The Marketing Journal

Ideas, Insights and Best Practices

  • “The CMO’s Guide to Influencer Marketing” – Brandon Brown

    “The CMO’s Guide to Influencer Marketing” – Brandon Brown

    The digital marketing landscape is dynamic and ever-evolving. Every day is a new ball game. As a CMO, you need to try to uncover new strategies to spread the word about your brand. With new...

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  • “How to Optimize Digital Marketing Execution: Notes from the Field” – Fred Dumas, Ioana Popescu and Mark Blessington

    “How to Optimize Digital Marketing Execution: Notes from the Field” – Fred Dumas, Ioana Popescu and Mark Blessington

    What does it take to get things done in today’s world of digital marketing? Not only has technology completely changed strategic thinking in marketing; it has also revolutionized marketing...

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  • “How AI is Transforming Sales and Marketing” – Matthew Hellman

    “How AI is Transforming Sales and Marketing” – Matthew Hellman

    Cortana … How am I performing versus quota this quarter? Are any key accounts at risk of being lost? How is the sales force performing versus last year? Who are my best and worst performing sales...

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  • “Open to Think” – An Interview with Dan Pontefract

    “Open to Think” – An Interview with Dan Pontefract

    Dan Pontefract is Chief Envisioner at TELUS, a Canadian telecommunications company, where he heads the Transformation Office, a future-of-work consulting group that helps organizations enhance...

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  • “Stand for Something: Brand Activism at Nike” – Christian Sarkar and Philip Kotler

    Marketing today means brands must stand for something– even if it means sacrificing a segment of their customers in order to be cool with the segment they are consciously targeting. Sadly, but...

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  • “Marketing Needs to Learn to Speak Finance” – Katherine N. Lemon and Jon Biro

    “Marketing Needs to Learn to Speak Finance” – Katherine N. Lemon and Jon Biro

    Let’s face it: Finance speaks the language of business. The CFO aligns her communication with the ideas and the metrics that the CEO, Board of Directors and Investors care about: EBITDA, ROI, Free...

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  • “GDPR and Personalization: What Messages Are You Sending?” – Frank Grillo and Mark Blessington

    “GDPR and Personalization: What Messages Are You Sending?” – Frank Grillo and Mark Blessington

    If you ask Google Trends to compare three search terms “GDPR”, “data privacy” and “marketing personalization” for 2016 and 2017, which one do you think had the highest interest level? Well, the...

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  • “Growth IQ: The 10 Paths to Growth” – An Interview with Tiffani Bova

    “Growth IQ: The 10 Paths to Growth” – An Interview with Tiffani Bova

    Tiffani Bova is the global customer growth and innovation evangelist at Salesforce and author of  Growth IQ: Get Smarter About the Choices that Will Make or Break Your Business (August 14, 2018;...

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  • “The Regressive Brand: The Dark Side of Brand Activism” – Philip Kotler and Christian Sarkar

    “The Regressive Brand: The Dark Side of Brand Activism” – Philip Kotler and Christian Sarkar

    “…when riches and virtue are placed together in the scales of the balance, the one always rises as the other falls” – Plato’s Republic, Book VIII A recent online survey asks the respondent to vote...

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  • “The Continuous Transformation Imperative” – John Hagel

    “The Continuous Transformation Imperative” – John Hagel

    The American Marketing Association has identified seven greatest challenges for marketers. High on that list is “digital transformation.”  We asked John Hagel for his take on digital...

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  • “Unleashing the Co-Creation of Value” – Jagdish N. Sheth and Karl Hellman

    “Unleashing the Co-Creation of Value” – Jagdish N. Sheth and Karl Hellman

    The internet and mobile marketing have sparked interest in co-creation of value defined as the collaboration of producers and consumers in the creation of value through the definition, production,...

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  • “Why Categories Make Brands” – Christopher Lochhead and Heather Clancy

    “Why Categories Make Brands” – Christopher Lochhead and Heather Clancy

    Christopher Lochhead is co-author with Heather Clancy of the new Niche Down: How to Become Legendary by Being Different and the Harper Collins “instant classic”: Play Bigger: How Pirates, Dreamers...

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  • “How to Choose an Agency  in the Digital Age” – Frank Grillo and Karl Hellman

    “How to Choose an Agency in the Digital Age” – Frank Grillo and Karl Hellman

    The advertising business is barely recognizable from just three years ago. Of the top five agencies in 2015, only one was still top five last year and that one had half the revenue in 2017 it...

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  • “To Start, You First Have to FAIL” – Orly Zeewy

    “To Start, You First Have to FAIL” – Orly Zeewy

    The Odds of Startup Success Roughly 500 million companies are launched every month in the U.S. alone. Nine out of ten will fail. There are three key factors why they do but the top reason is that...

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  • “Who Won the World Cup?” – Branding Analysis from SoccerBlog.com

    “Who Won the World Cup?” – Branding Analysis from SoccerBlog.com

    For the recent FIFA World Cup 2018, SoccerBlog.com teamed up with The Marketing Journal to analyze the branding impact of the month-long tournament. Our methodology included three key sources –...

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  • “Be Different, Not Better” – Christopher Lochhead and Heather Clancy

    “Be Different, Not Better” – Christopher Lochhead and Heather Clancy

    Christopher Lochhead is co-author with Heather Clancy of the new Niche Down: How to Become Legendary by Being Different and the Harper Collins “instant classic”: Play Bigger: How Pirates, Dreamers...

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  • “Delta’s Customer-Centric Success: Implications for B2B Sales and Marketing” – Frank Grillo and Mark Blessington

    “Delta’s Customer-Centric Success: Implications for B2B Sales and Marketing” – Frank Grillo and Mark Blessington

    Companies vary tremendously in how they strive to be customer centric. But most agree that customer-centricity is a key to achieving high customer satisfaction and company profits. Many of today’s...

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  • “Don’t Be Evil: When Employees Stand Up to Save the Brand” – Philip Kotler and Christian Sarkar

    “Don’t Be Evil: When Employees Stand Up to Save the Brand” – Philip Kotler and Christian Sarkar

    What happens when employees decide their company should not pursue a customer or a project?  Do they have the right to be conscientious objectors? At Google, that’s exactly what happened. This...

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  • “Marketing in the Age of Alexa” – An Interview with Niraj Dawar

    “Marketing in the Age of Alexa” – An Interview with Niraj Dawar

    Niraj Dawar is a professor of marketing at the Ivey Business School and the author of Tilt: Shifting Your Strategy from Products to Customers (Harvard Business Review Press, 2013). He is the...

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  • “Why Focusing on Marketing Spend Is a Mistake” – Kimberly A. Whitler

    “Why Focusing on Marketing Spend Is a Mistake” – Kimberly A. Whitler

    Marketing budgets. For some reason, this is a popular topic among news organizations. And I wonder why. Why do reporters and research organizations spend so much time talking about how much money...

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