Strategy

The Value of Soft Metrics
May 16, 2017 at 8:00 am

In the past decade, marketers and the ecosystem that surrounds them have focused intensely, investing heavily in making direct

Selling Intangibles — More Than Meets the Eye
May 12, 2017 at 8:49 am

With all of the emphasis on customer journeys and engagement, a whole new genre of marketing technology has cropped up. We have Web content management, programmatic, social listening and customer experience platforms , just to name a very few of the many tools available. In fact, in February of this year, Gartner reported that 89 […]

PR Is Marketing Now, Says ANA
May 12, 2017 at 8:00 am

There was a time not so long ago when marketers didn’t need to master skills like crisis communications and public relations. Enter the

Your Ideal Customer Is a Myth
May 10, 2017 at 8:00 am

We talk about the “ideal” customer so often that it practically becomes a fetish. What if the idea of your ideal customer is a myth?