Marketing Strategy

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

Brand collaborations can benefit both partners, but there are limits on how many can participate.

The most memorable experiences are suffused with emotion — not extra features or value for money.

New competitors will require consumer packaged goods companies to engage directly with consumers.

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

Consumer behavior holds the key to online retail success.

Should there be a moral imperative to consider what’s fair when making a business transaction?

Lessons from technology marketing industry leaders in the digital era.

Emotional intelligence is a key area for hiring strong talent in the digital age.

AI offers a helping digital hand to overburdened B2B marketing departments.

Here’s how to ensure your sales teams know their customers’ problems.

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

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

Retailers can avoid displacement and connect with customers by focusing on digital experience.

An industry executive and a scholar discuss how AI-based tools can transform the retail business.

Recommendation algorithms don’t just reflect consumer preferences — they also shape them.

B2B companies can seize new sales by charging for services they’ve been giving away.

Northwestern Mutual has found that KPIs are necessary for the future of marketing.

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

Data best supports marketing when researchers fully understand what they want to measure and how.