Strategy
Advertising Risk
Every marketer, from time to time, is faced with the same question: is advertising risky? This was especially true in 2020 and 2021 as brands were forced to reassess fiscal responsibilities in response to COVID-19.
The Rising Demand for Brands with a Cause
If you’ve been paying attention, you’ve likely noticed that cause marketing has become increasingly popular over the past couple of decades. Why is that? The answer is simple: because consumers are demanding it.
Why Influencer Marketing is a Must in 2022
The power that influencers have to affect the buying habits of others is nothing new. Back in 1655, King Louis XIV of France became the original influencer when he started wearing wigs.
Why Shared Experiences Matter
There’s been much debate about the merits of reaching a large amount of people through mass marketing or reaching a specific segment of the population with targeted ads.
Do We Need to Trust Brands?
Trust is one of many metrics that marketers use when evaluating the consumer perception of their brands, but does trust actually make an impact on business results? Should marketers focus on building trust in their campaigns or could their efforts be better spent?
Why Advertising Rarely Goes Wrong
Marketers are often very conscious of the ways that their advertisements can backfire or “go wrong” in the eyes of their audiences. They often worry about insulting someone or someone taking their messaging the wrong way.
Is Rebranding a Good Idea?
Facebook has been in the news lately for changing their corporate name from Facebook to Meta. Of course, the Facebook app will remain the same for Facebook’s social media users, but the company that overlooks the app (along with many others) will now be called Meta.
Does Brand Purpose Actually Matter?
Brand purpose has once again risen to the top of people’s radar as a result of a new study by Peter Field. But before we wrap our heads around all the many discussions surrounding the research and the responses to the research, let’s take a step back and remember what we mean by brand purpose exactly.
Psych Drivers That Impact Marketing Success
Marketers face many tough decisions when they’re tasked with setting up a marketing campaign for their brand. One of the biggest decisions of all, of course, is who to go after and target?
How to Break Through the Attention Barrier
A recent study from the Advertising Research Foundation shows that attention matters. In fact, the more attention to or involvement with the content, platform, device or media brand, the more likely an ad will be effective.
