I recently published an article on AdExchanger on why CRM was way beyond just a technology or a channel. In fact, I strongly question if CRM is even a capability that can be boxed into any single bucket — Consumer Relationship is an objective and if you do the right things, it’s an outcome. But…
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Mayur Gupta, senior vice president and head of digital at Healthgrades. Marketing has evolved substantially from the witty and creative ads of the “Mad Men” era to processes designed…
Modern marketing is in need of an anti-channel mindset Don’t get sucked in by “channel obsession.” Columnist Mayur Gupta explains why marketers need to move past channels and instead focus on the consumer and the consumer experience. There’s no denying that the consumer has been at the center of marketing’s ecosystem for decades — but…
This post is all about WeChat, but it’s also about more than just WeChat. While seemingly just a messaging app, WeChat is actually more of a portal, a platform, and even a mobile operating system depending on how you look at it. Much has been written about WeChat in the context of messaging app trends,…
Need a new lip gloss? Skip the store and download Kik. Sephora became the first beauty brand to make its debut on the messaging app Monday, aiming to drive sales by offering a one-to-one chat experience on mobile. Users will now be able to not only get their beauty product reviews, recommendations and tips instantly,…
Marketers often believe that investing in analytics and digital marketing tools fully prepares them to compete in a data-driven world. These tools are built to quickly and simply help marketers translate data into actionable metrics. But in reality, that’s just half the battle. Keeping pace in the digital age also involves hard decisions about the setup of their…
We’ve heard it before — right person, right time, right place, right message — but what does “right message” really entail? The ad industry has become preoccupied with the scientific capabilities of precise targeting, audience segmenting, and ad-buying techniques. As a result, ad creative has been relegated as an afterthought. Can advertising campaigns reach their…
Brands know that social plays a critical role in their marketing efforts – but are they doing enough to create a killer social brand? The latest rankings suggest that traditional brands at least have some catching up to do on their technology focused peers. The Lithium Social Power Ranking lists the top 50 global brands…
The code has been written. The domain name secured. The branding guidelines are finalized, and the content is approved. You’re ready to launch the client’s website. However, there are a few things you should consider before pressing the “go live” button. Testing a website is often overlooked in the mad rush to get a project out…
Elite players—members of the Most Innovative Companies list—representing key marketing constituencies give us their educated predictions on how the brand landscape will evolve in 5 years. Just as technology and consumer behavior will evolve in unpredictable ways between now and 2020, the ways marketers react to—or perhaps influence?—these new developments will also change in ways…