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B2B Advertising Doesn’t Need to be Boring: Why Creativity is a Key Driver of Profitability
B2B advertising is facing a crisis of creativity, with research showing that 75% of B2B ads receive a low effectiveness rating. B2B brand building has a massive untapped opportunity, with significant growth potential in the marketing services industry.
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One major challenge that marketing faces is the disconnect between the actions of marketing initiatives to outcomes and attribution. Being able to measure creativity and map the association can help determine effectiveness towards the end conversion. Read more
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Shifting Landscape of Technology Is a Never-Ending Education
Brent Donaldson, Senior Editor, Modern Machine Shop and Additive Manufacturing Magazine discusses how the shifting landscape of technology that all of Gardner’s writers and editors cover is a never-ending education. If we are truly doing our jobs, we will never feel like we’ve mastered them. As I continue writing and reporting for AM and MMS, it’s easy to imagine how these technologies’ interdependency will continue to grow. It also seems clear that this kind of reporting — the kind that requires editors to experience and share new manufacturing technologies and strategies — is the kind of reporting that only Gardner can produce with any depth. I’m grateful to be part of it.