A large mobile telecom company was looking to increase market share in the United States.  A survey of their current customers indicated that most spoke only English.  Further research revealed that in large urban areas, where major populations did not speak English, the company’s multicultural growth was stagnant. In order to engage the Hispanic market …

To understand why customer feedback is vital for any business, you have to look at the foundations of the market economy. The free market is made up of producers and consumers. In the dimension that interests us, companies are producers while individuals and other companies are consumers of goods. To reach success in such a …

For many Millennials, the group born between 1980 and 2000, owning a home is a distant dream. A large number have also passed on the traditional rite of passage of the adolescent and chosen not to learn to drive cars. And while they seem to share the passion of their predecessor – Generation X – …

The boycott of Google’s YouTube platform didn’t just crack the door open on digital advertising; it blew it off its hinges. Exposed to the spotlight of ire, analysis boomeranged around the industry and left data providers scrambling to provide better data for brand safe solutions. But all the new solutions and analysis overlook the fact …

Point-of-sale marketing tactics have historically been limited to basic placards displaying outdated graphics along with some small print pushing today’s hot items. Some marketers take it one step further and recommend pyramids of precipitously stacked products, which a child on a sugar rush inevitably topples. Suffice it to say that for brand marketers, in-store advertising …

It should be plainly obvious to anyone working within the SaaS industry that the marketplace has only become increasingly competitive in recent years. This rapid growth does not appear likely to abate any time soon, making it incredibly difficult for SaaS companies to stand out and achieve substantial growth. Despite this inherent challenge, it is …

There was a time when buying a car was a convoluted process. Not so long ago, consumers would do extensive research on the vehicle they were interested in and often, that would start with a review in a reputable car magazine – What Car? or Top Gear Magazine are two of the UK’s best sellers, …

Econsultancy founder Ashley Friedlein recently made a bold prediction for the marketing industry’s year ahead: “The guiding star in 2017 will be focus”. An outside observer might reasonably wonder why a simple – even obvious – idea like focus merits so much attention. But if you’ve been paying attention to the state of the marketing …

Today’s consumers demand much more than just a good deal. For brands to stay competitive in today’s marketplace, they must have a purpose behind their brand and show a desire to fulfill more than just their own bottom line. When brands and consumers work in unison on a social mission, the impact can be significant. …

Marketers still think of content marketing as an SEO tactic. As a result, content marketing remains in the hands of SEO consultants who are more inclined towards mechanistic processes, rather than delegating control to the marketing or PR department. This mindset misses out on a major branding opportunity for positioning a company leader as an …