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Articles by Jordan Buning
Stopping Patient Attrition Before it Starts: A Proactive Approach to Healthcare Marketing
Healthcare industry business strategy is at a crossroads. More than ever, driving revenue is front and center in discussions among hospital and health system executives. Too often, however, those discussions turn toward patient acquisition. While patient acquisition has its place, marketing efforts that focus on patient retention present equally important opportunities to drive revenue.
Lessons From Tools We Use Today
As the calendar turns to 2026, it’s a good time to take stock of all the marketing industry has learned about the tools at our disposal — both those that emerged in the last decade (i.e., influencer marketing, artificial intelligence) and those that have existed much longer (i.e., live event marketing) — in light of today’s technology. Knowing what we know today, how can we leverage that expertise to better interact with clients and customers?
2026 Marketing Trends: Taking Advantage of Yesterday’s Lessons About Today’s Tools
As the calendar turns to 2026, it’s a good time to take stock of all the marketing industry has learned about the tools at our disposal — both those that emerged in the last decade (i.e., influencer marketing, artificial intelligence) and those that have existed much longer (i.e., live event marketing) — in light of today’s technology. Knowing what we know today, how can we leverage that expertise to better interact with clients and customers?
Integrated vs Specialized Agencies: Navigating the Two Approaches to Marketing
Media consumption has undergone a massive shift in terms of which content (news, advertising, entertainment) is consumed on which platforms (television, social media, websites). Numerous means exist for reaching a targeted audience. Against this backdrop, marketers must remain vigilant about how to optimize their messaging for specific audiences across a broad spectrum of mediums. That’s easier said than done.
Why Creativity Still Matters in Digital Marketing
Image: Shutterstock / Built In The best digital marketers can never have too much information. The ability to harness the quantitative insights relevant to any campaign and use them to create actionable strategies, is essential to every successful marketing enterprise in 2024. At the same time, it’s easy to get lost in the numbers. More data is available than ever before.
Marketing Is NOT A Foreign Language
by Jordan Buning , 5 hours ago The main challenge facing marketers in 2024 might not be a new one. The idea of marketing as a standalone department is crystallized in popular culture. Think of the AMC drama “Mad Men” — the story of an insular advertising agency with its own language, uncompromising internal politics, and ambitions disconnected from those of its clients. The series might have been set in the 1960s, but its stereotypes persist to this day.
Marketing Is NOT A Foreign Language
by Jordan Buning , 33 minutes ago The main challenge facing marketers in 2024 might not be a new one. The idea of marketing as a standalone department is crystallized in popular culture. Think of the AMC drama “Mad Men” — the story of an insular advertising agency with its own language, uncompromising internal politics, and ambitions disconnected from those of its clients. The series might have been set in the 1960s, but its stereotypes persist to this day.
VIEWPOINT: Marketing is not a foreign language
The main challenge facing marketers in 2024 might not be a new one. The idea of marketing as a standalone department is crystallized in popular culture. Think of the AMC drama “Mad Men” — the story of an insular advertising agency with its own language, uncompromising internal politics, and ambitions disconnected from those of its clients. The series might have been set in the 1960s, but its stereotypes persist to this day.
Dove Pledges to Not Use AI in Its Advertising to Avoid Bias
Dove, a company known for challenging unrealistic standards of beauty, most notably through its now 20-year-old Real Beauty campaign platform showcasing “real bodies,” has pledged to not use AI-generated imagery to represent women in its advertising and communications. The move is the latest brand response to the conversation surrounding AI’s impact on shaping cultural norms.
Marketers on Fire: Alice Milligan, CMO at Morgan Stanley
“Your path isn’t always easy, but the only ceiling in life is the one that you give it. You can accomplish anything if you’ve got determination, some grit, some vision for where you want to be, and you think about how you can do something versus if you can do something. I found that to be really valuable throughout my career.” —Allice Milligan, CMO at Morgan Stanley In the quote above, Milligan is referring to her atypical career journey to the C-suite.
4 Ways Marketers Can Navigate the Ethical Terrain of Advanced Digital Humans - Chief Marketer
Qatar Airways’ Sama 2.0, the first digital human in aviation, wowed audiences at the ITB conference travel trade show in Berlin last month as she interacted with attendees and media, showcasing a new era in customer experience and interaction in air travel. Following the event, she continues to evolve and train within the QVerse, Qatar Airways’ immersive online platform. Digital humans are interactive, 3D avatars powered by artificial intelligence.
LinkedIn Introduces CTV Ads for B2B Marketers to Target Audiences Off-Platform
LinkedIn has functioned as an online advertising platform for B2B marketing for years. But this past week, it announced new connected TV ad placements to help B2B folks target audiences off the platform. An article in CM sister pub AdExchanger explains why LinkedIn has decided to play in CTV, and how s can reap the benefits.
United Parks & Resorts CMO/CCO on the Marketing Strategy for SeaWorld's New Brand Campaign
SeaWorld has launched its first brand campaign in several years to coincide with its 60th year in business. The campaign’s hero creative, dubbed “So Many Worlds to Love,” takes you through a day at the theme park through the eyes of a real family, while pointing to multiple “worlds” within the experience itself.
Hot Trends in Experiential: From Cash Showers to Glitter-Filled Toilets
In a roundup of hot takes and trends within the experiential marketing industry, CM sister pub Event Marketer profiled ibotta’s cash showers, Fabletics’ Fab Daddy mascot and Olivia Rodrigo’s glitter-filled toilets. “For the next month, Ibotta, which filed for IPO on March 22, is giving consumers a chance to rake in the dough,” writes Event Marketer‘s Kait Shea.
How the Cookie Impeded Digital Advertising—Plus Considerations for Replacements - Chief Marketer
Google Chrome’s third-party cookie deprecation is finally in effect. And so, too, is the fallout from it. But while s have had to strategize about solutions for this pending signal loss, it’s worth noting—according to Manny Balbin of Switchboard Software—that the cookie may have been impeding industry innovation in the first place. In an article for AdExchanger, Balbin looks at where the technology may have gone wrong, plus alternatives to consider as cookie use dissipates.
The Benefit of AI Tools From a Consumer Data and Analytics Perspective
Increased awareness and access to generative AI brings equal parts anxiety and excitement. There are, of course, ethical issues to contend with. But there are also significant advantages to the adoption of AI for professional use, including the increased dexterity and capacity that comes with adding AI-powered tools to your work, according to a PRNEWS piece penned by Kate LaVail, Ketchum’s Managing Director of Analytics.
Marketing Is Not a Foreign Language
The main challenge facing marketers in 2024 might not be a new one. The idea of marketing as a standalone department is crystallized in popular culture. Think of the AMC drama “Mad Men”—the story of an insular advertising agency with its own language, uncompromising internal politics and ambitions disconnected from those of its clients. The series might have been set in the 1960s, but its stereotypes persist to this day.
Greater Phoenix In Business Magazine
The main challenge facing marketers in 2024 might not be a new one. The idea of marketing as a standalone department is crystallized in popular culture. Think of the AMC drama “Mad Men” — the story of an insular advertising agency with its own language, uncompromising internal politics, and ambitions disconnected from those of its clients. The series might have been set in the 1960s, but its stereotypes persist to this day.
B2B Reads: 2024 Trends, Killer Strategies, Tools, Fundamental Changes and More!
Summary Some of our favorite B2B sales and marketing posts from around the web this week. Every Saturday morning we share some of our favorite B2B sales & marketing posts from around the web from the last week (so it’s fresh!). We’ll miss a ton of great stuff, so if you found something you think is worth sharing please let us know. 5 Marketing Trends to Know for 2024 By Jordan Buning Follow these marketing trends to grow your business.
5 B2B Marketing Trends to Know for 2024
This time last year, marketers planning their 2023 budgets were bracing for a recession. A common motto might have been: “Fasten your seatbelts, folks, we’re going to be in for a bumpy ride.” Now? Survival is no longer the operating principle. More than half of marketers say their companies plan to take risks when it comes to business strategy, according to a recent Adage survey. That might entail an aggressive growth strategy, like a big purchase to broaden their organization’s capabilities.
The (near) future of B2B Marketing
Toward the end of 2022, marketers planning their 2023 budgets were bracing for a recession. A common motto might have been: “Fasten your seatbelts, folks; it’s going to be a bumpy flight.” Your view now might be blue skies ahead, or you know there’s going to be some turbulence, but it’s time to get airborne. The motto for 2024 is: “How do we take control of this plane and move more aggressively?” Mere survival is no longer the operating principle.
5 B2B Marketing Trends for 2024
This time a year ago, marketers planning their 2023 budgets were bracing for a recession. A common motto might have been, “Fasten your seatbelts, folks, we’re going to be in for a bumpy ride.” The same passengers now might be viewing blue skies ahead, or at least expecting some turbulence. Either way, it’s time to get airborne. The industry motto for 2024 might be: “How do we take control of this plane and move more aggressively?” Mere survival is no longer the operating principle.
5 B2B Marketing Trends for 2024
This time a year ago, marketers planning their 2023 marketing budgets were bracing for a recession. A common motto might have been “fasten your seatbelts, folks, we’re going to be in for a bumpy ride.” Your view now might be blue skies ahead, or you know there’s going to be some turbulence, but it’s time to get airborne. The motto for 2024: “How do we take control of this plane and move more aggressively?” Mere survival is no longer the operating principle.
5 B2B marketing trends for 2024
This time a year ago, marketers planning their 2023 budgets were bracing for a recession. A common motto might have been “fasten your seatbelts, folks, we’re going to be in for a bumpy ride.” Your view now might be blue skies ahead, or you know there’s going to be some turbulence, but it’s time to get airborne. The motto for 2024: “How do we take control of this plane and move more aggressively?” Mere survival is no longer the operating principle.
5 B2B Marketing Trends for 2024
This time a year ago, marketers planning their 2023 budgets were bracing for a recession. A common motto might have been “fasten your seatbelts, folks, we’re going to be in for a bumpy ride.” Your view now might be blue skies ahead, or you know there’s going to be some turbulence, but it’s time to get airborne. The motto for 2024: “How do we take control of this plane and move more aggressively?” Mere survival is no longer the operating principle.
VIEWPOINT: Five B2B Marketing Trends for 2024
This time a year ago, marketers planning their 2023 budgets were bracing for a recession. A common motto might have been “fasten your seatbelts, folks, we’re going to be in for a bumpy ride.” Your view now might be blue skies ahead, or you know there’s going to be some turbulence, but it’s time to get airborne. The motto for 2024: “How do we take control of this plane and move more aggressively?” Mere survival is no longer the operating principle.
Overview - Expert Views - CMO Council™
Get to Know CMO: Enterprise Clients & Innovation, AON The acceleration of technology, specifically AI and Generative AI, is a challenge for marketers. More
Ask Yourself These Questions for a More Successful Rebrand
The potential for any rebrand to become a time and money pit, rife with complexities and unknowns, can make for a daunting exercise. Organizations spend serious time and money developing the right brand strategy, creative expression and experience design—but few spend just as much time and attention developing a thorough and thoughtful strategy for brand implementation. It requires much more than a public-facing change in aesthetic and philosophy.
AI for B2B: Friend or foe?
We’ve been riding a year-long teeter-totter of artificial intelligence (AI) stories in 2023. On one side, there is potential. We’ve seen what AI can offer by generating instant information and visual assets, eliminating redundant or tedious tasks and solving capacity issues. It can see unique trends and identify minute anomalies. On the other side, there is fear. Could AI lead to risky, unchecked outcomes if we embrace the technology too soon?
AI for B2B: Friend or Foe?
We’ve been riding a year-long teeter-totter of AI stories in 2023. On one side, there is potential. We’ve seen what AI can offer by generating instant information and visual assets, eliminating redundant or tedious tasks and solving capacity issues. It can see unique trends and identify minute anomalies. On the other side, there is fear. Could AI lead to risky, unchecked outcomes if we embrace the technology too soon?
Balancing Marketing Priorities During a Slow Economy
The one nugget of information contained in Squarespace’s most recent 30-second Super Bowl advertisement is that Squarespace is a website that makes websites. For anyone who wasn’t already aware of the $3 billion company, that’s an expensive but useful bit of top-of-the-funnel marketing.
Balancing Marketing Priorities during a Slow Economy
The one nugget of information contained in Squarespace’s most recent 30-second Super Bowl advertisement is that Squarespace is a website that makes websites. For anyone who wasn’t already aware of the $3 billion company, that’s an expensive but useful bit of top-of-the-funnel marketing.
4 Strategies for Determining Whether a New Marketing Trend Is Right
In the early days of the internet, a number of aspiring furniture retailers decided to take their businesses online. The convenience of a virtual showroom was undeniable. But consumers who were trained to “try before you buy” simply weren’t ready for it. Neither were some furniture makers. Retailers who envisioned the internet as a solution learned that it was, in fact, a problem in a competitive market. Many went belly up during the dot-com bust of the early 2000s.
5 Marketing Trends For 2023: Why Back-To-Basics Is Best
While other MediaPost newsletters and articles remain free to all ... our new Research Intelligencer service is reserved for paid subscribers ... Subscribe today to gain access to every Research Intelligencer article we publish as well as the exclusive daily newsletter, full access to The MediaPost Cases, first-look research and daily insights from Joe Mandese, Editor in Chief. Become a subscriber today! If you're already a paid subscriber, please sign-in. Username Password Forgot?
5 Marketing Trends For 2023: Why Back-To-Basics Is Best
While other MediaPost newsletters and articles remain free to all ... our new Research Intelligencer service is reserved for paid subscribers ... Subscribe today to gain access to every Research Intelligencer article we publish as well as the exclusive daily newsletter, full access to The MediaPost Cases, first-look research and daily insights from Joe Mandese, Editor in Chief. Become a subscriber today! If you're already a paid subscriber, please sign-in. Username Password Forgot?
VIEWPOINT: 5 marketing trends for 2023: why back-to-basics is best
Each year brings with it new technologies, new shifts in consumer behavior, and new selling opportunities that get marketers excited. In each regard, 2023 will be no different. While the new year can be one of great success and growth for your organization, it might not be the year to go all-in on the latest marketing tools and trends.
4 Strategies For Determining Whether A New Marketing Trend Is Right For You
by Jordan Buning, President, ddm marketing + communications In the early days of the internet, a number of aspiring furniture retailers decided to take their businesses online. The convenience of a “virtual showroom” was undeniable. But consumers who were trained to “try before you buy” ― hand-measuring large objects, sitting in each chair or sofa to judge its comfort ― simply weren’t ready for it. Neither were some furniture makers.
4 Strategies for Determining Whether a New Marketing Trend Is Right for You
In the early days of the internet, a number of aspiring furniture retailers decided to take their businesses online. The convenience of a “virtual showroom” was undeniable. But consumers who were trained to “try before you buy” ― hand-measuring large objects, sitting in each chair or sofa to judge its comfort ― simply weren’t ready for it. Neither were some furniture makers. Retailers who envisioned the internet as a solution learned it was, in fact, a problem in a competitive market.
7 Way for CEOs to Shift from ESG to Conscious Capitalism
ESGs have become the standards used to assess a company’s ability to advance social and environmental goals, as per the United Nations’ Sustainable Development Goals (SDGs). In recent years, more and more businesses have been increasing their ESG commitments. In fact, as of 2020, 88% of publicly traded companies, 79% of venture and private equity-backed companies, and 67% of privately-owned companies have ESG initiatives in place.
How to ace your CIO interview?
Most companies rely on robust computer systems and IT infrastructure for the smooth execution of official tasks. For a business organization, the presence of both is a necessity for maintaining its annual objectives. This is precisely where a chief information officer (CIO) can make a big difference. CIOs are responsible for motivating staff members and performing tasks such as preparing cost-benefit reports, keeping the IT budget balanced, and more.
Cutting the Cord and Working Without Limits
“Follow your passion and success will follow,” seems like good, sound, positive advice but research shows few actually choose that path and stay on it for the long haul. One reason may be that this passion can lead to significant challenges that test a person’s resolve and limitations. As someone who has been passionate about how technology can improve our lives since the age of 11–when I got my first computer and began programming–I can attest to this.
Being Authentic: Whether to Involve Your Company in Social Causes, And How
Face it. Your company taking a stance on a social issue won’t yield a perfect outcome. Committing to a social cause means being in league with others who are imperfect and, in some way, for reasons fair or unfair, offends someone else. No person or organization is perfect. If your organization doesn’t take a stance on a just cause, is it condoning the ills in this world? Isn’t it wrong for your company to be interested only in profit?
Why You Should Care More About Customer Satisfaction Than You Currently Do
Quick question. Are customer satisfaction surveys: a) outdated, b) annoying, c) useless or d) all of the above? The correct answer is a resounding: “It depends.” Not all business surveys are created equal, as anyone who has filled one out has learned. Asking customers for honest feedback may seem intrusive, bothersome or even uncomfortable, but it can be a worthwhile use of resources.
5 MarTech Trends For 2022
by Jordan Buning, President, ddm marketing + communications The words MarTech, SalesTech and AdTech can sound like giving a Lamborghini to a person that lives on a two-track: All the power in the world could become a wonderful machine that never leaves the garage. Before you go crazy ― or drive yourself there ― start with a plan. Think about your organization’s strategy and goals.
5 MarTech Trends for 2022
The words MarTech, SalesTech and AdTech can sound like giving a Lamborghini to a person that lives on a two-track: All the power in the world could become a wonderful machine that never leaves the garage. Before you go crazy ― or drive yourself there ― start with a plan. Think about your organization’s strategy and goals.
5 MarTech Trends for Your Business for 2022
The words MarTech, SalesTech and AdTech can sound like giving a Lamborghini to a person that lives on a two-track: All the power in the world could become a wonderful machine that never leaves the garage. Before you go crazy ― or drive yourself there ― start with a plan. Think about your organization’s strategy and goals.
5 Digital Marketing Trends To Watch In 2022
by Jordan Buning , 8 minutes ago In a dynamic time for digital marketers, a changing landscape of tools holds the potential to empower your organization in new ways -- but only when used properly. While daunting to some, these tools are among the five most important digital marketing trends to watch for in the new year. 1. Online vs. in-person products/services. The global pandemic forced many organizations to reevaluate what they’re able to do and offer online.
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