Math for Marketers: How to Evaluate Growth Opportunities
Marketing is always a blend of art and science but lasting success is calculated. These formulas can help simply provide an additional objective sense of perspective in the planning process.
Five Ways to Activate the Enterprise in 2018
If branding and marketing is about talking the talk, enterprise activation is about making sure the business is truly walking the walk.
How to Develop an Innovation Strategy
The myth in popular culture is that innovation is the byproduct of a random spark of inspiration. The truth is that innovation is more often the result of a resolute commitment of time and resources—and a solid innovation strategy.
5 Things Every CMO Should Understand About AR Experience Design
Any marketer looking to dip a toe into the AR waters already has billions of active, waiting AR-ready consumers, worldwide. First, here’s what you need to know.
Marketing’s VR Problem
A close inspection of the market over the past year shows an industry where investment curves dwarf actual consumer adoption curves. In most industries, that would portend the imminent bursting of a (virtual) bubble. In their 2017 Hype Cycle, Gartner Research places VR as emerging out of the “trough of disillusionment” and into the “slope of enlightenment.” That scale assumes the tech will plateau in adoption in 2 to 5 years. If we believe that, and we follow the adoption rates, then VR will never really scale to be important. It will be the next LaserDisc.
Apple vs. The Mad Men: Can marketing and privacy co-exist?
The release of iOS 11 could introduce the greatest threat to the Web as we know it. That’s because Apple is introducing strict new privacy protection in its mobile Safari browser that will prevent ad networks from effectively tracking your browsing history through cross site tracking. While advertisers claim the process is benign, many believe that in the hands of a malicious entity, this information could be used to nefarious ends.
7 Ways To Improve Your Customer Experience
The result of the inevitable maturing of markets is that today’s innovation becomes tomorrow’s fish and chip paper, so to speak. And as the internet continues to empower your customers to price compare among a virtually infinite set of your competitors, this process will only continue to accelerate. But just because the category itself is commoditized, there is still competitive advantage to be found in the customer experience you’re able to deliver.
Can you answer these 5 influencer marketing questions?
Although it isn’t new, influencer marketing is common practice for a growing portion of marketing budgets. With social media, influencer marketing has been taken to scale. For marketers who haven’t yet taken the influencer marketing plunge, it’s time to ask some basic questions.
“What’s the deal with #hashtags?”
The use of hashtags seems to be extremely arbitrary, especially when it comes to individual social media platforms and the users themselves. With all the recent changes to social networks the question has to be asked; do we need hashtags at all?
Is your smartphone making you stupid?
In the past few years, a number of long-term, peer-reviewed studies have come out that have begun to suggest that the piece of technology we once called the “Jesus phone” is really no savior at all. In fact, it may be, for our productivity and general mental acuity, just the opposite. Read on to discover how you might get your brain back.
How to Compete Against "Good Enough"
Consumers increasingly expect good, fast and cheap. As new technologies lower barriers to entry to many industries, the price/value equation skews dramatically toward the lowest margin position, and often consumers feel like they can find a satisfactory mix of good, fast and cheap. Or, at least, “good enough”.
Apple just killed the Macintosh.
A flurry of announcements came out of Apple’s 2017 WWDC, but there was an underlying theme to much of the presentation… the Macintosh is being shown the door. Read on to see how this shift will begin to affect one of the biggest tech companies in the world.
The Marketer’s Unorthodox Summer Reading List
As summer takes hold, you may be looking for a few page-turner to occupy time spent relaxing on any number of deck chairs or beach loungers. Frequently, for marketers, that means turning to a book about marketing, advertising or branding. In our experience, the most influential books are from outside the industry. Check out some recommendations that might challenge the way you think.
Replace Your Sales Funnel with a Sponge
It’s time to put the traditional sales funnel paradigm into the same category as pagers, fax machines and videotape—tools that moved from inspirational to mostly irrelevant. Learn how to increase conversions across your entire sales process.