Note: A version of this post originally appeared in Marketing Land. After decades of trying to fill a brand’s proverbial leaky bucket — continually flooding it with acquisition dollars instead of plugging the holes with retention spend — marketers are finally turning the tide. According to a recent Gartner survey of CMOs, marketing leaders are now …
Note: A version of this post originally appeared in Forbes. No brand is safe from the awesome power of a superior customer experience. Consumers — particularly young ones — have shown that they will rapidly shift loyalties to brands delivering an overall experience that is more personalized and easier to use, both online and offline. Amazon’s …
Note: A version of this post originally appeared in Forbes. When I started out in advertising, no one looked to political advertising as a hotbed of innovation. Political advertising was something like a backwater — a place for the rushed and inefficient implementation of tactics pioneered elsewhere. Nobody would say that today. Thanks to all the …
Note: A version of this post originally appeared in Forbes. Endcap displays, temporary price reductions, circular ads… Trade promotions aren’t sexy, but they still get the lion’s share of marketing dollars, accounting for nearly 44% of packaged goods companies’ 2017 marketing budgets. Initially popularized by CPGs as a means to drive short-term sales and market share in …
Note: A version of this post originally appeared in Forbes. Call it “The Retail Apocalypse.” Call it “The Amazon Effect.” Call it what you will, but the facts are plain: the retail industry is in crisis. Bankruptcies are skyrocketing, and Amazon is gobbling up market share and expanding capabilities at a nigh-unbelievable rate. Some consider the current shakeout …
Note: A version of this post originally appeared in Forbes. Scott Galloway’s new book, The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google, does a wonderful job articulating what makes each of these companies so uniquely successful. I’d suggest, however, that the key to their success can be located in their singular competitive advantage: customer data. …
Over the past decade or two, CMOs have acquired numerous pieces of technology to support various marketing functions: display advertising, loyalty program, website, customer journey insights, ROI analytics, customer support and so on. What’s often lacking, though, is a strong, continuous connection between all of these pieces. There’s a particularly big gap between the marketing …
Digital advertising is at a crossroads, and marketers who embrace – and adapt to – a rapidly evolving media landscape are in the best position to engage customers and make the most of their ad budgets. This is certainly true in the U.S., where digital display advertising will reach $32.17 billion in 2016, a 19% …
The fast-growing sharing economy continues to disrupt industries from ride sharing to fashion to farm equipment, and it doesn’t appear to be slowing down. The success of Airbnb and Uber is spawning a multitude of new options for optimizing the value of underutilized resources. And in 2016, marketers will be joining the collaborative economy as …
This is the first of eight blog posts detailing Signal’s New Year’s predictions, as outlined in the recently published report, “How Digital Marketing Will Change in 2016 – What Marketers Need to Know Now.” For the report, Signal’s distinguished panel of in-house digital experts and thought leaders discussed what marketers really need to know to …