ROI
How To
How to Plan Your B2B Content Marketing Strategy
In the content marketing world, a lot of attention gets paid to top B2C brands doing amazing or flashy things, but B2B marketers have quickly caught on to the huge role content can play in meeting their marketing goals as well. In fact, when asked by Content Marketing Institute what top 5 ...
Profiles
MetLife Marketing Leader Shares Insights on the Role of Digital Marketing and Data
With a global business model built primarily around face-to-face selling, MetLife spent 2020 reimagining their sales and marketing approach to focus on digital selling and content marketing. We recently sat down with Matt Diiorio, MetLife’s Assistant Vice President of Global Brand & Marketing, to talk about how marketing has changed, as ...
POV
Is Short-Termism Killing Marketing?
“Deliver quarter on quarter performance!” has long been the rallying call of marketing, but are we being short-sighted? Over the past decade, marketers have answered the rallying call for ROI, working hard to prove how their departments can contribute to revenue through the use of data and technology, moving from a ...
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 ...
