Marketing

  • Twitter Confirms Amex’s Leslie Berland As Its New CMO

    Twitter Confirms Amex’s Leslie Berland As Its New CMO

    Twitter’s CEO Jack Dorsey today announced a new CMO for the company — Leslie Berland, who joins from American Express. The confirmation comes two days after her name first came up in connection with the role, amid a number of other big executive changes at the company. Matching some of the current internal turmoil at the company, Twitter has been having a lot of problems in… Read More

  • A Guiding Light Into The Future Of Marketing Crunch Network

    A Guiding Light Into The Future Of Marketing

    The Consumer Electronics Show (CES) is a feast to the eyes, but an overload of the senses. Separating the profound from the gimmicks and the trends from the distractions is vital, but hard. For me, there is one just one takeaway from CES this year: Everything around us is becoming digital. So while our industry cares about digital media, digital budgets and digital strategy, we need to retool… Read More

  • 5 Questions To Answer Before Launching A Social Campaign Crunch Network

    5 Questions To Answer Before Launching A Social Campaign

    People still don’t get social media. And I’m not just talking about Donald Trump. It’s an established best practice for building community support for a point of view or an initiative, and that’s because it works. There’s no better way to harness those who already agree with you as surrogates to carry your message to other people who know and trust them, whom… Read More

  • You Don’t Want A 5-Star Review Crunch Network

    You Don’t Want A 5-Star Review

    Brands know that customer reviews play an integral role in consumers’ purchasing decisions, especially online. As such, they work hard to drive the highest ratings they can. And yet, it’s the presence of less-than-five-star reviews that can actually be what drives purchase. Read More

  • #MisguidedPR: The Industry’s Internal Crisis Crunch Network

    #MisguidedPR: The Industry’s Internal Crisis

    A U.S. Department of Labor report last year stated there were approximately 57,000 PR managers and 208,000 PR specialists in America; conversely, there were only 46,500 journalists. Do the math.That means there are roughly 5.7 PR professionals for every one journalist. That’s like the equivalent to having six crying babies with only one babysitter. Read More

  • A Startup’s Guide To International Expansion Crunch Network

    A Startup’s Guide To International Expansion

    Startups can now reach international markets almost immediately at launch. Product/market fit is geographically, industry and company-size agnostic — SaaS makes your product adoption almost instantaneous. Although this early global traction can happen organically at the beginning, the reality is that startups must be strategic about systematically scaling from a local region to any number… Read More

  • Stop Reading About Social Media Trends And Start Listening Crunch Network

    Stop Reading About Social Media Trends And Start Listening

    The Internet is rife with articles espousing digital trends in every shape and form: video is still going strong, IoT, live streaming and “super real-time.” But trends are just that: trends. Today’s hottest thing is tomorrow’s old news. Google Glass anyone? Read More

  • Rethinking The Role Of Tech Companies In The Refugee Crisis Crunch Network

    Rethinking The Role Of Tech Companies In The Refugee Crisis

    The urgent humanitarian situation in Europe has pushed the ongoing global refugee crisis to the forefront of U.S. consciousness. There are currently 60 million people around the world who have been forced to flee their homes because of war, conflict or persecution. Lots of people in the U.S. want to do something about this, but don’t know where to start. Read More

  • Outdoor Advertising Is The New Black Crunch Network

    Outdoor Advertising Is The New Black

    Big cities like San Francisco and New York are digital meccas, home to many of the world’s largest technology startups — and to hordes of smartphone-toting, app-using consumers. But when it comes to making a name for themselves, many of the companies hoping to influence these techie urbanites are going decidedly analog. In these cities, and others, it’s hard to miss the… Read More

  • The Attention Economy And The War Over Measurement Crunch Network

    The Attention Economy And The War Over Measurement

    Content that gets delivered digitally should be measured digitally. This sounds obvious, but it’s not that easy: Ad blockers, infinite scroll design and auto-load/auto-play videos all make it harder than ever to determine what has actually been viewed and what has successfully captured the consumer’s attention. Read More

  • U.K. Kids Increasingly Credulous Online, Finds Ofcom

    U.K. Kids Increasingly Credulous Online, Finds Ofcom

    While there has been high profile U.K. government backing for furnishing the nation’s youth with digital skills in recent years, including a requirement in the English national curriculum to start teaching coding to primary age children, new research from comms industry regulator Ofcom suggests a parallel push to teach kids to be much better critical thinkers in our… Read More

  • Apple Kicks Off iPad Pro Marketing With Ads Focused On Split-Screen And Pencil

    Apple Kicks Off iPad Pro Marketing With Ads Focused On Split-Screen And Pencil

    Apple has kicked off iPad Pro marketing with ads airing tonight during Monday Night Football. Pun intended. The spots use a galactic theme similar to the one we saw during the iPad Pro event back in September and focus on two marquee features: the ability to run two full iPad apps side-by-side and the new Pencil stylus. Read More

  • Why Starbucks’ Order And Pay Is More Than Milk Froth Crunch Network

    Why Starbucks’ Order And Pay Is More Than Milk Froth

    There was a time when mobile content was king. Consumers sought ringtones and java games, despite their appalling user experience. Then came smartphones and apps, and, in terms of content, everything changed. For savvy brands, mobile content has moved well beyond creating a vanity app to the primary way to engage consumers. Read More

  • Four Reasons Why Sports Startups Are Scoring Big Crunch Network

    Four Reasons Why Sports Startups Are Scoring Big

    When a professional sports team wins a title, it makes the front page of The New York Times. When Tom Brady, quarterback for the New England Patriots, controversially may (or may not) have deflated some footballs during a crucial game against the Indianapolis Colts, it was reported by every news media and became a trending topic on Twitter. Sports are a major part of our culture, and its… Read More

  • The Ascent Of Ad Blockers Clears The Way For More Engaging Adtech Crunch Network

    The Ascent Of Ad Blockers Clears The Way For More Engaging Adtech

    Consumers hate ads. Why? Ads are often irrelevant, boring and annoying. This ad-hate wouldn’t be a problem but for the fact that ads pay for mostly everything we watch, listen to, read and otherwise enjoy. Read More

  • Easily Measure The Profitability Of Your Consumer Subscription Business Crunch Network

    Easily Measure The Profitability Of Your Consumer Subscription Business

    We are currently witnessing a shift in business models, as many consumer tech companies move from transactional models in favor of subscription-based ones. YouTube is launching an ad-free, subscription-based service. Apple recently launched a streaming music service for $10/month. Microsoft just bundled its popular consumer products into a $199/month offering as cloud services have become… Read More

  • Globalize, Don’t Localize: Three Ways To Properly Ignore Boundaries Crunch Network

    Globalize, Don’t Localize: Three Ways To Properly Ignore Boundaries

    A hipster in New York is not that different from a hipster in Bangalore. Ten years ago, this would not have been the case. Our marketing textbooks tell us that the highest classes of society in any given region have similar tastes and habits, but that habits then start to disseminate based on surroundings. Today, with Internet access expanding to the far corners of the world, those tastes… Read More

  • The Worst Possible Name For Your Brand And Three Things You Can Learn From It Crunch Network

    The Worst Possible Name For Your Brand And Three Things You Can Learn From It

    Let’s say you want to come up with a great brand name for a new beverage brand you’re launching. You know what consumers are looking for, and you’re the creative type. What’s the biggest naming mistake you could make? How about a name like “Sweat” or “Pschitt?” Or something difficult to spell and pronounce? Those missteps would certainly be… Read More

  • Google Delivers Mini-Marketing Lessons In Its New Google Primer App

    Google Delivers Mini-Marketing Lessons In Its New Google Primer App

    Nearly a year ago, Google launched a new mobile application called Google Primer, offering startups mini-marketing lessons aimed at helping users get up to speed on Google-specific subjects like search engine marketing, media coverage, content marketing and more. However, at the time, the app was still in testing, and Google wouldn’t comment on the project. Today, a redesigned… Read More