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McShane et al. (2024)<\/a>, and many articles from other fields such as strategy, biology, and medicine.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>In addition to the guidelines currently available on the journal\u2019s <a href=https://www.ama.org/"https:////journals.sagepub.com//author-instructions//jmx/">submission guidelines page<\/a>\u00a0and on the <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing-policy-for-research-transparency///">data transparency policy page<\/a>, <em>JM<\/em> will implement the following new reporting guidelines:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list {\"ordered\":true} -->\n<ol class=\"wp-block-list\"><!-- wp:list-item -->\n<li><em>JM<\/em> submissions should report the actual <em>p<\/em>-values (three digits) rather than the threshold <em>p<\/em>-value in tables, running text, and in hypothesis testing.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Submissions should refrain from adding asterisks that signify thresholds (e.g., *<em>p<\/em> < .05, **<em>p<\/em> < .01) to tables. Rather than using wording such as \u201cthe effect of X on Y is significant at .05,\u201d report the effect with the <em>p<\/em>-value in parentheses. For example, \u201cthe effect of X on Y is .20 (<em>p<\/em> = .047).\u201d Following a convention in experimental research, the <em>p<\/em>-values would be reported as (for example), \u201cF(1, 200) = 5.27, <em>p<\/em> = .023.\u201d<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Parameter estimates in tables should include the standard errors.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Effect sizes need to be reported. This can be achieved by adding corresponding information to results tables, figures, or in text. Please note the following:<br> a. Effect sizes are a means to demonstrate the substantive significance and to complement the statistical evaluation of empirical findings. They help to assess whether the findings are of an order of magnitude to relevant stakeholders (e.g., managers, consumers, policy makers, other societal stakeholders).<br> b. Evaluating the substantive significance should take into account the strength of association between focal measures and\/or the impact size of one or more focal measures. <em>JM<\/em> does not define what the appropriate effect size measure is; it is the authors\u2019 responsibility to provide evidence for the substantive significance of their findings based on their knowledge of the topic. Researchers from different domains have used different measures.  For example, in experimental research, Cohen\u2019s d, r, eta-square, and the odds ratio are among the most commonly used effect size metrics. In econometric research, elasticity, standardized regression coefficient, and unstandardized regression coefficient in combination with a predetermined change in IV (one unit or one SD) are among the most commonly reported effect size metrics. The latter two are also commonly used in survey research.<\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>These guidelines are intended to help authors provide a more complete picture of their findings and demonstrate the potential impact of the research. Implementing Guidelines 1 and 2 reduces the incentives for <em>p<\/em>-hacking, a counterproductive behavior that has been documented across many fields of science (e.g., economics, biology, medicine). Reporting actual <em>p<\/em>-values also facilitates meta-analyses and is more precise. Guideline 3 gives readers and reviewers a better idea about the range of estimates they in their research might reasonably expect. Finally, Guideline 4 aligns with <em>JM<\/em>\u2019s mission to develop and disseminate substantive knowledge to relevant stakeholders, which is hard to show on statistical grounds only. All these guidelines are designed to strengthen <em>JM<\/em>\u2019s mission of reporting robust, relevant knowledge. It is this mission that makes <em>JM<\/em> unique and impactful.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-reference\">Reference<\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>McShane, Blakeley B., Eric T. Bradlow, John G. Lynch Jr., and Robert J. Meyer (2024), \u201c\u2018Statistical Significance\u2019 and Statistical Reporting: Moving Beyond Binary,\" <em>Journal of Marketing<\/em>, 88 (3), 1\u201319.<\/p>\n<!-- \/wp:paragraph -->","post_title":"Change in Journal of Marketing's Policy for Reporting Results","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"change-in-journal-of-marketings-policy-for-reporting-results","to_ping":"","pinged":"","post_modified":"2025-02-20 09:43:55","post_modified_gmt":"2025-02-20 15:43:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=184736","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":184574,"post_author":"204295","post_date":"2025-02-11 05:00:00","post_date_gmt":"2025-02-11 11:00:00","post_content":"<!-- wp:paragraph -->\n<p>Does increased exposure to deteriorating urban air quality affect people's daily spending and choices? Despite extensive discussions on worsening air quality, little is known about the effects of air pollution on consumer behavior and economic activities.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>In a <a href=https://www.ama.org/"https:////journals.sagepub.com//doi//10.1177//00222429241282998/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a>, we find that a higher level of air pollution is associated with greater spending. A quantitative analysis of credit card usage data and experimental evidence further reveals that this correlation is pronounced in hedonic (pleasure-seeking) categories, as products and services in these categories tend to lift the mood of consumers.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-benefits-for-retailers\">Benefits for Retailers<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>There are several notable ways retailers can benefit from an increase in consumer spending for hedonic categories. We define managerial implications for this group of stakeholders into two broad categories:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list {\"ordered\":true} -->\n<ol class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Promotion and advertising, and<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Corporate social responsibility and brand image building.<\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>An increase in demand linked to air quality fluctuations presents an opportunity for retailers to develop tailored marketing strategies. Marketers can consider the following examples:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>As soon as the rise in air pollution is noted from the Air Quality Index (AQI) tracking, retailers can leverage displays or signage catering to hedonic consumption and comfort. In-store events, such as a hobby workshop or a wellness product demonstration, can be planned in advance and ready to deploy at the opportune time.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Retailers can adjust store ambiance (e.g., music and in-store decorations) to serve current customer preferences more proactively.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Retailers can prepare point-of-sale promotions during periods of high air pollution. These may include instant markdowns, special offers on mood-lifting items, or bundles that include hedonic items of increased demand.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Retailers may also want to provide sales promotions to counteract an anticipated shrinkage in spending the day following higher air pollution (to correct for overspending) or from big spenders (who are less likely to spend after exposure to pollution).<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-ideas-for-chief-marketing-officers\">Ideas for Chief Marketing Officers<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Given the ambient nature of air quality, marketing strategies leveraging our results should be capable of quick and effective deployment over a short planning horizon. Chief marketing officers can consider implementing the following ideas:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Employ digital marketing tactics such as online ads, social media, or customized content. These may include: <!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>i) localized display or search ads for products offering enjoyment and comfort, such as gourmet snacks, entertainment gadgets, wellness products, or feel-good promotions on social media, and<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>ii) customized content, such as timely emails advertising leisure activities.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list --><\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Improve corporate social responsibility and brand image. For example, a company may want to launch a campaign that emphasizes the importance of self-care to address the effect of air pollution on individual well-being. They may partner with healthcare and wellness experts to generate content and resources that help consumers navigate stress and health concerns related to air quality. This campaign can tie into the idea that indulging in hedonic products responsibly is part of self-care during significant air quality drops.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Develop a line of hedonic goods and services that are environmentally sustainable, including organic luxury comfort foods or ecofriendly leisure activities. This initiative aligns with the increased demand for such items during periods of high air pollution and reinforces the company\u2019s commitment to sustainability.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-implications-for-policymakers\">Implications for Policymakers<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>This research is also valuable to policymakers for designing environmental and socioeconomic regulations.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>First, our main findings of increased spending due to deteriorating air quality raise public awareness about a major environmental crisis and its consequences for daily life, making the issue more relevant and urgent. Accordingly, policymaking institutions can develop campaigns that associate air quality with everyday consumer choices and illuminate how environmental health contributes to individual well-being and economic stability.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Second, increased spending might lead to social costs for the general public, such as overconsumption of pleasure-seeking categories. Insights from this research should help consumers be cautious of their continual and habitual consumption of hedonic goods and services during periods of higher air pollution, while policymakers can promote healthier and more environmentally conscious alternatives.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Third, our study has implications for household economics in that pollution-induced incidental spending, particularly overspending, may result in the accumulation of revolving debt.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Finally, our study suggests an opportunity for industry collaboration involving retailers and manufacturers. Joint campaigns could support the development of sustainable practices, providing incentives for consumers to engage in more sustainable consumption (e.g., emphasizing the benefits of sustainable products) and ecofriendly practices (e.g., highlighting the benefits of eco-friendly transportation), hence promoting responsible consumerism.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Overall, we advocate for the execution of marketing strategies with a strong focus on sustainability, aiming to balance business profits with societal values in the face of escalating environmental challenges and practice more responsible marketing for a better world.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:ama\/call-to-action {\"requires_login\":\"1\",\"new_target\":\"1\",\"cta_title\":\"Read the Full Study for Complete Details\",\"cta_button_label\":\"Get the Full Study\",\"cta_button_link\":\"https:\/\/journals.sagepub.com\/doi\/10.1177\/00222429241282998\",\"className\":\"is-style-default\"} \/-->\n\n<!-- wp:paragraph -->\n<p><strong>Source:<\/strong> Sanghwa Kim and Michael Trusov, \u201c<a href=https://www.ama.org/"https:////journals.sagepub.com//doi//10.1177//00222429241282998/" target=\"_blank\" rel=\"noreferrer noopener\">The Impact of Air Pollution on Consum<\/a><a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241282998/" target=\"_blank\" rel=\"noreferrer noopener\">er Spending<\/a>,\"<em> <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:block {\"ref\":89390} \/-->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:acf\/ama-curated-posts {\"name\":\"acf\/ama-curated-posts\",\"data\":{\"title\":\"Related Articles\",\"_title\":\"field_5cf4b10fc4ef3\",\"picks\":[\"64137\",\"182793\",\"163563\"],\"_picks\":\"field_5cf4b131c4ef4\",\"columns\":\"1\",\"_columns\":\"field_5d65283c9b4d2\"},\"mode\":\"edit\"} \/-->","post_title":"How Does Air Pollution Affect Consumer Spending?","post_excerpt":"How does air pollution affect consumer behavior? This Journal of Marketing study finds that higher levels of air pollution actually drive consumer spending, especially for pleasure-seeking products.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-does-air-pollution-affect-consumer-spending","to_ping":"","pinged":"","post_modified":"2025-02-11 14:09:17","post_modified_gmt":"2025-02-11 20:09:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=184574","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":183230,"post_author":"146335","post_date":"2025-02-10 00:00:00","post_date_gmt":"2025-02-10 06:00:00","post_content":"<!-- wp:heading {\"level\":4} -->\n<h4 class=\"wp-block-heading\" id=\"h-harnessing-ai-personas-to-revolutionize-consumer-insights-and-drive-smarter-decisions\">Harnessing AI Personas to Revolutionize Consumer Insights and Drive Smarter Decisions<\/h4>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Discover how AI-powered personas are transforming the way marketers and researchers gain insights. The\u00a0<em>Yabble Guide to AI Personas for Marketers and Researchers<\/em>\u00a0unveils the groundbreaking potential of dynamic, data-driven personas that adapt in real time to market changes and consumer behavior. This eBook dives deep into the benefits of AI personas, from accelerating segmentation and concept testing to unlocking underutilized data and providing real-time, actionable insights. Packed with case studies, expert statistics, and practical applications, it equips you with the tools to revolutionize your research process. Whether you\u2019re a marketer looking to test new campaigns or a researcher seeking faster, richer data, this guide shows you how to leverage AI personas to stay ahead in a competitive landscape. Learn how to integrate this cutting-edge technology into your workflow and make smarter, faster decisions with confidence.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:ama\/download {\"buttonURL\":\"https:\/\/ama.tradepub.com\/c\/pubRD.mpl?secure=1\\u0026sr=pp\\u0026_t=pp:\\u0026qf=w_yabb02\\u0026ch=\"} -->\n<a class=\"wp-block-ama-download button button-solid button-red\" href=https://www.ama.org/"https:////ama.tradepub.com//c//pubRD.mpl?secure=1&sr=pp&_t=pp:&qf=w_yabb02&ch=\%22 download>Download<\/a>\n<!-- \/wp:ama\/download -->","post_title":"Yabble Guide to AI Personas for Marketers & Market Researchers","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"yabble-guide-to-ai-personas-for-marketers-market-researchers","to_ping":"","pinged":"","post_modified":"2025-01-30 17:04:09","post_modified_gmt":"2025-01-30 23:04:09","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=183230","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":183062,"post_author":"203881","post_date":"2025-02-05 13:53:37","post_date_gmt":"2025-02-05 19:53:37","post_content":"<!-- wp:block {\"ref\":57903} \/-->\n\n<!-- wp:paragraph -->\n<p>The <a href=https://www.ama.org/"https:////gdpr-info.eu///" target=\"_blank\" rel=\"noreferrer noopener\">General Data Protection Regulation (GDPR)<\/a> introduced by the European Union in 2018 marked a pivotal moment in privacy regulation, especially for online advertising practices. A <a href=https://www.ama.org/"https:////doi.org//10.1177//00222437231171848/" target=\"_blank\" rel=\"noreferrer noopener\">2024 <em>Journal of Marketing Research<\/em> study<\/a> by Pengyuan Wang, Li Jiang, and Jian Yang investigates the early effects of GDPR compliance on display advertising, focusing on a large United States\u2013based publisher with global traffic using a pay-per-click (PPC) model. By analyzing a proprietary dataset containing over 3.7 billion ad impressions across 6,000 ad creatives and multiple industries, the study provides insights into GDPR's implications for ad performance, revenue, and the potential of contextual targeting as a mitigating strategy.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>GDPR requires explicit user consent for personal data usage, fundamentally altering the landscape of behavioral targeting. Pre-implementation forecasts anticipated significant revenue declines, with some predicting annual ad revenue losses of up to 17%.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-gdpr-reduced-ad-performance\">GDPR Reduced Ad Performance <\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Wang et al. applied a difference-in-differences (DID) methodology to assess GDPR's impact, comparing data from EU users (treatment group) with non-EU users (control group) during five-week periods before and after April 18, 2018, when GDPR compliance was adopted. Key metrics analyzed as dependent variables included click-through rates (CTR), conversion rates, bid prices, and revenue per click.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The results revealed moderate but significant declines in ad performance and revenue following GDPR compliance. Revenue per click dropped by 5.7%, primarily due to reduced bid prices and fewer active advertisers. The CTR and conversion rates decreased by 2.1% and 5.4%, respectively, signalling diminished user engagement and conversion efficiency. These findings highlight the challenges posed by restricted access to personal data in ad targeting.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-content-and-industry-factors\">Content and Industry Factors<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>The study identifies content-based targeting as a mitigating factor. Ads contextually aligned with webpage themes, such as sports ads on sports-related pages, were less impacted by the GDPR. Contextual targeting offset approximately 44% of the conversion rate decline and 42% of the revenue-per-click loss caused by the absence of personal data. This underscores the strategic value of content-based targeting as a privacy-compliant alternative, offering a degree of resilience for publishers navigating GDPR\u2019s constraints.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The study also highlights varying impacts across industries. Sectors such as travel and financial services experienced greater performance decline compared to retail and consumer packaged goods (CPG). This disparity reflects differences in reliance on granular audience segmentation, with industries requiring precise targeting (such as travel and finance) being more adversely affected by GDPR's restrictions.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Despite these declines, the advertiser return on investment (ROI) under the PPC model remained stable. This stability suggests that publishers rather than advertisers endured most of GDPR's economic effects. Reduced bid prices primarily impacted publisher revenues, while advertisers continued to pay proportional costs per click.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:quote -->\n<blockquote class=\"wp-block-quote\"><!-- wp:paragraph -->\n<p>Reduced bid prices primarily impacted publisher revenues, while advertisers continued to pay proportional costs per click.<\/p>\n<!-- \/wp:paragraph --><\/blockquote>\n<!-- \/wp:quote -->\n\n<!-- wp:paragraph -->\n<p>Through robust analysis and a large real-life dataset, Wang et al. contribute valuable insights at the crossroads of privacy regulations, targeting strategies, and economic outcomes in display advertising. Their findings quantify GDPR\u2019s initial impact and highlight the resilience and adaptability of advertising practices in response to stringent privacy norms. As policymakers and industry professionals navigate the implications of GDPR and similar regulations, this study offers a roadmap for managing challenges and leveraging opportunities in the evolving digital advertising landscape. <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"align\":\"center\",\"backgroundColor\":\"grey-100\",\"fontSize\":\"medium\"} -->\n<p class=\"has-text-align-center has-grey-100-background-color has-background has-medium-font-size\"><strong>For more insights, check out this interview with lead author Pengyuan Wang:<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong><em>Q: Your paper highlights how a limitation in access to personal data only caused a limited negative impact on ad performance, bid prices, and ad revenue. Do you think personal data in online advertising contexts is overrated by the industry?<\/em><\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>A:<\/strong> I don\u2019t think that personal data is overrated by the industry. The entire internet ecosystem and the free content model we all benefit from are, to some extent, built based on online advertising. The efficiency and revenue growth of online advertising have been significantly enhanced by the use of personal data. Personal data acted as a catalyst, not only for online advertising but also for the development of the IT industry.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>We have been using personal data for years, and now we are moving toward a more privacy-conscious era to\u00a0ensure that our personal data is used responsibly and aligns with each user\u2019s preference. This is good and necessary, but it does not eliminate the critical role of personal data in online advertising.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong><em>Q: The results of the effect of personal data found in the literature vary significantly in magnitude. Do you find this surprising and why do you think that is?<\/em><\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>A:<\/strong> It is not surprising to me. Companies use personal data in different ways. The impact of personal data is highly context-dependent and is affected by factors such as the industry, nature of the advertising campaigns, and the sophistication of the algorithms used to analyze and apply the data.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong><em>Q: Your work distinguishes itself from the previous research by using a natural experiment instead of self-reported purchase intentions. Why in your opinion is there such a discrepancy between the self-reported data and actual measures?<\/em><\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>A:<\/strong> Both self-reported data and actual measures provide valuable information, and I don\u2019t think one is inherently superior to the other. As for the discrepancy between studies based on self-reported data and actual measures, again, all studies have different contexts, which can significantly affect the outcomes. In addition, there is a fundamental distinction between what people say and do. Privacy, by itself, is important. However, when people need to choose between free content and privacy, there is a trade-off to make. Thus, personally I think self-reported data might tend to overestimate the importance of privacy protection.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong><em>Q: The study spans five weeks before and after GDPR compliance. Are there indications of how GDPR's impact might evolve over a longer period? Do you anticipate that publishers will adopt new strategies as they adapt to the GDPR constraints?<\/em><\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>A:<\/strong> During the study period, I did not observe any clear indications of GDPR\u2019s impact evolving over time. I do expect publishers to adopt new strategies gradually, but it takes time for publishers to develop and experiment with these new strategies.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong><em>Q: The study notes a decrease in both bid prices and number of active advertisers. Could you discuss the potential implications of this trend for market competitiveness and pricing strategies in online advertising?<\/em><\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>A:<\/strong> During the study period, the observed decreases in bid prices and number of active advertisers suggest reduced market competitiveness. This finding suggests that advertisers may be less willing to invest in online advertising when tighter regulations on personal data are implemented. However, I do not think it will always be like this. Online advertising remains a powerful tool, and the industry is evolving too to develop ad strategies that rely less on personal data or to use people\u2019s personal data in ways that still protect privacy. For example, there are papers on how to use data anonymization techniques (such as k-anonymization) for online advertising, which allows for user targeting while protecting individual privacy. Many other approaches such as differential privacy and federated learning are also under development for online advertising. I am confident that online advertising will continue to thrive as the industry adapts to these challenges.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong><em>Q: Do you think CPC pricing models are more impacted by limited access to personal data compared to CPM? Could it be inferred that CPA also suffers\u00a0from a lack of behavioral-based data? In other words, does this impact conversion-based campaigns compared to branding and awareness campaigns? Could that explain why Google has many times delayed the plan for cookie deprecation, given their core business on search ads?<\/em><\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>A:<\/strong> The company in this study employed CPC pricing models, so I don\u2019t have data on the impact of GDPR on the CPM model. My conjecture is that stricter regulations would protect user privacy at the cost of ad efficiency. This will also affect CPM models, as it may reduce the likelihood of reaching high-intent buyers with the same number of impressions.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>For the CPA model, again, I don\u2019t have data from businesses operating under this model, but I can offer some conjectures. If we define the \u201cA\u201d (action) here as something very close to a purchase, I conjecture that the CPA metric itself might be stable, because CPA represents the value of an action, which should be stable. However, it might be more difficult to perform the action. So CPA might be stable, but the total number of users completing these actions could decrease, ultimately leading to lower revenue. Therefore, I think that companies with CPA models would also see some impact.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>As for Google\u2019s decision to delay its plans for cookie deprecation, I cannot comment on their internal business decisions since I don\u2019t have access to this information. That being said, cookies have historically played a significant role in collecting user information and enhancing Google\u2019s advertising efficiency. The delay might reflect the challenges of transitioning away from such a tool while maintaining ad effectiveness.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong><em>Q: We often discuss the different approaches taken by Europe and the United States in regulating technology and its impact on innovation and the economy. Do you think GDPR-like regulations stifle or foster innovation?<\/em><\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>A:<\/strong> I believe regulations such as GDPR need to be implemented at the right time. In the early stages of the internet and online advertising industries, when companies were still developing ways to leverage personal data to enhance ad efficiency, when they needed to quickly generate revenue and accumulate capital for re-investment, stricter regulations could have hampered growth. For example, if the GDPR was\u00a0implemented in 2008, it might have stifled innovation and slowed the development of the broader internet economy.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>However, by 2018, when GDPR became effective, online advertising reached a certain level of maturity. The industry had accumulated sufficient capital and expertise, allowing companies to bear temporary impacts on revenue and invest in new technologies. This timing provided an opportunity for innovation in privacy-preserving ad strategies such as data anonymization or federated learning.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Therefore, restrictive regulations can hinder innovation if introduced prematurely. When they are applied at the right stage of industry maturity, they could drive the development of creative solutions and ethical practices.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:ama\/call-to-action {\"requires_login\":\"1\",\"new_target\":\"1\",\"cta_title\":\"Read the Full Study for Complete Details\",\"cta_button_label\":\"Get the Full Study\",\"cta_button_link\":\"https:\/\/doi.org\/10.1177\/00222437231171848\",\"className\":\"is-style-default\"} \/-->\n\n<!-- wp:paragraph -->\n<p><strong>Source:<\/strong> Pengyuan Wang, Li Jiang, and Jian Yang (2024), \"<a href=https://www.ama.org/"https:////doi.org//10.1177//00222437231171848/" target=\"_blank\" rel=\"noreferrer noopener\">The Early Impact of GDPR Compliance on Display Advertising: The Case of an Ad Publisher<\/a>,\" <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing-research///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing Research<\/a><\/em>, 61 (1), 70\u201391. <a href=https://www.ama.org/"https:////doi.org//10.1177//00222437231171848/" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/doi.org\/10.1177\/00222437231171848<\/a><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing-research///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing Research<\/a><\/em><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:block {\"ref\":89390} \/-->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:acf\/ama-curated-posts {\"name\":\"acf\/ama-curated-posts\",\"data\":{\"title\":\"Related Articles\",\"_title\":\"field_5cf4b10fc4ef3\",\"picks\":[\"158958\",\"144391\",\"134072\"],\"_picks\":\"field_5cf4b131c4ef4\",\"columns\":\"1\",\"_columns\":\"field_5d65283c9b4d2\"},\"mode\":\"edit\"} \/-->","post_title":"How GDPR Changed the Game for Display Advertising","post_excerpt":"A Journal of Marketing Research study finds that GDPR led to significant declines in ad performance, but content-based targeting may be the answer.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-gdpr-changed-the-game-for-display-advertising","to_ping":"","pinged":"","post_modified":"2025-02-05 16:12:41","post_modified_gmt":"2025-02-05 22:12:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=183062","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":183862,"post_author":"131040","post_date":"2025-02-04 05:00:00","post_date_gmt":"2025-02-04 11:00:00","post_content":"<!-- wp:paragraph -->\n<p>Buy-Now-Pay-Later (BNPL) is an increasingly popular payment method, allowing customers to spread payment into interest-free installments over a few weeks or months. Worldwide BNPL spending was $316 billion in 2023 and is expected to grow to $450 billion by 2027. With major retailers such as Walmart and H&M partnering with BNPL providers like Affirm, Klarna, and Afterpay, over 45 million U.S. customers have adopted this payment method.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>When customers choose BNPL installments at the checkout of a participating retailer, the bill is paid in full by the BNPL provider to the retailer. Customers pay the BNPL provider for the first installment at the time of purchase and repay the remaining interest-free installments over a short time period.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>However, despite the growing popularity of BNPL installment payments, little is known about their impact on retail sales.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>In a <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241282414/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a>, we use transactional data from a major U.S. retailer and find that BNPL installment payments boost spending. By allowing customers to pay for purchases in smaller, interest-free installments, BNPL boosts both the number of purchases and the average amount spent.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>We compare installment payments with upfront and delayed lump sum payments. We find that BNPL installment payments consistently boost spending across various products (e.g., party supplies, apparel, flights, mugs, coffee pods) and number of installments (e.g., three installments, four installments, six installments).<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-the-power-of-perceived-financial-constraints\">The Power of Perceived Financial Constraints<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>We uncover two main reasons why BNPL installment payments lead to more spending:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list {\"ordered\":true} -->\n<ol class=\"wp-block-list\"><!-- wp:list-item -->\n<li>BNPL\u2019s impact on spending stems from alleviating perceived financial constraints. In particular, BNPL installment payments increase spending among customers who previously relied more on credit cards and tended to buy smaller baskets of goods. Customers who pay in BNPL installments feel less financially constrained than those who pay an equivalent amount in a lump sum, both upfront and delayed. Customers may focus on the segregated installments (\u201cfour installments of $15\u201d) and judge these as less costly than the aggregate term (\u201ctotal cost of $60\u201d). By alleviating perceived financial constraints, BNPL installment payments encourage customers to spend more.<br><br><\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Moreover, BNPL facilitates budget control. It is often easier to estimate budgets for shorter time frames (''next month'') than for longer time frames. Unlike traditional credit card payments (a single lump sum due at the end of the month), installment payments are segregated into shorter time frames (four weekly payments). By highlighting a shorter time frame, BNPL can give customers a sense of greater control over their budgets. By making payments appear less costly and facilitating budget control, we discover that BNPL installment payments feel less financially constraining. Consequently, this reduction in financial constraints translates into greater spending.<\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Previous studies have focused on framing prices in aggregate terms ($60\/month) or segregated terms ($15\/week) and demonstrated that segregating versus aggregating prices has consequential effects on perceptions and purchase intentions. Our work differs from these studies in the following ways.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>BNPL installments go beyond segregated price frames, requiring customers to make actual segregated payments across the specified time periods (''Pay $60 in four biweekly installments of $15'').<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Our research leverages transactional retailer data to study how segregating payments into BNPL installments impacts customers' actual spending over time. This further enables us to answer managerially relevant questions about how shoppers will likely change their spending (i.e., depending on historical basket size and credit card use).<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Segregating payments makes customers feel more in control of their budgets, alleviating perceived financial constraints. By working through additional mechanisms, our effects not only apply to recurring consumption (e.g., car leases) but also generalize to purchases consumed on a one-off basis (e.g., a flight ticket)<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-lessons-for-chief-marketing-officers\">Lessons for Chief Marketing Officers<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Our research offers actionable insights for various stakeholders:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Consumers can benefit by using BNPL installments as a tool for managing expenses by making them feel more in control of their budgets and less financially constrained.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Retail managers should consider integrating BNPL options to boost sales. Retailers benefit because adoption of installment payments leads to more frequent purchases and larger basket amounts. The difference is significant, with an increase in purchase incidence of approximately 9% and a relative increase in purchase amounts of approximately 10%.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Policymakers need to be aware of the significant impact BNPL has on consumer spending to ensure that regulations protect consumers while fostering financial flexibility.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Societal stakeholders, including consumer advocates, should monitor BNPL\u2019s growing influence to promote responsible spending practices.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Understanding the benefits and potential risks associated with BNPL is crucial as this payment method continues to reshape the retail landscape.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:ama\/call-to-action {\"requires_login\":\"1\",\"new_target\":\"1\",\"cta_title\":\"Read the Full Study for Complete Details\",\"cta_button_label\":\"Get the Full Study\",\"cta_button_link\":\"https:\/\/doi.org\/10.1177\/00222429241282414\",\"className\":\"is-style-default\"} \/-->\n\n<!-- wp:paragraph -->\n<p><strong>Source: <\/strong>Stijn Maesen and Dionysius Ang, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241282414/" target=\"_blank\" rel=\"noreferrer noopener\">Buy Now Pay Later: Impact of Installment Payments on Customer Purchases<\/a>,\u201d<em> <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:block {\"ref\":89390} \/-->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:acf\/ama-curated-posts {\"name\":\"acf\/ama-curated-posts\",\"data\":{\"title\":\"Related Articles\",\"_title\":\"field_5cf4b10fc4ef3\",\"picks\":[\"181842\",\"178263\",\"175772\"],\"_picks\":\"field_5cf4b131c4ef4\",\"columns\":\"1\",\"_columns\":\"field_5d65283c9b4d2\"},\"mode\":\"edit\"} \/-->","post_title":"\"Buy Now, Pay Later\" Increases Customer Spending","post_excerpt":"A Journal of Marketing study finds that \"buy now, pay later\" (BNPL) leads to more purchases in larger amounts.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"buy-now-pay-later-increases-customer-spending","to_ping":"","pinged":"","post_modified":"2025-02-03 12:47:16","post_modified_gmt":"2025-02-03 18:47:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=183862","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":181934,"post_author":"109","post_date":"2025-01-31 13:48:39","post_date_gmt":"2025-01-31 19:48:39","post_content":"<!-- wp:paragraph -->\n<p>The 2025 AMA Marketing Skills Report identifies the skills required to thrive as a marketer today and in the future. Based on a survey of 1,200+ marketers, over 450 job postings and interviews with industry experts, this report lays out the new realities shaping the field of marketing---including the AI transformation, shifting consumer expectations and unprecedented changes to marketing channels---as well as the skills marketers will need to stay ahead.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-highlights\">Highlights<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>In this age of automation, marketers who want to stay competitive should not lose sight of the importance of \u201chuman\u201d skills\u2014especially communication, innovation and adaptability.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>When it comes to job-specific skills, the largest current competency gaps are in digital marketing, data and analytics, proving ROI and data privacy and compliance. These are areas where marketers are not fully equipped to meet the demands of their roles today.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Marketers report a high level of uncertainty about how skills related to technology and channels will change over the coming years. This volatility is most apparent in AI, data privacy, search and social media.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Gen AI is the top rated future skill, with 43% of survey respondents predicting it will become more important in five years.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Data privacy is quickly rising in importance as a skill for marketers, driven by a wave of comprehensive state-based regulations and mounting consumer pressure.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:spacer {\"height\":\"13px\"} -->\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:ama\/roleblock {\"rb_background\":\"#f3f2ee\",\"rb_color\":\"#ffffff\",\"public\":\"show\",\"chapter_admin\":\"hide\",\"chapter_leader\":\"hide\",\"student\":\"hide\",\"paid_member\":\"hide\",\"free_account\":\"show\",\"expired_member\":\"show\"} -->\n<div class=\"wp-block-ama-roleblock\"><p><\/p><!-- wp:spacer {\"height\":\"50px\"} -->\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:button {\"className\":\"aligncenter is-style-fill\"} -->\n<div class=\"wp-block-button aligncenter is-style-fill\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////myama.force.com//services//oauth2//authorize?response_type=code&client_id=3MVG9CEn_O3jvv0w2UhdWBwPSVH0HQeYkNhAufvhjDMNkScGyF_5ncMuk0mJQWZ9vOZtfcRT0uuSlO65nJjvW&redirect_uri=https%3A%2F%2Fwww.ama.org%2Fsf%2Fredirect&state=https%3A%2F%2Fwww.ama.org%2F2025%2F01%2F31%2F2025-marketing-skills-report\%22>LOGIN AS A MEMBER TO DOWNLOAD<\/a><\/div>\n<!-- \/wp:button -->\n\n<!-- wp:spacer {\"height\":\"25px\"} -->\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:paragraph {\"align\":\"center\",\"style\":{\"elements\":{\"link\":{\"color\":{\"text\":\"var:preset|color|grey-900\"}}}},\"textColor\":\"grey-900\"} -->\n<p class=\"has-text-align-center has-grey-900-color has-text-color has-link-color\">Not a member? <a href=https://www.ama.org/"https:////www.ama.org//ama-member-benefits///">Explore membership<\/a> or <a href=https://www.ama.org/"https:////resources.ama.org//2025-marketers-skills-report-nm/">enter your details to download the report<\/a>.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:spacer {\"height\":\"50px\"} -->\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer --><\/div>\n<!-- \/wp:ama\/roleblock -->\n\n<!-- wp:ama\/roleblock {\"public\":\"hide\",\"chapter_admin\":\"show\",\"chapter_leader\":\"show\",\"student\":\"hide\",\"paid_member\":\"show\",\"free_account\":\"hide\",\"expired_member\":\"hide\"} -->\n<div class=\"wp-block-ama-roleblock\"><p><\/p><!-- wp:button -->\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2025//01//AMA-Skills-Marketers-Need-2025-And-Beyond.pdf/">Download The Full Report<\/a><\/div>\n<!-- \/wp:button -->\n\n<!-- wp:spacer {\"height\":\"50px\"} -->\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer --><\/div>\n<!-- \/wp:ama\/roleblock -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-level-up-your-skills-with-the-ama\">Level Up Your Skills With the AMA<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>AMA offers training and certificates in the critical skills marketers need to advance and future-proof their careers.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:ama\/content-cards {\"heading\":\"AI\"} -->\n<!-- wp:ama\/content-card {\"postId\":160411,\"postType\":\"ama_courses\",\"description\":\" \"} \/-->\n\n<!-- wp:ama\/content-card {\"postId\":172287,\"postType\":\"ama_event\",\"subhead\":\"Live Online Training\",\"description\":\"\\u003cbr\\u003e\"} \/-->\n\n<!-- wp:ama\/content-card {\"postId\":177719,\"postType\":\"ama_event\",\"description\":\"\\u003cbr\\u003e\"} \/-->\n<!-- \/wp:ama\/content-cards -->\n\n<!-- wp:ama\/content-cards {\"heading\":\"Innovation and Adaptability\"} -->\n<!-- wp:ama\/content-card {\"postId\":181616,\"postType\":\"ama_courses\",\"subhead\":\"Online Certificate\",\"description\":\" \"} \/-->\n\n<!-- wp:ama\/content-card {\"postId\":180163,\"postType\":\"ama_courses\",\"description\":\" \"} \/-->\n\n<!-- wp:ama\/content-card {\"postId\":181554,\"postType\":\"ama_event\",\"subhead\":\"Live Online Training\",\"description\":\"\\u003cbr\\u003e\"} \/-->\n<!-- \/wp:ama\/content-cards -->\n\n<!-- wp:ama\/content-cards {\"heading\":\"Changing Marketing Channels\"} -->\n<!-- wp:ama\/content-card {\"postId\":178737,\"postType\":\"ama_event\",\"header\":\"Digital Marketing Bootcamp \",\"description\":\"\"} \/-->\n\n<!-- wp:ama\/content-card {\"postId\":138823,\"postType\":\"ama_courses\",\"subhead\":\"Online Certificate\",\"description\":\" \"} \/-->\n\n<!-- wp:ama\/content-card {\"header\":\"Digital Marketing Pro Certification\",\"subhead\":\"Professional Certification\",\"description\":\"\",\"sponsor\":\"partner\",\"featuredImage\":{\"id\":147895,\"url\":\"https:\/\/www.ama.org\/wp-content\/uploads\/2024\/02\/Digital-Marketing-Pro_Web-Card-620x466-1.png\",\"type\":\"image\"},\"url\":\"https:\/\/www.ama.org\/certifications\/digital-marketing-certification\/\",\"isManual\":true} \/-->\n<!-- \/wp:ama\/content-cards -->\n\n<!-- wp:media-text {\"mediaId\":173357,\"mediaLink\":\"https:\/\/www.ama.org\/ama-member-benefits\/toolkits-2\/\",\"mediaType\":\"image\",\"backgroundColor\":\"beige-100\"} -->\n<div class=\"wp-block-media-text is-stacked-on-mobile has-beige-100-background-color has-background\"><figure class=\"wp-block-media-text__media\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//10//Toolkits.jpg?w=1024\%22 alt=\"\" class=\"wp-image-173357 size-full\"\/><\/figure><div class=\"wp-block-media-text__content\"><!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-find-more-learning\">Find More Learning<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Our courses cover a wide range of topics, and you can choose from a variety of in-person and online formats that fit your schedule.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:buttons -->\n<div class=\"wp-block-buttons\"><!-- wp:button {\"className\":\"is-style-secondary\"} -->\n<div class=\"wp-block-button is-style-secondary\"><a class=\"wp-block-button__link wp-element-button\">See All Upcoming Learning<\/a><\/div>\n<!-- \/wp:button --><\/div>\n<!-- \/wp:buttons --><\/div><\/div>\n<!-- \/wp:media-text -->\n\n<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->","post_title":"The Skills Marketers Need in 2025 and Beyond","post_excerpt":" ","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"2025-marketing-skills-report","to_ping":"","pinged":"","post_modified":"2025-03-26 13:53:09","post_modified_gmt":"2025-03-26 18:53:09","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=181934","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":182793,"post_author":"197820","post_date":"2025-01-28 05:00:00","post_date_gmt":"2025-01-28 11:00:00","post_content":"<!-- wp:html -->\n<iframe src=https://www.ama.org/"https:////creators.spotify.com//pod//show//jm-buzz//embed//episodes//JM-Buzz-Deep-Dive-How-Minority-Ownership-Influences-Consumers-During-Brand-Failures-with-Dr--Samantha-Cross-e2tjkn0/" height=\"161px\" width=\"100%\" frameborder=\"0\" scrolling=\"no\"><\/iframe>\n<!-- \/wp:html -->\n\n<!-- wp:spacer {\"height\":\"25px\"} -->\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:paragraph -->\n<p>The Black Lives Matter movement and growing demands for corporate accountability have elevated minority ownership labels (e.g., \u201cBlack-owned\u201d) as powerful tools for branding. These labels signal diversity and inclusion, but their impact goes far beyond surface-level representation. A <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241283811/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a> finds that disclosing minority ownership can influence consumer behavior, particularly during product failures.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Our research team explores this phenomenon, which we call the \u201cminority ownership awareness effect,\u201d by analyzing 27,000 Google reviews of Black-owned businesses and conducting experiments with nearly 4,000 participants. We discover that when consumers are aware of minority ownership, they are more forgiving of product failures, especially from those who are motivated to avoid appearing prejudiced.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>This effect stems from the narrative of the underdog. Consumers often perceive minority-owned businesses as facing unique challenges, which fosters empathy and leniency in the face of difficulties like delayed deliveries or product defects. However, we also find limits to this effect. Transparency about minority ownership helps mitigate product-related issues but does not extend to moral failings such as unethical behavior or discrimination.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-the-power-of-minority-ownership-labels\"><strong>The Power of Minority Ownership Labels<\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Our findings reveal how minority ownership labels create emotional connections with consumers:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li><strong>Fostering Empathy<\/strong>: Minority ownership labels highlight systemic challenges and social inequities faced by underrepresented groups. Consumers view these businesses as underdogs, which triggers emotional support and a willingness to overlook minor failings.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Mitigating Product Failures<\/strong>: When customers encounter issues like poor quality or delivery delays, awareness of minority ownership softens their evaluations. For example, in reviews of Black-owned businesses, we found more forgiving language compared to reviews of non-minority-owned businesses with similar performance issues.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Appealing to Consumer Values<\/strong>: Consumers motivated to avoid appearing prejudiced respond even more positively to minority ownership labels. These individuals may see supporting minority-owned businesses as a way to align with their values of fairness and equality.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-limits-of-the-effect\"><strong>Limits of the Effect<\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>While minority ownership labels are effective in mitigating product failures, they have limitations. Transparency about ownership does not protect brands from ethical failures, such as cases involving workplace misconduct or discriminatory practices.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Consumers are unlikely to forgive these moral transgressions, regardless of the brand\u2019s ownership status. This highlights the importance of maintaining consistent ethical practices alongside the use of minority ownership labels.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-practical-insights-for-marketers\"><strong>Practical Insights for Marketers<\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>The study provides actionable insights for brands seeking to leverage minority ownership labels effectively:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li><strong>Use Labels Strategically<\/strong>: Labels like \u201cBlack-owned\u201d or \u201cWoman-owned\u201d can differentiate a brand in competitive markets. These labels not only highlight diversity but also create stronger emotional connections with consumers.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Build Resilience During Crises<\/strong>: Transparency about minority ownership can help brands navigate product-related challenges by fostering consumer empathy and trust. This approach is especially valuable during product failures, such as issues with quality or delivery.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Focus on Authenticity<\/strong>: While labels can be powerful, they must be paired with genuine commitment to inclusion and ethical practices. Consumers will reject brands that use minority ownership labels as superficial marketing tactics without substantive action.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Consider Consumer Values<\/strong>: Marketers should understand their target audience\u2019s motivations. For consumers who prioritize social justice and fairness, minority ownership labels can serve as a strong signal of alignment with their values.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-implications-for-policymakers-and-industry-leaders\"><strong>Implications for Policymakers and Industry Leaders<\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Beyond individual brands, the findings highlight the broader potential of minority ownership labels to drive societal change. By encouraging transparency about ownership, policymakers and industry leaders can foster more inclusive and equitable markets.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-lessons-from-the-underdog-narrative\"><strong>Lessons from the Underdog Narrative<\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>The underdog narrative is central to the success of minority ownership labels. Consumers root for businesses they perceive as overcoming obstacles. By leveraging this narrative authentically, brands can build stronger emotional connections and foster long-term loyalty.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>However, it is crucial for businesses to understand the limitations of this approach. While the underdog narrative can mitigate some challenges, it cannot shield brands from reputational damage caused by ethical missteps.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The \u201cminority ownership awareness effect\u201d reveals how transparency about ownership can transform consumer relationships. By highlighting diversity, fostering empathy, and aligning with consumer values, minority ownership labels offer a powerful tool for differentiation and resilience.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>For marketers, the key is to use these labels strategically and authentically, ensuring they are backed by meaningful actions. For policymakers, the findings underscore the importance of promoting transparency and inclusivity in the marketplace.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>This research offers a roadmap for businesses to navigate competitive markets, build consumer trust, and support a more inclusive economy.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:ama\/call-to-action {\"requires_login\":\"1\",\"new_target\":\"1\",\"cta_title\":\"Read the Full Study for Complete Details\",\"cta_button_label\":\"Get the Full Study\",\"cta_button_link\":\"https:\/\/doi.org\/10.1177\/00222429241283811\",\"className\":\"is-style-default\"} \/-->\n\n<!-- wp:paragraph -->\n<p><strong>Source:<\/strong> Esther Uduehi and Aaron Barnes, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241283811/" target=\"_blank\" rel=\"noreferrer noopener\">The Minority Ownership Awareness Effect: When Promoting Minority Ownership Increases Brand Evaluations<\/a>,\u201d <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:block {\"ref\":89390} \/-->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:acf\/ama-curated-posts {\"name\":\"acf\/ama-curated-posts\",\"data\":{\"title\":\"Related Articles\",\"_title\":\"field_5cf4b10fc4ef3\",\"picks\":[\"174949\",\"176390\",\"106303\"],\"_picks\":\"field_5cf4b131c4ef4\",\"columns\":\"1\",\"_columns\":\"field_5d65283c9b4d2\"},\"mode\":\"edit\"} \/-->","post_title":"Consumers are More Forgiving of \"Black-Owned\" and \"Woman-Owned\" Businesses When Products Fail","post_excerpt":"A Journal of Marketing study finds that when consumers are aware of minority ownership, they are more forgiving of product failures.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"consumers-are-more-forgiving-of-black-owned-and-woman-owned-businesses-when-products-fail","to_ping":"","pinged":"","post_modified":"2025-02-03 11:55:00","post_modified_gmt":"2025-02-03 17:55:00","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=182793","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":181919,"post_author":"146335","post_date":"2025-01-21 12:31:03","post_date_gmt":"2025-01-21 18:31:03","post_content":"<!-- wp:heading {\"level\":4} -->\n<h4 class=\"wp-block-heading\" id=\"h-collegerecon-owns-and-operates-the-largest-online-platform-built-exclusively-for-military-affiliated-college-bound-men-and-women-in-the-country-more-than-120-universities-rely-on-collegerecon-to-get-their-brand-in-front-of-hundreds-of-thousands-of-veterans-active-duty-and-military-family-members\">CollegeRecon owns and operates the largest online platform built exclusively for military-affiliated, college-bound men and women in the country. More than 120 universities rely on CollegeRecon to get their brand in front of hundreds of thousands of veterans, active duty, and military family members.<\/h4>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Learn more about how CollegeRecon has impacted different types of universities in terms of brand awareness, enrollment growth, and revenue generation with military-affiliated students.   <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:ama\/download {\"buttonURL\":\"https:\/\/ama.tradepub.com\/c\/pubRD.mpl?secure=1\\u0026sr=pp\\u0026_t=pp:\\u0026qf=w_conj12\\u0026ch=\"} -->\n<a class=\"wp-block-ama-download button button-solid button-red\" href=https://www.ama.org/"https:////ama.tradepub.com//c//pubRD.mpl?secure=1&sr=pp&_t=pp:&qf=w_conj12&ch=\%22 download>Download<\/a>\n<!-- \/wp:ama\/download -->","post_title":"Interested in growing GI Bill revenue in 2025? CollegeRecon has been helping universities in this area for 10+ years!","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"interested-in-growing-gi-bill-revenue-in-2025-collegerecon-has-been-helping-universities-in-this-area-for-10-years","to_ping":"","pinged":"","post_modified":"2025-02-06 12:06:41","post_modified_gmt":"2025-02-06 18:06:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=181919","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":184037,"post_author":"27","post_date":"2025-02-04 12:46:48","post_date_gmt":"2025-02-04 18:46:48","post_content":"<!-- wp:paragraph -->\n<p>Every marketing organization would likely seize the opportunity to secure an additional $1 million. According to the Spring 2024 <a href=https://www.ama.org/"https:////cmosurvey.org//results//spring-2024///">edition of The CMO Survey, co-sponsored by the Fuqua School of Business, Deloitte, and the American Marketing Association, the largest proportion of marketing leaders indicated they would allocate these funds toward \u201chiring and developing talent.\u201d This conclusion is drawn from a sample of 292 marketing leaders, 94% of whom hold VP-level positions or higher.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>This finding resonates with a cross-industry <a href=https://www.ama.org/"https:////www.bcg.com//publications//collections//creating-people-advantage-reports/">survey conducted by BCG, which revealed that 72% of human resource leaders believe their companies lack the necessary talent. However, we were surprised by this emphasis on talent development, particularly given the recent surge in artificial intelligence tools and marketing technology stacks. We had anticipated that marketing leaders might prioritize investments in digital tools and platforms to drive business growth.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>We propose three key reasons why marketers have prioritized hiring and talent development, and we offer cautionary advice for those fortunate enough to receive a budget windfall.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-1-address-fundamental-issues-before-expanding-talent-pools\">1. Address Fundamental Issues Before Expanding Talent Pools<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Resorting to hiring and talent development can serve as an easy escape for organizations grappling with significant operational challenges. However, addressing underlying issues is essential, as employing solely recruitment and training strategies may inadvertently sustain organizational inefficiencies. Simply put, organizations with flawed strategies cannot hire or train their way out of their problems.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Marketing leaders must first pinpoint the root causes of systemic problems before embarking on hiring or talent development initiatives. Are existing strategies outdated? Are the capabilities required to deploy talent lacking? Are training programs aligned with the right skill sets? Are suitable leaders in place? Such issues are typically more intricate than simply increasing hiring rates, yet they are often overlooked.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>If fundamental issues are resolved and a talent gap persists, we recommend that marketing leaders consider two follow-up questions:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>First, do the skills available within the organization align with the tasks at hand? Is there a discrepancy between employees\u2019 current competencies and the new responsibilities expected of the marketing department? Identifying whether this gap stems from inadequate training or a lack of talent can be pivotal. Targeted training often proves to be more efficient, cost-effective, and impactful than large-scale hiring.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Second, is it possible to enhance the organization by refining existing processes, or is there a need to create entirely new approaches? Is there a demand for new expertise, or can innovative processes be developed internally? As with other business functions, marketers are increasingly leveraging automation and analytics to streamline operations and facilitate critical decision-making, which may enable them to reduce skill requirements for certain roles.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>By addressing these pivotal questions, leaders can ascertain the most effective hiring strategies to overcome existing business challenges, thus optimizing the return on investment that marketing leaders seek.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-2-collaborate-with-hr-to-enhance-employee-engagement-and-retention\">2. Collaborate with HR to Enhance Employee Engagement and Retention<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>With the labor market for top talent remaining competitive, employees now possess greater autonomy, particularly in the context of remote work. Whether optimizing work-life balance, engaging in \u201cquiet quitting,\u201d exploring new job opportunities, or managing multiple roles, employees are reclaiming power from employers.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Marketers recognize that cultivating and sustaining an appealing workplace culture is vital for retaining talent and maintaining organizational momentum. Furthermore, platforms such as Indeed, Glassdoor, and Kununu offer prospective hires insights into various aspects of a company, including interview processes, salary ranges, and employee sentiments regarding leadership and professional development.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Consequently, marketers should regularly assess employee perceptions of their organizations. Are employees satisfied? Do they intend to remain with the company? What aspects of their professional development are most important to them?<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Marketing leaders should collaborate closely with human resources (HR) to conduct these evaluations. According to the Spring 2023 <a href=https://www.ama.org/"https:////cmosurvey.org//results//spring-2023///">edition of The CMO Survey, marketers rated their collaboration with HR below the average (3.5 on a seven-point scale), highlighting it as one of their weakest cross-functional relationships. This disconnect may limit valuable opportunities for gaining insights into employee acquisition, engagement, and retention. By working alongside HR, marketing leaders can identify employee challenges and develop resources and processes to enhance the overall work experience.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Top talent will expect a highly digital and automated work environment with access to the best tools for experimentation and innovation. A 2024 Guild survey <a href=https://www.ama.org/"https:////www.guild.com//compass//business-leaders-want-hr-to-innovate///">found that approximately 81% of business executives are concerned about losing disengaged top performers. To mitigate this risk, marketing leaders should deploy engagement and pulse surveys alongside roundtables to solicit feedback regarding workplace conditions. They must also demonstrate progress in addressing concerns to sustain morale and retain valuable talent.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-3-strategize-recruitment-in-an-evolving-marketplace\">3. Strategize Recruitment in an Evolving Marketplace<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Marketing organizations are competing fiercely to attract top professionals, recognizing that a skilled and talented team can serve as a key differentiator. Marketing and HR should co-develop talent roadmaps that align with the overarching business strategy and update them frequently, given the rapid pace of changes in the marketplace and technology. By concentrating on core needs\u2014such as insights, strategy, data science, and technology\u2014marketing leaders can ensure that they allocate resources efficiently and refrain from inflating costs unnecessarily for skills that are not essential.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Moreover, top talent can serve as a powerful recruitment magnet; seasoned leaders and practitioners often draw in their talented peers, eager to collaborate and grow professionally.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>However, there are critical cautions when engaging in the \u201cbuy versus build\u201d mentality. Business strategies evolve continually, skill requirements shift rapidly, and economic downturns may strain available talent budgets. Therefore, marketers must be cautious about overpaying for talent or overhiring, as seen during the pandemic when organizations faced challenges in retaining newly acquired employees.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-hire-and-develop-marketing-talent-to-grow\">Hire and Develop Marketing Talent to Grow<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Marketers today have access to an abundance of data and tools that can guide strategic development, facilitate key investments, and enhance customer connections. Nevertheless, some challenges persist and require attention.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Marketers should critically assess business challenges and address them directly, rather than masking systemic issues with hiring strategies. Collaborating with HR to cultivate a thriving workplace culture that not only attracts new talent but also retains existing employees is paramount. Furthermore, it is essential to avoid the pitfalls of overpaying or overhiring in response to potential changes in business requirements.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>By thoughtfully considering growth imperatives alongside emerging opportunities, and evaluating them against business processes, skill requirements, and tools, marketers can allocate budgets effectively to address the right priorities. This approach may entail hiring and developing talent or investing in alternative strategic priorities that yield substantial returns.<\/p>\n<!-- \/wp:paragraph -->","post_title":"What Marketers Would Do with an Extra $1 Million","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"what-marketers-would-do-with-an-extra-1-million","to_ping":"","pinged":"","post_modified":"2025-02-07 15:16:12","post_modified_gmt":"2025-02-07 21:16:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_marketing_news&p=184037","menu_order":0,"post_type":"ama_marketing_news","post_mime_type":"","comment_count":"0","filter":"raw"}]" />

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