The Marketing Explainer

B2B Marketers Struggle to Prove ROI Amid Longer Buying Cycles, LinkedIn Research

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A new study highlights growing pressure on B2B marketers to demonstrate return on investment (ROI) as buying cycles lengthen, prompting LinkedIn to expand its measurement tools. The professional networking platform announced enhancements to its Conversions API and Revenue Attribution Report (RAR) to help marketers link their efforts to business outcomes more effectively. Mounting Pressure to … Read more

Many CMOs Still Hesitant on Generative AI, Despite High Adoption Among Top Performers

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A CGI representation of a neural network resembling a human brain.

A recent survey from analyst firm, Gartner, has revealed a significant gap in the adoption of generative AI (GenAI) for marketing campaigns. While some marketing organizations are embracing AI-driven strategies, 27% of chief marketing officers (CMOs) report that their teams have limited or no adoption of GenAI in their campaigns. The survey, conducted between July … Read more

Adobe Unveils Firefly AI Video Tool with Focus on Commercial Safety for Marketers

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Adobe marketing slogan on a phone.

Adobe has launched a public beta of its Firefly Video Model, a generative AI tool designed to address marketer concerns over intellectual property (IP) risks and production efficiency. The new offering, part of Adobe’s expanded Firefly app, enables users to generate 1080p video clips from text prompts or images, with integration into Adobe’s Creative Cloud … Read more

Balenciaga’s Marketing Strategy Explained

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Balenciaga logo on a shirt.

Balenciaga has emerged as one of the most talked-about and influential luxury fashion brands of the past decade. Under the creative direction of Demna Gvasalia since 2015, the brand has completely revolutionized luxury marketing, challenging traditional approaches and redefining what luxury fashion means to modern consumers. This analysis explores how Balenciaga has crafted its distinctive … Read more

Anker’s Marketing Strategy Explained

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Anker logo on a phone case.

When Steven Yang left his job as a software engineer at Google in 2011 to found Anker, few could have predicted how this Chinese electronics company would transform the consumer electronics accessories market. Through a brilliant combination of customer-centric product development, data-driven marketing, and innovative distribution strategies, Anker has grown from a small Amazon seller … Read more

ChatGPT Disrupts Online Search Landscape, Raising New Challenges and Opportunities for Marketers

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A graphical representation of a neural network.

The release of ChatGPT in November 2022 marked a seismic shift in the online search landscape, challenging the dominance of traditional search engines and introducing generative AI-powered search to the mainstream. According to a comprehensive report by Semrush and Statista, ChatGPT’s rapid adoption has not only redefined how people seek information but has also forced … Read more

Maserati’s Marketing Strategy: A Masterclass in Luxury Brand Positioning

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Maserati badge on steering wheel.

Maserati stands out as a symbol of Italian craftsmanship, performance, and exclusivity in the automotive market. Founded in 1914 in Bologna, Italy, Maserati has built a legacy of creating high-performance vehicles that blend art, engineering, and innovation. However, beyond its engineering prowess, Maserati’s success is deeply rooted in its marketing strategy. For marketing professionals, Maserati’s … Read more

Bentley’s Marketing Strategy Explained

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Closeup of Bentley badge on a steering wheel.

Few names in the automotive industry evoke the same level of prestige, craftsmanship, and exclusivity as Bentley. Founded in 1919, Bentley Motors has established itself as a symbol of opulence, performance, and timeless elegance. But behind the gleaming exteriors and hand-stitched leather interiors lies a marketing strategy that is as meticulously crafted as the vehicles … Read more

Global Advertising and Marketing Spend Grew 8.7% in 2024, But Slowdown Expected in 2025

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Vintage adverts on a wooden shed wall.

Global advertising and marketing expenditures surged 8.7% in 2024, reaching $1.776 trillion, driven by political campaigns and the Paris Summer Olympics. However, growth is expected to slow to 5.3% in 2025, as inflation concerns and trade policy uncertainties weigh on the market, according to a report by media research firm PQ Media. The report highlights … Read more

Ralph Lauren’s Marketing Strategy Explained

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Ralph Lauren logo on a hip-flask.

Ralph Lauren is more than a brand; it is an institution synonymous with timeless American luxury. Its marketing strategy offers a blueprint for cultivating a global brand identity while staying rooted in a singular, evocative vision. For marketing professionals, the company’s success demonstrates the power of cohesive storytelling, experiential retail, and strategic adaptation in an … Read more