• STRATEGY
    How to Make Your Brand Feel Like a Local in Every City it Visits
    Just as we target our media buys, we need to understand how our brand experience fits in with the experience of a region.
  • STRATEGY
    It's BYOP (Password), Not BYOD (Device)
    The travel industry can benefit from BYOP, because travelers are looking for ways to get rid of extra hardware weight.
  • STRATEGY
    The Omnichannel Trap
    Savvy marketers should think about their communications channels the same way they think about their new products. Nobody would seriously propose an "omniproduct" strategy.
  • Direct Mail Still Effective With Hispanics
    In 2018, the direct-mail response rate for house lists was an incredible 9% -- nearly double that of the previous year.
  • STRATEGY
    Matter Of Trust: Maintaining Customer Experience During M&A
    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.
  • STRATEGY
    Marketing in Health Systems: Asset, Not Expense
    Let's consider two extremes on the spectrum of valuing marketing: Amazon, a colossus swimming in revenue --- and hospitals, inundated with costs.
  • SOCIAL MEDIA
    7 Social Media Trends To Watch Out For Before 2020 Hits
    I see TikTok taking incremental ad budgets from Facebook, as momentum keeps swinging in the new network's favor.
  • How To Find The Right Multicultural Influencer
    Brands must make sure to drill down deeply into an influencer's metrics, paying special attention to the types of people that they attract.
  • MOMS
    5 Reasons Podcasts Should Be Part Of Your Marketing To Moms Strategy
    One reason: Podcasts are appointment listening.
  • STRATEGY
    Trial Or Error? How To Avoid 3 Major Sampling Mistakes
    Among the mistakes: paying too much to drive trial, and over-engineering the creative.
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