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Article

While companies scramble to build brands, engage consumers, and drive sales, they may be neglecting cultivating senior marketing employees who can take charge or step into the lead marketer role if there's a sudden departure of the CMO.

Article

Direct-to-consumer (DTC) and start-up brands have been eating away at the margins of long-stablished legacy brands for years – no industry sector is safe from the onslaught, which is just beginning.

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Attempting to alter a corporate process or way of working that affects hundreds of people, both inside a global organization and externally with strategic partners, is the task InterContinental Hotels Group (IHG) set when founding its Agency Strategy and Operations team.

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The issue of advertising fraud only seems to grow as marketers move away from traditional digital and social channels and into emerging platforms.

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B2B marketers are using streaming video, podcasts, and webinars to gauge how different modes can work together to attract and engage their audiences and appeal to different individual preferences.

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Brands hold values that connect people emotionally, and they create virtual spaces and real-world places for those people to gather, which presents a unique opportunity for modern brands to live in people's daily experiences in unique and meaningful ways.

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Looks at findings from the Make Change Real 2019 CMO Survey, which enumerates the obstacles that marketers face as their efforts to transform brands into engines for long-term growth are hampered by short-term planning cycles, shrinking budgets, and misaligned organizational structures.

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Nearly a decade after its coming out party, content marketing has become a staple for B2B companies, but for all the high hopes and expectations, many challenges remain.

Article

Complying with the California Consumer Privacy Act presents a slew of challenges for marketers, and the challenges are compounded by the fact that marketers have been shooting at a moving target in the months leading up to the legislation's effective date.

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Reveals the findings of a study conducted by CustomerBliss and Oracle that examines the current state of customer experience.

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Looks at why the business case for sustainability has been widely embraced and the steps companies must take to make sure sustainability claims are widely viewed as being above-board.

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Looks at P&G's sustainability goals, titled Ambition 2030, which encompass four areas: brands, supply chain, society, and employees.

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New female role models are highlighting a shift in the media toward a Gen Z portrayal of teenagers, which is helping teen girls come into their own and become leaders for tomorrow.

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For marketers eager to reach generation Alpha, the first generation entirely born in the 21st century, the story is instructive as they are conditioned to an always-on society, with the ongoing screenification of culture.

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B2B marketers still face major challenges when it comes to mastering and acting on the vast amount of data they gather.

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To forge meaningful and long-lasting relationships with consumers of different generations, marketers need to fully grasp what makes Gen Z tick and then plan accordingly.

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Understanding local cultural nuances, tapping into current events, and helping to shape local trends makes a difference in establishing long-term relationships with consumers, and no medium is better for this than radio.

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Brand marketers targeting millennials need to keep in mind that they are an economically bifurcated generation, for whom authenticity is a substantiating factor that helps make their decisions feel good.

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The past 20 years have been challenging for B2B marketers who had to keep pace with technology-driven change, but they now need to brace for even more profound change wrought by technology.

Article

While much has been written about agency evaluations from the client's perspective, there's been little coverage of the agency's side and its specific practices and behaviors.

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Marketers love to talk about personas, but perhaps the most overlooked attribute of personas may be purely demographic, age groups, particularly the forgotten generation of Gen X.

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In today's virtual environment, companies realize that their brand needs to stand for something beyond just the transaction, it needs a purpose that is brand-authentic, relevant, and tangible.

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Boomers are the generation that profoundly altered perceptions of growing old, but one wouldn't know it judging from the attention marketers give to them.

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The long-expected convergence of B2B and B2C marketing is gaining momentum as business and consumer buyers show increasingly similar behaviors, notes a report by Forrester.

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Looks at how marketers and their partners can open a portal for their brands when they weave great stories.