Many marketing teams are hitting their goals, but far fewer are built to adapt when the market shifts. A more mature partnership strategy can help CMOs diversify growth, reduce channel dependency, and gain a clearer view of what’s driving results.
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Become a Client56% of US GLP-1 users who are trading up to premium food and beverages say it's because they eat less overall, so they can afford higher-quality food, according to a November survey from The New Consumer and Coefficient Capital.
Journey Home moves Alliant earlier in the customer journey to win future borrowers.
Expanded Medicare coverage has brought 700,000+ new users since July—tailored care and support will need to scale just as quickly.
AI will touch every stage of marketing mix modeling (MMM), from cleaning data and building models to translating complex findings into plain English. But speed and automation alone won't make measurement more valuable. The bigger opportunity is using AI to help marketers get from measurement to decisions, and ultimately action, while keeping humans in the loop. ROI is one of the biggest reasons marketers turn to MMM. Focusing too narrowly on it obscures the rest of the value measurement provides.
Even AI enthusiasts, the early adopters, dedicate about 10% of their digital time to AI tools. The finding comes from Triton Digital's latest research on how AI is impacting consumer behavior and what it means for brand strategy, based on quantitative and qualitative studies across the US and UK.
Brands can reach more affluent shoppers but should avoid neglecting broader audiences.
A ski trip planning session turned into a case study in how fast AI-driven discovery has taken hold, our chief content officer Vladimir Hanzlik told the audience at EMARKETER’s Future of Digital summit. Sitting around the table with friends and family, phones out on Gemini, his group booked resorts, hotels, and ski schools in a matter of hours. "What really struck me is that if you didn't turn up in those LLM recommendations, if you didn't show up in Claude or Gemini, there'll be literally zero chance that we will pick you," Hanzlik said, opening a conversation with VML's chief discoverability officer Heather Physioc on whether brands understand just how close that future already is.
Pharma B2B digital ad spend will jump 15% this year. Marketers can build consumer awareness and equip doctors with treatment information for patient conversations.
Enclosed mail can convey credibility, but the mail still needs easy digital next steps.