How to Optimize the Right Mix of Social Media Metrics and Drive ROI for Your Brand

Social media can provide marketers with incredible insight on everything from demographics and psychographic data to emotional reactions in real time, essentially serving as a real-time focus group on any topic. This rich data has the potential to grea…

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3 Ways to Modernize Your Marketing Efforts

A recent report on the Modern Marketing Department released by eMarketer looked at a number of challenges marketers face when trying to push the boulder up the hill. The report cites some fairly compelling third-party data that puts issues like talent,…

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How to Become a Trusted Consumer Engagement Brand

The lines are blurring between consumer engagement points across marketing, commerce and service, from email marketing to online shopping and including newer technologies like voice assistants and chatbots. Consumers expect seamless and on-demand exper…

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Why YouTube Needs to Formulate a Clear Identity for Its Originals

For the longest time YouTube has called itself a video platform that gives users access to the world’s largest content library. That started changing a couple years ago when they first began collaborating with creators to make content for the platform….

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How Your Brand Can Build a Foundation Upon Emerging Tech

You can’t open an advertising publication without hitting a dozen bylines about the ways in which digital is creating new opportunities for marketers. They’re not wrong, of course. Digital opens the door to greater scale, more accurate targeting and ma…

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3 Ways to Determine if an Influencer’s Impact Is Real or Fake

Celebrity has been democratized. We are electing the future of entertainment every time we follow, subscribe, comment and share our favorite star’s social posts. This democratization has changed the very definition of celebrity. Over the last 200 years…

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Talk Is Cheap: It’s Time for Advertising to Make Moves Toward Becoming More Inclusive

In recent weeks, several different incidents across the country, from a local Starbucks to an Airbnb rental, have once again cast a national spotlight on the implicit bias challenge facing us as a nation today. For brands and their consumers, the strug…

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How Wellness Culture Has Altered Marketing for Both Agencies and Brands

It wasn’t long ago that health was simply defined as the absence of disease in the body. Nowadays when we discuss health, what we’re really talking about is wellness, which provides a more holistic view of mind, body and spirit. Unlike the traditional …

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How AI Will Alter the Digital Marketing Landscape

Omnichannel, growth hacking, attribution, automation, micro-moments, gamification, agile and key performance indicators. There is no shortage of marketing buzzwords with short-term industry hype. When I first heard about the intersection of AI and mark…

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How to Bridge the Gap Between Gen X, Gen Y and Millennials

I was born in Hackensack, New Jersey, in 1980. Depending on who you ask, that makes me part of Gen X, a millennial or part of the oft-debated, rarely-remembered label, Gen Y. We don’t hear much about Gen Y for a few reasons. First, it’s relatively smal…

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