Marketers - especially those working in agencies for a variety of clients - tend to have a firm grasp of the terminology of marketing, the lingo, the concepts, and therefore claim to understand what exactly marketing is. But from a corporate perspective, the answer is far from clear. Marketing can be done large-scale or minimalist, it can be a very personal activity with a lot of human interaction, or a pure exercise in the deployment of technology. For some people, marketing is the same as sales, and for others, it is little more but a fancy word for advertising. It is…

Nov 14, 2024 • 4min Read

Enron is commonly referred to as the biggest fraud ever, costing investors over 70 billion USD. Perhaps Lehman Brothers did even more damage. Or Bernie Madoff. It's hard to say. But without a doubt, we do now have a new candidate, and it's not a company or a person. It's an industry; digital advertising. But what is really behind the accusations that billions are lost every year to fraudulent practices in the industry? I discussed the issue with three industry experts. Here is our in-depth analysis of everything that is wrong with digital advertising, and how to solve the conundrum.…

Nov 14, 2024 • 4min Read

ESG Marketing: Crafting an ESG-Focused Brand Image ESG (“Environmental, Social, and Governance”) refers to the three aspects of corporate social responsibility (CSR). Investors nowadays pay attention not only to a company’s financial growth but also to how much social responsibility a company takes on. It has become one of the crucial factors in measuring how a corporation functions.  Benefits of emphasizing ESG for companies include facilitating brand enhancement, raising brand awareness, attracting talent, targeting potential clients, and consequently establishing trust among the corporation and their clients, employees, and society. It, in turn, builds up the corporate brand value, reduces costs,…

Nov 14, 2024 • 4min Read

Content marketing, the holy grail of the digital age, isn't just a tool to market your company's products and services. It is also a great way to strengthen your brand from the inside, retain employees, and improve sales.  There is a reason large corporations and organizations have in-house magazines, and believe it or not, the reason is not to let you know next week's cafeteria menu or changes to your employee benefits. The real aim of the age-old idea of internal communication is to make everyone better at their job. At the start of the digital age, many companies abandoned these so-called "in-house organs" in…

Nov 14, 2024 • 4min Read