Advertising effectiveness vs. efficiency: what is important?

Brands prioritising short-term wins over long-term brand-building could end up falling short of the competition

What does the future influencer look like?

Influencer marketing is a huge industry and is almost synonymous with the platforms it appears on. However, given its rapid growth and a recent marked change in consumer attitudes to social media, how will influencer marketing evolve? Here are four possible scenarios

Are Google and Facebook killing advertising?

phones with Google and Facebook on screen

Internet behemoths Facebook and Google collectively dominate the online ad market, so what chance do smaller businesses have in competing?

The true impact of AI on marketing

This article examines exactly how artificial intelligence and machine learning might affect the various aspects of marketing and specifically, how marketers can get the most from this emerging technology

How to tackle marketing fraud

Fraudulent marketing, ranging from fake news disseminated by robots, to fraudsters syphoning off advertising cash, is coming under increasing scrutiny

CMOs must be experts in marketing and growth alike

Bob Liodice opinion growth

For today’s chief marketing officer (CMO), the environment that we’re working against, competing in and adapting to is one of high complexity and rapid evolution

Is it time for the digital advertising industry to grow up?

Advertising billboards in new york city

Marketing chiefs suffering from channel fatigue are draining the digital swamp and demanding greater quality of advertising outlets

Brands are taking back control of digital advertising

digital advertising boards in new york city

Big brands are ripping up their advertising strategies as they wake up to widespread wrongdoing in the digital marketing industry