Just as we target our media buys, we need to understand how our brand experience fits in with the experience of a region.
The travel industry can benefit from BYOP, because travelers are looking for ways to get rid of extra hardware weight.
Savvy marketers should think about their communications channels the same way they think about their new products. Nobody would seriously propose an "omniproduct" strategy.
In 2018, the direct-mail response rate for house lists was an incredible 9% -- nearly double that of the previous year.
Your job during an M&A is to maintain trust with customers by keeping the lines of communication open and updating them on the improvements happening.
Let's consider two extremes on the spectrum of valuing marketing: Amazon, a colossus swimming in revenue --- and hospitals, inundated with costs.
I see TikTok taking incremental ad budgets from Facebook, as momentum keeps swinging in the new network's favor.
Brands must make sure to drill down deeply into an influencer's metrics, paying special attention to the types of people that they attract.
One reason: Podcasts are appointment listening.
Among the mistakes: paying too much to drive trial, and over-engineering the creative.