Based on data from its call center, a warranty company thought its market was predominantly female. However, when that company commissioned marketing research, it found that its customer base was ...

The STP Model or Segmentation, Targeting, & Positioning is a key component for any firms marketing strategy. Here we give you ...

Not every customer is the same. Some buy quickly, others take months. Some are loyal, others vanish after a single purchase.

Forbes contributors publish independent expert analyses and insights. Rebecca Shaddix covers overlooked aspects of big data and technology. Attribution in marketing gets a lot of attention—and rightly ...

Getting predictive audience technology right for your company and customers requires thoughtful planning to adhere to consumer privacy laws and expectations. Privacy ...

Paul Fennemore is Managing Director of Viapoint. Viapoint is the leading Social Media Consultancy, Services and Training Provider. Paul backs up what he preaches by grounding it on objective and ...

When you're facing a lot of competition, one way to understand your situation is to segment the market—because a properly segmented market will give you a better view of the competitive landscape. It ...

Emotional resonance is all but mandatory in today’s marketing landscape. You can’t just make a stellar product and count on buyers to come to you—you have to lure them in. And with inflation prompting ...

What does your current strategy look like? What’s working? What needs to change? If, like many, you’re relying almost exclusively on paid advertising, what would happen if that channel ceased to work?

This post was sponsored by Directive Consulting. The opinions expressed in this article are the sponsor’s own. At a standstill about how to best market your new tool? Wishing you could accurately know ...

Even if you’re not saying the “R word” yet, chances are your business is responding to today’s economic uncertainty by trimming its sails. Marketers, especially, are often asked to do more with less.