In the Media

Digital Marketing Spending Soars as Marketers’ Roles Reach Higher Echelons

How brands can benefit from the social media multiplier effect

Marketing’s roles and responsibilities reexamined

Christine Moorman writes that “bigger strides need to be made in improving marketing excellence [and] demonstrating the effect of marketing and fully leading in critical customer-facing activities.”

Insight on insights

Customer insights are an essential element in any marketing plan. Insights give rise to innovations, new go-to-market strategies and new business models. They can also produce critical tactical-level improvements in marketing activities.”

12 Reasons You Aren’t Making Use of Customer Insights

“Fewer marketers are using customer insight than in 2011, according to the most recent CMO Survey.”