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Most companies acknowledge the importance of innovation, but few actually know how to be innovative. They don’t realize that innovation must be a cultural imperative to truly succeed.
As I look back on my first full year as Carbon's first chief marketing officer there's so much to be proud of and so much to look forward to. It's important to find time to pause and reflect on how far we've come over the past 12 months.
While we probably won’t see politicians face off against robots anytime soon, AI has already seen widespread adoption in the marketing space. With so much data available to modern marketers, AI needs human context to unlock that data's meaning.
We've arrived at a watershed moment in the digital era. The European Union has sunk regulatory teeth into a question that's been circulating for well over a decade: How can we better protect consumers' private information?
Brand voice has long been a product of written copy, whether it be on websites, marketing materials or email newsletters. With the recent advent of voice recognition tools like Amazon Echo and Google Home, brand voice is becoming decidedly more literal.
Some people in D.C. may have no problem disparaging African countries and their inhabitants, but to digital marketers everywhere: Ignore or underestimate the potential of African consumers at your own peril.
Your marketing tactics are only as good as the strategies behind them, and the only way you’ll succeed is by focusing on your core strengths. Pick and choose the right tools, platforms, and events for the right job, and you’ll gain much more than by simply following the herd.
Consumers are ready to accept brands on their favorite streaming platforms. We plug into it with our closest friends, dance to it with complete strangers and discuss it among our newest acquaintances. There’s no doubt about it: Music is a deeply powerful connection point for humans.
Actions users take in apps or on platforms like Facebook can be used to deliver relevant ads or drive traffic to specific destinations. It's an undoubtedly valuable strategy, but the question is: How can you strike the right balance to keep content personalized without getting creepy?
Don't launch a brand awareness campaign without first having a full assessment of your starting point—your brand's position in the market?
I'm a firm believer that brands are not built on products, but on how they make people feel. Once we establish our brands, purchases and loyalty follow. Successfully positioning a brand means creating a positive emotional connection with the audience.
Branding means creating general awareness of your product or service. Demand generation means attracting people to that product or service, then nurturing them until they’re ready to buy. When companies treat them like a package deal, the magic of marketing really begins.
Great advertising goes beyond branding and speaks to the heart of people’s needs, fears, hopes and dreams.
For women of color, the road to equality is fraught with unique obstacles. Here's how we can push through.
The deck is stacked against working moms, but it doesn't have to be. Here's how you can succeed.
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