Marketing technologists find themselves in the unique position to mentor their fellow marketers as the landscape changes rapidly. Contributor Justin Dunham explains how. Justin Dunham on June 21, 2017 Marketing has changed. It used to be that we wrote ads, built brands, ran events and published content. But digital marketing is so much more. … Continue reading The new marketing mandate: Learn fast
Columnist Bobby Lyons outlines the ways in which search engine optimization (SEO) is critical in building and defending your brand’s reputation online. Bobby Lyons on June 19, 2017 Let’s face it — if you have worked in the industry for a while, you are aware that a stigma has existed around SEO for years. In … Continue reading SEO: The missing piece in brand protection
Katherine Buchholz — June 19, 2017 — June 19, 2017 As spending on display advertising skyrockets, marketers face tremendous pressure to prove and optimize their return on investment (ROI). Yet more and more are finding the secret weapon to success: the phone call. The low ROI marketers perceive with their display advertising is often tied … Continue reading Make Your Display ROI Soar: 5 Helpful Ways to Use Phone Calls
Interbrand’s Andrea Sullivan on her rise to CMO and the people who inspired her along the way. Amy Gesenhues on June 19, 2017 Fifteen years ago, Andrea Sullivan joined Interbrand as part of its client services division in New York City. During her tenure, she has worked in a variety of roles for … Continue reading For Interbrand’s CMO, the path to the top began in a Madison, Wisconsin farmers market
Advertisers are investing heavily in ad tech, but contributor Daniel Meehan points out that even highly targeted advertising using the latest algorithms and audience data won’t accomplish anything if the advertising format, message and creative are not engaging. Daniel Meehan on May 30, 2017 Plain and simple: advertising technology is not advertising. It may … Continue reading Stop calling ‘ad tech’ advertising
Columnist and Bitly senior content strategist Blaise Lucey recounts a circuitous user journey and discusses the lessons that marketers can learn from it. Blaise Lucey on May 26, 2017 Kathy Hutchins / Shutterstock.com My mom likes Bruno Mars. She also likes to hike and run. So she was excited when she got an iPod … Continue reading What a 32-step journey to a Bruno Mars album can teach marketers and tech companies
Facebook’s Live With feature lets marketers add a brand spokesperson or member of the audience to a broadcast. Tim Peterson on May 23, 2017 Facebook is extending the option for all Pages and normal accounts to add a guest to their Facebook Live streams after opening up the feature to people with verified profiles … Continue reading Facebook enables all Pages to add guests to Live broadcasts on iOS
Jeff Bezos’ Secret Message For Marketers by Scott Gillum , Op-Ed Contributor, May 18, 2017 Marketers channeling their inner Maverick (Tom Cruise’s character in “Top Gun”) often find themselves thinking “I feel the need, the need for speed” — but are plagued by internal speed bumps and stop signs. Little do they know that buried … Continue reading Jeff Bezos’ Secret Message For Marketers
Usage of “google” as a verb does not automatically invalidate its legal protection. Greg Sterling on May 17, 2017 Google has not committed “genericide,” according to the 9th US Circuit Court of Appeals. While people have used “google” to refer to searching online for nearly 20 years, that does not invalidate the company’s trademark. … Continue reading Google holds onto its trademark as federal court rules it has not become generic (DD)
Columnist James Green explains why marketers need to evolve from a decades-old traditional paradigm and instead view back-to-school marketing as a year-round strategy. James Green on May 15, 2017 Like the world around us, Back to School (BTS) shopping has increasingly become more diverse and complex. No longer should marketers develop strategies and tactics … Continue reading A smarter approach to ‘back to school’ marketing
