Articles

In today’s business environment, it’s vital to consider organizational and operational innovation as a key driver of success. Innovation means reinventing the marketing organization.

The sub-segments within the gaming audience and the opportunities to reach them will continue to evolve.

Michael McLaren reports that the interest in the term “customer delight” has been trending upwards among brand marketers as the opportunity to surprise and delight audiences is becoming more challenging for marketers.

With the deprecation of third-party cookies and its implications on media targeting, advertisers are increasingly looking for opportunities to leverage both their first-party data and third-party data to effectively reach audiences.

Brand marketer interest in “iOS app marketing” has grown considerably in recent weeks. As with most things, the pandemic has had an impact on our consumption habits – and that includes the amount of time spent on mobile devices.

The pandemic accelerated the shift of constituent behavior, experiences and interactions to digital channels. The key is to find the right balance between the online and offline channels — to engage the members at the right time in the right channels.

Marketers and advertisers must be aware that after experiencing a year of pandemic life, normalcy will not be flipping a switch. Brands must continue to innovate, remain nimble and keep an eye on consumer behavior to meet and exceed their expectations.

In this week's column, Michael McLaren reports how data suggests that marketer and agencies interest in “web copy,” “web content,” “target audience” and “audience segmentation” continues to hold strong among both brands and agencies alike.