To reach the customers you need to reach, you need more than a good product and fire in your gut. You need strategy. Creating an effective strategy requires research, planning, analysis, experience, and a thorough knowledge of the online industry - an expert perspective. That's what this column shares.


3 ways organizations can improve digital strategy

Oct 26, 2015 - Organizational support from the top down, content marketing and mobile are three steps to a successful digital strategy, said experts at ClickZ Live Singapore. Comments

How can you market to millennial moms?

millennial-moms Oct 26, 2015 - Millennials are taking over as parents. How can you connect with them with innovative marketing approaches? Comments

What you can learn about logo design from Google and Airbnb?

logo-design Oct 23, 2015 - From Google’s new logo to the Tropicana branding debacle, brand marketers can learn a lot about logo design. Comments

4 ways brands can tell an authentic story

authentic Oct 23, 2015 - People are instinctively drawn to brands that are considered more authentic than their competitors. How can your brand win? Comments

5 holiday shopping trends to watch

samsung-smartphone Oct 22, 2015 - Advertisers that are currently in the process of churning out holiday marketing campaigns in anticipation of the upcoming shopping season should take note of these five digital trends. Comments

And the top digital marketer in the presidential race is...

sprinters race Oct 22, 2015 - There are nearly 20 politicians currently vying to be the next president of the United States. Which of them has the best digital marketing? Here are our top five, based on email, social, SEO, engagement and buzz. Comments

Will business consulting companies become a big threat to agencies?

threat Oct 21, 2015 - Business consulting companies are scaling back their digital arms by aggressively hiring creative talent and acquiring agencies. Will they displace companies on Madison Avenue? Comments

Why start-ups need content marketing

create-content-startup-flickr-1016691310-04f581432f-o Oct 21, 2015 - A quality content marketing strategy is essential for any business, but it's especially important for start-ups because it helps to drive conversions. Comments

Why we need to rethink the creative brief

big-question-flickr-3534516458-48e4e8595f-b Oct 20, 2015 - Though traditional creative briefs may seem irrelevant in today's campaign strategy, here's how this updated version of the tactic is conducive to contemporary marketing practices. Comments

Marketing takeaways from design thinking

whistlers-mom-flickr-3961139526-1aa188610d-z Oct 18, 2015 - As marketers, it's easy to get stuck in campaign cycles and budgets, which is why a design thinking mindset can offer new ways of combating marketing challenges. Comments

Ads of the week: Toyota goes 'Back to the Future'

delorean-ads Oct 16, 2015 - These are our favorite ads from this week because they use creative storytelling to communicate brands' messages while effectively engaging consumers via nostalgia, candid humor, and honesty. Comments

Instant Articles reflect a changing publishing landscape

magazines-image Oct 15, 2015 - Publishers used to get 100 percent of their ad revenue. But now, they have to share it with Facebook, Google and Apple. The opportunity cost is ad revenue, but the gain is user experience. Comments

4 ways to stop throwing your content away

waste-flickr-5444678656-a442e34a0b-z Oct 14, 2015 - Effective execution of a content marketing campaign is easier said than done. Here's how you can create an efficient, organized strategy to generate ROI and increase brand awareness. Comments

Brand humanity: how to advertise relevance

three-papas-homepage Oct 13, 2015 - Rather than simply looking for ways to sell products, modern marketers push the boundaries of traditional advertising by emphasizing products' overall social relevance. Comments

Does an app exist if it is never used?

apps-flickr-3978316556-00b38a701a-o Oct 12, 2015 - Apps are popular in APAC, but abandonment is high. Here are three tips to re-engage your users on apps. Comments

The 3 reasons online advertising campaigns fail

stamp-fail Oct 8, 2015 - There is a fine line between success and failure in the digital marketing industry. Ensure your brand strategy is primed for prosperity by avoiding these mistakes in your next campaign. Comments

Europe’s highest court: safe harbor data sharing between EU, U.S. invalid

eu-image Oct 6, 2015 - U.S. companies are not allowed to transfer the EU citizens' personal data to the U.S., a decision that will jeopardize both regions' digital advertising marketplaces, industry experts say. Comments

Digital marketing people on the move: GE has a new CMO

ge-image Oct 6, 2015 - This is a roundup of new hires and promotions in the digital marketing industry during September of 2015. Comments

No Single Channel Excels in China as Consumer Touchpoints Expand

touchpoints Oct 5, 2015 - Marketers in China face an ongoing challenge when choosing and integrating the increasing number of touchpoints needed for a positive brand experience. Comments

Innovation, Data Integral to a High Digital IQ

innovative-ideas Oct 5, 2015 - Digital leaders share common attributes that are driving stronger financial performance, according to business consulting company PwC. Is your digital IQ high enough? Comments

What Is Your Client Really Asking?

client-question-shutterstock-249909052 Oct 5, 2015 - As advertising authorities, it's important to know that the ability to comprehend the subtext of clients’ concerns and questions makes it easier to find effective solutions. Comments

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