Best Free Online Marketing Guide For Online Entrepreneur

Marketing talent attrition is a major pain point for managers and leaders globally. To help solve this conundrum, we interviewed Michael Cruz, partner and head of content at the New York-based agency, Summer Friday. Michael has 20+ years of experience as an intuitive leader known for nurturing talent while staying committed to learning and has also served as chief content officer at The Drum Agency in his previous role.   Q1. How would you define a high-performing marketing team? Michael: When I think about high-performing marketing teams the main focus is adaptability, one of a magnitude that we’ve not seen before. Mostly because of the speed at which content needs to be distributed to meet the insatiable appetite of consumers, and the ever-changing realities and uncertainties that exist in our world due to current events. This is also why when we think about artificial intelligence (AI) and how it can inform those decisions, when we think about strategy, connecting to creati...

30-second summary: Today’s consumers are more concerned than ever with the environmental impact of the brands they consume, especially within food and beverage There is a unique opportunity for brands to align their own purpose and growth with consumer desires to look after the world we live in Brands must step up their sustainability efforts and can share powerful success stories to inspire confidence and trust in their brand A healthy sustainability strategy can motivate and inspire people, creating a multiplier for inclusive growth In honor of Earth Day 2022, I hosted The Marketing Society’s panel about driving the future of sustainability. The discussion featured four global marketing leaders from brands in the food and beverage industry: Danone, PepsiCo, Diageo, and Kitopi. Today’s shoppers have a greater desire to do good and are paying close attention to the environmental impact of their purchases when picking a brand. The ‘ 2021 Food and Health Survey ’ by the In...

Video advertisers are digging deeper to understand the value and impact of their video buys. It is no longer enough to speak about efficient reach with the detailed performance metrics available for digital video campaigns today. We can study view-level data to understand if viewers are engaged and know what captures that engagement. What does it matter how many viewers you reach if they aren’t actually paying attention? Google “Unskippable Labs” conducted a study  and demonstrated that there is a consistent, positive relationship between the length of time a video is watched and consumer favorability towards a brand. It is then no surprise that measurement partners are crafting solutions to help advertisers address the attention measurement deficit. For example, DoubleVerify offers the “Authentic Attention” tool that gives marketers insight into the online environment that surrounds their video ad and prioritizes the placements, sizes, and creatives that drive the most viewer eng...

First, take a deep breath. No matter where you are in your Web3 journey, the era itself is just beginning. Google tells us so. Just do a Google Trends search between the popularity of “Twitter” and “NFT.” As you can see, (non-fungible token) NFTs, from a search percentage, are just a blip…not even registering against Twitter. To compare, NFTs are about where Twitter was in 2007 or 2008. Source: Google Search Trends Knowing that we are early is important. Right now is the time to learn, experiment, and understand that anything brands or individuals do in social tokens, NFTs, and decentralized autonomous organizations (DAOs) is, at best, experimental. The journey to Web3 If Web 1.0 is read-only, and Web 2.0 revolves around user-based creation on centralized platforms (Facebook, TikTok, LinkedIn, and the others), then Web 3.0 (Web3) is about moving from centralized platforms to decentralized networks, powered by the token Note: For the purposes of this article, token means data on...

The United States has the largest concentration of start-ups anywhere in the world; at present more than 70,000 are looking to make their mark, according to Startup Ranking. But only 40% of start-ups become profitable, with competition the greatest challenge for these firms. Having an online presence is crucial to the success of a start-up in today’s business environment. Consumers, when testing or trying out a brand or service for the first time, will automatically go online to see whether the business in question is visible. A dedicated website will therefore provide the necessary exposure for many of these businesses and provide them with insight into the response of potential customers towards the product/service being offered. A slow or even poorly constructed website could therefore have a significant impact on company growth. Websites need to represent what a start-up does as a company, as well as what they stand for, all the while communicating their brand effectively; start...

30-second summary: Social media platforms allow anyone to publicly call out people and brands when they did or said something offensive or abusive Cancel culture is public outrage targeting an individual celebrity or a brand for their public statements or actions How do you keep your brand safe from being canceled in 2022 and beyond? If you were affected by cancel culture, how do you control the damage and recover your brand image? Let’s find out! In 2021, major celebrities and brands like J.K Rowling, Ellen DeGeneres, Netflix, L’Oréal, and McAfee faced the wrath of netizens due to their actions, either intentional or unintentional – this was cancel culture in full throttle. People want to hold brands and celebrities accountable (at least for most of it) and marketers need to acknowledge that it is here to stay. According to PEW research, 58 percent of U.S. adults say in general, calling out others on social media is more likely to hold people accountable. While there are ...

As marketers, we’ve grown reliant on data – of all shapes and sizes. No matter how seemingly inconsequential, we crave the data. The pandemic has gone and ruined the perfect data-driven pictures we’d created of our customers, our market and our products, to set strategies for growth. This creates a big challenge for marketers even as we transition to ‘living with covid’ . Before the pandemic, we never would have made strategic marketing decisions on data that was two years old. That’s exactly what most marketers are being asked to do right now. Unfortunately, we have to consign the past two years of data to the bin, just like the kettlebells, athleisurewear and whatever other fad purchases we made under the duress of the pandemic. Real-time data, or bust! New viral strains have created hesitancy and reluctance to return to previous ‘normal’ behaviors even if there are no restrictions forcing their hand. And this consumer hesitancy has a significant impact. McKinsey data shows that...