Advertising news

• The missing middle: why marketing needs a ‘validation layer’

  21-10-2026 23:45 via Marketing Mag
  By Cassie Gilbert
  Think about how you make big decisions in real life. Before booking a trip, buying new tech or trying a spot in town, what’s the first thing most of us do? We dive straight into online communities to see what real people are saying. 
  We often put far more faith in unbiased advice from strangers online than in the opinions of our own friends and family. Why? Because out here, you can connect with people who have walked through your exact situation. Whether it’s a rare caree
  
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• With B2B content, cultivating community matters more than building audience numbers

  21-10-2026 04:11 via Marketing Mag
  By Debbie Hatumale-Uy
  For most of my career, success in content was measured by the size of the crowd. At McDonald’s, I worked in social media when follower counts were the scoreboard, and at Canon I managed digital communications for a brand people already loved. What the scoreboard didn’t show – and what big brands didn’t always understand – is that the size of the crowd matters less than what happens inside it.
  An audience watches you. A community talks back
  
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