The TOPO 2019 Account-Based Benchmark Report found that more than 80% of the most successful companies have a well-defined ideal customer profile (ICP).
You've probably heard something like this for years: "Business buyers are logical, while consumers are emotional." Not exactly.
Companies like Gillette, Harry's, and Schick are killing it when it comes to marketing to Gen Z because they have adapted to key generational differences.
Most surprising finding in study: Respondents selected Pinterest as a top influencer for discovering and purchasing new products.
What are brands to do when sales are dropping and all signs point to millennials as the culprits? Change WITH them, not against them.
Because relationships between brand and customer so resemble human connections, they are governed by another human framework: manners!
It's not easy to write an autobiography, especially because you're too close to the subject at hand. The same thinking applies to the debate over in-house agencies.
"Ghost profiles" set up by fraudsters are designed to generate fake traffic, despite happening within supposedly safer walled-garden social media.
Cannabis, pharma, alcohol, nicotine, and gambling industries follow tightly regulated marketing restrictions, so they must create compelling content for a targeted market.
The hands-brain divide has limited the potential of many a company-agency relationship by relegating agencies to doers rather than thinkers.