This is the final part of a complete marketing audit. As I mentioned in my previous articles, Analyzing the objectives, policies and strategies of the company’s marketing department, as well as the manner and the means employed in attaining these goals. A marketing audit is also important when analyzing: The Marketing Organization The Marketing Systems …

Scott is co-founder, president and CTO of ion interactive, he’s an agile marketing advocate, chair of MarTech Conference, author of Hacking Marketing, and editor of the Chief Marketing Technologist blog. Let’s get talking – marketing technology, automation and agility… with Scott Brinker. BQ – When looking at investing in new tech, how would you recommended marketers balance …

Like many of you, I see the term ‘native advertising’ flood my inbox from industry magazines and pundit newsletters.  Currently, I have more than 50 articles about native advertising sitting in my inbox today.  In case you don’t have time to read that many articles, here is my brief review of what native advertising is …

In today’s world, financial rigor and strategic insight are becoming tightly linked.  Increasingly, CFOs are playing a primary role in developing and implementing strategy within their company, serving as a key advisor to the CEO for developing growth opportunities for the future. A study by Ernest & Young found that one-third of CFOs “play an …

There continues to be ongoing debate around the topic of the role of art and science in marketing. A debate that highlights why marketing as a function continues to struggle to assert itself and to deliver real commercial value. As in all good stories, let’s start at the beginning. So what is the purpose of …

SB Projects (formerly Scooter Braun Projects) is a diversified entertainment and media company with ventures integrating music, film, television, technology and philanthropy. I was lucky enough to have a chat with their top marketing mind Brad Haugen and gain some wonderful insights into the process behind launching chart-topping artists, TV shows and more… Thanks Brad for …

We are preoccupied with messaging. From 140 characters to sixty seconds; Pinterest to YouTube. From the candidate to the evening news anchor, we place a premium on what we say and how we say it. The preoccupation is understandable. Personal experience underscores the value of being able to get our point across. Consider how quickly …

How can brands create loyalists for the long haul? From Apple enthusiasts to football team fanatics, the common thread is emotional engagement. This article outlines three must-have storytelling components that are particularly well-suited for winning the customer lifecycle.

A trim balding man in khakis with a button down shirt, the CMO looks the part he has played for so many years – the affable, hardworking executive who gets the job done.  It’s the 2015 sales kickoff meeting and he is sitting in the front row with the rest of the executive team, getting ready …

Social media is one of the most powerful platforms in digital marketing today. We take a look into what makes a successful social campaign and offer five easy ways to increase the number of shares that you get from your posts.