Audience Insights
POV
What Marketers Can Learn from the Newsroom
2020 disrupted even the best laid marketing plans and gave rise to lasting impacts and shifts in consumer behavior. Who better to turn to for advice on how to pivot with agility than the newsroom? 2020 was a year like no other, impacting everything and everyone across the globe — including ...
POV
The Path Forward for B2B Marketers in 2021
2020 was the portrait of abnormality, and in its wake lies a new path forward for B2B marketers in 2021.By Lauren Starnes & Denton Myers-Pollock of Industry Dive Even as the phrase “new normal” becomes so overused it requires air quotes, we can all agree that 2020 was the portrait of ...
Best in Class
Turning a Pandemic ‘Pivot’ Into a Lasting Content Strategy
Many marketers viewed the pandemic as a cataclysmic disruptor — but what happens when you re-lens it as an opportunity to re-focus and build a strategy that can withstand uncertainty? For marketers, there has always been one guide we can fall back on when creating content in response to customer needs, ...
Profiles
Spotify’s CMO on Using Data to Create Content Marketing Hits
There is a fine art to leveraging data to understand your consumers, and few brands are doing it as well as Spotify.Recenty, Seth Farbman, Chief Marketing Officer of Spotify, shared how the music streaming service is able to understand individual customers on a personal level, as well as pinpoint larger ...
Trends
57% of Consumers Remained Loyal to a Brand During Chaotic 2020, Study Finds
Dive Brief:Eighty-one percent of consumers said they want to form a relationship with brands, a sign of their willingness to participate in loyalty programs, marketing firm Merkle found in a new survey shared with Marketing Dive. Discounts are the most popular loyalty reward, with 70% of consumers preferring these offers ...
How To
5 Steps to Content Planning for the Right Audience
Content. Anyone can create it. Anyone can publish it. And more often than not, anyone can access it—with just a few clicks or thumb-taps.But we all know that clicks and pageviews are meaningless unless they come from your target audience. So how do you create content that your target audience ...
