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.
Creative, wide-ranging internships from brands like IBM and Verizon must become the rule rather than the exception if marketing is going to win an increasingly fierce battle for entry-level talent.
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The recent decline in podcast advertising is merely a pandemic-induced blip on the radar. The longer-term outlook remains quite attractive, with spending projected to reach more than $1 billion in 2021. Marketers are whetting their appetite.
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Regardless of where B2B brands are on the social media spectrum, generating solid returns from LinkedIn requires careful planning, insight, and continued stick-to-itiveness.
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The pandemic will require marketers to master a new set of media buying skills, adopt KPIs that transcend return-on-advertising spending, and move e-commerce toward the center of their marketing strategy.
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The concept of branding is not new in the nonprofit world, but it now plays a broader and more strategic role. This is most evident in beefed-up efforts to ensure a unified branding message permeates every level of the organization; achieving alignment between branding and fundraising is a big part of that.
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States offer financial breaks to entice advertisers and generate much-needed revenue. Here’s where the brand and procurement teams can look for big savings.
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Call it the yin and yang of brand advertising: Six-second ads enjoy a halo effect from related content, while longer ads have more opportunity to tell a story and engage consumers.
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When it comes to recruiting new employees, retaining existing ones, and succession planning, nonprofits need to step up their game. Here’s how Boys Town, the Deborah Hospital Foundation, and the Association of the Miraculous Medal are doing just that.
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California’s data privacy law is a sea change for brands, enabling consumers to opt out of data sales and compelling marketers to track down any party to whom it has sold that consumer’s data during the preceding 90 days.
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With the rapid adoption of sustainability claims in marketing efforts, marketers must have processes in place to back them up, or they could face brand-crippling backlash.
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Fast-emerging technologies are turning B2B marketers into data scientists — and enabling them to be more creative than ever before. Job one: striking a balance between automation and the human touch.
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