Category Archives: Marketing Challenges

Marketing’s new challenge: Moving to the next normal

You must find ways to tailor each channel’s messaging that’s appropriate for your company, your market and your customers as your operations begin to reopen. Ryan Phelan on May 18, 2020 At the recent Discover MarTech virtual event, where I was honored to host a roundtable discussion, I was intrigued by a marketer who wondered … Continue reading Marketing’s new challenge: Moving to the next normal

Rethinking emotion in marketing to deepen engagement

Changing your approach to emotional marketing can help you create a stronger connection with your audience. Jade Bunke on March 5, 2020 As a marketing professional, you often think about creating an emotional connection with your audience. And for good reason. Emotion can direct attention, deepen engagement and drive behavior. But can you articulate how … Continue reading Rethinking emotion in marketing to deepen engagement

Is personalization working? Budgets are increasing, but martech challenges threaten future investments

Reports show companies are investing in personalization, but marketers are struggling to implement and execute full-scale personalization initiatives. Amy Gesenhues on January 21, 2020  In a recent survey of 200 marketers, 86% told Merkle they have budgets defined for personalized messaging initiatives and 82% had martech solutions in place to implement personalization. Further, 89% claimed … Continue reading Is personalization working? Budgets are increasing, but martech challenges threaten future investments

Lies and bias on the rise in marketing and public relations

Even notable academic institutions are having issues with finding the truth in their own academic research. Eric Schwartzman on December 17, 2019 According to this year’s Relevance Report 2020 from the USC Annenberg Center for Public Relations, half-truths and lies are more noteworthy (and acceptable) than ever. The report features 17 of the 30 essays … Continue reading Lies and bias on the rise in marketing and public relations

5 Reasons Why TikTok Marketing Should Be Ticked By Your Brand in 2020

Dan Seavers — November 22, 2019 Follow @TWDanSeavers As marketers, we love tried and tested. We walk the road well-traveled, lacking the time, the budget or the opportunity to try strategies that won’t guarantee you results. But now and then, something comes along that will disrupt your methods. And it’s up to you whether you … Continue reading 5 Reasons Why TikTok Marketing Should Be Ticked By Your Brand in 2020

Why marketers should stop avoiding privacy issues

Data privacy and security requirements are not going away so get to work on your privacy policies before someone else does it for you. Kristina Podnar on October 15, 2019  At a recent MarTech conference, I gave some presentations on consumer privacy, stressing that it’s becoming more obvious with every new regulation that privacy as … Continue reading Why marketers should stop avoiding privacy issues

Tips for Manufacturing Marketing in the Age of Amazon

Heather Quitos — July 24, 2019 — July 24, 2019 Digital connectivity fills our lives as people become more dependent on their smartphones for daily tasks, whether measuring a package, paying for coffee, or ordering a week’s worth of groceries. Amazon has emerged as a household name and the Amazon Effect has radically changed the … Continue reading Tips for Manufacturing Marketing in the Age of Amazon

Here’s how to get the most out of your marketing analytics investment

Build organizational structure and develop analytics leaders who bridge data science with marketing strategy to improve your return on investment. Eric Bradlow & Jeremy Korst on April 19, 2019   Gartner recently published their Predicts 2019 research report, outlining several converging trends that pose a threat to CMOs and marketing organizations. The report also makes … Continue reading Here’s how to get the most out of your marketing analytics investment

Rethinking the marketing funnel with Consumer Decision Journeys

The way customers shop and interact with brands has changed and the CDJ provides a practical framework for marketing to customers along this journey. Mark Meyerson on February 25, 2019  The traditional marketing funnel, starting wide at the top and narrowing down to purchase was appropriate in the past but has become outdated. The way … Continue reading Rethinking the marketing funnel with Consumer Decision Journeys