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That’s not the case with paid social on Facebook and Instagram, which will remain the best place to spend money in 2020. Mobile’s share of the U.S. digital advertising market has grown to almost two-thirds, and more than half the population watches video content on mobile devices regularly. With digital ad spend slated to overtake traditional ad spend, we’re going to see more companies prioritizing influencer marketing in their increasingly digital budgets. In the open web, it’s savvy programmatic buyers’ best-kept secret: When done right, native ads are content previews and lead to the highest post-click engagement.

Tim Hawthorne, Founder and Chairman of creative, analytics, and technology-driven advertising agency, Hawthorne Advertising, has been named as a Lifetime Achievement Award honoree by Marketing EDGE, a nonprofit organization. Tim Hawthorne, Founder and Chairman of creative, analytics, and technology-driven advertising agency, Hawthorne Advertising, has been named as a Lifetime Achievement Award honoree by Marketing EDGE, a nonprofit organization. Each year, Marketing EDGE considers a Lifetime Achievement Award honoree by reviewing an individual’s hard work and success throughout their career and considering their dedication to supporting marketing educational programs. About Hawthorne Advertising: Hawthorne Advertising, a creative, analytics and technology-driven advertising agency, specializes in strategic planning, creative development, production, media planning, buying and analytics, and campaign management for integrated marketing campaigns.

Your quality of engagement with customers hinges on how useful your customer data is. The entrepreneurs from Ad Age Collective are well-versed in how good customer data can impact their business’s efforts in marketing, so we asked them their secrets when it comes to wrangling higher quality data from their consumers. Accurate data comes from identifying insights into the core of a customer and unlocking the drivers of behavior. If brands can take the data available to them and connect it using innovative technology, such as AI and ML, they can achieve the elusive single customer view.

Today, many brands see the brand story as a way to humanize their corporate face so that consumers feel more comfortable with them. The brand story tries to communicate that to the buyer, while at the same time making the story focus on the customer. The process of changing a brand story from a business-centric model to a consumer-centric model requires a lot of skill. A compelling brand story must converge on the epicenter of three components: It must be culturally relevant, emotionally compelling and built on something true to the brand and organization.