Digital Marketing
The Risks and Rewards of Brand Personification Using Social Media
Social media as a tool for brand promotion has its drawbacks, but a sound strategy can lead to business rewards.
Social media as a tool for brand promotion has its drawbacks, but a sound strategy can lead to business rewards.
The NHL’s following on Pinterest outscores all other sports leagues. Its secret: a mastery of social media strategy.
The ideal window of opportunity to enter a new industry starts when a dominant category label is introduced.
New research suggests that a smaller company can benefit by making consumers aware that it competes against bigger corporations.
Many of us have had a moment when we click “send” and realize our message is going to the wrong person. Now what?
Being a free spirit in clothing choices can lead to positive inferences of status, confidence and competence.
Nestlé UK had customers vote for a new candy bar flavor — and increased customer engagement.
Encouraging customers to provide feedback directly to a company engages them in valuable ways.
Companies are gaining insights from ethnography, the in-person study of how consumers use a product.
Nestlé’s global marketing head Pete Blackshaw talks about the challenges of managing social media.
What determines whether consumers will “like,” comment on or share a company’s Facebook posts?
A survey of 100 CMOs says that more than 89% are influenced by social data when making decisions.
To improve online communities, companies need to enhance communication among custoemrs.
Attracting talent sometimes means marketing the corporation to the people who might one day take a job there.
Charts explain how to brand a project to internal audiences to get it funded and create engagement.
This article assesses root causes of the highly publicized recalls of Toyota vehicles in the U.S.
Project leaders should frame projects the same way marketing managers frame branding efforts.