A lot of B2B marketing either promotes technical products, sells to a technical audience, or both. The nature of these marketing campaigns poses a challenge to those who must create them because the marketers tasked with executing these campaigns often lack a technical background.

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The market for advertising technology is expected to record exponential growth between now and 2023. But predicting how the landscape will truly shake out, especially given shifting regulatory and market sands, could be a little tricky, analysts say.

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Artificial intelligence (AI) already has had a huge impact on business, and marketing in particular. With predictive analytics, natural language processing, and computer vision, companies can better understand their customers.

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It's no surprise that most businesses use email marketing. After all, it's the most effective marketing channel. And as 2019 comes to a close, it's clear that email marketing is far from dying.

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Customer retention is more challenging than ever for B2B sellers, which is forcing a deeper focus on the quality of customer experiences.

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Brand awareness.
Social clout.
Online presence.
Offline networking.

Each one of these concepts has a place in entrepreneurship and points back to visibility, and visibility as an entrepreneur is golden.

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Modern marketers rely heavily on martech and analytics to drive results, while in the past advertisers used things like broad demographics data and creative copy to move the needle.

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For 2019, the top read CMO story was “Taco Bell Billboard Dispenses Cheese.” Perhaps the novelty of a billboard dispensing melted nacho cheese intrigued readers who are seeking new ways to differentiate their brands.

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Opinions expressed by Entrepreneur contributors are their own. Influencer marketing is becoming a fundamental part of many e-commerce brands. In fact, in a recent survey, 92 percent of marketing agencies confirmed its effectiveness. 

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Marketing in 2020 is going to be challenging and exciting. Tomorrow's marketing trends will be shaped by the millennial market and huge leaps in technology. Businesses need to keep their ear to the ground for the latest trends and leverage them quickly. By staying on top of the major developments that impact marketing, you can drive business growth.

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For football fans, Super Bowl LIV has a clear winner (the Chiefs) and a clear loser (the 49ers). But, for many marketing executives who shelled out millions of dollars to advertise during the big game, the jury is still out.

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It’s not every day that a company finds itself with a windfall. But, when it happens, it’s almost always a good idea to put it toward marketing. Here are four ways to put that extra cash to good promotional use.

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In the modern world, entrepreneurs typically need to maintain both an online and offline presence to generate business.

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More than 300 B2B firms across the US, Europe, and Asia-Pacific were surveyed by the global consulting leader, whose findings point to the blurring of lines between B2B and B2C marketing tactics and to the changing expectations of today’s business customers.

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Marketers predicted that they will use more content-driven campaigns and audio and emerging formats in 2020, according to new research from World Media Group.

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Digital ad budgets are now a majority of total ad spend. Spend on marketing technologies keeps rising. More than half of marketers have a transformative initiative underway to make marketing more digital.

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Today’s B2B marketplace has shifted significantly. Buyers expect more from their business purchases than ever before. In fact, they are expecting a B2C level experience.

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No matter what kind of business you’re running, there’s likely a way digital tech can help you grow it. Learn how to use tech to your advantage and start to experience more growth in your business.

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Segmentation has been around since the early days of marketing. "One size doesn't fit all" has become the mantra of brand communication. Marketers have been racking their brains to identify the best way to categorize their audiences – and while more options bring more complexity, going the extra mile certainly pays off.

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Firms are aggressively seeking to compete for advertising revenue as streaming media rapidly grows. Other firms are building advertising capabilities for cable and broadcast TV. Just recently, iMedia Brands announced that it has acquired Float Left Interactive and J.W. Hulme, according to a press release.

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Thirty-second spots for this year’s Super Bowl reportedly cost $5.6 million. Last year, prices ran as high as $5.3 million, according to The Hill. Fox, the network airing the Super Bowl, said it has “run out of ad space.”

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There's never been a better time to be a marketer.  Social media and mobile, combined with staggering amount of data, have made it easier than ever to reach audiences.

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Three of the most common key performance indicators (KPIs) for email are still open rate, clickthrough rate and click-to-open rate. But figures from email service and marketing technology providers show variations in those KPIs in North America depending on a variety of factors, including geography, industry, seasonality and the types of email messages being sent.

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Digital ad budgets are now a majority of total ad spend. Spend on marketing technologies keeps rising. More than half of marketers have a transformative initiative underway to make marketing more digital.

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As we enter into a new decade in a few days, I think it is safe to say that time flies as fast as technology is evolving. The same can also be said about consumer interests, which are rapidly changing and becoming harder to predict manually.

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When marketing to larger companies, entrepreneurs know they need to stand out. While many of them execute engaging, belly-busting B2C campaigns, however, they rarely break the mold with their B2B marketing. Why not?

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“Content is king” used to be a popular phrase. But as it began to die out from marketing seminars and blogs, content—ironically -became more important than ever.

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Digital marketing in 2020 will be decidedly multi-channel. Messenger bot platform ManyChat’s recent Conversations Conference 2019, held in Austin, embraced this by reinforcing key themes including omnipresence and personalization. In a launch reminiscent of Steve Jobs, founder Mikael Yang revealed a long list of new ManyChat features, such as the exciting multi-channel ability to automate SMS and Email conversations alongside Facebook Messenger chats.

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“If you’re really in the business of delighting and exciting your customers, the opportunities have never been richer,” said John Copeland, VP of marketing and customer insights at Adobe.

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What are biggest digital marketing trends for 2020? More—as in more influencer marketing, more content, more web video and more of what will get digital consumers engaged with your brand online.

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In a blog post about the report, Keith Johnston, VP, Group Director, argues that CMOs must take control of the CMO role before it is minimized or dissolved. One of the biggest challenges facing CMOs is how to stand out from the pack.

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I once heard a barista ask a customer, after they ordered a macchiato, if they knew what a macchiato was. I found it odd at first, but in serving the general public, they probably encounter many people who don’t know, thanks in part to the Starbucks version (which is called a macchiato, but alas is not one).

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As we enter 2020, marketers and business owners must prepare for upcoming digital marketing trends. The landscape of marketing is constantly changing, and if you don’t keep up, you’ll miss out on ways to bring your business to new heights.

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Marketing firms are restructuring and making other changes to improve how they pursue clients within the rapidly growing field of streaming video advertising, while traditional broadcast companies are working together to fight the flow of promotional content that is rapidly shifting from linear TV to digital channels.

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The market for advertising technology is expected to record exponential growth between now and 2023. But predicting how the landscape will truly shake out, especially given shifting regulatory and market sands, could be a little tricky, analysts say.

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Chief marketing officer positions are likely to diminish in number again next year, but the trend may actually benefit companies’ efforts to sell products and services.

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