Are you ready for zero-party data?

Data management Are you ready for zero-party data?

2d Tim Ringel

Are you ready for zero-party data?

In an era when consumers are increasingly demanding transparency and control over their info, brands need to get creative as the use of cookies contin...

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Seven digital marketing budget optimization tips for 2023

Marketing budget Seven digital marketing budget optimization tips for 2023

1w Neal Schaffer

Seven digital marketing budget optimization tips f...

Unless you have money to burn, digital marketing budget optimization should be a nonstop, kaizen process that you should always be implementing. Try t...

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The 3M levers advertisers can use to trigger positive behavior change

Advertising & Promotion The 3M levers advertisers can use to trigger positive behavior change

2w Mark DiMassimo

The 3M levers advertisers can use to trigger posit...

The cost of bad advertising, its link to consumer behavior, and how you can map and action these levers for positive results Read More...

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“Should’ve gone” to “I don’t go”: Specsavers' twist on its famous tagline

Brand awareness “Should’ve gone” to “I don’t go”: Specsavers' twist on its famous tagline

2w Benjamin Broomfield

“Should’ve gone” to “I don’t go”: Specsavers' twis...

“Starting with the subverted tagline gets people to stop and look. Everyone knows our usual tagline, and this message completely cuts through that. Bu...

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WATCH: Cutting marketing budgets during a recession is a bad idea

Content Marketing WATCH: Cutting marketing budgets during a recession is a bad idea

2w Liam Joyce

WATCH: Cutting marketing budgets during a recessio...

Many brand marketers and P&L owners are facing unprecedented challenges in the market, but now is not the time to cut those budgets Read More...

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The cash flow funnel: A new B2B marketing funnel that is customer and finance-centric

B2B The cash flow funnel: A new B2B marketing funnel that is customer and finance-centric

2w Ty Heath and Benjamin Broomfield

The cash flow funnel: A new B2B marketing funnel t...

Ty Heath, Director of Market Engagement, The B2B Institute at LinkedIn, presents a new marketing funnel - 'The Cash Flow Funnel' - and the concept of...

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How Desperados turned dance steps into DE&I donations

Inclusive marketing How Desperados turned dance steps into DE&I donations

3w Benjamin Broomfield

How Desperados turned dance steps into DE&I donati...

"The party scene is consumed by younger people who are exploring, experimenting and having fun with parties. This generation is incredibly open to tec...

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Blue skies and brand utility: How IBM's The Weather Channel became the US' 8th most trusted brand

Brand utility Blue skies and brand utility: How IBM's The Weather Channel became the US' 8th most trusted brand

1m Benjamin Broomfield

Blue skies and brand utility: How IBM's The Weathe...

"Our latest brand health metrics study showed a 7.4% lift in brand favourability and a 7.7% lift in people saying The Weather Channel helps them make ...

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Mastering localization: Pokémon's global competition adds nearly half a million followers

Strategy Mastering localization: Pokémon's global competition adds nearly half a million followers

2m Benjamin Broomfield

Mastering localization: Pokémon's global competiti...

"Different countries have different formats, down to individual clauses. American terms and conditions tend to be around 10 to 15 pages, whereas in th...

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Maximizing your marketing budget in tough economic times

Marketing budget Maximizing your marketing budget in tough economic times

2m Erica Gunn

Maximizing your marketing budget in tough economic...

In uncertain times having control of your budget is essential. Even as organisations tighten their belts, investing in marketing remains good practice...

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How TUI is perfecting performance marketing through incrementality testing

Performance marketing How TUI is perfecting performance marketing through incrementality testing

2m Benjamin Broomfield

How TUI is perfecting performance marketing throug...

"Our process isn’t complicated. It helps us to test and learn. We use incrementality tests to measure the impact of a given tactical or strategic shif...

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How to overcome inflation with a customer loyalty program

Loyalty How to overcome inflation with a customer loyalty program

2m Will Hanrahan

How to overcome inflation with a customer loyalty ...

While inflation can erode the value of customers' reward points, a well-designed program can help offset the effects of inflation and keep people freq...

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How Tripadvisor’s in-house agency is incubating innovation

Strategy How Tripadvisor’s in-house agency is incubating innovation

2m Benjamin Broomfield

How Tripadvisor’s in-house agency is incubating in...

“It has not been an overnight process but running as an agency gives us absolute clarity and purpose." Read More...

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Aligning sales and marketing communications to drive new business offerings

Management Aligning sales and marketing communications to drive new business offerings

3m Kimberly Zhang

Aligning sales and marketing communications to dri...

Service line revamps are needed in an unstable economy, but can do more harm than good if your sales and marketing don’t sync up to promote the change...

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How to optimize your marketing attribution strategy

Attribution How to optimize your marketing attribution strategy

3m John Leeman

How to optimize your marketing attribution strateg...

Just like assessing your internal data and tracking landscape, you need to assess the influencer landscape. Understand what each coalition candidate t...

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Five skills a CMO needs to demonstrate to become CEO

Leadership Five skills a CMO needs to demonstrate to become CEO

3m Greg Creed

Five skills a CMO needs to demonstrate to become C...

Know your business and the economics that drive your business as well as anyone in the finance department. This is not about accounting per se, but ab...

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How DHL used segmented B2B targeting to become the supply chain's ultimate sidekick

B2B How DHL used segmented B2B targeting to become the supply chain's ultimate sidekick

3m Benjamin Broomfield

How DHL used segmented B2B targeting to become the...

The past few years have shown us all the volatility of supply chain management. The 2021 Suez Canal incident (whilst great for viral content) blocked ...

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Fractured to first-class: The digital transformation story of the UK’s leading technology retailer

CRM Fractured to first-class: The digital transformation story of the UK’s leading technology retailer

3m Benjamin Broomfield

Fractured to first-class: The digital transformati...

"Do people first and technology second. If you buy technology with the wrong people on the ground, you're not going to leverage your investment and th...

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How Irish Spring's ‘gaming shower’ marketing activation cleaned up on Twitch

Case Study How Irish Spring's ‘gaming shower’ marketing activation cleaned up on Twitch

4m Benjamin Broomfield

How Irish Spring's ‘gaming shower’ marketing activ...

“As we target a brand-new audience, the core goals of this activation were very much top of the funnel: To build brand awareness, credibility, and to ...

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Video marketing playbook: Squeezing the most from your video content

Strategy Video marketing playbook: Squeezing the most from your video content

4m Mark Pontrelli

Video marketing playbook: Squeezing the most from ...

It's not as easy as making a video and putting it out on all of your social media accounts. If you're doing that, stop. Instead, customize your conten...

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Mastercard's multisensory marketing: A masterclass in sonic branding

Brand awareness Mastercard's multisensory marketing: A masterclass in sonic branding

4m Benjamin Broomfield

Mastercard's multisensory marketing: A masterclass...

“At Mastercard, we strive to ensure that our brand is instantly recognizable and top of mind. Our sonic melody and overall audio strategy gives us the...

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Is your brand elastic enough for Web3?

Actionable analysis Is your brand elastic enough for Web3?

4m Alan Kittle

Is your brand elastic enough for Web3?

30-second summary: Having a web3 strategy is non-negotiable. However, keep in mind the Web3 is not the metaverse Develop a plan as if expanding into a...

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Differentiate or die: Three pivots DTC brands must make to survive

Actionable analysis Differentiate or die: Three pivots DTC brands must make to survive

4m James Gregson

Differentiate or die: Three pivots DTC brands must...

James Gregson, Creative Director at Lego, argues DTC companies must make three pivots to survive: Engage through content, build through community, and...

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CMOs and CIOs: The new growth accelerators

Analyzing Customer Data CMOs and CIOs: The new growth accelerators

4m Michael Collins

CMOs and CIOs: The new growth accelerators

The formula for mastering customer experiences and driving business growth lies in the hands of this dynamic duo Read More...

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Upper funnel personalization: Kaiser Permanente's path to positive recall

Brand awareness Upper funnel personalization: Kaiser Permanente's path to positive recall

5m Benjamin Broomfield

Upper funnel personalization: Kaiser Permanente's ...

Kaiser Permanente provides health care coverage, serving over 12.6 million members across nine states in the US. Kaiser Permanente is well recognized ...

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Taking your buyer experience from transactional to relationship-driven

Actionable analysis Taking your buyer experience from transactional to relationship-driven

5m Alex Hunter

Taking your buyer experience from transactional to...

30-second summary: As the digital age emerged, brands focused on transactions. This drove a wedge between them and their customer It is now vital for ...

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Google, LinkedIn, Facebook – which B2B ad platforms should be on every marketer’s radar?

ABM Google, LinkedIn, Facebook – which B2B ad platforms should be on every marketer’s radar?

5m Rachael King

Google, LinkedIn, Facebook – which B2B ad platform...

While building brand awareness is the primary goal, how can B2B marketers choose the best ad platforms to surface ads and maximize investment? Read Mo...

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