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A few months ago, Google announced a delay to its blocking of third-party cookies... again. We keep preparing, and the deadline keeps getting pushed back. Given that additional time, how should we be spending it?
Becoming a multilingual company is much more complex than just putting all your copy through Google Translate. Explore tips on how to successfully expand into multinational markets.
We've all seen them: videos that really should have had professional production value. The lighting is bad, there's a broom in the background, or a dog is barking off-screen. But what about when DIY video works fine? This article breaks down the differences.
When as a marketer you identify and focus on benefits, you ensure that you are focusing your attention on what customers are really buying; as a result, you don't waste money and energy in your marketing efforts.
Welcome to a highly misunderstood topic: segmentation. This article explains what marketers tend to get wrong about segmentation, what's a better way to segment, and why doing a differential advantage analysis after segmentation can help you beat the competition.
Perceptual maps are the only way to understand what your position is in the market and how the market views you vs. your competitors. In fact, if you don't have a perceptual map, you're flying blind.
The accelerated pace of the digital business world will require B2B tech marketers to drop their manual ABM processes and get to a deeper level of customer understanding. But how? Check out these ideas.
Diversity, equity, and inclusion is a win-win for everyone: It's good for business, good for employees, and good for PR. To drive real change, check out these tips.
As the tide of technology moves closer to virtual reality, what can brands to do prepare? Advertising could look very different in a VR world. This article explores the possibilities.
A brand known for a particular benefit enables growth opportunities beyond the product's original focus—via a brand extension. Using the brand on a new market offering that's in a different product category can provide sizable benefits, including new paths to growth. But you have to be careful.