The new year is a time of reflection and planning for the year ahead. With 2018 underway, staying at the forefront of the rapidly evolving digital marketing landscape is top of mind for marketers. One topic that continues to come up as a priority for our industry is personalization.

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Marketers rely on a wide range of technologies to measure their digital ad effectiveness, from data management platforms (DMPs) to marketing automation.

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The controversy over the alleged use of inappropriately obtained Facebook data by Cambridge Analytica is thrusting privacy advocates into the media limelight as the industry, regulators, legislators, and the general public struggle to understand the issue.

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“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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Recent allegations that Cambridge Analytica improperly obtained data on 50 million Facebook users caused shares of the social media company to recently register its largest daily decline since 2012.

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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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Long gone are the days of blindly spending marketing dollars without a data first mindset to clearly calculate and prove you are driving a return on your marketing investment (your “ROMI”).

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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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The Artificial Intelligence (AI) wave is rolling across the industry and, for CMOs who intend to stay two steps ahead of their competition, now is the time to get started with this new capability.

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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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Marketers are always on the hunt for data that can improve their audience-buying strategies, but many find their campaign reports to be wanting.

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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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From adapting to new structures and implementing completely new ways of working, four senior marketers reveal the trials and tribulations of innovating in order to adapt their teams to the ever-changing B2B marketing landscape.

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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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Increasing efforts to provide personalized marketing rather than segmenting target audiences are having a widespread influence across the industry.

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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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Online marketing has changed a lot over the last few years. The paradigm has shifted, and what worked for you last year won't work for you this year. What got you to this point won't get you to where you want to be, and your job as an entrepreneur is to keep up with this change.

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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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Despite all the technological advances that digital publishing has achieved over the past two decades, slow-loading content remains one of the industry’s biggest scourges.

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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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Shoppable content appears to be growing in popularity with publishers and retailers while also raising questions regarding writers’ objectivity.

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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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Content has become a pillar of business-to-business (B2B) marketing. It can drive leads and enable buyers to self-educate along the path to purchase. In recent years, investment in content marketing has increased as more B2B leadership teams buy in to the programs.

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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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We’re past the stage where “mobile-friendly” is enough. It’s time to put your mobile users’ needs first.  It’s time to think “mobile first”.

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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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If you work in a business to business market you’ll realize the importance of carving out a niche in an increasingly crowded global marketplace, but you might lack focus when it comes to defining a B2B marketing strategy.

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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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2017 was a year for the books in advertising and as the year comes to a close, we are now moving past one of the most developmentally impactful periods for the advertising industry as a whole. The year saw numerous changes in the space (think advancements in mobile web, the AI/VR movement, booming online video content and, for the first time ever, digital ad spend surpassed traditional TV) and the future of the industry is clear:  2018 will focus on the power of digital.

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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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Some marketers are taking a wait-and-see approach to voice search technology. Even though voice search product sales have been growing rapidly, the technology may still need time to advance before it can be used for pitching products and services.

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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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The New Year is about resolving to make improvements in life and in business. Improving lead quality is one of the biggest challenges for any business-to-business (B2B) lead generation program. Here are my top three lead nurturing strategies for the new year.

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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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The relentless pace of innovation is resulting in email quickly becoming a destination for individuals rather than an entryway into the overall customer journey.

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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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