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.


The Rise and Rise of WeChat

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

Service Before Product When it Comes to User Micro-Moments

mother-and-baby Aug 18, 2015 - Marketers need to spend their efforts satisfying user moments, more than building aspiration for their products or services. Comments

Getting the Most Out of Your Agency

adagencycover Aug 17, 2015 - It's a hotly debated question – do you need an agency? Here Nick Annetts gives his tips for choosing an agency, and how to get the most out of the relationship. Comments

Rise Of the Authenticators

superwoman Aug 17, 2015 - What can digital marketers do to guarantee their ads reach humans, as opposed to fraudulent bots hijacking human identities and consequently profiting from publishers and advertisers? Comments

The End of an Era: One-to-One Marketing Is Dead

evolve-or-die-shutterstock-125282522 Aug 17, 2015 - You can understand the objectives for current marketing tactics by studying the evolutionary patterns of its predecessors. Are one-to-one marketing strategies passé in practice? Comments

Marketers: What’s On Your Tech Chart?

marketing-control Aug 14, 2015 - Tech charts visually outline a company's assortment of digital marketing technologies. Here is how marketers can create and use tech charts to organize and explain complex data. Comments

Content Through the Marketing Funnel

funnel-rainbow Aug 13, 2015 - LinkedIn's Nellie Chan outlines the step-by-step process to better content through the marketing funnel. At its core, marketing is about relationships. Comments

3 Back-to-School Marketing Strategies With Merit

shop-back-to-school-shutterstock-303577307 Aug 13, 2015 - Innovative marketing tactics allow brands like Old Navy to thrive during the back-to-school shopping season. These insights can help marketers cogently target consumers. Comments

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!



Featured White Papers

2015 Holiday Email Guide

2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.

Three Ways to Make Your Big Data More Valuable

Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.