Latest news with #marketing
Yahoo
9 hours ago
- Entertainment
- Yahoo
Apple really, really wants you to go see its 'F1' movie
Apple's promotion of "F1: The Movie" has included notifications, vibrating trailers, surprise star visits, and more. The film's marketing includes immersive experiences on the AppleTV app and a Met Gala nod. It's not clear how much Apple spent making and promoting "F1" — but it is clear the iPhone giant put on the red carpet for it. An iPhone notification. A surprise Brad Pitt appearance at an Apple store. A fancy trailer that makes your iPhone rumble. Apple is going all out for its big-budget "F1" movie. If you own an iPhone or visited one of the company's retail stores recently, you've likely noticed the promotional push as the Apple synergy machine kicked into gear. Apple has pulled many of its levers across various channels to drum up excitement for its latest original film, "F1: The Movie," which arrived in theaters Friday. It's a marketing flex that few companies aside from Apple are capable of, since they don't have the massive built-in install base of the iPhone. Apple's strategy of continuing to make big-budget movies has some, including Business Insider's Peter Kafka, scratching their heads. The tech giant's marketing push around "F1," though, makes sense — Apple's got skin in the game for this movie. Not all of Apple's marketing tactics have gone smoothly, though. On Tuesday, some iPhone users took to social media to complain about a notification on their home screen that turned out to be an ad sent from the Wallet app tied to the movie. The promo offered $10 off two tickets to see "F1" when you purchase from Fandango using Apple Pay. Sure, you could easily dismiss the notification and move on with your day, but some compared it to Apple's free U2 album that it added to iPhone users' libraries. There have also been some pretty creative marketing efforts. If you have an iPhone, you can watch a special version of the "F1" trailer in the AppleTV app that activates the phone's haptic engines (basically fancy vibrations), so that your device rumbles along with the vehicles' engines. (You'll also be encouraged to buy tickets when you open the app.) Experience the new @F1Movie trailer on iPhone in a way only Apple can deliver. — Tim Cook (@tim_cook) June 11, 2025 And for even more immersion, Apple's Maps app allows you to virtually check out the famous tracks where "F1" was filmed. Then there was Apple's big annual Worldwide Developers Conference, which took place in the weeks leading up to the movie's release. Its Formula 1-themed intro featured Apple exec Craig Federighi driving laps on top of Apple's "spaceship" HQ. At one point, Tim Cook looks right at the camera and says, "Yes, F1, baby." In May, actor Damson Idris, who stars in the movie alongside Brad Pitt, walked the carpet of the Met Gala in an F1 driver's uniform and helmet before unveiling a suit underneath. He held on to his helmet as an accessory. Exactly how much Apple invested to make "F1" a reality isn't clear. Initial reports said that the movie cost around $300 million to make (not counting its marketing budget). However, producer Jerry Bruckheimer and director Joseph Kosinski said that wasn't the case in an interview with Deadline last year. In reality, Bruckheimer said, the estimate was "tens of millions of dollars out of whack." "We can't give you a number because that's Apple's money and they can talk about it," Bruckheimer said. "But what I think you can say is it's quite a bit lower than what's been reported." Apple did not immediately respond to a Business Insider's request for comment on the budget. Some of Apple's investments in movies have proven success in the past. AppleTV+ made a name for itself in the film industry with "CODA," a 2021 coming-of-age movie that went on to win Best Picture at the 2022 Academy Awards, making it the first film released by a streamer to win the top award at the Oscars. On June 15, people attending a panel discussion for another AppleTV+ offering, "Severance," were surprised when Brad Pitt came out to promote "F1." Tim Cook was there too, and he made sure to mention that the movie included footage filmed using the same camera technology you can buy in the latest iPhones. Read the original article on Business Insider
Forbes
11 hours ago
- Business
- Forbes
Is Your Business Ready For AI Or Just Chasing Hype?
Tod Loofbourrow, Chairman and CEO, ViralGains. Generative AI is rewriting the rules of marketing, and many brands are scrambling to keep up. But here's a reality check: by the end of 2025, Gartner predicts that 30% of GenAI projects will be abandoned before delivering any business value. This is because adopting AI isn't about deploying shiny new tools; it's about aligning technology with real business problems, building the right data foundation, managing risk and, most importantly, understanding where AI can actually move the needle. Right now, too many marketers are chasing AI for the optics, not the outcomes. Across the C-suite, "AI strategy" has become the must-have line item, especially in marketing. Promises of hyper-efficiency, real-time targeting, infinite personalization and generative scale have leaders greenlighting AI projects left and right. But a lot of these initiatives stall before launch. Worse yet, they fail to perform to expectations. This is because while the tech is impressive, the implementation is messy. Core questions—How will this drive ROI? Do we have the right data? Is this even the right use case?—often go unasked. This is the danger of AI FOMO: investing reactively, not strategically. The antidote? A framework that aligns AI opportunity with actual business relevance. If businesses want to cut through the hype, they need to ensure they have a thorough framework in place. Harvard Business Review, for example, introduced the WINS framework—a powerful lens to assess where GenAI can drive the most impact. WINS refers to the four dominant types of work GenAI can enhance: • Words (like ad copy, scripts and reports) • Images (visual assets, design and branding) • Numbers (analytics, forecasting and segmentation) • Sounds (audio branding, voice AI and podcasts) For marketers and advertising agencies, this should be viewed as core work. Your campaigns, strategies, insights and outputs all live squarely in this framework, which means your teams are on the front lines of AI transformation. But there's a second, equally important layer, which is evaluating how digitized your processes already are and how urgently you need to transform. Are you still manually pulling campaign data from siloed systems? Are your audience insights stuck in spreadsheets? Are your creative workflows bottlenecked? If your answer is "yes," you're likely in what HBR calls the "Next in Line" quadrant—where GenAI could deliver massive impact, but only if you prioritize the right foundations and partnerships. MIT's Andrew McAfee and others have discussed the importance of using AI to augment human performance—not replace it. The goal isn't to eliminate your creative, strategic or analytical talent. The goal is to amplify it. The real promise of GenAI lies in things like helping a junior copywriter draft 10 good ideas instead of two, letting a strategist test 50 creative variants in the time it once took to run A/B tests and giving insights teams real-time visibility into shifting audience sentiment. This isn't about automating your team out of existence. It's about enabling them to use GenAI as a co-pilot that elevates creative thinking, accelerates iteration and sharpens decisions. In working with large advertisers, I've seen how GenAI delivers value when combined with zero-party data—insights that consumers willingly share. Take the case of a national bank entering new markets. Rather than relying on assumptions about brand perception, they launched interactive video ads featuring a simple, embedded question: "Which word best describes our brand?" That single question became a rich source of insight. By applying GenAI-powered sentiment analysis to the responses, the bank quickly learned which creatives inspired trust, which messages resonated in specific regions and how to optimize the campaign in real time. This is WINS in action—words, images and numbers working together not just to capture attention, but to deepen understanding and accelerate performance. A common pitfall in adopting GenAI is the belief that everything must be built in-house to truly "own" the strategy. But in reality, GenAI success is less about technological ownership and more about making timely, strategic decisions that align with business goals. Deploying GenAI effectively often requires capabilities that span data engineering, model fine-tuning, regulatory alignment and creative integration. While some organizations may choose to develop these from scratch, others accelerate progress by leveraging existing tools, frameworks or external expertise—especially when it comes to domain-specific models or ready-to-use data pipelines. Ultimately, this is about avoiding unnecessary reinvention. Internal teams stay focused on differentiation and core value while relying on proven methods to get there faster and with less risk. The question is: where does your team add the most value, and where can others help remove friction so you can move with purpose, not just speed? To avoid AI regret and maximize impact, I suggest that CMOs and agencies answer the following three questions: 1. Where in our marketing operation do WINS apply—and how digitized are those processes? 2. How can we use AI to augment human creativity and decision-making—not just automate tasks? 3. Where might strategic collaboration help us accelerate time-to-value without compromising control or insight? AI has the power to reshape marketing—but only if it's tied to real outcomes, implemented strategically and grounded in the data and workflows that actually drive business value. The winners won't be those who jumped in first. The winners will be those who used AI wisely, with the right frameworks, the right partners and the right expectations. Don't chase the hype. Find your zero bit, deploy for impact and watch the wins follow. Forbes Technology Council is an invitation-only community for world-class CIOs, CTOs and technology executives. Do I qualify?
Globe and Mail
12 hours ago
- Business
- Globe and Mail
Digital Silk Releases Report on Customer Loyalty Trends
New York, New York--(Newsfile Corp. - June 27, 2025) - Digital Silk, an award-winning digital agency focused on creating brand strategies, custom websites, and digital marketing campaigns, has released a new data-driven report highlighting the current state of customer loyalty. Based on aggregated insights from over 30 sources, the report outlines key statistics U.S. brands can potentially use to inform customer retention strategies. Customer Loyalty Trends Reveal U.S. Brands May Be Underestimating Retention Opportunities, According to Latest Digital Silk Insights To view an enhanced version of this graphic, please visit: According to the report, 65% of a company's revenue may come from existing customers, yet 44% of businesses focus more on acquisition than retention. Meanwhile, 77% of consumers report staying loyal to specific brands for ten years or more, suggesting a long-term engagement potential that may be undervalued by marketing teams. The Growing Impact of Emotional Loyalty and Rewards Programs The report also shows that emotional connections and personalised experiences continue to play a critical role in brand loyalty. In fact, 76% of customers say they'd remain loyal to a brand that understands them on a personal level. Data also suggests that loyalty programs remain a powerful tool. Nearly 84% of U.S. consumers are more likely to stay with a brand that offers a loyalty program, and 66% of shoppers say earning rewards affects their purchasing behaviour. "Loyalty is no longer just transactional. Brands that align their values with those of their customers and offer relevant, data-backed incentives are the ones more likely to retain long-term relationships," says Gabriel Shaoolian, CEO at Digital Silk. "These insights help businesses re-evaluate how they approach engagement beyond the initial sale." Highlights from the Full Report The full article, Customer Loyalty Statistics: Trends Driving Brand Retention in 2025, features over 50 updated data points from leading sources. Among the key takeaways: 65% of a company's revenue may stem from repeat customers 77% of consumers have remained loyal to certain brands for over a decade 84% prefer brands that offer loyalty programs 70% of emotionally engaged consumers spend up to 2x more on their preferred brands 86% of buyers say personalization influences purchasing decisions These findings suggest that strategic customer engagement can potentially impact profitability and long-term brand success. Why This Matters for U.S. Brands in 2025 As customer acquisition costs continue to rise, businesses across sectors are revisiting how loyalty strategies influence lifetime customer value. Digital Silk's research points to a clear opportunity for companies to assess whether their current approach to retention is aligned with consumer expectations and behaviours. About Digital Silk Digital Silk is a full-service New York branding agency focused on growing brands online. With a team of seasoned experts, Digital Silk delivers industry-leading digital experiences through strategic branding and cutting-edge web design to support engagement and digital marketing services that help improve visibility.
Fast Company
14 hours ago
- Business
- Fast Company
7 B2B marketing strategies for 2025 that drive real growth
If your B2B marketing strategy looks the same as it did last year, your pipeline may already be suffering. In 2025, staying relevant means optimizing every touchpoint, from AI-powered prospecting to personalized content delivery, requiring marketers to: Sharpen targeting and keyword efficiency Use AI to work smarter Capture off-hour buyer intent Optimize for AI-powered search Strengthen multi-channel brand trust Maximize brand visibility through mentions Scale personalization for higher conversions It's a long list of touchpoints for most marketing teams, but it's the reality of targeting buyers who have more choice (and higher expectations) than ever. As the general manager of DesignRush, a B2B marketplace that connects businesses with agencies, I've seen numerous businesses flourish (and fail) due to industry shifts. Below are seven strategies defining B2B growth in 2025, plus practical tips for leveraging these tactics at your business or agency. 1. REFINE KEYWORDS AND ADS FOR HIGHER ROI B2B ad spending is projected to exceed $20 billion in 2025, rewarding businesses that target more precisely, according to Emarketer. To beat the steep competition (and maximize returns), get clear on your strategy to stop ad targeting inefficiencies in their tracks. To sharpen targeting, use long-tail keywords tied to buyer pain points to improve lead quality, and run A/B tests on creatives—even small changes can reveal top performers. Also, add negative keywords like 'free,' 'DIY,' or 'jobs' to block unqualified traffic. 2. USE AI TOOLS FOR SMARTER TARGETING AND PROSPECTING AI is transforming how sales teams qualify and reach high-value leads. By 2027, 95% of seller research will begin with AI, up from just 20% in 2024, according to Gartner. B2B teams are using AI to qualify leads and tailor outreach for: Faster lead qualification using firmographic and behavioral signals Hyper-targeted segmentation by role, industry, or behavior to improve conversion Defining and prioritizing their ideal customer profile (ICP) Segment outreach by industry, pain point, and stage, increasing relevance and ROI And yes, using AI strategically is worth it. Currently, AI-driven messaging can boost click-through rates by 47% via dynamic content creation. 3. DON'T IGNORE WEEKEND B2B SEARCHES B2B buyers are active on weekends. Data shows a 23% increase in weekend traffic, a sign of changing behavior, according to a DesignRush study. Tactics to try include running PPC and email campaigns on Sundays when decision-makers prep for the week, and retargeting weekend visitors during the workweek to capture intent in real time. For example, one firm increased engagement by 35% through off-peak LinkedIn posting. Similarly, a SaaS brand gained 20% higher response rates by sending LinkedIn messages to potential clients on Sundays. This shows the power of reaching users during low-competition, high-focus hours. 4. OPTIMIZE FOR AI SEARCH TOOLS AND CONVERSATIONAL CONTENT B2B buyers use AI-powered tools to research vendors and solutions, making it essential to align your content with AI search algorithms. AI is also changing discovery behavior, so brands that adapt their content for AI search can stay visible and competitive. To gather actionable insights, write in conversational, Q&A-style formats and use clear, concise language in service pages and case studies for better indexing. 5. BUILD TRUST WITH MULTI-CHANNEL VISIBILITY Inconsistent presence across channels can cost your agency credibility. Multi-channel exposure helps build trust and reinforces your authority. To attract buyers, you should ensure your agency has a consistent presence on key platforms like social media, directories, and press outlets. Also, submit your agency for awards and highlight your client success stories across several media channels to amplify credibility. 6. GAIN MORE BRAND MENTIONS AND CITATIONS Consistent mentions in trusted publications and award features build SEO value and signal credibility, helping boost both rankings and client trust. To get mentions, pitch your agency to trusted industry publications and apply for awards that offer high-authority mentions. 7. DRIVE CONVERSIONS WITH PERSONALIZATION Nearly 60% of B2B customers expect personalized content when discovering a company's products or services, according to a Forrester study. To meet this expectation, segment your prospects based on industry pain points and stage in the sales funnel to create tailored messages that speak directly to their needs. Use CRM tools to automate and personalize communication at scale, making sure each message feels relevant and timely.
Forbes
14 hours ago
- Business
- Forbes
The Silent Killer Of Growth: Weak Value Propositions
Henry McIntosh is founder of Twenty One Twelve Marketing - specialists in ideal client acquisition for tech, SaaS and financial firms. Most companies think their value proposition is fine. The brand feels modern, the sales deck looks good, but something's off. Growth is lumpy. Marketing is uncertain. Even your outsourced "expert" agencies are floundering. And nobody knows why. In many cases, the problem isn't the tactic but the foundation. A weak or unclear value proposition is the silent killer of growth. But it won't show up in board meetings or dashboards. It shows up in symptoms: inconsistent messaging, weak leads, high churn, ineffective campaigns and frustrated teams. If you're not confident in the difference you make to your customers, you can be sure your market isn't either. Here's how a faulty value proposition is holding your business back: 1. Your Brand Is Vague And Overly Emotive Most businesses fall into one of two traps: They either mimic corporate giants like Apple and Google, hoping that a sleek brand will build loyalty, or they bury their messaging in vague, emotional language that fails to resonate. For small to mid-sized companies, this doesn't work. You don't have the advertising budget to force-feed the market an abstract message. And, more importantly, nobody cares about your 'why' until they understand what's in it for them. Your brand must clearly convey the commercial value you deliver—not the feeling you want to evoke or the mission that excites your team but the value your customer receives from working with you. If you can't communicate this value in a few short sentences, your prospects will tune out. 2. Marketing Doesn't Know What To Say Marketing without positioning is just noise. Teams that don't have a firm grasp on the value proposition are left experimenting with campaigns that lack consistency or purpose. You see this in the form of fragmented content, inconsistent tone and scattergun messaging. These businesses often have smart, capable marketers who are doing their best, but without a clear strategic anchor, they're left guessing. This is especially true for companies led by ex-corporate leaders who are used to big-brand halo effects and enterprise-sized budgets. They assume a logo and a few taglines are enough. But in leaner teams, the message matters more. Great marketing doesn't require more content—it requires more clarity. 3. Your Digital Leads Are Weak When you don't understand why your best customers buy from you, the fallback is to chase quantity over quality. The result? Bloated customer relationship management systems (CRMs), disinterested leads and overworked sales teams. A long-time associate of Twenty One Twelve likes to use the following example: Real estate firms once used online property price calculators to generate leads. But most users just wanted to know their home value, not sell. These "leads" went nowhere. Reps burned time. Conversion plummeted. High volume, low intent. Now, imagine running digital campaigns with a precise value proposition—something tailored to your ideal client, speaking directly to their pain points, priorities and desired outcomes. Suddenly, you're not hunting for interest—you're creating it. In an age of AI and hyper-personalization, a broad value proposition isn't just lazy—it's expensive. 4. Sales Relies On Tactics, Not Value When value isn't clearly defined, sales teams default to tricks: discounts, urgency plays and gimmicky intros. It reduces a complex offering to a transactional pitch. This hurts in two ways. First, you lose margin. Second, you lose long-term trust. Arm your salespeople with a strong value proposition and everything changes. They move from dealmakers to advisors. They know their audience, what they need to highlight and when to walk away. A great value proposition creates space for better qualification, storytelling and, ultimately, conversions. It allows your sales team to stop improvising and start advising. 5. Agencies And Consultants Are Left Guessing If you're working with external partners, your value proposition is their launchpad. Without it, they're flying blind. We see this all the time: campaigns stall, messaging flops, creative feels off. The client blames the agency, the agency blames the brief, but under the surface, the real issue is a lack of clarity about what the business does best. The core narrative must be nailed down. Even the most talented agencies can't perform miracles. They need focus, direction and a defined promise to bring to life. If you're burning through agencies, the problem might not be them—but you. Build From The Core The difference between companies that grow sustainably and those that constantly restart is simple: Winners build from the core. They understand the value they bring, who benefits and how to articulate it. If you're seeing symptoms like poor leads, unclear messaging, sales under pressure or failed campaigns, don't start with tactics. Start with your proposition. Because if you don't know the value you bring, the market certainly won't figure it out for you. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
