Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

The most successful content marketing campaigns are those that are produced as a result of a consistent strategy, which is integrated throughout the organization. Your content is effective when you see more engagement from your audience, you improve brand awareness and loyalty, and drive quality leads.

Marketers know the horror stories of inappropriately targeting single consumers and are more careful about how they do it now that 28% of Americans fit in that demographic vs. 1960, when 13% of the country could be treated more like an afterthought.

Yes — today, data is very easy to find. At the same time, it’s quite expensive to buy; especially if you need it wholesale. So what’s the solution? How do you acquire all of that data without high margins and fees? An answer is bidstream data.

Marketing leadership success takes more than meticulously wringing the maximum ROI from your technology investments and media buys, using stone-cold data. Like any business leadership, your ultimate job is to empower the success of your marketing team.

Just how many months — no, years — does it take for a logical, clear-headed, money-conscious, well-informed consumer to overcome inertia, cut the cord in his home television habits, and move to OTT?

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