May 27, 2020

Econsultancy: Consumers look to brands with new creative purpose

By Brett Zucker 

May you live in interesting times.” This old adage might sound like a blessing, but it’s actually intended as a curse. And yet, the most “interesting” periods of human history are also responsible for sparking incredible acts of creative expression.

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Brands
Creative

May 29, 2020

SmartBrief: Video marketing is the future of content marketing

By Gaurav Sharma

In 2018, about 85% of all internet users in the US watched videos online.

A survey from Wyzowl, found that in 2019, 95% of marketers were planning to increase their video marketing budgets for 2020.

These statistics clearly point towards an increase in the interest in videos. But why are marketers inclined to create more video content and use it for their content marketing efforts?

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Marketing Strategy
Content Marketing
Video

May 28, 2020

business2community - Agile Marketing: The 4 Habits of Adaptable Marketers

By Susan Hallam

Understanding customers’ needs and behaviours, using past trends to predict future ones, and anticipating what issues and opportunities are about to arise are key ingredients in great marketing planning. Until recently, we were able to use these components to set budgets and formulate schedules.

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Adapting
Agile
Marketing

May 27, 2020

Harpers.co.uk: Marketing spend and tone of voice labelled vital in Covid era

By Jo Gilbert

With the pandemic putting companies and brands under the microscope, businesses are being warned to pay close attention to how they communicate with consumers – and how vigorously they defend their market share. 

Read More
Marketing Spend
Tone
Marketing

May 27, 2020

Washington Technology: 3 ways to align marketing & sales during COVID-19

By Allan Rubin

Even in the best of times, sales and marketing alignment is not easy. Forrester Research suggests only 8 percent of companies achieve strong alignment. But those that do, enjoy a competitive advantage. Marketo claims alignment makes companies 67 percent better at closing deals while generating 209 percent more revenue from marketing.

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Marketing & Sales Alignment
Marketing
Sales

May 26, 2020

AdAge: HOW BRANDS CAN CREATE ENGAGING SOCIAL MEDIA CONTENT

By Brennan White

Large retail stores often have similar brands in stock. Look at sporting goods stores as an example: You'll often find a typical brand collection of Nike, Reebok, Puma and Under Armour, among others, on the shelves. These are all well-known, not to mention incredibly popular, brands that also have large pushes on social media. 

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Brands
Social Media
Content

May 26, 2020

business2community: The Real Value of ROI for Marketing Campaigns

By Jibran Qureshi

As a marketer, you might have asked yourself this question every time when launching a new marketing campaign: “What value will it add for the business?”

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ROI
Marketing Campaigns
Marketing Expenditures

May 26, 2020

MartechToday: Putting AI to work across your customer data strategy

By Amy Gesenhues 

Early this year, Salesforce revealed that 47% of the 7,000 marketing executives it surveyed planned to increase their use of AI. In fact, of all the technologies listed in the survey — AI, social media tools, analytics tools, automation and voice technology — AI adoption beat out all the others.

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AI
Analytics
Data

May 26, 2020

ADWEEK: Luxury Marketers Might Be Missing a Huge Opportunity Right Now

By Robert Klar

Key Insights:
• There's a new disconnect between income and the desire to go shopping.
• Cutting the ad budget in times of crisis isn't always the best idea.
• Gift-with-purchase offers are out, discounts are in.

Read More
Marketing
Luxury

May 26, 2020

CMS WiRE: Using a CDP as a CRM Misses the Point – and the Potential

By Sherene Hilal

Customer data platforms (CDP) are both one of the most disappointing investments brands made last year ... and the number one investment they want to make, according to Gartner and CommerceNe

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CDP
CRM

May 26, 2020

diginomica: Walmart hits the digital transformation at warp-speed button but does it hit the spot?

By Den Howlett

The giant retailer finally provides customers an "experience" that lets you avoid ever going into a Walmart again. Provided you're willing to pay a premium for the equivalent of in-store service.

Read More
Digital Transformation
Customer Experience

May 22, 2020

MediaPost - Study: Marketers Say Their Content Creating Approach Is Inefficient

By Richard Whitman

London Research has conducted a timely new study on content management that found that nearly 60% of those polled feel they are wasting too much time on content marketing-related administrative tasks versus actually creating content.

Read More
Content

May 26, 2020

Search Engine Watch: Top three marketing trends for the COVID-19 era

By Nick Chasinov

30-second summary:
• The COVID-19 era dramatically impacted the world, and marketers are scrambling to adjust. 
• If you want to stay on top of what’s going on in the marketing industry, you have to meet people where they are. 
• Founder and CEO of  Teknicks, Nick Chasinov, shares three marketing trends that can help businesses meet consumer demand and capitalize on the industry dynamics.

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Marketing
Marketing Trends

May 21, 2020

MediaPost: As Purchase Habits Change, Impact Of Direct Mail Remains

By Rebecca Brooks

With worldwide shutdowns in place, many consumers are turning to online shopping options. In fact, the Commerce Department recently reported that online retail sales were higher than general merchandise stores for the first time ever. Pick-up orders are, not surprisingly, also on a sharp positive trajectory.

Read More
Direct Mail
Purchasing Habits

May 21, 2020

MediaPost: Unbranded Vs. Branded Search, When To Use What Strategy

By Laurie Sullivan 

Whether or not to use an unbranded search strategy remains an ongoing dilemma for marketers, especially for those trying to recover from the COVID-19 pandemic downturn.

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Search
Branded Search
Unbranded Search

May 21, 2020

Martech Today: How Yamaha changed its tune with its digital transformation strategy

By Amy Gesenhues 

Yamaha Corp., the music side of the Yamaha brand, has been through more change during the last year and a half than it has experienced its entire 138 year history, according to the company’s marketing technology strategy manager Athan Billias.

Read More
Digital Transformation
Martech
Customer Experience

May 22, 2020

ClickZ: A guide to the changing role of the modern CMO

By Jaqueline Dooley

30-second summary:
• Domo partnered with global research company Censuswide to conduct a survey of nearly 700 senior marketers across seven international markets to assess the challenges and responsibilities facing modern CMOs.
• One major finding is that perpetual change in technology, data sources, and media channels is significantly impacting how CMOs do their job.
• The issue of who owns data—and how to manage it—is clearly a pain point for CMOs.
• Without any clear idea of who owns the data, managing it becomes a critical challenge, as does gleaning actionable insights from data that can hinder growth.
• 23% of senior marketers respondents indicated that the C-Suite’s focus on short-term over long-term results was a top communication barrier.
• Domo’s survey revealed that the data that matters most to marketing leaders is focused more on customer experience versus ROI.
• 23% of large enterprise organizations are planning to allocate over 40% of their marketing budget to analytics and data management over the next 12 months.

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CMO
Digital Marketing
Marketing

May 22, 2020

Search Engine Journal: How to Stop Wasting Money on Content Marketing

By Victor Ijidola 

February 2013 was the year “content marketing” started picking up real steam. 

It got so popular that businesses grew curious and started searching Google for any information they could get on creating content that would help them grow.

Read More
Content Marketing
Marketing Expenditures

May 20, 2020

Travel Weekly: United and others are branding their health safety initiatives

In a sign of the times, U.S. airlines are branding their Covid-19 health safety protocols. 

United on Wednesday unveiled United CleanPlus, which includes partnerships with Clorox and the Cleveland Clinic. 

Read More
Branding

May 20, 2020

AdAge: WHY YOU SHOULD ADD HUMOR TO YOUR CONTENT MARKETING

By Syed Balkhi

For your business to stand out, you need to ensure that your messages reach people through an ocean of online content. A powerful way to make that happen is to add humor to your content. 

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Content Marketing
Marketing

May 21, 2020

diginomica: The road to recovery – where do marketers go from here?

By Ashling Kearns

Marketers have always been at the forefront of change. At the start of 2020, their focus was on trying to innovate and stay ahead in a new decade where every industry, region, and customer experience was already being disrupted.

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Marketing

May 20, 2020

Martech Today: Why B2B marketing automation, and martech in general, are still key

By Pamela Parker

Investments in marketing technology continue to be a priority for businesses across the board, as they strive to meet increased demands for personalization and a need to collect, authenticate and analyze rapidly increasing amounts of consumer data to improve the customer experience (CX).

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B2B Marketing
Marketing Automation

May 20, 2020

adexchanger: The End Of The Cookie Opens A Jar Of Opportunity

By Alex Magnin

A big change is coming to the digital media industry. Google is sunsetting third-party cookies in their Chrome browser, accelerating the recent privacy-driven shift in online advertising.

Read More
Cookies
Digital Marketing

May 19, 2020

Econsultancy: How will Google’s new features for businesses impact search marketing after the Covid-19 crisis?

By Rebecca Sentance 

As businesses search for ways to reach their customers through purely digital channels, Google wants to position itself as essential to their online operations.

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Marketing
Search

May 19, 2020

CIO: 7 sure-fire ways to sour the business on analytics

By John Edwards

Data analytics is one of the most powerful resources enterprises have at their disposal. But the value of analytics can diminish significantly if the tools and process in use are not friendly and broadly available to the business users who need them.

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Analytics
Data
Insights

May 19, 2020

The Drum: A bold new marketing strategy for a brave new world

By Rumble Romagnoli

Across Europe, countries are seeing lockdown restrictions lifted and some semblance of ‘normal life’ is starting to resume. What a relief! For many business owners, this means kickstarting your operations and prospecting once more, leaving one vital question to be answered: are you ready and what is your plan?

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Marketing Strategy
Marketing

May 19, 2020

CMS WiRE: What Marketers Should Do Now Instead of Sending Coronavirus-Related Emails

By Lynne Capozzi

Marketing leaders everywhere have spent the last few weeks taking stock of our "new normal” and what this global pandemic means for their brands. As events are canceled, campaigns get postponed, and much of communication goes digital, we are all reevaluating how to best care for customers and maintain our reputations in a climate where every action feels strange and unfamiliar. Marketing depends on building trust and having conversations with your audience. Yet in a moment of global crisis, it can feel incredibly difficult to send any message at all.

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Marketing
Email

May 19, 2020

Sifted: How to market in a crisis

By Connor Bilboe

Marketing budgets are being slashed at big companies and small. UK marketing budgets have taken their biggest hit since the 2009 financial crisis — and plenty of startups, encouraged by their investors to cut costs, have clamped down on marketing spend or cut it entirely. One study from LocalGlobe and other prominent UK VCs found that 43% of startups have stopped online advertising.

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Marketing
Budgets

May 18, 2020

Business Matters: How to Maximize Your Digital Marketing Budget

Seeing that consumers are told to stay indoors amid the coronavirus pandemic, it becomes increasingly important for companies to reach out in innovative ways.

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Digital Marketing
Budgets
Marketing

May 18, 2020

CMS WiRE: You Can Reduce Marketing Expenses While Improving Business Performance. No, Really

By Anita Brearton 

Cutting costs has become a necessity for corporate survival, and the marketing budget is often the first one to be affected. But cost-cutting does not have to negatively impact growth and long-term success. In fact, it can actually serve as a catalyst for growth.

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Marketing
Digital Marketing
Marketing Expenditures

May 15, 2020

Marketing Land: Before you rip and replace another martech tool, it may be time to build a roadmap

By Amy Gesenhues 

This year, the Marketing Technology Landscape reached a whopping 8,000 martech tools. With so many available solutions, it’s no wonder martech leaders have

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Martech
Marketing Technology
Roadmap

May 18, 2020

Marketing Magazine: A golden age for experiential marketing?

By Teresa Aprile

To say that the coronavirus pandemic has forever changed the landscape for experiential marketing is an understatement. It may be a very long time before brands can engage with mass sampling in public spaces or engagement strategies at events. However, it doesn’t spell the end for experiential marketing. Far from it, in fact. As brands and marketers find new ways to connect with post-COVID society, experiential marketing will be re-imagined, becoming more relevant, meaningful and effective – marking a golden age.

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Experiential Marketing

May 17, 2020

ZDNet: No matter how sophisticated, artificial intelligence systems still need human oversight

By Joe McKendrick

Artificial intelligence and machine learning models can work spectacularly -- until they don't. Then they tend to fail spectacularly. That's the lesson drawn from the COVID-19 crisis, as reported in MIT Technology Review. Sudden, dramatic shifts in consumer and B2B buying behavior are, as author Will Douglas Heaven put it, "causing hiccups for the algorithms that run behind the scenes in inventory management, fraud detection, marketing, and more. Machine-learning models trained on normal human behavior are now finding that normal has changed, and some are no longer working as they should."

Read More
AI

May 18, 2020

WHICH-50: Four Ways To Deliver Better Customer Experience During The Pandemic

By Athina Mallis

The current COVID-19 has exposed brands’ CX shortcomings and a lack of understanding of their customers, according to a Forrester analyst, who outlined a path of CX recovery.

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Customer Experience

May 18, 2020

The Drum: When times get tough, your marketing needs to get agile

By Susan Parker

Uncertain times and changing conditions mean you probably need to scrap your old marketing plan.

Great marketing weaves together an understanding of your customers’ needs and behaviours, a view on the opportunities that will positively impact our business, and an analysis of past trends to foresee future ones.

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Agile
Marketing

May 18, 2020

Marketing Week: Coronavirus offers big brands the chance to think like a ‘re-startup’

By Helen Edwards 

“Think like a startup!” Ever heard that edict uttered from on high in your multinational, multi-departmental, multi-thousand-populated corporate entity?
Why do CEOs say this stuff? Have they ever even bee

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Brands
Brand Management

May 12, 2020

eWEEK: Why Digital Transformation Equals Survival During COVID-19 Era

Updating and upgrading an IT system (also known as “digital transformation”) is more than just a buzzword and a process. It can open doors to limitless potential by expanding and improving capabilities and advancing all industries. It’s often forward-thinking. However, during this turbulent time, digital transformation is survival.

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Digital Transformation

May 15, 2020

Marketing Dive: 3 pandemic-related behaviors will stick as consumer anxiety subsides, Kantar predicts

By Dianna Christie

Dive Brief:
• Quarantine-related lockdowns have shifted consumer behavior in three essential ways that will endure even as anxieties subside, according to Kantar's latest COVID-19 Barometer. Increased e-commerce shopping, a desire for good value on products and a lift in local consumption are among the areas marketers should be looking into, the firm said.
• While some 73% of consumers still feel anxious, anxiety levels appear to be coming down from their peak in mid-March. More than 40% of people said they have ramped up their exercise, reading or sleeping habits to cope with pandemic-related stress. More than half said they're eating healthier and trying new dishes, with 64% of people doing so in homes with children. Additionally, 20% of consumers are avoiding alcohol in what's been dubbed "Drysolation," Kantar said. 
• Some 32% of consumers have increased their e-commerce spending during the pandemic, and a third expect to make more purchases in the future. Meanwhile, the report revealed that 45% of households have already seen their income fall during the pandemic, and 26% expect their income to be hit in the future. Nearly half of respondents said they think companies should offer discounts during this time of economic downturn.

Read More
Consumer Behavior
Consumer Confidence

May 14, 2020

Econsultancy: How brands are using email during Covid-19

By Nikki Gilliland 

Covid-19 has resulted in a surge in email marketing, as brands send updates on how they are responding to the pandemic, while also striving to stay front-of-mind for consumers.

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Email
Marketing

May 14, 2020

Talk CMO: Agile Marketing – The Magic Mantra for Successful Marketers

By Sudipta Choudhury 

With increasing demand, more marketers are focused on delivering personalized customer experiences for scaling up engagement. Recently, performance marketing firm Merkle has published its “Q2 2020 Customer Engagement Report” based on a survey by Ugam. The company surveyed 400 marketers from the US and UK brands across different industries to develop insights. The study is focused on how market leaders are utilizing agile marketing to align various organizations and build enhanced data-driven campaigns. This is an extension of its previous (Q1 2020) report that highlighted the challenges marketers faced when confronted by the need for personalization.

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Agile
Marketing
Marketing Operations

May 14, 2020

Harvard Business Review: Is Your Marketing Strategy Based on the Right Data?

By Gregg Johnson

The events of spring 2020 have turned marketers’ worlds upside down. In light of an unprecedented health and economic crisis, teams scrambled to adjust their advertising messages, campaigns, and offers. They could no longer rely on previous assumptions about their customers, including what, why, and how they buy. In a matter of days, stores closed, e-commerce sales ramped up, and contact center interactions exploded. Meanwhile, media consumption changed as more people began working from home, spending more time online and watching TV, and less time interacting in person.

Read More
Marketing Strategy
Marketing Data
Marketing

May 15, 2020

The Drum: Advertising and social media face fresh trust issues amid global crisis

By Rebecca Stewary

Two global reports have surfaced in the past week indicating a desperate need for the advertising and media industries to work together to rebuild public trust. But amid an enormous public health crisis, can consumers’ concerns be remedied?

Read More
Advertising
Social Media

May 13, 2020

MARTECHTODAY: Considering adding a workflow or project management solution to your martech stack, but looking for a business case?

By Pamela Parker 

Digital marketing – involving everything from search engines to social media to display ads to email to mobile apps and more – is a complex endeavor, whether marketers are in-house at a brand or employed by an agency.

Read More
Marketing Operations
Workflow
Project Management

May 13, 2020

BUSINESS 2 COMMUNITY: Everything You Need to Know About Online Reputation Management

By Ankita Choudhary

In today’s ecosystem, online reputation plays a crucial role in business. A bad online reputation can affect buyer decisions, long-term sales and severely damage the company’s brand equity. Online reputation management has thus become a crucial activity for businesses to protect their growth and success.

Read More
Reputation Management
Brand Equity

May 13, 2020

A.List - Report: Marketers Optimistic That Privacy Regulations Will Positively Impact Personalization

BY NINA AGHADJANIAN

While the recent passing of consumer data privacy regulations, marketers have been forced to rethink the way they leverage first-party data and build new processes to address compliance. Still, marketers say they’re confident that they can adhere to them.

Read More
Personalization
Agile

May 14, 2020

Marketing Dive: McDonald's will boost US marketing $100M as dining rooms reopen

By Robert Williams

Dive Brief:
• McDonald's plans to increase its spending on U.S. marketing by an estimated $100 million and a similar amount in several of its biggest international markets as the fast-food giant readies a recovery from coronavirus-related shutdowns, Restaurant Business reported. The publication based its estimate on how much the company pledged to spend compared with revenue.
• CEO Chris Kempczinski said in a video message to employees and franchisees that the chain would spend the equivalent of a month of marketing support in wholly owned markets, which include major regions like the U.S., Canada, Australia and much of Europe. Its marketing spending typically is 3% of sales, which hit $40 billion last year, Restaurant Business reported.
• McDonald's also plans to provide more financial help to locations that were most negatively affected by lockdowns lasting more than two months, and in areas that have fewer restaurants with drive-thru service that has helped to sustain its U.S. operations during the pandemic.

Read More
Marketing Spend
Brands
Marketing Strategy

May 12, 2020

Marketing Land: Authentic communication is more important than ever in the age of coronavirus

By Len Shneyder

There is no precedent for what we are all going through. There is no playbook for how to keep businesses operating while ongoing shelter in place orders turn workers into remote employees – if they’re lucky. The company I work for held its first 100% virtual all-hands meeting. It was a sobering moment that gave me, and I imagine scores of my colleagues, pause as we watched our executives speak compassionately, frankly and with incredibly humbling vulnerability from their own homes. 

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Communication
Authenticity

May 13, 2020

MARTECHSERIES: How Today’s Consumers Prefer to Communicate: You May Be Surprised

By Dan Slavin

Mobile marketing is changing communication preferences.


It’s true in any setting—our best chances of getting our messages across to an audience is by using their preferred communication channels, at the times, and in the places they’re most likely to be attentive to those messages. If your partner isn’t a morning person, it’s not likely your 6:00 a.m. list of items to pick up from the store is going to be acted upon. If your boss prefers text messages to email, which channel do you think you should use?

Read More
Consumer Preferences
Mobile Marketing
Communication

May 13, 2020

eMarketer: Live Video Is Replacing In-Person Interactions

By Jasmine Enberg 

With in-person interactions ground to a halt, consumers in countries affected by the coronavirus pandemic are turning to live video to stay connected.

Read More
Videoconferencing

May 12, 2020

Industry Week: Don’t Rush Digital Transformation: 8 Considerations for a New Era

By Stephan Liozu

The current crisis has severely disrupted the business world. Entire sectors have shut down, and many companies are implementing partial sleep mode to focus on customer-critical operations and business continuity plans.

Read More
Digital Transformation
Business Model
Operating Model

May 12, 2020

London School of Business & Finance: 5 Unique CRM trends to watch in 2020

Customer Relationship Management (CRM) is a vital part of business that helps organisations improve client experience, enhance customer loyalty, and as a result drive profitability. When implemented well, it is a great way to reach a wider audience, attracting new clientele while retaining existing clients.

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CRM
Trends
Social Media

May 10, 2020

Entrepreneur: Best Practices for Marketing During and After COVID-19

By Andrew Reid

A global crisis can either paralyze a marketing team or galvanize it to thrive. In the wake of the COVID-19 pandemic, that’s exactly what we’re seeing: some companies are cutting back on marketing (in some instances, laying off the entire marketing team), while others are being more agile and coming up with interesting ways of engaging their audience during these difficult times. 

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Marketing
Best Practices

May 11, 2020

Marketing Week: Why are brands turning to direct response amid Covid-19?

By Ellen Hammett 

Marketers are moving money from broad-based brand advertising to direct response communications and this trend will likely continue beyond the pandemic. What does this mean for effectiveness?

Read More
Marketing
Direct Response

May 11, 2020

adexchanger: Top CPG Brands Rush To Take Advantage Of DTC Businesses

By James Hercher 

CPGs like Pepsi and Kraft-Heinz urgently need to develop ecommerce and direct-to-consumer business lines, whereas Anheuser-Busch InBev – having invested already in ecommerce – can now shift its media spend to support it.

Read More
CPG
Direct-to-Consumer

May 10, 2020

The Hill: How coronavirus could burst the social media influencer industry

BY KRISTIN TATE

Imagine becoming rich without showing up at an office or answering to a boss. You have no commute except for occasional paid flights to some of the most exotic locations on the planet for photos in the sun. Think about staying home and receiving shipments of designer clothes and jewelry to promote online. It may sound like a dream to you, but for a huge number of young adults who make money as influencers, this is their own reality.

Read More
Social Media
Influencer Marketing
Marketing

May 7, 2020

Inside FCMG: Heinz puzzles consumers with latest branding exercise

By Ruth Hogan

With COVID-19 leaving consumers in lockdown and seeking new sources of entertainment, brands are looking for fresh ways to engage with their audience.

And despite FMCG being one of the few sectors to witness growth during this time, as consumers stockpile groceries and spend more time cooking at home, some brands are stepping outside their area of expertise to offer something a little different.

Read More
CPG
Branding
Brand Management

May 7, 2020

ClickZ: A world without third-party data: The end of personalized marketing?

By Vivek Lakshman

30-second summary:

• Apple Safari just announced it has blocked all third-party cookies as of March 2020, beating Google Chrome’s announcement that it will phase out third-party cookies by 2022.
• Data collection and use as we know it is changing rapidly, and it behooves savvy marketers to get ahead of the inevitable restricted access to third-party data and find other ways to get the data they need.
• Companies still have access to first-party data, which is data collected by a company on its website for its own use. The only restriction here is that the company must follow privacy regulations for ensuring transparency, right to correct, delete, etc.
• Zero-party data is data that a customer voluntarily and knowingly shares with a company. It might include preferences, intent or interest, or self-classification/identification within a particular group.
• The key to zero-party data is that the consumer has total control over what information he/she/they gives a brand. It is completely transparent and therefore there is no confusion over permission.
• A more transparent, helpful approach of asking for information to tailor customer experiences (in a user-friendly, conversational manner) will not only result in more accurate data, but potentially in stronger, more trusting and mutually beneficial relationships with customers.

Read More
Personalization
Cookies

CIO: Successful Digital Transformation Requires Data Transformation

Whether or not an organization has launched a formal digital transformation initiative, there’s no doubt most business operations are now inseparable from the IT infrastructure on which they run. As a result, technological advances, if properly managed, can translate directly into business advances.

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Digital Transformation
Data

May 8, 2020

SmartBrief: A 5-step path to cookieless digital marketing

By Raquel Rosenthal 

While brands, agencies and adtech companies currently have a lot on their plate, they also need to keep an eye on the seismic shift set to take place in digital marketing within a few years.

Google’s move to delete third-party cookies from the Chrome browser, announced in January, will likely impact everything from attribution modeling to personalization initiatives and conversion analytics.

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Digital Marketing
Adtech

May 5, 2020

MarketingDive: Are CMOs failing brands or are brands failing CMOs?

By Cara Salpini

It's hard to find someone who will argue that the chief marketing officer isn't essential to an organization, but lately, it feels like the role has been besieged.

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Marketing
Brands
CMO

May 5, 2020

The Business Journals: Proactive vs. reactive marketing during a crisis

By Samantha Owens Pyle 

The Covid-19 pandemic has forced nearly every business in the world to evaluate how they spend their resources. Every industry is asking: How can we get the most out of what we have?
If you have been asking yourself this very question, it might be time to take a look at your marketing efforts.

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Marketing

May 6, 2020

AiTHORITY: Understanding Consumer Behavior Through Social Media

By Devon Bergman

While every industry operates a bit differently, there is an inherent need to better understand consumers beyond traditional Sales data and shopping behavior. Both of these are still critical to your business, but coupling them with social data provides unique insights into consumer behavior that ultimately enable companies to better serve their customers and beat out the competition.

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AI
Consumer Behavior
Social Media

May 6, 2020

The Drum: Our industry can actively play a meaningful role in shaping recovery

By Harjot Singh

What if we were able to move from being a witness to an enabler? Instead of waiting for our economy and society to emerge from the ravages of the pandemic, what if the advertising industry actually helped to engineer the recovery?

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Advertising
Media

May 5, 2020

Mobile Marketer: 90% of people buy from brands they follow on social media, study says

By Robert Williams

Brief:
• Consumers who connect with brands on social media are loyal customers, with about nine out of 10 people saying they buy from companies they follow on social networks. The portion of people who said they increased their spending with a brand they follow rose 12% to 75% this year from 2019, per a study that social media marketing firm Sprout Social shared with Mobile Marketer.
• Social sharing platforms that emphasize videos and photos, like Google's YouTube and Facebook's Instagram, have boosted their popularity among younger consumers. Almost three quarters (73%) of Generation Z said they plan to use Instagram more often, while 65% said they plan to spend more time on YouTube.
• The firm conducted a separate survey of social marketers and found that 69% said boosting brand awareness was the top goal for social media, ahead of increasing web traffic (52%) and growing their audience (46%).

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Mobile Marketing
Social Media

April 30, 2020

AdAge: HOW MARKETERS CAN BALANCE PRIVACY AND PERSONALIZATION

By Matt Spiegel

Two accelerating trends in marketing are on a collision course. Consumers want—and deserve—more consent and control over their data identities. Yet shifts in consumer behaviors and expectations for increased personalization are causing companies to reassess their ability to leverage that data.

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Personalization
Privacy
Marketing

April 30, 2020

KOMARKETING: Report: 28% of Marketers Suspect their Data and Analytics are Inaccurate in Some Way

By KRYSTLE VERMES

Although marketers have a wide array of data at their fingertips, new research shows that not all of them are confident in the accuracy of this information.

Experian recently published its “2020 Global Data Management Research” report, and statistics showed that 51% of marketers consider the current state of their CRM data to be clean, and they are able to fully leverage it. However, 28% of current customer/prospect data is suspected to be inaccurate in some way, according to the respondents.

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Analytics
Data

May 1, 2020

Marketing Land: Have we hit bottom yet? What new earnings reports say about COVID’s impact on digital advertising

By Ginny Marvin

The hit in mid-March was sudden and dramatic, but there appear to be signs, including from media buyers, that the worst is over.

Read More
Advertising
Marketing Spend

April 30, 2020

Econsultancy: 82% of large enterprises cut hiring budgets, are they doing enough to reskill their marketers?

By Rebecca Sentance

The uncertainty surrounding revenue and future planning caused by the coronavirus pandemic has caused most businesses to put a freeze on recruiting new hires, with many companies going so far as to furlough employees who had recently joined or who were due to take up new roles in the midst of the crisis.

Read More
Marketing
Skills Gap
Upskilling

April 28, 2020

Marketing Land: How user stories and design thinking can make us better martech buyers

By Henry Powderly 

Tony Byrne, founder of Real Story Group, lays out a more agile way to purchase in his Discover MarTech keynote.

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Design Thinking
User Stories
Martech

April 28, 2020

The Drum: What will events and experiential look like after lockdown?

By Selina Donald

To be in the business of events in 2020 is the equivalent of owning shares in Blockbuster back in 2010. Covid-19 has upended the way we live, work and socialise faster than you can say ‘Netflix and chill’, and the event industry has been hit hard. Really hard.

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Experiential Marketing
Event

April 27, 2020

HR DIVE: Transparency now builds trust later: Employer branding during COVID-19

By Sheryl Estrada

Effective communication with employees during the COVID-19 pandemic can have an impact on how a company is perceived by future workers and even the public, according to Randstand, a recruitment and HR solutions firm. An employer's brand strategy must include transparency, reskilling initiatives and a focus on diversity and inclusion, among other factors, Randstad leaders said during a webinar April 23. 

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Branding
Leadership

April 27, 2020

customer THINK: 10 Things to Do When Marketing Spend is On Hold

By Howard Sewell

There’s plenty of debate online about the merits of marketing spend in a recession, but the reality is that many B2B firms are currently cutting back on large-scale investment.  If your company is one of those scaling back or even hitting “pause” on external spend, there are still plenty of ways to invest in marketing content, infrastructure, data, creative and other areas that will pay big dividends when things get back to normal.  Here are 10 ideas to consider.

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Marketing Spend
Marketing

April 30, 2020

Warc^: Five takeaways from the IAB/Center for the Digital Future report on consumer behavior during COVID-19 – and beyond

By Stephen Whiteside

The Center for the Digital Future at USC Annenberg and the Interactive Advertising Bureau (IAB), the trade body, polled 1,000 adults in the United States to assess the impact of the Coronavirus pandemic on their current habits – and the behaviors they anticipate will stick once the threat finally recedes.

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Research
Consumer Behavior

April 24, 2020

Glossy: Featuring employees in brand marketing is resonating with consumers

By DANNY PARISI

Coronavirus has had a big impact on brands’ marketing and advertising budgets, creating problems for both influencers and brands who rely on standard influencer partnerships through platforms like Instagram to drive sales. Instead, a growing number of brands are using their own employees as models and subjects of marketing campaigns.

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Brand Marketing
Brands
Branding

April 27, 2020

Digiday - Digiday Research: How ad spending is changing in the coronavirus era

By SHAREEN PATHAK

The vast majority of ad campaigns are on hold or canceled — 73 percent of buyers said brands are now “pausing” campaigns while they assess their next moves.

Digiday Research: 73% of ad buyers have clients ‘pausing’ spending

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Advertising
Marketing Expenditures

April 22, 2020

Marketing Land: Fake reviews problem is much worse than people know

By Greg Sterling

Fake reviews are a growing problem for consumers and the local and product-search sites they rely on to make purchase decisions. We know from multiple studies that roughly 90% of internet users consult online reviews before buying.

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Reviews

April 24, 2020

adexchanger: Rethinking Sports Through The Lens Of Media, Data And Fans

By Alessandro De Zanche

Sports federations, leagues, clubs and athletes are fighting for their future. In a matter of weeks live sport evaporated due to COVID-19, with some events postponed and others officially concluded long before their planned end dates.

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Media
Data

April 21, 2020

Destination CRM: 4 Tips to Reignite the Spark With Customers During Uncertain Times

By Vince Dawkins

As with long-term romantic relationships, though, it’s easy for companies to become too complacent with longtime customers. Companies that fall into this trap eventually fail. If you can’t keep the partnership exciting, your customers won’t want to stick around.

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Customer Engagement
CRM

April 22, 2020

CMS WiRE: Why and How You Need More Diversity in Your Marketing

By Steve Olenski

The data doesn’t lie: Diverse companies do better than their peers.
In terms of racial and ethnic diversity, the top quarter of companies are 35% more likely to outperform their industries financially. But inclusive hiring is just the start. Infusing more diversity into your marketing efforts can help your company scale more quickly and sustainably.

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Marketing
Digital Marketing

April 21, 2020

Martech Today: Martech teams devote most of their time to automation, campaign management tools

By Amy Gesenhues

When asked which marketing tools are most likely to be used during the week, 70% of the more than 250 martech professionals we surveyed in our MarTech Career Survey put marketing automation and campaign management solutions at the top of their list.

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Martech
Marketing Automation

April 22, 2020

Content Marketing Institute: Hey Brands, Don’t Make 2005’s Mistake on Your Future Virtual Events

By Robert Rose

It’s a weird time. People are scared, and the whole world is in chaos. But we will get through this. We will persevere. And there will be a time for us to reflect on all that we did to evolve our marketing strategies through this.

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Brands
Content Marketing

April 22, 2020

Martech Advisor: What Is Marketing Intelligence? Definition, Best Practices, Use Cases and Tools.

By Katie Robert

What is Marketing Intelligence?
Marketing intelligence is defined as any actionable and data-oriented information that can be used to build an effective marketing strategy. This means data about your customers, your efforts, and your competitors that will help you make informed decisions around the pillars of marketing: product, price, promotion, and placement. Marketing Intelligence is a subset of Business Intelligence. Business Intelligence is all of the data you collect in order to make strategic decisions and monitor the health or your company, across many disciplines like finance, HR, operations, etc. Marketing Intelligence is specific to your marketing efforts.

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Best Practices
Marketing Intelligence

April 22, 2020

ClickZ: 4 best practices for unlocking the full potential of your marketing campaigns

By Lana Busignani

30-second summary:
• Ensure your digital media budgets follow reality, not perception: Nielsen’s study found that novelty plays a big role in marketers’ confidence in new/digital channels; however, they must make sure their perception of these channels match reality and have measurement practices in place to ensure the effectiveness of their campaigns
• Don’t shrug off data quality: The study found that data quality is an alarmingly low priority for marketers, but they shouldn’t: without accurate data, marketers must question the validity of any insight
• Embrace the promise of connected TV: OTT adoption is hampered by a variety of challenges, say respondents; however it has the potential to be the ultimate advertising platform and savvy marketers have the opportunity to jump on it before competition crowds in
• Refocus efforts on preventing customer churn: Respondents of the Nielsen study said acquiring new customers is their number one objective, and preventing churn is least important; while yes, customer acquisition is tremendously important, the lack of focus on churn is a missed opportunity for marketers and as globally disloyalty grows, it’s more important than ever for marketers to recapture customer attention

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Marketing Campaigns
Marketing
Best Practices

April 22, 2020

Marketing: Can personalisation and privacy coexist?

By Will Hayes

As technology advances, organisations continue to take advantage of the benefits new innovations bring. This includes the ability to get to know customers more than ever before, offering each individual a personalised experience. For this to happen, organisations collect data to inform their personalisation, however with recent privacy scandals such as Cambridge Analytica, the question is being put forward – can personalisation and privacy coexist in the age of artificial intelligence (AI)? The simple answer is yes, here’s why:

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Personalization
Privacy

April 17, 2020

Destination CRM - Choosing a CDP: 5 Keys to a Best Practices Framework

By Naras Eechambadi

Most companies are in various stages of digital transformation. One aspect of this larger enterprise-wide transformation is often a focus on the customer, particularly on improving the customer experience through personalizing their experience with the company, regardless of channel and the type of interaction.

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CRM
Customer Data Platforms

April 20, 2020

WHICH-50 - Marketing Data Has A Powerful Potential Far Beyond Campaign Performance: Marketing Leaders

By Andrew Birmingham

Over the past decade there have been huge investments in marketing and advertising technologies, and in data analytics platforms to help companies better deliver their messages and manage the customer response. At the same time, marketers are expected to take a more direct role as advocates and champions for the customer. 

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Marketing Data
Marketing Campaign Measurement

April 20, 2020

WWD: Is This the End of ‘Progressive’ Brand Marketing?

By Kali Hays 

Consumers living in the time of the coronavirus appear to have very little patience for brands that even attempt to benefit from the pandemic or take it as an opportunity to sidestep “brand values” they once held up for all to see.

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Marketing
Brand Management
Cause Marketing

April 20, 2020

CMS WiRE - Digital Divides: It Doesn't Have To

By Gerry McGovern

“Democracy improves as more people participate,” Audrey Tang, the digital minister of Taiwan, wrote for The New York Times in 2019. “And digital technology remains one of the best ways to improve participation —  as long as the focus is on finding common ground and creating consensus, not division.”

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Digital

April 15, 2020

The Enterprisers Project: Digital transformation: 4 ways to plan for the post-pandemic normal

By Bernie Gracy 

When I sat down to write this article, a follow-on to my previous article on common leadership oversights on the path to digital transformation, the coronavirus’s threat to global business had not reached the magnitude that we feel and see today. In a few short weeks, the pandemic has forced a new virtual work reality on businesses and entire operating models have been shifted – and in many cases, upended.

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Digital Transformation
Crisis

Alley Watch: 5 Keys to Results in the Current Marketing Revolution

BY MARTIN ZWILLING

Most small businesses I advise still rely on traditional advertising models, assuming they can create enough media “noise” to get customers’ attention and sway them. You don’t realize that person-to-person noise now dominates all channels through social media, effectively hiding business marketing messages. You now need a personal context in your marketing to get results.

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Marketing

April 16, 2020

Digiday: The shift to in-house marketing faces its stress test

By SEB JOSEPH

In-house agencies are often pitched as a way to save money but the promise hasn’t always lived up to the reality. For those advertisers that bought into the promise of the in-house model, the coronavirus crisis is the ultimate stress test.

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In-house Marketing
Marketing

April 16, 2020

MartechToday: As budgets shift to digital, MOPs teams look to campaign orchestration tools for relief

By Amy Gesenhues

Not so long ago, marketing operations teams were the unsung heroes of the marketing tribe — quietly making sure their company’s martech stacks were well-oiled machines that kept campaigns running smoothly and on time. But current working conditions are putting marketing technologists under a considerable amount of stress, which is causing a spike in interest for campaign orchestration tools.

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Marketing Operations
Digital Marketing

April 16, 2020

TechBeacon: Digital transformation, fast forward: Time to adjust—and accelerate

By Ericka Chickowski

As technologists and business strategists emerge from the immediate scramble of scaling up distributed workforces in response to the COVID-19 crisis, they're confronting the even more daunting task of adjusting digital strategies and business models for sustainability in a post-pandemic world.

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Digital Transformation

April 16, 2020

CMS WiRE: Behavior Triggers: A Disruptive Approach to Lost Revenue

By Debbie Levitt

Metrics can show us that customers stopped at a certain point in a process, chose not to buy, or didn’t make it through an important task. Yet the metrics rarely know why. We can spin up qualitative CX research to learn the whys, but what if we could save that customer from ever ending up in the failure pile?

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Innovation
Revenue

April 16, 2020

Econsultancy: Six businesses innovating their product offering in response to the coronavirus pandemic

By Rebecca Sentance 

The coronavirus pandemic has completely reshaped how we live our lives – to the point that by now, saying it feels like stating the obvious.

But it continues to be true, and thousands of businesses across the world have been forced to grapple with what it means for how they make money. With ‘business as usual’ completely out the window, many have scaled back services, or simply closed their doors, relying on government-provided stimulus money to keep their businesses afloat until the pandemic is over. Others have folded altogether.

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Innovation
Product

April 15, 2020

AiTHORITY: How Precise Location-Based Advertising is the Future of Mobile Marketing

By Gideon Rottem 

Here is a familiar situation: you are walking down a street and (provided that your GPS is on and you have a Wi-Fi signal) you go past a storefront that then serves your phone a mobile ad or coupon offer. But what if there were so many brick-and-mortar stores on that street that the ad you were served was for the wrong store? Or maybe you get the right ad for a store you usually frequent, but at that time when you are passing it, you don’t need it? The above scenarios are both a misplaced opportunity and a missed advertising opportunity. In reality, these are the best that current mobile location technology can offer consumers at the moment. But what if the mobile location were much more precise? What could be the benefits for mobile advertisers?

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Advertising
Location Based Marketing
Mobile Marketing

April 15, 2020

The Enterprisers Project: Digital transformation: 4 ways to plan for the post-pandemic normal

By Bernie Gracy 

When I sat down to write this article, a follow-on to my previous article on common leadership oversights on the path to digital transformation, the coronavirus’s threat to global business had not reached the magnitude that we feel and see today. In a few short weeks, the pandemic has forced a new virtual work reality on businesses and entire operating models have been shifted – and in many cases, upended.

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Digital Transformation

April 15, 2020

Fast Company: Why Airbnb made a big mistake by ditching its marketing

BY ANA ANDJELIC AND JESSICA DAVIDOFF

To save money, Airbnb halted all its marketing activities at the end of March in order to save an estimated $800 million in 2020.

In this, it’s not alone.

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Marketing
Marketing Expenditures

April 14, 2020

CMS WiRE: What Does Great Customer Experience Look Like Today? Giving Customers Peace of Mind

By Steve Offsey 

As the world continues to shelter in place, enterprises with brick and mortar channels such as bank branches and retail storefronts are adapting to a rapidly changing situation. Amidst the turbulence, one thing hasn’t changed: the need for exceptional customer experience. Providing your customers with peace of mind in this environment is invaluable.

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Customer Experience

April 14, 2020

Econsultancy: Content is king in COVID-19 world as brands make themselves useful

By Patricio Robles 

The COVID-19 pandemic has put many brands in a very difficult position.

With large numbers of their customers under lockdowns and/or facing uncertain financial circumstances, engaging effectively with consumers demands new approaches.

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Content
Content Marketing
Marketing
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