Sooth?

It's no surprise that data has received much attention at this year's Advertising Week in New York. Even though Google recently announced that the cookie-less future has been postponed indefinitely, brands still need to prioritize the customer value exchange associated with first-party data. Just like in the free-versus-paid model of streaming media, people are increasingly aware that their personal data and access are a uniquely valuable currency, and they expect brands to uphold their end of the deal when using their personal information. #Sooth #SoothBeTold #AdvertisingWeek20 #AdvertisingWeek2024 #AW20 #Cookies #FirstPartyData #DataPrivacy #AW2024

Day 2 of Advertising Week was nothing short of amazing! It was inspiring to see so many marketers highlight the importance of emotional connection in today’s fast-paced landscape. With traditional strategies like targeting, price promotions, and loyalty programs losing effectiveness, truly understanding our customers sets the most successful marketing stories apart. Excited to dive into the final half of the week and see what more insights are in store! Let’s keep the momentum going!

We're excited to learn from the industry's latest and greatest this week at #AdvertisingWeek2024 . If you see us at Sooth?, make sure to say hello!

This week, Ian chatted with a St. John's University graduate class on Branding & Consumer Intelligence at the Peter J. Tobin College of Business. He highlighted how pressure in the marketing industry can lead to sticking with familiar tactics. But by embracing AI and emotional marketing, brands can achieve extraordinary results! #Sooth #SoothBeTold #Marketing #AI #EmotionalBranding #ConsumerIntelligence #AIMarketing

Thanks to Jeremy Shere, PhD for featuring Ian on the B2B Content Show! Gen Z is deeply engaged online, spending lots of time on social media and their phones. With climate change as a top concern and skepticism towards capitalism, it’s vital for B2B marketers to grasp what motivates them. Tune in as Ian and Jeremy dive into what drives Gen Z, their buying choices, and how to create compelling content that converts them into loyal customers. Don’t miss it! Listen here: https://lnkd.in/eV5ybXzw #Sooth #SoothBeTold #GenZ #GenZMarketing #B2BMarketing #ContentStrategy

Setting politics aside, let's talk about polling. Nate Silver's recent insight on the waning effectiveness of political polling raises crucial points. The time gap between voter registration and polling, participation bias, and the industry's outdated reliance on landline phones - present in only 28% of US households - all contribute to severely skewed data. An adage in consumer research is people often don’t do what they say they will. Furthermore, in today’s endless clickstream of information and alternatives, people rarely even know what they would do in a given situation. At Sooth? we spend most of our time accurately predicting how people decide, and have found that emotional and behavioral analysis is more predictive than self-reported intention. Will this be the final election cycle dominated by traditional polling methods? It's a thought-provoking question worth exploring. #Polling #Elections #MarketResearch #Election2024

After 35 years working with major brands at top advertising agencies, Ian Baer recognized the power of emotional connections in driving customer value. In 2022, he took the leap into entrepreneurship and developed the Sooth method. This month, Ian had the privilege of meeting with Career Candidates from LHH, sharing invaluable insights on business ownership, audience engagement, and pricing strategies. Thank you to Dr. Crystal Green Brown, PhD, EdS, for facilitating this amazing opportunity! #Sooth #SoothBeTold #SmallBusiness #BusinessOwner #Entrepreneurship #Entrepreneur #SmallBusinessMarketing #EntrepreneurMarketing

We're headed to Advertising Week New York and look forward to a week of learning, networking, and collaboration. We invite you to attend our panels and presentations throughout the week. Agenda 10/7: AWNY - The Importance of Metadata and Contextual Targeting for CTV Advertising President & COO, Co-founder Richie Hyden joins TiVo's Fariba Zamaniyan, dentsu's Kevin Weigand, and Future Today Inc's Tim Ware to discuss the importance of video-level data and its impact on driving performance in CTV advertising. 10/8: CIMM Summit - Research Spotlight: Quantifying Emotion & Mindset CEO & Co-founder Field Garthwaite joins Mediaprobe's Pedro R. Almeida, Sooth?'s Ian Baer to report consumer research on the impact of driving superior business outcomes by aligning advertising with consumer mindset. 10/9: AWNY - Harnessing the Power of 1st Party Data CEO & Co-founder Field Garthwaite joins T-Mobile Advertising Solutions' Andrea Zapata, Kinective Media? by United Airlines's Mike Petrella, PMG's James Burka, and VAB's Ben Vandergrift to discuss how brands are navigating signal loss by developing new ways and using latest technologies like video-level contextual targeting to identify and target consumers in privacy-minded ways. Click to see the full agenda and request a meeting ?? https://bit.ly/4dqIUUK

Throwback to Ian Baer's appearance on Firebrand Communications' The Startup Marketing Podcast. Discover how Gen Z, a self-reliant and mobile-first generation, shapes buyer behavior and business strategies. Ian dispels the “walking meme” stereotype, emphasizing Gen Z's financial responsibility and thoughtful decision-making. Tune in to learn how your startup can effectively engage with this influential generation. https://lnkd.in/gRn83_Ar #Sooth #SoothBeTold #GenZMarketing #StartupMarketing #BuyerBehavior #BusinessStrategy #FinanceMarketing

Unlocking real impact in marketing starts with using data effectively. Our Sooth Method? harnesses emotional intelligence to transform data into genuine customer empathy, driving meaningful results. Ready to see the difference? Learn more: soothbetold.com #SoothBeTold #Sooth #MarketingIntelligence #MarketingTips #EmotionalMarketing