Marketing Strategies Column
Create TikTok ads that convert by embracing the platform’s storytelling style
In-feed ads are a great place to start with TikTok advertising but don’t just reuse ads from other...
Soapbox: It’s clear the era of traditional mass messaging is over
We need to fundamentally rethink our strategies as we transition from mass messaging to targeted...
Uncertainty and chaos: An ideal time for online events to get a makeover
There is room for innovation from both the hosts and the tech platform to improve the user interface and experience of virtual...
Analytics Audit 101: Identify issues and correct them to ensure the integrity of your data
Marketing and analytics professionals need to work together to not only increase the accuracy of our data, but to educate people about how to...
Agile marketing in the era of COVID-19, BLM and recession
Companies must define who they are, what they stand for, what the company's brand equity is and how it will leverage that in the current...
How using neuroscience can help capture customer sentiment and predict future behavior
As you integrate data to create a complete picture of your customers, you must always place an added emphasis on the...
How to choose the right agile marketing framework
Before you decide on a Kanban or Scrum agile approach, it helps to consider your company culture, team size and the type of team you lead....
Pro Tip: Here’s how you need to work with Influencers on TikTok
Content suitable for YouTube or Instagram typically won’t perform well on TikTok so give your influencers some room to tailor the content to...
Why brands should consider audio marketing as consumers settle into life at home
With behavior shifting, the audio market’s growth offers a unique environment for brands to stay top of mind with...
Marketing’s new challenge: Moving to the next normal
You must find ways to tailor each channel's messaging that’s appropriate for your company, your market and your customers as your operations...
4 cognitive biases and psychological drivers for influencing behavior
Using psychology as part of your marketing strategy can help you increase conversions and reduce buying...
Pro Tip: How brands can enter TikTok with a viral challenge
Hashtag challenges on the platform are generally top of funnel campaigns designed to create buzz, awareness and...
Authentic communication is more important than ever in the age of coronavirus
Don’t do something because everyone else is – make sure it has purpose and meaning because your customers need honesty and transparency like...
Pro Tip: How brands can enter TikTok with brand channels
A successful path for brands means they must keep the platform’s content standards top of mind as well as make regular posts and participate...
How a corporate giant can work like a small start-up with agile marketing
An agile organization says no to projects that don’t add a lot of value, leaving space for experimentation to foster creativity and...
Soapbox: Enjoy the attention glut while it lasts
Working from home has been a boon to the attention economy, but understand that it will not...
Soapbox: Can adtech sourced data be used in the fight against COVID-19?
If the population could be targeted with online ads using offline data while preserving privacy, this could help solve the COVID-19 contact...
Don’t block the news: Tips to balance brand safety and corporate responsibility
Advertisers have a corporate social responsibility to find a way to balance their need to protect the brand with support of news sites,...
Pro Tip: Managing marketing efforts in the coronavirus era
Navigating such uncertain times requires agility, patience and...
COVID-19 stories: Marketers are using this time to build community
Here are some encouraging stories from marketers who are pivoting to help customers, and their staff, during the...