Five of the best: What dominated ClickZ headlines in 2022?
Insights

Five of the best: What dominated ClickZ headlines in 2022?

1y Benjamin Broomfield

Five of the best: What dominated ClickZ headlines ...

Editor Benjamin Broomfield looks at ClickZ's most popular case studies and thought leadership columns of 2022 Read More...

View article
Planning for the 2023 recession: why branding still matters and how marketers can get ready for challenges ahead
Recession

Planning for the 2023 recession: why branding still matters and how markete...

1y Matt Rhodes

Planning for the 2023 recession: why branding stil...

"Marketers often ignore CX in the recession literature - likely due to it not being a top marketing priority when we had the last great recession. How...

View article
Harness 2022's holiday marketing data strategy to win the next one's
Competition

Harness 2022's holiday marketing data strategy to win the next one's

1y Ann Smarty

Harness 2022's holiday marketing data strategy to ...

Big-season marketing data can be hard to revive and reuse because it is quite ephemeral, here’s how to capture it Read More...

View article
Get the latest analysis and reports delivered to your inbox daily
How Warner Bros. Discovery is scaling email personalization
Personalization

How Warner Bros. Discovery is scaling email personalization

1y Benjamin Broomfield

How Warner Bros. Discovery is scaling email person...

The world of digital streaming is vastly competitive. In a battle for customer attention, Warner Bros. Discovery has been on a journey to create email...

View article
Are you ready for zero-party data?
Data management

Are you ready for zero-party data?

1y 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...

View article
Seven digital marketing budget optimization tips for 2023
Marketing budget

Seven digital marketing budget optimization tips for 2023

1y 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...

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

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

1y 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...

View article
“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

1y 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...

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

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

1y 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...

View article
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 finan...

1y Ty Heath and Benjamin Broomfie...

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...

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

How Desperados turned dance steps into DE&I donations

1y 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...

View article
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' ...

1y 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 ...

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

Mastering localization: Pokémon's global competition adds nearly half a mil...

1y 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...

View article
Maximizing your marketing budget in tough economic times
Marketing budget

Maximizing your marketing budget in tough economic times

1y 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...

View article
How TUI is perfecting performance marketing through incrementality testing
Performance marketing

How TUI is perfecting performance marketing through incrementality testing

1y 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...

View article
How to overcome inflation with a customer loyalty program
Loyalty

How to overcome inflation with a customer loyalty program

1y 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...

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

How Tripadvisor’s in-house agency is incubating innovation

2y 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...

View article
Aligning sales and marketing communications to drive new business offerings
Management

Aligning sales and marketing communications to drive new business offerings

2y 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...

View article
How to optimize your marketing attribution strategy
Attribution

How to optimize your marketing attribution strategy

2y 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...

View article
Five skills a CMO needs to demonstrate to become CEO
Leadership

Five skills a CMO needs to demonstrate to become CEO

2y 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...

View article
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 ...

2y 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 ...

View article
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 lead...

2y 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...

View article
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 Twitc...

2y 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 ...

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

Video marketing playbook: Squeezing the most from your video content

2y 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...

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

Mastercard's multisensory marketing: A masterclass in sonic branding

2y 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...

View article
Is your brand elastic enough for Web3?
Actionable analysis

Is your brand elastic enough for Web3?

2y 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...

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

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

2y 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...

View article