View sweepstakes rules.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-ama-roleblock\"><p><\/p>\n<div style=\"height:5px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center\" id=\"h-this-training-is-exclusively-for-ama-members\">This Training is Exclusively for AMA Members<\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////myama.my.site.com//services//oauth2//authorize?response_type=code&client_id=3MVG9CEn_O3jvv0w2UhdWBwPSVH0HQeYkNhAufvhjDMNkScGyF_5ncMuk0mJQWZ9vOZtfcRT0uuSlO65nJjvW&redirect_uri=https%3A%2F%2Fwww.ama.org%2Fsf%2Fredirect&state=https%3A%2F%2Fwww.ama.org%2Fevents%2Fvirtual-training%2Fseo-and-ai-search-challenges-opportunities-and-new-strategies-for-visibility%2F&__hstc=92629314.0846f5e313db32d93e2b08d77b5b5cc3.1772810617487.1772810617487.1772814774793.2&__hssc=92629314.3.1772814774793&__hsfp=66418abf28dabe9c9914fe79433f7a44&_gl=1*xdu67e*_gcl_au*NTQzMjgzMzYxLjE3NzI4MTA2MTY.*_ga*MTk1NTI3MjUyOS4xNzcyODEwNjE3*_ga_VZ6FMZZPER*czE3NzI4MTA2MTYkbzEkZzEkdDE3NzI4MTQ3NzckajU2JGwwJGgw\%22>MEMBER LOGIN<\/a><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-button is-style-secondary aligncenter\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////www.ama.org//ama-member-benefits///">EXPLORE MEMBERSHIP<\/a><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n","post_title":"SEO and AI Search: Challenges, Opportunities and New Strategies for Visibility (Members Only)","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"seo-and-ai-search-challenges-opportunities-and-new-strategies-for-visibility","to_ping":"","pinged":"","post_modified":"2026-04-10 10:48:07","post_modified_gmt":"2026-04-10 15:48:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_event&p=226638","menu_order":0,"post_type":"ama_event","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":226631,"post_author":"226828","post_date":"2026-03-05 10:44:30","post_date_gmt":"2026-03-05 16:44:30","post_content":"\n<p>Marketers have long faced a familiar challenge: buyer behavior evolves faster than the systems designed to measure it. From the early days of social media and influencer marketing to today\u2019s rise of AI-assisted discovery, marketing leaders are often asked to invest in emerging channels before clear attribution models exist. As organizations place greater emphasis on marketing as a revenue-driving function, the question becomes less about perfect measurement and more about making disciplined decisions with imperfect data.<\/p>\n\n\n\n<p>In this members-only webinar, academic researchers and industry practitioners will explore how marketers evaluate new channels through a revenue lens. Using examples such as AI-assisted search alongside other emerging discovery behaviors, the conversation will focus on identifying early signals of impact, interpreting partial data, and building credible internal cases for investment when the ROI story is still unfolding. The session will offer practical perspectives to help marketers navigate uncertainty while keeping revenue outcomes at the center of decision-making.<\/p>\n\n\n\n<p><strong>Registering for the first time? <\/strong>Fill out your information<strong>. <\/strong><\/p>\n\n\n\n<p><strong>Already registered for Members Only Webinar? <\/strong>If you've forgotten your confirmation number click \"Forgot Confirmation Number.\" After inputting this number, click \"Next\" to select the new sessions you would like to register for. The calendar invites will appear in the \"Add to Calendar\" button after submitting your updated registration. <\/p>\n\n\n\n<div class=\"wp-block-ama-roleblock\"><p><\/p>\n<div class=\"wp-block-buttons\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////cvent.me//1aOEG1/" target=\"_blank\" rel=\"noreferrer noopener\">REGISTER NOW<\/a><\/div>\n<\/div>\n\n\n\n<p><strong>Bonus!<\/strong> Attendees will be entered for a chance to win a free Marketing Management PCM\u00ae Prep Course & Exam Bundle ($749 value).<\/p>\n\n\n\n<p class=\"has-small-font-size\"><a href=https://www.ama.org/"https:////www.ama.org//sweepstakes-marketing-management-pcm-prep-course-exam-bundle-april-2026///">View sweepstakes rules.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-ama-roleblock\"><p><\/p>\n<div style=\"height:5px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center\" id=\"h-this-webinar-is-exclusively-for-ama-members\">This Webinar is Exclusively for AMA Members<\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////myama.my.site.com//services//oauth2//authorize?response_type=code&client_id=3MVG9CEn_O3jvv0w2UhdWBwPSVH0HQeYkNhAufvhjDMNkScGyF_5ncMuk0mJQWZ9vOZtfcRT0uuSlO65nJjvW&redirect_uri=https%3A%2F%2Fwww.ama.org%2Fsf%2Fredirect&state=https%3A%2F%2Fwww.ama.org%2Fevents%2Fwebinar%2Frevenue-in-uncertain-channels-investing-when-attribution-lags-members-only%2F&__hstc=92629314.f5d70ea317abe471bf1b709ca75e3603.1749406934812.1772564760931.1772727485150.97&__hssc=92629314.3.1772727485150&__hsfp=29990d7affbb59c1827c76dc3c7fc4ff&_gl=1*wccs83*_gcl_au*NDI1ODY0ODEyLjE3NjUyOTQ5OTU.*_ga*MTUxODc0Mzc4NS4xNzQ5NDA2OTM0*_ga_VZ6FMZZPER*czE3NzI3Mjc0ODQkbzkxJGcxJHQxNzcyNzI5MTQzJGo2MCRsMCRoMA..\%22>MEMBER LOGIN<\/a><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-button is-style-secondary aligncenter\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////www.ama.org//ama-member-benefits///">EXPLORE MEMBERSHIP<\/a><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-speakers\">Speakers<\/h2>\n\n\n\n<div class=\"wp-block-columns\">\n<div class=\"wp-block-column\"><\/div>\n\n\n\n<div class=\"wp-block-column\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns\">\n<div class=\"wp-block-column\"><\/div>\n\n\n\n<div class=\"wp-block-column\"><\/div>\n<\/div>\n","post_title":"Revenue in Uncertain Channels: Investing When Attribution Lags (Members Only)","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"revenue-in-uncertain-channels-investing-when-attribution-lags-members-only","to_ping":"","pinged":"","post_modified":"2026-04-10 10:45:56","post_modified_gmt":"2026-04-10 15:45:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_event&p=226631","menu_order":0,"post_type":"ama_event","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":200352,"post_author":"168509","post_date":"2025-07-17 14:35:06","post_date_gmt":"2025-07-17 19:35:06","post_content":"\n\n\n<h2 class=\"wp-block-heading\" id=\"h-certificate-in-marketing-foundations\"><strong>Certificate in Marketing Foundations<\/strong><\/h2>\n\n\n\n<p>The Certificate in Marketing Foundations provides an overview of the fundamental aspects of modern marketing. Courses focus on practical skills and real-world applications in the areas of marketing strategy, branding and content, marketing channels and technology, and marketing data and analytics.<\/p>\n\n\n\n<p class=\"has-small-font-size\">Beginner | Certificate Program | 15 hours<\/p>\n\n\n\n<p><strong>$330<\/strong><\/p>\n\n\n\n<div class=\"wp-block-buttons\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////catalog.mindedge.com//ama//suites//40380//certificate-in-marketing-foundations/" target=\"_blank\" rel=\"noreferrer noopener\">Get Started<\/a><\/div>\n<\/div>\n\n\n\n<p class=\"has-small-font-size\"><em>Hosted by MindEdge. You will leave ama.org to make this purchase.<\/em><\/p>\n\n\n\n\n\n<div class=\"wp-block-group\">\n<h2 class=\"wp-block-heading\" id=\"h-course-overview\">Course Overview<\/h2>\n\n\n\n<p>The Certificate in Marketing Foundations provides an overview of the fundamental aspects of modern marketing. Courses focus on practical skills and real-world applications in the areas of marketing strategy, branding and content, marketing channels and technology, and marketing data and analytics. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-left\" id=\"h-learning-format\">Learning Format<\/h4>\n\n\n\n<p class=\"has-text-align-left\">This self-paced certificate program offers an assortment of interactive exercises, selected readings, and self-assessments.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-buttons\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////catalog.mindedge.com//ama//suites//40380//certificate-in-marketing-foundations/" target=\"_blank\" rel=\"noreferrer noopener\">Enroll today<\/a><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group\">\n<h2 class=\"wp-block-heading\" id=\"h-courses-included-in-this-nbsp-certificate\">Courses Included in This Certificate<\/h2>\n\n\n\n\n\n<p>Marketing has become vital to the success of an organization in today's competitive world. This course provides an introduction to marketing and marketing planning, and addressing the definition of marketing, the marketing mix (the Four Ps), the strategic importance of marketing, and customer values and satisfaction. The course continues into topics of marketing planning including market research, pricing, distribution, and targeting.<\/p>\n\n\n\n\n\n<p>This course offers an introduction to content marketing, a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience. With an emphasis on key concepts, definitions, and metrics, the course examines ways that marketers can tailor their content to meet the specific needs of potential customers as they travel through the sales funnel. Learners will explore how content is used to build brand awareness and establish the brand as a trusted source of expert advice.<\/p>\n\n\n\n\n\n<p>This course is designed to help learners develop a solid understanding of the basic concepts and techniques that they will encounter as practitioners in the web analytics field. Topics of major concern that are discussed in Module 1 include a summary of web analytics concepts and important terms, along with the organizations and personnel who use web analytics. The course defines key performance indicators and discusses how they are chosen and implemented. A discussion of segmentation follows, with strategies for how to categorize website visitors. <\/p>\n\n\n\n<p>Students will also learn how to plan and assess website business strategies using web analytics. In Module 2, learners will explore reporting and dashboards as they relate to web analytics. Students will gain an understanding of how to plan for and design dashboards and how qualitative research offers deeper business insights. In addition, students will learn how to conduct split and multivariate testing, and implement web analytics best practices.<\/p>\n\n\n\n\n\n<p>As consumers increasingly turn to the digital marketplace of the Internet, organizations recognize that they can better reach and connect with their customers, clients, or prospects through digital marketing. There are many benefits to effective digital marketing including improved brand perception, more efficient lead generation, and better customer satisfaction levels. That can translate into the sale of more products and services. Creating a digital marketing strategy is crucial to meeting the marketing goals of the organization. This course offers a step-by-step introduction to the process of creating such a strategy, with an emphasis on key concepts, definitions, and metrics.<\/p>\n\n\n<\/div>\n\n\n\n<div class=\"wp-block-group has-beige-100-background-color has-background\">\n<p class=\"has-text-align-left\">Prove your skills! When you finish this course, you'll get a <strong>certificate of completion<\/strong> to show your current boss and future employers your commitment to keeping your knowledge up-to-date.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group\">\n<div class=\"wp-block-columns are-vertically-aligned-center\">\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image aligncenter size-full\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2025//07//15-CEUs.png/" alt=\"\" class=\"wp-image-207971\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:66.66%\">\n<p>Are you an <a href=https://www.ama.org/"https:////ama.org//pcm/">AMA Professional Certified Marketer\u00ae\ufe0f<\/a>? This training is worth 15 Continuing Education Units (CEUs) to maintain your PCM\u00ae\ufe0f certification.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n\n\n\n\n\n\n\n\n\n","post_title":"Certificate in Marketing Foundations","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"closed","post_password":"","post_name":"certificate-in-marketing-foundations","to_ping":"","pinged":"","post_modified":"2025-10-07 13:00:46","post_modified_gmt":"2025-10-07 18:00:46","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_courses&p=200352","menu_order":0,"post_type":"ama_courses","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":225155,"post_author":"229139","post_date":"2026-02-25 10:17:37","post_date_gmt":"2026-02-25 16:17:37","post_content":"\n<p>Artificial intelligence is reshaping how marketing work gets done, how customers discover brands, and how value is created across the profession. This session helps AMA members explore what these shifts make possible for their organizations, their teams, and their careers.<\/p>\n\n\n\n<p>Aligned with insights from AMA\u2019s <strong>2026 Future Trends in Marketing Report<\/strong>, this discussion focuses on where AI creates new leverage for marketers, not just new challenges.<br><br>This is a space to reflect, exchange perspectives, and identify where the center of value in marketing is moving next.<\/p>\n\n\n\n<div class=\"wp-block-ama-roleblock\"><p><\/p>\n<div class=\"wp-block-buttons\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\"><\/a><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns\">\n<div class=\"wp-block-column\"><\/div>\n\n\n\n<div class=\"wp-block-column\">\n<div class=\"wp-block-buttons\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////web.cvent.com//hub//events//90f9abef-ab27-4ff7-8c39-03c2533f1149//ondemand/" target=\"_blank\" rel=\"noreferrer noopener\">Watch the Recording<\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column\"><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-ama-roleblock\"><p><\/p>\n<div style=\"height:5px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center\" id=\"h-this-programming-is-exclusively-for-ama-members\">This Programming is Exclusively for AMA Members<\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////myama.my.site.com//services//oauth2//authorize?response_type=code&client_id=3MVG9CEn_O3jvv0w2UhdWBwPSVH0HQeYkNhAufvhjDMNkScGyF_5ncMuk0mJQWZ9vOZtfcRT0uuSlO65nJjvW&redirect_uri=https%3A%2F%2Fwww.ama.org%2Fsf%2Fredirect&state=https%3A%2F%2Fwww.ama.org%2Fevents%2Fwebinar%2Fthe-ai-reckoning-for-marketers%2F&__hstc=92629314.ca63f5abed84490922ef0796fbc52c2d.1770131322891.1772029145923.1772031444940.32&__hssc=92629314.34.1772031444940&__hsfp=4218f83bd067c1e6902d23f9dda4da4d&_gl=1*qigrme*_gcl_au*OTIxNDkwNTMzLjE3Njk0NDg5NTg.*_ga*MTUyNTcyODE1My4xNzY5NDQ4OTU5*_ga_VZ6FMZZPER*czE3NzIwMjkxNDUkbzE0JGcxJHQxNzcyMDM2Mjc4JGo2MCRsMCRoMA..\%22 target=\"_blank\" rel=\"noreferrer noopener\">MEMBER LOGIN<\/a><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-button is-style-secondary aligncenter\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////www.ama.org//ama-member-benefits///">EXPLORE MEMBERSHIP<\/a><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-speakers\"><strong>Speakers<\/strong><\/h2>\n\n\n\n<div class=\"wp-block-columns\">\n<div class=\"wp-block-column\"><\/div>\n\n\n\n<div class=\"wp-block-column\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns\">\n<div class=\"wp-block-column\"><\/div>\n\n\n\n<div class=\"wp-block-column\"><\/div>\n<\/div>\n\n\n\n<p><\/p>\n","post_title":"The AI Reckoning for Marketers (Members Only)","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-ai-reckoning-for-marketers","to_ping":"","pinged":"","post_modified":"2026-03-26 15:16:15","post_modified_gmt":"2026-03-26 20:16:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_event&p=225155","menu_order":0,"post_type":"ama_event","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":211696,"post_author":"168509","post_date":"2025-11-11 13:54:11","post_date_gmt":"2025-11-11 19:54:11","post_content":"\n\n<p class=\"has-text-align-center has-red-700-color has-text-color has-link-color\">Access your training:<\/p>\n\n\n\n<p class=\"has-text-align-center has-red-700-color has-text-color has-link-color\">Topic: Human Side of AI<br>Time: Mar 5, 2026 10:00 AM Central Time (US and Canada)<br>Join Zoom Meeting<br><a href=https://www.ama.org/"https:////ama-org.zoom.us//j//89070474211?pwd=giT8ViAnPmSIyywJrI89yPZFbEzlaM.1\%22>https:\/\/ama-org.zoom.us\/j\/89070474211?pwd=giT8ViAnPmSIyywJrI89yPZFbEzlaM.1<\/a>

Meeting ID: 890 7047 4211<br>Passcode: AMAHUMAI<\/p>\n\n\n\n\n<div class=\"wp-block-group has-beige-100-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-how-to-partner-with-ai-without-losing-yourself\">How to Partner with AI (Without Losing Yourself)<\/h2>\n\n\n\n<p>Artificial Intelligence (AI) platforms can save time, spark ideas, and surface insights\u2014but it can\u2019t replicate human creativity, intuition, or empathy. As AI reshapes marketing, success will depend on knowing when to lean on technology and when to lead with humanity.<\/p>\n\n\n\n<p>In this interactive AMA session, Heather Whaling, CEO of Geben Communication, will help marketers uncover their personal zone of genius\u2014the work only they can do\u2014and identify where AI can amplify, automate, or accelerate their impact. You\u2019ll explore frameworks for using AI intentionally, preserving authenticity in your marketing, and spending more time in the parts of your work that energize and differentiate you.<\/p>\n\n\n\n<p><strong><em>Online | March 5, 2026 | 10:00 a.m. - Noon CT<\/em><\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group\">\n<h2 class=\"wp-block-heading\" id=\"key-takeaways\">Key Takeaways<\/h2>\n\n\n\n<ul class=\"wp-block-list list-block has-medium-font-size\">\n<li>How to decide when (and when not) to use AI in marketing work.<\/li>\n\n\n\n<li>A framework for mapping your <em>zone of genius<\/em> and aligning it with AI\u2019s strengths.<\/li>\n\n\n\n<li>How to blend AI-powered insights with human validation and storytelling.<\/li>\n\n\n\n<li>Simple, real-world ways to reclaim time for creativity and strategy.<\/li>\n\n\n\n<li>A customizable \u201cPrompt Playbook\u201d to take back to your team.<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-beige-100-background-color has-background\">\n\n\n<p class=\"has-text-align-center has-blue-900-color has-text-color has-link-color\"><br>Get 10% off pricing by purchasing 3 or more tickets for your group or team!<br>Users will be assigned once the purchase is complete.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-blue-500-background-color has-background\"><\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center\">\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2023//06//AMA-PCM-2-CEU-Badge.png?w=350\%22 alt=\"\" class=\"wp-image-125746\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:66.66%\">\n<p>Are you an <a href=https://www.ama.org/"https:////www.ama.org//certifications///" target=\"_blank\" rel=\"noreferrer noopener\">AMA Professional Certified Marketer\u00ae\ufe0f<\/a>? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM\u00ae\ufe0f certification.<\/p>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"ama-event-policies-and-faqs\"><a href=https://www.ama.org/"https:////myama.my.site.com//s//article//AMA-Event-Policies/">AMA Event Policies<\/a><\/h4>\n","post_title":"Balancing Human Creativity with AI Efficiency","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"balancing-human-creativity-with-ai-efficiency","to_ping":"","pinged":"","post_modified":"2025-11-11 14:19:18","post_modified_gmt":"2025-11-11 20:19:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_event&p=211696","menu_order":0,"post_type":"ama_event","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":203891,"post_author":"168509","post_date":"2025-08-25 10:14:11","post_date_gmt":"2025-08-25 15:14:11","post_content":"\n<div class=\"wp-block-group has-beige-100-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-harness-the-power-of-ai-for-automation\">Harness the Power of AI for Automation<\/h2>\n\n\n\n<p>Keeping pace with automation technology has always been a challenge for marketing teams and now it\u2019s a moving target. The martech stack has exploded in the last few years. Artificial intelligence is turning marketing automation on its head: AI can suggest messaging, segment your audience, create personas, and even directly use the internet and your marketing tools on your behalf.<\/p>\n\n\n\n<p><br>This 2-hour virtual workshop reveals how AI is changing marketing automation. It will clearly explain what\u2019s possible and open the door to a whole new way of getting your work done. You\u2019ll learn how your role can shift from execution to strategy when you use AI as a powerful thinking partner in your daily marketing tasks.<\/p>\n\n\n\n<p><strong>Online | December 11, 2025 | 10:00 AM-12:00 PM Central Time<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group\">\n<h2 class=\"wp-block-heading\" id=\"key-takeaways\">Key Takeaways<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Understand the current landscape of marketing automation and AI technology<\/li>\n\n\n\n<li>Learn how to spot high-impact AI use cases and prioritize which tasks to automate <\/li>\n\n\n\n<li>Discuss how to build AI literacy to keep pace with change<\/li>\n\n\n\n<li>Discuss automation guidelines for success<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-group\">\n<p><strong>What the Session Does Not Cover<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Technical development of AI:<\/strong> This is <em>not<\/em> a deep technical training on how AI works under the hood (no coding, math, or complex algorithms).<\/li>\n\n\n\n<li><strong>Building AI products or software engineering:<\/strong> The focus is on using AI as a marketer, not on AI product development or engineering. This workshop is tailored for marketing and adjacent roles who want to use AI to get work done.<\/li>\n\n\n\n<li><strong>An exhaustive list of AI tools:<\/strong> We won\u2019t simply catalog every tool out there. Instead, we\u2019ll ground everyone in what these new tools can do. (For reference, we\u2019ll primarily use ChatGPT as it\u2019s the most ubiquitous example.)<\/li>\n<\/ul>\n<\/div>\n\n\n\n\n<h4 class=\"wp-block-heading has-text-align-left has-red-900-color has-text-color has-link-color\" id=\"h-you-re-in-login-to-your-training-via-the-details-below\"><strong>YOU'RE IN - LOGIN TO YOUR TRAINING VIA THE DETAILS BELOW<\/strong><\/h4>\n\n\n\n<p class=\"has-text-align-center has-red-900-color has-text-color has-link-color\"><strong><a href=https://www.ama.org/"Topic: Marketing Automation & AITime: Dec 11, 2025 10:00 AM Central Time (US and Canada)Join Zoom Meetinghttps:\/\/ama-org.zoom.us\/j\/89339908029?pwd=10kvRAbfEDuKsuga4GecRu7mQwV7LL.1Meeting ID: 893 3990 8029Passcode: AMAMAAI---One tap mobile+13126266799,,89339908029# US (Chicago)+16468769923,,89339908029# US (New York)\">Topic: Marketing Automation & AI<br>Time: Dec 11, 2025 10:00 AM Central Time (US and Canada)<br>Join Zoom Meeting<br><\/a><a href=https://www.ama.org/"https:////ama-org.zoom.us//j//89339908029?pwd=10kvRAbfEDuKsuga4GecRu7mQwV7LL.1\%22>https:\/\/ama-org.zoom.us\/j\/89339908029?pwd=10kvRAbfEDuKsuga4GecRu7mQwV7LL.1<\/a>

Meeting ID: 893 3990 8029<br>Passcode: AMAMAAI<br>---<br>One tap mobile<br>+13126266799,,89339908029# US (Chicago)<br>+16468769923,,89339908029# US (New York)<br><\/strong><\/p>\n\n\n\n\n<div class=\"wp-block-group has-beige-100-background-color has-background\">\n\n\n<p><\/p>\n\n\n\n<p class=\"has-text-align-center has-blue-900-color has-text-color\"><strong><strong>Want to join as a group or team? Get 10% off pricing by purchasing 3 or more tickets! Users will be assigned once the purchase is complete.<\/strong><\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-blue-500-background-color has-background\"><\/div>\n\n\n\n<div style=\"height:5px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-group\">\n<div class=\"wp-block-columns are-vertically-aligned-center\">\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2023//06//AMA-PCM-2-CEU-Badge.png?w=350\%22 alt=\"\" class=\"wp-image-125746\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:66.66%\">\n<p>Are you an <a href=https://www.ama.org/"https:////ama.org//pcm/" target=\"_blank\" rel=\"noreferrer noopener\">AMA Professional Certified Marketer\u00ae\ufe0f<\/a>? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM\u00ae\ufe0f certification.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n","post_title":"Using AI to Transform Your Marketing Automation","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"using-ai-to-transform-your-marketing-automation","to_ping":"","pinged":"","post_modified":"2025-08-25 11:42:16","post_modified_gmt":"2025-08-25 16:42:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_event&p=203891","menu_order":0,"post_type":"ama_event","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":211132,"post_author":"223996","post_date":"2025-11-11 10:07:00","post_date_gmt":"2025-11-11 16:07:00","post_content":"\n<p>Who\u2019s adopting AI faster: tech-savvy experts or beginners? With artificial intelligence becoming increasingly integrated into daily life, this question carries enormous implications for marketers and product designers. A <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429251314491/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a> reveals a surprising answer: Consumers with lower AI literacy are more likely to adopt AI tools because they view AI as magical and awe-inspiring.<\/p>\n\n\n\n<p>We uncover a powerful insight: the key to increasing AI adoption lies not in technical sophistication but in emotional engagement. When AI feels magical, it inspires curiosity, excitement, and trust. Harnessing this emotional response can unlock new opportunities for innovation and growth across industries.<\/p>\n\n\n\n<p>This sense of wonder drives a willingness to adopt AI, even though these users often perceive AI as less capable or ethical than those with greater AI literacy.<\/p>\n\n\n\n<p>In contrast, consumers with higher AI literacy take a more critical view of AI, focusing on its technical limitations and ethical concerns. This group is less likely to see AI as magical and, as a result, is slower to adopt new tools or products.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-implications-for-marketers-and-product-designers\">Implications for Marketers and Product Designers<\/h2>\n\n\n\n<p>This gap in adoption behavior has significant implications for marketers, product developers, and policymakers. It challenges the common assumption that tech-savvy consumers are the leading edge of AI adoption. Instead, businesses targeting lower-literacy audiences can emphasize AI\u2019s awe-inspiring potential to drive engagement and usage.<\/p>\n\n\n\n<p>For example, marketing campaigns showcasing AI\u2019s ability to generate lifelike images, analyze complex patterns, or offer empathetic care can resonate deeply with consumers who view these capabilities as extraordinary. By focusing on the \u201cmagic\u201d of AI, brands can tap into the sense of wonder that drives adoption.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>Marketing campaigns showcasing AI\u2019s ability to generate lifelike images, analyze complex patterns, or offer empathetic care can resonate deeply with consumers who view these capabilities as extraordinary.<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-balancing-wonder-and-responsibility\">Balancing Wonder and Responsibility<\/h2>\n\n\n\n<p>This approach comes with a caution. Although lower AI literacy fosters adoption through magical thinking, it may also leave these consumers vulnerable to misuse or misrepresentation. For instance, users may overestimate AI\u2019s capabilities or fail to recognize its limitations, leading to ethical and practical challenges.<\/p>\n\n\n\n<p>Marketers and policymakers must strike a balance between highlighting AI\u2019s potential and promoting informed usage. Clear messaging about AI\u2019s capabilities and boundaries can help prevent misunderstandings while maintaining the sense of wonder that encourages adoption.<\/p>\n\n\n\n<p>Another key challenge involves the role of education. As AI literacy increases, the perception of AI as magical diminishes. While education is crucial for fostering responsible use, it may inadvertently dampen adoption by reducing the sense of awe that motivates initial engagement. Policymakers and educators need to design programs that enhance understanding without eroding the excitement that drives consumers to explore new technologies.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-tailoring-strategies-to-audience-perceptions\">Tailoring Strategies to Audience Perceptions<\/h2>\n\n\n\n<p>The study also highlights the broader implications of consumer perceptions for AI integration. Businesses should consider how AI is positioned within their offerings, ensuring that messaging aligns with the target audience\u2019s level of understanding and emotional response.<\/p>\n\n\n\n<p>For example, companies developing AI-powered tools for creative industries might focus on the \u201cmagic\u201d of artistic generation, appealing to less tech-savvy consumers. Meanwhile, brands targeting professionals or experts might emphasize transparency and accuracy, addressing the more critical lens through which these audiences view AI.<\/p>\n\n\n\n<p>Ultimately, the findings suggest that marketers and product developers must tailor their strategies to different segments of the population. By understanding how consumers perceive and interact with AI, businesses can create products and campaigns that resonate more effectively with their audiences.<\/p>\n\n\n\n\n\n<p><strong>Source:<\/strong> Stephanie Tully, Chiara Longoni, and Gil Appel, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429251314491/" target=\"_blank\" rel=\"noreferrer noopener\">Lower Artificial Intelligence Literacy Predicts Greater AI Receptivity<\/a>,\u201d <em><em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/em>, 89 (5), 1\u201320.<\/p>\n\n\n\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n","post_title":"Those Who Know Less About AI are More Likely to Adopt It","post_excerpt":"Who\u2019s more open to adopting AI: savvy tech experts or beginners? A Journal of Marketing study finds that people with lower AI literacy are most receptive to AI\u2014here's why.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"those-who-know-less-about-ai-are-more-likely-to-adopt-it","to_ping":"","pinged":"","post_modified":"2025-11-18 11:44:54","post_modified_gmt":"2025-11-18 17:44:54","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=211132","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":209091,"post_author":"221814","post_date":"2025-10-21 11:40:38","post_date_gmt":"2025-10-21 16:40:38","post_content":"\n<p>Social media has transformed how brands interact with consumers, making platforms like Instagram and Facebook critical for advertising success. As businesses invest billions into social ads, understanding how users engage with these ads is more important than ever. But how do social signals such as likes influence user behavior?<\/p>\n\n\n\n<p>A <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241307608/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a> finds that the first like on a social ad has a profound impact, significantly boosting both clicks and likes. However, as the number of likes increases, their influence on clicks diminishes. The research reveals two key forms of social influence at play: normative and informational. Normative influence encourages users to conform to social norms, leading them to like an ad simply because others have done so. Informational influence, on the other hand, drives meaningful actions like clicking on an ad when users perceive it as credible or relevant.<\/p>\n\n\n\n<p>This dual effect of likes provides critical insights for marketers and platforms aiming to optimize ad performance and user engagement.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-key-findings-how-likes-shape-user-behavior\"><strong>Key Findings: How Likes Shape User Behavior<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Initial Likes Are Critical:<\/strong> The first like on an ad acts as a powerful social cue, boosting both clicks and likes. It serves as a signal of credibility, encouraging users to engage with the content.<\/li>\n\n\n\n<li><strong>Normative vs. Informational Influence:<\/strong> While the first like generates both normative and informational influence, additional likes primarily encourage conformity rather than meaningful engagement. This results in more users liking the ad but fewer clicking through to learn more.<\/li>\n\n\n\n<li><strong>Plateau in Engagement:<\/strong> As the number of likes grows, their ability to drive clicks diminishes. This suggests that showing too many likes can dilute their informational value, leading to a plateau in meaningful engagement.<\/li>\n<\/ul>\n\n\n\n<p>The first like is a critical moment for engagement. It signals to users that the content is worth their attention, encouraging both likes and clicks. However, as likes accumulate, their role shifts. Instead of driving deeper interactions, they primarily serve to reinforce conformity, leading users to simply like the ad without taking further action.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-practical-insights-for-marketers\"><strong>Practical Insights for Marketers<\/strong><\/h2>\n\n\n\n<p>For marketers, these findings offer actionable strategies to enhance the effectiveness of social media ad campaigns:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Optimize for Click-Through Campaigns:<\/strong> Campaigns designed to drive clicks should display only a few likes to preserve the informational value of the first like. This strategy helps maintain the ad\u2019s perceived credibility, encouraging users to take action.<\/li>\n\n\n\n<li><strong>Boost Brand Awareness:<\/strong> For campaigns focused on building brand awareness, showing higher like counts can leverage normative influence to make the ad appear more popular and widely accepted. This approach enhances brand perception and visibility.<\/li>\n\n\n\n<li><strong>Tailor Social Cues to Campaign Goals:<\/strong> Marketers should carefully consider the type of engagement they aim to achieve. Balancing normative and informational influences can help design campaigns that maximize both likes and clicks.<\/li>\n<\/ul>\n\n\n\n<p>By aligning the visibility of likes with campaign objectives, brands can optimize their return on investment.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-implications-for-social-media-platforms\"><strong>Implications for Social Media Platforms<\/strong><\/h2>\n\n\n\n<p>The study also has significant implications for social media platforms. Platforms like Instagram and Facebook continuously experiment with the visibility of likes, as seen in Instagram\u2019s recent tests on hiding like counts. These decisions impact user behavior and advertiser outcomes, making it critical for platforms to strike the right balance.<\/p>\n\n\n\n<p>Platforms can use these insights to refine how they display likes in ads. For click-through campaigns, limiting the visibility of likes can preserve the informational value of the first like, driving deeper engagement. For awareness campaigns, showing higher like counts can enhance normative influence, boosting surface-level engagement and brand visibility.<\/p>\n\n\n\n<p>Platforms must consider how their design choices influence both user behavior and advertiser performance.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-challenges-and-considerations\"><strong>Challenges and Considerations<\/strong><\/h2>\n\n\n\n<p>While likes are a powerful tool for driving engagement, their effects are not universal. Campaigns that rely too heavily on normative influence may fail to drive meaningful actions like clicks or purchases. Similarly, campaigns that prioritize clicks without considering the role of social cues risk missing opportunities to build brand awareness.<\/p>\n\n\n\n<p>Another challenge lies in balancing authenticity with strategy. Overemphasizing likes as a metric of success can lead to inauthentic interactions, where users engage with content superficially rather than meaningfully. Platforms and marketers must work together to ensure that social cues are used in ways that enhance user experience and drive real value.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-a-vision-for-the-future-of-social-advertising\"><strong>A Vision for the Future of Social Advertising<\/strong><\/h2>\n\n\n\n<p>This study offers a framework for leveraging likes as a tool for both engagement and action. By recognizing the dual role of likes, marketers and platforms can design campaigns that deliver better results for advertisers while maintaining user trust.<\/p>\n\n\n\n<p>In a world where attention is increasingly scarce, the ability to understand and harness the dynamics of social influence offers a competitive edge. Whether the goal is to drive clicks, increase likes, or boost brand awareness, leveraging the power of social cues is key to creating impactful campaigns.<\/p>\n\n\n\n\n\n<p><strong>Source:<\/strong> Song Lin and Shan Huang, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241307608/" target=\"_blank\" rel=\"noreferrer noopener\">Do More \u2018Likes\u2019 Lead to More Clicks? Evidence from a Field Experiment on Social Advertising<\/a>,\u201d <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>, 89 (5), 88\u2013110.<\/p>\n\n\n\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n\n\n","post_title":"Do More Likes Lead to More Clicks? Evidence from a Social Advertising Field Experiment","post_excerpt":"A Journal of Marketing study finds that the first like on an ad has a powerful influence, but as more likes accumulate, their impact on clicks diminishes. Here's what this means for marketers.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"do-more-likes-lead-to-more-clicks-evidence-from-a-social-advertising-field-experiment","to_ping":"","pinged":"","post_modified":"2025-10-21 11:46:19","post_modified_gmt":"2025-10-21 16:46:19","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=209091","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":230082,"post_author":"231528","post_date":"2026-03-19 15:37:48","post_date_gmt":"2026-03-19 20:37:48","post_content":"\n<p>Our digital world has become increasingly visual. Firms increasingly rely on images to convey brand identity, signal quality, evoke emotions, and influence consumer decisions across digital advertising, social media, and e-commerce platforms. At the same time, consumers actively generate and share images of themselves, products, and experiences on social media and online review sites. Visual content also plays a central role on platforms such as Airbnb, LinkedIn, charity crowdfunding sites, freelancing marketplaces, dating apps, and resale platforms, where images shape outcomes ranging from bookings and hiring to donations and sales.<\/p>\n\n\n\n<p>As a result, the ability to systematically analyze visual content has become essential for both managers and academic researchers. Image analytics enables firms to move beyond subjective evaluations of creative assets. By quantifying visual characteristics at scale, firms can evaluate, optimize, and personalize visual communication strategies across markets and customer segments. For researchers, image analytics provides a way to incorporate visual data into empirical analysis. By transforming images into structured, analyzable variables, researchers can investigate how visual elements shape consumer behavior and market outcomes across contexts, thereby advancing theory in domains where visual design plays a central role.<\/p>\n\n\n\n<p>However, unlike structured data, images do not come with predefined variables. Researchers and managers must first decide which aspects of visual content matter for a given outcome and how to extract those variables from unstructured images in a reliable and scalable way.<\/p>\n\n\n\n\n\n<p>Image variables can be broadly organized into three categories based on the level of visual meaning:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Low-level features capture visual properties derived directly from pixel values, such as color, brightness, and composition.<\/li>\n\n\n\n<li>Mid-level features capture what is present in the image, such as objects, people, logos, or scenes.<\/li>\n\n\n\n<li>High-level features capture how images are interpreted or evaluated, such as perceived emotion, aesthetics, or brand personality.<\/li>\n<\/ol>\n\n\n\n<p>From a managerial perspective, these levels can be viewed as part of a broader decision process that links business outcomes, feature selection, measurement methods, and validation, as shown in Figure 1. In practice, the appropriate level depends on the objective of the image analytics task, as summarized in Table 1.<\/p>\n\n\n\n<p>This article provides a structured framework to guide feature selection and measurement, synthesizing recent research from <em>Journal of Marketing Research<\/em> and related marketing and information systems journals to show how image analytics can inform theory and managerial actions.<\/p>\n\n\n\n<p><strong><em>Figure 1: Feature Selection and Measurement Framework for Image Analytics<\/em><\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2026//03//Picture1.png/" alt=\"\" class=\"wp-image-230095\"\/><\/figure>\n\n\n\n<p><strong><em>Table 1: Choosing the Right Level of Visual Meaning<\/em><\/strong><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><td><strong>If Your Goal Is To\u2026<\/strong><\/td><td><strong>Choose This Level<\/strong><\/td><td><strong>Rationale<\/strong><\/td><\/tr><\/thead><tbody><tr><td>Control for basic visual differences across images<\/td><td>Low-level<\/td><td>Fast, objective, scalable<\/td><\/tr><tr><td>Measure what appears in the image<\/td><td>Mid-level<\/td><td>Directly links to content decisions<\/td><\/tr><tr><td>Measure consumer evaluations or perceptions<\/td><td>High-level<\/td><td>Captures psychological meaning<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-low-level-features-color-composition-and-basic-visual-properties\"><strong>Low-Level Features: Color, Composition, and Basic Visual Properties<\/strong><\/h2>\n\n\n\n<p>Objective image attributes such as file size, resolution, orientation (portrait vs. landscape), and foundational visual features drawn from photography research, including color, composition, and figure\u2013ground relationships, provide a natural starting point for image analytics. These attributes are either directly observable or easy to extract, follow standardized definitions, and yield consistent values for the same image, enabling systematic comparison at scale.<\/p>\n\n\n\n<p>Among intrinsic attributes, color has received the most sustained attention in marketing research (see <a href=https://www.ama.org/"https:////doi.org//10.1002//mar.21359/" target=\"_blank\" rel=\"noreferrer noopener\">Labrecque [2020]<\/a> for a comprehensive review). Color is commonly characterized along three dimensions: hue (e.g., red, blue), saturation (intensity or richness), and value (lightness versus darkness), together often referred to as the hue\u2013saturation\u2013value (HSV) space. Consistent with prior reviews of color research in marketing (Labrecque 2020), much of the foundational evidence on color effects comes from controlled laboratory experiments that offer strong internal validity but limited scalability. Nowadays, image analytics enable researchers to extend color research to large-scale field datasets by measuring color properties directly from images. Image processing packages such as Python Pillow allow researchers to extract pixel-level color values, preferably in HSV space to facilitate interpretation, and construct theory-consistent color variables. For example, dominant colors are often identified using k-means clustering to group pixels with similar color characteristics and represent each cluster by its centroid (<a href=https://www.ama.org/"https:////doi.org//10.1002//mar.21359/" target=\"_blank\" rel=\"noreferrer noopener\">Labrecque et al. 2025<\/a>). Other studies operationalize image clarity as the proportion of pixels exceeding a brightness threshold (<a href=https://www.ama.org/"https:////doi.org//10.1287//mnsc.2021.4175/" target=\"_blank\" rel=\"noreferrer noopener\">Zhang et al. 2022<\/a>) or measure colorfulness as one minus the combined pixel share of the three most dominant colors (<a href=https://www.ama.org/"https:////doi.org//10.1177//00222437251373042/" target=\"_blank\" rel=\"noreferrer noopener\">Dang et al. 2026<\/a>; <a href=https://www.ama.org/"https:////doi.org//10.1177//0022243719881113/" target=\"_blank\" rel=\"noreferrer noopener\">Li and Xie 2020<\/a>). Although specific parameter choices vary across studies, results are generally robust to reasonable alternative specifications. Major commercial vision platforms such as Google Vision AI, Amazon Web Services (AWS) Rekognition, and Microsoft Azure offer similar color detection capabilities.<\/p>\n\n\n\n<p>Once constructed, color-related attributes can enter regression or machine learning models directly to explain or predict outcomes. For example, Li and Xie (2020) find that colorfulness affects user engagement on social media in a category-contingent manner, while Zhang et al. (2022) show that Airbnb photos with warmer hues, greater image clarity, and more balanced color properties associate with higher demand. Using gradient-boosted regression trees, <a href=https://www.ama.org/"https:////doi.org//10.1287//mksc.2023.1451/" target=\"_blank\" rel=\"noreferrer noopener\">Dzyabura et al. (2023)<\/a> demonstrate that nuanced color composition clusters exert substantial predictive power for product returns, indicating that subtle shade differences can meaningfully affect consumer behavior. However, <a href=https://www.ama.org/"https:////doi.org//10.1287//mnsc.2022.4359/" target=\"_blank\" rel=\"noreferrer noopener\">Zhang and Luo (2023)<\/a> find that photographic attributes such as composition and brightness are less useful in predicting restaurant survival compared to the content of the photos.<\/p>\n\n\n\n<p>Beyond their direct effects, color-related attributes also serve as building blocks or explanatory factors for higher-level perceptual constructs. <a href=https://www.ama.org/"https:////doi.org//10.25300//MISQ//2022//17164/" target=\"_blank\" rel=\"noreferrer noopener\">Hou, Zhang, and Zhang (2023)<\/a> show that warmer hues, higher saturation, and greater brightness evoke more positive emotions in charity crowdfunding images, while Zhang et al. (2022) find that professionally verified Airbnb photos achieve higher perceived quality in part due to more appealing color properties. <a href=https://www.ama.org/"https:////doi.org//10.25300//MISQ//2025//17965/" target=\"_blank\" rel=\"noreferrer noopener\">Yu et al. (2026)<\/a> further demonstrate that saturation, brightness, brightness contrast, and image clarity increase picture-evoked arousal but not valence in restaurant reviews. Complementing these findings, Labrecque et al. (2025) show that marketers systematically pair highly saturated product images with language emphasizing potency and efficacy.<\/p>\n\n\n\n<p>Taken together, this body of work highlights the dual role of color-related attributes in image analytics. Color properties directly explain variation in consumer responses and market outcomes, while also serving as foundational visual factors that must be accounted for when studying higher-level creative strategies. In practice, failing to control for color can lead managers and researchers to misattribute performance differences to creative content or messaging when those differences instead reflect underlying visual properties (Labrecque 2020; Li and Xie 2020; Zhang et al. 2022). This risk is particularly pronounced when images vary substantially in brightness or colorfulness, when creative elements such as people presence or emotional expressions systematically co-occur with specific color patterns, or when analyses span product categories with distinct color conventions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-mid-level-features-objects-and-human-faces\"><strong>Mid-Level Features: Objects and Human Faces<\/strong><\/h2>\n\n\n\n<p>Mid-level visual features capture <em>what appears in the image<\/em> rather than only how it looks at the pixel level. Common examples include detected objects (e.g., product, food, car, logo, sports equipment) and the presence and characteristics of human faces (e.g., face presence, number of faces, facial expressions). These features matter because they map directly onto content elements that consumers notice and interpret, and they often proxy for managerial choices about what to show, such as products versus lifestyle contexts or people versus objects.<\/p>\n\n\n\n<p>Researchers can extract object- and face-based features using pretrained computer vision systems that return labels and localized regions. For example, Google Vision can identify multiple objects and faces and provide bounding boxes and facial attributes, including emotion likelihoods. Similar outputs are available from platforms such as AWS Rekognition, Microsoft Azure, and Clarifai, enabling straightforward feature construction ranging from simple presence or count measures to composition-based measures that rely on object size and location.<\/p>\n\n\n\n<p>When standard outputs are insufficient, researchers can fine-tune pretrained deep learning models for task-specific classification. For example, <a href=https://www.ama.org/"https:////doi.org//10.1177//00222437211037258/" target=\"_blank\" rel=\"noreferrer noopener\">Hartmann et al. (2021)<\/a> train a Visual Geometry Group (VGG-16) convolutional neural network (CNN) model to distinguish consumer selfies from brand selfies, and Li et al. (2022) use transfer learning with a Residual Network (ResNet-50) architecture to classify room types in Airbnb photos. Table 2 summarizes the key conceptual steps in fine-tuning pretrained CNNs for such tasks. In practice, fine-tuning is most commonly used for mid-level (e.g., object or content detection) and high-level (e.g., perception or evaluation prediction) image analytics tasks, whereas low-level visual properties such as color or brightness are typically extracted using standard image processing tools.<\/p>\n\n\n\n<p><strong><em>Table 2: Conceptual overview of fine-tuning a pretrained Convolutional Neural Networks (CNN)<\/em><\/strong><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><td><strong>Step<\/strong><\/td><td><strong>Key Decision<\/strong><\/td><td><strong>Purpose<\/strong><\/td><\/tr><\/thead><tbody><tr><td>Define the task<\/td><td>Specify what is being classified or detected (e.g., consumer selfie vs. brand selfie, room type, emotion, quality)<\/td><td>Aligns model outputs with the theoretical construct of interest<\/td><\/tr><tr><td>Prepare labeled data<\/td><td>Assemble a labeled image set consistent with the task definition<\/td><td>Ensures the model learns meaningful visual distinctions<\/td><\/tr><tr><td>Initialize pretrained model<\/td><td>Start from a CNN architecture (e.g., VGG-16, ResNet-50) pretrained on a large image corpus (e.g., ImageNet)<\/td><td>Leverages general visual representations and limits data requirements<\/td><\/tr><tr><td>Adapt and fine-tune model layers<\/td><td>Decide which layers\u2019 parameters to hold fixed and which to fine-tune, based on factors such as task complexity and training sample size, and adjust the final classification layer to match the task categories<\/td><td>Balances generalization with task specificity and ensures model outputs align with the labeled data<\/td><\/tr><tr><td>Validate and extract outputs<\/td><td>Assess out-of-sample performance and extract predictions<\/td><td>Establishes measurement reliability for downstream analysis<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>In marketing contexts, including people in images is a common and highly consequential creative decision. However, evidence across settings shows that the effects of human presence are highly context dependent. Li and Xie (2020) find that images with human faces increase attention and engagement on Twitter but not on Instagram. <a href=https://www.ama.org/"https:////doi.org//10.1093//jcr//ucad059/" target=\"_blank\" rel=\"noreferrer noopener\">Lu, Jung, and Peck (2024)<\/a> show that in identity-relevant contexts such as vacations or weddings, including another person can reduce liking and preference by triggering psychological ownership concerns. In social media branding, Hartmann et al. (2021) document a similar trade-off: Consumer selfies generate more likes and comments, whereas product-focused brand selfies elicit stronger brand engagement and purchase intentions. In online reviews, <a href=https://www.ama.org/"https:////doi.org//10.1287//isre.2023.1201/" target=\"_blank\" rel=\"noreferrer noopener\">Guan et al. (2023)<\/a> find that reviewer face disclosure increases subsequent product ratings by reducing uncertainty about product fit. Together, these findings indicate that human presence does not uniformly enhance image effectiveness; its impact depends on platform norms, consumption goals, and the role the image plays in the decision process. Beyond direct effects, human and object presence also shape image effectiveness indirectly by influencing emotional responses. In charity crowdfunding, <a href=https://www.ama.org/"https:////doi.org//10.25300//MISQ//2022//17164/" target=\"_blank\" rel=\"noreferrer noopener\">Hou, Zhang, and Zhang (2023)<\/a> show that images featuring people heighten excitement while suppressing awe and selectively amplify or reduce negative emotions, whereas images with animals evoke a distinct emotional profile. Taken together, this work underscores the importance of explicitly modeling human and object presence in image analytics, both as direct predictors and as drivers of emotional and evaluative mechanisms that influence downstream outcomes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-high-level-features-emotion-quality-aesthetics-and-beyond\"><strong>High-Level Features: Emotion, Quality, Aesthetics, and beyond<\/strong><\/h2>\n\n\n\n<p>High-level visual features capture how people respond to and evaluate an image or an object within an image. These features reflect subjective interpretations, such as the emotions an image evokes (Hou, Zhang, and Zhang 2023), the quality or aesthetic appeal it conveys (Zhang et al. 2022, Guan et al. 2023) and person-related attributes such as celebrity potential (<a href=https://www.ama.org/"https:////doi.org//10.1177//00222437251323238/" target=\"_blank\" rel=\"noreferrer noopener\">Feng et al. 2025<\/a>) or attractiveness (<a href=https://www.ama.org/"https:////doi.org//10.1287//isre.2021.0559/" target=\"_blank\" rel=\"noreferrer noopener\">Malik, Singh, and Srinivasan 2023<\/a>).<\/p>\n\n\n\n<p>Prior research demonstrates that these perceptual constructs play an important role across a wide range of contexts. For example, images that evoke specific emotions influence engagement and donation behavior in charity crowdfunding (Hou, Zhang, and Zhang 2023). Perceived visual quality and aesthetic appeal shape evaluations in hospitality and online review settings (Guan et al. 2023; Zhang et al. 2022). Face-related attributes inferred from images, such as celebrity potential or attractiveness, affect influencer selection, hiring decisions, and long-term career outcomes (Feng et al. 2025; Malik, Singh, and Srinivasan 2023; <a href=https://www.ama.org/"https:////doi.org//10.1287//mksc.2022.1425/" target=\"_blank\" rel=\"noreferrer noopener\">Troncoso and Luo 2023<\/a>). Together, these findings show that high-level visual features capture meaningful variation in how images shape evaluations and decisions, even though their effects often depend on context and task.<\/p>\n\n\n\n<p>High-level visual features offer three key advantages for image analytics:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>They align measurement with how marketing theory conceptualizes decision making. Many theories emphasize perceptions and judgments as the link between marketing stimuli and outcomes.<\/li>\n\n\n\n<li>They provide a compact way to summarize complex visual information, improving stability and making comparisons easier across platforms, categories, and context.<\/li>\n\n\n\n<li>They improve interpretability for both researchers and managers by translating visual variation into psychologically meaningful constructs that are easier to explain and act on.<\/li>\n<\/ol>\n\n\n\n<p>Researchers typically construct high-level visual features using the same CNN-based framework applied to other task-specific image analytics, consistent with the workflow summarized in Table 2. The main difference lies in task definition and labeling: Instead of predicting objects or content categories, models infer perceptual judgments or attributes based on human evaluations or validated proxies. The resulting predictions then serve as quantitative measures that can be incorporated directly into empirical models.<\/p>\n\n\n\n<p>Advertising and consumer behavior research has long emphasized that visual and verbal elements are processed jointly and that their congruence shapes consumer responses (<a href=https://www.ama.org/"https:////doi.org//10.1086//209275/" target=\"_blank\" rel=\"noreferrer noopener\">Heckler and Childers 1992<\/a>). Advances in image analytics now allow researchers and managers to measure these relationships directly and at scale. Methodologically, this stream of research uses deep learning models to generate representations for images and text and then constructs measures that capture how visual and verbal content relates across modalities. These measures can be validated against human judgments and incorporated into empirical models to study how visual and verbal cues jointly shape perceptions and decisions.<\/p>\n\n\n\n<p>A central insight from this literature is that consumer responses depend critically on how image and text content relate to one another. <a href=https://www.ama.org/"https:////doi.org//10.25300//MISQ//2020//14870/" target=\"_blank\" rel=\"noreferrer noopener\">Shin et al. (2020)<\/a> show that image\u2013text similarity substantially improves prediction of social media content popularity and consumer engagement. Li and Xie (2020) find that stronger image\u2013text fit increases user engagement on Twitter but not on Instagram, underscoring platform-specific processing differences. In online reviews, <a href=https://www.ama.org/"https:////doi.org//10.1177//00222437231169711/" target=\"_blank\" rel=\"noreferrer noopener\">Ceylan, Diehl, and Proserpio (2024)<\/a> and Yu et al. (2026) show that alignment between photos and text in both content and emotional valence and arousal improves review helpfulness by enhancing processing fluency. Extending beyond reinforcement, <a href=https://www.ama.org/"https:////doi.org//10.1287//mnsc.2022.01896/" target=\"_blank\" rel=\"noreferrer noopener\">Cao, Li, and Zhang (2025)<\/a> uncover a U-shaped effect of image\u2013text congruence in product representations, showing that both high congruence driven by relevance and deliberate incongruence driven by surprise can enhance consumer preference. Together, this steam of work highlights the importance of coordinating visual and verbal cues rather than optimizing them in isolation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-putting-the-framework-into-practice-a-multilevel-view-of-a-marketing-image\"><strong>Putting the Framework into Practice: A Multilevel View of a Marketing Image<\/strong><\/h2>\n\n\n\n<p><strong><em>Figure 2: Example of Multilevel Image Measurement in a Social Media Post<\/em><\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2026//03//Picture2.png/" alt=\"\" class=\"wp-image-230096\"\/><\/figure>\n\n\n\n<p>To illustrate how image analytics can support managerial decision making, consider the Nike social media post shown in Figure 2. The same image can be analyzed at multiple levels depending on the business objective. Rather than extracting every possible visual feature, the goal is to select image variables and measurements that match the decision being supported.<\/p>\n\n\n\n<p>At the low level, managers can measure visual style and properties such as color distribution, brightness, contrast, and background uniformity using standard image-processing tools (e.g., Python image libraries, vision APIs). These measures help ensure visual consistency within and across campaigns and help isolate the effects of higher-level creative decisions. In this example, the dark background and strong contrast visually isolate the product and increase visual salience. More broadly, by quantifying background tone and contrast across posts, Nike can test when high-contrast, minimalist imagery enhances engagement or conversion relative to visuals featuring brighter or more visually complex backgrounds. These insights allow managers to tailor visual style across platforms, product categories, and campaign objectives.<\/p>\n\n\n\n<p>At the mid-level, managers can measure what is present in the image. Object detection or classification models can identify the product, logo, product components, and the presence or absence of human. These measures support decisions about product-focused versus lifestyle-centered creative strategy, brand visibility, and content tagging. In this example, the absence of people and the sole visual focus on the shoe signal a produce-centric creative strategy that emphasizes technology and performance. Prior research shows that such content choices have meaningful consequences: Hartmann et al. (2021) find that consumer selfies generate more likes and comments, whereas product-focused brand selfies elicit stronger brand engagement and purchase intentions. By quantifying whether images feature products alone or include people, Nike can align its creative strategy with campaign objectives. Product-centric imagery can be emphasized when the goal is to strengthen purchase intent and brand evaluation. In contrast, incorporating human elements may be more effective when the objective is to increase social interaction.<\/p>\n\n\n\n<p>At the high level, managers can gauge how consumers interpret the image. Custom models or human-assisted coding can be used to measure perceived excitement, performance intensity, or innovation cues. These constructs are directly linked to engagement, purchase intent, and brand perception (Guan et al. 2023; Hou, Zhang, and Zhang 2023; Zhang et al. 2022). In the Nike example, the dark background, strong contrast, and focused presentation of the shoe collectively convey a high-performance and technologically advanced impression. Such measures allow managers to evaluate whether an image communicates the intended brand meaning or emotional tone before deployment at scale.<\/p>\n\n\n\n<p>When text is present, managers can also evaluate image\u2013text alignment. Here, the performance-focused copy aligns closely with the high-energy technical visual, reinforcing the product message. This alignment strengthens the overall consumer interpretation. Prior research demonstrates that alignment between visual and verbal cues can enhance engagement and processing fluency, while strategic incongruence may also increase attention in some contexts (Cao, Li, and Zhang 2025; Ceylan, Diehl, and Proserpio 2024; Shin et al. 2020; Li and Xie 2020; Yu et al. 2026). Extending this approach across posts allows Nike to evaluate when alignment between images and text enhances engagement and conversion outcomes and when alternative strategies may be more effective.<\/p>\n\n\n\n<p>Together, these levels provide complementary insights, moving from visual style, to content strategy, to consumer interpretation and market outcomes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-summary\"><strong>Summary<\/strong><\/h2>\n\n\n\n<p>This article offers a practical framework for making sense of visual content in digital marketing. It shows how images can be analyzed at three levels\u2014basic visual properties, content elements such as products and people, and higher-level perceptions such as emotion and quality\u2014and explains when each level is most useful for understanding performance. The article also highlights the growing importance of analyzing images together with text, since consumers often interpret visual and verbal cues jointly. By synthesizing recent research and outlining scalable analytic approaches, the framework helps managers and researchers choose the right visual features, avoid misleading conclusions, and design images that communicate more effectively across platforms and contexts.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-references\">References<\/h3>\n\n\n\n<p style=\"font-size:16px\">Cao, Jingcun, Xiaolin Li, and Lingling Zhang (2025), \u201cIs Relevancy Everything? A Deep-Learning Approach to Understand the Effect of Image-Text Congruence,\u201d <em>Management Science<\/em>, 71 (12), 10579\u201310602. <a href=https://www.ama.org/"https:////doi.org//10.1287//mnsc.2022.01896/" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/doi.org\/10.1287\/mnsc.2022.01896<\/a><\/p>\n\n\n\n<p style=\"font-size:16px\">Ceylan, Gizem, Kristin Diehl, and Davide Proserpio (2024), \u201cWords Meet Photos: When and Why Photos Increase Review Helpfulness,\u201d <em>Journal of Marketing Research<\/em>, 61 (1), 5\u201326. <a href=https://www.ama.org/"https:////doi.org//10.1177//00222437231169711/">https:////doi.org//10.1177//00222437231169711/n

Channels & Technology

Channels & Technology is the core of marketing operations, focusing on the “where” “when,” and “how” of marketing. As platforms and technology are constantly changing, this domain involves the tactical operations for delivering messaging and communications to reach their audience. Whether doing the work or guiding the direction, understanding the constant evolution of this area is a critical component of a marketer’s success.

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