Marketing Strategy

Many marketing teams struggle to identify metrics that will support business strategy. A change in approach can help.

Recent research shows that social media influencers with small audiences can deliver big payoffs for brands.

Identify and address ageism to avoid disconnects with employees and customers and find new business opportunities.

Marketing leaders who understand the full value of a benefits-first perspective can help their companies better compete.

Companies are best served by a CMO whose skills and knowledge align with their needs at their particular growth stage.

Recent research finds that influencers with fewer followers have higher engagement than those with higher counts.

Savvy companies recognize that, with their support, employee-creators could become their best social media assets.

Struggling physical stores can draw in customers by offering in-store experiences that online shopping can’t replicate.

New research shows where marketers are seeing gains from AI and how to speed up payoffs.

The dueling fortunes of two hot sauce companies demonstrate the power of strategic diversification.

These five steps can help you burnish your employer brand and meet the challenge of talent acquisition.

Brands and retailers should be thinking more expansively about where they engage with customers to sell their products.

What’s this year’s average marketing budget? Bad question: That figure misleads marketers who want to benchmark spending.

On the Me, Myself, and AI podcast, Harvard Business School’s Ayelet Israeli discusses AI’s customer research potential.

Consumers and top brands are cocreating campaigns using generative AI tools. Are you ready to manage the opportunity?

Interviews with 100 CMOs reveal common challenges in designing marketing organizations, as well as ways to address them.

U.S. colleges hoping to boost enrollments should recruit internationally, a Google-GWI survey says.

In a polarized culture, market to your brand’s top supporters, who can help build your fan base among skeptics.

Even iconic products need updates to stay relevant, but businesses can retain loyal customers while attracting new ones.

Shifting emphasis from customer lifetime value to customer portfolio lifetime value can drive future revenue and lower costs.