The ClickZ Digest | Coca-Cola's "Spills" Campaign and Leading Generative AI Development for Marketing

[Subscribe]() | [Forward]() [Logo]() Jun 24, 2024 ClickZ Digest WHAT WE ARE READING MARKETING DIVE [Campaign Trail: Coca-Cola Spills Soda to Focus on Moments of Connection]() Coca-Cola's "Spills" campaign, created by David Miami, shifts focus from the iconic soda to moments of human connection. The campaign features TV spots that start with a spill and reverse to reveal the cause, such as a surprise party or a reunion. This approach emphasizes togetherness over the product itself. The campaign includes out-of-home ads in the U.S. and Brazil. David Miami aimed for authenticity, using precise production techniques to capture genuine emotions. The campaign reflects Coca-Cola's ongoing commitment to highlighting human interactions in its marketing. MARKETING BREW [Two-Thirds of Advertisers Bought Ads on Misinformation Sites, Researchers Find]() Researchers from Stanford and Carnegie Mellon found that two-thirds of advertisers unknowingly bought ads on misinformation sites between 2019 and 2021. Despite this, ad executives seem unconcerned, with only 41% believing consumers react negatively to such placements. The study, published in Nature, analyzed 9 million ads from over 42,500 advertisers on 5,400 websites. Programmatic advertising often results in ads appearing on brand-unsafe content, including misinformation. Concerns about ad dollars funding misinformation have lessened, with more focus now on clickbait sites. The findings suggest limited consequences for companies advertising on misinformation websites. MARTECH [What HubSpot's LinkedIn Integration Means For the Future of Sales and Marketing]() HubSpot's LinkedIn integration boosts sales efficiency with real-time data sync but presents new challenges for SMBs in marketing and consolidation. HubSpot's Smart CRM now works with LinkedIn Sales Navigator, streamlining data sharing and helping sales teams stay organized. However, SMBs may need alternative solutions like HubLead or Dripify. The integration requires a robust content library, proper training, and organizational buy-in. LinkedIn should be used for thought leadership, not just cold emailing. Staying ahead with a relationship-centric approach to LinkedIn will help ensure effective business development efforts in the future. HUBSPOT [50+ Best Affiliate Programs That Pay the Highest Commission]() Affiliate marketing is a lucrative way to monetize content, especially for creators and businesses that don't sell products or services directly. This guide explores the best affiliate programs that pay the highest commissions, providing insights into what makes a good affiliate partner, how affiliates make money, and the types of affiliate programs available. Choosing the right affiliate marketing program depends on your audience and their interests. By aligning your promotions with their needs, you can maximize your affiliate income. SEARCH ENGINE JOURNAL [Gen Z Ditches Google, Turns To Reddit For Product Searches]() A new report from Reddit, in collaboration with GWI and AmbassCo, sheds light on the evolving search behaviors of Generation Z consumers. The study surveyed over 3,000 internet users across the UK, US, and Germany, highlighting significant changes in how young people discover and research products online. The study found that Gen Z uses search engines to find new brands and products less often. That’s because they shop online differently. They’re less interested in looking for expert reviews or spending much time searching for products. There are also frustrations with mobile-friendliness and complex interfaces on traditional search platforms. Because of this, traditional SEO strategies might not work well for reaching younger customers. TOP VOICES DIRECTLY FROM ERNST AND YOUNG [Leading Generative AI Development for Marketing]() Generative AI is defining the next generation of marketing today. Delivering hyper-personalised, multi-channel customer experiences at a fraction of the time and cost. Helping you glean insights from your data in an instant. Detecting and responding to conversion opportunities in real time. Experimenting to enhance customer experience and deliver results at pace. This year, 98% of CEOs will invest in their company's generative AI capability. But 66% remain uncertain of the optimal adoption path for their organisation. WHAT WE ARE LISTENING TO RENEGADE MARKETERS UNITE PODCAST [Penguins, Purpose, and Perseverance]() Celebrate Episode 400 of Renegade Marketers Unite with Drew Neisser as he interviews Dr. Pablo Popi Borboroglu, founder of the Global Penguin Society (GPS). Popi shares his lifelong mission to protect penguins and their crucial role in ocean health. Discover fascinating facts about penguin species, their resilience in extreme environments, and the threats they face. Learn how Popi's team expanded a penguin colony from 6 pairs to over 8,000 through community partnerships and eco-tourism. This episode highlights the adaptable, social, and resilient nature of penguins—traits essential for impactful marketing. Whether you're a penguin enthusiast or seeking creative B2B engagement strategies, this conversation is a must-listen. [Listen Here]() MORE THAN A NEWSLETTER [Editorial]() Contact an editor to create content for your business. 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