The recent pandemic sent shockwaves throughout the world, affecting nearly every aspect of marketing in a number of far-reaching ways. Some have argued that …

Building an Online Promotional Strategy             Having an online promotional strategy is crucial for a company; its potential success or failure can pivot on this …

What is Meant by Supply Chain Transparency?             Ever since the 1904 publication of Upton Sinclair’s book, The Jungle, shed light on the atrocities going on …

What is Digital Media Marketing?             Digital media can be defined as any method of transmitting information by means of an electronic device, most often …

Marketing guru Scott Mann shares his thoughts on running a “collective” agency model, lead generation, social media automation, the current state of branding, and gives …

What Is Omnichannel Marketing?             Marketing channels are the vehicles used by companies to communicate with their customers. Such channels might encompass traditional marketing methods, …

What Makes Up a Content Strategy?             While content marketing is focused on coming up with specific content to publish and promote, a content strategy …

What is Disruptive Innovation?             The term “disruptive innovation,” coined by Harvard Business School professor Clayton Christensen, refers to the process by which an underrated …

What Does it Mean to Personalize?             The practice of personalization in digital marketing occurs when companies tailor their advertising to fit individual consumers, creating …

Defining Customer Experience             Customer experience, also referred to as CX, encompasses all of the interactions people have with a company, from their first impressions …

What is a Strategic Planning Process?             A strategic planning process is a tool that a company can use in order to determine the direction …

What Is a Marketing Environment? ­            A marketing environment is the sum total of the different components that make up a company’s marketing activities, encompassing …

How Do Supply Chains Function?             Supply chains are networks spanning a spectrum that run the entire gamut of the production and marketing of goods. …

What Are Marketing Metrics?             The term “marketing metrics” refers to the practice of measuring a company’s progress over time, through monitoring and recording data. …

Traditional Marketing Mainstays             Simply put, traditional marketing can be defined as any marketing that is not conducted online. Also referred to as offline advertising, …

What are Online Brand Communities?             Online brand communities are made up of groups of people who have come together around a shared interest in particular …

What is a Customer Journey?             A customer journey describes the sum total of experiences a customer goes through while interacting with a company. This …

What Are Consumer Attitudes?             Generally speaking, attitudes are the beliefs, perceptions, and emotions that people have toward the people, places, and things in their …

Why Social Media Marketing Works             The publishing industry was one of the first to take advantage of the practice of social media marketing. It …

What is Content Strategy?             Content strategy refers to the practice of using marketing goals as a basis for the creation of content, which is …

What is Emotional Marketing?             Emotional marketing refers to the practice of appealing to human emotions in advertising for the purpose of eliciting specific responses …

How Do Cultural Differences Impact Branding?             The term “culture” describes the particular way groups of people live, encompassing their accumulated stores of knowledge, their …

What is Social Listening?             Although the term “social listening” sounds like it refers to eavesdropping on neighbors, in the marketing world it is a strategy …

Traditional Uses of the Rule of 7             The Rule of 7 was given credence as a marketing strategy by author and professor, Dr. Jeffrey …

Why Does Digital Storytelling Work?             The practice of focusing on digital stories in marketing can be considered the modern embodiment of brand storytelling. Like …

What Are Customer Personas?             Customer personas, also referred to as buyer personas, are made-up identities embodying qualities and characteristics that companies consider to be …

How Does Social Media Influence Consumers?             Given people’s dedication to social media in today’s world—crossing the barriers of age, class, race or any other …

 Making Decisions Using Intuition             Intuition can be seen as a type of knowledge that is based on our experience and is usually filtered through …

Robert Cialdini’s 6 Laws of Influence            In 1984, Robert Cialdini published his book, Influence: the Psychology of Persuasion, identifying specific factors that contribute to people’s purchasing …

What is Google Analytics?             Google Analytics is a digital tool that allows companies to measure and evaluate the key elements of their marketing strategies. …

Brand Tracking             In the words of marketing writer Alina Gorbatch, “The term ‘brand health’ tends to confuse people. Is it just another buzzword? Does …

Why Use Excel?             As marketer Kevin Hector has pointed out, “The global economy is built on two things: the internal combustion engine and Microsoft …

The Importance of Establishing Brand Equity             Brand equity refers to how consumers respond to a particular brand, and in fact can be said to …

What is Data Visualization? In data visualization, information is presented in the form of a picture, a map or a graph. This allows the data …

What is Brand Storytelling?  Brand storytelling can be defined as the practice of “using a narrative to connect your brand to customers, with a focus …

Flat File Databases: Pros and Cons             The flat file database structure was created during the earliest use of computer processing. In those days, flat …

What is Neuromarketing?             Neuromarketing refers to the area of market research that focuses on  consumers’ responses to stimuli presented to them in advertising. These …

What is Price Elasticity?             Price elasticity, often referred to as price elasticity of demand, measures the quantity demanded for any given product in relation …

What is a SWOT Analysis?             A SWOT analysis is an evaluation tool that compiles a company’s strengths, weaknesses, opportunities and threats. The purpose of …

Why Break-Even Calculation is Important              Break-even analysis is a method of calculating what the margin of safety is in a company, using the company’s …

The Personal Brand Defined             Personal brand has been defined as, “…a widely-recognized and largely uniform perception or impression of an individual based on their …

What is Market Share?             The term “market share” refers to a company’s share, or portion, of the market of which it is a part. …

Brand resonance is a term that refers to the relationship between consumers and products, describing the ways people identify with and relate to the products …

What is Nielsen?               Nielsen is a global research and analytics company. Its primary objective is to provide information pertaining to market research by supplying …

What Is Brand Equity?             Brand equity is a term used to describe the influence a brand name has on consumers, measuring its relative impact …

According to Google, ad campaigns are “A set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other settings.”  In …

         According to marketer Jessica Jane Nel of the University of South Africa, “Musicians are cultural entrepreneurs, operating as human brands.”  The goal of …

    When preparing for an interview, it is essential to formulate questions based on the purpose of the interview.  In marketing, most interviews intend to …

          Music is central to the lives of many people.  A great many of these people connect with their favorite artists on a level that goes …

         According to Entrepreneur magazine, market research is “The process of gathering, analyzing and interpreting information about a market, about a product or …

            Traditionally, a roadmap is a list of directions used to get from one point to another.  This concept is often employed by businesses as …

                  The music industry has turned digital.  Whether we like it or not, the days of relying …

            The world is a lot larger than any of us can even fathom.  This creates an incredible potential for artists to promote their music outside of their local …

            An effective way to market your product is to use a short instructional video describing its purpose, its benefits, and reasons why consumers should choose your product rather than others.  These video …

            So you have a vision. You understand your mission. You’ve laid all the groundwork. You have a marketing plan completed and you are ready …

            A wise woman once told me, “Your Facebook page is meant to tell a story, your story.”  I have come to see that what she said …

            Digital communication can be separated into three areas: online, social media, and mobile.  Although they often coincide with one another, they can be seen …

People love watching lyric videos.  This has come to my attention time and time again over the years that I have worked in the music industry, …

          One of my favorite thinkers in marketing is Seth Godin.  Among his most famous works is a book called “Tribes”.  …

                The title of this article sounds redundant doesn’t it?  Shouldn’t it be common sense to use music to market music?  If music is the …

        Nike was founded by Phil Knight and Bill Bowerman and was originally known as Blue Ribbon Sports.  In 1971, Caroline Davidson …

            According to PersonalBrand.com, a personal brand can be summarized as “…a widely-recognized and largely-uniform perception or impression of an individual based on their experience, …

       The music industry exists in a highly saturated market.  Most of the money is made either by highly skilled independent labels, or …

                It was 12:01 a.m. on August 1, 1981.  A new media format was born as MTV debuted the first music video for the song …

                When most people think of music, they attribute it to one of the arts.  Of course, there is some truth to this, but there …

                Have you ever heard the popular phrase “First Impression is a Lasting Impression”?  Well, I’ve found that to be true, especially in the business …