Creator Marketing 2026: Wave 4
A Survey of Marketing Professionals Who Use Creator Marketing: Full Findings Report By Frank Dudley, Professor and Associate Director, Retail Analytics Council, and Frank Mulhern, Ph.D., Professor, former Associate Dean and Director, Retail Analytics Council. The Retail Analytics Council is part of the Medill Spiegel Research Center at the Medill School of Journalism, Media, Integrated […]
Feature in ANA: AI, Answer Engines, and the Future of B2B Marketing Strategy
AI, Answer Engines, and the Future of B2B Marketing Strategy By Kelly Cutler, Associate Professor of Digital Marketing and Visual Communication at Northwestern University AI answer engines are reshaping how B2B buyers discover and trust brands, as marketers face a shift from clicks to citations. Insights from the ANA B2B Committee explore AI visibility, zero-click […]
Feature in TechRepublic: Google Search Adds More AI Features, Visibility Gets Harder for Publishers
Google Search Adds More AI Features, Visibility Gets Harder for Publishers The rise of AI-powered search is forcing marketers to rethink how they measure visibility and success online. In a recent TechRepublic article, Northwestern University’s Kelly Cutler argues that “traditional SEO must expand to include generative engine optimization (GEO), with a focus on visibility and […]
Retail Media Networks and Creator Marketing in the Digital Marketing Ecosystem
Executive Summary Digital Marketing has become a mainstay in modern marketing, commanding significant budgetary allocation. Within this dynamic landscape, Retail Media Networks (RMNs) and Influencer Marketing Platforms (IMPs/ Creator Marketing Platforms) have emerged as two of the fastest-growing components of digital marketing. However, despite their potential, brands are facing significant friction in effectively leveraging these […]