_Editorial Archives

All You Need to Know About Building a Powerful Brand Identity

Branding is the way a business owner communicates his or her business’ identity to customers. It’s beyond what you sell; it’s your mission, company values, aesthetic, and tone of voice. It’s essentially how customers emotionally experience your company.

The Pandemic, One Year Later: 5 Takeaways on Shifting Consumer Sentiments

The past 12 months have been a personal and professional rollercoaster for all Americans, and brands have been doing their best to ride the ups and downs with them.

Omnichannel Creative: Q&A with handsome COO Jennifer Allen

We sat down with Jennifer Allen, COO of handsome, to discuss the rise of digital creative during COVID, the dangers of ‘too much’ digital, and the present and future of omnichannel.

Brand Suitability In Video Means Going Beyond The Basics

Video, by its nature, is highly subjective. Ten people might watch the same video and have varying perceptions of what it is about, which makes it hard to ensure safety and resonance at scale.

The Economics of Marketplace Ad Monetization

When considering the ways marketplaces can generate revenue, there are three basic options available to operators: subscription fees for membership (for buyers or sellers, or both), transaction fees (charged to buyers or sellers, or both), or advertising/media fees.

5 Ways Your Brand Can Champion Diversity, Equity, and Inclusion Beyond Black History Month

With such a fine line between authenticity and performative activism, how can we help ensure brands approach these important conversations in a way that moves the needle forward, not only for business success but for the progression of the movement?

Build Your Communications Strategy Around the Customer Journey

Back in March 2020 when the pandemic first forced businesses to shift to WFH and brands were examining how they talked to customers that demonstrated empathy, clients started asking a lot larger purpose-related, brand strategy-type questions.

Amazon’s Goal Isn’t to be the World’s Biggest Store

The parochial view of Amazon is they’re a high-volume store that struggles with thin profit margins. Water cooler stock experts marvel at its high stock price and crow about its measly profits. Here’s some free advice: don’t listen to the arm-chair experts.

Six Ways Marketers Can Use Segmentation to Improve ROI

In marketing, the more precisely you can define your audience, the more accurately you can predict whether that audience contains your best prospects – and the more quickly you can use that knowledge to find and convert more customers. And one key tool that helps you do that is segmentation.

Banks And Credit Unions Get More Through Marketing Automation

To provide a good customer experience across multiple channels, banks and credit unions will need to think more about bringing channels together, and a good first step is through marketing automation.

Women In Leadership: Redefining The Language Of Success

Last year, on International Women’s Day 2020, a female-led team at AnalogFolk launched BigUp.AI – a digital language tool that gives women the confidence to get ahead in their career by helping them express their strengths with impact instead of downplaying them.

The Changing Face of Travel & What that Means For Marketers

I believe there are five trends that have either emerged or will continue to emerge as we move into the post-COVID era which can inform how we craft content and target advertising, designed to engage potential guests.

Why In-House Teams Will Still Require Agency Partners

Programmatic advertising is a lot like Formula 1 auto racing: The technology is powerful, but in order to actually win races, it needs to be driven by seasoned experts.

Reports Of TV’s Death Have Been Greatly Exaggerated

A balanced media mix will always be important to advertising. But driving business growth relies on facts you can trust, and our research underlines just how powerful TV continues to be.

In 2021, Fan-Focused Digital Events Provide Unique Opportunities for Brands

Looking into what 2021 holds for marketers, brands have a timely opportunity to embrace the growth of digital events–with a focus on fans as a keystone component.

How Your Brand Can Empower Wellness in 2021

What can brands and marketers do to benefit consumers during this crucial period of their lives? Our friends at Healthline Media have created their 2021 Fitness Forecast to answer that very question.

Content Publishers Made 2020 a Transformative Year for the Business of Partnerships

Over the course of the tumultuous year, we observed that content publisher partners experienced material year-over-year growth despite it all, a trend that validated their very emergence as key contributors in the affiliate marketing channel.

2021 in Advertising: Picking Up the Pace to the Finish Line

I’m no Paula Radcliffe, as anyone who has seen me run can testify, but we’ve all been on a marathon over the past twelve months and I, for one, think the finishing line is in sight.

Black History Month Is Not an Activation

In years past, diversity, equity and inclusion were causally applied in the experiential marketing industry. The social events of 2020, however, have created a spirit of intentionality.

How Brands Can Move from Forced to Focused Evolution in 2021

Going into 2021, it’s time for brands to reset and reclaim control of their destinies. 2020’s stop-gap solutions and quick pivots might have kept the lights on. But did they position your business for the long-term road ahead?

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