Brian Meert's Blog, page 3

Putting the “Art” In Advertising

Putting the “Art” in Advertising. 

In 1985, Andy Warhol unveiled to the world his Ads Series, one of his most renown collections depicting brands and iconic logos into an artistic light. However, The debate over whether advertisements qualify as art has been ongoing, with compelling arguments on both sides. While some view advertising as purely commercial, others recognize the artistic elements that contribute to its effectiveness.

The Artistic Elements in Advertising

Advertisements often incorporate various artistic components, such as:

Visual Design: Utilizing color theory, composition, and typography to create visually appealing messages.Storytelling: Crafting narratives that resonate emotionally with audiences.Music and Sound: Employing audio elements to enhance the overall impact.

These elements are carefully orchestrated to capture attention and convey messages effectively.

The Purpose Distinction

A key difference between traditional art and advertising lies in intent:

Art: Often created for personal expression, exploration, or to provoke thought.Advertising: Designed with the primary goal of promoting products, services, or ideas to drive consumer action.

This distinction highlights the commercial objectives inherent in advertising.

The Intersection of Art and Commerce

Despite differing intents, advertising and art intersect in various ways:

Aesthetic Appeal: High-quality advertisements often achieve a level of beauty and craftsmanship comparable to recognized artworks.Cultural Impact: Iconic ads can influence culture, similar to how significant artworks do.Creative Expression: Advertisers employ creativity to communicate messages in unique and engaging manners.

This overlap suggests that advertising can possess artistic value, even within its commercial framework.

A Blurred Line

While advertising is inherently commercial, it undeniably incorporates artistic elements that contribute to its effectiveness and cultural resonance. The line between art and advertising remains blurred, inviting ongoing discussion about the role of creativity in commerce. What do you think? Can advertisements be considered works of art? 

#Hashtags On the Way Out: Is the Era Over?

#Hashtags On the Way Out: Is the Era Over?

Ah, the humble hashtag. Remember when that little “#” symbol was just simply known as the “pound sign”? Back in the day (oh boy), it was something you’d see on telephones, not trending topics. Now it’s practically embedded into our brains as the mighty hashtag—the once ticket to the vast, uncharted wilderness of social media. It’s funny how something so simple became the gateway to the internet’s greatest hits (and a lot of really terrible memes)! Hashtags have been a staple of social media since their rise on Twitter in 2009, helping users discover content and engage with trends. But are they still as effective in 2025? Recent shifts suggest they might be on the decline.

Instagram’s Shift Away from Hashtags

Instagram has moved away from heavily relying on hashtags to boost visibility. CEO Adam Mosseri humorously pointed out that hashtags don’t actually improve reach. The platform’s algorithm now prioritizes quality content over excessive hashtag use. 

Threads’ New Topic Tags

Instagram’s Threads app is phasing out hashtags entirely in favor of automatic “Topic Tags” that help categorize posts without user input. This change aims to reduce irrelevant content. 

X (Formerly Twitter): Still Relying on Hashtags

X continues to use hashtags, keeping them central to organizing content and trending topics. However, using more than two hashtags per post results in reduced engagement. 

Facebook and LinkedIn: A Shift in Strategy

On Facebook, hashtags are less important, with the focus now on content relevance and algorithm-driven discovery. LinkedIn also sees hashtags as more of a topic indicator than a tool for increasing reach. 

Conclusion: Rethinking Social Media Strategies

While hashtags are still used for categorizing content, their role in driving engagement is diminishing. Marketers should focus on producing high-quality, relevant content while adjusting their strategies based on platform-specific features.

Hyper-Personalized Marketing with AI: A Responsible Approach

The robots have more or less taken over the world of marketing and have proven to be a helpful tool in helping businesses reach new audiences in a more calculated, expedited way. However, in today’s digital landscape, consumers expect personalized interactions from brands. A McKinsey & Company survey reveals that 71% of consumers anticipate personalized communication. To meet these expectations, companies are turning to artificial intelligence (AI) and generative AI to craft hyper-personalized experiences. However, this approach necessitates a careful balance between personalization and ethical data practices.

The Power of Data-Driven Personalization

Hyper-personalization leverages customer data to tailor experiences, enhancing engagement and loyalty. By analyzing preferences and behaviors, brands can deliver timely and relevant content that resonates with individual consumers. This strategy not only meets consumer expectations but also differentiates companies in a competitive market.

Ethical Marketing Practices: Building Trust Through Transparency

While personalization is key, it’s crucial for brands to handle customer data responsibly. Transparency in data usage fosters trust and loyalty. Brands must ensure data security and clearly communicate how customer information is utilized. A “black box” approach lacking transparency is no longer acceptable to consumers.

Generative AI: Streamlining Hyper-Personalization

Generative AI enhances hyper-personalization by automating tasks and analyzing customer preferences. It enables brands to create tailored content efficiently, ensuring timely and relevant interactions. However, the use of AI must be balanced with ethical considerations to maintain consumer trust.

Navigating Data Governance and Privacy Challenges

As brands collect and analyze customer data, robust data governance and privacy measures are essential. Implementing clear policies and adhering to regulations protect consumer information and uphold brand integrity. Responsible data management is a cornerstone of ethical marketing practices.

The Business Benefits of Ethical and Responsible Marketing

Adopting responsible marketing practices yields tangible benefits. Brands that prioritize transparency and ethical data use build stronger relationships with customers, leading to increased loyalty and satisfaction. Moreover, ethical marketing aligns with legal requirements and enhances brand reputation.

Balancing Personalization with Responsibility

Incorporating AI into marketing strategies offers opportunities for hyper-personalization. However, it’s imperative to balance these efforts with responsible data practices. By focusing on transparency, ethical data use, and robust governance, brands can deliver personalized experiences that build trust and foster long-term customer relationships.

How Snapchat’s 2025 Valentine’s Day Insights Can Elevate Your Marketing

Love is in the air. As Valentine’s Day approaches, Snapchat has unveiled key insights to help brands create impactful campaigns that resonate with users during this season of love. According to Statista, the number of Snapchat users in the USA is expected to reach a whopping 91.1 million in 2025. As the saying goes, “strike while the iron is hot!”. Here’s a quick breakdown of their recommendations:

The Power of Memorable Experiences

Snapchat emphasizes that crafting memorable experiences around events like Valentine’s Day can significantly foster long-term brand loyalty. By engaging users with unique and interactive content, brands can leave lasting impressions that extend beyond the holiday.

Leveraging Augmented Reality (AR) for Deeper Engagement

One of the standout strategies is the use of Augmented Reality (AR). Snapchat’s research indicates that AR activations not only capture user attention but also drive specific outcomes more effectively than other promotion types. Unlike static or video ads, AR invites users to actively engage, creating stronger, more memorable impressions. This active participation translates into measurable outcomes like increased ad and brand awareness, as well as positive brand association.

Best Practices for AR Campaigns

To maximize the effectiveness of AR campaigns, Snapchat suggests the following best practices:

Create Shareable Experiences: Design AR content that encourages users to share with their friends, amplifying reach and engagement.Prominent Branding: Ensure that your brand is clearly visible within the AR experience to enhance brand recall.Sound-On Design: Incorporate audio elements to enrich the user experience and capture attention.Talent Presence: Featuring recognizable personalities can boost engagement and credibility.

Adhering to these practices can significantly increase user attention and campaign effectiveness.

Integrating Video and AR for Maximum Impact

Snapchat recommends that brands integrate both video and AR elements into their Valentine’s Day campaigns. While videos can create a sense of urgency, AR experiences are ideal for fostering shareability and deeper user interaction. This combination can enhance brand resonance and encourage users to act with intention rather than impulse.

Embrace Innovation for Valentine’s Day Success

Incorporating Snapchat’s insights into your Valentine’s Day marketing strategy can help your brand connect more authentically with users. By leveraging AR and creating memorable, shareable experiences, you can foster long-term loyalty and make this Valentine’s Day truly special for your audience. So what do you say there, marketing-Cupid, are you ready to start spreading the love? 

Rethinking B2B Marketing Budgets

When it comes to allocating marketing budgets, many B2B companies rely on the commonly cited rule of thumb: spend 8% of your annual revenue on marketing. This figure, popularized by Forrester’s 2024 B2B Marketing Budget Benchmarks, is often used as a benchmark across industries. But is 8% truly the magic number for every business? The reality is that there’s no one-size-fits-all solution. Marketing budgets vary significantly depending on several factors such as industry, company size, and revenue level.

The 8% Rule: A General Guideline or a Myth?

While the 8% benchmark serves as an industry-wide average, it’s important to note that this figure doesn’t apply universally across all B2B sectors. In some industries, the 8% guideline may make sense, but in others, it may be too high or too low to be effective. For instance, industries like retail and wholesale tend to stay relatively close to this 8% figure, as they often have higher marketing spend due to competition and consumer-driven demand. However, other sectors like manufacturing and production exhibit much more diverse ranges when it comes to marketing budgets.

Industry-Specific Variations in Marketing Spend

Not all industries are created equal when it comes to marketing needs. Each sector has its own set of dynamics, and understanding these is crucial to making informed decisions about how much to invest in marketing. For example:

Retail & Wholesale: These industries are highly competitive and rely heavily on consumer engagement. Consequently, marketing spend tends to be higher, often aligning more closely with the 8% benchmark.Manufacturing & Production: These sectors typically see lower percentages, with some companies spending far less on marketing, especially if their sales rely heavily on traditional, relationship-based channels.Technology & Software: Tech companies, especially in the B2B SaaS space, may spend a higher percentage of revenue on marketing, often investing in digital strategies, customer acquisition, and brand building.

This just goes to show that your company’s marketing budget should align with the specific requirements and dynamics of your industry.

Beyond the 8% Rule: Tailoring Your Budget to Your Business

So, what does this mean for your business? Instead of blindly following the 8% rule, marketing leaders should take a more nuanced approach by considering factors like:

Company Size: Smaller businesses may need to spend a higher percentage of revenue on marketing to build brand recognition and compete with larger players. On the other hand, larger companies with established brands may spend a lower percentage as they focus on maintaining their market share.Revenue Bracket: A business generating $10 million in revenue might allocate a larger proportion to marketing than a company with $100 million in revenue, simply due to the scale of operations and resources available.Growth Stage: Startups and companies in their growth phase may need to allocate more resources to marketing efforts that drive rapid awareness and customer acquisition.Market Competitiveness: Highly competitive industries may require larger budgets to stand out from competitors, while niche markets might not need as hefty an investment to see impactful results.Making Smarter Budget Decisions with Data

A cookie-cutter approach won’t work when it comes to budgeting for marketing. To make more strategic decisions, marketing leaders should dig deeper into industry-specific data. Leveraging resources like Forrester’s B2B Marketing Budget Benchmarks, as well as data from other trusted industry reports, can provide valuable insights into how similar companies are allocating their budgets. Analyzing your own market trends and understanding the competitive landscape will enable you to make smarter choices, rather than relying on an arbitrary percentage.

The Bottom Line: Invest Where It Matters

Rather than simply following the 8% rule, businesses should focus on aligning their marketing budget with their strategic goals and market conditions. A well-planned and strategically executed marketing investment can position your company for long-term success, ensure a strong competitive edge, and maximize ROI. Ultimately, the key to a successful marketing budget isn’t just about hitting a magic percentage—it’s about making the right choices to drive growth and reach your objectives.

So, if the 8% rule works for your industry and your business size, that’s great. But if it doesn’t, don’t be afraid to adjust. Tailor your marketing spend to what makes sense for your specific situation and watch your business thrive!

Popular AI Prompts every Advertising Copywriter Should Use

In today’s fast-paced digital advertising world, the fusion of AI and copywriting offers copywriters a blend of creativity and efficiency. AI-powered prompts are valuable tools that help generate innovative ideas and streamline the copywriting process. This article will explore how utilizing AI prompts can elevate your advertising strategy, ensuring impactful and targeted content.

AI prompts can enhance the creativity and efficiency of copywriters.Leveraging prompts for headlines, calls to action, and value propositions can optimize advertising content.Utilizing AI for social media posts can significantly increase engagementGenerate Compelling Headlines

Creating an attention-grabbing headline is crucial for any advertisement, as it’s often the first impression on a potential customer. AI prompts can aid in crafting compelling titles by suggesting creative and engaging options. For example, using a prompt like “Generate a compelling headline for [product/service]” can help copywriters develop several headline options with varying tones and structures. This ensures the headline effectively captures the audience’s attention and conveys the message succinctly.

Write a Persuasive Call-to-Action

A powerful call-to-action (CTA) is integral to converting interest into action. AI can assist in generating persuasive CTAs that resonate with specific audience segments. For instance, a prompt such as “Write a persuasive call-to-action for [target audience]” focuses on crafting a message uniquely tailored to the demographic’s desires and needs. This customization helps drive higher conversion rates by making the audience feel personally addressed.

Develop a Unique Value Proposition

Defining what sets a brand apart is key to effective advertising. AI prompts like “Develop a unique value proposition for [brand]” can help identify and articulate a brand’s distinguishing traits. This process involves highlighting a brand’s strengths in a manner that appeals to the target market. A compelling value proposition not only differentiates a brand from competitors but also builds a cohesive narrative that resonates throughout all marketing materials.

Create Engaging Social Media Posts

Social media is a powerful platform for brands to reach a wide audience. With AI prompts, copywriters can develop engaging content specifically catered to different audience segments. By using prompts like “Create a social media post that engages [specific audience segment],” writers can form content that’s relevant and relatable, ultimately boosting engagement rates. This tailored approach can lead to increased likes, shares, and interactions with a brand’s online presence.

Integrating AI-driven prompts into your advertising strategy can significantly boost the creativity and efficiency of copywriting endeavors. From a Sacramento advertising agency crafting compelling headlines to developing engaging social media content, these AI tools provide significant value. What do you think about using AI prompts to create unique value propositions for brands?

What is Amazon Grade and Resell?

Amazon’s Grade and Resell program offers shoppers the opportunity to purchase high-quality used items at discounted prices. Through a rigorous inspection process, Amazon categorizes returned or surplus products into grades like “Like New,” “Very Good,” “Good,” and “Acceptable.” This process not only benefits consumers looking for bargains but also promotes sustainability and enhances Amazon’s market efficiency. As an Amazon Advertising Agency, we’ll explore how Amazon’s grading system works and how it contributes to both consumer satisfaction and profitability for your company.

Amazon grades returned and surplus products into categories such as “Like New” and “Acceptable” to ensure quality.The resale program helps reduce waste and promote environmental sustainability.Reselling graded items boosts Amazon’s revenue and offers discounted shopping options.How the Grading Process Works

Amazon’s grading process begins with the inspection of returned, used, or surplus items to assess their condition. Each product is examined thoroughly to determine the level of wear and functionality. Based on this assessment, items are classified into different grades:

Like New: These items show no signs of use and come with original packaging. They are often indistinguishable from new products.Very Good: These products might have minor cosmetic issues but function perfectly. Packaging could be slightly damaged.Good: Items in this category work well but may have noticeable signs of wear or missing accessories.Acceptable: Products in this grade are fully functional but exhibit considerable cosmetic damage or may lack original packaging and accessories.

This system ensures transparency for customers, allowing them to make informed decisions based on the condition of the product.

Selling Channels for Graded Products

After grading, Amazon resells these items through different channels, each tailored to specific customer needs:

Amazon Warehouse Deals: Offers substantial discounts on open-box and returned products while maintaining customer trust through rigorous grading.Amazon Renewed: Focuses on refurbished electronics, guaranteeing quality through professional inspections and certifications.Third-Party Sellers: Some graded items are sold through third-party vendors, expanding the reach and availability of discounted products.

These platforms not only provide customers with affordable options but also support suppliers and manufacturers in reducing excess inventory.

Sustainability and Economic Impact

One of the most significant advantages of Amazon’s Grade and Resell program is its positive impact on the environment. By reselling returned and surplus items, Amazon significantly reduces electronic waste and overproduction. This initiative aligns with growing consumer demand for sustainable shopping options.

Moreover, the program contributes to Amazon’s economic model by generating additional revenue. It enables third-party sellers to access high-quality products at lower costs, creating a more competitive market while maintaining the value of existing goods.

Amazon’s Grade and Resell program serves as a prime example of how large-scale e-commerce can embrace sustainability while offering economic benefits. The careful grading of products ensures that customers receive clear information about the product’s condition, enhancing shopping experiences with trust and transparency. Have you experienced purchasing a graded item from Amazon? 

 

Google Chrome Extensions for Digital Advertising

In the fast-paced world of digital marketing, Google Chrome extensions have become indispensable tools for advertisers and marketers. These extensions streamline various activities from blocking intrusive ads to providing insights into SEO and competitive strategies. In this article, we will explore the top Chrome extensions that marketers can leverage to optimize their campaigns and improve their marketing results. The information provided will be valuable for marketers looking to enhance their efficiency and effectiveness in the digital landscape.

Chrome extensions provide essential functionalities such as ad blocking, SEO analysis, and competitive research.Tools like Ahrefs, SEMrush, and uBlock Origin offer insights into keyword performance and help customize ad experiences.Extensions such as What’sRunsWhere and BuiltWith allow marketers to gain a deep understanding of competitors’ strategies and technologies.Pixel Helpers 

Most of the major ad platforms have pixel helpers for Google Chrome. This includes the Meta pixel helper, TikTok pixel helper, Reddit Pixel Helper and more. These can help you quickly view and test pixel activity as your browse though a website. You can then address any errors or warnings that are being generated by the pixel.

SEO Tools for Enhanced Performance

Ahrefs and SEMrush are among the most popular Chrome extensions used by digital marketers for SEO analysis. These tools offer comprehensive insights into keyword performance, helping marketers identify high-traffic keywords and evaluate their competitive position. They also provide comprehensive reports on backlinks and ranking trends, which are crucial for optimizing search strategies and improving organic reach.

BuiltWith is a powerful tool that gives marketers insights into the technologies used on competitor websites. By identifying the tools and platforms competitors are leveraging, you can make informed decisions on tech stacks and marketing strategies. This extension also helps in understanding industry trends and uncovering opportunities for competitive advantage.

Competitive Strategy Insights

BuiltWith is a valuable tool for advertisers aiming to gain insights into competitors’ digital tools. It provides data what digital tools a company is using on their website. This include any pixels or scripts placed on the page. Super helpful to see what technology your competitor is using to help improve their sales. This level of insight empowers marketers to strategize better, optimize, and anticipate market movements effectively.

Ad Experience and Engagement Data

AdBlock Plus and uBlock Origin are widely-used ad blockers help users manage their ad experience by blocking advertisements. For a Google advertising agency or a Meta advertising agency, this data is helpful to see how ads may or may not be appearing to consumers. Data on ad blockers is essential in understanding engagement and creating less intrusive, more targeted advertising strategies. AdBlock Plus and uBlock Origin also offer analytics that provide insights into what users are opting to block, allowing advertisers to tailor their ad placements accordingly.

Google Chrome extensions are essential tools that facilitate various aspects of digital marketing by offering ad management, SEO insights, and competitive intelligence. Whether you are using Ahrefs and SEMrush for keyword analysis or AdBlock Plus for ad experience optimization, these tools can greatly enhance marketing efficacy. Which Chrome extension do you think could be the most beneficial for your strategies? Let us know in the comments below!

 

What is TikTok Branded Effect?

In the ever-evolving world of social media marketing, TikTok Branded Effects have emerged as a powerful tool for brands to elevate their presence. These interactive AR experiences should be utilized by your TikTok advertising agency and allow brands to seamlessly connect with TikTok’s massive user base through immersive video content. Users can overlay engaging branded content onto their videos, fostering higher brand awareness and encouraging user-generated content. This article explores how brands can strategically employ TikTok Branded Effects to amplify engagement and visibility.

TikTok Branded Effects enable brands to create interactive and immersive experiences for users.Brands benefit from increased visibility and user-generated content by utilizing these effects.The integration of Branded Effects within the TikTok platform provides a unique promotional avenue.Understanding TikTok Branded Effects

TikTok Branded Effects are augmented reality experiences that users can apply to their videos. Much like the filters found on Snapchat and Instagram, TikTok’s Branded Effects allow brands to embed their identity into users’ content through TikTok’s Effect Studio. Employing logos, mascots, or thematic elements not only enhances brand recognition but also makes user generated content more engaging and shareable.

Enhancing User Engagement and Brand Visibility

When a brand launches a Branded Effect, it doesn’t just amplify awareness through personal video creations; it encourages viral user-generated content. As users enjoy experimenting with these effects, they naturally share their content with followers, meaning brands gain exponential exposure. Brands can drive engagement by tapping into trends and themes that resonate with TikTok’s dynamic community, ensuring that their effects are part of the broader conversation on the platform.

The Creation Process Through Effect Studio

Creating these Branded Effects involves leveraging TikTok’s Effect Studio, a platform designed for maximum creativity and customization. Brands have the flexibility to develop simple overlays or intricate AR experiences that align with their marketing goals. This process allows brands to thoughtfully integrate their distinctive aesthetics and messaging, delivering an authentic experience that feels natural to TikTok users.

Building Community and Connection

Utilizing Branded Effects is not just about best practices for TikTok advertising; it’s about fostering a deeper connection with the audience. By offering entertaining and shareable content, brands can cultivate a sense of community among users. Successful Branded Effects are those that feel less like promotional content and more like a fun, interactive part of the TikTok experience, thus encouraging higher engagement rates and community involvement.

TikTok Branded Effects offer brands an innovative means of enhancing user engagement and visibility on one of the world’s most popular social media platforms. Through the creation of interactive AR experiences that captivate users, brands can significantly elevate their outreach efforts. What are your thoughts on the potential of Branded Effects in transforming brand-user interactions?

 

What advertisers need to know about Microsoft Copilot

In the rapidly evolving world of digital marketing, Microsoft Copilot emerges as a groundbreaking tool, transforming how advertisers create and optimize content. By integrating cutting-edge artificial intelligence with Microsoft applications, Copilot streamlines workflows and elevates advertising ROAS strategies for Microsoft advertising agencies. This article delves into the core features and benefits of Microsoft Copilot, offering advertisers insights into how this tool can enhance their campaigns.

Microsoft Copilot utilizes advanced AI to improve content creation and optimization processes for advertisers.The tool facilitates seamless collaboration and enhances decision-making through its integration with Microsoft 365.Copilot’s analytics capabilities support A/B testing and performance optimization, thus refining advertising strategies.Revolutionizing Content Creation

Microsoft Copilot leverages advanced natural language processing and machine learning to revolutionize how ad content is crafted. With minimal input, advertisers can generate compelling headlines, descriptions, and calls to action. This feature not only saves time but also ensures that the content is engaging and effective. By automating parts of the creative process, Copilot allows teams to focus on strategy and innovation.

Enhancing Analytics and Performance

One of Microsoft Copilot’s standout features is its robust analytics capabilities. Advertisers gain access to insightful performance metrics, enabling them to conduct A/B testing with ease. This functionality assists in optimizing campaigns to achieve better results. By evaluating what works best for different audiences and adjusting accordingly, advertisers can enhance their reach and effectiveness.

Seamless Integration with Microsoft 365

Microsoft Copilot is integrated within the Microsoft 365 suite, promoting a seamless workflow between various applications. This integration fosters collaboration among team members, allowing for real-time data sharing and feedback. Additionally, the accessibility of all tools within Microsoft 365 ensures that advertisers can make data-driven decisions quickly, improving campaign agility and responsiveness.

Staying Competitive in a Digital Landscape

For advertisers looking to stay ahead in an increasingly competitive landscape, understanding and utilizing Microsoft Copilot is crucial. The AI-driven capabilities not only improve creativity and efficiency but also allow for more strategic planning. Copilot provides advertisers with the tools needed to adapt quickly to market changes, ultimately making them more resilient and innovative in their advertising efforts.

Microsoft Copilot is fundamentally changing how advertisers approach content creation and campaign strategy. Its integration of AI offers unparalleled benefits, from creative efficiency to data-driven decision-making. What do you think about the use of AI in advertising?