Ahmad Kareh

According to a Barkley and FutureCast survey, members of Gen Z have very different expectations for interacting with or embracing brands than millennials. Gen Z — teens between 15 and 19 — have grown up in a fully connected world, one that lets them interact with advertising, potentially before a very wide audience. As a result, an ill-timed post or false note could deal a serious blow to an ad campaign.

The best methods to perform search engine optimization, important for keeping a business easily accessible to the right searches, are constantly changing. This leaves companies trying to discover and adapt to the new rules almost as quickly as the search engines change them.

Live video is quickly gaining popularity, both among users and brands. Facebook CEO Mark Zuckerberg, for example, recently said the company has a "video-first" strategy and that users last year watched 8 billion videos a day. As live video is still developing, however, there are a lot of questions on how to best use it when marketing or generating awareness.

As artificial intelligence continues to develop, it becomes easier to turn large quantities of seemingly unrelated data into trends and analyses that can help a business grow. But how do you best use this resource for marketing? Should you use chat bots to direct consumers to a solution or product, or use AI predictions to filter ads to specific consumers? And what about customer engagement and satisfaction?

Your team has brought in one or more freelancers in order to help ease the workload. This can be good news, especially if everyone is on the same page on what needs to be done. However, outside staff may not have a full grasp of your company's philosophies or processes, which can lead to deliverables that are sub par or not as envisioned.

Publicity stunts can increase the visibility of a company or product, for good or ill. While there have been some notable failures, there have also been plenty of events that have improved a company's standing, such as when Cards Against Humanity raised money to dig a massive hole this last Black

Tracking the strength of website design has come a long way from the era of “under construction” animated gifs and text files on URL references. With the advent of tools such as Google Analytics, it is now possible to track how a visitor came across your site, including from offline or internet of things sources, as well as how long visitors stayed, and what kind of content or keywords kept them there.

While this is not how most agency employees would choose to spend their time, some have to spend extraneous time ensuring clients pay, as executives have said that it's becoming more difficult for their advertising agencies to get paid. Whether it's a client's confusion about advertising concepts, poor client-agency relationships or other factors, agencies need to ensure they're paid promptly so they can continue providing results. Below, eight Forbes Agency Council members advise how agencies can create compensation models to ensure clients pay in a timely manner.

With about 111.9 million viewers last year alone, the Super Bowl is one of the most watched events annually. But with NFL viewership down this season and a changing advertising landscape, are Super Bowl ads as valuable as they once were?

A key to successful client-agency relationships is identifying the right clients from the start; clients should be selective about the agency that is the right fit for them, just as agencies should ensure they can provide and work well with potential clients. From building perfect client profiles to ensuring they fully believe in a potential client's brand or product, nine Forbes Agency Council members share how to better identify the best fits for your agency.