“Show me the money!” These words, originally screamed by Tom Cruise in the movie “Jerry Maguire,” still ring true in many content marketing conversations with management.  To find out how you can drive leads and sales through content marketing in 2018, I asked some of the world’s top marketers to share their best tips.

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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 hasn’t seen any major shifts in a while. Sure, we had to optimize our websites for mobile user experience, tweak SEO a little as the algorithm gods required and make a few other minor changes. Social media has been booming, too -- but nothing very thought-provoking.

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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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If you are planning to pursue a data-driven ABM strategy in 2018 and have resource constraints that’s stopping you from experimenting or scaling ABM efforts, then its time you explore the magic of our latest recipe on ABM.

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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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Tracking pixels and scripts are often little understood, but they serve as the lifeblood of many data-driven digital campaigns.

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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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“Marketing doesn’t drive revenue — sales does.” Sound familiar? I can’t tell you the countless clients I have worked with who have made statements like that, illuminating their company’s narrow perspective on marketing as a cost center, not a revenue center.

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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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Facebook’s recent announcement that it will change its algorithms for its news feeds is likely to drive marketers to increasingly embrace the social media’s Groups function.

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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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Brands that market online in the US and the EU will have to navigate those markets quite differently in 2018.

In 2017, the US and EU regulatory stances diverged in several significant ways. The stark contrast was summed up succinctly in a tweet from David Lee, who reports on Silicon Valley for the BBC, on the day the FCC voted to end net neutrality.

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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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The marketing industry has been talking about disruption for years, but 2018 is looking like a year for rearranging the decks.

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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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The most successful business-to-business (B2B) brands are buyer-centric.

They know who their buyers are, what their pain points are how they make purchase decisions. These sorts of insights are possible, in part, due to data.  In 2018, B2B marketers will continue to rely on data and deep background research to better understand and engage their prospects and customers.   

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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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Advancements in artificial intelligence and growing pressure to boost return on investment will result in brands increasingly turning to personalizing customer interactions.

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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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The new year is coming fast, and the best way to prepare -- and stay ahead of your competitors-- is to anticipate upcoming trends in B2B marketing.  Just like the previous years, marketers will have to continue to deal with tangible growth and ROI pressures in 2018 as well.

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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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Many small-business marketers feel that marketing automation is out of reach.  That's according to new data from small-business marketing platform ActiveCampaign.  In fact, 41% of US small business marketers surveyed for the December 2017 study felt that way.  And, that's just one of the reasons some haven't adopted the software.  

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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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The move into 2018 also comes with a shift in digital marketing. New trends are entering the marketplace and your company needs to pay attention or you may be forced by the wayside. With the need to become more visible and reach more customers, the digital marketing of tomorrow offers advancements in emerging technologies as consumers demand a more integrated experience.

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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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The team at Adobe Stock has been looking ahead. We've been tracking the visual conversation around the world from shows and galleries, to brand campaigns, to our own stock collection to put together a list of the biggest visual trends to watch in the coming year.

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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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Looking to boost conversions on your website? With nearly 60% of web activity is now occurring from mobile devices, re you're leaving money on the table if you don't optimize your site for a mobile audience.

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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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The images, logos, photos and designs you use to promote your business make up your visual brand. You may not realize it, but your visual brand tells the story of your business, including your company's values, personality and purpose, and it can be one of the best tools you have of communicating with customers.

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

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According to a survey of business-to-business (B2B) marketers, owned media wins the highest share of marketing budgets.

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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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We see a lot of prediction pieces every season, and they're often similar in tone: "This will be the year of mobile!"  "Digital will pull in more than TV in 20XX."  These positive predictions are spun to make everyone feel optimistic about the future of the industry, to ensure that we're able to communicate that positivity to our brand and agency clients who -- upon seeing the bright future of the space -- will feel confident in spending more, more, more!

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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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