In the era of #BlackLivesMatter and #MeToo, social justice issues -- especially as they relate to corporate ethics -- have come to the forefront of many consumers' minds. High-profile brands no longer think twice about ousting executives over racist rants and harassment allegations -- just look at Papa John's and Nike.
Of course, it's not always as simple as firing the offending person. When someone who publicly represents a brand does wrong in the eyes of consumers, that company has a long road ahead of them to recover their image and reputation.Read More
Good data is important for any business to have. What's even more essential is the ability to analyze and draw actionable insights from that data. Otherwise, that valuable information becomes nothing more than numbers on a spreadsheet.
There are tons of third-party tools and methods available to help you use your business data to its fullest potential, but with so many options, it's hard to know which ones to try. While you ultimately need to choose the solutions that work best for your business, the experts at Forbes Agency Council highly recommend the following based on experience.Read More
Marketing was once viewed as a "one size fits all" activity, where businesses broadcast the same message to every single customer. In recent years, marketers have gained access to a wealth of individual consumer data and insights, making it easier to personalize their efforts for maximum effectiveness.
In the business-to-business world, these personalized campaigns happen in the form of account-based marketing (ABM). By marketing individually to each client based on their needs, you can demonstrate your value and ultimately increase sales with that account.
One of the most important lessons a marketer can learn is how to tell a compelling story. It's a critical job skill if they want to effectively connect with and influence their audience; however, this skill isn't necessarily gained in the workplace. Sometimes, the most profound lessons about how to tell your story originate in the most unlikely of places.
We asked a panel of Forbes Agency Council members to share their top storytelling lessons learned from unexpected sources. From a high school orchestra to an equestrian workshop, here's what these seemingly unrelated experiences taught our experts.
Virtual and augmented reality are two hot topics right now in marketing and business, and they're slowly making their way into the mainstream. Many people want to be a part of implementing exciting technologies like these but don't know where to start, especially in a business setting.
To help better understand how agencies are putting this tech to use, we asked members of the Forbes Agency Council how their companies do so. Their best answers are below.Read More
Creating content has quickly become one of the core activities for most brands' marketing teams. Blog posts, social media, videos and other assets serve to establish a company's expertise while building trust and interest with their current and potential customer base.
As the demand for unique, original content continues to grow, the best way to keep up is a solid, well-organized editorial calendar. Whether it's a simple spreadsheet or a formal project management tool, planning out your content in advance can help you stay on top of long-lead deadlines for "evergreen" pieces. Here's how 12 Forbes Agency Council members recommend preparing for those deadlines on your editorial calendar.Read More
Online advertising is a crucial component of the modern world. It’s how consumers get the help they need to make important purchasing decisions. Additionally, it’s also how businesses improve their chances of earning sustainable revenue streams. Unfortunately, shady practices in the digital environment have led to some controversy over how ethical certain online advertising solutions might be.Read More