Adams & Knight Marketing Blog

AI is becoming increasingly embedded in the advertising and media ecosystem, promising greater efficiency and stronger output. But relying too heavily on AI tools can create a different risk: weakening the critical thinking and judgment that experienced media professionals bring to strategy.

Influencer marketing doesn’t always require a celebrity name or a massive following. For brands without the budget to justify a large-scale macro-influencer partnership, a network of smaller creators can offer a flexible, authentic and highly effective alternative.

Performance media has become a major focus for marketers, with increasing pressure to demonstrate sales and return on investment. But focusing too heavily on short-term performance can come at the expense of something equally important: building the brand.

Today’s advertisers have more data, technology and media channels available to them than ever before. But more options don’t necessarily lead to better results. When marketers try to take advantage of every available tactic, they can spread their budgets too thin to make a meaningful impact.

In the age of AI-driven search, it’s not just about being found, it’s about being referenced and cited by AI. Strategic Generative Engine Optimization (GEO) can make your brand the source AI systems use to answer people’s most common queries about your area of expertise. 

Patients no longer start their healthcare journey on your website. They start with ChatGPT, TikTok, Reddit, YouTube, and AI search. Healthcare brands simply can’t dismiss, discredit, or even discourage this trend. But you can leverage it to build trust in your healthcare system. Here are four key strategies to begin implementing today.

There is no paid media strategy that allows for better data-driven targeting, more cross-device reach, and greater access to an array of media outlets than programmatic media buying. But there is still a lot of confusion over what programmatic media is — and how prevalent it is becoming.…

There is no shortage of strong opinions on artificial intelligence these days, especially in the creative world. At Adams & Knight, we’re no stranger to these debates. But we believe that AI isn’t replacing anyone’s creativity or skills — just enhancing them. In fact, here’s how AI is allowing us to be more creative than ever.

Let’s take a look at some web design techniques that may have seemed like a good idea at one time, but can hold you back from creating the most satisfying and effective web experiences. We suggest better alternatives for each of these ill-advised design patterns.

As much as AI is affecting how we do things, it still hasn’t perfected the art of judging what’s worth doing. So, here are four non-AI-generated priorities to consider focusing on for 2024.

1. Lead with purpose, not “positions.” This past year, too many companies got tangled up in…