Sanket Kusmude’s Post

With 71% of B2C marketing leaders agreeing that creative impact is critical for growth, I think we can agree that's a pretty staggering statistic. Creativity, and the quality of it -- we'll talk about AI in a second -- is imperative to engaging audiences, retaining them, and resonating with them. Now with AI, 69% of respondents say they plan to use it to add creative scores to their ads, for example. Many are seeking out AI as a means of enhancing creativity, but this is where we circle back to quality. Don't let the quality suffer because of the excitement of AI use -- the human touch and creativity aren't things that can be replicated. Well, not exactly. AI can be a great jumping-off point to get you started, but then you have to run with it. At Threshold, our primary goals are to 1) achieve a certain level of annual EBITDA by the end of 2025, 2) win Best Place to Work, and 3) win Ad Week Agency of the Year in our category. These three goals were set and drove all of the initiatives we have been running since Q4 of 2022. We call this our Game Plan-- and it's made up of our Senior Leadership THeam and key THeam members to help be a driving force in what we do. It's a valuable part of our culture -- we believe that creating a great company should be done from within and we use this as an opportunity to also grow our people with skills, opportunities, and insight they might not have at other companies. And, it couldn't be done without creativity, as we learned above is crucial for success and growth! #AI #MarketingAI #MarketingTech #MarketingLeadership

𝐌𝐲 𝐍𝐨-𝐍𝐨𝐧𝐬𝐞𝐧𝐬𝐞 𝐆𝐮𝐢𝐝𝐞 𝐭𝐨 𝐆𝐞𝐧 𝐀𝐈 𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐢𝐧 𝟐𝟎𝟐𝟒 𝐓𝐡𝐞 𝐡𝐲𝐩𝐞 𝐭𝐫𝐚𝐢𝐧 𝐟𝐨𝐫 𝐆𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐯𝐞 𝐀𝐈 𝐢𝐬 𝐛𝐚𝐫𝐫𝐞𝐥𝐢𝐧𝐠 𝐝𝐨𝐰𝐧 𝐭𝐡𝐞 𝐭𝐫𝐚𝐜𝐤𝐬, 𝐟𝐮𝐞𝐥𝐞𝐝 𝐛𝐲 𝐬𝐭𝐚𝐠𝐠𝐞𝐫𝐢𝐧𝐠 𝐚𝐝𝐨𝐩𝐭𝐢𝐨𝐧 𝐫𝐚𝐭𝐞𝐬 𝐚𝐧𝐝 𝐩𝐫𝐨𝐦𝐢𝐬𝐞𝐬 𝐨𝐟 "𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐦𝐚𝐠𝐢𝐜." 𝐁𝐮𝐭 𝐛𝐞𝐟𝐨𝐫𝐞 𝐰𝐞 𝐬𝐮𝐫𝐫𝐞𝐧𝐝𝐞𝐫 𝐨𝐮𝐫 𝐜𝐫𝐞𝐚𝐭𝐢𝐯𝐞 𝐜𝐫𝐨𝐰𝐧𝐬, 𝐥𝐞𝐭'𝐬 𝐩𝐮𝐦𝐩 𝐭𝐡𝐞 𝐛𝐫𝐚𝐤𝐞𝐬. In a recent CMO survey, 94% of marketers jumped on the AI bandwagon, with 60% making the leap within the past year. We've seen AI conquer basic tasks like segmentation and targeting, making us swoon over personalized marketing's potential. ✨ (Source: https://lnkd.in/g96BBgjb) But here's the rub: 𝐀𝐈 𝐭𝐨𝐨𝐥𝐬 𝐜𝐚𝐧 𝐜𝐡𝐮𝐫𝐧 𝐨𝐮𝐭 𝐚𝐝𝐬 𝐚𝐧𝐝 𝐞𝐦𝐚𝐢𝐥𝐬 𝐚𝐥𝐥 𝐝𝐚𝐲 𝐥𝐨𝐧𝐠, 𝐛𝐮𝐭 𝐭𝐡𝐞𝐲'𝐫𝐞 𝐩𝐚𝐢𝐧𝐭-𝐛𝐲-𝐧𝐮𝐦𝐛𝐞𝐫𝐬 𝐫𝐨𝐛𝐨𝐭𝐬, 𝐧𝐨𝐭 𝐏𝐢𝐜𝐚𝐬𝐬𝐨. The true power lies in 𝐫𝐞𝐜𝐥𝐚𝐢𝐦𝐢𝐧𝐠 𝐨𝐮𝐫 𝐭𝐢𝐦𝐞 𝐚𝐬 𝐀𝐈 𝐡𝐚𝐧𝐝𝐥𝐞𝐬 𝐭𝐡𝐞 𝐦𝐮𝐧𝐝𝐚𝐧𝐞, transforming marketing into a golden age where creativity reigns supreme. The beauty of AI lies in its ability to 𝐮𝐧𝐥𝐞𝐚𝐬𝐡 𝐜𝐫𝐞𝐚𝐭𝐢𝐯𝐞 𝐬𝐮𝐩𝐞𝐫𝐩𝐨𝐰𝐞𝐫𝐬. Imagine, freed from repetitive drudgery, we can dive deep into 𝐢𝐝𝐞𝐚𝐭𝐢𝐨𝐧 𝐩𝐨𝐨𝐥𝐬, 𝐠𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐧𝐠 𝐛𝐫𝐢𝐥𝐥𝐢𝐚𝐧𝐭 𝐜𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬 𝐟𝐮𝐞𝐥𝐞𝐝 𝐛𝐲 𝐢𝐧𝐬𝐢𝐠𝐡𝐭𝐬 𝐟𝐫𝐨𝐦 𝐭𝐨𝐧𝐬 𝐨𝐟 𝐝𝐚𝐭𝐚.Social media? AI handles the analysis, surfacing trends and sparks for brilliant content. 𝐒𝐭𝐨𝐩 𝐟𝐫𝐚𝐦𝐢𝐧𝐠 𝐀𝐈 𝐚𝐬 𝐭𝐡𝐞 "𝐫𝐞𝐩𝐥𝐚𝐜𝐞𝐦𝐞𝐧𝐭" 𝐟𝐨𝐫 𝐜𝐫𝐞𝐚𝐭𝐢𝐯𝐢𝐭𝐲. It's not a Terminator for your inner Michelangelo. Instead, embrace it as the 𝐮𝐥𝐭𝐢𝐦𝐚𝐭𝐞 𝐜𝐨-𝐩𝐢𝐥𝐨𝐭, 𝐬𝐮𝐩𝐞𝐫𝐜𝐡𝐚𝐫𝐠𝐢𝐧𝐠 𝐲𝐨𝐮𝐫 𝐚𝐫𝐭𝐢𝐬𝐭𝐢𝐜 𝐯𝐢𝐬𝐢𝐨𝐧. It's not about AI making the ads; it's about 𝐮𝐬 𝐜𝐫𝐚𝐟𝐭𝐢𝐧𝐠 𝐦𝐚𝐬𝐭𝐞𝐫𝐩𝐢𝐞𝐜𝐞𝐬 𝐨𝐧 𝐚 𝐜𝐚𝐧𝐯𝐚𝐬 𝐰𝐨𝐯𝐞𝐧 𝐰𝐢𝐭𝐡 𝐝𝐚𝐭𝐚 𝐚𝐧𝐝 𝐭𝐞𝐜𝐡𝐧𝐨𝐥𝐨𝐠𝐲. So, let's ditch the fear and 𝐞𝐦𝐛𝐫𝐚𝐜𝐞 𝐭𝐡𝐞 𝐝𝐚𝐧𝐜𝐞 𝐛𝐞𝐭𝐰𝐞𝐞𝐧 𝐡𝐮𝐦𝐚𝐧𝐬 𝐚𝐧𝐝 𝐀𝐈. This future isn't about who wins, it's about 𝐨𝐫𝐜𝐡𝐞𝐬𝐭𝐫𝐚𝐭𝐢𝐧𝐠 𝐚 𝐬𝐲𝐦𝐩𝐡𝐨𝐧𝐲 𝐨𝐟 𝐜𝐫𝐞𝐚𝐭𝐢𝐯𝐢𝐭𝐲 𝐚𝐧𝐝 𝐭𝐞𝐜𝐡𝐧𝐨𝐥𝐨𝐠𝐲 𝐭𝐡𝐚𝐭 𝐦𝐚𝐤𝐞𝐬 𝐭𝐡𝐞 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐰𝐨𝐫𝐥𝐝 𝐬𝐢𝐧𝐠. #AIempoweredMarketing #HumanPlusMachine #CreativeRevolution Go ahead and add your thoughts! Are you ready to partner with AI or will you fight the inevitable machine uprising? The Armageddon is upon us.

Great share from Lisa last week. Sooooo much to unpack, which I did in my comment to her post. But for this repost, I’m simply going to highlight why I wrote about a “reckoning” for companies and their marketing efforts. This is why it’s not working… “With regards to paid media, digital continues to earn a growing share of spend, at an estimated average of 57.1% of budgets this year, up from 54.9% last year. Among digital channels, search (13.6% share), social advertising (12.2%) and digital display (10.7%) lead the way. Digital video/streaming comes 4th in spending, but is ranked as the most impactful digital channel.” Money is literally being flushed down the toilet. It is not 2014 any longer. These paid digital tactics are archaic and are still receiving the lion’s share of the budget. It’s a playbook that has grown tired. I’m tired. You’re tired. Audiences are tired. Meanwhile, in the real world, the MOST IMPACTFUL channel - video - is sitting in 4th!? 🤷♂️ (And this doesn’t count for the proper investments needed to produce meaningful content.) So tell me how this makes sense… to bury what’s the most impactful thing? I feel like we’re living in The Upside-Down World. Also, I’m not mad. I simply want to know why we aren’t calling it out and why, as intelligent beings, we are in denial. I’m truly curious. And that’s what makes me one heck of a great marketer. #curiosity #marketing #reckoning #brandmatters #ROASisatrap

Gazing Into the Crystal Ball: Marketing Facts You Need to Know in 2025 The marketing landscape is constantly evolving, and staying ahead of the curve is crucial. Charity Digital offers a glimpse into what might shape marketing in 2025: - AI Takes Center Stage: Expect AI to play a more prominent role, from content creation and personalization to data analysis and campaign optimization. (Remember, AI is still under development in 2024). - Content Reigns Supreme: High-quality content that resonates with your audience remains essential. Storytelling, however, will need to adapt to incorporate new formats and technologies. - Focus on Value & Transparency: Consumers will continue to prioritize brands that demonstrate clear value propositions and operate with transparency. Building trust will be key. - The Rise of Disinformation: Be prepared to combat misinformation and fake news. Providing accurate, reliable information will be crucial for building brand credibility. - Embracing Measurement & ROI: Focus on tracking campaign performance and measuring the return on investment (ROI) of your marketing efforts. Data-driven insights will be critical for success. While these are predictions, they offer a valuable starting point for marketers to consider. What marketing trends are you keeping an eye on? https://ow.ly/VKYE50SVxvB #MarketingTrends #2025 #FutureOfMarketing

Hard to believe we are already a month into 2024. I wanted to share a marketing trends article for all my fellow marketing, sales and advertising junkies. For me, and the teams I am working with, the adoption of AI as part of the marketing mix has become mandatory. I also believe sustainability and purpose driven programs will be extremely important this year and beyond. Prospects, clients/customers want to know our businesses and products consider key values and standards. It’s how we connect and let’s face it, what we are trying to achieve. Happy reading – great tips! #marketingtrends2024

The Future of Marketing is Here 🚀 be ready 🌟 2025: Where Marketing Meets the Future! As the digital world evolves, staying ahead isn’t just an advantage—it’s a necessity. From AI breakthroughs to hyper-personalization, 2025 is shaping up to be a transformative year for marketers everywhere. Let’s dive into key trends set to redefine the game: 1️⃣ AI-Powered Insights: Marketers will leverage cutting-edge AI tools to predict consumer behavior and create campaigns tailored down to the individual. Think Netflix-style recommendations—but for every product 2️⃣ Search Revolution: The rise of generative AI in search engines will transform SEO strategies. Content will need to align with conversational AI like never before. 3️⃣ Seamless Shopping: With in-app shopping booming, brands will make it easier than ever for users to discover, explore, and purchase—all without leaving the app. 4️⃣ Voice is (Finally) Here: After years of anticipation, voice search and commerce are ready to explode, thanks to advancements in AI and speech recognition technology. 5️⃣ Hyper-Personalized Experiences: Moving beyond basic personalization, the next wave will be all about building trust-driven, truly authentic connections between brands and consumers. What’s next for your brand in 2025? 🌟 Let’s hear your thoughts—what excites you the most about these trends? If you found this insight useful, hit the 'Follow' 🔶 button for more 🔮 The future isn’t just coming—it’s already here. Let’s embrace it together #DigitalMarketing #MarketingTrends #FutureOfMarketing #AIInMarketing #MarketingInnovation #2025Marketing #BusinessGrowth #TechnologyTrends #ArtificialIntelligence #Innovation #Entrepreneurship

In Tim Hillegonds's latest piece on Thrive Insights, he asks a compelling question: With the rise of AI and the increasing challenges marketers face, is marketing as we know it coming to an end? As consumers grow weary of the constant barrage of ads and the perceived decay in the quality of social media, brands find themselves at a crossroads. While AI offers the promise of hyper-personalization, it also risks exacerbating the very issues that drive consumers away. So, what's the solution? He argues that the real opportunity lies in shifting our focus from outward-facing marketing to inward-facing brand experiences. By crafting exceptional, memorable interactions at every touchpoint, brands can cultivate authenticity, trust, and differentiation in a way that marketing alone never could. In a world where AI democratizes the competitive landscape, hiding behind good marketing is no longer an option. The brands that will thrive are those that prioritize delivering on their promises and exceeding customer expectations in surprising and thoughtful ways. It's time to stop marketing and start crafting unforgettable brand experiences. It's not just the smart move—it's the only move. Read the full article to dive deeper into this thought-provoking perspective on the future of marketing and brand-building in the age of AI. https://lnkd.in/e_eiYnhY #marketing #AI #branding #customerexperience #thoughtleadership

Commercial office’s recent boost in deal activity is to continue to increase in 2025. We are already leveraging these key marketing trends featured by American Marketing Association as part of our marketing strategy - from influencer partnerships to AI tools to tried-and-true email to in-person experiences…We focus on growing and honing our skills to stay ahead of the curve, which enables our marketing team to be well-positioned to support our business next year and beyond. #brookfieldproperties #marketing

AI and futuristic marketing buzz—what’s worth your attention? Copyblogger Media analyzed the top marketing trends to help you focus on what actually drives growth. Discover key trends, real-world examples of brands leveraging them, and actionable tips to incorporate them into your 2025 strategy 👉 https://bit.ly/4fgzhZH #MarketingStrategy #MarketingTrends2025 #DigitalMarketing

Last week at the American Marketing Association (AMA), Toronto CMO event, Dr. Augustine Fou, Laura Baker, Vivianne Gauci, Jay Badiani and I talked about recent trends we are seeing and experiencing. Topic included #ai, #digital #adfraud, #budgets, #dei and #sustainability. Here's a recent article published by the American Marketing Association that dives a bit deeper into those topics and other trendlines. Long story short, marketing budgets are declining and decreasing as a share of company operating budget. Brand doesn't build itself--you need to feed, water and nurture it for growth. Take a read and share your thoughts. https://lnkd.in/eEjYTVRX? utm_medium=email&utm_source=rasa_io&utm_campaign=newsletter