Advertising & Marketing


God-is Rivera, associate director of social media at digital marketing and advertising agency VML, discusses diversity in messaging and how brands can use social media in that effort.

In a constantly evolving digital landscape, it’s no wonder that US marketers want their department personnel to remain both informed and nimble. According to March research, almost seven in 10 feel the drive to innovate will likely impact their staffing decisions over the next two years.

It’s not easy to be a nimble marketer in today’s ever-expanding, increasingly real-time digital world. But a growing number of brands and agencies are able to make decisions about customers, products and markets more quickly and thoughtfully by revising and updating their approaches to processes, technology, people and partnerships.

GrubHub CMO Barbara Martin Coppola spoke with eMarketer about how the brand balances data with agility.

Erica Seidel, founder and principal of talent recruiting agency The Connective Good, talks about trends and pitfalls in hiring the right people to excel in today's complex marketing world.

Dhanusha Sivajee, executive vice president of marketing at XO Group, talks about alignment and collaboration between the lifestage media company's marketing and product teams, as well as the skills needed to work in a fast-paced environment.

Casper's Terri Rockovich, vice president of acquisition, and Lindsay Kaplan, vice president of communications, talk about how the marketing team hires—and retains—the right talent for its fast-paced organization.

Richard Burrage, managing partner of Vietnam-based market research firm Cimigo, talks about consumer behavior in the country and how marketers can reach young consumers.

John Caruso, partner and creative director at digital experience agency MCD Partners, details how customer experience has become a way for brands to differentiate themselves by meeting and exceeding always-on omnichannel expectations.

A typical business-to-business (B2B) brand now has a staggering amount of data in its arsenal, and the marketing department’s goal is to use that data to deliver more effective results than ever before. Enter predictive marketing, which uses machine learning to deliver more accurate insights across the funnel to encourage sales from existing and new customers.

The marketing technology space is buzzing with activity, but it's a transitional time for many brands. eMarketer asked a number of marketing technology experts at some leading brands and agencies about the biggest changes and challenges in the space.

Roughly half of US ad agency professionals said their clients are most interested in advertising on spot TV or spot cable—more than any other medium including digital, mobile, streaming video and radio, April 2016 research revealed.

Matt Preschern, executive vice president and CMO of global technology outsourcing firm HCL Technologies, talks about his company's marketing transformation to stay competitive in an increasingly digital world.

Andy Kauffman, vice president of digital at global hotel chain Marriott International, talks about his company's approach to digital transformation for the hotel's people, processes and technology.

The growing complexity of marketing technology is forcing many client-side marketers to rely on agency partners like never before. Research shows that many clients are retaining more agency partners than in years past, relying on them to fill gaps related to a variety of strategic initiatives well beyond their traditional areas of expertise.

Over 80% of marketers in Canada said they conducted social media engagement activities in February 2016, making it the leading digital marketing activity. And they’re convinced content marketing will be one of the most important over the course of this year.

Matt Trotta, vice president of agency relationships at BuzzFeed, explains how brand-publisher interactions are now more symbiotic.

Senior-level digital agency professionals plan to make several business changes in 2016. According to a survey from Kentico Software and Millward Brown, many are looking to invest more money in software and hardware.

Mohan Ramaswamy, strategy partner at digital product design and development agency Work & Co, talks about how consumer expectations of digital experiences are changing and how his firm helps brands evolve to meet and exceed those expectations.

Nearly half of US creative professionals say the creative process could be more effective, according to February 2016 research. Just 2% of respondents said it was already perfect.