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Storytelling is a popular marketing buzzword, and there are numerous examples demonstrating how brands that engage in storytelling derive value from the exercise.
Much of the discussion around the topic focuses on how brands tell stories at a strategic level, but according to a study conducted by Hill Holiday research division Origin, companies can profit from applying storytelling at a much more practical level too.
There is little doubt that residential rental sites such as Airbnb, VRBO and HomeAway are disrupting the multi-billion dollar hotel business.
There is still significant debate about the long-term impact of that disruption but if a new study conducted by Hitwise, a division of Connexity, is any indication, these sites are complicating hotels' online efforts.
Bad news for pharma marketers: Physicians are becoming harder to reach.
According to data from global sales and marketing firm ZS, the number of physicians who will meet with at least 70% of the pharma sales reps who request a meeting has dropped to 44%, down from 46% a year ago and 80% in 2008.
Google might be the most popular search engine in the world, but when consumers are searching for products, they're increasingly turning to Amazon first.
In fact, according to a BloomReach study conducted by Survata, over half of consumers (55%) now go to Amazon first when they're looking for a product, up from 44% in 2015.
Healthcare organizations, including pharma and medical device firms, have been clamoring to hire marketers.
Despite the clamour, salaries for healthcare marketers dipped in the past year according to Medical Marketing & Media's (MM&M) 2016 Career and Salary Survey, which polled 953 individuals employed in this role.
Facebook generated more than $17bn in revenue in 2015, primarily from its ad products.
Despite this, brands active on Facebook are overly dependent on organic reach to distribute their content on the world's largest social network.
People on social media frequently share content, even branded content.
Social sharing is great for marketers, but it's difficult to know why some posts work and others do not.
Here are a few examples of branded content in Asia-Pacific (APAC) which were shared widely and research which may explain why the posts were successful.
The logic behind retailers' aversion to collecting sales tax wasn't hard to understand: if given a choice between two retailers, one charging sales tax and one not, many consumers would probably choose the former.
According to a new report, 85% of healthcare B2B marketers have a content marketing strategy, but only 4% believe their programs are extremely effective.
Customer experience (CX) is a hot topic, and according to a recently published study by Forrester Research, there's good reason for that.
In analysing five pairs of publicly traded companies in which one of the companies in each pair had a significantly higher score than the other according to Forrester's Customer Experience Index, Forrester found that CX leaders exhibited significantly higher revenue growth between 2010 and 2015.
Thanks in large part to programmatic, advertisers have more ways than ever to reach consumers online, and to target their ads at scale.
But according to comScore, not all ads are created equal. Instead, ads that appear on premium sites are far more productive, particularly mid-funnel.
There's a real debate to be had as to whether retailers' omni-channel hopes are realistic or delusional.
But for retailers clinging to the idea that there will always be a place for physical stores, click-and-collect capabilities are often touted as evidence that a brick and mortar presence still offers advantages.
New data, however, suggests that click and collect might not be as important as some retailers believe.