What Big Brands Really Think About Big Data

Big Data is Critical to Marketing Effectiveness … But Challenges Remain Recent research by Informatica/D&B/Ascend2 asked 234 marketing professionals how they use big data and what there biggest challenges are. Key Objectives for a Data-Driven Strategy Revolve Around Personalization The drive for personalizing the customer experience by individual market segments is paramount to marketers.  This […]

B2B In Major Buyer Transition

B2B Decision Makers are Not Your Father’s Buyers Much is changing in the B2B marketing space, but most of all it’s the buyers themselves and how they make vendor decisions.  Brands that understand this fundamental change will close far more business Fact :  On average, buyers are 57% through their decision-making by the first sales contact Impact:  It […]

Latest Nielsen Report: TV Usage is Shifting to Mobile and Streaming

TV Still Dominates Total Adult Media Usage … Except for Millennials  According to the latest Nielsen Comparable Metrics Report just released, TV still dominates time spent overall, but is in serious decline, along with some Radio and PC erosion.  The gap is being more than offset by increases in Smartphone, Tablet and OTT (Over the […]

Why So Are Many Brands Reluctant to Go Digital

Even in the Face of Compelling Evidence that Consumers are Digital … Brands Cling to What They Know Digital media consumption (daily time spent) surpassed Television in 2013 and the gap has widened significantly since.     Mobile Time Spent Growing Rapidly Mobile is the big reason for digital time spent growth.  Eventually Mobile will […]

Clients Love Monologue … Buyers Want Dialogue.

Most Content Marketing is Fairly Mundane Stuff Many brands view their Content Marketing practice as another sales communications channel.  Why not?  The objective is to ‘sell something’ so why not use every buyer touch point to get your point across.  Seems obvious the more sales messages, the more sales.  The classic lower funnel strategy that’s worked […]