Women continue to command an ever increasing percentage of the entrepreneurial universe. At this juncture in time, about 30 percent of small and mid-size businesses are owned by women. Businesses owned by women currently employ one in seven workers employed in the private sector. While there exists a considerable gap between male and female owned […]

Marketers can learn about customer retention and influencing consumer behavior from fitness apps. Here’s what you need to know.​ ​Anyone who attends a gym with any regularity will probably bemoan the bump in attendance many gyms see after Jan. 1. The crowd of New Year’s resolvers is predictable and is a population that the health […]

Internal marketing efforts to improve and destigmatize mental illness in the workplace have a long way to go. Here’s where to start. This spring, investigations revealed that the March 24 crash of Germanwings flight 9525 in the French Alps was not from any mechanical failure or external conditions, but rather the deliberate decision of the […]

Ad targeting mechanisms are getting more sophisticated as brands seek to reach consumers on an omnichannel level and make ads ever more personalized. On May 6, Armonk, N.Y.-based IBM and Menlo Park, Calif.-based Facebook announced a partnership to help marketers deliver more targeted ad campaigns across multiple platforms. The partnership will allow IBM’s clients to […]

The goldfish has an average attention span of nine seconds, which now is one second longer than the average attention span of the modern-day consumer, according to the Statistic Brain Research Institute. We have lost one-third of our attention spans since 2000, when we’d stay engaged with a piece of content for a plodding 12 […]

When tailoring their messaging to appeal to different global markets, marketers would be best served to use emotional messaging in affluent countries, while functional appeals work better in less affluent countries, according to a study published in the Journal of Advertising Research in December. The study, “How To Advertise and Build Brand Knowledge Globally: Comparing […]

In an effort to reverse recent sales declines, marketers at Oak Brook, Ill.-based McDonald’s Corp. are working at top speed to reposition the QSR giant for future success, allowing customers to inspect what’s on the griddle and attempting to shore up the company’s focus on service. In October 2014, McDonald’s marketers in the U.S. leveraged […]

Today, as much as 70% of content churned out by marketing sits unused, according to B-to-B research firm SiriusDecisions Inc. Research from International Data Corp. reveals that 41% of sales reps don’t know what content to use, how to use it effectively or when to use it. That means that marketing teams are continuing to crank […]

Marketers are concerned about where to look for the next wave of innovations. Understandably, the quest often focuses on the content of an innovation, such as an idea for a new product or business process. If companies could only find the best innovations to develop, then business success would follow. But there’s another way to […]

Health care has endured a multitude of changes in the past year that have reshaped how the industry is approaching a former stalwart in health care marketing: pharmaceuticals. The Danbury, Conn.-based IMS Institute for Healthcare Informatics estimates that global spending on medicine will reach nearly 1.3 trillion by 2018—an almost 30% increase over 2013. Today’s pharma […]