While two-thirds of marketers consider thought leadership to be among their top priorities, recent research finds that only 26 percent say their current program is successful, and 65 percent say only moderately successful—even though their organization’s thought...
The pandemic-driven e-commerce surge amplified the role of digital marketing—and consumers have learned a trick or two since as they‘ve re-incorporated physical shopping but with the assistance of online tools like brand apps and social media platforms. As a result,...
In today's data-driven world, businesses have access to a vast amount of information. The key to unlocking its potential lies in leveraging business analytics. By harnessing the power of data and analytics, businesses can gain valuable insights that drive growth,...
Marketers and communicators have been turning to generative AI and other emerging tech to try to finally get a handle on ever-heightening customer experience expectations, and brands and businesses are at last feeling like they’re making some substantial progress—but...
For many years now, platforms like Facebook, Instagram, and Twitter have been among the best places for businesses to connect with their audiences. Due to the growing popularity of social media, more and more marketers are deeply integrating such channels into their...
As emerging tech floods into business operations, martech is presenting problems for CMOs, marketing agencies and departments, new research from digital experience platform provider Optimizely finds, revealing that nearly three-quarters (72 percent) of marketing...
This is Part 1; Part 2 to come at year’s end The first half of 2023 has just concluded, and already a long-time belief of mine—which I have written about and told many times to people who reported to me—has once again been proven true: that a tuition-free Master Class...
It’s now the norm—consumers see your brand or product on social media and click over to your site to find out more or to purchase. But when they have trouble navigating it or problems with checkout, they bounce—which means they leave without clicking through to any...
In the past, dealing with a crisis meant strategically placing press releases, conducting damage control interviews, and hoping that traditional media would convey your message to the masses. It was like navigating a well-charted course where you had some control over...
In today's rapidly evolving digital landscape, establishing a robust PR strategy is no longer a luxury but a necessity. Most people look online to find brands that can fulfill their needs. In fact, according to a report from Visual Object, 76 percent of consumers look...
Brand purpose is a complex and ever-evolving concept, and no business leader would deny that consumer expectations about the role of business in society are changing dramatically. Causational issues like corporate impact on the environment are clearly important to...
Many PR and marketing professionals hold the mistaken belief that analyst briefings are pointless unless their company has a paid subscription with the analyst firm. Analyst relations are frequently one of the first items marketers seek to remove from our PR...