Author: Samantha Greene
Samantha Greene
Samantha is a Chicago-based market researcher with a knack for spotting the next big shift in digital culture before it hits mainstream. She’s contributed to major marketing publications, swears by sticky notes and never writes with anything but blue ink. Believes pineapple does belong on pizza.
Performance data is pushing brands to reallocate influencer budgets from macro creators toward niche category experts who deliver measurably lower cost-per-acquisition and higher purchase intent.
AI fluency is now a core hiring criterion for senior marketers. Learn how to restructure job requirements, upskill teams, and govern AI-enabled operations for measurable ROI.
Niche professional creators on LinkedIn and YouTube are now generating measurable B2B pipeline. Here’s how SaaS and enterprise brands are making it work.
Creator AI tool consolidation reveals which production partners have sustainable operating models — and which face capability gaps that will surface mid-campaign.
OpenAI’s dual-CMO model, a 75% AI skills gap, and double-digit revenue lifts reveal the marketing leadership competencies that will define competitive advantage.
Entertainment-first brand ads are back. Here’s what Gap, Hawaiian Tropic, and Lume signal about creator content fatigue and how to redesign your briefs accordingly.
Video podcast CPM benchmarks are shifting fast. Here’s how media buyers should evaluate fair market rates versus audio podcasts and YouTube pre-roll.
CMOs facing a generative AI skills gap can bridge internal deficits by restructuring creator programs to leverage external AI-native talent while systematically building in-house competency.
Linear TV viewership is collapsing while YouTube commands upfront momentum — here’s how brand media buyers should reallocate video budgets toward creator channels now.
eMarketer projects paid amplification spend will surpass flat sponsorship fees. Here’s how CMOs should restructure contracts, budgets, and internal ops before it happens.