At the NRB 2025 International Christian Media Convention in Grapevine, Texas, Bill Abbott, President & CEO of Great American Media, joined industry leaders to discuss the future of values-driven media. The panel, moderated by Adele Malpass (Daily Caller News Foundation), featured insights from Raymond Arroyo (Fox News), Cheryl Chumley (The Washington Times), and Yurisan Cordero (TelevisaUnivision).

The discussion focused on the growing demand for faith- and family-focused storytelling, the rise of digital platforms, and how media leaders are shaping the industry's future.

The Demand for Faith & Family Content

• Faith-based and values-driven content is expanding rapidly as audiences seek uplifting, inspirational, and family-friendly alternatives to mainstream entertainment.
• Abbott highlighted the success of Great American Media, which has built a loyal audience by staying committed to faith, family, and country.
• Christmas programming has been a standout genre, with Abbott previously pioneering its success at Fox, Hallmark, and now Great American Media.

Great American Family’s Growth

• Unlike many networks facing viewership declines, Great American Family saw significant audience growth in Q4 2024, according to Nielsen.
• The “Faith & Family Sundays” programming block has been a major success, featuring 30 consecutive weeks of new original series episodes.
• Popular shows include:
  • County Rescue (Season 2)
  • When Hope Calls
  • Vindication (Season 4)

“Our audience tunes in expecting to be uplifted and inspired,” Abbott said. “Other networks may shock and surprise, but we provide entertainment without compromise—delivering high-quality storytelling that aligns with our values.”

Faith-Based Media in the Digital Age

• As audiences shift from traditional cable to digital platforms, streaming and social media are playing a crucial role in faith-based content distribution.
• Abbott emphasized that Big Tech and digital platforms should apply fair and consistent standards to faith-driven content.
• Great American Pure Flix, the company’s faith and family streaming platform, has expanded its reach, making values-driven entertainment more accessible than ever.

“The technology of storytelling has evolved, but the need for faith-affirming narratives remains constant,” Abbott stated. “As long as audiences continue seeking these stories, we’ll be here to tell them.”

With the growing demand for uplifting, faith-based entertainment, Great American Media continues to expand its reach through television and digital platforms. Abbott’s insights at NRB 2025 reinforce the importance of values-driven content in shaping the media landscape.

The landscape of email marketing has evolved dramatically, with privacy regulations, AI-driven innovations, and stricter deliverability rules reshaping best practices. To help marketers adapt, Kath Pay, a leading international email expert, has released the Second Edition of Holistic Email Marketing—an updated guide designed to revolutionize email programmes and enhance customer engagement.

Now available in paperback and Kindle, this 318-page best-seller builds on strategic, data-driven approaches to help marketers achieve long-term success in a rapidly changing industry.

Takeaways from Holistic Email Marketing, Second Edition

A Guide to Sustainable Email Marketing Success

Marketers can use this book to:

1. Adopt a strategic, data-driven approach instead of relying on ad hoc decisions that waste time and resources.
2. Implement holistic testing to improve decision-making and campaign performance.
3. Foster long-term customer relationships, focusing on engagement rather than short-term gains.
4. Future-proof email marketing programmes against industry shifts and technological advancements.

What’s New in This Edition?

Kath Pay expands on the fundamental principles of email strategy, behavioural science, and practical applications while introducing critical updates:

• Navigating Privacy Changes: Adapting to Apple’s Mail Privacy Protection (MPP) and iOS 18 updates.
• Leveraging AI in Email Marketing: Practical strategies for incorporating generative AI effectively.
• Overcoming Deliverability Challenges: Insights on email authentication, engagement metrics, and best practices.
• Hands-on Learning: New case studies and exercises to reinforce concepts and practical applications.

For marketers looking to stay ahead of evolving email marketing trends, Holistic Email Marketing, Second Edition is an essential resource. Pay’s expertise provides actionable strategies to build stronger customer relationships, improve email performance, and navigate industry challenges with confidence.

As consumer expectations for secure, branded, and interactive communication rise, businesses must adopt innovative messaging solutions to build trust and engagement. Recognizing this shift, Twilio, a global leader in customer engagement platforms, has partnered with Singtel, Asia’s leading communications technology group, to launch Rich Communications Services (RCS) Business Messaging in Singapore.t

This collaboration enables businesses to deliver secure, branded, and interactive messages directly to consumers’ mobile inboxes, bridging the gap between traditional SMS and modern, immersive messaging experiences.

The Growing Demand for Secure and Interactive Messaging

Twilio’s 2024 Consumer Preferences Report highlights the importance of trust in customer communication:

• 79% of Singaporean consumers trust a brand more when messages include a verification badge.
• 68% feel branded text messages enhance a company’s credibility.

By enhancing SMS with RCS, businesses can create richer, more interactive experiences while assuring customers of message authenticity.

Why RCS Business Messaging?

Benefits of Twilio’s RCS Solution

1. Enhanced Engagement – RCS supports rich media, interactive buttons, and real-time communication, making messages more dynamic.
2. Improved Trust & Security – Verified sender badges reinforce brand legitimacy, reducing fraud risks.
3. Seamless Upgrade from SMS – Messages are automatically upgraded to RCS on supported devices without extra costs.
4. Zero Code Changes Required – Businesses can activate RCS instantly in the Twilio Console without modifying APIs or configurations.
5. Advanced Insights & Metrics – Real-time read receipts and engagement analytics enable businesses to measure customer interactions effectively.

What Industry Leaders Are Saying

• Robert Woolfrey, VP, APJ, Communications at Twilio:
  “Consumers demand trusted and immersive experiences. RCS bridges the gap between SMS and interactive messaging, ensuring secure, dynamic communication. We’re excited to partner with Singtel to empower businesses in Singapore.”
• Terence Lai, VP, Digitalisation, Products & Partnerships at Singtel:
  “Businesses must evolve with consumer expectations. Our collaboration with Twilio helps businesses deliver richer, more interactive messaging experiences.”

Twilio’s Expansion in Asia & Beyond

Singapore is the first Asian market to adopt Twilio’s RCS Business Messaging, following successful deployments in the U.S., France, Germany, the UK, Mexico, and Brazil. This expansion reinforces Twilio’s commitment to global innovation in customer engagement.

With the rise of privacy concerns, brand verification needs, and interactive communication, RCS Business Messaging is the future of customer engagement. Twilio and Singtel’s partnership equips businesses in Singapore with a trusted, scalable, and immersive messaging solution that meets evolving consumer expectations.

Jumbula, a leading provider of online registration, payment, and management solutions for classes and camps, is set to revolutionize email marketing with the release of its next-generation email campaign tool. This major update introduces a redesigned interface, AI-powered assistance, and enhanced automation, enabling administrators to create, customize, and send professional, high-impact emails with ease.

Transforming Email Marketing for Administrators

Email communication plays a vital role in managing registrations, promotions, and updates for camps and classes. However, traditional email marketing tools often require extensive manual effort and lack built-in intelligence. Jumbula’s new email campaign tool simplifies the process by consolidating key features into one streamlined platform.

Key Features & Benefits

1. Redesigned User Interface

   • Modern, intuitive layout for effortless navigation.
   • Centralized dashboard for easy campaign tracking and management.

2. AI-Powered Email Assistance

   • Generates optimized subject lines to boost open rates.
   • Refines email content for clarity, engagement, and professionalism.
   • Adapts messaging for different audiences based on context.

3. Streamlined Email Creation

   • Eliminates unnecessary steps, reducing time spent on drafting emails.
   • Intuitive drag-and-drop functionality for seamless formatting.

4. Enhanced Customization & Personalization

   • Advanced formatting options for polished, on-brand emails.
   • Dynamic personalization tools to tailor messages for specific groups.

What Industry Leaders Are Saying

• Ignacio Carranza, VP of Sales and Marketing at Jumbula:
  “Our AI-powered email assistant streamlines campaign creation, helping admins craft clear, engaging messages in less time—so they can focus on what matters most.”

Coming Soon to All Users

Jumbula’s next-generation email campaign tool will soon be available to all users, empowering administrators to enhance their communication strategies and drive higher engagement with students, parents, and participants.

With AI-powered enhancements, intuitive design, and advanced automation, Jumbula’s new email campaign tool is set to transform how educational organizations manage communications. This next-generation solution helps administrators save time, improve engagement, and create more impactful email campaigns.

Crossware, a global leader in email signature management, is launching a suite of AI-powered solutions to help businesses streamline email branding, enhance compliance, and improve marketing performance. With integrations like Microsoft Co-Pilot and G2 Monty, Crossware is setting a new benchmark for efficiency, automation, and data-driven insights in the email signature space.

Transforming Email Signatures with AI

Email signatures are more than just a branding tool—they serve as a marketing asset, compliance safeguard, and a point of engagement. Crossware’s latest AI-driven enhancements ensure businesses can:

1. Automate Signature Management

   • AI-powered automation ensures consistent branding and compliance across all devices.
   • Reduces manual effort in deploying and updating email signatures at scale.

2. Enhance Troubleshooting & Customer Support

   • G2 Monty, a customized AI support tool, resolves technical issues quickly and efficiently.
   • Streamlined troubleshooting means less downtime and faster resolutions for IT teams.

3. AI-Generated Content for Email Campaigns

   • Intelligent AI tools help generate compelling marketing content within email signatures.
   • Personalization options allow businesses to tailor messaging for different recipients.

4. Advanced Analytics for Smarter Decision-Making

   • Real-time performance tracking of email signature campaigns.
   • AI-powered insights to optimize customer engagement and compliance.

Driving Business Efficiency with AI

Crossware’s AI roadmap is built on a commitment to empowering businesses with intuitive and practical solutions that address everyday challenges.

• Troy Adams, Managing Director of Crossware:
  “Our goal as a company is to drive digital transformation within our clients' businesses for the purpose of powering their growth. We are using AI to redefine what’s possible in email signature management and to enhance the overall user experience for our clients.”

A Global Leader in Email Signature Management

Crossware’s platform processes over 1.8 billion emails annually across 80 countries, holding a 10% share of the global email market. By leveraging AI, the company ensures that organizations can maintain consistent branding, enforce compliance, and optimize marketing efforts—all within a seamless, automated platform.

With AI-driven automation, real-time analytics, and intelligent troubleshooting, Crossware is revolutionizing email signature management. As businesses seek efficiency and personalization in their digital communications, Crossware’s latest innovations are poised to set new industry standards in branding, compliance, and customer engagement.

The global Marketing Technology (MarTech) market was valued at $329 billion in 2022 and is projected to grow at a CAGR of 18.5%, reaching $1.7 trillion by 2032. This rapid expansion highlights the increasing reliance on automated, data-driven marketing solutions across industries.

MarTech encompasses tools and platforms such as:

• CRM (Customer Relationship Management)
• Marketing automation
• Content Management Systems (CMS)
• Social media management
• Data analytics software

As businesses prioritize efficiency, customer engagement, and data-driven decision-making, the demand for intelligent marketing solutions continues to rise.

Industry Trends Driving Growth

1. MarTech's Role Across Industries

MarTech provides transformative benefits across various sectors:

• Retail & E-Commerce: CRM software enhances customer interactions, while marketing automation drives personalized campaigns.
• Finance: Tools ensure regulatory compliance and facilitate the distribution of educational content.
• Healthcare: Patient relationship management solutions streamline communication and appointment reminders.
• Media & Entertainment: Subscription and consumer engagement processes are being revolutionized through innovative marketing solutions.

2. Retail & E-Commerce Leads, but Media & Entertainment Sees Fastest Growth

• In 2022, retail and e-commerce accounted for the largest share of MarTech revenue due to faster processing times, lower latency, and enhanced customization.
• The media and entertainment segment is expected to grow at a CAGR of 23.5% from 2023 to 2032, as companies leverage MarTech for subscription models and audience engagement.

3. AI-Driven Innovations Fuel Market Expansion

The integration of artificial intelligence (AI) in marketing is a major growth driver. AI enhances:

• Automation of campaigns
• Personalized marketing strategies
• Customer segmentation and predictive analytics

For example, UVA Darden’s launch of "AI in Marketing" on Coursera in 2020 exemplifies how businesses are equipping marketers with AI-driven capabilities.

Market Leaders and Competitive Landscape

Key players shaping the MarTech market include:

• AWS, Inc.
• Google LLC
• Microsoft Corporation
• Oracle Corporation
• SAP SE
• Apple, Inc.
• Adobe Inc.
• Salesforce Inc.
• Aptean Inc.
• Zebra Technologies

These companies are continuously innovating through new product launches, strategic collaborations, and expansions to maintain dominance in the evolving MarTech landscape.

With a projected $1.7 trillion market size by 2032, the MarTech sector is poised for significant transformation. Businesses must embrace automation, AI, and data-driven marketing strategies to remain competitive. As industries continue to leverage MarTech for customer engagement and operational efficiency, this market will only gain momentum in the years ahead.

PerformLine, a leader in omni-channel compliance technology, has released its 2025 State of Marketing Compliance Report, offering an in-depth analysis of the compliance challenges and trends impacting regulated industries such as financial services, fintech, and mortgage. The report highlights the growing role of technology in automating compliance processes and reducing risk in marketing oversight.

Findings: The State of Marketing Compliance

1. Lean Compliance Teams Operating with Limited Resources

   • 78% of organizations reported having compliance teams of five or fewer members.
   • Despite resource constraints, 71% expect stability or team growth in the coming year.

2. Manual Processes Slowing Efficiency

   • 73% of organizations still rely on semi-automated or fully manual compliance processes.
   • A lack of automation increases the risk of human error and inefficiencies in marketing oversight.

3. Growing Investment in Compliance Technology

   • 79% of organizations prioritize compliance monitoring technology to enhance automation and improve oversight.
   • Organizations are recognizing the need for AI-driven solutions to streamline compliance management.

4. Strengthened Third-Party Oversight

   • 84% of organizations enforce strict compliance standards for external partners.
   • Third-party risk management remains a critical focus as organizations seek to maintain brand integrity and regulatory compliance.

The Shift Toward Compliance Automation

The report highlights how companies are shifting from manual processes to technology-driven compliance strategies to keep pace with regulatory changes and ensure accurate consumer communication across all marketing channels.

• Gianna Kennedy, Content Marketing Manager at PerformLine:
  “One of our core missions at PerformLine is to empower compliance leaders with both the technology and knowledge needed to ensure that their organization and partners provide transparent and accurate information to consumers across any channel. This report provides invaluable insights and is a must-read for every organization looking to elevate their marketing compliance program.”

The 2025 State of Marketing Compliance Report underscores the importance of automation, investment in compliance technology, and strong third-party oversight. As regulatory expectations continue to evolve, organizations must leverage technology-driven solutions to enhance compliance efficiency and mitigate risk.

Analytic Partners, a global leader in Commercial Analytics, has announced an exclusive strategic partnership with the Association of National Advertisers (ANA). This collaboration aims to equip marketing leaders with unparalleled insights and data-driven strategies, reinforcing Analytic Partners' commitment to driving sustainable growth for top brands worldwide.

Highlights of the Partnership

• Exclusive Industry Insights & Thought Leadership

  • ANA members gain access to Analytic Partners' proprietary ROI Genome® data.
  • Expert-led discussions at key industry events, including the ANA Measurement & Analytics Conference and the ANA Masters of Marketing.

• Tailored Training & Events for CMOs & Analytics Leaders

  • Specialized workshops, publications, and training sessions designed to enhance marketing measurement strategies.
  • Actionable recommendations for CMOs and analytics professionals to drive enterprise success.

• Strengthening Data-Driven Decision-Making

  • Empowers marketing leaders with strategic, data-backed growth initiatives.
  • Focuses on advanced commercial analytics to enhance marketing ROI.

Expert Perspectives on the Collaboration

• Jonathan Sanchez, VP of Marketing, Analytic Partners

  • Emphasizes their leadership in independent research and top rankings in Gartner® Magic Quadrant™ & The Forrester Wave™.
  • Highlights how the partnership will inspire marketing leaders with profound expertise and insights.

• Bill Duggan, Group EVP, ANA

  • Stresses the importance of marketing measurement in today’s fragmented media landscape.
  • Notes the role of data-driven decision-making in driving brand growth.

• Omar Dennis, Chief Strategy Officer, Analytic Partners

  • Reinforces the commitment to providing ANA members with innovative analytics solutions.
  • Advocates for the future of data and analytics-driven marketing strategies.

Analytic Partners continues to redefine Commercial Analytics by offering a transformative approach to marketing measurement. Through this strategic partnership with ANA, they aim to empower brands with actionable insights that drive enterprise-wide success in an evolving media landscape.