_Editorial Archives

Listen Up: Mental Health is the New Wealth

This past year has forced me as a founder and CEO to redefine several constructs I used to regard as dogma. Take the concept of wealth: in the traditional sense, wealth is an abundance of money or earthly possessions.

Why TV Advertising Hasn’t Moved Into Digital As Fast As It Should

TV advertising and offline media budgets have yet to change much. The advertising budgets certainly haven’t fully transitioned into the digital arena as quickly as they ought to be to match consumer behavior migration.

The Ultimate Guide to Video

Global online video views are at an all-time high and rising 100% every year. The widespread accessibility of high-speed internet allows users to watch live and on-demand videos more than ever before.

How to Design a Clubhouse for Brand Mascots

Last year, General Mills debuted a new commercial introducing the Cereal Squad.

Audio OOH: Ads That Don’t Overstep

The privacy bubble is starting to burst and advertisers and marketers alike are quickly pivoting their efforts to include Audio OOH technology in their marketing strategies to reach customers in a privacy-conscious world.

Executive Q&A: Up Close and Personal with Lenovo’s Ajit Sivadasan

As Global Head, Vice President, and General Manager of eCommerce at Lenovo, Ajit Sivadasan is focused on managing the customer’s experience with the brand as well as the purchasing experience on Lenovo.com. We sat down with Ajit to ask him about Lenovo’s experience over the past year and what challenges and opportunities lie ahead.

We’re Still in the Early Innings of Advertising on Amazon

While Google and Facebook’s dominance has long seemed insurmountable, the past two years have seen the rise of a third major online advertising player.

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.

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