ClickZ MarTech Newsletter - 02.13.2025

Stop chasing vanity metrics—this is how to create real impact with your campaigns.

Author

Sophie Bruxner-Randall
February 13, 2025 • Estimated Reading Time: 6 minutes

Heads up! To ensure you continue receiving our newsletters, please add [email protected] to your contact list!

MarTech Invest is your weekly fix for the hottest marketing tech trends, cutting-edge tools, and actionable insights redefining digital marketing.

MarTech TL;DR 📋

🌟 Advertising Strategy: Maximize ROI beyond costly Super Bowl ads with pre/post-game placements, omnichannel activations, and influencer campaigns.

📊 B2B Advertising: Google Search leads, but Microsoft Search, Reddit, and Meta offer untapped B2B opportunities with cost-effective targeting.

🛒 Retail Success: Rakuten’s AI-driven loyalty solution boosts retention and ROAS with predictive analytics.

🤖 AI Marketing Tools: DynamicTracking unifies compliance, marketing, and sales for smarter lead generation.

🔎 Search Engine Dynamics: Google’s ranking shifts push old content up—update pages and manage sitemaps to stay visible.

🚀 Marketing Predictions: 2025 demands bold, AI-powered, human-centric marketing to stand out.

Spotlight 🌟

ADVERTISING STRATEGY

Spending $8 million on a fleeting Super Bowl ad may generate buzz, but is it the best investment? Data consistently shows that ads aired around the event—before and after kickoff—can be 3 to 10 times more efficient at driving impact without the premium price tag. Rather than relying solely on in-game exposure, marketers can leverage digital campaigns, athlete-driven influencer partnerships, and targeted media buys to sustain engagement long after the final whistle.

Major events like Euro 2024 demonstrated that brands focusing on omnichannel activations and precise audience targeting saw greater long-term returns. While in-game ads can strengthen brand equity, a clear measurement strategy and holistic campaign planning are essential to ensuring real business impact beyond game day. The question isn’t whether to advertise during the Super Bowl—it’s whether the strategy aligns with long-term growth objectives.

MarTech Pulse 📊

B2B ADVERTISING

Successful B2B advertising isn’t just about choosing the right platform—it’s about strategic execution. Google Search remains a top performer for reaching decision-makers, but smart keyword management is crucial to avoid wasted spend. Microsoft Search, often overlooked, offers lower CPCs and powerful LinkedIn integration, making it a cost-effective alternative. Meanwhile, LinkedIn itself provides unmatched access to B2B leaders, ideal for thought leadership and lead generation.

Beyond the usual suspects, Reddit is emerging as a hidden gem for B2B engagement, while Meta’s deep targeting capabilities offer surprising potential for resourceful marketers. A full-funnel approach, combining programmatic advertising, audience segmentation, and multi-channel retargeting, ensures that brands engage prospects at every stage of the buying journey. With the right mix of platforms and precision targeting, B2B advertisers can maximize reach, optimize spend, and drive sustained growth.

ADVERTISING STRATEGIES

Rakuten’s Programmatic Loyalty solution is redefining affiliate marketing and customer retention, leveraging AI and first-party data to drive measurable ROAS. A home and garden brand saw a 107% surge in shoppers, proving that AI-driven personalization and predictive analytics can transform campaign performance. For retail marketers, this highlights the power of data-driven loyalty strategies to optimize engagement, increase conversions, and maximize ad spend efficiency in an increasingly competitive digital landscape.

AI MARKETING TOOLS

Business Technology DynamicTracking's AI Reporting Studio addresses lead generation challenges by integrating compliance, marketing, and sales data. With AI-driven insights and real-time compliance, the platform enhances decision-making and sales performance. By offering a seamless lead management solution, businesses can now optimize strategies and improve outcomes with ease and efficiency.

SEARCH ENGINE DYNAMICS

Google's wacky ranking of content on Search has left many scratching their heads, with older articles sometimes popping up before recent ones. This oddity isn't due to slick manipulation by SEO specialists, but rather changes in web content like updated timestamps or new links. Google's algorithm updates, which occur several times a year, can also shuffle the search deck, occasionally bringing forgotten articles back into the spotlight.

So, how should one navigate this quirky landscape? For starters, keep your website content fresh and actively manage your sitemaps through Google Search Console. If you've got aging articles you'd like to rejuvenate, consider updating them naturally—perhaps even tweak those backlinks for a more prominent place in the search results parade. While some publishers have noticed a dip in traffic due to algorithm adjustments, take it as a call to action! Keep your content compelling and your tech savvy. In the ever-evolving world of Google Search, adaptability is your best friend, and who knows, your old content might just make a surprise comeback.

MARKETING PREDICTIONS

Marketing Insights Brands must embrace creativity, authenticity, and differentiation in 2025, integrating AI with human imagination. From mindset-driven advertising to social media's role in search and community, success hinges on breaking traditional silos and engaging consumers meaningfully. Be bold—stand against bland to truly shine. Now, let's get cracking!

How did this week’s edition spark your interest?

Login or Subscribe to participate in polls.

ClickZ is a Contentive publication in the DTC Ecommerce division