Most media plans are still built channel by channel. ❌ But consumers don’t experience brands that way. That’s why strategic “impact” Integrated Marketing Communications (IMC) plans outperform performance-only media. There are two principles that matter most: 1️⃣ IMC shifts planning from channel silos to a consumer journey mindset  A great example comes from Analytic Partners’ ROI Genome. In a siloed view, Paid Search ROAS can make it look like paid search drives 100% of e-com

This post explains Effective's approach to retail media networks (RMNs) aka commerce marketing.

This post explains Effective's influencer marketing service offerings

Effective  is redefining how media planning and buying drive growth in 2026. 📈 Effective is at the forefront of AI, the expansion of retail media and evolving the performance expectations of creator campaigns. These approaches and more are ways Effective helps brands to win in the year ahead. 1️⃣ AI Everywhere: From Planning to Performance AI now sits at the center of Effective's media research, planning, buying and reporting services. With 24% of AI users delegating decisio

It was all about NEW in '24. We're excited to shout out our NEW clients, NEW agency partners and NEW services. Looking forward to the NEW year and to making effective marketing a reality for existing and new clients and partners. NEW CLIENTS We were thrilled to add these new clients to our roster in 2024: https://www.fusionacademy.com/ https://icc.com/ https://trypocari.com/ https://precisionturning.com/ https://www.prosightfa.org/ https://tejava.com/ NEW AGENCY PARTNERS We d

We're proud to be recognized as a leader in our space: https://reverbico.com/blog/top-media-buying-and-planning-agencies/

Sam Karow, founder and CEO of Effective, offers a fresh perspective on marketing, showcasing how strategic approaches can turn marketing...

This is the second post in a series on how to improve the ROI of B2B paid media.

Connect the dots between B2B ad spend and incremental revenue so you can unlock higher ROI on your paid media. We’ve all been on sites that promise the Next Big Revolution, but still rely on lead forms in order to get entries into the sales pipeline. This is incredibly ineffective. A study by 6Sense showed that only 3% of visitors actually entered information when presented with forms . Without reliable data to demonstrate advertising attribution during the sales process, the

Media Mavens: The Innovid Interview with Sam Karow by Sean Callahan Editor’s Note: T This Q&A is the latest installment in an occasional blog series where Innovid interviews industry thought leaders about their take on the future of advertising and media.  Sam Karow is the President of Effective Marketing Communication, Inc., a Chicago-based company that specializes in media research, planning, buying, and measurement. He’s been in the media business for almost 30 years. Prio

Sam developed this keynote for B2B Marketing's Ignite USA conference. There are some ideas here that create a lot of head nods and a few...

It goes without saying that the pandemic has transformed marketing to new, digital heights. But it’s not all roses. Digital media has...

Listen to hear tips on how to effectively develop and execute a B2B digital marketing campaign using paid social platforms and B2B data....

Social commerce is defined as using social networking websites like Facebook, Instagram and Pinterest to sell products directly....

The strength of an agency's partner network is a key factor to its ability to sustain and grow. Creative agencies tend to miss or lose...

TikTok Advertising has arrived. TikTok has released their self-serve platform to select agencies and advertisers. We just received access...

What can brands do during a pandemic? These are unprecedented times. Millions of people are out of work, shops are closed, video chats...

Reach precise targets in the social channels they use most at 50% or lower than the cost for B2B/industry publications Effective and...