How to translate marketing into hard numbers and proving its worth beyond providing a sales spike. Sarah C. Weiss on August 15, 2024 Marketing ROI. The two most hopeful — yet sometimes frustrating — words in business. Here’s why: Marketing impact can be a double-edged sword. It fuels future sales and shapes brand perception, … Continue reading Measuring marketing’s impact: From metrics to growth
Echo AI’s technology is helping Centerfield turn a jumble of unstructured verbiage into actionable customer data. Kim Davis on August 9, 2024 “Echo AI came onto our radar screen because we were looking for AI-driven consumer insight platforms that can help marketing, sales and customer service teams optimize and become more efficient. What we’ve … Continue reading How Centerfield is sifting insights from millions of phone calls
Marketing leaders need to understand the brain’s role in minimizing threats and maximizing rewards to transform team dynamics. Hana Jacover on June 24, 2024 Psychological safety is essential in today’s workplace, but many leaders struggle to achieve it. Workplaces with increased psychological safety saw a 27% reduction in turnover, per a Quantum Workplace survey. … Continue reading Why psychological safety is the key to marketing team innovation
Creative briefs have been a staple of marketing departments since the 1960s. Is it time to reexamine this relic in light of our current ways of working? Melissa Reeve on May 21, 2024 David Ogilvy famously said, “Give me the freedom of a tight brief.” The sentiment is that the best creative outcomes come … Continue reading From creative briefs to conversations: The key to better marketing alignment
There is a heightened need for marketing work management software and many of the platforms available are involving to incorporate AI. Pamela Parker on April 18, 2024 Marketing work management platforms help marketing leaders and their teams structure their day-to-day work to meet their goals on deadline and within budget constraints, all while managing … Continue reading What is marketing work management?
Marketers must partner with IT to audit their martech stack, increase adoption through accountability and rethink team structures for greater efficiency. Benjamin Bloom on February 26, 2024 One day this month you’ll be hard at work, between meeting with vendors or reviewing an implementation plan, when an unexpected appointment pops on your calendar: Finance wants … Continue reading How marketers can reinvent the IT-marketing dynamics
By Rob Walker September 01, 2023 Branded is a weekly column devoted to the intersection of marketing, business, design, and culture. Instacart, the grocery delivery platform that recently filed for an initial public offering, says that it is profitable. That’s an appetizing prospect for investors, who are hungry for new tech IPOs. But the company’s … Continue reading Instacart is only profitable because of its annoying ads
A comprehensive and strategic overview of the martech landscape and a valuable resource for C-suite executives across business, marketing and technology roles. Gene De Libero on August 23, 2023 In today’s always-on world, every click matters. The consumer moves faster than the brand. The marketing technology revolution is the compass guiding businesses through uncharted waters. … Continue reading The martech revolution: Making deeper customer connections in a digital world
By Jeff Beer July 08, 2023 Strolling around the south of France a few weeks ago—populated with execs from the best, brightest, and richest brands, ad agencies, media companies, and social and tech platforms gathered here for the Cannes Lions Festival of Creativity—you could almost hear the constant chant of “AI, AI, AI, AI . … Continue reading These 40-year-old ideas could help the $73 billion advertising industry survive the rise of AI
Following these practices will help organizations navigate and automate marketing projects more effectively. Chris Wood on June 20, 2023 Marketing work management tools help team members collaborate more effectively, eliminate silos inside the organization and improve the efficiency of work. Here are three best practices that enable teams to get the most out of their … Continue reading Marketing work management best practices: Dashboards, templates and requests
