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The Marketing Journal

Ideas, Insights and Best Practices

  • “Can Wall Street Win in Sustainable Investments? The Social Function of Marketing for Good” – Elsie Maio

    The opportunity is here and now. Let’s dive into the investment ecosystem to survey from the inside the dynamics of the sustainable, or impact investing trend.. I was moved to do so by the much...

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  • Define Markets Around the Customer’s Job-To-Be-Done

    Tony Ulwick is the pioneer of jobs-to-be-done theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and the founder of the strategy and innovation consulting firm Strategyn. He is...

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  • BOOK REVIEW: “What to Do When Machines Do Everything” by Malcolm Frank, Paul Roehrig, and Ben Pring

    Artificial intelligence has left the laboratory (and the movie lot) and is in your building. It’s in your home. It’s in your office.
 From Alexa to Nest to Siri to Uber to Waze, we are surrounded
...

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  • “A Blueprint for Aligning Sales and Marketing” – Javed Matin

    “Highly aligned organizations achieved an average of 32% annual revenue growth – while less well-aligned companies reported an average 7% decline in revenue.” – The Aberdeen Group In  Aligning...

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  • “The Power of Content Marketing” – Jon Wuebben

    Content marketing is marketing.   It’s the standard now and it will still be the standard for connecting with your audience in 2030.  And that’s why I’m covering it, once again, in my new book,...

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  • “Tests for Customer Focused Companies” – John Hagel

    Most companies claim to be customer-focused, yet few are. In a world where customers (both end consumers and intermediate customers) are becoming increasingly powerful, all companies declare that...

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  • “How to Engineer Micro-Moments using Jobs to be Done” – Anthony Ulwick

    Tony Ulwick is the pioneer of jobs-to-be-done theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and the founder of the strategy and innovation consulting firm Strategyn. He is...

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  • “The O-Factor: A Powerful Tool To Improve Marketing Effectiveness” – Marcy Strauss Axelrod

    The average adult makes around 35,000 decisions each day.  Almost all are habitual. This is because our brains are efficiency seekers, leading familiarity and ease to win, and habits to rule our...

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  • “5 Marketing KPIs You Cannot Measure But Should Care About” – Nicole Rodrigues

    This article is a reprint of a Forbes Agency Council contribution by NRPR‘s Nicole Rodrigues.  Our view is that intangibles matter.  After all, that is what a branding’s all about. Marketing for...

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  • “The Future of Brand America: Lessons from the Super Bowl and Beyond” – Philip Kotler and Christian Sarkar

    Where are we going? When it comes to Brand America, the United States stands at an inflection point. It can be argued that what makes America great is our values.  These values are now being...

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  • “Measuring Google AdWords Performance” – An interview with David Rodnitzky CMO of 3Q Digital, a Harte Hanks Company

    David Rodnitzky is founder and CEO of 3Q Digital (manifesto), a position he has held since the Company’s inception in 2008. Prior to 3Q Digital, he held senior marketing roles at several Internet...

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  • “The Marketing of Lies” – Elsie Maio

    As marketers and branding professionals, we are well aware of the risks and penalties for false advertising in the United States. We know, for example, that the Federal Trade Commission (FTC) is...

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  • “The Power Dynamics of Thought Leadership: From Expert to Celebrity” – Christian Sarkar

    In a digital world, two words are used often, and sometimes interchangeably, to explain why some individuals and companies become the arbiters of taste and fashion. The words are “influencer” and...

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  • “The Big Shift in Platform Business Models” – John Hagel

    Everywhere you look today, platform businesses are in the news. Most of the stories focus on what platforms do. Some highlight the value they provide in terms of ease and convenience in connecting...

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  • “Targeting the Multicultural Millennial” – Courtney Jones

    In a previous article, we highlighted the profound change that has taken place in the cultural landscape of the US: a majority of America (53%) now live in a household with high multicultural...

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  • “Getting Started With Jobs-to-be-Done Theory” – Anthony Ulwick

    Tony Ulwick is the pioneer of jobs-to-be-done theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and the founder of the strategy and innovation consulting firm Strategyn.  He is...

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  • “Finally, Brand Activism!” – Philip Kotler and Christian Sarkar

    Historically, most brands have been marketed on their performance characteristics. “Our toothpaste is better than yours.” We’re is better at “whitening teeth,” “preventing cavities,” or giving you...

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  • “Law of Small Numbers Redux” – Mark Blessington & Karl Hellman

    In their famous article that contributed a great deal to an eventual Nobel Prize in Economics, Amos Tversky and Daniel Kahneman presented their discovery that people, including noted experts in...

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  • “How To Fail At Jobs-to-be-Done” – Anthony Ulwick

    Tony Ulwick is the pioneer of jobs-to-be-done theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and the founder of the strategy and innovation consulting firm Strategyn. He is...

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  • “The Unmet Need for Trusted Talent Advisors” – John Hagel

    In a world that’s changing ever more rapidly, we all need trusted advisors. It’s a significant unmet need that creates a very attractive business opportunity. This has been a central part of my...

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