You Won't Attain Attitudinal Customer Loyalty Without Building Affective Commitment
When affective commitment bonds exist between consumers and brands, devoted customers can go to great — even irrational — lengths to support a brand.
By Luke Williams
When It Comes to Firing Customers, Less Is More
Companies spend too much time trying to appease Dissatisfied Customers. It's more profitable to convert Satisfied Customers into Highly Satisfied ones.
By John Larson
What Marketers Should Do Differently in 2018 — Or Not
Industry experts provide recommendations on what marketers should focus on in 2018—as well as what avoid, as tempting as it may be.
By Ginger Conlon
Your Personalized Marketing Sucks. Here Are Three Simple Fixes
Success in 2018 and beyond requires bridging marketing and commerce with a unified “experience personalization” strategy, not just personalized marketing. By Raj Badarinath
Busting the Seven Myths of Digital Experience Technology
The accelerating pace of DX technology has given rise to fables and fairytales that may sound all too familiar. By Phil Britt
Don't Sacrifice Strategy for Speed
On the journey to implement digital marketing tactics and gain big wins with speed, far too many B2B marketers have abandoned essential marketing fundamentals.... It’s no wonder marketing is in turmoil. By Tim Steele
A Chief Revenue Officer’s Tale of CX, Demand Gen, and 2,000% Growth
Unison Home Ownership Investors CRO Bill Walker know firsthand that chief revenue officers who are concerned about customer experience get the business results they want. By Ginger Conlon
Will Digital Media Spend Surpass Offline Spend in 2018?
Winterberry Group’s annual in-depth overview of marketers' media spending reviews spending in 2017 and provides a preview of expected spending for 2018. By Ginger Conlon
Building an Unbreakable Bond With Customers
Brand intimacy is so powerful it can mimic the way that people bond with each other. Here's what marketers need to do differently to build that unbreakable bond with customers.
Stop Making Excuses for Poor Marketing Measurement
Marketers need an actionable understanding of what influences consumers across the buyer's journey. Here's how to overcome the excuses for not investing in advanced measurement techniques.
By Wayne St. Amand
CIOs Feel Threatened by CMOs. Be a Better Partner
Once CMOs understand why CIOs feel threatened, they can start the conversation on how marketing and IT can work in partnership to achieve business goals.
By Terry White
Marketing’s Alignment With Creative Is as Crucial as Its Alignment with Sales
Creative plays an essential role in engagement and conversion, but marketing and creative alignment is not always a given. It should be.
By Alex Withers
3 Reasons CMOs Should Think Like a Data Scientist
Modern CMOs who don’t use data effectively may just as well hand over their customers to the competition.
By John Nash
The Promise of AI to Supercharge Marketing
If AI is to ever supercharge marketing, it must be fueled by objectively accurate data and marketers must take into account the human element necessary to truly understand buyers' needs.
By Anna Fisher
The Case for Discovery in Marketing
Don’t get so caught up in all that contextual personalization has to offer that you overlook the art of discovery.
Many Paths Lead to Marketing Innovation. Choose Yours
Five business leaders share their advice on how marketers can overcome obstacles to pave their own road to success through marketing innovation.
How GE Power's Monique Elliott Drives Marketing Innovation
Creativity, determination, and evangelism. Those are Monique Elliott's preferred tools to drive innovation. Using them has led to significant business growth for the division.
Personalization Is Not Just Personal, It’s Profitable
The appeal for personalization is high—and consumers are more likely to shop more often with brands that provide personalized experiences.
CMOs Aren’t Innovating Because They’re Too Busy Being Busy
The number one obstacle CMOs say is stalling their efforts to innovate? Day-to-day operations and firefighting, according to EnergizeGrowth’s fifth annual “CMO Innovation Trends” study.
CFOs Are Expecting More From Marketers. Are You Prepared to Deliver?
2018 budget planning has started. In the face of the uncertain forecast, CFOs are expecting more of CMOs than ever before.
By Mark Stouse