Diversity & Inclusion
Linking Good Intentions to Intentional Action
Businesses that pledged to support racial equity in 2020 must maintain their commitments to effecting change.
Social Engagement
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Digital Marketing
Turning Content Viewers Into Subscribers
Content websites can convert visitors to paying customers by engaging them in a “ladder of participation.”
Lior Zalmanson and Gal Oestreicher-Singer
Technology Implementation
Why Social Engagement May Be More Important Than Marketing
Companies need to focus more on the people already invested in the brand, says the president and COO of Sprinklr.
Carlos Dominguez (Sprinklr) interviewed by Gerald C. Kane
Climate Change
Creating Effective Dialogue About Corporate Social Responsibility
How can companies counter negative perceptions of CSR efforts and have a credible dialogue with stakeholders?
Laura Illia, Stefania Romenti, and Stelios Zyglidopoulos
Digital Marketing
Creating Online Videos That Engage Viewers
The Holy Grail of modern online marketing is video content that “goes viral.” So how does it happen?
Dante M. Pirouz, Allison R. Johnson, Matthew Thomson and Raymond Pirouz
Crisis Management
Leadership Lessons from the Boston Marathon Attack
The Boston Marathon bombing offers six lessons for crisis managers on using social media for communication.
Leslie Gaines-Ross and Peter Duda
Collaboration
BMW Test-Drives Mobile Microvideo
BMW looks to drive consumer-to-consumer marketing using mobile phones, microvideo.
Michael Fitzgerald
Digital Marketing
How to Get Your Messages Retweeted
What increases the chance of “retweeting,” so company tweets are shared with recipients’ networks?
Arvind Malhotra, Claudia Kubowicz Malhotra and Alan See
Analytics & Business Intelligence
Wanted: Time to Think
Creative insights require time – and a pace at odds with today’s accelerated economy.
David M. Levy
Marketing Strategy
How Social-Cause Marketing Affects Consumer Perceptions
Paul N. Bloom, Steve Hoeffler, Kevin Lane Keller and Carlos E. Basurto Meza
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