Marketing Approach

New research shows where marketers are seeing gains from AI and how to speed up payoffs.

On the Me, Myself, and AI podcast, Harvard Business School’s Ayelet Israeli discusses AI’s customer research potential.

In a polarized culture, market to your brand’s top supporters, who can help build your fan base among skeptics.

Marketers should prioritize digital and e-commerce initiatives to offer customers engaging virtual shopping experiences.

In a Q&A, Eventbrite CMO Tamara Mendelsohn discusses how the pandemic deepened the company’s connections with customers.

As consumers purchase access to goods rather than the goods themselves, their connections to brands will change.

Companies must carefully weigh potential outcomes before taking a public stance on important but controversial issues.

Home Depot’s Huiming Qu discusses how the home improvement retailer leverages AI to improve the customer experience.

Digital collaboration tools, new brand strategies, and our 2021 Future of Leadership report.

Latia Curry outlines the steps a brand should take to communicate their values to customers.

Influencer marketing offers a big return when done right. But many companies are doing it wrong.

Consumers’ concerns about data privacy are offset by a desire for personalized service.

AI is making it possible for companies to reach a new level of customer-centric marketing.

Caesars has found that telling customers about its green efforts leads to a boost in spending.

Brands must focus on what their customers have in common — not what makes them different.

Travel marketers need to recognize and embrace analytical sophistication.

Online and off-line customer conversations about your brand require separate marketing strategies.

Retail companies that neglect machine learning do so at their peril.

The latest revival of Nike’s “Just Do It” campaign shows the power of prioritizing customer demand over social approval.

Executives in the automotive sector believe that machine learning can help them achieve their marketing goals, but that doesn’t necessarily mean they invest in that ambition.