1.Why Linear TV and Streaming Work Better Together
Combining linear TV and streaming creates a more effective advertising strategy by balancing reach and precise targeting. A case study showed that relying solely on streaming increased costs, highlighting the importance of a dual-channel approach for better performance and efficiency. [Source: Adweek]
2. How to use GA4 predictive metrics for smarter PPC targeting
Google Analytics 4 (GA4) predictive metrics can enhance PPC targeting by translating raw behavioral data into actionable insights. These metrics help identify high-value users, optimize ad spend, and improve ROAS by predicting user behavior like purchase likelihood and churn risk. [Source: Search Engine Land]
3. Demand Gen Vs. Lead Gen: What Every CMO Needs To Know
Demand generation and lead generation are distinct strategies with different goals and impacts. Demand generation focuses on creating awareness and interest, while lead generation aims at capturing contact information for sales. Balancing both strategies is crucial for long-term growth and effective pipeline development. [Source: Search Engine journal]
4. Meta brings ads to WhatsApp—will it reshape how brands engage consumers?
Meta’s introduction of ads on WhatsApp’s Updates tab could revolutionize brand engagement, emphasizing personalized and respectful campaigns. While brands are cautiously optimistic, success will depend on balancing privacy concerns and delivering real value to users. [Source: Afaqs]
5. Retargeting: How brands stay top of mind after you bounce
Retargeting is a digital marketing strategy that uses display advertising to re-engage people who have shown interest in a brand but haven’t converted into a sale. It involves tracking user behavior, segmenting audiences, and delivering personalized ads across various platforms to boost conversions and ROI. Retargeting is a subset of remarketing, which uses broader strategies and data types. [Source: Search Engine Land]
6. AI Isn’t A Trend—It’s The New Marketing Foundation
AI has become the core of modern marketing, moving from the edge to the center due to its ability to solve real business problems efficiently. Economic pressures are driving this shift, with AI enabling faster, smarter decisions and providing clarity in volatile markets. Venture capital is also influencing this trend by prioritizing proven, high-performance solutions. [Source: Forbes]
7. Strategic Marketing for Leaders: Equipping Professionals to Lead in the AI Age
Professionals aiming for leadership roles in marketing need to stay relevant by integrating AI and data-driven approaches. IIM Calcutta’s programme equips them with tools like predictive analytics and Generative AI to lead in an AI-first business landscape. [Source: The Economic Times]
8. Advanced agentic use cases for Digital Asset Management
Autonomous AI agents are revolutionizing digital asset management by taking over tedious tasks and enabling intelligent automation. These agents go beyond simple automation, offering capabilities like advanced visual recognition, contextual understanding, and cultural localization, making them indispensable for modern enterprises. [Source: Search Engine Land]
9. AI Is Rewriting the Value of Expertise—and Customer Experience Will Feel It
AI is transforming professional services by reducing the time and cost of specialized tasks, pushing firms to rethink their pricing models and delivery methods. Trust and transparency are becoming crucial as AI makes expertise more accessible, requiring service providers to differentiate themselves and build strong client relationships. [Source: CMS Wire]
10. How to build a traffic-first strategy in a fragmented search world
Ranking well on Google doesn’t guarantee clicks anymore due to AI-infused search features. Brands need a unified SEO strategy that targets every SERP surface to drive real traffic and visibility. [Source: Search Engine Land]