Email marketing remains a cornerstone of digital marketing strategies, but evolving consumer behavior demands fresh approaches. According to Capterra’s research, three key trends are shaping the email marketing landscape in 2024. Small and midsize businesses (SMBs) must adapt to these developments to enhance engagement, build trust, and differentiate themselves in an increasingly competitive market.

Trend #1: High Unsubscribe Rates Demand Personalization

• The Challenge:

  • 25% of global consumers unsubscribe from email communications weekly due to irrelevant or excessive content.

• Recommended Strategies:

  1. Segment Email Lists:
     • Group subscribers by demographics, interests, or purchase history to deliver targeted messages.
  2. Focus on Value:
     • Provide content that addresses customer pain points, needs, and interests rather than focusing solely on brand promotions.
  3. Track Key Metrics:
     • Measure open rates, click-through rates, and conversions to refine campaign effectiveness.

Trend #2: Clear Value Propositions Drive Sign-Ups

• The Challenge:

  • Only 58% of brands clearly explain email subscription benefits, and 24% offer sign-up incentives.

• Recommended Strategies:

  1. Offer Exclusive Benefits:
     • Provide discounts, early access to sales, or exclusive content for subscribers.
  2. Use Referral Incentives:
     • Encourage existing subscribers to invite friends by offering rewards for successful referrals.
  3. Be Transparent:
     • Clearly articulate what subscribers can expect from signing up, such as weekly tips, industry insights, or special promotions.

Trend #3: Ethical Practices Build Consumer Trust

• The Challenge:

  • 34% of consumers would report misleading subject lines, and 33% have stopped engaging with brands using deceptive marketing tactics.

• Recommended Strategies:

  1. Avoid Clickbait:
     • Use honest and descriptive subject lines that align with email content.
  2. Respect Privacy:
     • Honor customer preferences for data usage and opt-out requests.
  3. Build Long-Term Trust:
     • Focus on transparent communication and ethical practices to nurture loyalty.

The Growing Importance of Email Marketing

• Market Potential:

  • The global email marketing market is projected to grow from $11.5 billion in 2023 to over $46 billion by 2033.

• Actionable Insights for SMBs:

  • Stay agile and responsive to consumer trends.
  • Differentiate your email marketing strategy by combining personalization, clear value propositions, and ethical practices.

To thrive in 2024 and beyond, SMBs must prioritize customer-centric email marketing strategies. By embracing personalization, offering clear value, and adhering to ethical practices, businesses can foster stronger relationships with their customers, enhance trust, and achieve long-term success in the competitive digital landscape.

Out-of-Home (OOH) advertising has long been a powerful medium for brand visibility, but accurately measuring its impact across multiple formats has been a persistent challenge. StreetMetrics, a leader in OOH media measurement, and PMG, a global digital marketing agency, have achieved a groundbreaking milestone: the industry’s first multi-format OOH measurement and attribution study.

A Comprehensive Study Across New York City

• Scope and Partners:

  • The study analyzed PMG’s multi-format OOH campaign in New York City.
  • Five media operators participated, covering formats like Digital Taxi Toppers, Digital and Static Street-Level Media, and Premium Bulletins.

• Key Findings:

  • Individuals exposed to the campaign were 214% more likely to convert than unexposed individuals.
  • This underscores the potential of multi-format OOH campaigns to drive meaningful engagement and measurable outcomes.

Innovation in OOH Measurement

• The Challenge:

  • Traditional OOH attribution has been fragmented, often limited to per-format or per-operator insights.
  • Marketers and agencies have struggled to assess the combined impact of multi-format OOH campaigns.

• The Solution:

  • StreetMetrics’ study introduces format-agnostic, full-funnel attribution, reconciling performance across diverse OOH media formats.
  • This integrated approach enables agencies to evaluate the overall effectiveness of their OOH campaigns.

Driving Transformation in OOH Advertising

• Benefits for Marketers:

  • Unified insights across moving and stationary OOH formats.
  • The ability to capture a larger share of performance marketing budgets by demonstrating clear ROI.

• Industry Impact:

  • OOH currently accounts for only 4% of total ad spend.
  • With comprehensive attribution solutions, the industry can position itself as a vital component of performance-driven marketing strategies.

Voices of Leadership

• Jennifer Farquhar, OOH Lead at PMG:

  • “Achieving a unified view across multiple OOH formats was previously unattainable. Thanks to our collaboration with StreetMetrics, we’re transforming how OOH campaigns are measured and evaluated.”

• Drew Jackson, CEO of StreetMetrics:

  • “This study addresses a critical gap in the OOH industry, offering advertisers a complete view of their OOH investments across multiple formats and operators.”

StreetMetrics and PMG’s innovative partnership marks a new era for OOH advertising. By delivering format-agnostic, full-funnel attribution, this study empowers advertisers with actionable insights that elevate the value of OOH campaigns. As the industry evolves, these advancements position OOH as a key player in the competitive digital advertising landscape.

Axios HQ, a leader in internal communication solutions powered by Smart Brevity and AI, has acquired Mixing Board, a premier community of top communication, branding, and marketing leaders. This partnership aims to redefine communication excellence and empower organizations with tools and insights to succeed.

Shared Vision and Mission

• Axios HQ’s Expertise:

  • Known for software, training, and editorial services, Axios HQ supports thousands of top organizations in enhancing communication.

• Mixing Board’s Legacy:

  • A trusted community that connects leaders in communication, elevating their expertise and driving industry advancement.

• Unified Goal:

  • To advance the communication industry by equipping leaders with tools and strategies that prioritize impactful communication at all levels.

Strategic Insights from Leaders

• Roy Schwartz, CEO of Axios HQ:

  • “Effective communication is critical to an organization’s success. Together with Mixing Board, we’re providing unique data and tools to empower communication leaders.”

• Sean Garrett, Founder of Mixing Board:

  • “This partnership amplifies Mixing Board’s mission to support communicators as they navigate complex challenges and connect internal and external audiences.”

Key Highlights of the Acquisition

• Formation of an Advisory Board:

  • Notable members include industry leaders like Shannon Brayton (Bessemer Venture Partners), Geoff Morrell (Teneo), and Carolyn Penner (formerly of Dyson and Twitter).

• Details of the Deal:

  • Closed on November 27, 2024.
  • Mixing Board’s investors, including Bloomberg Beta, reinvested in Axios HQ.
  • Sean Garrett joins Axios HQ as Chief Communications Officer and President of Mixing Board.

• Growth Opportunities:

  • Axios HQ will expand Mixing Board’s community resources while offering strategic support to Axios HQ’s customers.

About Axios HQ and Mixing Board

• Axios HQ:

  • Founded in 2021, spun out in 2022 after Cox Enterprise’s acquisition of Axios Media.
  • Raised $20M Series A in 2023, achieving $10M ARR within three years.
  • Serves clients like American Airlines, WeightWatchers, and the U.S. Chamber.

• Mixing Board:

  • Launched in 2021, featuring 450+ senior members and a 1,000+ person waitlist.
  • Offers resources such as workshops, consultations, and live events.

The integration of Axios HQ’s Smart Brevity tools with Mixing Board’s robust community of communication leaders marks a transformative step for the communication industry. Together, they aim to empower organizations, foster innovation, and elevate the role of communication in driving business success.

Bridgeline Digital, Inc., a leader in AI-driven marketing technology, has introduced Smart Facets, an innovative feature in HawkSearch's Smart Response product line. Powered by Generative AI, Smart Facets elevates the search experience by dynamically applying relevant facets to natural language queries, ensuring users receive accurate and context-aware results.

Key Features of Smart Facets

• Integration with Concept Search:

  • Supports detailed, context-rich queries by automatically selecting facets based on user intent.
  • Example Query: “Which conduit fittings are between ½ and ¾ inches in either grey or black color and cost less than $5?”
  • Smart Facets delivers precise results without manual facet selection.

• Enhanced User Experience:

  • Combines Generative AI capabilities with robust facet data managed by HawkSearch customers.
  • Seamlessly simplifies complex searches, making them more intuitive and efficient.

• Additions to the Smart Response Suite:

  • Complements existing features like Conversational Search and Smart Summary, further enriching the HawkSearch product line.

Leadership Insights

• John Murcott, EVP of Product and Strategy:
  • “Smart Facets is a game-changer in search technology. By leveraging Generative AI, we’re enabling businesses to simplify and personalize the user journey while delivering tailored results effortlessly.”

Why Smart Facets Matters

1. Precision in Search Results:
   • Automatically refines and applies filters, delivering exact results.
2. Improved User Journey:
   • Simplifies complex search tasks for users, enhancing satisfaction and engagement.
3. Revenue Growth Potential:
   • Helps businesses create exceptional user experiences that drive conversions and loyalty.

About HawkSearch

HawkSearch, a product of Bridgeline Digital, continues to lead in AI-powered search and personalization. Its suite of features empowers businesses to meet user expectations with cutting-edge technology, ensuring:

• Enhanced search accuracy.
• Streamlined user experiences.
• Revenue-driving solutions.

The launch of Smart Facets underscores Bridgeline Digital’s commitment to innovation in search technology. By harnessing the power of Generative AI, this feature redefines how businesses deliver personalized, intuitive, and precise search experiences to their users.

FreeWheel, a global leader in television advertising technology, has launched its Contextual Marketplace, an innovative platform enabling publishers to use advanced contextual classification for streaming inventory. This initiative empowers advertisers to target their media buys with precise, video-level insights.

With the addition of KERV.ai, a leader in video analysis and monetization, and Proximic by Comscore, a provider of audience and content targeting solutions, the Contextual Marketplace offers advertisers unparalleled tools to create highly relevant ad experiences.

The Role of Context in Modern Advertising

As highlighted in FreeWheel's latest Viewer Experience Lab report, “Making the Ad Experience More Relevant”, contextual advertising is becoming a critical strategy for engaging audiences. Key findings include:

• 2X Increased Engagement: Viewers are twice as engaged with relevant ads.
• Higher Recall: Ads with contextual relevance result in 2X unaided recall.
• Boost in Purchase Intent: Relevant ads drive 5.2X higher brand purchase intent.

Key Features of the Contextual Marketplace

1. Advanced Contextual Targeting:

   • Advertisers can align their ads with specific video-level content, e.g., placing travel ads within holiday travel programs while avoiding negative news segments.

2. Integration with Leading Technologies:

   • KERV.ai: Provides scene-level metadata and AI-driven insights for ad adjacency, enabling immersive and shoppable ad products.
   • Proximic by Comscore: Facilitates audience and content targeting for programmatic activation.

3. Granular Automation for Publishers:

   • Automates and scales monetization opportunities across premium, multiscreen inventory, delivering ads without relying on identity signals.

Leadership Perspectives

• Mark McKee, General Manager, FreeWheel:

  • “Contextual signals unlock new value for publishers and premium opportunities for advertisers. Our research shows the power of contextual targeting to enhance engagement and ad recall.”

• Bradford Quinn, SVP Enterprise Partnerships, KERV:

  • “Our partnership with FreeWheel simplifies delivering personal and relevant ad experiences, driving higher engagement and brand outcomes.”

How KERV’s AI Enhances Contextual Targeting

• Frame-Level Insights:
  • KERV’s patented AI captures and analyzes metadata across every video frame.
• Context and Object Matching:
  • Identifies relevant contexts and objects for precise ad placement.
• Shoppable Ad Experiences:
  • Enables immersive ads that drive interaction and conversion.

Why Contextual Advertising Matters Today

As privacy concerns and identity challenges grow, contextual advertising offers a sustainable, impactful alternative to traditional targeting methods. With its advanced capabilities, FreeWheel’s Contextual Marketplace redefines how advertisers can connect with audiences in meaningful ways.

FreeWheel’s Contextual Marketplace represents a major leap forward in Connected TV (CTV) advertising, leveraging cutting-edge AI and contextual insights to create ads that resonate with viewers. This innovation not only enhances audience engagement but also provides measurable outcomes for advertisers and publishers alike.

Bloomreach, the platform behind cutting-edge eCommerce personalization, has unveiled key trends and insights from the 2024 peak holiday shopping season. With a 9% YoY revenue increase on Black Friday, Bloomreach customers demonstrated how strategic omnichannel marketing can drive remarkable results.

From the dominance of email to the rising prominence of SMS and mobile push notifications, these trends reveal the shifting dynamics of consumer engagement during Cyber Week 2024.

Cyber Week 2024 Trends: Key Highlights

1. Mobile Push Notifications Surge:

   • Black Friday saw a 103% YoY increase in mobile push notifications, showcasing the growing impact of dedicated mobile app communications in engaging shoppers.

2. The Rise of SMS Marketing:

   • SMS usage surged by 45% on Black Friday and 47% on Cyber Monday, as marketers leveraged Rich Communication Services (RCS) for interactive, advanced messaging experiences.

3. Personalized Email Campaigns Dominate:

   • Product recommendations within emails saw significant growth:
     • 7% increase in recommendations on Black Friday.
     • 35% increase on Cyber Monday.

4. Search Remains Central:

   • Bloomreach's search and merchandising platform recorded 1.5 billion searches from Black Friday to Cyber Monday, underlining the pivotal role of search in guiding the customer journey.

5. Email Marketing Maintains Dominance:

   • Black Friday alone saw 500 million emails sent, marking a 32% YoY increase.
   • Cyber Monday followed suit, with 440 million emails sent, reflecting a 26% YoY rise.

Expert Insights on Omnichannel Strategy

According to Raj De Datta, CEO and co-founder of Bloomreach:

“Omnichannel is a critical component of any successful marketing strategy today. The growth of channels like SMS and mobile during Cyber Week proves their importance in reaching customers amid crowded inboxes. We’re proud to help brands connect personalization across all touchpoints during this crucial period.”

Omnichannel Marketing in Action

Bloomreach’s 2024 holiday season results underscore the necessity of a cohesive omnichannel approach:

• Why SMS Is Growing:

  • With advancements like RCS enabling rich, interactive content, SMS offers a direct and engaging way to reach consumers.
  • Its growth indicates that brands are diversifying to stand out in the competitive holiday shopping landscape.

• The Enduring Power of Email:

  • While new channels rise, email remains the cornerstone of marketing strategies, with tailored product recommendations ensuring relevance and driving conversions.

• The Role of Search:

  • With 1.5 billion searches, the search bar proved indispensable for guiding shoppers, especially during high-traffic periods like Black Friday and Cyber Monday.

Bloomreach’s 2024 peak holiday season insights highlight the growing importance of personalization and omnichannel strategies in eCommerce. As trends like mobile push notifications and SMS gain momentum, marketers must balance emerging tools with proven channels like email to create seamless and effective customer experiences.

This Cyber Week set a new benchmark for how brands can engage and convert shoppers through innovative, personalized strategies across all touchpoints.

Eventbrite, a leading global marketplace for shared experiences, has announced that its Chief Operating Officer (COO), Lanny Baker, will be departing from the company effective December 31, 2024. Baker, who joined Eventbrite as Chief Financial Officer in 2019 and was appointed COO earlier this year, will leave to pursue a senior executive role outside the company. Eventbrite has begun the search for a successor to ensure a seamless transition.

Leadership Transition and Acknowledgements

Lanny Baker's Impact on Eventbrite
Baker’s contributions over the past five years have been instrumental in setting a solid financial foundation for Eventbrite. As CFO and later COO, he played a pivotal role in the company’s financial strategies and helped transform its marketplace.

Julia Hartz, Eventbrite’s Co-Founder, CEO, and Executive Chair, expressed her gratitude for Baker’s work:

“Lanny has been integral to strengthening our financial position and transforming our marketplace. He built a strong finance and operations team that will continue driving us toward our vision of becoming the leading marketplace for live experiences.”

Baker’s leadership and vision have positioned Eventbrite for continued growth, and his departure marks the conclusion of a successful chapter for both him and the company.

Lanny Baker's Statement

Reflecting on his time at Eventbrite, Baker shared his gratitude:

“It has been an honor to work alongside Julia and the team to make Eventbrite a global leader in live events. I’m confident the company will continue to build on its achievements and transform the business further into a premier marketplace for live experiences.”

Looking Forward: Search for a Successor and Financial Outlook

Eventbrite has initiated a search for a new COO who will help guide the company through its next phase of growth. The leadership team will work closely with Baker to ensure a smooth transition of responsibilities before his departure.

Additionally, Eventbrite reaffirmed its financial outlook for the fourth quarter and full year of 2024, as previously announced on November 7, 2024. The company remains committed to achieving its strategic goals while maintaining a strong financial trajectory.

Lanny Baker’s departure marks a significant change for Eventbrite, but his legacy in strengthening the company's financial position and operations will continue to guide its future. With a strong leadership team in place and an ongoing search for a new COO, Eventbrite is well-positioned to continue its mission of transforming the live experiences marketplace.

PadSquad, a leading provider of high-impact digital ad experiences, has announced the appointment of Matt Fusco as Senior Vice President of Operations. Fusco, an ad tech veteran with over two decades of experience, will oversee the company’s newly formed Operations Group, which aims to streamline and integrate PadSquad’s sales, creative, and technology efforts to support client initiatives.

Expanding PadSquad's Leadership Team

Growth and Strategic Expansion
PadSquad has been in rapid growth mode, increasing its headcount by 35% in 2024. Fusco’s appointment is a critical part of the company’s strategic focus on scaling operations to keep up with its expanding client base and accelerating innovation. The new Operations Group will serve as the organizational spine, ensuring seamless integration across departments to enhance the customer experience and campaign management efficiency.

Matt Fusco’s Expertise and Vision
Fusco brings extensive experience in scaling operations and driving market expansion in the ad tech space. As co-founder of Barometric, a pioneering measurement solution, he successfully guided the company through its acquisition by Claritas in 2018. More recently, he led the U.S. launch of Gimmefy, a generative AI-powered marketing platform.

Fusco’s Role at PadSquad
“Matt’s background in pioneering new technologies and scaling operations in the ad tech space makes him the perfect fit for this role,” said Dan Meehan, CEO and Founder of PadSquad. “His leadership will be crucial as we continue integrating Generative AI into our operations and drive growth in the next phase of our business.”

The Vision for the Operations Group

Driving Innovation and Efficiency
Under Fusco’s leadership, the new Operations Group will collaborate with PadSquad’s Sales & Marketing and Creative & Technology teams. This integration will allow for more targeted go-to-market strategies, improved customer satisfaction, and greater operational efficiency across campaigns. Fusco’s expertise will help ensure PadSquad continues to deliver exceptional value and innovative digital ad experiences while maintaining industry leadership.

Looking Ahead

PadSquad’s ability to scale and deliver unparalleled digital advertising experiences will be greatly enhanced by the formation of this new Operations Group. The addition of Matt Fusco to the leadership team is an important step in supporting the company's ambitious goals and driving continued growth across all areas of the business.