Michael J. McDermott writes about entrepreneurship, finance, technology, and — especially — marketing for both print and digital publications. He’s been doing it since the “Dark Ages,” before the internet was really a thing, and has loved every minute of it.
In today’s challenging environment, B2B marketers must find ways to differentiate their products or services from the competition. Many are finding that content — personalized, relevant, and properly distributed — can help them meet those challenges.
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More and more B2B marketers are relying on ICPs to target prospects with the greatest potential and lower the cost of customer acquisition.
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The GDPR, CCPA, and a tidal wave of new privacy-protection laws are creating a new era of digital marketing — learn what the laws mean for marketers and where things go from here.
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A rebate strategy can be a complex undertaking, but done right, it can drive increased buyer interest, stronger customer loyalty, higher revenue, and greater profitability.
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Breaking through the status quo requires learning how to take risks. Here’s how marketers at the U.S. Navy, Carbonite, CenturyLink, and other brands build risk-taking teams that know how to fail forward.
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2018 ANA Rising Marketing Star winner Alicia Curley has made a big impact as Atlantic Coast regional marketing leader at the Philadelphia office of Grant Thornton. In this Q&A, she talks about the next generation of marketers and the direction of the industry.
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While the lack of alignment between sales and marketing is frequently lamented but rarely addressed, B2B companies like Siemens Healthineers and Dun & Bradstreet are making serious headway.
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Location-targeted mobile advertising is projected to more than double over the next four years, to almost $39 billion. Is it time to jump on the bandwagon?
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A question regarding citizenship being added to the 2020 U.S. census could have major implications for marketers.
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Tom Benton, the new head of the ANA’s new Data, Measurement, and Analytics Division, gives his perspective on the state of data in the marketing industry.
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It’s been two years since the ANA’s blockbuster report on media transparency sparked a firestorm in the industry. A new report from McKinsey looks at where things stand today.
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