Cesar Keller (CK)

A recent Wall Street Journal article by Isabella Simonetti (gifted link below) reveals that TV networks are embracing their aging viewership and challenging the notion that younger demographics are the most valuable targets for advertisers. With the median age of viewers now in their 50s and 60s (MTV viewers average 51 years old!) for many networks, executives argue that reaching consumers based on their purchasing habits, rather than age, is the key to effective advertising. Older viewers often have more disposable income, are less sensitive to price increases, and are still making brand decisions. By focusing on the mass-market reach of TV and targeting people likely to buy a product, regardless of age, media buyers are adapting to the changing landscape of television viewership. As media and entertainment professionals, it's crucial to recognize the importance of this demographic shift and adapt our approaches accordingly. What do you think about this? #advertising #consumerhabits #mediastrategies #mediaproduction

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Business is not just about acquisition =/= its also about "giving". Give customers something of value, give them easy ways to pay for and hire the product, give your employees the freedom to think different. Nice article Jason Fried and slimming the stack should be an everyday mindset. At Alice, we don't do recurring meetings, there arent any 1:1s, retros or sprint planning. Tiny teams, in sync, executing how they think best towards a common objective.

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As a branding & comms person, I often code switch to a "commercial marketer" so I can hope to gain a perceived (aka better), more strategic seat around the business table. But watching how attribution and GPTs can sanitize brands into oblivion I'm wearing my Storytelling badge with renewed pride. Storytelling is far from a "soft" skill in the business world; it is the essential, and often, missing piece in marketing strategy. This MIT Sloan School of Management article highlights several key benefits that storytelling delivers such as "sustained winning," solidifying its importance in driving business success: 1️⃣ Enhanced Understanding and Engagement: Storytelling makes complex data more accessible and engaging, helping teams and stakeholders understand and retain information better. This improved comprehension leads to more informed decision-making. 2️⃣ Improved Collaboration and Cohesion: Internal storytelling fosters a sense of connection and shared purpose among team members, building cohesion and inspiring cultural change. This unity is crucial for driving collective efforts towards common goals. 3️⃣ Strategic Impact: Combining data with storytelling enhances the strategic impact of marketing efforts. It allows for creating compelling narratives that resonate with target audiences, driving engagement and loyalty. Better yet, stories are easy to re-tell meaning your brand awareness gets a nice bump. The MIT article underscores that storytelling can be a critical component for achieving sustained performance and success in data-driven teams and beyond. #storytelling #brands https://lnkd.in/gBmK88fJ

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Great insights on what makes a successful (and unsuccessful) CMO. Understanding the lens through which the CEO - and board - looks at marketing is critical. bi-directional education is equally so.

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Dumping your CMO as a scapegoat for lost sales? Think again. In many cases, they're not responsible. As the shortest tenured executive at most companies, CMOs are an easy target. But cutting them may not be the right answer if other leaders are making all the client-side decisions. Perhaps it's time for more companies to consider a Fractional CMO and reevaluate who really owns sales decisions, sales leadership, and client relationships. Often, it's not the CMO's responsibility at all. #CMO #MarketingExecutive #MarketingLeader #CreativeLeader #CreativeExecutive

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Best CPM Ad Networks for Publishers: Maximize eCPM and Revenue in 2025

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I was shocked when I heard that only 2.6% of CMOs have a seat on B2B boards on the Uncensored CMO Podcast (link below). How is this so low given the evolution of our buyers? With stats suggesting up to 80% of the buying journey is done before they are ready to speak to a sales rep – how is marketing not part of the business strategy discussions? I might be (am) biased, but this needs to change! 🤔 The podcast is a good listen (thanks James Wood for the recommendation). A few things that were discussed resonated, as they have also helped me along the way too! ➡️Speak the Language of Finance: translate as many marketing metrics into ROI, linking to business growth etc! But also help educate the business leaders on the other (valuable) metrics that cannot be measured….because we have a lot of them! ➡️Strategic Vision: Seems obvious, but align your marketing team roles and goals with the business objectives. And make sure the business objectives are part of your regular conversation when adapting/adjusting plans. ➡️Data-Driven Decisions: Whatever data you have access to use in your decision making, even if it is in a test & learn approach! All data & insights is actionable, don’t wait for perfect before you start (spoiler, perfect doesn’t exist!) ➡️Adaptability: Stay agile and be ready to pivot your strategies in response to new trends, technologies, and consumer behaviours. Marketers mastered this skill during Covid, so keep leaning into it! The podcast also does a great job of calling out all the additional benefits the skills of a marketer bring to board discussions - will save that for a different post! 😁 If you’re a marketer and there isn’t marketing representation in your business strategy discussions, here’s the link to the podcast https://lnkd.in/dUKM7BJ7, have a listen and share it with your management team! 😊 #MarketingLeadership #CMO #BoardroomSuccess #UncensoredCMO #PodcastTakeaways #StrategicMarketing #BusinessGrowth #GrowthMindset

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Learn what it takes to crack the code on lead generation

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As one who interacts with CMOs all the time I can tell you this topic is at or near the top of their collective priority list. And while I am skeptical of those who espouse best practices when it comes to generative AI - only because it is so nascent - I felt compelled to share this particular piece from my fellow CMSWire scribe, Tiffany Holland Why? Glad you asked. I felt compelled for the simple fact I agree with everything Tiffany opined on, which she breaks down into four truths, which are below along with my brief commentary. Do yourself a favor and read her piece. ➡️ Truth #1: Inaction With Generative AI in Marketing Is the Greatest Risk Yes, yes and YES. If I could climb the highest mountain I would and bellow this to the masses below. This ain't the time to "sit this one out" whilst the rest of the world, AKA your competition is taking full advantage. ➡️ Truth #2: Generative AI Offers More Value Than Just Operational Efficiency Tiffany deftly writes of the "narrow view" many CMOs and marketers have of Gen AI, which "offers only short-term benefits and overlooks the true power of machine learning." Dating myself big time here but this reminded me of the late 70's campaign professing that orange juice is not just for breakfast anymore. https://lnkd.in/e95uWbex ➡️ Truth #3: Generative AI Solutions Fails in the Traditional Marketing Model "Generative AI won’t deliver its full potential if organizations try to plug it into outdated operating models." Full Stop! Read and re-read that over and over and over and then, for the love of all things Holy, do NOT blame Gen AI if you do not adhere to this sage advice. ➡️ Truth #4: Ethical Governance of Generative AI in Marketing Is Critical I love that Tiffany saved this one for last because it is THE most important truth, by far. Gen AI and AI in general, is very much akin to the wild west right now; no rules of governance other than those self-imposed. Brands MUST self-govern the way they use Gen AI if for no other reason, it is the ethical thing to do. Please share your thoughts on all of this. I love a good conversation and yes, a debate if need be. Jeanniey John Aakansha Srota Manny Shelly Lou Jeff Raja Ted Lee David Alma Dom Rhonda #ai #GenAI #cmo

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Looking for the right CMO for your org? (Or wondering if your current one fits the right profile for your needs?) Read this.

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Just read in the EMARKETER article: "The role of the CMO has completely shifted to be equally focused on tech, data, analytics, creative, and culture." I can fully relate to Raja Rajamannar, CMO at Mastercard, in this approach. 1️⃣ Tech Today’s CMOs must navigate a complex landscape of technology. My team, for instance, uses around 30 tools in our stack, each serving different purposes. Mastering these tools is essential to optimizing processes and driving results. It's no longer enough to be a good marketer. You need to leverage tech for efficiency and scalability. 2️⃣ Data Every marketing initiative begins with gathering data. Whether it's users' characteristics, customer behavior or market trends, data is the raw material that fuels everything else. 3️⃣ Analytics Raw data, however, means little without analytics. Understanding what you want from the data, creating correct and easy-to-use dashboards, incl. with predictive analytics, provides that 360-degree view of what’s happening. It takes time to learn tools like Power BI or Amplitude, but once mastered, you can make data-driven decisions just by glancing at a graph. Many innovative things were born and passed to the product dep thanks to analytics. 4️⃣ Creative Creativity isn’t about "let's do smth cool/expensive/AI/whatever just because we want it." It’s the key to boosting engagement, making your brand known and stand out in a crowded market and, as a result, increasing sales. This blend of analytics and creativity is what drew me to the CMO role — it’s a perfect balance of strategy and imagination, which I absolutely love. 5️⃣ Culture Culture is often overlooked by marketing heads, though it’s the foundation. While building culture is sometimes attributed to HR, I firmly believe it should be a joint effort between HR, Marketing, and, most importantly, top management. After all, marketing is about shaping or re-shaping perceptions, both internally and externally. #CMO #marketing #marketingchallenges #CMOrole #CMOinsights #strategy #CMOlife

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Unlock Your Business Potential with a Fractional CMO: Big Results Start with a Bold Marketing Strategy https://wix.to/lEL2ZZH

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"...According to our 2024 survey in partnership with the Association of National Advertisers (ANA) of over 200 CMOs in 7 countries, CMOs increasingly view generative AI (GenAI) not only as a way to improve efficiencies but also to unlock growth. - More than 75% of the CMOs in our survey are optimistic and confident about the future impact of GenAI on their organizations. Over half are forecasting at least 5% topline growth in their GenAI-related business cases and are investing accordingly. - Around 80% of CMOs have already deployed GenAI to make internal processes faster, more productive, and less labor intensive, especially in areas such as content creation and social media engagement. - However, the most promising strategic areas for GenAI solutions—such as personalization, customer insight generation, and predictive analytics—will take longer to develop and deploy at scale..."

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Subliminal advertising has been a topic of fascination since the 1950s, but does it still work in today’s ad-heavy environment? 📺 One fascinating fact: consumers process millions of bits of information unconsciously every day, meaning many ads still affect us even if we don’t realize it. But with attention overload, the real question is—should brands focus on what’s hidden, or on capturing attention openly and authentically? Check out this insightful piece by Infillion’s Jamie Auslander on the evolution of subliminal messaging in advertising. #Infillion #AdvertisingTrends #SubliminalMessaging #ConsumerAttention #MarketingInsights

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Always a treat talking to the mighty Drew Neisser. Drew's built one of the most vibrant communities in B2B. I loved chatting about unbundled ABM – and the importance of approaching Account-Based Marketing systemically. By the way – stay tuned. We have some big announcements in the upcoming weeks about unbundled ABM, both understanding it better, and also helping to provide some solutions that will give companies more choices about how to unlock account-based digital marketing. #B2B #unbundledABM

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There's a lot to unpack about Perplexity deciding to push ads through its AI interface. It should be a benchmark for how consumer behaviors are changing around the speed and depth of access to relevant information. The platform only boasts around 15m users so the ads will only hit a relatively small base compared to Google; however, I'll argue that Search has been ruined by AI-queries flooding the coveted "first-page" of results which is also prime real estate for ads. The function was already in steady decline and the results are becoming more and more questionable (e.g. glue on pizza). The plagiarism claims around AI could also scare of advertisers. I'm curious to know who the first adopters are for advertising and interested to hear their perspectives on how/why they factored this into their marketing strategy. #artificialintelligence #ai #advertising #ads #digitalmarketing #digitalcontent #google #perplexity #consumerism #consumerbehavior #consumerinsights #analytics

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99% of companies think #generativeai has huge potential to improve productivity. 99% of companies don't want to use #generativeai because of legal, quality, and compliance challenges. Let's change that. #digitalassetmanagement #dam #contentproductivity

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