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Traditional Digital Ad Channels Are Declining — Time to Put Money Where It Works
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Unlocking Incrementality: A Guide for Marketing Success
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⚔️ Event Marketing Service Market Growth
The global event marketing service market (services that help businesses plan, promote, and manage events) was valued at US$ 447.7 billion in 2022 and is forecast to nearly double to about US$ 972 billion by 2032, growing at a CAGR of ~7.2 %. The growth is driven by rising corporate spends on experiences, hybrid and virtual event formats, and increasing demand for promotional strategies tied to events.
Why it matters: Events remain a powerful “touchpoint” — physical or hybrid — for brands to build deeper engagement beyond digital ads. For marketers, this means an opportunity: brand activations, sponsorships, experiential campaigns, and event tech integration will see continued demand. When planning marketing mix, don’t view events as “special” but as integral media and engagement channels. Read more.
🤖 Constant Contact Secures Strategic Investment
Constant Contact, a marketing software platform serving small businesses and nonprofits, announced a new strategic investment led by Clearlake-managed fund Icon VI. The investment supports accelerated growth and M&A ambitions — leveraging Constant Contact’s core strength in email, SMS, social, analytics, and AI-driven tools.
Why It Matters
Investment in a “classic” martech (email + automation) shows confidence in foundational marketing channels even amid newer trends. For small/mid brands, it signals that improving owned channels (email, SMS, audience data) remains a core competitive play. As Constant Contact scales, its enhancements and integrations may offer new capabilities for marketers to plug into.. Read more.
🎯 Insights from Alex Schultz — The Art & Science of Digital Marketing
Meta CMO Alex Schultz appears in an Adweek feature discussing his new book Click Here: The Art and Science of Digital Marketing and Advertising. He shares his views from nearly two decades at Meta, underlining how marketing now blends creativity, data, algorithms, analytics, and experimentation.
Why It Matters
Schultz’s perspective bridges strategy and execution — useful for marketers who must combine vision + granular detail. His emphasis on measurement and experimentation aligns with where ad effectiveness is headed. As marketers, we should heed his lessons about balancing “art” (creative, storytelling) with “science” (data, optimization). Read more.
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💡 Today’s Insight
Traditional Digital Ad Channels Are Declining — Time to Put Money Where It Works
A recent article from PerformanceMarketingWorld argues that many of the “traditional” digital ad disciplines (think display, generic banner, even some search/SEO plays) are underdelivering compared to past expectations. The article suggests advertisers must shift budgets toward channels, strategies, or formats that still move the needle — not out of inertia but based on performance.
Key Takeaways
Don’t assume that every digital channel will keep producing. Some are now “table stakes” or noise-level.
Reallocate budget toward high-performing, measurable formats (e.g. video, commerce media, contextual, AI-driven ads).
Test rigorously: run small experiments to validate whether a move is improving ROI.
Tools and attribution matter more than ever — you can’t improve what you can’t measure.
The decline of legacy digital formats doesn’t mean “cut all ads”; it means shift to channels where your audience engages.
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