BCBS CMO on Regional Marketing; CTV Trends at CES; and Ethical AI

January 14, 2024 Last week we brought you CMO challenges for 2024 related to data, AI, and sales and marketing collaboration, as articulated by Blue Cross Blue Shield of North Carolina CMO and CSR Officer Kelly Calabria. This week we're bringing you part two of our chat with the marketing chief, which covers the evolution of the healthcare business post-pandemic, new channels the brand is pursuing to reach audiences, how regional targeting will factor into its marketing strategy, and more. The massive, tech extravaganza that is CES wrapped on Friday, with integrated AI, transparent screens, renewable energy innovations and gaming tech getting attention this year. From a marketing and advertising perspective, the streaming space was abuzz—from Prime Video ads, different formats, new entrants and measurement. Here's a look at the top CTV trends from the show. Speaking of genAI, the onset of the technology—along with its myriad integrations—will not simply result in efficiencies. It also requires the marketing industry to develop responsible and ethically-sound machine learning practices and applications. Here's how marketers can confront issues like copyright, misinformation and bias in AI algorithms. Lastly, State Farm's Head of Marketing Alyson Griffin provides tips on building brand awareness, meeting Gen Z consumers where they are and creating experiential activations that stand out from the competition. Until next week, Kaylee Hultgren Editor Chief Marketer If you would like to sponsor this e-newsletter please contact Dara Brooks at dbrooks@accessintel.com or call (203) 899-8494. Looking for a partner, technology provider or supplier? The search is over. Check out the marketer's #1 choice in partner resources, the Marketing Resource Directory, and find your next solution provider today. This newsletter is brought to you by:   Marketers on Fire: Kelly Calabria, Chief Marketing and CSR Officer at Blue Cross Blue Shield, North Carolina Our latest Marketers on Fire profile features Kelly Calabria, Chief Marketing and CSR Officer at Blue Cross Blue Shield of North Carolina, who examines three challenges her brand is facing in 2024. Read More   Leveraging Incrementality Testing to Supplement AI-Based Measurement Platforms Marketing and PR professionals can consider incrementality testing as a way to supplement reporting and help maximize the value of AI-based platforms, such as Meta's recently released Advantage+. Read More   Brands Are Tapping First-Party Data Strategies Post Third-Party Cookies With the onset of Google Chrome's third-party cookie deprecation, brands have been focusing on bolstering their first-party data strategies in the meantime. Read More   How 10 Sports Sponsorships Tapped Into the College Football Tailgate Scene How brands have activated across the tailgate scene, from Bud Light's Backyard Tour to Nike's Yardrunners activation to e.l.f. Cosmetics' pink glow-up bar. Read More   Brands on Fire: Dos Equis' College Football Tailgate Throwdown Campaign We spoke with Heineken USA CMO Jonnie Cahill about the campaign's marketing goals, KPIs met, the brand's evolving marketing mix, and more. Read More   Partner Content Build and style your site exactly how you want Drag in unstyled HTML elements, control CSS properties, and cascade changes across your site. Then, take full control of CSS properties and a class system that cascades changes across your site — plus use variables to sync with external design systems. The Business Value of Consent and Preferences The 6 Dimensions of Data Quality Trust: A Marketer's Competitive Advantage CM 2023 B2B Marketing Outlook Survey Creating Personalized Consent-Driven Experiences The 2023 CM200

View in web browser This message was sent to ignoble.experiment@arconati.us To ensure delivery to your inbox, add us to your address book. Chief Marketer * Access Intelligence LLC * 9211 Corporate Blvd., 4th Floor, Rockville, MD 20850 Update My Preferences | Unsubscribe | Privacy Policy | Contact Us