Inertia. Momentum. Mojo. We try to build and capitalize on these powerful forces every day to change and accelerate the initiatives that matter. Individuals thrive on it, teams crave it, markets rely on it, businesses require it, and CMOs are demanding it…again. B2B marketing has been notorious for having a stop-start-stop-start mentality. For the last […]
Déjà vu! CMOs are bringing back always-on marketing Read More »
My last post here generated some great conversations with readers, especially among people who wanted to go deeper into the concept of marketing-as-service and how to make that happen even while you’re dealing with the realities of business life. This recurring conversation centered on one key point: Service is something we marketers have to have
How connected are you to your brand’s customer service? Read More »
Creative has changed. Gone are the days when a brand could sink all of its heart, soul and budget into a single creative experience – say, a television ad. It’s 2019; you can’t be so singularly focused. Your audience sure isn’t. You still need big ideas, like Dos Equis’ “Most Interesting Man in the World,”
Here’s how you build creative video experiences for a multi-screen world Read More »
Meg Goldthwaite, Chief Marketing Officer at National Public Radio, took the stage at MarTech in San Jose on April 4 and offered a lively exposition of NPR’s approach to content programming in an era where sound-oriented media are increasingly consumed through voice-enabled devices such as Alexa, Google Home and smartphones equipped with voice assistants like
How National Public Radio reinvented itself for an on-demand audience Read More »
Netflix will announce its Q1 ’19 earnings on Tuesday – when we’ll know for sure if its subscription price hike was a good business move in the short term. Meanwhile, Disney announced Disney+, its new streaming service platform, will only cost $6.99/month and its stock shot up over 11 percent overnight. This further complicates the
Content alone is not going to win the streaming war. Here’s why Read More »
Global economic uncertainty is lurking in the shadows and it’s coming for all of us. This ghost lingers, but it’s not deterring B2B teams – growth is the clear charter. In boardrooms and conference rooms, teams are looking for growth levers that unlock revenue, market share and profit. Right on cue with this mindset, I’ve
Unstoppable trends every B2B marketer must embrace to drive growth Read More »
It did not take long for the Golden State to borrow a page from the European Union’s consumer privacy rule book. And because of this, marketers need to take note about what’s happening with changes in data protection right now. It was only a few months after Europe adopted the General Data Protection Regulation in
What marketers need to understand about fines under the new California Privacy Act Read More »
Most of us like to believe that we’re inherently logical people, especially when it comes to purchasing decisions. However, we’re not computers. No matter how logical we try to be, emotion always influences our decisions to some extent. Psychologists refer to these emotional factors in our decision-making processes as “cognitive biases.” Without even realizing it,
Cognitive biases: How to get people to prefer your business Read More »
Nielsen describes the millennial generation as today’s “most coveted consumer demographic from a marketer engagement perspective,” and brands and agencies are investing millions in digital advertising to reach them. Not only are millennials on pace to become the nation’s largest living adult generation in 2019, but according to the latest projections they are also wielding
Reaching the elusive digitally-driven millennial consumer Read More »
Digital outdoor advertising has increased 35 percent since 2010 according to PricewaterhouseCoopers, and is projected to overtake traditional outdoor ad spending by 2020. Perhaps even more surprising is that outdoor advertising was the only traditional media category to show growth last year, hitting an estimated $33.5 billion in revenue according to a global NAR forecast.
Why digital out-of-home should be integrated into your 2019 marketing mix Read More »
