Marketing

Economic headwinds have hammered the digital ad industry.Outsized inflation has caused consumers to pull back on discretionary purchases, causing brands to reduce their ad budgets to compensate for softening demand.As a result, many ad-based businesses reported weak growth over the past year, and their stocks suffered accordingly.

Marketing has changed radically in the last few years.There's a greater reliance on data and analytics, a constant need to blend creativity with disciplined media planning principles, a ferocious war for talent, and rising scrutiny around inclusive and sustainable practices.As marketers seek to capture and retain scarce consumer attention, they must ask their media agency for clarity on its approach to four areas, vital for an agency's long-term success.

Since they've been old enough to feel embarrassed by their elders, Generation Zers have made many things we once used to love obsolete.Take the side part haircut, the crying laughing emoji, and skinny jeans; just a few of the many relics of the recent past that zoomers have decided - often rightly - that we should just leave behind.

Super Bowl LVI was the crypto world's coming out party.Buzzy firms made bold pitches last year, and shelled out millions of dollars on ads encouraging viewers not to be afraid of this new-fangled digital investment and for God's sake don't miss out on this exciting opportunity!You can expect a lot less noise from Team Crypto during Super Bowl LVII next Sunday.

Evolving trends in the publishing industry tend to have an outsized effect on the marketing world, as well.The content that marketers produce to reach their target audiences comes in many different formats, and whether it's digital, print, video or sound, how it is published and distributed will have a major impact on the results a campaign generates.

When households sit down to watch Super Bowl LVII live on February 12, they might get a sense of déjà vu.While the game might be unpredictable, some of the much-hyped commercial spots will be reruns, circulated online days or even weeks in advance.You can find footage of Ben Stiller and Steve Martin for Pepsi Zero Sugar, Alicia Silverstone'scharacter Cher for Rakuten, and Sylvester Stallone scaling a mountain for Paramount+.

Twitter has started sharing advertising revenue with some of its verified content creators.The company's CEO, Elon Musk, made the announcement in a tweet on Friday, but he provided few other details.The new revenue sharing program, already in effect, is only available to those who have subscribed to the platform's $8 per month subscription service, Twitter Blue.

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Trends | Feb 1, 2023 Gordon Young, editor in chief, shares global marketing trends with the 4A's ahead of their "Decisions 2023 - Perpetual Disruption" event.Based on insights uncovered in The Drum Awards, we can predict more focus on brand purpose, harnessing technology for creativity, using marketing to solve real world problems, and the use of humor in the face of life's challenges.

Opinions expressed by Entrepreneur contributors are their own.The startup world is in disarray as I write this, and the economic outlook is not great.Many companies are performing mass layoffs, scaling back on initiatives and rethinking their entire approach to sales and marketing.It won't always be this way - it's a cycle - but that doesn't make it much easier while you're going through it.

YouTube Shorts and Meta's Reels are both making headway in the intensely competitive video shorts sector.During Alphabet's Q4 earnings call on Thursday, CEO Sundar Pichai reported that YouTube Shorts has surpassed 50 billion daily views.That's up from the 30 billion reported in Q1 2022.However, it still falls far short of Meta's Reels, which attracted 140 billion daily views across Facebook and Instagram in Q3 2022, the company reported in October.

Twitter's new owner is making moves to build in more revenue streams for creators - or at least he's tweeting about it.Elon Musk announced Friday that the company would soon begin sharing advertising revenue with creators on the platform for the first time.The catch?Eligible users must be signed up for Twitter Blue, which starts at $8 a month.