Before embarking on a shopping journey, customers often find themselves in a state of awareness where a specific need or desire has sprouted in their minds. A growing recognition of a gap ...

KPIs are not ROI, and in search and digital marketing, we need to bridge the gap between our KPIs and business outcomes. In an ever-increasing world of messy attribution – thanks to privacy law ...

Have you noticed that the best books and movies are so totally immersive you feel as if you've actually entered the world they depict? Which is why I'd argue that the people most skilled in content ...

Journey mapping is a technique long known to marketers at companies like IBM and Clorox but has only recently caught on in higher education circles. In an article that dates back to 2010, the Harvard ...

When marketers lack visibility on how to achieve sales needs and targets, they may fail to determine which accounts offer bigger opportunities but one solution is approach demand planning. Planning is ...

WARC’s Alex Brownsell talks to Alissa Hansen, chief product officer of Omnicom, and Mark Holden, worldwide chief strategy officer at PHD, about how Generative AI will impact marketing and advertising ...

Converting customers from prospective to paying is a multi-step process, one I call your "marketing funnel." For every business, this will look different. Take the following examples of marketing ...

Almost two-thirds of marketers now admit that digital content strategy powers their entire digital plan and yet the majority of those that use it struggle to create a mix of content ‘good enough’ to ...

Strategic marketing and research agency First Partner has produced a mobile marketing market map, which gives an overview of the industry on one page. The company says the map provides a 360 degree ...