In celebration of Women’s History Month, we’re showcasing four incredible Adlucites who are revolutionizing the marketing industry. As the marketing world continues to shift and change, our team constantly breaks through boundaries and finds innovative solutions to outperform in the face of new industry obstacles every day.
Whether navigating economic downturns, implementing cutting-edge bidding strategies, or integrating marketing automation, these experts are at the forefront of the industry, redefining what it means to be a trailblazer in tech. So let’s dive into the trends these Adlucites are seeing today.
1. Marketing in an Economic Downturn
Jennifer Sheu Associate Director – Strategy
The biggest thing on my mind right now is how the economic backdrop has been trending since last year since that impacts us all individually and has significant implications for the advertisers we work with. Macro conditions continue to look drastically different YoY; lingering impacts from stimulus payments, ongoing supply chain disruptions, and a steady schedule of rate hikes have culminated in an uneasy and unpredictable environment. Many businesses are tightening spending, and marketing spend is definitely seeing a slowdown. The strategy team is working with clients to balance their budgets to maximize short- and long-term outcomes with an LTV-focused strategy.
2. Performance Creative and Ai
Abby Kaplan Head of Creative – Performance Creative
This is an exciting time to work in the performance creative space in marketing! Automation and artificial intelligence are two significant themes taking creative by storm. Both trends, however, leave room for real humans to imbue deliverables with their own creative flair. Our task now is to help our clients continue to put out the best possible ads by working alongside the tech advancements, neither letting robots take over nor getting left behind the automation wave. Leading the Adlucent creative team in scaling our design work through the collaboration of human + machine is a fun challenge.
3. Smart Bidding Solutions for Tighter Budgets
Laura Zaleta Account Supervisor – Client Services
A number of our clients have felt the effects of the recent economic climate and, as a result, have needed to tighten budgets and goals. While that presents its own set of challenges from an account management perspective, our teams have found ways to get very creative about finding cost-effective solutions that will allow our clients to meet their broader marketing objectives and continue to provide growth. This has led our team into heavier testing, in which we have uncovered opportunities by carefully leaning into smart bidding solutions, along with Google’s most recent automation through Pmax and True Broad testing. I am very proud of our team’s work as we undergo a new wave of innovation while continuing to provide results for our clients!
4. Demand Generation for a Better Buyer Journey
Victoria Flores Demand Generation Manager – Marketing
As a Demand Generation Manager, I’ve noticed that incorporating marketing automation is crucial for a successful demand generation strategy. Creating a smooth and customized digital content experience is essential to keep potential customers engaged and interested throughout their buyer journey. While there are always obstacles in any field, one of the primary challenges is crafting innovative and segmented demand-generation tactics that provide value to our B2B audience. Overall, I love the ability to take the content we create and puzzle-piece it together into a meaningful content experience for our prospects through nurturing campaigns.
At Adlucent, we’re fortunate to have an incredible team of professionals who bring a wealth of expertise and knowledge to our work. Jennifer, Abby, Laura, and Victoria are just a few examples of the many talented Adlucites leading the way.
Whether you are navigating economic uncertainty, wanting to leverage AI to optimize creative, looking for cost-effective solutions for tighter budgets, or crafting customized demand-generation strategies, our experts are here to help. Are you interested in partnering with us? Reach out today.
Mia Viccinelli-Urquhart As a member of the Employee Experience Team, she works to bring culture initiatives to the company to promote connection. She is the lead of the DE&I Council, overseeing programs developed to bring a sense of belonging to all employees.
Eden Pierson Eden is a content manager with a wide range of experience in the marketing space. From B2B advertising, branding, and retail marketing, she is passionate about curating content that resonates with target audiences.
Adlucent is the performance marketing agency that proves outperformance has no limit. Powered by our purpose-built platform, Deep Search™, Adlucent unifies the best of human and machine for a scientific approach to marketing. We work transparently in partnership with B2C and B2B retailers and brands to create custom, predictive programs that drive ever-better outcomes. Our services include paid search, shopping, social, retail media networks, display media, video, performance creative, consulting, and measurement. Headquartered in Austin, Texas, Adlucent is part of Advantage Solutions and ranked one of the top marketing companies in the U.S. by AdAge.
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