When companies are creating profiles of possible target customers, there is a dimension they often overlook: the urgency of the need for the offering. This article...
Much has been written over the years about how firms lack visibility into the returns from their marketing investments. In an analog world, the perennial reason...
Research shows that most Americans are troubled by companies’ usage of their personal data. Perhaps paradoxically, however, consumers also prefer personalized marketing — which requires data....
Empathetic marketing reached an intense crossroads in 2020, when the pandemic prompted many brands to respond to collective grief — some with success, and many coming...