INSIGHTS

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AI will have greater impact on marketing innovation than anything that came before it. But for the algorithms to be effective, for the machine learning to work successfully, it will take smart, creative humans to put AI to use. By Jesse Wolfersberger

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Marketing sets the expectation for their brand’s customer experience. Often, however, that message isn't communicated well to the frontlines—specifically, customer service, operations, and sales.

By Ginger Conlon

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Marketers who use points to build behavioral loyalty may drive incremental sales, but they’re missing an opportunity to foster far more profitable attitudinal loyalty.

By Marci Armstrong

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We as marketers should be telling our algorithms what we need to know and letting them inform the process. Don’t let algorithms drive the human experience. 

By Nick Godfrey

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Because of the ease of audience targeting, marketers aren't considering the cost of someone's time and what value we’re giving in return. So, too often, we serve ads that deliver a poor customer experience. By Ben Plomion

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It’s up to brands and publishers to communicate to their audiences that they’re active participants in digital media, not just passive consumers. In the next phase of GDPR, we’re all in this together.

By Greg Sobiech

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There are myriad ways marketers can provide an experience that drives engagement, loyalty, and revenue. The insurance? Before finalizing any strategy, ask: "Would you do that to your mother?" By Ginger Conlon

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A new study finds that captivating content—i.e., a strong narrative and engaging visuals—is the secret to maintaining the attention of today's distracted business professionals.

By Ginger Conlon

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In an environment where ROI drives value and begets budget, how can marketers measure marketing performance accurately? Omnichannel attribution.

By Rex Briggs

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Treat events such as back-to-school season as one element of a data-driven, personalized approach to marketing aimed at building long-term customer value.

By Patrick Reynolds

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Adaptive marketing pros are able to tailor their marketing activities based on customers’ behaviors, interests, and preferences. By Adam Mertz

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Once upon a time RingCentral reorganized its operations to align marketing and sales, which increased its monthly recurring revenue by 83% at a 12% decrease in cost per lead. By Ginger Conlon

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When it comes to competing on customer experience, being easy to do business with is table stakes. That applies to marketing just as much as it applies to any other functional area in an organization. By Ginger Conlon

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As a marketing leader, making a difference starts with being brave enough to be your whole self at work and encouraging a culture where other people can be themselves. By Gemma Greaves

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Marketing leaders have a shared strategic responsibility with our education systems to build a talent pipeline of future employees with STEM capabilities and curiosities.

By Steven Cook

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Research shows that the average company spends 28 percent of its annual marketing budget on content marketing. But are you wasting money on overstuffing your editorial calendar? By Patrick Foster

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The most powerful competition actually comes from the customer. Here, are the four most prevalent psychologic barriers to winning customers and how CMOs should work to overcome each.

By Andrea Grodnitzky

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As mobile becomes a significant part of brand marketing spends, header bidding in the context of mobile apps demands brand marketers’ attention. By Anne Frisbie

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Hiring an in-demand digital marketing leader requires thinking differently than you likely have been when hiring for other marketing roles. By Ted Pryor

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Marketers should look at GDPR as an opportunity to stop and reflect on their practices, whether they truly benefit our customers, and how they can transform for the future. By Marisa Ricciardi

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