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.


Does Your Brand Need a Human in the Loop?

Sep 18, 2015 - Using mascots in ads is a classic tactic, and the advent of digital marketing has only enhanced these iconic personalities on social media. Can this help or hurt brand authenticity? Comments

Digital Transformation or Extinction: Q&A with Hasbro’s Victor Lee

lee-victor-hasbro-2 Sep 16, 2015 - In advance of his upcoming opening keynote at ClickZ Live Chicago, we caught up with Victor Lee, Senior Vice President of Digital Marketing at Hasbro. Comments

10 Things That Changed in Advertising During the Last Decade

10-year-anniversary-shutterstock-219754459 Sep 11, 2015 - In honor of Pandora's 10th anniversary, the senior vice president of ad product and strategy shares the top 10 major changes in advertising that have occurred during the last decade. Comments

Storytelling or Telling Stories? Why Authenticity Rules

open-book Sep 10, 2015 - These examples of brands effectively telling stories via advertising underscore the notion that authenticity is an integral aspect of a successful content marketing strategy. Comments

Defining Fluid Leadership in an Age of Change

team Sep 9, 2015 - This defines the necessary leadership characteristics needed to consistently lead a quality team to success in the inherently transient business of digital marketing. Comments

The Transformation of Publishing

company-blogging Sep 8, 2015 - Digital media gives publishers greater access and channels to distribute content, but sharing that message, and standing out in the crowd, remains a challenge, says LinkedIn's Nellie Chan. Comments

The Critical Few - Metrics, Platforms, and Words

empty-room Sep 8, 2015 - In digital marketing, sometimes less is more. Here are suggestions to help you focus on a critical few elements of your marketing strategy in order to optimize campaign efforts. Comments

The Rise and Rise of WeChat

wechat-logo-green-on-black Sep 6, 2015 - There is a reason why Tencent's WeChat has 600 million users, and as it internationalizes, that figure is only set to increase. Comments

Digital Marketing People on the Move: End of Summer Edition

meeting-brainstorm Sep 3, 2015 - This past August, Airbnb, Pinterest, Twitter, and Viacom added executives with expertise in branding, marketing and product development to boost their business. Comments

Your Mobile-Only Customer Experience Guidebook

shutterstock-234409663-buy-buttons Sep 3, 2015 - Portable and intimate by design, mobile devices are ideal for driving e-commerce sales. Here are suggestions to help enhance your marketing strategy by improving the customer experience. Comments

Translating User Generated Content

online-endorsement Aug 31, 2015 - Online recommendations and reviews are a big marketing asset, so having the right translation tools in place ensures your brand's UGC reaches all customers. Comments

Madison Avenue Needs Wall Street Wisdom

wall-street-bull Aug 31, 2015 - Eric Harris, an investment banker-turned marketer, talks about how his financial background helped him grow his own ad business. Comments

GroupM to Be Another Agency Partnering with BuzzFeed

buzzfeed-image Aug 27, 2015 - The global partnership will provide GroupM’s and WPP’s agencies and clients with access to BuzzFeed’s creative and data assets for the first time. Comments

3 Auto Brand Films, 3 Vital Lessons in Storytelling

brand-storytelling-shutterstock-248402137 Aug 27, 2015 - Auto brand advertisers are known for expertly communicating authentic brand messages via highly compelling narratives. Here are three examples of their sterling storytelling skills. Comments

Tommee Tippee Turns Parenting Advice Into Baby Wipes With #ParentOn

tommee-tippee Aug 25, 2015 - In its new global ad campaign #ParentOn, Tommee Tippee is turning unsolicited parenting advice into baby wipes that are actually useful. Comments

Multicultural Marketing to Become Mainstream in a Millennial World

multicultural-marketing Aug 24, 2015 - As African-American, Asian-American and Hispanic Millennials gain greater spending power, brands that embrace multicultural marketing will stand out from the competition. Comments

IAB UK Provides Solutions to Five Major Industry Challenges

digital-marketing-challenges Aug 21, 2015 - The IAB UK is committed to tackling five major industry issues: brand safety, ad viewability, ad fraud, ad blocking and user privacy. Comments

Amazon to Abandon Adobe Flash Next Month

amazon-image-laptop Aug 20, 2015 - Amazon is going to ditch Adobe Flash, a move driven by recent browser-setting updates from Google Chrome, Mozilla Firefox and Apple Safari. Comments

The Ultimate Marketing Plan: Revisited

strategy-laptop Aug 19, 2015 - Summer isn't over yet, but now is the time to start planning your marketing strategy for the year ahead. Comments

The Importance of Conversations With Consumers

customers Aug 19, 2015 - Direct communication between brands and consumers is invaluable. Here's how consumer insights can enhance marketing strategy and create campaigns of substance. Comments

How to Develop Your Own Powerful Online Brand

brand-community Aug 19, 2015 - How effective is your current personal online branding strategy? This exercise can help you leverage platforms like LinkedIn and Facebook to advocate on behalf of the most significant brand - you. Comments

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