Chuck Kapelke

As the definition of celebrity evolves, marketers have a much bigger canvas to draw in new spokespeople. But they do have to be extra careful that the person matches the tone of the ad campaign and shares the company’s values.

Marketers are adapting their messaging as the U.S. starts to emerge from a tragic period. But without a single ecstatic moment to mark the pandemic’s end, brands will have to continue to recalibrate their strategies and update their ad creative on a fairly constant basis.

As Mastercard CMO Raja Rajamannar posits in his new book, Quantum Marketing, companies can no longer compete solely based on their product features, pricing, or distribution network. In order to stay viable, they must differentiate their brands through creativity that is relevant to human beings, as opposed to “consumers.”

Learning how to navigate the emerging influencer-marketing landscape can be intimidating. Here are some tips to help nonprofits succeed, with insights from nonprofit leaders and industry insiders.

It’s up in the air whether megacasting will become the new normal. But running the same program across disparate networks should attract brands looking to land new audiences and stretch their marketing dollars.

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.