Strategies

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.

empathy-marketing

Yellow Pages to Yelp and the Rise of Empathy Marketing

Nov 6, 2014 - If marketers aren't able to empathize with the segment of the market they're targeting, they won't be able to stay relevant and engaging. Comments

The Roller Coaster Ride to Digital Transformation

shutterstock-196696478 Nov 5, 2014 - For some organizations, digital transformation is a terrifying change. Dominic James outlines the steps for how to best implement that change. Comments

5 Steps to Creating an Enterprise-Level Digital Marketing Campaign

steps55 Nov 5, 2014 - These five tips can help you to create effective and engaging digital campaigns on the enterprise level. Comments

Is Microsoft Pulling the Plug on Advertising?

Microsoft Nov 4, 2014 - Microsoft's recent layoffs have many questioning whether the tech giant is giving up on advertising entirely. Comments

Marrying Authority With Your Brand's PR Content Strategy

content-authority-diagram Nov 4, 2014 - A look at how authorship still influences your brand’s news and public relations content. Comments

U.K. Tourism Agency Partners With Yahoo for Content Marketing Campaign

Close up of the Union flag Nov 3, 2014 - The Discover Great Britain campaign shows off the U.K.'s sights, culture, food, and fashion with sponsored content on Yahoo and a user-curated Tumblr. Comments

Founder of UGG Boots Shares Old-School Principles of CRM

ugg-boots Nov 3, 2014 - Although the UGG founder started his business before the dawn of CRM systems, marketers can learn a lot from the UGG success story. Comments

Whole Foods' Experiential Campaign Educates and Engages Consumers

shutterstock-189320708 Oct 31, 2014 - SapientNitro's Second Story installed four interactive displays at the newest Whole Foods Market to teach consumers about the food they buy, and about the people who provide it. Comments

It’s Time for Brands to Capitalize on News Consumption Trends

digital-news-content-shutterstock-117984556 Oct 30, 2014 - As more and more consumers get their news online, and specifically from social media, brands must learn to react in real-time. Comments

Are You Afraid of the Dark? How to Start Your Start-Up and Leap Into the Unknown

afraid-of-the-dark Oct 30, 2014 - The decision to create a start-up can be a scary one. How can you conquer your uncertainty and take the plunge? Comments

Scoring With Gamified Content

gamified-content Oct 29, 2014 - Many marketers are seeing huge gains by producing gamified content. Are you utilizing this strategy? Comments

How the Key Trends in Marketing Play Out in Practice

digital-marketing-trends-1 Oct 27, 2014 - The consolidation of the email ecosystem mirrors the trends in digital marketing as a whole, as seen in these five examples. Comments

Taking the Plunge Into Asia-Pacific

shutterstock-146264012-dive Oct 26, 2014 - Digital platforms offer the perfect opportunity to test a marketing campaign for new Asian markets. Comments

5 Ways to Make B2B Content Less Boring

boring-content Oct 24, 2014 - Just because your industry may not be the most "exciting" one out there doesn't mean you can't produce engaging, interesting content. Comments

The Importance of Identifying Friction and Innovating Against It

agency-innovation Oct 24, 2014 - The time it takes to go from start-up to an established company can be shorter than ever. How can you achieve this? Remove the points of friction to create minimal resistance. Comments

Pandora Goes Ad-Free, for One Hour

pandora2014 Oct 22, 2014 - In exchange for interacting with a banner ad, Pandora is offering users an hour of uninterrupted music with its new ad program Sponsored Listening. Comments

How to Win the Trust of a Skeptical Consumer

win-trust Oct 20, 2014 - Consumers are more discerning than ever before, and in order to build a successful brand you need to work to earn their trust. Comments

UPDATE: Frito-Lay Turns to Social Media to Pick New Chip Flavor

frito-lay-do-us-a-flavor Oct 17, 2014 - In the second "Do Us a Flavor" campaign, consumers in the U.S., U.K., and Canada submitted potential chip flavors, and used hashtags to vote for their favorite finalists. Comments

Embracing Technology Leads to Business Success [Study]

Success Oct 17, 2014 - After surveying marketers and rating their businesses, Forrester Consulting found that those who qualify as modern marketers are more likely to exceed their revenue goals and become industry leaders. Comments

Insights From a Digital Marketing Job Search

resume Oct 14, 2014 - Many successful tactics that may help you land your dream job can be beneficial in the digital marketing ecosystem as well. Comments

Is Blogging an Outdated Content Marketing Tactic?

Blog Oct 10, 2014 - There is a shift happening away from long-form blog articles in favor of social media postings. But is this really the best strategy? Comments

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