Articles

One of top three trade show goals for B2B marketers is to strengthen key relationships. And no relationship is more valuable than their relationship with existing customers. Yet, most exhibitors put greater effort into generating as many badge scans as possible, rather than creating a pro-active plan to take full…

Control and simplicity are the two things consumers want most from brands — especially in their email marketing, according to The Great Divide—Connecting Brands to the Real Needs of Today’s Consumer, a study by Alliance Data. They also want personalization, although not in the way marketers might think. Of the…

There is so much misunderstanding about what the GDPR is and what the GDPR does, that most of what is out there at this point is more mythology than anything else. For example, an article in Axios claimed over the weekend that ‘the notice and consent approach forms the backbone of the…

Chantal Tomlinson, VP of Digital and Technology, was faced with a few key objectives when considering digital training for the World Vision Canada team: “Digital Transformation is a key, strategic topic; we’re constantly looking at activities, processes, competencies and models to enable greater corporate outcomes. However, we also knew we…

I spend my time facilitating workshops with agencies and clients around the world. Here are some key themes I seem to be observing and hearing: 1)   Trust has evaporated– The relationship between client and agency has shifted dramatically over the past decade.  This is due to a mix of both being…

Why should CMOs care about Voice of the Customer (VoC) strategies? Paul Hagen, senior principal of customer experience and innovation at West Monroe Partners, said because VoC strategies influence budget, company health and how CMOs think about their jobs.  “In a world where many firms have shifted to more subscription-based, digitally…

Every marketer (and agency) seemingly knows about the dangers of short-termism when it comes to building brands. There have been reams of research and articles on the subject, perhaps most notably the IPA’s iconic The Long and the Short of itreport back in 2013. And yet, despite the continual weight of…

We forecast that social video ad spending in the US will reach $14.89 billion in 2021, growing 44% from 2019. It will then account for 30.4% of total video ad spending. We also estimate that overall video ad spending will increase 62.1% between 2019 and 2023. Facebook and YouTube are…

New Zealand advertisers have lost millions of dollars to ads that have never been seen – or not by human eyes – a marketing expert estimates. Kris Hadley, founder of Kiwi media agency Together, told the Weekend Herald that ad fraud could be sapping the local market of between $600,000 and $1.6…

In the first three articles of this series, I think we have been very insistent at laying some groundwork for you, and I hope you’ve taken them to heart.  It’s taken me 30 plus years to get to that level of understanding and you’re able to absorb it in only…