We’ve all heard the saying that when it comes to online marketing, content is king. Going into the new year, that holds true, but there’s one caveat that marketing managers must grasp if they want their efforts to be effective. It’s not that content is king when it comes to video marketing – it’s content that actively engages viewers. Those companies that tap into the power of … [More]
Brand Audits: The Harsh Look in the Mirror Your Business Desperately Needs
You’re sitting there, trying to figure out why the business you’ve invested blood, sweat and tears (and lots of money) into just doesn’t feel like it’s working anymore. Some of the shine has faded, customers are less enthused and so are you. Well, your business is probably fine; it’s your brand that needs some maintenance. A brand audit is a detailed analysis of how your … [More]
The ABCs of Generation N
Just when you thought you knew all the generations — from the Silent Generation to Gen Z, and all of them in-between — a new one pops up. This one’s called Generation N, representing our new “novel economy” all thanks to the novel coronavirus. This concept was first coined just a few months ago, at the beginning of the global COVID-19 pandemic, by well-known digital futurist … [More]
Full-Service Marketing Agencies Are Poised for Growth
Marketing is one of many industries sorely impacted by the pandemic. But the president and chief executive of the American Association of Advertising Agencies, Marlo Kaplowitz, told The Drum in an interview this past summer, “The in-housing trend that was so prevalent pre-pandemic is slowly shifting the other way … It opened people’s eyes. They said, 'Wow, we really do need … [More]
Big Data Principles Help Brands Understand Market Position
A recent article in The Guardian discussed how big data can track the COVID economic slump; similar to what this shows of how economists are looking at new economic markers thanks to big data, there are signals that brands should be looking at to make strategic decisions for long-term planning. Some of the signals may seem obvious but, for many brands, figuring out what is … [More]
5 Ways Online Advertising Is Changing
One year ago, The New York Times posted a headline that read “The Advertising Industry Has a Problem: People Hate Ads.” While a great deal of money is being spent in online advertising, those doing the spending knew long before reading that headline that there was a problem. Consumers hate the online ads, for a variety of reasons, pushing many of them to close out, tune out, … [More]
