#Hashtags, The Gartner Marketing & Communications Podcast Secrets of Successful Advertising
Nov 27, 2024
Mike Froggatt, a Gartner analyst specializing in digital advertising, and Eric Schmitt, an expert in advertising strategy and analytics, delve into the secrets behind successful advertising. They unpack what separates high-performing marketers from the rest, emphasizing the necessity of data-driven tactics. The duo discusses the challenges of navigating an evolving advertising landscape influenced by privacy laws and new technologies. They also explore the role of generative AI in creative tasks and the importance of smart media planning to adapt to market changes.
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Advertising Challenges
- Advertising is a large, discretionary marketing budget item, making ROI crucial.
- Identifying successful ad strategies is hard in the current consumer environment.
Increased Campaigns Despite Challenges
- Marketers plan to increase campaigns despite budget cuts and ROI challenges.
- This might be driven by the promise of digital advertising's measurability.
Iterative Approach of High Performers
- High-performing advertisers adopt a test-and-learn mindset.
- They treat every media buy as a learning opportunity, iteratively testing for short-term and long-term benefits.