In June, Forrester revealed in its Customer Experience Index that satisfaction has fallen for a second year in a row, despite the fact that satisfaction is known as one of the biggest predictors of brand preference and differentiation. What’s missing? We’re not considering emotion and context, meaning we’re not thinking of customers as people. As…
“We don’t have enough content.” B2B marketers frequently lament the gap between the content they need and that which they’re able to produce. Even marketers who are comfortable with their volume worry about its quality and look to upgrade their arsenals. This game isn’t getting any easier, and marketers need more high-quality content to meet…
A few years ago, video was a simpler alternative to rich media. All videos were TV aspect ratios (4:3 and then 16:9), in-stream was the valued experience and in-banner video was a low-cost alternative and was viewed more as a type of banner than a type of video. When less sophisticated brands and agencies imagined…
There is no shortage of leadership profiling tools available. From the DiSC Profile to Myers & Briggs to John Maxwell’s Leadership Assessment, it is tempting to over-analyze your leadership style and areas of opportunity. As a business leader, you likely also spend time studying the great business leaders of our time–Jeff Bezos, Marc Benioff, Mary…
As the dust settles on the 2018 midterm elections, a few things have come into focus. One is that while this was maybe not a fully blue wave (depends on which historical perspective you use as a benchmark), the Democrats harnessed voter anger against the current administration into a solid win by capturing the House…
Financial models aren’t exactly the sexy side of the business, and I agree with this. As agencies today are striving to build their version of the agency of the future, it’s not uncommon to hear about creativity, consulting, technology and even delivery. But no one talks about what it means for the financial model. Like…
Facebook and Google’s share of online ad spend is slowly eroding, but that’s mainly due to another walled garden: Amazon. But how can independents get a larger share of the action amid demand for a more diverse marketplace? Despite ongoing concerns over trust and transparency in digital advertising, CMOs are still willing to invest more…
If one thing is clear in today’s climate of social and political upheaval, it’s that the expectations of brands and companies are changing. More than ever, people want companies to address some of the most challenging issues of our day. From space travel to ocean plastics, from free speech to public safety, companies are increasingly…
Being a positive male role model is a more nuanced endeavor than in previous generations–and for good reason. With the gender pay gap continuing to dissolve, cracks in the glass ceiling finally starting to splinter and women’s empowerment gaining new visibility via the #MeToo movement, traditional gender roles feel as though they’re crumbling in real…
Media history is repeating itself, and paying attention will pay off. In the 1990s when the internet hit computer screens, content came first. Ads and the data to optimize those ads soon followed, quickly blossoming into a multi-billion-dollar industry. Today, nearly 30 years later, it’s happening again–this time with the digitization of TV. Again, content…
Like the many generations of teens that came before them, Gen Z are social creatures. Developing friendships and building a community outside the family ecosystem is, and likely always will be, as important to the survival of any teen as the food they eat or air they breathe. But what may be less well understood…
Artificial intelligence is not a futuristic dream–it’s here now. Marketers are tapping the boundless power of AI for a variety of reasons, and each use of AI carries its own privacy and other legal challenges. The Wall Street Journal has said AI systems have a “thirst for data.” As AI stretches its tentacles, it interacts…
Most business-to-business organizations have barely reached the starting gate of their digital transformation, much less the finish line, and getting there won’t happen overnight. A recent survey by Accenture Interactive found that while 90 percent of b-to-b sales executives now believe digitally-driven customer experience is crucial to their companies’ strategic priorities, most b-to-b marketers only…
When things around you are changing fast, a simple answer can feel like a lifeline. When you need to make changes, but don’t know where to start, the allure of the shortcut can be hard to resist. But simple answers can also be dangerous. They can lead us off course and distract us. They can…
Managing a holistic marketing budget is all about making trade-offs across channels. Of all the marketing tools in your arsenal, are sponsorships the right way to spend your limited budget? Maybe. Brands spent over $62 billion globally on sponsorships in 2017, a number that is projected to keep growing. Sponsorships can be an effective way…
On Tuesday night, we saw over 100 women presumed elected to the U.S. House of Representatives. We saw the first black woman elected to Congress in the state of Massachusetts, the first woman in the Senate in Tennessee and the first female governors in Maine and South Dakota. In New Mexico, we saw the first…
On Tuesday night, we saw over 100 women presumed elected to the U.S. House of Representatives. We saw the first black woman elected to Congress in the state of Massachusetts, the first woman in the Senate in Tennessee and the first female governors in Maine and South Dakota. In New Mexico, we saw the first…
Today, it’s increasingly important to know, learn and mold the persona your social account or brand portrays. Who do you want your brand to be? Who do consumers think you are? Do certain target demographics view you as an outsider? Are you a complete reflection of your audience? Brands look at consumers through a lens…
Major advertising agencies lose talent by being poorly served by their immigration lawyers. The demand for skilled and uniquely talented workers has never been higher, yet immigration lawyers hired to help agencies struggling to find and retain the best talent are often part of the problem. Many times the unforced error in talent loss is…
Back in the old days–that is, before Donald Trump announced his candidacy for the president at the bottom of an escalator–there was room in advertising for nuance. Companies lived in a safe place where they could tow the center line. Taking risks was largely verboten for large consumer brands. An advertising message that was found…
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