Marketing

Featured Marketing Articles

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Is Deep Learning a Game Changer for Marketing Analytics?

Companies already use data to make marketing decisions. Will deep learning enable a leap forward?

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Avoiding the Pitfalls of Customer Participation

Frontiers |

When employees represent the views of customers, management needs to have their backs.

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Digital Transformation Should Start With Customers

Major makeovers should benefit — and be noticed by — those who buy a company’s products and services.

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In Search of the Collaboration Sweet Spot

Forming a partnership between brands can help companies reap rewards — but what happens when there are more than two partners? The answer depends on the goals and the industry; each must find its own “sweet spot” of how many collaborators is just enough, but not too much, to match consumer expectations.

Using Social Media

Where Influencer Marketing Goes Wrong (and How to Fix It)

Social media has become such an important way of reaching customers and audience, especially among younger consumers, that marketers have faced something of a Wild West scenario when trying to leverage influencer programs. Here’s what they’re doing wrong — and how to ensure a strong, successful campaign using influencers.

Beyond Viral: Generating Sustainable Value From Social Media

Frontiers |

Social media provides the fuel for unpredictable, temporary mobilization, rather than steady, sustainable change. To reverse this trend and reap more enduring benefits from social media requires a fundamental change in focus. Research shows that incentive networks are an important middle layer between ideologies and activity in online digital platforms such as Twitter and Facebook. So, too, is a focus on establishing loyalty and stickiness rather than just “likes” and retweets.

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AI in Marketing

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Benefits and Drawbacks to Data Sharing

Trapped in the Data-Sharing Dilemma

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There are clear benefits for companies allowing website users to login with social media platforms such as Facebook, Twitter, Amazon, and Google. But the ease of user access that social logins make possible comes at a price: The platforms learn a great deal more about users’ buying and searching behavior via these agreements — information that could wind up helping the company’s competitors (including the platform itself) down the line.

Using Data Science to Avoid Global Pricing Chaos

E-commerce and omnichannel retail strategies have revolutionized the way consumers buy products, but maintaining consistent pricing across global markets can be an obstacle for organizations. By harnessing a focused data science strategy, organizations can avoid pricing pitfalls.

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10 Principles of Modern Marketing

Mastering technology is not the only criteria for success in the modern marketing era — the right people and processes must also be put in place to properly develop, manage, and nurture the benefits of emerging tools. To be successful in the digital era, marketers should adopt the best new modern practices as well as rethink and refine classic approaches.