Do augmented reality and virtual reality seem to be out of reach for the typical B2B marketer? While indeed they can offer a futuristic brand experience, there are easy ways to leverage AR/VR and mixed reality for B2B marketers that are practical, affordable and extremely productive.  

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Digital marketing budgets are increasing, new technologies are creating enhanced ways to boost ROI, and advertising executives are highly sought after.

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Search engine optimization (SEO) isn't new anymore. People have been working to increase their rankings in search engines since, well, search engines started gaining popularity. Today, thousands of firms have dedicated themselves to helping clients rise through the organic search rankings, and tens of thousands of businesses are actively fighting for space near the top of those search results.

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Content creation is extremely important for building a trustworthy brand or business online. However, text content isn't the only game in town. Check out these three working methods to get creative with your content creation while also increasing customer engagement.

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Publisher LittleThings recently said it increased its video advertising rates by 20% by implementing a unified auction strategy, which is also called header bidding.

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The customer relationship management (CRM) system was once considered to be an all-powerful marketing and sales tool for business-to-business (B2B) companies, but these systems aren’t always enough. Chris Rothstein, CEO of sales enablement technology Groove, spoke with eMarketer’s Maria Minsker about what’s missing from B2Bs’ marketing technology stack, despite the bustling landscape.

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Business-to-business (B2B) marketers know what a long haul it can be driving leads to conversions. Unlike the business-to-consumer (B2C) segment, the path to purchase for B2B products can be winding, often requiring the input of many players before a purchase is made.

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A website itself is merely an opportunity. For marketers and small business owners, it's the chance to create a lead-generating asset. With three main components, you can build a framework of online growth that is based on creating value for potential customers.

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Email marketing isn’t what it used to be. Which is not to say that it's become any less effective. Quite the opposite, actually: Email continues to offer the best return on investment around -- outperforming other digital marketing channels substantially. In fact, according to the Data & Marketing Association and Demand Metric, email has a median ROI of 122 percent.

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Innovation typically produces beneficiaries and victims.

Today, technology is rapidly evolving and is drastically upping the stakes regarding the outcome of innovation. Some new technologies could potentially threaten the Facebook, Google, Amazon triopoly, while other developments might help the firms continue to dominate digital advertising and e-commerce. Other changes are likely to create thorny challenges across the digital advertising industry.

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For a long time, business-to-business (B2B) marketing has valued events as a solid way to generate new sales leads. But research from Sagefrog Marketing Group shows that B2B marketers are augmenting that traditional method with a digital-minded approach.

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The marketing technology landscape is busy, but there isn’t a solution out there for everything. Multitouch attribution solutions that help marketers map their customers’ path to purchase, for example, are still scarce.

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There’s no question that technology will continue to shape the future of advertising. We’ve already seen dramatic shifts in form and factor, powered by technologies such as 3D, artificial intelligence, augmented reality, and virtual reality. As the landscape continues to change, advertisers that don’t follow suit risk getting left behind. 

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Concerns over advertising fraud kicked off the year in full force when Procter and Gamble CMO Marc Pritchard said the media supply chain wasn’t transparent and, at worst, fraudulent.

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Innovation often provides opportunities for nimble businesses to rapidly grow their earnings by disrupting industries.

In the process, companies that embrace innovation can succeed at the expense of businesses that fail to embrace change. Yet, innovation also creates challenges, including the growing need to recruit employees from a labor force that may be struggling to keep up with change.

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Influencer marketing has become one of, if not the most powerful, tool in a marketing team's toolbox today. With the majority of brands using this new technique in 2016, it's not expected to disappear anytime soon. In fact, research shows that it's probably going to continue growing throughout 2017.

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There are three crucial Google Adwords checks you should do regu­larly that ensure your pay-per-click (PPC) campaigns remain healthy.

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Good news: A growing number of businesses are investing in innovation strategies to future-proof their brands in an ever-evolving digital landscape, according to new research from Altimeter Group. However, for many companies, the “digital” in “digital transformation” implies technology, which isn’t the only part of the maturity equation. 

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To better manage its intricate sales cycle, influencer marketing platform Traackr began its account-based marketing (ABM) journey at the beginning of the year. More than six months in, eMarketer’s Jillian Ryan spoke with Evyenia Wilkins, Traackr’s vice president of account-based marketing, about implementing ABM without technology and adopting new performance metrics.

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More cost-conscious than their enterprise counterparts, small and medium-sized businesses (SMBs) are particularly careful about their technology investments. But make no mistake: They’re serious about marketing technology.

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Marketers are pushing the concept of storytelling as a powerful tool that can differentiate content in a crowded field of digital promotional items.

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Businesses and consumers alike rely on emails for information and as a primary communication channel. As a result, email marketing is a high priority for businesses of all types and sizes.

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Marketers are on a quest for marketing nirvana, where every message recipient, whether prospect or customer, is receiving the perfect message at the perfect time in the perfect way. And while this kind of perfection can happen, I would hazard a guess that it currently occurs less than 10 percent of the time for most marketing organizations.

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Marketers are at different stages of digital transformation. Some are just beginning the transformation process, while others are unsure of what it really involves. But according to a new study of US digital transformation leaders, many agree that digital innovation comes with many advantages.

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How effective is your online advertising strategy? The art of an effective online advertising campaign combines marketing creativity with thoughtful analysis. Implementing the best advertising strategies will help your business use resources more effectively, and increase sales and conversions.

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A variety of studies has shown that many marketers are stumbling with efforts to improve the quality and use of data. With that in mind, consultants and vendors are stepping forward with claims that they can help smooth out the speed bump of data issues.

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Account-based marketing is an exciting step forward for marketing as an industry and, by including advertising and sales, it is changing the way outbound works. You can’t define ABM without also defining account-based advertising (ABA) and account-based sales (ABS).

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You may have heard that link building is dead, but it's not. Many associate link building with black hat marketing tactics, but you can create a natural link profile that is appropriate, adds value to content, and will not be penalized by Google and other search engines.

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It turns out longer is better—at least when it comes to writing headlines for branded content.

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Artificial intelligence (AI) technology is slowly sweeping the marketing space, and some marketers worry that it may replace them in the workplace. But according to a recent survey conducted by predictive advertising platform QuanticMind, most marketers realize that rather than pushing them out of the workforce, AI technology has the potential to make their jobs easier.

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Scammers are showing high levels of creativity as they forge new methods for creating ad fraud.

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We are a society tearing through the digital landscape, and there’s no hint of us slowing down anytime soon. New stars are born every day in the digital world. Some stay burning bright, while others quickly burnout.

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Author Dave Eggers scared millions with The Circle, his tale of AI-driven surveillance that's since become a movie starring Tom Hanks and Emma Watson. And why not? Decades of science fiction have trained us to believe machines will eventually replace humans in everything -- even when it comes to marketing.

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Movie theaters, vacuum cleaners and the struggling retailer Sears may all become unlikely providers of data for digital marketers.

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I was having lunch with Jen Pike, founder of Rockethouse Consulting, when we began lamenting a somewhat popular point of view among a segment of executives — that marketers don’t matter anymore.

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As a channel to reach prospects and customers, email continues to thrive, even as other messaging platforms emerge.

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