Amplify your marketing efforts with Instagram’s Threads app

Amplify your marketing efforts with Instagram’s Threads app

As part of our commitment to bring you the most effective and innovative strategies in marketing, we wanted to introduce a relatively new tool that has the potential to significantly enhance our content marketing initiatives: Instagram’s Threads app.

Threads is an intimate communication platform that enables users to share media with a select ‘Close Friends’ list. Here’s why Threads could be beneficial for your marketing efforts:

1. Authentic Interaction: Threads encourages deeper, more personal engagement with your audience. This not only fosters stronger relationships but also boosts brand loyalty.
2. Enhanced User Experience: Threads offers an uncluttered interface with real-time updates, capturing your audience’s attention solely on your content, thereby enhancing their overall experience.
3. Micro-Influencer Engagement: Micro-influencers can utilize Threads to share your brand’s content with a highly targeted follower group, potentially increasing engagement rates and brand influence.
4. Exclusive Content Platform: Threads allows you to share exclusive content, offers, or insights with a select follower group, promoting a sense of exclusivity and fostering customer loyalty.
5. Insightful Metrics: Threads’ metrics can provide you with deeper insights into your most engaged audience segment, contributing to more effective marketing strategies.

If some of them are a part of your marketing strategy, then take the Threads app for a test drive to see if it should be part of your overall marketing efforts or if you need to scratch it off the books. Martech wrote the following article that you may also want to read.

Best Regards,
Your AMADC Marketing Team!

Future prospectus from the AMADC president and board

Future prospectus from the AMADC president and board

Dear AMADC Members,

As President of the American Marketing Association DC (AMADC), I want to take this opportunity to acknowledge your continued support and involvement, which is the cornerstone of our community’s success.

The past year has demonstrated the resilience, innovation, and creativity within our AMADC community, as we’ve navigated challenges brought on by unprecedented global circumstances. Despite these hurdles, our collective work has produced an array of successful programs, events, and networking opportunities that have facilitated growth and learning for all members.

Looking forward, our primary mission remains unchanged: to empower our members by providing invaluable opportunities for professional growth. We plan to accomplish this through an expanded offering of webinars, workshops, mentorship programs, and networking events – both online and, as circumstances allow, in person. We aim to foster a vibrant, inclusive, and resourceful community where everyone feels heard, valued, and inspired.

This year, we are focusing on emerging marketing trends, such as the role of artificial intelligence in consumer behavior analysis, ethical data usage, and the continued evolution of digital marketing landscapes. We are committed to providing members with the tools, knowledge, and connections needed to stay at the forefront of these developments.

Your active participation and feedback are vital as we continue to shape the future of AMADC. Together, we can create an environment that nurtures professional growth while reflecting the diverse interests and expertise within our community. Your Board of Directors has each prepared a service promise for the upcoming year of what you can expect moving forward.

As always, I am grateful for your contributions to the AMADC community, and I eagerly anticipate what we will achieve together in the coming year. Please do not hesitate to reach out with any ideas, questions, or concerns.

Thank you for your ongoing dedication and commitment to the AMADC. Here’s to another successful year of growth and innovation.

Best regards,
Giuseppe Laviano
President, AMADC

Service Promises from your Board of Directors

“In 2024, I will continue working to secure exciting partnership opportunities for AMADC – fostering strategic relationships with businesses and organizations that align with our mission and values – that will help enhance our chapter priorities and member engagement.”

-Kara Chris VP, Partnerships

“District Current has a lot in store for the upcoming year! First and foremost, we want to serve as a reliable resource that young marketing professionals can use to connect with each other. We also want to serve as a conduit for young marketing professionals seeking out opportunities for growth and support from the larger AMA and marketing community. We are looking forward to meeting you this upcoming year. Stay tuned for more communications from us!”

-Arthur Uratani VP, District Current

“Our goal is to provide members with a central resource for everything AMADC! Over the next year, we are working on developing our website in four key areas, focusing on brand, user experience, content, and data analytics. Afterall – we are marketers, and our website should reflect the power that the DC Chapter represents within the marketing community. If you have ideas, don’t be a stranger – I look forward to hearing from you.”

-Julia Wilton VP, Web Strategy

“This year, we’re excited to strengthen our relationships with area marketing schools to provide even more value and resources to the marketing leaders of tomorrow.”

-Jennifer Adach VP, Collegiate Relations and DEI

“We’ll be teeing up market research efforts that support the Board in their quest to optimize your membership.”

-Joy Levin Co-VP, Data & Insights

“This year, you can expect to fall in love with your AMADC membership as we re-vamp and bring you new exciting member experiences your non-marketing friends will be jealous of for years to come!”

-Kaelyn Banks VP, Memberships

“We’ll be teeing up market research efforts that support the Board in their quest to optimize your membership.”

-Wendy Price Co-VP, Data & Insights

“We are excited to launch the next round of Mentors Network applications in August and grow this program back to pre-pandemic levels while leveraging a hybrid meeting model that enhanced the program and increased participation this past year. Mentor/protégé matches can expect robust educational programming, an introduction to various areas of AMA DC where they can further engage with fellow marketers, and most importantly, a mutually beneficial mentor relationship that helps protégés meet their personalized career goals.”

-Stefan Bradham VP, Mentorship

“We are planning networkers at new, exciting places that reach out to where our members live and work — and play. Expect the unexpected.”

-Linda Roth VP, Networkers

“You can expect NEW event series that will bring excitement, engagement, and new perspectives to the AMADC community! I’m excited to meet with my fellow marketers and learn more about their needs so that we can develop programming that is customized specifically for them!”

-Laura Genovese VP, Programming

“I’m excited to be serving the largest marketing community in the DMV and am looking forward to bringing our membership of marketers, graphic designers, creatives, gigsters, entrepreneurs and solopreneurs, corporate marketers, and artists together.  Communications will provide valuable and branded communications of our events and resources that will help all of you in your daily marketing lives while building a community WE can all count on.  Come and get social with us and let’s grow our community locally and globally with all of you and our other AMA Chapters in the DC area and beyond!”

-Mónica Malavé, VP, Communications

Does Ad Exposure Affect Brand Recall?

Does Ad Exposure Affect Brand Recall?

New and Emerging Brands Benefit from TV Added to Their Digital Campaigns

Effectv worked with MediaScience to study how different types of ad exposure impact memory. A digital environment, consisting of either short-form YouTube clips or feed-based Facebook advertising (both on a mobile device), was tested with and against the TV environment, consisting of either traditional TV or connected TV (CTV) programming on a large screen. New and lesser-known or emerging brands were tested along with well-known brands to better understand the impact these advertising environments.

 

Multiscreen TV Enhances Digital Advertising

The study found that when a TV ad preceded a digital ad, participants viewed the TV ad 1.8 times longer, had +125% higher unaided brand recall, and had +18% higher purchase intent compared to participants that viewed two digital ads.

What this means to advertisers:
The value of an impression is not equal across platforms. TV advertising can help enhance other advertising mediums due to its high attention and engagement which drives recall.

New and Lesser-Known Brands Benefit Most from TV Ads

Overall recall in the study was higher for all brands analyzed for TV compared to digital; however, the benefits from TV were even greater for new and lesser-known brands, as compared to well-known brands.

The better recall from TV upon first exposure may be explained by even greater attention and engagement with the new brand ads. Both cognitive attention and emotional engagement have been linked to memory formation and recall. When a TV ad preceded a digital mobile ad, cognitive attention and emotional engagement improved compared to two digital ads, demonstrating the brand-building power of TV. This same lift was not seen with the well-known brands tested, likely due to brand associations and attitudes already formed with those brands.


What this means for advertisers:

If you are a new or growing brand, consider TV as a means for creating brand awareness and spurring recall.

 

New and Lesser-Known Brands Garner Trust with TV

The trust that TV garners may have contributed to a lift in brand attitude and purchase intent for new and lesser-known brands. Results show that participants who viewed ads in the TV environment showed higher “brand attitude,” translating to a lift in purchase intent compared to the digital environment. This same lift was not seen among well-known brands.

What this means for advertisers:
TV has a far-reaching impact on building brands that extends throughout the funnel.

 

Summary

Build your brand with multiscreen TV. The memory effects of a digital environment alone are not enough to replace the brand-building power of TV. A digital-only strategy would erode brand strength and purchase consideration over time. Consider adding TV to your media plan to amplify your brand-building power.

To learn more about how TV ads impact brand recall, download the TV Makes Memories report.

 

Study Design
Comcast Advertising commissioned a consumer study to uncover why TV has the unique ability to drive engagement and build memories. The design of the study consisted of two cells with a total of 188 participants. The viewers were shown :30 second ads in different environments:
• Two ads in “mobile digital” environments (Youtube and Facebook in-feed ads)
• Two ads in “TV” environments (traditional TV + streaming)
• And one of each ad in a “Mobile digital environment” and “TV environment”

Viewers were also exposed to an even mix of both well-known brands and unknown brands. The participants were measured with a series of survey questions and biometrics including:
• Eye Tracking to quantify the visual attention to the ad by tracking where viewers are looking on the screen
• Cardiac Deceleration to quantify cognitive attention by tracking the slowing of heart rate
• Neurometric Intensity to quantify emotional response and engagement by measuring sweat secretion

Sources
Media Science, Effectv Study, March 2022, n=188. Analysis compares two ads on digital, TV + digital ad, and two TV ads. TV comprises a traditional TV ad &/or a streaming TV ad. Digital comprises Facebook & YouTube on a mobile device.

Embracing the future of customer experience

Embracing the future of customer experience

In this ever-evolving digital landscape, staying at the forefront of technological advancements is not just beneficial – it’s crucial. It is with this sentiment in mind that we are excited to shed light on Adobe’s innovative contribution to the marketing sphere: the new AI Suite.

Adobe’s new AI Suite employs the power of artificial intelligence and machine learning to enhance customer experience like never before. It works by processing and interpreting vast quantities of customer data in real time, enabling marketers to offer highly personalized experiences, and thus, deepening customer relationships.

As marketing professionals, why should this matter to us? As customers increasingly crave and expect tailored interactions, delivering personalized experiences can set our brands apart in a crowded marketplace. Adobe’s AI Suite provides a seamless avenue to meet – and even exceed – these expectations, ensuring each interaction leaves a lasting, positive impression.

Moreover, the Suite’s predictive analytics tool allows us to forecast customer behaviors and trends, enabling proactive strategy adjustments. It provides a glimpse into the future, allowing us to make data-informed decisions that keep us a step ahead of our competition and in tune with our customers’ evolving needs. It offers a unique opportunity to harness the power of AI and use it to foster an unmatched level of customer engagement.

We are standing at the precipice of a new era in marketing. With tools like Adobe’s AI Suite at our disposal, we are equipped to not only navigate this new terrain but to also chart our path to continued success.

Read more!

Discussing HBO Max’s rebrand to “Max”: A rebranding misstep?

Discussing HBO Max’s rebrand to “Max”: A rebranding misstep?

As fellow marketers, I’m sure you’ve noticed the recent shift from HBO Max to the simpler moniker, “Max”. This significant rebranding decision has sparked numerous conversations in our field, with many citing it as a potential rebranding faux pas.

HBO has spent decades building a robust brand identity synonymous with high-quality content. However, the decision to abbreviate to “Max” may dilute this brand equity and could potentially lead to confusion among consumers and the overall customer experience.

Another thing to point out is the poor impact on customers as the “improved” app is not delivering the same experience as the original HBO Max app, as discussed in this article by Inc.,

In our own branding efforts, we’ve understood the importance of maintaining consistency and clarity in our brand image. This recent move by HBO Max raises intriguing questions about balancing the desire for fresh branding with the risk of losing established brand recognition.

What are your thoughts on the rebrand? What lessons can we learn and apply to our own future branding campaigns?

How did upstart Nike become a global brand?

How did upstart Nike become a global brand?

Did you ever wonder how some of the greatest brands and ad campaigns got started? We’re not talking about the watered-down, manicured versions of a company’s origin story created by PR in consultation legal, but what really happened.

In the April movie release of “Air,” Matt Damon and Ben Affleck tell the story of how Nike convinced rookie Michael Jordan to become the face of the brand.

Damon plays Sonny Vaccaro, a former high school basketball coach, who was determined to win Jordan’s endorsement, while bigger brands courted him. Affleck is Nike’s CEO Phil Knight, who gives his team the green light to do what it takes to sign him. Viola Davis turns in an academy award-winning performance as Jordan’s shrewd mother, who insists Nike give her son a percentage of every pair of Air Jordan’s sold. And Jason Bateman steals the film as Nike’s first Director of Marketing.

So give yourself a night off, and settle in to watch one of the greatest marketing stories of all time. “A shoe is just a shoe until my son steps into it.” – Deloris Jordan, Air 2023

Check out the official trailer here!