Brand communities are making a comeback. Where companies once relied on their own message boards and communities to get their messages out, social media sites took over to a great degree--but now the tide is slowly turning the other way. According to Forrester's...

The automotive industry has staked a strong claim on innovative marketing tactics--and the proof is in the sales. High consideration purchases like a vehicle often require different strategies than smaller, one-off purchases, but the trends seen in automotive are...

It’s hardly news that consumer preferences have shifted from outright ownership to paying for services on a subscription basis. The so-called subscription economy is going strong, with popular services such as Netflix and Amazon Prime boasting millions of...

Data is at the heart of every digital business model, but publishers, in particular, have a distinct need to glean data from their readers. Without refreshing their data stores regularly, publishers can’t deliver their content outside of the confines of their...

Company: SAE InternationalSAE International (SAE) is a 501(c)(3) nonprofit, global organization that serves more than 100,000 folks in the automotive, aerospace, and commercial vehicle industries. It has members in about 100 countries and, per its website, is...

Many marketers view a “drive to web” campaign as simply moving an audience to a landing page in order to garner sales, signups, or other actions. The campaign launches, the desired actions are tabulated, and the marketing team moves on to the next...

A multinational’s success increasingly relies on its ability to connect with audiences around the globe. To do so, the company needs to speak to its customers in their native language. According to Common Sense Advisory, a typical global player must translate...

Everyone in the content business knows that mobile use is on the rise, and many content providers are rushing to move their content to applications. Earlier this year, Apple announced the 10 billionth download in the App Store, and the 2-year-old Android Market...

Many of us who are in the habit of following the business of digital content with religious zeal, were probably a little mystified by the hubbub surround the Facebook-Cambridge Analytica scandal. Why were people so surprised that Facebook was collecting your data, and...

Branching Out: Sponsored Content and Affiliate LinksMarc Andre is a personal finance blogger with vitaldollar.com. He’s been a content marketer and online publisher for the past decade; Andre says that, early on, he made all of his income from advertising. But...

Programmatic advertising has emerged as one of the most efficient ways for marketers to reach audiences anywhere they are on the web in real-time. Research firm eMarketer estimated that in 2016, 73% of all digital display ad dollars in the U.S. were transacted...

Remember when Amazon first started giving us product recommendations? I’ll always remember the first time I saw that now-famous line: “Customers who bought this item also bought...” It’s no exaggeration to say that line changed my life for the...

Technology Is Your FriendThe bad news is that it can be downright difficult to get from A to B: that is, deciding on the most impactful metrics and developing processes and strategies to track them. The good news is that plenty of worthwhile technology exists to get...