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17 Recruiter-Approved Skills for Your Resume That’ll Help You Get the Job



17 Recruiter-Approved Skills for Your Resume That'll Help You Get the Job

When I graduated college, I didn’t have much prior work experience. However, I had something I believed made up for it — hard and soft skills for a resume. But what are hard or soft skills and how do they impact your professional future?

What are Hard Skills and Soft Skills?

A comparison of hard skills and soft skills for resume buildingDon’t let these antonyms fool you — both hard skills and soft skills play a vital role in crafting an optimal job skills section. But although best practice calls for a balance of hard and soft skills in the skills section of your resume, There are differences between soft and hard skills that you need to understand before you hit submit on that application.

Some additional examples of hard skills include:

  • Web design
  • Content creation
  • Computer programming
  • Accounting
  • Technical writing

A few examples of soft skills are:

  • Collaboration
  • Time-management
  • Conflict resolution
  • Interpersonal skills
  • Self-motivation

For instance, examples of soft skills like “strong communicator”, “detail-oriented”, or “self-motivated” may not be within the job description, but they could be the attributes that nonetheless help you thrive and succeed in the role.

But what makes a combination of hard and soft skills so important? These skills are vital because employers are looking for the right union of both qualities to find the best candidate profile for the position.

The main takeaway to remember as you list your skills is that soft skills relate to your personality once you’re at the office, whereas hard skills show what you can accomplish once you get to work.

Stand out through your resume skills section.

Admittedly, as I was writing my resume some of these skills likely didn’t stand out to recruiters as particularly impressive — for instance, “Facebook” is probably a skill I didn’t need to include, seeing as I wasn’t even applying for a social media position.

However, skills, like “ability to work under pressure” and “proficiency in Adobe Creative Suite,” did help me — particularly when I tailored my skills to fit the job description. Because when you are writing your resume and deciding what to put in the skills section, it’s critical that you provide applicable and exceptional examples to show recruiters you’re an ideal candidate.

To help you create an impressive resume that will make recruiters take notice of and demonstrate your unique qualifications, I spoke with HubSpot recruiters to consolidate 17 recruiter-approved resume skills (and useful tips) that’ll help you get the job.

1. Ability to Work Under Pressure

Skill Type: Soft Skill

Able to keep a steady hand under stress? Your ability to handle difficult situations as pressure mounts while producing impactful work and meeting deadlines is a super skill. For example, if you are interviewing for a role as an Executive Assistant and you have a track record of successfully scheduling leadership appointments with the stress of tight turnarounds and ever-changing demands, you have the ability to work under pressure. When recruiters and companies see this skill, they see you as a person who can stay focused and get the job done.

Pro Tip: This soft skill is one that employers ask frequently, so it is a great one to continue to refine -– especially in customer service, leadership, and hospitality roles.

2. Leadership

Skill Type: Hard Skill

If you can take charge of a situation and inspire others to achieve a common goal, then you can likely lead a team professionally. For instance, say you directed a team of accountants during a large-scale company audit and led everyone to accomplish their respective tasks to complete the project. Then you would be demonstrating leadership skills that can influence a company to trust your guidance.

Pro Tip: By detailing your leadership experience as a core skill, you can quite literally distinguish yourself from the pack — consider this hard skill mandatory if you’re seeking managerial and executive roles.

3. Graphic Design

Skill Type: Hard Skill

Having Graphic Design skills means that you can use software like Photoshop, Adobe Illustrator, and more to create visually appealing designs that could propel a project forward. Even if you’re not applying for a position in graphic design, listing this skill on your resume shows recruiters you’re able to design — or learn how to design — graphically appealing proposals, flyers, billboards — and even decks.

Pro Tip: The best way to prove your design abilities is to create a portfolio of your work so that a hiring manager discerns the quality of work for themselves. Be sure to incorporate impactful, colorful, creative graphics, as well as, clean and concise designs to showcase your range.

4. SEO Marketing

Skill Type: Hard Skill

Knowing how to apply SEO Marketing best practices tells employers that you have the potential to increase search ranking visibility and website traffic for the business. These marketing skills can involve optimizing content tracking, search analytics, and reporting results, but don’t hesitate to get clever about how you’ve helped market a brand even if the route was untraditional.

Pro Tip: Instead of simply listing your SEO marketing skills on your resume and describing your experience, provide results like a deck of the metrics of an SEO project.

5. Copywriting

Skill Type: Hard Skill

Copywriting is one of those communication skills that’s always in demand, especially if your desired role is in the marketing and advertising industry. If you are applying for a job that requires writing skills, be sure to highlight your copywriting experience on your resume with examples in your portfolio.

Pro tip: Show both short-form and long-form copywriting for a range of brands, industries, and brand voices. You want to show your versatility in creative, technical, or marketing writing so the hiring manager sees you as a cross-channel asset.

6. Ability to implement Social Media Campaigns

Can you create, execute, or monitor social media campaigns? From start to finish? Then make sure you list your social media expertise and ability to implement campaigns under your resume skills. Brands love the social media experience because it shows an affinity for marketing business products and services. Whether it’s retargeting a customer base or reaching new consumers — you can do so for one of the most powerful audiences: social media.

Pro Tip: Be sure to list the top social media marketing and writing aspects like your ability to write a striking headline and engaging text post.

7. Data Analysis

Skill Type: Hard Skill

If you prove that you can organize data into a clear and concise structure, then employers will entrust you with handling company data to turn it into useful information. For example, data analysis can include the ability to:

  • Find, interpret, and transform data for decision making
  • Solve problems quickly and efficiently by the conclusions made from organized data sets
  • Communicate this information clearly and effectively to relevant stakeholders

Pro Tip: Data analysis is an intricate business. So highlight your methods of keeping detailed records for all your projects. This method will give recruiters insight into how successful you were at organizing information, as well as your cognition as an analyst.

8. Foreign Languages

Skill Type: Hard Skill

Knowing foreign languages is a valuable skill to have not only in business but in life. But listing a knowledge of languages as a job skill can really open doors because you are able to connect with consumers of different linguistic backgrounds on a deeper level — both verbally and through content. Whether you’re looking for a position in pediatrics or politics, being bilingual or multilingual can give you a serious advantage over the competition due to your ability to reach people.

Pro Tip: If you list a foreign language skill on a resume, be prepared to speak proficiently in that language during the interview process. If not it’s better to refine your understanding prior to listing it on the resume.

9. Editing

Skill Type: Hard Skill

Leveraging your editing skills for writing and video is crucial for most creative and technical arts. For instance, if you are applying for a role as a Content Writer, it’s imperative that you proofread and edit your work for grammar, punctuation, and clarity before you submit your blog posts. If you are publishing video content, then you need to be able to edit the footage into a cohesive (and compelling) story. Both abilities will work to your advantage when it comes to company messaging.

Pro Tip: Be sure to create an online portfolio and add your published work that employers can easily access. Within your portfolio, you should spotlight any work with recognizable brands that an interviewer could find noteworthy.

10. Java Programming

Skill Type: Hard Skill

Java is a versatile and powerful programming language that is widely used in a range of industries. If you are applying for a job that incorporates DevOps, Analytics, or Data Analysis — so essentially every business with a website — then Java and JavaScript proficiency are great skills to start with as they are some of the most vital programming languages, globally.

Pro Tip: Similar to professional foreign language tests, it’s not uncommon to have a live coding portion during the interview. So be sure to refine your code to clean and organized language scripts so there’s no doubt you’re a wiz at coding.

11. Quick Learner

Skill Type: Soft Skill

What does it mean to be a quick learner — professionally that is? Well, it means that you are able to learn new job tasks and apply them efficiently. This valuable skill can show that you are adaptable and willing to take on new challenges.

Pro Tip: If you want to showcase your quick learning ability on your resume, be sure to detail examples when you met and overcame a real-world challenge through quickly grasping a concept– avoid any fluff.

12. Detail-oriented

Skill Type: Soft Skill

Sure, calling yourself detail-oriented could be the most overstated resume skill you can list — however it is also one of the most important soft skills an employer wants to hear. What makes this job skill so impactful is that it means that you are able to pay attention to the small, seemingly overlookable details that can make a big difference on a project.

For instance, say you are hoping to land a job as a pharmacist. In this role, you will be responsible for reviewing and administering doses of medication that will impact a person’s health. Therefore, you will have to be cognizant of each medication’s safety details to be able to ensure there are no negative interactions across prescriptions, and advise customers on safety instructions they may overlook. In this case, attention to detail can make the difference between performing your role successfully or failing detrimentally.

Pro Tip: If you want to show hiring managers that you are detail-oriented, then elucidate examples of times you ensured quality assurance or found and corrected a mistake others didn’t catch.

13. Collaboration

Skill Type: Soft Skill

A good collaborator is someone who is able to communicate effectively to work together with a team and put the needs of the project above their own. So if you want to show that you are a collaborative person, then be sure to include examples of times you have worked together with colleagues to contribute to the success of a project.

Pro Tip: A great strategy for efficient collaboration is agreeing on what your team’s common goal is and defining how you will contribute to achieving this shared goal.

14. Adaptability

Skill Type: Soft Skill

If you are professionally flexible and able to flourish in new situations, then you should add Adaptability to your resume skills section. For example, if you are a PPC marketer asked to assist with a colleague’s Amazon Retail workload, their tasks may be a bit out of your purview. But if you adapt and learn how to approach Amazon Retail strategically, you will prove you can wear the various hats you’ll have to wear throughout your job’s tenure. This is an asset and a job skill you should include on her resume.

Pro Tip: When you explain your Adaptability on a paper, it doesn’t have to simply be professional; being adaptable is also an inherent trait, so you can describe transformations during your education or personal life if you feel like it’s an appropriate, more true representation of yourself.

15. Communication

When it comes down to collaborating, presenting, and guiding in the workplace, it’s no wonder why they say communication is key. If you excel in written and verbal Communications you should note this under the resume skills section because it shows you can understand, conceptualize, and explain information for yourself and your colleagues, which is invaluable every workday.

Pro Tip: Expand upon your Communication skills by detailing how this relates to your ability to learn new ideas and concepts from others, in addition to by yourself.

16. Creativity

Skill Type: Hard & Soft Skill

Why is creativity an important resume skill example to list? It’s because employers are looking for candidates who can think outside the box and generate new, engaging ideas for how they can engage consumers or reinvent processes. It’s innovation that propels industry, so having a new hire who can push the dial forward for your business is a big win long-term.

Pro Tip: If you’re able to make a case for including Creativity on your resume, be sure to relate this skill to how you are also capable of finding creative solutions to more practical pursuits, like problem-solving, as well.

17. Microsoft Office — especially Excel and Powerpoint

Skill Type: Hard Skill

At this rate, most candidates are sophisticated in Microsoft Suite products like Microsoft Excel, Word, PowerPoint, and more. This skill is important to employers because it allows candidates to complete projects, create presentations, and organize data through ubiquitously used software. If you want your resume to meet standards, be sure to list any other proficiency in Microsoft products you may have like Publisher or OneNote, too.

Key Tips On What Recruiters Look For — According to Recruiters

I spoke with Johanna Fleming, a former Services Recruiter here at HubSpot, about hard and soft skills and which are more critical for a resume. She told me, “Mostly, hard skills stand out. Soft skills don’t add a ton of value to resumes because they can be very subjective.”

Tip #1: Always prioritize showcasing your hard skills when you can.

Add a picture of Flemming

For example, says Flemming, “many people add that they have things like ‘strong communication skills’ … but it’s a bit fluffy because who is evaluating their communication skills?”

Instead, Fleming continues to underscore the importance of hard skills over soft. “Hard skills definitely are more important to highlight — especially technical skills and experiences. If someone is familiar with certain platforms or applications, it’s also definitely important to highlight those!”

Tip #2: Incorporate measurement metrics to detail skill performance.

Additionally, to demonstrate the validity of the skill, it’s important you incorporate real metrics. Holly Peterson, an Executive Recruiter here at HubSpot, says it’s critical you include “a track record of metrics-driven performance, and/or the impact you’ve had in each role. This could be something like, ‘Increase sales leads by 25%,’ or ‘Drove new users in thousands.'”

Noah Gilman, a Professional Services Recruiter at HubSpot, agrees. He says, “If you claim to have done really well in your last role, but don’t put any numbers behind it, that really weakens your message.”

Tip #3: Prove your skill set through real-world examples.

Along with including metrics in your work experience section, Noah suggests sticking to skills that you provide examples for as much as possible — “Stick to … things that you can answer questions about from a recruiter. For instance, when they ask questions like ‘What have you built using java?’ or ‘Talk to me about a cool report you built-in Tableau’, make sure you have real-world instances to offer. Prioritize hard skill examples like these, instead of something a recruiter would never ask … like ‘Talk to me about when you had strong communication skills.'”

Tip #4 Only mention the most impactful hard & soft skills.

Additionally, Glory Montes, a Technical Recruiter, mentioned a few other hard and soft skills that stand out as particularly impressive. One of the most vital hard skills: Presentations.

“It’s a big green flag if a resume mentions a time the candidate had to present to senior managers or present on work they did,” exalts the Technical Recruiter “I also look for collaboration skills,” Montes says when it comes to soft skills, “like if a candidate mentions they worked with co-workers in other departments. Being able to communicate across disciplines shows adaptiveness and strong communication skills.” Finally, showing project work outside of your day-to-day responsibilities shows me that you are passionate about your discipline.”

Tip #5: Stay clear and concise as you detail your resume skills.

It’s also important to avoid vague or general statements, which could seem untrue, particularly if other applicants often use the same phrases. To avoid this, Roshan Shah, a former HubSpot recruiter, told me specificity is key — “I don’t think many recruiters like seeing general statements like, ‘improved X process’ or ‘built relationships with stakeholders’. I strongly prefer more explicit details, like how much you improved a process or how you built relationships, and with which stakeholders.”

Tip #6: Be Honest In Your Skill Assessment & Stick to the Skills You Know

Roshan Shah echoes this, telling me, “Candidates should use their actual skillset as the barometer for how many things to list on their resume, rather than just the job description. They should list things they’re actually proficient in.” Because an honest assessment of your skill level can save you a lot of anxiety when employers put you to the test. “If you say you’re comfortable using AdWords because it’s on the job description,” says Shah, “but then we test you and you end up being pretty novice with it, that’s going to look much worse than if you’d just left it off your resume in the first place.”

So after you’ve looked at the job description, do some research on job sites like Glassdoor or Monster to see the qualifications other companies include for similar positions. This enables you to include skills the hiring manager hasn’t listed, demonstrating your potential to bring something unique to the role.

Tip #7: Get technical with your hard skills.

Paulina Valdez, an Executive Recruiter at HubSpot, told me, “It’s important to highlight the technical skills that the role requires. For my Spanish Translator role, I look for CAT tools in a resume, like MemoQ and SDL Trados. Soft skills are more buzz words than anything, so I prioritize hard skills related to the role.”

Tip #8: Make Sure Your Soft Skills Are Relevant to What The Role Needs

Finally, consider a list of soft skills you believe truly reflect your personality and work ethic. Include these if you believe they’re relevant for the position to which you’re applying. For instance, in the ‘my skills’ section of my resume, I’ve included “passion for learning”. While this attribute might not be listed for a specific role, it’s an authentic description and highlights in which type of work environment I do well, so it felt necessary to include it.

Show recruiters why you’re a top prospect.

Whether you are looking to land your dream job or making a career pivot to a new industry, clearly showcasing the skills on your resume that make you who you are as a professional is essential. If you want employers to consider you a top candidate, then be sure to include specific examples of when you demonstrated your skill under your Work Experience and once you make it to the interview. Plus it’s the moment recruiters see that your career skills meet– and exceed — the requirements of the candidate profile, where you stand out as an asset within an ever-competitive job market.

Editor’s note: This post was originally published in December 2018 and has been updated for comprehensiveness in May 2022.

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AI driving an exponential increase in marketing technology solutions



AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.

Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based. 

Screenshot 2023 12 05 110428 800x553

“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”

Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry. 

Dig deeper: 3 ways email marketers should actually use AI

The global development of these tools shows the desire for solutions that natively understand the place they are being used. 

“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”

Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.

The report: A deeper dive

Marketing technology “is a study in contradictions,” according to Brinker and Riemersma. 

In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.

Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.

The growing landscape

Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.

It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate. 

Dig deeper: AI ad spending has skyrocketed this year

As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.

Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.

Composability and aggregation

The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.

Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.

That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.

Build it yourself

Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.

So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”

Constantine von Hoffman contributed to this report.

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Continue Reading


Mastering The Laws of Marketing in Madness



Mastering The Laws of Marketing in Madness

Mastering The Laws of Marketing in Madness

Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.

However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.

In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!

Law 1: Success in Marketing is a Marathon, Not a Sprint

Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.

Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.

In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.

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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.

Consider This Analogy: 

Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.

Implementation Steps: 

  • Begin by planning a content calendar focused on delivering consistent value over the next six months. 
  • Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands. 
  • And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.

Law 2: Survey, Listen, and Serve

Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.

Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.

Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.

Here are some keystone insights when considering how to Survey, Listen, and Serve…

Customer Satisfaction & Loyalty:

Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.


Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.

Product & Service Enhancement:

Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.

Data Collection:

Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.

Operational Efficiency:

Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.


Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.

Implementation Steps:

  • Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
  • Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
  • In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.

Law 3: Build Trust in Every Interaction

In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.

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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.

Here are some keystone insights when considering how to develop and maintain trust…

The Unseen Fast-Track

Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.

The Emotional Guardrail

Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.

Implementation Steps:

  • Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
  • Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
  • Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.

Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.

Guarantee Your Success With These Foundational Laws

Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.

Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.

Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.

Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.

These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.

Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!

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Intro to Amazon Non-endemic Advertising: Benefits & Examples



Intro to Amazon Non-endemic Advertising: Benefits & Examples

Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.

While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.

Endemic vs. Non-Endemic Advertising


Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising… 

Endemic Advertising

Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.

Non-Endemic Advertising

In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.

7 Benefits of Running Non-Endemic Ad Campaigns


Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:

Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.

Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.

No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.

Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.

Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.

Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.

Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.

How to Start Running Non-Endemic Ads on Amazon


Ready to start running non-endemic ads on Amazon? Start with these essential steps:

Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.

Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.

“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.” 

– Robert Avellino, VP of Retail Media Partnerships at Tinuiti


Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.

Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.

Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.



Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The  blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.

We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.

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