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Today marketers must provide a variety of measurements, roll up reports to show progress, and demonstrate real ROI (return on investment).
The marketing organization is evolving quickly, and the expectations for what we can and should deliver have changed dramatically.
What if digital insurer Aviva could link a customer need to a company action before the customer did?
Marketers need a single source of information in order to maximize resources and processes while enabling an agile go-to-market approach.
Search engine marketing (SEM) software platforms are an effective tool for improving team efficiency and campaign effectiveness.
"Today, there is a huge opportunity to shift brand measurement from pain points to proof points."
Can an ad campaign influence consumers to buy more water? According to a new study by Nielsen Catalina Solutions (NCS), it can—but only if done right.
According to Marketing2020, the top three KPIs that best capture marketing effectiveness are ROI, revenue growth, and consumer engagement.
Reaching any desired audience is always a bit of a challenge for marketers, particularly amid an ever-fragmenting media landscape.
As consumer electronics and connectivity continue to spread into other areas and products, the category’s revenues will continue to grow.
New study indicates that even though Coke and Pepsi are on top, their favorability is actually down because people are more health-conscious.
TOMS has developed an omnichannel approach to building lifelong customer relationships through e-commerce, content, mobile, customer service, and social.
Frito-Lay shared its innovative approach to creating consumer-centric social content.
This video highlights how TOMS has developed an omnichannel approach to building lifelong customer relationships.
This video highlights Frito-Lay's innovative approach to creating consumer-centric social content.
How can the marketing organization and PR function evolve to meet the needs of the digital era? Today’s PR professionals should move beyond the press release to build expertise in SEO, influencer outreach, and content marketing. This Insight Brief shares how brands like Honest Tea and CarMax have leveraged PR to improve marketing ROI, as well as tips for selecting the right PR agency partner.
Marketing2020 respondents identify the top three marketing capabilities for the future.
MasterCard’s #PricelessSurprises campaign has leveraged social media to engage cardholders and drive loyalty.
IKEA shared best practices for creating social content and evaluating its value.
These seven characteristics are needed to become a leading, authentic, and trusted brand.