Why the end of Google’s ‘First Click Free’ is a step in the right direction
pull the plug on its controversial “First Click Free” policy was inevitable, following The Wall Street Journal’s decision to boycott the...
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Why brand marketers often win the battle but lose the war
“We officially launched our self serve AI for DBM TrueView a couple weeks ago . . . All of our clients are currently seeing a 50-70%...
How to nurture new vs. existing leads
In my more than 25 years in marketing, I’ve come across countless people who struggle with lead nurturing. In most cases, there isn’t an...
Align your marketing org in 2018 with intelligent and integrated marketing campaigns
It’s true — your mom and dad’s integrated marketing has no place in modern marketing. From its inception in the 1980s, integrated...
The influence of affluence: How to leverage the ‘Affluencers’
influencer marketing. That’s because influencer marketing is the fastest-growing online marketing channel — faster than paid search,...
How I raised $55 million without a pitch deck
The assistant looked uncomfortable. I was there for a pitch meeting with the partner. And a pitch meeting meant a pitch deck. Didn’t it?...
An inside look at Wayfair and the new roles of brands and retailers
I’ve edited down the discussion below, focusing on Thomas’s tips around fostering mutually beneficial supplier-retailer relationships,...
Why agency communication needs to pivot from reporting to analysis (and how)
We get paid to deliver upon specific marketing KPIs. In its simplest form, we need to bring the client more revenue and cut their cost...
Apple’s move to kill cookies isn’t a crisis — It’s an opportunity
cookie-blocking to a whole new level and will drastically impact a brand’s ability to maintain direct relationships with its customers....
What airlines can learn from smart marketers about the customer experience
customer-centricity — which isn’t a bad thing. I don’t think people realize how astonishing the evolution of the customer journey has...
Why it pays to skip the form (and embrace chat)
This surface-level approach to first impressions is particularly true when it comes to dating and marketing — two things that are...
The new CMO role in digital commerce
Procter & Gamble doing similar cost-cutting. WPP reporting substantial losses. Data showing consumers turn to their phones rather than...
Are you a marketer? You need to be marketing yourself
It’s becoming a huge problem. Executive leaders are constantly looking for new talent with fresh ideas to innovate. In other words,...
How to build an audience of consumers in today’s highly competitive environment
Today, brands market and sell their products in an environment that is more competitive than ever. Consumers are subjected to so much...
CMO audit series, Part 5: The rise of digital assistants
Tough to know where to look on that page, right? Lots of words, lots of nav options, and if you’re not looking for audio equipment, not...
B2B products are facing a CX make-or-break moment. Here’s why
offer a master lesson about the power of leveraging CX in growth strategies. But what about B2B products? Long (although perhaps...
5 futuristic advertising channels and the first rule of advertising dynamics
several hundred ads a day (PDF) as they peruse the internet, watch TV or consume other ad-supported media. Surprisingly, this number has...
When Amazon comes for your company, don’t lose focus on what matters: Your customer
Whole Foods acquisition, Amazon slashed prices on dozens of staple goods, sending competitive grocery stock prices into a freefall. Many...
The holy grail of engagement starts with your employees
when he told the Kansas City Business Journal, “There are only three measurements that tell you nearly everything you need to know about...
When marketing to people you think you know, don’t be blinded by your own POV
I was lucky enough to experience totality during the recent full solar eclipse. Despite my knowledge, I could understand why someone...
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