eCommerce Marketing

Good marketing has always been about storytelling. You need to find out what’s important to your target audience—whether that’s your customers, your employees or your investors—and talk about your brand in a way that’s relatable, engaging and meaningful to them. Business owners often serve as their brand’s primary steward to these internal and external stakeholders. Therefore, […]

One of the bottlenecks that advertising agencies continuously run into is limited knowledge of the client’s target audience. In some cases, the target demographics are simple to work out. However, in many more situations, the client might not even know what the company’s target demographic is. As marketing experts, agencies need to utilize their resources […]

Using direct mail for fundraising is very common, but just because many people are doing it does not mean they are doing it well. So let’s see how good direct mail can increase your donations. Yes, direct mail is costly, but you can increase your return on investment (ROI) to more than cover its cost. […]

One of my favorite trends in marketing is that corporate America is growing a conscience and realizing that many employees want to be part of something bigger and nobler. As a result, many companies have created purpose statements to articulate why they exist beyond making money. I’ve noticed that companies often spend a lot of time […]

To become successful in business, you have to think beyond hiring employees or hitting sales numbers. You have to build a brand — both in person and online. As Amazon’s CEO Jeff Bezos puts it, “a brand for a company is like a reputation for a person.” In other words, it means everything. It goes beyond a […]

The media and public relations field is constantly evolving to meet the demands of the modern digital world. However, there are some basic principles of PR that have held true over the years, regardless of how much communications channels and technology have changed. As agency professionals, the members of Forbes Agency Council have learned their […]

The room silenced, signaling the start of our meeting. A group of marketers had just welcomed their new colleague, who previously worked at a consumer retail brand and was hired into a new position for the company: head of marketing technology. As the client’s strategy consultant, I was asked to attend the meeting where their new […]

Think about the last time you met someone new. You probably shook their hand and immediately took note of their body language or facial expressions. Typically in these situations, your conversation starts with small talk — perhaps what they do for work, where they’re from or acquaintances you both may know. If you find the […]

Business rarely stays the same. Things are constantly changing — and it’s our job as agency owners to pivot to continually meet those shifts. Unfortunately, pivoting an entire agency involves a lot of work. It’s not easy to change directions, but sometimes it’s absolutely necessary to keep your agency relevant and in business. Knowing the […]

The proliferation of social media sites has made it so much easier for companies to get in contact with the core consumers of their product. However, this extensive proliferation has led to the segregation of demographics based on the appeal of the platform to a particular group. Companies can’t afford to dive into every social […]