Google’s I/O showcases bold AI integration across products: The announcements show its marketplace strength but it’ll need an effective monetization strategy to beat the competition.

LinkedIn is at a turning point: Users are more engaged than ever, ad revenues are rising, and creators are inking deals on the platform. And LinkedIn’s appeal among both B2B and B2C marketers is growing.

B2B event marketing is essential and highly engaging, but ROI challenges persist. Marketers should choose the right event format, use technology and AI for better results, and integrate events into broader marketing strategies.

B2B email marketing is already ingrained with AI technology. But marketers still need to overcome challenges, adopt innovative strategies, and embrace this technology as a helpful and increasingly essential tool.

As retail media grows, it is changing. At the moment, search remains retail media’s bread and butter and sales ads are the best awareness drivers. In the future, in-store media and shoppable video ads may take on a bigger role. But no matter how ad formats change, one thing is for certain: Measurement will be key for retail media’s continued growth.

US buyers’ most valuable metric when assessing campaign performance on retail media networks isn’t return on ad spend (ROAS) or ROI. It’s incrementality, according to May 2022 data from Criteo.

For Wix, consolidating its marketing stack not only improves internal alignment but also results in an improved customer experience. The website-building company operates with teams worldwide, and is currently scaling down from about seven different marketing automation platforms.

Content marketers are facing pressure to integrate generative AI (genAI) tools to improve productivity and ROI, but diving in haphazardly could backfire. The best approach to adoption is “thoughtful and strategic,” our analyst Kelsey Voss said on a recent Meet the Analyst Webinar. “Brands must carefully navigate the pros and cons of genAI and leverage it judiciously to maximize its benefits and mitigate potential drawbacks,” Voss said. Here are four ways to use generative AI holistically in daily workflows.

After paid search and paid social, CTV has exploded onto the performance marketing scene. Here are three ways to maximize your ROI and find success with CTV advertising.

B2B marketers must be aligned with sales to drive revenue and business growth. This might seem a herculean task, but there are ways leaders can surmount relationship, communication, and data challenges and successfully align on shifts in B2B buying.

B2B marketing leaders have lost their focus on the benefits of email marketing. Email is a key distribution channel, and investments will allow relevant messages with high engagement rates and ROI to be delivered efficiently and effectively.

On today's episode, we discuss whether the age of social media is ending, if fewer ads equal greater ROI, more streaming platforms testing the sports waters, how newsletters are making money, whether the Cyber Five have lost their luster, an explanation of Twitter's advertising exodus, how long humans can live for now (and in the future), and more. Tune in to the discussion with our director of forecasting Oscar Orozco and analysts Blake Droesch and Dave Frankland.

Thirty-five percent of CMOs today want to expand their relationships across the C-suite. This is just one of their priorities over the next 12 months.

Brand marketers worldwide are most confident in their ability to measure return on investment (ROI) in social media marketing—64% are either extremely or very confident in this. Video online and mobile was the No. 2 most effective platform for measuring ROI (59%), while search and display tied for No. 3 (54%).

Marketers saw the potential of location data early and remain major users of it. But applications are expanding beyond marketing.

Insights and Tips From 8,200 Marketers Succeeding From Anywhere

Advertising on Facebook has become more challenging due to Apple’s AppTrackingTransparency framework in iOS 14.5. Here’s how advertisers are adapting their strategies in the post-IDFA reality.

No other channel can match the power of email marketing when it comes to return on investment (ROI), according to research from Litmus.

Spelling out the value of virtual care: The AMA released a framework to measure the value of virtual care—this could help health systems get a clearer idea of the return on their telehealth investments, but they still have patient and provider woes to deal with to reap its full ROI.

It’s now easier to reach a considerably wider audience thanks to virtual events. But to garner a strong ROI, event sponsors need to be proactive in generating leads and solid data.