Chuck Kapelke

The demise of third-party cookies provides marketers with an opportunity to be more transparent with consumers and recalibrate their methods of measurement.

Marketers need to develop a plan for catered messages for different audiences, as consumers have had starkly different experiences during the pandemic based on factors such as geography and income level.

The initial shock and continuing uncertainty caused by the pandemic have led many companies in the travel sector to put the brakes on their marketing efforts. Yet evidence suggests that keeping up engagement with consumers can help lessen the impact of the blow.

Nonprofits sometimes struggle to navigate a digital landscape that can be overwhelming in its possibilities. Here is how to overcome common challenges and take online giving to the next level.

Brands are cutting back on producing commercials as marketing budgets are curtailed and social distancing measures remain in place. The good news is that scaling back on ad shoots can have broader benefits.

To nurture talent at every level brands need to apply an agile marketing model that holds people accountable for their work and encourages them to step out of their comfort zone.

While still relatively new, TikTok has generated a fair share of users — and controversy. Despite its shaky start, the popularity and levity of the site make it an increasingly alluring option for marketers.

The nonprofit sector has been talking about diversity matters for years, yet little progress has been made. Learn how ALSAC, Special Olympics, and the YMCA of the USA are moving toward diversity, inclusion, and equity.

Marketers’ overreliance on data has come at the expense of cultivating long-term planning and making emotional connections with consumers. Beware the perils of programmatic advertising.

Relevance to the consumer — rather than just random giveaways — is at the core of rewards programs for a growing number of brands and organizations.

Colors tend to come into fashion — and fall out. Marketers need to keep an eye on broader trends for insights regarding consumer preferences.