The Truth About Innovation, with IPG Media Lab

IPG Media Lab works with some of the world’s largest brands to drive innovation in media, marketing, and business models. As the dedicated innovation initiative of the UM family of agencies, they’ve worked with companies of all sizes, across numerous verticals. Chad Stoller and Adam Simon of IPG Media Lab discussed the types of conversations they have with marketers around innovation, gave us a behind-the-scenes look at how IPG Media stays innovative, and asked whether one can truly measure innovation success.

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SEO in 2021: To Keyword Clusters, and Beyond!

SEO was a lot simpler in a less-crowded marketplace; you could optimize by keyword for your product, industry, or customer demographics and watch your traffic grow. In 2021, however, not only is the online space left with little metaphorical keyword elbow room, but search engines have gotten smarter to keep up with consumer demand. People search more conversationally due to voice assistants like Alexa and Siri, and AI-powered chatbots learn more as they’re being searched, which also contributes to a natural semantic search style. If marketers want to make sure their SEO efforts are being noticed, there are several ways to do this, all of which embrace this more casual way of searching consumers are employing – “long-tail keywords,” those with fewer search results but a higher conversion rate; “keyword clusters,” which group product identifiers that can single out your brand; “natural language processing (or NLP)” which rely on qualifiers like “what” and “where” to make a search less-robotic, and the overall conversational style that voice search and chatbots have made more prominent as of late.

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Podcast Episode 17

Brand Safety in Influencer Marketing, with Richard Plansky and Benedict Hamilton of Kroll

February 2020

Richard Plansky

Benedict Hamilton

AVAILABLE ON:

Influencer marketing is one of the hottest trends in the industry right now. Brands are teaming up with celebrities, artists, athletes, and more to reach consumers in a way that feels genuine and native to the social platforms they spend all their time on. But all too often, brands jump into these relationships without the proper vetting, which can lead to disaster.

 

At the 2019 ANA influencer conference, we spoke with Richard Plansky and Benedict Hamilton of Kroll, a corporate investigation company, about brand safety in influencer marketing. Richard and Ben discussed the right way for brands to approach influencer vetting, shared some influencer horror stories, and shed light on one of the biggest misconceptions brands have about “micro-influencers.”

 

The ANA Marketing Futures Podcast is a crossroads for marketers, entrepreneurs, innovators, and academia to discuss and debate the future of marketing, and business in general. Hosted by Charles Cantu, Founder and CEO of RESET DIGITAL, the Marketing Futures podcast looks to demystify emerging trends, share different perspectives on critical economic issues, and help marketers and business owners focus on what matters most: growing their brands.

Podcast Episode 17

Brand Safety in Influencer Marketing, with Richard Plansky and Benedict Hamilton of Kroll

February 2020

 

AVAILABLE ON:

Richard Plansky

Benedict Hamilton

Influencer marketing is one of the hottest trends in the industry right now. Brands are teaming up with celebrities, artists, athletes, and more to reach consumers in a way that feels genuine and native to the social platforms they spend all their time on. But all too often, brands jump into these relationships without the proper vetting, which can lead to disaster.

 

At the 2019 ANA influencer conference, we spoke with Richard Plansky and Benedict Hamilton of Kroll, a corporate investigation company, about brand safety in influencer marketing. Richard and Ben discussed the right way for brands to approach influencer vetting, shared some influencer horror stories, and shed light on one of the biggest misconceptions brands have about “micro-influencers.”

 

The ANA Marketing Futures Podcast is a crossroads for marketers, entrepreneurs, innovators, and academia to discuss and debate the future of marketing, and business in general. Hosted by Charles Cantu, Founder and CEO of RESET DIGITAL, the Marketing Futures podcast looks to demystify emerging trends, share different perspectives on critical economic issues, and help marketers and business owners focus on what matters most: growing their brands.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

Copyright © 2020 Association of National Advertisers-established in 1910

Contact

10 Grand Central

155 E 44th Street

New York, NY 10017

Phone: 212.697.5950

Email: marketingfutures@ana.net

 

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