In this special episode of the Marketing Vanguard podcast, host Jenny Rooney speaks with media and marketing legend Gary Vaynerchuk. They explore the future of marketing, how creative content is reshaping reach, the rise of live shopping, and the need for brands to adapt to the fast-evolving social media landscape.
The Vaynerchuk family immigrated to the U.S. from Belarus in 1978, starting in a small studio apartment in Queens before settling in New Jersey. Even from a young age, Vaynerchuk had a knack for business, first with a lemonade franchise at age 7, then selling baseball cards and toys in high school.
At 14, he joined his family’s liquor business, where he saw the early internet as an “untapped land” in the late ’90s. Transforming his father’s store into one of the country’s first ecommerce sites for alcohol, Vaynerchuk rebranded it as Wine Library, growing sales from $4 million to $60 million.
In 2006, he launched WineLibraryTV, one of YouTube’s first long-form video series, which led to national TV appearances and his growing reputation as a digital marketing pioneer. After his 2008 keynote at Web 2.0, Vaynerchuk published Crush It! with HarperCollins, a bestseller that launched his career in media and as an angel investor in companies like Facebook, Twitter, and Uber.
He went on to co-found VaynerMedia with his brother AJ, building it into a leading digital agency with top clients like PepsiCo and Johnson & Johnson. Expanding his media ventures, Vaynerchuk acquired PureWow, launched several bestselling books, created The #AskGaryVee show, and grew his personal brand to over 44 million followers across social platforms. His life goal remains owning the New York Jets.
“For the first time in the history of marketing, the creative creates the reach,” he says on the podcast. “And if it creates reach, it earned it. When you understand that truth, it will flip this industry upside down, putting social creative at the starting point, not the matching luggage to a campaign we’re doing at the end.”
Key takeaways:
01:22 Why Social Media Is More Than Just an Add-On — Driven by advanced social media platforms, Vaynerchuk highlights that today’s social media platforms offer marketers a unique opportunity: organic content itself can drive massive reach and generate invaluable consumer insights without the heavy costs of traditional media campaigns. Social isn’t just an add-on; it’s a powerful, data-rich starting point. Testing creative ideas directly on platforms like TikTok, Instagram, and YouTube shorts allows brands to quickly see what resonates and adjust in real-time, saving on ad spend and connecting more authentically with audiences.
04:28 Adapt or Fade — The future of marketing is shifting fast, with smaller, agile brands, often with minimal venture capital, winning market share from industry giants. Agencies must quickly adapt to add real value as companies increasingly move tasks in-house due to frustration with outdated approaches. Now, creative success will be measured on actual performance, not just reputation or charisma.
12:02 Why Leaders Should Embrace Authenticity and Failure — Vaynerchuk underlines the importance of being open and authentic as a leader, sharing that while much of his professional life is public, his personal life remains private. He encourages others to embrace failure without fear of judgment, noting that many people overly value external opinions, often based on limited context
Jenny Rooney is Chief Brand and Community Officer, leading strategy for the overall ADWEEK brand as well as the ways in which we serve and support our audiences with high-value content, products, partnerships and experiences, notably through our community programs such as Marketing Vanguard.
Over the course of this year, I’ve helped brands navigate seismic industry changes, from Oracle’s departure from the advertising business to Google’s cookie phase-out reversal. At the centre of discussions (besides the obvious, AI) is an increasing focus on the role influencers play across the media mix and customer journey. After engaging in meaningful discussions with the industry’s top marketing leaders, I’m sharing a top 10 list of my favourite questions, along with my perspectives, which have helped to shape media strategies and innovation roadmaps.
Let’s dive in!
10. How is AI transforming influencer marketing?
While AI has been around for quite some time, generative AI (GenAI) has been a recent topic of interest over the last two years. GenAI is a type of AI that generates copy, graphics, audio and videos. The integration of AI technologies, including GenAI, in the influencer marketing landscape is catalysing transformative advancements in creator vetting, communication efficiency and content creation. In other words, it’s a BFD.
By harnessing AI-driven insights, agencies and brands can optimize workflows, strengthen client relationships and navigate regulatory complexities. These are mere examples, but the opportunities are limitless.
9. Will virtual influencers replace traditional influencers?
If the question pertains to the human impact on influence, I find it hard for AI to replace human connection. People follow influencers because they genuinely have built these parasocial relationships, trust what that influencer is saying and trust their recommendations as they would seek their own friend out to do so. The human connection is what drives that authenticity.
While I don’t see that wavering in place of AI, I do see a more collaborative role in that creators can tap into AI tools to help manage their businesses. Operationally, they can save so much time and resources by tapping into AI tools to help automate things like resourcing, invoicing, planning, data/analytics and so much more. From a content perspective, AI can certainly expedite and advance the creation process—I see an early-stage use case here of expanding creativity, not used to directly influence an action/recommendation.
8. How will creator content evolve over the next few years?
Outside of AI collaboration, creator content is becoming more pervasive. I hope to see brands more proactively adapt to a creator and audience-first mindset when developing omnichannel strategies.
7. What are the most innovative ways influencers are using new social media features?
Anecdotally, I really want creator-led programming to have its moment. Humor me…if we are seeing more consistent tune-ins across lives on social, inevitably, that means people are developing the habit of tuning into their favourite creators at a specific time.
If both worlds are successful, creator live content becomes extremely valuable. I can see a world where streaming platforms are picking up creator programming (as they would broadcast programming) and offering creator content as a viewing option.
6. What influencer strategy is most slept on?
From a brand perspective, deeper creator collaborations. Creators, as their own small businesses, are an untapped resource for brands to realize their full ROI potential.
5. Which past social predictions have made an impact so far this year?
Less of a prediction and more of a framework for discerning marketing hype from hyperbole. Essentially, the parameters that need to be met in order for an emerging social platform to truly be noteworthy are: consistent adoption, a positive and value-adding user experience, serving a need and evolving with its user base as those needs change.
Threads userbase hit 200 million monthly active users according to their Q2 earnings. Up 100 million from their initial launch week in July of last year—a platform to monitor and distinguish from hyperbole if the framework elements continue to be met.
4. How can brands leverage creators to streamline the checkout process?
Approaching strategies with a customer-first mindset, understanding the customer journey and the role influencers can play in driving sales on your website or in your store. An important concept is recognizing creators as a standalone media channel. Creator content will become more pervasive as the ROI continues to be justified.
3. What does the future of creator commerce look like?
I don’t look at things as if there’s a definitive endpoint, but I can speak to the general cyclical pattern of ubiquity to consolidation and vice versa. Consumers have so many options, more than ever. Their attention grows more and more fragmented, and the ability to meet them where they are, with relevant messaging and the ability to immediately shop, is business critical but also cumbersome. The next phase in the future will inevitably shift to a version of consolidation, which we’re starting to see a glimpse of via Google’s Anti-Trust ruling and TikTok’s partnering with Amazon for integrated shopping.
2. What examples across the creator economy stand out as ground-breaking applications of AI, and how can businesses tap into that potential?
What I consider ground-breaking isn’t necessarily the splashy consumer-facing side of marketing but the technical infrastructure that fuels consumer insights and strategy. The stronger the first-party data for a brand, the more opportunity there is to eliminate wasted spend and influence more immediate ROI. I look forward to seeing applications of AI that enrich the data process for consumer profiles and strengthen propensity modelling for stronger go-to-market strategies.
1. How should companies be navigating this new wave of digital transformation through AI technology?
Be agile or stay fragile. I encourage everyone to embrace innovation and technology while finding ways to uplevel yourself, your business and your people.
Today is the worst state we’ll experience technology. It only improves from today onward. Those embracing it today are setting themselves up for success in the future.
Maximize your marketing budget with effective Google Ads optimization strategies that prioritize performance and protect your brand’s interests.
The Gist
Beware of default settings. Make sure your budget is allocated to high-performing channels like search, not Google Display Network or Search Partners.
Question recommendations.Take Google’s rep suggestions cautiously, as they may prioritize Google’s profits over your brand’s needs.
Optimize what you control. Use advanced strategies like optimizing for revenue and integrating CRM data to guide campaigns toward desired outcomes.
I’ve worked with Google Ads for almost 15 years. When I started working in search engine marketing, Google was a great partner that cared about helping brands succeed.
Those were the good old days.
Today, there are countless stories of reps pushing irrelevant features, formerly helpful reps being laid off in the shift to AI-based “service” and Google Ads campaigns that essentially encourage advertisers to set a budget and leave the rest to Google. Google reps are now prioritizing revenue for Google above all else, brands be damned. (If you don’t believe me, check out Sundar Pichai’s commentary on Google’s Q1 earnings call.)
Now, effective Google Ads optimization is especially crucial to make sure your budget is allocated to high-performing channels.
How to Make Your Marketing Budget Work for You, Not Google
Unless you’re marketing for a huge brand and have a dedicated rep whose main goal is to retain your business, your brand is vulnerable to all this. Here’s a list of recommendations for making sure your advertising budget is working for you — and not just Google’s bottom line.
Check Your Default Settings
Multiple brands have come to us with default settings that allocate the majority of the brand’s budget to Google Display Network and Search Partners, with nothing going to search — which is an exponentially higher-performing channel. Last month, we did an audit for a brand that had just spent many thousands of dollars on the GDN and Search Partners, with zero conversions to show for it.
Take Every Recommendation You Hear From a Rep With a Grain of Salt
Remember that their goal now is to make money for Google’s shareholders, not your brand. Even if it’s a cool-sounding beta that might offer early adoption advantages, think critically about whether it’s the right strategic move for your brand before signing up. Prioritize strategies that support your Google Ads optimization goals.
Make Sure You’re Controlling What You Can Control in Your Campaigns
Let’s say you’re an ecommerce brand that has to use PerformanceMax campaigns, and you’re telling the campaigns to optimize for conversion goals. If you leave the rest to Google, they’ll optimize for the easiest conversions, which will probably be your lowest-cost products.
You can mitigate this by optimizing for revenue and using target return on advertising spend (ROAS). For B2B brands, instead of focusing on leads, make sure that you are segmenting and integrating your back-end CRM data as offline conversions to tell Google what kind of customers to look for — specifically, the customers who buy the kinds of products or services you want to sell.
If You Have a Helpful Rep, Do Your Best to Keep Them
If you don’t, ask for a new one. Eventually AI “support” will probably be your only option, but if you don’t speak up before that happens, you’ll be stuck with whatever Google gives you.
When in Doubt, Ask an Expert to Check Your Campaigns to See if There Are any Red Flags
This could be an agency or a consultant if you don’t have anyone in house, but the right party will justify your investment several times over.
Enhancing Your Google Ads Optimization for Better Results
It’s helpful to learn as much as you can about Google Ads and to keep up with its releases and their effectiveness.
Overall, make sure there’s someone on your team who can recognize and call BS, and keep your accounts optimized for your growth, not Google’s. A solid approach to Google Ads optimization will help you counterbalance any external pressures.
Tyler Jordan is CEO of Jordan Digital Marketing. Tyler founded Jordan Digital Marketing (JDM) in July 2017 after extensive stints working on both sides of the agency-client relationship.
When used correctly, consider AI technology as a minor contributor to your daily workflow, not a major threat to your current role.
Marketing is all about the creative process of the human mind, but after so many years of coming up with brand campaigns, it’s not surprising that new ideas can sometimes grow stale. That’s where the evolution of AI tools comes in.
Whether companies are using artificial intelligence to gauge a potential customer base or to spark an attention-grabbing subject line in the latest email newsletter, most teams realize the benefits of utilizing AI responsibly to personalize their brand communications and increase their daily productivity with the help of automation. To demonstrate how AI tools have improved the quality of their work life and technological mindset, 14 members from Fast Company Executive Board each offer one specific way marketers can treat AI as a “tool in the shed” to support their creative outlet process, not take it away.
1. DISRUPT CREATIVE BIASES AMONG MARKETING TEAMS.
Marketers should use AI to challenge and disrupt their creative biases. By feeding AI unconventional data and prompting it to generate ideas that contradict their initial instincts, they can break free from traditional thinking patterns. This approach forces teams out of their creative comfort zones, fostering innovation and pushing the boundaries of what’s possible in their marketing strategies. – Chris Dyer, Company Culture and Leadership Keynote Speaker
2. AUTOMATE AND EXPERIMENT WITH A/B TESTING.
Marketers should use AI to optimize and test creative variations in real time. By automating A/B testing and analysing performance data instantly, AI allows marketers to experiment with different creative elements and refine their campaigns on the fly. This dynamic feedback loop enhances creativity by providing insights into what resonates with audiences, leading to effective marketing strategies. – Maria Alonso, Fortune 206
3. EXPLORE A VARIETY OF EMAIL SUBJECT LINES AND CALLS TO ACTION.
For marketers, AI presents an opportunity to ensure efforts do not become stale. Whether it’s for brainstorming purposes, figuring out new ways to approach a particular subject or, in the case of email marketers, exploring a variety of subject lines and calls to action, AI should be looked at as a tool in the shed, but not something that replaces the human touch. – Richard RB Botto, Stage 32
4. IMPLEMENT TRANSLATION AND LOCALIZATION FOR CULTURAL RELEVANCE.
Marketers should use AI for translation and localization. AI-driven translation ensures that content is culturally relevant and resonant with consumers and audiences. It enables marketers to produce personalized content at scale, blending translation with creativity and imagination for innovative and impactful marketing that stands out. – Bryan Murphy, Smartling
5. MANIPULATE IMAGES WITH EASE.
Plenty of people use AI to generate content. I also think there are many amazing ways to use AI when creating your visual content with image manipulation, such as changing backgrounds, removing unwanted elements, or adding imagery. AI is a powerful tool to help level up even the smallest marketing budget. – Alexander Kwapis
6. INTRODUCE ANIMATED EXPLAINER VIDEOS AND TUTORIALS.
We are just scraping the surface of how AI will help us marketers move with more efficiency, creativity, and scale. I’m watching the innovation happening in the video space. I want to see how AI can be leveraged to create animated explainer videos and tutorials and bring white papers and interactive graphics to life with built-in distribution, connectivity, and analytics. – Mack McKelvey, SalientMG
7. ELEVATE THE STORYTELLING QUALITY OF YOUR BRAND.
Leverage AI content generation tools to streamline idea development and visual creation, allowing more time for strategic and creative thinking. NightCafe Creator and Looka are two excellent tools to automate the creative process, so marketers can focus on refining concepts, storytelling, and the strategic aspects of campaigns, enhancing both productivity and the quality of creative output. – Britton Bloch, Navy Federal
8. BRAINSTORM FOR CREATIVE CONTENT.
Imagine having a creative brainstorming partner who never gets tired, never runs out of ideas, and always has their finger on the pulse of what’s trending. That’s the power of AI for marketers. By analysing massive amounts of data, AI can help you spark creativity, identify untapped opportunities, and create content that truly resonates with your audience. – Christine Alemany, Thrv Advisors
9. IDENTIFY TRENDS AND CONSUMER BEHAVIOR PATTERNS.
Marketing involves knowing your customer, sending the right message, and using the right medium—simple in theory, but expensive in practice. AI, through predictive analytics, analyses data to identify trends and behaviours. This allows marketers to craft personalized, relevant campaigns, freeing up creativity for innovative ideas, and ensuring targeted, cost-effective strategies. – Mukesh Kumar, Slalom
10. SEND YOUR AUDIENCE PERSONALIZED AND RELEVANT CONTENT.
One way marketers can leverage AI is by analysing volumes of datasets like audience behaviour and trends, allowing them to create more personalized and relevant content. AI can up time for marketers to focus on the creative aspects, like storytelling and strategy. – Anthony A. Luna, Coastline Equity Property Management
11. LEVERAGE AI AS A CONTRIBUTOR ALONGSIDE YOUR STAFF PRODUCERS.
You can leverage AI for up to 60 to 80% of the creation of your project, and then add individual creativity to it. Think of your people as producers and AI as a contributor, not the other way around. Foster creativity by modelling what quality, creative prompting reads like. If you’re not modelling what quality usage of AI producing is like, who the heck is in your organization? – Jay Steven Levin, WinThinking
12. ENHANCE YOUR TEAM’S PRODUCTIVITY LEVEL.
AI is the most potent way to attain superpowers: creativity, iteration, ideation, content creation, and more. Achieving an order-of-magnitude increase in productivity and gaining the ability to do what was once impossible at near-zero cost is transformative. Those who wholeheartedly embrace AI have an unbeatable advantage. Those who resist it may soon find themselves looking for a new position. – Jared Reimer, University of Washington
13. DESIGN VISUALS FOR MARKETING PRESENTATIONS.
One way AI works with creativity is in visual applications. Visual applications include covers, art, cartoons, or videos that work with presentations or marketing ideas. AI is the new storyboard, only much faster and more accurate. I’ve found it adds to my projects because it can create what you want the clients to visualize. – Baruch Labunski, Rank Secure
14. GUIDE AND DEVELOP YOUR ORIGINAL IDEAS.
Marketers should use AI to help guide and develop their original ideas so they can maximize how they reach their target audience. While AI is certainly capable of providing its own answers and being somewhat creative, I believe that the best ideas—and ultimately how to achieve them—really come from the minds of people. – Misty Larkins, Relevance
Marketing and advertising focus on promoting products and services, but they do it in different ways.
Marketing and advertising share some similarities, but they have different goals and objectives. Marketing builds brand awareness and offers a perceived value, while advertising promotes a product or service. Learn how marketing and advertising work, how they differ, and how to use both strategies in your business.
What is advertising?
Advertising involves paying to promote a product or service to reach individuals who are the most likely to use it. Advertising focuses on acquiring customers and driving sales. Traditionally, businesses advertised on billboards, TV, and in mailers and magazines. Today, a lot of advertising occurs online through social media, websites, search engines, and emails.
An ad includes a message that’s tailored to a specific target audience. Besides generating sales, advertising makes it possible for a business to differentiate itself from its competitors and gather valuable data about its audience.
Every business must develop a personalized strategy that integrates marketing and advertising to achieve its goals.
What is marketing?
Marketing refers to activities a company undertakes to attract its target audience to its products or services and deliver value to those consumers. Most companies do this by creating high-quality content that provides a compelling benefit to their audience.
Effective marketing entails deeply understanding your audience and what they’re looking for. When you understand your consumers’ wants and needs, you can demonstrate the value your product or service provides in the places where your audience spends most of their time. Some of the primary types of marketing include the following:
Social media marketing: Businesses market to their customers using social media channels like Facebook, Instagram, X (formerly Twitter), or LinkedIn.
Content marketing: Businesses create informative blog posts to rank higher in search engines and attract their ideal clients to their websites.
Video marketing: Video marketing involves creating and publishing informative videos for your target audience.
Email marketing: Businesses market to their target customers through weekly newsletters and promotional emails.
Differences between advertising and marketing
Although there are some similarities between advertising and marketing, they aren’t the same thing. Both involve different goals, responsibilities, and techniques. Here are some of the main differences between the two:
Goals: The primary goal of marketing is to create and deliver value for the target audience. Businesses can bring in new sales and create long-term customers by providing value. Advertising strives to persuade consumers to take a specific action, mainly to buy a product or service.
Activities: Marketing involves a wide range of activities, including market research, product development, developing pricing systems, and tracking the return on investment (ROI). Advertising involves pitching ad strategies, creating ad copy, and tracking and monitoring the performance of campaigns.
Channels: Marketing and advertising use different methods to reach their respective goals. Marketing can employ a variety of efforts, like blog posts, social media posts, and search engine optimization (SEO), to attract more customers to the business and provide an incentive (e.g., information, a free trial, etc.) to the consumer. Advertising traditionally focuses on paid ads, like digital advertising, native ads, and print advertising, to persuade consumers to buy.
Success: Marketers measure success through key performance indicators like sales revenue, ROI, conversion rates, and brand awareness. Advertising measures success based on ROI, cost per acquisition, engagement metrics, and return on ad spend.
How to integrate advertising and marketing
Every business must develop a personalized strategy that integrates marketing and advertising to achieve its goals. For instance, advertising can’t exist without a high-level marketing strategy that outlines critical elements like brand positioning and defines the target audience.
To formulate an effective, integrated strategy, assess your marketing and advertising goals. Are they aligned with your overarching business goals? Is your messaging and branding consistent across all of your marketing and advertising channels?
Create integrated campaigns that leverage multiple mediums. For example, campaigns can include a mix of social media advertising, email marketing, and content marketing supplemented with print, radio, or TV advertisements. Use data to measure the impact of these campaigns and total ROI.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
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Fortune favours brave marketers, so why does it feel so risky? A few hours into her new job at MadeBrave, Bec Chelin aims to derisk bold work.
Conjure an image of a bold creative campaign or a brave brand comms move. You know the type; they either make you wince at a subject matter that’s veered dangerously close to the line of bad taste (but not so much to force X to have a palpable meltdown) or a brand pops up in a domain it has absolutely zero right to play in but, somehow, it just works so damn beautifully.
You don’t need to be Mystic Meg (look her up, Gen Z) or Paul the Octopus (RIP) to predict the owner of said “brave” move isn’t the successful 80-year-old homewares brand that’s been a stalwart of the market for generations. Of course, it’s the new industry kid on the block, looking to get as many eyeballs on their slightly more eco and premium-priced products as possible, with a punch to the gut and a euphoric feeling of: “Finally!
Someone who understands how much millennials want to decorate their homes like a knock-off Soho House.”.
The question is, why?
No, not why are millennials obsessed with Soho House (we’re basic, deal with it).
Why is brand boldness and brave marketing as synonymous with start-ups with bags full of sass and a shoestring budget as Oatly is with shouty billboards?
The latest episode of Jon Evans’ brilliant Uncensored CMO podcast, features Gymbox brand director Rory McEntee, formerly of Paddy Power, Everyman Cinema and Papa Johns fame. Both uncover the winning principles of a challenger brand attitude to create cut-through marketing on little-to-no budget and a “seek forgiveness, not permission” mentality. While listening, it struck me that it’s absolutely batshit that brands simply “outgrow” the foundational tenets of highly creative, innovative, and cost-effective marketing.
The constant push for an unstoppable idea. A determination to stand out in a sea of competitor-set sameness. A new way of doing things that’s not simply: “A bit like last year ‘cos that worked well. Oh, but with less budget, obvs.”
Yawn, yawn, yawn.
If you’re a mature brand, arguably you’re in a bigger competitor set. You won’t be the first to market any more. Or even that different from others in the market. You’ll have competition snapping at your heels and your well-carved market share to boot.
So.
Surely.
This is exactly the time to be brave, and not play it safe.
When you look at how they market themselves, how different really does one mainstream car brand feel to the next? One hotel chain to the other? Do we really have to just play on product benefits that should be downright expected of the things you’re buying anyway (looking at you, Premier Inn and your good nights’ sleep)?
Challenging the challengers
OK, so clearly we’re not just going to risk all our hard-earned brand equity, reputation and, let’s face it, healthier budget on one whacking great slap-you-round-the-face-and-leave-you-thinking-WTF, challenger-brand-esque annual campaign.
But that’s not the part of challenger brand marketing we need to retain.
It’s the test and learn; the try it and see what happens. The boldness to know that whatever you do, you will learn something, and whatever you do also doesn’t have to break the bank in one fell swoop. There will – and should be – other campaigns that follow and eclipse something that might not work. But that brave idea might also just be brilliant. Unstoppable, even.
That’s not to say we throw caution to the wind and machine-gun out a series of hastily brainstormed flash mobs, guerilla-style marketing, AI content pieces and hope for the best. There needs to be a strategy to link the component parts of the test, learn and move cycle. But you can still have fun with it. Just ask Paddy Power and the strategic intent to position gambling as entertainment and gain rather than expense and loss. Whether you agree with the promotion of gambling or not, you can’t argue that it shines through everything they did, do and continue to do… and very bravely (the wincing, close to-the-line of decency kind) most of the time.
So why do brands become less brave as they grow?
Budgets are bigger as you grow and, therefore, are more scrutinized than ever. Concurrently, they’re also historically small as the industry continues to emerge from the pandemic, the recession and the rest.
Add to the fact that marketing budgets are repeatedly pegged as the “biggest most expendable budget line item,” and things feel tense. Basically, use it (well) or lose it. Hell, even if it’s used well, it still might go, depending on other industry and market forces. Or how confused the CEO is.
This is where the fear of loss starts to set in.
And that can trundle on being a bit less brave.
We get a bit bigger, and then shareholders enter the mix. Everything gets a little bit more antsy when it comes to not cocking it all up. Budgets scrutinized more. Brave signed off by legal less.
And then, what’s the opposite of brave? You’re that.
Time to de-risk brave
This is where education comes in. And probably more CMOs on boards required.
Side note: just 2.6% of board positions are held by marketers, also according to Jon and Chris Burggraeve in the 17 July episode of the aforementioned Uncensored CMO podcast. It’s no wonder marketing is seen as an expendable budget item with little business value.
Anyway, back to de-risking brave. Fact is, even shareholders are human.
Danny Kahnmeman’s loss aversion theory tells us that losses loom larger than gains. The more we have to lose, the more aversion to risking losing what we have.
So we play it safe. Rather than looking our millennial friends in the eyes and telling them they don’t just need to paint their walls Soho House Green, but they can go all in, buy the chaise longue, the swanky lighting and ban laptops in certain areas of your house if you want… we don’t. We hedge our bets and try to appeal to all millennials just a little bit, not just those who’ll love us wholeheartedly (and with the whole of their wallet) and our member-club loving ways.
We protect at all odds and aim to please all customers all the time, and we end up pleasing no one. Because being bland pleases no one. Being bold, on the other hand, turns your fans into brand advocates. Knowing your audience inside out and going in hard with this group surely feels imperative to lead the market.
Speaking the sweet language of finance
So far so good, but for this to work, and budgets for brave campaigns to be signed off, you have to make this point in a language the well set board and risk-averse shareholders will understand… a financial one.
Put it this way, we can work very hard to gain a lot of new customers on a short-term basis through trying to please everyone. Ultimately, though, we will lose them on price to our nearest same-same competitor the minute they have a better Bank Holiday sale. Or we can invest in developing fewer, long-term brand fans for life who will ride out price increases with inflation and hold longer-term value with repeat purchase. And that’s before we get into the power of peer-to-peer advocacy or the captive audience / NPD testing benefits of long-term loyal audiences. It’s a simple cost per acquisition v lifetime value of the customer conversation. And now we’re talking.
So the next time we get worried by boldness not paying off, or when brave feels risky, don’t compromise the quality of the creative. That’s not the problem. Bold and brave don’t need to break the bank, but they do need to hit smack in the centre of your well-formed brand strategy to hit that “oh my God it’s mad but genius” sweetspot only your brand can possibly execute.
These five marketing tactics have delivered remarkable returns for my business.
Key Takeaways
In a world saturated with marketing advice, it can be overwhelming trying to find strategies that truly deliver.
By thinking outside the box, leveraging local influencers, targeting under priced attention and staying ahead of industry trends, you can create an effective marketing strategy that delivers exceptional results.
I want to share some of the strategies that have helped me achieve crazy results — 10x returns on my marketing efforts, no joke.
I know how overwhelming it can be with all of the marketing advice that’s out there, but I’m here to cut through the noise and give you some actionable tips that have worked wonders for me.
1. Thinking outside the box — the key to success
First off, I can’t stress enough how important it is to think outside the box. This might sound like a cliché, but trust me, it’s the truth. When I first started, I followed a bunch of marketing gurus like Russell Brunson and Gary Vaynerchuk. They both have totally different styles — Russell is all about sales funnels and direct response marketing, while Vaynerchuk is the king of social media branding. But here’s the thing: Despite their differences, they both agree on one thing — creativity and innovation are non-negotiable.
So, I took what I learned from them and made it my own. I didn’t just copy what they were doing; I adapted it to fit my style and my business needs. The big takeaway here is that you shouldn’t be afraid to experiment with new ideas. If you want to stand out and achieve extraordinary results, you have to be willing to break away from the norm and try something different.
2. Local influencers — the secret sauce
Now, let’s talk about influencer marketing. It’s been all the rage lately, with businesses throwing big money at celebrities to promote their products. But here’s my twist: Forget the celebrities with tequila brands — I’m all about using local influencers.
Local influencers might not have millions of followers, but what they do have is a deep connection with their community. These influencers are trusted voices in their circles, and that trust translates into higher engagement and more genuine interactions with potential customers. By partnering with local influencers, I’ve been able to create campaigns that really resonate with my target audience, which in turn has led to better brand loyalty and higher returns.
Plus, local influencers are way more affordable than big-name celebrities, which means I can stretch my marketing budget further while still making a big impact.
3. Paid social media traffic — the secret weapon of under priced attention
Paid social media traffic is where the magic happens, but not all paid traffic strategies are created equal. I’ve found a little-known secret that I call my “secret weapon” for 10x returns: targeting under priced attention.
Here’s the deal — everyone’s targeting specific age groups on specific platforms. You know what I mean: younger audiences on Instagram and TikTok, older folks on Facebook. But guess what? There are millions of people in every age group on every platform.
Think about it: How many Medicare ads do you see on TikTok? Not many, right? And how often are you targeting young people on Facebook these days? The competition for those groups on these platforms is almost non-existent, which means the cost to reach them is dirt cheap.
Social media platforms make their money by selling ad space, and when no one’s bidding on a particular demographic, that ad space just sits there, waiting to be scooped up. That’s where I come in — I buy that space for a steal, and suddenly I’m reaching a whole new audience without breaking the bank.
4. Buying under priced ad space — my strategic advantage
This brings me to another key strategy: strategically buying under priced ad space. Just like in real estate, where the goal is to buy low and sell high, I do the same with digital advertising.
When I notice that certain demographics or platforms are being overlooked by other advertisers, I jump on that opportunity. Because fewer people are bidding for that ad space, the cost is significantly lower. This allows me to reach a broader audience while keeping my costs down, which is exactly how I’ve been able to achieve such high returns.
But this strategy isn’t just a one-and-done deal — you have to stay on top of it. I constantly monitor the performance of my ads and adjust my targeting to take advantage of these underutilized opportunities. It’s a bit of a game, but the payoff is huge when you get it right.
5. Adapting to change — staying ahead of the curve
If there’s one thing I’ve learned, it’s that the marketing landscape is always changing. What worked yesterday might not work tomorrow, and that’s why you’ve got to stay ahead of the curve.
I’ve made it a point to keep myself informed about the latest trends, tools and platforms, and I’m always ready to pivot when necessary. For example, when a new social media platform starts gaining traction, I’m one of the first to dive in and see what it can do for my business. Being an early adopter gives me a huge advantage because I’m competing with fewer marketers, and I can establish a strong presence before the platform becomes saturated.
My success is rooted in my ability to adapt and evolve with the market. I regularly assess my marketing strategies, experiment with new tactics and stay flexible. That’s how I’ve managed to stay ahead of the competition and keep my marketing efforts effective.
So, there you have it — my go-to strategies for achieving 10x returns in your business. It’s not about following the latest trends blindly; it’s about creating your own path and being willing to innovate.
By thinking outside the box, leveraging local influencers, targeting under priced attention and staying ahead of industry trends, you can create a marketing strategy that delivers exceptional results. I hope these insights help you as much as they’ve helped me. Now go out there, apply these tips to your business, and watch your returns skyrocket!
Entrepreneur Leadership Network® Contributor. Justin Brock stands as a leading authority on all things Medicare and Health Insurance. As the owner & operator of multiple companies, he is dedicated to serve both consumers & agents in these markets.
AI boosts marketing effectiveness and ROI, with privacy in focus
AI in Marketing: Transforming Strategies and Enhancing Engagement
Let’s talk about how technology and AI in marketing are changing the game for businesses. We all know how much we rely on our smartphones, tablets, laptops, and even smartwatches to stay connected and get things done. Social media makes it super easy to communicate and share ideas, and the internet has completely reshaped how we shop, learn, and even job hunt. With the rise of artificial intelligence in marketing, especially in the financial world, we’re seeing some really exciting developments.
85% of customer interactions will be managed without human agents by 2025 source Gartner, 2021
This is all about understanding how AI helps us figure out mobile users’ behaviour and makes marketing strategies with AI way more effective.
How AI Influences User Behaviour
Technology plays a huge role in shaping how we act as consumers. It’s now easier than ever for customers to jump from one platform to another if they’re not satisfied. That’s where mobile devices and AI tools come in.
80% of consumers prefer brands offering personalized experiences (Epsilon, 2021)
Key benefits:
Analyses vast amounts of data in real-time
Predicts customer preferences based on behavioural patterns
Personalizes user experiences to enhance engagement
Increases customer retention through targeted messaging
These tools help businesses predict and analyse what customers want, making marketing efforts more personalized. Back in the 1950s, AI started gaining attention, and now it’s helping businesses process data to create personalised strategies. AI and data analytics are important for businesses to stay competitive and deliver better customer experiences.
An example of PMax campaign
With PMax, the AI-driven tool took over the heavy lifting by analysing customer data across platforms like search, display, YouTube, and Gmail.
The goal was simple: deliver the right message to the right audience, regardless of where they were online. Within weeks, the PMax campaign started delivering the first results. and by the end of the campaign, the conversion rates are 25% higher than the traditional campaigns, as the AI automatically optimized ad placements and budget allocations.
Example of Pmax Campaign
It also provided real-time insights, revealing that younger customers engaged more with YouTube videos, while older clients preferred detailed search and display ads. So in this case, we took full advantage of AI in the PMax campaign; we were able to increase lead generation while reducing ad spend, conversion rate, and cost/conversion. This not only improved the performance but also allowed us to target specific customer segments with highly personalized content.
AI in Mobile Marketing
Mobile marketing is all about getting the right info to the right people, anytime and anywhere. It allows businesses to fine-tune their strategies based on gender, age, and location.
As technology evolves, AI in mobile marketing brings more interactive, visual, and audio experiences, making marketing more effective. But let’s not forget about the challenges—small screens and ad fatigue can mess with the user experience.
Research shows that success in mobile marketing comes down to factors like entertainment, personalization, and trust. People respond well to engaging content but get turned off by repetitive, annoying ads.
AI-driven segmentation can increase marketing ROI by up to 30% (Source: McKinsey, 2021).
Factors Influencing Mobile User Behaviour
A bunch of things affect how people use mobile devices—income, age, gender, occupation, and even socio-cultural elements like beliefs and family. for example: Younger users might focus on fashion, while older users are more into household goods.
Economic factors also play a big part in purchasing decisions. When it comes to mobile marketing, how people feel about the benefits and risks of sharing their data is huge. AI steps in by helping businesses analyse user behaviour and deliver more personalised experiences, which improves marketing strategies.
AI has a massive impact on marketing, especially in areas like product management, service innovation, and pricing strategies. These tools assess how well products meet customer needs and enhance recommendation systems.
They even adjust prices dynamically based on customer preferences and competitor actions; it also delivers personalized messages and helps align social media content with customer preferences, making marketing efforts more effective.
AI adoption in marketing has grown from 20% in 2018 to a projected 80% by 2025 (Statista, 2022)
Consumer Behaviour
AI is transforming how businesses connect with customers. It processes data quickly, helping marketers target content and meet customer needs in real time. By analysing big data, AI enables more efficient marketing strategies and personalized user experiences.
In short, it’s all about understanding consumer behaviour and adapting to market trends. The data-driven insights that AI provides are what help businesses build customer satisfaction and loyalty.
To dive deeper into the transformative role of AI in consumer behaviour and how it shapes marketing strategies, I recommend checking out the recent paper by Cutler and Culotta from MDPI’s 2023 review. This paper provides detailed insights into how AI tools analyse big data and how it has a direct effect on enhancing consumer engagement and optimizing marketing campaigns.
Personalization
AI-powered personalization is all about delivering content that fits user preferences. This not only enhances the user experience but also boosts brand loyalty and sales. A good example of this will be that Google has integrated AI-powered tools into its shopping services, allowing users to get personalized style recommendations and even virtually try on products. “No two shoppers are alike.”
To quote Sean Scott, VP/GM Consumer Shopping, “No two shoppers are alike,” shows you how these AI-driven features are making sure that users see products tailored to their tastes, creating a more intuitive and enjoyable shopping experience.
However, while personalization saves time and improves engagement, it also raises privacy concerns. Still, users tend to share more data when they see clear benefits like easier decision-making and better experiences.
Optimization
This is where the big role of AI comes into play, as it can optimize various aspects of ad campaigns, from cutting costs to improving targeting and content relevance. which helps businesses spend more efficiently by analysing user behaviour and ad performance. It also ensures that ads reach the right audience by checking preferences, behaviours, and demographics. and we know how important this level of optimization is, especially during the early phases of the campaigns.
Segmentation and Positioning
Its no secret that segmentation is a key to success for email marketing, but what if I tell you it goes beyond that? Segmentation is any step of every marketing channel, and AI helps advertisers segment their audience more accurately by analysing big data, and this allows them to tailor their messages for different groups, improving campaign effectiveness. It also helps in positioning products by evaluating market trends and consumer preferences, making sure that it remains relevant and impactful.
Ethical Considerations in AI-Driven Marketing
While AI brings plenty of benefits, it also raises ethical concerns, especially around data privacy. We know that AI relies on large datasets to improve customer experiences, but we all agree that businesses must respect privacy rights and give users control over their data. Transparency and security are key concerns, and collaboration between all stakeholders is a very important step to make sure that AI is used responsibly.
Marco Iansiti, professor of business administration at Harvard Business School, highlights the importance of ethics in AI, stating, “As firms drive immense scale, scope, and learning, there are all kinds of really important ethical considerations that need to be part of the management philosophy from the get-go.”
And to wrap this up, I will go with the people’s favourites, the headline grabber, who is well known for his cautionary view, and almost on every occasion he highlights the potential dangers of AI, and one of the leads advocates for regulations: “AI developers and researchers should prioritize building systems that align with human values and moral principles.” — Elon Musk
Conclusion
In conclusion, we know now that integrating AI in marketing is revolutionizing how businesses connect with consumers, and the rise of mobile devices has created new opportunities for marketing. One of the key aspects is to analyse mobile user behaviour and process large datasets to help businesses develop more effective strategies and optimize user experiences.
The power of AI not only makes marketing campaigns more efficient but also opens new doors for data-driven decision-making. As we increasingly rely on these tools, one thing we must always keep in mind is the ethical considerations regarding data, privacy, and user consent. A transparent approach is important for any AI-driven strategy.
Let’s not forget, we are still in the early stages, and we are continuing to explore the potential of AI in marketing.
By Ramzi Ahmad
Ramzi Ahmad is a marketing expert with over 15 years of experience in strategic planning, digital marketing, and brand management. A thought leader in the marketing industry, he provides insightful analysis of current trends and effective strategies. Ramzi combines academic insights with practical experience, delivering a unique perspective that appeals to both seasoned professionals and those new to the field. His writing skilfully translates complex marketing concepts into practical advice, making sophisticated market dynamics accessible to a wide audience.
These five marketing tactics have delivered remarkable returns for my business.
Key Takeaways
In a world saturated with marketing advice, it can be overwhelming trying to find strategies that truly deliver.
By thinking outside the box, leveraging local influencers, targeting under-priced attention and staying ahead of industry trends, you can create an effective marketing strategy that delivers exceptional results.
I want to share some of the strategies that have helped me achieve crazy results — 10x returns on my marketing efforts, no joke.
I know how overwhelming it can be with all of the marketing advice that’s out there, but I’m here to cut through the noise and give you some actionable tips that have worked wonders for me.
1. Thinking outside the box — the key to success
First off, I can’t stress enough how important it is to think outside the box. This might sound like a cliché, but trust me, it’s the truth. When I first started, I followed a bunch of marketing gurus like Russell Brunson and Gary Vaynerchuk. They both have totally different styles — Russell is all about sales funnels and direct response marketing, while Vaynerchuk is the king of social media branding. But here’s the thing: Despite their differences, they both agree on one thing — creativity and innovation are non-negotiable.
So, I took what I learned from them and made it my own. I didn’t just copy what they were doing; I adapted it to fit my style and my business needs. The big takeaway here is that you shouldn’t be afraid to experiment with new ideas. If you want to stand out and achieve extraordinary results, you have to be willing to break away from the norm and try something different.
2. Local influencers — the secret sauce
Now, let’s talk about influencer marketing. It’s been all the rage lately, with businesses throwing big money at celebrities to promote their products. But here’s my twist: Forget the celebrities with tequila brands — I’m all about using local influencers.
Local influencers might not have millions of followers, but what they do have is a deep connection with their community. These influencers are trusted voices in their circles, and that trust translates into higher engagement and more genuine interactions with potential customers. By partnering with local influencers, I’ve been able to create campaigns that really resonate with my target audience, which in turn has led to better brand loyalty and higher returns.
Plus, local influencers are way more affordable than big-name celebrities, which means I can stretch my marketing budget further while still making a big impact.
3. Paid social media traffic — the secret weapon of under priced attention
Paid social media traffic is where the magic happens, but not all paid traffic strategies are created equal. I’ve found a little-known secret that I call my “secret weapon” for 10x returns: targeting under priced attention.
Here’s the deal — everyone’s targeting specific age groups on specific platforms. You know what I mean: younger audiences on Instagram and TikTok, older folks on Facebook. But guess what? There are millions of people in every age group on every platform.
Think about it: How many Medicare ads do you see on TikTok? Not many, right? And how often are you targeting young people on Facebook these days? The competition for those groups on these platforms is almost non-existent, which means the cost to reach them is dirt cheap.
Social media platforms make their money by selling ad space, and when no one’s bidding on a particular demographic, that ad space just sits there, waiting to be scooped up. That’s where I come in — I buy that space for a steal, and suddenly I’m reaching a whole new audience without breaking the bank.
4. Buying under priced ad space — my strategic advantage
This brings me to another key strategy: strategically buying under priced ad space. Just like in real estate, where the goal is to buy low and sell high, I do the same with digital advertising.
When I notice that certain demographics or platforms are being overlooked by other advertisers, I jump on that opportunity. Because fewer people are bidding for that ad space, the cost is significantly lower. This allows me to reach a broader audience while keeping my costs down, which is exactly how I’ve been able to achieve such high returns.
But this strategy isn’t just a one-and-done deal — you have to stay on top of it. I constantly monitor the performance of my ads and adjust my targeting to take advantage of these underutilized opportunities. It’s a bit of a game, but the payoff is huge when you get it right.
5. Adapting to change — staying ahead of the curve
If there’s one thing I’ve learned, it’s that the marketing landscape is always changing. What worked yesterday might not work tomorrow, and that’s why you’ve got to stay ahead of the curve.
I’ve made it a point to keep myself informed about the latest trends, tools and platforms, and I’m always ready to pivot when necessary. For example, when a new social media platform starts gaining traction, I’m one of the first to dive in and see what it can do for my business. Being an early adopter gives me a huge advantage because I’m competing with fewer marketers, and I can establish a strong presence before the platform becomes saturated.
My success is rooted in my ability to adapt and evolve with the market. I regularly assess my marketing strategies, experiment with new tactics and stay flexible. That’s how I’ve managed to stay ahead of the competition and keep my marketing efforts effective.
So, there you have it — my go-to strategies for achieving 10x returns in your business. It’s not about following the latest trends blindly; it’s about creating your own path and being willing to innovate.
By thinking outside the box, leveraging local influencers, targeting under priced attention and staying ahead of industry trends, you can create a marketing strategy that delivers exceptional results. I hope these insights help you as much as they’ve helped me. Now go out there, apply these tips to your business, and watch your returns skyrocket!
Justin Brock stands as a leading authority on all things Medicare and Health Insurance. As the owner & operator of multiple companies, he is dedicated to serve both consumers & agents in these markets.
Over the course of this year, I’ve helped brands navigate seismic industry changes, from Oracle’s departure from the advertising business to Google’s cookie phase-out reversal. At the centre of discussions (besides the obvious, AI) is an increasing focus on the role influencers play across the media mix and customer journey. After engaging in meaningful discussions with the industry’s top marketing leaders, I’m sharing a top 10 list of my favourite questions, along with my perspectives, which have helped to shape media strategies and innovation roadmaps.
Let’s dive in!
10. How is AI transforming influencer marketing?
While AI has been around for quite some time, generative AI (GenAI) has been a recent topic of interest over the last two years. GenAI is a type of AI that generates copy, graphics, audio and videos. The integration of AI technologies, including GenAI, in the influencer marketing landscape is catalysing transformative advancements in creator vetting, communication efficiency and content creation. In other words, it’s a BFD.
By harnessing AI-driven insights, agencies and brands can optimize workflows, strengthen client relationships and navigate regulatory complexities. These are mere examples, but the opportunities are limitless.
9. Will virtual influencers replace traditional influencers?
If the question pertains to the human impact on influence, I find it hard for AI to replace human connection. People follow influencers because they genuinely have built these parasocial relationships, trust what that influencer is saying and trust their recommendations as they would seek their own friend out to do so. The human connection is what drives that authenticity.
While I don’t see that wavering in place of AI, I do see a more collaborative role in that creators can tap into AI tools to help manage their businesses. Operationally, they can save so much time and resources by tapping into AI tools to help automate things like resourcing, invoicing, planning, data/analytics and so much more. From a content perspective, AI can certainly expedite and advance the creation process—I see an early-stage use case here of expanding creativity, not used to directly influence an action/recommendation.
8. How will creator content evolve over the next few years?
Outside of AI collaboration, creator content is becoming more pervasive. I hope to see brands more proactively adapt to a creator and audience-first mindset when developing omnichannel strategies.
7. What are the most innovative ways influencers are using new social media features?
Anecdotally, I really want creator-led programming to have its moment. Humour me…if we are seeing more consistent tune-ins across lives on social, inevitably, that means people are developing the habit of tuning into their favourite creators at a specific time.
If both worlds are successful, creator live content becomes extremely valuable. I can see a world where streaming platforms are picking up creator programming (as they would broadcast programming) and offering creator content as a viewing option.
6. What influencer strategy is most slept on?
From a brand perspective, deeper creator collaborations. Creators, as their own small businesses, are an untapped resource for brands to realize their full ROI potential.
5. Which past social predictions have made an impact so far this year?
Less of a prediction and more of a framework for discerning marketing hype from hyperbole. Essentially, the parameters that need to be met in order for an emerging social platform to truly be noteworthy are: consistent adoption, a positive and value-adding user experience, serving a need and evolving with its user base as those needs change.
Threads userbase hit 200 million monthly active users according to their Q2 earnings. Up 100 million from their initial launch week in July of last year—a platform to monitor and distinguish from hyperbole if the framework elements continue to be met.
4. How can brands leverage creators to streamline the checkout process?
Approaching strategies with a customer-first mindset, understanding the customer journey and the role influencers can play in driving sales on your website or in your store. An important concept is recognizing creators as a standalone media channel. Creator content will become more pervasive as the ROI continues to be justified.
3. What does the future of creator commerce look like?
I don’t look at things as if there’s a definitive endpoint, but I can speak to the general cyclical pattern of ubiquity to consolidation and vice versa. Consumers have so many options, more than ever. Their attention grows more and more fragmented, and the ability to meet them where they are, with relevant messaging and the ability to immediately shop, is business critical but also cumbersome. The next phase in the future will inevitably shift to a version of consolidation, which we’re starting to see a glimpse of via Google’s Anti-Trust ruling and TikTok’s partnering with Amazon for integrated shopping.
2. What examples across the creator economy stand out as ground breaking applications of AI, and how can businesses tap into that potential?
What I consider ground breaking isn’t necessarily the splashy consumer-facing side of marketing but the technical infrastructure that fuels consumer insights and strategy. The stronger the first-party data for a brand, the more opportunity there is to eliminate wasted spend and influence more immediate ROI. I look forward to seeing applications of AI that enrich the data process for consumer profiles and strengthen propensity modelling for stronger go-to-market strategies.
1. How should companies be navigating this new wave of digital transformation through AI technology?
Be agile or stay fragile. I encourage everyone to embrace innovation and technology while finding ways to up level yourself, your business and your people.
Today is the worst state we’ll experience technology. It only improves from today onward. Those embracing it today are setting themselves up for success in the future.
