Marketers need to take responsibility for every brand encounter, not only those that they control, says a leading industry figure who advocates share of experience as a more useful metric than the traditional share of voice. Read More
Spurred by tech companies such as Uber, 2019 is expected to be a record year for initial public offerings (IPOs). But what are these firms really worth? Financial analysts use a variety of formulas to reach that number, looking primarily at the success the business has already had. But future success is harder to determine, especially when fickle customer behavior can significantly change the value. Read More
Establishing a loyal following of customers is a colossal undertaking for most companies and their CMOs. As the mandate of the CMO continues to expand, establishing loyalty is the next great undertaking as a natural segue from their mission to inspire and guide the overall brand vision. Creating loyalty is that next logical step to drive increased business and repeat sales. Read More
If you’re not taking advantage of infographics in your marketing strategy, you could well be missing out. Infographics are incredibly effective marketing tools. Even the simplest infographic could drive a thousand potential leads to your website. Read More
“Whatever we propose is going to be controversial. But it’s important we do something, because everyone is unsatisfied by URLs. They kind of suck.” Read More
Mobile is increasingly seen by marketers in APAC and EMEA to be an effective marketing channel, but as it continues to be a disruptive force across industries it has yet to reach its potential, according to new studies from WARC and the Mobile Marketing Association (MMA). Read More
When Sears filed for bankruptcy recently, many placed part of the blame on the iconic retailer’s failure to effectively integrate its online presence with physical stores. Omnichannel retailing has quickly become the industry standard as online-first operations open physical shops and brick-and-mortar chains try to better navigate the digital world. Read More
SEO is a given for online marketing. Or is it? Raghbir Rana of Wunderman Thompson Commerce explains why search engines are no longer king. Read More
