Catégorie : Advertising & Marketing

Spotify runs paid marketing campaigns across the globe on various digital ad platforms like Facebook, Google UAC (display banners), TikTok, and more. Being efficient with our marketing budget is critical for maximizing the return on ad spend so that we can continue to develop ads that communicate the value of Spotify to users and non-users…

The fastest path to ROI in European luxury tourism isn’t more volume — it’s margins. When I speak with boutique hotels, luxury retailers, and tour operators across Europe, the same concern comes up again and again: “We can’t reach Chinese Free Independent Travellers (FITs) directly without losing 25–30% margin to agents or spending €50,000+ on…

Travel Ads, powered by Smart+, are a suite of catalog-based ad solutions that drive effective performance outcomes for travel advertisers. Travel Ads allow you to automatically promote your hotels, flights, and destinations at scale using personalized creatives powered by catalog integration. TikTok’s custom travel intent model helps identify high-intent audiences who are ready to book,…

Controversy as a Marketing Strategy I come from the world of reputation management and brand rescue, where “what just happened?” is a weekly meeting. There’s a set of clichés you hear on loop: “Any PR is good PR.” “Any views are good views.” They’re glib, but they stick because sometimes they feel true. Oscar Wilde,…

The fundamental purpose of marketing is to generate revenue. It exists to sell products, drive leads, sign contracts, and move units. The measure is simple: good marketing produces more value than it costs, bad marketing costs more than it produces. Every tool, every tactic, every debate about creativity versus performance or brand versus direct response…

The one question that tripled our Direct Bookings… “Do you work with creators?” That was one of the first Instagram DMs I intercepted as the new Head of Marketing at a startup treehouse resort. My answer? “Yes!” No plan. No playbook. No strategy. Just a gut instinct that if we said yes, something good could…

B2B does not know enough about distinctive brand assets. There, I said it. In consumer marketing, distinctive brand assets are treated like currency. The colour red? Coke. A swoosh? Nike. Three notes of sound? Intel. Those assets build memory structures, make brands instantly recognisable, and drive long-term growth. In B2B? Most brands barely scratch the…