Marketing budgets and top-down pressure to prove ROI are projected to increase in equal measure in the coming years. In spite of this dual rise in marketing investment and accountability, there are few CMOs who are up to the challenge. Every marketer who is fond of his job can and should prove the business impact of marketing spend. Read more …
In an industry dedicated to the exultation of the ineffable — beauty, style, and all that’s en vogue — talking about data can feel a bit like pulling the curtain back on the Wizard of Oz. But the fact remains that the fashion business is just that — a business. Every trend and every seasonal success Read more …
In Delivering Happiness: A Path To Profits, Passion, And Purpose, Zappos CEO Tony Hsieh reflects on Zappos’ customer service-centric business model, noting that “[a] common trap that many marketers fall into is focusing too much on trying to figure out how to generate a lot of buzz, when really they should be focused on building engagement and Read more …
The internal presentation of campaign effectiveness is equally as integral to a marketer’s role as is the forward-facing messaging of the brand itself. A marketer who is adept at presenting the right metrics up the chain internally can proactively pinpoint what data is needed along the way to inform the successes and areas for improvement Read more …
Over the years, LinkedIn has developed into a digital mecca for the professionally minded. As it has grown from online Rolodex and résumé database to a fully-developed business social network, opportunities for brand messaging and advertising have grown in equal measure. And with marketing opportunities come analytics. Here, we’ll delve into LinkedIn’s analytical tools and how to use Read more …
