While many businesses should consider reduced top-of-funnel ad spend, very few should abandon it altogether. You’ll want to ensure you are in a position to power back during the recovery. Adam Edwards on July 22, 2020 Though digital marketers felt pressure before to justify their marketing spend, this is a whole new ballgame. Marketing is … Continue reading How and where to fight for your marketing budget
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
Marketing during a crisis and a recession
Regardless of how your business has been impacted by current events, your customers are grappling with what’s happening, so your role in their lives will need to adjust. April Mullen on April 2, 2020 With the global spread of COVID-19 we’re now in a recession and no one really knows how long this will last. … Continue reading Marketing during a crisis and a recession
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
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