Brian Meert's Blog, page 3

The Uncomfortable Truth About Advertising Effectiveness

The Uncomfortable Truth About Advertising Effectiveness

A few years ago, one of my clients; a major brand, spent millions on an ad campaign they were sure would be a hit. The numbers looked great—high engagement, lots of clicks—but sales barely budged. Confused, they realized they had no real proof that the ads were driving revenue. Sound familiar? Marketing success depends on knowing what truly works, but many advertisers avoid real experimentation. Why? Let’s dive into it!

Why True Experimentation Matters

Randomized Controlled Trials (RCTs) are the gold standard for measuring advertising impact.  They provide clear, unbiased insights into what actually drives results—helping brands make data-driven decisions instead of relying on guesswork.

Why Marketers Avoid It

Even though RCTs are powerful, marketers often steer clear of them. Here’s why:
Cost concerns – Testing takes time and money.
Fear of failure – What if the results show the ad isn’t working?
Complexity – Setting up proper experiments isn’t always easy.

The Risk of Ignoring Proper Testing

By skipping true experimentation, marketers rely on flawed measurement techniques that can lead to:
Misguided ad strategies
Wasted budgets
Overestimating campaign success

The Takeaway

If you want real advertising effectiveness, don’t be afraid of rigorous testing! Embracing true experimentation can unlock better results, smarter spending, and stronger strategies. Are you ready to test your ads the right way? Shoot us an email and tell us about an upcoming campaign you have. Let’s work together.

Becoming Fluent with Trends: Duolingo’s Brilliant Social Media Marketing

Becoming Fluent with Trends: Duolingo’s Brilliant Social Media Marketing

Duolingo has adeptly navigated the dynamic landscape of social media marketing, leveraging cultural trends and technological shifts to enhance its brand presence. A notable instance is its response to the U.S. Supreme Court’s ruling against TikTok, which led to a surge in users turning to RedNote, a Mandarin-language social app. Recognizing this shift, Duolingo humorously tweeted, “Oh so NOW you’re learning Mandarin,” effectively engaging its audience and promoting its language courses.

Strategies for Marketing Success Monitor Microtrends
Stay attuned to emerging cultural and technological trends. By observing shifts in consumer behavior, businesses can adapt their messaging and offerings to align with current interests. Duolingo’s quick response to the increased interest in Mandarin learning exemplifies this approach.Authentic Social Media Engagement
Connect with audiences through genuine and relevant interactions. Utilize platforms like X (formerly Twitter), Instagram, and Reddit to participate in conversations that resonate with your brand’s voice. Duolingo excels in using humor and timely content to build emotional connections with its users.Leverage Core Strengths
Identify and capitalize on your unique capabilities. Duolingo’s foundation in tech innovation, led by co-founder Luis von Ahn, has been pivotal in its success. Small businesses should reflect on their distinct strengths and integrate them into their strategies to stand out in the market.Embrace Agility
Maintain flexibility to respond swiftly to viral trends and changing customer behaviors. Duolingo’s ability to pivot and engage with new platforms like RedNote demonstrates the importance of agility in today’s business environment.Utilize Mascots for Brand Connection
Don’t underestimate the power of a memorable mascot. Duolingo’s lime-green owl has become a social media sensation, creating a personal and relatable brand image. Mascots can foster emotional connections and enhance brand recall.Key Takeaways for Marketers Stay Informed: Regularly monitor cultural and technological developments to keep your marketing strategies relevant.Engage Authentically: Build genuine relationships with your audience through meaningful interactions.Highlight Unique Strengths: Differentiate your brand by showcasing what makes it special.Be Agile: Adapt quickly to new trends and shifts in consumer behavior to maintain a competitive edge.Create Relatable Brand Elements: Develop mascots or symbols that resonate with your audience to strengthen brand identity.

By implementing these strategies, businesses can enhance their marketing efforts and foster deeper connections with their target audiences.

The Chilling Truth About Cold Calling and AI Automation.

The Chilling Truth About Cold Calling and AI Automation.

I was 19 years old when I got my very first job in marketing. I was so bright-eyed and ready to learn what I could in the art of lead generation; I couldn’t have been more excited to join a reputable company and become successful. You could visibly see the dismay in my face when my manager told me to hop on the phones, cold-call leads and follow a script. Phones? Script? Cold-call? I was very confused, deflated and taken aback. This was back in 2010.  In today’s fast-paced marketing industry, traditional prospecting methods like cold calling are becoming less effective. Businesses and marketers are now turning to innovative solutions to connect with potential clients more efficiently. One such solution is Aidentified, an AI-powered platform that streamlines the prospecting process.

The Limitations of Traditional Prospecting

Traditional prospecting often involves hours of scouring social media and compiling lists of cold contacts, leading to inconsistent results and wasted resources. This approach can be time-consuming and may not yield the desired outcomes. It is also very tiresome being a chipper actor of sorts with every call resulting in rejection. 

AI-Powered Prospecting

Platforms like Aidentified allows advisors to build precise, targeted prospect lists in minutes, focusing on strategic connections over cold leads. Through AI-driven relationship mapping, it helps prospect marketing professionals identify warm paths to their ideal clients, empowering them to bypass cold outreach in favor of quality connections that lead to meaningful conversations.

Key Benefits of AI prospecting Effortless Prospecting: Build comprehensive prospect lists in minutes, with the data depth needed for quality connections.Connect with Confidence: Skip the cold calls and leverage AI-driven insights to connect with prospects who already share a warm connection with you or your network.Refocus on Revenue: Streamline administrative tasks to prioritize the activities that drive revenue and business growth.

By embracing AI-driven tools, businesses and marketers can enhance their prospecting efforts, save themselves the heartache of rejection, leading to more meaningful conversations and impactful connections.

How Doritos Is Crunching the Competition with a Creator-Led Marketing Strategy

How Doritos Is Crunching the Competition with a Creator-Led Marketing Strategy

Doritos has reignited its iconic “Crash the Super Bowl” campaign to commemorate 25 years of advertising during the Big Game. This time, the brand aims to deepen its engagement with the creator economy.

A Surge in Creator Collaborations

The recent contest attracted approximately 2,200 submissions, providing Doritos with a vast pool of creative talent. James Wade, Doritos’ senior director of marketing, emphasized the brand’s commitment to building long-term relationships with a diverse range of creators, including micro-influencers, macro-influencers, ambassadors, and local influencers on college campuses.

Beyond the Super Bowl: Year-Round Creator Content

While the Super Bowl spotlights select ads, Doritos plans to feature additional creator content throughout the year. Submissions encompassing various themes, such as Halloween or other brand attributes, may be utilized for future promotional moments. This strategy transforms the contest into an ongoing creator content engine, turning a single event into sustained momentum.

Creators at the Core of Doritos’ Brand Voice

Looking ahead, Doritos intends for all major brand initiatives, from new flavor launches to partnerships, to be “creator-led.” Wade asserts that this approach aligns with Doritos’ brand identity, positioning the company at the forefront of creator-driven messaging.

The Evolving Role of Creators in Marketing

This strategy reflects a broader industry trend where creators are becoming central to brand strategies. Grace Murray Vazquez, VP of strategy at influencer marketing company Fohr, notes that creators have evolved into the new creatives, a role once dominated by agencies. Brands are now building direct pathways to collaborate with influencers, recognizing their ability to entertain audiences and drive engagement across platforms.

In short, Doritos’ renewed focus on a creator-led marketing strategy underscores the brand’s dedication to authentic, engaging content that resonates with consumers year-round.

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?