recognizing the Signs of Narcissism On Social Media appeared first on Social Media Explorer. …read more

Source:: Social Media Explorer

By Alliant Dave Taylor, Chief Product Officer, Alliant

The days of influencer marketing as an auxiliary tactic, rather than an integrated part of a broader omnichannel marketing mix, are over. Now, with industry power player Omnicom Media Group consolidating and strengthening its influencer marketing efforts under a new brand, and Publicis putting its own stake in the ground with its recent purchase of influencer agency Captiv8, it’s clear the role of social influencers and content creators have solidified a broader scope and importance across the marketing ecosystem. 

Brands have fully embraced social media content and are pushing the boundaries on Instagram, TikTok, Meta, YouTube and other platforms to drive engagement, mainly in the form of social actions. Influencer marketing has evolved from broad-based brand awareness efforts centered around an influencer’s network into a powerful tool for precision-targeted engagement and revenue generation. Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV. …read more

Source:: Digiday

By Nick Nelson LinkedIn just released its new 2025 B2B Marketing Benchmark: The Influence Report (pdf) featuring in-depth analysis from authors Mimi Turner and Jann Schwarz.
It’s another great piece of original research from our friends and clients at LinkedIn, and within the report there are plenty of revealing insights for B2B marketers who want to better understand:

What buyers really care about
How brand trust is built in meaningful ways
Why B2B influencers are pivotal in shaping perceptions

The full report is very much worth diving into, but here we’ll unpack a few of the findings we found most striking, while adding context via our own B2B marketing agency perspective and data.

The big takeaway: “There’s no such thing as being trusted in secret”

This is the primary message that the report aims to get across. Trust-building doesn’t happen on its own, and it’s not merely a tactic but rather a philosophy that should guide marketing strategies throughout the funnel.
LinkedIn’s benchmark data shows that nearly 94% of B2B marketers believe building trust is the most important factor for achieving success as a brand. That’s not surprising to us – we’ve been writing about this vital marketing objective for many years — and it’s probably not surprising to you, but the mechanics of influence and trust are changing alongside the new digital landscape.
Here’s where Turner and Schwarz advise setting your strategic gaze.
Set up your strategy to showcase social validation
According to the report, “marketers believe that social validation from customers and peers has more influence on whether brands are trusted than product attributes, price competitiveness or brand awareness.”
Again: no big surprise here. It only makes sense that customers would lend more credibility to what actual customers and users are saying versus what a company says about itself. And yet, so many brands are overwhelmingly focused on talking about themselves.

Having said that, attaining customer testimonials, case studies and endorsements is not always easy. It can be a big ask. But remember: if you’re doing a good job, your satisfied customers will want you to stay in business and be successful. They will be happy to share their experience with your brand. As uor CEO Lee Odden has said for many years, “The best investment you can make in marketing is the quality and experience of your “product”.  So don’t be afraid to broach the conversation in an honest way and explore what’s possible.
One approach we recommend in situations like these is creating proof content that treats your customer as the hero, as much as (or more so than) your own brand. Think about case studies as dual marketing assets that showcase the capabilities of both your company and the teams you helped overcome obstacles and achieve their goals. This not only reduces friction when it comes to getting approvals on publishing the content, but can also compel customers to share it out in their networks more enthusiastically.
In tandem with working to secure and showcase this social validation content from customers, you can also work to establish relationships with well-known and respected voices …read more

Source:: Top Rank Blog

By Digiday Awards The Future Leader Awards, presented by Digiday, Glossy, Modern Retail and WorkLife, honor the next generation of leaders leaving their mark in their industry, with 10 years of experience or less.

The winners demonstrated an ability to innovate and execute creative strategies that push their respective companies forward. They also have strong leadership qualities that allow them to cultivate and develop their teams. While the winners possess expertise across multiple disciplines, there is a clear emphasis on mindsets that promote sustainability and social impact.

For instance, Reba Hatcher, chief commercial officer at ButcherBox, is recognized in the Modern Retail Future Leader – Established Retailer category. Since joining the company in 2017, Hatcher has risen through the ranks, bringing a unique blend of strategic insight, operational excellence and people-first leadership to every role she’s held. Now responsible for driving revenue, partnerships and retention, she plays a central role in ButcherBox’s sustained growth. Her leadership style is rooted in curiosity, accountability and customer obsession, and she’s known for diving into new challenges headfirst — mastering unfamiliar topics, mentoring her team and modeling the continuous learning mindset that defines successful direct-to-consumer businesses.Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV. …read more

Source:: Digiday

By Firsthand Michael Rubenstein, co-founder and co-CEO, Firsthand

The old model is breaking. Digital media’s foundational ad model — capturing attention and monetizing it through volume — is no longer sustainable. Publisher site traffic is declining, consumer behavior is evolving and AI-driven platforms are fundamentally changing how people discover, learn and act on information.

Licensing publisher content to AI platforms might seem like a lifeline, but it won’t replace advertising revenue. Worse, it risks eroding brand identity and severing direct customer relationships, as others become the front door to publishers’ intellectual property. It’s not a long-term solution for either revenue or relevance.Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV. …read more

Source:: Digiday

By Lee Odden I think we can all agree: marketing in the B2B world isn’t getting any easier. Traditional SEO has become less predictable (was it ever?) with AI Overviews and AI Mode in Google. And conversational search in tools like Bing Copilot, Perplexity, and ChatGPT are inspiring a whole new set of buyer behaviors.
Meanwhile, paid media is under pressure: research from Nielsen shows over half (54%) of global respondents said they were planning to cut ad spending in 2025. LinkedIn reports that 95% of B2B buyers are out-of-market at any given time, and even those in-market are researching in stealth mode across multiple channels.
Along with greater uncertainty and complexity, content fatigue is real. Generative AI has made it easier to produce content, but most of what’s being created is forgettable. According to analysis from JKR, only 15% of branded content assets are truly distinctive. And System1’s research underscores that emotional and creative impact is a key predictor of long-term effectiveness. Yet most B2B content is optimized for clicks, not connection.
Clearly there’s no shortage of content. No lack of data. No end to martech, tools, or AI-inspired shortcuts. And yet, a lot of what’s out there in B2B marketing is simply…boring.
As I’ve said for years:

“In B2B marketing, it’s no longer enough to inform. Our content must make them feel.”

What is Best Answer Marketing?
Zero click search experiences are here to stay, effectively using publisher content to interpret and deliver answers without direct referred traffic benefit. Searchers are also chatting with AI agents to find solutions, in many cases as an alternative or at least an augmentation to how they use search.
We know that buyers of B2B solutions trust and are influenced by peers, industry experts and key opinion leaders. They discover content in a variety channels including social feeds, podcasts, communities, and email. If we want to build B2B brands that buyers remember and trust, now and when they’re ready to buy, we need a framework that works.
Best Answer Marketing is about being the best answer wherever customers are looking. It focuses on:
Irrefutable Credibility – through original research and partnerships with trusted experts, creators, and industry influencers
Clarity, Community, and Continuity – with a clear brand position communicated consistently across channels
Content Experience – through creative formats that are memorable, emotional, and easy to consume
Full-Funnel Strategy – integrating research, derivative content, influencer collaboration, and episodic formats
Continuous Optimization – using AI-powered insights to unify performance data and drive improvements
This approach isn’t just a tactical mix. It’s strategic and rooted in part on behavioral science. That’s where the Laws of B2B Attraction come in. Here’s what I mean:
How the Laws of B2B Attraction Connect to Best Answer Marketing
1. Law of Credible Connection
Psychological Principle: Authority and Social Proof
People are more likely to trust and follow voices they perceive as credible. In B2B, that means industry experts, analysts, and credible practitioners that are either influencers or creators or increasingly, both.
How Best Answer Marketing Activates It: We build irrefutable credibility by conducting original research and integrating influencers, subject matter experts, and …read more

Source:: Top Rank Blog

By Full Editorial Given the swift changes happening in business now, every company needs a strong online presence. Partnering with a reputable digital marketing agency Singapore can give a big boost to your startup or help your business grow if you are established. Using these agencies allows businesses to target the right group, make more people aware of their brand and earn more leads and customers.

Because Singapore has both an advanced technology sector and digitally connected people, it is now recognized as a leading place for digital marketing services. Among all the competitors is Papercut Singapore which is considered a top digital marketing agency Singapore and video production agency changing the way brands interact with online users.

Who can benefit from looking for a digital marketing agency in Singapore?

Agencies in digital marketing play an important role in helping today’s businesses succeed. Among them are SEO, PPC advertising, using social media, creating content, video creation, email marketing and making websites.

Here’s why it makes sense to work with a local digital marketing agency.

Knowledge of the Local Market: Singapore agencies understand both their local market and Southeast Asia which keeps their campaigns culturally valid.

Top agencies equip themselves with instruments and platforms to follow how well their efforts perform and how to improve.

The skilled team at a good agency will make sure your brand message is always the same between Google, YouTube, Facebook, Instagram, TikTok and similar channels.

Expert services through outsourcing save you time and energy, so you can concentrate on your company’s main tasks.

A Leading Digital Marketing and Video Production Agency

Papercut Singapore is among the leading digital marketing agencies in Singapore, thanks to its unique ideas, well-planned tactics and the outcomes they achieve. Unlike others, Papercut uses both storytelling and performance marketing in its campaigns to engage, win and maintain its customers.

Services Offered by Papercut Singapore

Businesses can use its services to help them reach new levels of success.

Create and Use Your Digital Strategy

No business is the same and Papercut first studies your brand, aims and audience to design a unique digital marketing strategy for you.

The practice of Search Engine Optimization (SEO)

 SEO services that match Singapore’s market help Papercut’s clients secure top spots in Google search, leading to regular traffic from the internet.

Video Production

As one of the best in the field, Papercut creates films and explainers, shares brand stories, makes commercials and creates funny social posts that catch the eye and spark engagement.

Strategies based on social media

Social media platforms are overseen by Papercut to ensure your community grows and becomes active.

Creation of Lead Generation campaigns

Papercuts makes it a priority to use recent technology and new ideas to boost qualified leads for your business.

Why Papercuts is One of the Best

The agency fuses creative work with smart strategies for marketing campaigns that work well and catch the attention of customers.

Great Experiences: They have successfully served many different organizations in tech, finance, education, healthcare and lifestyle.

In this age of shorter videos, Papercut’s internal team makes images and videos that educate, entertain …read more

Source:: Social Media Explorer

By Sam Bradley Transparency is one of the ad industry’s favorite pet topics.

Today’s marketers spend sleepless nights puzzling over how much of their budget is lost along the mazelike programmatic supply chain, if they can trust CTV middlemen, or whether supposedly epoch-defining AI tools are in fact Mechanical Turks.

The disinfectant of sunlight, in theory, provides a means of resolving those concerns. But as more agencies put proprietary software tools and data platforms (like Havas Media Group’s Converged or WPP Media’s Open Intelligence) at the center of their appeal to new clients, agency execs are toying with the shades.Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV. …read more

Source:: Digiday

By Seedtag Jorge Poyatos, co-founder and co-CEO, Seedtag

Contextual ad targeting capabilities are expanding rapidly, and AI is playing a prominent role in that evolution. In the same way that the human brain uses neural networks to recognize patterns and assign meaning to them, the latest contextual ad technology employs these same principles to go beyond mere content categorization into understanding the human interest, intent and emotion behind consumers’ habits.

With the aid of AI agents, this sophisticated understanding of human behavior and intent can be activated across media channels, forming an intelligent modern media solution — neuro-contextual ad targeting.Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV. …read more

Source:: Digiday

By Ronan Shields The Trade Desk is poised to launch Deal Desk, a new capability within the demand-side platform aimed at easing the structural inefficiencies in the Deal ID ecosystem.

Deal Desk’s official announcement is expected imminently, although Will Doherty, svp inventory development, The Trade Desk, teased the launch on stage at the IAB Tech Lab Summit, hosted in New York City, June 4.

In discussion with IAB Tech Lab CEO Anthony Katsur, Doherty outlined the pending launch explaining that it was aimed at addressing structural inefficiencies in the Deal ID or private marketplace ecosystem. Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV. …read more

Source:: Digiday

By Lee Odden On this second episode of the Beyond B2B Marketing Podcast, I have the good fortune to share a conversation I had with Christiana Marouchos, VP of Marketing at AI-powered marketing platform, StackAdapt*.
Despite being involved in the B2B marketing industry for over 25 years, my focus has been entirely on content, search, influence and social media – not programmatic or display advertising. That’s why I was really looking forward to my interview with Christiana – a long time marketer with deep expertise in something I need to know more about. I have a feeling there are quite a few other B2B marketers that feel the same. Hopefully this interview gives you the same valuable perspective on the intersection of adtech, martech, SEO and AI as I did.
Christiana shares how she scaled her team from 10 to 50 marketers while keeping “bold creativity” at the center of a fast growing company in a very competitive market. Christiana explains how StackAdapt’s AI-native platform fuses adtech and martech to extract the maximum performance from every programmatic dollar. Our conversation also explores why B2B brands should retool their SEO now for Google’s AI Overviews and how original, human-driven content fuels those algorithms.
Christiana closes by urging B2B marketing leaders to pursue “impact efficiency,” blending data discipline with human imagination to drive growth. The being human in the face of AI concept is a persistent theme in our Beyond B2B podcast interviews.
Listen to the full interview with Christiana here:

Watch the full interview here:

If you’d like the TLDR of my interview with Christiana, here’s a quick summary:
How does a fast-growing ad-tech company like StackAdapt expand its global footprint, keep creativity at the core, and stay ahead of constant change in B2B marketing?
Scaling with Purpose
Christiana details how she grew StackAdapt’s marketing team from 10 to 50 in three years by anchoring every hire to clear brand guidelines, authentic storytelling, and a culture of “bold creativity.” That foundation, she says, lets the team innovate at speed without sacrificing quality or performance accountability.
AdTech + MarTech Convergence
A core theme is StackAdapt’s AI-native platform that unites programmatic advertising, owned-media channels, and real-time optimization in a single workspace. By feeding billions of campaign inputs back into the system, the platform continually learns, offering marketers exponential gains in efficiency-an irresistible draw for brands that want to stretch every programmatic dollar without juggling ten different tools.
Creativity as Competitive Edge
In a noisy adtech and B2B marketing landscape, Christiana argues that creativity is no longer optional. Content marketing-and a robust resource hub of blogs, webinars, podcasts, and research-is the fuel that gives StackAdapt’s AI something truly original to work with. Unique angles and forward-looking perspectives are what turn heads and build lasting credibility.
Partnerships that Multiply Impact
The episode also unpacks StackAdapt’s high-visibility sponsorship with LinkedIn Marketing Solutions. By co-creating thought-leadership content rather than simply “showing up” alongside LinkedIn, both brands unlocked a 360-degree win that resonated deeply with B2B marketers and demonstrated the power of strategic partnerships.
SEO for the AI Era
Christiana’s advice on search is blunt: “Don’t wait.” With …read more

Source:: Top Rank Blog

By Full Editorial Since smartphones and tablets are the main devices used for online activities, providing a smooth payment experience on mobile is crucial.

Payment gateways serve as the critical bridge for these transactions, and their design must prioritise mobile usability. Businesses that focus on optimising payment gateways for mobile users see tangible benefits, including fewer abandoned carts, smoother checkouts and ultimately higher conversion rates.

Mobile optimisation is no longer optional; it is a strategic necessity that shapes customer satisfaction and drives revenue growth. In this blog, we will learn about the importance of a mobile-friendly payment gateway and how it redefines the efficiency of completing transactions in a mobile-first world.

The importance of mobile optimisation in payment gateways

Mobile devices present unique challenges. Smaller screens, variable network speeds and differing user expectations demand a tailored approach. When a payment gateway is not optimised for mobile, users encounter delays, confusing layouts or complicated input methods. These issues lead to frustration, which often results in customers abandoning their purchases.

Mobile optimisation involves designing payment gateways that load quickly, operate smoothly and offer simplicity at every step. This guarantees that users can finish their transactions smoothly, without any interruptions or confusion, boosting the chances of completing a purchase.

Lowering user drop-offs through mobile-optimised payment gateways

Mobile-optimised payment gateways help reduce drop-offs by offering a faster, simpler and more intuitive checkout experience for smartphone and tablet users. This is how:

Fast and responsive interface

A payment gateway optimised for mobile devices ensures rapid loading times and an interface that adapts seamlessly to various screen sizes. This responsiveness is crucial. Customers expect near-instantaneous reactions on their devices, and any lag risks losing their interest. A fast-loading, intuitive payment gateway encourages users to proceed confidently through the checkout process.

Streamlined data entry

Entering payment details on a smartphone can be cumbersome if the interface is cluttered or unintuitive. Mobile-optimised payment gateways simplify the input fields, often integrating features such as auto-fill and context-sensitive keyboards. This reduces errors and speeds up the process, preventing users from abandoning payments out of frustration.

Secure yet unobtrusive authentication

Security is non-negotiable in payment processing. However, overly complex verification steps can disrupt the user journey. Mobile-optimised payment gateways strike a balance by integrating advanced, secure authentication methods that feel seamless to the user. This encourages the completion of transactions while maintaining trust.

Support for diverse payment options

Modern mobile shoppers expect flexibility in how they pay. An effective payment gateway offers support for credit and debit cards, digital wallets and bank transfers.

This variety caters to different preferences, making the payment experience more convenient and reducing drop-offs caused by limited options.

How mobile optimisation boosts conversions

Mobile optimisation boosts conversions by making the payment process smoother, quicker and more user-friendly, encouraging customers to complete their purchases without friction. This is how:

Minimising friction in the checkout process

Friction is the enemy of conversion. A payment gateway that demands excessive information or presents confusing navigation deters customers. Mobile optimisation eases this friction by designing a checkout process that is simple and quick, motivating users to finish …read more

Source:: Social Media Explorer

By Krystal Scanlon TikTok really wants advertisers to see it as a place to drive full-funnel results — not just boost brand awareness but deliver on performance too.

“We’ve been listening and building alongside our partners to create tools that drive full funnel growth on TikTok from that first scroll to the final purchase,” TikTok’s global head of product solutions and operations, David Kaufman said during TikTok World, the platform’s fifth annual global ad product summit.

It’s been pushing this message for a while. Chief strategy officer Ben Dutter at Power Digital, an agency that has worked with TikTok since November 2023 confirmed as much, saying that TikTok’s focus has been on full funnel as far back as then.Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV. …read more

Source:: Digiday

By Lee Odden When most marketers think about influencer marketing, they still picture big names, huge audiences, and a certain element of celebrity or notoriety. That kind of popularity works well in consumer marketing where a numbers game of reach the most eyeballs possible can translate to awareness and conversions. But in B2B marketing, where decisions are complex and buying committees are diverse, reach without relevance rarely delivers the kind of results brands expect.
That’s where micro-influencers come in.
Research shared by Emarketer says that B2B marketers see the most success with influencers or content creators that are micro-influencers vs. mega, macro or nano influencers.
Micro-influencers, often defined as individuals with between 1,000 and 50,000 followers, bring a level of focus and credibility that larger personalities sometimes lack. That is not to say there is not a place for macro or celebrity level business influencers in B2B marketing, especially when goals are primarily awareness focused. But when it comes to engagement and connecting with specific audiences, tapping the long tail of influence through micro-influencers can be highly effective.
When it comes to engagement and conversion, micro-influencers can play a very special role for B2B marketing efforts. Micro-influencers are subject matter experts, niche community leaders, trusted voices inside technical disciplines, and respected practitioners. For B2B marketers that are looking to build trust, and influence purchase decisions, micro-influencers can provide an opportunity to engage in more meaningful ways.
What makes micro-influencers valuable for B2B marketing?
The value of a micro-influencer isn’t the size of their audience, but in the quality of relationship they have with that audience. These are individuals who have earned their following through creating value from first-hand experience, deep expertise, and active participation in their communities.
In B2B categories like cybersecurity, supply chain tech, HR software, and cloud infrastructure, buyers are often skeptical of generic messaging, formal brand marketing content and increasingly, any content that appears AI-generated. They look for voices they trust.
Because their audiences are smaller and more targeted, micro-influencers tend to engage more deeply with followers. They answer questions. They participate in comment threads. They show up at events and contribute to discussions. That kind of interaction is difficult to scale, and that is exactly why it matters.
At TopRank Marketing, we have seen firsthand how partnering with micro-influencers helps B2B brands reach the right people in the right context. Whether that’s a niche LinkedIn group, an industry-specific newsletter, a podcast, or a Slack channel rich with practitioners, micro-influencers can often unlock access that broader campaigns cannot.
When reach isn’t enough for your influencer marketing
Most B2B buying decisions involve multiple stakeholders. Research from Gartner shows the average buying group includes six to ten people, each bringing their own priorities and questions to the process. These buyers are not looking to be sold to. They are looking for useful insights, credible perspectives, and answers to specific problems.
Macro-influencers might generate impressions, but micro-influencers can drive consideration and trust. What makes them influential is that they speak the language of the buyer. They understand the technical and operational nuances. They don’t need …read more

Source:: Top Rank Blog

By Jessica Davies In today’s tech lexicon, slapping “AI” in front of a problem, or a product, is the fastest way to make something old sound new, whether it’s clickbait, content farms, or a decade-old dashboard with a fresh coat of hype. The same can be said for AI slop — a term that seems to have gradually gained traction among media and marketing professionals over the last six months/year.

Nevertheless, while “slop” may have been an informal and unofficial way to refer to shoddy sites created purely for the purpose of arbitrage — a problem that’s plagued publishers and advertisers for decades — there’s no denying that generative AI is accelerating the scale of this to unprecedented levels. The upshot: media metrics are going to get skewed, big time.

And with the looming economic uncertainty brought on by the U.S. tariffs, that’s going to end badly for performance budgets if buyers aren’t proactive, some experts say. For publishers, it’s déjà vu — and their cut of the programmatic pie is only shrinking.Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV. …read more

Source:: Digiday

By Chris Turn Keeping up with technology feels overwhelming for many of us. Whether you’re a small business owner in Johnson County trying to maintain a reliable network, a student in need of home tech support, or a homeowner experiencing connectivity issues, technology struggles can bring everything to a frustrating halt. But here’s the good news—there’s help available right where you are.

This guide is your go-to resource for maximizing the IT services offered in Johnson County, Indiana. From resolving common technical issues to exploring essential IT solutions, you’ll find everything you need to navigate and utilize these services effectively.

Why IT Support Matters in Johnson County

Technology is central to our lives. It plays an essential role in how Johnson County residents run businesses, connect with others, and stay entertained. But when these critical systems break down, professional IT support can make all the difference. Locally available services provide faster resolutions to your issues while offering the convenience of personalized care. Most importantly, they ensure you spend less time stressed about technology and more time focusing on what truly matters.

Whether you’re dealing with network issues, software glitches, or security concerns, the right IT service provider can take you from frustration to resolution quickly and efficiently.

How to Identify Common IT Challenges

Before we explore the IT solutions available in Johnson County, it’s helpful to identify the most common tech issues you might face:

Troublesome Internet Connections

Struggling with spotty Wi-Fi or slow download speeds? Connectivity challenges are one of the most common tech frustrations.

Device Setup and Installation

Bought a new gadget but not sure how to set it up? Incorrect installation can prevent devices from functioning at their best.

Data Security Concerns

From businesses managing sensitive customer information to families protecting their personal data, cybersecurity concerns are on the rise.

Software Issues

Applications crashing unexpectedly, slow system performance, or compatibility issues can constantly disrupt your workflow.

Cloud Storage and Backup Problems

Lost files? Trouble accessing shared folders? Cloud storage mishaps can bring your productivity to a grinding halt.

Understanding these challenges will help you better communicate your needs when reaching out to an IT service provider.

Exploring Available IT Services in Johnson County

Here are some of the key IT services available locally that can address common frustrations:

Network Setup and Troubleshooting

Struggle with buffering videos or weak Wi-Fi signals? Providers in Johnson County can optimize your network for seamless performance.

Managed IT Services for Businesses

Many providers specialize in helping small businesses with managed IT services. This could include monitoring your systems, managing data uptime, and offering consistent support when issues arise.

Home Tech Assistance

From setting up smart home devices to troubleshooting printers, residents can access professional support for nearly any home tech issue.

Cybersecurity Protection

Keeping your data safe is crucial. IT professionals in the area offer security assessments, firewall setups, and malware removal services to ensure your network stays protected.

Cloud Solutions

IT experts can help you leverage cloud technology for easier collaboration, file storage, and backups, whether you’re managing a business or a household.

Data Recovery Services

Accidentally deleted files? Local IT providers can assist with recovering lost data and creating robust backup …read more

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