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40+ Resume Objective Examples to Help You Craft Your Own



40+ Resume Objective Examples to Help You Craft Your Own

With only six seconds to grab a recruiter’s attention, conventional wisdom might tell you to cut right to the chase when you write your resume. A lot of people say a resume objective just wastes precious space. But if you craft it in a way that highlights your qualifications, skills, and fit for a role, an objective can actually enhance your resume by giving recruiters a sneak peek of your background that prompts them to keep reading.

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In this post we’ll teach you how to leverage a resume objective to your advantage as well as share some examples to help you craft your own.

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When to Use a Resume Objective

Including a resume objective, sometimes called a professional summary, in your resume gives the prospective employer a snapshot of your background and talent. They’re the perfect place to specify what you bring to the table for the role you are applying for. As a general rule, you should use a resume objective when you are targeting a specific position or are early in your career with little work experience.

Adding a resume objective is also especially helpful if you are changing careers or industries. It can give context to your transition and how your transferable skills are the perfect fit for the company, despite being new to the industry.

How to Write a Resume Objective

When recruiters read your resume, they want to know three things about you:

  • Are you qualified for this job?
  • Have you made an impact on your company in your current or previous roles?
  • How will you make an impact on our company in this specific role?

If you can give them a clear and concise preview of these three answers within the first few lines of your resume, they’ll start thinking about your potential as an employee at their company. This’ll also give them a positive first impression of you and make them read the rest of your resume to confirm that you’re their best-fit candidate.

Pro tips:

  • Keep it short: Objectives should be 1-3 sentences max.
  • Be specific: Get specific about the role you are applying for, your skills, and how those skills and what impact those skills will have on the organization.
  • Tailor it: Your resume objective should be tailored to fit the role or company you are applying to.

To show you how to craft a compelling resume objective at any stage of your career, we’ve provided some resume objective examples that anyone from a recent graduate to a proven professional can use. We’ll also break down the structure of each resume objective to give you a more concrete understanding of writing a gripping resume objective.

Good Resume Objective Examples

1. The Recent Graduate

Recent double major in English and Economics from Pomona College who has completed four content marketing internships in the MarTech space. Used creative and analytical skills to craft compelling content and refine content marketing strategies. Seeking a position as a Junior Growth Marketer to help HubSpot scale freemium marketing efforts and boost free product signups.


Are you qualified for this job?

Recent double major in English and Economics from Pomona College who has completed four content marketing internships in the MarTech space.”

How have you made an impact during your current or previous roles?

Used creative and analytical skills to craft compelling content and refine content marketing strategies.”

How will you make an impact on our company in this specific role?

Seeking a position as a Junior Growth Marketer to help HubSpot scale freemium marketing efforts and boost free product signups.”

2. The Ambitious Entry-Level Worker

Ambitious associate marketing manager with two years of experience strategizing and executing lead generation campaigns. Spearhead Sigstr’s co-marketing program and drove a 25% increase in program leads last year. Seeking a position as Marketing Manager of the Lead Optimization team at HubSpot to optimize blog lead generation strategy.


Are you qualified for this job?

Ambitious associate marketing manager with two years of experience strategizing and executing lead generation campaigns.”

How have you made an impact during your current or previous roles?

Spearhead Sigstr’s co-marketing program and drove a 25% increase in program leads last year.”

How will you make an impact on our company in this specific role?

Seeking a position as Marketing Manager of the Lead Optimization team at HubSpot to optimize blog lead generation strategy.”

3. The Career Switcher

Experienced journalist considering a career switch to content marketing. Spent five years digging up and breaking stories about business and technology for The Boston Globe. Hoping to apply my grasp of journalism and storytelling as a Staff Writer to strengthen HubSpot’s thought leadership in the MarTech space.


Are you qualified for this job?

Experienced journalist set on making a career switch to content marketing.”

How have you made an impact during your current or previous roles?

Spent five years digging up and breaking stories about business and technology for The Boston Globe.”

How will you make an impact on our company in this specific role?

Hoping to apply my grasp of journalism and storytelling as a Staff Writer to strengthen HubSpot’s thought leadership in the MarTech space.”

4. The Middle Manager Who Wants to Make it to the Top

Savvy marketing manager with five years of experience crafting social media videos, developing social video strategy, and optimizing social media advertising strategy. Lead Sprout Social’s social analytics team and doubled video views and cut CPM costs by 40% this year. Looking to join HubSpot as Director of Buzz to develop an overarching social media strategy that boosts views, engagement, and cuts costs.


Are you qualified for this job?

Savvy marketing manager with seven years of experience crafting social media videos, developing social video strategy, and optimizing social media advertising strategy.”

How have you made an impact during your current or previous roles?

Lead Sprout Social’s social analytics team and doubled video views and cut CPM costs by 40% this year.

How will you make an impact on our company in this specific role?

Looking to join HubSpot as Director of Buzz to develop an overarching social media strategy that boosts views, engagement, and cuts costs.”

5. The Proven Professional

Seasoned business operations and analytics veteran with an MBA and ten years of experience leading high-performing sales operations, marketing analytics, and business intelligence teams at Salesforce, Adobe, and Domo. Seeking to utilize my proven analytical, technical, and professional expertise to leverage data and drive crucial business decisions at HubSpot as Vice President of Business Intelligence.


Are you qualified for this job?/How have you made an impact during your current or previous roles?

Seasoned business operations and analytics veteran with an MBA and ten years of experience leading high-performing sales operations, marketing analytics, and business intelligence teams at Salesforce, Adobe, and Domo.”

How will you make an impact on our company in this specific role?

Seeking to utilize my proven analytical, technical, and professional expertise to leverage data and drive crucial business decisions at HubSpot as Vice President of Business Intelligence.

General Resume Objective Examples

We’ve rounded up some of the best resume examples available to give you a bit of inspiration to get started writing your own. If you like more resume help, check out the best resume templates and grab the attention of recruiters.

Beginner Resume Objectives

1. Resume Lab

beginner resume objective example: Resume LabImage Source

In this sample objective from Resume Lab, the writer chooses to play up her academic achievements to account for a lack in work experience.

What we like:

The writer makes specific reference to awards she’s won and skills related to the role she is seeking. She then makes the connection to how those skills will transfer to the new role.

2. Live Career

beginner resume objective example: Live Career MechanicImage Source

This mechanic objective is short and to the point, while still giving recruiters a bit of insight to their personality and skills (“Quick learner who thrives on challenges”).

What we like:

Since the author is relatively new to the field, they opted to shoot for an entry-level position, setting clear expectations for the recruiter.

3. Naukri

A certified Digital Marketer with a 6-month internship experience with XYZ agency. Excellent understanding of online marketing and an ability to help businesses boost their organic traffic as well as generate high quality leads through SEM Marketing. Looking for a relevant role.

This entry-level career objective from career advice blog Naukri uses past agency intership experience to demonstrate they can handle the new challenges of a full time role.

What we like:

Despite having a short work history (internship experience only), this applicant emphasizes their transferrable digital marketing skills. They also play up the contributions she made to the agency while interning.

4. Resume Builder

beginner resume objective example:  IT Image Source

While this is a profile and not a resume objective, it does a good job of hilighting this recent grad’s skills. You can take this format and adjust it to create a persuasive resume objective.

What we like:

While the applicant is new to the workforce, we like that the first sentence highlights that they already has some entry-level IT experience. The profile then goes on to list their transferrable skills.

5. Resume Example

A 4.0 GPA digital marketing graduate looking for an entry-level marketing position at a top agency like Speedex Marketing. Hardworking and motivated to gain experience in social media and content marketing. Currently managing my personal Instagram with 10k+ followers and increased Terny Jewelry’s Facebook page followers by 20% after working with them for three months.

This objective taken from a Resume Example template shows how to showcase work you’ve done on personal projects to make the case for why you should be hired.

What we like:

This recent grad does an excellent job of highlighting their marketing talents running their own brand, complete with data to back it up.

6. Hloom

Customer service resume objectiveImage Source

While this entry-level professional summary from Hloom isn’t an objective, it provides a good base to tailor it to the specific role you are applying for.

What we like:

This summary is really good at showing how their skills and actions in previous roles impacted the company. You can adopt this technique when writing your objective, getting specific about the results you delivered in previous roles and how you plan to deliver in the next.

7. Live Career

Looking to secure an entry-level Web UI Developer position with (company name) that will allow for the use of excellent user experience, technical and communication skills.

This short and sweet template from Live Career can easily be modified to craft yoru own objective. Just get more specific about what you bring to the table for the company you are applying to.

What we like:

A good resume objective doesn’t have to be wordy. If you can communicate your talents and intentions in one to two sentences, do it.

8. Resume Genius

Entry level marketing objective - Resume GeniusImage Source

This objective from Resume Genius is a great teamplate for those pursuing a marketing role. you’ll just need to tailor it to your specific talents.

What we like:

Like previous examples, this objective is specific about the appliant’s experience and qualifications. It also focuses on outomes, which is a great way to demonstrate your qualifications for a role.

9. Springboard

As the daughter of small business owners, I’m really excited about the prospect of using my full-stack Python experience to further the Stripe mission of making payments accessible for companies of all sizes across the globe. I’ve built several projects in Django to scratch my own itch and I’d love to use that skill-set to start my software engineering career at Stripe.

This entry-level objective from Springboard demonstrates the effectiveness of adding a personal touch when relevant to the company you are applying to.

What we like:

This resume objective is so effective because it doesn’t just show off the applicant’s skills, but also her “why”. She’s passionate about helping small businesses succeed because her parents were small business owners — establishing a personal connection to Stripe’s mission.

10. Career Cloud

Entry level startup objective - Career CloudImage Source

While this objective from Career Cloud is only one sentence, it quickly sums up the applicant’s background and the role they are applying for.

What we like:

This is a good-one sentence template for how to format a brief resume objective for new grads. If possible, take it a step further and describe how your skills will benefit the company.


Recent major in Marketing and Advertising from Blue University where I completed two internships at Global United Agency. Able to use critical thinking and communication skills to attract customers and implement new strategies. Seeking employment as a marketing associate to help Aerial Agency’s overall marketing efforts.

This entry-level marketng resume objective from provides a good foundation for those looking to play up their internship experience.

What we like:

This objectibe is specific, showcasing not one, but two internships with relevant experience while also not making the whole paragraph about themselves. It brings everything back to the company with the last sentence “to help Aerial Agency’s overall marketing efforts.”

Professional Resume Objectives

12. Beam Jobs

general resume objective examples: Beam Jobs Physical TherapyImage Source

This objective is clear and to the point, quickly outlining their experience and what skills they intend to apply to the new position.

What we like:

This objective is succint and shows that you can craft one that is both concise and effective.

13. Zippia

Zippia Resume ObjectiveImage Source

This objective manages to list the applicant’s skills and how they’ll be applied in just one sentence.

What we like:

Like the brief resume objective example above, this one gets the job done in one sentence while stating specifically what they intend to complish in the role (increasing traffic and driving engagement).


Motivated human resources professional with a drive for serving as a dedicated support specialist and energetic team member. Adept in assisting with the recruitment of employees, as well as the management of existing employees. Experienced in managing employee and community outreach programs, and dedicated to working towards the mission of a company.

The customizable career objective above is written for a human resources professional, but can be adapted to suit your industry. Simply swap out the role and your skills to craft your own.

What we like:

While this example clearly calls out the applicant’s recruiting skills and experience creating programming, it also ties the focus back to the company mission. If using this as a template, you can easily replace the company’s mission statement and tie it back to your own skills.

15. Resume Companion

good resume objective example: Admin AssistantImage Source

This resume objective has a heavy focus on the applicant’s professional experience and how their skills will apply to the new role they are applying for.

What we like:
While we wouldn’t normally suggest adding degree information in your objective unless you’re a recent grad, in this case it works to emphasize the candidate is fluent in multiple languages.

16. Beam Jobs

general resume objective examples: teacher Image Source

This resume objective does a great job of highlighting specifically what the applicant brings to the role in a concise way.

What we like:

While this is for a teaching role, you can apply the same level of specificity to your objective, emphasizing why you want the role and who benefits. In this case it’s cultivating student’s passion for a particular subject, but it can be applied to any industry you’re excited about making an impact in.

Sales Resume Objectives

17. Zety

Retail resume objective ZetyImage Source

While the wording of this resume objective is a bit clunky, it can still serve as a template for your own with a few adjustments to tailor it to your industry.

What we like:

This resume objective places an emphasis on outcomes, which is great for any industry, but especially in sales. If you have a proven record of driving sales or similar impact, be sure to include it.

18. Resumeway

sales resume objective - ResumewayImage Source

If you’re stuck gettng started, use this template from Resumeway to make writing an objective a little easier. Be sure to have the data points you’d like to include ready beforehand.

What we like:

As we’ve mentioned previously, anytime you can provide data to back up your claims, do so.

19. Resume Genius

Sales resume objective ResumeGeniusImage Source

Coming in longer than most on this list, this objective is all about skills and the positive outcomes they spearheaded.

Management Resume Objectives

This objective focuses on what the candidate can do for the company, rather than just being a list of accomplishments.

20. The Ladders

Seeking a data analytics supervisor position where I can apply my 7+ years of data science and business analytics skills and experience. I’m eager to improve business intelligence for Company XYZ in a leadership role.

This objective from the Ladders demonstrates how you can leverage your individual contributor experinece to make the case for a management position. The applicant isn’t shy to display enthusiam for the potential new role.

What we like:

This objective is quick to point out years of relevant experience at the start to build the foundation for why they are the right fit for the role. Then they drive the point home by disclosing what they intend to do once hired.

21. Interview Kickstart

With years of proven excellence, I’m looking for the challenging position of a director to be an active initiator of organizational success at MNO Inc. Prolonged experience in full-cycle project management, 6years of experience at multiple clients handling business operation management is ideal for the post in a mutually benefitting work culture to achieve company missions.

This is another quick-start template you can use to save time writing your objective. Simply swap out the default information for your own.

What we like:

This template is easily customizeable while providing a solid format to help you create a resume objective that clearly defines your potential impact if hired.

22. Top Resume

Editor with extensive writing and management experience looking to fill the position ofSenior Editorwith [company name], utilizing my time-management skills to ensure all projects meet deadlines and supervisory experience to effectively manage a team of writers and editors.

This template from Top Resume is perfect for editors or those applying for a similar role.

What we like:

This objective plays to the applicant’s strengths as well as honing in on qualities needed for the position (time management, meeting tight deadlines).

23. Resume Lab

Good resume objective examples: non profitImage Source

As we’ve previously discussed, getting specific about what you’ve accomplished and how you intend to help the company achieve its goals is key, especially when applying for a management position. This example shows the effectveness of providing data to back up your skills and accomplishments.

What we like:

We love the focus on tangible data and stats in this resume objective example. Use them whenever possible to make your case.

24. Tough Nickel

A highly recognized hotel management professional offering over ten years of enhancing organizations’ bottom lines through a customer-centric approach and excellent leadership and interpersonal skills. Seeking a challenging position as(specific role)in order to help grow(company)’s reputation as it continues to expand.

This template from Tough Nickel…will get your objective written in no time. It’s adaptable to any industry.

What we like:

This template emphasizes how you accomplished a particular goal, its impact, and what you intend to apply those skills in your next role.

Marketing Resume Objectives

25. Resume Companion

MKTG Asist objective - Resume CompanionImage Source

If you’re early in your marketing career, with a few years of experience, you can use this resume objective for a bit of inspiration. If you have enough work experience to fill the page, you may want to omit the degree info in your draft.

What we like:

We like how this objective highlights two different sectors within the marketing umbrella — event and digital marketing. If you have similar dual, but relavent talents that would be beneficial in your new role, highlight them.

26. Naukri

A resourceful individual with a proven track record in implementing successful marketing strategies, boosting organic traffic, and improving search rankings seeks a position of Marketing Associate at ABC company to maximize brand awareness and revenue through integrated marketing communications.

This objective from career advice blog Naukri provides a good starting point for those applying for marketing associate or assistant roles.

What we like:

While this obective is vague enough to be tailored to your needs, the format with specifics about your skills and how you would apply them provide a good outline for how you should structure your own.

IT & Developer Resume Objectives

27. Interview Guys

good career objective examples: developerImage Source

This brief but effective objective quickly highlights the applican’t most relevant skils and the impact they could potentially have in their new role.

What we like:

It’s easy to make a resume objective one-sided and all about yourself, but this one demonstrates that you can demonstrate your value to potential employers in a clear and concise way.

28. Resume Companion

IT resume objective - Resume CompanionImage Source

This is another resume objective example that demonstrates the power getting specific about your contributions and using numbers where appropriate to add context.

What we like:

In just a few sentences, this objective clearly conveys that this IT candidate has ample experience working on projects with large budgets. A recruiter would see this as a plus, if they are hiring for a large account as this person has already shown they are capable.

29. Evolution Coaching

Energetic, technical-minded professional seeking aposition as a (Software Engineer) at (Company Name) where knowledge of software development life cycles, a high technical aptitude, and unyielding commitment to work can effectively be utilized to contribute to the successful and profitable operation of the company.

This plug and play template from Evolution Coaching makes it easy for you to pop in your own accomplisments and contributions.

What we like:

Like other templates on this list, this one highlights the importance of including how your skills and attributes will benefit the company you are applying to. Always align yourself with the company’s goals.

30. Resume Giants

general resume objective example - Full Stack DeveloperImage Source

This objective quickly hones in on the software and skills needed for the role, making it easy for recruiters to skim and want to know more details about your experience.

What we like:

This objective likely used keywords from the job description, a good strategy for signaling to recruiters that you have the skills they’re looking for.

Career Change Resume Objectives


Leading Fintech marketing professional, seeking to make a move up to Marketing Director after eight years of award-winning campaigns. MBA-educated social marketeer, who will deliver triple-digit audience growth and double-digit sales increases.

This objective from conveys confidence. While everyone may not be able to pull this one off, if you can back up your claims, go for it.

What we like:

This objective is bold and gets very specific about the value the applicant can provide to the company. The employer can read it and know exactly the value can provide once hired.

32. University of Pennsylvania

good resume objective examples:  Career Change Wharton school of BizImage Source

This objective makes the case for an inustry change by playing up the applicant’s transferrable skills.

What we like:

This objective is to the point and doesn’t try to disguise the industry swap with vague jargon. Instead it clearly states what the writer’s experience is and how they’ll apply it to their new pfrofession.

33. Career Contessa

Results-driven technology sales representative, seeking to use pipeline building and negotiation skills to increase revenue at XYZ healthcare company. Drove $2 million in sales revenue during FY20 and eager to increase the bottomline at XYZ company.

This career objective from Career Contessa is a great template to use if you’re applying for a similar role, but in a completely different field. In this case, it’s a sales position, but could be applied to any industry.

What we like:

Since the roles are similar, the writer was keen to play up their relevant experience and data-backed accomplishments. From there she succinctly expressed how she intends to increase revenue for the new company.

34. Federal Resume Guide

Good resume objective examples: career change GovernmentImage Source

Teachers have a bunch of transferrable skills they may not even know they have. From time managment and public speaking to dealing with the public, to conveying ideas and concepts clearly, they have so much to offer when those skills are applied to other industries.

What we like:

This objective was able to connect the applicant’s 15-year experience teaching history to why they’re a great candidate to be a museum curator. They can easily draw on their existing knowlege and people skills to be succcesful in the role.

35. Sweet CV

Successful engineer aiming to change professions and move into business management. Seeking a chance to use project management and leadership skills in a fresh context and use my eye for detail to drive growth in a technology start-up.

This objective from Sweet CV showcases an engineer making the case for a business managment position at a start-up, highlighting their most relevant skills.

What we like:

Again, it’s important to play up any related skills or background that will give you an advantage when switching to a new career. Since the applicant already has engineering experience and is seeking to work for a technology startup, their backround is a bonus.

36. Jobscan

Passionate sales representative with over 5 years of experience working with customers and selling software. Looking to leverage my proven skills in seeing our customers’ pain points and providing solutions to whatever I write as an aspiring Content Manager.

This example from Jobscan shows how you could structure an objective if you are trying to move positions within the same company. Working in customer service gives the applicant useful insight into their audience’s needs.

What we like:

This resume objective plays to the applicant’s strength (insider customer knowledge) to demonstrate why she’s the perfect candidate to write for them. This could greatly improve the company’s content since they will have a better understanding of their audience and how to solve for them.

Write a Resume Objective That Gets Noticed

Now that you know how and when to write a resume objective and checked out a few examples, it’s time to craft your own. Use the tested strategies above to make sure your resume stands out among the crowd.

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

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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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