If you’ve been on the internet recently, chances are you’ve heard about OpenAI’s ChatGPT. This AI tool has seen a massive rise in popularity following its release in November 2022, with over 100 million users and counting.

This is, in part, thanks to its ease of access. ChatGPT is free to use, though you might not always get instant access when the site is at capacity. A paid subscription plan currently being rolled out promises constant availability, faster response times, and priority access to new features.

However, the main attraction of ChatGPT is in its capabilities.

What impact could ChatGPT have on marketing?

ChatGPT’s ability to interpret questions and carry out natural conversations is a far cry from the awkward, limited chatbots with which most people have experience. Additionally, its ability to generate content – from copy to code snippets – can make it seem like a miracle solution for departments with skill gaps and other resourcing issues.

This newly-invigorated interest in AI from businesses has raised concerns about the threat that technologies such as ChatGPT pose to working professionals, particularly those within creative fields. This isn’t without justification—Image-generation tools such as DALL·E 2 face heavy scrutiny about the legality of using existing art to inform their creations.

Can ChatGPT really replace creative roles?

The creation of engaging content needs to be informed, driven, and reviewed by humans. ChatGPT can only draw from existing data—this means it’s always pulling from the past. Relying on such a tool to create something unfamiliar or exciting isn’t likely to work out, as it will steer towards tried and true, resulting in an output that plays it too safe to stand out. Fresh and innovative approaches will still require the human element.

Additionally, ChatGPT isn’t actually an expert in the subjects it covers. It’s a tool trained to recognize patterns in data and present probable answers. It can present you with two completely different “solutions” to a question posed – and both could be completely off the mark.

This is something that Sam Altman, OpenAI’s CEO, has stated plainly himself:

ChatGPT is incredibly limited, but good enough at some things to create a misleading impression of greatness. it’s a mistake to be relying on it for anything important right now. it’s a preview of progress; we have lots of work to do on robustness and truthfulness.”

“fun creative inspiration; great! reliance for factual queries; not such a good idea. we will work hard to improve!

So, how can ChatGPT benefit creative talent?

Sam Altman’s second point is also excellent guidance for how ChatGPT should be viewed as an asset to be given to creatives, not a system for replacing them. By understanding the tool’s limitations and strengths, marketing functions can use it to support creativity, conversations, and collaboration.
For example, ChatGPT can generate creative prompts for graphic designers, or even automate repetitive tasks such as resizing images, freeing up designers to focus on other tasks.

Similarly, copywriters can turn to ChatGPT for inspiration with paraphrasing points or analyzing conciseness. Video editors can use the tool to help with restructuring scripts. Community managers can get assistance with proofreading posts and responses.

Ironically, some of the most exciting possibilities of ChatGPT only emerge when it’s approached with creativity. Tedious tasks that demand a disproportionate amount of time for their overall impact can be alleviated (or at least partially automated) when the tool is led by experts who understand the oddities and complexities of their field.

A forward-thinking future

Ultimately, ChatGPT has helped fuel necessary conversations about the role that technology will play in the workforce. And while it’s important to recognize the challenges it could introduce if implemented carelessly, it’s equally crucial to consider its positives.

As an industry, we all stand to benefit from an improved understanding of the many professions and areas of expertise that come together to make outstanding work. With tools such as ChatGPT, we have an opportunity to highlight how many skills can’t be replaced, but can certainly do with a bit more support.

And on that note, ChatGPT, care to close out this post?

“When ChatGPT’s sophisticated technology is combined with the vision and imagination of creative professionals, they can push the boundaries of their work and achieve truly exceptional outcomes.”

Not too bad, right?

Matterkind’s Managing Director of UK and Ireland, Seun Odeneye, recently made a guest appearance on ExchangeWire’s ‘MadTech’ podcast. They discussed the latest industry headlines from the world of AdTech and MarTech, including the EU’s ruling on META’s personalised ads and ChatGPT. Along with ExchangeWire senior editor, Mat Broughton, and COO Lindsay Rowntree, they discuss reports of ChatGPT being integrated into Bing, Meta being barred from using targeted advertising, and Roku launching their own TVs.

Listen to the full podcast here!

A new year means new emerging trends and technologies in the adtech community, and this year is no exception. Adtech is projected to grow to almost $30 billion in 2023 and is showing no signs of slowing down, which means that marketers and businesses need to stay on the ball.

In 2022, we witnessed the rise of CTV advertising, the sustained growth of video advertising, and major moves towards a more privacy-first industry. With the depreciation of third-party cookies approaching in 2024, marketers, agencies, advertisers, and brands need to maximize the value of their data. As data privacy norms shift and an uncertain economic forecast lies ahead, brands must be acutely aware of all new trends. Here are five adtech trends we expect to see in 2023.

  1. The Opportunity of Connected TV
    We know from 2022 that more people prefer streaming channels to traditional television, a trend that was expedited by the pandemic. CTV can drive acquisition and help deliver on sales goals in a way that has remained largely untapped to date. Research shows that CTV is also easily scalable and effective: more than 80% of households have a CTV device, 82% of DTC shoppers take action after seeing an ad for a DTC brand on Connected TV, and those figures only continue to grow over time. CTV also outperforms display ads and online video ads in regard to audience quality, with 12% and 10% higher audience quality, respectively. And since CTV offers many lower-cost ad-supported options, they have become the default for many households. We expect to see Connected TV grow exponentially as streaming services become the default preference for the TV audience.
  2. The Rise of Digital Out-of-Home Advertising
    As marketers plan to increase DOOH advertising budgets by 76%, much of that growth will come from rapid expansion, with real-time bidding opportunities now available via mainstream DSPs. With a projected DOOH ad spend of $367 million by the end of the year, this makes for a 15% increase when compared to 2021. Marketers and advertisers know that while DOOH expansion may come with some obstacles, largely around data processing, ad viewability measurement, and low-latency ad creative processing, resolution of these issues can set brands for an ideal growth scenario in 2023.
  3. Conscious Marketing is Here to Stay
    Strong future identity solutions must incorporate conscious marketing, meaning that brands must take a deliberate and respectful approach in their communications, while also being responsible and accountable to their own business. Conscious marketing focuses on aligning a company’s mission with the values and principles of its customers by bringing a people-first approach to marketing, advertising, process, and ethos across a business. Conscious marketing enables brands to embrace a more respectful, transparent, and kind way of reaching people. Advertisers and marketers need to make the shift by choosing to follow a conscious approach, such as:
    – Only using data that’s necessary to create a customized experience.
    – De-bias data sets to avoid sending outdated, insulting, or alienating messages.
    – Refrain from exhausting or annoying people with repetitive messages.
    – Being privacy conscious.
  4. Growth of First-Party Data
    With third-party cookies making their way to the graveyard, along with increased privacy restrictions, the entire digital advertising industry is being forced to rethink their strategies. Marketers are focusing heavily on collecting personal data, and first-party data is among the most valuable, as it gives better insight into an audience’s interests, and allows publishers and advertisers to offer a more robust personalized experience. That value exchange will continue to rise in prominence in 2023.
  5. Performance Marketing Will Become Your Secret Weapon
    Performance marketing used to be about one thing: brute-force results at the lowest cost. Over the last few years, however, performance marketing has evolved, through rapid digital innovation and reshaped customer behavior and expectations. Outcome-based approaches— enabled by new technology and insights—have given rise to a new era of performance marketing that can deliver not only more predictable, sustainable results but also better, more conscious customer experiences. That’s why Outcome Navigator, Matterkind’s proprietary suite of connected solutions, was developed: to help advertisers and marketers maximize the return on their digital media investments.

We know that 2023 will bring significant changes to the adtech landscape, and publishers and advertisers need to be ready to do more with less personal data. Transparency, authenticity, and respectful messaging will always be the most honest and memorable. Learn more about how Outcome Navigator offers commerce solutions to drive sales and achieve addressable outcomes.

Do you have a friend or family member with a signature style, an often used saying, or a dish that’s requested for every holiday meal? Just reading that question likely brought back fond memories of that person. Memories you’ll forever associate with them because their style, catch phrase, or grandma’s signature mac & cheese recipe has become part of their personal brand.

In marketing, the job is to build a similar feeling between people and our brand. People should have an affinity for products and services and for their experiences doing business with specific organizations. But building a brand people know and trust isn’t easy. As the world accelerated into a more digital space, people have grown weary of being marketed at, with random social media ads that aren’t relevant or meaningful to them. They also won’t tolerate disconnected experiences or those that don’t feel authentic.

Marketers need to turn marketing upside down. Instead of marketing to and at people, brands should be marketing with and for people. It requires a paradigm shift, where brands move away from “trying to find people” to marketing in a way that helps people find their brands.

Brands that build affinity – and grow as a result – are the ones that create marketing for people on their terms, with experiences that are familiar and can be trusted. When people find those brands, they stick with them. The relationship grows; value grows; the brand grows.

IPG companies Kinesso, Acxiom and Matterkind have come together to create the IPG Marketing Intelligence Engine (MIE), the solution for helping people find their brands. MIE is a complete, connected platform for conscious marketing – the kind of marketing that puts people first. Through connected data and technology, MIE enables a higher standard of data-driven marketing. It delivers greater understanding of your customers, allowing you to engage with people on their terms. And MIE enables marketing that is ethical, respectful and conscious through strong data governance, bias mitigation and the ability to put real spend behind underrepresented communities.

MIE gives marketers incredibly accurate and actionable customer understanding. It delivers the widest and deepest data, unrivaled identity capabilities and the data science and analytics expertise to create insights. MIE provides insights that can improve every moment of the commerce journey experience. From the marketing experience aspects of the creative you use for ads to the places you activate your messages in the market, all aspects improve the commerce and the customer experience.

Kinesso is the architect of the MIE platform and enables connected intelligence through integrated technology. Acxiom’s customer intelligence gives MIE the power to help brands understand people to deliver experiences that matter most to their audiences. And Matterkind’s activation intelligence ensures the brand can engage with people respectfully, and across all channels.

By marketing in a way that allows people to find your brand, you’ll quickly become a company that’s changing the marketing game for the better – and reaping the rewards. To learn more and tap into this solution, visit here.

Every day, Matterkind strives to recognize and acknowledge the hard work of our team beyond just saying “thank you.” Our hard working, dedicated employees are what enable Matterkind to be a thriving, diverse global community. In order to acknowledge the efforts of our employees, Matterkind spotlights individuals from across the globe who have gone above and beyond every month. These employees are known as our Ascenders of the Month, and you can learn a little more about them below.

Janejira Malanon, Associate Director of Addressable Strategy and Activation
What do you do here at Matterkind?
At Matterkind, I lead buying and advertising on the operations team, including working with business development on new ad products, solution packages, and also engaging with agency partners to support them with opportunities for clients.

What is your favorite thing about working here?
I love to learn new things, and explore them, and at Matterkind I learn something new every day. I have learned new adtech and media tactics to plug into campaigns, and new media solutions as well.

What is one word that your coworkers would use to describe you?

What is your hidden talent?
I play basketball and volleyball!

If you could travel anywhere in the world, where would you go?

Matthew Paterno, Director of Addressable Strategy
What do you do here at Matterkind?
I head up Addressable Strategy.

What is your favorite thing about working here?
The people I get to work with are incredibly hard working and smart!

What is one word that your coworkers would use to describe you?

What is your hidden talent?
Movie trivia!

If you were a superhero, what would your superpower be?
Simple but the perfect answer, I would fly!

Sebastian Campuzano, Programmatic Product Lead in Colombia
What do you do here at Matterkind?
I identify opportunities and tech solutions for all IPG clients.

What is your favorite thing about working here?
The team I get to work with and the talent selection makes working here great!

What is one word that your coworkers would use to describe you?

What is your hidden talent?
I enjoy learning about obscure and interesting laws!

Describe your team in three words.
Synergy, empathetic, and persistent.

We believe in the strength of every employee, and the initiative of every team. Here at Matterkind, we are much more than the sum of our parts, and our culture is built on lifting each other up, caring for our communities, and making a positive impact. Interested in joining our collaborative environment? Check out our open positions now.

Last month, members of our Matterkind team attended the eTail 2022 conference in Boston, where eCommerce and omni-channel leaders were able to network and share new solutions, strategies, opportunities, and challenges. There was quite a bit of excitement at the event, as it was one of the first face-to-face networking events in the last two years.

Over the three-day conference, top speakers gave keynote sessions featuring action-packed stories and disruptive strategies to level up a company’s digital business game. Here are three key takeaways from eTail 2022.

  1. People want authentic, conscious marketing from brands
    One of the key conference themes centered around the importance of being authentic, honest, and purposeful in a brand’s marketing. More than 90% of individuals value authenticity from brands, and 66 percent of people agree businesses should take a key role in solving issues in society and culture. When discussing marketing campaigns that addressed sustainability, such as the session Tackling Sustainability Initiatives For Retail, there was a focus on making sustainability a part of the brand experience. Brands now have the perfect opportunity to create real conversations about the world around us.
  2. Building retention programs that work
    As customer acquisition becomes more costly, many retail brands are making the shift toward marketing strategies that rely on owned channels, first-party data, and custom experiences. Focusing on the customer experience and staying efficient with spend will be crucial to brand success. During the panel discussion, Creating A Customer-Focused Retention Strategy, three retailers shared how they are prioritizing customer retention and developing strategies to drive brand advocacy and increase customer lifetime value. These ideas included creating a feedback loop to listen to what customers are saying and building it into your retention strategy. Building customer tailored emails, such as asking for feedback and empowering the customer to help create “what’s next” (i.e., new suggestions, new colors for a product), and being adaptive with content based on customer feedback help to build strong customer acquisition

    In fact, retention was such a key focus, eTail has dedicated an entire day focused on email and retention at the West Coast edition of the event: eTail Palm Springs, happening February 27 – March 2, 2023. Download the agenda here!
  1. Create Value Brand Partnerships
    Whatever size the business, brand partnerships are incredibly valuable assets. Brand partnerships are a tried and tested way to hack growth for newer organizations, but with unlimited partnership options, and so many potential matches out there, where one begin? In the keynote session, How To Create Brand Partnerships That Transform Your Business, insider tips and info were shared on how to find the perfect match, guiding the creation of a winning partnerships strategy, shortlisting potential partners, creating compelling concepts and pitches, and much more. Creating brand partnerships that have value isn’t just important, but vital to diversifying the success of your brand. Building partnerships that align with brand strategy and deliver measurable, guaranteed outcomes is key to brand growth.

As the ecommerce world continues to evolve, marketing and advertising efforts will need to adapt as well. Marketers need to stay on top of industry-wise and retailer developments in order to keep their brands relevant, relatable, and conscious. Follow Matterkind on Twitter, LinkedIn, and Instagram for more info on intentional, sustainable, high-performance marketing that delivers guaranteed outcomes.

Connected TV has become a powerful performance channel for brands looking to achieve specific outcomes with greater attribution. As connected TV viewership has increased, and advancements in ad tech allow for better, more unique experiences, marketers need to incorporate CTV more thoroughly into their marketing strategy. Through CTV, brands can connect directly to business results, feed the brand funnel with new, fresh prospects, drive retention and acquisition rates, and allow brands to diversify from search, social, and display. There are many ways in which retailers can best capitalize on connected TV and drive successful results.

During the pandemic, the growth of connected TV viewership and new advertising technologies gave rise to this powerful performance channel, not to mention it is immune to the depreciation of third-party cookies. Now, brands see that CTV can drive acquisition and help deliver on sales goals. Research shows that CTV is…

With recent advancements in CTV technology, there are more emerging T-commerce shoppable formats than ever before. With the ability to switch between devices using QR technology, on-screen browsing options, and send-to-phone from device capabilities, more brands are harnessing the power of these valuable CTV advertising tools. The benefits of these tech advancements are clear to see.

CTV advertising also allows for real-time measurement that shows the immediate impact of CTV campaigns with a cross-device graph that ties TV exposure to online action. Real-time tracking also means brands can better conduct real-time optimization, such as budget fluidity to shift top performing partners and remove poor performers, adjust advanced bidding strategies on audience and brand value, manage frequency, and increase reach. Brands can then accurately score each impression in order to deliver highest ROAS.

Capitalizing on the CTV wave means following best practices, like:

CTV is a powerful channel to help deliver business goals. Marketers are reallocating budgets into CTV from linear TV, Social, and Web Display—don’t let your brand fall behind the curve.

Having a reputation as a responsible, ethical business is increasingly important to resonate with people , build trust, and maintain their confidence. So, from CSR to conscious marketing – we explore the differences, and look at how brands should approach responsible practices today.

Ethics in Business

Do you consider your brand to be ethical, considerate, and responsible?

In a world where people align their loyalty with the brands that resonate with their convictions, considering brand image and ethical reputation is critical.

Of course, business ethics and Corporate Social Responsibility (CSR) are nothing new. Brands have long known that being perceived as a force for good is critical for building trust and long-term brand relationships.

But today, maintaining a positive brand image often means more than investing in occasional acts of social responsibility, charity, or PR.

Your customers are smart! And in a more transparent, digital world than ever before, they want the brands that matter to them to show that they’re authentic and inclusive – and that they demonstrate their ethics through their actions, products, messaging, and more.

How do CSR and conscious marketing fit into this?

As customers expect more from the brands they engage with, single acts of CSR may not be enough to drive the full change that a truly ethical and relevant brand needs.

Adopting a conscious approach that prioritizes a people-first stance, and addresses ethics at a deeper level, is increasingly the answer for brands that want to evolve, and stay competitive.

Doing so means going beyond ‘lip service’ ethics which are done for brand-optics benefits alone, and adopting an authentic business framework that ingrains a conscious attitude through every layer of a business.

Now, that might sound like a big shift!

However, there are ways to help your brand become a platform for positive change gradually; from the language you use to the audiences you connect with, to the company ethos you follow, and more.

Conscious Marketing vs. CSR – How do they Differ?

What is Corporate Social Responsibility?

CSR, or Corporate Social Responsibility (also known as Corporate Citizenship), describes a business model that is designed to help an organization be accountable to ethical, social, environmental and economic initiatives; and to do so in a way that also meets the expectations of stakeholders and shareholders.

In this sense, CSR is a business-first approach that allows organizations to be mindful of the impact they have on society, and to enhance and positively support key causes – from environmental initiatives, to community and societal change.

The form CSR takes will vary from business to business, but it is often delivered through occasional, short-term philanthropy, charity donations, or volunteer efforts. As a result, CSR programs often support public brand awareness and brand image perception, which can appeal to customers and talent, and also boost staff morale.

Because of the requirement for CSR to be accountable first to the business, organizations that adopt CSR tend to be larger in size (and have a larger impact on the environment and society). They therefore invest in CSR as a means to address and balance social responsibility, in addition to ensuring positive business optics.

What is conscious marketing?

Conscious marketing describes a top-down business process designed to permeate conscious and ethical thinking into every business action, policy, practice, and message.

As a people-first approach to marketing, advertising, process, and ethos across a business, conscious marketing helps brands embrace a more respectful, relevant, and kind way of engaging with customers. And, as a people-first, ethos-based model, conscious marketing can be achieved by an organization of any size.

Aligning a company’s mission with the values and principles of its customers, a conscious approach goes deeper than responsible messaging or CSR activities alone; it manifests itself through always-on, everyday business action and practice, to ensure responsibility and accountability everywhere. As a result, where occasional CSR programs support positive brand image perception, conscious marketing drives support by being truly relevant and aligned with customers’ convictions, acting as a foundation for growth and loyalty through good practice.

Is conscious marketing the same as corporate social responsibility?

With customers more aware than ever of the values, principles, and social impact that the brands around them have, prioritizing your approach to social responsibility has never been more important.

Both CSR and conscious marketing are options that enable responsibility, and contribute positively to ethical, environmental, and community initiatives.

However, the two differ in their foundations; CSR is more of an occasional ‘add-on’ initiative to a business’s priorities. It does not necessarily reflect the core of how that business operates, or the impact on its its customers, partners or staff.

In contrast, conscious marketing integrates ethical practice into actions across a business, such as:

CSRConscious Marketing
Business optics-firstPeople-first
Supports social responsibility through set vocational programsSupports social responsibility through every business action
Occasional programsAlways-on, integrated through the business
Suits larger organizationsSuits all organizations
Appeals to people through positive brand imageAppeals to people through relevant, responsible actions that align with their convictions

Conscious with a Conscience

Taking any step to integrate ethical practice and social responsibility within your organization is, increasingly, the key to succeeding competitively, win trust, and ensure you’re seen as a ‘good actor’ in the marketplace.

The question of whether CSR or conscious marketing is the best fit for you depends – are you looking to adopt a light-touch, short-term action to boost your brand image and bottom line?

Or, do you want your reputation as an authentic, ethical business to run deeper; to make a conscious shift into transparent, responsible practices that build customer relationships and brand safety for the long term?

Making a conscious choice can help you to do just that.

Making Advertising Better

In a data-driven world, we all expect to interact with the brands we love on our own terms.

Wherever and however we choose to engage, the brands that stand out are those which align with our personal values, serve relevant, respectful experiences, and recognize us as individuals in the moment.

And, going beyond recognition alone, the brands we truly trust are those that act in good faith, using their influence and voice in an authentic, ethical and socially aware manner.

So, as the advertising world shifts – to adapt to third-party cookie deprecation and adopt stronger data privacy strategies – isn’t it time advertisers did better, to break bias, and transcend people’s expectations?

Aligning a company’s mission with the values and principles of its customers; that’s exactly what conscious marketing works to achieve. Bringing a people-first approach to marketing, advertising, process, and ethos across a business, conscious marketing helps brands to embrace a more respectful, relevant, and kind way of reaching people.

In short, it’s a promise to make advertising better.

And, for future-thinking organizations, this is a no-brainer – it means stepping away from poorly segmented, biased, or irrelevant advertising, and towards behavior-based, first-party, data-driven marketing that engages and builds relationships with the people who matter most.

Key benefits of conscious marketing

So, what does ‘conscious’ really mean for a brand?

Choosing to follow a conscious approach goes far beyond a single act of positivity or Corporate Social Responsibility (CSR).

Founded in inclusivity and respect, conscious marketing ingrains honesty, accountability, and transparency throughout a business – from its ethos to its actions.

As a result, those who prioritize it, not only build a more ethical business, but enable greater loyalty, more relevant customer relationships, and form a ‘virtuous loop’ across all activities.

Remembering that conscious marketing takes a people-first mindset—for your customers, conscious marketing enables:

From your brand’s perspective, conscious marketing enables:

So, what does a conscious approach to advertising look like in practice?

Examples of Conscious Marketing in Practice

Championing a conscious approach, below are a series of Matterkind and Kinesso case examples to illustrate conscious marketing in action.

Removing bias and increasing audience relevance for a retailer

Part of a conscious approach may include reviewing audience bias, to ensure an advertiser takes a diverse, inclusive approach – and therefore reach a more relevant, yet wider customer base than with previous campaigns.

The case: When onboarding a beauty retailer’s CRM, the Matterkind/Kinesso team evaluated the CRM’s composition, based on the general category shopper population.

The result: The CRM skewed lower in composition for the diverse populations that the beauty retailer was actively seeking, within multi-cultural and generational groups.

As a result, Matterkind created a High-Value Audience (HVA), informed with additional audience composition to enhance areas that the CRM was lacking; to consciously bring messaging to the right, diverse shoppers that the brand was invested in reaching.

Increased performance, and optimized spend for professional services

Serving respectful messaging that’s mindful of frequency and relevant in the moment, rather than interruptive, is another element of conscious marketing.

The case: A professional services company wanted to improve media performance and optimize its digital ad spend; taking a conscious approach to analyze audience overlap, increase relevance, and reduce ad frequency helped it to enhance campaign efficiency.

Results: Using Audience Hub to unify audience data measurement, not only across digital media channels, but also partners, vendors, audiences and tactics, and to highlight audience duplication across campaigns, the business was able to:

Increased impression distribution, frequency management and addressable TV inclusion for CPG and pharmaceuticals

Following an addressable approach that’s based on behavior, and which is mindful not to fatigue, but to support audiences, is one way that this brand used conscious marketing to great effect.

The case: A pharmaceutical leader wanted to reduce linear TV campaign overexposure to households, through addressable TV. A conscious approach helped to enable this consideration of messaging, to attract more relevant viewership, and suppress fatigue.

The results: The integration of addressable TV with national TV viewership, enabled an increased audience reach from 80% to 92%.

Running a national TV reach extension and frequency management analysis, based on viewership, also helped to identify unexposed and Light TV viewership – which in turn increased relevant impressions.

Making Conscious Marketing Work for Your Brand

Beneficial and considerate to your business and your customers, adopting a conscious approach is a wise choice for forward-thinking organizations.

Of course, as with any new approach, making the move can take time to fully activate; so, now is the time to start considering how conscious marketing can work for your brand!

To help you plot your route:

Remember, it’s OK to start small – and test!
Shifting an organization’s mindset, process and technology toward a conscious process takes time! Because of that, it can help to start small – run a test or pilot first to determine what works for your brand. A conscious addressable advertising partner can help you to assess and optimize, as well as support and advise you on where best to begin.

Build the case for your business stakeholders
Securing substantial change sits with your Executives and Board. Again, a conscious addressable advertising partner can help you to build that business case, and advise on what practical results a conscious ethos, process and tech stack will deliver.

Adopt addressable advertising
No matter how a person chooses to engage with you, following an addressable advertising approach (which uses first and third–party data, rather than third-party cookies to display content) ensures behavior-based relevance, flexibility, and that campaigns are always conscious of an individual’s preferences and context.

As the advertising ecosystem moves ever-closer to supporting marketing that’s relevant, recognizes people as individuals, and thoughtfully adapts to their needs, adopting a conscious approach means taking a step towards transformed relevance for your customers – and greater long-term results for your brand. It’s time to create marketing that matters!

Recognizing the value that employees bring to Matterkind extends beyond saying “thank you.” The talent our employees bring every day is what allows Matterkind to be a thriving, diverse global community. Every month, Matterkind spotlights individuals from across the globe who have gone above and beyond. These employees are known as our Ascenders of the Month, and you can learn a little more about them below.

Jack Bewlay
Associate Director of Addressable Activation
As the Associate Director of Addressable Activation, Jack spends his time working on planning and execution. His favorite thing about working at Matterkind is the people he gets to interact with every day. Jack’s coworkers said they would describe him as “stoic,” his favorite board game is either Monopoly or Risk, and his favorite card game is Spades. Jack is also a US Marine Corps veteran, and in honor of Military Appreciation Month last month, we’d like to thank him for his service!

Alejandra Ignorosa
Director of Addressable Strategy
Alejandra is the Director of Addressable Strategy at Matterkind and focuses on leading addressable strategies and campaigns operations for UM and Thrive clients. Her favorite thing about working at Matterkind is having the opportunity to propose, explore, and attempt new challenges, as well as the chance to help her team to grow and learn from mistakes. Alejandra’s favorite season is autumn because she loves the colors of the trees, the weather, and hearing the crunch of crisp leaves under her feet! Her coworkers would describe her as “always willing to help.”

Sonia Joseph
Senior Manager of Addressable Strategy
Much like Jack, Sonia says her favorite thing about working at Matterkind is the people. As the Senior Manager of Addressable Strategy, her coworkers would describe her as “the Matterkind Wikipedia,” and always readily available to answer questions about the organization. When asked to describe her team in three words, she said they are cute, caring, and helpful!

Lara Sánchez Orusco
Campaign Manager & Process Manager
As the Campaign & Process Manager, Lara Sánchez Orusco leads up the J3 team. She loves working here because both the J3 team and the Matterkind team bring, “knowledge, empathy, and are always happy to provide help.” Her coworkers would describe her as resolute, and she always tries to provide solutions to the problems she may encounter. One thing she keeps on her desk are plastic dinosaurs—she has many that she uses to play with when she needs to concentrate!

Here at Matterkind, we believe in the strength of every employee, and the initiative of every team. We are much more than the sum of our parts, and our culture is built on lifting each other up, caring for our communities, and making a positive impact. Interested in joining our collaborative environment? Check out our open positions now.