Why Location Is Key to Mobile Monetization

Last year, we saw brands begin to experiment with joining location to more contextual information to help them understand their audience and do better targeting. It’s a smart move...

Retailers Hoping Location Tech Offers Key Advantage in Mobile Wars

Retailers at the National Retail Federation show held last week in New York City were searching for the next big thing to help their physical retail businesses stave off...

Make These 5 Marketing Changes in a Smartphone Dominated America

In 2013, smartphone penetration in the United States will reach 57%. This is when we cross the chasm – the majority of adult Americans will have, in their pants,...

5 Ideas on How to Localize Your Social Media Strategy

Hoping to target your brand's social media presence to your area? Learn how to find followers, connect and start having a localized twitter presence!

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The Marketing Role and Owning the P&L

The marketing role is always evolving.  Increasingly marketers are taking on P&L responsibility.  CMO marketing technology spend is now rivaling CIO technology spend. Gartner reported earlier this year that 75% of marketing leaders said they own or share responsibility for the P&L.  As Gartner’s Jake Sorofman said, “Over...

7 Deadly Sins of Innovation

One of the easiest ways to gauge the culture of innovative in an organization is to see how that organization deals with failure. If unchecked, failure carries a stigma that can paralyze companies from trying new things. This summer, a Swedish clinical psychologist named Samuel West...

The Tension of Data-Driven Creative

We need both art and science in marketing — the “MadMen” and “MathMen.” I think the most compelling campaigns of the future will bring together the greatest creativity and the greatest insight informed by data. But creatives and data scientists can make uneasy bedfellows....

How to Write a Creative Brief

Marketing creative can only be as good as the creative brief that went into it. Yet creative briefs are frequently one of the more overlooked parts of the creative process. Creative briefs are often neither creative nor brief. I like how Creative Director Howard Margulies...