Articles

A digital transformation is actually a business and operational transformation that leverages new digital tools for operating your business, delivering experiences, and building relationships in order to address customers’ rising demands.

Organizations are under increasing pressure to stay competitive and create connected experiences. Having technology in place that enables you to understand the characteristics of your target audience, with the ability to course correct the composition of your target audience groups in real-time, can put marketers in a better position to adapt to changing consumer trends.

In his MediaPost column, Michael McLaren discusses the need for marketers and brands to stay ahead of the curve by planning for shifts in consumer thinking and offering strategies required to stay relevant and impactful.

With digital brand engagement taking off at unprecedented speed and scale, it’s understandable that marketers are investigating how to optimize their web experience to match customers’ rising expectations.

Patients want and expect more from pharmaceutical manufacturers, and naturally it is in manufacturers’ best interests to deliver.

Michael McLaren shares that in recent weeks “relationship marketing” has been trending positively among brand marketers while gaining little to no traction among the agency cohort.

As marketers continue to prioritize transforming digital customer experiences in 2021, they must focus on using new data and technology practices, including zero- and second-party data collection and cloud implementation, shares, Beth Billingsley, senior director, tech strategy, Merkle.

2020 has forced the marketing and advertising industries to re-evaluate the client/agency relationship. This has been especially true as marketers continue to actively consider the in-housing of their digital media capabilities.