Twitter Remodels The House
Twitter's plan will focus on adopting external solutions for non-differentiated areas of the platform, modularizing its platform architecture, and improving experimentation on machine-learning models. The company plans to make significant investments in infrastructure and headcount and to the backend systems.
via MediaPost.com: mobile https://ift.tt/2oB2PsH
February 28, 2021 at 10:36PM
Why Are Media Aggregator Impressions Uptrending? Is CTV Losing Share To Mobile?
As usual, the latest Video Benchmarks Report from Extreme Reach, the digital media and SaaS company, reveals some interesting trends.
One intriguing one in the Q4/full-year 2020 edition: the shifting shares of digital ad impressions for media aggregators versus premium publishers.
Specifically, impressions served through aggregators — meaning ad networks, DSPs and agency trade desks that sell inventory from multiple sources, programmatically — rose to 52% of total impressions served to connected TV, desktop and mobile devices by ER’s AdBridge platform. That marked aggregators’ impressions surpassing premium publishers’ (at 48%), for the first time.
The data show aggregators’ share rising by a full 33 percentage points over the year, from just 19% in Q1.
For the full year, aggregators’ average was 42% — still well below publishers’ 58%, but way up from 2019’s 19% average and 10 percentage points higher than their 32% share in 2018, the year with the previous highest average for aggregators.
What’s behind this trend?
Logic tells us that ad fraud/safety issues are likely a key driver.
However, the 2020 trends for General Invalid Traffic Filtered Rates (one of two invalid traffic standards created by the Media Rating Council to measure ad fraud, as digital media buyers know) don’t show any improvement in aggregators’ performance. They continued to lag publishers, at least on this measure.
And this hasn’t changed, by and large, in recent periods.
“With the exception of Q3 2020, which looks like an anomaly, GIVT rates for aggregators have been in the 2% range since Q2 of 2019, and premium publishers’ rate has been in the 1% range,” Melinda McLaughlin, ER’s CMO, tells ATV Insider.
However, this is only one metric, and more factors may be at play, she says.
“Ad spend is precious and marketing is more data-driven now than in past years, so wasted spend is a missed opportunity,” McLaughlin says. “Marketers realize that fraud is an ongoing issue in the industry, and we see a range of approaches in how advertisers deal with it. GIVT is one way of detecting and combating ad fraud and invalid traffic, and there are other methods out there.”
On one hand, “brands and agencies in endless pursuit of clean inventory may opt to layer on specific technologies for fraud detection, which have undoubtedly helped buyers feel more confident about aggregator inventory,” she says.
Another theory: More premium publishers are increasing their inventory with aggregators than in years past, “and with more premium content available through aggregators, there is less of a risk for ad fraud or brand safety mishaps,” McLaughlin notes. “Premium publishers are still the safest option when it comes to combating ad fraud. This is a trend we’re continuing to watch.”
Got another explanation, or some additional, relevant data? Weigh in below, or shoot me an email.
CTV Ends 2020 Behind Mobile
The report also offers some insights on CTV advertising use trends — although it’s hard to imagine a less “representative” year than 2020 when it comes to just about anything, and we do need to remember that this is one platform reporting.
And as McLaughlin stresses, the circumstances differ in every quarter, with each quarter reflecting different campaigns, advertisers, publishers, volumes and consumers—meaning fluctuations are normal.
However, looking at the longer-term trend, after accounting for just 14% of ER-tracked impressions in 2016, CTV took the lead among devices as of Q2 2018 (at 38%), and advanced that lead to a nearly 50% share in 2019, as desktop’s share dropped to 16% and total (app plus web) mobile declined 3 points, to 27%.
But last year, CTV returned to its 2018 average share of 38%, as total mobile saw a 12-point average gain, to 39%. (ER began separating out the two types of mobile in last year’s second quarter.) There was also a 6-point resurgence for desktop over the course of the year. All presumably driven by 2020’s work/shelter-at-home dynamics.
A closer look at 2020’s by-quarter trends shows total mobile rising from 29% in Q4 2019 to 40% by Q4 2020, and desktop jumping from 16% in Q4 2019 to over 20% in each of 2020’s quarters.
That — plus the first tiny (1%) appearance of VOD (ER broke VOD out for the first time in Q4) — put CTV’s share at just 35%, to mobile’s 39%, by year-end.
Will CTV reclaim its device share dominance in 2021?
It seems a sure bet that as life begins to normalize, and at least some of the white-collar workforce returns to offices, desktop will lose some of its ad gains.
Most prognosticators have mobile advertising — especially mobile app advertising — continuing to build momentum.
But as we know, ad dollars follow consumers, and while general trends are clear, no one can say exactly how sticky various 2020 behaviors will prove. That’s because no one knows how much of the population will continue to work at home, or how much employment levels will improve (presumably cutting into entertainment viewing a bit), or how other critical factors will play out.
Here’s what McLaughlin has to say about the trends:
“CTV has been the leader in share of impressions served by device in ER’s benchmarks since Q2 2018. We’ve seen the percentage fluctuate, especially in 2020, when work-from-home suddenly became the norm and, understandably, the share of impressions served to both desktop and mobile increased. That said, there is no doubt that the trends for CTV are up and to the right, despite the percentage mix fluctuating.
“We see a wide range of preferred devices across ER’s client base. Some clients have devoted as much as 72% of their impressions to CTV in 2020, while others focused largely on desktop and mobile. ER is the ad server of record for many direct-to-consumer brands, and this is reflected in our aggregate data.
“We continue to see in our data that while many brands are betting on CTV-first strategies, they are also supplementing with other channels. And within our customer base, D2C brands are especially focused on devices that allow them to optimize in real time to measurable behaviors and last-touch attribution.
“We think brands will continue to embrace CTV, because that’s where consumers are going, and more ad inventory is opening up — especially with the plethora of options from TV manufacturers and the amount of original content pouring into those platforms.”
via MediaPost.com: mobile https://ift.tt/2oB2PsH
February 26, 2021 at 03:39PM
Facebook Breaks Ads Attacking Apple, Defends Personalized Targeting
Ahead of Apple’s privacy changes, Facebook has launched an advertising campaign to make a case for serving personalized advertising.
The campaign — Good Ideas Deserve to be Found — comes as Apple prepares to implement privacy changes that will require iOS users to opt into advertisements rather than opt out.
The TV, radio and digital platforms ads began running Thursday.
Facebook — which has conducted a very public battle with Apple — says its initiative is intended to help small businesses struggling during the COVID-19 pandemic. The focus of the campaign is to help people understand how personalized ads help them in the discovery of new things they might love.
Apple is making a change to the iOS system that is expected to shake up the advertising industry, specifically mobile. The change affects a privacy option for Apple device users. The advertising ID (IDFA,) previously buried in the user’s device, will serve up when the app opens, providing a way to opt-out of being targeted by advertisements.
Personalized ads, of course, are based on information about the specific person. What they read, share and click on in Facebook and Instagram.
With the campaign, Facebook says it will waive fees for businesses selling with Checkout on Shops through June 2021 or collect any fees for paid online events until August.
The company is also working to simplify Ads Manager, making it easier for small and medium-sized businesses to begin personalizing marketing plans through a simplified dashboard available at login.
Restaurants now have new options to note what type of dining experience they have available, including the ability to search and find businesses nearby.
There’s a new menu tab on Pages so businesses can upload their menu.
An updated Business Resource hub on Facebook, and Professional Dashboard on Instagram, have more information on how personalized ads work.
In a post explaining the type of data used to serve ads to users, Facebook says ads are served to users based on activities such as pages liked by the user and their friends, information from profiles, and placed checked in while using the platforms.
Facebook and Instagram now share information. A user can now search for and message, video chat or re-share posts with people across Instagram and Facebook. The platforms build a profile about users segmented into Advertisers, Ad Topics, and Ad Settings.
When someone shares information such as their phone number or email address by signing up for an email newsletter, and signs up for a discount or makes a purchase from a store, the business might add it to their customer list so it can be matched to the member's Facebook profile. Facebook then attempts to match the ad to the most relevant audience.
via MediaPost.com: mobile https://ift.tt/2oB2PsH
February 26, 2021 at 11:28AM
B2B Marketing News: Trust Tops Brand Marketer Study Top Email Engagement Day Shifts YouTubes New Comparative Data & Ad Prices Rise
B2B Marketing News: Trust Tops Brand Marketer Study, Top Email Engagement Day Shifts, YouTube’s New Comparative Data, & Ad Prices Rise
Brand marketers stick to trust-building strategies forged in 2020's fires, study finds 91 percent of brand marketers will keep focusing on the strategies aimed at building trust they developed in 2020 as a response to the pandemic, according to recently-released survey data of interest to digital marketers. Marketing Dive Ad Prices Forecast To Inflate 3% This Year Digital display ad price inflation for 2021 is expected to be 3.4 percent, with digital video slightly higher at 3.6 percent, while this year is expected to hold some recovery from the impact of the pandemic in 2020, according to newly-released forecast data. MediaPost In Engagement Shift, Friday Proves Top Day for Email Response Rates in 2020 With an 18.9 percent click-to-open (CTO) rate, marketing emails sent on Friday lead the way when it comes to engagement levels, according to recently-released survey data, with Saturday coming in as having the lowest engagement rates. MarketingCharts YouTube Adds New Comparative Data Tools in YouTube Studio, and Info on Other Channels Your Audience Watches Google's YouTube platform has launched new features that allow digital marketers to compare the performance of their video content from between 24 hours up to 28 days, offering a new glimpse into a variety of performance metrics, the video giant recently announced. Social Media Today Nielsen Launches Identity Sync, New Global Attribution System Nielsen has rolled out a new global attribution system, Identity Sync, the firm's identity-backed solution to the loss of cookie-based tracking systems, the firm recently announced. MediaPost LinkedIn's Developing a New Freelance Marketplace Platform to Facilitate New Opportunities LinkedIn has been testing features which could expand on the platform's existing ProFinder tool, adding enhanced professional freelancer connection functionality, according to an industry report. Social Media Today How IT Buyers' Researching Behaviors Changed in 2020 More than 54 percent of information technology buyers spent more time researching solutions during the second half of 2020, with some 24 percent reporting research time staying flat — two of several findings of interest to digital marketers in recently-released survey data. MarketingProfs 3 Steps to Better Virtual Meetings A clear definition of the behaviors an organization is trying to encourage will help forge more productive virtual meetings, as will finding and overcoming behavioral blockers, according to The Harvard Business Review, which recently took a look at how to make today's online meetings more collaborative and engaging. Harvard Business Review The Most Important Email Marketing Optimizations [Survey] 43 percent of marketers consider personalization the top characteristic to improve when it comes to email optimization, followed by data quality at 39 percent and email design at 34 percent, according to recently-released survey data. MarketingProfs ANA Finds Half Of Ad Execs Have No Plans To Travel/Attend In-Person Events In 2021 Just 2.5 percent of advertising executives have said that they’re willing to fly for business in 2021, according to newly-released Association of National Advertisers (ANA) survey data of interest to online marketers. MediaPost ON THE LIGHTER SIDE: A lighthearted look at “finding your brand purpose” by Marketoonist Tom Fishburne — Marketoonist YouTube Reveals 2020 US Bumper Ads Leaderboard of Top 6-Second Ads — Adweek TOPRANK MARKETING & CLIENTS IN THE NEWS:
via Hubspot https://ift.tt/2wiHYzh
February 26, 2021 at 05:31AM
Apple Privacy Settings Unlawful, Critic Tells Congress
The government should prevent Apple from moving forward with a plan to require developers to obtain consumers' opt-in consent before tracking them across apps, a critic of the company told Congress Thursday.
“Apple’s conduct violates current antitrust law and threatens to inflict irreparable harm on millions of everyday Americans,” antitrust attorney John Thorne argued in his prepared statement.
His complaint centers on iPhones' and iPads' “Identifier for Advertisers” -- an alphanumeric string that mobile ad companies use to track Apple consumers across different apps for ad-targeting purposes.
Starting this spring, Apple will only allow developers to access that identifier if consumers explicitly consent.
Thorne argues the new policy is anticompetitive, because Apple will be able to advertise to users based on data about them on an opt-out basis.
But Apple has consistently said it doesn't serve ads to people based on data collected through the identifier for advertisers.
A broad coalition of well-known advocacy groups -- including Amnesty International, the Electronic Frontier Foundation and New America’s Open Technology Institute -- support Apple's planned setting.
“As Apple knows well, the widespread practice of tracking technology users’ online activity without their informed consent violates the fundamental human right to privacy,” the watchdogs said last year in a letter urging the company to move forward with the new settings.
Not surprisingly, the ad industry opposes Apple's new approach, and has suggested it will push for regulations that would prohibit the company from implementing an opt-in regime for tracking.
Facebook, which has been among the most vocal opponents to Apple's plan, recently claimed in an ad campaign that Apple will “change the internet as we know it -- for the worse."
Thorne -- a partner in the Washington, D.C. law firm Kellogg, Hansen, Todd, Figel & Frederick, which is defending Facebook in an antitrust lawsuit brought by the Federal Trade Commission -- insisted to Congress on Thursday that the settings are problematic for numerous reasons. Among others, Thorne says Apple will require developers “to display a scary, false warning” when seeking consent.
“The goal is to mislead users into withholding consent, not to encourage a fully informed decision,” he stated.
The "scary" language Thorne referenced tells users that a developer would like permission to track them.
Thorne didn't mention this in his written testimony, but Apple's permissions screen also has room for developers to explain why they would like to track people. The company also lets developers show users additional information before presenting them with the permission screen. Earlier this month, Facebook began doing so by showing people a screen stating that tracking will result in “ads that are more personalized” and will also “support businesses that rely on ads to reach their customers.”
Apple critics' appeal to Congress appears unlikely to succeed, given that the trend throughout the country is towards more restraints on data collection, not fewer. Last November, voters in California approved expanding the state's privacy law by making it harder to use data about race, ethnicity, health, or finances for advertising. And lawmakers in other states, including Oklahoma, have introduced bills that would require all companies to obtain consumers' opt-in consent before using their data for ad targeting.
via MediaPost.com: mobile https://ift.tt/2oB2PsH
February 25, 2021 at 08:27PM
Magenta Max Plan For 55+ Is T-Mobile's New Aggressive Push For Older Users
With its customary swipe at other wireless providers, this week T-Mobile debuted its new Magenta Max Unlimited 55 phone plan that offers 55+ unlimited talk, text and data, 5G access at no extra cost, 4K UHD streaming and free Netflix for $45 a month. That’s based on two lines of coverage.
The Magenta Unlimited 55 and Max are among other new plans T-Mobile is hyping in a commercial now on TV and on digital platforms.
For cellphone users of a certain age, or even well past it, T-Mobile has positioned itself as the carrier that cares, and in its announcement of Max Unlimited 55, it lampooned AT&T and Verizon for insufficiently serving older users.
“People over 55 invented the smartphone and the mobile Internet. But wireless providers consistently condescend to them with limited ‘senior’ plans,” the T-Mobile pitch says of Verizon and AT&T’s 55+ plans that only apply to people in that age bracket living in Florida.
“Not everyone over 55 lives in Florida,” said Matt Staneff, T-Mobile’s chief marketing officer. “We’re giving our 55+ customers across the country what they want.”
Starting even before T-Mobile announced its merger with Sprint in 2018, T-Mobile pitched older consumers and chastised its competitors for dumbing them down. A 2017 video from then-CEO John Legere accused competitors of ads with a “belittling” tone and “condescending offers.” Legere said, “it’s absolute bullshit and degrading at the highest level.”
That video included a cheesy fake commercial depicting a graying couple competently thumbing through photos on their smartphone. “Tired of squinting and struggling with that smart-aleck phone,” asks an unctuous voiceover, “when all you want is big buttons?”
“Uh-no,” the startled wife answers. Her husband adds, “We love our phones.”
These aren’t random aging hipsters. A 2019 AARP report found that 86% of Americans 50-59 years old now have a smartphone, as do 81% of folks 60 to 69 and 62% of people 70+. That study said 94% in the 50+ category use their smartphone daily. Even among people 70+, that figure for daily use is around 88%.
And the elder population is growing fast. There were 54.6 million Americans 65+ in 2020. That figure will rise by 10 million--in four years. T-Mobile, now the second largest wireless provider, is feeling its oats.
The Magenta Max Unlimited 55 is the senior citizen version of the new Magenta Max unveiled earlier this week, It delivers “unlimited premium data, in 4G or 5G, that won’t slow down no matter how much is used, with UHD streaming capability, free Netflix and 40GB of hotspot data for $57 per line (discounted $10 per month for a limited time.)”
via MediaPost.com: mobile https://ift.tt/2oB2PsH
February 25, 2021 at 03:54PM
Comcast Brings Xfinity Stream App To Flex Devices
Comcast is making the Xfinity Stream app available to broadband customers who use its Xfinity Flex streaming device.
The integration is intended to encourage internet-only customers to sample and subscribe to Xfinity pay-TV.
“In just a few clicks of the remote, Flex customers can add ‘Choice TV’ from Xfinity, giving them immediate access to all the major broadcast networks, associated on-demand programming and a 20-hour cloud DVR,” Comcast said. “They can also add other cable channels through a variety of genre-themed channel packs, including Sports & News, Entertainment, and Kids & Family; all of which can be easily added or removed at any time with no term contracts or additional fees.”
The Flex 4K streaming device is included with Xfinity Internet subscriptions to provide users with navigation, search and some of the other features included in the more deluxe X1 that comes with Infinity pay-TV subscriptions.
via MediaPost.com: mobile https://ift.tt/2oB2PsH
February 25, 2021 at 02:54PM
Find Engage and Close: Demandbases Jon Miller on Recasting the B2B Marketing Automation Journey #B2BMX
Find, Engage and Close: Demandbase’s Jon Miller on Recasting the B2B Marketing Automation Journey #B2BMX
How can B2B marketers recast the marketing automation journey to meet today's challenges and be ready for those to come? Jon Miller, chief marketing officer at Demandbase, recently presented a session at the 2021 B2B Marketing Exchange Experience virtual conference, and explored new account-based marketing best practices. Although this pandemic year at #B2BMX won’t see B2B marketers gathered in the event’s usual sunny Scottsdale, Arizona location, many new attendee opportunities were on tap virtually. Refresh, renew, remix has been the conference’s theme this year, and to help ease the lack of physical networking, #B2BMX included a Spotify music playlist, live music performances, and even various charitable elements. Jon began by looking back at his journey starting Marketo — acquired by Adobe in 2018 for $4.75 billion — nearly 15 years ago, when marketers had a need to capture and manage online leads, a need that the company’s service met, allowing marketers to communicate and send leads to the appropriate departments. Marketo’s efforts during this era helped marketing build credibility and respect, Jon noted, as marketers became a part of their firms’ revenue engines. Today however, the world is changing and marketing automation tools aren’t necessarily keeping pace. We’ve reached the end of the era of traditional demand generation, which has become shipwrecked, Jon explained. The General Data Protection Regulation (GDPR) and other global data protection efforts have made it more challenging for marketers to send emails in the way they were once able to, while in some instances sales teams are sending greater amounts of email now than marketers. “Marketers lost the keys to being the sole owners of communications,” Jon said, and noted that today’s larger buying committees also present challenges when trying to hold one-on-one interactions. This is where marketing can play a larger role, he noted. Firms today are often generating more revenue after the sale in the form of recurring revenue and a focus on expansion, Jon observed. There’s a strong bias in marketing automation tools against net-new business, while at the same time increasing revenue is being generated after the sale, which led Jon to share some of the limitations of traditional lead-based approaches:
Modern Sales & Marketing Alignment: Find, Engage, and Close
1 — Finding The Most Valuable AccountsThe first step in adapting to the new realities of B2B marketing and sales alignment is to find, by focusing efforts on locating the most valuable accounts, Jon explained. “When it comes to finding target accounts, one size does not fit all,” Jon said, and marketers should do deep-dive one-to-one level account research, using highly-customized programs for each major strategic account — a process that is often a significant investment. Another segment, one-to-few, focuses on moderately personalized deep cluster research — using micro-clusters of accounts focused on similar business issues, Jon explained. An additional level with a broader scope is the one-to-many level, which is where many account-based programs exist, with a basic level of light personalization and much less investment per account, Jon noted. The one-to-many level often benefits from greater use of technology such as intent data, making it more scalable. The broadest category of all is the targeted demand generation segment, Jon explained, usually using traditional marketing tactics to go after specific accounts. When considering which of these four levels to use for your business, the key is to find which one is truly the best fit for your selling style, Jon noted, and encouraged organizations to get creative and use custom level names such as tiers. Jon urged businesses to find their entitlements — the contract of how marketing and sales agree to treat each account and what each department will do — in order to learn how many accounts your organization can handle. Entitlements can be evergreen — offering continuing qualities that persist — or of the triggered and in-market variety, such as when an account is in an active buying process or has a new corporate executive, Jon explained. Businesses often place greater focus on these triggered entitlements. The process of finding your firm’s entitlements is a great way to bring sales and marketing teams together, Jon noted. Once the number of entitlements have been determined and you know how many accounts you can have, you can begin to use science and technology to focus on the key ones, and Jon shared the F.I.R.E. acronym:
2 — Engaging Identified AccountsThe second step in utilizing the new realities of B2B marketing and sales alignment is engagement, where the identified accounts are engaged, aligning your interactions with the buyer’s journey, Jon explained. Jon noted how in the past he has likened the use of ABM processes to fishing with spears for the big fish, while demand generation is more like fishing with a net. An overlooked issue when using those ABM spears, however, is that “Getting poked by a spear doesn’t feel very good,” Jon said. Smart ABM processes can overcome the reluctance and pain traditional methods often generate, by understanding where a buyer is on their journey and aligning all interactions appropriately, Jon explained. Jon then shared Gartner’s “Six Buying Jobs,” that all accounts ought to go through, to ensure that everyone on the buying team is working together. It’s important to have content that’s aligned to each of these six buying jobs, Jon noted, and also suggested keeping in mind that buyers don’t travel on their journey in an orderly or linear fashion, instead bouncing around in typically unpredictable and even chaotic directions. In the non-linear buying process Jon suggested using a football field’s yard line grid to determine how close to the scoring or buying point a buyer is, and considering the path that a football takes as it moves in many directions on the playing field. The buyer’s yard-lines tell us where in the journey they are, as well as the likelihood of an imminent score or purchase, Jon noted, and they can also inform our decisions as to which plays or plan of business approach we should execute. Businesses should create their own buyer journey definitions, and Jon shared how Demandbase organizes theirs, with:
3 — Closing As An Orchestrated TeamThe third major strategy Jon shared during his insightful and energetic #B2BMX presentation was the closing element, with a focus on working as an orchestrated team and not merely the outdated hand-off of the account baton. How can businesses have sales and marketing work together in a new way? With today’s B2B buyer journey being so complicated, the baton hand-off approach doesn’t work, Jon observed, and encouraged a team approach more like the way a soccer team functions, passing customer engagement back and forth as needed, in a coordinated way. Comprised of three levels, the type of marketing and sales alignment that Jon spoke about can be broken down into:
via Hubspot https://ift.tt/2wiHYzh
February 25, 2021 at 01:57PM
Pluto TV Launching MLB VOD Channel
Free, ad-supported streaming service Pluto TV and Major League Baseball will launch an MLB-branded channel on March 2.
The channel’s content will offer more than 200 hours of classic games and highlights from the Major League Baseball Film & Video Archive, with quarterly refreshes.
Programming includes World Series and All-Star games and milestones, episodes of “Epic Moments,” “Baseball’s Seasons” and “Cathedrals of the Game” in addition to curated clips and playlists featuring top plays.
Pluto’s existing lineup of 20-plus sports channels includes NFL Channel, Major League Soccer, PGA Tour, Bellator MMA, and Pac-12 Insider.
Building out a library of top-quality sports content is a key priority for Pluto TV, according to Will Gurman, VP, global content partnerships at the service.
Pluto TV owner ViacomCBS announced the new channel during Wednesday’s Streaming Investor Day presentation.
In part driven by new distribution deals with Samsung and Google, the AVOD’s global monthly active users (MAUs) rose by 80%, to 43 million — including a 34% increase in domestic MAUs, to 30.1 million — in Q4 2020.
The company did not report specific ad revenue for Pluto TV, but said its growth contributed to an 8% overall ad revenue increase for its cable network unit.
Pluto TV is accessible on all major mobile, connected TV and web-based devices.
via MediaPost.com: mobile https://ift.tt/2oB2PsH
February 25, 2021 at 11:33AM
10 Marketing and Communications Leaders to Inspire You in 2021
Even the best of marketers can be challenged in times like those we've all experienced over the past 12 months. But it is those who rise above those challenges that fuel the inspiration we all need to succeed in our industry.
On this blog, we've made a point to highlight inspirational marketing voices with lists of top marketers by discipline (B2B marketing, social media marketing, content marketing) and our famous lists of Women Who Rock in Marketing since 2010. Over the past few years, we've tried (not hard enough) to be more inclusive in these lists to represent women and people of color.
During Black History month, many brands have made efforts to shine a light on contributions made in the world by individuals the black community. But why should honoring such contributions be limited to one month? For our small part, how we represent marketers of color in the content on our blog, on social networks and in marketing content as well as the influencers we work with has changed significantly over the past few years. It's not enough, but we're continuing to learn and grow our awareness, understanding and action when it comes to the importance of diversity and inclusion.
As I reflect on those who inspire me on a daily basis to be more, to be better as a marketer and marketing leader, the following list of women of color stand out. I encourage you to learn more about their backgrounds, achievements and to pay attention to the contributions they are making to the world of marketing and communications in both B2C and B2B.
With past experience working at The GRAMMY Awards, Yahoo!, MGM Resorts and Activision Blizzard, Beverly now serves as Vice President of Global Brand and Consumer Marketing at Twitter. Beverly is a dynamic, senior marketing executive adept at building, mentoring and managing high performance entertainment and digital marketing teams while establishing long-term strategic relationships to drive revenue.
Beverly has extensive agency and in-house experience launching brand extensions and new products, utilizing metrics to analyze growth, developing innovative digital strategies to drive brand loyalty and awareness via social media, mobile and community engagement. We've interviewed Beverly in the past and recognized her several times on our lists of top marketers over the years. She joined Twitter as VP in January 2021.
Boz got her start in marketing at Spike Lee’s advertising agency, Spike DDB. She then went on to manage brands within the PepsiCo beverages portfolio, before becoming Head of Music and Entertainment Marketing at the CPG giant; followed by Head of Global Consumer Marketing at Apple Music & iTunes; then went on to serve as Chief Brand Officer at Uber; before taking on the CMO role for Endeavor (including WME, IMG, UFC, Miss Universe, 160over90 etc).
Boz launched a podcast alongside award-winning journalist Katie Couric, “Back to Biz with Katie and Boz,” which explores the ways thought leaders, CEOs and innovators are responding to the societal shifts that have been ushered in by the coronavirus pandemic. Boz’s philanthropic efforts include representing Pencils of Promise as a Global Ambassador to Ghana and serving on the boards of Girls Who Code and Vital Voices. With such contributions, Boz was an easy pick to recognize in our Women Who Rock in Marketing list. She took on the CMO role at Netflix in June 2020.
Candace has 20+ years serving B2B and B2C domestic and international companies in the financial services, medical device, biopharmaceuticals and pharmaceuticals industries before taking on the role as SVP and Chief Communications Officer at Acuity Brands.
Candace is a globally recognized multigenerational workplace scholar, TEDx speaker, industry thought leader and author that specializes in development and implementation of Corporate Communication and Public Relations strategies that support business growth, navigate change and mitigate crises. She is also a Research Fellow at the Weatherhead School of Management at Case Western Reserve University. Candace took on the SVP role at Acuity Brands in November 2020.
A veteran Chief Marketing Officer, Dara was previously the CMO of Carbon and the CMO of GE Business Innovations & GE Ventures. Earlier in her career, she led marketing and growth efforts at Apple and Goldman Sachs. A champion of public health, women's issues, and diversity initiatives, Dara is the Vice Chair of the board of the Public Health Institute (PHI). Dara also serves on the board of PG&E.
Dara graduated cum laude from Harvard University with highest honors in field and holds an MBA from Stanford University. We were happy to recognize Dara in our 10 year anniversary list of women who rock in marketing. She joined Peleton as SVP and Head of Global Marketing and Communications in August 2020.
As a former Google, Stitch Fix and eBay marketing executive, Deirdre is a passionate marketer with progressive experience in integrated marketing – brand, product, customer relationship marketing, loyalty, offline and online direct marketing, business to consumer, and business to business.
Deirdre serves on the boards at Sonos, Olaplex and Effie Worldwide and has an MBA from Dartmouth. She joined Condé Nast as CMO in January 2020.
Gail's experience at McKinsey & Company, The World Bank, Levi Strauss, and over 10 years at SAP lead her to the CMO role at Noodle.ai. There, she is responsible for delivering awesome brand, demand, digital marketing, events, sales enablement, product marketing and AR/PR by motivating her team to let the world know how great a company Noodle.ai is.
An MBA graduate of Harvard Business School, Gail serves on the Board of Directors at Juma Ventures. focused on empowering low-income youth to transcend challenging circumstances, fulfill their inherent potential, and positively impact their communities. Gail appeared in our 2020 list of Women Who Rock in Marketing. She joined Noodle.ai as CMO in November 2018.
Previously serving as VP Communications at MTV, SVP of Corporate Communications at Viacom and Chief Marketing & Communications Officer at BET Networks, Jeanine is now Chief Social Impact and Communications Officer at BET Networks where her responsibilities include leading and elevating a portfolio of multi-platform social change initiatives that empower BET Networks' audiences to have an impact on the critical issues facing the black community today.
Her current role also focuses on utilizing content as a catalyst to create awareness and build action oriented impact campaigns globally. She also oversees strategic partnerships and community engagement at the local and national levels. Jeanine has been recognized in our annual list as a Women Who Rocks in Marketing. She has been in her current position at BET Networks since September 2019.
Leah is an experienced Publicist, Content and Influencer Marketing Consultant with a demonstrated history of working with brands in the fashion, apparel, beauty and lifestyle industries.
As a 2X Emmy Award-Winner, Best Selling Author, TEDx Speaker, and publisher of a top 30 Podcast In Marketing, she is skilled in Media Outreach and Relations, Entrepreneurship, Public Relations, Influencer Campaigns, Strategic Planning, and Marketing Strategy. She is also a strong business development professional with a Juris Doctor (J.D.) focused in Law from Texas Wesleyan University School of Law. Leah has been president of Think Three Media since June 2016.
Lisa Maxwell has a proven track record of reinventing and reinvigorating brands through business turnarounds and creating business reinventions grounded in consumer insights. Lisa orchestrated the successful turnaround, from negative to sustainable double digit growth, on recognizable brands like Nicorette, NicoDerm CQ, Abreva and K-Y brand. She has created several innovating and long lasting omni-channel campaigns that included TV, public relations, electronic consumer relationship marketing (ECRM), social media, digital and shopper marketing. In her current role at Mastercard, she develops integrated campaigns that highlight Mastercard Data & Services solutions across Loyalty & Engagement and Advisor offerings.
Lisa is a recipient of the 2012 Tribute to Women in Industry (TWIN) Award, an alumnae W.O.M.E.N. in America and a Committee of 200 Scholar. She currently serves on the Board of Directors of GrassROOTS Community Foundation. Lisa was promoted to her VP of Marketing role at Mastercard in April 2020.
With more than 17 years of experience in digital and product marketing education at Google Inc, consulting within IBM as a social business manager and leading a B2B agency consulting practice, Ty now serves as the Global Lead for the B2B Institute @ LinkedIn where she delivers thought leadership to help marketers stay on top of the latest in B2B marketing strategy through research, teaching and writing about B2B marketing, social selling as well as leadership, diversity and inclusion.
Ty is also the former President of LinkedIn's Black Inclusion Group (BIG), Co-Founder of LinkedIn's annual TransformHER conferences, author of "Marketers of Tomorrow: A Step by Step Toolkit for Inbound Marketing" and a two time Olympic Trials qualifier in track and field. Ty has made numerous appearances on our blog through interviews, covering her industry presentations and recognition on our lists of Women Who Rock in Marketing. She joined the B2B Institute at LinkedIn in September 2020. (LinkedIn is a client of TopRank Marketing)
I am fortunate to call several of these top marketers friends and I appreciate their direct and indirect influence on my efforts to be a better marketer myself. Above all, I hope that this list provides both recognition for their contributions as well as inspiration to our readers when it comes to marketing leadership, best practices and achievement.
The post 10 Marketing and Communications Leaders to Inspire You in 2021 appeared first on B2B Marketing Blog - TopRank®.
via Hubspot https://ift.tt/2wiHYzh
February 25, 2021 at 10:43AM