Why microinvesting app Acorns is trying to become a publisher
In the age of infinite content, every financial brand has a content marketing strategy. But Acorns, the popular microinvesting app, insists its online magazine is part of a much deeper mission to educate customers.
In late 2015, Acorns hired Jennifer Barrett — who came from CNBC and has held various editorial roles covering personal finance at Daily Worth, Newsweek and the Street — to launch and run Grow, a personal finance site for millennials that’s separate from the app itself, as its founding editor. The following summer, she added another title to her name: chief education officer.
“When we launched the Grow site at the beginning of last year, there really wasn’t much out there that was targeting millennials in terms of money sites,” Barrett said. “That’s obviously changed in the last year and a half. But at the time… we were filling that need.”
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Brands extend inclusive marketing efforts beyond Black History Month
As more inclusive marketing becomes the norm, brands like IPSY, SiriusXM and Jack Daniels ramp up for Black History Month and beyond.
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Snapchat’s pitch to advertisers is starting to feel as ephemeral as its content — and its Q4 results prove it
While it may be too soon to count out Snapchat's ads business entirely, rewiring it into something more appealing to advertisers won't be easy — especially when so many marketers aren't advertising much there in the first place.
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Marketers seek agency-of-record relationships with influencer agencies as influencer marketing matures
Marketers are moving away from a project-based approach to a long-term vision with influencer marketing agencies participating in strategy meetings along with other agencies rather than being an afterthought.
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SponsoredHow Jounce Media and Teads are framing SPO’s role in driving business outcomes for brands
As supply chain concerns abound, marketers are increasingly focusing on the main motivators that drive efficiency in their operations, including financial considerations, supply chain transparency and, most recently, environmental concerns. Sustainability has not always been at the forefront of the digital video buying process for the ad industry, but brands like Teads are taking steps […]
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Why acquisitions could be the inevitable future for embattled in-game ad companies
As game developers and big tech companies alike realize the revenue-generating power of mobile gaming, they have engaged in a flurry of merger and acquisition activity.
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Marketing Briefing: With younger consumers questioning brands’ trustworthiness, marketers turn to scenario planning
More certainty that a marketing play is an authentic fit for a given brand is key as consumers are more skeptical of advertising than ever.
