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Marketers face a common challenge of choosing between different methods of marketing their brand, and there are many different ways to market your brand. However, the two most common ways of getting visibility in the search engines are SEO and PPC. Most brands have fixed budgets for marketing and based on your marketing goals; you […]

Content marketing is now a trendy marketing term. We are seeing a rise in specialized magazines and trainings (such as this one) on content marketing to help professionals create and handle content. Newspapers like Forbes, the Guardian or even the New York Times publish articles on the subject. There is even a Content Marketing Institute! […]

Advertising is a form of promotion, and promotion is the face of a company. As one of the four pillars of marketing (along with product, place, and price), promotion encompasses the variety of techniques an advertiser uses to communicate with current and potential consumers. The goal of promotion is to ensure that targeted customers know […]

Everyone is familiar with services such as Uber and Booking.com, but few people are aware that, in fact, they are affiliate programs. An affiliate program is a marketing model, where an affiliate intermediary is involved in a promotional campaign, and an advertiser pays for end results. Any advertiser can create their own affiliate program. They […]

While the benefits of social media tools and techniques are well-known when it comes to engaging with customers, organizations still face challenges when it comes to internally using social platforms to enable open collaboration across business lines and hierarchies. However, with approximately 90% of companies that use social technologies reporting some degree of business benefits, […]

Digital disruption is happening in retail (something most retail executives acknowledge), yet less than one-quarter of retailers are actively doing anything about it. Disruption presents both a major threat and a big opportunity. Failing to adapt puts you at high risk of being displaced. “Disrupting yourself” and becoming a digital retailer opens up a world […]

Most senior executives are familiar with the invaluable role that procurement plays in the supply categories that directly contribute to the manufacturing of their product or the provision of their services. Procurement has delivered measurable benefits in helping companies obtain the most appropriate materials at the best cost available, assisting with the engagement of logistics […]

Indeed, the agency executives Ad Age interviewed agreed that those silos of DTC ad specialists wouldn’t work with the changing landscape. Most of the industry embraces the idea of broader health-care communications. “The role of agencies as mediators, negotiators, liaisons, and ultimately ambassadors between pharmaceutical companies,third parties that have trust, and academics and researchers that […]

Nothing is more top of mind for marketers than attribution. It’s a complex topic, and there are lots of questions. Should you measure only the first click, or the last click? Should you also measure views? Should you combine view measurement with click measurement? How long should you wait to give credit to user activity?

Social media was often seen as the wild child of the marketing department the place where interns started their careers and brands could say random things with little to no repercussions. But times have changed, and the industry has matured. Yes, social media is still a wonderful place for brands to have a little fun, […]