Marketing Strategy

Dark social is all about the content that can’t be tracked by analytics tools since it’s shared in private spaces, from SMS to messaging apps....

Rethinking your approach to buyer personas and focusing on the insights that drive buying decisions enables you to develop a deeper understanding of what really matters to your buyers and craft strategies that resonate with them on a meaningful level....

On April 19, Google concluded its first core update of 2024 – 46 days after it began on March 5. The multifaceted rollout was...

I've seen too many former disruptors get comfortable, go bland with their marketing, and pay the price as sales stagnate and customers become confused about what made the brand special in the first place....

Recent technological advancements have unearthed a long tail of mistakes in ways digital campaigns are set up, resulting in media execution diverging from strategy in alarming ways....

As a CMO, I often hear the term "360-degree marketing" or "omnichannel marketing" thrown around like a buzzword, but what does it really mean?...

We're back with Gastón Tourn, as we dive into the big world of story structures and how to apply them in modern marketing storytelling....

Am I for real asking creativity in IT Marketing? Why would IT industry communications need creativity, emotional cues, and compelling stories? Don’t worry, I am not going to judge you, after all it's something we have all witnessed the IT industry communicating....

Experiential marketing is essential for brands aiming to forge meaningful connections and memorable experiences with their audiences....

What is it about some brands that create cult-like devotion from customers? That's a question we're tackling with Dan Cobb, Chief Strategy Officer and CEO of Daniel Brian Advertising, as we examine how and why customers can become "irrational advocates" for brands, and what this means for CMOs....

Brands love to market to early adopters because they purchase quickly, then promote the new products through word of mouth....

The recent collaboration between Solo Stove and Snoop Dogg offers a trove of lessons for marketers navigating the complexities of celebrity endorsements and product promotion....

B2B platform business models are distinct from B2C platforms, as B2C platforms generally focus on transactional e-commerce as a digital matchmaker....

As the co-founder and CMO of personal care brand Better & Better, Mary Costa knows how essential it is to be the representative of the customer in her role....

When it comes to B2B marketing, you're not going to get very far with a 'one-size-fits-all-approach'. It's important to scale your marketing to your different customers....